Most companies create a new marketing plan every 12 months. At the same time, they should audit their message strategy to stay on top of competitors’ marketing and to have confidence that they are delivering the right message to their market.
Audit Your Message Strategy by Answering Three Questions Lawson Abinanti
Most companies create a new marketing plan every 12 months. At the same time, they should audit their message strategy to stay on top of competitors’ marketing and to have confidence that they are delivering the right message to their market. 阅读文章
The Seven Deadly Sins of Software Marketing Joseph J. Strub
Huge amounts of money are spent on marketing collateral—you need to ensure that you get your money's worth. This article discusses seven common mistakes made when developing software marketing collateral. Read on to see if you need to repent. 阅读文章
The Web-based Sales Portal—A Catalyst for Business Transformation B.K. Mahesh and Noorani Subramanian Hariharan
A sales portal is one of many tools that can be used to help transform a business. In this article, key structural and functional elements as well as the advantages of implementing and effectively using a sales portal are discussed. 阅读文章
The Seven Deadly Sins of Software Marketing Joseph J. Strub
Huge amounts of money are spent on marketing collateral—you need to ensure that you get your money's worth. This article discusses seven common mistakes made when developing software marketing collateral. Read on to see if you need to repent. 阅读文章
Conviction is the Intangible in a Successful Positioning Process Lawson Abinanti
You need conviction to skillfully handle the inevitable criticism during the positioning process. Otherwise, you're likely to try something different every time someone challenges you. This doesn't need to happen. Adopt a positioning process that includes an evaluation criterion. 阅读文章
A Positioning Process Helps Product Marketing Managers Do More Lawson Abinanti
Because product marketing managers constantly juggle competing priorities, companies should consider implementing a formal positioning process as a way of cloning their product marketing managers. Rationale documents and message strategies become vehicles that transfer product knowledge to marketing and sales. 阅读文章
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