“I Know Marketing” - Marc Benioff & Juicy Tidbits

My friend Scott over at Attensa sent over an interview with SalesForce.com’s Marc Benioff he found on Forbes magazine that’s so full of juicy tidbits for anyone who thinks they ‘get’ marketing, I believe I want to make a series of posts about it.

Here’s quote 1:

“Most entrepreneurs aren’t flexible enough. You’ve got to try as many things as possible until you get to what works. How Salesforce.com does PR is changing, because PR itself has changed. Eight year ago, when we launched, there were no blogs.

You can’t hold onto any idea for too long.”

At Attensa, Scott realized PR was changing when:

  • His ex-PR agency started sending him clipping reports that claimed Scott’s Attensa blog as “coverage” the agency drummed up.
  • The clipping reports he was getting came bound in a book at the end of a quarter,
  • The only metric they were truly capturing and counting was “column inches” vs. competitors.

    • In 2007!

    Scott realized they were missing opportunities to engage in conversations around the globe about enterprise RSS. So he did a very smart thing:

    He linked his Search Engine Marketing with his PR efforts.

    Today, Scott has:

  • An influencer list that is twice the size of what he started with - imagine the growth of a targeted audience that sees Attensa coverage now
  • Metrics-driven reports that show not only coverage vs. competitors, plus positive, negative and neutral tone is reported
  • At a glance stats on the type of coverage (Free RSS Readers, Enterprise RSS Server, Partnerships, corporate news) that makes it immediately apparent where we need to goose conversations.

    • And the extra beauty of it all? We are immediately notified (using Attensa’s Enterprise 2.0 RSS platform) when conversations are sparked.

    How’s your PR agency doing these days?

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    September 20, 2007   |  Posted by Janet Johnson  |       
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