S.8, Ep. 4 - Hitting the Jackpot By Reaching Out to New Stakeholders

Expanding your marketing to reach a new set of stakeholders can have an effect similar to creating a new category. These new stakeholders may help you position your product or service in an entirely new way. Mary, Tom and Sean discuss how Wyeth Nutrition, a premium-priced infant formula maker, successfully expanded their stakeholder focus in a way that ultimately led Nestle to purchase them for several multiples of Wyeth's annual sales.

Om Podcasten

I am Tom Spitale, a Partner at Impact Planning Group - welcome to our Podcast! Along with my colleagues and Partners Mary Abbazia and Sean Welham, we are the authors of "The Accidental Marketer" published by Wiley. Through our book and our consulting practice, we help (mostly B2B) Accidental Marketers create unique and compelling strategies that differentiate their products and services from the competition. Our podcast addresses important B2B strategic marketing issues and is designed to help listeners maximize profits in their area of responsibility by creating, communicating and capturing (via pricing strategies) more value for customers than competitors do.