Marketing Playbook Ideal Customer Profile (ICP): How To Create A Comprehensive Customer Profile The goal of this article is to show how to create a 360-view of your customer and what characteristics you should consider when selecting your ideal customer profile and persona.
Marketing Playbook Competitive Analysis: How To Conduct A Comprehensive Competitive Analysis In this guide, you will learn how to conduct a competitive analysis: understand market trends, identify your competitors, evaluate opportunities, analyze threats to your organization, and adjust your go-to-market and positioning strategy accordingly.
content marketing Read This Before Hiring a VP of Anything This is the third article in a series of articles on why every company is a media company today and what that means for organizations. Today, every company is a media company. A
Media Company The 3 Angles to Every Corporate Story Every company is now a media company and that's why almost every corporate function must participate in content creation. Your organization can produce three categories of content -- and will benefit greatly by
marketing Marketing Strategy Playbook (20 min video) This video walks you thorugh creating effective marketing playbook. Marketing playbook consist of: 1. Customer profile Pains Behaviors Roles in buying process Day in live Current technology stack Current feelings and perceptions Type
marketing Why Every Company is Now a Media Business This article was originally published on Forbes. Today, the battle for attention is brutal. Audiences are exposed to a tremendous amount of content and an unprecedented number of ways to consume it. Traditional
Sales funnel Should SDRs Report to Marketing or Sales? My friend Ben Sardella, Co-Founder of OutboundWorks, recently posed the question on Linkedin: What department does Sales Development report to at your company - Sales or Marketing? The discussion took off. Here is
thought leadership The Ultimate Thought Leadership: How To Write an Industry ‘How-to’ Book Process, Tips, Hacks, Resources... Table of Contents Introduction Part 1: Development: Why, Who, and What? Start with Why: Why are you writing the book? / why do you want to write a book? Know
Marketing Playbook Freemium vs Free Trial vs Hybrid Customer Acquisition Model in SaaS: How To Develop a Customer Acquisition Strategy This article covers the key aspects of designing and implementing an effective customer acquisition strategy. It zeros in on a few important decisions when it comes
Marketing Playbook Understanding Customer Experience in SaaS Understanding Customer Experience in SaaS It seems every company these days is embracing a customer-centric strategy and talking about optimizing the customer experience. But it’s impossible to do either of those without
Sales funnel What is Next in the Sales Enablement Industry? Over the last couple of years, I have counseled/advised a dozen companies in the sales enablement industry. This article is an attempt to understand how the industry might change in the near
Marketing Playbook How to Design Marketing Campaigns: The Importance of Market Segmentation This article shares the process involved in designing successful marketing campaigns. The goal is to outline practical strategies and tactics that are vital in launching high ROI marketing campaigns. Its primary focus is
strategic messaging Strategic Communication: How to Develop Strategic Messaging and Positioning How to Develop Strategic Messaging and Positioning *This article was first published on Medium. * This article covers the essentials of strategic communication. The goal is to explain why it is critical that companies
lead scoring How To Design Lead Nurturing, Lead Scoring, and Drip Email Campaigns In my previous article, How To Track Customer Acquisitions: Customer Lifecycle, Sales Funnel, and Content Strategy, I described how companies attract, engage, and convert customers, and how this process can be optimized and
Marketing Playbook How To Track Customer Acquisitions: This article will walk you through the customer acquisition funnel for SaaS companies. The primary goal is to help you design, analyze, and optimize your customer acquisition process.
Content Strategy “Me-too” Content Strategy Leads to Failure We live in an over-communicated society. Everyone writes these days (myself included). We no longer respond to the content the way we did just 3–5 years ago when the content marketing concept