ConversionXL – Lindsey Christensen – Become Great At Marketing Strategy
Description:
Lindsey Christensen, is the CMO at thoughtbot, a product design and development consultancy with studios across the US and UK.
Prior to thoughtbot, Lindsey led marketing at high-growth startups like GrabCAD, and held a variety of marketing roles at engineering software giant, PTC. She’s been named a Top Woman in Boston Tech.
Here’s what you’ll get:
- Prioritize your marketing efforts – Use frameworks to identify the important initiatives to focus on in a sea of options.
- Make a tangible impact – Learn how to organize marketing experiments and measure results.
- Earn respect and recognition from management – Gain a greater understanding of stakeholder roles and how to communicate effectively.
Marketing’s role in business
In Lesson 1, we explore core marketing concepts and how they apply in product and service companies. Even if you’re familiar with these concepts, you’ll be challenged to look at things from a new perspective, seeing them as part of as an integrated whole. You’ll learn:
- The 8 core areas of marketing, and how they support business objectives.
- Common misconceptions about marketing, and how marketers fall into their trap.
- How to effectively partner with sales, and why it’s critical to success in a for-profit company.
Creating a research plan
Albert Einstein once said, “If I had an hour to solve a problem, I’d spend 55 minutes thinking about the problem and 5 minutes thinking about solutions.” We’ll be taking a similar approach. In Lesson 2, we show you why research is the crucial first step in creating an effective marketing strategy, and give you a clear framework for gathering data and resources. This lesson will cover:
- How to pinpoint the stakeholders and the role they will play in your strategy — to execute successfully, you’ll need sponsors, collaborators, and allies inside your company.
- How to identify and source key market data, like information from internal documentation, databases, historical analytics and more.
- How to plan for unavailable market data – Whether previous teams worked on strategy or not, you’ll need to develop some information from from scratch, to reflect your new perspective.
Interviewing, analyzing, and augmenting
Executing your research plan requires analytical thinking, but with a people-focused mindset. In lesson 3, we’ll explore how to combine data analysis while nurturing interpersonal relationships at the same time – a challenging undertaking that will grow your leadership skills. You’ll learn how to:
- Interview stakeholders about the market while assessing what role they’ll play in your strategy.
- Get valuable insights from marketing data including customer profiles, competitive landscape, marketing history, and market trends.
- Fill in the gaps and augment data to get a clear picture for decision-making.
Using insights to drive strategy
The goal of marketing research isn’t to accumulate data, it’s to uncover key insights about what’s working, what’s broken, and what hasn’t been tried yet. In Lesson 4, we’ll give you a framework to help find and organize your insights so they’re both useful and actionable. This lesson will guide you through:
- How to organize your insights in a matrix – a document that cross-references the 8 core areas of marketing and a SWOT analysis.
Creating a cohesive strategy
All your research, analysis, and consensus-building leads to this moment. It’s time to formulate your strategy. Which core marketing areas will you focus on, and for which personas? Will you explore new channels, with a new spin on a value proposition? And how are you going to tie all of this together with a unifying campaign or set of campaigns? This lesson will guide you through:
- Organizing a minimum viable marketing strategy
- Using an OGSM framework to align objectives, goals, strategies and measures
- Best practices for goal-setting and tracking.
Executing your plan
Lesson 6 is where the rubber hits the road. In this section, we’ll give you guidance on how to roll out your strategy and move into execution mode. Set yourself up for success with:
- A kick-off meeting to build excitement and stakeholder support.
- Tools to keep you organized and sharing progress across departments.
- Best practices for continuing down an agile path to success.
Business online course
Information about business:
Business is the activity of making one’s living or making money by producing or buying and selling products (such as goods and services).
[need quotation to verify] Simply put, it is “any activity or enterprise entered into for profit.
It does not mean it is a company, a corporation, partnership, or have any such formal organization, but it can range from a street peddler to General Motors.”
Having a business name does not separate the business entity from the owner, which means that the owner of the business is responsible and liable for debts incurred by the business.
If the business acquires debts, the creditors can go after the owner’s personal possessions.
A business structure does not allow for corporate tax rates. The proprietor is personally taxed on all income from the business.
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This is Digital Download service, the course is available at Vincourse.com and Email download delivery.