Andy Slipher @Andy_Slipher

marketing strategist at SLIPHER · CMO · past pres. @the_DSVC · speaker · planner · #TheBigHow author · I make organizations better marketers · [SLY-fur] thebighow.com Dallas, Texas Joined April 2011

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Andy Slipher @Andy_Slipher

6 years ago

#strategy: It's the first ingredient in your marketing. Stop grasping for tactics. There are plenty and they will always be there when you need them. However, know where you're going and what success looks like, first.

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Andy Slipher @Andy_Slipher

6 years ago

#marketing: How integrated is your sales and marketing? Do you have a collective strategy, objectives, and tactics? What about your top, middle, and bottom of funnel techniques? Need help? Let's talk.

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Andy Slipher @Andy_Slipher

6 years ago

#strategy: If you won't get your strategy in writing, you might as well not even have one. You're not committing. Ask yourself why.

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Andy Slipher @Andy_Slipher

6 years ago

#marketing: Even I hire marketing consultants for my own business. I never pretend to have all the answers. Perspective and new learning keep me relevant and on-target with my own goals and objectives. Learn to always learn from others.

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Andy Slipher @Andy_Slipher

6 years ago

#marketing: There's perfect and then there's good enough. I realize this is still subjective to some extent. However, when it meets the standard of experts in your tribe and checks off the major boxes, it's time to accept and move on. This is about progress, not perfection.

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Andy Slipher @Andy_Slipher

6 years ago

#strategy: How is your strategy evolving post-COVID? I'm making the assumption that you have a post-COVID strategy, but COVID was the episodic break for a major strategic update (or even break). From there, it should evolve.

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Andy Slipher @Andy_Slipher

6 years ago

#marketing: I talked about awareness before being a low bar. Equally low (and often unattainable) is attitudinal influence. Get them to act. Don't worry about changing long-term attitudes before you get them to change a simple behavior.

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Andy Slipher @Andy_Slipher

6 years ago

#marketing: Awareness is a low bar and a poor excuse for anything that ends in a sale. Ultimately, you must move behavior.

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Andy Slipher @Andy_Slipher

6 years ago

#strategy: If you're still operating under a pre-pandemic approach without having adjusted things in writing, you're only hurting yourself.

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Andy Slipher @Andy_Slipher

6 years ago

#marketing: What I'm learning more and more is that there's a significant amount of nuance that some don't see in their approach or others. Two very similar messages using the same media can still produce significantly different results. It's not just what you say, it's also how.

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Andy Slipher @Andy_Slipher

6 years ago

#marketing: Everyone's scrambling, post-pandemic, to adjust. Too much focus on tactics, and not enough on the basics — who is your customer? What is going to help her or him now? Start there.

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Andy Slipher @Andy_Slipher

6 years ago

#strategy: What we're seeing play out in terms of the COVID vaccine execution is the lack of an integrated strategy. Simple as that.

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Andy Slipher @Andy_Slipher

6 years ago

#marketing: B2B? If you haven't already, it's time to begin thinking in terms of the customer journey and experience (post-COVID). Mold your people and processes to accommodate the customer, and not the other way around. Think account-based marketing.

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Andy Slipher @Andy_Slipher

6 years ago

#marketing: Odds are your internal timeline moves a lot faster than your customers' perceptions. Slow down and be consistent in your marketing activities. Give efforts a chance to build and take hold.

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Andy Slipher @Andy_Slipher

6 years ago

#strategy: It's the answer to "How?" It may not be sexy or even fun, but when it's good, it works.

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Andy Slipher @Andy_Slipher

6 years ago

#marketing: How are you using opportunities with your best clients to bring in more business? Not sure how to make that happen? Need ideas or guidance? Let's talk.

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Andy Slipher @Andy_Slipher

6 years ago

#marketing: Who are your stakeholders? What are you doing to influence them? How can you leverage their support to improve your marketing impact and outcomes? Let's talk.

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Andy Slipher @Andy_Slipher

6 years ago

#strategy: Platitudes and visions, although they may inspire, don't answer "How?" Good strategy always does.

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Andy Slipher @Andy_Slipher

6 years ago

#marketing: Awareness isn't enough. It scratches the surface; but if you make it your primary objective you won't get very far.

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Andy Slipher @Andy_Slipher

6 years ago

#marketing: Convenience is not an optional benefit anymore. It must be a table stakes consideration; that being, not if, but how we demonstrate and deliver on convenience in some aspect of what we do.