Hey, CMO. What Do You Do All Day?

September 25, 2007 at 12:15 am Leave a comment

Right, then. How about getting to the point on this 2.0 stuff, you say. Quite right. Let’s get on with it.

If we’re going to be looking into some of the more current techniques in marketing, I suppose we should think like a product manager. What are our needs as marketing executives? What do we spend our time doing? Can any of this new stuff let me do it better/faster/cheaper?

So, in no particular order, here are some of the things that a marketing department must do for their company:

  • Generate leads
  • Create awareness
  • Evangelize
  • Educate
  • Create buzz
  • Do market research
  • Do competitive research
  • Train Sales
  • Work with press and analysts
  • and many, many others

Entire books have been written on each of these topics, so we won’t get into details here. But think of this as a litmus test for some of our new techniques and technologies. Remember back in my first entry, the VP of Marketing who said he didn’t read blogs, and neither did his customers? Well, maybe he didn’t, and maybe his customers weren’t daily blog consumers. But let’s take a look at how a blog might help out here with some of these daily tasks.

Blogs rank very highly in search engines because they are content rich and link promiscuously. So though your customer might not have a Google Reader account, he certainly uses Google. And when he is looking for tips on how he can create a wireless mesh network for his lake house, you’d better have a blog on the topic. Because if your competitor does, that’s where he’s going to go. Kiss that lead goodbye.

Seriously, though, take the next three: create awareness, evangelize, educate. Your going to tell me that well-written blog entries aimed at your target audience won’t accomplish these? Really?

Creating buzz? That’s what blogging is all about, maybe to a fault. But there’s nothing like the fast-paced and linked-together blogosphere for zapping buzz around the world.

Continuing on. Market research. Many analysts, especially smaller ones, have active blogs. That’s free research. Want to know what your competitor is thinking – read the CEO’s blog. Better yet – read their tech support blog (“Sorry for all the inconvenience those flaming batteries cause y’all. We think we can have a fix by next quarter or so…).

Have a great insight or something you want to pass along to the salesforce (“Our batteries may weigh a ton, but they don’t catch fire. Go for their jugular…”). A blog by a product manager is a great sales education tool, and longer lived than an e-mail bulletin.

And lastly, blogs are great for press and analysts. We’ll be getting into more detail in a later post, but one thing I learned is that trade reporters look at blogs for article ideas. Their inboxes are jammed and their voice mailboxes are full, but that’s not where they go when they have writer’s block compounded by a deadline. They start poking around Technorati.

So you see, you just can’t get away from blogs. They touch every aspect of your job.


Entry filed under: Blogging, CMO 2.0.

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