David Meerman Scott (aka DMS) had some great advice about B2B marketing in his March 24, 2008 article in BtoB magazine, “Quit Living in Yesterday’s World”.
B2B marketing under the new rules
Scott is the author of “The New Rules of Marketing and PR,” published last year by John Wiley & Sons Inc. Some of his suggestions date from before the Internet era, such as keeping the focus on how your product or service makes the customer’s life better. Scott’s big difference is in showing how to take advantage of the Internet to get maximum impact for minimum cost.
Instead of buying expensive advertising or begging the media to do a story about you, go straight to your audience online with great Web content. Give people compelling videos, blogs, podcasts, white papers, e-books and webinars, and they’ll be eager to bring it to the attention of friends. Scott calls it “word of mouse” marketing.
Viral marketing explained
Scott tells how his own free e-book on viral marketing found more than 50,000 readers in the first month and caught the attention of more than 100 bloggers. Use the Internet wisely and you can engage in genuine two-way dialogues with your target audience instead of just firing a barrage of marketing material at them.
Now, I just need a 25th hour in the day in order to implement all of Scott’s great advice – and make sure I’m walking the walk.