page title icon The Digital Pivot: Why Transitioning from Traditional to Digital Marketing Matters

B2B Digital Marketer
B2B Digital Marketer
The Digital Pivot: Why Transitioning from Traditional to Digital Marketing Matters
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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.

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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.

Podcast Timestamps/Outline

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

Memorable Quotes

“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/

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