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Marketing and selling through resellers and partners other than direct customers [PODCAST]

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PreneurCast is a business podcast. Each week, author and marketer Pete Williams and digital media producer Dom Goucher discuss entrepreneurship, business, internet marketing and productivity.

What do you do when people start publically criticizing your advertising?

Get straight on the front foot, reach out with dignity, share your thought process, and the results!

… and that’s exactly that the team at Xero.com did with me recently after I wrote a blog post and had a little dig at a marketing campaign they are running.

So on today’s show, Penny Elmslie from Xero’s marketing team joins me to talk about this recent marketing campaign, and share how they deal with the unique challenges of marketing and selling via a community of resellers and partners, rather than direct to the end customer.

We cover a lot of ground in this conversation:

  • begining with how they justify their “street billboard campaign”,
  • how they define their path to market,
  • how to deal with two types of customers/audiences,
  • and most importantly, how to build a global (software SaaS) through resellers.

Pete and Dom talk to Steve about Read It For Me and how he turns his notes into reviews

Transcript:
Read it now.

Win Stuff!
In honour of the 2013 Awards, we are giving away 3 copies of SPIN Selling by Neil Rackham (one of Dom’s Awards Choices).
To enter this competition, just visit: http://preneurmarketing.com/preneurcast/preneurcast124-2013-awards/ and leave a comment on the post for the awards show. Tell us your vote for any of the categories we listed this year, and feel free to tell us about a something we missed!

Links:
Online:
Xero Accounting Software – http://www.xero.com
Pete’s Post mentioning Xero’s Ad Campaign – http://preneurmarketing.com/essays/xero-personal-alternatives/
Books:
Get Rich Slow – Sarah Riegelhuth
Amazon – http://preneurmarketing.com/getrichslowbook
Whole – Rethinking the Science of Nutrition
Audible – http://preneurmarketing.com/wholeaudio
Amazon – http://preneurmarketing.com/wholebook
You can try out a lot of the books we recommend in audio format with Audible:
http://audibletrial.com/preneurcast – Free trial with a free audiobook download for PreneurCast listeners
Previous PreneurCast Episodes:
Episode 124 – 2013 Awards – http://preneurmarketing.com/preneurcast/preneurcast124-2013-awards/
Episode 121 – No Meat Athlete – http://preneurmarketing.com/preneurcast/preneurcast121-no-meat-athlete-with-matt-frazier/

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