Marketing Strategy Gone AWOL

Do we have to talk about this again? Yes, because companies continue to make epic marketing failures. In most instances, such goof-ups can be attributed to faulty marketing strategy.

Strategy involves choices. Done right, decisions are made to select particular options from various alternatives.

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Jessica Siqueira
Firmographics: Understanding A Company’s Personas

It was a B2B marketing nightmare: Sales reps selling investment management software were making cold calls to prospects without knowing how to tailor their sales pitches. Following a classic (and outdated) “find the pain point strategy”, they were boring prospects to death with too many questions and making it clear that they didn’t understand their prospects’ needs let alone a solution best suited to solving their challenges.

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