Episode 27: Launch to Land, with Linda Popky

Linda is the founder and president of Leverage2Market® Associates, Inc., a strategic marketing company that helps organizations transform their business through marketing. She is the author of the forthcoming book Marketing Above the Noise: Achieve Strategic Advantage with Marketing that Matters (Bibliomotion, March 2015). If it relates to marketing, Linda has done it. Her expertise includes corporate marketing, communications and messaging, marketing team development, facilitation, sales training and support, partner and channel programs, market sizing and intelligence, field marketing, marketing operations, industry/market development, and product marketing. She has architected leading edge customer loyalty and retention programs with a focus on improved business efficiency, customer advocacy, and quality and has a reputation for strong leadership and team management, as well as strategic program development and delivery skills. Linda has an MBA and a BS in Communications from Boston University. Her work with business process improvement includes a study mission to Japan on Employee/Customer Loyalty. She served as a charter member of the Conference Board Council on Customer Strategy, and was a member of the Council on E-Business Strategy.   “If it was all about data, then IBM’s Watson would be running all of our marketing. It’s not, and it requires judgment.” - Linda Popky What you’ll learn about in this episode: Why you shouldn’t try to target everyone How to find your market by narrowing by behavior rather than demographics Why it doesn’t need to be perfect Learning what makes marketing different in different countries Focusing on the thing that will move your business forward a mile instead of the five things that will move it forward an inch each Why marketing isn’t all about the data Why the hard work comes after the launch, not before Books that Linda recommends How to stay on top of the innovations that you need to pay attention to and how to know what to ignore Ways to contact Linda: Website: www.leverage2market.com Twitter: @lpopky Resources: "Presuasion" by Robert Cialdini, PhD "Marketing Above the Noise" by Linda Popky