Integrated Marketing vs “Marketing Popcorn” October 20, 2014Posted by Mike Gospe in Integrated Marketing, Just for Campaign Managers, Leadership, Marketing Persona.
Tags: B2B persona, bluepirnts, Integrated Marketing, Marketing Persona, marketing popcorn, marketing strategy, personas, strategic marketing, strategy
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I have a pet peeve, and it’s marketing popcorn. No, not the marketing of popcorn. “Marketing popcorn.” This is the exact opposite of truly effective integrated marketing. (more…)
Tags: Andres Vergara, listening engine, messaging, presentation best practices, sales presentations, story telling, value proposition, VC presentations, WholeMeaning
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Executives and sales reps continue to struggle with the best way to present their company to new prospects. Especially if you are part of an early stage company, your personal and professional credibility are on the line. Unfortunately, the most common first slides I see in the obligatory corporate pitch are about technology. There is a much, much better way to open the door. (more…)
3 trends orbiting the brave new world of “marketing attribution” September 27, 2014Posted by Mike Gospe in Integrated Marketing.
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“Marketing Attribution” tools and services are rapidly being adopted by Fortune 1000 companies. But successful application of these tools and services require much more than just operational finesse. It requires a deep understanding of your company’s culture. Companies must restructure their marketing operations. (more…)
Choosing proper marketing metrics March 27, 2014Posted by Mike Gospe in Marketing Operations, metrics.
Tags: activities & offers, cascading marketing metrics, goals, marcom mix, marketing metrics, objectives
A common question from marketers: what metrics should we track? There’s a lot of confusion and time wasted spent on measuring (the wrong) metrics. Here’s a model to help simplify the process. (more…)
New fast & easy online course: Mastering Product Positioning March 14, 2014Posted by Mike Gospe in Integrated Marketing, Positioning.
Tags: Marketing Persona, marketing strategy, positioning statement
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Product positioning is not what you do to a product. Positioning is what you do to the mind of the prospect. So, how do we influence that, exactly?
It starts with developing a positioning statement that unites and aligns your marketing, sales, product development, and engineering teams. This statement clarifies the value you offer to a specific target market. And to successfully execute this statement, you need 3 things, and this online course delivers what you need to know:
- How to become a positioning master
- How to become savvy in organizational politics
- How to boost your teamwork skills.
The positioning statement is not just a template. It embodies an entire approach that puts the customer in the center of your universe.
I’ve written a lot on this subject in the past, and now I’m pleased to introduce you to a new online course entitled, Mastering Product Positioning.
This new online course teaches you everything you need to know about positioning statements. Specifically, you’ll learn how to work cross-functionally to build them, critique and tune them, and apply them to your products and business.
Mastering positioning statements is a skill that every marketer needs to have complete confidence in. Whether you are a novice to marketing or a veteran, this course will help you hone your skill set. And these skills will help you become a better marketer and a more valuable executive.
Check it out. Preview some of the lectures. Let me know what you think.
KickStart Alliance offers new coaching service for Campaign Managers February 20, 2014Posted by Mike Gospe in Integrated Marketing.
Tags: campaign managers, coaching, Integrated Marketing, kickstart alliance, marketing plans, marketing workshops, mike gospe, strategic marketing, training, workshops
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How well are your campaign managers performing?
The best campaign managers are not only experts in marketing, they are skilled in organizational politics and team performance. We’ve have just introduced a new service for marketing campaign manager teams and individuals. Working in both team settings and in one-on-ones, we’ll help you build and reinforce new skills that will take your marketing organization to the next level of success. The service is customized for any marketing organization ranging from 1 “jack of all trades” marketing leader to a team of 50 or more marketing mavericks. Components include:
- Conducting an assessment of your marketing organization, including all aspects of people, processes, and your current plans
- One-on-one coaching
- Team workshops to learn how to apply a variety of marketing best practices (including personas, positioning statements, The Message Box, “marketing blueprints”, and campaign maps)
- Review and analysis of your current plans
- Organizational planning & design
- Review roles & responsibilities
- Problem-solving work sessions
- Recommendations for improving internal communications
- Facilitation of “sales & marketing” summits
- And more.
You pick the components must important and relevant to your business. We will help you tune your marketing engine to achieve even higher levels of performance.
It’s time for a marketing assessment — here’s what you need to know January 16, 2014Posted by Mike Gospe in Integrated Marketing, Marketing Operations, Marketing Persona, Messaging.
Tags: Integrated Marketing, Lead Generation, marketing best practices, marketing blueprints, Marketing Persona
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January is the perfect time to conduct a marketing assessment. Take a moment to look back at last year’s plan. How well did your marketing campaigns work last year? What worked well? Where were your surprises? What elements of planning and execution require improvement? Whether you decide to conduct your own assessment or hire an outside expert to facilitate the process, here are a few tips to get you started.
New online course: How to build, critique, and apply a B2B persona for your business November 6, 2013Posted by Mike Gospe in Integrated Marketing, Marketing Persona.
Tags: B2B persona, Marketing Persona, persona, target market segmentation
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A new online course for B2B marketers
The key to accelerating any revenue growth is found in how well you understand your target audience and what makes them tick. This isn’t new information. We have all heard the advice. The challenge? In the rush to get to market, we don’t always make the time. That’s why I created this new online course. Now you can download the template and master the persona exercise.
If you are already a reader of this blog, you’ve read about the technique and seen some examples. This new online course let’s you practice what you’ve read about. Not only that, you can build a persona for your business as part of the online course.
The course takes about 2 hours to complete, but you can work at your own pace by stopping and starting the lessons as your schedule permits.
- Download the persona template for B2B marketers
- Review and critique B2B persona examples
- Learn how to apply the template and the exercises to your own business
- Expand your marketing experience as you build and hone your persona skills online and on your terms
- Evaluate your success by comparing your knowledge via our pre- and post-course assessment quiz
- Earn the B2B persona certificate, showing your mastery of this technique
Good luck, and good marketing!
Tags: CAB, CABs, Customer Advisory Board, Customer Advisory Boards, Customer Council, customer interviews, marketing strategy, win loss analysis, win/loss
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There’s a lot of information on win/loss analysis available online. This blog post summarizes the “best of the best” advice available. Read on to see 5 questions you should consider before embarking on your own interview process and analysis. (more…)