Электронная книга: David Meerman Scott «The New Rules of Sales and Service. How to Use Agile Selling, Real-Time Customer Engagement, Big Data, Content, and Storytelling to Grow Your Business»

The New Rules of Sales and Service. How to Use Agile Selling, Real-Time Customer Engagement, Big Data, Content, and Storytelling to Grow Your Business

The essential roadmap for the new realities of selling when buyers are in charge Sales and service are being radically redefined by the biggest communications revolution in human history. Today buyers are in charge! There is no more'selling'—there is only buying. When potential customers have near perfect information on the web, it means salespeople must transform from authority to consultant, product narratives must tell a story, and businesses must be agile enough to respond before opportunity is lost. The New Rules of Sales and Service demystifies the new digital commercial landscape and shows you how to stay ahead of the pack. Companies large and small are revolutionizing the way business gets done, and this book takes you inside the new methods and strategies that are critical to success in the modern market. Real-world examples illustrate the new marketplace in action, and demonstrate the brilliant utility of taking a new look at your customer and your business. This new edition has been updated to reflect the current reality of this rapidly-evolving sphere, with fresh strategies, new tools, and new stories. Whetheryou're an independent contractor, a multi-national corporation, a start-up, or a nonprofit, this book is your essential guide to navigating the new digital marketplace. David Meerman Scott provides up-to-the-minute analysis of the current state of the digital commercial landscape, plus expert guidance toward the concepts, strategies, and tools that every business needs now. Among the topics covered in detail: Why the old rules of sales and service no longer work in an always-on world The new sales cycle and how informative Web content drives the buying process Providing agile, real-time sales and service 24/7 without letting it rule your life The importance of defining and understanding the buyer personas How agile customer service retains existing clients and expands new business Why content-rich websites motivate interest, establish authority, and drive sales How social media is transforming the role of salesperson into valued consultant Because buyers are better informed, and come armed with more choices and opportunities than ever before, everything about sales has changed. Salespeople must adapt because the digital economy has turned the old model on its head, and those who don't keep up will be left behind. The New Rules of Sales and Service is required reading for anyone wanting to stay ahead of the game and grow business now.

Издательство: "John Wiley&Sons Limited (USD)"

ISBN: 9781119272434

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David Meerman Scott

David Meerman Scott

David Meerman Scott
Born March 25, 1961 (1961-03-25) (age 50)
Residence Boston, Massachusetts, U.S.
Alma mater Kenyon College
Occupation Thought leader, strategist, speaker, author
Website
Web Ink Now blog; Official site

David Meerman Scott (born March 25, 1961) is an American online marketing strategist,[1] and author of several books on marketing. Based in Boston, he is a speaker at conferences and corporate events and he runs seminars about marketing around the world.

Contents

Background

Scott graduated from Kenyon College in 1983 with a BA in Economics. After early jobs as a clerk on several Wall Street bond trading desks, he worked in the online news and information business from 1985 to 2002. He held executive positions in an electronic information division of Knight-Ridder, at the time one of the world’s largest newspaper companies from 1989 to 1995. He was based in Tokyo from 1987 to 1993 and in Hong Kong from 1993 to 1995. He moved to the Boston area in 1995 and joined Desktop Data, which became NewsEdge Corporation. In his most recent corporate position he was vice president of marketing at NewsEdge until the business was sold to Thomson Corporation in 2002.

Since 2001, he has used Meerman, his middle name, to distinguish himself from other notable people called David Scott such as the David Scott who walked on the moon as the commander of Apollo 15 (and whom he has met[2]).

Thought

Scott's ideology "the new rules of marketing & PR" is that marketing and public relations is vastly different on the Web than in mainstream media.[3] He says that the "old rules" of mainstream media (which he asserts do not work on the Web) are about "controlling a message" and the only ways to get the message into the public domain using mainstream media is to buy expensive advertising or beg the media to write about you. He says that the rules of marketing and PR on the Web are completely different.[4][5] Instead of buying or begging your way in, Scott says anybody can earn attention by "publishing their way in" using the tools of social media such as, blogs, podcasts, online news releases, online video,[6] viral marketing, and online media.[7]

