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Useful information marketing setup project

Initial meetings

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Business case meeting

Business case meeting

Invitation email

Subject: Useful information marketing business case meeting invitation

Dear colleagues,

We kindly invite you to our useful information marketing business case meeting. We’ll explain and discuss how we can produce useful information for our (prospective) customers.

Best, Max

Meeting information

Why do we set up a useful information marketing approach?

  • Out customers’ buying behavior changes fast and “content” marketing isn’t effective enough.
  • (Prospective) customers want detailed guidance on how to solve a challenge, instead of descriptive information only.
  • We need to differentiate our marketing from our content/information-producing competitors.

How do we set up a useful information marketing approach?

  • We determine some of the specific information needs of our (prospective) customers.
  • We create information that is useful in the sense that our (prospective) customers can solve a challenge with it.
  • We create detailed useful information for our (prospective) customers instead of superficial content only.

Which questions need to be asked to set up a useful information marketing approach?

  • What information needs do our (prospective) customers have?
  • What useful information can we create for our (prospective) customers?
  • What are the challenges to creating this useful information for our (prospective) customers?

Follow-up email

Subject: Useful information marketing business case meeting follow-up

Dear colleagues,

Thanks for joining our useful information marketing business case meeting. We explained and discussed how we can produce useful information for marketing reasons and differentiate from our competitors.

Best, Max

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Project planning meeting

Project planning meeting

Invitation email

Subject: Useful information marketing project planning meeting invitation

Dear colleagues,

We kindly invite you to our useful information marketing project planning meeting. We’ll explain and discuss our project management approach for the upcoming useful information marketing setup project.

Best, Max

Meeting information

Why do we set up a useful information marketing project?

  • Switching to useful information marketing brings significant effort with it.
  • Besides the information creation, we must apply a mindset change about how we want to market and why we want to help our (prospective) customers.
  • Before creating useful information, we must explain, discuss, and decide on a high number of topics so that the useful information brings the effects we estimate upfront.

How do we set up a useful information marketing project?

  • We analyze the customer needs and decide on a customer guidance approach.
  • We develop an information architecture, test the useful information, and support the website publishing team.
  • We briefly discuss a consultative sales approach and a possible useful information reader community.

What are the questions to ask to set up a useful information marketing project?

  • Which activities are necessary to ensure that this project will be a success?
  • What are the risks of this project?
  • Which activities will align our stakeholders under a common goal?

Follow-up email

Subject: Useful information marketing project planning meeting follow-up

Dear colleagues,

Thanks for joining our useful information marketing project planning meeting. We explained and discussed the project management approach for our upcoming useful information marketing setup project.

Best, Max

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Project C4I meeting

Project C4I meeting

Invitation email

Subject: Useful information marketing project C4I meeting invitation

Dear colleagues,

We kindly invite you to our useful information marketing project C4I meeting. We’ll explain and discuss the approach to communication, coordination, cooperation, collaboration, and information for this project.

Best, Max

Meeting information

Why do we discuss how to work together on this project?

  • We want to conduct an effective, efficient, and sustainable project that reaches the prospected outcomes.
  • We’ll deal with a lot of information that many stakeholders want to review.
  • We want to limit the number of emails that are hard to keep up with, and we want to use our existing internal information management and communication software tools.

How do we work together on this project?

  • We share as much information as possible through our existing internal wiki.
  • We distribute information before meetings so that we can really discuss, align and decide instead of only informing in meetings.
  • We invite our stakeholders to suggest improvements in how we work together on this project.

What are the questions to ask about how to work together on this project?

  • What structure will we use for the information we create in this project?
  • What are the project management tools we will use?
  • What information do we have to regularly distribute to our employees?
  • Which distribution channels will we use?

Follow-up email

Subject: Useful information marketing project C4I meeting follow-up

Dear colleagues,

Thanks for joining our useful information marketing project C4I meeting. We explained and discussed the approach to communication, coordination, cooperation, collaboration, and information for this project.

Best, Max

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Stakeholder alignment meeting

Stakeholder alignment meeting

Invitation email

Subject: Useful information marketing stakeholder alignment meeting invitation

Dear colleagues,

We kindly invite you to our useful information marketing stakeholder alignment meeting. We’ll explain our project approach to you and welcome your questions.

Best, Max

Meeting information

Why do we align our stakeholders before setting up a useful information marketing approach?

  • Various stakeholders have different interests in strategy, marketing, and sales topics which we must align.
  • We incorporate opinions and feedback early on, to reduce the reworking of project outputs.
  • We see the political dimension of such a significant change in strategy, marketing, and sales.

How do we align our stakeholders before setting up a useful information marketing approach?

  • We invite all stakeholders to provide feedback early on, as well as at any time in the project.
  • We explain our information management and communication approach to our stakeholders.
  • We offer 1:1 calls to explain the approach more in detail and offer four eyes feedback.

What are the questions to ask to align our stakeholders?

  • What interest do you have in a useful information marketing approach?
  • What outcomes do you expect from a useful information marketing approach?
  • What risks do you see in a useful information marketing approach?

Follow-up email

Subject: Useful information marketing stakeholder alignment meeting follow-up

Dear colleagues,

Thanks for joining our useful information marketing stakeholder alignment meeting. We explained our project approach to you and welcomed your questions.

Best, Max

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Stakeholder interviews preparation meeting

Stakeholder interviews preparation meeting

Invitation email

Subject: Useful information marketing stakeholder interviews preparation meeting invitation

Dear colleagues,

We kindly invite you to our useful information marketing stakeholder interviews preparation meeting. We’ll prepare our upcoming stakeholder interviews as part of our useful information marketing setup project.

Best, Max

Meeting information

Why do we interview our stakeholders?

  • We want to learn from you in a semi-structured way.
  • We want to incorporate as many opinions and positions as possible into our project.
  • We use these interviews as the first organizational change management tool.

How do we interview our stakeholders?

  • We design questions upfront to use as a guide throughout the interview.
  • We follow common interview guidelines.
  • We dig deeper in the case of interesting remarks.

What are the questions to ask before interviewing our stakeholders?

  • What do we want to find out about with these interviews?
  • What are the questions we want to ask our stakeholders?
  • Who are the stakeholders we want to interview?

Follow-up email

Subject: Useful information marketing stakeholder interviews preparation meeting follow-up

Dear colleagues,

Thanks for joining our useful information marketing stakeholder interviews preparation meeting. We discussed and decided how we want to conduct our stakeholder interviews as part of our useful information marketing setup project.

Best, Max

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Stakeholder interview meeting

Stakeholder interview meeting

Invitation email

Subject: Useful information marketing stakeholder interview meeting invitation

Dear interviewee,

We kindly invite you to our useful information marketing stakeholder interview. We want to learn about your requirements and your opinion on a future useful information marketing approach.

Best, Max

Meeting information

Why do we interview you?

  • We want to learn about your requirements and feedback on our useful information marketing approach.
  • We want to incorporate your feedback into our project so that we get the best outcomes for our organization.
  • We want written information (that we create) from our stakeholders instead of only verbal feedback in meetings.

How do we conduct this interview?

  • This is a semi-structured interview.
  • We ask you questions and write down your answers.
  • We dig deeper to learn more about relevant points.

What are the questions we ask you?

  1. What are your marketing (function/department) expected outcomes?
  2. What are your sales (function/department) expected outcomes?
  3. What doesn’t work well in our organization's marketing?
  4. What doesn’t work well in our organization's sales?
  5. What do external stakeholders (customers, partners, suppliers) say about our organization’s marketing and sales?
  6. What actions do you recommend for our organization’s marketing?
  7. What actions do you recommend for our organization’s sales?
  8. Which organizations do better in marketing and sales?
  9. What do these organizations do better than our organization?
  10. What’s your recommendation for our organization's future marketing and sales approach?

Follow-up email

Subject: Useful information marketing stakeholder interview meeting follow-up

Dear colleagues,

Thanks for joining our useful information marketing stakeholder interview. We learned about your requirements and your opinion about a future useful marketing approach and will incorporate these findings into our project.

Best, Max

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Employee survey meeting

Employee survey meeting

Invitation email

Subject: Useful information marketing employee survey meeting invitation

Dear colleagues,

We kindly invite you to our useful information marketing employee survey meeting. We’ll explain and discuss the upcoming employee survey as part of our useful information marketing setup project.

Best, Max

Meeting information

Why do we ask our employees?

  • We want the opinion and feedback from the lower ranks too, instead of only the stakeholders who are mostly in superior positions.
  • We cannot conduct interviews with too many people because of the amount of work.
  • We want to compare the interviews with the survey results and analyze the differences and possible reasons.

How do we ask our employees?

  • We invite employee groups to an online questionnaire.
  • We use the organization-wide questionnaire software tool that is already implemented (e.g., Google Forms).
  • We limit the number of questions to a maximum of ten to keep the amount of work for our people limited.

What are the questions we ask our employees?

  • We ask the same and/or similar questions as in the interviews.

Follow-up email

Subject: Useful information marketing employee survey meeting follow-up

Dear colleagues,

Thanks for joining our useful information marketing employee survey meeting. We explained and discussed the upcoming survey for our useful information marketing setup project.

Best, Max

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Interviews and survey results meeting

Interviews and survey results meeting

Invitation email

Subject: Useful information marketing interviews and survey results meeting invitation

Dear colleagues,

We kindly invite you to our useful information marketing interviews and survey results meeting. We’ll explain and discuss the results of our stakeholder interviews and the employee survey.

Best, Max

Meeting information

Why do we analyze the interview and survey results?

  • We want to learn from our stakeholders and employees.
  • We need their feedback for our further project planning.
  • We want to give them a feeling of participation.

How do we analyze the interview and survey results?

  • We summarize our notes from the interviews.
  • We look for patterns in the answers and individual good ideas.
  • We write down the consequences we must incorporate into our project.

What questions will be asked to analyze the interview and survey results?

  • What are the interview and survey statistics?
  • What are the patterns of the interviews?
  • What are the patterns of the surveys?
  • What are the similarities?
  • What are the differences?
  • What are the findings to use for our project?
  • What are we missing from the answers?

Follow-up email

Subject: Useful information marketing interviews and survey results meeting follow-up

Dear colleagues,

Thanks for joining our useful information marketing interviews and survey results meeting. We explained and discussed the results of our stakeholder interviews and the employee survey.

