Beth L. Goldstein 
Entrepreneurial Marketing 
A Blueprint for Customer Engagement

Entrepreneurial Marketing: A Blueprint for Customer Engagement offers a cutting-edge perspective on how to create a customer-centric, multi-channel marketing program. Emphasizing the role of entrepreneurial marketing in the value-creation process,
Entrepreneurial Marketing helps students learn how to view the customer engagement experience through the eyes of their target market to effectively build a sustainable brand. Packed with practical tools, examples, and worksheets, the text allows students to immediately apply what they learn to their new venture idea.

Table of Content

Preface

Acknowledgments

About the Author

CHAPTER 1 • Marketing Using an Entrepreneurial Lens

An Entrepreneurial Approach to Marketing

New Tools—Same Old Rules

Designing a Business Model That Creates Value

Reality Check—The Truth About Business Success and Failure

The Importance of Setting S.M.A.R.T. Goals

Toolkit

CHAPTER 2 • Understanding Your Ecosystem

Introduction to Market Research

Defining and Understanding the Ecosystem You Operate Within

Primary Versus Secondary Data Sources

Understanding Evolving Market Trends

Defining Your Market

Building Your Business Model

Sources of Data and Trends

Tools for Understanding Trends

The Value of Industry Association Data

Market Size

Your Business Relative to Others in the Industry: SWOT Analysis

PESTLE Analysis

Positioning Map

Toolkit

CHAPTER 3 • Identifying Your Customers’ Journey

The Journey of Customer Discovery

Turn Data Into Knowledge

The Importance of Saying No: Knowing Which Customers Are Not the Right Match for You

Ask the Right Questions

Methods of Discovering Customer Needs

Ethical Issues in Customer Research

Getting to Know Your Customers

Value Proposition Canvas

Select Your Questions Wisely

Four Methods of Customer Discovery Research

Toolkit

CHAPTER 4 • Listening to the Voice of the Customer

How Do You Hear the Voice of Your Customer?

Prototypes to Help Identify Profiles

Prototyping the Google Way

Beyond Physical Products: Prototyping Services and Apps

Going From Prototype to MVP

B2B Versus B2C Profiling

Toolkit

CHAPTER 5 • Managing Competition and Inertia

Competitors Don’t Always Look Like You

Clearly Defining Competition

How Substitute Products Impact Revenue Potential

The Right Perspective

Sources of Competitive Data

The Myth of First Mover Advantage

Second Mover Advantage

What Is Inertia?

Leapfrog Your Competition

Building Your Business Model

Toolkit

CHAPTER 6 • Creating Brand Engagement

Building a Strong Brand

Don’t Let Your Brand Be a Lizard

Consistently Communicate Your Brand Position

Why Do People Buy a Brand?

You Don’t Control Your Brand Reputation

Master Your Brand Delivery Skills

What Are the Lessons Learned?

Toolkit

CHAPTER 7 • Designing Marketing Partnerships That Empower Growth

Finding Partners That Fit

The Right Partnership

Using Your SWOT and PESTLE Analyses to Identify the Right Partner

Marketing Alliance Benefits

Risk–Reward Balance

A Word About Business Values

Creating a Win–Win Scenario

Green Light Ahead

What Could Go Wrong?

Building Your Business Model

Toolkit

CHAPTER 8 • Creating Sales Processes and Systems

Sales Is All About Building Relationships

Sales and Marketing Data Flow

Different Worldviews

Sales and Marketing Collaboration

Sales and Marketing Collaboration Model

B2B or B2C or Some Combination of the Two?

Designing Sales Processes and Systems

Sales Analysis and Projections

Knowledge Is Power

Managing Your Team’s Sales Cycle

Chewie’s Colossal Cookie Company: Letting the Data Inform Your Next Steps

Building Your Business Model

Toolkit

CHAPTER 9 • Solution Selling

Sales Is About Listening

Sales for Those Who Hate Selling

Ready to Start Selling?

Do Your Homework

Five Stages of the Sales Process

Dealing With Objections

Sales Tips for Building Relationships

Building Your Business Model

Networking to Jump-Start and Grow Your Business

It’s Not About Making Friends

Conferences as a Great Opportunity to Build Your Networking Skills

Holding Your Own Seminars and Webinars

Still Not Convinced

Toolkit

CHAPTER 10 • Doing Well While Doing Good

Aligning Your Messaging to Underscore Your Social Value

Are YOU a Social Entrepreneur?

