Скачать или смотреть PreneurCast125: The Challenge of Indirect Marketing

http://preneurmarketing.com/

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.

Links:

Online:

Xero Accounting Software -- http://www.xero.com
Pete's Post mentioning Xero's Ad Campaign -- http://preneurmarketing.com/essays/xe...

Books:

Get Rich Slow -- Sarah Riegelhuth
Amazon -- http://preneurmarketing.com/getrichsl...

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/preneurca...

Episode 121 -- No Meat Athlete -- http://preneurmarketing.com/preneurca...

Visit http://preneurmarketing.com/ to get the show notes and the transcript of this episode.