jump to navigation

3 Tips for creating your best B2B buyer personas August 25, 2015

Posted by Mike Gospe in Marketing Persona, personas.
Tags: , , , ,
1 comment so far
A new online course by Mike Gospe

How to Build Better Buyer Personas

“I know I’m wasting half of my marketing budget. I just don’t know which half!” Have you or your management team ever expressed this concern? It’s a common one. What if I told you that I know how to know, with certainty, which half of your budget is mis-spent? (more…)

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

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

How well do you understand your target market? This new online course will arm you to achieve success. (more…)

Integrated Marketing vs “Marketing Popcorn” October 20, 2014

Posted by Mike Gospe in Integrated Marketing, Just for Campaign Managers, Leadership, Marketing Persona.
Tags: , , , , , , , ,
2 comments

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…)

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.

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

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…)

New mini-guidebook! How to build a PERSONA February 11, 2012

Posted by Mike Gospe in Marketing Persona.
Tags:
1 comment so far

The Marketing High Ground series: PERSONAS is now available in both paperback and Kindle versions. (more…)

Marketing High Ground book launched yesterday! May 21, 2011

Posted by Mike Gospe in The Marketing High Ground.
Tags: , , ,
add a comment

May 20, 2011, Palo Alto, CA: The Marketing High Ground was celebrated yesterday  at its book reception. If you missed it, here are links to a couple of videos that will tell you more about the book.

In this video, Brian Gentile, CEO of Jaspersoft and author of the book’s foreword, said a few words about the marketing high ground and what it means to both marketers and the companies they work for.

A marketing team is only as strong and capable as the rest of the organization’s understanding of the high ground. Said differently, show me a great marketing company, and I’ll show you a company where every employee behaves as a marketer.

Check out the video segment to learn more about what he said about The Marketing High Ground.

This next video snippet offers a short reading from the book. The journey to the high ground begins with a first step. This excerpt is how my personal journey began, from engineer to marketer to marketing leader.

Enjoy!

Mike

The temptations of new marketing technologies May 10, 2011

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

Technological advancements will continue to offer new and innovative ways for people to communicate with each other and for marketers to streamline the business of marketing. However, if we aren’t careful, these innovations can become a distraction, causing us to take our eyes off of the customer. (more…)