Warby Parker

Editing Others Into the Conversation About Your Mission

The Ad Council: Inspiring Change, Improving Lives

Five Fundamentals for Making Social Impact on You Tube

Corporate Social Responsibility

Taking the Next Step in Corporate Social Responsibility

Think Like a Donor

Passionate Entrepreneurs Can Make a Difference

CHAPTER 11 • Deploying Omnichannel Marketing to Create Customer Engagement

Let the Games Begin—Time to Focus on Your Marketing Campaign Design

Getting Your Customers Engaged Through an Omnichannel Marketing Approach

Think Like Starbucks

Creating Brand Engagement and Buzz

Disruptive Brand Marketing Campaigns

Ceding Control of Your Brand

Return to Your Research Findings to Get Customer Touch Points Right

Omnichannel: Combining the Best of Old School Marketing With New School Channels

Let’s Talk Social

Content Is King

Public Relations and Creating Thought Leaders and Influencers

What if You’re Not an Expert

Creating and Delivering Content

Exploring Top Social Tools

Snapchat as a Marketing Tool

Email Marketing

Tools, Tips, and Training Resources

CHAPTER 12 • Leveraging Old School Marketing Tactics

Old School Never Goes Out of Style

Old School Methods of Reaching Your Customers

The Power of Networking: Making the RIGHT Connections at the RIGHT Events

Where Else Can You Meet the RIGHT People?

Developing Your Network: You Can’t Succeed Alone

Your Marketing Campaign Rollout

Toolkit

CHAPTER 13 • Using Data and Passion to Move From Idea to Market

Understanding the Customer Journey Through the Data

Channeling Your Passion to Fuel Success

Watch the Flames

Learning to Accept Failure

Cut Once, Measure Twice

Just the Facts: Getting the Right Data and Getting the Data Right

Where to Begin Your Analysis

Customer Lifetime Value

Selecting the Right Customer Mix

Your Data Capture Plan

Ready, Set, Launch: Your Marketing Road map

Navigating Your Path to Success

A Journey of Exploration

Toolkit

References

Index

About the author

Beth Goldstein has spent the last 30+ years helping entrepreneurs, executives, small business owners, educators, and students around the globe launch and grow their businesses and organizations. She founded her consulting firm, Marketing Edge Consulting Group, in 1999 and established the company′s training division, Edge Institute (www.edge-institute.com), in 2013 with a focus on helping entrepreneurs better understand how their key stakeholders and customers think, what they value, and what influences their purchasing decisions. She then works with them how to apply this knowledge to create targeted business growth programs that drive revenue growth while increasing profitability and customer loyalty.   Beth is currently pursuing her Doctorate in Education from Johns Hopkins University with a focus on understanding how entrepreneurship education can activate entrepreneurial self-efficacy in students and executives in global and emerging markets. She teaches entrepreneurship and marketing courses at Babson College and at the Isenberg School of Management at UMass, Amherst. She is also a Visiting Professor at Tecnológico de Monterrey in Mexico. Beth serves as business advisor in Babson’s Summer Venture Program and taught marketing and consulting courses at Brandeis University. Beth spent 13 years at the Boston University Questrom School of Business, where she ran their New Venture Competition for ten years and served as the Faculty Director for the university’s top ranked Online Graduate Certificate in Entrepreneurship Program from 2005 to 2014.   Beth’s first book, The Ultimate Small Business Marketing Toolkit (Mc Graw-Hill) has been used in 30+ cities around the U.S. to teach business owners the critical skills they need to accelerate growth. In her second book, Lucky By Design, Beth examined the fallacies and dangers of underestimating your own ability to control the destiny of your company and create powerful business opportunities. The book is being published in Chinese by Peking University Press. Beth’s marketing advice was also featured in the Mc Graw-Hill Small Business Resource Guide for Quick Books Users (2009) distributed to over 100, 000 Quick Books users.   Beth conducts business growth workshops throughout the US for organizations ranging from publicly funded groups like the MA Supplier Diversity Office to Fortune 500 companies like Fidelity Investments and Carrier Corporation. She served as the Lead Instructor for Interise’s nationwide training program, run in conjunction with the US SBA: Small Business Association′s Emerging Leaders (e200) Initiative, providing training to hundreds of business owners throughout the U.S.   She was also the Managing Director for the BU Urban Business Accelerator Program, an educational program that brought students to economically disadvantaged neighborhoods in Boston with the goal of improving financial capacity & business.