Is the CMO of Your Advertiser on Twitter?
Follow one. It might help you sell an ad.
One great¬†way to get on the "inside" of an account is to follow key marketing decision-makers on Twitter. Anyone can "follow" anyone with a Twitter account, and by¬†"following" a marketing executive¬†you will receive a steady stream of anecdotal information that can better help you understand and ultimately sell the account.
The question is, who in your client's marketing department¬†is on Twitter?¬†I've noticed that most ad managers and people focused on internal functions are often not.¬†Even though Twitter is all the rage, most people who start do not¬†continue. A recent survey by Nielsen¬†found that slightly less than 60 percent of Twitter beginners continue¬†after a month.¬†In business, the people who tend to keep Tweeting¬†are¬†ones who find¬†a business benefit.¬†For internal people, like media buyers, once the novelty wears of it can be¬†hard to justify the time, effort and discipline required to keep up a steady flow of Tweets.
But a chief marketing officer who Tweets can¬†attract positive attention for an organization.¬†Since most will assume they are¬†involved in¬†company¬†policy, when their¬†posts generate a¬†positive reaction, it¬†reflects¬†on the¬†company. That is a business benefit.
On a large account, you may never meet or call on the CMO. But¬†by¬†"following " them on Twitter¬†you can gain insight into the mind,¬†values, and where abouts of the person setting the tone and direction for an¬†organizations marketing.¬†
Let's get started.¬†Check this list¬†of CMOs who are on Twitter maintained by¬†by Systemic Marketing to see if you already know a CMO on Twitter.¬†Hey, that's Zinio's CMO Jeanniey Mullen at #33 on the list.¬†See? I already know a CMO on Twitter. I'll bet you do too!
-- Josh Gordon is president of Smarter Media Sales.com where he works with publishers to maximize their online and print revenue through training, consulting, and representation.
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