Marketing 2013: Reach the right influencers, avoid the echo chamber
During a candid conversation with SAP’s Chief Marketing Officer, Jonathan Becher, we discussed the growing importance of digital influence as a significant mechanism to identify and engage potential customers. Here is a segment from our longer conversation: In the past, marketers generally maintained a clear distinction between approaches used when selling business-to-business (B2B) versus business-to-consumer […]
The Science of Influence
All customers are not created equal. Nor are visitors to your website, followers of your Twitter feed, or ‘Like’rs of your Facebook page. While companies often give lip service to providing all customers and prospects equal allocations of resources and attention, the truth is that resources are limited – people, money, time. These limitations force […]
