Category Technology

How To Lead Marketing Transformation

When you think about the typical mobile app and the marketing that goes into it, what comes to mind? If you’re like me, you’re probably imagining a game or utility with an addressable market of millions. You think of apps that need that sort of scale in order to generate meaningful revenue from micropayments that relatively […]

The John Wanamaker Rebuttal

 “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” — John Wanamaker. I first heard this quotation in my MBA program, and for the first few years of my career, I would have had a tough time refuting it. Until I could invest in search and pay-per-click ads, […]

Jeff Bezos’ Letter To Shareholders Really Isn’t For Or About You

If you take away nothing else from Amazon CEO Jeff Bezos’ annual letter to his shareholders, just remember this: Jeff Bezos writes about Amazon to enhance its value to its shareholders, employees, and customers. Business rock star though he is, Jeff Bezos cannot prescribe the right medicine for your company. As the CEO of the most […]

So Your Company Has No Product Marketing Team Or Budget. Consider A Team Of Internal Evangelists Instead.

Engineering-led companies typically include a product marketing function. Embedded with the Product and Engineering team, product marketers are the voice of the customer, ensuring that the products they manage capture their needs (stated or unstated) and that the market knows all about a company’s latest innovation. What if your company doesn’t have a product marketing […]

Tesla: En Route To Absolution

Telsa received some very good news last week when the National Highway Traffic Safety Administration (NHTSA) concluded that driver error, not a failure in the company’s Autopilot feature, killed driver Joshua Brown. If their ruling had gone the other way, NHTSA might have spelled doom for Tesla. After all, CEO Elon Musk’s crown jewel is […]

Quantifying The Value Of PR: An Approach For Data-Driven Marketers

The first step to demand creation often requires investing in hard-to-measure marketing tactics. Unlike bottom-of-funnel metrics, e.g. customer acquisition, knowing how well top-of-funnel activities work requires relying on metrics that I’ve never found very satisfying. They include aided or unaided awareness, ad recall, and reach and frequency. Public relations, or PR, falls in this hard-to-measure category. In […]