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- Who I am
- What I do
- How I do it
- Why use me

The book

The book
- IMC campaigns
- CRM programmes
- Projects & strategies

On funnels

On funnels
Building your funnel
1. Approaching your prospects
2. Qualifying your prospects
3. Analysing their needs
4. Developing a value proposition
5. Making the proposal
6. Negotiating the contract
Using your funnel

Nine skills

Nine skills
- - Creative concepts - dreaming up the idea
- - Information architecture - planning what goes where
- - Content strategy - deciding what to say
- - Application design - creating the moving parts
- - User experience - enabling tasks and actions
- - One-to-one comms - marketing from a list
- - Campaign creation - driving awareness and response
- - Programme management - managing for advantage
- - Killer copy - putting in the words

The toolbox

- A marketing director's toolbox
- - 01 Porter's 5 Forces
- - 02 ESTEMPLE analysis
- - 03 The strategy canvas
- - 04 Normal distributions
- - 05 The Loyalty Cube
- - 06 Blue Ocean strategy
- - 07 Production Possibility Frontier
- - 08 The McKinsey matrix
- - 09 Net Present Value

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