Entrepreneurial Marketing: A Blueprint for Customer Engagement

Preface
Acknowledgments
About the Author
CHAPTER 1 • Marketing Using an Entrepreneurial Lens
An Entrepreneurial Approach to Marketing
New Tools—Same Old Rules
Designing a Business Model That Creates Value
Reality Check—The Truth About Business Success and Failure
The Importance of Setting S.M.A.R.T. Goals
Toolkit
CHAPTER 2 • Understanding Your Ecosystem
Introduction to Market Research
Defining and Understanding the Ecosystem You Operate Within
Primary Versus Secondary Data Sources
Understanding Evolving Market Trends
Defining Your Market
Building Your Business Model
Sources of Data and Trends
Tools for Understanding Trends
The Value of Industry Association Data
Market Size
Your Business Relative to Others in the Industry: SWOT Analysis
PESTLE Analysis
Positioning Map
Toolkit
CHAPTER 3 • Identifying Your Customers’ Journey
The Journey of Customer Discovery
Turn Data Into Knowledge
The Importance of Saying No: Knowing Which Customers Are Not the Right Match for You
Ask the Right Questions
Methods of Discovering Customer Needs
Ethical Issues in Customer Research
Getting to Know Your Customers
Value Proposition Canvas
Select Your Questions Wisely
Four Methods of Customer Discovery Research
Toolkit
CHAPTER 4 • Listening to the Voice of the Customer
How Do You Hear the Voice of Your Customer?
Prototypes to Help Identify Profiles
Prototyping the Google Way
Beyond Physical Products: Prototyping Services and Apps
Going From Prototype to MVP
B2B Versus B2C Profiling
Toolkit
CHAPTER 5 • Managing Competition and Inertia
Competitors Don’t Always Look Like You
Clearly Defining Competition
How Substitute Products Impact Revenue Potential
The Right Perspective
Sources of Competitive Data
The Myth of First Mover Advantage
Second Mover Advantage
What Is Inertia?
Leapfrog Your Competition
Building Your Business Model
Toolkit
CHAPTER 6 • Creating Brand Engagement
Building a Strong Brand
Don’t Let Your Brand Be a Lizard
Consistently Communicate Your Brand Position
Why Do People Buy a Brand?
You Don’t Control Your Brand Reputation
Master Your Brand Delivery Skills
What Are the Lessons Learned?
Toolkit
CHAPTER 7 • Designing Marketing Partnerships That Empower Growth
Finding Partners That Fit
The Right Partnership
Using Your SWOT and PESTLE Analyses to Identify the Right Partner
Marketing Alliance Benefits
Risk–Reward Balance
A Word About Business Values
Creating a Win–Win Scenario
Green Light Ahead
What Could Go Wrong?
Building Your Business Model
Toolkit
CHAPTER 8 • Creating Sales Processes and Systems
Sales Is All About Building Relationships
Sales and Marketing Data Flow
Different Worldviews
Sales and Marketing Collaboration
Sales and Marketing Collaboration Model
B2B or B2C or Some Combination of the Two?
Designing Sales Processes and Systems
Sales Analysis and Projections
Knowledge Is Power
Managing Your Team’s Sales Cycle
Chewie’s Colossal Cookie Company: Letting the Data Inform Your Next Steps
Building Your Business Model
Toolkit
CHAPTER 9 • Solution Selling
Sales Is About Listening
Sales for Those Who Hate Selling
Ready to Start Selling?
Do Your Homework
Five Stages of the Sales Process
Dealing With Objections
Sales Tips for Building Relationships
Building Your Business Model
Networking to Jump-Start and Grow Your Business
It’s Not About Making Friends
Conferences as a Great Opportunity to Build Your Networking Skills
Holding Your Own Seminars and Webinars
Still Not Convinced
Toolkit
CHAPTER 10 • Doing Well While Doing Good
Aligning Your Messaging to Underscore Your Social Value
Are YOU a Social Entrepreneur?
Warby Parker
Editing Others Into the Conversation About Your Mission
The Ad Council: Inspiring Change, Improving Lives
Five Fundamentals for Making Social Impact on YouTube
Corporate Social Responsibility
Taking the Next Step in Corporate Social Responsibility
Think Like a Donor
Passionate Entrepreneurs Can Make a Difference
CHAPTER 11 • Deploying Omnichannel Marketing to Create Customer Engagement
Let the Games Begin—Time to Focus on Your Marketing Campaign Design
Getting Your Customers Engaged Through an Omnichannel Marketing Approach
Think Like Starbucks
Creating Brand Engagement and Buzz
Disruptive Brand Marketing Campaigns
Ceding Control of Your Brand
Return to Your Research Findings to Get Customer Touch Points Right
Omnichannel: Combining the Best of Old School Marketing With New School Channels
Let’s Talk Social
Content Is King
Public Relations and Creating Thought Leaders and Influencers
What if You’re Not an Expert
Creating and Delivering Content
Exploring Top Social Tools
Snapchat as a Marketing Tool
Email Marketing
Tools, Tips, and Training Resources
CHAPTER 12 • Leveraging Old School Marketing Tactics
Old School Never Goes Out of Style
Old School Methods of Reaching Your Customers
The Power of Networking: Making the RIGHT Connections at the RIGHT Events
Where Else Can You Meet the RIGHT People?
Developing Your Network: You Can’t Succeed Alone
Your Marketing Campaign Rollout
Toolkit
CHAPTER 13 • Using Data and Passion to Move From Idea to Market
Understanding the Customer Journey Through the Data
Channeling Your Passion to Fuel Success
Watch the Flames
Learning to Accept Failure
Cut Once, Measure Twice
Just the Facts: Getting the Right Data and Getting the Data Right
Where to Begin Your Analysis
Customer Lifetime Value
Selecting the Right Customer Mix
Your Data Capture Plan
Ready, Set, Launch: Your Marketing Road map
Navigating Your Path to Success
A Journey of Exploration
Toolkit
References
Index

