David Meerman Scott
Our always-on, Web-driven world has new rules for competing and growing business. Advance planning is out – agile is IN! Those who embrace new ways will be far more successful than those who stay who stay stuck and afraid to change. No one knows more about using the new Real-Time tools and strategies to spread ideas, influence minds and build business than David Meerman Scott. It’s his specialty.
David Meerman Scott is an internationally acclaimed strategist whose books and blog are must-reads for professionals seeking to generate attention in ways that grow their business. Scott’s advice and insights help people, products and organizations stand out, get noticed and capture hearts and minds. He is author or co-author of ten books – three are international bestsellers. The New Rules of Marketing & PR, now in its 4th edition, has been translated into 26 languages and is used as a text in hundreds of universities and business schools worldwide. It is a modern business classic with over 300,000 copies sold so far. Scott also authored Real-Time Marketing & PR, a Wall Street Journal bestseller, Newsjacking, World Wide Rave, and the new hit book The New Rules of Sales & Service. He co-authored Marketing the Moon (now in pre-production as a feature-length film titled The Men Who Sold the Moon) and Marketing Lessons from The Grateful Dead.
Scott serves as an advisor to select emerging companies who are working to transform their industries by delivering disruptive products and services. His advisory clients include HubSpot (NYSE: HUBS), where he also serves as Marketer in Residence. He began working with HubSpot in 2007 when the company had a handful of customers and fewer than 10 employees, helping the HubSpot team with rapid sales and marketing strategies that have grown the company to 11,500 customers in 70 countries. His current portfolio of advisory clients also includes VisibleGains, ExpertFile, Foxtrot Systems, and GutCheck as well as non-profits including the Grateful Dead Archive at University of California Santa Cruz and HeadCount.
In past advisory work, he contributed to successful companies as a member of the board of directors of NewsWatch KK (sale to Yahoo Japan) and Kadient (merged with Sant) and served on the board of advisors of Eloqua (IPO in mid-2012 and sale to Oracle in early 2013) and GrabCAD (sale to Stratasys in mid-2014).
As a speaker, Scott’s high energy presentations are a treat for the senses. He’s informative, entertaining and inspiring. That he’s spoken on all seven continents and in 40 countries to audiences of the most respected firms, organizations and associations underscores the value he brings to audiences. Scott’s keynotes and masterclasses are an urgent call to action. Scale and media buying power are no longer a decisive advantage; what counts today is speed and agility. Real-Time is the mindset for the future – and content rules! His tailored presentations delve deep – offering strategies and tactics that help audiences seize the initiative, open new channels and grow their brand. His groundbreaking strategies don’t just slap social media onto dusty old strategies – they reinvent the way business engages the marketplace. Audiences walk away knowing how to use blogs, YouTube, Facebook, Twitter, Big Data and the newest tools like Newsjacking and to engage the media, crowd-source product development, increase sales, exert influence, disseminate ideas, build awareness and command premium prices by using speed as a strategic weapon.
Top firms and organizations have engaged Scott to present at conferences, expos and meetings, among them: Cisco, HP, PwC, GenRe, SAP, Google, Microsoft, McCormick, Nestle Purina, Amdocs, Jackson Healthcare, Ford Motor Company, Century 21, The New York Islanders, Self Storage Association, Vocus, Mosaic, Direct Marketing Association, South-by-Southwest, National Healthcare Marketing Summit, Kronos, Public Relations Society of America, National Geographic, Ingram Micro, Abbott Medical Devices, NASDAQ Stock Market, the Government of Ontario, McKesson, U.S. Air Force, U.S. Marine Corps, Digital River, Hill & Knowlton, Dow Jones, SAS, National Investor Relations Institute, The Milken Institute, Entrepreneurs Organization, International Health Forum, Credit Union National Association, Giant Screen Theater Association, Realtors® Conference, National Agri-Marketing Association, Belize Tourism Industry Association and many, many more.
