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.
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.
- FORBES: Applying Agile Methodology To Marketing Can Pay Dividends: Survey, article (link)
- HUBSPOT: Agile for Marketing on Slideshare, pdf (link)
- AGILE MARKETING MANIFESTO: Selection of resources from the Agile Marketing Manifesto organization (link)
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.
- AI TRENDS: we will help our readers stay on top of the most important business and technology advances in AI, with a primary emphasis on what you need to do to help your organization learn and prepare to harness everything that AI has to offer. (link)
- WEBERSHANDWICK: AI Ready or Not (report), pdf (link)
- MACHINELEARNINGS.CO: The Non-Technical Guide to Machine Learning & Artificial Intelligence (link)
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.
- RESOURCES: Branding on entrepreneur.com (link)
- TOOL: Identity Prism form J N KAPFERER (link)
- BRANDINGSTRATEGYINSIDER: 5 Brand Positioning Models (link)
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.
- INC: How to Build Your Marketing Budget (link)
- FORBES: Three Steps To A Solid Marketing Budget (link)
- BLOG: Why You Should Master Your Marketing Budget (link)
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.
- CONTENT MARKETING INSTITUTE: Are you wondering what content marketing is (and isn’t)? Are you trying to figure out how to get started or how to justify a content budget within your organization? Or maybe you are already working with content marketing… but you want to get better results while having more fun? (link)
- YOUTUBE: My youtube playlist on content (link)
- FIRSTSITEGUIDE: How to start, run and grow your online presence (link)
- BLOG: How to Unlock Your Creative Potential Using the Flow Method (link)
- SLIDESHARE: Creative Leadership for Marketers (link)
- TOOLKIT: Adaptive Map, Discover the four steps of experience mapping (link)
- BLOG: Customer Journey Map Canva (link)
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."
- QUICKSPROUT: The Definitive Guide to GrowthHacking. Can be considered as the reference (link)
- SLIDESHARE: GrowthHacking, 136 slides (link)
- LINKODY: 128 Growth Hacks reviewed – The ultimate growth hacking reference (link)
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.
- COOPER: The origin of personas (link)
- COOPER: Getting from research to personas: harnessing the power of data (link)
- COOPER: Perfecting your personas (link)
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.