Publications

Covers of World Wide Rave and The New Rules of Marketing and PR. The cover of the former is by Doug Eymer and was inspired by vintage rock concert posters.[8]

Scott is the author of several books:

  • Newsjacking: How to inject your ideas into a breaking news story and generate tons of media coverage, (2011, eMobi,[9] ePub[10]). Nick Morgan of Forbes notes that Scott and his publisher, Wiley, "point the way forward" by publishing this book only in electronic formats.[11] He summarizes the idea of newsjacking as the timely creation of material for "the second paragraph" of a news story for journalists to incorporate. The first paragraph is for the basic facts: who-what-why-where-when. The second paragraph is about the implications of the story. Unlike hijacking, newsjacking is not a pejorative term.
  • The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly, 3ed (2011).[12] In an interview on Marketing Update, Scott stated that besides the fast pace of change in marketing, another motivation for the new edition was that the book had been incorporated into the curriculum of many universities. As a result he plans to publish a new edition in August every other year.[13][14]
  • Real-Time Marketing and PR: How to Instantly Engage Your Market, Connect With Your Customers, and Create Products that Grow Your Business Now (2010).[15] Drawing on Scott's earlier career as an up-to-the-second Wall Street trader, this book highlights how the timely creation of heart felt content can be more important than long leadtime polished pieces. Examples include the Dave Carroll United Breaks Guitars phenomenon.
  • Marketing Lessons from the Grateful Dead: What Every Business Can Learn from the Most Iconic Band in History (2010).[16] Coauthored with Brian Halligan, CEO of HubSpot. Scott Kirsner, reviewing the book in the Boston Globe,[17] mentions that the authors say they were inspired in part by an article in the Atlantic by Joshua Green.[18]
  • The New Rules of Marketing and PR, 2ed (2010)[19] won praise in The New York Times[20] and Computerworld[21] reviews.
  • World Wide Rave (2009).[22] To promote this book Scott created several videos including one[23] evocative of the joyous Matt Harding Where is Matt? series and a series of three[24][25][26] in the workplace mockumentary style of both Ricky Gervais's The Office and the Art of the Sale videos.[27] Comedian Tim Washer plays in two of these series: as victim in the Art of the Sale, but switching roles to oppressor in Riding the Rave.
  • Tuned In (2008)[28]
  • The New Rules of Marketing and PR (2008).[29] The first edition of this book was featured in the BusinessWeek Best Seller List[30] and is published in more than 20 languages.[31] Related to the book, Scott developed a one-day seminar called New Rules of Marketing, which is taught to corporate groups around the world.
  • Cashing In With Content (2005)[32]
  • Eyeball Wars: A Novel of Dot-com Intrigue (2001)[33]

Scott also wrote the foreword sections in The New Rules of Social Media, a series of books that he edits for John Wiley & Sons.[34][35] The first five books in the series are:

  1. Inbound Marketing: Get Found Using Google, Social Media, and Blogs by Brian Halligan and Dharmesh Shah[36]
  2. Get Seen: Online Video Secrets to Building Your Business by Steve Garfield[37]
  3. Social Media Metrics: How to Measure and Optimize Your Marketing Investment by Jim Sterne[38]
  4. Beyond Viral: How to Promote and Sustain Your Brand with Online Video by Kevin Nalty[39]
  5. Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business by Ann Handley and C.C. Chapman[40]

He has also publishes online:

  • Several E-books[41]
  • A blog, Web Ink Now,[42] which is ranked in AdAge Power 150 as one of the top marketing blogs[43]
  • Articles in Huffington Post[44]
  • Contributing editor at EContent Magazine[45]

Twitter town hall at the White House

On July 6th, 2011 Twitter hosted an online town hall at the White House[46] where President Obama answered selected questions from members of Twitter. Scott's question[47] was the second one of only twenty selected from over 119,000 tweets.[48][49][50]

Corporate governance

Scott serves on the board of advisors of HubSpot,[51] Eloqua,[52] VisibleGains,[53] Newstex,[54] Converseon, Nashaquisset,[55] the Massachusetts Air and Space Museum,[56] and Grateful Dead Archive at UC Santa Cruz. He was formerly on the board of directors of Kadient[57] (now merged with Sant) and NewsWatch (acquired by Yahoo! Japan).

