I just finished reading The Cluetrain Manifesto (yes, I know C-2001, I'm a bit behind on my reading). Those of you who've read this book will understand the reference. For those of you who haven't, I'll provide a more detailed response to the book in some future post, but it is well worth the read. Anyway, I had a "Cluetrain moment" last week when I met an extraordinary gentleman named Brad Cleveland, CEO of a rapid plastic injection molding prototyping company called Protomold . I don't know if Brad has read the book or not, but he certainly gets it, and lives it. The company has been using a wide variety of marketing tactics for some time, including search engine marketing / pay-per-click, print, direct mail and email marketing, but decided to hire an outside telemarketing firm to test that tactic as well. On one occasion, one of the telemarketers deviated from the script and upset a customer, who then called a CSR at Prototmold. Brad was notified immed...
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