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How Defense Contractors Can Get “Marketing Strong” in 8 Weeks

Defense contractors who adapt to the current changes in marketing can increase awareness and business opportunities, and outgun their larger, better funded competitors.

photo credit: The U.S. Army via photo pin cc


As the apocryphal Chinese curse goes, “May you live in interesting times.”  Many defense contractors can relate as, amidst an uncertain future, they also race to keep up with rapidly evolving marketing best practices.

Fortunately, Eloqua has produced a syllabus of real world knowledge that can help defense contractors get up to speed with the new world of marketing.

The “course” is eight weeks, but you can work ahead at your own speed.  Each section includes links to a collection of carefully chosen marketing articles, webinars and videos.

Some of the course highlights include

Week 1: Personal and Corporate Branding in a Social World

  • Being “top of mind” is worthless. What’s important is providing value.
  • The content you produce is now the most important part of your marketing.

Week 2: The Content Marketing Revolution

  • You no longer set the agenda for what your prospect learns about you – the prospect does. And they can get their information from a variety of sources other than you.
  • Content marketing must deliver compelling, informative content that keeps buyers engaged on their trip down the sales funnel.

Week 3: Generating and Managing Leads

  • A marketer’s #1 priority is to help generate demand, manage leads and send high-quality opportunities to sales.
  • Demand generation, lead management and lead nurturing need to be an integral part of any marketer’s vocabulary.

Week 4: The Packaging of Data

  • Buyers have an insatiable demand for data. The problem (or opportunity) is there’s too much data now.
  • Smart marketers are becoming masters at presenting the right data at the right time, in a visually compelling way.

Week 5: Startup Marketing

  • Marketing a startup is one of the most challenging yet rewarding jobs for a marketer.
  • The only weapon needed: Knowledge.

Week 6: The Role of Search in a Real-Time Sales Cycle

  • If your company doesn’t rank on the first page of search engines, then you’re too hard to find.
  • You need to create content and understand how that content is discovered in an ecosystem guided by search engines and social networks.

Week 7: Beyond Marketing: When Marketing Impacts Product, Support and More

  • The advent of social media and ubiquitous, instant access to information has forever changed the role of marketing.
  • It’s not just an expansion of platforms and tools – it’s a dramatic expansion in the role of the marketer.

Week 8: The New Mathematics of Marketing

  • In today’s revenue-centric culture, marketing is increasingly data driven.
  • Right brain thinking isn’t enough. You need to bring a fully engaged left brain to the table.

Click here to download a copy of the “Real World Marketing Syllabus” or see the SlideShare presentation below.

The Principal and Founder of Artillery, Douglas Burdett is a former artillery officer and Madison Avenue ad man. He also hosts The Marketing Book Podcast, where he interviews authors every week about the latest in modern marketing and sales.

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