Click here for the latest version of the marketing plan:
https://www.slideshare.net/pontschek/marketing-plan-for-tech-startups
“Marketing Plan” is a framework for you to:
- Get to know your customers and your competitors
- Learn how to quantify your product’s value and how to communicate it
- Define realistic business objectives and strategies to achieve them
Let these great brands inspire your own success: Tesla, Netflix, Dropbox, Google, Trunk Club, Theranos, DocuSign, Marketo, Breather, Suse, Walgreens, Lyft, Riverbed, Nokia, Uber, Cisco and Salesforce. I hope you’ll find my marketing plan useful. I look forward to your comments and suggestions!
Learn more about what inspired me to put together this marketing plan template on my personal blog: http://techsurprises.com/2015/03/09/marketing-plan-template-for-tech-startups/
This document discusses pricing strategy and key considerations for setting prices. It covers:
1) The importance of pricing in determining revenue and profitability. Pricing balances value for customers and financial returns.
2) Elements of pricing including cost-based vs value-based approaches, and understanding a product's true economic value versus perceived value.
3) Customizing prices based on customer and transaction characteristics to maximize value and sales.
Partner Program for Tech Startups - and not onlyJustyna Bak
The vast majority of the world’s most successful Tech companies have a thriving ecosystem of partners, ranging from systems integrators, consultancies, independent software vendors, developer communities to value added resellers and distributors.
“Partner Program Template” helps you prepare a compelling partnership pitch:
- Demonstrate understanding of your partner business and position your company as a valuable asset
- Scope out collaboration areas with concrete milestones
- Define success metrics and strategies to achieve them
A survey of 188 IT professionals from Nordic countries found:
- 72% worked in application development and most had a developer background
- Web applications and big data workloads could benefit most from cloud computing
- One third were already running production workloads in public clouds, while others were using clouds for development or overflow
- The main obstacle to cloud adoption was security risks
- The primary benefits of cloud computing expected were access to on-demand infrastructure and the pay-as-you-go model
For all the network engineers seeking to understand PaaS components and vendor landscape. Apcera VMware OpenStack Google Docker, Inc CoreOS HashiCorp Mesosphere, Inc. Amazon Web Services
If you’re in Tech and haven’t heard about Docker, you’ve been living under a rock. The ultimate Silicon Valley darling went from a two-person startup into becoming the de facto standard of modern application design virtually overnight. Two years ago very few people knew about Docker. Today, if your software is not supporting Docker, you’re not part of the cool kids club. In my opinion Docker is a marketing driven company because early on it understood the needs of their customers, i.e. the developers, and created three fantastic value propositions. First, Docker solved an important problem for developers: it overcame the limitations of the existing Linux container technologies and made the promise “build an app once, run it anywhere” possible. Second, Docker adopted “give before you take” attitude, open-sourced their code and contributed to the DevOps community early on. Lastly, Docker focused on making the developer’s life as easy as possible by building a bunch of tools to automate mundane tasks.
A Keynote delivered for the Comms Rewired conference organized by The Scottish Council for Voluntary Organisations (SCVO) - the membership organisation for Scotland’s charities, voluntary organisations and social enterprises.
Integrating digital channels in not-for-profit marketing: best practices and trends.
Covering examples of the latest best practices in digital marketing for charities
An introduction to the key concepts of SDN and NFV with visuals of:
- How SDN is transforming the Data Center
- How NFV is transforming the Service Provider domain and the End-customer domain
- Objectives
- Origin
- Ambassadors
- Applicability
- Analogies
- Benefits
- Industry Standards
- Drivers
- Obstacles
- Growth
- Resources and Events
This document discusses pricing strategy and key considerations for setting prices. It covers:
1) The importance of pricing in determining revenue and profitability. Pricing balances value for customers and financial returns.
2) Elements of pricing including cost-based vs value-based approaches, and understanding a product's true economic value versus perceived value.
3) Customizing prices based on customer and transaction characteristics to maximize value and sales.
Partner Program for Tech Startups - and not onlyJustyna Bak
The vast majority of the world’s most successful Tech companies have a thriving ecosystem of partners, ranging from systems integrators, consultancies, independent software vendors, developer communities to value added resellers and distributors.
“Partner Program Template” helps you prepare a compelling partnership pitch:
- Demonstrate understanding of your partner business and position your company as a valuable asset
- Scope out collaboration areas with concrete milestones
- Define success metrics and strategies to achieve them
A survey of 188 IT professionals from Nordic countries found:
- 72% worked in application development and most had a developer background
- Web applications and big data workloads could benefit most from cloud computing
- One third were already running production workloads in public clouds, while others were using clouds for development or overflow
- The main obstacle to cloud adoption was security risks
- The primary benefits of cloud computing expected were access to on-demand infrastructure and the pay-as-you-go model
For all the network engineers seeking to understand PaaS components and vendor landscape. Apcera VMware OpenStack Google Docker, Inc CoreOS HashiCorp Mesosphere, Inc. Amazon Web Services
If you’re in Tech and haven’t heard about Docker, you’ve been living under a rock. The ultimate Silicon Valley darling went from a two-person startup into becoming the de facto standard of modern application design virtually overnight. Two years ago very few people knew about Docker. Today, if your software is not supporting Docker, you’re not part of the cool kids club. In my opinion Docker is a marketing driven company because early on it understood the needs of their customers, i.e. the developers, and created three fantastic value propositions. First, Docker solved an important problem for developers: it overcame the limitations of the existing Linux container technologies and made the promise “build an app once, run it anywhere” possible. Second, Docker adopted “give before you take” attitude, open-sourced their code and contributed to the DevOps community early on. Lastly, Docker focused on making the developer’s life as easy as possible by building a bunch of tools to automate mundane tasks.
A Keynote delivered for the Comms Rewired conference organized by The Scottish Council for Voluntary Organisations (SCVO) - the membership organisation for Scotland’s charities, voluntary organisations and social enterprises.
Integrating digital channels in not-for-profit marketing: best practices and trends.
Covering examples of the latest best practices in digital marketing for charities
An introduction to the key concepts of SDN and NFV with visuals of:
- How SDN is transforming the Data Center
- How NFV is transforming the Service Provider domain and the End-customer domain
- Objectives
- Origin
- Ambassadors
- Applicability
- Analogies
- Benefits
- Industry Standards
- Drivers
- Obstacles
- Growth
- Resources and Events
Google Ads Vs Social Media Ads-A comparative analysisakashrawdot
Explore the differences, advantages, and strategies of using Google Ads vs Social Media Ads for online advertising. This presentation will provide insights into how each platform operates, their unique features, and how they can be leveraged to achieve marketing goals.
This session will aim to comprehensively review the current state of artificial intelligence techniques for emotional recognition and their potential applications in optimizing digital advertising strategies. Key studies developing AI models for multimodal emotion recognition from videos, images, and neurophysiological signals were analyzed to build content for this session. The session delves deeper into the current challenges, opportunities to help realize the full benefits of emotion AI for personalized digital marketing.
Gokila digital marketing| consultant| Coimbatoredmgokila
Myself Gokila digital marketing consultant located in Coimbatore other various types of digital marketing services such as SEM
SEO SMO SMM CAMPAIGNS content writing web design for all your business needs with affordable cost
Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
Benefits Digital Marketing Services at Techvolt software :
1. Services offered with Affordable cost
2. Free Content writing
3. Free Dynamic Website design*
4. Best combo offers on website Hosting,design along with digital marketing services
5. Assured Lead Generation through Search Engine and Social Media
6. Online Maintenance Support
Free Website + Digital Marketing Services
Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Gokila digital marketer
Coimbatore
In the digital age, businesses are inundated with tools promising to streamline operations, enhance creativity, and boost productivity. Yet, the true key to digital transformation lies not in the accumulation of tools but in strategically integrating the right AI solutions to revolutionize workflows. Join Jordache, an experienced entrepreneur, tech strategist and AI consultant, as he explores essential AI tools across three critical categories—Ideation, Creation, and Operations—that can reshape the way your business creates, operates, and scales.This talk will guide you through the practicalities of selecting and effectively using AI tools that go beyond the basics of today’s popular tools like ChatGPT, Claude, Gemini, Midjourney, or Dall-E. For each category of tools, Jordache will address three crucial questions: What is each tool? Why is each one valuable to you as a business leader? How can you start using it in your workflow? This approach will not only clarify the role of these tools but also highlight their strategic value, making it perfect for business leaders ready to make informed decisions about integrating AI into their workflows.
