Category Archives: Uncategorized

Welcome to The Marketing HIGH GROUND series of mini-guidebooks

In response to reader feedback, I’ve developed a series of mini-guidebooks, each one focused on a specific best-practice topic. There’s no pomp and circumstance here; just technique, template, and examples. Continue reading

New mini-guidebook! How to build a Persona

The Marketing High Ground series: PERSONAS is now available in both paperback and Kindle versions. Continue reading

A Q&A with Mike Gospe (Part 4): on mapping messages to the customer’s buying process

Recently, I was interviewed by the editors of DemandGen Report. Here’s part 4 of 5.

  • You break downThe Message Box,” a tool for marketers to tell their stories. Can you explain how this works and why “storytelling” has become a successful way to communicate the value proposition? Continue reading

Empathy. The secret ingredient for successful marketers.

If you’ve been navigating the marketing groups on LinkedIn lately, you’ve probably run across this thought-provoking question: Can you use ONE WORD to describe the biggest challenge facing B2B Marketing today? Answers vary wildly from “time”, to “noise”, to “myopia”.  All good answers. But I have a different take on this question. Instead, I wonder if there is one word that can be used to separate the best B2B marketers from all the rest.  As a consultant to high-tech marketing leaders, I spent the last 10 years working with B2B marketing teams looking for clues, and I think I found the answer. Continue reading

The Marketing High Ground is coming!

Fellow marketers,

My new book, The Marketing High Ground, will be published in June 2011. This is a companion book Marketing Campaign Development. In this new book I expand on the best-practice techniques of personas, positioning statements, and messaging. Designed as a practical playbook for marketing practitioners (product marketers, product managers, and lead gen experts of all types), this is the one book that walks you through the steps of creating and critiquing your work.  If you like the material covered in my marketing campaign development blog, I think you’ll find the book of exceptional value.  In it, you’ll find step-by-step instructions, tips, templates, and lots of examples.

If you’d like to take a sneak peak, please email me.  I’ll be providing updates on the book, complete with excerpts, in the coming weeks. Stay tuned!.

Kind regards,

Mike Gospe