My guest today is Christopher Hann, Head of Marketing Paal15, a consulting and go-to-market agency working exclusively in B2B tech.

He has been in marketing for over 10 years and has come up with a way of doing things that generally gets decent results.

It’s all about making sure everyone in the business is on the same page every step of the way. He starts by really getting to know a business by interviewing people in different departments, which helps him discover USPs and customer pain points. He also delves into the data to see if the current customer base matches the ICP (and if they don't speak to senior stakeholders to understand if the ICP needs to change or if marketing needs to pivot to actually bring in people who fit the ICP).

Once he has all the data and insights he needs, he'll create a custom plan that takes everything he has learned. Here's how he usually breaks it down:

1. Understanding the Market
2. What Makes Us Special
3. Telling A Story
4. Getting creative

Having worked across B2B & B2C, he finds that this high-level methodology is usually a good jumping-off point, but no plan survives the first engagement, so flexibility and adjustments become extremely important.

We went deep into all of it today!

Here's what we talked about:
00:00 - Intro
03:50 - Understanding the business and the people you are working for
07:49 - Understanding the market
09:40 - Telling a story
13:00 - Messaging, positioning, and narrative
16:39 - How close should the CEO/founder be with creating the story?
19:40 - How important is the creative?
22:52 - What to do next when you get everything settled with foundation?
26:26 - There is no right/wrong way of doing marketing
28:26 - How to know if you have the right position and message?
39:50 - When do companies start thinking about marketing?
43:30 - Where can people learn about marketing?
47:30 - Outro


Got any questions?

Connect with Cristopher on LinkedIn: https://www.linkedin.com/in/christopherhann1988/

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