The Marketer's Playbook: The CMO's Guide to Modern Marketing

The Marketers Playbook is an invaluable step-by-step guide for how to construct a complete modern marketing system.Marketing pro Tony Quin cuts through the confusion and complexity of todays marketing landscape and reveal whats important and whats not. In easy to follow steps the authors explain how companies can create a modern marketing system designed for todays digitally savvy consumers.In seven layers The Marketers Playbook builds a modern marketing system from the ground up.Think Before You Act - develop the strategic plan that shows you what to do.The Engine for Growth - ensure you have healthy brand ready to go to market.Hello World - connect with consumers for the first time.Courting Success - cultivate prospects until they are ready to become buyers.Closing the Deal - convert prospects into customers.Winning the Marathon - keep customers and turn them into advocates.Firing on All Cylinders - how to build and operate the system.Subjects covered include: The 10 steps to a great marketing strategy.Turning your plan into an execution Playbook and Roadmap.The marketing technology you really need and how to get your company behind it.When to use media from print to digital and how to get the mix right.Mastering the challenges of making world-class content.Growing customer Lifetime Value.Digital marketing strategy.Mobile marketing and ecommerce.Integrating marketing and salesHow to win against larger competitors.The Marketers Playbook lays out what to do and when to do it. From what goes into a marketing plan to how to nurture leads. It shows what processes people technology and consumer insights are needed at each step. It examines how to shift a company culture from product-oriented to consumer-oriented how to get employee support how to use marketing agencies and how to get your budget approved.For any executive focused on financial services marketing consumer goods marketing CMO digital marketing or best marketing practices this timely book is your playbook.