As COVID-19 brings uncertainty to the world, brands are struggling with what to say. Inboxes are filled with emails from every brand seemingly trying to communicate their feelings about what is happening, so how should you communicate, or if you need to communicate.
Current Obsessions – March 11, 2020
There’s plenty of cool new things to obsess about these days, here are a few of my current favorites across several categories.
Your marketing budget was cut, now what?
Every senior marketer will need to manage or participate in managing a budget at some point in their career. When a business is doing well, it’s easy to get money (as long as you’re demonstrating ROI, of course). But when a business is not doing well, marketing is often one of the first places to cut a budget. So what do you do?
How To: Pre-qualify products or features for development
Before you launch into a full Go-to-Market (GTM) process, you must decide whether or not a product or feature release will make it into the product roadmap. Developing a product roadmap is conceivably one of the more difficult things a business will do, and this post attempts to ask the questions needed before moving forward.
Good Reads – March 3, 2020
Here are some good posts and articles I’ve read recently.
How To: Identifying your ICP
The Ideal Customer Profile, or ICP, is most commonly used by the sales team, to prospect and qualify leads. Knowing what an ideal customer looks like will help with segmentation strategy and lead scoring.
Marketing Tech: Understanding Shopify
Shopify, the behemoth of the ecommerce world. Anyone who has any association with ecomm businesses or has spoken to anyone associated with the ecomm world has heard of Spotify – but exactly what is it and why is it a big deal?
How To: Building buyer personas
When you talk to B2B marketers about their target audience, they will often talk in terms of personas (and if they are not, they likely need to refine their strategy to be targeted). Below I explain the importance of personas and how you can build your own.
Do you have a crisis management & communications plan?
This is for every business to ask themselves. This post covers the what, who, and how of creating a basic crisis management and communications plan that can help hinder or even prevent bad publicity.