If you’re not doing business online now, you’re probably not doing business anymore.
The pandemic has forced a digital pivot on all businesses. Traditional ways of doing marketing have been prohibited and there is no other way for your business to survive except to embrace digital.
For legacy businesses, how do you implement this pivot? Do you even realize the importance of transitioning to digital? In this episode, Eric Schwartzman shares why it is important and how you can implement this transition from traditional to digital marketing.
Eric Schwartzman is a digital marketing consultant, entrepreneur, and author of The Digital Pivot and Social Marketing to the Business Customer. He has led digital marketing initiatives for Boeing, Britney Spears, Cirque du Soleil, the Environmental Defense Fund, Johnson & Johnson, North American Aerospace Defense Command (NORAD), the Olympics Games, and dozens of small and midsize companies.
Over the course of his career, Eric ran promotions at a global PR agency, founded a content management platform with clients such as Dunkin’ Donuts, LinkedIn, NVIDIA, and Verizon, and oversaw the center for digital innovation at a $1B company where he led pivots from homegrown to enterprise software and developed an online marketplace.
Eric’s library of on-demand digital media compliance and literacy training courses have more than 420 thousand enrollments. He is an award-winning podcast producer and host of The Earned Media Podcast and the B2B Lead Gen Podcast. He has been featured in Adweek, Business Insider, Forbes, Hollywood Reporter, PR Week, Variety, and VentureBeat. Eric lives in Santa Monica, CA.
00:59 – Introduction
01:59 – Eric’s background in B2B Digital Marketing
03:30 – How the digital pivot also applies to small business
04:56 – How to implement a digital pivot
06:44 – What is a digital pivot?
08:08 – Analog business with a digital façade
11:01 – The illusion of being in control
12:35 – The digital marketing puzzle
14:24 – How digital marketing fits into a digital business
16:06 – The importance of sales and marketing integration for lead conversion
19:35 – Optimizing minimum viable functionality
24:42 – Timings across channels – when to go from one stage to the next
26:44 – Will digital marketing get tougher in the future?
28:20 – The 10 capabilities required for a digital pivot
31:13 – Why outbound has changed forever
34:24 – Tips for businesses starting out in digital marketing
44:55 – Budget reallocation
47:33 – Connect with Eric Schwartzman
“If you’re not doing business online now, you’re probably not doing business anymore.”
“A digital pivot is transitioning your business from the analog way of doing business to the digital way of doing business on an interoperable stack.”
“The difference between companies that succeed and fail is the stack.”
Episode Links and Resources
Eric’s website: https://www.ericschwartzman.com/
Eric’s LinkedIn: https://www.linkedin.com/in/schwartzman/
Digital activity ROI assessment: https://b2bdm.com/digital-activity-roi/
More episodes related to digital marketing: https://b2bdm.com/chloe-thomas/