Best, Max

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Solution options meeting

Meeting title

Invitation email

Subject: Useful information marketing solution options meeting invitation

Dear colleagues,

We kindly invite you to our useful information marketing solution options meeting. We’ll explain and discuss different solution options to set up a useful information marketing approach.

Best, Max

Meeting information

Why do we offer different solutions to our project sponsor?

  • We want to offer more solution options than only yes or no.
  • We understand the challenge of deciding between costs and value.
  • We want the project sponsor to commit to their decision.

How do we offer different solutions to our project sponsor?

  • We prepare three solutions options: simple, limited, and normal.
  • The solution options differ by budget and are simple to compare.
  • We advise our project sponsor on each solution option's advantages and disadvantages.

Which questions will be asked to develop different solution options?

  • What are the different solutions options?
  • What are the scope/feature/pricing/risk differences between the solution options?
  • What solution option does the project team recommend?

Follow-up email

Subject: Useful information marketing solution options meeting follow-up

Dear colleagues,

Thanks for joining our useful information marketing solution options meeting. We explained and discussed different solutions options to set up a useful information marketing approach.

Best, Max

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Function alignment meeting

Meeting title

Invitation email

Subject: Useful information marketing function alignment meeting invitation

Dear colleagues,

We kindly invite you to our useful information marketing function alignment meeting. We’ll explain and discuss our useful information marketing project to the marketing, sales, and other functions to align the goals and approach.

Best, Max

Meeting information

Why do we align our organizational functions?

  • The involved functions have different interests in a useful information marketing approach.
  • We need the core functions on the same page to start executing the project.
  • We start with organizational change management activities at the core functions as primary stakeholders.

How do we align our organizational functions?

  • We understand different interests but also the need to align on a common approach to make progress.
  • We align our goals and ideas to set up a system that works for all involved functions.
  • We actively play “disagree and commit” to make progress in the project, instead of endlessly discussing all details without final decisions.

Which questions will we ask to align our organizational functions?

  • What are the different interests of the involved functions?
  • What are the paths of compromise to align between the involved functions?
  • What are the open discussion points where some functions “disagree and commit”?

Follow-up email

Subject: Useful information marketing function alignment meeting follow-up

Dear colleagues,

Thanks for joining our useful information marketing function alignment meeting. We explained and discussed our useful information marketing project to the marketing, sales, and other functions to align the goals and approach.

Best, Max

Customer needs meetings

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Customer market analysis meeting

Customer market analysis meeting

Invitation email

Subject: Useful information marketing customer market analysis meeting invitation

Dear colleagues,

We kindly invite you to our useful information marketing customer market analysis meeting. We’ll explain and discuss our customer market analysis to prepare our useful information marketing activities.

Best, Max

Meeting information

Why do we analyze our customers’ markets?

  • We’ll create useful information for our customers and therefore must learn about their organizations and markets/industries.
  • We want to create useful information that potentially builds on our customers' current challenges.
  • Our customers demand that we know their markets and the current challenges.

How do we analyze our customers’ markets?

  • We learn about the general markets and current trends of our customers.
  • We list current challenges in our customers’ markets.
  • We keep the future development of useful information in mind while analyzing our customers’ markets.

Which questions will we ask to analyze our customers’ markets?

  • What are our customers’ markets?
  • What are the current trends in our customers’ markets?
  • What are the challenges for our customers in their markets?

Follow-up email

Subject: Useful information marketing customer market analysis meeting follow-up

Dear colleagues,

Thanks for joining our useful information marketing customer market analysis meeting. We explained and discussed our customer market analysis in preparation for our useful information marketing activities.

Best, Max

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Customer market information sources meeting

Customer market information sources meeting

Invitation email

Subject: Customer market information sources meeting invitation

Dear colleagues,

We kindly invite you to our customer market information sources meeting. We’ll analyze and discuss our customers’ markets’ information sources to better understand how our customers learn about market trends.

Best, Max

Meeting information

Why do we analyze our customer markets’ information sources?

  • We want to learn about how our customers learn.
  • We want to understand which information sources our customers have access to in preparation to complement them.
  • We want to understand how our customers’ markets communicate and learn.

How do we analyze our customer markets’ information sources?

  • We manage a table of the industry/market information sources.
  • We analyze the topics discussed and any potential topics that are missing.
  • We analyze the existing types of information (e.g., news) and the potentially missing types of information (e.g., useful good practices).

Which questions will we ask to analyze our customer markets’ information sources?

  • What are our customer markets’ information sources?
  • What are the types of information available in our customers’ markets?
  • What are the trending topics in these information sources?

Follow-up email

Subject: Customer market information sources meeting follow-up

Dear colleagues,

Thanks for joining our customer market information sources meeting. We analyzed and discussed our customer markets’ information sources and understood how our customers learn about market trends.

Best, Max

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Customer market information needs meeting

Customer market information needs meeting

Invitation email

Subject: Customer market information needs meeting invitation

Dear colleagues,

We kindly invite you to our customer market information needs meeting. We’ll analyze and discuss our customer markets’ information needs in preparation for our useful information development.

Best, Max

Meeting information

Why do we determine our customer markets’ information needs?

  • We plan to create useful information for our (future) customers and therefore need to understand what they need to learn.
  • We need clear guidance on what our customer markets need as useful information while creating it.
  • To create a clear information resource positioning, we need to differentiate from existing information sources.

How do we determine our customer markets’ information needs?

  • We make conclusions based on our analysis of existing information sources.
  • We outline small pieces of test information as a foundation for our further discussion
  • We interview our existing customers about our assumptions.

Which questions will we ask to determine our customer markets’ information needs?

  • What are the potential information needs of our customers’ markets?
  • Which testing procedures can we use to assess our assumptions?
  • Which questions will we ask our customers about their markets’ information needs?

Follow-up email

Subject: Customer market information needs meeting follow-up

Dear colleagues,

Thanks for joining our customer market information needs meeting. We analyzed and discussed our customer markets’ information needs in preparation for our useful information development.

Best, Max

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Key account analysis meeting

Key account analysis meeting

Invitation email

Subject: Useful information marketing key account analysis meeting invitation

Dear colleagues,

We kindly invite you to our useful information marketing key account analysis meeting. We’ll analyze and discuss our key accounts in preparation for our useful information marketing development.

Best, Max

Meeting information

Why do we analyze our key accounts?

  • Our key accounts are our revenue and/or profitability drivers, and therefore need special attention when we develop useful information for our (future) customers.
  • We want to analyze specific organizations in addition to our general customer market analysis and pick our key accounts for this.
  • We want to ensure our key accounts can use our future useful information.

How do we analyze our key accounts?

  • We analyze our key accounts’ organizations and markets.
  • We interview our key account managers, collecting their expertise and experience.
  • We collect feedback from selected frontline workers interacting with our key accounts.

Which questions will we ask about our key accounts?

  • What are our organization’s key accounts?
  • What are their organizational and market trends?
  • What are the similarities/differences between our key accounts?

Follow-up email

Subject: Useful information marketing key account analysis meeting follow-up

Dear colleagues,

Thanks for joining our useful information marketing key account analysis meeting. We analyzed and discussed our key accounts in preparation for our useful information marketing development.

Best, Max

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Key account information sources meeting

Key account information sources meeting

Invitation email

Subject: Useful information marketing key account information sources meeting invitation

Dear colleagues,

We kindly invite you to our useful information marketing key account information sources meeting. We’ll analyze and discuss our key accounts’ current information sources in preparation for a future gap analysis.

Best, Max

Meeting information

Why do we analyze our key accounts’ information sources?

  • We want to learn about how our key accounts learn.
  • We want to understand which information sources our key accounts have access to in preparation to complement them.
  • We want to strengthen the discussion and intellectual exchange with our key accounts.

How do we analyze our key accounts’ information sources?

  • We ask our key account managers about their key accounts’ information sources.
  • We ask our key account stakeholders about their information sources.
  • We draw conclusions from our customer market information sources meeting.

What are the questions to ask about our key accounts’ information sources?

  • What information are our key accounts looking for?
  • What are our key accounts’ information sources?
  • What are the trending topics in these information sources?

Follow-up email

Subject: Useful information marketing key account information sources meeting follow-up

Dear colleagues,

Thanks for joining our useful information marketing key account information sources meeting. We analyzed and discussed our key accounts’ current information sources in preparation for a future gap analysis.

Best, Max

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Key account information needs meeting

Key account information needs meeting

Invitation email

Subject: Useful information marketing key account information needs meeting invitation

Dear colleagues,

We kindly invite you to our useful information marketing key account information needs meeting. We’ll analyze and discuss our key accounts’ information needs in preparation for our useful information development.

Best, Max

Meeting information

Why do we determine our key accounts’ information needs?

  • We need to know what kind of information our key accounts require before creating it.
  • We don’t want to create expensive “muda” for our key accounts.
  • There is the danger that we create information that nobody finds useful.

How do we determine our key accounts’ information needs?

  • We make conclusions based on the analysis of our key accounts’ existing information sources.
  • We interview our key account managers and our key accounts.
  • We create useful information, present it and ask for feedback from our key account managers and our key accounts.

Which questions will we ask to determine our key accounts’ information needs?

  • What are the information needs of our key account organizations?
  • Which testing procedures can we use to assess our assumptions?
  • Which questions will we ask our key account managers about their key accounts’ information needs?
  • Which questions will we ask our key account stakeholders about their information needs?

Follow-up email

Subject: Useful information marketing key account information needs meeting follow-up

Dear colleagues,

Thanks for joining our useful information marketing key account information needs meeting. We analyzed and discussed our key accounts’ information needs in preparation for our useful information development.

Best, Max

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Buying process analysis meeting

Buying process analysis meeting

Invitation email

Subject: Useful information marketing buying process analysis meeting invitation

Dear colleagues,

We kindly invite you to our useful information marketing buying process analysis meeting. We’ll analyze and discuss our customers’ buying process in preparation for the analysis of their corresponding advice needs.

Best, Max

Meeting information

Why do we analyze our customers’ buying process?

  • We want to learn how our customers buy our solutions.
  • We want to learn about the decisions they make in this way.
  • We want to learn how various entities influence their decision-making.

How do we analyze our customers’ buying process?

  • We ask our customers about their buying process.
  • We ask our leads about their advice needs.
  • We ask our salespeople about our customers’ buying process.

