Episode #3: The Strategic Effectiveness of Planning in BtoB Marketing
March 10th, 2008
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PJA president Phil Johnson discusses the planning process with executive VP and partner Hugh Kennedy.
0:00 Opening
0:25 Introduction
0:51 What is planning
2:17 Why clients should care about planning
2:52 Personas
4:20 Planning as a commodity?
4:46 Some surprising discoveries
5:58 Social media’s influence
7:12 What happens when it works
9:02 Closing
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Download Episode #3 [ pja-thecomplexbrand03.mp3 9m41s 8.8MB ] |