The brand
newsroom.
Ten guides, frameworks and teardowns on turning proprietary data into something people come back for. Start with the guide, build your own, or pull apart the work of Ramp, Redfin, Brex and Profound.
Data Marketing: How B2B Companies Turn Proprietary Data Into a Growth Engine
In 2016, I was running marketing at a freight tech company most people couldn’t pick out of a lineup. No brand equity. No paid budget to speak of. What we did have was a lot of data about what freight actually costs around the world — data nobody else was publishing. So we …
Data Marketing Teardowns: How Top B2B Companies Turn Data Into Growth
Every company has data. Very few of them use it as a marketing asset.
How to Open an Alien Embassy: A Playbook for Building a Brand Newsroom From Scratch
Imagine, for a second, that you are an alien. A legal one, relax.
Marketing Alchemy: Turning Your Data Into Customers
In 2016, I had a problem. I was running marketing at a freight tech company that nobody had heard of. We were selling to logistics professionals — people who had been in the industry for 30 years, who could quote the cost of shipping a container from Shenzhen to Rotterdam off …
The 'Hard Signal' Protocol: A Framework for Data Marketing
I’ve explored how companies like Redfin, Brex, and Profound build massive data marketing engines. But the question remains: how do you actually do this?
The "Shadow Analyst" Strategy: Turning Boring Data into Content Gold
There is something about a data point and a chart that burns a path right through your prospect’s occipital nerve and into their brain.
Ramp's Data Marketing Teardown: How They Turned 'Corporate Spend Exhaust' Into a Newsroom (And a Distribution Engine)
Ramp swapped out blog posts for spend data that speaks volumes of their transaction volumes. They took a good hard look at where they have critical mass and the ball landed on payment data across 50,000 companies. Companies don’t want their spend exposed…but the aggregate spend …
Redfin's Data Marketing Play Teardown: From Housing Metrics to Media Megaphone
While larger competitors like Zillow compete on raw traffic and media aggregation, Redfin chose a different battlefield. They leveraged their unique structural position to win the “narrative war” in real estate, transforming themselves from a mere marketplace into the market’s …
Brex's Data Marketing Play Teardown: The Spend Signals Behind AI
Most brands publish content-shaped oatmeal. Brex turned boring expense reports into a monthly cultural barometer in a data marketing play that is great…but also has a lot of potential.
Profound's Data Marketing Play Teardown: The Data Behind AI Search
Most brands publish content-shaped oatmeal. Profound turned AI search data into rocket fuel.
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