Which questions will we ask about our customers’ buying process?

  • What are the steps in our customers’ buying process?
  • Which stakeholders are involved in our customers' buying process?
  • Which external entities are involved in our customers’ buying process?

Follow-up email

Subject: Useful information marketing buying process analysis meeting follow-up

Dear colleagues,

Thanks for joining our useful information marketing buying process analysis meeting. We analyzed and discussed our customers’ buying process in preparation for the analysis of their corresponding advice needs.

Best, Max

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Buying process advice needs meeting

Buying process advice needs meeting

Invitation email

Subject: Useful information marketing buying process advice needs meeting invitation

Dear colleagues,

We kindly invite you to our useful information marketing buying process advice needs meeting. We’ll analyze and discuss the advice needs of our (potential) customers in their buying process.

Best, Max

Meeting information

Why do we analyze our customers’ buying process advice needs?

  • We want to understand our (potential) customers’ need for information and support while deciding between our competitors and us.
  • We want to develop information that guides our (potential) customers through their buying process.
  • We want to influence our (potential) customers’ buying process before they even contact us for the first time.

How do we analyze our customers’ buying process advice needs?

  • We ask our customers about their buying process advice needs.
  • We ask our leads about their advice needs.
  • We ask our salespeople about our customers’ buying process advice needs.

Which questions will we ask to analyze our customers’ buying process advice needs?

  • What information do our customers need during the buying process?
  • What information sources do our customers use during the buying process?
  • What’s the (potential) impact if our customers don’t receive the right advice during the buying process?

Follow-up email

Subject: Useful information marketing buying process advice needs meeting follow-up

Dear colleagues,

Thanks for joining our useful information marketing buying process advice needs meeting. We analyzed and discussed the advice needs of our (potential) customers in their buying process.

Best, Max

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Buying process advice market meeting

Buying process advice market meeting

Invitation email

Subject: Useful information marketing buying process advice market meeting invitation

Dear colleagues,

We kindly invite you to our useful information marketing buying process advice market meeting. We’ll analyze and discuss the advice market for our customers’ buying process.

Best, Max

Meeting information

Why do we analyze our customers’ buying process advice market?

  • We want to understand what kind of advice our customers can get when deciding between our competitors and us.
  • We may want to create useful information that supports our (future) customers’ buying process.
  • We may want to provide usually paid-for advice for free, guiding our (future) customers through their buying process.

How do we analyze our customers’ buying process advice market?

  • We research websites and service providers (e.g., consulting firms) guiding organizations in our market through the buying process.
  • We ask our customers and leads what kind of guidance they receive throughout the buying process.
  • We talk to advisors and learn about their service portfolios advising organizations in our market.

Which questions will we ask to analyze our customers’ buying process advice market?

  • Who are the advisors supporting organizations throughout their buying process in our market?
  • What are the topics customers and advisors talk about?
  • What are the alternatives to working with these advisors?
  • What are the risks for customers not working with an advisor?

Follow-up email

Subject: Useful information marketing buying process advice market meeting follow-up

Dear colleagues,

Thanks for joining our useful information marketing buying process advice market meeting. We analyzed and discussed the advice market for our customers’ buying process.

Best, Max

Customer guidance meetings

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Market landscape guidance meeting

Market landscape guidance meeting

Invitation email

Subject: Useful information marketing market landscape guidance meeting invitation

Dear colleagues,

We kindly invite you to our useful information marketing market landscape guidance meeting. We’ll explain and discuss market landscape guidance development for our customers.

Best, Max

Meeting information

Why does market landscape guidance help our customers?

  • Our customers don’t know what kind of solution categories are relevant for them.
  • Our customers don’t know which solutions are relevant for them.
  • Our customers don’t know about the solution and feature alternatives available.

How does market landscape guidance help our customers?

  • Competitor overviews explain which suppliers exist.
  • Feature comparisons explain what to look for in the existing solutions.
  • Explanatory articles explain the pros and cons of solution categories, solution features, and their combinations.

Which questions will we ask to develop market landscape guidance for our customers?

  • What are the relevant solution categories for my challenge?
  • What are the solution’s relevant features/requirements/characteristics in a given market?
  • What are the alternatives to specific features/requirements/characteristics?

Follow-up email

Subject: Useful information marketing market landscape guidance meeting follow-up

Dear colleagues,

Thanks for joining our useful information marketing market landscape guidance meeting. We explained and discussed market landscape guidance development for our customers.

Best, Max

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Buying process guidance meeting

Buying process guidance meeting

Invitation email

Subject: Useful information marketing buying process guidance meeting invitation

Dear colleagues,

We kindly invite you to our useful information marketing buying process guidance meeting. We’ll explain and discuss buying process guidance development for our customers.

Best, Max

Meeting information

Why does buying process guidance help our customers?

  • Our customers want to buy the best-fitting solutions.
  • Our customers don’t have the market knowledge to make the right decisions.
  • Our customers don’t want to spend too much money on external market guidance and/or welcome a first/second opinion before/after talking to an advisor.

How does buying process guidance help our customers?

  • Market guidance gives an overview of the approaches and suppliers in a market.
  • Supplier and solution lists ensure no potential supplier is forgotten.
  • Feature overviews structure the customer solution comparison process.

Which questions will we ask to develop buying process guidance for our customers?

  • What information do our customers need during the buying process?
  • What information do our competitors and independent advisors provide to support the buying process?
  • What information do we have at hand to support our customers in their buying process?

Follow-up email

Subject: Useful information marketing buying process guidance meeting follow-up

Dear colleagues,

Thanks for joining our useful information marketing buying process guidance meeting. We explained and discussed buying process guidance development for our customers.

Best, Max

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Process guidance meeting

Business process guidance meeting

Invitation email

Subject: Useful information marketing business process guidance meeting invitation

Dear colleagues,

We kindly invite you to our useful information marketing business process guidance meeting. We’ll explain and discuss business process guidance development for our customers.

Best, Max

Meeting information

Why does business process guidance help our customers?

  • Our customers want to simplify their business operations.
  • Our customers want to become faster and reduce risks.
  • Our customers are somewhat chaotic, like every other organization.

How does business process guidance help our customers?

  • Standard operating procedures describe concrete things to do as part of a larger project/task.
  • Good practices explain practices in a broader way.
  • Process descriptions and workflow diagrams explain processes in a highly standardized way for long-term scaling.

Which questions will we ask to develop business process guidance for our customers?

  • What are the process areas our customers struggle in?
  • What are the process areas we know best?
  • What are some good process description formats that fit our customers’ demands?
  • What are some approaches to simplify and flex process descriptions for easier adoption by our (prospective) customers?

Follow-up email

Subject: Useful information marketing business process guidance meeting follow-up

Dear colleagues,

Thanks for joining our useful information marketing business process guidance meeting. We explained and discussed business process guidance development for our customers.

Best, Max

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How-to guidance meeting

How-to guidance meeting

Invitation email

Subject: Useful information marketing how-to guidance meeting invitation

Dear colleagues,

We kindly invite you to our useful information marketing how-to guidance meeting. We’ll explain and discuss how-to guidance development for our customers.

Best, Max

Meeting information

Why does how-to guidance help our customers?

  • Our customers want the information to solve a concrete challenge.
  • Our customers listen to the low ranks when deciding about suppliers.
  • Our customers start building trust with highly useful information instead of high-level bullshit bingo.

How does how-to guidance help our customers?

  • How-to guides help rank and file employees to solve a concrete task.
  • How-to guides build trust among rank and file employees in comparison to managers and organizational leaders.
  • Commercial open-source software is an example of solutions being used by rank and file employees before a formal purchasing process is even initiated.

Which questions will we ask to develop how-to guidance for our customers?

  • What practical information could our customers’ rank and file employees use?
  • Which topics could we encapsulate into a how-to?
  • What is a potential step-by-step adoption process of a potential how-to series?

Follow-up email

Subject: Useful information marketing how-to guidance meeting follow-up

Dear colleagues,

Thanks for joining our useful information marketing how-to guidance meeting. We explained and discussed how-to guidance development for our customers.

Best, Max

‣
Document templates meeting

Document templates meeting

Invitation email

Subject: Useful information marketing document templates meeting invitation

Dear colleagues,

We kindly invite you to our useful information marketing document templates meeting. We’ll explain and discuss document template development for our customers.

Best, Max

Meeting information

Why do document templates help our customers?

  • Our customers don’t have templates to get their tasks done.
  • Our customers reinvent the wheel for every task, again and again.
  • Our customers don't know how to strategically use templates for their organization.

How do document templates help our customers?

  • Form templates provide input variables for their business processes.
  • External templates simplify tasks with other organizations (e.g., sales, procurement).
  • Process description templates, employee handbooks, and standard operating procedure templates provide a first draft for their internal document development.

Which questions will we ask to develop document templates?

  • What are some possible templates our organization could profit from?
  • What are some possible areas our customers could profit in from templates?
  • Which types of templates could we create for our customers?

Follow-up email

Subject: Useful information marketing document templates meeting follow-up

Dear colleagues,

Thanks for joining our useful information marketing document templates meeting. We explained and discussed document template development for our customers.

Best, Max

‣
Contract guidance meeting

Contract guidance meeting

Invitation email

Subject: Useful information marketing contract guidance meeting invitation

Dear colleagues,

We kindly invite you to our useful information marketing contract guidance meeting. We’ll explain and discuss contract guidance development for our customers.

Best, Max

Meeting information

Why does contract guidance help our customers?

  • Our customers don’t have a clue about how to develop contracts.
  • Our customers are reliant on expensive lawyers who regularly also reinvent the wheel.
  • Our customers don’t have access to simple guidance and templates for their internal legal departments.

How does contract guidance help our customers?

  • Articles explain how specific contracts work and how to adapt them to individual needs.
  • Contract templates simplify and speed up the contract development process.
  • Partner law firms provide the smallest possible amount of advisor services to get the job done.

Which questions will we ask to develop contract guidance for our customers?

  • Which contracts do our customers need to work with us?
  • What contract guidance do our customers need to adapt contract templates to their individual needs?
  • How much advice do our customers need to get the contract signed?

Follow-up email

Subject: Useful information marketing contract guidance meeting follow-up

Dear colleagues,

Thanks for joining our useful information marketing contract guidance meeting. We explained and discussed contract guidance development for our customers.

