The New Rules of Marketing™ seminar teaches technology company marketers how to harness the power of online marketing using blogs, viral marketing, podcasts, video, search engine marketing and online thought-leadership.

Learn why marketing on the web is different. Rather than following the old rules of command-and-control, message-driven advertising and PR, speak directly to your customers and buyers with targeted messages that help them solve problems instead of bombarding them with advertising they’ll likely ignore.

In New Rules of Marketing, learn a step-by-step framework for building an online marketing strategy and a tactical, actionable plan to reach your buyers directly.

Based on the best-selling book, The New Rules of Marketing & PR by David Meerman Scott, the New Rules of Marketing seminar will show you how to reach buyers directly with information they want to hear and includes discussions of many examples from companies including IBM, Cisco, Apple, NetFlix, Cervelo, ECNext, Crutchfield, Constant Contact, Accenture, Intel, Sun, SugarCRM, Vocus, Sony, Dell, Microsoft, Blendtec, Hitachi, Netgear, Digg, Reuters, Progress Software, WebEx and more.

Read a review from a recent attendee or watch an interview with David by the Wall Street Journal.

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• Interested in having this seminar on-site at your company?
• Download a brochure (.pdf)

Who should attend?

Product marketers, marketing communications, public relations, analyst relations, senior-level marketing executives, as well as the agencies who serve them. Product managers looking to become thought-leaders will find the course especially useful.

Seminar fees

$995 US per person for the 1-day New Rules of Marketing seminar. Tuition is due prior to the seminar and includes a complete set of training materials, continental breakfast and lunch.

Seminar agenda

I. Marketing Before the Web
Before the web, marketing was simply advertising and branding. It relied on interruption to get noticed. It was one-way and about selling products. Communication was exclusively through the media and analysts, and you couldn't go directly to your market. The web has changed the rules. It is now possible to reach ever-smaller slices of a market with targeted messages buyers want to hear.

Topics Covered:

• The rules of web marketing
  

II. Buyer Personas and Reaching Your Buyers Directly
Most web marketing is egotistical and speaks endlessly about the company and the features of the product. In the online world, it is critical to think like the buyer and speak in their language. Buyers need to see their problems solved by your products and services.

Topics Covered:

• Sales process
• Writing for your buyers
  
• Gobbledygook!

III. You Are What You Publish
Creating a compelling web site with content-rich pages, targeted to your buyer personas is a good start. But what are you doing to reach those who do not come to your web site? Your buyers are reading blogs, visiting forums and chat rooms, using search engines, and relying on the web's viral word-of-mouse network to learn about your company and its products. How are you reaching them?

Topics Covered:

• Content-rich web sites
• Online media room
• Online news releases
• Reaching the media
  
• Chat rooms and forums
• Blogging for business
• Audio (podcasting) and video
• E-Books

• Social networking
• Search engine marketing
• Viral marketing
  

IV. Developing an Online Marketing Strategy
Now that you understand the potential for reaching your buyers directly, how will you combine these new tools in a coherent strategy?

Topics Covered:

• You are what you publish
  
• Creating an online marketing plan

Included templates & checklists

• Web Site Benchmark Scorecard
  
• Action Plan Worksheet
  
• Buyer Persona Worksheet
  

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