From strategy to tactics
Posted: Sun Dec 22, 2024 10:27 am
The book is for the marketer who wants to take a more strategic position in the company. The author offers many tools to do this. However, he also goes quite deeply into activities on a more tactical level. How to set up an inbound marketing campaign and the usefulness of a social media calendar are more about the execution than about the strategy.
For the tactical implementation of the marketing activities, this book assumes online inbound marketing. You will read about the well-known funnel with awareness, consideration, decision and all associated content options and metrics. A campaign canvas is also reviewed, and you will read tips for useful white papers and campaigns. Results email list of australia such as number of downloads, CTR and likes are not strategic goals. However, they can help to strengthen the internal position of the marketer and demonstrate the value.
Little attention is paid to how you arrive at the strategy (macro analysis, financial analysis, competitive analysis, the five forces model, SWOT analysis, strategic options) as a starting point for all activities. So if you expect a book about how to map out the perfect strategy, that need is not really satisfied. What the book does do is explain how you can give your role a more strategic interpretation through things like internal positioning, evidence, good propositions and the relationship with sales.
As a marketer, take a central position
However you look at it, if you want to do marketing at a strategic level, you have to make sure that marketing takes a central position in management and that you are given the space to make the company commercially attractive. Also in the future. To achieve this, according to the author , you can take the following starting points:
Marketing must be given responsibility to achieve and maintain sustainable competitive advantage.
Marketing should be given a role in the management or MT.
Give marketing and sales the same director and align goals.
Make clear the importance of proposition development.
Give marketing responsibility for brand positioning.
This way you claim a strategic role within your organization and you can make a valuable contribution to a healthy commercial perspective for now and the future.
For the tactical implementation of the marketing activities, this book assumes online inbound marketing. You will read about the well-known funnel with awareness, consideration, decision and all associated content options and metrics. A campaign canvas is also reviewed, and you will read tips for useful white papers and campaigns. Results email list of australia such as number of downloads, CTR and likes are not strategic goals. However, they can help to strengthen the internal position of the marketer and demonstrate the value.
Little attention is paid to how you arrive at the strategy (macro analysis, financial analysis, competitive analysis, the five forces model, SWOT analysis, strategic options) as a starting point for all activities. So if you expect a book about how to map out the perfect strategy, that need is not really satisfied. What the book does do is explain how you can give your role a more strategic interpretation through things like internal positioning, evidence, good propositions and the relationship with sales.
As a marketer, take a central position
However you look at it, if you want to do marketing at a strategic level, you have to make sure that marketing takes a central position in management and that you are given the space to make the company commercially attractive. Also in the future. To achieve this, according to the author , you can take the following starting points:
Marketing must be given responsibility to achieve and maintain sustainable competitive advantage.
Marketing should be given a role in the management or MT.
Give marketing and sales the same director and align goals.
Make clear the importance of proposition development.
Give marketing responsibility for brand positioning.
This way you claim a strategic role within your organization and you can make a valuable contribution to a healthy commercial perspective for now and the future.