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Resources

Resources

Demand Gen Waterfall / Reverse Waterfall

Demand Gen Waterfall / Marketing Reverse Waterfall A demand gen waterfall, also referred to as a marketing reverse waterfall, is a useful tool that can be applied to a variety of purposes. First, it will help you come up with realistic budget numbers and set an expectation of the effectiveness of digital advertising across many channels. The second is that…
Matt Kraska
August 2, 2019
content creation with personas and a templateResources

Content Creation Templates

Content Creation for B2B Content creation templates are useful for a variety of reasons. One, they help you get buy-in from the people who can help supply information. I'm sure many of the people reading this have had problems with stakeholders contributing at all to writing for marketing. In my opinion, that happens because we ask them to do too…
Matt Kraska
June 30, 2019
Resources

Assessing Your Products

Define and Understand You need to be aware of your product strengths and weaknesses. Every single company I have ever worked for gets caught up in the thought that they are doing it better, their products are, and people around the world purchase them because they know that the products are the best. This is never true. Ever. (more…)
Matt Kraska
March 7, 2019
Resources

Buyer Profiles and Personas

Different from Personas A buyer profile in the Buyer-Based marketing system is a coded number that lives within your program. That number is attached to a series of data points, outlined in the table below. In the Buyer-Based book, I spend a lot of time discussing how vital buyer profiling is, and it is, in fact, the most critical aspect…
Matt Kraska
March 7, 2019
Resources

Competitor and Competing Product Analysis

A Marketing-Focused Change to SWOT In the Buyer-Based book, these two analyses are different chapters, because they are both complex looks at complex topics. Here, because they are so closely related, I will keep them together. I have performed no less than a metric crap-ton of SWOT analysis, and I find that the layout used there is useful in many…
Matt Kraska
February 28, 2019
Marketing foundation market sizingResources

Market Sizing

An approach, not a calculator Market sizing in the Buyer-Based program does not include one-size fits all calculator. The example below follows the market sizing lesson in the book. This approach can be modified to fit almost any industry type and for any series of products. This bottom-up approach looks at your products and how they are used and relies…
Matt Kraska
February 28, 2019