Skip to main content

A Cluetrain Moment

I just finished reading The Cluetrain Manifesto (yes, I know C-2001, I'm a bit behind on my reading). Those of you who've read this book will understand the reference. For those of you who haven't, I'll provide a more detailed response to the book in some future post, but it is well worth the read.

Anyway, I had a "Cluetrain moment" last week when I met an extraordinary gentleman named Brad Cleveland, CEO of a rapid plastic injection molding prototyping company called Protomold. I don't know if Brad has read the book or not, but he certainly gets it, and lives it.

The company has been using a wide variety of marketing tactics for some time, including search engine marketing / pay-per-click, print, direct mail and email marketing, but decided to hire an outside telemarketing firm to test that tactic as well. On one occasion, one of the telemarketers deviated from the script and upset a customer, who then called a CSR at Prototmold. Brad was notified immediately (Cluetrain factor #1: he actually has a system in place to notify him of any customer complaints that come to CSRs). Brad promptly contacted the customer, apologized and made sure things were okay.

When I mentioned that I found this extraordinary, Brad humbly shrugged it off, saying that most CEOs in his industry probably would have done the same thing. Cluetrain factors #2 and #3: a CEO who is both responsive to customers and modest.

One more thing: Brad also checks Google frequently to see where his company is being talked about (including forums and blogs) and what's being said about the firm. It's not surprising that a CEO like Anne Holland of Marketing Sherpa would do this sort of thing, but it's a very Cluetrain activity for a CEO in plastic injection molding space. So it probably isn't surprising that Protomold is one of the fast growing companies in the state, ranking #2 on the Deloitte Fast 50 for 2004, and named the fastest growing private company in Minnesota last year by Twin Cities Business Journal.

Brad attributes the company's success to its proprietary software that enables the company to produce prototypes much faster than industry standard, and to the company's aggressive and smart marketing. I would add that having a CEO who clearly has a clue is a key reason as well.

Keywords of the week: The Cluetrain Manifesto, Marketing Sherpa, email marketing, search engine marketing

The portal for Web marketing and e-commerce: WebMarketCentral.com

Contact Tom Pick: tomATwebmarketcentral.com

Comments

Katrina said…
Do you have an Rss feed to subscribe to. If can ever get my aggregator to work I'll be set. It may be because I'm spending so much time reading about ##KEYWORD## . It's been an obsession for the last year now. Sorry, I'm thinking aloud and probably boring you with prototyping thoughts.
Katrina said…
Great info. I've now subscribed to this blog feed so I can access it within my design prototyping site. This will make your blog one click away for me.
Katbo said…
Great info. I've now subscribed to your blog feed so I can access it from my rapid prototyping tooling site. I should make it easier to read when I'm busy. Thanks.
Katbo said…
Great info. I've now subscribed to your blog feed so I can access it from my rapid prototyping tooling site. I should make it easier to read when I'm busy. Thanks.
Katbo said…
Great info. I've now subscribed to your blog feed so I can access it from my sheet metal prototyping site. I should make it easier to read when I'm busy. Thanks.
Katbo said…
Is this blog feed live? I'd like to subscribe to it using my aggregator. It's possible that my site rapid prototyping can get your feed automatically so I can keep up with our design and cnc posts here.
Katbo said…
Great info. I've now subscribed to your blog feed so I can access it from my sheet metal prototyping site. I should make it easier to read when I'm busy. Thanks.
Katrina said…
I can't wait until I install my rss reader so I can subscribe to this blog. I'll have to finish building my rapid prototyping machine site first so that I'll have a place to install the feed. Prototyping is my hobby.
Katrina said…
I can't wait until I install my rss reader so I can subscribe to this blog. I'll have to finish building my rapid prototyping tooling site first so that I'll have a place to install the feed. Prototyping is my hobby.
Katbo said…
Great info. I've now subscribed to your blog feed so I can access it from my sheet metal prototyping site. I should make it easier to read when I'm busy. Thanks.
Anonymous said…
Very cool blog you got! I just added you to my bookmarks!

I have a great article resource you might want to check out.
Anonymous said…
It's always so difficult to find good information about ecommerce company but at least you can find out all about website design bathurst at my website.
Anonymous said…
Hey, you have an awesome blog ! I'have just bookmarked you.

I have a ebay acitons misspelled auction search site. It pretty much is a search engine that allows you to search eBay for misspelled auctions and allows you to find some great bargains.

Come and check it out if you get time :-)
eBay misspelled auctions
August said…
Hi,

I just across sites and found that your Blogs are amazing.

Do you know, your blog can generate extra income by posting Google Adsense? If you ever know about Adsense, you understand to get hundreds of dollar per month is not an easy way. One of the most important is to generate massive traffic.

Few days ago, I found a very useful software that will generate hundreds of back links to our website. Do you know why back links is so important to generate traffic?
Yes, you are right! back links will jump up your position in search engine! If your position gets higher from day to day, you'll find your traffic increase significantly as well.

That software is Blog Link Generator!

This software so powerful. You even do not need to create links directory in your site. Is that sound good? You put your link in other's website, but you never put a link back to their site?

Visit www.LinkInBlog.com now and I so confident you'll never sorry.
rushprnews said…
Hi, great blog! Let's talk Marketing and PR. Please feel free to visit my blog too at
, RushPRnews Daily Gazette, Open-Call for Writers.
My website is** RushPRnews press release services, distribution and free web posting** . Cordially, Anne Laszlo-Howard

Popular posts from this blog

AHREFS tops the marketing blunder list of 2018

It’s Early in 2018 and AHREFS tops the marketing blunder list It’s only the first week in February and you are reading about the Metrics/Data supplier that has provided us with fodder by creating a huge marketing blunder, Ahrefs.

Ahrefs is world's biggest third-party database of search queries with refined monthly search volume and research metrics.  Their data is used by untold numbers of digital marketers across the world.  Arguably they are the industry leader in this type of data.  The only thing that they changed was how a tiny item in their metrics was being calculated. 
About a week prior to the effective date of the change, Ahrefs notified users that a change was coming to how they calculated a domain rating or DR.  They also stated that many sites would see their rankings drop.  I agree that a need for change was warranted.  What I don’t agree with how they calculated the change and its ramifications for roughly 75% of all websites.  

This past Friday evening around 11 P.…

Enjoy the Fun of This Weekend

The weekend always has a lot of fun opportunities to offer those who worked hard all week! We  hope you enjoy thee opportunities because we know you deserve them.

Hello March!

It is finally March! What will be your marketing strategy for this new month?!