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    Google on Google - How Search Works [VIDEO]

    Last updated 5 years ago

    We use it several times a day and most people trust the information it provides without a second thought, but few understand how it delivers results when we search it.  This video by Matt Cutts, the guru of search quality at Google, explains how the Google search engine delivers accurate results in milliseconds.  Warning, this is a bit geeky.

    Booyah! I'm #1 ... finally! Proof that content marketing works.

    Last updated 5 years ago

    After over a year of diligently posting new content, creating cross-links to multiple profiles and actively sharing on social media I finally managed to unseat my arch nemesis whom I've never met. That would be Todd Ebert the computer engineering professor at Cal State University Long Beach. He's occupied the top spot on the Google SERP for our name since as long as I can remember. As far as I can tell he doesn't publish any content, ever! But he has had the benefit of years and years and years of being listed in the Cal State University online course catalog with it's high page rank.  

    Well my hard work on this blog finally paid off with Google recognizing my awesome quantity and quality of content and rewarding me with the coveted top spot. This goes to show that content marketing works. It may take time but by publishing good stuff that people visit, link to and share you can take the prized spots on the first page of the SERP for your name, business category and brand.  In fact, I now not only have the top search result for my name, I have 8 of the first 10 results, and 5 of the next 10 results. True domination ;)  

    BTW, there are quite a few other Todd Eberts out there including the CEO of a large corporation called Amerinet. His PR staff needs to get to work if lil' ol' me is crushing him in the SERP.

    The rise of the Digital Omnivore outlined in the Digital Future report by @comScore

    Last updated 5 years ago

    Per comScore's Digital Future report "We are entering a new digital era, an era where people are connecting with content and brands through multiple screens - through their PC, TV, smartphone, and tablet, we call this the rise of the Digital Omnivore."

    You can get the report and watch the video series with key insights on consumer use of digital media at the comScore landing page

    I'm sharing this report because it's imperative to understand today's digital consumer and make sure you are in front of them at every step of their buying journey. As comScore says "...they [retailers] must build strategies that address audiences across these devices throughout their purchasing process, or risk losing that customer's sale to the savvy retailer who looks for the interception by being in front of the consumer at every step of the sales funnel."

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    Todd Ebert is interested in B2B marketing strategies including the intersection of search, social, local and mobile marketing.  He is SVP Marketing at local online marketing leader ReachLocal.

    Pretotyping = Build the Right It Before you Build It Right

    Last updated 5 years ago

    If you want to improve your success rate with innovation then you need to checkout The Pretotyping Manifesto.  It's a concept/process developed by Alberto Savoia, who's a veteran of the startup scene in Silicon Valley and currently an "Innovation Agitator" at Google. The video is long but well worth the watch. You can also download the ebook on Google Docs

    So what is Pretotyping? The official website defines it as:

    "Pretotyping, verb: Testing the initial appeal and actual usage of a potential new product by simulating its core experience with the smallest possible investment of time and money. Less formally, pretotyping is a way to test a product idea quickly and inexpensively by creating extremely simplified versions of that product to help validate the premise that if we build it they will use it."

    I would sum up the overall benefit of pretotyping as the ability to fail faster and cheaper so that you can try more innovations in a shorter timeframe and thereby find winners more quickly.  This is particularly important in B2B and technology products with longer and more expensive development cycles.

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    Todd Ebert is interested in B2B marketing strategies including the intersection of search, social, local and mobile marketing.  He is SVP Marketing at local online marketing leader ReachLocal.

    21 Pragmatic Rules for Product Marketing

    Last updated 5 years ago

    In putting together my last post about the marketing value chain I found some great resources by the folks over at Pragmatic Marketing.  I have not used their services but am impressed with the depth of content about product marketing on their website.  I particularly like their 21 pragmatic rules of marketing and will definitely apply them as we work on our user experience (UX) and sales tools.  

    Here's the list.

    1. If product management doesn't do its job, the other departments will fill the void. 
    2. An outside-in approach increases the likelihood of product success.
    3. Time spent on the strategic reduces time wasted on the tactical. [this relates to the expression "if you don't know where you want to go any road will take you there"]
    4. The building is full of product experts. Your company needs market experts. [closely tied to #8 -- product managers must get out in the field and regularly interact with sales people and clients to truly understand their challenges and unmet needs]
    5. Only build solutions for problems that are urgent, pervasive and the market will pay to solve. 
    6. Your opinion, although interesting is irrelevant. [everyone brings bias, and it increases the higher you go up the executive ranks. You need data because data trumps opinion]
    7. Don't expect your sales channel to conduct win/loss analysis. [and if they do, all losses will be due to missing product features but wins will be due to their skill as a salesperson]
    8. The answer to most of your questions is not in the building. [again, get out an visit customers at least once a month and be sure to "pretotype" - more on that in my next post]
    9. Be able to articulate your distinctive competence. [if you can't do this succinctly and eloquently then you shouldn't be a product manager]
    10. Find market segments that value your distinctive competence.
    11. Align your distribution strategy with personas and their problems.
    12. Every "product" needs product management and a business plan. [and IMHO it needs UX too]
    13. In the absence of market facts, he who builds the product wins.
    14. With positioning, the focus is on what you can do for the buyers.
    15. Positioning should be complete before you start developing.
    16. You need a positioning document for each buyer persona. [you also need detailed value props and key messages with the top 3 weighted by importance]
    17. Product management owns the message; marketing communications owns the rest. [this is often a gap and why a rigorous 
    18. Name the product after positioning is finished.
    19. Map your sales process to the buying process.
    20. Product management should help sales channels, not individual salespeople.
    21. Market problems determine what goes in the product. [they saved the best for last - the world is filled with products that failed because they were a solution looking for a problem]

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    Todd Ebert is interested in B2B marketing strategies including the intersection of search, social, local and mobile marketing.  He is SVP Marketing at local online marketing leader ReachLocal.

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