Hobbies

Scott's hobbies include collecting space artifacts.[58]

See also

  • Inbound marketing

External links

Notes

  1. ^ Willaman, Mark (July 10, 2007). "Thought-leader David Meerman Scott Headlines July Webinar Showing HR suppliers How to Target Buyers". http://www.prlog.org/10023501-thought-leader-david-meerman-scott-headlines-july-webinar-showing-hr-suppliers-how-to-target-buyers.html. Retrieved May 10, 2009. 
  2. ^ Scott, David Meerman. "About the Apollo Artifacts blog and the author / collector". http://www.apolloartifacts.com/2007/01/about_the_apoll.html. "I finally got an opportunity to meet my namesake. At my dinner table, Dave Scott told fun stories..." 
  3. ^ Kirsner, Scott (April 26, 2009). "Increasing marketing isn't just a one way street". Boston Globe (NY Times Co). http://www.boston.com/business/technology/articles/2009/04/26/increasingly_marketing_isnt_just_one_way_street/. Retrieved May 10, 2009. 
  4. ^ "Don’t buy it with ads. Don’t beg for it with PR. Don’t bug individuals with cold calls for it. No, earn attention by creating great content.". http://twitter.com/#!/signalintegrity/status/73122610921222144. 
  5. ^ Smith, Helaine (2008-02-01). "Get adventurous with ‘new rules’ online". The Boston Herald (Herald Media). http://news.bostonherald.com/business/womens/general/view.bg?&articleid=1069345&format=&page=1&listingType=wbb#articleFull. Retrieved 2008-02-06. 
  6. ^ Flandez, Raymund (2007-11-26). "Managing Technology - Lights! Camera! Sales!". The Wall Street Journal (Dow Jones). http://online.wsj.com/public/article/SB119562605316100411-3vp9vZ4VywZwU_7mlFSmc4KNUcw_20071225.html?mod=tff_main_tff_top. Retrieved 2008-02-06. 
  7. ^ Moran, Gwen (2007-07-01). "Under the Influence". Entrepreneur.com (Entrepreneur.com, Inc.). http://www.entrepreneur.com/magazine/entrepreneur/2007/may/177062.html. Retrieved 2008-02-06. 
  8. ^ HOW WILL YOU CREATE A WORLD WIDE RAVE? :: Making of the Video. p. 10. http://www.davidmeermanscott.com/documents/Viral_Video.pdf. 
  9. ^ David Meerman Scott. (2011). Newsjacking: How to inject your ideas into a breaking news story and generate tons of media coverage (Mobipocket ed.). Hoboken, N.J.: John Wiley & Sons Inc. ISBN 9781118252307. http://www.webinknow.com/2011/11/newsjacking.html. 
  10. ^ David Meerman Scott. (2011). Newsjacking: How to inject your ideas into a breaking news story and generate tons of media coverage (ePub ed.). Hoboken, N.J.: John Wiley & Sons Inc. ISBN 9781118252314. http://www.webinknow.com/2011/11/newsjacking.html. 
  11. ^ Nick Morgan (11/14/2011). "The Future of the Book: David Meerman Scott, Publishing, and Newsjacking". forbes.com. http://www.forbes.com/sites/nickmorgan/2011/11/14/the-future-of-the-book-david-meerman-scott-publishing-and-newsjacking/. Retrieved 11/15/2011. 
  12. ^ David Meerman Scott. (2011). The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly. (3 ed.). Hoboken, N.J.: John Wiley & Sons Inc. ISBN 9780470113455. http://www.davidmeermanscott.com/books.htm. 
  13. ^ "Marketing Update". hubspot.tv. August 19, 2011. http://www.hubspot.tv/hubspottv/Marketing-Update-archives/. Retrieved 8 October 2011. 
  14. ^ "Instructor Companion Site, Scott: The New Rules of Marketing & PR". http://bcs.wiley.com/he-bcs/Books?action=index&itemId=1118026985&bcsId=6532. 
  15. ^ Scott, David Meerman (2010). Real-Time Marketing and PR: How to Instantly Engage Your Market, Connect With Your Customers, and Create Products that Grow Your Business Now. Wiley. ISBN 9780470645956. 
