Strategy

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• How to Use Product-Market Fit to Drive Business GrowthLaura Patterson
  The term "product-market fit" may not be familiar to some marketers, but it's fundamental to business growth. Here are five areas marketers should focus on to make sure their brand ...
  Customer-Centric, Market Research, Marketing Strategy, Product Marketing, Strategy
• How to Ensure ABM Success via Organizational StructureDr. Debbie Qaqish
  Many marketing organizations lack the organizational structure to energize and optimize an ABM strategy and program. In some ways, Marketing's traditional org chart may actually hinder ABM success.
  Account-Based Marketing, Management, Sales, Strategy
• Four Steps to a Compelling Brand Story That Wins Over CustomersCourtney Apps
  When a brand story is crafted correctly, consumers will be proud to associate with and represent your brand, and they will market it of their own volition via word-of-mouth.
  Brand Loyalty, Brand Positioning, Branding, Content, Positioning, Strategy, Word-of-Mouth
• How to Supercharge Sales: Four Storytelling Plots to Eliminate Buyer Skepticism and MistrustHarry Mills
  Before salespeople can convince a prospect to buy, they have to convince that buyer of the need for change. Facts and figures that are devoid of emotion often fail to ...
  Content, Customer Acquisition, Lead Nurturing, Print Collateral, Sales, Strategy
• How to Create a Thriving Ecosystem of Customers, Partners, Advocates, and InfluencersJane Hiscock
  A unilateral or bilateral business model, whereby vendors sell to customers or via business partners, is old-school. Today, forming an ecosystem is the way to increase shareholder value, foster customer ...
  Channel Marketing, Chief Marketing Officer, Collaboration, Customer-Centric, Customer Relationships, Influencer Marketing, Management, Marketing Strategy, Strategy
• How to Get Marketing Help When You Need ItElaine Fogel
  Does your small business have marketing and branding needs but not enough money to hire an agency or a consultant? Don't fret, you have many options to ensure you get ...
  Career Management, Hiring Outside Resources, Marketing Operations, Marketing Strategy, Research, Small Business, Strategy, Webinars
• Win/Loss Analysis: Strategize Your Results [Infographic]Verónica Jarski
  Companies that study their past deals have a 3-7 times higher win rate than companies that don't. Here's how looking at past sales can help you win future deals.
  Customer Behavior, Customer Insight, Marketing Strategy, Marketing Tips, Sales, Strategy
• How to Apply the 'Golden Circle' to Your Marketing and Performance MeasurementLaura Patterson
  Marketers are likely in the thick of marketing planning, so now is a good time to revisit how to apply both the Golden Circle and the best-practices of alignment and ...
  Marketing Planning, Marketing Strategy, Measurement, Metrics, Strategy
• The Three Keys to Mastering Marketing in Today's Noisy MarketplaceLinda Popky
  Today's marketing environment is noisy and crowded. We have so many new techniques to promote our products and services that the chaos and clutter are getting worse. How do you ...
  Community, Content, Customer Communications, Customer Relationships, Digital Theory, Direct Marketing, Marketing Operations, Marketing Planning, Marketing Strategy, Personalization, Social Media, Strategy, Technology
• Six Steps for Turning Competitors Into AlliesJohn Toskey
  Rather than competing head-to-head, consider the players in your field and how you could combine efforts to help both you and the other company—and, ultimately, your own customers.
  Marketing Smarter, Marketing Strategy, Strategy
• Planning Your Marketing? Don't Forget These FundamentalsSusan Solomon
  Your marketing plan (and accompanying budget) defines the body of work you carry with you for at least 12 months—everything you do on the job. And, if you do it ...
  Brand Positioning, Content Marketing, CRM, Marketing Automation, Marketing Planning, Marketing Plans, Marketing Strategy, Strategy
• Should You Say Hello or Goodbye to Ello?James McAllister
  Wondering whether to invest your time and energy into the new social platform Ello? The following questions can guide you in making that decision.
  Customer Relationships, Marketing Strategy, Social Media, Strategy
• Innovation Is Vital for Your Organization's Survival: 10 Must-Learn Lessons From Sir Ken RobinsonAnn Handley
  Innovation is critical to both the success and the survival of organizations, and imagination is the spark that fuels it, Sir Ken argued. That sounds both vague and high-minded, doesn't ...
  Creativity, Digital Theory, Marketing Strategy, Strategy, Technology
• How to Answer the Age-Old Question, 'What Has Marketing Done for Us Lately?'Rani Hublou
  When resources are scarce or when growth slows, it's not uncommon to look at Marketing and question the investment. That is, unless Marketing has communicated its goals, metrics, and actions—and ...
  Management, Marketing Dashboards, Marketing Planning, Marketing Strategy, Metrics, Sales, Strategy
• What Nonprofit Crowdfunding Can Learn From Digital MarketingRob Wu
  Planning a crowdfunding campaign? Don't stick just to traditional forms of nonprofit fundraising. Instead, use these four elements from digital marketing to boost your campaign.
  Content, Digital Marketing, High-Tech Marketing, Marketing Strategy, Nonprofits, Strategy
• For True Brand Loyalty, Build Contextual Marketing Strategy Into Your Brand: Part 2James George
  Part 2 covers customer-experience-driven comparative advantages and targeted deployment—the tactical execution of communicating a brand's value proposition and unlocking competitive advantages.
  B2C, Brand Awareness, Brand Loyalty, Customer Experience, Customer Loyalty, Management, Marketing Planning, Marketing Strategy, Positioning, Product Management, Product Marketing, Retail Marketing, Strategy, Value Propositions
• Three Ways to Increase Your Nonprofit's Social Media EngagementElaine Fogel
  No matter how big or small, your nonprofit can improve its social media results by doing these three things.
  Customer Engagement, Customer Relationships, Nonprofits, Social Media, Social Networking, Strategy
• Results-Driven Marketing Creative in Four Steps, Part 2: Building a Creative ConceptCameron Avery
  The creative concept helps define the very core of your marketing message. It underpins your campaign content, and encapsulates the major themes to be communicated to your target audience.
  Advertising, B2B Marketing, B2C, Brand Positioning, Creative Briefs, Marketing Strategy, Positioning, Strategy, Value Propositions
• From Smartphones to Smart Everything: The 'Smart' Revolution (Part 2: a Presentation)Christina "CK" Kerley
  Tailored to marketers, this presentation covers what the Smart Revolution is and why you need to begin focusing on these emerging technologies. It also lays out a five-point framework of ...
  Digital Theory, Internet of Things, Management, Marketing Strategy, Mobile Marketing, Smartphones, Strategy, Technology
• From Smartphones to Smart Everything: Welcome to the 'Smart' Revolution (Part 1 of 2)Christina "CK" Kerley
  We are about to move from an age of smartphones... to an era of smart everything. And in this era, technology will not only change how we market our brands ...
  Digital Theory, Forecasts, Internet of Things, Management, Marketing Strategy, Mobile Marketing, Strategy, Technology