It is a recurring theme now – people often ask us: why are you doing what you doing? Why are you doing the CMO 2.0 Conversations, why are you doing the Marketing 2.0 communities, the Marketing Intelligencer, and what’s up with the Tribalization of Business Study?
The simple answer – we’re practicing what we preach.
We do not interrupt people and try to convert them into clients – rather we engage them in conversations that they want to have. And we make sure that we package the content that comes out of those conversations in such a way that they want to reuse it with their friends and colleagues (several CMO’s have now told me that they tell every single one of their team members to listen to the CMO 2.0 interviews). These offerings and activities also allow us to reach members of marketing industry associations who see benefits in sharing that content with their members.
Or take another example: our Marketing Intelligencer newsletter in which we are not trying to exclusively push our stuff, like most marketers do, but rather add real value by being trusted curators for what’s most important for marketers to read on the web – even if it means pointing them to content from competing firms. The Tribalization of Business Study is a lot of work – but it got thousands of people to download that information and pass it along. And our Marketing 2.0 Communities have almost 15,000 members – what push marketing program would give you this amount of attention you think?
We do not try to buy attention from people – we try to earn their attention.
Just as important as getting all that attention from people we may want to engage with commercially at some point is the learning that we get from doing these programs. We get to fully understand the issues that marketers are facing in today’s economy, and how they frame those issues. And equally important is that we have fun doing it!