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Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating buzz for leading technology, consumer products, financial services and professional services organizations.

 

Paul is Global Managing Director of Services and Social Marketing for Avaya, a global leader in enterprise communications, and author of Facebook Marketing for Dummies (Wiley 2009). His unique approach to integrated marketing has led to recognition as a BtoB Magazine Top 25 B2B Marketer of the Year for 2009 and winner of the DemandGen Award for Utilizing Marketing Automation to Fuel Corporate Growth in 2008. He is also ...

 

Articles

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  Successfully Engaging Customers with a Cause November 2008 ExcellentExcellentExcellentExcellentExcellent
  For Social Media, Reach is found in the Long ... August 2008 GoodGoodGoodGoodGood
  Crowds have no leaders! November 2008 GoodGoodGoodGoodGood
  Reputation Gaming with the Sybil Attack January 2008 AverageAverageAverageAverageAverage
  Does your definition of "interactive" make the ... September 2008
  Forget Metrics and Start Behavioral Targeting! January 2008 GoodGoodGoodGoodGood
  Create “Experiential” Communities January 2008 PoorPoorPoorPoorPoor
 

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NewsphdunayConversational Marketing: Irrational Exuberance or Next Big Thing?WOW!WOW!WOW!WOW!WOW!
 

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This post is from from my other blog here

Bec Hollcraft who know full well the goal is attracting enough attention and leveraging buzz marketing to get a record deal.It reminds me of the Grateful Dead who were hip to this idea long before Bec was even born. They had special taper sections where deadheads could tape FOR FREE the bands show and reproduce it for anyone who asked (so long as there was no exchange of money, which was one thing the band was against).Its brings into view the theory that the best way to spread ideas is to give them away for free – then why do B2B marketers have whitepapers hidden behind signup form?While I believe in the theory – I am also a prime offender of the theory – so I went back over our data to test this theory and here is what I found:A third of the papers downloaded on our corporate site are protectedThat means free whitepapers were downloaded 67% more than, what we like to call, protected whitepapers.If you think about the last few products you purchased. Did you see an ad on TV? Did you answer a direct mail piece? Go to a tradeshow to learn more about it? If you’re like most people, you didn’t do any of those things – you just went online.82% of C level execs said they use search engines to get business information Source: B2B MagazineSo it begs the question - why are we marketing in the same old ways?
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Since: Oct 07
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