029: Direct Marketing is Alive and Well on the Web [with Scott Hornstein]

Direct marketing is a STRATEGY not a TACTIC, says industry veteran and influencer Scott Hornstein, featured today as the very first guest on The Heart Of Marketing podcast. In this episode, John Gregory Olson interviews Scott Hornstein who is an esteemed international author, speaker and marketing consultant with the Fortune 100 in finance, manufacturing and hospitality. As a pioneer of integrated marketing, Scott provides all of us with a taste of the B to B marketing world where direct marketing is the root of content marketing, and the journey toward a purchase decision plays out directly in content marketing. Scott delivers years of intelligence to the Heart Of Marketing audience prompted by John's pointed questions: What role does the CEO play in purchase decisions? Are people on board with the new way of thinking in the marketplace to be measurable and accountable? Is direct marketing and email for old people and dinosaurs? How do people learn today? What is the 'network of me'? How do new ideas penetrate? Listen in to hear tips from Scott Hornstein, author of Opt-in Marketing by McGraw Hill and consultant with B 2 P Partners. About Our Guest For over 30 years, Scott Hornstein has worked with clients in all phases of marketing strategy, research and implementation. His customer relationship methodology emphasizes respect and trust in all forms of marketing, and promotes consensual relationships between marketers and their customers to maximize customer satisfaction, retention and lifetime value.   Resources Hornstein And Associates The Scott Hornstein Methodology The Core Reason B2B Prospecting Underperforms 11 Digital Marketing Principles Win More Customers With Less Digital Content