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.
Being able to track real-time data is key and is absolutely changing the landscape of how we track marketing performance but the critical element is a robust CRM that can attach response to the customer profile so we know what the data means. It seems that we (marketers in general including myself) talk about it lot, but if we do not have the infrastructure to track performance it is not a social media issue alone, it is a marketing infrastructure issue. I still think many organizations live in the “we marketed and we sold stuff” mentality and really can not track the sale – or life of the sale – back to specific actions. I think a good CMO is one that can grasp the full purchase life cycle and know where/how social and other campaigns may fit and understand how to monitor the success of them all with a solid CRM strategy. Getting tied to the success of a specific tactic is a very dangerous place to live.
@Jami
I totally agree – realtime data for the sake of realtime data is not a solution. Matching that to a CRM database in critical if you ever want to get to “attribution” which is what I think we (marketers) are all searching for right now. Marketing is becoming more measurable so finding a way to tie a tactic back to sales is more important than ever.
Great comment and thank you so much for your perspective.
@Paul, my experience corroborates all your findings here. Funny, I observe that marketers still assume they must practice their craft in the pre-digital-social vacuum. The “social media red herring” has everyone thinking that “social” is fun and cute, so they don’t notice the in-depth, specialized conversations that are happening in plain view, and very relevant to B2B and industry specialists. Now there’s no excuse for “pre-validating” marketing assumptions with real clients and prospects. In case useful, I laid out a process B2B marketers can use to use social business practically here [http://bit.ly/b2bmktgsbopp]