The Life and Death of Product Marketing
Marketing roles in technology companies have uncertain futures, and product marketing is at the top of the list. I talk about why this role is changing, and which careers paths it best morphs into.
Read onTag Archives: marketing
The Three Personas: How Marketing, Product, and Analytics Attempt to Define The Customer
There are many different ways to define personas for a product. I walk through the different kinds, how to use them, and the pros and cons.
Read onThe Death Spiral of Startup CMOs
I’ve seen multiple marketing executives make this mistake that kills their career at a startup. I’ll talk about what it is and what to do differently.
Read onThe Real Value of PR for Startups
Startups obsess over press for the wrong reasons. I’ll talk about some of those bad reasons, what press is actually good for, and the conditions when it drives sustained growth.
Read onEntering Marketing at a Startup
Joining a startup in marketing is a trial by fire. I talk about why that is and some tips to survive and thrive.
Read onHow to Build a Marketing Team at a Consumer Technology Company
Building a successful marketing function inside of a technology company is not an often discussed topic, but it’s critically important. I’ll explain an approach to doing so effectively.
Read onThe Startup Marketing Funnel
It can be hard to tell where to start when it comes to marketing a startup. This post builds a framework for where to go and why.
Read onLoyalty Marketing Part II: Making a Program and Keeping It Successful
In part 2 of my series on loyalty marketing, I talk about how to build a program after you’ve identified a strategy and a segment, how to test it, and how to make sure it works over the long term.
Read onLoyalty Marketing Part I: Strategies and Segments
Loyalty marketing is not about making your users feel good about you. It is about strategically identifying opportunities within your user base and identifying a way to use that information to grow your business. I’ll explain how to do that in this post.
Read onThe Incredible Unbundling of Marketing
As I’ve grown in my marketing career, I have seen more and more pieces of marketing being re-defined as not part of marketing. I analyze this trend and consider what response is needed.
Read on