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positioning

Marketing Targeting:  It’s Not Just Where You Fish, It’s What You Put on the Hook

Marketing Targeting: It’s Not Just Where You Fish, It’s What You Put on the Hook

By Dave Kellogg on December 2, 2020

Back in the day I was taught that marketers do three things, memorized via the acronym STP:  segment, target, position. Divide the audience into different segments.  For example, dividing consumers by demographics or dividing businesses by size or industry. Select the segments that the company wishes to target for its marketing.  For example, choosing small […]

Posted in Business, Featured Posts, Startup Lessons | Tagged advertising, demandgen, events, leadgen, marketing, positioning, pr, SaaS, segmentation, startups, STP, targeting

Product is Not a Four-Letter Word

Product is Not a Four-Letter Word

By Dave Kellogg on June 10, 2014

“Customers buy 1/4″ holes, not 1/4″ bits.” – Theodore Levitt, Harvard Business School At some point in every marketer’s career they produce a data sheet that looks like this: Our product uses state-of-the-art technology including a MapReduce distributed backend processing engine with predictive analytics including multivariate adaptive regression splines, support vector machine classification, and naive Bayesean machine […]

Posted in Featured Posts, Trends & Concepts | Tagged mapreduce, marketing, positioning, product, solution

What's Your Favorite Position?

What’s Your Favorite Position?

By Steve Mann on June 25, 2010

Calm Down!!!! Here’s an excerpt from Chapter 5 of Storming the Castle, in which we’re discussing what it takes to create powerful positioning and the first steps for initial market entry. As always comments are more than welcome. We’re onto…

Posted in Trends & Concepts | Tagged market entry, marketing, messaging, methodology, positioning

In Search of the Obvious - cutting through the marketing mess

In Search of the Obvious – cutting through the marketing mess

By David Terrar on February 8, 2010

When I first tweeted that Jack Trout’s new book “In Search of the Obvious” had arrived from Amazon, my mate @euan suggested his (excellent) blog is actually easy to find. He called it “The Obvious” because when he started writing about the application of new technology and social media in organizations, he felt that, actually, […]

Posted in Trends & Concepts | Tagged advertising, al ries, design, General Business, jack trout, laws of marketing, marketing, Marketing & Media, marketing warfare, media, messaging, positioning, sales, Sales & Marketing, strategy

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