Video of my BMA keynote Marketing the Moon

Last week, I delivered the closing keynote at the Business Marketing Association 2014 annual conference, the largest business-to-business marketing conference in the world.

The talk was called Shooting for the Moon: What B2B Marketers Can Learn From the Marketing of the Moon.

While this talk was for a B2B audience, there are lessons for marketers of all stripes in Marketing the Moon, my new book (written with Rich Jurek) about the most successful marketing program in history.

How did space exploration, once the purview of rocket scientists, reach a larger audience than “Laugh-In”? Why did a government program whose SOP had been secrecy turn its greatest achievement into a communal experience? In my talk you will learn you can achieve audacious goals, too, using many of the same techniques that riveted the world 45 years ago.

Read Original Post

Leave a Reply