by Erin Isselmann, Social Media, Xerox PR

When she isn’t sharing insights on social media, Erin is an avid fan of pop culture and mom who is always learning new ways to juggle.

Christa Carone, Xerox’s CMO recently blogged about her experience as a member of the Arthur Page Society and how their new marketing model has helped to shape the Xerox brand repositioning effort.

I have to admit, this is one of the first marketing models that has captured my attention in a long time.   As a B2B marketer, I look for ways to tie marketing efforts to real world business results.   The idea of forging a shared belief with our customers was not something new to me; what was different was that now we have strong two-way engagement platforms to see this strategy in action every day.  

In previous roles, I have started each day with a least an hour spent on email (mostly internal).   Now, I spend the first part of my day, looking for insights to share with @XeroxCorp’s Twitter followers, then I quickly move to check and see how the latest blog post is doing.   I want to know if people have found the blog interesting enough to share via LinkedIn or Twitter and most importantly I look at the comments on blog posts.   It is wonderful to open a comment and see that a prospect or customer has benefited from our perspective.    

 I bet the changes in my behavior are not all that unique.  Perhaps by focusing on forging a shared belief with our customers, we are freeing ourselves.

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