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Back to Basics: How to Properly Execute Your Marketing Plan

Steve Hartert
Chief Marketing Officer at JotForm

You’ve got to look at the basics. You’ve got to know who your audience is and where they’re getting their information.

Episode Summary

Steve Hartert, Chief Marketing Officer for JotForm, joins Connor to talk about getting back to marketing basics. Learn the two questions you must answer before you can build a successful marketing plan, the ongoing relevance of the four Ps — product, price, placement, and promotion — and how to incorporate them in a customer-centered approach, and why a systematic and strategic approach to marketing requires a written plan and continuous, data-driven revision.

Key Takeaways

  • 80% of the marketing question is answered by knowing who your customers are and how you’re going to reach them. But it’s not enough to simply identify your market. Knowing your customer well requires continuous study to monitor for change, innovation, and new communication channels you can leverage in your marketing efforts.
  • The four Ps still apply — with a customer-centered approach. Product, price, placement, and promotion remain central to marketing, but to maximize your marketing success, keep your customer at the center of your strategy. What problem does your product solve for potential customers? How can you approach placement and promotion to reach your market where they like to consume information?
  • A strategic marketing plan is built systematically and subject to continuous revision and data-driven adjustment. Are you engaging with potential customers on their preferred channels? Does your content address their pain points? Are you engaging the right people? What channels provide the most reliable response? What changes can you make today to improve your marketing strategy?

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Watch the full interview below:

About Steve:

Steve Hartert is Chief Revenue Officer at, with responsibility for marketing programs, brand management, and corporate partnerships. Prior to joining JotForm, he was president of Hartert and Associates, a marketing consultancy that worked with B2B and B2C companies. Steve has more than 30 years of marketing management experience and has worked with several high-profile clients, including, the Walt Disney Company, the Ministry of Transport (Sydney, Australia), and ALL Student Loan.

Steve holds a bachelor’s degree from California State Polytechnic University, Pomona and an MBA from California State University, San Bernardino. He currently lives near San Francisco, and in his spare time, he likes to play golf and cheer for the Green Bay Packers.

Follow Steve on LinkedIn here:

About Connor Dube:

Connor Dube is Sales & Marketing Director at Active Blogs, an industry leader in B2B social selling and content strategy, Co-Founder of the Mile High Mentors Podcast, and Founder of B2B Mentors. Building his first business at seven, he’s gone on to create multiple companies and supporting his clients approaches to adding multiple 8-figures to their sales pipeline with his innovative approach to Social Selling. As a current leader in sales and marketing strategy for complex industries, Connor’s been featured in top podcasts, resources, and stages, including MSU Denver’s current sales and marketing curriculum.

Connect with Connor on LinkedIn: or email him at