Peter Mollins on Marketing

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  • Why stop at Buyer Intent when you can get to Higher Intent?

    Yesterday I laid out why Buyer Intent is powerful, but has its limitations. 1. Much of the data is also in your competitors’ hands. So, you’re back in the same loop of competing against the noise of other vendors. 2. When the data is more specific to your business (e.g. website visits, content engagement, or…

  • Marketing’s Awesome Sales Kickoff Deck

    Sales has wrapped up another quarter and it’s soon going to be time for a new quarter kickoff. What does marketing do for it? Well, if you’re a marketer running through a deck filled with self-backslaps, you’re doing it wrong.  Here’s a suggested framework for how you can make the greatest marketing Sales Kickoff deck.…

  • 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…

  • The MONEY Model to Building a Marketing Plan

    My family has a passion for the performing arts. Seeing live theater, performing, and (in my case) helping in the concession stands at the local high school production.  In my county, there are several regional theaters that have top-notch local productions. Very gifted people perform and produce these shows. I’m very lucky to say that…

  • What is the Purpose of Marketing?

    Who Are You? What Do You Do?! A start-up I worked for had a massive sales opportunity with the US Postal Service. I got suited up and joined my CEO for an in-person sales call in Washington, DC. The meeting went well, and I had several hours to kill before my flight. So, I decided…

  • Why Share a Marketing Plan with the World?

    Writing a Letter, Starting a Plan When I was twelve, I watched a documentary on the island paradise of the Seychelles. This archipelago in the Indian Ocean is breathtaking. Filled with tropical birds, stunning waterfalls, lush vegetation, and rich traditions. I decided that I wanted to live somewhere on this island chain. But which particular…