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Overcome Your Competition: Stand Out in a Crowded Marketplace

Learn how to create the most compelling sales process with these strategies and techniques. Many brands struggle with the sales process because they operate in a category that has excessive competition, and it's challenging (and expensive) to try and shout above the myriad of competing messages. This topic will guide sales and marketing professionals through a step-by-step process for identifying and sizing your best target market, how to create a unique selling proposition and create compelling content that will appeal to that target, how and where to distribute that content to generate lead demand cost effectively, and how to maximize the user experience once they start engaging with your brand in order to create a positive brand experience and help you stand out from your competition.


Runtime: 82 minutes
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Why Lorman?

Over 32 years and 1.4 million customers worth of experience providing continuing education. Our passion is providing you world-class training to help you succeed in business and as a professional.

Agenda

Know Your Target: Inside and Out

  • How to Source and Leverage Data to Build a Profile of Your Customers and Size Your Target Market
  • Data Sources: Both B2B and B2C

Prepare Your Message to Differentiate Your Brand

  • Formulate a Unique Selling Proposition
  • Understand Barriers to the Buy Cycle
  • Create Compelling Content That Recipients Actually Want to Read

Create Demand Through 3rd Parties, SEM, and Other Media

  • The Role Each Medium Plays in Driving Leads
  • Nurture Leads Through the Buy Cycle With Appropriate Content at Each Phase

Maximize the UX Experience to Create a Positive Brand Impression

  • Create Brand Consistency
  • Optimize Brand Interactions
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Why Lorman?

Over 32 years and 1.4 million customers worth of experience providing continuing education. Our passion is providing you world-class training to help you succeed in business and as a professional.

Credits

OnDemand Webinar

This course was last revised on October 5, 2018.

Call 1-866-352-9540 for further credit information.

Audio & Reference Manual

No credit available.

MP3 Download

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More Program Information

Why Lorman?

Over 32 years and 1.4 million customers worth of experience providing continuing education. Our passion is providing you world-class training to help you succeed in business and as a professional.

Faculty

Carolyn Goodman

Carolyn Goodman

Goodman Marketing Partners, Inc.

  • A 30+ year marketing veteran, Carolyn spent the last 15 years running her own marketing consulting agency, working with a variety of B-to-B and B-to-C clients
  • Carolyn spent many years honing her craft at major advertising and direct marketing agencies in the U.S. and Canada including Chiat/Day, DDB Needham, Ogilvy & Mather Direct, Cohn & Wells and 360 Group, and client-side at Bank of America, 1st Nationwide Bank and California Closets
  • Winner of 10 DMA Echo Awards, nine ADDY Awards, and numerous other honors from the Philadelphia Direct Marketing Association, the Caples Awards, B2B Magazine, Com-municator Awards, PREMIERE Print Awards, Davey Awards, Summit Awards and Fund-raising Success Awards
  • Her brand experience includes F500 companies like AAA, ADT, Autodesk, Microsoft, Levi Strauss, TANDBERG, Universal Studios Hollywood and University of Phoenix
  • A case study of her work for nonprofit radio station KCSM-FM, was featured in the book, Strategy & Tactics for Boosting Direct Mail Response, published by DirectMarketing IQ, while another case study of her work for KCSM’s counterpart in television was featured in the book, Successful Direct Marketing Methods, 8th Edition, by Bob Stone and Ron Jacobs
  • For many years, Carolyn was a regular blogger for Target Marketing, offering pithy advice and insights at The Power Punch
  • An in-demand speaker, she has held workshops, been a keynote, and has conducted many different webinars on a variety of marketing topics for Direct Marketing Association Annual Conference, Autodesk Reseller Bootcamp, DM Day at Your Desk, Napa Valley Vintners Association, the National Association of Women Business Owners, the Women’s Presidents Organization, and the Marin County Rotary Club
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Why Lorman?

Over 32 years and 1.4 million customers worth of experience providing continuing education. Our passion is providing you world-class training to help you succeed in business and as a professional.

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Pay once and get a full year of unlimited training in any format, any time!

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Product ID: 404289
Published 2018
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