List of Marketing Strategies
Growth Strategies (Ansoff’s Matrix) These strategies focus on product and market expansion options More Market Share = >Market Penetration
Marketing Strategy
Commercial Intelligence
Commercial intelligence = how you use the data to make smarter decisions, ensuring decisions are rooted in evidence rather than speculation. Components of commercial intelligence Commercial intelligence is a systematic...
Suitability, Acceptability, Feasibility (SAF) Framework to Score Strategic Options
The acronym SAF (Suitability, Acceptability, Feasibility) summarises 3 criteria to identify optimal strategic options and to evaluate possible new strategic initiatives. “Suitability” assesses whether a strategy addresses key strategic challenges...
Strategic Marketing Initiatives
Strategic Initiatives When developing strategy, the two key questions are (Hooley et al, 2020, p161): how can we exploit our strong resources more fully; what new strong resources will we...
Competitive Advantage Strategies
Competitive Advantage can be created in two main (though not exclusive) ways: through Cost Leadership Strategy and Differentiation Strategy (Porter, 1980. Cited in Hooley et al, 2020, p45). “The two...
Product Portfolio Analysis
Sales by product Profit contribution Sales mix Competitors Product Portfolio Analysis Refining marketing strategies Identifying market opportunities Guiding strategic decisions Opportunities for differentiation Positioning and benchmarking How to maintain market...
Lead Management
The first place to begin building this new fact-based culture is in the lead management process. If marketers are ever to shed the perception that their value is solely in...
Product Marketing vs Service Marketing
An “IT company” is the umbrella term for a software services company or a software product company. What is a Software Development Company Googling for this topic, I discovered that many authors...
Annual Marketing Budget
A marketing budget is the amount of money a business plans to spend on marketing-related activities over the year. It includes not only expenses such as paid advertising, sponsored web...
How to Market a Software Development Company
If I were asked to develop a marketing strategy for software development companies from scratch right now, where would I start? With the so-called commercial intelligence. Commercial intelligence is the...
How to Calculate ROMI (Return on Marketing Investment)
Key differences between ROI and ROMI ROI ROMI – ROI = the profitability of any investment:– launching a new product, – entering a new market.– purchasing new equipment – ROMI = how...
Services marketing
Focus on Core Business
Almost inevitably, the right priority is to build on strengths instead of fixing weaknesses. Imagine two $100 Million markets. You have a 50% market share and do $50 Million in...
Small Business Marketing Mistakes
Companies have a minimum budget of less than $30,000 per year. CEOs expect miracles and dramatic results quickly or from a very limited budget. Companies sell everything to everyone, and...
Unit Economics
Figure out Marketing’s role in the company’s unit economics. The CAC (customer acquisition cost) is shared between you and the sales team. Your company’s LTV (Lifetime Value) will determine how...
Bottom of the Funnel
Sales Funnel
Marketing Funnel
Value Proposition vs Positioning Statement
Unlike the value proposition, positioning is targeted to a highly specific segment or persona. It helps them understand why your product is best suited for their needs over other options....
Sales vs Marketing
Marketing is the art of creating genuine customer value (Philip Kotler). Hence, marketing analysis, marketing thinking, and marketing decisions cannot rest upon the shoulders of just one department. Plus marketing theories that...