The Marketing High Ground (noun)That special place where marketers know the market so well that they become acknowledged and valued within their organization as the customers' advocate.
Have you reached the high ground? Click on the book cover to add a book review & share your own journey.
Marketing Campaign Development book
- advisory council advisory councils Alignment Andres Vergara B2B messaging B2B Messaging Boot Camp B2B persona benefits benefit statements bull's eye business case buyer persona CAB CABs campaign manager categories category compelling reason to buy competitive differentiation cross-functional team customer advisory board customer advisory boards customer executive forums demographics elevator pitch entrepreneur Excerpt executive forum executive presentation features vs benefits Leadership Linda Popky Marketing marketing and sales alignment marketing blueprints Marketing High Ground marketing persona marketing plan marketing strategy market segmentation message box messaging messaging course Messaging examples online course persona persona template positioning positioning statement psychographics Skeptical Futurist startup storytelling target audience segmentation Udemy use cases value proposition vc pitch vc presentation VOC Voice of the customer WholeMeaning workshops
Tag Archives: Marketing High Ground
May 20, 2011, Palo Alto, CA: The Marketing High Ground was celebrated yesterday at its book reception. If you missed it, here are links to a couple of videos that will tell you more about the book.
In this video, Brian Gentile, CEO of Jaspersoft and author of the book’s foreword, said a few words about the marketing high ground and what it means to both marketers and the companies they work for.
“A marketing team is only as strong and capable as the rest of the organization’s understanding of the high ground. Said differently, show me a great marketing company, and I’ll show you a company where every employee behaves as a marketer.“
Check out the video segment to learn more about what he said about The Marketing High Ground.
This next video snippet offers a short reading from the book. The journey to the high ground begins with a first step. This excerpt is how my personal journey began, from engineer to marketer to marketing leader.
Dear marketers and product managers,
My new book, The Marketing High Ground, is now available on Amazon! It is a playbook for B2B marketers, with focus on persona-development, crafting focused positioning statements, and creating messages that will engage your prospects. Lots of illustrations, graphics, tables, and examples.
Check out it, and please let me know what you think. Your comments and feedback are always welcome!
If you are interested in the best practices surrounding persona development, drafting crisp positioning statements, and crafting messages that are relevant and meaningful to your persona, you’ll want to read The Marketing High Ground. Available in May 2011 on Amazon.com, this book is the essential playbook for B2B marketing practitioners.