B2B Beat: 24 Quotes That Defined the Conversation at Social Media Marketing World 2016
April 24, 2016
In his opening keynote, Michael Stelzner kicked off Social Media Marketing World 2016 with a big pronouncement: “We are at the beginning of a massive revolution,” he said.
The CEO of Social Media Examiner was referring specifically to the rise of live video, but the SMMW16 event also demonstrated how revolutionary social and content marketing are. With the lion’s share of the buyer’s journey taking place long before a prospect reaches out to a salesperson, the marketing department has more influence and more power than ever.
But with that increased power comes more responsibility and a greater scrutiny on driving results. Content marketing is difficult; it is not easy to make content that breaks through to your audience.
The speakers at SMMW16 delved into how marketers can make best use of their newfound power and responsibility. Here are 24 quotes that defined the event:
Marketing has always been viewed as expense. Sales has always been viewed as revenue. That’s not the case any more. — Marcus Sheridan, Founder, The Sales Lion
“I spend my time trying to understand attention. I go where the attention is at its height, but the rest of the market underestimates it.” — Gary Vaynerchuk, CEO, VaynerMedia
“The days of easy free traffic are done. Social media channels are become cul-de-sacs, content coming in but not going out. We as marketers are going to have to adjust to that.” — Mark Schaefer, Executive Director, Schaefer Marketing Solutions
Bigger, bolder braver content marketing. — Ann Handley, Chief Content Officer, Marketing Profs, explaining how to create marketing that doesn’t feel like marketing.
“Marketers care about engagement. CEOs and owners care about revenue. What are you measuring?” — Chris Brogan, CEO, Owner Media Group
“Random tactics lead to random results.” — Stephanie Sammons, Author, “Linked to Influence”
“Businesses are no longer the sole creator of a brand. It is co-created by consumers through shared experiences and defined by the results of online searches and conversations.” — Brian Solis, Principal Analyst, Altimeter Group
"Perfection is impossible and nobody believes it." — Brian Fanzo, Founder, Backlamp
We don’t do social campaigns. We make every campaign social. — Alex Rynne, Associate Content Marketing Manager, LinkedIn
“The economic value of content that is not seen or shared is zero.” — Schaefer
“The biggest missed opportunity in content marketing is playing it too safe.” —Handley
“You are the person you're trying to reach. And yet when it comes to marketing we think like marketers.” — Solis
The cream always rises to the top, but there’s so much cream it’s hard to tell where it is. It takes a tremendous amount of effort to get people to care or pay attention to your content and the cost to get them to your site is more competitive than ever. It’s time to spend money to drive traffic to your blog.— Mitch Joel, President of Mirum
“Content marketing is about they ask, you answer.” — Sheridan
“Everything that you love to do and you’re good at, never give up; everything else, punt.” — Vaynerchuk on how to decide what parts of your business to outsource
“People look at their phones 1,500 times each week. That’s 177 minutes each day.” — Solis
Real time is easy. But the right time is a game changer. — Fanzo
“You can’t talk about disruption credibly if you can’t disrupt yourself.” — Solis
“Live video is about connecting with people and not just your logo. That’s what ultimately drives sales.” — Kim Garst, Boom Social
“Honestly, for some businesses, Snapchat is not viable. But for some businesses it is.” — Carlos Gil, Head of Global Social Media at BMC Software
I’m here to tell, it is possible (to build a Snapchat presence as a business), but it’s also really hard. — Shaun McBride, Owner, Shonduras.com
“Twitter has a firehose problem.” — Vaynerchuk
“Your LinkedIn profile is your professional identity online.” — Sammons
For the first time in history, you can engage with all the world’s professionals all in one place. — Jason Miller, Group Manager, Content Marketing and Social Media, LinkedIn
For a deeper dive into content and social marketing, download our new comprehensive ebook, The Sophisticated Marketer’s Guide to Content Marketing today!