The formula is as powerful as it is simple. To reach and captivate your most likely buyers in our new digital service economy, simply be more precise and more human in your communication.

1. MARKETING
In our new digital
service economy.
Discover the ZEN of B2B
ByAndersLindgren
Full
report

2. The FORMULA is as powerful
as it is simple.

3. More
PRESICE
To REACH your most likely
buyers, simply be:
More
human
In your
communication.

4. DREAM WE
ALL SHARE.
Let’s start with the

5. What do you think is
the one great dream
all marketers SHARE?

6. We want to
CAPTIVATE and
REACH people
with our content.
On screen
and in print.

7. – FORRESTER RESEARCH, Inc,
2012 Buyer Insights Survey.
of content is
focused more
on style than
substance.
54% 66%of the material
marketers are
developing
is useless.
FEW GET IT all right, say experts.

8. In the old days it used to be LESS complicated.
You simply
followed the
marketing
rule book

9. All you needed was communication
You know, the
kind that puts
quality over
quantity.
CRAFTSMANSHIP.

10. All you needed was a solid marketing
And spend piles of
cash on sales, cold
calls, direct mails, ads
and tradeshows.
Usually the leads
would be pouring in.
BUDGET.

11. THE BATTLE
FOR ATTENTION
Today,
has changed.

12. Through the rumble in the digital
and urban media jungle, people are
BOMBARDED
with a quad zillion messages.

13. Never have each of us had so much CONTENT
and so many offers to choose from.

14. It has radically changed how buyers
READ, SHOP and PROCESS information.

15. First of all, most people DISLIKE ads.
Consumers hate ads.
Display ads don’t work.
Users don’t click on
banners. Full screen
pop-ups elicit rage as
they interrupt browsing –
especially on mobiles.”
The Communication Trends Report
2016 from Hotwire, succinctly
sums it all up.

16. Secondly, there are all sorts of ways to BLOCK
out the messages you’re sending out.
Technical devices
provide people
with increasingly
smarter ad filters.

17. The result, is an explosive growth in
people’s use of AD BLOCKING*.
It has left many
advertisers in
block chock.
181
121
54
39
30
21
2010 2011 2012 2013 2014 2015YEAR
Worldwide adblock
users in milllions per
monthon internett
and mobiles.
* Adobe and PageFair Ad Blocking Report 2015.

18. BEWARE!
Ad blocking is just the tip of the iceberg.
Ad blockers
Other marketing
defense systems

19. THE
MIND
People have also started to invoke the world’s
most sophisticated NOISEFILTER.

20. People simply TUNE OUT – mentally.
And IGNORE all messages
that do not immediately
resonate with their needs.

21. If the content craze continues, people will start
to invoke the ultimate defense system:
CONTENT
NAUSEA.
Doug Kessler, Creative
Director at Velocity Partners,
calls the phenomena: the
‘Content Effluent Deluge‘
in his bright presentation:
Crap.
ow.ly/kDlpN

22. Seth Godin ties it all together for us.
Finding new ways,
more clever ways
to interrupt people
doesn’t work.”
– SETH GODIN, best
selling marketing author
and entrepreneur
In April of 2016, this book was selected by
Forbes as one of six essential books every
marketer should have on their shelf

23. RE-THINK
MARKETING?
Maybe it’s time to

24. TURNING
UP THE
VOLUME
and mashing
up lots of content
won’t work any longer.
It’s just too much noise.

25. There are too many SCREAMING
to be heard at the same time.
BrandsNews

26. No one does it better than the professionals.
Brands are becoming publishers.
Marketers are becoming editors.
Bloggers are becoming journalists
Journalists are becoming click obsessed.
Everyone is MASHING UP content.

28. Menu
Paid Content
Owned Content
Earned Content
Hijacked Content
Curated Content
Shared Content
Sold Content
All serve the
same menu.
Everyone wants to be the new
digital marketing CHEF.
Everyone cooks in the
same pots: Facebook,
twitter, blogs, online
news…

29. HMM! Isn’t there an old proverb:
When everyone does the same
thing, no one is thi…?
NAAH! It slipped my mind..

30. Let’s not kid ourselves.
Reaching our most likely buyers
has always been hard. In todays
digial and urban media JUNGLE,
it requires more finesse than ever.

31. With two decades of experience as marketing
director, I understand how daunting the brave
new digital marketing world can be.
So, I started on a quest to find
the essence and ZEN of marketing.
What I created will make
your marketing
way more powerful.

32. TheMARKETING
MARKSMANSHIP
CODE™
I looked at all the best methods and tools and
consolidated them into ONE FORMULA:

33. It’s an easy to ADOPT and unbelievable
powerful marketing formula.
So you can create top-notch content,
that’s relevant to your audience and
capture high quality leads.
All based on one
methodology and
a set of tactics.

