The Four Foundations of Marketing Strategy for B2B Founders
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Foundation 1: The Global Stakeholder Matrix

1.1 Introduction to this course and to the Global Stakeholder Matrix
1.2 Identify your stakeholder groups
1.3 Key challenges for each group
1.4 Strategic responses for each challenge
1.5 Desired outcomes
1.6 Bringing it all together
1.7 Feedback survey
Foundation 2: The Ideal Customer Profile

2.1 Introduction to the Ideal Customer Profile
2.2 Customer business objectives
2.3 Customer pains
2.4 The customer organisation
2.5 The customer's processes
2.6 Bringing it all together
2.7 Feedback survey
Foundation 3: The Value Communication Framework

3.1 Introduction to the Value Communication Framework
3.2 Value proposition formula
3.3 Market positioning
3.4 Messaging grid
3.5 Bringing it all together
3.6 Feedback survey
Foundation 4: Go to Market Strategy

4.1 Introduction to Go to Market Strategy
4.2 Calculate your growth equation
4.3 The marketing funnel
4.4 Channels & content
4.5 Bringing it all together
4.6 Feedback survey
4.6 Feedback survey

4.4 Channels & content

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