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Ben Cotton
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Senior Marketing Manager at HubSpot | Sales Enablement | Inbound Marketing | Growth Marketing | SaaS Marketing
Senior Marketing Manager at HubSpot | Sales Enablement | Inbound Marketing | Growth Marketing | SaaS Marketing

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Ben Cotton commented on a post on Blogger.
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: http://www.mckinsey.com/Insights/Marketing_Sales/Why_marketers_should_keep_sending_you_emails?cid=other-eml-alt-mip-mck-oth-1401

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: http://socialwebthing.com/2013/08/serving-your-customers-a-slice-of-the-personalised-web/

Thanks,

Ben

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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.
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