Mark Weiner

Positioning and Messaging Strategies for Effective Marketing

The success of a marketing campaign or overall strategy ultimately depends on how a company's end customers perceive, accept and adopt a product's value proposition / positioning / resulting messaging.

Especially in high technology markets, where new purchases are investments measured by impact to the business and return on investment, a product's value proposition has to be extremely clear, tangible and differentiated in order to achieve vendor preference, as well as maintain desired pricing and margin levels.

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Recap: Map Value Creation for Greater Customer Relationship Intelligence

Below is the video recap of the talk by Linda Sharp. While the slides are not captured in the video itself, a separate slide deck is given below. You can flip the slides in sync with how the talk sequenced them.

The slide deck for this presentation is available here.

You may want to open it in a separate window and follow along as the video progresses.

The marketing tech stack of tomorrow

Marketing spend on technology is growing faster than any other department and predicted to soon surpass even the IT department's spend. There's no profession where technology is having a more profound impact on performance than Marketing. What worked 5 years isn't working today. And what's working today, won't work tomorrow.

Technology has become as much of a marketing differentiator as your product and message. Whether it's CRM, content management, marketing automation, ABM, app dev, or analytics - if you're not leading when it comes to technology, you're going to get left behind.

Come join us for an exciting discussion where Kaushik Patel of ThoughtSpot will dive into some of the latest marketing technologies on the market and offer advice on how to get the most out of them.

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Recap: Web Content Strategy Best Practices


Members have access to the complete video recording of the presentation and the slide deck that Lisa used for her presentation. A truncated video as a sample of the talk is below.

For a quick peek at what was covered, please check the post here.

Note that for getting the full benefit of these talks including the Q&A session, the video available in recap post and better still, personal attendance, is invaluable.

If you are interested in membership, please check into the details here.

Web Content Strategy Best Practices

B-to-B audiences increasingly depend on Web experiences to support their purchasing research and post-sale customer experiences. Unfortunately, too many b-to-b organizations are failing to deliver content or context that satisfies audience expectations and drives business impact.

Come, join us for this presentation on how to transform your b-to-b Website into a modern, audience-centric, content-fueled home base for your company’s digital presence. Read more

Recap: Customer Experience Marketing

Lisa Nakano, Research Director at Sirius Decisions, addressed a NorCal audience on Customer Experience Marketing.

Starting with an understanding of what the term might mean, she went on to provide great insights into how companies can use customer experience in earning customer advocacy, the ultimate pay back for making this effort.
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