the TLTR version is below:
- Market orientation and building connection points that marry together customer needs and your product or services.
- The difference between a marketing and customer-led strategy
- Binet and Fields’ research shows emotional campaigns are far more effective and profitable in the long-term than they are functional.
- We can’t ask the customer to specifically develop the product service or offering to meet their need, but they’ll undoubtedly communicate unmet needs or pain points.
- How to unpack what the commercial outcomes we’re trying to drive are – and then map segments to deliverables.
- How to integrate customers, thought leadership, marketing, data and automation
- How to be relentlessly relevant to customers – when and where they need you.
- The importance of social proof, as well as community forums and ratings.
- The fact there’s plenty of brands we’re aware of, but we have no affinity with and will never purchase their products.
- The sales funnel is as accurate today as it’s ever been – it’s just more nuanced.
- The importance of using brand DNA and experience across your end-to-end operations.
- How to demonstrate your purpose in a commercially savvy way that delivers strong business outcomes.
- How to create short-term profit while building your brand in the long-term.
- The fact that I still think of myself as an inhouse person, which I’m quite obviously not.
- Developing fantastic strategies and executing well is table stakes. The real art is being able to help people navigate and embed change. That includes securing buy-in from senior and diverse stakeholders and then refining the work based on that feedback.
- The largely – and rightly – tactical marketing response to COVID-19.
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