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Best practices for global integrated marketing campaigns



Last Build Date: Wed, 11 Apr 2018 13:28:56 +0000

 



Get a free hour with Mike GospemgospeFinal book.largemike 1

Wed, 07 Feb 2018 18:25:03 +0000

We’re celebrating the 10 year anniversary of Marketing Campaign Development! Thank you for being part of the MCD family of more than 100K views from marketing teams around the world. Interested in getting some feedback on your latest plans? During 2018, I’m offering a free 1 hour marketing consultation to the first 10 people who […]


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Marketing Campaign Development celebrates 10 year anniversary10-year-anniversarymgospe

Wed, 09 Aug 2017 18:39:55 +0000

In 2007 I wrote the book Marketing Campaign Development in hopes that it would inspire a generation of marketers in the art and science of truly integrated marketing. 10 years later, the book continues to find an audience eager to apply these best practices. First off, let me express my sincere thanks to you all, […]


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3 Tips for creating your best B2B buyer personasSlide01mgospeA new online course by Mike GospeWhat is a buyer personaA persona template example.

Tue, 25 Aug 2015 19:02:38 +0000

“I know I’m wasting half of my marketing budget. I just don’t know which half!” Have you or your management team ever expressed this concern? It’s a common one. What if I told you that I know how to know, with certainty, which half of your budget is mis-spent? It’s true. I can help you […]


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How to Build Better Personas — a new online course from Mike GospemgospeHow to Build Better Buyer Personas

Mon, 03 Aug 2015 17:09:43 +0000

How well do you understand your target market? This new online course will arm you to achieve success. Dear Marketing Campaign Development readers, As you already know, the art of building a solid persona to illustrate someone who lives and breathes in your target market is a critical component of your go-to-market strategy. I’ve just […]


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How to create your best elevator pitchmgospeMike Gospe's message box in action

Fri, 13 Mar 2015 23:26:20 +0000

The “message box” technique is a fun, fast way to create a compelling elevator pitch for your new product or service. For the month of March, this new online course is available for free. Designed for busy product managers and marketers, this course offers a practical and powerful way to work with your team to […]


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Positioning Statements in Action – part 1mgospe

Wed, 11 Mar 2015 17:43:16 +0000

Originally posted on The Marketing High Ground:
The following is a snippet from The Marketing High Ground. More details of this example, including many others, can be found in the book. Additional examples will be shared and briefly reviewed in future posts. So, how do you know if you’ve created an effective positioning statement? The…


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Example of a tactical “Marketing Blueprint” for eventsmgospeSlide1

Tue, 20 Jan 2015 22:40:37 +0000

What is a “marketing blueprint”? This continues to be a good question and a source of confusion amongst marketers because blueprints are often confused with Excel spreadsheets of Microsoft Project. Here are 4 things to know about blueprints and a tactical example to shed some light. 1. Blueprints can be strategic or tactical A strategic marketing blueprint […]


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Integrated Marketing vs “Marketing Popcorn”mgospeNo "marketing popcorn"The Marketing High Ground

Mon, 20 Oct 2014 21:15:00 +0000

I have a pet peeve, and it’s marketing popcorn. No, not the marketing of popcorn. “Marketing popcorn.” This is the exact opposite of truly effective integrated marketing. Marketing popcorn = marketing tactics that are planned and executed independently of each other and with no interaction or cross-functional coordination. To the prospect, they appear random and […]


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Arm your sales team with the best corporate pitch. 3 guidelines to follow.mgospeIntroduction to WholeMeaning.Watch the YouTube hit video, United Breaks Guitars.U UnitedSimplify the value proposition.PyramidMaking the Pitch: While this slide deck is geared specifically to VC presentations, the same type of agenda will serve sales reps well as they introduce themselves to new prospects.

Thu, 02 Oct 2014 22:29:10 +0000

Executives and sales reps continue to struggle with the best way to present their company to new prospects. Especially if you are part of an early stage company, your personal and professional credibility are on the line. Unfortunately, the most common first slides I see in the obligatory corporate pitch are about technology. There is a much, much better […]


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3 trends orbiting the brave new world of “marketing attribution”mgospe

Sat, 27 Sep 2014 22:07:16 +0000

“Marketing Attribution” tools and services are rapidly being adopted by Fortune 1000 companies. But successful application of these tools and services require much more than just operational finesse. It requires a deep understanding of your company’s culture. Companies must restructure their marketing operations. Wikipedia offers this definition of marketing attribution: Attribution is the process of identifying a […]


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