Key Takeaways:
>> Strategic Selection and Integration: Understand how to select AI tools that align with your business goals and how to conceptually integrate them into your workflows to enhance efficiency and innovation.
>> Understanding AI Tool Categories: Gain a deeper understanding of how AI tools can be leveraged in the areas of ideation, creation, and operation—transforming each aspect of your business.
>> Practical Starting Points: Learn how you can start using these tools in your business with practical tips on initial steps and integration ideas.
>> Future-Proofing Your Business: Discover how staying informed about and utilizing the latest AI tools and strategies can keep your business competitive in a rapidly evolving digital landscape.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
In this humorous and data-heavy Master Class, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually.
In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with:
• Clear and compelling evidence that most legacy SEO metrics and tactics have slim to no impact on SEO outcomes
• A major mindset shift that eliminates most of the metrics and tactics associated with SEO in favor of a single metric that defines and drives organic ranking success
• Practical, step-by-step methodology for choosing SEO pillar topics and publishing content quickly that ranks fast
Did you know that while 50% of content on the internet is in English, English only makes up 26% of the world’s spoken language? And yet 87% of customers won’t buy from an English only website.
Uncover the immense potential of communicating with customers in their own language and learn how translation holds the key to unlocking global growth. Join Smartling CEO, Bryan Murphy, as he reveals how translation software can streamline the translation process and seamlessly integrate into your martech stack for optimal efficiency. And that's not all – he’ll also share some inspiring success stories and practical tips that will turbocharge your multilingual marketing efforts!
Key takeaways:
1. The growth potential of reaching customers in their native language
2. Tips to streamline translation with software and integrations to your tech stack
3. Success stories from companies that have increased lead generation, doubled revenue, and more with translation
Conferences like DigiMarCon provide ample opportunities to improve our own marketing programs by learning from others. But just because everyone is jumping on board with the latest idea/tool/metric doesn’t mean it works – or does it? This session will examine the value of today’s hottest digital marketing topics – including AI, paid ads, and social metrics – and the truth about what these shiny objects might be distracting you from.
Key Takeaways:
- How NOT to shoot your digital program in the foot by using flashy but ineffective resources
- The best ways to think about AI in connection with digital marketing
- How to cut through self-serving marketing advice and engage in channels that truly grow your business
Are you struggling to differentiate yourself in a saturated market? Do you find it challenging to attract and retain buyers? Learn how to effectively communicate your expertise using a Free Book Funnel designed to address these challenges and attract premium clients. This session will explore how a well-crafted book can be your most effective marketing tool, enhancing your credibility while significantly increasing your leads and sales while decreasing overall lead cost. Unpacking practical steps to create a magnetic book funnel that not only draws in your ideal customers, but also keeps them engaged. Break through the noise in the marketing world and leave with a blueprint that will transform your sales strategy.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
As the call for for skilled experts continues to develop, investing in quality education and education from a reputable https://www.safalta.com/online-digital-marketing/best-digital-marketing-institute-in-noida Digital advertising institute in Noida can lead to a a success career on this eve
Build marketing products across the customer journey to grow your business and build a relationship with your customer. For example you can build graders, calculators, quizzes, recommendations, chatbots or AR apps. Things like Hubspot's free marketing grader, Moz's site analyzer, VenturePact's mobile app cost calculator, new york times's dialect quiz, Ikea's AR app, L'Oreal's AR app and Nike's fitness apps. All of these examples are free tools that help drive engagement with your brand, build an audience and generate leads for your core business by adding value to a customer during a micro-moment.
Key Takeaways:
Learn how to use specific GPTs to help you Learn how to build your own marketing tools
Generate marketing ideas for your business How to think through and use AI in marketing
How AI changes the marketing game
As 2023 proved, the next few years may be shaped by market volatility and artificial intelligence services such as OpenAI's ChatGPT and Perplexity.ai. Your brand will increasingly compete for attention with Google, Apple, OpenAI, and Amazon, and customers will expect a hyper-relevant and individualized experience from every business at any moment. New state-legislated data privacy laws and several FTC rules may challenge marketers to deliver contextually relevant customer experiences, much less reach unknown prospective buyers. Are you ready?Let's discuss the critical need for data governance and applied AI for your business rather than relying on public AI models. As AI permeates society and all industries, learn how to be future-ready, compliant, and confidentlyscaling growth.
Key Takeaways:
Primary Learning Objective
1: Grasp when artificial general intelligence (""AGI"") will arrive, and how your brand can navigate the consequences. Primary Learning Objective
2: Gain an accurate analysis of the continuously developing customer journey and business intelligence. Primary Learning Objective
3: Grow revenue at lower costs with more efficient marketing and business operations.
We will explore the transformative journey of American Bath Group as they transitioned from a traditional monolithic CMS to a dynamic, composable martech framework using Kontent.ai. Discover the strategic decisions, challenges, and key benefits realized through adopting a headless CMS approach. Learn how composable business models empower marketers with flexibility, speed, and integration capabilities, ultimately enhancing digital experiences and operational efficiency. This session is essential for marketers looking to understand the practical impacts and advantages of composable technology in today's digital landscape. Join us to gain valuable insights and actionable takeaways from a real-world implementation that redefines the boundaries of marketing technology.
The advent of AI offers marketers unprecedented opportunities to craft personalized and engaging customer experiences, evolving customer engagements from one-sided conversations to interactive dialogues. By leveraging AI, companies can now engage in meaningful dialogues with customers, gaining deep insights into their preferences and delivering customized solutions.
Susan will present case studies illustrating AI's application in enhancing customer interactions across diverse sectors. She'll cover a range of AI tools, including chatbots, voice assistants, predictive analytics, and conversational marketing, demonstrating how these technologies can be woven into marketing strategies to foster personalized customer connections.
Participants will learn about the advantages and hurdles of integrating AI in marketing initiatives, along with actionable advice on starting this transformation. They will understand how AI can automate mundane tasks, refine customer data analysis, and offer personalized experiences on a large scale.
Attendees will come away with an understanding of AI's potential to redefine marketing, equipped with the knowledge and tactics to leverage AI in staying competitive. The talk aims to motivate professionals to adopt AI in enhancing their CX, driving greater customer engagement, loyalty, and business success.
The Strategic Impact of Storytelling in the Age of AI
In the grand tapestry of marketing, where algorithms analyze data and artificial intelligence predicts trends, one essential thread remains constant — the timeless art of storytelling. As we stand on the precipice of a new era driven by AI, join me in unraveling the narrative alchemy that transforms brands from mere entities into captivating tales that resonate across the digital landscape. In this exploration, we will discover how, in the face of advancing technology, the human touch of a well-crafted story becomes not just a marketing tool but the very essence that breathes life into brands and forges lasting connections with our audience.
2024 State of Marketing Report – by HubspotMarius Sescu
https://www.hubspot.com/state-of-marketing
· Scaling relationships and proving ROI
· Social media is the place for search, sales, and service
· Authentic influencer partnerships fuel brand growth
· The strongest connections happen via call, click, chat, and camera.
· Time saved with AI leads to more creative work
· Seeking: A single source of truth
· TLDR; Get on social, try AI, and align your systems.
