Duthie Associates, Inc. (dba Duthie Learning), was founded in 1989 by Bob Duthie, former VP Business Development for Nortel. Providing consulting and development the firm specializes in B2B & B2C Content Marketing, an area that integrates key skills including business planning, marketing, presentations, and elearning.
Since 1989 the firm has completed over 500 projects for clients, including small and large corporations and government. Contact Bob here.
Marketing and Training are the Same
Bob Duthie, founder and business consultant, believes that marketing and training are one and the same. For example, advertars people have just 10-30 seconds to persuade prospects to learn more about their services or products. While pedagogical academics think there are defined differences between education, learning and training, education is all about the basics: the three Rs. Bob likes John Schneble’s definitions of training vs learning: Training such as elearning is pushed to users and delivered in the same way to all. Learning on the other hand is informal and user-generated like social media. Thus, it makes sense to have a firm that understands marketing, training, and social media, and of course, business and technology.
New Business Presentations
In starting a new business, an entrepreneur needs to first write a brochure that describes the market, products and services, and benefits. The next most important tool is a presentation. The presentation provides visual support to the entrepreneur when communicating the business to potential investors, customers, suppliers, and employees. The presentation then drives the content for the website. Today, a business is not real without a website.
As the Business Grows, Training Becomes Essential
Onboarding training for new employees is essential. eLearning is ideal for this application because of consistency, interactivity, and low cost vs classroom training. Customer training can help companies grow rapidly without having to build large costly call centers for customer support. Social media has a role to play in B2B and B2C marketing. Email, blogging, white papers, LinkedIn groups, Facebook, Twitter, virtual trade shows, webinars, and YouTube video all have a role to play in gaining thought leadership, building trust, and developing relationships with potential customers and referral sources. Jeff Heysiett, the CMO, Eastman Kodak Co., says, “A marketer’s dream is to engage in two-way conversations with people who are truly interested in their brand.” Social media makes this happen.
B2B Content Marketing is Driven by Changing Buyer Behavior
In today’s market, buyers with a need turn first to friends and associates for referrals. Next, buyers conduct research on the Internet. If they like what they see and trust what they see, only then are they ready to dig deeper and perhaps call. This change in buyer behavior drives what the industry now calls B2B Content Marketing.
B2C Content Marketing Experience
Duthie Learning has a test bed for B2C Content Marketing through ownership of a publishing business that provides eLearning and cruise guides (proprietary content) to boaters that dream about cruising America’s Great Loop. These products are sold over the Internet and through marine book stores and marinas. Click here to visit the ecommerce website. Click here to visit the blog that tells the story of Bob and Mavis’ Great Loop cruise.
If you would like to know Bob better, click here for his contact information.