Beth Goldstein has spent the last 30+ years helping entrepreneurs, executives, small business owners, educators, and students around the globe launch and grow their businesses and organizations. She founded her consulting firm, Marketing Edge Consulting Group, in 1999 and established the company¿s training division, Edge Institute (www.edge-institute.com), in 2013 with a focus on helping entrepreneurs better understand how their key stakeholders and customers think, what they value, and what influences their purchasing decisions. She then works with them how to apply this knowledge to create targeted business growth programs that drive revenue growth while increasing profitability and customer loyalty.

Beth is currently pursuing her Doctorate in Education from Johns Hopkins University with a focus on understanding how entrepreneurship education can activate entrepreneurial self-efficacy in students and executives in global and emerging markets. She teaches entrepreneurship and marketing courses at Babson College and at the Isenberg School of Management at UMass, Amherst. She is also a Visiting Professor at Tecnológico de Monterrey in Mexico. Beth serves as business advisor in Babson¿s Summer Venture Program and taught marketing and consulting courses at Brandeis University. Beth spent 13 years at the Boston University Questrom School of Business, where she ran their New Venture Competition for ten years and served as the Faculty Director for the university¿s top ranked Online Graduate Certificate in Entrepreneurship Program from 2005 to 2014.

Beth¿s first book, The Ultimate Small Business Marketing Toolkit (McGraw-Hill) has been used in 30+ cities around the U.S. to teach business owners the critical skills they need to accelerate growth. In her second book, Lucky By Design, Beth examined the fallacies and dangers of underestimating your own ability to control the destiny of your company and create powerful business opportunities. The book is being published in Chinese by Peking University Press. Beth¿s marketing advice was also featured in the McGraw-Hill Small Business Resource Guide for QuickBooks Users (2009) distributed to over 100,000 QuickBooks users.

Beth conducts business growth workshops throughout the US for organizations ranging from publicly funded groups like the MA Supplier Diversity Office to Fortune 500 companies like Fidelity Investments and Carrier Corporation. She served as the Lead Instructor for Interise¿s nationwide training program, run in conjunction with the US SBA: Small Business Association¿s Emerging Leaders (e200) Initiative, providing training to hundreds of business owners throughout the U.S. She was also the Managing Director for the BU Urban Business Accelerator Program, an educational program that brought students to economically disadvantaged neighborhoods in Boston with the goal of improving financial capacity & business.

Beth specializes in custom-designing classroom and online business growth training programs ranging from 1/2-day workshops to intensive 9-month programs for companies as well as government agencies and organizations. She was on a 3-person MBA design team that created an innovative MBA program for the Mohammad Bin Salman College of Business and Entrepreneurship, Saudi Arabia. She also led the design teams for the Masters in Entrepreneurial Leadership and the 4-year undergraduate marketing degree. Beth has taught in the U.S. and abroad including: China, Egypt, Germany, Indonesia, Kuwait, Lebanon, Mexico, Nigeria, Oman, Saudi Arabia, Thailand and the United Kingdom. Beth holds an MBA from Boston University and a BA in economics and sociology from Brandeis University.

Entrepreneurial Marketing: A Blueprint for Customer Engagement offers a cutting-edge perspective on how to create a customer-centric, multi-channel marketing program.