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.

Skills covered

Enterprise MarketingAudio ContentMarketing

Concepts

0. Introduction

01 - Welcome to this course

1. The Brand Choice - Umbrella or Distinct

02 - The brand as a strategic unit of analysis
03 - Umbrella versus distinct branding

2. The Customer Choice - Acquire or Retain

04 - Defining a customer
05 - Customer loyalty
06 - Customer acquisition
07 - Customer retention
08 - Balancing acquisition and retention goals

3. Business Category

09 - How to define your category
10 - Leadership and earn-share strategies

4. Four Ways to Go to Market

11 - Acquisition leadership strategy
12 - Retention leadership strategy
13 - Retention earn-share strategy
14 - Acquisition earn-share strategy

5. How to Change Customer Beliefs

15 - Understanding customer needs in your category
16 - Selecting a core or dynamic belief for your brand
17 - Deciding whether to change importance or perception
18 - Developing an impactful value proposition

6. Changing Customer Behaviors

19 - Aligning execution to customer behaviors
20 - Product and service alignment
21 - Pricing alignment
22 - Channel distribution alignment
23 - Communications alignment

7. Benchmarks

24 - Strategy integrated marketing metrics

Conclusion

25 - Next steps