What is at the very foundation of any brand? What is a marketing system? Where does research come into play? Shira Abel and Elizabeth Harr talk about strategy, A/B testing, branding for professional service firms and more.
About Elizabeth Harr
• Liz is an accomplished entrepreneur and experienced executive specializing in brand management for successful business growth.
• Prior to joining Hinge, Liz co-founded a Microsoft solutions provider company and grew it into a thriving organization that became known for its expertise in Microsoft customer relationship management.
• She has worked with clients in the for-profit, non-profit, and government sectors, helping them map out growth plans using technology adoption and now leads Hinge's practice that focuses on branding and marketing strategies for technology services firms.
• She has co-authored several Hinge research books and reports, including two of their more recent books, The Visible Expert and Inside the Buyer’s Brain.
Key Takeaways:
• Build a marketing system around a buyer and think about how you're taking people to the next level of a buyer's journey.
• On average 80% of the firms you compete with are not on your radar. That means you may be improperly positioned and you don't know your audience as well as you think.
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About Shira Abel
Shira Abel is the CEO and Lead Strategist at Hunter & Bard (http://www.hunterandbard.com), a PR, marketing and design agency. Clients include: Folloze, Totango, Cyara, Sarine Technologies, Pushbullet, AXA Tech, CloudEndure, Pitango VC, Allianz, and more. Creator and host of the SaaS Insider podcast. Mentor at 500 Startups. Former professor of Marketing for Startups at Tel Aviv-Jaffa Academic College. MBA from Kellogg School of Management. Loves family time, cooking, and traveling. Hates writing about herself in the third person. She lives with her husband, teen and tween sons and a very large Great Pyrenees.
If you would like to be interviewed on SaaS Insider - please contact Shira at the URL above.
The SaaS Insider podcast is brought to you by Hunter & Bard, an agency specializing in PR, design, branding, and marketing strategy – helping SaaS companies develop mindshare. It’s also a member of the C-Suite Radio Network. Check out Hunter & Bard today at http://hunterandbard.com
