My latest Social Selling Superstars podcast guest is Martyn Etherington, Chief Marketing Officer and Chief of Staff at Mitel, a leading provider of business communications solutions. In his role as CMO, Martyn is responsible for all aspects of the company’s corporate marketing strategy, brand, and digital programs globally. Prior to joining Mitel®, Martyn served for 11 years as Tektronix Vice President of Marketing. He is a board member for the Chief Marketing Officer Council and has been recognized in BtoB Magazine and The Wall Street Journal as one of the top 25 digital marketers.
Mitel’s social selling initiative was prompted by a recognition that their customers were going 70% through the buyer’s journey before even engaging Mitel and much of that self-service process was occurring in social channels like LinkedIn and Twitter.
Some highlights of my interview with Martyn include:
- How Mitel is turning employees and channel partners into brand ambassadors
- How Mitel’s social policy of “Use Your Best Judgment” removes the fear
- How Mitel is amplifying marketing messages through its sales force and channel partners
- What early indicators Mitel is focused on to track the progress of the program
Listen to the full interview here (17:14) or download it to your portable device via iTunes.
Who would you like to hear interviewed next? A thought-leader, vendor, or an end-user