Thoughts on Marketing, Strategy and Hummus
2019 Next Case Presentation
Marketing conferences are fluff. Or usually are. Which is why I appreciate NextCase's approach - a series of twenty minute case studies, focusing on things that actually worked. The following is the deck I presented at the event this year, focusing on account-based content distribution and a methodology for low-cost [...]
Seven Startup Branding Lessons Learned the (Very) Hard Way
(This article originally appeared on Aleph.vc's Medium blogroll here.) Six and a half years ago, I got called out on my branding ignorance. I deserved it. I was interviewing for the first marketing role at Freightos, sitting on Zvi Schreiber’s back porch, when he looked up from my resume and asked: [...]
Planning for Busy Season – Marketing Cadences
I'm a big believer in just shipping. Not necessarily freight (although I do like that too). Nearly all of the projects I've worked on that didn't work had an element of over-production or effort that could have been avoided if I had compromised (a bit) on quality and then iterated. [...]
Weapons of Trust: How The New York Times Turned Brand Trust Into Profit
Three Lessons From Successful Brands Today While Buzzfeed created listacles of employees to lay off, the New York Times saw $700 million in revenue, hitting its largest headcount ever. This was somewhat surprising for a media format that was supposed to be dead. From a marketer’s perspective, I see the [...]
The Mac Productivity Toolkit (20 Mac Apps That Will Change Your Life)
I still remember the aha moment when I learned that F4 toggles between anchoring rows and columns in Excel formulas. And despite I the world’s worst memory, I seem to remember keyboard shortcuts, mostly because of the carrot that they they help recover hours of my week. So after fielding a couple [...]
Account-Based Content Marketing: Three Case Studies
B2B is hard. Getting attention, especially from senior decision makers, is down-right impossible. And outbound sales just isn't the way to go. So while buyers are building up castle walls to push back against the attention-grabbers, most marketers are responding with brute force, trying to knock down the walls. What [...]
Bulk Extract Logos from Emails [Hack of the Day]
This one is going to be short but sweet. I constantly find myself needing to aggregate dozens of logos from email address domains (customers, event attendees, whatever). I have a great Keyboard Maestro macro for grabbing Google Image results for transparent logos but that still requires doing one at a [...]
Three Lessons From Mixpanel’s Amazing Homepage
I came across Mixpanel's website and was really impressed by how tight their copy is. Seriously, check this out: I notice a couple of things here. They're really sure what their core value is. It's right there, in huge letters. It may be specific enough to alienate some people, but it [...]
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 [...]