Building a Winning Enterprise Marketing Strategy
1h 50mBeginner2020-04-15
Authors
Marta Dapena-Baron
Speaker, Author, President of The Big Picture Partners LLC
Madecraft
Full-Service Learning Content Company
Course details
Marketing strategies are never straightforward, making it difficult for leaders to proceed with confidence and authority. In this course, listeners can learn the six key choices global brands need to make for a battle-ready marketing strategy that wins customers and grows the business. Marta Dapena-Baron, a former Fortune 500 marketing VP, shares how to decide between acquiring or retaining customers and four amazing strategies for go-to-market. Additionally, listeners can learn how to change their customer beliefs and behaviors and how to manage and develop key marketing benchmarks.
Topics include:
Explain the value of a marketing strategy.
Analyze the types of customers for branding.
Recognize the criticality of customer acquisition.
Comprehend category definition while branding.
Examine the importance of a retention earn-share strategy.
Distinguish between core competency needs when categorizing customers.
Topics include:
Explain the value of a marketing strategy.
Analyze the types of customers for branding.
Recognize the criticality of customer acquisition.
Comprehend category definition while branding.
Examine the importance of a retention earn-share strategy.
Distinguish between core competency needs when categorizing customers.
Skills covered
Enterprise MarketingAudio ContentMarketing
Concepts
Introduction
- Welcome to this course
The Brand Choice - Umbrella or Distinct
- The brand as a strategic unit of analysis
- Umbrella versus distinct branding
The Customer Choice - Acquire or Retain
- Defining a customer
- Customer loyalty
- Customer acquisition
- Customer retention
- Balancing acquisition and retention goals
Business Category
- How to define your category
- Leadership and earn-share strategies
Four Ways to Go to Market
- Acquisition leadership strategy
- Retention leadership strategy
- Retention earn-share strategy
- Acquisition earn-share strategy
How to Change Customer Beliefs
- Understanding customer needs in your category
- Selecting a core or dynamic belief for your brand
- Deciding whether to change importance or perception
- Developing an impactful value proposition
Changing Customer Behaviors
- Aligning execution to customer behaviors
- Product and service alignment
- Pricing alignment
- Channel distribution alignment
- Communications alignment
Benchmarks
- Strategy integrated marketing metrics
Conclusion
- Next steps