Ben Franklin...the original blogger

Yes, it's the end of a week, and right in line with our weekly Friday morning blog, and since it's been a blogging kind of week, I thought that I would share a couple of insights into why we consider blogging the most critical #1 Inbound Marketing tool!   

First, some basic definition, and although I live in an Inbound Marketing world and personally love blogging, I frequently get asked "just what is a blog?".  More often than not, I find out that the vast majority of small and mid-size companies don't blog at all...although a senior manager I might be talking to "has been thinking about it" for some time.

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Tags: marketing effectiveness, marketing productivity, marketing planning, bloggingacriticaltool

The marketing of me...and you

Posted by Jack Derby, Head Coach on Tue, Sep 15, 2020

I've been a student of marketing now for decades.  I teach it, I practice it, I study it, and I always seem to be running fast just to keep up...which is exactly why marketing is so exciting today.  So that I never overthink the subject, the profession or its complexities, I always come back to the simplicity of Regis McKenna's iconic February, 1991 HBR article, "Marketing is Everything", which still rings true today...maybe even more so today...as I re-read this morning just one paragraph from the article.

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Tags: sales management effectiveness, sales effectiveness, marketing productivity, how to write a business plan, how to write a sales plan, marketing planning

I attended Tufts graduation last Sunday in the new normal...

Posted by Jack Derby, Head Coach on Thu, May 21, 2020

I attended the Tufts graduation this past weekend

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Tags: marketing projects, free marketing projects from universities, interns for marketing projects, how to write a marketing plan, marketing planning, Tufts Entrepreneurship Center, 2020 business plans

I'm a brand...and so are you!  3 steps to enhance that brand!

Positive or negative, emphatic or weak, powerful or not, you and I are brands!  

The fact that you're reading this post means that you have already defined some level of brand for me.
  • It could be the Professor Guy, the Vermont Guy, the Sales & Marketing Guy, the NH Surfing Guy, the management consultant guy...or someone else.  The fact is that when you read this post, which now has close to 10,000 subscribers, or you connect with me by phone, text or email, immediately, for a few synapses of a few seconds, you've defined me as a brand.
  • Similarly, for that instant when we do connect, I immediately associate a defined brand for you.  First, for a few milliseconds, I immediately categorize you as a student, a customer, a partner, a prospect or an investment, and then in that same instant, I picture (not really an image, but a composite video blur of a photo, a voice, a job, and an attribute into a definition of you as a brand.

What's the largest selling cereal in the U.S.?

Even with cereal sales slightly declining, Cheerios again and again, tops the list in market share with a strong commanding need.  Even though the specific sub-brand of Honey Nut Cheerios leads the overall family of the various Cheerios brands, in general, the brand reaction that we all instantly make follows a connected chain of links that leads to their well marketed value proposition...

- Cheerios is made from oats
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Tags: branding plans, how to write a marketing plan, how to brand, Sales Hiring & Onboarding, marketing planning, sales management productivity

Taint Season in Vermont & the World of Sales

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Tags: value propositions, Inboound, sales management plans, marketing planning, sales management productivity, creating trust in sales, sales careers

11/3/17 Marketing Lessons:Pricing-Adoption-Brand & Sales

Posted by Jack Derby, Head Coach on Sat, Nov 04, 2017

Teaching Marketing at Tufts... 

  • A consistent search for real life Marketing & Sales Plan projects for my students
  • 5-6 person teams work for 13 weeks on complex marketing and sales plan assignments
  • All of our academic content is woven into these assignments from real companies
  • I teach the tools; company management provides the real life experiences

The results are very positive and dynamically exciting from everyone involved

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Tags: sales effectiveness, sales enablement, sales planning, marketing effectiveness, marketing plans, how to write a marketing plan, sales management plans, how to write a sales plan, marketing planning, sales management productivity