David Meerman Scott is a globalist with real world experience and an eye for the bigger marketplace. He moved to Tokyo at age 26 to establish the Japan office of a Wall Street Real-Time economic advisory firm. He worked for global Real-Time media companies in Tokyo for seven years and Hong Kong for two. David was Asia marketing director for Knight-Ridder in the mid-1990s before moving to the Boston area where he was marketing VP for two publicly-traded U.S. companies, most recently at NewsEdge until he was fired shortly after it was sold to Thomson, delivering to him the gift of reinvention as a strategist advising organizations on the new realities of agile, Real-Time business.
The perfect keynote speech
David’s keynotes are always customized based on the needs of the conference organizer, the geographical location of the talk, and the demographics of the audience. He adapts his presentations in many ways, including the examples of success he showcases, the focus of the talk, the use of specific language and jargon of the industry, even the clothing he chooses to wear. His presentations include three elements: Information, Entertainment, and Motivation.
“I didn’t plan on becoming a marketing & sales strategist.
I came upon it accidentally.”
At the height of the dot-com boom, I was vice president of marketing at NewsEdge Corporation, a NASDAQ-traded online news distributor with $70 million in revenue. My multi-million dollar marketing budget included tens of thousands of dollars a month for a public relations agency, hundreds of thousands a year for print advertising and glossy collateral materials, and expensive participation at a dozen trade shows a year. My team put these things on our marketing to-do list, worked like hell to execute, and paid the big bucks because, well, that’s what one did as marketing and PR people. These efforts made us feel good because we were doing something but the programs were not producing significant, measurable results.At the same time, drawing on publishing experience I had gained in my prior position as Asia marketing director for the online division of Knight-Ridder, at the time one of the largest newspaper companies in the world, I quietly created content-rich marketing and PR programs on the Web.Against the advice of the PR agency professionals we had on retainer (who insisted that news releases were only for journalists), we wrote and sent dozens of releases ourselves. Each time we sent a release, it appeared on dozens of online services such as Yahoo!, resulting in hundreds of sales leads.Even though our advertising agency told us not to put the valuable information “somewhere where competitors could steal it,” we created a monthly online newsletter called TheEdge, with articles about the exploding world of digital news. We made it freely available on the home page of our Web site because it generated interest from qualified buyers.
Way back in the 1990s when Web marketing and PR was in its infancy, I ignored the old rules, drawing instead on my experience working at publishing companies, and created thought leadership strategies to reach buyers directly on the Web.
Guess what? The homegrown, do-it-yourself programs we created at virtually no cost consistently generated more interest from qualified buyers than the big bucks programs that the “professionals” were running for us—and resulted in millions of dollars in sales. People we never heard of were finding us through search engines.
Wow. I had stumbled on a better way to reach buyers!
In 2002, after NewsEdge was sold to The Thomson Corporation, I was fired. My ideas were a little too radical for my new bosses. So I started my own business to refine my ideas, work with select clients, and teach others through writing, speaking at conferences, and conducting seminars for corporate groups. The subject of all this work: Reaching your buyers directly and driving more revenue.
Since then, many new forms of social media have burst onto the scene, including blogs, podcasts, video, virtual communities. and Twitter. But what’s the same about all the new Web tools and techniques is that together they are the best way to communicate directly with your marketplace.
The marketing programs I have developed are responsible for selling well over one billion dollars in product and services worldwide.
Gaijin Male Model
In Japan’s go-go years, I was one of the first twenty-something gaijin male models in Tokyo to specialize in the young businessman look.
You can read about in my essay called Gaijin Male Model which was published by North American Review and the anthology Hacks.
With Japan’s stock and property markets the envy of the world, I exploited one of the only times in history where a mere mortal could moonlight through a few wacky years of over-the-top TV commercials, exotic location shoots, spotlights with beautiful women and encounters with the famous. I enjoyed a wild ride courtesy of Japan’s financial hysteria and my luck at being there at the right time with the right look.
I did television commercials for product such as Panasonic office equipment, Nippon Life Insurance, Mitsubishi cars, and… get this… Wacaol Women’s Underwear.
I was in television shows, a movie (Tokyo Pop), and some print advertisements. And to top off my “career” as am impostor model / actor, I was in Teatro alla Scala’ production of Puccini’s Turandot directed by Franco Zeffirelli with James Levine conducting.
I offset my carbon footprint by making a donation to Earth Train, helping to fund their efforts in Centro Mamoní, Panama.