Frolic in the Snow with Those in the Know: 10 Essential Posts from LinkedIn Marketing Influencers

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Jason Miller

Senior Content Marketing Manager,

Marketing Solutions

Happy Holidays from LinkedIn Marketing Solutions!

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is the holiday season in Marketing Land, where

snow-covered content is crafted and planned.

As marketers bundle and prepare for next year,

thought leaders share their wisdom and cheer.

So gather ye round for a story (or ten) and enjoy these

glad tidings from your friends at LinkedIn.

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The Biggest Marketing Lesson from Chipotle’s ‘Scarecrow’

Video (and It’s Not to ‘Start with a Billion Dollars’)

by Ann Handley

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“ But what the heck can my [usually smaller and less well-endowed business

possibly learn from such sophisticated programs? Plenty, actually.”

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Tell your bigger story.

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The Biggest Marketing Lesson from Chipotle’s ‘Scarecrow’ Video (and It’s Not to ‘Start with a Billion Dollars’)

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The Biggest Marketing Lesson from Chipotle’s ‘Scarecrow’ Video (and It’s Not to ‘Start with a Billion Dollars’)

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1 and a half:

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The Biggest Marketing Lesson from Chipotle’s ‘Scarecrow’ Video (and It’s Not to ‘Start with a Billion Dollars’)

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+ Follow Ann Handley View Original Post

The Biggest Marketing Lesson from Chipotle’s ‘Scarecrow’ Video (and It’s Not to ‘Start with a Billion Dollars’)

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by Joe Pulizzi

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“ So you’d think that a 100-year-old industry would be mature, but that is

far from the truth.”

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Why is branded content so bad?

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“ Just one in three believe that the content they develop is effective.”

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There Is No Strategy

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“ I can tell you that the vast majority of brands do not have a documented

content strategy.”

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There Is No Focus

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“Don’t try to “boil the ocean” with your content.”

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So start small to go big with content marketing.

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There Is No Accountability

(YHQ�WKRXJK�,¶G�ORYH�WR�VHH�HYHU\�FRPSDQ\�KLUH�D�&KLHI�&RQWHQW�2I¿FHU�LQ�WKH�organization, let’s be realistic. All you QHHG�DW�WKLV�SRLQW�LV�VRPHRQH�DFFRXQWDEOH�IRU�WKH�FRPSDQ\¶V�EUDQG�VWRU\��$V�.DWK\�%XWWRQ�%HOO��&02�RI�(PHUVRQ�� VR�HORTXHQWO\�VWDWHV��³,I�WKHUH�LV�QR�DFFRXQWDELOLW\�RYHU�VRPHWKLQJ�LQ�WKH�RUJDQL]DWLRQ��LW¶V�QRW�LPSRUWDQW�DQG�GRHVQ¶W�JHW�PHDVXUHG�́

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-RH�3XOL]]L�LV�IRXQGHU�RI�WKH�&RQWHQW�0DUNHWLQJ�,QVWLWXWH��ZKLFK�UXQV�WKH�LQGXVWU\¶V�largest content marketing

HYHQW��&RQWHQW�0DUNHWLQJ�:RUOG��+H�LV�DOVR�RYHUO\�SDVVLRQDWH�DERXW�WKH�FRORU�RUDQJH��+LV�WKLUG�ERRN��³(SLF�&RQWHQW�Marketing,” is now available for pre-order.

+ Follow Joe Pulizzi View Original Post

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The 7 Success Factors of Social Business Strategy

by Brian Solis

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The 7 Success Factors of Social Business Strategy

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of Social Business Strategy��,Q�����SDJHV��ZH�KHOS�\RX�OHDUQ�KRZ�WR�DOLJQ�VRFLDO�PHGLD�VWUDWHJLHV�ZLWK�EXVLQHVV�REMHFWLYHV�WR�GHOLYHU�UHDO�UHVXOWV�DQG�52,��$GGLWLRQDOO\��\RX¶OO�OHDUQ�WKURXJK�EHVW�SUDFWLFHV�DQG�D�GHWDLOHG�FKHFNOLVW�KRZ�WR�GH¿QH�DQ�HIIHFWLYH�VRFLDO�VWUDWHJ\��FUHDWH�DOLJQPHQW�DFURVV�WKH�RUJDQL]DWLRQ��DQG�XVH�WKDW�VWUDWHJ\�WR�VXSSRUW�DQG�PHDVXUH�RYHUDOO�EXVLQHVV�VXFFHVV�

What are the 7 Success Factors?

