FAQ

A brand strategy helps define your brand in the mind of your customers. A successful brand strategy deals with user-centric questions about your product or service. Questions like, How does the product make me feel? What does it do for me? How does it make me look? It helps brands find their customer tribes.

Content marketing was developed 10 years ago as a countermeasure to interrupt-based marketing, where marketers would randomly interrupt prospects with ads. Content marketing is a type of marketing, sometimes called inbound marketing, that focuses on developing valuable and creative content that attracts and engages prospects.

A go-to-market strategy is a strategy to identify and attract customers to gain a competitive advantage. Go-to-market strategies have changed dramatically in recent years, with marketers using inbound marketing rather than interrupt based marketing to attract new customers, and by focusing on consumer tribes rather than market segments.

Influencer marketing is the leverage of influential talent to represent your brand through social channels as a brand spokesperson or ambassador. When finding the right influencer for your brand, it’s not only crucial to find someone whose values align with your own, it’s also critical to find influencers who will influence people who are not following you yet.

Sales enablement is the process of empowering salespeople to conduct better sales pitches and to achieve better sales results. Increasingly, and certainly with the COVID-19 pandemic, sales enablement tools have been focused on the virtual delivery of sales pitches. Successful sales tools are usually those using easy to understand verbiage, rather than jargon.

Demand generation is the strategies and tactics meant to create awareness and interest in your products or services. In recent years, demand generation has focused more on inbound marketing and word-of-mouth marketing, rather than the more traditional interrupt based marketing techniques of the past.

A cross channel marketing strategy is a strategy that assumes that your prospects will hop across multiple channels as they make their buying decisions — e.g, going from social channels to your website, maybe visiting a physical storefront, talking to a rep on the phone, etc.  It ensures that the experiences across all channels are consistent, and if possible, complementary. 

A customer journey map is typically based on buyer personas — which are aggregate, fictional, representations of your prototypical buyers based on research and data. The customer journey map maps out the most likely journey they will go through as they make their buying decision. It serves to make sure that all touchpoints are consistent and complementary.

A marketing funnel is the way marketers described the customer journey in the past. They literally used a funnel to describe the linear stages that buyers go through as they make their purchase decision — awareness, interest, consideration, intent, evaluation, and purchase. Of course, we now know that the funnel is a wrong metaphor and that the buying cycle is much more messy and nonlinear.

Measurable vs non-measurable goals is a tricky topic. If a goal is not measurable, then you cannot show progress, course-correct, or benchmark yourself over time or against competitors. That being said, if something is measurable, it does not mean it should be measured — as it could lead to wrong conclusions.