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Do you want to fulfill your true marketing potential? In B2B Marketing and More With Pam Didner, you’ll learn actionable strategies and tips around digital marketing, sales enablement, MarTech, demand generation and more. 

As a marketing consultant, author, and global speaker, Pam emphasizes that marketing should leverage sales as another marketing channel and sales should use marketing as a hidden salesforce. 

In each episode, she shares her personal stories, templates, and frameworks that you can immediately put into action to help you support your sales relationships and make you look like a rockstar!

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Jun 28, 2018

I spent the past 10 days writing a complicated strategic brief on behalf of an agency to brief their creative team, copywriters and content creators. This agency is running a big campaign for a large technology company.

I’ve briefed creative, media and social media teams, content marketing agencies and freelancers before. This is nothing new to me. But this time is different and it’s super-complicated.  There are 6 dimensions that I have to take into account as part of the brief:

  1. One very sophisticated and feature-rich technology product
  2. There are 4 major solution areas I can vouch for this product. Under the 4 major solution areas, there are 8 subcategories.
  3. We’ve identified 3 personas that we can target.
  4. In addition to personas, the campaigns need to cover 3 stages of the purchase cycle which are awareness, evaluation, and purchase.
  5. We are launching in 5 countries. It means multiple languages.
  6. The last element is that we do 3 separate campaigns as part of the brief.


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