7KHUH¶V�D�GLIIHUHQFH�EHWZHHQ�D�VRFLDO�PHGLD�DQG�VRFLDO�EXVLQHVV�VWUDWHJ\��6RFLDO�PHGLD�are the channels where LQIRUPDWLRQ�DQG�SHRSOH�DUH�FRQQHFWHG�YLD�WZR�ZD\�SODWIRUPV��6RFLDO�PHGLD�VWUDWHJ\�GH¿QHV�SURJUDPV�VSHFL¿F�WR�QHWZRUNV�DQG�WKH�FRUUHVSRQGLQJ�DFWLYLW\�ZLWKLQ�DQG�DURXQG�HDFK��$OWLPHWHU¶V�GH¿QLWLRQ�RI�D�VXFFHVVIXO�6RFLDO�%XVLQHVV�6WUDWHJ\��6%6��LV�RQH�WKDW�DOLJQV�ZLWK�WKH�VWUDWHJLF�EXVLQHVV�JRDOV�DQG�KDV�DOLJQPHQW�DQG�VXSSRUW�throughout the organization.

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The 7 Success Factors of Social Business Strategy

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Six: Secure staff, resources, and funding.

'HWHUPLQH�ZKHUH�UHVRXUFHV�DUH�EHVW�DSSOLHG�QRZ�DQG�RYHU�WKH�QH[W�WKUHH�\HDUV��Think scale among agencies but also LQWHUQDOO\�WR�FRQWLQXDOO\�WDNH�\RXU�VWUDWHJ\�DQG�FRPSDQ\�WR�WKH�QH[W�OHYHO��7UDLQ�VWDII�RQ�YLVLRQ��SXUSRVH��EXVLQHVV�YDOXH�FUHDWLRQ��DQG�PHWULFV�UHSRUWLQJ�WR�HQVXUH�D�XQLIRUP�DSSURDFK�DV�\RX�JURZ�

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Brian Solis is a Principal Analyst at Altimeter Group. He is an award-winning author, prominent blogger, and

keynote speaker. His book credits include: >:KDW¶V�WKH�)XWXUH@�RI�%XVLQHVV"��:7)���7KH�(QG�RI�%XVLQHVV�DV�8VXDO�DQG�(QJDJH��

+ Follow Brian Solis View Original Post

The 7 Success Factors of Social Business Strategy

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One: Be consistent.

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Two: Be useful.

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Three: Be authentic.

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Four: Tie into your customer’s emotions.

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Ideas for “your story”?

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Check out our /LNHDEOH�6WRU\ if you haven’t seen it yet.

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Dave Kerpen is a Lady Gaga fan and the founder and CEO of Likeable Local, the cofounder and Chairman of

Likeable Media, and the New York Times bestselling author of “/LNHDEOH�6RFLDO�0HGLD �́�³/LNHDEOH�%XVLQHVV” and

³/LNHDEOH�/HDGHUVKLS�́

+ Follow Dave Kerpen View Original Post

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Viral’s Secret Formula

by Jonah Berger

9LUDO�KDV�EHFRPH�PDUNHWLQJ¶V�+RO\�*UDLO��)URP�WKH�+DUOHP�6KDNH�WR�WKH�5XWJHUV�EDVNHWEDOO�FRDFK�DEXVLQJ�KLV�SOD\HUV��KDUGO\�D�ZHHN�JRHV�E\�ZLWKRXW�VRPH�YLGHR�RU�QHZV�VWRU\�JRLQJ�YLUDO��$QG�ZRUG�RI�PRXWK�DQG�YLUDOLW\�KDYH�D�KXJH�LPSDFW�RQ�EXVLQHVVHV��ODUJH�DQG�VPDOO��%OHQGHU�FRPSDQ\�%OHQGWHF¶V�VDOHV�VKRW�XS�PRUH�WKDQ������D�IHZ�\HDUV�DJR�DIWHU�YLGHRV�RI�WKH�&(2�EOHQGLQJ�WKLQJV�OLNH�L3KRQHV�VSUHDG�OLNH�ZLOG¿UH��%XW�ZKDW�PDNHV�VRPHWKLQJ�JR�YLUDO"

³�:DQW�WR�NQRZ�ZK\�WKLQJV�JR�YLUDO"�:K\�VRPH�SURGXFWV�JHW�PRUH�ZRUG�RI�mouth? Let me tell you a secret. It’s not luck.”