Best, Max

‣
Technology implementation guidance meeting

Technology implementation guidance meeting

Invitation email

Subject: Useful information marketing technology implementation guidance meeting invitation

Dear colleagues,

We kindly invite you to our useful information marketing technology implementation guidance meeting. We’ll explain and discuss technology implementation guidance development for our customers.

Best, Max

Meeting information

Why does technology implementation guidance help our customers?

  • Our customers don’t have the experience of specific one-time technology implementation projects.
  • Our customers need external service providers (e.g., consultants) to implement their technology solutions.
  • Our customers welcome guidance to estimate their technology implementation efforts upfront.

How does technology implementation guidance help our customers?

  • Project templates provide a framework for the technology implementation project.
  • How-tos describe configuration steps in detail.
  • Scripts and technical documentation provide the necessary details to ditch the external service provider.

Which questions will we ask to develop technology implementation guidance for our customers?

  • What are our customers’ challenges in technology implementation?
  • What are some possible documentation formats to support our customers in technology implementation?
  • What do external service providers do when supporting our customers in technology implementation?

Follow-up email

Subject: Useful information marketing technology implementation guidance follow-up

Dear colleagues,

Thanks for joining our useful information marketing technology implementation guidance meeting. We explained and discussed technology implementation guidance development for our customers.

Best, Max

‣
Technology adoption guidance meeting

Technology adoption guidance meeting

Invitation email

Subject: Useful information marketing technology adoption guidance meeting invitation

Dear colleagues,

We kindly invite you to our useful information marketing technology adoption guidance meeting. We’ll explain and discuss technology adoption guidance development for our customers.

Best, Max

Meeting information

Why does technology adoption guidance help our customers?

  • Our customers buy technology solutions their users don’t use.
  • Our customers fail at changing the organization (e.g., organizational culture) to the necessary degree.
  • Our customers don't have an overview of how to change the organization for technology adoption.

How does technology adoption guidance help our customers?

  • Project documents provide the input to conduct organizational change management activities.
  • Use cases help organizational leaders to show how the users could use the new technology.
  • Templates support leaders in facilitating the necessary organizational change.

Which questions will we ask to develop technology adoption guidance for our customers?

  • What are the typical challenges our customers face when adopting technology?
  • What are the typical actions of an external facilitator (e.g., consultant) to help adopt new technology?
  • What’s our organizational experience when adopting new technologies?

Follow-up email

Subject: Useful information marketing technology adoption guidance meeting follow-up

Dear colleagues,

Thanks for joining our useful information marketing technology adoption guidance meeting. We explained and discussed technology adoption guidance development for our customers.

Best, Max

‣
Organizational change guidance meeting

Organizational change guidance meeting

Invitation email

Subject: Useful information marketing organizational change guidance meeting invitation

Dear colleagues,

We kindly invite you to our useful information marketing organizational change guidance meeting. We’ll explain and discuss organizational change guidance development for our customers.

Best, Max

Meeting information

Why does organizational change guidance help our customers?

  • Our customers don’t know how to develop their organization.
  • When working on processes and systems, our customers don’t see the necessity for organizational (culture) change.
  • Our customers don’t have the tools (besides the usual bullshit bingo) to change their organization.

How does organizational change guidance help our customers?

  • Workshop templates provide change facilitators with the input to develop their own ideas.
  • Management tool descriptions educate change facilitators on organizational change practices.
  • Success stories show change facilitators that other organizations have successfully developed themselves in the past.

Which questions will we ask to develop organizational change guidance for our customers?

  • Which workshop templates do our customers need to change their organizations?
  • Which management tools aren’t well-described in the literature?
  • Which organizational change success stories can we put together to encourage our customers’ organizational change facilitators?

Follow-up email

Subject: Useful information marketing organizational change guidance meeting follow-up

Dear colleagues,

Thanks for joining our useful information marketing organizational change guidance meeting. We explained and discussed organizational change guidance development for our customers.

Best, Max

‣
Customer guidance strategy meeting

Customer guidance strategy meeting

Invitation email

Subject: Useful information marketing customer guidance strategy meeting invitation

Dear colleagues,

We kindly invite you to our useful information marketing customer guidance strategy meeting. We’ll explain and discuss our strategy to create useful customer guidance information.

Best, Max

Meeting information

Why do we need a customer guidance strategy?

  • The customer guidance strategy ensures that all useful information works together.
  • The customer guidance strategy explains to our useful information creators what to create (and what not to create).
  • The customer guidance strategy links customer groups to useful information topic areas.

How do we develop a customer guidance strategy?

  • We make decisions about what kind of useful information to create and what not to create.
  • We write down 20-50 sentences about these decisions, incl. some explanations of how we got there.
  • We discuss this strategy with our stakeholders, ensuring commitment to this strategy.

Which questions will we ask to develop a customer guidance strategy?

  • Which customer group will we target with our useful information?
  • What useful information do we want to create?
  • Which information formats do we want to create?

Follow-up email

Subject: Useful information marketing customer guidance strategy meeting follow-up

Dear colleagues,

Thanks for joining our useful information marketing customer guidance strategy meeting. We explained and discussed our strategy to create useful customer guidance information.

Best, Max

Information architecture meetings

‣
Text meeting

Text meeting

Invitation email

Subject: Useful information marketing text meeting invitation

Dear colleagues,

We kindly invite you to our useful information marketing text meeting. We’ll explain and discuss the text architecture for our useful information.

Best, Max

Meeting information

Why does text help our customers?

  • Text is the basic format to explain complex topics.
  • Text is the best format for web search engines to index our website.
  • Text is easier to scroll through than other information formats.

How do we create text for our customers?

  • We determine a standard text format (e.g. bullets, short paragraphs, help articles, monographs).
  • We collect topics and conduct research before starting to write.
  • We continually collect internal feedback to avoid creating “muda”.

Which questions will we ask to create text for our customers?

  • What is the right amount of text for our target user group to read?
  • How can we shorten our texts?
  • What are some examples from other websites for our future texts?

Follow-up email

Subject: Useful information marketing text meeting follow-up

Dear colleagues,

Thanks for joining our useful information marketing text meeting. We explained and discussed the text architecture for our useful information.

Best, Max

‣
Audio meeting

Audio meeting

Invitation email

Subject: Useful information marketing audio meeting invitation

Dear colleagues,

We kindly invite you to our useful information marketing audio meeting. We’ll explain and discuss the audio architecture for our useful information.

Best, Max

Meeting information

Why does audio help our customers?

  • People are lazy and don’t like to read.
  • Podcasts are a trend - depending on who you ask and the use case.
  • Audio interviews are an interesting extension to collect opinions from people who don’t like to be filmed.

How do we create audio for our customers?

  • We determine interaction formats for audio casts.
  • We set up a technical environment to produce high-quality audio files.
  • We transcribe our audio sessions for people who like to read.

Which questions will we ask to create audio for our customers?

  • Which interaction formats do we want to produce as audio (e.g., interviews)?
  • What technical environment do we need to produce high-quality audio files?
  • What else can we do with the audio files (e.g., transcription)?

Follow-up email

Subject: Useful information marketing audio meeting follow-up

Dear colleagues,

Thanks for joining our useful information marketing audio meeting. We explained and discussed the audio architecture for our useful information.

Best, Max

‣
Video meeting

Video meeting

Invitation email

Subject: Useful information marketing video meeting invitation

Dear colleagues,

We kindly invite you to our useful information marketing video meeting. We’ll explain and discuss the video architecture for our useful information.

Best, Max

Meeting information

Why do videos help our customers?

  • Video can explain some topics better than text or audio, especially practical tasks to follow.
  • Video combines the visual support of graphics with low effort for the learner.
  • Video follows a trend and offers many possible information formats for the creators.

How do we create videos for our customers?

  • We understand the effort and costs of video information compared to other formats.
  • We determine the topic areas video is most suitable for.
  • We set up a technical environment to produce high-quality video files.

Which questions will we ask to create videos for our customers?

  • Which interaction formats do we want to produce as video (e.g., interviews)?
  • What technical environment do we need to produce high-quality video files?
  • What is our approach to using the advantages of video for the consumers?

Follow-up email

Subject: Useful information marketing video meeting follow-up

Dear colleagues,

Thanks for joining our useful information marketing video meeting. We explained and discussed the video architecture for our useful information.

Best, Max

‣
Graphics meeting

Graphics meeting

Invitation email

Subject: Useful marketing information graphics meeting invitation

Dear colleagues,

We kindly invite you to our useful information marketing graphics meeting. We’ll explain and discuss the graphic architecture for our useful information.

Best, Max

Meeting information

Why do graphics help our customers?

  • Graphics simplify the message by combining visuals with a short text.
  • Infographics are a trend because people can consume them easily and fast.
  • Creators produce infographics in ways that are cost-efficient and fast.

How do we create graphics for our customers?

  • We understand the environment and channels we want to communicate infographics in.
  • We produce infographics from templates to reduce time and effort.
  • We include infographics in various documents and communication channels.

Which questions will we ask to create graphics for our customers?

  • Which topics can we easily explain with an infographic instead of long text?
  • What is our approach to recycling infographics in additional channels?
  • Which software solutions simplify the creation of infographics?

Follow-up email

Subject: Useful marketing information graphics meeting follow-up

Dear colleagues,

Thanks for joining our useful information marketing graphics meeting. We explained and discussed the graphic architecture for our useful information.

Best, Max

‣
Slides meeting

Slides meeting

Invitation email

Subject: Useful information marketing slides meeting invitation

Dear colleagues,

We kindly invite you to our useful information marketing slides meeting. We’ll explain and discuss the slides architecture for our useful information.

Best, Max

Meeting information

Why do slides help our customers?

  • Slides are the common information format in many of today’s organizations.
  • People invest a huge amount of time creating slides that are used only once.
  • There is no central directory of slide templates for further use.

How do we create slides for our customers?

  • We create slide decks and/or single slides that people can use as templates.
  • We embed slides in a broader context and deliver the verbal explanations as text, audio, and/or video.
  • We create slides so that users can present them as their own creations, or by mentioning our website as the source.

Which questions will we ask to create slides for our customers?

  • What are the topic areas our customers create internal presentations for?
  • Which slide format can we use for maximum adaptability by our customers?
  • What additional explanatory information do we need to create so that users understand what to tell their audience?

