Just ask them.
In my previous blog post, I mentioned my plan to create a podcast series targeted to enterprise high-tech marketers. As part of that plan, I’m interviewing people in the industry (write me if you’d like to be one) about the issues of greatest urgency and concern.
Here’s the remarkable thing: out of 25 direct requests I sent out, 8 people have responded favorably. Not bad — and a sharp contrast to the last time I attempted to recruit people to my content cause. About thirteen years ago, I launched a healthcare marketing newsletter and began the same way as I have now — by asking marketers to share their top concerns with me. But I was far less successful then than I am now. Why? A number of reasons worth reflecting on:
- I’m not talking to strangers. Back then, I was emailing people who either didn’t know me or didn’t know me well. Today, I can tap into a nice client list and those people who’ve chosen to remain connected to me via social media (LinkedIn, in this case).
- High-tech is simply more forward-thinking, more open to marketing ideas than healthcare. Think about it: many leading high-tech companies didn’t even exist 13 years ago. Communication methods that seem “new” or novel to other marketers are the very ones high-tech people cut their teeth on. By the very nature of the business, they welcome and feel comfortable with new tools, new methods.
- Thirteen years ago, it was harder for people to see the value of participating in someone else’s content (which wouldn’t be called “content” back then, of course). Today, with the Web as a universal search-and-distribution medium, more people appreciate the mutual value of collaboration and participation.
On top of all that, I think people are eager to have someone’s ear and appreciate having a person value what they have to say. Next post: a short summary of what trends — of what these people are indeed saying.