Chapter 3. The Events Playbook: How to Use Events to Build Buzz and Drive Business

Play #27: Feed the Word-of-Mouth Phenomenon

As salesforce.com grew, it seemed less necessary to center our marketing on attacking the competition. We evolved our strategy to promote the value of our service. We examined what marketing methods most directly converted into sales and discovered two means that can be used effectively by any company:

  • Editorial: unbiased business and technology stories in the press

  • Testimony: the word-of-mouth phenomenon created by customers sharing their success stories with their peers

We reinvented our marketing strategy to harness these two tactics and create forums to allow them to flourish. The idea stemmed from the success we had with ...

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