Follow-up email

Subject: Useful information marketing slides meeting follow-up

Dear colleagues,

Thanks for joining our useful information marketing slides meeting. We explained and discussed the slides architecture for our useful information.

Best, Max

Website design meetings

‣
Publishing process meeting

Publishing process meeting

Invitation email

Subject: Useful information marketing publishing process meeting invitation

Dear colleagues,

We kindly invite you to our useful information marketing publishing process meeting. We’ll explain and discuss our useful information publishing process.

Best, Max

Meeting information

Why do we need a publishing process?

  • We want to ensure the quality of our published information.
  • We want to align different stakeholders throughout information development.
  • We want to create and publish our information in an efficient way.

How do we develop a publishing process?

  • We write down the steps from idea to publishing on our website.
  • We include the necessary quality gates for each information piece.
  • We align this process with the software tools used throughout this process.

Which questions will we ask to develop a publishing process?

  • What are the steps to create and publish information?
  • Who are the involved stakeholders throughout the information development and publishing process?
  • What are the quality gates and who controls them?

Follow-up email

Subject: Useful information marketing publishing process meeting follow-up

Dear colleagues,

Thanks for joining our useful information marketing publishing process meeting. We explained and discussed our useful information publishing process.

Best, Max

‣
Simple website meeting

Simple website meeting

Invitation email

Subject: Useful information marketing simple website meeting invitation

Dear colleagues,

We kindly invite you to our useful information marketing simple website meeting. We’ll explain and discuss the setup of a simple website for our useful information marketing activities.

Best, Max

Meeting information

Why do we start with a simple website?

  • We want to test our useful information marketing approach as soon as possible.
  • Useful information consumers focus on the information value instead of on the website design.
  • A simple website directs the focus onto the information and minimizes distractions.

How do we set up a simple website?

  • We set up a website based on Notion.so as the content management system and Super.so as the website builder.
  • We use the default design template without many additions and gimmicks.
  • We publish our information as the central focus point of the website.

What questions will we ask to set up a simple website?

  • What information do we want to publish at the beginning?
  • What are the design options needing a minimum amount of effort to build?
  • What legal information must we publish in addition to our useful information?

Follow-up email

Subject: Useful information marketing simple website meeting follow-up

Dear colleagues,

Thanks for joining our useful information marketing simple website meeting. We explained and discussed the setup of a simple website for our useful information marketing activities.

Best, Max

‣
Advanced website meeting

Advanced website meeting

Invitation email

Subject: Useful information marketing advanced website meeting invitation

Dear colleagues,

We kindly invite you to our useful information marketing advanced website meeting. We’ll explain and discuss the setup of an advanced website for our useful information marketing activities.

Best, Max

Meeting information

Why do we develop an advanced website?

  • We want to make a professional impression on our website visitors.
  • The website design should keep up with the information on it.
  • We want to implement some useful features (e.g., contact form) for our website visitors.

How do we develop an advanced website?

  • We add Super.so features and invest in the template and add-on development.
  • We use our “normal” organizational website and/or a third-party website as a role model.
  • We continually add features and design elements, instead of developing a version 2.0 in a waterfall model.

What questions will we ask to develop an advanced website?

  • Which elements make other websites look professional?
  • What are the design elements we want to add to our website?
  • What are the website features we want to add to our website?

Follow-up email

Subject: Useful information marketing advanced website meeting follow-up

Dear colleagues,

Thanks for joining our useful information marketing advanced website meeting. We explained and discussed the setup of an advanced website for our useful information marketing activities.

Best, Max

‣
Sophisticated website meeting

Sophisticated website meeting

Invitation email

Subject: Useful information marketing sophisticated website meeting invitation

Dear colleagues,

We kindly invite you to our useful information marketing sophisticated website meeting. We’ll explain and discuss the setup of a sophisticated website for our useful information marketing activities.

Best, Max

Meeting information

Why do we develop a sophisticated website?

  • With a growing number of readers, we want to keep up with feature and design expectations.
  • We want to show our internal stakeholders that we are working on a relevant project.
  • We want to show our competitors that this isn’t a side idea anymore.

How do we develop a sophisticated website?

  • We develop a custom Super.so template for our website.
  • We invest time in designing our homepage and other special page headers.
  • We develop an approach to present our useful information in a sophisticated way.

What questions will we ask to develop a sophisticated website?

  • Which elements make other websites look sophisticated?
  • Which elements differentiate the websites of the best organizations from average organizations?
  • What do our website users need to feel welcome?

Follow-up email

Subject: Useful information marketing sophisticated website meeting follow-up

Dear colleagues,

Thanks for joining our useful information marketing sophisticated website meeting. We explained and discussed the setup of a sophisticated website for our useful information marketing activities.

Best, Max

User interview meetings

‣
Interviews preparation meeting

Interviews preparation meeting

Invitation email

Subject: Useful information marketing interviews preparation meeting invitation

Dear colleagues,

We kindly invite you to our useful information marketing interviews preparation meeting. We’ll explain and discuss interviews to test our useful information marketing approach.

Best, Max

Meeting information

Why do we conduct interviews to test our useful information marketing approach?

  • We want to test our approach before communicating it to a wider audience.
  • We want to test our approach to avoid “muda” as early as possible.
  • Interviews accelerate the feedback loop early in the process.

How do we conduct interviews to test our useful information marketing approach?

  • We interview different groups one after another.
  • We ask questions depending on the interview group and its specialties.
  • We follow standard interview good practices in the corresponding literature.

What questions will we ask to ensure the success of our useful information marketing approach test interviews?

  • What’s a good number of people to interview per interview group?
  • Which general questions do we want to ask every group?
  • What are the signs of successful (and unsuccessful) interviews?

Follow-up email

Subject: Useful information marketing interviews preparation meeting follow-up

Dear colleagues,

Thanks for joining our useful information marketing interviews preparation meeting. We explained and discussed interviews to test our useful information marketing approach.

Best, Max

‣
Employee interview meeting

Employee interview meeting

Invitation email

Subject: Useful information marketing employee interview meeting invitation

Dear colleague,

We kindly invite you to our useful information marketing employee interview meeting. We’ll ask you some questions to test our useful information marketing approach.

Best, Max

Meeting information

Why are we interviewing you?

  • We start our interview series with our colleagues as an easy-to-contact interview group.
  • We can interview you without embarrassment to you.
  • We value your feedback as someone with a similar background to us.

How can you help us?

  • Give us your critical opinion without focusing on us as colleagues.
  • Think about your own opinion instead of someone else (e.g., our customers).
  • Give us hints on how to improve in the most open way.

What are the questions we ask you?

  • What are your challenges regarding our topic?
  • What are our customers’ challenges regarding our topic?
  • What do you think about our information structure?
  • What do you think about our website design?
  • How would you use our information?
  • How would our customers use our information?
  • What’s useful about our information?
  • What isn’t useful about our information?

Follow-up email

Subject: Useful information marketing employee interview meeting follow-up

Dear colleague,

Thanks for joining our useful information marketing employee interview meeting. We welcome your feedback as part of the test of our useful information marketing approach.

Best, Max

‣
Neutral interview meeting

Neutral interview meeting

Invitation email

Subject: Useful information marketing neutral interview meeting invitation

Dear stranger,

We kindly invite you to our useful information marketing neutral interview meeting. We’ll ask you some questions to test our useful information marketing approach.

Best, Max

Meeting information

Why are we interviewing you?

  • We want to collect feedback from neutral people who are not affiliated with our organization so far.
  • We want to collect unbiased feedback before talking to various closer stakeholder groups.
  • We value your feedback from a neutral perspective.

How can you help us?

  • Give us your neutral opinion, without thinking about our relationship or organization.
  • Give us your opinion that first comes to mind, without overthinking your role or perspective.
  • Give us your honest opinion, without taking our feelings into account.

What are the questions we will ask you?

  • What do you think about our information structure?
  • What’s useful about our information?
  • What isn’t useful about our information?
  • What are the challenges of understanding the topic we write about?
  • What are possible improvements regarding understanding the topic we write about?

Follow-up email

Subject: Useful information marketing neutral interview meeting follow-up

Dear stranger,

Thanks for joining our useful information marketing neutral interview meeting. We welcome your feedback as part of the test of our useful information marketing approach.

Best, Max

‣
Target user interview meeting

Target user interview meeting

Invitation email

Subject: Useful information marketing target user interview meeting invitation

Dear target user,

We kindly invite you to our useful information marketing target user interview meeting. We’ll ask you some questions to test our useful information marketing approach.

Best, Max

Meeting information

Why are we interviewing you?

  • You are part of the target user group we want to reach with our useful information.
  • We want to test whether you can use the information we’ve produced.
  • We value your feedback from a practical perspective.

How can you help us?

  • Give us your opinion about the practicability of the information, without thinking about our relationship or our organization.
  • Tell us about your use case for the information we’ve produced.
  • Tell us about the applicability of our information in our professional work.

Which questions will we ask you?

  • What are your challenges regarding the topic we write about?
  • What kind of information would be helpful for you?
  • What kind of information wouldn’t be helpful for you?
  • How would you use our information?
  • What’s useful about our information?
  • What isn’t useful about our information?
  • What are the challenges of understanding the topic we write about?
  • What are some possible improvements regarding understanding the topic we write about?

Follow-up email

Subject: Useful information marketing target user interview meeting follow-up

Dear target user,

Thanks for joining our useful information marketing target user interview meeting. We welcome your feedback as part of the test of our useful information marketing approach.

Best, Max

‣
Existing customer interview meeting

Existing customer interview meeting

Invitation email

Subject: Useful information marketing existing customer interview meeting invitation

Dear customer,

We kindly invite you to our useful information marketing existing customer interview meeting. We’ll ask you some questions to test our useful information marketing approach.

Best, Max

Meeting information

Why are we interviewing you?

  • You are one of the most valuable resources of feedback for us.
  • If you find our information useful, we’ve met 50% of our goal (the other half is reserved for future customers).
  • We value your feedback as someone deeply involved in the topic area of our published information.

How can you help us?

  • Tell us about your (potential) usage of our published information.
  • Tell us about the practicability of the information we’ve produced.
  • Tell us about alternatives for the information we’ve produced.

Which questions will we ask you?

  • What are your challenges regarding the topic we write about?
  • What kind of information would be helpful for you?
  • What kind of information wouldn’t be helpful for you?
  • How would you use our information?
  • What’s useful about our information?
  • What isn’t useful about our information?
  • What are the challenges of understanding the topic we write about?
  • What are some possible improvements regarding understanding the topic we write about?