34. FOUNDATION?
What’s the right

35. CAPTIVATE!
The FOUNDATION and twin pillars of the
Marketing Marksmanship Code™ are:
The dual aspect of the marketing discipline
REACH!
If you are not able to reach and captivate your most likely buyers,
nothing else you do as a marketer will matter.

36. The FIRST QUESTION to ask yourself:
What’s the best way
to reach my most likely
buyers?

37. The SECOND QUESTION to ask yourself:
What’s the best way
to captivate their interest
and stimulate buying?

38. MINDSET?
What’s the right

39. Most experts agree, that
people who master marketing
marksmanship have a
special mindset.

40. A TRUSTWORTHY SOUL
A WARM HEART
A PRECISE FOCUS
A CLEAR MIND
The ESSENCE of reaching and captivating
your buyers lies in four essential human skills:

41. The four human skills are FUNDAMENTAL.
1. A PRECISE FOCUS
3. A CLEAR MIND
2. A WARM HEART
4. A TRUSTWORTHY SOUL
They are the building blocks for
creating true marketing magic.
Skill 1 deals with how to
reach your buyers.
Skill 2, 3 and 4 deal with
how to captivate their
interest.

42. The skillset represents the ‘HOLY GRAIL’
of marketing.
It has withstood the test of
time and odds of change.
The 4 skill will likely
always be at the core of
marketing marksmanship.
1. A PRECISE FOCUS
3. A CLEAR MIND
2. A WARM HEART
4. A TRUSTWORTHY SOUL

43. When you are precise in your focus
and bring together the noble energies
of your heart, mind and soul,
then you master the Marketing
Marksmanship Code. ”
– ANDERS LINDGREN, digital
pioneer, PR-veteran, futurist and
services marketing specialist
™

44. FOUR KEY
SKILLS?
How to adopt the
Let’s look at them
one by one.

45. A PRESICE FOCUS
Decide precisely what your
business is and identify exactly
who your most likely buyers are,
then act resolutely to reach them.
1

46. When you decide and define precisely what
your business is, a lot of other aspects…
FALL INTO PLACE.
Peter Drucker, the grandfather
of marketing, placed enormous
emphasis on this decision.
He viewed it as the fundamental
marketing decision of any manger.

47. Today, it makes a huge difference if a company
defines itself as an oil drilling company
instead of an energy provider.
For example:
See the classic video
on Marketing Myopia
by Theodore Levitt:
http://bit.ly/1SMiSNG

48. Identify your MOST LIKELY BUYERS.
Who are they?
Decision makers?
Influencers?
Consumers?
How old are they?
Where do they
live and work?
…
Zoom in on your
target groups.

49. IDENTIFY your
ideal buyers
REACH them
with relevant
messages
INTERACT in
a way that drive
more interactions.
SELL them
exactly what
they want
Being targeted is the secret
to getting leads and sales SOARING.
APPLY TARGETED
MARKETING

50. Create from your heart with warmth,
empathy and genuine appreciation
for your buyers, then your creations
will more easily reach their hearts.
A warm
heart
2

51. Buyers shall not only understand your messages.
Make them FEEL what
you try to get across.
The better your content
stir people hearts, the more
response you get.

52. It’s the single most important word in marketing.
empathy
noun | em·pa·thy |
ˈem-pә-thē
The ability to identify
with the situation
and emotions of
other people.
The capacity to
understand what
other beings are
experiencing as if
we were feeling it
ourselves.
To reach people’s heart, you need to have...

53. Place yourself in the BUYER’S SHOES.
The better you do it,
the easier it will be to do
and say the right things
in your communication.

54. A stimulus sparks
an interest that
meets a need.
People ask around
and go online to
find out more.
People reevaluate
the purchase
and share their
experiences.
People decide
to buy, join,
sign up etc.
People try demos
and seek proof points
to compare solutions.
People use the
product or
service.
Understand every step of the
BUYER JOURNEY.
Do what you can
to create a seamless
buying process.

55. Clarity of writing follows clarity of
thought, so think about what you
want to say, then say it as clearly
as possible.
3
A CLEAR MIND

56. In a complex world SHORT OF TIME,
buyers crave for clarity and simplicity.
You save space.
The viewer saves time.
It seldom gets boring.

57. When you communicate with
both clarity and from the heart,
you seldom need many words
to captivate people.

58. Demonstrate that you can and
know your stuff, share insights
that is useful for your buyers and
highlight customer testimonials
and your credentials.
A trustworthy soul
4

59. Give guidance.
Share insights.
Inspire people forward
to greatness and a good life.
It’s the way to earn trust.
Move from selling to helping.

