May 4, 20191 minMarketing contentI didn’t know what to write about this week so I’m letting my mind engage in stream of consciousness. My thoughts are flowing onto the...
May 4, 20191 minB2B marketing planWhen was the last time you looked at your marketing plan? Do you have a marketing plan? Either way, maybe the time is right to take a...
May 4, 20191 minB2B marketing planThe marketing plan begins with the customer persona. Meet with everyone who has customer contact to elicit the information that will...
May 4, 20191 minB2B marketing planThe second segment of the marketing plan is determining the competitive sweet spot or positioning. This is the space where you can be all...
May 4, 20191 minB2B marketing planThe third segment of the marketing plan is the value proposition, which is the customer-facing statement developed from the buyer persona...
May 4, 20191 minB2B marketing planThe fourth and final primary segment of the marketing plan is the positioning statement, which summarizes the due diligence of the buyer...
May 4, 20191 minB2B marketing planIn our last update, we summarized the positioning statement, which completes the marketing plan’s primary elements. Now, you’re ready to...
May 4, 20191 minB2B communicationsIf you’re following these weekly updates, you know I advocate informal, conversational content, which seems to be consistent with how...
May 4, 20191 minBranded contentWhen a sales prospect is researching your online content, she or he needs a reason to care. Value proposition-based content, describing...
May 4, 20191 minValue proposition on mobileHow does your content appear on mobile? I think this is an essential question that goes beyond whether the website is responsive for...