mad.

• 1:36 PM ScribbleLive -
  
• 1:37 PM MDM - Worked at Nortel, IBM Infospere, Seybold
• 1:38 PM MDM - What you say is as important as HOW you say it.
• 1:40 PM MDM - Developers are clearly thinking about design. You rarely come across a site that is badly designed.
• 1:41 PM MDM - You is your target? “Dude, we’re the next YouTube, our target is everyone.” – you need to focus your market.
• 1:41 PM MDM - You can’t target everyone. You need to maximize impact and focus resources. Demo for everyone is not possible.
• 1:43 PM MDM - If you are focus your can’t find material that can help your business. ie. You have a financial program that is great for banks.
• 1:46 PM MDM - Janis system – investment relations for financial community (investment bankers). Very focused market. Sold for 1.8 B. Used their specialty to differentiate themselves from Cebold their huge competitor. One sale = many after the word gets out.
• 1:47 PM MDM - I don’t want a segment – I want my customer to figure it out.
• 1:48 PM MDM - This is a lazy approach. You need to decide what problem you want to solve and sell it. You don’t wnt a segment but you actually do.
• 1:49 PM MDM - You sell to Canadian males 18-30 is a segment.
• 1:49 PM MDM - How do I pick a segment? Pick a vertical, size, general problem, product fit, company fit.
• 1:51 PM chrisjschmitt - #meshu April Dunford: Targeting everyone is a bad idea – focus resources, maximize impact,, e.g. “A CRM for investment bankers”
• 1:53 PM MDM - Make sure it really is a problem and not just with you. Make sure your product fits the problem and that your company fits. They know cars they should sell to auto makers.
• 1:55 PM MDM - Pick a segment but don’t be moron – It’s ok to shift focus. Understand that it will take away focus from your true direction. Make sure it’s worth it.
• 1:56 PM MDM - How do I get free market data? Google, ask a friend via Twitter. Steal it???? If you find a report on a site that charges, try to find it somewhere else. Follow guys on Twitter that can help you in your segment. They are much more approachable at 140 Chars. Steal it….work your network that may have seen the report.
• 1:59 PM MDM - Value proposition? What is it? Why do I care? Sez who?
• 2:00 PM cyberguss - Twitter is the most amazing resource to find analysts you can get market data from – #mesh #meshu #meshu09
• 2:05 PM MDM - You need to describe your product so your customer understand it and they need to know why it’s important for them. Sez who is ant stats you can gleen for you previous clients or stats that might support your claims.
• 2:05 PM MDM - Positioning? – Stop making your customer guess why you are better than the other guys.
• 2:08 PM MDM - The Canadian “Problem” – Sales is not a dirty word. We don’t like to sell, it’s slimy. The US sells and over sells. Don’t feel bad about selling. You wnat to find people to sell your product to.
• 2:08 PM blindmonk - We with @cyberguss believe in honesty — just tell people what you do, don’t bullsh*t. Speak straight even if your service is simple. #meshu
• 2:10 PM MDM - Storytelling – Tell me a fact and I’ll learn. Tell me a truth and I’ll believe. But tell me a story and it will live in my heart forever.
• 2:12 PM MDM - Characteristics of a good story. Clearly illustrates value. Short, easy to tell, Memorable. Relevant to your customer. Illustrates concrete results.
• 2:12 PM cyberguss - Storytelling is marketing. Reminds of Seth Godin again (“All marketers are liars”) #mesh #meshu #meshu09
• 2:13 PM MDM - You’ve got great stories to tell – Customer success. Competitive wins. Company creation.
• 2:16 PM MDM - Watcom SQL story – Relation DB on your computer. At the time you had to use Access. They had a great product to talk to Oracle. Problem solving (1994) – Xerox come to sell could not give a price in 1994. With this product they had a connection to the DB. Decided to do a video of CIO – Wrote questions, shot video….Q: Why are you doing. The CIO leaned into the camera and said “We are going to save a million dollars a day” Good story. Sper message.
• 2:22 PM MDM - Good story from before Sybase was bought by Seybold. Helicopters, etc….
• 2:24 PM MDM - They said it was three guys in a garage, maxed credit cars blah blah blah. Was complete bull. YouTube was going to be a hot or not video service. Failed and then decide to make it more social at for films. Had giveaways. Now it make no money.
• 2:24 PM MDM - Questions
• 2:25 PM MDM - How can you be both cool and popular?
• 2:25 PM MDM - Lets hope you have that problem. Think cool matter but you don’t need to worry about it now. If your segment likes cool than keep it that way. Don’t risk it and sell to Walmart. But if you exaust that maybe consider a new product for Walmart peeps.
• 2:27 PM MDM - Social media use?
• 2:28 PM MDM - If your product is right then sell it there. If your product is for CEO, those guys don’t do social media.
• 2:29 PM MDM - You can get super targeted on social media if you do it right. Get place to target specific groups.
• 2:30 PM MDM - Aprils deets: aprildunford@gmail.com – Everywhere – aprildunford
• 2:31 PM MDM - What do you do if you can’t convince you company on a segment?
• 2:32 PM MDM - You need to assemble good data and not say no to the other people we are targeting but lets try to focus on X. Scary if the CEO has a target in his head but won’t tell you. Perhaps have the conversation of who we are not targeting.
• 2:36 PM MDM - Canadian market data?
• 2:36 PM MDM - You can get US data and use proportions or extraction. Most marketing data sucks. It’s not an exact science.
• 2:39 PM MDM - Message?
• 2:40 PM MDM - Once you get the message you need to be consistent. Yu need to follow the script so the the customer always have the same message. You need to enable you sales team. You need to be serious about what you say.
• 2:43 PM MDM - END/APPLAUSE
• 1:13 PM MDM - April Dunford, Rocket Launch Marketing www.meshu.ca

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