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Resources

 

In this page, you can find resources alphabetically sorted on Marketing topics. We are continuously building this list as we are using it for projects, workshops, articles or courses.

Marketing Resources

Agile

Agile Marketing is a philosophy of getting things done that proposes to shorten the length of marketing campaigns, to get actionable information from those campaigns as soon as possible, and to test these ideas to keep the good ones and spend less time on campaigns that don’t produce results. The goal of this process is to make the marketing process more adaptable to changes in your business.

AI

Artificial intelligence (AI) is intelligence exhibited by machines. In computer science, the field of AI research defines itself as the study of "intelligent agents": any device that perceives its environment and takes actions that maximize its chance of success at some goal.

Branding

Branding is a marketing strategy that involves creating a differentiated name and image -- often using a logo and/or tag line -- in order to establish a presence in the consumer’s mind and attract and keep customers.

Budget

Marketing Budget is all the money you are planning to spend for achieving your Revenue objectives. It is OPEX (from consultancy to paid media) but it also covered staff and investment. In the future, most of the CAPEX decision will be based on Marketing input. I also like to add the revenue dimension as many companies, CMOs have to prepare the revenues forecasts.

Content Marketing

Content marketing is any marketing that involves the creation and sharing of media and publishing content in order to acquire and retain customers. This information can be presented in a variety of formats, including news, video, white papers, e-books, infographics, case studies, how-to guides, question and answer articles, photos, etc.

Creativity

Customer Journey

GrowthHacking

A growth hacker is not a replacement for a marketer. A growth hacker is not better than marketer. A growth hacker is just different than a marketer. To use the most succinct definition from Sean Ellis (who coined the word), “A growth hacker is a person whose true north is growth."

Personas

A persona is a way to model, summarize and communicate research about people who have been observed or researched in some way. A persona is depicted as a specific person but is not a real individual; rather, it is synthesized from observations of many people. Each persona represents a significant portion of people in the real world and enables the designer to focus on a manageable and memorable cast of characters, instead of focusing on thousands of individuals. Personas aid Marketers to create different Experiences for different kinds of people and to design for a specific somebody, rather than a generic everybody.

Planning

Service Design

Service design is a method for improving the quality of your service. Those improvements are directed at both the users and staff of your organization. Innovating in services is not new. Every organization that provides services thinks seriously about improving the quality of its service at some point.