Video of my BMA keynote Marketing the Moon

I write about strategies to turn fans into customers and customers into fans. I also share ways to use real-time strategies to spread ideas, influence minds, and build business.

Marketing the Moon  |  Business to Business

Last week, I delivered the closing keynote at the Business Marketing Association 2014 annual conference, the largest business-to-business marketing conference in the world.

The talk was called Shooting for the Moon: What B2B Marketers Can Learn From the Marketing of the Moon.

While this talk was for a B2B audience, there are lessons for marketers of all stripes in Marketing the Moon, my new book (written with Rich Jurek) about the most successful marketing program in history.

How did space exploration, once the purview of rocket scientists, reach a larger audience than “Laugh-In”? Why did a government program whose SOP had been secrecy turn its greatest achievement into a communal experience? In my talk you will learn you can achieve audacious goals, too, using many of the same techniques that riveted the world 45 years ago.