Implementing “marketing attribution” tools? Don’t forget to deal with change management.

“Marketing Attribution” tools and services are rapidly being adopted by Fortune 1000 companies. But successful application of these tools and services require much more than just operational finesse. It requires a deep understanding of your company’s culture. Companies must restructure their marketing operations. Continue reading

Presenting to VCs? Here are 5 rules to improve your chance of being invited back

Making your business case to venture capitalists is a very important step for any entrepreneur or startup executive. As you might expect, most VC pitches don’t go as well as they might. Based on many years of experience, here are 5 rules that will help you put your best foot forward. Continue reading

Is it time to finally document your positioning statement?

Here’s a two part question: 1)  can you tell me, in a simple sentence, how your product is positioned in the market? 2) Now, how many people in your marketing team would give me the same concise answer if I asked them? If you hesitate, it’s time to document and share your positioning statement.

Continue reading

Mastering product positioning made easy

Product positioning is not what you do to a product. Positioning is what you do to the mind of the prospect. So, how do we influence that, exactly?

It starts with developing a positioning statement that unites and aligns your marketing, sales, product development, and engineering teams. This statement clarifies the value you offer to a specific target market. And to successfully execute this statement, you need 3 things, and this online course delivers what you need to know:

  1. How to become a positioning master
  2. How to become  savvy in organizational politics
  3. How to boost your teamwork skills.
How to build, critique, and apply positioning statements

Mastering Product Positioning is an online course designed for busy marketers and product managers. Learn how to build, critique, and apply a positioning statement to your business.

The positioning statement is not just a template. It embodies an entire approach that puts the customer in the center of your universe.

I’ve written a lot on this subject in the past, and now I’m pleased to introduce you to a new online course entitled, Mastering Product Positioning.

This new online course teaches you everything you need to know about positioning statements. Specifically, you’ll learn how to work cross-functionally to build them, critique and tune them, and apply them to your products and business.

Mastering positioning statements is a skill that every marketer needs to have complete confidence in. Whether you are a novice to marketing or a veteran, this course will help you hone your skill set. And these skills will help you become a better marketer and a more valuable executive.

Check it out. Preview some of the lectures. Let me know what you think.

Check out the new online Persona course for B2B marketers

A new online course for B2B marketers

Create High Impact B2B Personas in 4 Easy Steps

A new online course for B2B marketers

Limited time offer: Now only $25 (a $96 value!)

The key to accelerating any revenue growth is found in how well you understand your target audience and what makes them tick. This isn’t new information. We have all heard the advice. The challenge? In the rush to get to market, we don’t always make the time. That’s why I created this new online course. Now you can download the template and master the persona exercise.

If you are already a reader of this blog, you’ve read about the technique and seen some examples. This new online course let’s you practice what you’ve read about. Not only that, you can build a persona for your business as part of the online course.

The course takes about 2 hours to complete, but you can work at your  own pace by stopping and starting the lessons as your schedule permits.

  • Download the persona template for B2B marketers
  • Review and critique B2B persona examples
  • Learn how to apply the template and the exercises to your own business
  • Expand your marketing experience as you build and hone your persona skills online and on your terms
  • Evaluate your success by comparing your knowledge via our pre- and post-course assessment quiz
  • Earn the B2B persona certificate, showing your mastery of this technique

Good luck, and good marketing!

Mike

3 Marketing Lessons I’ve Learned from Walking My Dog

Sometimes marketing lessons come when you least expect them. Here are three marketing lessons I’ve learned from my dog, a 2 year old English springer spaniel named Kerrigan. Continue reading

The difference between “positioning statements” and “value propositions”

Confused about the difference between positioning statements and value propositions? You’re not alone. These terms are often used interchangeably, but they mean very different things. Continue reading