As my first post on this new blog, first an introduction. I am Paul McNulty, the CMO here at Unica. As the CMO I am constantly faced with the marketing realities of a B2B software company. But, I also have the pleasure of learning from our customers and prospects. My mission here is to pass on some of the real world challenges and learning’s I encounter.
One of the challenges I deal with has to do with understanding how marketers evaluate marketing software, and who they turn to for advice.
Once upon a time, the number one source of information for evaluating marketing software (and in fact almost any software) was “my peers, colleagues, and people like me.” But in a recent Unica survey of online marketers, we found that “peers and colleagues” finished dead last in sources of information. And that other offline sources did nearly as poorly.
What does this mean for me… less live events and live networking… more attention to our online community?
What does it mean for you?