The Accidental Marketer Podcast

The Accidental Marketer Podcast

By Impact Planning GroupBusiness
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The Accidental Marketer Podcast episodes

  • Season 2, Ep. 9: Is Pricing Based on Customer Value Even Possible?
    People who understand value-based pricing know that it's a powerful strategy. So why don't more companies implement? Many think its not possible to accurately measure value from the customer's viewpoint. So they default to cost-based or competitor-based pricing approaches. The group concludes that those who think value can't be measured are wrong, and they are missing a huge opportunity to price better!
    19 min
  • Season 2, Ep. 8: Should You Protect Your IP At All Costs?
    When your product or service generates important data that your customers can use in a broader "ecosystem," are their situations where you should block the data flow? What if this broader ecosystem includes your competitors? Should you willingly be part of "open systems", or is it to your advantage to create self-contained proprietary, closed systems? The team looks at all sides of this issue.
    21 min
  • Season 2, Ep.7: Does Targeting Reduce Your Chances For Growth?
    Does narrowing your focus to a single or a few target segments limit your opportunities for growth? While it is logical to think that targeting reduces your total addressable market (and it does), the team talks about the magnetic effect of focus - the ironic result of serving one segment so well that other segments are drawn to your value proposition.
    20 min
  • Season 2 Ep.6: Is B2B Segmentation Impractical?
    Many B2B's have had the initial excitement of creating a needs-based segmentation strategy...only to have it fizzle out due to poor buy-in and bad execution of the initiative. They conclude that "it doesn't work." But it is actually very practical! And the answers to successfully implementing are easier than you think! Listen to the team give tips on how to make this powerful, differentiating approach work.
    19 min
  • Season 2 Ep. 5: Why Do Companies Resist Change?
    It's a myth that most successful companies are doing enough to stay ahead of new competitors and technologies. The team discusses the very human - but dangerous - reasons incumbents move too slowly. Hear how legends like Jack Welch and Andy Grove made sure it didn't happen to them, how Millennial's might be just what these companies need, and how executives can solve the main issues and lead change.
    19 min
  • Season 2 Ep. 4: Do B2B Customers Lie to Companies?
    Some think that conducting B2B customer research is difficult, expensive, and not valuable because customers don't tell the truth about their needs! The team debunks these myths with many practical examples -- including stories of great insights uncovered in difficult industries and ideas for how to get truthful insight using very practical and inexpensive methods.
    20 min
  • Season 2 Ep. 3: Are the 4Ps Still Relevant?
    The team starts out this episode disagreeing on whether marketer's should continue to structure their strategies around the tenets of product, place, promotion and price. But they come to an agreement on how the 4Ps can still be a useful organizing principle for marketers.
    18 min
  • Season 2 Ep. 1 - Is SWOT Killing Your Business?
    Our second season will expose popular marketing myths hampering business growth. In this episode, the team talks about SWOT analysis -- and how this often-used and seemingly useful business planning tool can lead a business to invest in exactly the wrong things!!!
    17 min
  • Book Chap. 10 -- How To Get The Price You Deserve
    Many business people believe that pricing based on value-delivered is impossible. So they set price based on cost and/or competitor's approach and either over-charge or leave money on the table. In this episode, the team of Mary, Sean and Tom demonstrate an approach that will lead you to maximizing share and profits through state-of-the-art strategic pricing strategies
    19 min

About The Accidental Marketer Podcast

From the publisher's feed

I am Tom Spitale, a Partner at Impact Planning Group - welcome to our Podcast! Along with my colleagues and Partners Mary Abbazia and Sean Welham, we are the authors of "The Accidental Marketer"…