jump to navigation

Choosing proper marketing metrics March 27, 2014

Posted by Mike Gospe in Marketing Operations, metrics.
Tags: , , , , ,
1 comment so far

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, 2014

Posted by Mike Gospe in Integrated Marketing, Positioning.
Tags: , ,
add a comment

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:

  1. How to become a positioning master
  2. How to become  savvy in organizational politics
  3. How to boost your teamwork skills.

How to build, critique, and apply positioning statements

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, 2014

Posted by Mike Gospe in Integrated Marketing.
Tags: , , , , , , , , ,
add a comment

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.

To learn more, please contact Mike Gospe or KickStart Alliance.

It’s time for a marketing assessment — here’s what you need to know January 16, 2014

Posted by Mike Gospe in Integrated Marketing, Marketing Operations, Marketing Persona, Messaging.
Tags: , , , ,
add a comment

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.
(more…)

New online course: How to build, critique, and apply a B2B persona for your business November 6, 2013

Posted by Mike Gospe in Integrated Marketing, Marketing Persona.
Tags: , , ,
add a comment

A new online course for B2B marketersCreate High Impact B2B Personas in 4 Easy Steps

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!

Mike

Win/loss analysis: 5 questions to answer before conducting interviews July 2, 2013

Posted by Mike Gospe in Integrated Marketing.
Tags: , , , , , , , ,
add a comment

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…)

B2B Sales Enablement & The Customer Journey May 30, 2013

Posted by Mike Gospe in Customer journey, Integrated Marketing, sales enablement.
Tags: ,
add a comment

But what does the term “customer journey” really mean? (more…)

Personas, positioning, & messaging – a highly effective 1/2 day workshop May 8, 2013

Posted by Mike Gospe in Marketing Persona, Messaging, Positioning, workshops.
Tags: , , , ,
add a comment

Want to rally your marketing team? Marketing is a team sport, not a solo activity. This half-day workshop, which you can run yourself, will help align the team and unleash untapped sources of creativity and positive energy. Here’s how it works. (more…)

Social Media & the CEO April 25, 2013

Posted by Mike Gospe in Integrated Marketing, Social Media.
Tags: , ,
add a comment

What percentage of senior executives engage in social media? This new infographic created by MBAOnline provides some interesting data and thought-provoking questions.
(more…)

New video: how to build a positioning statement April 10, 2013

Posted by Mike Gospe in Positioning.
Tags:
add a comment

Since the term “positioning statement” has been consistently the most often searched term on this blog, I’ve posted a short video on how to build a positioning statement. This material is taken directly from my book, The Marketing High Ground where you’ll find more examples, templates, techniques, and case studies that you can apply to your business. Let me know your questions or other topics of interest and I’ll post additional materials.

Kind regards,

Mike

Follow

Get every new post delivered to your Inbox.

Join 434 other followers