This presentation is for startup founders needing to understand how to get started with marketing. You will learn the framework for B2B marketing and demand generation along with the critical role that category design plays for an early-stage company.
Starting with the three marketing pillars, I present a unique view of demand generation using the jobs to be done framework. This forms the foundation for the demand gen flywheel that centers on the 'capture', 'educate', 'engage', and 'convert' functions.
I've included slides that outline the category creation process along with a description of what an early-stage marketing leader must be able to do. And don't miss the 90-day plan.
I've found this deck to be an excellent conversation starter with founders about how to get started with marketing. With these slides and the right mentor/guide, you and your founding team should be able to cut off some of the "learning on the job" in the area of marketing, so that you can accelerate into the potential that you've promised employees and investors.
Effective marketing of business software to executive decision makers is increasingly challenging. With broad adoption of software as a service (SaaS), and high valuations for independent software vendors (ISVs), competition has grown dramatically over the last decade. Today, over 6,000 vendors compete in more than 300 software categories*.
So what can you do to stand out? Modern Marketing Partners released a new guide to improve your marketing tactics in order to sell more software, scale your organization, and land long term funding in order to improve your product offering.
With decades of combined experience in software marketing, Modern Marketing Partners can provide you a competitive edge to grow your business now or in the future. Contact us at 630-868-5060 to discuss your needs and start improving your sales.
How to balance performance marketing and brand marketing as you scale, with a specific emphasis on DTC / D2C strategies. Presented at FUTR Europe Summit 2021.
52 Social Media Strategies To Explode Your 2014Clement Wong
The document provides 52 social media marketing strategies to help businesses grow their Facebook marketing efforts in 2014. It discusses setting strategic objectives and key performance indicators, engaging audiences through posting engaging content like images and contests, promoting posts, advertising on Facebook, engaging influencers, optimizing for conversion, and crisis management on social media. The overall strategies presented aim to help businesses better understand their audiences and increase engagement, brand awareness, and sales through social media.
The purpose of this two-day workshop was to help marketers build successful multichannel strategies that connect with customers in increasingly meaningful ways across discreet yet interconnected channels. Specifically it focuses on how to: 1) develop a 360 view of customers to inform a channel architecture strategy, 2) deliver personally relevant information through a compelling content and contact strategy, 3) align channels through brand strategy to create a cohesive user experience, 4) integrate measurement across channels for business performance enhancement, and 5) create internal infrastructure and readiness systems that equip organizations to coordinate effective responses to customer needs.
Maximize Conversions by Balancing Your Ecommerce & Amazon StrategyTinuiti
As your brand ramps up advertising and sales on Amazon, does your paid search cost increase and conversion rate decrease?
Identify the key insights you can implement in your Amazon strategy to allow you to get more from your AdWords campaign and vice versa.
An Inbound Marketer's Guide to Product Marketingrickburnes
A tactical guide to product marketing in an inbound world. The presentation covers best practices for buyer personas, buyer's journeys, product launches and sales enablement.
Modern Partner Series-Part 3-Modernize Sales and MarketingMarc Fletcher
The document provides guidance to partners on modernizing their sales and marketing approaches, emphasizing the importance of understanding the customer journey, developing a clear value proposition, leveraging digital marketing techniques, and having a company-wide focus on marketing to reach customers effectively at each stage of their decision-making process. It highlights best practices from successful partners and resources available to help partners improve their digital presence and sales and marketing strategies to better engage customers in today's cloud environment. The overall message is that partners must modernize how they market and sell to keep pace with more educated, research-driven customers and changing buyer behaviors.
This document summarizes an approach called customer value accounting that combines traditional marketing techniques to evaluate customer perceived value of products. It discusses how the approach integrates importance-performance analysis, engineering economics, and conjoint analysis. It provides an example analyzing room air cleaners that combines cost-in-use data with performance scores on key attributes to estimate the monetary worth differences between products based on their relative performance. The goal is to understand customer perceived value in order to set rational prices based on value rather than just costs.
Effective marketing of business software to executive decision makers is increasingly challenging. With broad adoption of software as a service (SaaS), and high valuations for independent software vendors (ISVs), competition has grown dramatically over the last decade. Today, over 6,000 vendors compete in more than 300 software categories*.
So what can you do to stand out? Modern Marketing Partners released a new guide to improve your marketing tactics in order to sell more software, scale your organization, and land long term funding in order to improve your product offering.
With decades of combined experience in software marketing, Modern Marketing Partners can provide you a competitive edge to grow your business now or in the future. Contact us at 630-868-5060 to discuss your needs and start improving your sales.
How to balance performance marketing and brand marketing as you scale, with a specific emphasis on DTC / D2C strategies. Presented at FUTR Europe Summit 2021.
52 Social Media Strategies To Explode Your 2014Clement Wong
The document provides 52 social media marketing strategies to help businesses grow their Facebook marketing efforts in 2014. It discusses setting strategic objectives and key performance indicators, engaging audiences through posting engaging content like images and contests, promoting posts, advertising on Facebook, engaging influencers, optimizing for conversion, and crisis management on social media. The overall strategies presented aim to help businesses better understand their audiences and increase engagement, brand awareness, and sales through social media.
The purpose of this two-day workshop was to help marketers build successful multichannel strategies that connect with customers in increasingly meaningful ways across discreet yet interconnected channels. Specifically it focuses on how to: 1) develop a 360 view of customers to inform a channel architecture strategy, 2) deliver personally relevant information through a compelling content and contact strategy, 3) align channels through brand strategy to create a cohesive user experience, 4) integrate measurement across channels for business performance enhancement, and 5) create internal infrastructure and readiness systems that equip organizations to coordinate effective responses to customer needs.
Maximize Conversions by Balancing Your Ecommerce & Amazon StrategyTinuiti
As your brand ramps up advertising and sales on Amazon, does your paid search cost increase and conversion rate decrease?
Identify the key insights you can implement in your Amazon strategy to allow you to get more from your AdWords campaign and vice versa.
An Inbound Marketer's Guide to Product Marketingrickburnes
A tactical guide to product marketing in an inbound world. The presentation covers best practices for buyer personas, buyer's journeys, product launches and sales enablement.
Modern Partner Series-Part 3-Modernize Sales and MarketingMarc Fletcher
The document provides guidance to partners on modernizing their sales and marketing approaches, emphasizing the importance of understanding the customer journey, developing a clear value proposition, leveraging digital marketing techniques, and having a company-wide focus on marketing to reach customers effectively at each stage of their decision-making process. It highlights best practices from successful partners and resources available to help partners improve their digital presence and sales and marketing strategies to better engage customers in today's cloud environment. The overall message is that partners must modernize how they market and sell to keep pace with more educated, research-driven customers and changing buyer behaviors.
This document summarizes an approach called customer value accounting that combines traditional marketing techniques to evaluate customer perceived value of products. It discusses how the approach integrates importance-performance analysis, engineering economics, and conjoint analysis. It provides an example analyzing room air cleaners that combines cost-in-use data with performance scores on key attributes to estimate the monetary worth differences between products based on their relative performance. The goal is to understand customer perceived value in order to set rational prices based on value rather than just costs.
