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Douglas Burdett Show Notes Host of The Marketing Book Podcast, Founder/Principal of ARTILLERY Douglas Burdett is Founder and Principal of ARTILLERY, a business-to-business marketing agency in Norfolk, Virginia, and is the host of The Marketing Book Podcast, which was named by LinkedIn as one of “10 Podcasts That Will Make You a Better Marketer.” Prior to starting his own firm, Douglas worked in New York City on Madison Avenue for 10 years at ad industry giants J. Walter Thompson and Grey Advertising. Before starting his business career, Douglas served as a U.S. Army artillery officer in Germany for three years and then earned an MBA. Most passionate about  I have a small marketing agency; used to be advertising oriented, and now it’s mainly content and Internet marketing oriented. I’m also the host of the Marketing Books Podcast, where each week I interview an author of a sales or a marketing book. What is your next step ? We would like to get more quality clients. That’s something we are always looking for, finding more ideal clients rather than any clients. And we create a lot of content. I’ve been listening to podcasts for many years. And I listened to marketing podcasts. It seems like podcasts are becoming a very strong tool and I was always very fascinated by authors. And one day, I saw on GoDaddy that the domain marketingbookspodcast.com was available and I took that as a sign from on high, and about two months later I was able to launch the show. I met some of the early guests of the shows at some book signing events. I made 11 videos to these authors, pitching them about become a guest on my show. To this point 10 of them were guests on the show; regarding the 11th, I’m still waiting for him to write another book. Who your Customers are ? The customers are usually small to medium sized businesses that sell premium products, in companies where a number of stakeholders are involved in the decisions and it’s a bit longer sales cycle than the average. It’s the complex Business-to-Business sales that we are looking to help with, through writing content for the sales people and helping the company to generate leads. I’m not using the podcast so much to generate business, although it helps; more for a professional development. I read each book before the interview, so it’s more than 150 books now and it’s like getting a Master’s Degree in sales, marketing, and modern business… I love doing it and I hope that enthusiasm and interest go through to the listeners. The people that listen to the podcast are quite a broad audience; I talk to people in all industries from many countries. There isn’t a full overlay between my company’s audience and the podcast’s listeners. In fact, there are a lot of startups and entrepreneurs that listen to this podcast that I don’t work with. Douglas’s best advice about approaching the customer I’m going to answer this question, of course, but I must sprinkle a lot of book recommendations through my answer… One of the best things a startup must do is understand who their customers are. A lot of startups maybe even approaching the wrong customers.  There is a terrific book about that called, The http://amzn.to/2vJx052 (Buyer Persona) by Adele Riviera, it’s one of my favorite books. In marketing these days, despite what marketers will tell you, there isn’t a secret sauce any more. But I think your buyer is probably the closest to that. The book talks about the 5 rings of insights that you want to understand about your buyers. It has nothing to do with the product you are selling. Another book I recommend is by Aaron Ross, called http://amzn.to/2vJUkzI (From Impossible to Inevitable). In the book, he talks about the 7 things that every business needs for hyper growth. He actually helped to take Salesforce from zero to the first hundred million dollars. And he has never been a sales person. One of the things he talks about in the book is, “Nail your Niche”;...