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How to Build Better Personas — a new online course from Mike Gospe August 3, 2015

Posted by Mike Gospe in personas.
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How well do you understand your target market? This new online course will arm you to achieve success. (more…)

How to create your best elevator pitch March 13, 2015

Posted by Mike Gospe in Messaging.
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Mike Gospe's message box in action

Learn how to create a compelling elevator pitch for your new product. This is a new online course created by Mike Gospe.

The “message box” technique is a fun, fast way to create a compelling elevator pitch for your new product or service. For the month of March, this new online course is available for free.

(more…)

Positioning Statements in Action – part 1 March 11, 2015

Posted by Mike Gospe in Integrated Marketing.
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Mike Gospe:

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.

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Example of a tactical “Marketing Blueprint” for events January 20, 2015

Posted by Mike Gospe in blueprints, Integrated Marketing, Marketing Operations, programs.
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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, 2014

Posted by Mike Gospe in Integrated Marketing, Just for Campaign Managers, Leadership, Marketing Persona.
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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…)

Arm your sales team with the best corporate pitch. 3 guidelines to follow. October 2, 2014

Posted by Mike Gospe in Integrated Marketing, Leadership, sales enablement, value proposition.
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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, 2014

Posted 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…)

5 Marketing Best Practices Used by Marketo August 28, 2014

Posted by Mike Gospe in Integrated Marketing, Lead Gen.
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In early 2013, Mary Gospe, KickStart Alliance’s lead generation and integrated marketing strategist, ran a blog post about 5 best practices used by Marketo to promote themselves. Because this topic continues to be relevant, I wanted to replay that blog post here.  Good stuff to consider in any marketing campaign. (more…)

Choosing proper marketing metrics March 27, 2014

Posted by Mike Gospe in Marketing Operations, metrics.
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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.
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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:

  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.

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