,I�\RX�DVN�PRVW�VRFLDO�PHGLD�³JXUXV�́ �WKH\¶OO�WHOO�\RX�LW¶V�DOO�DERXW�JHWWLQJ�OXFN\��9LUDO�LVQ¶W�D�VWUDWHJ\��LW¶V�OLNH�EX\LQJ�D�ORWWHU\�WLFNHW��2U�WKH\¶OO�WDON�DERXW�FDWV��/RWV�RI�SHRSOH�VKDUH�YLGHRV�RI�IXQQ\�NLWWLHV��VR�FDWV�PXVW�EH�WKH�UHDVRQ�WKLQJV�go viral.

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Viral’s Secret Formula

$OO�WKHVH�WKHRULHV�DUH�JUHDW��H[FHSW��ZHOO��WKH\¶UH�QRW�UHDOO\�EDFNHG�XS�E\�DQ\WKLQJ��1R�GDWD��1R�DQDO\WLFV��-XVW�ROG�IDVKLRQHG�JXHVVHV�EDVHG�RQ�ORRNLQJ�DW�D�FRXSOH�SDUWLFXODUO\�QRWHZRUWK\�VXFFHVVHV��,W¶V�OLNH�WKH�LGHD�WKDW�WKH�(DUWK�ZDV�ÀDW��,W�VHHPHG�ULJKW�XQWLO�VRPHRQH�DFWXDOO\�ORRNHG�GHHSHU�DQG�VKRZHG��ZHOO«LW�ZDVQ¶W�

9LUDOLW\�LVQ¶W�OXFN��,W¶V�QRW�PDJLF��$QG�LW¶V�QRW�UDQGRP��7KHUH¶V�D�VFLHQFH�EHKLQG�ZK\�SHRSOH�WDON�DQG�VKDUH��$�UHFLSH�� A formula, even.

0\�FROOHDJXHV�DQG�,�KDYH�DQDO\]HG�WKRXVDQGV�RI�QHZV�DUWLFOHV�DQG�KXQGUHGV�RI�EUDQGV��DOO�WR�XQGHUVWDQG�ZK\�VRPH�PDNH�WKH�PRVW�HPDLOHG�OLVW�RU�JHW�PRUH�ZRUG�RI�PRXWK��$JDLQ�DQG�DJDLQ�ZH�IRXQG�WKH�VDPH�SULQFLSOHV�DW�ZRUN��6L[�NH\�GULYHUV�WKDW�VKDSH�ZKDW�SHRSOH�WDON�DERXW�DQG�VKDUH��7KRVH�VL[�SULQFLSOHV�DUH�WKH�EDVLV�RI�P\�QHZ�ERRN��&RQWDJLRXV��:K\�7KLQJV�&DWFK�2Q��DQG�WKH�¿UVW�SULQFLSOH�LV�6RFLDO�&XUUHQF\��1HZ�<RUN�&LW\�LV�D�WRXJK�SODFH�WR�RSHQ�D�EDU��&RPSHWLWLRQ�LV�¿HUFH�DQG�LW¶V�KDUG�WR�FXW�WKURXJK�WKH�FOXWWHU��7KHUH�DUH�GR]HQV�RI�RSWLRQV�DURXQG�HYHU\�FRUQHU�

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“ How did Shebairo do it? He hid his bar inside a hot dog restaurant.”

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<RX�SUREDEO\�WROG�VRPHRQH�HOVH�$QG�WKH�UHDVRQ�LV�VRPHWKLQJ�FDOOHG�6RFLDO�&XUUHQF\��3HRSOH�WDON�DERXW�WKLQJV�WKDW�PDNH�WKHP�ORRN�JRRG��6KDUS�DQG�LQ�WKH�NQRZ��6PDUW�DQG�IXQQ\�UDWKHU�WKDQ�EHKLQG�WKH�WLPHV��,I�SHRSOH�JR�WR�D�SODFH�OLNH�3OHDVH�'RQ¶W�7HOO��RU�HYHQ�LI�they just hear about it, they tell others because it gives them status.

