Talking B2B Marketing on this Wednesday

Well this should be a lot of fun. Wednesday I’ll be joining Dominic Canterbury, President of the Turbine Agency, for a discussion on B2B Marketing and how to reach new markets. We’ll be having our conversation via, one of the new forums in which people can discuss topics and have a great dialogue with the audience.

We’ll be kicking off the conversation at 11am PDT at this link. I’d love for you to log in and throw out some questions. Plus, I’d love to hear what you think of Blab.

Join me at the Seattle Interactive Conference November 3

Over the last few years, I’ve had a few amazing chances to get in front of a large audience and either speak on, or moderate panels full of smart people. In about two weeks, I’ll get the opportunity to moderate a panel at one of my favorite events – the Seattle Interactive Conference.

The panel is focused on the changing role of online advertising. Here’s the description:

Game of Screens: The Rise of Multi-Screen Marketing
The rapid evolution of consumer behavior as it relates to their media consumption has rendered many of advertising’s traditional targeting and measurement metrics difficult or obsolete. So how do you accurately measure results when Device proliferation is making even basic reach and frequency management nearly impossible? How can you balance the new expectations amongst consumers that messaging to them should always be relevant and timely? And what are some recent technology advancements in targeting and measurement to help address some of these challenges? In this panel, executives from Choicestream, GoDaddy, Logitech and Sharethrough will share their experience and expertise in delivering successful behavior-driven marketing to consumers who live on multiple screens.

The panel will be on Nov 3 at 11:00am. If you’re attending the event, please come on by and check out our session. And if you have questions you want answered, shoot me an email and I’ll add them into the queue.

Join Me at the American Ad Federation Seattle This Thursday

Well this should be fun. You’ve seen it before. We get 4 people who know everything there is to know about a topic and I ask them a lot of questions for 90 minutes. And try to throw in a joke or two along the way.

Here’s the scoop for this Thursday from the AAF website:

FORTUNE Magazine recently published a survey of the world’s most respected brands. The Seattle area boasts 6 in the top 30.

As marketing and advertising professionals that call the Seattle area home, we are global stewards for the brands by nature of our profession. Join AAF Seattle as we continue the discussion around diversity and multiculturalism from the perspective of driving brand engagement, both from the agency and brand perspective.

We’ll touch on such topics and questions as:

How prepared are we to support billions of consumers that share the Great Circle of the Pacific Rim?
What are the key insights we can share on how to optimize the brand experience and messaging?
What role does multiculturalism play in our ability to connect with consumers?
What works (and may not work so well) when it comes to strategy to addressing diversity in your teams and your advertising message?

Who are the experts? A really strong group.
Ben Rudolph – Director, Sales Evangelism, Worldwide Retail Channel Marketing, Microsoft
Natalie Rouse – CEO, Southern Cross International
Ken Cho – Co-Founder and CEO, People Pattern
Shelly Kurtz – Executive Director, NBC Universal, International Media Distribution

Hope to see you Thursday. Email me if you have a question or topic you want me to sneak in.

Get Your B2B Questions Answered Tuesday Night

There will be no Super Bowl Commercials featuring dogs and horses promoting a B2B brand this year. Liam Neeson won’t be doing voiceovers Sunday about Enterprise software.

B2B Marketing is the quiet opportunity. Its success is not measured on fluffy numbers like “Followers,” “Retweets” or “Net Promoter Score.” B2B is about leads and sales. Not $.99 sales. $99,000 sales. B2B is sexy in its own unsexy way.

This Tuesday, some great people from the B2B Marketing world will get together at Moz World Headquarters and each share 15 minutes of wisdom. At the end, I’m going to get to ask these experts a few questions panel style. I’m looking forward to it, and if you are into B2B Marketing, I hope to see you there.

Join Me With a Bunch of Ad Folks Thursday

Thursday, September 25 will be a busy evening for advertising professionals.