Mobile is impacting businesses' digital destinations in two main ways:
1. Mobile-optimized websites are critical for engaging mobile customers. 57% of users won't recommend a business with a poorly designed mobile site, and 40% have gone to a competitor's site after a bad mobile experience. Businesses need to prioritize building a mobile website.
2. Branded mobile apps can also be used to enrich relationships with customers. 91% of top brands have an app presence, and apps should offer users entertainment, utility, or both to have lasting value. Location-based features and push notifications can help apps engage users in new ways.
Marketing and sales part 2 of 3. In this section there's an overview of sales. From the definition to potential jobs that sales individuals can have and more.
Salesforce Partner Marketing Power Hour - Mai Tran - February 18, 2015Eddy Perez
The document summarizes a Partner Marketing Power Hour session that included presentations and Q&A on customer marketing insights, Salesforce marketing updates, and AppExchange listing reviews. Mai Tran from Salesforce's Customer Engagement & Marketing team discussed their focus on celebrating customer success through stories and marketing campaigns. Partners were encouraged to engage in the community and promote their apps through the AppExchange Marketing Program.
Digital marketing is a powerful way for businesses to connect with customers. It involves using online channels and technologies like search engines, websites, social media, email and mobile apps to attract and retain customers. The key is to have a strategy in place that identifies goals and metrics for each channel so businesses can effectively promote their brand, generate leads and increase sales.
The document discusses the importance of smarketing, which is the alignment of sales and marketing teams. It notes that 87% of terms used to describe each other are negative. Smarketing is critical for inbound success and can result in 20% annual revenue growth. It involves both teams having shared goals, compensation, communication around customer personas, and visibility into each other's goals. The marketing pipeline should be tied to sales quotas. This ensures both teams are working towards the same objectives.
The document discusses the skills and capabilities needed to build a modern marketing organization, including customer insights, digital marketing, social media, integrated engagement planning, content development, evaluative analytics, and predictive analytics. It provides examples of how leading companies are developing these skills within their marketing teams and shifting certain functions, like digital marketing, from centralized groups to being embedded within broader marketing. The goal is to transform marketing organizations to effectively use data, technology, and content across all touchpoints.
9 Essentials to Grow Your Agency and Help Your Clients Succeed - an Act-On eBookSherry Lamoreaux
Marketing automation can help agencies strengthen their value proposition and better meet evolving client needs. By implementing a marketing automation platform, agencies can offer new service tiers and revenue streams to clients while improving campaign effectiveness, efficiencies, and costs. Marketing automation also allows agencies to position their expertise in a high-demand discipline and differentiate themselves in the increasingly competitive industry.
Ten Steps to Building a Brand Publishing Center of ExcellenceComBlu, Inc.
In conjunction with the Forbes CMO research, the Brand Publishing Institute (BPI) has just released an additional report that examines the 10 best practices required to effectively build a publishing center of excellence.
This report is designed to provide marketing executives a holistic methodology for organizing, optimizing, and systematizing enterprise-wide publishing processes.
In addition, this framework provides an objective lens to help marketing executives evaluate the many technologies, skills sets, organizational changes, and process redesigns they will need to consider as they build a publishing competency.
The Brand Publishing Institute offers best practices research, executive education workshops, and practitioner certification programs designed to teach marketing leaders – and their direct reports – how to successfully manage the rising cost and complexity of content operations, and sustainably fuel content-intensive sales and marketing programs. www.brandpublishinginstitute.com
MO Furnishing sought to expand its market and increase sales through digital marketing after facing increased competition. It hired Abhiyan Marketing to implement a digital marketing strategy. Abhiyan set up social media pages, search engine campaigns, and a customer relationship management system to generate and qualify leads. This approach increased MO's revenues, leads, and conversions while reducing customer acquisition costs. MO plans further expansion of its digital operations through new campaigns, e-commerce, and international markets.
Mo Furnishing, a leading home furnishing store in Gurgaon, sought to expand its market beyond print ads through digital marketing. It hired Abhiyan Marketing to implement a digital strategy using tools like Google ads, Facebook pages, and a CRM system. This led to increased leads, walk-ins, revenue and reduced customer acquisition costs while opening new markets in Delhi. Key learnings included that digital marketing can work for retailers and using a CRM helps optimize sales from marketing leads.
The document discusses how traditional funnel-based marketing is broken and introduces lifecycle marketing as a better approach. It argues that the funnel model does not accurately reflect customer behavior, focuses only on the initial customer experience, and lacks consideration for ongoing customer experience and engagement. Lifecycle marketing takes a holistic view of the entire customer journey from awareness to advocacy. It involves identifying all customer touchpoints, tracking customer interactions and data over time, and optimizing the customer experience at each stage of the lifecycle.
MO Furnishing, a leading home furnishing store in Gurgaon, sought to expand its market and tap new customers through digital marketing after facing increased competition. It hired Abhiyan Digital to implement a digital marketing strategy. Abhiyan launched campaigns on Google and Facebook, set up a CRM system, and recruited inside sales staff. This approach increased MO's leads, walk-ins, conversions and revenues while reducing customer acquisition costs. MO was able to successfully enter new markets digitally and gain valuable customer insights from its CRM to improve sales.
This document discusses the challenges of marketing departments becoming fragmented as marketing functions specialize and new digital channels emerge. This can lead to inconsistent goals, siloed teams focusing only on their own KPIs, and a lack of integrated strategies. It recommends centralizing marketing functions and having a single, clear organizational goal and inbound marketing strategy to guide all teams. It also stresses the importance of a unified marketing automation platform to integrate disparate customer data sources and enable personalized, triggered communications. Centralizing content production and implementing a content marketing framework can help address challenges around dispersed content creation and inconsistent quality.
How to Create a Strong Value Proposition Design for B2B - It's all about the ...Daniel Nilsson
You need to stand out in 3 seconds - The competition is fierce and you need to be able to catch interest in less than 3 seconds and then keep it. This is true no matter if you are creating a message for a presentation, the web, a speech or a video.
Most likely you do the following misstakes today
- You start a presentation with a company overview
- You start a presentation about your product
- Your webpage is all about your product
ä You have more then 10 words on your power point slide
Tools the super professionals use will be yours
In this presentation you will learn how to create amazing B2B Value Propositions Designs that will not only say what you need to say but will catch the interest of the person you are trying to reach in a totally new way. I will show you 4 tools that the super professionals use and how to use them.
I created this presentation after doing extensive research on how to create a strong value proposition. The data I have reviewed are from marketing experts, Gartner, reports and my own personal experience creating value propositions.
The purpose of the presentation is to share my conclusions on how to build a strong value proposition.
Please feel welcome to share your thoughts, insights or comments. I love feedback. You can send an email to info@daniel-one.com or visit my webpage www.daniel-one.com. I look forward to hear from you.
Some pictures can be a bit blurry when you view the presentation directly from the web. To view a high quality version of the presentation simply download it. If you have any questions please don't hesitate to contact me at www.daniel-one.com
A Guide to Effective Lead Generation - The Journey from List to LeadReshma Nigam
This white paper delineates Markable Solutions’ high impact lead generation techniques to develop marketing qualified leads for an organization’s sales pipeline.
