David Meerman Scott's Blog, page 52
November 16, 2015
How Buyer Personas Drives Marketing at the Co-operators Group
Most marketers make stuff up. They sit in nice comfortable offices and imagine what interests buyers and then create “copy” and “campaigns” typically with the help of equally clueless agencies.
But as I’ve said hundreds of times on this blog and in my books and live presentations, the more you know about buyers, the better aligned your marketing and sales becomes. The strategy of buyer persona research combined with journey mapping is an incredibly powerful way to rise above the competition.
November 10, 2015
Obsessing Over Sales Forecasts Does Nothing for your Buyers
Recently I’ve been asked several times about my thoughts on sales forecasting.
Many companies spend a huge amount of resource micro-managing each salesperson’s pipeline so they can come up with forecasts of how many deals might close in a given month or quarter.
November 4, 2015
An announcement and a quick request
For the past six months I’ve been working on an online course called Master Newsjacking! and am close to finalizing the content. I’m excited that the course will be released in December.
The Master Newsjacking! course builds on the newsjacking movement I pioneered five years ago.
November 2, 2015
Ten Years of Content Marketing. Look How Far We’ve Come.
Ten years ago, my book Cashing In With Content: How Innovative Marketers Use Digital Information to Turn Browsers Into Buyers was published.
As far as I know, it was the first book written about Content Marketing. A year before the book came out I started this blog, so I’ve been writing about Content Marketing for more than a decade.
October 28, 2015
How to Create an Awesome Indiegogo or Kickstarter Launch
About six months ago I was paging though my favorite newsweekly The Week (yes I read it in print) and found a small review of the brand new FluidStance Level.
I thought, Wow! That’s cool. I have a standup desk and I am a surfer, so this looks like a great thing for my lifestyle. So I went to the FluidStance site, found they were launching via Indiegogo, and before the video was done, I knew I wanted to buy one.
October 21, 2015
Hillary Clinton is Newsjacking her own Benghazi Committee Testimony
This week, Hillary Clinton and Simon & Schuster, the publisher of her 2014 memoir Hard Choices, made chapter 17 “Benghazi: Under Attack” completely free on the book’s site. All 35 pages are available with no registration required.
I find the timing of this offer fascinating because Hillary Clinton is scheduled to return to Capitol Hill tomorrow to give testimony before the House Select Committee on Benghazi. She is, of course, a candidate for President of the United States so the stakes are high for her appearance before the #BenghaziCommittee.
October 14, 2015
Marketing and Public Relations Then and Now
The brand new 5th Edition of The New Rules of Marketing & PR released last week in the USA. It is shipping now from Amazon and other online sellers and is available on Kindle, Google play, iTunes, and other ebook formats now. Physical bookstores in the USA should have stock now and over the next weeks the book should make its way to other markets around the world.
The new release gave me a reason to revisit some of the “old rules”. But I went further to think about some of the ways that marketing and PR has changed in the decade since I started writing the first edition.
October 6, 2015
Twitter’s New “Moments” Feature Could Aid Newsjacking
A few hours ago, Twitter launched a new feature called Moments. I see a big opportunity to use Moments in your newsjacking efforts.
Moments is a new tab in the Twitter application alongside the existing “Home,” “Notifications,” and “Messages”.
The 5th Edition of The New Rules of Marketing and PR Released!
The New Rules of Marketing & PR was originally published in the first edition way back in 2007. That’s like half a century in dog internet years.
When I first wrote the book in 2005 and 2006, Twitter didn’t exist and Facebook was only on college campuses (you needed a .edu email address to join). Now we live in a world with Periscope, Instagram, Newsjacking and all sorts of other ways to reach buyers so I’ve updated the book once again.
September 30, 2015
Just Because
"Just because" isn't a good reason to interrupt someone you are connected to with your sales message.
