What is a marketing strategy?

Posted by Peter Mahoney on Aug 2, 2018 11:08:29 AM

Simply stated, a marketing strategy is the high level approach that you plan to use to achieve your objectives. 

THE WORD STRATEGY COMES FROM THE GREEK WORD STRATĒGIA, MEANING "ART OF THE TROOP LEADER, GENERALSHIP" - WHICH EXPLAINS ALL THE MILITARY ANALOGIES IN STRATEGY BOOKS.

A strategy is tightly connected to your objectives, but it is important to note that you can choose different strategies to achieve the same goal.

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Topics: marketing plan, best practices

What are the Key Attributes of a Contemporary Marketing Plan?

Posted by Peter Mahoney on Jul 26, 2018 11:36:03 AM

The marketing profession has become more technical, complex, and dynamic and your planning process needs to keep up with the times. The contemporary marketing plan should consider all the following attributes to make sure you are delivering the right outcomes.

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Topics: marketing budget, marketing plan, best practices

What’s the difference between a marketing plan, budget, and strategy?

Posted by Peter Mahoney on Jul 18, 2018 5:16:02 PM

To some, this may seem like an obvious question, but there seems to be a lot of confusion about these important marketing planning concepts.  See the illustration below for a reenactment of a conversation that I have had many times over the years (the names were changed to protect the innocent).

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The 8 steps to build the perfect marketing budget.

Posted by Peter Mahoney on Mar 13, 2018 5:50:25 PM

Developing a strong marketing budget that is aligned with your business goals is one of the most critical initiatives for any marketer. You need to approach your marketing budget like an investor. Your role is to allocate your capital (mostly program budget and people resources) in an efficient manner that helps you achieve your business objectives.

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Topics: budgets, marketing budget

Someone just wasted this $65 bottle of Champagne

Posted by Peter Mahoney on Feb 26, 2018 5:22:03 PM

My assistant walked into my office earlier today with a FedEx delivery that had the heft of a bottle of wine.  Based on the telltale weight – and the fact that is Friday afternoon – she knew she had to deliver it to me. Stat.

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Topics: MarketingFail

How many leads do I need to create to achieve my sales goals?

Posted by Peter Mahoney on Feb 26, 2018 4:55:03 PM

"How many leads do you need to hit your sales goals?"

That is one of the most common questions that I hear from marketers focused on demand generation.  I have heard it so many times that I developed a model that can be used to answer that question in about 3 minutes.

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Topics: email, customer, prospecting

Can you acquire customers from podcasts? Someone just acquired me…

Posted by Peter Mahoney on Feb 26, 2018 4:48:01 PM

The last time that I was working on a real podcast program was back in about 2005, right after my company acquired a company called Nuance – and subsequently took on their name (which was much better than our previous name: “ScanSoft”. Yuck.)

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Topics: simply smarter marketing tips, marketing plan

Poor grammar from sales emails can erode your brand.

Posted by Peter Mahoney on Feb 26, 2018 4:44:43 PM

If you spend more than $60,000 on a BMW, you probably have some reasonably high expectations for your customer experience with this premium brand.  A friend sent me this email that he received from his dealer today offering an incentive to convert his lease early.

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Topics: simply smarter marketing tips, email

Should Sales Write Their Own Emails?

Posted by Peter Mahoney on Feb 26, 2018 4:44:32 PM

Check out my inaugural episode of the nerdCMO Marketing Minute.

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Topics: tips, email

Using Facebook Audience Insights to get FREE Market Research.

Posted by Peter Mahoney on Feb 26, 2018 4:44:18 PM

I love data.  I also love free stuff.  That’s why this is one of my favorite tools.  By using Facebook Audience Insights with Custom Audiences, you can learn an incredible amount about your customers.  A few years ago, these insights would cost tens of thousands of dollars and would require a lengthy research project.

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Topics: simply smarter marketing tips, marketing plan, personalization