Marketing Campaign Development: What Marketing Executives Need to Know About Architecting Global Integrated Marketing Campaigns [Paperback]

Mike Gospe (Author)

Book Description

Publication Date: February 8, 2008 | ISBN-10: 1600050778 | ISBN-13: 978-1600050770

This book is a practical, pragmatic "how to" book designed for hi-tech marketing operations, regional, and corporate marketing leaders at every level. This unique book takes you step-by-step through the disciplined, yet practical, process of architecting truly integrated marketing communications plans that work. In it, you fill find a prescription for building a successful, repeatable campaign development process, including the necessary templates and helpful, practical techniques.

This book is your guide that will show you how you can optimize your marketing efforts and achieve an even greater return on your marketing investment.

While many of us will recognize a good, well-thought-out marketing campaign when we see one, the single, basic truth about world-class marketing campaign development is that it is easy to say, but hard to do. It is hard to do because we all like to take short-cuts. I hear the lament all too often: "I'm over-worked don't have the time to think strategically" or "Planning is overrated. I just need to get these projects done." As a result, we take short-cuts like "ready, fire, aim." Lack of planning is the slippery slope that leads to wasteful marketing. Then one day we get the call from the corner office to come and explain why our marketing efforts did not produce the desired results.

Luckily, architecting world-class campaigns is achievable for any marketing team. Successful marketing requires following a disciplined, systematic approach to working cross-functionally and cross-regionally in order to prioritize marketing objectives, design a customer-engaging go-to-market strategy, and execute the plan.

Editorial Reviews

From the Back Cover

"Mike's approach to integrated marketing and his use of program blueprints are the tools that will keep the spirit of the guerrilla marketer alive." Jay Conrad Levinson, The Father of Guerrilla Marketing, with Over 15 million sold

"Mike has written a great inspirational "how to" book for business-to-business marketers in the Internet age. His examples and prescriptions really got my creative juices flowing! He shows you how to focus, align and motivate your executives, your distributed marketing professionals, your publicists, and your sales organization (direct and indirect channels). He explains how you can design holistic, integrated marketing campaigns that address the specific needs of individual customers in particular roles in targeted industries. This is customer-led marketing at its best!" Patricia B. Seybold, Author, Outside Innovation, The Customer Revolution, and Customers.com

"A true 'marketing process' approach that aligns customers, sales and marketing for marketplace success. Practical and powerful." Don Schultz, Professor, Northwestern University, and author of the book 'Integrated Marketing Communications'

About the Author

Mike Gospe is an accomplished leader, marketing strategist and corporate executive with 20 years of experience. Mike's expertise is in working with CEOs, CMOs, and marketing teams to architect and hone their marketing processes and plans. In this capacity, Mike frequently designs and facilitates team meetings and workshops to help them structure and coordinate market- and product-requirements gathering processes, design and execute multi-faceted demand generation campaigns, and identify and resolve product management and product marketing roles and responsibilities issues.

Mike is a noted author of a number of marketing- and sales-related articles, and has been a guest speaker at Golden Gate University in San Francisco. He is also a frequent speaker at VC and marketing forums on the topic of business and marketing planning, messaging, and sales development.

Product Details

• Paperback: 176 pages
• Publisher: Happy About (February 8, 2008)
• Language: English
• ISBN-10: 1600050778
• ISBN-13: 978-1600050770
• Product Dimensions: 5.5 x 0.4 x 8.5 inches
• Shipping Weight: 6.4 ounces (View shipping rates and policies)
• Average Customer Review: 4.7 out of 5 stars  See all reviews (7 customer reviews)
• Amazon Best Sellers Rank: #960,877 in Books (See Top 100 in Books)

More About the Author

Hi! I'm Mike Gospe and I write books for business-to-business marketers.

More specifically, I write the books I wish I had at various stages in my marketing career -- books that offer advice, perspective, and recipes for success. After 25 years of in-the-trenches marketing experience, I collected my notes on my successes, failures, and best practices and organized them into books with the hope that marketers and business professionals like you would find them useful.

I write "how to" books about marketing strategy, integrated marketing campaigns, and customer advisory boards. And every book contains a healthy dose of consultative guidance, tips and templates that you can apply today to your own business. Market conditions continue to change at a rapid pace, yet the need for a solid marketing strategy, based on a firm understanding of your target customer, will never go out of style. Because, whoever understands the customer best, wins!

* Marketing Campaign Development: What executives need to know about architecting global integrated marketing campaigns

* The Marketing High Ground: The essential playbook for B2B marketing practitioners everywhere

* The Flipchart Guide to Customer Advisory Boards, Volume 1: Is your company ready? -- A guidebook for executives

* The Flipchart Guide to Customer Advisory Boards, Volume 2: How to execute a world-class CAB meeting -- An operations manual for CAB managers

Most Helpful Customer Reviews

4 of 4 people found the following review helpful

5.0 out of 5 stars Hihgly recommended! March 17, 2008

By D. Magram

Format:Paperback

This is more than an excellent book, it is also a practical and easy-to-use "tool kit" to help the reader develop complex company-wide marketing campaigns successfully. Mike starts with the basics: marketing campaign terminology, roles and responsibilities, establishing campaign objectives and schedules. He provides examples of agendas for key meetings, and suggestions for who should be invited to attend each. He provides templates for key planning documents, slide presentations, and campaign timelines. Gospe describes how to build the program blueprints critical for success, how to manage campaign budgets, and even how to overcome objections from the inevitable nay-sayers in many organizations. Throughout the book Gospe provides real-life examples of marketing campaigns he has planned.
As a bonus, Gospe also provides a website from which to download the templates, program blueprints, and a comprehensive integrated marketing plan slideset template. There are a lot of good ideas in this very complete and comprehensive book. An excellent value for a very reasonable price.

3 of 3 people found the following review helpful

5.0 out of 5 stars Practical guide to integrated marketing -- a must read! March 12, 2008

By Cindy R. Kennaugh

Format:Paperback

What I like most about Mike's book is his practical, in-the-trenches approach to successful integrated marketing. He shows us what it takes to not only build truly integrated marketing campaigns, but he also shows us how to navigate the politics inside companies to make these campaign come alive. Mike's insight and real-life perspective is refreshing, and extremely relevant. And, I can put his templates to use immediately. This is a must-read for everyone on my team!

3 of 3 people found the following review helpful

5.0 out of 5 stars What's been missing from your marketing toolkit... March 7, 2008

By Dan Maier

Format:Paperback

Mike Gospe's approach to marketing campaign strategy and execution was a revelation to me. At my high tech software company, we'd been doing one-off marketing campaigns for years. As I took over as VP of Marketing, Mike's approach really helped me define a strategic approach to campaign planning and execution, in a very easy to understand and easy to communicate way. My team was able to quickly understand where we needed to focus our campaign efforts, and they quickly adopted the toolset Mike provided. This book lays out a great way to plan, execute, and measure the resulst of a series of multi-touch marketing campaigns, linked to strategic goals, and easy to communicate to the rest of the organization. This is now a foundational element of how we do marketing, and all my new marketing employees get a copy of this book.