  16. ^ David Meerman Scott; Brian Halligan (2010). Marketing Lessons from the Grateful Dead: What Every Business Can Learn from the Most Iconic Band in History.. Hoboken, N.J.: John Wiley & Sons Inc. ISBN 0470900520. http://www.davidmeermanscott.com/books.htm. 
  17. ^ Scott Kirsner (July 16, 2010). "New book casts the Grateful Dead as brilliant marketers". The Boston Globe. http://www.boston.com/business/technology/innoeco/2010/07/new_book_casts_the_grateful_de.html. 
  18. ^ Joshua Green. "Management Secrets of the Grateful Dead". http://www.theatlantic.com/magazine/archive/2010/03/management-secrets-of-the-grateful-dead/7918/. 
  19. ^ David Meerman Scott. (2010). The New Rules of Marketing and PR: How to Use Social Media, Blogs, News Releases, Online Video, and Viral Marketing to Reach Buyers Directly. (2 ed.). Hoboken, N.J.: John Wiley & Sons Inc. ISBN 0470547812. http://www.davidmeermanscott.com/books.htm. 
  20. ^ Taylor, Barbara (December 11, 2009). "Business Books Worth Finding the Time to Read". The New York Times. http://boss.blogs.nytimes.com/2009/12/11/making-a-list-checking-it-twice-business-books/. Retrieved May 1, 2010. 
  21. ^ "Social media marketing: 5 must-read books". http://www.computerworld.com/s/article/9142090/Social_media_marketing_5_must_read_books. 
  22. ^ David Meerman Scott. (2009). World wide rave : creating triggers that get millions of people to spread your ideas and share your stories. Hoboken, N.J.: John Wiley & Sons. ISBN 0470395001. http://www.worldwiderave.com/. 
  23. ^ "How will YOU create a World Wide Rave?". http://www.youtube.com/watch?v=5F4KHmm566I. Retrieved May 9, 2009. 
  24. ^ "Riding the Rave #1: David's New Manager". http://www.youtube.com/watch?v=2CXpOfwrjEM. Retrieved May 9, 2009. 
  25. ^ "Riding the Rave #2: Brainstorming". http://www.youtube.com/watch?v=vYfZ3yl42lM. Retrieved May 9, 2009. 
  26. ^ "Riding the Rave #3: In Search of the Fifth P". http://www.youtube.com/watch?v=kT7Kaq13wb8. Retrieved May 9, 2009. 
  27. ^ "Mainframe: The Art of the Sale series". http://www.youtube.com/user/360comedy. Retrieved May 10, 2009. 
  28. ^ Craig Stull, Phil Myers, and David Meerman Scott. (2008). Tuned in : uncover the extraordinary opportunities that lead to business breakthroughs. Hoboken, N.J.: J. Wiley & Sons. ISBN 047026036X. http://www.tunedinblog.com/. 
  29. ^ David Meerman Scott. (2008). The new rules of marketing and PR : how to use news releases, blogs, podcasting, viral marketing and online media to reach buyers directly (1 ed.). Hoboken, N.J.: Wiley. ISBN 0470379286. http://www.davidmeermanscott.com/books.htm. 
  30. ^ "The BusinessWeek Best Seller List, page 2". BusinessWeek (The McGraw-Hill Companies Inc). March 26, 2009. http://www.businessweek.com/magazine/content/09_14/b4125093278583_page_2.htm. Retrieved May 10, 2009. 
  31. ^ "The New Rules of Marketing and PR". http://www.davidmeermanscott.com/books.htm. Retrieved May 10, 2009. 
  32. ^ David Meerman Scott. (2005). Cashing in with content : how innovative marketers use digital information to turn browsers into buyers. Medford, N.J.: Information Today/CyberAge Books. ISBN 0910965714. http://www.davidmeermanscott.com/book_ciwc.htm. 
  33. ^ David Meerman Scott. (2001). Eyeball wars : a novel of dot-com intrigue. Lexington, Mass.: Freshspot Pub.. ISBN 0970141483. http://www.davidmeermanscott.com/book_eyeballwars.htm. 
