innovation

New ideas in digital marketing help you differentiate

David Meerman Scott shares his insights into new digital marketing ideas and how to differentiation this B2B Digital Marketer episode. It’s not about taking something existing and just recreating it online; it’s all about finding new and different ways to do things and reimagining the unlimited possibilities of doing digital marketing. David also shares his insights from his book, Fanocracy, and how to turn your fans into customers and your customers into fans.

David Meerman Scott is an internationally acclaimed business strategist, entrepreneur, advisor to emerging companies, and public speaker.

He is the Wall Street Journal bestselling author of ten previous books, including The New Rules of Marketing & PR (now in a 6th edition and available in 29 languages), Marketing Lessons from the Grateful Dead, The New Rules of Sales & Service and FANOCRACY: Turning Fans into Customers and Customers into Fans. In his spare time, he surfs and travels around the world for great live music.

Timestamps/Outline

01:10 – How David Meerman Scott started with B2B digital marketing

04:15 – Why B2B digital marketing is similar with B2C digital marketing

07:01 – Why stock photos are overrated and do not humanize your organization

08:13 – Why an aggressive approach to sales and marketing is a terrible mistake

09:18 – How the Grateful Dead’s example can help businesses generate more business

11:24 – The friction between sales and marketing

12:03 – The hybrid approach

14:42 – Reimagining what is possible vs. Recreating something existing

17:21 – Case study: Skillsoft

19:55 – Paying for attention and investing in journalists and storytellers

24:59 – Where David will spend the money if given an unlimited budget

28:27 – The one question every B2B digital marketer must ask themselves

30:22 – Fanocracy: Turning Fans into Customers and Customers into Fans

31:43 – How David met Brian Halligan, CEO of Hubspot, from a Grateful Dead concert

32:37 – How your fans can become your customers

34:06 – Connect with David Meerman Scott

Key Takeaways

“We need to realize that as B2B marketers, we are not marketing to businesses. We are marketing to people.”

“Giving gifts with no expectations is a better approach than setting up an adversarial relationship and demanding an email address for your content.”

“Being a digital marketing disruptor is about looking at the web and seeing what’s possible rather than just taking what happens offline and cramming it on to the web.”

“Are you a B2B marketer who’s truly communicating with other human beings?”

Links and Resources

David’s Twitter: https://twitter.com/dmscott

David’s LinkedIn: https://www.linkedin.com/in/davidmeermanscott/

David’s Instagram: https://www.instagram.com/dmscott

David’s website: https://www.davidmeermanscott.com/

David’s book: Fanocracy: Turning Fans into Customers and Customers into Fans

Fanocracy website: https://www.fanocracy.com/

Show Transcript

Click to access edited transcript