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David Meerman Scott – BMA B2B UNLEARN Conference 2009

Before David’s talk today, I had the opportunity to chat with him for a while. We had been talking in backchannels for quite some time and it was great to finally connect in person. I learned throughout our conversation that we have similar backgrounds in financial services, data products and negative events in both of our lives have served as motivators.  He also gave some customized advice on how he thought I should proceed in my journey to transform companies marketing.

After lunch he gave a highly intense 50 minute speech. He talks fast (as do I) so I think I missed a little bit of the talk in this blog post, but I hope that you are still able to glean the vlaue out of it that I did, seeing him live brought his ideas to a new level for me. He’s done a fantastic job of simplifying the complex, we shoudl all learn from his example.

Without further delay, here is my live blog post of his talk (please forgive brevity and language errors):

In the past 30 to 60 days have you used or replied to the following media:
Direct mail – 3% replied
Mainstream Media – 22% replied
Print Yellow Pages – 3% replied
Google, etc 100% replied
Tapped peer to peer network to get URL 80%

Why are we still focused on the 2-3% methods rather than the 80% and 100% methods?

Cindy Gordon at Universal Orlando told 7 just people the wizarding world of Harry Potter. Mainstream media and other people followed – when 7 = 350,000,000 million

What are we after? Attention. Cindy Gordon earned that attention via a Midnight conference call with 7 people.

David Meerman Scott – in 2002 he was fired laid off from Thomson for practicing cutting edge marketing. People are afraid of content based marketing. They are still afraid of it. THis fear is harmful in a multitude of ways.

Dentist in Boston. Started a blog. Wrote “Healthy Mouth, Healthy Sex” a free ebook. The ADA hated it. Her business is now doing $1 million dollars a year.

“You must unlearn what you have learned.” –Yoda

Prospects. Tell your story to an interested market.

Every hotel web site is the same. Boring, product focused.

Imagine a hotel website that was customized for each buyer? Businessperson, corporate travel manager, family choosing a vacation spot, wedding planning, event planner, etc

Who are your buyer personas?

What do you want your buyer personas to believe?

You can…
Buy attention…TV attention (talked about how silly CPM banners are would you like to buy space on the back of his laptop?)
Beg for attention…
Bug for attention…
Earn Attention…the best way…in the new rules!!!

Example: Approva
Internal Auditors….
Videos on Youtube “Happy Birthday Sarbanes Oxley”

On the web, you are what you publish…

It’s all about people…and some people aren’t playing nice on social media…

He put 14,000 post it notes on Jaguar, 3M liked it and contacted him. He asked for $2,000 for more notes. They said no. They got slammed and destroyed a positive thing.

If your mother would say it wrong, it probably is.

Encourage sharing…

Why do people use this Gobbledygook? 350 most overused phrases. Then counted the number of times this was used. The Gobbledygook Manifest.

Visual Gobbledygook – don’t do it.

Parents against reprehensible metal music…was a bait and switch – Toyota Matrix 2009

Causes this  “You are trapped on this website, you are screwed” syndrome

The back button is the 3rd most used web feature. (Sad isn’t it?)

You must lose control of your marketing!!!

The Grateful Dead allows bootlegging of their concerts and  music. Millions of people download it and adore the music. Lose control of your marketing… (I’d like to point out that this is not a new concept great to see an old school example)

Example: Mailer Mailer – made a whitepaper totally free – created a 20x increase in downloads – all for abandoning the email address! A good trade you should all make.

Put down roots – be where your audience is.

Kadient – The new rules of sales enablement – landscape rather than portrait, color rather than black and white.

Point the world to your virtual doorstep! Queensland, Australia had a contest, 34,000 entries and one guy creating content once he won.

FEAR – You have to unlearn what you learned

We want 330,000 people to be in Public Affairs.  In a world where people block social media, the Air Force promotes and social media.

I can’t do this…I’ve heard every excuse in the world…if a B2B German Toilet company can do it, you can.


David like my recent post about VP of Communications at Universities enough to tweet it, check it out!