The Challenge of Indirect Marketing with’s Penny Elmslie [PreneurCast Ep125]


What do you do when people start publically criticizing your advertising?

Get straight on the front foot, reach out with dignity, share your thought process, and the results!

… and that’s exactly that the team at did with me recently after I wrote a blog post and had a little dig at a marketing campaign they are running.

So on today’s show, Penny Elmslie from Xero’s marketing team joins me to talk about this recent marketing campaign, and share how they deal with the unique challenges of marketing and selling via a community of resellers and partners, rather than direct to the end customer.

We cover a lot of ground in this conversation:

  • begining with how they justify their “street billboard campaign”,
  • how they define their path to market,
  • how to deal with two types of customers/audiences,
  • and most importantly, how to build a global (software SaaS) through resellers.

Win Stuff!
In honour of the 2013 Awards, we are giving away 3 copies of SPIN Selling by Neil Rackham (one of Dom’s Awards Choices).
To enter this competition, just visit: and leave a comment on the post for the awards show. Tell us your vote for any of the categories we listed this year, and feel free to tell us about a something we missed!

Prefer To Watch The Video Version:

Xero Accounting Software –
Pete’s Post mentioning Xero’s Ad Campaign –
Get Rich Slow – Sarah Riegelhuth
Amazon –
Whole – Rethinking the Science of Nutrition
Audible –
Amazon –
You can try out a lot of the books we recommend in audio format with Audible: – Free trial with a free audiobook download for PreneurCast listeners
Previous PreneurCast Episodes:
Episode 124 – 2013 Awards –
Episode 121 – No Meat Athlete –

Read it now.

 Download Audio MP3  Download Transcript PDF

Never Miss an Episode: Subscribe to the show on iTunes, Stitcher or RSS.
Love the Show? Please take a minute to show some love via a comment or review on either iTunes or Stitcher.

  • Alan Fawcett

    Hey Dom, you mentioned that people with interesting names should have a video clip with them showing how to pronounce it. Well you should check out my recent guest Mike Michalowicz and see what he has done. It is worth heading to his site for this alone (although there is lots of other great content). It’s very funny and very clever. Pete, I would suggest him as a great guest for you to interview.

Pete Williams is an entrepreneur, author, and marketer from Melbourne, Australia.

Before being honored “Australia’s Richard Branson” in media publications all over the continent, Pete was just 21 years old when he sold Australia’s version of Yankee Stadium, The Melbourne Cricket Ground For Under $500! Don’t believe it? You will! Check out the story in the FAQ section (it really is our most asked question).

Since then, he’s done some cool stuff like write the international smash hit ‘How to Turn Your Million-Dollar Idea Into a Reality’ (+ the upcoming ‘It’s Not About the Product‘) and he’s created a bunch of companies including Infiniti Telecommunications, On Hold Advertising, Simply Headsets and Preneur Group.

Lots of other people think he’s pretty good too! He’s been announced as the Global Runner-Up in the JCI Creative Young Entrepreneur Awards for 2009, the Southern Region Finalist in the Ernst & Young 2010 Entrepreneur of the Year, and a member of SmartCompany’s Top 30 Under 30.

Download Pete’s First Book For FREE!

“Now that I've got the rights back from the publishers, if you enter your email address below, you can instantly download a free audiobook version of my first book, How to Turn Your Million-Dollar Idea Into a Reality.” - Pete
100% Secure ... We will NEVER sell or rent your details to anyone.