· More human marketing, powered by robots
ChatGPT is a revolutionary addition to the world since its introduction in 2022. A big shift in the sector of information gathering and processing happened because of this chatbot. What is the story of ChatGPT? How is the bot responding to prompts and generating contents? Swipe through these slides prepared by Expeed Software, a web development company regarding the development and technical intricacies of ChatGPT!
Google Ads Vs Social Media Ads-A comparative analysisakashrawdot
Explore the differences, advantages, and strategies of using Google Ads vs Social Media Ads for online advertising. This presentation will provide insights into how each platform operates, their unique features, and how they can be leveraged to achieve marketing goals.
This session will aim to comprehensively review the current state of artificial intelligence techniques for emotional recognition and their potential applications in optimizing digital advertising strategies. Key studies developing AI models for multimodal emotion recognition from videos, images, and neurophysiological signals were analyzed to build content for this session. The session delves deeper into the current challenges, opportunities to help realize the full benefits of emotion AI for personalized digital marketing.
Gokila digital marketing| consultant| Coimbatoredmgokila
Myself Gokila digital marketing consultant located in Coimbatore other various types of digital marketing services such as SEM
SEO SMO SMM CAMPAIGNS content writing web design for all your business needs with affordable cost
Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
Benefits Digital Marketing Services at Techvolt software :
1. Services offered with Affordable cost
2. Free Content writing
3. Free Dynamic Website design*
4. Best combo offers on website Hosting,design along with digital marketing services
5. Assured Lead Generation through Search Engine and Social Media
6. Online Maintenance Support
Free Website + Digital Marketing Services
Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Gokila digital marketer
Coimbatore
In the digital age, businesses are inundated with tools promising to streamline operations, enhance creativity, and boost productivity. Yet, the true key to digital transformation lies not in the accumulation of tools but in strategically integrating the right AI solutions to revolutionize workflows. Join Jordache, an experienced entrepreneur, tech strategist and AI consultant, as he explores essential AI tools across three critical categories—Ideation, Creation, and Operations—that can reshape the way your business creates, operates, and scales.This talk will guide you through the practicalities of selecting and effectively using AI tools that go beyond the basics of today’s popular tools like ChatGPT, Claude, Gemini, Midjourney, or Dall-E. For each category of tools, Jordache will address three crucial questions: What is each tool? Why is each one valuable to you as a business leader? How can you start using it in your workflow? This approach will not only clarify the role of these tools but also highlight their strategic value, making it perfect for business leaders ready to make informed decisions about integrating AI into their workflows.
Key Takeaways:
>> Strategic Selection and Integration: Understand how to select AI tools that align with your business goals and how to conceptually integrate them into your workflows to enhance efficiency and innovation.
>> Understanding AI Tool Categories: Gain a deeper understanding of how AI tools can be leveraged in the areas of ideation, creation, and operation—transforming each aspect of your business.
>> Practical Starting Points: Learn how you can start using these tools in your business with practical tips on initial steps and integration ideas.
>> Future-Proofing Your Business: Discover how staying informed about and utilizing the latest AI tools and strategies can keep your business competitive in a rapidly evolving digital landscape.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
In this humorous and data-heavy Master Class, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually.
In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with:
• Clear and compelling evidence that most legacy SEO metrics and tactics have slim to no impact on SEO outcomes
• A major mindset shift that eliminates most of the metrics and tactics associated with SEO in favor of a single metric that defines and drives organic ranking success
• Practical, step-by-step methodology for choosing SEO pillar topics and publishing content quickly that ranks fast
Did you know that while 50% of content on the internet is in English, English only makes up 26% of the world’s spoken language? And yet 87% of customers won’t buy from an English only website.
Uncover the immense potential of communicating with customers in their own language and learn how translation holds the key to unlocking global growth. Join Smartling CEO, Bryan Murphy, as he reveals how translation software can streamline the translation process and seamlessly integrate into your martech stack for optimal efficiency. And that's not all – he’ll also share some inspiring success stories and practical tips that will turbocharge your multilingual marketing efforts!
Key takeaways:
1. The growth potential of reaching customers in their native language
2. Tips to streamline translation with software and integrations to your tech stack
3. Success stories from companies that have increased lead generation, doubled revenue, and more with translation
Conferences like DigiMarCon provide ample opportunities to improve our own marketing programs by learning from others. But just because everyone is jumping on board with the latest idea/tool/metric doesn’t mean it works – or does it? This session will examine the value of today’s hottest digital marketing topics – including AI, paid ads, and social metrics – and the truth about what these shiny objects might be distracting you from.
Key Takeaways:
- How NOT to shoot your digital program in the foot by using flashy but ineffective resources
- The best ways to think about AI in connection with digital marketing
- How to cut through self-serving marketing advice and engage in channels that truly grow your business
Are you struggling to differentiate yourself in a saturated market? Do you find it challenging to attract and retain buyers? Learn how to effectively communicate your expertise using a Free Book Funnel designed to address these challenges and attract premium clients. This session will explore how a well-crafted book can be your most effective marketing tool, enhancing your credibility while significantly increasing your leads and sales while decreasing overall lead cost. Unpacking practical steps to create a magnetic book funnel that not only draws in your ideal customers, but also keeps them engaged. Break through the noise in the marketing world and leave with a blueprint that will transform your sales strategy.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
As the call for for skilled experts continues to develop, investing in quality education and education from a reputable https://www.safalta.com/online-digital-marketing/best-digital-marketing-institute-in-noida Digital advertising institute in Noida can lead to a a success career on this eve
Build marketing products across the customer journey to grow your business and build a relationship with your customer. For example you can build graders, calculators, quizzes, recommendations, chatbots or AR apps. Things like Hubspot's free marketing grader, Moz's site analyzer, VenturePact's mobile app cost calculator, new york times's dialect quiz, Ikea's AR app, L'Oreal's AR app and Nike's fitness apps. All of these examples are free tools that help drive engagement with your brand, build an audience and generate leads for your core business by adding value to a customer during a micro-moment.
Key Takeaways:
Learn how to use specific GPTs to help you Learn how to build your own marketing tools
Generate marketing ideas for your business How to think through and use AI in marketing
How AI changes the marketing game
As 2023 proved, the next few years may be shaped by market volatility and artificial intelligence services such as OpenAI's ChatGPT and Perplexity.ai. Your brand will increasingly compete for attention with Google, Apple, OpenAI, and Amazon, and customers will expect a hyper-relevant and individualized experience from every business at any moment. New state-legislated data privacy laws and several FTC rules may challenge marketers to deliver contextually relevant customer experiences, much less reach unknown prospective buyers. Are you ready?Let's discuss the critical need for data governance and applied AI for your business rather than relying on public AI models. As AI permeates society and all industries, learn how to be future-ready, compliant, and confidentlyscaling growth.
Key Takeaways:
Primary Learning Objective
1: Grasp when artificial general intelligence (""AGI"") will arrive, and how your brand can navigate the consequences. Primary Learning Objective
2: Gain an accurate analysis of the continuously developing customer journey and business intelligence. Primary Learning Objective
3: Grow revenue at lower costs with more efficient marketing and business operations.
We will explore the transformative journey of American Bath Group as they transitioned from a traditional monolithic CMS to a dynamic, composable martech framework using Kontent.ai. Discover the strategic decisions, challenges, and key benefits realized through adopting a headless CMS approach. Learn how composable business models empower marketers with flexibility, speed, and integration capabilities, ultimately enhancing digital experiences and operational efficiency. This session is essential for marketers looking to understand the practical impacts and advantages of composable technology in today's digital landscape. Join us to gain valuable insights and actionable takeaways from a real-world implementation that redefines the boundaries of marketing technology.
The advent of AI offers marketers unprecedented opportunities to craft personalized and engaging customer experiences, evolving customer engagements from one-sided conversations to interactive dialogues. By leveraging AI, companies can now engage in meaningful dialogues with customers, gaining deep insights into their preferences and delivering customized solutions.
