Marketing

Learn how to set marketing strategy, manage impactful programs, and report on the results — all the things that bold marketers do.

The Marketing Plan vs. the Launch Plan

marketing plan vs launch plan

“We use the word ‘strategy’ very loosely in marketing.” I read this comment on LinkedIn recently and it got me thinking. The s-word is not the only squishy one for marketing teams. There are plenty of other terms that get bandied about without a lot of clarity, like “marketing funnel” and “conversion rates.” But there are others that cause confusion, like “marketing plan” and “launch plan.” Read more…

The 7 Things That Belong in Every Marketing Plan

marketing plan components

People often mistake the “what” for the “why.” Let me explain. Say you are preparing for a long vacation and have a long list of to-dos before you go. The “what” is the to-do list of things like packing and putting your mail on hold. However, the “why” is the vacation ahead. Marketing is no different. Before you launch into any activities, you need to have a solid understanding of why you are doing it. Read more…

All Marketing Is Now Digital Marketing

Digital marketing

When was the last time you got a brochure in the mail that made you want to instantly take action? My guess is not recently. (If ever.) And even if you did get a mailer for an appealing vacation resort or restaurant, I bet you did not call the 1-800 number listed on the back. Nope — you went to the website for more information. And you likely booked your vacation or dinner reservations there. Read more…

Why Strategic Thinking Is So Hard for Digital Marketers

Why Strategic Thinking Is So Hard for Digital Marketers

“Marketers are often relegated to the doers and order-takers as opposed to being the thinkers in the business.” Not my words. Someone left these comments on a blog post I wrote about why marketers need strategy. That article hit a nerve, especially with digital marketers, and I know why. You are the ones who should be driving the business towards new growth opportunities. So, why is it all doing and not enough thinking?

Read more…

Hey Marketing: Watch Out, Here Comes the Sales Storm

digital marketing sales

Do you hear that rumbling sound? There is a storm coming — a big one. The air is growing thick and the thunder clatter is getting louder. The boom is echoing across your company. Because this is not your average weather event. This is a sales storm. If you are in marketing, you might want to run for cover because the downpour is headed your way. Read more…

Positioning vs. Messaging

positioning vs messaging

How do you tell an original story? There is usually a real-life event behind every fantastical tale. If you work in marketing, you know that for your work to ring true it must be grounded in the unique truth of your company’s product or service. This value should be the basis of every great story that you tell. Read more…

How to Write a Creative Brief

write a creative brief

Where do creative ideas come from? You might see a compelling advertisement or brilliant brand campaign and think the idea probably came in like a bolt of lightning. Boom! Inspiration strikes, a masterpiece happens. This is only partly true. Because while there are certainly times when a big idea occurs spontaneously, most teams need guidance to ensure that those big ideas support the broader business goals. Read more…

New Marketing Managers — Do These 8 Things in the First 30 Days

marketing manager job

Trepidation. And maybe a touch of excitement. This is how many of us feel when we do something new for the first time and we think people are watching. Sometimes those feelings are triggered from something as simple as going to a party where you do not know many people. Whatever the situation, you likely feel that same twinge when something is unfamiliar. Read more…

Marketing Teams Need Strategy Too

marketing strategy

Marketers have heard it all. User-generated content is king. Chatbots are the future. Influencer marketing delivers the most ROI. And what about micro-moments? This latest addition to the marketing lexicon refers to the idea that you have mere nanoseconds to capture your audience’s attention. However, for all the trends and buzzwords, the best marketers know the real not-so-secret sauce behind breakthrough campaigns. Read more…

5 Types of Marketers Your Company Needs

types of marketers

Have you ever prepared a meal with a group of people? Each person tends to gravitate towards what they do best. Some folks have impressive knife skills and some love to precisely measure out ingredients. Others shy away from the cooking altogether, preferring to lay out place settings instead. No matter the role, the goal is shared — an enjoyable meal. Read more…

The Hidden Challenges of Agile Marketing (and 7 Solutions)

agile marketing challenge

How many times have you felt the pressure to go faster at work? If you work in marketing, it might feel like this happens all the time. You are continually pushed to make quick decisions, meet deadlines, and react to new priorities that no one talked with you about. You are working as fast as you can — but it is not always clear if your work is making a difference or appreciated. Read more…