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The Ultimate Start-Up Guide by Carol Broadbent, Tom Hogan

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19

Demand Generation and Systems

BLAKE, GLENGARRY GLEN ROSS

A-ALWAYS, B-BE, C-CLOSING! A-I-D-A. ATTENTION, INTEREST, DECISION, ACTION. ATTENTION—DO I HAVE YOUR ATTENTION? INTEREST—ARE YOU INTERESTED?

CROWDED OCEAN

THE JOB OF MARKETING IS THREE WORDS: MAKE SALES EASIER. IF IT DOESN’T INITIATE THE SALE, SHORTEN IT, OR MAKE REPEAT SALES EASIER, DON’T DO IT.

SO YOU’VE LAUNCHED. Congratulations. Now what?

Hopefully, you’ve got a plan in place to leverage all the visibility and inbound traffic that your launch generated, including a systematic marketing plan as well as content, demand generation, sales support, news, and measurement. Launch day is a once-in-a-lifetime milestone for a start-up, but it is also the beginning of a sustained marketing ...

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