Susan will present case studies illustrating AI's application in enhancing customer interactions across diverse sectors. She'll cover a range of AI tools, including chatbots, voice assistants, predictive analytics, and conversational marketing, demonstrating how these technologies can be woven into marketing strategies to foster personalized customer connections.
Participants will learn about the advantages and hurdles of integrating AI in marketing initiatives, along with actionable advice on starting this transformation. They will understand how AI can automate mundane tasks, refine customer data analysis, and offer personalized experiences on a large scale.
Attendees will come away with an understanding of AI's potential to redefine marketing, equipped with the knowledge and tactics to leverage AI in staying competitive. The talk aims to motivate professionals to adopt AI in enhancing their CX, driving greater customer engagement, loyalty, and business success.
The Strategic Impact of Storytelling in the Age of AI
In the grand tapestry of marketing, where algorithms analyze data and artificial intelligence predicts trends, one essential thread remains constant — the timeless art of storytelling. As we stand on the precipice of a new era driven by AI, join me in unraveling the narrative alchemy that transforms brands from mere entities into captivating tales that resonate across the digital landscape. In this exploration, we will discover how, in the face of advancing technology, the human touch of a well-crafted story becomes not just a marketing tool but the very essence that breathes life into brands and forges lasting connections with our audience.
2024 State of Marketing Report – by HubspotMarius Sescu
https://www.hubspot.com/state-of-marketing
· Scaling relationships and proving ROI
· Social media is the place for search, sales, and service
· Authentic influencer partnerships fuel brand growth
· The strongest connections happen via call, click, chat, and camera.
· Time saved with AI leads to more creative work
· Seeking: A single source of truth
· TLDR; Get on social, try AI, and align your systems.
· More human marketing, powered by robots
ChatGPT is a revolutionary addition to the world since its introduction in 2022. A big shift in the sector of information gathering and processing happened because of this chatbot. What is the story of ChatGPT? How is the bot responding to prompts and generating contents? Swipe through these slides prepared by Expeed Software, a web development company regarding the development and technical intricacies of ChatGPT!
Product Design Trends in 2024 | Teenage EngineeringsPixeldarts
The realm of product design is a constantly changing environment where technology and style intersect. Every year introduces fresh challenges and exciting trends that mold the future of this captivating art form. In this piece, we delve into the significant trends set to influence the look and functionality of product design in the year 2024.
How Race, Age and Gender Shape Attitudes Towards Mental HealthThinkNow
Mental health has been in the news quite a bit lately. Dozens of U.S. states are currently suing Meta for contributing to the youth mental health crisis by inserting addictive features into their products, while the U.S. Surgeon General is touring the nation to bring awareness to the growing epidemic of loneliness and isolation. The country has endured periods of low national morale, such as in the 1970s when high inflation and the energy crisis worsened public sentiment following the Vietnam War. The current mood, however, feels different. Gallup recently reported that national mental health is at an all-time low, with few bright spots to lift spirits.
To better understand how Americans are feeling and their attitudes towards mental health in general, ThinkNow conducted a nationally representative quantitative survey of 1,500 respondents and found some interesting differences among ethnic, age and gender groups.
Technology
For example, 52% agree that technology and social media have a negative impact on mental health, but when broken out by race, 61% of Whites felt technology had a negative effect, and only 48% of Hispanics thought it did.
While technology has helped us keep in touch with friends and family in faraway places, it appears to have degraded our ability to connect in person. Staying connected online is a double-edged sword since the same news feed that brings us pictures of the grandkids and fluffy kittens also feeds us news about the wars in Israel and Ukraine, the dysfunction in Washington, the latest mass shooting and the climate crisis.
Hispanics may have a built-in defense against the isolation technology breeds, owing to their large, multigenerational households, strong social support systems, and tendency to use social media to stay connected with relatives abroad.
Age and Gender
When asked how individuals rate their mental health, men rate it higher than women by 11 percentage points, and Baby Boomers rank it highest at 83%, saying it’s good or excellent vs. 57% of Gen Z saying the same.
Gen Z spends the most amount of time on social media, so the notion that social media negatively affects mental health appears to be correlated. Unfortunately, Gen Z is also the generation that’s least comfortable discussing mental health concerns with healthcare professionals. Only 40% of them state they’re comfortable discussing their issues with a professional compared to 60% of Millennials and 65% of Boomers.
Race Affects Attitudes
As seen in previous research conducted by ThinkNow, Asian Americans lag other groups when it comes to awareness of mental health issues. Twenty-four percent of Asian Americans believe that having a mental health issue is a sign of weakness compared to the 16% average for all groups. Asians are also considerably less likely to be aware of mental health services in their communities (42% vs. 55%) and most likely to seek out information on social media (51% vs. 35%).
AI Trends in Creative Operations 2024 by Artwork Flow.pdfmarketingartwork
Creative operations teams expect increased AI use in 2024. Currently, over half of tasks are not AI-enabled, but this is expected to decrease in the coming year. ChatGPT is the most popular AI tool currently. Business leaders are more actively exploring AI benefits than individual contributors. Most respondents do not believe AI will impact workforce size in 2024. However, some inhibitions still exist around AI accuracy and lack of understanding. Creatives primarily want to use AI to save time on mundane tasks and boost productivity.
Organizational culture includes values, norms, systems, symbols, language, assumptions, beliefs, and habits that influence employee behaviors and how people interpret those behaviors. It is important because culture can help or hinder a company's success. Some key aspects of Netflix's culture that help it achieve results include hiring smartly so every position has stars, focusing on attitude over just aptitude, and having a strict policy against peacocks, whiners, and jerks.
PEPSICO Presentation to CAGNY Conference Feb 2024Neil Kimberley
PepsiCo provided a safe harbor statement noting that any forward-looking statements are based on currently available information and are subject to risks and uncertainties. It also provided information on non-GAAP measures and directing readers to its website for disclosure and reconciliation. The document then discussed PepsiCo's business overview, including that it is a global beverage and convenient food company with iconic brands, $91 billion in net revenue in 2023, and nearly $14 billion in core operating profit. It operates through a divisional structure with a focus on local consumers.
Content Methodology: A Best Practices Report (Webinar)contently
This document provides an overview of content methodology best practices. It defines content methodology as establishing objectives, KPIs, and a culture of continuous learning and iteration. An effective methodology focuses on connecting with audiences, creating optimal content, and optimizing processes. It also discusses why a methodology is needed due to the competitive landscape, proliferation of channels, and opportunities for improvement. Components of an effective methodology include defining objectives and KPIs, audience analysis, identifying opportunities, and evaluating resources. The document concludes with recommendations around creating a content plan, testing and optimizing content over 90 days.
How to Prepare For a Successful Job Search for 2024Albert Qian
The document provides guidance on preparing a job search for 2024. It discusses the state of the job market, focusing on growth in AI and healthcare but also continued layoffs. It recommends figuring out what you want to do by researching interests and skills, then conducting informational interviews. The job search should involve building a personal brand on LinkedIn, actively applying to jobs, tailoring resumes and interviews, maintaining job hunting as a habit, and continuing self-improvement. Once hired, the document advises setting new goals and keeping skills and networking active in case of future opportunities.
A report by thenetworkone and Kurio.
