🥅 Your Defensible Net Advantage

Saturday, March 06, 2021

Jennifer Smith
VP of Marketing

Hi, friend.

We marketers have more to do today than we've ever had to do, and we're under intense pressure to deliver what's being demanded of us—even if we don't have the time, budget, and teams we need to get that work done.

That's why MarketingProfs just launched a suite of B2B consulting and content services we've aligned with core marketing disciplines: positioning, messaging, customer experience, and demand generation.

And we're calling our consulting services MarketingProfs DNA (Defensible Net Advantage) because they focus on the building blocks of marketers' work lives—and we've structured them to give resource-crunched marketers like you the edge you need to build and defend your advantage in the market.

We'll be launching more services in the coming months, but this week we launched three:

PositionDNA to help you create your unique, defensible position and messaging centered on what the market wants
ExperienceDNA to improve your customer experience to increase retention and loyalty
DemandDNA to help you automate demand generation, produce the content you need for your program, and build pipeline

We are beyond excited to be bringing you these world-class consulting and content services. I hope you can take a few minutes to look them over and then reach out. As always, we're here to help!

—Jen

* * *

In this issue:

1/ Knowing How Your Competitors Are Positioned: The Key to Competitive Intelligence

2/ Customer Experience Management Isn't Enough: 3 Steps to Experience Improvement

3/ Listening to Customers, Discovering Your Why, What, and How: Zendesk's Lisa Kant

4/ How to Accurately Measure Your Marketing, Media, and Lead-Gen Efforts MarketingProfs event

5/ 'The Leads Are Weak': It's Time to Go Beyond MQLs and Drive Pipeline With MQMs Instead

6/ Intent Data: What It Is and How to Get Started

7/ Expert Advice by Ann Handley and Jay Baer: A Live Webinar sponsored webinar

8/ Why Companies Shouldn't 'Breadcrumb' Job Candidates

9/ World's Top 10 'Brand Guardian,' Most Famous, and Most Reputable CEOs

10/ Next Week: Master Class Kickoff MarketingProfs training

Scroll down for more, including industry news, community goings-on, and other useful resources.

MarketingProfs article

Knowing How Your Competitors Are Positioned: The Key to Competitive Intelligence

Assessing the positioning of your competitors in relation to your own is an important but often overlooked part of competitive intelligence. So how can you research other companies' positions and present the results? Read more to find out. »

MarketingProfs article

Customer Experience Management Isn't Enough: Three Steps to Experience Improvement

Traditional experience management programs focus mostly on measuring customer experiences. But measuring experiences is very different from improving them. Here's how to take the leap to experience improvement. »

podcast

Listening to Customers, Discovering Your Why, What, and How: Zendesk's Lisa Kant on Marketing Smarts

Zendesk went through a complete reinvention and rebranding process in less than a year as a result of what their customers were telling the company during the pandemic. Lisa Kant joins us to discuss how to fulfill changing customer expectations and what advantages marketing generalists have in a post-pandemic world. Read more and listen in on this insightful conversation. »

MarketingProfs free event

How to Accurately Measure Your Marketing, Media, and Lead-Gen Efforts

Accurately measuring your marketing, media, and lead-gen efforts, and properly attributing success, is vital for marketers—especially now, when budgets are tight. Join three top experts to learn how you can get a handle on analytics and attribution. »

MarketingProfs article

'The Leads Are Weak': It's Time to Go Beyond MQLs and Drive Pipeline With MQMs Instead

Marketing teams are now using virtual events and meetings to generate MQLs. If marketers can do that at scale, though, Sales can get something even more valuable than Marketing-qualified leads: Marketing-qualified meeting (MQMs). Here's what you need to know. »

MarketingProfs article

Intent Data: What It Is and How to Get Started

Use of intent data is growing, and for good reason. But as with most new digital marketing tools, there is a lot of confusion about what intent data actually is and what it can do for your marketing. Here's a quick overview. »

sponsored

Expert Advice by Ann Handley and Jay Baer: A Live Webinar

Tune in to hear a live discussion on what expert marketing and content advice Ann and Jay provided to a digital marketing agency so that it could better meet its clients' marketing needs. Their recap will give you actionable takeaways for your own marketing strategy. Check it out! »

infographic

Why Companies Shouldn't 'Breadcrumb' Job Candidates

The practice of "breadcrumbing"—not responding to job candidates in a timely fashion—can have a range of negative effects on employers, according to recent research. Check out the infographic. »

research

World's Top 10 'Brand Guardian,' Most Famous, and Most Reputable CEOs

Ajay Banga of Mastercard is viewed by journalists and market analysts as the top "brand guardian" CEO of a major company, according to the Brand Guardianship Index. Check out findings from this study. »

