Eytan Buchman
VP Marketing @ Freightos
♡ Marketing

Thoughts on marketing, technology and hummus 2018-06-11T03:53:38+00:00

Thoughts on Marketing, Strategy and Hummus

Scaling a 10K+ Reader B2B Newsletter in 2 hours/month [How To]

The I’m-too-busy-to-read-this overview: Newsletters that provide value are damn helpful You can automatically curate them by combining Twitter lists, internal Slack channels, and some clever Zapier kung-fu (I walk though this process below) My personal favorite newsletter metrics to track are user interactions for prospect segmentation and opens/sends Facebook [...]

February 8th, 2018|Categories: Content Marketing, Email, Marketing Strategy|

Zapier’s 3 Steps To Build A Die-Hard User Base

The I’m-too-busy-to-read-this overview: Get to know your high-expectation user who can recognize maximum product benefit. A brand that speaks your users’ language is a force multiplier. Experiencing user pain first-hand is a must to nail product messaging. Find the forums where your users spend time. Spend all day there. Run [...]

January 8th, 2018|Categories: Branding, Insights, Marketing Strategy, Startups|

6 Content Marketing Lessons From Fake News

84% of Americans think they know the difference between fake news and real news. They’re wrong. A Buzzfeed survey found that 75% of Americans have been fooled. We may be on the lookout but fake news still penetrates our hardened Internet attention defenses. This is an unmitigated disaster for media producers and consumers, [...]

April 5th, 2017|Categories: Content Marketing, Marketing Strategy|

Playbooking Creativity: 6 Recipes From Real Creators

The recipe for the internet is 99.9% crap, 0.1% creative inspiration. Unfortunately, like most digital marketers, I've played my fair role in creating crap. But hiding under the mountains of terrible articles are incredible, mind-blowing pieces. Articles that trigger a sense of longing before you even reach the end. Videos you can't stop watching. [...]

December 14th, 2016|Categories: Insights, Marketing Strategy|Tags: , |

A Call for Imaginary Marketing Conversations

Think of a catchy song. Now grab a friend, sit them down and tap the song's rhythm on the table. Think they can tell you're tapping Pharrel's Happy? They can't. In Elizabeth Newton's PhD dissertation, groups were split into pairs of Tappers and Listeners. Before tapping the song, Tappers guessed whether their Listener would [...]

November 7th, 2016|Categories: Marketing Strategy|Tags: , , |

Questions, Not Answers: Keeping Marketing On Track

TL;DR: Real progress comes from clearly defined obstacles or problems. Challenging working assumptions with fundamental questions on a regular basis is an incredible way to stay focused.  There's nothing uniquely 21st century about innovation, or technologically-driven efficiency. Even hockey-stick growth has been around for over two centuries. And while there was [...]

October 20th, 2016|Categories: Insights, Marketing Strategy|