Positioning Statements in Action – part 1 March 11, 2015Posted by Mike Gospe in Integrated Marketing.
add a comment
Positioning statements continue to be a hot topic. Sometimes it helps to see a real example and what the team learned from it.
Originally posted on The Marketing High Ground:
The following is a snippet from The Marketing High Ground. More details of this example, including many others, can be found in the book. Additional examples will be shared and briefly reviewed in future posts.
So, how do you know if you’ve created an effective positioning statement? The following cheat sheet can help guide teams through the creation and evaluation exercise.
View original 420 more words
Example of a tactical “Marketing Blueprint” for events January 20, 2015Posted by Mike Gospe in blueprints, Integrated Marketing, Marketing Operations, programs.
Tags: blueprints, event blueprint, events, Integrated Marketing, Lead Generation, marketing blueprints, Marketing Campaigns, Marketing Operations
add a comment
What is a “marketing blueprint”? This continues to be a good question and a source of confusion amongst marketers because blueprints are often confused with Excel spreadsheets of Microsoft Project. Here are 4 things to know about blueprints and a tactical example to shed some light. (more…)
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
1 comment so far
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
add a comment
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.
add a comment
“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
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:
- 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
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.