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Darren Wingfield

Darren Wingfield

Commercial Manager

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Episode 72

Using the strategic discipline of marketing to accelerate your performance in 2021

In this episode we chat to Grant Leboff, one of the UK's leading Sales and Marketing experts. His fourth book, 'Digital Selling' debuted at Number 1 on the Amazon charts prior to being published following the success of Leboff's previous titles.

A thought leader in his field, Leboff's main focus is to address the massive changes that are taking place in a world that is constantly being introduced to new technologies and an evolving World Wide Web. He continually challenges Sales & Marketing conventions that become accepted wisdom, but don’t necessarily deliver results.

Having built a successful direct marketing company, which he started in 2002, Leboff sold it in 2008. As well as undertaking work as a Non Executive Director, he now has a number of other business interests.

The topic of this episode is, "In this challenging climate how do businesses use the strategic discipline of marketing to accelerate their performance in 2021" and we chat about:

  • Value proposition and why you should revisit it now more than ever
  • Gateway and cross sell offerings
  • Why slashing your marketing budget last year and this year could damage your business for years to come
  • The Attention Economy
  • Why your brand matters more now than ever before - especially in B2B
  • The difference between segmentation and targeting and why most marketing goes wrong.
  • Grant's top tips for creating effective marketing messages, content and material.