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Viral’s Secret Formula

���(VVHQWLDO�3RVWV�IURP�/LQNHG,Q�0DUNHWLQJ�,QÀXHQFHUV 22

$ORQJ�ZLWK�¿YH�RWKHU�NH\�SULQFLSOHV��67(336��6RFLDO�&XUUHQF\��7ULJJHUV��(PRWLRQ��3XEOLF��3UDFWLFDO�9DOXH��DQG�6WRULHV���6RFLDO�&XUUHQF\�LV�D�VXUH�¿UH�ZD\�WR�JHQHUDWH�EX]]��:LOO�IROORZLQJ�WKHVH�VL[�SULQFLSOHV�JXDUDQWHH�WKDW����PLOOLRQ�SHRSOH�VSUHDG�\RXU�PHVVDJH"�1R��%XW�LW�ZLOO�LQFUHDVH�WKH�QXPEHU�RI�SHRSOH�ZKR�SDVV�LW�RQ��(QFRXUDJH�SHRSOH�WR�WHOO�WZR�IULHQGV�LQVWHDG�RI�MXVW�RQH��,W¶V�OLNH�D�EDWWLQJ�DYHUDJH�LQ�EDVHEDOO��1R�RQH�KLWV�D�KRPH�UXQ�HYHU\�WLPH��EXW�E\�XQGHUVWDQGLQJ�WKH�VFLHQFH�RI�KLWWLQJ�\RX�FDQ�ERRVW�\RXU�DYHUDJH�

“ The next time someone tells you that going viral is about luck, politely

WHOO�WKHP�WKDW�WKHUH�LV�D�EHWWHU�ZD\��6FLHQFH��:RUG�RI�PRXWK�LVQ¶W�UDQGRP�and it’s not magic. By understanding why people talk and share, we can

craft contagious content. And use it to get our own products and ideas

to catch on.”

-RQDK�%HUJHU�LV�DQ�$VVRFLDWH�3URIHVVRU�RI�0DUNHWLQJ�DW�WKH�:KDUWRQ�6FKRRO��:DQW�WR�OHDUQ�PRUH�DERXW�ZK\�WKLQJV�JR�YLUDO"�&KHFN�RXW�KLV�1HZ�<RUN�7LPHV�DQG�:DOO�6WUHHW�-RXUQDO�%HVWVHOOHU�³&RQWDJLRXV��:K\�7KLQJV�&DWFK�2Q�́

+ Follow Jonah Berger View Original Post

Viral’s Secret Formula

���(VVHQWLDO�3RVWV�IURP�/LQNHG,Q�0DUNHWLQJ�,QÀXHQFHUV 23

:KDW�,QVSLUHV�0H��0DNLQJ�$Q�,PSDFW by Charlene Li

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Three: Become more mindful.

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Charlene Li is the Founder and Managing Partner of Altimeter Group, and the author of the New York Times Bestseller

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+ Follow Charlene Li View Original Post

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Social Media Capital of the Universe? It Might Surprise You

by Ryan Holmes

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Social Media Capital of the Universe? It Might Surprise You

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Social Media Capital of the Universe? It Might Surprise You

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+ Follow Ryan Holmes View Original Post

Social Media Capital of the Universe? It Might Surprise You

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2QH�GD\�ZH�ZHUH�ZLWK�D�FOLHQW�WHDP��D�VHQLRU�JURXS�RI�PDUNHWHUV��WR�¿JXUH�RXW�KRZ�PRELOH�FRXOG�FKDQJH�WKH�LQ�VWRUH�VKRSSLQJ�H[SHULHQFH��7KHVH�SHRSOH�ZHQW�RXW�RQWR�WKH�PDOO�ÀRRU�WR�VHH�ZKDW�SHRSOH�ZHUH�GRLQJ�DV�WKH\�VKRSSHG��7KHVH�H[HFXWLYHV�VDZ�KRZ�VRPH�RI�WKH�VKRSSHUV�ZHUH�WDNLQJ�SLFWXUHV�RI�REMHFWV�DQG�VKDULQJ�WKDW�SLFWXUH�ZLWK�RWKHUV�WR�VROLFLW�WKH�RSLQLRQV�RI�WKHLU�IULHQGV�DQG�IDPLO\��7KH�PDUNHWHUV�DOVR�VDZ�SHRSOH�ORRNLQJ�XS�SULFHV�DQG�ORRNLQJ�XS�PRUH�LQIRUPDWLRQ��$QG�WKHQ�WKH\�DOVR�ZHQW�LQWR�VRPH�RI�WKHVH�VWRUHV�WR�XQGHUVWDQG�WKH�FXVWRPHU�H[SHULHQFH��H�J��KRZ�JRRG�WKH�VLJQDJH�ZDV�DQG�WKH�H[SODQDWLRQ�RI�WKH�SURGXFWV�ZHUH��ZKHWKHU�WKH�SHRSOH�ZKR�ZHUH�ZRUNLQJ�LQ�WKH�VWRUH�NQHZ�HQRXJK�WR�EH�UHDOO\�KHOSIXO��ZKHUH�PRELOH�FRXOG�DFWXDOO\�KHOS��$�IHZ�WKHP�HYHQ�DVNHG�VRPH�RI�WKH�VKRSSHUV�TXHVWLRQV�DERXW�WKHLU�H[SHULHQFH�

7KLV�³HPSDWK\�RXWLQJ´�ZDV�LQFUHGLEO\�KHOSIXO�WR�WKH�H[HFXWLYH�WHDP��1RW�RQO\�GLG�LW�VSXU�LGHDV��LW�DOVR�JRW�WKHP�RXW�DQG�XQGHUVWDQGLQJ�H[DFWO\�ZKDW�EHLQJ�D�FXVWRPHU�PHDQW�DORQJ�KLV�RU�KHU�GHFLVLRQ�MRXUQH\��

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David Edelman is a Partner at McKinsey and a co-leader of their Digital Marketing Strategy group. He has helped

CMOs and other executives across industries understand the implications of the evolving digital environment and

implement the deep changes needed to enable digital strategies.

+ Follow David Edelman View Original Post

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Listen BEFORE Your Customers Broadcast Their Voice

by Linda Coles

There are many ways to measure what your customers are saying about you. Particularly with channels such as 7ZLWWHU�DQG�WRROV�VXFK�DV�*RRJOH�$OHUWV��LW�LV�YHU\�HDV\�WR�HDYHVGURS�RU�¿QG�RXW�ZKDW�KDV�EHHQ�VDLG�DERXW�D�JLYHQ�VHDUFK�WHUP��VXFK�DV�\RXU�EUDQG�

%XW�ERWK�RI�WKHVH�WUDFN�FRQYHUVDWLRQV�WKDW�KDYH�DOUHDG\�KDSSHQHG�LQ�WKH�SDVW��DQG�VR�ZKLOVW�WKH\�PD\�JLYH�\RX�D�VHQVH�RI�ZKDW�FXVWRPHUV�DQG�SURVSHFWV�PLJKW�WKLQN�RI�\RXU�FRPSDQ\�LW¶V�RQO\�D�VQDSVKRW��ZLWK�FHUWDLQO\�QR�UHDO�GDWD�EHKLQG�LW�IRU�\RX�WR�ZRUN�ZLWK�

:RXOGQ¶W�LW�EH�JUHDW�WR�¿QG�RXW�ZKDW�WKH\�DUH�WKLQNLQJ�EHIRUH�WKH\�EURDGFDVW�RQOLQH"

“ How likely are you to recommend our company to a friend or colleague”?

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VLPSOH�TXHVWLRQ��7KH\�DUH�DVNHG�WR�JUDGH�RQ�D�VFDOH�RI�������ZLWK���EHLQJ�WKH�ORZHVW�DQG����EHLQJ�WKH�KLJKHVW��³+RZ�OLNHO\�DUH�\RX�WR�UHFRPPHQG�RXU�FRPSDQ\�WR�D�IULHQG�RU�FROOHDJXH´"

:KHQ�WKH�TXHVWLRQ�KDV�EHHQ�DVNHG�HLWKHU�YLD�HPDLO�RU�WH[W��WKH�DQVZHUV�DUH�DOO�FROODWHG�DQG�D�VFRUH�LV�SURGXFHG�VKRZLQJ�YHU\�FOHDUO\�WKRVH�WKDW�DUH�QRW�DW�DOO�OLNHO\�WR�UHFRPPHQG�\RXU�FRPSDQ\��FDOOHG�WKH�'HWUDFWRUV��WKRVH�DUH�YHU\�OLNHO\�WR�UHFRPPHQG�\RXU�FRPSDQ\��WKH�3URPRWHUV��DQG�WKRVH�LQ�WKH�PLGGOH�WKDW�DUH�IDLUO\�QHXWUDO�HLWKHU�ZD\��the Passives.

