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Stand Out Social Marketing: How to Rise Above the Noise, Differentiate Your Brand, and Build an Outstanding Online Presence by Mike Lewis

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Introduction

The company would not survive if we couldn’t stand out from the pack.

Founded by entrepreneurs Jonathan Tang and Rich Perkett in 1999, Salesnet was one of the early innovators in the OnDemand CRM (customer relationship management) software market. By 2006 the space was highly competitive and Salesforce.com had become the 800-pound gorilla and was growing like a weed. The market was moving at warp speed, and establishing a distinctive brand was the only option Salesnet had to compete.

I accepted the final changes on the very first blog post I had ever published, and it went live with little fanfare; recognition came only from the few that understood how different it was. In the eyes of the company the blog was simply a test of whether ...

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