Follow-up email

Subject: Useful information marketing existing customer interview meeting follow-up

Dear customer,

Thanks for joining our useful information marketing existing customer interview meeting. We welcome your feedback as part of the test of our useful information marketing approach.

Best, Max

‣
Potential customer interview meeting

Potential customer interview meeting

Invitation email

Subject: Useful information marketing potential customer interview meeting invitation

Dear prospect/lead,

We kindly invite you to our useful information marketing potential customer interview meeting. We’ll ask you some questions to test our useful information marketing approach.

Best, Max

Meeting information

Why are we interviewing you?

  • We created some potentially useful information for people like you, and we welcome your feedback.
  • If you find our information useful, we’ve met 100% of our goal (the other half is reserved for future customers).
  • We value your feedback as someone deeply involved in the topic area of our published information and in the right position (not yet a customer of ours).

How can you help us?

  • Tell us about your (potential) usage of our published information.
  • Tell us about the practicability of the information we’ve produced.
  • Tell us about alternatives for the information we’ve produced.

Which questions will we ask you?

  • What are your challenges regarding the topic we write about?
  • What kind of information would be helpful for you?
  • What kind of information wouldn’t be helpful for you?
  • How would you use our information?
  • What’s useful about our information?
  • What isn’t useful about our information?
  • What are the challenges of understanding the topic we write about?
  • What are some possible improvements regarding understanding the topic we write about?

Follow-up email

Subject: Useful information marketing existing customer interview meeting follow-up

Dear prospect/lead,

Thanks for joining our useful information marketing potential customer interview meeting. We welcome your feedback as part of the test of our useful information marketing approach.

Best, Max

‣
Market expert interview meeting

Market expert interview meeting

Invitation email

Subject: Useful information marketing market expert interview meeting invitation

Dear market expert,

We kindly invite you to our useful information marketing market expert interview meeting. We’ll ask you some questions to test our useful information marketing approach.

Best, Max

Meeting information

Why are we interviewing you?

  • We created some information that we hope will be useful for some people.
  • We want your feedback about whether the published information is helpful for our target readers.
  • We value your feedback as someone deeply involved in the topic area of our published information.

How can you help us?

  • Tell us your opinion about the published information.
  • Tell us about your estimation if the target users find this information useful.
  • Tell us about alternatives for the information we’ve produced.

Which questions will we ask you?

  • What’s your opinion about the information we’ve published?
  • What kind of information would be helpful for the target readers?
  • What kind of information wouldn’t be helpful for the target readers?
  • What’s useful about our information?
  • What isn’t useful about our information?
  • What are the challenges of understanding the topic we write about?
  • What are some possible improvements regarding understanding the topic we write about?

Follow-up email

Subject: Useful information marketing market expert interview meeting follow-up

Dear market expert,

Thanks for joining our useful information marketing market expert interview meeting. We welcome your feedback as part of the test of our useful information marketing approach.

Best, Max

‣
Consultant interview meeting

Consultant interview meeting

Invitation email

Subject: Useful information marketing consultant interview meeting invitation

Dear consultant,

We kindly invite you to our useful information consultant expert interview meeting. We’ll ask you some questions to test our useful information marketing approach.

Best, Max

Meeting information

Why are we interviewing you?

  • We created some information that should be relevant for you.
  • We want your feedback about whether the published information is helpful for you.
  • We value your feedback as someone deeply involved in the topic area of our published information.

How can you help us?

  • Tell us your opinion about the published information.
  • Tell us if you can use this information in your work.
  • Tell us about alternatives for the information we’ve produced.

Which questions will we ask you?

  • What’s your opinion about the information we’ve published?
  • What kind of information would be helpful for you?
  • What kind of information wouldn’t be helpful for you?
  • What writing approach would help you in your work?
  • What are some possible improvements regarding your understanding of the topic we write about?

Follow-up email

Subject: Useful information marketing consultant interview meeting follow-up

Dear consultant,

Thanks for joining our useful information marketing consultant interview meeting. We welcome your feedback as part of the test of our useful information marketing approach.

Best, Max

New prospects invitation meetings

‣
Target user meeting

Target user meeting

Invitation email

Subject: Useful information marketing target user meeting invitation

Dear colleagues,

We kindly invite you to our useful information marketing target user meeting. We’ll explain and discuss the target user for the useful information we have created.

Best, Max

Meeting information

Why do we need to determine a target user for our information?

  • We need to know who we want to invite to make the invitation process as effective and efficient as possible.
  • Our team must make quick decisions about whether to invite or not to invite someone.
  • Our marketing and sales teams must be aligned on who we target and what the marketing and sales approach looks like.

How do we determine a target user for our information?

  • We determine the job to be done and the outcomes for our target users.
  • We determine a user persona, creating a common understanding of the users.
  • We determine the industries/markets and functional departments of our target users.

Which questions will we ask to determine a target user of our information?

  • What is the persona of our target user?
  • What is the job to be done and the outcomes for our target user?
  • What industry/market and the functional department is our target user in?

Follow-up email

Subject: Useful information marketing target user meeting follow-up

Dear colleagues,

Thanks for joining our useful information marketing target user meeting. We explained and discussed the target user for the useful information we have created.

Best, Max

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Existing customers invitation meeting

Existing customers invitation meeting

Invitation email

Subject: Useful information marketing existing customers invitation meeting invitation

Dear colleagues,

We kindly invite you to our useful information marketing existing customers invitation meeting. We’ll explain and discuss the approach to inviting our existing customers to our useful information website.

Best, Max

Meeting information

Why do we invite our existing customers to our information website?

  • We want to improve our customer relationships by providing useful information for them.
  • We want to further test our information before going out to the market.
  • We need to ensure our information is useful before we go out to the market.

How do we invite our existing customers to our information website?

  • We send our existing customers an email with a link to our useful information website and a short description.
  • We call our existing customers, asking them about our useful information website.
  • We measure the website interaction with our analytics software tool.

Which questions will we ask to invite our existing customers to our information website?

  • Who are the existing customers we will invite to our useful information website?
  • What information do we want to provide when inviting them?
  • What are the steps to ask them about our useful information?

Follow-up email

Subject: Useful information marketing existing customers invitation meeting follow-up

Dear colleagues,

Thanks for joining our useful information marketing existing customers invitation meeting. We explained and discussed the approach to invite our existing customers to our useful information website.

Best, Max

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Invitation channel meeting

Invitation channel meeting

Invitation email

Subject: Useful information marketing invitation channel meeting invitation

Dear colleagues,

We kindly invite you to our useful information marketing invitation channel meeting. We’ll explain and discuss the channel to invite readers to our useful information website.

Best, Max

Meeting information

Why do we need to decide on the channel to use to invite readers to our useful information?

  • We want to invite a high number of people to our useful information website and therefore need a structured process to do that.
  • We want to keep an overview of who we invite, avoiding chaos and confusion in the process.
  • We want to avoid embarrassing situations with the invitees (e.g., double invitation through different channels).

How do we decide on the channel to use to invite readers to our useful information?

  • We list and compare possible channels.
  • We test channels on a small scale, incl. the corresponding software tools to invite people.
  • We use different channels and compare them continually throughout the invitation process.

Which questions will we ask to decide on the invitation channel to invite readers to our useful information?

  • What are the possible reader invitation channels?
  • What are the benefits and costs of each channel?
  • What are the options to test these channels, including corresponding software tools?

Follow-up email

Subject: Useful information marketing invitation channel meeting follow-up

Dear colleagues,

Thanks for joining our useful information marketing invitation channel meeting. We explained and discussed the channel to use to invite readers to our useful information website.

Best, Max

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Referral meeting

Referral meeting

Invitation email

Subject: Useful information marketing referral meeting invitation

Dear colleagues,

We kindly invite you to our useful information marketing referral meeting. We’ll explain and discuss how we get our new useful information website referred by existing readers and customers.

Best, Max

Meeting information

Why do we aim for referrals for our useful information website?

  • A referral comes with already-established trust instead of a cold acquisition.
  • Referrals aren’t that easy to scale but are useful to build a community of trust.
  • Referrals are one element of invitation amongst others.

How do we get our useful information website referred?

  • We ask our existing readers to refer us to their friends.
  • We simplify the referral process for readers.
  • We incentivize people to refer our website to their friends.

Which questions will we ask to get our useful information website referred?

  • What’s the referral process for our existing readers?
  • What’s the process to ask people to refer our website to their friends?
  • What are the technical actions to simplify the referral process?

Follow-up email

Subject: Useful information marketing referral meeting follow-up

Dear colleagues,

Thanks for joining our useful information marketing referral meeting. We explained and discussed how we get our new useful information website referred by existing readers and customers.

Best, Max

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LinkedIn outreach meeting

LinkedIn outreach meeting

Invitation email

Subject: Useful information marketing LinkedIn outreach meeting invitation

Dear colleagues,

We kindly invite you to our useful information marketing LinkedIn outreach meeting. We’ll explain and discuss how we directly reach out to potential readers to invite them to our new useful information website.

Best, Max

Meeting information

Why do we directly reach out to target users?

  • We want to increase the number of people who “test” our useful information.
  • We want to test our useful information with people not yet affiliated with our organization (and therefore less biased).
  • We want to test this reader/user acquisition channel as preparation for a large-scale customer acquisition campaign.

How do we directly reach out to target users?

  • We invite people to use our published useful information according to our target persona through LinkedIn.
  • We use special software to automate the LinkedIn invitation process.
  • We distribute the LinkedIn invitation activities over several accounts to reach out to more people.

Which questions will we ask to directly reach out to target users?

  • Which software tool do we use to manage our LinkedIn outreach campaign?
  • What are the target persona search parameters to find people on LinkedIn?
  • Who do we involve to use their LinkedIn accounts to broaden our campaign?

Follow-up email

Subject: Useful information marketing LinkedIn outreach meeting follow-up

Dear colleagues,

Thanks for joining our useful information marketing LinkedIn outreach meeting. We explained and discussed how we directly reach out to potential readers to invite them to our new useful information website.

Best, Max

‣
LinkedIn ads meeting

LinkedIn ads meeting

Invitation email

Subject: Useful information marketing LinkedIn ads meeting invitation

Dear colleagues,

We kindly invite you to our useful information marketing LinkedIn ads meeting. We’ll explain and discuss how we use LinkedIn ads to point people to our new useful information website.

