As we enter a new quarter, it's a good time to think about what cornerstone asset you're going to create or update this quarter.
Every quarter you should be shipping a cornerstone asset. Here's what I consider to be cornerstone assets.
Assets that are going to be the focus of one or more of your integrated campaigns. They're offers that are either content, event, or product related.
A great cornerstone asset has a unique point of view, teaches the audience something, and is marketed like a product. You position it differently to different audiences and you partner with your sales and customer success team to activate it, aka distribute it.
The key is to not always assume you have to build a new one every quarter. Look back at your data to see which ones were big past winners and can you squeeze a bit more pipeline juice from it.
If you're a larger company, you might have two or three going out per quarter. It very much depends on your pipeline goals.