  34. ^ "Wiley Launches New Series of Marketing Books Edited by Bestselling Author David Meerman Scott". May 26, 2009. http://www.businesswire.com/portal/site/google/?ndmViewId=news_view&newsId=20090526005026&newsLang=en. Retrieved May 28, 2009. 
  35. ^ "The New Rules of Social Media book series". http://www.davidmeermanscott.com/book_series.htm. 
  36. ^ Brian Halligan and Dharmesh Shah (2009). Inbound Marketing: Get Found Using Google, Social Media, and Blogs. John Wiley & Sons Inc. ISBN 0470499311. 
  37. ^ Garfield, Steve (2010). Get Seen: Online Video Secrets to Building Your Business. John Wiley & Sons Inc. ISBN 0470525460. 
  38. ^ Sterne,Jim (2010). Social Media Metrics: How to Measure and Optimize Your Marketing Investment. John Wiley & Sons Inc. ISBN 0470583789. 
  39. ^ Nalty, Kevin (2010). Beyond Viral: How to Promote and Sustain Your Brand with Online Video. John Wiley & Sons Inc. ISBN 0470598883. 
  40. ^ Handley, Ann; C.C. Chapman (2010). Beyond Viral: How to Promote and Sustain Your Brand with Online Video. John Wiley & Sons Inc. ISBN 0470648287. 
  41. ^ "David Meerman Scott - eBooks". http://www.davidmeermanscott.com/products_ebooks.htm. Retrieved May 7, 2009. 
  42. ^ "Web Ink Now blog". http://www.webinknow.com/. 
  43. ^ Todd Andrlik; Charlie Moran. "AdAge Power 150: A Daily Ranking of Marketing Blogs". Advertising Age Magazine (Crain Communications). http://adage.com/power150/. Retrieved May 10, 2009. "#20: Web Ink Now (as of access date: ranking are updated daily)" 
  44. ^ "Huffington Post: David Meerman Scott". http://www.huffingtonpost.com/david-meerman-scott. 
  45. ^ "EContent: About David Meerman Scott". http://www.econtentmag.com/About/AboutAuthor.aspx?AuthorID=44. 
  46. ^ "Twitter Presents Townhall @ The White House". http://askobama.twitter.com. 
  47. ^ "#AskObama Tech & knowledge industries are thriving, yet jobs discussion always centers on manufacturing. Why not be realistic about jobs?". http://twitter.com/#!/dmscott/status/87112159871504384. 
  48. ^ "President Obama Twitter town hall, seek to 6:44 @dmscott: #AskObamaTech & knowledge industries are thriving, yet jobs discussion always centers on manufacturing. Why not be realistic about jobs?". http://www.whitehouse.gov/blog/2011/07/07/president-obama-twitter-town-hall-economy-jobs-deficit-and-space-exploration#vseek403. 
  49. ^ "Infographic: Obama on Twitter". http://obama.twitsprout.com/. 
  50. ^ "My question to President Obama at his Whitehouse Twitter Town Hall". http://www.publicwords.com/speakers_corner/dms/my-question-to-president-obama-at-his-white-house-twitter-town-hall.html. 
  51. ^ "HubSpot Board of Directors". http://www.hubspot.com/company/board-of-directors/. Retrieved May 7, 2009. 
  52. ^ "ABOUT ELOQUA > ADVISORY BOARD > David Meerman Scott". http://www.eloqua.com/about/advisory/?which=2. 
  53. ^ "VisibleGains: Advisors". http://www.visiblegains.com/advisors.html. Retrieved March 10, 2010. 
  54. ^ "Newstex: Who we are". http://newstex.com/about/who-we-are/. 
  55. ^ "David Meerman Scott, bio". http://www.davidmeermanscott.com/bio.htm. 
  56. ^ "About Massachusetts Air and Space Museum Board, DAVID MEERMAN SCOTT". http://massairspace.org/about_board.php#scott. 
  57. ^ "Kadient Board of Directors". http://www.kadient.com/company/default.aspx?id=42. Retrieved May 10, 2009. 
  58. ^ "Apollo Artifacts". http://www.apolloartifacts.com/. Retrieved May 7, 2009. 

Источник: David Meerman Scott


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