Ideas from books, articles & podcasts.
The goal of marketing is to manage perception and change the behavior of your target audience. All marketing activities and every aspect of marketing fall under the goals of managing perception, changing behavior, or both.
A marketing campaign is a process that includes a series of activities or steps designed to alter the perception and behavior of customers or prospects.
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Start with the target customer, market segmentation, and only then moves to messaging and channels.
Before designing your next marketing campaign, make sure you answer the following questions:
Journeys and the pattern of customer/prospect engagement are more insightful than first-touch /last-touch attribution analysis.
An account-based marketing strategy can help narrow your market even further and focus on reaching your target on many levels in organizations with different value-based messages for each stakeholder
The absence of a marketing playbook leads to the biggest mistakes that companies make in designing marketing campaigns — they focus on marketing channels rather than the target customer.
In some companies, even teams are structured around channels — pa...
Before building any marketing campaign, companies need to have a solid marketing foundation.
This foundation should include strategic messaging, ideal customer profiles, and competitive positioning. It is only on this solid foundation that effective marketing campaigns can be buil...
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Different types of marketing strategies are designed to achieve different goals.
published 33 ideas
Growth marketers need to bring a specialized skillset to the table to do this work:
The basic definition of market segmentation is when your target audience is divided into smaller categories that share similar characteristics.
Here are a few reasons why this can benefit your brand:
published 3 ideas
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