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What Can Chester Cheetah Tell You About Your Brand? Part Two
We’ve already discussed how to define a brand in part one. Now, we are going to explore why the C-suite should care about its brand at all.
It’s not just numbers, although that certainly is the end game. Remember that brand is the business. Like the business, brand is about being effective, meaning carving a position with a market that is highly productive financially and competitively, and efficient, meaning serving the market in as cost-efficient manner as possible. Brand helps maximize and expand return on investment.
The SaaS Marketing Playbook, Part 3 | The SaaS Metrics That Matter
Thu, May 20, 2021 — Are your marketing activities generating a thimbleful of leads, or are they gushing MQLs like a firehose? And, can you directly attribute revenues to specific marketing strategies, or are you just casting proverbial darts at the proverbial dartboard? In my years as a marketing leader, I’ve heard C-suite executives bemoan the efficacy of their marketing activities – based on nothing but gut feel. They alleged that marketing is a black box, or that you cannot effectively measure the effectiveness of your activities.
The SaaS Marketing Playbook, Part 2 | Demand Generation Like a Boss
Thu, Apr 1, 2021 — Have you ever tried fishing without a hook? Needless to say, this very peaceful outing will quickly turn frustrating without a way to bait your line to reel them in. Some would argue that if you were just going to watch the fish swim by, you might have had a better time at an aquarium! Consider this parable within your company – you may have a fantastic brand, and a good sense of what you think makes you unique, but without a way to grab the attention of the consumers swimming by, you might in fact go hungry.
The SaaS Marketing Playbook Part 1 | Positioning: Finding Your Purple Cow in the Herd
Mon, Feb 22, 2021 — Most marketers may not think they have anything in common with cattle ranchers, but it requires a trip to the Old West to fully understand the history of branding – a term which has significance for both. The National Cowboy Museum explains that branding, in the old days, “provided a way for ranchers to stake their claim on cattle and other livestock, while deterring theft from rustlers.”