I was busy last year. I spent the first two thirds of it helping Huawei launch its Enterprise business globally which was interesting, challenging and eye-opening all at once. I also did a handful of projects with startups that were much more within my comfort zone of developing operational marketing plans. The contrast between working [...]
Crafting great value propositions is a critical marketing job but creating them isn’t easy. This template helps capture the necessary inputs and assumptions.
A good startup marketing plan is based on understanding customers but that doesn’t mean you won’t be tracking and adjusting a set of assumptions.
Deeply understanding how your prospects move through the buying cycle is really important when structuring a marketing plan that drives customer acquisition. Mapping this process requires an understanding of the stages that a customer moves through from not understanding that they have a problem through to buying, and renewal.
Prospects are evaluating your solution against alternatives (which may not be products) and communicating how you are better than those alternatives is a key part of great startup marketing.
This presentation is from a startup marketing workshop I gave this week. The deck covers how startup marketers can design a marketing plan and programs in a more strategic and less tactical way to address the 3 root causes of bad marketing.
Great marketing is based on a solid understanding of target customers. Here I’ve shared a customer worksheet that I’ve used in the past to help me track what is known and not known about my target buyers that I use as a foundation for building a marketing plan.
Most startup marketing plans are useless static documents. Here’s how to build a marketing plan that’s a dynamic operational blueprint for the marketing team.
Many startup marketers will immediately jump to deciding which tactics to execute on before they have explored their target customers. In this presentation I talk about why there might be a more systematic way to approaching building a startup marketing plan.
A lot of startups don’t have a documented marketing plan. Here are three good reasons you should have one.