Contenu connexe Similaire à 7 Concepts from Over 100 Marketing & Sales Books Every Marketer Should Know (20) Plus de ARTILLERY LLC (20) 7 Concepts from Over 100 Marketing & Sales Books Every Marketer Should Know7. Here are the two ques5ons that your marke5ng plan should answer.
2 ques5ons from Malcolm McDonald:
What are your key target markets in order of priority?
In your key target markets, what is your company’s sources of differen5al advantage?
With a nod to marketers’ obsession with all things digital and the word “digital,”
Malcolm McDonald explains that,
Almost every course/seminar/workshop today has the word ‘digital’ in its 5tle. The
problem, however, is that unless a company has a robust strategy for what it sells and
to whom, it is impossible to have a digital strategy. ... without proper, needs-based
segmenta5on ..., any digital strategy will be ineffec5ve. There is a well-known cartoon
showing the Chief Marke5ng Officer addressing the board and in answer to the
ques5on about why net profits are down by 30%, says: “Yes, that is a pity, but the
good news is that our likes or Facebook have doubled!”
“Without a winning strategy for products and markets, it is impossible to have an
effec5ve digital strategy.”
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19. Seed, nets and spears.
“Seeds” are many-to- many leads, created from word-of- mouth, networks and
rela5onships. Usually grown through crea5ng happy customers who refer others, and
who remain as customers for years.
“Nets” are one-to- many marke5ng campaigns, including the now-popular
approaches of content and inbound marke5ng.
“Spears” are targeted outbound prospec5ng or business development campaigns.
Usually a human is involved, working through a targeted list, calling, emailing or using
any other technique that helps them make contact and get appointments.
So if you are working for a company that is not pursuing all three types of leads
(seeds, nets and spears), you need to step up and start advoca5ng for that.
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