January 19, 2017
An Unapologetic Defense of Brand Marketing for B2B Growth premium
In the early Gainsight days, I would ask my team a simple question, which in repetition had become more rhetorical than anything: what is marketing’s one job? The answer that I was looking for was of course generating opportunities for our sales team, but looking back in hindsight, I’m not so sure that the question […]
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August 24, 2016
Why Mentality Matters at Startups premium
Professional sports have a funny way of permeating other aspects of our lives. It’s no surprise really for the loyal fan — we’re watching experts at their craft push themselves physically, mentally, and emotionally to win the elusive championship ring at the other end of that effort. We are taught many lessons, among them leadership, […]
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March 19, 2016
What I Learned About Category Creation as an Early Box Employee [VIDEO] premium
I’m of the belief that career success is driven ultimately from one part skill, a few parts hustle, and a bit of providence — call it luck, divine intervention, stars aligning, whatever… For me, that providence came in the form of an entry level job right out of college at a file sharing startup in […]
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January 26, 2016
How Investors Value New Category Creation premium
Over the last few years, I’ve had the opportunity to meet with a number of founders building new market categories of products and services. Although the end product may differ, the conversations are all very similar, helping support my thesis that we’re still writing the playbook for how to do this. The most popular conversation […]
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August 3, 2015
What’s In a Category Name? premium
O, be some other name! What’s in a name? that which we call a rose By any other name would smell as sweet – William Shakespeare’s Romeo and Juliet It’s a good thing that Shakespeare’s Juliet was not in Marketing. One of the most significant decisions in the life of a new category marketer is […]
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July 23, 2015
Nailing the Production of Your Tech Conference premium
Have you been to a conference where the slides are difficult to read? What about an event where there aren’t enough charging stations to resuscitate your iPhone? Production — the audio/visual, lighting, staging, live streaming, etc. — is undoubtedly one of the most important elements of planning a tech conference. Production makes the content of […]
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June 22, 2015
Scaling Your Tech Conference Beyond 1000 Attendees premium
The startup marketing playbook has been rewritten in recent years to include a new program at the core of the strategy — industry conferences. Now, user and partner events have been driven by customer marketing or business development for quite some time. But for the first time, companies of all sizes are moving the strategy […]
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December 31, 2014
The Metrics Behind New Category Marketing premium
One of the most difficult challenges in new category marketing is quantifying the success of your various programs. When looking at peer companies at a similar stage, you’ll be hard pressed to find benchmarks that don’t come loaded with exceptions. You’ll undoubtedly have conversations with your team about whether or not the market is “ready” […]
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December 22, 2014
How to Plan a Tech Conference That People Will Love premium
For those of us who work in technology, the months of April through June are generally bombarded with conferences seemingly occurring every week. The practice has become routine to most—fly to random city airport, check-in at hotel, keep crumbled receipts in your pockets or purse and caffeinate just enough to get through a series of […]
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