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In 2007, David Meerman Scott published The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly. Ten years later and now in its 6th edition, the book has become an international bestseller in 29 languages, from Albanian to Vietnamese. On page 390 of the 6th edition, the author sums up the old and the new rules: 'If I may be so bold as to boil down into one word thousands of conversations I've had over the past several decades, as well as my more than 10 years worth of blogging and the entire contents of this book, it would be this: attention. Entrepreneurs, CEOs, and business owners want people to pay attention to their company.
Marketers, PR pros, advertisers, and salespeople are on the payroll to generate attention. Hopefully, this book opened your eyes to a new approach to this classic problem I've identified four main ways to generate attention in today's marketing landscape. You can buy attention with advertising such as television commercials, magazine and newspaper ads, the yellow pages, billboards, trade show floor space, direct-mail list, and the like. You can get attention from the editorial gatekeepers at radio and TV stations, magazines, newspapers, and trade journals.
You can have a team of salespeople generate attention one person at a time by knocking on doors, calling people on the telephone, sending personal emails, or waiting for individuals to walk into your showroom. You can earn attention online by using the ideas in this book, creating something interesting, and publishing it online for free: a YouTube video, blog, research report, series of photos, Twitter stream, e-Book, Facebook fan page, or other piece of web content.' So What Can You Do? Your customers can research their purchases largely without having to contact your sales people and it’s become much more difficult to get their attention. When customers finally raise their hand and want to talk to you, it’s often to beat you up on price. So, what can you do?
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Thankfully, plenty. First, let’s look at some research. 90% of customer buying decisions are starting online (Forrester). 75% of business-to-business (B2B) buyers use social media to research vendors (IDC). 74% of buyers are choosing the sales professional and company that is first to add value and insight to the buying journey (Forrester, Corporate Visions). Now, let’s go back to that 57% number.
Remember, 57% represents the earliest point in a customer’s buying journey when they contact you, the seller. You aren’t hearing from them at all until they are more than halfway through their buying process.
The solution is clear: You want to get as far left as possible on that timeline. You need to become part of the buyer’s research process as early as possible.
You need to be present at every stage of that customer’s buying journey even though they may not have contacted you yet. How do you do that?
By helping to educate your buyers. Why? Because 74% of buyers are choosing the sales professional and company that is first to add value and insight to the buying journey (Forrester, Corporate Visions). Buyers don’t want to be sold to but they do want helpful, educational non-promotional information. That has led to the resurgence of what’s popularly known as content marketing. The defines content marketing as: '.a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.' Content marketing can take many forms such as website articles, videos, printed material, webinars, podcasts and events. But as the definition says, it has to be valuable and relevant.
If it’s more promotional than valuable and relevant, buyers will ignore it. Manufacturers have long used content marketing to sell their wares.
They still do. According to the Content Marketing Institute, 85% of manufacturers use content marketing Let’s take a closer look at two manufacturers who were and remain content marketing pioneers: John Deere and Michelin. Was not filled with promotional messages and self-serving content. It was developed by thoughtful journalists, storytellers, and designers, and covered topics that farmers cared about deeply.
The goal of the content was to help farmers become more prosperous and, of course, profitable. Now over 120 years later, is still going strong. It is the most circulated farming magazine in the world, and is currently delivered each month to over 1.5 million farmers, in 12 languages, across 40 different countries. Douglas Burdett is the principal and founder of ARTILLERY, a business-to-business manufacturing marketing agency.
He is also host of The Marketing Book Podcast, a weekly interview show featuring bestselling business authors and named by LinkedIn as one of “10 Podcasts That Will Make You a Better Marketer.” Prior to starting his own firm, Douglas worked in New York City on Madison Avenue at ad industry giants J. Walter Thompson and Grey Advertising. Before starting his business career, Douglas served as a U.S.
Army artillery officer, then earned an MBA.
Open Source ERP Solutions to Run your Business Open Surge features open source ERP solutions developed. They are a new kind of company, dedicated to using the power of open source ERP software to help businesses of all sizes grow and prosper. This means real visibility into your operations using powerful tools to identify hidden costs, bottlenecks, and inefficiencies. With xTuple you can develop profitable new business, and better manage your existing customer and supplier relationships. You can make decisions, armed with facts, not guesswork. And you can do this with one of the lowest cost of ownership available.
XTuple ERP is the best open source ERP solution for small to medium sized businesses and works smoothly and Linux a platforms (and Windows if you must). It provides you a complete, integrated software for the end to end operation of your business.
XTuple ERP includes the following modules:. Accounting. Sales.
CRM. Purchasing. Inventory. Manufacturing. Reporting xTuple ERP is available in three editions, depending on the needs of your business. The PostBooks edition of xTuple open source ERP is our entry-level offering, available completely free with open source ERP, and suitable for small businesses of all kinds. PostBooks includes full financials; robust open source CRM; Sales and Purchasing; Accounting and ad-hoc reporting; and lightweight inventory, manufacturing and distribution.
XTuple ERP Standard Edition is the newest product, is a midrange commercial offering, which adds advanced inventory control, warehousing, and other features to the core package. XTuple Standard Edition is a great option for distributors, retailers, light manufacturers, and anyone else who would prefer commercially licensed software. The OpenMFG Edition of xTuple open source ERP is our premium commercial offering, recommended for manufacturing companies in both discrete and batch process production; make to order, make to stock, or mixed-mode; even job shops and engineer-to-order. It is their award winning open source ERP suite first released in 2002. All three editions are built on the same code base; in fact, the client software is exactly the same (so upgrading from one to another is a snap!) All three run equally well on Windows, Linux, and - and are fully internationalized (multi-currency, support for multiple tax structures, and multilingual translation packs maintained by our global community). All three contain a full copy of OpenRPT, the open source report writer also created and maintained by xTuple.
And whether it's the free PostBooks Edition or the commercially licensed Standard or OpenMFG Editions, you get the full application source code (client and server). You can participate in the ongoing improvement and development of the software as much as you like. Best of all, xTuple will manage that multi-product community development process so that all companies - regardless of how technical they might be - can benefit from the open source way of doing things. To view license and implementation pricing. To view an xTuple brochure that provides details on the many features and benefits of xTuple ERP solutions. To visit the xTuple.com website for more information on xTuple.
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