Preface
Acknowledgments
About the Author
CHAPTER 1 • Marketing Using an Entrepreneurial Lens
An Entrepreneurial Approach to Marketing
Designing a Business Model That Creates Value
Reality Check—The Truth About Business Success and Failure
The Importance of Setting S.M.A.R.T. Goals
CHAPTER 2 • Understanding Your Ecosystem
Introduction to Market Research
Defining and Understanding the Ecosystem You Operate Within
Primary Versus Secondary Data Sources
Understanding Evolving Market Trends
Building Your Business Model
Sources of Data and Trends
Tools for Understanding Trends
The Value of Industry Association Data
Your Business Relative to Others in the Industry: SWOT Analysis
CHAPTER 3 • Identifying Your Customers’ Journey
The Journey of Customer Discovery
The Importance of Saying No: Knowing Which Customers Are Not the Right Match for You
Methods of Discovering Customer Needs
Ethical Issues in Customer Research
Getting to Know Your Customers
Select Your Questions Wisely
Four Methods of Customer Discovery Research
CHAPTER 4 • Listening to the Voice of the Customer
How Do You Hear the Voice of Your Customer?
Prototypes to Help Identify Profiles
Prototyping the Google Way
Beyond Physical Products: Prototyping Services and Apps
Going From Prototype to MVP
CHAPTER 5 • Managing Competition and Inertia
Competitors Don’t Always Look Like You
Clearly Defining Competition
How Substitute Products Impact Revenue Potential
Sources of Competitive Data
The Myth of First Mover Advantage
Leapfrog Your Competition
Building Your Business Model
CHAPTER 6 • Creating Brand Engagement
Don’t Let Your Brand Be a Lizard
Consistently Communicate Your Brand Position
Why Do People Buy a Brand?
You Don’t Control Your Brand Reputation
Master Your Brand Delivery Skills
What Are the Lessons Learned?
CHAPTER 7 • Designing Marketing Partnerships That Empower Growth
Finding Partners That Fit
Using Your SWOT and PESTLE Analyses to Identify the Right Partner
Marketing Alliance Benefits
A Word About Business Values
Creating a Win–Win Scenario
Building Your Business Model
CHAPTER 8 • Creating Sales Processes and Systems
Sales Is All About Building Relationships
Sales and Marketing Data Flow
Sales and Marketing Collaboration
Sales and Marketing Collaboration Model
B2B or B2C or Some Combination of the Two?
Designing Sales Processes and Systems
Sales Analysis and Projections
Managing Your Team’s Sales Cycle
Chewie’s Colossal Cookie Company: Letting the Data Inform Your Next Steps
Building Your Business Model
CHAPTER 9 • Solution Selling
Sales for Those Who Hate Selling
Five Stages of the Sales Process
Sales Tips for Building Relationships
Building Your Business Model
Networking to Jump-Start and Grow Your Business
It’s Not About Making Friends
Conferences as a Great Opportunity to Build Your Networking Skills
Holding Your Own Seminars and Webinars
CHAPTER 10 • Doing Well While Doing Good
Aligning Your Messaging to Underscore Your Social Value
Are YOU a Social Entrepreneur?
Editing Others Into the Conversation About Your Mission
The Ad Council: Inspiring Change, Improving Lives
Five Fundamentals for Making Social Impact on YouTube
Corporate Social Responsibility
Taking the Next Step in Corporate Social Responsibility
Passionate Entrepreneurs Can Make a Difference
CHAPTER 11 • Deploying Omnichannel Marketing to Create Customer Engagement
Let the Games Begin—Time to Focus on Your Marketing Campaign Design
Getting Your Customers Engaged Through an Omnichannel Marketing Approach
Creating Brand Engagement and Buzz
Disruptive Brand Marketing Campaigns
Ceding Control of Your Brand
Return to Your Research Findings to Get Customer Touch Points Right
Omnichannel: Combining the Best of Old School Marketing With New School Channels
Public Relations and Creating Thought Leaders and Influencers
What if You’re Not an Expert
Creating and Delivering Content
Exploring Top Social Tools
Snapchat as a Marketing Tool
Tools, Tips, and Training Resources
CHAPTER 12 • Leveraging Old School Marketing Tactics
Old School Never Goes Out of Style
Old School Methods of Reaching Your Customers
The Power of Networking: Making the RIGHT Connections at the RIGHT Events
Where Else Can You Meet the RIGHT People?
Developing Your Network: You Can’t Succeed Alone
Your Marketing Campaign Rollout
CHAPTER 13 • Using Data and Passion to Move From Idea to Market
Understanding the Customer Journey Through the Data
Channeling Your Passion to Fuel Success
Learning to Accept Failure
Just the Facts: Getting the Right Data and Getting the Data Right
Where to Begin Your Analysis
Selecting the Right Customer Mix
Ready, Set, Launch: Your Marketing Road map
Navigating Your Path to Success
References
Index