Best, Max

Meeting information

Why do we promote our useful information through LinkedIn ads?

  • LinkedIn ads work for various content-driven B2B campaigns.
  • LinkedIn ads are an ads channel with good professional targeting options.
  • LinkedIn ads reach people who we don’t want to reach out directly to, or who ignore our personal invitation.

How do we promote our useful information through LinkedIn ads?

  • We learn about LinkedIn ads or acquire external consulting services.
  • We start small, measure the success of our campaign, and adapt it accordingly.
  • In the case of success, we scale the campaign to a full-blown customer acquisition channel.

Which questions will we ask to promote our useful information through LinkedIn ads?

  • What expertise do we have to build up to run our first LinkedIn ad campaign?
  • What kind of ads do we want to place on LinkedIn?
  • What are our success metrics and expectations for our LinkedIn ads?

Follow-up email

Subject: Useful information marketing LinkedIn ads meeting follow-up

Dear colleagues,

Thanks for joining our useful information marketing LinkedIn ads meeting. We explained and discussed how we use LinkedIn ads to point people to our new useful information website.

Best, Max

‣
LinkedIn software tools meeting

LinkedIn software tools meeting

Invitation email

Subject: Useful information marketing LinkedIn software tools meeting invitation

Dear colleagues,

We kindly invite you to our useful information marketing LinkedIn software tools meeting. We’ll explain and discuss how we use software tools to manage our LinkedIn activities to promote our useful information website.

Best, Max

Meeting information

Why could software tools for managing our LinkedIn marketing activities be useful?

  • LinkedIn marketing activities can cost a lot of effort to manage and execute.
  • We don’t want to spend too many resources on manual repetitive activities if we have the budget to automate them.
  • LinkedIn marketing automation software tools aren’t expensive in relation to our goals and budget.

How could software tools for managing our LinkedIn marketing activities be useful?

  • Software tools simplify the process for the part-time marketing manager.
  • Software tools can integrate the LinkedIn campaign into broader marketing activities through various channels.
  • LinkedIn marketing software tools have a low learning curve once the users have understood general (LinkedIn) marketing terms.

Which questions will we ask to use software tools to manage our LinkedIn marketing activities?

  • What activities do we want to automate within our LinkedIn marketing campaign?
  • What other platforms do we want to use to automate our useful information website?
  • What are the available LinkedIn marketing automation software tools?

Follow-up email

Subject: Useful information marketing LinkedIn software tools meeting follow-up

Dear colleagues,

Thanks for joining our useful information marketing LinkedIn software tools meeting. We explained and discussed how we use software tools to manage our LinkedIn activities to promote our useful information website.

Best, Max

‣
Networking meeting

Networking meeting

Invitation email

Subject: Useful information marketing networking meeting invitation

Dear colleagues,

We kindly invite you to our useful information marketing networking meeting. We’ll explain and discuss how we can reach out to new useful information website users through networking activities.

Best, Max

Meeting information

Why are networking activities relevant for our useful information website user acquisition?

  • We want to promote our new useful information website to market insiders.
  • We want to receive immediate, spontaneous, and honest feedback about our idea.
  • We know how to socialize and now have a reason to intensify our related activities.

How do we acquire new users of our useful information website through networking?

  • We visit online and offline events to meet people who could have an interest in our useful information.
  • We host our own events, at which we explain a topic and point to our website as a side note.
  • We sponsor events with the branding of our new useful information website (instead of with our normal organizational brand).

Which questions will we ask to acquire new users for our useful information website through networking?

  • What are some relevant events where we can meet people interested in our useful information?
  • What are some topics we could host our own events on?
  • What are some events we could sponsor to promote our new useful information website?

Follow-up email

Subject: Useful information marketing networking meeting follow-up

Dear colleagues,

Thanks for joining our useful information marketing networking meeting. We explained and discussed how we can reach out to new useful information website users through networking activities.

Best, Max

‣
Speaking meeting

Speaking meeting

Invitation email

Subject: Useful information marketing speaking meeting invitation

Dear colleagues,

We kindly invite you to our useful information marketing speaking meeting. We’ll explain and discuss how we can use speaking engagements to promote our new useful information website.

Best, Max

Meeting information

Why are speaking engagements relevant for our useful information website user acquisition?

  • Speaking engagements are a good option to combine a useful message with a link to our useful information website.
  • Speakers can be valued as trusted sources depending on the speaking event.
  • We want to use our influence on the market to promote our new useful information website.

How do we acquire new users of our useful information website through speaking engagements?

  • We speak at events and point to our useful information website for more detailed information.
  • We include our useful information website logo in our presentation.
  • We invite others to develop complementary useful information and speak about it.

Which questions will we ask to acquire new users for our useful information website through speaking engagements?

  • What speaking events are relevant for our useful information marketing approach?
  • What are the options to include our useful information in the speech?
  • Who are the other speakers who could be interested in presenting complementary information to their audience?

Follow-up email

Subject: Useful information marketing speaking meeting follow-up

Dear colleagues,

Thanks for joining our useful information marketing speaking meeting. We explained and discussed how we can use speaking engagements to promote our new useful information website.

Best, Max

Consultative sales meetings

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Consultative sales approach meeting

Consultative sales approach meeting

Invitation email

Subject: Useful information marketing consultative sales approach meeting invitation

Dear colleagues,

We kindly invite you to our useful information marketing consultative sales approach meeting. We’ll explain and discuss how to complement our useful information marketing with a consultative sales approach.

Best, Max

Meeting information

Why does a consultative sales approach complement our useful information marketing approach?

  • Consultative sales focus on helping the future customer instead of selling stuff.
  • A consultative sales approach is the logical complement to our useful information marketing campaign.
  • People don’t want to be sold to - neither in the marketing nor in the sales process.

How does a consultative sales approach complement our useful information marketing approach?

  • Sales leaders must completely change their organization’s sales guidelines to adopt a consultative sales approach.
  • Salespeople must learn the skillset of a consultant.
  • Consultative sales need less preparation but more cultural change to become effective.

Which questions will we ask to develop a consultative sales approach?

  • What’s the interaction model with (future) customers to guide them to the optimal solution for them?
  • What knowledge and skills do our salespeople have to learn to become trusted advisors for our (future) customers?
  • What information do we have to develop for our future consultative sales approach?

Follow-up email

Subject: Useful information marketing consultative sales approach meeting follow-up

Dear colleagues,

Thanks for joining our useful information marketing consultative sales approach meeting. We explained and discussed how to supplement our useful information marketing with a consultative sales approach.

Best, Max

‣
Consultative sales topics meeting

Consultative sales topics meeting

Invitation email

Subject: Useful information marketing consultative sales topics meeting invitation

Dear colleagues,

We kindly invite you to our useful information marketing consultative sales topics meeting. We’ll explain and discuss possible advice topics as part of a consultative sales approach.

Best, Max

Meeting information

Why do we need to determine advice topics for a consultative sales approach?

  • We need to build up information and knowledge to advise our future customers.
  • We want to compete with consultants in these topic areas instead of with other salespeople.
  • We must align our consulting topics and methodology to our useful information approach.

How do we need to determine advice topics for a consultative sales approach?

  • We complement our useful information approach.
  • We determine which topics we cannot include in our useful information website.
  • We determine how we can support the decision-making of our future customers based on our useful information.

Which questions will we ask to determine advice topics for a consultative sales approach?

  • Which topic areas complement our useful information and are hard to write down as linear articles?
  • What advice do our future customers need in their buying process?
  • Which decisions do our future customers make in their buying process?

Follow-up email

Subject: Useful information marketing consultative sales topics meeting follow-up

Dear colleagues,

Thanks for joining our useful information marketing consultative sales topics meeting. We explained and discussed possible advice topics as part of a consultative sales approach.

Best, Max

‣
Consultative sales methodology meeting

Consultative sales methodology meeting

Invitation email

Subject: Useful information marketing consultative sales methodology meeting invitation

Dear colleagues,

We kindly invite you to our useful information marketing consultative sales methodology meeting. We’ll develop a consulting methodology as part of our consultative sales approach.

Best, Max

Meeting information

Why do we need a methodology for our consultative sales approach?

  • We need to structure the consultative sales process and be able to explain this structure.
  • We want to make our consultative sales approach effective and efficient for future customers.
  • We want to continually improve our consultative sales approach, which only works with a structured approach and not just ad-hoc conversations.

How do we develop a methodology for our consultative sales approach?

  • We determine steps, meetings, documents, and/or other elements of the sales process.
  • We combine these elements into a structured approach and describe the activities at each step.
  • We discuss our new consultative sales methodology with our salespeople and adapt it based on their feedback.

Which questions will we ask to develop a methodology for our consultative sales approach?

  • What are the steps (and the activities in them) of our consultative sales methodology?
  • Which documents do we have to create for our consultative sales methodology?
  • What are the outcomes of such a consultative sales project?

Follow-up email

Subject: Useful information marketing consultative sales methodology meeting follow-up

Dear colleagues,

Thanks for joining our useful information marketing consultative sales methodology meeting. We developed a consulting methodology as part of our consultative sales approach.

Best, Max

‣
Consultative sales project meeting

Consultative sales project meeting

Invitation email

Subject: Useful information marketing consultative sales project meeting invitation

Dear colleagues,

We kindly invite you to our useful information marketing consultative sales project meeting. We’ll outline a typical consultative sales project, systematizing and standardizing this approach.

Best, Max

Meeting information

Why do we package our consultative sales approach into projects?

  • We want to show the seriousness of our approach to our future customers.
  • We want to systematize and standardize our approach to increase its effectiveness and efficiency.
  • We need to manage and control our activities and structuring consulting projects is a known practice to do this.

How do we package our consultative sales approach into projects?

  • We base the activities and documents on a typical customer challenge.
  • We explain to our customers that we follow this consulting/sales approach to guide them through their decision-making.
  • We adapt/flex our packaged projects depending on the standard deviation from our blueprint.

Which questions will we ask to package our consultative sales approach into projects?

  • What’s the typical amount of work for specific topics with determined methodologies?
  • What’s the approach to communicating our packaged consulting projects to our customers?
  • What do we charge (if at all) our future customers for our consulting?

