Working Webinar Series
Marketing Fundamentals
It's time to ditch outdated approaches and re-energize your marketing efforts with a fresh perspective on marketing strategy! Join marketing guru Pam Didner in this interactive series covering the fundamentals of marketing.
All sessions available to stream now!
SUPER-SIZED sessions! Each is 75 or 90 minutes
For best experience, use Chrome to access our event platform
Sessions
Session 1
Situation and Segmentation Analysis: The Foundation for Your Strategy
Not all prospects are created equal. Some may be ready to buy today. Most are looking for more information. To market effectively, you need to know your audience and address each group differently.
During session 1, you will:
- Research your products to understand how their features and benefits meet customer needs
- Dig deep into your market to understand your buyers' pain points and your competitors' solutions
- Segment your audience to provide targeted messaging highlighting how your offers solve their different problems
Marketing isn't a one-size-fits-all message. Instead, it's a strategy designed to connect with different buyers at different stages of their journey. This session gets you started on identifying and addressing those needs.
Session 2
Product Segmentation, Messaging, and Value Propositions
Now that you know your products and your buyers, it's time to connect the two! Who do you target? How can you stand out as different? And how do you prove the value of your offer?
During session 2, you will:
- Connect customers' challenges with your valuable offers
- Tie product (what) and buyers (who) together with your messaging (what to say)
- Differentiate your brand with positioning and value statements
An accountant isn't interested in the technical details of your B2B solution, and the end user isn't interested in the price. Present the right information to the right people and watch your sales increase.
Session 3
Modern Marketing Mix
There are 7 ways to impact the marketing and sales of your solutions. These are the 7Ps of Marketing, and each of them plays a role in how your audience finds and evaluates your offer.
During session 3, you will:
- Understand why price isn't the only reason customers pick a solution
- Discover how to promote your offers in different channels
- Focus beyond price and promotion to improve your results with placement, people, processes, packaging, and your product
Think of the 7Ps like levers you can pull to adjust the effectiveness of your marketing machine. Get these right and your audience will line up to buy your offer.
Session 4
Marketing Plan: Your Strategy and Implementation in One Deck
You have your market segmented, your offers lined up, and your 7Ps dialed in. Now it's time to create a marketing strategy that puts the right offers in front of the right people for years to come.
During session 4, you will:
- Explore the eight essential elements of an effective Marketing Plan
- Follow a storytelling framework to craft your marketing plan
- Understand how to apply KPIs and data to improve your marketing results
There are a lot of moving parts in modern marketing. But Pam pulls it all together into a simple, effective marketing strategy that will have an immediate, positive impact on your marketing.