The contributing experts and agencies are (in an alphabetical order): Sylwia Rytel, Social Media Supervisor, 180heartbeats + JUNG v MATT (PL), Sharlene Jenner, Vice President - Director of Engagement Strategy, Abelson Taylor (USA), Alex Casanovas, Digital Director, Atrevia (ES), Dora Beilin, Senior Social Strategist, Barrett Hoffher (USA), Min Seo, Campaign Director, Brand New Agency (KR), Deshé M. Gully, Associate Strategist, Day One Agency (USA), Francesca Trevisan, Strategist, Different (IT), Trevor Crossman, CX and Digital Transformation Director; Olivia Hussey, Strategic Planner; Simi Srinarula, Social Media Manager, The Hallway (AUS), James Hebbert, Managing Director, Hylink (CN / UK), Mundy Álvarez, Planning Director; Pedro Rojas, Social Media Manager; Pancho González, CCO, Inbrax (CH), Oana Oprea, Head of Digital Planning, Jam Session Agency (RO), Amy Bottrill, Social Account Director, Launch (UK), Gaby Arriaga, Founder, Leonardo1452 (MX), Shantesh S Row, Creative Director, Liwa (UAE), Rajesh Mehta, Chief Strategy Officer; Dhruv Gaur, Digital Planning Lead; Leonie Mergulhao, Account Supervisor - Social Media & PR, Medulla (IN), Aurelija Plioplytė, Head of Digital & Social, Not Perfect (LI), Daiana Khaidargaliyeva, Account Manager, Osaka Labs (UK / USA), Stefanie Söhnchen, Vice President Digital, PIABO Communications (DE), Elisabeth Winiartati, Managing Consultant, Head of Global Integrated Communications; Lydia Aprina, Account Manager, Integrated Marketing and Communications; Nita Prabowo, Account Manager, Integrated Marketing and Communications; Okhi, Web Developer, PNTR Group (ID), Kei Obusan, Insights Director; Daffi Ranandi, Insights Manager, Radarr (SG), Gautam Reghunath, Co-founder & CEO, Talented (IN), Donagh Humphreys, Head of Social and Digital Innovation, THINKHOUSE (IRE), Sarah Yim, Strategy Director, Zulu Alpha Kilo (CA).
Trends In Paid Search: Navigating The Digital Landscape In 2024Search Engine Journal
The search marketing landscape is evolving rapidly with new technologies, and professionals, like you, rely on innovative paid search strategies to meet changing demands.
It’s important that you’re ready to implement new strategies in 2024.
Check this out and learn the top trends in paid search advertising that are expected to gain traction, so you can drive higher ROI more efficiently in 2024.
You’ll learn:
- The latest trends in AI and automation, and what this means for an evolving paid search ecosystem.
- New developments in privacy and data regulation.
- Emerging ad formats that are expected to make an impact next year.
Watch Sreekant Lanka from iQuanti and Irina Klein from OneMain Financial as they dive into the future of paid search and explore the trends, strategies, and technologies that will shape the search marketing landscape.
If you’re looking to assess your paid search strategy and design an industry-aligned plan for 2024, then this webinar is for you.
5 Public speaking tips from TED - Visualized summarySpeakerHub
From their humble beginnings in 1984, TED has grown into the world’s most powerful amplifier for speakers and thought-leaders to share their ideas. They have over 2,400 filmed talks (not including the 30,000+ TEDx videos) freely available online, and have hosted over 17,500 events around the world.
With over one billion views in a year, it’s no wonder that so many speakers are looking to TED for ideas on how to share their message more effectively.
The article “5 Public-Speaking Tips TED Gives Its Speakers”, by Carmine Gallo for Forbes, gives speakers five practical ways to connect with their audience, and effectively share their ideas on stage.
Whether you are gearing up to get on a TED stage yourself, or just want to master the skills that so many of their speakers possess, these tips and quotes from Chris Anderson, the TED Talks Curator, will encourage you to make the most impactful impression on your audience.
See the full article and more summaries like this on SpeakerHub here: https://speakerhub.com/blog/5-presentation-tips-ted-gives-its-speakers
See the original article on Forbes here:
http://www.forbes.com/forbes/welcome/?toURL=http://www.forbes.com/sites/carminegallo/2016/05/06/5-public-speaking-tips-ted-gives-its-speakers/&refURL=&referrer=#5c07a8221d9b
ChatGPT and the Future of Work - Clark Boyd Clark Boyd
Everyone is in agreement that ChatGPT (and other generative AI tools) will shape the future of work. Yet there is little consensus on exactly how, when, and to what extent this technology will change our world.
Businesses that extract maximum value from ChatGPT will use it as a collaborative tool for everything from brainstorming to technical maintenance.
For individuals, now is the time to pinpoint the skills the future professional will need to thrive in the AI age.
Check out this presentation to understand what ChatGPT is, how it will shape the future of work, and how you can prepare to take advantage.
The document provides career advice for getting into the tech field, including:
- Doing projects and internships in college to build a portfolio.
- Learning about different roles and technologies through industry research.
- Contributing to open source projects to build experience and network.
- Developing a personal brand through a website and social media presence.
- Networking through events, communities, and finding a mentor.
- Practicing interviews through mock interviews and whiteboarding coding questions.
Google's Just Not That Into You: Understanding Core Updates & Search IntentLily Ray
1. Core updates from Google periodically change how its algorithms assess and rank websites and pages. This can impact rankings through shifts in user intent, site quality issues being caught up to, world events influencing queries, and overhauls to search like the E-A-T framework.
2. There are many possible user intents beyond just transactional, navigational and informational. Identifying intent shifts is important during core updates. Sites may need to optimize for new intents through different content types and sections.
3. Responding effectively to core updates requires analyzing "before and after" data to understand changes, identifying new intents or page types, and ensuring content matches appropriate intents across video, images, knowledge graphs and more.
A brief introduction to DataScience with explaining of the concepts, algorithms, machine learning, supervised and unsupervised learning, clustering, statistics, data preprocessing, real-world applications etc.
It's part of a Data Science Corner Campaign where I will be discussing the fundamentals of DataScience, AIML, Statistics etc.
Time Management & Productivity - Best PracticesVit Horky
Here's my presentation on by proven best practices how to manage your work time effectively and how to improve your productivity. It includes practical tips and how to use tools such as Slack, Google Apps, Hubspot, Google Calendar, Gmail and others.
The six step guide to practical project managementMindGenius
The six step guide to practical project management
If you think managing projects is too difficult, think again.
We’ve stripped back project management processes to the
basics – to make it quicker and easier, without sacrificing
the vital ingredients for success.
“If you’re looking for some real-world guidance, then The Six Step Guide to Practical Project Management will help.”
Dr Andrew Makar, Tactical Project Management
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Marketing Plan
1. Learn from the Greatest Brands
of Silicon Valley
Marketing
Plan
Template
for Tech Startups (and not only)
2. Executive Summary
The most successful business leaders know how to constantly re-win their
customers’ business by delivering real value.
“Marketing Plan for Tech Companies” helps you achieve just that:
• Get to know your customers and your competitors
• Learn how to quantify your product’s value and how to communicate it
• Define realistic business objectives and strategies to achieve them
3. About the Author
I’m a marketing strategist and an engineer so naturally my passion is to help
fantastic tech products succeed in the marketplace.
My experience marketing tech products ranges from mobile apps, devices and
networks (Nokia), data center and cloud (Cisco Systems), to user experience
monitoring and optimization (Riverbed Technology).
On the academic front, I studied Strategic Marketing Management and General
Management at Stanford Global Business School after I graduated from Danish
Technical University and International Faculty of Engineering in Lodz, Poland with
a double degree: M.Sc. E.E. in Telecommunications.
5. The Sixteen Elements of a Marketing Plan
1. Current Situation
2. Vision
3. Competitive Analysis
4. Target Segments
5. Unique Value Propositions
6. Positioning
7. Pricing
8. Business Objectives
9. Marketing Collateral
10. Sales Enablement
11. Promotion Strategy
12. Distribution Plan
13. Offers
14. Conversion Strategy
15. Partnerships
16. Timeline
Click to download the PowerPoint version
6. Click to download the PowerPoint version
Free Product Launch Plan included!
7. Current
Situation
Definition: A firms’ resources and capabilities analyzed
in the context of the competitive environment help
develop a competitive advantage.
Source: http://www.quickmba.com/strategy/swot/
The first two things I did every time I started a new
consulting engagement was a couple of simple
exercises:
• First, understand my client’s business outlook.