7KH�SDVVLYHV�DUH�WKH�GDQJHURXV�RQHV��WKRVH�WKDW�UHDOO\�GRQ¶W�FDUH�HLWKHU�ZD\�DQG�FRXOG�EH�VZD\HG�UHDVRQDEO\�HDVLO\�WR�WDNH�WKHLU�EXVLQHVV�HOVHZKHUH��ZKLOVW�WKH�3URPRWHUV�DUH�H[DFWO\�WKDW��3URPRWHUV�ZRXOG�ZDON�RYHU�KRW�FRDOV�IRU�\RX��DUH�WRWDOO\�ERXJKW�LQ�WR�\RXU�FRPSDQ\�DQG�KDYH�DEVROXWHO\�QR�TXDOPV�DERXW�UHFRPPHQGLQJ�\RX��WKH\�DUH�\RXU�FKHHUOHDGHUV��2Q�WKH�RWKHU�VLGH�RI�WKH�VFDOH��DUH�WKH�GHWUDFWRUV��WKRVH�PRVW�OLNHO\�WR�ZDON��WKH\�FRXOGQ¶W�FDUH�OHVV�DERXW�\RXU�FRPSDQ\�DQG�ZLOO�SUREDEO\�OHDYH��SUREDEO\�VRRQ�

,PDJLQH�ZKDW�NQRZLQJ�WKLV�LQIRUPDWLRQ�FRXOG�GR�IRU�\RXU�EXVLQHVV��DQG�WKH�UHDOO\�FRRO�WKLQJ�LV��\RX�FDQ�DOVR�XVH�WKLV�VRIWZDUH�WR�PHDVXUH�\RXU�WHDP�HQJDJHPHQW�WRR��+RZ�KDSS\�DUH�\RXU�VWDII�WKDW�DUH�FXUUHQWO\�ZRUNLQJ�IRU�\RXU�FRPSDQ\"�&DQ�WKRVH�'HWUDFWRUV�EH�VDYHG�EHIRUH�WKH\�OHDYH��DQG�GR�\RX�HYHQ�KDYH�DQ\�3URPRWHUV"�,PDJLQH�KRZ�WKDW�LQIRUPDWLRQ�FRXOG�LPSDFW�RQ�\RXU�VWDII�UHWHQWLRQ�DQG�PRUDO��VHHLQJ�SRVVLEOH�SUREOHPV�WKDW�PLJKW�QRW�KDYH�RWKHUZLVH�been visible.

$FFHVV�WR�WKLV�W\SH�RI�LQIRUPDWLRQ�LV�HDV\��LQ�IDFW�\RX�FDQ�JHW�WKH�VRIWZDUH�IURP�)UHG¶V�FRPSDQ\�DQG�DQRWKHU�FKRLFH�is here�VR�LI�\RX�UHDOO\�DUH�ZDQWLQJ�WR�NQRZ�ZKDW�\RXU�FXVWRPHUV�WKLQN�DERXW�\RX��GRQ¶W�ZDLW�XQWLO�WKH�FRQYHUVDWLRQ�KDV�DOUHDG\�WDNHQ�SODFH��¿QG�RXW�ZKDW�WKH\�DUH�WKLQNLQJ�ULJKW�QRZ�EHIRUH�WKH\�JHW�YRFDO��7KHQ�DFW�XSRQ�LW��5LQVH�DQG�UHSHDW�LQ���PRQWKV�

Linda Coles is the author of “/HDUQ�0DUNHWLQJ�ZLWK�6RFLDO�0HGLD�LQ���'D\V” and a speaker, and trainer on building

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+ Follow Linda Coles View Original Post