You will learn how to:
1. Define a lead and understand the buying process
2. Build a robust B2B lead generation strategy
3. Use various list-to-lead techniques by Markable Solutions
Marketing Automation sounds like the perfect solution, but perhaps it hasn’t delivered quite as well as you thought? Here are 10 reasons why Marketing Automation missions fail, and the solutions behind them!
A quick guide on what Marketing Automation is, steps to success in launching your campaigns, how to optimise activity and enables sales to help drive revenue.
The document discusses building a customer-centered content strategy and marketing approach. It begins by noting that customer experience will overtake price and product as the key brand differentiator by 2020. It then discusses how most companies are drowning in customer data without effectively using it. The rest of the document outlines the key steps to building a customer-centered approach: defining customer personas; mapping the customer journey from awareness to advocacy; identifying touchpoints across that journey for content marketing; and using account-based marketing strategies. The overall message is that marketing needs to shift from being product-centric to being customer-centric by deeply understanding the customer and engaging them across their entire journey.
Digital Marketing in Canada, an IntroductionAlex Rascanu
Alex Rascanu delivered the "Digital Marketing in Canada, an Introduction" presentation on March 15, 2014 at the Summit 2014 conference, organized by the Rotman Commerce Marketing Association in Toronto. More details about the presentation: http://www.alexrascanu.com/digital-marketing-canada-introduction
Improving marketing in B2B using Social Networking Dr.Hakan Tetik
The idea is very basic: Corporates should have their own facebook platforms expecially for their field services like sales, services and marketing. Employees or channels which are in cooperation with the main body of the echosystem can better teach each other, can better compete and can better collaborate - let them do but listen carefully !
Mobile is impacting businesses' digital destinations in two main ways:
1. Mobile-optimized websites are critical for engaging mobile customers. 57% of users won't recommend a business with a poorly designed mobile site, and 40% have gone to a competitor's site after a bad mobile experience. Businesses need to prioritize building a mobile website.
2. Branded mobile apps can also be used to enrich relationships with customers. 91% of top brands have an app presence, and apps should offer users entertainment, utility, or both to have lasting value. Location-based features and push notifications can help apps engage users in new ways.
Marketing and sales part 2 of 3. In this section there's an overview of sales. From the definition to potential jobs that sales individuals can have and more.
Salesforce Partner Marketing Power Hour - Mai Tran - February 18, 2015Eddy Perez
The document summarizes a Partner Marketing Power Hour session that included presentations and Q&A on customer marketing insights, Salesforce marketing updates, and AppExchange listing reviews. Mai Tran from Salesforce's Customer Engagement & Marketing team discussed their focus on celebrating customer success through stories and marketing campaigns. Partners were encouraged to engage in the community and promote their apps through the AppExchange Marketing Program.
Digital marketing is a powerful way for businesses to connect with customers. It involves using online channels and technologies like search engines, websites, social media, email and mobile apps to attract and retain customers. The key is to have a strategy in place that identifies goals and metrics for each channel so businesses can effectively promote their brand, generate leads and increase sales.
The document discusses the importance of smarketing, which is the alignment of sales and marketing teams. It notes that 87% of terms used to describe each other are negative. Smarketing is critical for inbound success and can result in 20% annual revenue growth. It involves both teams having shared goals, compensation, communication around customer personas, and visibility into each other's goals. The marketing pipeline should be tied to sales quotas. This ensures both teams are working towards the same objectives.
The document discusses the skills and capabilities needed to build a modern marketing organization, including customer insights, digital marketing, social media, integrated engagement planning, content development, evaluative analytics, and predictive analytics. It provides examples of how leading companies are developing these skills within their marketing teams and shifting certain functions, like digital marketing, from centralized groups to being embedded within broader marketing. The goal is to transform marketing organizations to effectively use data, technology, and content across all touchpoints.
9 Essentials to Grow Your Agency and Help Your Clients Succeed - an Act-On eBookSherry Lamoreaux
Marketing automation can help agencies strengthen their value proposition and better meet evolving client needs. By implementing a marketing automation platform, agencies can offer new service tiers and revenue streams to clients while improving campaign effectiveness, efficiencies, and costs. Marketing automation also allows agencies to position their expertise in a high-demand discipline and differentiate themselves in the increasingly competitive industry.
Ten Steps to Building a Brand Publishing Center of ExcellenceComBlu, Inc.
In conjunction with the Forbes CMO research, the Brand Publishing Institute (BPI) has just released an additional report that examines the 10 best practices required to effectively build a publishing center of excellence.
This report is designed to provide marketing executives a holistic methodology for organizing, optimizing, and systematizing enterprise-wide publishing processes.
In addition, this framework provides an objective lens to help marketing executives evaluate the many technologies, skills sets, organizational changes, and process redesigns they will need to consider as they build a publishing competency.
The Brand Publishing Institute offers best practices research, executive education workshops, and practitioner certification programs designed to teach marketing leaders – and their direct reports – how to successfully manage the rising cost and complexity of content operations, and sustainably fuel content-intensive sales and marketing programs. www.brandpublishinginstitute.com
MO Furnishing sought to expand its market and increase sales through digital marketing after facing increased competition. It hired Abhiyan Marketing to implement a digital marketing strategy. Abhiyan set up social media pages, search engine campaigns, and a customer relationship management system to generate and qualify leads. This approach increased MO's revenues, leads, and conversions while reducing customer acquisition costs. MO plans further expansion of its digital operations through new campaigns, e-commerce, and international markets.
Mo Furnishing, a leading home furnishing store in Gurgaon, sought to expand its market beyond print ads through digital marketing. It hired Abhiyan Marketing to implement a digital strategy using tools like Google ads, Facebook pages, and a CRM system. This led to increased leads, walk-ins, revenue and reduced customer acquisition costs while opening new markets in Delhi. Key learnings included that digital marketing can work for retailers and using a CRM helps optimize sales from marketing leads.
The document discusses how traditional funnel-based marketing is broken and introduces lifecycle marketing as a better approach. It argues that the funnel model does not accurately reflect customer behavior, focuses only on the initial customer experience, and lacks consideration for ongoing customer experience and engagement. Lifecycle marketing takes a holistic view of the entire customer journey from awareness to advocacy. It involves identifying all customer touchpoints, tracking customer interactions and data over time, and optimizing the customer experience at each stage of the lifecycle.
MO Furnishing, a leading home furnishing store in Gurgaon, sought to expand its market and tap new customers through digital marketing after facing increased competition. It hired Abhiyan Digital to implement a digital marketing strategy. Abhiyan launched campaigns on Google and Facebook, set up a CRM system, and recruited inside sales staff. This approach increased MO's leads, walk-ins, conversions and revenues while reducing customer acquisition costs. MO was able to successfully enter new markets digitally and gain valuable customer insights from its CRM to improve sales.
This document discusses the challenges of marketing departments becoming fragmented as marketing functions specialize and new digital channels emerge. This can lead to inconsistent goals, siloed teams focusing only on their own KPIs, and a lack of integrated strategies. It recommends centralizing marketing functions and having a single, clear organizational goal and inbound marketing strategy to guide all teams. It also stresses the importance of a unified marketing automation platform to integrate disparate customer data sources and enable personalized, triggered communications. Centralizing content production and implementing a content marketing framework can help address challenges around dispersed content creation and inconsistent quality.
