Creating a buyer persona? Here are 3 common problems and how to avoid them

A new online course from Mike Gospe

How to Build Better Buyer Personas

“I know I’m wasting half of my marketing budget. I just don’t know which half!” Have you or your management team ever expressed this concern? It’s a common one. What if I told you that I know how to know, with certainty, which half of your budget is mis-spent? Continue reading

The secret to creating your killer elevator pitch

Mike Gospe's message box technique for creating your elevator pitch

Learn how to create a compelling elevator pitch for your new product. This is a new online course created by Mike Gospe.

The “message box” technique is a fun, fast way to create a compelling elevator pitch for your new product or service. For the month of March, this new online course is available for free. Continue reading

“Marketing Above the Noise” – 5 reasons to read this book

Some people estimate that the average person receives more than 10,000 messages everyday. That’s a whole lot of noise in the marketplace. Linda Popky shows us how to cut through all this clutter. Continue reading

Why having a “buyer persona” helps you shorten the sales cycle

Do you have a “buyer persona” to lead you to your target market? If not, your marketing team may be lengthening the sales cycle and not even know it. Continue reading

The secret to creating your best-ever “elevator pitch”

As marketers and product managers, the words we use are our most important tools. So, why is it that many times the words are never written down?

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Available now: B2B Messaging Boot Camp

New online messaging course from Mike Gospe

B2B Messaging Boot Camp: Learn how to create your most effective elevator pitch in just 90 minutes. Templates. Examples, Exercises.

Over the years, I’ve received a  lot of requests to share the exercises I write about in The Marketing High Ground. Now, in addition to my workshops and team “work sessions”, I invite you to check out my latest online course: B2B Messaging Boot Camp. Continue reading

A persona exercise: The Skeptical Futurist

If you are selling to CIOs or IT strategists, you may find this persona example of interest. Continue reading

How to structure a winning presentation agenda for VCs and prospects

Entrepreneurs and start-up executives continue to struggle with the best way to present their company to venture capitalists and their target customers. Especially for early stage companies, their personal and professional credibility are on the line. Unfortunately, the most common first slides I see startup executives present are either about themselves or a history lesson about technology. There is a much, much better way to open the door. Continue reading

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