Word-of-mouth in the digital age: introducing “word-of-mouth equity”

Recommendations One of the “marketing techniques” that thrived in the recession year 2009, was word-of-mouth marketing. Word-of-mouth is a natural human phenomenon, word-of-mouth marketing is a set of techniques and strategies to strengthen and induce it.

There is a lot of confusion about the differences between viral marketing, word-of-mouth marketing, buzz marketing, connected marketing and even social media marketing. 

However, as I explained in previous posts, word-of-mouth has always been around, as well as word-of-mouth marketing.

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Does social media drive leads and sales?

MacMcIntosh Contributor Ambal Balakrishan of Click Documents has this interesting series of posts, called ClickInsights, in which she asks B2B marketers to share their opinions about specific topics for her blog.

I like this approach and Ambal often contributes by sharing posts with us but this time I decided to pick and highlight some individual interviews Ambal did when writing one of her ClickInsights posts. Some of them date back from a while, but they haven’t lost their value.

In this post, I share the view of M. H. (Mac) McIntosh, one of North America’s top B2B marketing consultants and an expert on the subject of using marketing to generate leads and drive sales, on social media marketing in business-to business. By the way, you can download a free eBook by Mac, called ‘Lead Generation Tactics: A Recipe for Success’, here.

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