July 12, 2017
The Power of Nostalgia premium
“Nostalgia – it’s delicate, but potent. Teddy told me that in Greek, “nostalgia” literally means “the pain from an old wound.” It’s a twinge in your heart far more powerful than memory alone.” – Don Draper, Mad Men B2B marketers today have many arrows in their quiver to drive growth — from email automation to […]
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 […]
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 […]
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 […]
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 […]
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” […]
July 24, 2014
When Content Marketing Just Isn’t Enough premium
Every marketing team worth its salt is building a content marketing strategy. If you’re not, take a look at Jon Miller’s secret sauce presentation that gives a practical application of building great content marketing programs. The results are proven – built around the philosophy that selling value to potential customers before they’re ready to buy […]
July 11, 2014
5 Strategies for Driving Sales With Thought Leadership premium
If you’ve spent any time marketing in a new (or young) market, you’ve undoubtedly heard the term thought leadership. In fact, some of the largest companies in the world spend a good proportion of their marketing programs defending their leadership in a market. It makes sense. Customers are more likely to purchase a product or […]
May 7, 2014
How to Build and Market a New Category premium
Marketing has become far more complicated than the 4 P’s we were once taught in school—price, promotion, product and place. Innovation in social and mobile technologies has changed the way we distribute and digest information, a wealth of data is now available on how our customers interact with our brands and services, and the competition […]