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December 29, 2003


Marc Orchant

Jennifer - here's hoping that us marketing folk can figure out how to use blogging for more than "buzz marketing".

In a recent e-mail cycle with Ben McConnell of Chruch of the Customer (blog) and Creating Customer Evangelists (book) fame, he opined to me that "We (he and co-author Jackie Huba) think blogging is now the single most important way to stay in touch with customers and prospects, and reach potentially interested parties. Email marketing? Toast."

I share his optimism. If more companies allow their employees to blog on their domain expertise and engage interested customers and prospects in these very personal conversations, we will have succeeded in breaking through a critical marketing barrier.

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