Comments (1)

By Nate Gibby, May 12, 2010 11:27 am

In a previous article about the genesis of strategic marketing, I explored the first several components of Tier II marketing, what we call the genesis of strategic marketing and the departure from Tier I or tactically driven marketing. Again the foundation of Tier II marketing is data-driven marketing where all media (e.g. brochures, web sites, advertisements, etc.) are integrated or are characterized by similar graphics and messaging. Where the previous article explored key performance indicators, market research, customer segmentation, and positioning, this article describes the remaining characteristics of the organization engaging in Tier II marketing. The remaining characteristics include:

• Marketing strategy drives tools
• Touch Point Integration
• Performance measurement
• Marketing mapped to sales process

Continue reading 'The Genesis of Strategic Marketing—Tier II Marketing (Part II)'»

Comments (1)

By Nate Gibby, April 22, 2010 10:49 am

In a previous article, I explored the difference between marketing tools and marketing strategy and described Tier I marketing in detail. This post continues in that vein by exploring the next step in an organization’s marketing sophistication, what we refer to as Tier II marketing. Where organizations engaging in Tier I marketing are tactically driven, Tier II marketing is driven by strategic goals and insights. The strategy drives the tactics. The characteristics of a Tier II marketing organization include the following:

• Key Performance Indicators
• Preliminary market research
• Customer segmentation
• Positioning strategy
• Strategy drives tools
• Touch Point Integration
• Performance measurement
• Marketing mapped to sales process

Continue reading 'The Genesis of Strategic Marketing—Tier II Marketing (Part I)'»