• Second, get an idea on what’s going on in their
industry.
Looking at the outcomes of these exercises is the
first step in assessing how relevant your business
really is in the marketplace.
Click to download the PowerPoint version
8. SWOT Analysis
Strengths
E.g. Unique product features
Weaknesses
E.g. Product scalability issues
Opportunities
• E.g. Underserved and highly attractive
market segment
Threats
E.g. Competitors offering comparable product
at a lower price
Click to download the PowerPoint version
9. Strengths
E.g. Unique product features
• Unique content – “House of Cards”,
Emmy awarded show
• On demand – free trial, transparent pricing
= low consumer risk of signing up
Weaknesses
E.g. Product scalability issues
• No real-time content – No chance to
watch Super Bowl
Opportunities
• E.g. Underserved and highly attractive
market segment
• More unique content – to encourage
seasonal users (that sign up once a year
to binge watch “House of Cards”) to
product loyalty
Threats
E.g. Competitors offering comparable product
at a lower price
• Viable alternatives – Hulu offers some of
the same content at the same price while
iTunes, Amazon offer pay-per-movie model
• Net neutrality battle – Internet providers
may throttle Netflix yielding it unwatchable
SWOT Analysis Example - Netflix
Source: www.netflix.com
Click to download the PowerPoint version
10. Vision
Definition: A vision statement says what the
organization wishes to be like in some years’ time.
Source: https://hbr.org/2014/09/your-companys-purpose-is-not-its-vision-mission-or-values/
One of the most important
lessons I learned in the
beginning of my marketing
career was that a company
vision without a deadline
for executing it is just
wishful thinking.
Click to download the PowerPoint version
11. Vision
Goal Timeframe Audience
What’s the big goal for the
company?
What deadline are you setting
for achieving the goal?
Whose lives will improve once
we’ll have achieved our goal?
Click to download the PowerPoint version
12. Vision Example - NASA
“This nation should commit
itself to achieving the goal,
before the decade is out,
of landing a man on the
moon and returning him
safely to the earth.”
J.F. Kennedy, May 25, 1961
Source: http://www.jfklibrary.org/JFK/JFK-Legacy/NASA-Moon-Landing.aspx
Goal Timeframe Audience
What’s the big goal for the
company?
What deadline are you setting
for achieving the goal?
Whose lives will improve once
we’ll have achieved our goal?
Land a man on the moon 9 years The nation
Click to download the PowerPoint version
13. Competitive
Analysis
Definition: Strategic technique used to evaluate outside
competitors. The analysis seeks to identify weaknesses
and strengths that a company's competitors may have,
and then use that information to improve efforts within
the company.
Source: http://www.businessdictionary.com/definition/competitor-analysis.html
Click to download the PowerPoint version
14. Competitive Analysis
Competitor
Competitor’s unique
value proposition
Response
Who is already after our market
and who is about to arrive?
If I were the end-customer, why
would I consider this
competitor’s product?
What are we going to do about
this competitor? Make an
informed decision to
ignore/monitor/act
Most companies fail to consider
new comers before it’s too late.
Click to download the PowerPoint version
15. Competitive Analysis Example –
Google Nexus
Competitor
Competitor’s unique
value proposition
Response
Who is already after our market
and who is about to arrive?)
If I were the end-customer, why
would I consider this
competitor?
What are we going to do about
this competitor? Make an
informed decision to
ignore/monitor/act
Incumbent: Nokia had the
largest share of the
smartphone market (28.9%)
Great selection of robust
handsets for every occasion
at a good price (though lack
of high-end)
Nokia’s market share
dropped 7.5% YoY
Decision: monitor
Challenger: Apple only sold
2.9% of all smartphones but
was growing fast
Unparalleled user experience
at a price comparable to
other high-end phones
(thanks to carrier subsidies)
With 87.2% YoY growth,
Apple is the category
thought leader
Decision: act
Smartphone running Android
launched by Google in 2010
Source: http://www.gartner.com/newsroom/id/1543014
Click to download the PowerPoint version
16. Target
Segments
Definition: An identifiable group of individuals sharing
one or more needs. Market segments generally respond
in a predictable manner to a marketing or promotion
offer.
Source: http://www.businessdictionary.com/definition/market-segment.html
When I was building a market
segmentation model for a large mobile
service provider in Turkey I realized
that sometimes the seemingly
unattractive market segments (low
revenue per customer) can be the
perfect target market of a service if
subsidized by advertisement.
Click to download the PowerPoint version
17. Target Segments
Name Size Revenue Problem Solution
How would you
describe the
segment?
(Demographics,
Behavior, Needs)
How large is this
segment?
What’s the
revenue per
segment?
What challenges is
this segment
facing?
How is your
product solving
segment’s
challenges?
The number of potential customers within your target segment should be big
enough to allow your business a growth trajectory. It’s ok to start with a small
focus group to test your product (e.g. PayPal started with targeting “power
sellers” on eBay) but you need to have a plan to achieve massive adoption.
Click to download the PowerPoint version
18. Target Segments Example - Trunk Club
Source: www.trunkclub.com
Name Size Revenue Problem Solution
How would you
describe the
segment?
(Demographics,
Behavior, Needs)
How large is this
segment?
What’s the
revenue per
segment?
What challenges is
this segment
facing?
How is your
product solving
segment’s
challenges?
Men who hate
shopping but
love to look good
N/A N/A How to look
great without the
hassle of
shopping
One click on the
app to order a
batch of new
clothes
Trunk Club was built to solve a
simple problem – shopping for
clothes in stores or online just
doesn’t work for most guys.
With Trunk Club, guys discover
awesome clothes that are perfect
for them without ever having to
go shopping.
Personal stylists learn customer
preferences from social media
and past purchases to select the
most accurate batch.
Click to download the PowerPoint version
19. Unique Value
Propositions
Definition: It is a description of the qualities that are
unique to a particular product or service and that
differentiate it in a way which will make customers
purchase it rather than its rivals.
Source: “Unique selling proposition”, The Economist, Nov 18th 2009, http://www.economist.com/node/14301696
Leonardo Di Caprio’s character in “The Wolf
of Wall Street” would probably sell ice to the
Eskimos but you are much better off building
a product that sells itself.
I was once analyzing the multimedia
landscape in Brazil to understand if my client
could compete with the market leading TV
conglomerate if they had a better network
with higher quality video. The result of my
study? Without top-notch content you cannot
monetize even the best in the world network
infrastructure.
Click to download the PowerPoint version
20. Unique Value Propositions
Value proposition Benefit
What unique value do we offer to each target
segment and how do we communicate it?
What results does our value proposition deliver to
our target segment?
Click to download the PowerPoint version
21. Unique Value Propositions Example - Tesla
Source: www.teslamotors.com
Value proposition Benefit
What unique value do we offer to each target
segment and how do we communicate it?
What results does our value proposition deliver to
our target segment?
• Energy efficient
• Green technology
&
• Awesome design
Driving a car that’s both green and great looking
Environmentally
conscious connoisseur of
great style will not find a
car as good looking as
Tesla from other electric
car manufacturers.
Click to download the PowerPoint version
22. Positioning
Definition: Create "position" in a prospective
customer's mind - one that reflects a company's own
strengths and weaknesses as well as those of its
competitors.
Source: “Positioning: The Battle for your Mind”, Al Ries and Jack Trout, 1981
In the early days of LTE I was advising mobile
service providers how they can differentiate their
services to become more than “bit-pipes”
connecting consumers to their favorite Internet
website.
One idea was to enrich user experience by
combining contacts, messaging and news into a
single app integrated into the phone screen that
would make users more productive. By offering
such a value add service, the carriers could
position themselves as content providers.
Click to download the PowerPoint version
23. Positioning
Value proposition Competition
What unique value do we offer to each target
segment and how do we communicate it?
How does our value proposition compare to closest
viable alternatives that our customer has?
