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Polycom Employee

Polycom Chief Marketing Officer Jim Kruger took over the @PolycomEurope Twitter handle for an hour-long Q&A last week. During the takeover, followers were invited to have their marketing-related questions answered by tweeting them using #AskOurCMO to Jim via @PolycomEurope on Dec. 4 between 10am and 11am GMT.

 

Jim answered a range of questions from marketers, partners and press. Many followers were eager to ask Jim’s advice on marketing practices and gain insights on Polycom’s solutions. The hour flew by in a flurry of an amazing 62 tweets and I’ve included a selection of highlights.

 

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 Content Marketing Institute, CCO Magazine (@CMIContent):

  • How are your marketing teams evolving to keep pace with the changes in the industry?
  • 1 – Measure everything. 2 - Becoming digital experts. 3 – Knowing our customers inside and out
  • Measuring and communicating success can be a challenge. What can you suggest?
  • Creating a standard score card is critical–we use a variety of sources, but our main source is SFDC/campaign codes.
  • What systems/tools do you use to keep everyone on the team connected...and not buried in email?
  • I of course use #videoconferencing 24/7! Instant face-to-face with my global team is crucial-&sharepoint sites for projects

Imago ScanSource (@ImagoGroupPLC):

  • How do you market to SME vs large businesses, tips on products to recommend/ best ways to market based on specific products?
  • Segmented messaging for each is critical. Customer requirement dependent. One size doesn't fit all. Tailored messaging, not only for company size but by vertical & business function.
  • What are the key aspects to highlight when marketing cloud services to those that have already invested in hardware?
  • Highlight the importance of hybrid models, leveraging investment protection on existing infrastructure.

 InAVate Magazine (@inavate):

  • Have you seen a shift from big, room-based systems to smaller, more mobile offerings?
  • Yes, our customers are leveraging #videoconferencing across all environments from #mobile to desktop, huddle rooms, M-L conf rooms. apps in vertical markets & biz functions driving the need for #video collab in #mobile environments, eg. http://www.polycom.co.uk/global/en/customer-stories/alain-afflelou.html …
  • Is this having a negative impact on the sales of big, meeting rooms systems then?
  • All tides rise w/ greater usage across all environments. However, immersive market benefits from growth in #mobile. #videoforall

Jim also took the time to answer a few career related questions and offered these top tips for junior marketers looking to forge a career:

  • Start with education-a degree in business/marketing.
  • Find a strong mentor.
  • Take risks & get a wide variety of experience
  • Volunteer for wide variety of projects to build your knowledge
  • Know your customers better than anyone else
  • Become a digital expert
  • Leveraging technology is critical to more efficient marketing so master key technologies such as: CRM, marketing automation, predictive modelling & customer targeting. And of course social media.

You can still follow the conversation by scrolling down to Dec 4 on the @PolycomEurope Twitter handle or searching #AskOurCMO on: https://twitter.com/PolycomEurope. Jim ended the twitter takeover with these top 3 marketing tips for 2015:

  • Build personas around your customers to segment your messages to drive better results.
  • Leverage global efficiency but empower local markets to make the right decisions for their customers. Consider language and culture.
  • Leverage your marketing to inspire your entire company, turn every employee into a brand ambassador.

From my perspective it was great just being in the room to experience the buzz and also to gain first hand insight from Jim. All in all it was a great first takeover event for EMEA Communications, with many more in the pipe.

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