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Published on May 21, 2011
What separates the best, most effective marketers from the rest? The answer is that they have a deep appreciation and understanding of the customer and their buying process, and they know how to communicate this knowledge internally, thus creating a solid shared foundation for their integrated marketing strategies. In short, this customer knowledge allows them to lead the organization from a place I call the marketing high ground.
The journey to the marketing high ground begins with a single step. This short reading is about my own first step - a recognition that becoming an engineer was not my best first destiny.
The Marketing High Ground is a practical and powerful playbook for business-to-business marketers. Told through real-life stories and business examples, templates, and techniques, this book focuses on 3 critical best practices for building and evaluating personas, positioning statements, and messaging. These are the secret ingredients to creating and executing the most effective integrated lead gen programs.
This book is your guide and companion for the journey.