sample topic: strategic marketing (when hope isn’t a strategy)

Buyer behaviors are changing daily in response to Covid-19, new communication methodologies, from ZOOM meetings to Insta-stories to LinkedIn groups. Smart organizations (both retail and b2b) are in the mix, engaged online and offline with their audiences and their audiences' centres of influence. However, with the proliferation of online and offline media, some interesting phenomena are occurring.

More than ever before:

1. Audiences are tuning out and filtering information
2. Audiences are skeptical of direct, biased sources of advertising and
3. Audiences are levering social networks to inform their decisions

During this session you will learn how to:‍

1. develop a dashboard of relevant metrics in order to evaluate marketing strategies against objectives
2. understand how to determine your organization's "unique differentiation" in the marketplace and
3. build a marketing strategy that flies in the face of mass, direct forms of advertising

Participants will gain strategic growth insights that can be leveraged to organically grow into new markets, cultivate work from existing clients and optimize marketing mix allocation/spend.

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