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About Eric Schwartzman
Eric Schwartzman is a digital marketing consultant, entrepreneur, and bestselling 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 are used by more than 420 thousand enrollees. His 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, California with his wife Celia, son William, and dog Ace. Eric enjoys tennis, performing arts, gallery exhibitions, and BBQ.
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Reviews from Thought Leaders
“Buy two, because you’ll never want to loan your copy. This is the driver’s manual you need for online marketing success: it’s practical, tactical, and up-to-date!”
Jay Baer, New York Times Best Selling Author and founder of Convince & Convert
"Instead of paying for expensive advertising, any business can grow by creating content on the Web for free, building fans, and pointing people directly to somewhere they can buy. Eric teaches proven strategies to be effective in this new world and he shares fascinating stories of success to learn from."
David Meerman Scott, Wall Street Journal Best Selling author of 12 books including The New Rules of Marketing and PR
“Transitioning offline marketing to the digital world can be confusing and frustrating. That is, unless you read Eric's insanely practical guide. The Digital Pivot makes digital marketing simple, accessible and practical for all.”
Brian Dean, Backlinko
“Eric Schwartzman is a long-time friend and has been on the front lines since day one of the digital revolution. This book will help you pivot.”
Brian Solis, digital anthropologist and best selling author of LifeSCALE: How to Live a More Creative Productive and Happy Life
“Eric lives and breathes digital marketing. If you need to know and understand what is important, then look no further than his insights. Bookmark everything this man does!”
Jonny Bentwood, Global Head of Data & Analytics, Golin
About the Book
What’s the secret to driving demand, and generating leads and revenue online? What’s a digital transformation, and why do some companies succeed while others fail? And how do you stage a winning digital pivot?
In this book, Eric Schwartzman, bestselling author of Social Marketing to the Business Customer, explains what successful digital marketers do differently.
This is the inside track on how to pivot to digital marketing in four easy steps, so you can earn more and work less.We are living through a time of unprecedented migration, from analog to digital business practices.
Find out what it takes to stake your own claim online, so you can participate in the ever-growing digital economy, and get your share of the profits.
Through real world stories and numerous examples of digital marketing pivots told in easy-to-follow, nontechnical language, you’ll learn the secrets of what it really takes to be competitive online, so you can increase revenue, decrease costs, and control your future.
Drawing on his experience leading online marketing programs for clients such as Toyota, UCLA, Marine Corps, US Dept. of State, LA Opera, and dozens of small and midsize companies, Eric walks you step-by-step through the process of pivoting to digital marketing.
This all-in-one, practical playbook covers everything you need to know to about the people, processes, and technology that power a successful digital business, including:
- Determining what customers want online
- Choosing and setting-up the right software
- Basics of search engine optimization
- Driving demand with owned media
- Growing your social media following
B2B markets are fundamentally different from consumer markets. Decisions are made on value, not impulse. Buying cycles are complex, often with many stakeholders involved. Relationships and support are critical. Bet-the-business decisions demand discipline, knowledge, and lots of information.
This hands-on guide covers topics unique to this segment, including cost justification, prospecting and lead generation, matching tools to the sales funnel, building, B2B search engine optimization, social media monitoring, social media policy development, long-term client relationships, gaining stakeholder support, building a more transparent organization, and what's coming next.
- Features plentiful examples, case studies, and best practices
- Focuses on the channels that are most effective for B2B marketers
- Builds on the authors' more than 30 years of combined experience in the new media/social media space, as well as two previous successful books
Leverage the vast business-to-business potential of Facebook, LinkedIn, Twitter, and many other social media platforms today with Social Marketing to the Business Customer!