Peter and Christina dive into the importance of referrals and reviews - and how the right follows up can mean the creation of a community of champions. If marketing tactics and campaigns are the ties between your sales and marketing teams - then these components of your marketing strategy are your tie between operations and marketing.

Christina loves talking tactics - she reminds Peter and listeners what the difference between a tactic, a campaign, and a tool. Learn why it is important to leverage multiple tactics in your campaign and how you can start to make decisions about what marketing tactics and tools are best for you.

Who hasn't been in a situation where they don't know what to do next after their marketing strategy has been completed? That's where a tactical plan comes in. The CIPR team never completes a strategy without a tactical plan. Learn how they approach their marketing tactical plans on this episode.

Christina knows a thing or two about campaigns. And - while campaigns seem big, hairy, and intangible they are the best place to start as you think through what tactics and personas are best to achieve your marketing goals.

Learn why Peter is definitely not your target persona for an outdoor advertising campaign - and explore how budgets are shifting from traditional marketing and sales tactics to digital but remember both should be on the table as you work through your marketing strategy.

Value propositions should become brand statements. Christina and Peter discuss how your value proposition should be direct - and communicate why you are better than your competition. Don't be aspirational but don't be shy about telling your differentiator.

Christina and Peter do a deep dive into marketing goals and give marketing managers and business owners 3 high-level marketing objectives to focus on as they build out marketing goals that will drive towards positive brand reputation and increased lead generation.

Did you know the word persona is actually derived from Latin, where it originally referred to a theatrical mask? Peter and Christina get excited about persona development in this episode and challenge marketing managers and business owners not to blow by this important step of their marketing strategy.

Your business' strengths, weaknesses, opportunities, and threats really are important to understand as you approach your marketing strategy. Analyzing your competitors and taking a close look and your differentiators mean you can build a marketing strategy that stands out.

Christina and Peter have worked with both types of clients - those that articulate business goals and share that vision with their teams and those that don't. Your marketing plan needs to be closely tied to your business plan.