How to Create a Strong Value Proposition Design for B2B - It's all about the ...Daniel Nilsson
You need to stand out in 3 seconds - The competition is fierce and you need to be able to catch interest in less than 3 seconds and then keep it. This is true no matter if you are creating a message for a presentation, the web, a speech or a video.
Most likely you do the following misstakes today
- You start a presentation with a company overview
- You start a presentation about your product
- Your webpage is all about your product
ä You have more then 10 words on your power point slide
Tools the super professionals use will be yours
In this presentation you will learn how to create amazing B2B Value Propositions Designs that will not only say what you need to say but will catch the interest of the person you are trying to reach in a totally new way. I will show you 4 tools that the super professionals use and how to use them.
I created this presentation after doing extensive research on how to create a strong value proposition. The data I have reviewed are from marketing experts, Gartner, reports and my own personal experience creating value propositions.
The purpose of the presentation is to share my conclusions on how to build a strong value proposition.
Please feel welcome to share your thoughts, insights or comments. I love feedback. You can send an email to info@daniel-one.com or visit my webpage www.daniel-one.com. I look forward to hear from you.
Some pictures can be a bit blurry when you view the presentation directly from the web. To view a high quality version of the presentation simply download it. If you have any questions please don't hesitate to contact me at www.daniel-one.com
A Guide to Effective Lead Generation - The Journey from List to LeadReshma Nigam
This white paper delineates Markable Solutions’ high impact lead generation techniques to develop marketing qualified leads for an organization’s sales pipeline.
You will learn how to:
1. Define a lead and understand the buying process
2. Build a robust B2B lead generation strategy
3. Use various list-to-lead techniques by Markable Solutions
Marketing Automation sounds like the perfect solution, but perhaps it hasn’t delivered quite as well as you thought? Here are 10 reasons why Marketing Automation missions fail, and the solutions behind them!
A quick guide on what Marketing Automation is, steps to success in launching your campaigns, how to optimise activity and enables sales to help drive revenue.
The document discusses building a customer-centered content strategy and marketing approach. It begins by noting that customer experience will overtake price and product as the key brand differentiator by 2020. It then discusses how most companies are drowning in customer data without effectively using it. The rest of the document outlines the key steps to building a customer-centered approach: defining customer personas; mapping the customer journey from awareness to advocacy; identifying touchpoints across that journey for content marketing; and using account-based marketing strategies. The overall message is that marketing needs to shift from being product-centric to being customer-centric by deeply understanding the customer and engaging them across their entire journey.
Digital Marketing in Canada, an IntroductionAlex Rascanu
Alex Rascanu delivered the "Digital Marketing in Canada, an Introduction" presentation on March 15, 2014 at the Summit 2014 conference, organized by the Rotman Commerce Marketing Association in Toronto. More details about the presentation: http://www.alexrascanu.com/digital-marketing-canada-introduction
Improving marketing in B2B using Social Networking Dr.Hakan Tetik
The idea is very basic: Corporates should have their own facebook platforms expecially for their field services like sales, services and marketing. Employees or channels which are in cooperation with the main body of the echosystem can better teach each other, can better compete and can better collaborate - let them do but listen carefully !
The purpose of a persona is to identify a customer’s motivations, expectations,and goals. Even though
personas … are fictitious, they are based on knowledge of real customers. A well-crafted persona enables you to stand in your customer’s shoes and take a more customer-centric view.
This document provides an agenda for the Summit VI conference, which focuses on best practices for leadership, internet marketing, customer relationship management, marketing, business development centers, and sales. The agenda lists several speakers who will discuss topics like motivation, sales training, goal setting, expanding internet departments, search engine marketing, power prospecting, dealership processes, using technology for marketing and sales, and improving pre-owned vehicle profits.
The Strategic Marketing Process - How to Structure Your Marketing Activities ...Marketing MO
This document discusses the importance of developing a strong brand strategy to support your company's competitive positioning. It defines branding as the entire experience customers have when interacting with your company or product. A successful brand clearly communicates what you stand for and the value you provide through all touchpoints, such as marketing messages, employee interactions, and comparisons to competitors. Developing brand equity makes your company more recognizable and valuable by creating an emotional connection with customers. The document stresses that companies should proactively define their brand through strategy rather than allowing customers to perceive them randomly.
The Strategic Marketing Process - How to Structure Your Marketing Activities ...Moderandi Inc.
This guide defines a marketing process that you can use to put structure around your daily, monthly and annual marketing and sales activities.
The process covers more than just traditional marketing and ties together all go-to-market business activities: strategic planning, financial planning and measurement, creative development, marketing execution and sales, and customer retention.
The Strategic Marketing Process - How to Structure Your Marketing Activities ...Moderandi Inc.
This guide defines a marketing process that you can use to put structure around your daily, monthly and annual marketing and sales activities.
The process covers more than just traditional marketing and ties together all go-to-market business activities: strategic planning, financial planning and measurement, creative development, marketing execution and sales, and customer retention.
Session from the Digital Workplace Conference NZ (#DWCNZ), held at the Cordis Hotel in Auckland, New Zealand on April 30th, 2019. Presented by Christian Buckley, Microsoft RD & MVP, and the CEO of CollabTalk LLC, an independent research and technical marketing services company based in Lehi, Utah.
The document provides an overview of strategic marketing and outlines a process for structuring marketing activities to achieve better results. It discusses key concepts like competitive positioning, brand strategy, and categorizing marketing activities into strategy, tools, and customer acquisition buckets. The overall marketing process described ties together strategic planning, financial planning, creative development, marketing execution, sales, and customer retention.
The document provides an overview of strategic marketing and outlines a process for structuring marketing activities to achieve better results. It discusses three key buckets: strategy, tools, and customer acquisition. Strategy involves high-level conceptualization of penetrating the market. Tools are the collateral and processes used for tactical execution. Customer acquisition are the marketing mediums and tactics used to execute strategies. The document recommends first defining strategy before implementing tactics. It aims to provide structure and guidance to help marketers determine the "right things" to be doing.
The document provides an overview of strategic marketing and outlines a process for structuring marketing activities to achieve better results. It discusses three key buckets: strategy, tools, and customer acquisition. Strategy involves high-level conceptualization of penetrating the market. Tools are the collateral and processes used for tactical execution. Customer acquisition are the marketing mediums and tactics used to execute strategies. The document recommends first defining strategy before implementing tactics. It provides examples of how different companies deliver value through operational excellence, product leadership, or customer intimacy.
This document provides an overview of Business Guide and the services it offers to help companies improve their marketing strategies and customer experiences. Business Guide uses primary research, analytics, and modeling to help clients develop optimal marketing strategies, build stronger brands, improve products and advertising, and enhance customer loyalty. The goal is to help companies build sustainable business models for the 21st century. Services include marketing, events, photography/videography, mystery shopping, social media, and more.
