Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating awareness for leading technology, consumer products, financial services and professional services organizations.
Paul is the global vice president of marketing for Maxymiser a leading web optimization firm, and author of four “Dummies” books: Facebook Marketing for Dummies (Wiley 2009), Social Media and the Contact Center for Dummies (Wiley Custom Publishing 2010), Facebook Advertising for Dummies (Wiley 2010) and Facebook Marketing for Dummies 2nd Edition (Wiley 2011).
His unique approach to marketing has led to recognition of Paul as a BtoB Magazine Top 25 B2B Marketer of the Year for 2010 and 2009 and winner of the DemandGen Award for Utilizing Marketing Automation to Fuel Corporate Growth in 2008. He is also a finalist for the last six years in a row in the Marketing Excellence Awards competition of the Information Technology Services Marketing Association (ITSMA), and is a 2010 and 2005 gold award winner in Driving Demand.
Buzz Marketing for Technology, Paul’s blog, has been recognized as a Top 20 Marketing Blog for 2009 and 2008, a Top Blog to Watch for 2009 and 2008, and an Advertising Age Power 150 blog in the “Daily Ranking of Marketing Blogs.”
Paul has shared his marketing thought leadership as a featured speaker for the American Marketing Association, BtoB Magazine, CMO Club, MarketingProfs, Marketing Sherpa, Marketing Executives Networking Group (MENG), and ITSMA. He has appeared on Fox News, and his articles have been featured in BusinessWeek, The New York Times, BtoB Magazine, MarketingProfs and MarketingSherpa.
Paul holds an Executive Certificate in Strategy and Innovation from MIT’s Sloan School of Management and a bachelor’s degree in Marketing and Computer Science from Ithaca College.
Amen brother! Couldn’t agree more.
Paul,
Here’s a scenario I see coming: Marketing only consists of users championing a product or service and brand owners only supporting and providing information to those champions.
No more advertising. No more brand development and broadcasting. No more research or focus groups. Everything will be out there is the social layer for potential buyers to find and parse for themselves.
An entirely new marketing paradigm- or perhaps the oldest: “What’s the word in the marketplace about X?”
Martin
WOW – very interesting perspective
I am inclined to agree with you and I love absolutes like these
I gotta believe there will always be some “traditional tactics” much like tellers never went away when ATMs came about – but I agree we are moving to a new marketing paradigm
Your perspective is giving me the feeling that in the near future we will be able to talk about CONTENT INDUSTRY, where content developers will emerge… and, why not, content filters will be created. In this context the Google research system will be such a primitive tool….
Paul, I am in broad agreement with this – although with a major caveat. Whilst I agree with Martin that the social web has enabled the oldest paradigm to come back – (ie. does X company have a great reputation?)I think that brand (especially in B2B, my field) is the sum total of the interactions you have with, or about that company.
As a result, it can’t ever just be what people say. This will affect leads flowing in to the business, absolutely, and marketers need to get better at understanding how quality of content can help them, something I argue here, but it can’t affect the experience they have when they interact with the company in some way – virtually or face to face.
BTW, there’s a fantastic white paper by Harvard Business Review on their site Understanding What your sales manager is up against(link to it here) which discusses why and how the power is shifting from the salesperson to the consumer. The last two paragraphs are particularly enlightening – highlighting how a company lost control (and leads) when it put information about its products on its website. This effect is only magnified by web 2.0
@ Georgiana – that’s why I love to read other blog posts – like you I get to “see” things in their posts that perhaps the writer didn’t see as they were writing it. This is a classic case of that so thank you for commenting.
yes I absolutely see (now thanks to you) an INDUSTRY around content beginning to form.
@Georgiana…actually, the industry has been around for almost 100 years, since John Deere first released a newsletter to their customers (called the Furrow). Now that industry is in excess of $30 billion dollars (most of which is insourced instead of outsourced to content experts). With the increases in accessible technology, this industry is starting to accelerate like nothing we have ever seen.
All companies are now (or need to be) content creators. As Paul says, without content, or trusted information, how do we add to the conversation that helps define our brand.
Great comment…got me thinking.
Best
Joe