1. My customers don’t use social media

    This post is for my current and future clients who think they won’t deal with social media because their customers don’t “use” it.  This thinking is the first cousin to the “we’re different” thinking that every vendor encounters when they try to bring proven solutions to new prospects. Both limit easily achievable possibilities. What does that mean, “use social media”? Is Twitter or Facebook the image you carry? OK, but ask yourself these questions: do your customers conduct online research, do they use Google? Then, you need to deal with social media. Social media, in part because of the buzz word nature and related hype, is intimidating. I suggest you replace the words social media, with online channels. There are two primary ways to think of using social media: to listen and to promote. Start By Listening Social media is a terrific, low cost (time and effort only) way to...
  2. Twitter — What do you read at breakfast?

      I’m often asked, “how do you use Twitter for your selling activities?” Twitter is a primary resource for me to listen, learn and conduct research. I find great ideas, articles and people through Twitter. I curate important and long-life content as an essential, almost daily practice. My rule is, if it’s a good article and worth sharing, it’s worth sharing many times over time. I curate to Microsoft OneNote to support this practice. Listening “It’s not information overload. It’s filter failure.”— Clay Shirky Using Twitter to listen to topic specific conversations is a skill we really need to develop. I don’t have time to listen to everything. By selecting and cultivating people who share my interests, I leverage their research, insights, ideas and conversations. I pick up themes, topics and keywords that help me further my listening, but in an efficient way. I acquire articles, quotations, research and facts I...

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Resolving the number one unconsidered cause of low B2B sales and marketing performance, and revenue growth …
… the inability to deliver effective knowledge, conversations, and situation-specific information (content), in context, at scale
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