2 – Own the Narrative
Create visibility and awareness so you appear larger than expected – owning the market space.
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Free Marketing Plan Template
Context for the Template This section describes how I generally think about a marketing model. Feel free to skip this section if you’d like to plunge directly into the marketing plan template. In this model, there are five elements. They are: Let’s talk through each of these elements in a bit more detail. The MONEY…
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Relevance > Personalization.
What kind of subject gets a prospect to open their email? What intro line gets someone on a cold call to stay on the line? It’s a message that’s relevant to the recipient. What is a relevant message? Too often we think first about personalization. But personalization is just a part, an important part, but…
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The Opposite of the Long Tail and What it Means for Marketing
“Little Caesaring” – the opposite of the long tail – is happening everywhere. And I love it. A YouGov poll found that the top three preferred pizza toppings are pepperoni, sausage, and extra cheese. So, it’s no wonder that Little Caesar earned their rep with standard cheese and pepperoni pizzas in one size – hot…
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How to Weight Your Target Account List Measures
Building your list of target accounts from your ideal customer profile should be a priority for any marketer. Whether you’re doing Account Based Marketing or not. As I posted about yesterday, I like to break up the target account list into three elements: Firmographic, Receptivity, and Readiness. Before I break down those scoring buckets in…
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Building Your Ideal Customer Profile Target List
The traditional SIC-code approach to building a target account list just doesn’t work for marketers anymore. It’s gotten derailed by the tidal wave of vendors targeting the same people and the impossibility of targets to process what’s coming at them. Of course, identifying your target account list doesn’t start in a database tool. It starts…
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Succeeding by Partnering with Success
Are you getting all you can from your Go-To-Market colleagues? Stop with the give, give, give. See what you can get from your relationships. As I talked about on Monday, marketing, sales, and success should align to best contribute to the GTM flywheel. So, should you just stay in your lane? Of course not, as…
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Marketing is Not Just Top of Funnel
I love the fact that the most influential text in modern B2B marketing was an eBook. It was Marketo’s definitive guide to marketing automation, and it shaped how today’s marketing playbooks are built. I don’t know for sure who all actually put fingers-to-keyboard on it (if you know, please comment below). But it was definitely…
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The Truth About Booths
My first marketing job was in event management (University of Manitoba Career Fair!) and so was my first break into tech (interning for Netscape supporting their European Developers Conference). So, trade shows run deep for me … and there’s one thing I’ve learned that you can do to make your booth a winner, and it…
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Give Your Audience Permission to Accept Your Position
Sometimes your message isn’t as clear as it should be. You might need to give your audience “permission” to get it. What do I mean? You might know that my wife is a music teacher and my kids have been in a bunch of incredible musical theater productions over the years. I’ve been in precisely…
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Stand Out at Your Next Conference
Event season is here. After hanging out with family and friends over the summer, many of us have the opportunity or commitment to go to the string of great sales, marketing, and go-to-market events that recur in the fall. SaaStr, Inbound, and Dreamforce are among the better known. But there are many other niche or…
Peter Mollins on Marketing 