The Marketing High Ground

by Gospe, J. Michael, Jr.; Gentile, Brian C.

• ISBN13: 9781456439804
• ISBN10: 1456439804
• Format: Paperback
• Copyright: 2011-04-29
• Publisher: Createspace Independent Pub

Summary

Sales has their playbook. Now B2B marketers do too!It's a harsh reality: whoever understands the customer best, wins. To seize the market, today's marketing leaders must take responsibility for knowing the target customer and their priorities, worries, interests, desires, and buying process better than ever before. In doing so, they will be acknowledged and valued within their company as the customers' advocate. This is what it means to own the marketing high ground and earn a place at the leadership table alongside sales, engineering, and operations. In this groundbreaking book, Gospe shows the way, illustrated with three key marketing best practices:1) Creating a targeted persona as a reflection of the target market2) Drafting compelling positioning statements that offer value beyond that found in competitive alternatives3) Crafting relevant messages that will engage the personaTaken together, these three best practices are essential for driving successful product launches and integrated marketing campaign strategies and programs. Without them, product managers, product marketers, and lead generation experts fail to connect with their target audiences with relevant products and meaningful messages.By illustrating his own journey to the marketing high ground via these three best practices, Gospe addresses head-on the common challenges business marketers encounter -- challenges related to both determining the optimum go-to-market strategy as well as navigating the political realities within the company that can hinder the campaign's execution. Packed with illustrations, tables, examples, and step-by-step techniques, this playbook is a valuable resource that guides business marketers to the next level of success in their career.