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LinkedIn Learning

Building a Winning Enterprise Marketing Strategy

via LinkedIn Learning


Learn how to craft a winning marketing strategy that really reaches customers.

Marketing strategies are never straightforward, making it difficult for leaders to proceed with confidence and authority. In this course, listeners can learn the six key choices global brands need to make for a battle-ready marketing strategy that wins customers and grows the business. Marta Dapena-Baron, a former Fortune 500 marketing VP, shares how to decide between acquiring or retaining customers and four amazing strategies for go-to-market. Additionally, listeners can learn how to change their customer beliefs and behaviors and how to manage and develop key marketing benchmarks.This audio-only course was created by Madecraft. We are pleased to host this content in our library.


  • Welcome to this course
1. The Brand Choice: Umbrella or Distinct
  • The brand as a strategic unit of analysis
  • Umbrella versus distinct branding
2. The Customer Choice: Acquire or Retain
  • Defining a customer
  • Customer loyalty
  • Customer acquisition
  • Customer retention
  • Balancing acquisition and retention goals
3. Business Category
  • How to define your category
  • Leadership and earn-share strategies
4. Four Ways to Go to Market
  • Acquisition leadership strategy
  • Retention leadership strategy
  • Retention earn-share strategy
  • Acquisition earn-share strategy
5. How to Change Customer Beliefs
  • Understanding customer needs in your category
  • Selecting a core or dynamic belief for your brand
  • Deciding whether to change importance or perception
  • Developing an impactful value proposition
6. Changing Customer Behaviors
  • Aligning execution to customer behaviors
  • Product and service alignment
  • Pricing alignment
  • Channel distribution alignment
  • Communications alignment
7. Benchmarks
  • Strategy integrated marketing metrics
  • Next steps

Taught by

Marta Dapena-Baron and Madecraft

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