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Argentum's blog, Marketing Op-Ed highlights interesting, real-world examples of marketing with a little bit of opinion thrown in.  It's written by Susan Silver, President of Argentum Strategy Group, with the occasional guest blogger added to the mix.

It's updated once a month, and we would love to hear what you think!



   
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Cage Match: Positioning v. Elevator Pitch

Saturday, November 30, 2013   0 Comments - General Marketing,Strategy  

A while back, we taught a workshop for the Accelerator participants at the University of Chicago’s Polsky Center for Entrepreneurship about positioning statements and marketing plans. In the attached video segment, you can see how we helped the entrepreneurs differentiate between positioning and an elevator pitch, and to understand when and how to use them. Watch the segment.

You can also view the slides used in this portion of the workshop here.

Bonus: Seth Godin also addressed this topic in a blog post, and he made some great additional points including “No one ever bought anything on an elevator.” You can read it here.

Tags: elevator pitch, Marketing Plans, Positioning Statements

Jamming at Content Jam

Thursday, October 31, 2013   0 Comments - General Marketing,Social Media  

Last week I had the opportunity to present at #ContentJam, Chicago’s premier content marketing conference. It was fun to tailor my positioning how to’s to a very specific marketing audience, and I was able to put one of my favorite examples, cheaplubes.com, to especially effective use. You can see the example certainly made an impact on Lin Wilson, of Funnel Inc., when he was drawing these fabulous visual notes during my presentation.

It was also interesting to see some of the audience’s key takeaways, including a pithy one from my friend Andy Crestodina, Orbit Media Studios‘ content guru, who said that my positioning talk reminded him of this photo:

To see a recap of Content Jam, including many of the presentations, click here.

Tags: Content Jam, Marketing Events

Ready to Start Spending on Marketing?

Friday, September 20, 2013   0 Comments - General Marketing  

Last month I wrote about a lunch I had with Ankur Gopal, an entrepreneur whose B2B technology company, Interapt, is growing rapidly. He asked me two great questions:
1. TIMING: How will he know when it’s the right time in his business’ life cycle to bring in Argentum or a similar strategic marketing resource?
2. BUDGETS: Should he start saving money now to pay for marketing in the future?

Last month’s post tackled the timing question. Today we’ll look at the budgeting question and review the resources assessment tool I pulled together to help Ankur evaluate his company’s readiness to allocate money to marketing.

While I’m sure there are more scientifically-based opinions about the areas the tool touches on, this is a good back-of-the-envelope way to help you start to thinking more about whether you’re ready to ramp up your marketing spend. I’d love to hear what you think about the tool!
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Tags: Marketing Spending