Samantha Stone
Marketing must always start with the question “Who are we trying to reach?” Followed by “Why do they need to pay attention? (Location 103)
Unleash Possible is a prescriptive guide for growth marketers of high-consideration offerings who want to forge productive relationships with sales and product development. It’s a step-by-step handbook of what I’ve done during the last two decades to bridge the gap between buyers and revenue. (Location 233)
Creating a culture of achievement, accountability and satisfaction is not easy, but when the right balance is struck, remarkable things happen. (Location 275)
Marketing is about balancing the art and science of persuasion. Buyers make decisions with emotion and then look for rational data to support their choice. ° Campaigns with purely emotional content performed about twice as well (Location 285)
Closing the Buyer’s Journey Gaps (Location 2445)
There is a whole lot of purchase activity that happens without us. To name a few: (Location 2448)
Understanding the full buyer’s journey allows us to: (Location 2455)
Our buyer champions are good at their job, but they are generally very bad at selling our products internally. That’s our job, and that’s why I developed the notion of a Champion Kit. (Location 2540)
The Four Components of Your Champion Kit (Location 2543)
Lost–no decision email nurture (Location 2588)
Two key things to keep in mind when you reach out. First, make sure you pull opportunities that are more than 90 days old. You don’t want to waste the time of someone who recently told you they were not ready to buy. Second, when you reach out, acknowledge your previous relationship. (Location 2592)
Consider a typical week of marketing for even a small organization: (Location 2765)
I shall regularly delete junk. Say it with me, “It’s OK to delete data.” (Location 2901)
Take out those records with a name like Mickey Mouse and Joe Smith who work at ACME company. (Location 2903)
I shall assess data quality on a quarterly basis. (Location 2910)