Marketing �Strategy

Essentials�

Introduction to marketing strategy

Workshop Overview

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Marketing Strategy, Promotion and Campaigns

• Half day Workshop
• 3 x 50 minute blocks
• with breaks
• Strategy and Execution mix
• Training sessions will be recorded
• XEN team available via email (team@xen.com.au) for any question
• XEN examples throughout

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Who is this for?

New to Marketing

• Understand marketing strategy
• Understand what promotion is

Marketing Executives

• So you can explain marketing internally
• Agree on terminology

Company Profile

• Ideal for mid-large companies
• Especially professional services and technology & engineering companies

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Agenda

Session 1: (50 mins)

Content

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• Goals for today
• Business Strategy versus Marketing Strategy
• Marketing Strategy explained
• Promotion explained

Session 2: (50 mins)

Group discussion

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• Business overview�(15 mins)
• Marketing strategy planning - part 1 (35 mins)

Session 3: (50 mins)

Group discussion

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• Marketing strategy planning - part 2 (40 mins)
• Retrospective (10 mins)

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Strategy & Tactics together

Obligatory Sun Tzu quote…

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Strategy without tactics is the slowest route to victory.

Tactics without strategy is the noise before defeat.

— Sun Tzu (The Art of War)

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Business Strategy vs Marketing Strategy

Business Strategy

The choices you make to be different from other businesses

Business Execution

The choices you make to be better than other businesses

Marketing Strategy

Research + Insights�(6 Questions)

Marketing Execution

Tactics and implementation�(Campaigns)

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What is a Marketing Manager?

Marketing Manager role

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• Understand the business and the problem(s) it solves
• Prepare the marketing strategy�(who, problem, solution, where, when, how)
• Organise the implementation�(ie execution including measurement)
• Glean insights that enable you to improve
• Rinse and repeat

• The level of hands-on implementation changes with company size
• The title changes with company size (Marketing Manager ⇒ Head of Marketing ⇒ CMO)

(Read more)

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Marketing Training Sessions

Topic 1: What is Marketing Strategy?

Topic 2: What is Promotion?

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Additional topics

• Compelling Effects
• Test Driven Enterprises

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Additional Resources

Feel free to File > ‘Make a copy’ of each of these

• Strategy Session responses deck (link)
• Business Overview doc (link)
• Business Canvas doc (link)
• Annual Marketing Review doc (link)
• Marketing Scorecard doc (link)
• Attribution Audit doc (link)
• Journey Canvas doc (link)
• Campaign Overview doc (link)
• Campaign Brief doc (link)

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