1.00 - Introduction
Graduating From Early Stage: Building a Serious Marketing Function
Looking to hire a new CMO, agency or just learn enterprise-level marketing? Briefmix is 8+ years of my marketing experience from San Francisco, New York, London and Stockholm written down in one place. I’ll show you the playbook companies like Nike and Google swear by - and yes, we will be using a lot of technology.
1.01 - Objectives, KPIs and the effectiveness framework
Spending $1,500,000 on Ads Without Getting a Single Customer
"Don't invest in marketing" might be one of the most common startup recommendations - but when should you? In this article we'll explore when to invest in marketing and how to avoid losing millions of dollars by setting sequential marketing objectives.
Branding 1.02 - Branding basics & fundamentals
What Is a Company’s Brand?
This module will discuss the role of branding in a modern organisation and define 4 distinct pillars that startups and Fortune 500 companies like Coca Cola, Nike & Google use to build world class brands.
Branding 1.03 - Target Audience
How to Develop a $300,000 Target Audience Segmentation Like McKinsey
A strategy is only as good as the problem you're trying to solve. But how do we know who we're solving for? In this module I'll show you the methodology firms like Bain and McKinsey use to find businesses their ideal target customer.
1.04 - Positioning & The 4 C's of Marketing
How To Escape The Startup Trough Of Sorrow
In this article we’ll explore how to escape the startup trough of sorrow by leveraging positioning and the 4 C’s - the most central ideas of marketing.
1.05 - Consumer Insights
How to Change What Your Customers Think and Feel About Your Product
We’ll explore customer insights, where to find them and how to create a customer persona document (example included!) to use in your startup positioning - changing your prospects and customers' thought patterns and behaviours.