Most companies fail to identify the
closest viable alternatives to their
product. Sometimes the closest
viable alternative is status quo.
Click to download the PowerPoint version
24. Positioning Example – Lyft Line
Value proposition Competition
What unique value do we offer to each target
segment and how do we communicate it?
How does our value proposition compare to closest
viable alternatives that our customer has?
Lyft Line: Flexibility and comfort of a taxi for the
price close to a bus ticket”
Unparalleled offer; for the duration of
“MatchMuni” campaign the consumer only pays
for a taxi ride the equivalent of the bus ticket
Source: http://blog.lyft.com/matchmuni/
After the promotional campaign is over
and the price of Lyft Line goes up it will
still be anchored in consumer's mind as
the cheapest taxi.
Click to download the PowerPoint version
25. Source: “Positioning: The Battle for your Mind”, Al Ries and Jack Trout, 1981
Positioning – Timeless Slogans
"You've tasted the German beer that's the most
popular in America. Now taste the German beer
that's the most popular in Germany."
“Avis is only No. 2 in rent a cars.
So why go with us?
We try harder”
Click to download the PowerPoint version
26. Pricing
Definition: Pricing should be driven primarily by the
value of the product to the customer.
Source: “Pricing: A Value-Based Approach”, Robert J. Dolan, HBR, 2003
Deciding on the right price for your product or
service is not a trivial task. You need to understand
two things:
• First, how important is your product to the
customer?
• Second, what are the affordability levels of the
different segments?
When I was building go-to-market plans at Nokia I
sometimes recommended going after less affluent
segments and subsidize the service through
advertisement.
Click to download the PowerPoint version
27. Value Based Pricing
Atribute 1 Atribute 2 Atribute 3 Atribute 4
Your product 5 1 4 5
Competitor 1 2 5 2 1
Competitor 2 4 3 4 3
0
1
2
3
4
5
Comparison of attributes of your product against competition
Total
15
10
14
Vertical axis:
How does a customer
perceive the value of
the attribute.
Click to download the PowerPoint version
28. Value Based Pricing Example – Uber
Speed Comfort Cleanness Friendliness
Muni Bus 1 1 0 2
Uber 5 5 5 5
Taxi 5 4 3 3
0
1
2
3
4
5
Comparison of attributes among San Francisco
transportation options
The price for Uber based on value it
delivers is 33% more than a taxi.
Total
4
20
15
Click to download the PowerPoint version
29. Value Based Pricing – Thought Process
Source: http://www.projectjuice.com/; www.pressedjuicery.com
$10.25 $8
How San Francisco consumers
decide between two bottles of
cold pressed almond milk:
• Local
• Certified organic
None of the above
Are “Local” and “Certified
organic” attributes enough to
justify $2.25 higher price? Or
perhaps even $5?
Click to download the PowerPoint version
30. Business
Objectives
Definition: Now that you understand your current
situation, you’ve established a vision of where your
company wants to be in the future, and that you’ve
decided what types of problems you’ll be solving for
your current segment it’s time to set concrete business
objectives for the next year.
Peter Drucker once said: “If you
can't measure it, you can't
manage it.”
Measuring your success begins
with setting quarterly goals that
inspire strategic planning and
give you a benchmark to
regularly review your marketing
tactics against.
Click to download the PowerPoint version
31. Business Objectives
Objective Timeline Plan
E.g. Revenue targets, Profitability
targets, Market share increase
Q1, Q2, Q3 or Q4? What’s the strategy to achieving
the goals?
Click to download the PowerPoint version
32. Business Objectives Example -
Theranos
Objective Timeline Plan
E.g. Revenue targets, Profitability
targets, Market share increase
Q1, Q2, Q3 or Q4? What’s the strategy to achieving
the goals?
Hit 1 million blood tests in 2015 By end of Q4 2015 Partnership with Walgreens to
reach consumers at convenient
for them locations
Source: http://www.newyorker.com/magazine/2014/12/15/blood-simpler
https://theranos.com/press/theranos-selects-walgreens-as-a-long-term-partner
Theranos blood test is pain-free, 50%
cheaper and uses only 0.1% of blood
amount required by traditional
methods.
Walgreens is the nation’s largest
retail pharmacy chain with more than
8,100 neighborhood pharmacies)
required by traditional methods.
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33. Definition: What types of collateral do you need to
create/update to communicate the unique value
proposition of your product to target segments?
At Riverbed I was responsible for a multiproduct solution
launch and demand generating campaign. Naturally, I had to
create a lot of content assets. The content pieces with the
highest number of views and shares on social media had
three things in common:
• they all contained beautiful visuals
• told a personal story
• and presented fresh and often provocative stats or
statements.
As Walt Disney said: “I would rather entertain and hope that
people learned something than educate people and hope
they were entertained.”
Marketing
Collateral
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34. Marketing Collateral
Name Timeline Plan
E.g. Case study, product
brochure, ROI study, whitepaper,
video, inforgraphic, thought
leadership blog, byline article,
industry publications
Q1, Q2, Q3 or Q4? Who and how will produce the
collateral? (Internal teams, ad
agencies)
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35. Marketing Collateral Example -
Dropbox
Name Timeline Plan
E.g. Case study, product
brochure, ROI study,
whitepaper, video,
inforgraphic, thought
leadership blog, byline
article, industry
publications
Q1, Q2, Q3 or Q4? Who and how will
produce the collateral?
(Internal teams, ad
agencies)
Update the website with
the new offering
Q2 2014 Content: Product
Marketing
Design: Web Team
Document customer
testimonials in video
format
Q2 2014 Script: Customer Rep +
Product Marketing
Shoot: Video Team
Source: http://techcrunch.com/2014/04/09/dropbox-hits-275m-users-and-launches-business-product-to-all/
Sample collateral
production plan for
Dropbox for Business
launch on April 9th
2014
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36. Source: http://www.brainshark.com/ideas-blog/2013/july/what-is-sales-enablement-3-defintions.aspx
Wolf of Wall Street Sales Training Video: https://www.youtube.com/watch?v=sxRStrx8xtc
Sales
Enablement
Definition: A systematic approach to increasing sales
productivity, by supporting reps with the content, training
and analytics they need to have more successful sales
conversations.
A common mistake that many companies
make is not to close the loop on sales
enablement. What do I mean by that?
Well, it is not enough to create a sales
playbook and upload it to SharePoint or
Dropbox. You need to ensure that every
sales rep lives it. My favorite example of
effective enablement is sales training
scene from “The Wolf of Wall Street”.
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37. Sales Enablement
Name Timeline Plan
E.g. Sales playbook, case study
with proof points, product
brochure, ROI study, whitepaper,
video, inforgraphic
Q1, Q2, Q3 or Q4? Who and how will produce the
collateral? (Internal teams, ad
agencies)
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38. Sales Enablement Example - Marketo
Name Timeline Plan
E.g. Sales playbook, case study
with proof points, product
brochure, ROI study, whitepaper,
video, inforgraphic
Q1, Q2, Q3
or Q4?
Who and how will produce the
collateral? (Internal teams, ad
agencies)
Sales playbook: target
audience, questions to ask,
pain points to find, solutions to
offer, benefits to show and
proof points
N/A Develop buyer personas to help
sales people understand buyers’
journey and align sales activities
accordingly
Training: regular product
update calls, instructor led
hands-on product and
business value training, new
hire onboarding
N/A Ensure your salespeople are on
top not only the latest product
information but also market
trends.
Source: http://www.marketo.com/_assets/uploads/WP.Precision.Thinking12.pdf?20130115213859
http://www.marketo.com/_assets/uploads/Enterprise-Breakout-Mapping-to-Buyer-Personas-and-Journeys.pdf?20141219190143
Your offerings can have
multiple buyers with different
needs. Personalize your
message to be heard in a
crowded marketplace.
