Book: Marketing Campaign Development:
What Marketing Executives Need to Know About Architecting Global Integrated
book is a practical, pragmatic "how to" book designed for hi-tech marketing
operations, regional, and corporate marketing leaders at every level. This unique
book takes you step-by-step through the disciplined, yet practical, process of
architecting truly integrated marketing communications plans that work. In it,
you fill find a prescription for building a successful, repeatable campaign development
process, including the necessary templates and helpful, practical techniques.
will learn how you can optimize your marketing efforts and achieve an even greater
return on your marketing investment.
Table of Contents
The truth about campaign development
of a best-in-class campaign development process
Setting the foundation of your campaign
Working the process (part 1) - Sketching the campaign map
Working the process (part 2) - Creating program blueprints
Choosing proper metrics
Ch7: The role of the
Ch8: Overcoming objections
Taking the first step
Appendix A: Value proposition
Appendix B: Integrated Marketing Plan
Appendix C: The seven program blueprints
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Marketing Campaign Development
What Marketing Executives Need to Know About Architecting Global Integrated Marketing Campaigns
by Mike Gospe
approach to integrated marketing and his use of program blueprints are the tools
that will keep the spirit of the guerrilla marketer alive." Jay
Conrad Levinson, The Father of Guerrilla Marketing, with Over 15 million sold
has written a great inspirational "how to" book for business-to-business
marketers in the Internet age. His examples and prescriptions really got my creative
juices flowing! He shows you how to focus, align and motivate your executives,
your distributed marketing professionals, your publicists, and your sales organization
(direct and indirect channels). He explains how you can design holistic, integrated
marketing campaigns that address the specific needs of individual customers in
particular roles in targeted industries. This is customer-led marketing at its
best! " Patricia B. Seybold, Author, Outside Innovation, The Customer
Revolution, and Customers.com
'marketing process' approach that aligns customers, sales and marketing for marketplace
success. Practical and powerful." Don Schultz, Professor, Northwestern
University, and author of the book 'Integrated Marketing Communications'
many of us will recognize a good, well-thought-out marketing campaign when we
see one, the single, basic truth about world-class marketing campaign development
is that it is easy to say, but hard to do. It is hard to do because we all like
to take short-cuts. I hear the lament all too often: "I'm over-worked don't
have the time to think strategically" or "Planning is overrated. I just
need to get these projects done." As a result, we take short-cuts like "ready,
fire, aim." Lack of planning is the slippery slope that leads to wasteful
marketing. Then one day we get the call from the corner office to come and explain
why our marketing efforts did not produce the desired results.
architecting world-class campaigns is achievable for any marketing team. Successful
marketing requires following a disciplined, systematic approach to working cross-functionally
and cross-regionally in order to prioritize marketing objectives, design a customer-engaging
go-to-market strategy, and execute the plan.
Mike Gospe is an accomplished leader, marketing strategist
and corporate executive with 20 years of experience. Mike's expertise is in working
with CEOs, CMOs, and marketing teams to architect and hone their marketing processes
and plans. In this capacity, Mike frequently designs and facilitates team meetings
and workshops to help them structure and coordinate market- and product-requirements
gathering processes, design and execute multi-faceted demand generation campaigns,
and identify and resolve product management and product marketing roles and responsibilities
Mike is a noted author of a number of marketing-
and sales-related articles, and has been a guest speaker at Golden Gate University
in San Francisco. He is also a frequent speaker at VC and marketing forums on
the topic of business and marketing planning, messaging, and sales development.
You can read more on his blog, marketingcampaigndevelopment.wordpress.com, or follow him on twitter: www.twitter.com/mikegospe.
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