60. Understand that nothing builds CREDIBILITY
like people advocating your offers..
That’s the power of word of mouth.

61. Imagine that someone wants to convince
women of their skill as a lover.
“He’s a great lover!”
THIS IS ADVOCATING
“I’m a great lover!”
THIS IS SELLING THIS IS ADVERTISING
Let me illustrate:
Which tactic is most effective?
Buy your lover now!
GREATLOVER.COM

62. W E L C O ME Apple
Google
Microsoft
IBM
VISA
AT&T
Verizon
Coca-Cola
McDonalds
Marlboro
CLIENTS
Showcase your referrals, awards and
certifications in your reception area and
upfront on your website. Nothing say
more about your credibility.
HOT
TIP!

63. VITAL
ELEMENT.
Discover the

64. The Marketing Marksmanship Code™
COMPLETES Aristotle’s classical rhetorical triangle.
Ethos
Pathos
Logos
The worlds
most influential
method of
persuasion.

65. The formula adds the apparent,
yet overlooked VITAL ELEMENT.
Ethos
Pathos
Logos
It makes all
the difference!
Akribos
It’s the Greek
word for
precision.

66. To have a precise focus is the ZEN
of the Marketing Marksmanship Code™.
It gives focus to your energy
and channels it in the
right direction.

67. Without focus
our efforts are
easily wasted.
With focus our
efforts can have
tremendous
IMPACT.

68. YOU WILL
FAIL!
It doesn’t matter how great your content is,
if you don’t reach the right people –
To put it bluntly:

69. According to experts, it’s the greatest
CHALLENGE for today’s marketers.

70. Getting the ‘right people‘
to view the content
is marketer’s greatest
challenge.”
– LORI WIZDO, principal analyst,
Forrester Research, Inc
Mythbusting 101: Insights into
the Tech Buying Journey, 2014.

71. MENTAL SHIFT!
Many need to take a

72. To adopt the mindset of
the Marketing Marksmanship
Code™, most of us‘creatives‘
need to take a MENTAL
SHIFT:
A change in how we see
and perceive the world.

73. How it has changed the battle for attention
Specifically, we need to fully understand the
the DIGITAL REVOLUTION.
and people’s purchasing
behavior and reading
habits.

74. People are adapting to the revolutionary
DIGITAL RUMBLE
in 7
ways

75. 1. We have become digital animals.
2. We try to avoid content overload.
3. We want things to be easy.
4. Everything should happen quickly.
5. We seek help and guidance.
6. We want to be seen and heard.
7. We trust word of mouth.

76. To gain more insight I recommend these books:

77. MEASURE?
What’s the one key

78. Finding a way to measure your success
has always been vital.
The golden rule is:
Don’t measure what
you can - measure
what you should.

79. The measure of success is NOT clicks, likes or
That’s just crowd pleasing.
EYEBALLING

80. The measure of success is NOT
advertising and design
That’s a shallow victory.

81. There is really only
ONE KEY ISSUE
and measure your
management
is concerned about:
To what extent
does your buzz
create business?

82. You should be able to
answer the question.
TO WHAT EXTENT
DO PEOPLE WHO
VIEW YOUR CONTENT
TURN INTO LEADS
AND SALES

83. TAKEAWAY?
What’s the greatest

84. More
PRESICE
REMEMBER that marketing marksmanship
is all about being:
More
human
It’s the surefire way
to hit what you want.

85. When you are precise in your focus
and bring together the noble energies
of your heart, mind and soul,
then you master the Marketing
Marksmanship Code. ”
– ANDERS LINDGREN, digital
pioneer, PR-veteran, futurist and
services marketing specialist
™

86. Another related presentation.
See it on
Slideshare.com
http://bit.ly/1Lb6d03

87. TheMARKETING
MARKSMANSHIP
CODE™
IN ACTION
8The magic formula
Stay tuned for forthcoming presentations
It will soon be
published on
Slideshare
http://bit.ly/1Lb6d03

88. Here you will learn my magic 8 formula.

89. ABOUT THE AUTHOR and creator of
The Marketing Marksmanship Code™.
Hey, my name is Anders Lindgren.
People who know me well, will label me
as a B2B services marketing specialist,
digital pioneer, PR-veteran and futurist.
I have two decades of experience as a
marketing and communication director
for large professional services firms,
primarily PwC, AT&T and Sopra Steria.
Throughout my career I have been
passionate about sharing insights, and
helping people and brands communicate
in a way that makes them shine and
stand out from the crowd.

90. © 2016 Anders Lindgren.
The information in this guide is copyrighted, and The Marketing Marksmanship
Code™ and symbol are trademarks of Anders Lindgren.
Sharing and copying is permitted only if the information remains unchanged and
licensee "Anders Lindgren" is referred to as the source.
The information can not be published in print in any media without the prior consent
of the copyright holder.
• Text , design and illustrations : Anders Lindgren
• Photos: © Adobe Stock, © Dreamstime
• Typefaces : Myriad Pro , Myriad Pro Black and Lobster
Contact: Anders Lindgren.
E- mail:
Phone :