170 - How to Build a Marketing Plan, with Peter Mahoney
How does a self-proclaimed science nerd approach marketing? By using the scientific method, of course!
Peter Mahoney, author of “The Next CMO,” sits down to talk with Daniel about his unique and incredibly analytical approach to marketing tactics. Learn why constant testing is the glue holding a marketer’s success in the balance and why you should always come equipped with a concrete set of goals for your marketing plan, including metrics, targets, and milestones.
Then, Peter unveils his top tip for aspiring marketers— and why talking to your finance department should be your top priority.
0:00 Intro/Background
3:51 Testing Your Hypothesis
6:05 Setting Up a Plan
13:43 Understanding Data
19:15 Selling a Marketing Plan
24:10 Justifying Brand Campaigns
31:42 A Hill to Die On
36:11 Where to Find Us
Find Peter:
LinkedIn: https://www.linkedin.com/in/pemahoney/
Podcast: The Next CMO
Book: The Next CMO
Follow Daniel:
Twitter: https://www.twitter.com/Dmurr68
LinkedIn: https://www.linkedin.com/in/daniel-murray-marketing
And thanks to our episode sponsor, Retention. What do brands like Warby Parker, Dr. Squatch, Vital Proteins, and Blendjet all have in common? Retention.com is their highest-performing ROAS channel by far. Visit Retention.com to book a demo today.
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