This is David Keith Daniels's Typepad Profile.
Join Typepad and start following David Keith Daniels's activity
Join Now!
Already a member? Sign In
David Keith Daniels
Recent Activity
I hear you Vincent. The game has definitely changed during my career. Gone are the days where a vendor's sales team holds all the cards. Buyers are in charge now. They ignore much of the interruption marketing thrown at them and seek out solutions on their terms. Knowing this, B2B marketers should focus their content creation and content marketing efforts towards targeted buyer personas, engage them, and drive them to action. And for most of us that means web content because most buyers today start the search for answers to their problems online.
Toggle Commented Mar 16, 2011 on Is B2B Marketing Dead? at Launch Clinic
1 reply
Thanks for the comment Dave. The primary point of my post isn't to dismiss the value of the reseller, it's to drive home to marketers that the reseller is not the customer. By extension this could lead to the 'customer is always right' and miss the critical connection to the individuals that help us define what the complete buying experience should be. In your post 'Is Your Customer Buying What You Are Selling' http://Partnersinexcellenceblog.com/Is-your-customer-buying-what-you-are-selling I believe you reinforced my point well. The reseller should be a component of a positive buying experience but is not the customer. --Dave D
Toggle Commented Dec 18, 2010 on Your Reseller isn’t Your Customer at Launch Clinic
1 reply
I see your point. Let me add to it. Reseller (VARs, System Integrators, etc.) are without question in the value chain. My point is to take care not to be singularly focused on your Reseller or you will lose sight of the more important end customer. Resellers ARE an audience marketers need to influence but they still need to own the message to their ultimate customers. I guess if we broadly define a buyer as any individual that influences a buying decision, we are in agreement. Thanks for the comment!
Toggle Commented Dec 16, 2010 on Your Reseller isn’t Your Customer at Launch Clinic
1 reply
Ha! Good one! Hmmm. The prospect didn't respond the way she was supposed to. What do I do now?
1 reply
Thanks for the comment Bruce. The title is what got my attention too. Maybe Rick intentionally used an approach that would shock his audience. Worked for me.
Toggle Commented Dec 9, 2010 on Is B2B Marketing Dead? at Launch Clinic
1 reply
It is very much about getting things done that move the business forward and not just checking things of a list of deliverables.
Toggle Commented Dec 8, 2010 on Agile for Marketing at Launch Clinic
1 reply
I totally agree. I'm now 3 months into my iPad journey and have found that I rarely use my laptop. I even bought the cool STM backpack with the iPad pouch (http://www.stmbags.com/catalog/laptop-backpacks/revolution-medium-laptop-backpack/). Readability is excellent for me since most of my reading time is indoors or on airplanes. Are there any musician oriented apps you like? I use Frozen Apes Tempo metronome app on my iPhone.
1 reply
Agreed. Patience and discipline are key. The biggest challenge is keeping the salespeople that want to sell the product now (and are not on the SWAT team) at arms length while you work through the iterations of finding out what works. You may want to consider a way to compensate those guys if they truly have viable opportunities. If the interest becomes contagious and you don't see any resistance to selling the new product, consider cutting over to the sales team sooner. --Dave
1 reply
Gary, I've used this technique on several occasions and will agree that the most challenging part was keeping the rest of the sales team at bay while we worked through getting some initial wins. Get direction from sales management on who they recommend to be on the SWAT team and don't expect to get the top sales performers. The upside is that you get to refine the sales tools and message before it's rolled out to the entire sales team. Plus you've built pent up demand for them to want to sell the product and prove the SWAT team they can do better.
1 reply
Thanks Bertrand. Could you expand on the 'community' aspect you mentioned? Sounds interesting.
1 reply
Your post reminds me of a definition of a market I picked up years ago from a boss. It helped me understand the subtleties of segmentation. The definition started with "a market is a set of buyers with the same problem..." and then he went further to add "... that reference each other". At the time it helped me to understand that large multinational banks in Europe were very different than large multinational banks in the US. They had the same problems, but in this case rarely referenced each other (it's different here).
1 reply
David Keith Daniels is now following Rebecca Kalogeris
Jun 21, 2010
Thanks Linda. The point I'm making is not that traditional PR isn't of value - far from it - it's that the press release has morphed into a very useful SEO tool. The challenge for marketers can be rather contentions with their PR teams around this issue. They know it's a proven technique and need help from PR to work out a compromise.
Toggle Commented Jun 3, 2010 on How to freak out your PR team at Launch Clinic
1 reply
Exactly Pranavdesai. As a former software engineer I know HOW to make it work, but I don't want to any more. I just WANT it to work. The first time, every time. Apple used to get dissed by the media, PC vendors and pundits for having a closed system (for the hardware anyway). One incredibly important advantage of a closed system however, is the ability to completely and utterly control the atmosphere. Controlling the atmosphere gives them the responsibility of providing a compelling user experience which they do a fantastic job of doing.
Toggle Commented Apr 13, 2010 on Dave gets a Mac at Launch Clinic
1 reply
Ha! I never thought of it that way Patrick. Sounds like one of the Coneheads are saying it (tell them we're from France). Thanks!
1 reply
Thanks for the comment, Ryan. I also like Sergio Zyman's definition: "Selling more stuff, to more people, for more money". This definition is short and hits the most salient points.
1 reply
Good point Steve. I completely understand that marketers want to generate quality leads to feed the sales team. But the bad tactic of using a "whitepaper" as bait has given whitepapers an unjustifiably bad name, particularly within the technology industry. Whitepapers should be about starting conversations not preventing them.
1 reply
Thanks for the kind words and I'm glad you enjoyed the webinar! The ebook will provide more context to webinar. --Dave
1 reply
Thanks for the comments Mark. I'm not familiar with the SE culture and am not aware of the conditions under which the decision was made for this particular campaign. I can say though that I have received other emails from SE with the same approach. I would recommend the email not be sent until the expected outcome was clearly defined. And I would have been obsessive about the recipients' experience. If the experience wasn't positive I would have fixed it or pulled the plug. It would be better to do nothing than to have my customers have a bad experience.
1 reply
You're very welcome, Susan. I enjoy your work! I refer to the 5 myths every time I start writing (especially the part about writing for the medium). Too many people write to sound smart, not to sell. --Dave
1 reply
Mark, the ideal situation is the VP of Sales and the VP of Marketing on the same page. Sadly this isn't always the case. The VP of Sales picture of the market is still limited to the number of deals his salespeople have worked or are currently working. Using a military analogy, the VP of Sales is focused on taking the hill but the VP of Marketing should be focused on winning the war. Thanks for the thoughtful comments!
1 reply
I needed to reload Windows on the old PC. Quite honestly I was prepared for a full day of futility, but was so happy with the experience I wanted to share! It's been two days now without any problems. I think I will add another 1GB of RAM to bring it up to 2GB.
Toggle Commented Jul 27, 2009 on My excellent Windows 7 adventure at Launch Clinic
1 reply
Agreed. Unfortunately so many companies use a "throw-it-over-the-wall" strategy and don't track launch progress. When management's expectations aren't met, the search for who to blame begins. Launch goals established at the beginning of the launch planning process are critical to choosing the best strategies, establishing meaningful metrics and determining the marketing tactics most likely to achieve the launch goals. --Dave
1 reply