Candyce Edelen interviews Dan Hubscher, Head of Marketing for a financial technology provider about how he completely restructured his firm’s approach to marketing, moving from tactical MarCom, advertising, events and PR to an integrated, customer-centric strategy. They’ll discuss:
- Why you need an integrated marketing strategy rather than just a tactical plan
- Aligning the marketing strategy with sales objectives
- Selecting the right targets
- Developing the strategy (customer interviews, personas, messaging)
- Reaching personas who aren’t searching (when inbound won’t work)
- Feeding the content beast
- Outcomes of our 2013 integrated marketing strategy
Takeaways:
- A simple plan for discussing sales strategies and aligning sales and marketing
- Buyer persona templates and interview plans that actually work
- Concrete strategies to help sales access the whole buying committee
You will also gain access to a free buyer persona template as a result of registering.