According to
@CEB_Marketing, 39% of
the top performing reps are
equipped to challenge their
customers’ assumptions and
push them outside of their
comfort zone. In order to do
so they need to know more
about customer’s
marketplace that the
customer himself.
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39. Promotion
Strategy
Definition: Promotion includes all the activities of the
company undertakes to communicate and promote its
products to the target market.
Source: “Marketing Management”, 14th Edition”, Philip Kotler
The best way to convey your product value to prospective
customers is through the stories of your existing
customers. When I was responsible for Riverbed’s
corporate messaging at our main events I would start a
presentation with a customer success story. Because I
wanted my audience to remember Riverbed as a company
behind Gilt Groupe’s ability to flawlessly serve 100,000 e-
commerce customers per second.
Stories stick, tech jargon goes over your audience’s head.
90% of tech products are advertised as “leading brand,
positive ROI, cutting edge etc.” It’s so hard sometimes to
understand what the company is actually doing!
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40. Promotion Strategy
Name Timeline Plan
E.g. Advertising, publications,
campaigns, spokespeople
Q1, Q2, Q3 or Q4? How are you going to achieve
your promotional goals?
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41. Promotion Strategy - Example
Name Timeline Plan
Industry events – trade shows,
awards
Main event
in October
Dreamforce: company’s signature
event attracts over 45000 attendees
Publications and analysts -
Feature byline articles, participate
in product evaluations, brief
industry analysts
ongoing Dreamforce is known for partnering
with industry gurus (e.g. Tony
Robbins) to independently validate
and promote their solutions
Email campaign – nurture leads ongoing If you download a document from
salesforce.com, a sales rep will
contact you
Website – frequently updated
product information and relevant
thought leadership content
ongoing Upload latest marketing materials
your website and track the number
of views
Social media – join conversations ongoing Online omnipresence
Ads - digitally (LinkedIn, Google)
and traditionally (print, taxis)
ongoing Billboards in prime spots along
Hwy 101
Source: http://www.bizjournals.com/sanfrancisco/subscriber-only/2014/12/26/conventions--expos.html
http://www.emarketer.com/Article.aspx?R=1008929&ecid=a6506033675d47f881651943c21c5ed4
77% of buyers
say they are
more likely to
buy from a
company whose
CEO uses social
media.
Enterprise customers are
already 57% along in the
purchasing process
before they engage with
their suppliers
@CEB_Marketing.
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42. Distribution
Plan
Definition: How are you going to reach your
customers?
At Riverbed, only 10% of revenue comes from direct
sales. Great channel partners can help you reach
customer segments that are too expensive to serve
through direct sales force. They will also help promote
and let customers discover your product if it’s
embedded in their broader offering.
For example, a multinational organization turns to BT
Global Services to sign an MPLS contract. It’s a great
time for a BT sales rep to introduce the customer to the
benefits of application acceleration solutions from
Riverbed that can enhance customer’s MPLS
deployment.
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43. Distribution Plan
Type Timeline Plan
E.g. Direct and indirect sales Q1, Q2, Q3 or Q4? What do you need to do to enable
your sales channel?
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44. Distribution Plan Example - Suse
Name Timeline Plan
E.g. Direct and indirect sales Q1, Q2, Q3 or Q4? What do you need to do to enable
your sales channel?
Direct Sales – customers buy
from your website or place an
order with a sales rep
N/A Suse server sold on
www.suse.com
Indirect Sales – customers
discover and buy your product
from a partner, in this case
AWS is a cloud provider
N/A Suse server sold through AWS
Marketplace
Source: https://www.suse.com/ and https://aws.amazon.com/marketplace/pp/B007O0H35O
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45. Offers
Definition: How are you going to convince your
customers to try your product?
A free trial is a great way to demonstrate
the value of your software product. At
Riverbed, prospective buyers can instantly
check how much faster their website load
if they used our web content acceleration
software.
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46. Offers
Type Timeline Plan
E.g. Free trial, free basic version
with upgrade options, how many
different offers
Q1, Q2, Q3 or Q4? What’s the plan to prepare and
launch different offers?
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47. Offers Example - Breather
Name Timeline Plan
E.g. Free trial, free basic version
with upgrade options, how many
different offers
Q1, Q2, Q3 or Q4? What’s the plan to prepare and
launch different offers?
Free trial - Customers want to
try new products and discover
their benefits before they are
ready to commit to a purchase
Ongoing Breather offers a free hour at
any of the spaces they rent for
first time user
Free rental credit for friends
referrals – an incentive to
spread the word about the
product
Ongoing A win-win offer to give a free
product trial to friends and
acquaintances plus and gain
free Breather hours
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48. Conversion
Strategy
Definition: What’s your plan to capture, nurture and
eventually convert your leads into paying customers?
The key to converting prospects into
customers is continuous communication
that creates value for the prospect at each
touch point. At Riverbed, the first step of
lead nurturing campaign is to understand
the potential buyers’ profiles to always
present them with relevant content.
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49. Conversion Strategy
Type Timeline Plan
E.g. How to convert a viewer
browsing the website into a lead,
how to convert a free trial user
into a paying customer?
How often do we attempt to
engage with the prospect?
What’s the plan to prepare and
launch different conversion
strategies?
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50. Conversion Strategy Example - DocuSign
Source: http://www.techtarget.com/downloads/research/2013_Media_Consumption_Report.pdf
Type Timeline Plan
E.g. How to convert a
viewer browsing the website
into a lead, how to convert
a free trial user into a
paying customer?
How often do we attempt
to engage with the
prospect?
What’s the plan to prepare
and launch different
conversion strategies?
Add to database:
• Respondents to direct
email campaign
• Viewers of online
demos and thought
leadership webinars
• Leads from trade
shows
Customer signs up for a
1-month free trial
Before the trial period is
over, offer another 2
months free of charge if
they sign up for paid
service
Advertise your product
online and once the
prospect visits your
website, offer a free trial
Segment the database to
deliver target
communication in optimal
intervals to nurture your
leads
If the customer does not
respond to offers, start
nurturing
Send relevant third party
or in house content
The majority of technology
buyers worldwide view a
minimum of 4 pieces of content
before they begin to build a short-
list of vendors. (TechTarget)
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51. Partnerships
Definition: Explore and evaluate synergies for
achieving your business objectives by partnering with
another entity.
Riverbed and Microsoft partnership is a win-win
situation. Office 365 and SharePoint are some of
the most important user workloads that Riverbed
accelerates.
Thanks to Riverbed, Microsoft customers can
enjoy great performance of their most critical
business applications.
Thanks to Microsoft, Riverbed gets access to a
huge sales force that pitches application
acceleration together with the application itself.
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52. Partnerships
Name Timeline Plan
What strategic objectives does
the partner help accomplish?
Q1, Q2, Q3 or Q4? What’s the plan to set up and
maintain the partner
relationships?
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53. Partnerships Example - Walgreens
Name Timeline Plan
What strategic objectives does
the partner help accomplish?
Q1, Q2, Q3 or Q4? What’s the plan to set up and
maintain the partner
relationships?
Walgreen’s goal is to transform
from community pharmacy into
a health and wellness center.
Partnering with Theranos helps
Walgreen’s offer a
differentiated patient
experience through affordable,
painless and on-demand lab
testing.
N/A Offer Theranos lab testing in a
few locations in the beginning
and grow to cover over 8000
pharmacies.
Source: http://www.newyorker.com/magazine/2014/12/15/blood-simpler
http://www.walgreens.com/pharmacy/lab-testing/home.jsp
A great partnership creates
synergy for both partners.
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54. Timeline
Definition: A marketing plan should include a high level
calendar that outlines specific tactics that will be
undertaken for a 12-month period.
Source: http://www.marketsmartb2b.com/downloads/Market-Smart-B2B-Marketing-Calendar.pdf
The key learning from my most
successful projects at Nokia, Cisco
and Riverbed? They all had a clearly
defined plan with milestones and
actions necessary to hit these
milestones on time.
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