Follow-up email

Subject: Useful information marketing consultative sales project meeting follow-up

Dear colleagues,

Thanks for joining our useful information marketing consultative sales project meeting. We outlined a typical consultative sales project, systematizing and standardizing this approach.

Best, Max

‣
Consultative sales marketing meeting

Consultative sales marketing meeting

Invitation email

Subject: Consultative sales marketing meeting invitation

Dear colleagues,

We kindly invite you to our consultative sales marketing meeting. We’ll determine marketing tactics for our consultative sales approach.

Best, Max

Meeting information

Why do we market our consultative sales approach?

  • A truly consultative sales approach is a competitor differentiator in itself and deserves the right attention.
  • We want to explain the differences not only in our customer solutions but also in our sales process.
  • We need to prepare our future customers for a different sales approach through marketing activities.

How do we market our consultative sales approach?

  • We explain our consultative sales approach on our website.
  • We let future customers choose between different sales approaches (e.g., classical vs. consultative).
  • We help organizations to set up a consultative sales approach for themselves.

Which questions will we ask to market our consultative sales approach?

  • What’s a concise description of our consultative sales approach?
  • What information about our consultative sales approach do we want to publish on our website?
  • Which options do we provide to future customers when starting the sales process?

Follow-up email

Subject: Consultative sales marketing meeting follow-up

Dear colleagues,

Thanks for joining our consultative sales marketing meeting. We determined marketing tactics for our consultative sales approach.

Best, Max

‣
Consultative sales services meeting

Consultative sales services meeting

Invitation email

Subject: Useful information marketing consultative sales services meeting invitation

Dear colleagues,

We kindly invite you to our useful information marketing consultative sales services meeting. We’ll design consulting services based on our consultative sales approach.

Best, Max

Meeting information

Why do we design consulting services based on our consultative sales approach?

  • Future customers are divided into those who can drive their sourcing process based on open information, and those who need manual guidance from an advisor.
  • In case our consultative sales approach reaches the aspired maturity level, it will be worth working as separate consulting services.
  • If we reach the right maturity level, we can start making revenue from our former sales approach (and we should because it gets expensive for us).

How do we design consulting services based on our consultative sales approach?

  • We ensure that all necessary useful information is available so that future customers can drive their sourcing process alone (without salespeople and/or consultants).
  • We put a price tag on our consultative sales approach that at least covers the affiliated costs.
  • We provide a discount in case future customers decide on our solution as an outcome of a consulting project.

Which questions will we ask to design consulting services based on our consultative sales approach?

  • Which costs must we include in our consulting services?
  • What profit do we want to make on our consulting services?
  • What are the options for future customers who don’t want to pay for our consulting services?

Follow-up email

Subject: Useful information marketing consultative sales services meeting follow-up

Dear colleagues,

Thanks for joining our useful information marketing consultative sales services meeting. We designed consulting services based on our consultative sales approach.

Best, Max

‣
Consultative sales spin-off meeting

Consultative sales spin-off meeting

Invitation email

Subject: Useful information marketing consultative sales spin-off meeting invitation

Dear colleagues,

We kindly invite you to our useful information marketing consultative sales spin-off meeting. We’ll develop the idea to spin off our consultative sales approach into a separate consulting business (unit).

Best, Max

Meeting information

Why should we spin off our consultative sales services?

  • When the consultative sales services (aka consulting services) grow in themselves, we can expand this business to other sourcing/procurement advisory services.
  • A business unit or legal entity supports the idea of service maturity and independence.
  • Consultants who want to position themselves as trusted advisors need the right environment and organizational structure for growth.

How do we spin off our consultative sales services?

  • We set up a separate legal entity and move our ex-salespeople / current consultants there.
  • We position this business unit with a distinctive brand extension as halfway independent.
  • We set up the organizational structure and culture to ensure our consultants can act independently from selling our other solutions.

Which questions will we ask to spin off our consultative sales services?

  • What are the requirements to set up a consulting business unit as the predecessor of our consultative sales team?
  • What organizational structure and culture is necessary for truly independent consulting instead of hidden sales?
  • What are some potential additional consulting topics to grow this new business unit?

Follow-up email

Subject: Useful information marketing consultative sales spin-off meeting follow-up

Dear colleagues,

Thanks for joining our useful information marketing consultative sales spin-off meeting. We developed the idea to spin off our consultative sales approach into a separate consulting business (unit).

Best, Max

Reader community meetings

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Community approach meeting

Community approach meeting

Invitation email

Subject: Useful information marketing community approach meeting invitation

Dear colleagues,

We kindly invite you to our useful information marketing community approach meeting. We’ll develop an approach to set up a community around our useful information website.

Best, Max

Meeting information

Why do we set up a community around our useful information?

  • Users want to connect with peers to exchange questions and ideas and to help each other.
  • We want to strengthen the community around our useful information with processes and technology.
  • We aim to become a “platform” enabling network effects to tie users to our organization.

How do we set up a community around our useful information?

  • We analyze the needs of our website visitors/users/readers for connection and peer-to-peer advice.
  • We evaluate different online community software tools to understand their features and align them with our community interaction model.
  • We conduct a usual business model design and test project to build something users want.

Which questions will we ask to set up a community around our useful information?

  • What are our assumptions about our website visitor/reader/user needs?
  • What are some examples of communities around organizations and customer solutions?
  • What resources do we need to design and test business models around a possible useful information community?

Follow-up email

Subject: Useful information marketing community approach meeting follow-up

Dear colleagues,

Thanks for joining our useful information marketing community approach meeting. We developed an approach to set up a community around our useful information website.

Best, Max

‣
Community interaction meeting

Community interaction meeting

Invitation email

Subject: Useful information marketing community interaction meeting invitation

Dear colleagues,

We kindly invite you to our useful information marketing community interaction meeting. We’ll develop an interaction model for our useful information community.

Best, Max

Meeting information

Why do we develop an interaction model for our useful information community?

  • We build a hypothesis about how the people of our community interact with each other.
  • We will evaluate community software tools based on our assumed community interaction model.
  • The community interaction model will be an elementary part of the community business model.

How do we develop an interaction model for our useful information community?

  • We determine how people want to interact with each other based on our useful information.
  • We write down example interactions in our community (e.g., online/offline meetings, Q&A, town hall meetings, requests for information/solutions).

Which questions will we ask to develop an interaction model for our useful information community?

  • What kind of interactions do people want to do after consuming our useful information?
  • What do people want to receive from others and share with others?
  • What’s the usual process (e.g., goals, steps, questions) after people have consumed our useful information?

Follow-up email

Subject: Useful information marketing community interaction meeting follow-up

Dear colleagues,

Thanks for joining our useful information marketing community interaction meeting. We developed an interaction model for our useful information community.

Best, Max

‣
Community software tool evaluation meeting

Community software tool evaluation meeting

Invitation email

Subject: Useful information marketing community software tool evaluation meeting invitation

Dear colleagues,

We kindly invite you to our useful information marketing community software tool evaluation meeting. We’ll evaluate different community management software tools.

Best, Max

Meeting information

Why do we need a software tool to build a community around our useful information?

  • We want to offer our community members a modern and easy-to-use entry point to communicate with others and other community members.
  • We can manage our future community easier with a dedicated software tool instead of with a spreadsheet software tool.
  • Before designing the final business model, we must learn about the available software tools and their features.

How do we evaluate different community software tools?

  • We read about the available software tools and their features and understand the different approaches to community management.
  • We conduct calls with the software tool vendors, getting closer to the functionality and missing features.
  • We decide on a software tool based on the available information to conduct our own deeper test drive.

Which questions will we ask to evaluate different software community tools?

  • What are the available community software tools?
  • How much effort would it take to build a community software tool on our own?
  • Which community models are possible based on the assumption that we choose a primary community software tool?

Follow-up email

Subject: Useful information marketing community software tool evaluation meeting follow-up

Dear colleagues,

Thanks for joining our useful information marketing community software tool evaluation meeting. We evaluated different community management software tools.

Best, Max

‣
Community business model meeting

Community business model meeting

Invitation email

Subject: Useful information marketing community business model meeting invitation

Dear colleagues,

We kindly invite you to our useful information marketing community business model meeting. We’ll develop a business model for our useful information community.

Best, Max

Meeting information

Why do we develop a business model for our useful information community?

  • We see our useful information community as a major project instead of a small complement to our current activities.
  • The business describes the approach on a high level and serves as a reminder of what we’re building.
  • The business model works as an assumption model throughout business model testing and pivoting.

How do we develop a business model for our useful information community?

  • We describe the lean canvas, the position, the power factors, and other views based on good practice literature.
  • We discuss the business model internally and collect written feedback, ensuring we consider all internal viewpoints.
  • We test the useful information community business model with industry experts, potential community members, and our customers.

Which questions will we ask to develop a business model for our useful information community?

  • Which elements/perspectives must we describe in our business model?
  • Which business model testing approach will we choose?
  • Who are the experts, customers, and future members we want to interview about our business model?

Follow-up email

Subject: Useful information marketing community business model meeting follow-up

Dear colleagues,

Thanks for joining our useful information marketing community business model meeting. We developed a business model for our useful information community.

Best, Max

‣
Community spin-off meeting

Community spin-off meeting

Invitation email

Subject: Useful information marketing community spin-off meeting invitation

Dear colleagues,

We kindly invite you to our useful information marketing community spin-off meeting. We’ll discuss a potential spin-off of our useful information community into a separate business unit or legal entity.

Best, Max

Meeting information

Why should we spin off our successful useful information community?

  • If our useful information community is successful, we could build a separate business out of it.
  • A separate business could grow the information and community elements without depending on our traditional customer solutions.
  • We could change the brand of our community to show independence from our traditional customer solutions.

How do we spin off our successful useful information community?

  • We set up a separate business unit with its own business (e.g., revenue) goals.
  • We grow our useful information marketing community with its own business model.
  • We invest our community’s revenue into new features.

Which questions will we ask to spin off our successful useful information community?

  • What are the necessary business model elements to make our community sufficiently profitable?
  • What are the business goals to grow the community as a separate business unit?
  • What’s the strategic connection of the new community to our traditional customer solutions?

Follow-up email

Subject: Useful information marketing community spin-off meeting follow-up

Dear colleagues,

Thanks for joining our useful information marketing community spin-off meeting. We discussed a potential spin-off of our useful information community into a separate business unit or legal entity.

Best, Max