NEW!
The Marketing High Ground – a new book by Mike Gospe, available now!
The playbook for B2B marketers: Personas, Positioning, Messaging
What does it take to earn and command a seat at the leadership table?
To you, gentle reader, I offer a marketers’ call-to-arms: We need to collectively raise the bar in all that we do: from sensing marketing opportunities, to gathering market requirements, to synthesizing competitive data, to applying customer feedback, to managing the go-to-market plan. Success in today’s competitive marketplace requires marketers to take responsibility for understanding the target customer, their pain points, their opportunities, and their buying process better than ever before. Welcome to the marketing high ground!
The path begins with 3 critical steps:
- Prioritizing market segments & building personas
- Drafting complete and differentiating positioning statements
- Crafting relevant messaging
The purpose of this playbook is to help guide you on the path to the marketing highground where you understand the market so well that you become acknowledged as the customers’ advocate.
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