David Meerman Scott is an online-thought-leadership and viral-marketing strategist whose programs have won numerous awards and are responsible for selling over one billion dollars in products and services worldwide.

He will be delivering the luncheon keynote on June 10, during the MarketingProfs Business-to-Business Forum 2008, Boston, June 9 & 10. He will discuss "B-to-B Viral Marketing: How to Trigger 'Word-of-Mouse' that Spreads Your Ideas for Free."

Viral marketing has been all the rage in recent years: Companies are intoxicated with the idea of creating the next video that spreads across the Internet and becomes a viral sensation.

But for every successful viral effort there are countless attempts that totally miss the mark. That's why every company that wants to learn more about viral marketing should consult an expert in the field such as David Meerman Scott.

Scott understands why ideas spread in a Web 2.0 world, and he educates his clients on why the "old school" rules of PR and marketing are totally irrelevant in a time of content-sharing on YouTube and Twitter.

Q: Can you explain what exactly viral marketing is, and how it can benefit the B2B marketer?

A: One of the coolest things about the Web is that when an idea takes off, it can propel a brand or company to seemingly instant fame and fortune. For free. Whatever you call it—viral, buzz, word-of-mouse, or word-of-blog—having other people tell your story drives action. One person sends it to another, then that person sends it to yet another, and on and on.

The formula for success includes a combination of some great—and free—Web content (a video, blog entry, interactive tool, or e-book) that provides valuable information (or is groundbreaking or amazing or hilarious), plus a network of people to light the fire and links that make your content very easy to share.

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image of Mack Collier

Mack Collier is a social-media strategist based in Alabama. He helps companies build programs and initiatives that let them better connect with their customers and advocates. His podcast, The Fan-Damn-Tastic Marketing Show, discusses ways that brands can turn customers into fans. His first book, Think Like a Rock Star: How to Create Social Media and Marketing Strategies That Turn Customers Into Fans, was published in April 2013 by McGraw-Hill.

Twitter: @MackCollier

LinkedIn: Mack Collier