Multi-Threaded Sales with Social Media: Three Ways to Get Started

Posted by Ashish Vazirani on Thu, Jan 16, 2014

I recently heard Joseph Pine speak about his book The Experience Economy, in which he suggests there is a hierarchy of economic value: commodities, goods, services and experience.


In a business-to-business environment, the idea of experience may be synonymous with solutions: the combination of products and services that addresses a customer’s business needs in a way that is engaging and allows the customer to achieve their business goals.


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Social Selling Déjà Vu

Posted by Ashish Vazirani on Mon, Oct 21, 2013

There is a lot of buzz about social selling to put it mildly—and the volume only continues to rise. In an earlier post, I commented about "social media strategy" and the associated hype. As I consider social selling, I think I could do a find and replace on "media" with "selling," as well as "marketers" to "sellers," and the post would apply. The gist of the earlier post was that social tools and a social approach should be considered as part of a broader customer engagement strategy, but not as a strategy unto itself.


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Is Social Media a Strategic Choice for Technology Marketers?

Posted by Ashish Vazirani on Mon, Oct 08, 2012

Does it bother you when someone asks about your social media strategy? It bothers me because the connection between "social media" and "strategy" confuses me.

Strategy should be connected to larger, overarching ideas: the markets we target, the portfolio of our solutions (products and services), our growth objectives and our acquisition of talent. A more appropriate topic of discussion is how you integrate social media with your customer engagement strategy.


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