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Bill Rice is the CEO of Kaleidico, a leader in lead management systems. Prior to founding Kaleidico he was the VP of National Home Equity and the Home Loan Benefit program at Quicken Loans and one of the founding executives of DeepGreen Bank, an Internet-only bank that was one of the first and (at that time) largest buyers of LendingTree leads in early 2000.

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The Cluetrain Manifesto is Modern Marketing

March 6th, 2008 • Related • Filed Under
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I came across this pointer from Doc Searls blog this morning. It references a professor at Kent State using The Cluetrain Manifesto as core curriculum in his PR course(s).

(By the way, Kent State is a great place to get smart people from. One of our senior software engineers who has been with us since the beginning of Kaleidico, when he was still a student, graduated from there.)

This pointer and the professors blog got me to thinking again about this book and how revolutionary it was at the time and how mainstream it has become. It has long been a seminal part of my marketing and business strategy. And I have tried to seed it into other organizations I have been a part of.

In fact, when I was at Quicken Loans I sent the book and a note about its importance to Dan Gilbert. Why? I thought it was that important to future marketing success and was a perfect fit to the marketing culture they had created. Now, I am not sure he ever got it or even read it, but it obviously seeped into their marketing DNA. Here is an excellent example of a marketing team starting conversations in the marketplace:

Kudos to a great conversational marketing team!

  • I saw that pointer at Doc's blog too. I love the Cluetrain, it has influenced everything I have done since I read it for the first time two years ago. I am late to the party, as it were, but I am stunned that so many never even open their invitation!
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