The Viewstream team just got back from Marketing Sherpa’s B2B Marketing Summit ’09. It was a great two-day event for B2B marketers across verticals interested in ramping up sales funnels online through content, social media, SEO and digital strategy.
Highlights today included a great presentation with Bob Johnson, Vice President and Principal Analyst at IDG Connect, who had some spot-on things to say about content marketing and social media. He laid out the digital marketing landscape shaped by the content and format explosion (everyone is a publisher, everyone is using social media), and the increasing importance of relevant, content that speaks to prospects and their place in the sales cycle.
Bob also addressed the challenges marketers face in creating social content that is coupled with effective CTAs that tie back in to your promotional assets or brand. He and a few other presenters nailed it in terms of understanding that social content has varying roles in throughout the sales cycle, and must be adjusted accordingly. As I mentioned in my eGuide, Evaluating Social Media Claims for 2010, social media is a means to be adopted whenever and however appropriate. Careful use of social tools to deliver and share content that resonates with the right prospects is very powerful when used correctly within a promotional framework.