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Ben Cotton
Works at HubSpot
Lives in Dublin
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Ben Cotton

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Hi Michael,

Well done for calling out the talk! I too, have attended events where the titles of talks over-promised and under-delivered...or worse still, were nothing more than sales pitches dressed up as "insights", "exclusive data" or "briefings."

I’ve not heard "social commerce" mentioned for a while, but I think it’s becoming clear that email, search and PPC are the best ways to generate sales, and social should be considered part of brand comms, customer service and CRM. These are still important activities, but serve a different purpose.

Take a look at this McKinsey study for some interesting stats on social selling:

Marketers need to start thinking of social as something people do on their own terms, and stop trying to make an arduous link to sales, which the data is increasingly showing does not exist on any meaningful scale. They should instead look to invest in marketing personalisation and automation:


Marketing by social channels is now taken for granted but does social stop there?
Michael White's profile photo
Thanks Ben! The weakness when ranting about something in a blog post is that it leaves many unanswered questions. In this case around social commerce, which you have wonderfully summarised. I'll look through the links - this is an area I'm very interested in.
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Ben Cotton

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'Attenzi - a social business story' is extremely well written and I expect it to be the best social business book I read this year and certainly the most creative.
Philip Sheldrake's profile photo
:-) Thanks Ben.
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Product Marketing
  • HubSpot
    Senior Marketing Manager, 2015 - present
  • Indeed
    Content Marketing Manager, 2013 - 2015
  • Chill Insurance
    Digital & Social Media Marketing Manager, 2012 - 2013
  • Edelman
    Senior Account Executive, 2010 - 2012
  • Yorkshire County Cricket Club
    PR & Communications Officer, 2009 - 2009
  • Leeds Metropolitan University
    Researcher, 2008 - 2010
Senior Marketing Manager at HubSpot | Sales Enablement | Inbound Marketing | Growth Marketing | SaaS Marketing
Marketing Manager with a passion for inbound @HubSpot and blogger at Interested in marketing, SaaS, tech, startups, craft beer and QPR.
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