Sales & Marketing Executives Leveraging Buzz Marketing in their Region?

Tonight, I attended a great Atlanta Web Entrepreneurs Meetup event which had an interesting panel of speakers focusing on different ways to promote web businesses.  I attend the group because a lot of the 70+ attendees are future users of SugarCRM(software I sell), so it is a great way to increase awareness in the local market.  However, tonight's discussion around buzz and marketing got me thinking about different ways that the Enterprise Software Executive can increase leads and demand generation with Buzz.  As a software executive, you really need to analyze your target region to determine the primary industries, target accounts, and target prospects.  Once you determine your target industry, companies, and prospects (i.e. individuals within your target companies, you are ready to start the buzz.  The key to buzz marketing at the national or regional level for a software company is to create a pull within your target market.  If you sell HR software to the VP of Human Resources, then you need to create a buzz within the local or regional HR community.  It is important to focus on the VP of Human Resources, but creating an outstanding buzz within HR alone will deliver huge dividends.  Great, how do we do that?  In software, there are so many different approaches that the sky is the limit.  If we take the HR example to the next level, I would suggest that an HR software company should think about using new media + old media to create the buzz.  For example, the old media tactics would include traditional activities that align well with HR/people events --> Run/Cycling/Triathlon Race Sponsorship, newsletters with health/lifestyle info, HR organization sponsorship, etc...the list goes on and on, and we have seen them all.  On the new media side, there are the typical websites, blogs, etc...but when was the last time you saw a youtube presentation online that really cuts through the typical marketing talk and gets straight to the point.  I would suggest creating some podcasts with your local clients interviewed, video's with your clients talking about their benefits, clients guest blogging on your corporate blog, etc....  However, buzz marketing is so much more than traditional marketing events or generic websites and blogs.  True buzz marketing for the software sales and marketing executive involves anything and EVERYTHING.....that is the key, keep working, keep adding, keep building, keep buzzing.