This document discusses search marketing and provides strategies for optimizing organic and paid search. It defines search engine optimization (SEO) as obtaining unpaid traffic from organic search results by optimizing websites to send signals to search engines. Paid search (PPC) is defined as obtaining paid traffic by bidding on search engine ad placements. The author argues search marketing serves three purposes: 1) Protecting brands by occupying search rankings, 2) Obtaining new customers, and 3) Harvesting repeat customers through organic search. Overall search marketing is presented as a key digital marketing technique for obtaining website traffic.
Mobile marketing is an emerging opportunity, especially in emerging markets like India where mobile penetration is high. Some key points:
1. Mobile marketing allows companies to reach a large customer base through targeted, personalized messages on wireless networks.
2. Emerging markets like India, China, and Brazil have seen strong growth in mobile users, with India having over 900 million subscribers.
3. Mobile marketing offers advantages over other media in reach, frequency of exposure, effectiveness of message delivery, convenience, localization, integration, and building relationships.
4. Emerging mobile marketing technologies that may be used include mobile websites, SMS alerts/reminders, mobile apps, coupons, QR codes, and mobile search advertising.
A "mathematical" diagnostic tool for how to create and manage brand...Drthomasbrand Limited
This document presents a mathematical model for creating and managing brand wealth. The model identifies key elements that build brand value, including market opportunity, brand positioning, name and identity, marketing communications, and customer experience. It shows how aligning these elements can exponentially increase brand wealth. The model enables brand owners to systematically diagnose strengths and weaknesses, focus resources more efficiently, and measure brand performance over time. The complex market environment makes this type of strategic brand management approach even more important.
This document provides an overview of marketing concepts and strategies. It discusses defining marketing and its key components like creating and communicating customer value. It also outlines various marketing strategies and tactics like the 4 P's, developing a unique selling proposition, and conducting market research. The document emphasizes developing a clear marketing strategy and action plan with goals, tactics, responsibilities and metrics to measure effectiveness.
Become a Digital Marketing Manager
An Essential Skills Checklist
For more information contact Digital Marketing Association Pakistan | https://DMAP.pk
#digitalmarketingmanager #DigitalMarketing #DigitalMarketingAssociationPakistan #DMAP #SocialMediaManager
This document provides an introduction to digital marketing communications management. It outlines the progression of the course and defines the scope of digital marketing. Key topics covered include the seven stages of the digital marketing communications cycle, the four customer relationship stages, guidelines for digital marketing success, and how traditional marketing methods still apply but must be adapted for the digital world. Personalization and interactivity are identified as two aspects that make digital marketing distinct from traditional marketing approaches.
The document provides details on creating a customer journey-based marketing plan to sign up new customers for Udacity's Digital Marketing Nanodegree Program (DMND). The plan aims to obtain 300 signups using a $50,000 budget over one quarter. It outlines target personas, phases of the customer journey, marketing tactics, budget allocation across phases, and key metrics to evaluate campaign performance. The highest spending and sales are projected for the "Desire" phase through Facebook advertising. The overall campaign ROI is calculated to be positive.
Similar to Startup Marketing Playbook by Mark Donnigan (20)
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Are you struggling to differentiate yourself in a saturated market? Do you find it challenging to attract and retain buyers? Learn how to effectively communicate your expertise using a Free Book Funnel designed to address these challenges and attract premium clients. This session will explore how a well-crafted book can be your most effective marketing tool, enhancing your credibility while significantly increasing your leads and sales while decreasing overall lead cost. Unpacking practical steps to create a magnetic book funnel that not only draws in your ideal customers, but also keeps them engaged. Break through the noise in the marketing world and leave with a blueprint that will transform your sales strategy.
This session will aim to comprehensively review the current state of artificial intelligence techniques for emotional recognition and their potential applications in optimizing digital advertising strategies. Key studies developing AI models for multimodal emotion recognition from videos, images, and neurophysiological signals were analyzed to build content for this session. The session delves deeper into the current challenges, opportunities to help realize the full benefits of emotion AI for personalized digital marketing.
In this dynamic session titled "Future-Proof Like Beyoncé: Syncing Email and Social Media for Iconic Brand Longevity," Carlos Gil, U.S. Brand Evangelist for GetResponse, unveils how to safeguard and elevate your digital marketing strategy. Explore how integrating email marketing with social media can not only increase your brand's reach but also secure its future in the ever-changing digital landscape. Carlos will share invaluable insights on developing a robust email list, leveraging data integration for targeted campaigns, and implementing AI tools to enhance cross-platform engagement. Attendees will learn how to maintain a consistent brand voice across all channels and adapt to platform changes proactively. This session is essential for marketers aiming to diversify their online presence and minimize dependence on any single platform. Join Carlos to discover how to turn social media followers into loyal email subscribers and ultimately, drive sustainable growth and revenue for your brand. By harnessing the best practices and innovative strategies discussed, you will be equipped to navigate the challenges of the digital age, ensuring your brand remains relevant and resonant with your audience, no matter the platform. Don’t miss this opportunity to transform your approach and achieve iconic brand longevity akin to Beyoncé's enduring influence in the entertainment industry.
Key Takeaways:
Integration of Email and Social Media: Understanding how to seamlessly integrate email marketing with social media efforts to expand reach and reinforce brand presence. Building a Robust Email List: Strategies for developing a strong email list that provides a direct line of communication to your audience, independent of social media algorithms. Data Integration for Targeted Campaigns: Leveraging combined data from email and social media to create personalized, targeted marketing campaigns that resonate with the audience. Utilization of AI Tools: Implementing AI and automation tools to enhance efficiency and effectiveness across marketing channels. Consistent Brand Voice Across Platforms: Maintaining a unified brand voice and message across all digital platforms to strengthen brand identity and user trust. Proactive Adaptation to Platform Changes: Staying ahead of social media platform changes and algorithm updates to keep engagement high and interactions meaningful. Conversion of Social Followers to Email Subscribers: Techniques to encourage social media followers to subscribe to email, ensuring a direct and consistent connection. Sustainable Growth and Minimized Platform Dependence: Strategies to diversify digital presence and reduce reliance on any single social media platform, thereby mitigating risks associated with platform volatility.
Capstone Project: Luxury Handloom Saree Brand
As part of my college project, I applied my learning in brand strategy to create a comprehensive project for a luxury handloom saree brand. Key aspects of this project included:
- *Competitor Analysis:* Conducted in-depth competitor analysis to identify market position and differentiation opportunities.
- *Target Audience:* Defined and segmented the target audience to tailor brand messages effectively.
- *Brand Strategy:* Developed a detailed brand strategy to enhance market presence and appeal.
- *Brand Perception:* Analyzed and shaped the brand perception to align with luxury and heritage values.
- *Brand Ladder:* Created a brand ladder to outline the brand's core values, benefits, and attributes.
- *Brand Architecture:* Established a cohesive brand architecture to ensure consistency across all brand touchpoints.
This project helped me gain practical experience in brand strategy, from research and analysis to strategic planning and implementation.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Dive deep into the cutting-edge strategies we're employing to revolutionize our web presence in the age of AI-driven search. As Gen Z reshapes the digital realm, discover how we can bridge the generational divide. Unlock the synergistic power of PPC, social media, and SEO, driving unparalleled revenues for our projects.