You *could* go drink free beer and play bocce ball up on Capitol Hill. But for those of you who like some education with your alcohol, and prefer a more refined audience, I invite you up to Pike Place Market’s Atrium for the AAF Seattle panel entitled: MARKET INSIGHTS: MOBILE FIRST.

Here’s how they describe the content:

With Twitter machines in every pocket, mobile is key to consumers’ experiences today. How are you incorporating it into you clients’ brands—and into yours? We dialed up a bunch of experts in the mobile biz and asked them to share their secrets, strategies and insights on the topic.

We’ll look into what customers expect from mobile interactions with a brand, when you need an app (and when you don’t), thinking beyond responsive design, and plenty more.

Oh, and I’ll be moderating this group of experts. I’m not an expert myself, and I’ll have as many questions as you do, so it should be a fun time.

A “Spirited” Discussion About Marketing

I tend to enjoy listening to panel discussions more than most people. And I like them even better when I’m the one who gets to ask all the questions.

On June 19, the Seattle Chapter of the American Advertising Foundation hosted an event with four of the city’s strongest small craft distilleries. When they asked me if I’d moderate this panel about how to market a small craft distillery, I thought they were kidding me. But they were serious, and I excitedly prepped for a topic that I had not previously done much business research on.

Our panelists were fantastic (left to right):


Here are a few bullets I took from the event:

  • The one piece of advice every small batch distiller will give you is, “Don’t start a small batch distillery.”
  • “Taste” can only get you so far. You have to have a decent flavor, but you are selling a brand, not what you taste like.
  • Your brand needs a story. Sparkle Donkey Tequila has the made up history of “El Burro Esparkalo” and then follows that up with a legend of, “In the modern era, Sparkle Donkey Tequila has come to mean many things to many people. But above all it means celebration, fertility, and quality.”
  • Winning awards is good for a boost, but you need a great follow through campaign to keep it going.
  • Great quote: “Whiskey is what beer wants to be when it grows up.”
  • Advice for anyone who thinks they can make tons of money in the burgeoning cannabis industry: “If you think there are a lot of forms to fill out for liquor, the cannabis guys have no idea what’s headed their way. We love that it’s getting legalized. The Liquor Control Board has so many headaches with them, they barely pay attention to us anymore.”
  • Fact: “40% of people in the bar do not know what they want to order when they walk to the bar.”
  • Make your bottle bright and easy to see against all types of backgrounds in all types of light. Don’t let it hide on the shelf.

The hashtag #AAFInsights has more of these nuggets if you want to roll through them.

Thanks to the AAF for letting me moderate. It was a blast and I hope people in the audience had as much fun as I did.

AAF Seattle Distilling a Brand

Talking Startups at Entrepreneur University

Between teaching Entrepreneurial Marketing at UW, and being on the Board of the Northwest Entrepreneur Network, I get a number of amazing opportunities to sit down and talk with people who are making things happen. Not just coming up with ideas, but actually executing on those dreams.

Last Friday at NWEN’s ntrepreneur University, I had the opportunity to moderate a panel with three of my favorites; Mariah Gentry of JoeyBra, Andrew Dumont of Moz and StrideApp and Kelly Smith of Curious Office. We talked about when is the right time for someone to jump into the entrepreneurial waters.

If you haven’t met Mariah before, if you run into her at an event I encourage you to grab as much of her time as you can.  She is easily one of the most impressive people under 30 that I’ve ever come across. And she’s only something like 22 or 23.  She started her first business at 14, owned at house by 20, and launched JoeyBra as a junior at the UW. When you talk to her, you just get a sense that she can distill any complex problem to its core, and come up with an obvious solution.

I met Andrew a few years ago when some people at my company told me they had a friend we should hire. In a ironic twist, our Office Manager at the time wouldn’t forward his resume because he didn’t have a college degree (he later went back and got it). I met with him anyway and realized we would never be able to hire him because he was way too impressive to take what we would be able to offer him.  He now works from 7:00 – 5:00 at Moz, then runs his side business, which he disclosed has paying customers numbering in the hundreds.  But on top of that, he also spent a weekend building a Udemy course, which now has close to 500 paying customers at $100 a shot. That’s pretty impressive. The secret behind of Andrew’s success is pretty clear – a tireless work ethic and a commitment, almost obsession, to building stuff.

