I cannot stop expanding the list of products or services introduced by major brands or startups that have miserably failed to meet their audience. Many reasons come to mind but for sure the value proposition is at the core of a good positioning. I just stumbled upon this simple framework that will help you work on you value proposition hopefully before you introduce a new product or service or a new version of it.
I’d encourage you to go through several interviews with prospects and customers to work on it at the expense of focusing to much on your beliefs, hunches and other top executive’s far too remote from them. Reality check: people are trying to obtain gains and alleviate pains they are in day to day, not necessarily the ones you are discussing in your executive meetings.
This video captures it pretty nicely. Feel free to share your experiences about value proposition and positioning in commenting this post.
Taking advantage of the very first days of 2018, let’s anticipate where our focus should be in evolving our marketing. Here is a solid list from Forbes that I subscribe to.
“New trends are entering the marketplace and your company needs to pay attention or you may be forced by the wayside.”
1. Augmented Reality Integrated Through Social Media 2. Collapse Of The Influencer Market
3. True Understanding Of Customer Journey
4. More Targeted Ads With Specific Purpose
5. Professional Live Video
6. Conversational User Interfaces
7. Video Marketing
8. Personalization Along All Stages Of The Sales Funnel
9. Contextual Targeting Strategies
10. Cost Per Experiment As A Leading Metric
11. Native Advertising
12. Digital Integrated Into Offline Experiences
13. Voice Marketing
14. Predictive Algorithms
15. Different Kind Of Content Marketing
The Gartner Critical Capabilities for Digital Marketing Hubs report is for CMOs and other digital marketing leaders involved in the selection of core systems to support digital marketing business requirements.
When thinking of influencers, we are inclined to think about very visible opinion makers or celebrities. Well think again! Here are 6 real life stories, brought by Julius, about brands leveraging anonymous influencers that helped them get a real boost in engagement in B2C.
It’s always to me the best way to get to things: real life stories about what brands are doing successfully. There are even more learnings in failure by the way but they’re more shy to share these.
Feel free to post yours as a comment to this post.
Forget the funnel and the classic AIDA model, what a colleague of mine describes as “disrupt the linearity“, buyer’s journey aren’t linear anymore. It’s about being closely aligned between sales and marketing, in a smart and adaptable combination of in person and on line relevant activities, of course customer obsessed. It’s no longer an “OR”, but rather an “AND”.
This HBR article, source below, is not very recent (2015), but reading it again just highlighted how we should completely revisit our joint Sales & Marketing go to market. Key to your success if not done already or at least started, digital and human have never been so much interweaved than today in B2B demand generation.
Content marketing is of course catching all marketers attention, so I actually found this post interesting as more of this persuasion “science” could improve seriously your impact and your audience engagement.
Feel free to share your experience as a comment to post. Have a great day!
“How can you get more conversions and prompt your audience to take action? Read this post for three pre-suasion tips based on Dr. Robert Cialdini’s new book.”