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...Amsive
Lily Ray, Vice President of SEO Strategy & Research at Amsive, explores optimizing strategies for sustainable growth and explores the impact of AI on the SEO landscape.
In this humorous and data-heavy session, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually.
In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with:
• Clear and compelling evidence that most legacy SEO metrics and tactics have slim to no impact on SEO outcomes
• A major mindset shift that eliminates most of the metrics and tactics associated with SEO in favor of a single metric that defines and drives organic ranking success
• Practical, step-by-step methodology for choosing SEO pillar topics and publishing content quickly that ranks fast
The Strategic Impact of Storytelling in the Age of AI
In the grand tapestry of marketing, where algorithms analyze data and artificial intelligence predicts trends, one essential thread remains constant — the timeless art of storytelling. As we stand on the precipice of a new era driven by AI, join me in unraveling the narrative alchemy that transforms brands from mere entities into captivating tales that resonate across the digital landscape. In this exploration, we will discover how, in the face of advancing technology, the human touch of a well-crafted story becomes not just a marketing tool but the very essence that breathes life into brands and forges lasting connections with our audience.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
As 2023 proved, the next few years may be shaped by market volatility and artificial intelligence services such as OpenAI's ChatGPT and Perplexity.ai. Your brand will increasingly compete for attention with Google, Apple, OpenAI, and Amazon, and customers will expect a hyper-relevant and individualized experience from every business at any moment. New state-legislated data privacy laws and several FTC rules may challenge marketers to deliver contextually relevant customer experiences, much less reach unknown prospective buyers. Are you ready?Let's discuss the critical need for data governance and applied AI for your business rather than relying on public AI models. As AI permeates society and all industries, learn how to be future-ready, compliant, and confidentlyscaling growth.
Key Takeaways:
Primary Learning Objective
1: Grasp when artificial general intelligence (""AGI"") will arrive, and how your brand can navigate the consequences. Primary Learning Objective
2: Gain an accurate analysis of the continuously developing customer journey and business intelligence. Primary Learning Objective
3: Grow revenue at lower costs with more efficient marketing and business operations.
Google Ads Vs Social Media Ads-A comparative analysisakashrawdot
Explore the differences, advantages, and strategies of using Google Ads vs Social Media Ads for online advertising. This presentation will provide insights into how each platform operates, their unique features, and how they can be leveraged to achieve marketing goals.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Build marketing products across the customer journey to grow your business and build a relationship with your customer. For example you can build graders, calculators, quizzes, recommendations, chatbots or AR apps. Things like Hubspot's free marketing grader, Moz's site analyzer, VenturePact's mobile app cost calculator, new york times's dialect quiz, Ikea's AR app, L'Oreal's AR app and Nike's fitness apps. All of these examples are free tools that help drive engagement with your brand, build an audience and generate leads for your core business by adding value to a customer during a micro-moment.
Key Takeaways:
Learn how to use specific GPTs to help you Learn how to build your own marketing tools
Generate marketing ideas for your business How to think through and use AI in marketing
How AI changes the marketing game
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
How to Use AI to Write a High-Quality Article that Ranks
Startup Marketing Playbook by Mark Donnigan
1. BUILDING DEMAND FOR NEWCO’S
A disruptive innovation startup marketing playbook by Mark Donnigan.
ALL RIGHTS RESERVED, COPYRIGHT 2020 MARK DONNIGAN - CONTENT
MAY NOT BE USED WITHOUT PERMISSION - EMAIL MARK@D-LAUNCH.COM
2. The data shows that
startups do not fail
because of lack of
product development, or
the inability to scale.
Source: tractiongapbook.com
Rather, companies fail
because they didn’t put the
same attention, passion,
and ingenuity into
engineering the market.
3. DEMAND GEN MARKETING is the
rocket fuel for sales and revenue.
Demand generation success
cannot be measured by MQLs or
SQLs only. Demand Gen is enabled
by the foundation of CATEGORY
DESIGN and it supports the
buyer’s journey to “closed/won.”
THREE MARKETING PILLARS
Intentional market engineering is required to create uncontested space as the Category King.
Three areas of focus for marketing teams are product marketing, demand generation, and category design.
PRODUCT MARKETING answers
the “why your solution?” It must
be problem-solution centered
with sufficient technical detail to
clear the evaluation checks
performed by technical
validators. It should lean heavily
on performance and benefits.
Go-to scale does not happen by
accident. Category King’s take
76% of the whole market. The
#1 job of the executive team,
founders and marketing leader
is to “become the king.”
CATEGORY DESIGN is the
bedrock for demand generation.
PRODUCT MKTG DEMAND GEN CATEGORY DESIGN
Learn more at GROWTHSTAGE.MARKETING | Contact Mark Donnigan at mark@d-launch.com to discuss your startup’s market development.
4. 1. Don’t get stuck marketing features. Talk about the problem-solution in the context of a category. The
real job of product marketing is to define the problem that you built your product/solution to solve in the
context of a category that you have named.
2. Demand generation is more than MQLs and a sales funnel. Real demand generation happens only when
you have built a category and the market sees you as the default choice so that your competitors must
always explain how they compare to you.
3. Category design is the first and most important step to becoming a Category King. The concept of
Category King was ratified in the book ‘Play Bigger’. Category kings command up to 76% of the market.
The only choice is to become a king, lest you be left picking up scrapes.
4. If an organization embraces category design as a competitive imperative, marketing and all major
activities will be evaluated differently. Traditional marketing KPIs will not always line up with the
objective of defining and owning a problem where your product is the obvious solution that represents
the named category. Decisions around events, partner marketing, content marketing, paid/performance
media, email, SEO, speaking must contribute to establishing your company as the category king.
MARKETING PILLARS: Key Concepts
Learn more at GROWTHSTAGE.MARKETING | Contact Mark Donnigan at mark@d-launch.com to discuss your startup’s market development.
5.
6. Marketing has one task: drive business outcomes. Never has the marketing team needed to be more
versatile. Following the MBA marketing playbook no longer works because in today’s marketplace, the
buyer has all the power. For most companies it’s not technology risk, but business risk that is the greatest.
Marketing value is measured by: revenue impact. The B2B sales process is fragmented and complex with
dozens of stakeholders needing to sign off on a purchase decision. Many traditional marketing ROI and
campaign attribution methods are no longer effective.
Your company must address the market by: defining a problem and naming the category for the solution
that your product delivers. Category King and Queens take up to 76% of the market value. They define the
market when all competitors refer to them for comparison. Ex: Salesforce = CRM, AWS = public cloud.
The only way to drive a market: is to be the Category King. If you are not a Category King, you are picking
up scraps and your marketing spend will be much higher as a percentage of revenue than the leader.
Marketing’s job #1 is to define and drive a category. This is how market dominating companies are built.
CATEGORY DESIGN: FOUNDATION OF DEMAND GEN
MBA driven brand marketing will kill you. If you are not the Category King, you will be left fighting for scraps.
Learn more at GROWTHSTAGE.MARKETING | Contact Mark Donnigan at mark@d-launch.com to discuss your startup’s market development.