And then of course there was Kelly. Investor, founder, idea guy, executor, he does a little bit of it all. I loved his advice on harnessing the power of entrepreneurship. He said the key is, “Question everything. Whenever something sucks, figure out if there’s a better way to build it. Just solve the problem and figure out how many people have the same problem.”

There’s a difference between ideas and ideas with execution. People like this are inspiring because they don’t let any excuse get in their way. They see a project they want to attack, and then relentlessly pursue it. There’s no wishing on a star or dreamland scenarios with these guys, they are all about dedication and execution. It’s great that we have people like this in the city, people who can remind us that the hardest part of entrepreneurship is the commitment to doing the work.

On the Road

Happy Fall 2013.  This summer sure got busy, as you may have figured out from my lack of writing.  And things look to only get busier as we head into the autumn season.  So, here are a few things and events I’ll be participating in.

October 1 – Dec 3:  Teaching Marketing 555 (Entrepreneurial Marketing) in the UW MBA Program.  If you have a start-up and would like to get some in class recognition, feel free to drop me a note. I’m always on the look-out for people and business to put in front of the class.

October 18: NWEN Entrepreneur University – I’ll be moderating a panel entitled, “From student to serial entrepreneur: The lifecycle of startups.” My experts will include Andre Dumont, Director of Business Development at Moz,  Mariah Gentry, CEO at Joey Bra and Kelly Smith, CEO at Curious Office. Should be a great panel.

November 6 and 7: I’m really looking forward to teaching a short section on Social Media Strategies to a group of MBA students from Lucerne University in Switzerland. They’ll be at the UW for a week or so, soaking up knowledge on a number of topics that thrive here int he Northwest.

November 20: It’s been a while since I have been back at the Seattle School of Visual Concepts, but right around Thanksgiving I’ll be leading a workshop on Content Marketing Strategies.  Feel free to come check it out.

I think that’s it for now.

Speaking Today at Market Mix 2013

I hope to see some of you today at MarketMix 2013. I’ll be speaking in one of the Breakout Sessions, talking about how to add Storytelling to your Content Marketing Plan. If that’s not enough incentive, I also brought along Rebecca Lovell of Vittana and Billy Pettit of Pillar Properties.

If you want to cheat, here’s the presentation I’ll be giving.

Thanks SMC Folks

Just want to take a quick second to thank Shauna Causey, Joann Jen and the rest of the SMC crew for allowing me to grill three esteemed panelists for 45 minutes Tuesday night about Social Media topics.  I wish we had had more time for Q+A from the crowd, though I think the topic was so wide, we could have gone another hour and still not covered everything.  

A few follow-up notes for the record, in response to the #smcsea Tweetstream from last night. 

  • No disrespect to Whrrl.  I usually say, “Foursquare, Gowalla and Whrrl.”  Not sure why I left them out yesterday.  
  • I do believe GeoLocation and hyper local are key.  However, I wanted to surface some issues with them past the hype, which is why I asked Matt to take a devil advocate’s role.  For example, I still don’t understand how a major advertiser can deploy a hyper local campaign as painlessly as buying a TV spot. 
  • I don’t think you need to have a Twitter account to have Social Media expertise.  Social Media is about connections, deep and shallow.  Choosing not to engage in thousands of shallow conversations, doesn’t mean you don’t have knowledge about particular aspects of this medium.  (Yes I know that is too many negatives in one sentence.)
  • Thanks @Chex_mix for dropping in and watching the stream via Ustream.  Good to have you be part of the conversation.
  • Thanks to anyone who said nice things about the panel and/or moderator.  No offense, I’m just not going to get around to sending @replies to everyone.  But I do appreciate the kind words.
  • Ustream archive link is here.  Panel starts about an hour in.

See everyone at the next event.