Listen BEFORE Your Customers Broadcast Their Voice

���(VVHQWLDO�3RVWV�IURP�/LQNHG,Q�0DUNHWLQJ�,QÀXHQFHUV 35

<RXU�&XVWRPHUV�$UH�1RW�,JQRUDQW��6HO¿VK�&RQWURO�)UHDNby Dharmesh Shah

,PDJLQH�\RX¶UH�KDYLQJ�VRPH�ELJ��KLJK�IDOXWLQ¶�PHHWLQJ��3HUKDSV�LW¶V�D�ERDUG�PHHWLQJ��2U��LI�\RX�GRQ¶W�KDYH�D�ERDUG��SHUKDSV�LW¶V�D�PDQDJHPHQW�WHDP�PHHWLQJ��2U��LI�\RX�GRQ¶W�KDYH�D�WHDP��SHUKDSV�LW¶V�MXVW�\RX�WDONLQJ�WR�\RXUVHOI�DW������D�P��LQ�WKH�PRUQLQJ��:KDWHYHU�PHFKDQLVP�LW�LV�\RX�KDYH�WR�WDON�DERXW�LPSRUWDQW�LVVXHV�DQG�PDNH�GHFLVLRQV��LPDJLQH�WKDW�PHHWLQJ��$UH�\RX�LPDJLQLQJ�LW"�*RRG�

1RZ��LPDJLQH�WKDW�VDPH�PHHWLQJ�ZLWK�RQH�LPSRUWDQW�FKDQJH��One of your smart, savvy, customers is at the table. $QG��VKH�KDV�DQ�DFWXDO�YRLFH��6KH¶V�D�SHHU��6KH�PDNHV�DUJXPHQWV��VRPH�RI�ZKLFK�DUH�ZURQJ�DQG�PLVJXLGHG��MXVW�OLNH�\RX�DQG�WKH�UHVW�RI�\RXU�WHDP��,I�WKH�FXVWRPHU�ZHUH�WKHUH��,�WKLQN�\RX¶G�KDYH�EHWWHU�PHHWLQJV�

“ If the customer were here, what would she say? You don’t actually have to

do everything she says, but it’s useful to at least factor in her point of view.”

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<RX�PLJKW�WKHQ�IXUWKHU�DUJXH�WKDW�\RX�KDYH�VRPHRQH�³UHSUHVHQWLQJ´�WKH�FXVWRPHU��\RXU�KHDG�RI�FXVWRPHU�VXSSRUW��SHUKDSV���,¶G�DUJXH�WKDW�WKDW¶V�GLIIHUHQW��<HV��\RXU�KHDG�RI�FXVWRPHU�VXSSRUW�LV�VROYLQJ�IRU�\RXU�FXVWRPHUV¶�ZHOO�EHLQJ��EXW�WKDW¶V�QRW�WKH�VDPH�WKLQJ��,PDJLQH�LI�\RX�ZHUH�UXQQLQJ�D�KRVSLWDO��<RX¶G�KDYH�RSHUDWLRQV��DQG�¿QDQFH�DQG�PDUNHWLQJ�DQG�DOO�VRUWV�RI�RWKHU�JURXSV��,Q�\RXU�ELJ�KRVSLWDO�PHHWLQJ��\RX�PLJKW�WKLQN�WKDW�WKH�GRFWRUV�UHSUHVHQWHG�WKH�SDWLHQW¶V�LQWHUHVW��EHFDXVH�WKH\�DUH�ORRNLQJ�WR�VROYH�WKH�SDWLHQW¶V�SUREOHP���EXW�LI�\RX¶YH�HYHU�EHHQ�D�SDWLHQW��\RX�NQRZ�WKDW¶V�QRW�WKH�VDPH�WKLQJ��<RXU�KRVSLWDO�PDQDJHPHQW�PHHWLQJV�ZRXOG�EH�YHU\�GLIIHUHQW�LI�WKHUH�ZDV�D�SDWLHQW�LQ�WKH�URRP��<RXU�VWDUWXS�LV�QR�GLIIHUHQW��7KH�GHFLVLRQV�ZRXOG�EH�EHWWHU�LI�WKHUH�ZDV�D�FXVWRPHU�LQ�WKH�URRP�

)LQDOO\��\RX�PLJKW�KDYH�WKH�PRVW�LQVLGLRXV�VHW�RI�IHDUV�RI�DOO��)LUVW��WKDW�\RXU�FXVWRPHUV�DUH�LJQRUDQW��WKH\�GRQ¶W�XQGHUVWDQG�LQGXVWU\�WUHQGV�RU�WHFKQRORJ\���6HFRQG��WKDW�WKH\¶UH�VHO¿VK��DOO�WKH\�FDUH�DERXW�LV�JHWWLQJ�WKH�ORZHVW�SULFH�DQG�H[WUDFWLQJ�WKH�PRVW�YDOXH�IURP�\RX���7KLUG��WKDW�WKH\¶UH�FRQWURO�IUHDNV�DQG�MXVW�ZDQW�WR�UXQ�\RXU�EXVLQHVV�� $OO�RI�WKHVH�DUH�VLPSO\�QRW�WUXH��<RXU�FXVWRPHUV�DUH�QRW�LJQRUDQW��VHO¿VK��FRQWURO�IUHDNV��2I�FRXUVH��WKHUH¶V�D�

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GLVWULEXWLRQ�FXUYH�DW�ZRUN�KHUH��<RX�PLJKW�ULJKWIXOO\�DUJXH�WKDW�VRPH�RI�\RXU�FXVWRPHUV�PDQLIHVW�RQH�RU�PRUH�RI�WKHVH�DWWULEXWHV��%XW��WKDW�PLVVHV�WKH�SRLQW��,¶P�QRW�DVNLQJ�\RX�WR�YLVXDOL]H�WKRVH�FXVWRPHUV�DW�\RXU�PHHWLQJV��

³�9LVXDOL]H�WKH�VPDUW��VDYY\�DQG�EHQHYROHQW�FXVWRPHU�WKDW�ZDQWV�\RX�WR�succeed and has no intention of running your company. You have some of

those customers. If you don’t, stop what you’re doing and go get some.”

7KDW�NLQG�RI�FXVWRPHU�LV�H[FHSWLRQDOO\�XVHIXO��7KH\�IHHO�SDLQ�ZLWK�\RXU�SURGXFW�WKDW�you’re likely not going to feel. 7KH\�FDQ�HPSDWKL]H�ZLWK�\RXU�RWKHU�FXVWRPHUV�LQ�D�ZD\�WKDW�\RX�FDQ¶W��$QG��LQ�WKH�ORQJ�WHUP��HYHQ�WKRXJK�WKH\�PD\�QRW�KDYH�DV�ORXG�RI�D�YRLFH�RU�EH�DEOH�WR�GHEDWH�DV�SDVVLRQDWHO\�DV�\RX��WKH\�KDYH�D�GHFHQW�FKDQFH�RI�EHLQJ�ULJKW��,PDJLQH�LI�\RX�ZHUH�NHHSLQJ�PHHWLQJ�PLQXWHV�IURP�WKHVH�PHHWLQJV�DQG�QRWHG�KHU�VLGH�RI�WKH�VWRU\�DQG�KHU�³YRWH �́�,I�\RX�ORRNHG�EDFN�D�\HDU�RU�WZR�ODWHU��\RX�PLJKW�VD\�VRPHWKLQJ�OLNH�³+H\��\RX�NQRZ�ZKDW��LQ�WKDW�PHHWLQJ��VKH�ZDV�ULJKW��:H�ZRXOG�KDYH�EHHQ�EHWWHU�RII�LI�ZH�KDG�MXVW�OLVWHQHG�WR�KHU�́ �0D\EH�\RX�DQG�\RXU�WHDP�DUH�ZD\�PRUH�LQVLJKWIXO�WKDQ�DYHUDJH��EXW�,¶YH�VDLG�WKLV�WR�P\VHOI�PDQ\�WLPHV�

“ So, the next time you have a big, high falutin’ meeting and are attempting

to make a big decision, try to give your customer a seat at the table. I

think you might make a better decision.”

Dharmesh Shah is Founder and CTO at HubSpot. He is an active member of the Boston area entrepreneurial community,

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+ Follow Dharmesh Shah View Original Post

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About Us LinkedIn members number more than 259 million professionals. That’s over one-third of the 600 million professionals on the planet. This represents the largest group anywhere of influential, affluent and educated people.

Professional Publishing Platform Our evolution into a professional publishing platform drives increased engagement on LinkedIn. Compared with other professional publishers, content on LinkedIn works differently. The rich data on our platform means we can deliver the most relevant content to our members.

Relationships MatterWith LinkedIn Marketing Solutions, brands build relationships with the world’s professionals by using accurate targeting to deliver relevant content and communications.

As today’s connected professionals seek out ideas and insights from the people and brands they trust, marketers use LinkedIn to target advertising and publish relevant content in a professional context. Brands extend reach through the social sharing that occurs naturally on LinkedIn, as well as by extending LinkedIn data to their sites and brand experiences through APIs.

For more information, please visit our Marketing Solutions site.