7. DEMAND GENERATION,
Jobs To Be Done:
1. Create awareness of the problem
and solution. (Category Design)
2. De-risk the buying process.
(Establish Credibility)
3. Build the market. (Create Demand) 3
2
1
B2B BUYER,
Jobs To Be Done:
Learn more at GROWTHSTAGE.MARKETING | E: mark@d-launch.com
8. CAPTURE
Utilizing digital channels we
will execute a highly
coordinated attention grab
of key personas.
ENGAGE
Utilize email, social,
organic, website, video,
to create a big bang
(lightning strike).
EDUCATE
Identify major trends and
explain the problem/solution
so that we can educate the
market on our POV.
CONVERT
Develop offers and a
process for refining
leads to ensure
conversions.
THE DEMAND GEN JOBS FLYWHEEL
1
2
4
3
Learn more at GROWTHSTAGE.MARKETING | Contact Mark Donnigan at mark@d-launch.com to discuss your startup’s market development.
9. CAPTURE - what success looks like:
➔ “You guys are everywhere!”
➔ Today’s buyer gives attention to companies who are
present in the market. No presence, no attention.
Key tactics:
1. Highly coordinated social pushes on LinkedIn.
2. Internal company Influencer program.
3. Capture leaky website traffic via retargeting on
LinkedIn and Google.
4. Paid traffic on LinkedIn.
5. Paid search ads on Google.
6. Organic search optimization (SEO).
7. Email, general news, triggered and segmented
content and messages.
1. CAPTURE
2. EDUCATE
3. ENGAGE
4. CONVERT
DEMAND GEN MARKETING JOBS
Learn more at GROWTHSTAGE.MARKETING | E: mark@d-launch.com
10. 1. CAPTURE
2. EDUCATE
3. ENGAGE
4. CONVERT
EDUCATE - what success looks like:
➔ “I didn’t realize that you could help me!”
➔ Buyers are attention constrained and they don’t
know how we can help them. When we deliver value
buyers reward us by paying attention.
Key tactics:
1. Publish “how to” content.
2. Write with a problem-resolution slant, all content
should show that you understand the buyer.
3. Leverage key trends in the industry to educate
and inform.
4. Leverage hot topics and trends in the industry
and ecosystem.
5. Publish Case studies, Scenario Guides,
ISV/CSP/VAR resources.
6. Content types can be video, white papers, blog
posts, podcast, audio summaries.
DEMAND GEN MARKETING JOBS
Learn more at GROWTHSTAGE.MARKETING | E: mark@d-launch.com
11. 1. CAPTURE
2. EDUCATE
3. ENGAGE
4. CONVERT
ENGAGE - what success looks like:
➔ Growing engagement across distribution channels.
➔ Improvement in trackable metrics that indicate intent
(views, downloads, opens, actions).
Key tactics:
1. Marketing automation produced dynamic
content, email, e.g. “smart content.”
2. Email still works! (if done right)
3. Direct engagement on website during a session
(chat - create and hold conversations).
4. Online events - webinars and virtual conferences.
5. Provide intelligence to SDR’s and AE’s on the
actions taken by identified prospects.
6. Custom landing pages by industry,
use-case/scenario, and company.
7. Google Analytics, CRM, marketing automation
integration to drive lead scoring/grading.DEMAND GEN MARKETING JOBS
Learn more at GROWTHSTAGE.MARKETING | E: mark@d-launch.com
12. 1. CAPTURE
2. EDUCATE
3. ENGAGE
4. CONVERT
CONVERT - what success looks like:
➔ Demand Gen is a cradle to grave activity, it doesn’t stop at
the SQL phase but follows thru to the P.O.
➔ Demand Gen can (and should) play a role with customer
success to stimulate usage and follow on revenue.
Key tactics:
1. Irresistible offer- time bound, e.g. sample
simulation of a real life workload that is
preconfigured and ready to run.
2. Website engagement via chat (conversational
marketing) to drive live conversations.
3. Sales -> marketing feedback loop via an internal
“NPS” like process.
4. Reduce content gates but increase data telemetry
and analysis, be omnipresent.
5. Be omnipresent not by saturating channels but
diffusing content distribution and increasing share
of voice and brand perception as category king.DEMAND GEN MARKETING JOBS
Learn more at GROWTHSTAGE.MARKETING | E: mark@d-launch.com
13.
14. CATEGORY DESIGN STEPS: 1.2.3.4.
The marketing head, supported by the executive team, is the caretaker of category design.
Here is the process for making your company the most demanded by the market:
To win a market,
marketing must lead with
the objective of defining
and dominating a
category.
Category design is a process, but
there has never been a dominant
company in a market space who
wasn’t the category definition.
Example: AWS (cloud
computing). Salesforce
(SaaS-CRM). UBER (ridesharing).
Apple (iOS/mobile).
Name Category
Name the category
and reference it
when presenting
your product.
Define Problem
Define the problem
that needs
addressing for the
category to exist.
Develop POV
A point of view is how
you will explain the
need for solving the
category problem.
Mobilize
The entire company
must be activated in
the category design
process.
1 2
3 4
Learn more at GROWTHSTAGE.MARKETING | Contact Mark Donnigan at mark@d-launch.com to discuss your startup’s market development.
15. 1. Problem definition is built by developing insights into a problem that you’ve identified where the
technology/product/solution can solve it (the problem) in a substantive way.
2. Category name must comprise the market definition, the nature of the problem, and who the problem most
affects (the beneficiary). Do not be afraid to refine the name or change it as market feedback directs. The
name must be adopted by the industry or ecosystem for a category to be established.
3. Documenting the category “from-to” state is essential. Publish a visual ecosystem map or other graphical
representation that shows what exists today and what will exist in the future. Explain what your product and
solution is taking the client from and to what desired outcome.
4. The POV (point of view) document frames the problem. The POV articulates the ramifications of the problem
not being solved while presenting a vision for the future with your product and solution as the obvious answer.
5. Category design is led by marketing and it requires the active participation of product and sales. Marketing
leads the mechanics of the process but the entire company must help with implementation. Category design
requires CEO and founder support to be effective. No executive support, no category creation.
6. Lightning strikes are designed to capture the attention of the entire ecosystem in order to shine a massive
spotlight on the category, problem being solved, and what happens if this doesn’t happen. Marketing leads
these events, but the entire company almost always will participate.
CATEGORY DESIGN: Key Concepts
Source: playbigger.com/category-design
Learn more at GROWTHSTAGE.MARKETING | Contact Mark Donnigan at mark@d-launch.com to discuss your startup’s market development.
16. INDUSTRY: Stage of company specific, usually
leads with category definition followed by
answering the “who are you?” question.
Respond to “What problem do you solve and
why does it matter?” References regularly your
POV on the problem/solution for the category.
PRODUCT: Problem/solution centered with a focus
on defensible technology and performance
benefits. Will point to the category for positioning
of feature choices and key product decisions.
PARTNERS: How partners will benefit by
supporting the category and company. Content is
heavy on category training using your POV as the
basis for education and why you are the only
choice. The best partners become evangelists for
your company and the category.