Next Week: Master Class Kickoff

MarketingProfs Master Class

What if in less than three hours you could understand your customers and their journey? Really understand it. You can! Join us next Tuesday for the first of three Watch Parties for our Customer Journey Mapping Master Class. You'll learn a bunch—and have a chance to ask whatever questions you might have.

Don't miss it!

Afoot in the Neighborhood

MarketingProfs community goings-on

We've just launched a suite of B2B consulting and content services—called MarketingProfs DNA (Defensible Net Advantage)—that are aligned with core marketing disciplines: positioning and messaging, customer experience, and demand generation. They're especially designed for marketers who have strategic work to do but don't have the time or team to ensure success. See how we can help.

Are you a PRO subscriber? If so, have you joined our MarketingProfs PRO group on Facebook? Pop in so you gain access to the PRO Show with Ann Handley and Kerry O'Shea Gorgone. These fun livestreams include check-ins from MarketingProfs team members and drop-ins from special guests. March shows will include discussions about branding, so bring your questions and ideas to share! Check it out.

Our new Master Class is designed to help you understand your customers better than you ever have. Customer Journey Maps for Marketers launches on March 9 with Certified Customer Experience Professional (CCXP) Jeannie Walters at the helm. PRO members can complete the full Master Class by joining our watch parties with live Q&A—or take the individual 10 bite-sized lessons on-demand. Or a combination of the two.

Only a few weeks away: MarketingProfs B2B Forum Online 2021. Attendees will get access to two full days of inspirational keynotes and tactical sessions on the topics that mean the most to B2B marketers today. Check it out and sign up.

Did You Miss Us?

Recent MarketingProfs content

Customer Experience Management Isn't Enough: Three Steps to Experience Improvement »

World's Top 10 'Brand Guardian,' Most Famous, and Most Reputable CEOs »

Why Companies Shouldn't 'Breadcrumb' Job Candidates [Infographic] »

Winning + Influence = Winfluence: Author Jason Falls on Marketing Smarts [Podcast] »

21 Must-Know Instagram Facts for 2021 [Infographic] »

When Should You Shelve Those Marketing Ideas? Use These Five Prioritization Tactics to Find the Answer »

News You Can Use

Updates from around the industry

MarketingProfs Launches Consulting Services That Deliver a Powerful and Consistent Story Across the Customer Journey PR Web

Brandwatch Is Acquired by Cision for $450M, Creating a PR, Marketing, and Social Listening Giant TechCrunch

Groove Brings Sendoso Sending to the Inbox MarTech

Lusha Opens First U.S. Office in Boston to Expand Global Growth PR Newswire

Banzai Raises $15 Million in Venture Debt Financing to Grow Its SaaS Event Marketing Platform MarTech

Sitecore Acquires Boxever and Four51 Yahoo Finance

Upcoming Events

MAR

[Master Class] Customer Journey Maps for Marketers
Kickoff Watch Party with Jeannie Walters

MAR

[Webinar] Human Insight: How to Stop Guessing and Finally Understand What Your Customers Want
45 minutes | sponsored by UserTesting

MAR

[Friday Forum] Metrics and Measurement
3 live sessions | sponsored by Alight Analytics

MAR

[Webinar] How to Build Brand and Stand Out in Our Crowded, Distracted World: The 'Brand Now' Framework
45 minutes | sponsored by Widen

MAR

[Webinar] Shaped by 2020: The Future of Experience Management
60 minutes | sponsored by Qualtrics

APR

7-8

[Online Event] MarketingProfs B2B Forum 2021
35+ sessions, 5 keynotes + a full year of learning with PRO

Comments? Contact us.
Advertising/Sponsorship here or telephone 866-557-9625.
Read our Terms of Service here.

MarketingProfs LLC
1985 Riviera Dr, Ste 103-17
Mount Pleasant, SC 29464

Did someone who cares about you forward this to you? Subscribe here to get your own copy.