--- title: The marketing one hundred is now the marketing ten thousand image: https://www.davidmeermanscott.com/hs-fs/file-1605465400-jpg/blog-files/6a00d83451f23a69e2017ee8f785d5970d-320wi.jpg --- [Skip to main content](https://www.davidmeermanscott.com/blog/2013/03/the-marketing-one-hundred-is-now-the-marketing-ten-thousand.html#maincontent) [ «  View All Posts ](https://www.davidmeermanscott.com/blog) # The marketing one hundred is now the marketing ten thousand March 5th, 2013 1 min read By [David Meerman Scott](https://www.davidmeermanscott.com/blog/author/david-meerman-scott) ![](https://www.davidmeermanscott.com/hs-fs/file-1605465400-jpg/blog-files/6a00d83451f23a69e2017ee8f785d5970d-320wi.jpg?width=320&height=328&name=6a00d83451f23a69e2017ee8f785d5970d-320wi.jpg) [![Ten thousand](https://www.davidmeermanscott.com/hs-fs/file-1605465400-jpg/blog-files/6a00d83451f23a69e2017ee8f785d5970d-320wi.jpg "Ten thousand")](http://freshspot.typepad.com/.a/6a00d83451f23a69e2017ee8f785d5970d-pi)When I was a B2B marketing executive in the 1990s, we ran marketing "campaigns". My team focused on a about 100 big initiatives throughout the year including a dozen trade shows where we exhibited and spoke, a monthly email newsletter, a media relations effort focused on a few dozen press releases and pitches, a few white papers, a product launch or two, and the creation of print brochures and other materials. With maybe 100 discrete things that we did during the year, each one could be measured. **From one hundred things a year to ten thousand** Marketing has fundamentally shifted. Rather than doing a hundred really big projects, today's marketers need to do tens of thousands of tiny things each year to be successful. It's not about the campaign, it's about engagement. -- Rather than a dozen trade shows to exhibit and speak at, marketers need to create a 24x7 virtual showcase on the web. We need to create tons of individual articles, photos, infographics, videos, and other content to make a site strong. That means lots of very small projects instead of a dozen big ones. -- Your monthly email newsletter is fine. But what about a daily blog post? What about 20 or 30 daily tweets? Then you’ve got your LinkedIn, Facebook, and other social feeds. -- A decade ago your media relations effort probably focused on a few dozen press releases and media pitch campaigns in a year. Now you can engage journalists in real-time at the precise moment they are looking for information. *As you do the ten thousand, the nature of how you measure success changes*. **Are you doing the ten thousand? Or are you still focused on the hundred?** photo credit: [Eva the Weaver](http://www.flickr.com/photos/evaekeblad/4571222215/) via [photopin](http://photopin.com) [cc](http://creativecommons.org/licenses/by-nc-sa/2.0/) [ David Meerman Scott ](https://www.davidmeermanscott.com/blog/author/david-meerman-scott) David Meerman Scott is a business growth strategist, advisor to clever entrepreneurs who are building emerging companies, and the international bestselling author of a dozen books published in 30 languages. David’s high-energy keynote presentations, masterclasses, and virtual events educate, energize, and inspire. Connect: [mailto:david@freshspot.com](mailto:david@freshspot.com) Topics: [ Marketing ](https://www.davidmeermanscott.com/blog/topic/marketing) [ Business to Business ](https://www.davidmeermanscott.com/blog/topic/business-to-business) Don't forget to share this post: ## Related Articles [![](https://www.davidmeermanscott.com/hs-fs/hubfs/Fanocracy%202e.jpg?width=1500&height=841&name=Fanocracy%202e.jpg) ### New 2nd Edition of Fanocracy Publishes Today: Your Human Connection in a Polarized, Noisy World July 14th, 2026|1 min read ](https://www.davidmeermanscott.com/blog/new-2nd-edition-of-fanocracy-publishes-today-your-human-connection-in-a-polarized-noisy-world) [![](https://www.davidmeermanscott.com/hs-fs/hubfs/bunnies%20and%20bees.jpg?width=1500&height=823&name=bunnies%20and%20bees.jpg) ### Bunnies and Bees June 22nd, 2026|1 min read ](https://www.davidmeermanscott.com/blog/bunnies-and-bees) 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