TARGET ACCOUNTS: ABM takes into account the full
spectrum of influencers and the buying group. Less about
competitive positioning, more about the solution to the
problem. Answers question, “How is life better after
you?” What happens if we don’t use or adopt you?
01
02
03
04
MARKETING MESSAGES FRAMEWORK
Learn more at GROWTHSTAGE.MARKETING | Contact Mark Donnigan at mark@d-launch.com to discuss your startup’s market development.
17. 1. When talking to the industry it is essential to speak in the context of the ecosystem and your role as the leader
“problem solver” having the most obvious solution to the problem that you have defined.
2. Avoid marketing copy that talks about the company or the product in terms of features, price, or competitive position.
Customers only care about the answer to this question: “Can you solve my problem?” clients are looking for a
solution to a problem and effective marketing explains the problem even better than the customer can articulate it.
3. ABM or account based marketing is often defined by a set of tools rather than a specific messaging framework.
Effective ABM strategy uses all the appropriate marketing vehicles and channels to get the following messages in front
of every buying constituent in this order: (1) “This is the problem and here is the solution.” (2) “This is what your life will
be like after you choose us.” (3) “Here is what to do next.”
4. Partners must be trained on how to represent the category. To amplify your category creation efforts, give your
channel partners the precise words and messages so that the market always hears the same category story.
5. Presenting product features and technology is best done in the context of the category. Don’t miss the opportunity to
further strengthen your leadership role as the Category King by presenting your product relative to the category. In
time, the industry will begin to embrace you as the defacto “standard.” e.g. Salesforce enjoys the category king position
such that everyone searching for a CRM, compares alternative solutions to Salesforce. This gives Salesforce exposure to
a very high percentage of the TAM simply because they are seen as the “King.”
MARKETING MESSAGES: Key Concepts
Learn more at GROWTHSTAGE.MARKETING | Contact Mark Donnigan at mark@d-launch.com to discuss your startup’s market development.
18. CATEGORY DESIGN STARTS
WITH THE LEADER:
The marketing leader must be a doer, capable of crafting
the strategy, winning over internal stakeholders, and
building a team or leading the team where one already
exists. All while executing a plan that will require
cross-functional coordination and agreement.
19. Sales and revenue driven, comfortable
measuring their activities based on
unknown outcomes. Willing to make
bold bets while limiting downside.
Crafts product messaging, and take an
active evangelism role. Have great
instincts on category and
consumer/market message fit.
Comfortable seeking alpha of the
market, and understanding trends
when the information is highly diffuse
and no historical data is available.
Able to dissect markets, observe and
take action, network and
communicate with customers using
intuition that is informed by logic and
experience.
MARKETING LEADER ATTRIBUTES
The marketing leader must have built markets (categories), not “only” maintained brand identities.
ABLE TO BUILD A TEAM OF WORLD CLASS MARKETERS.
Learn more at GROWTHSTAGE.MARKETING | Contact Mark Donnigan at mark@d-launch.com to discuss your startup’s market development.
20. Creative, articulate, expressive. Good writing
ability with an understanding of copy writing
and “voice” will be an advantage.
Critical thinker with an analytic mind. Able to
see industry shifts, trends, and market
dynamics that others do not.
Ability to communicate to small and large
audiences, needed for 1:1 customer and
partner meetings, as well as industry events.
Experience leading sales teams with revenue
accountability will provide valuable
partnership alignment to the head of sales
and CEO to ensure marketing drives revenue.
MARKETING LEADER PROFILE
Record of building marketing engines (categories) in emerging or yet to be defined sectors & categories.
Learn more at GROWTHSTAGE.MARKETING | Contact Mark Donnigan at mark@d-launch.com to discuss your startup’s market development.
22. Market & Product G2
- Learn competitors GTM
strategies, sales motions,
marketing motions
- Talk to Rescale ISV & CSP
partners
- Internal product training
Internal Meet & Greet
- Marketing team, history,
what’s working
- Calls with AE’s & BDR’s across
industries & geographies
- Founding story, company
history- the Genesis
Customer Education
- Listen to sales calls
- Talk to prospects &
customers, facilitated by sales
(if possible)
- Talk to internal field facing
team
Asset Review
- Review marketing assets
- What do we have?
- Where can they be found?
- Why were they created, do
they still work?
- How are they being used?
Mktg Perform/Analytics
- Distribution/channels audit,
what’s working best, why?
What’s not working?
- Conversion rates, costs,
organic data
- What data sources do we have
access to?
Marketing Tools Audit
- What tools are available?
- How are they being used?
- What tools are still needed?
- What tools should be
replaced?
- Resident knowledge in the
team on the tools in-house
MARKETINGMARKET 1. Build Understanding
FIRST 90 DAYS
Learn more at GROWTHSTAGE.MARKETING | Contact Mark Donnigan at mark@d-launch.com to discuss your startup’s market development.
23. Develop SLA with Sales
- Goals, metrics
- Expectations
- Define success
- Responsible parties
- Contact points
RACI roles/responsibilities
- Responsible, Accountable,
Consulted, Informed
- Facilitate ownership of tasks
as well as communication
- Transparency & accountability
across stakeholders is goal
Implement marketing tools
- Hubspot - Marketo
- Identify tech resources
- Connect, identify if needed
CRM admin
- Training if needed
2. Administration
FIRST 90 DAYS
Learn more at GROWTHSTAGE.MARKETING | Contact Mark Donnigan at mark@d-launch.com to discuss your startup’s market development.
24. 3. Take Big Action
Email grooming
& seg exercise
Post list grooming,
develop newsletter
themes & trigger
mails for high intent
funnel actions taken.
Goal: Send 2
newsletters
(bi-weekly) and
establish email
sequence based on
a meaningful action.
Email: news &
trigger blasts
D100 LinkedIn
organic camp
Webinar
amplifier camp
Build campaign to
promote evergreen
webinar (existing).
360 campaign with
paid promotion on
LinkedIn, website CTA,
email promotion. Net
new acquisition funnel
designed to convert
new new lead.
Data grooming exercise
to ensure max email
deliverability &
engagement. Tighten
segmentation based on
buying role, industry,
and geography.
Using LinkedIn
target a list of the
Dream 100
customers. Goal:
build organic reach,
but will require paid
ads. FLOWS:
Ad-Webinar, Ad-Case
Study, Value prop
video with CTA.
CAPTURE EDUCATE ENGAGE CONVERT
FIRST 90 DAYS
Learn more at GROWTHSTAGE.MARKETING | Contact Mark Donnigan at mark@d-launch.com to discuss your startup’s market development.
25. 1. Start Category Design Process: Top priority (P1).
2. Build a Content Engine.
○ Leverage existing assets, be efficient with content by
repurposing and updating.
○ Go big with video!
○ Tent pole content for industry targets and key buying personas.
3. Build a Distribution Engine.
○ LinkedIn, organic & paid.
○ Google, organic & paid.
○ Optimize website.
○ Events: virtual, partner & company (in-person when safe).
OBJECTIVE >> Build pipeline for business contribution.
BEYOND 90 DAYS
26. LET’S TALK ABOUT YOUR MARKETING
Mark Donnigan | growthstage.marketing | mark@d-launch.com