I decided to do a little liveblogging at the MarketingProfs B2B Forum and picked this session: Why email CRM and social media have become the tools of modern B2B marketing where a case study was presented by Genworth Financial.
Joel Book from Exact Target introduced the case study: Creating brand advocates is as important as creating brand awareness. [I would say more important. An advocate proactively shares the brand experience]. Funny, Google “brand tattoos” to see some serious brand advocate activity.
How are marketers using digital media to engage?
- email + crm
- email + social
Email and CRM help to automate interaction. Automation is the key because marketing staff and budgets are not increasing. In order to continue deliver personal and timely messages to customers, you need to automate.