Tag: marketing
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Hitting OKRs vs Doing Your Job – “OKRs say what is different this quarter, what we’re changing, and what we’re trying to figure out.” // Also, why OKRs work better in marketing than in product.
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Give people something to link to so they can talk about your features and ideas – “Give people something to link to so they can talk about your features and ideas” – I am not overstating it when I say this is the easiest/cheapest tech marketing problem to fix that is the least done.
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Gartner Identifies Top Three Priorities for CMOs to Deliver Marketing Excellence in 2025 – They’re probably waiting for that CSV file they requested weeks ago: “In a survey of over 6,000 U.S. consumers conducted in July and August 2024, 58% reported that the companies trying to sell them something don’t have a good understanding of…
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THE RIGHT PEOPLE – Driving subscribers: “Write a post that will resonate with the person you’re emailing. Yes, even if it’s just that one person. Email the person the link. Maybe they subscribe, or at least reply and you two catch up, and who knows where that leads?”
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– Why Developers Are Unresponsive to Traditional Marketing – They just want to try the actual tool without a lot of bullshit. At the very least, they want to see a realistic use of it: actually typing, no business outcomes babbling.
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AI is terrible at shift-left
Start with good content, get better content I’ve seen enough generative AI used to help marketing now that my theory is: you should only use it if you’re already good at making whatever “the content” or strategy is. The AI will help you make it better, or more broadly consumable. It will do a terrible…
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What Is the Point of Austin’s Fake AI Restaurant? – You usually this to build up follow for an account to sell to someone, then they delete all the content and start new with all those followers. But wouldn’t be it cool if it was some kind of new, surreal performance art?
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Did a digital obsession ‘Just Do It’ in for Nike’s John Donahoe? – Getting direct versus channel (partners, “middlemen”) right is difficult. It’s especially risky when you dramatically change it (move from selling direct to selling through middle-people, or the other way around).
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How DevOps can come back from the dead, and why it must
The DevOps community is running on fumes and at the lowest point in mindshare and interest that it’s ever been at. This is stupid. The practices, tools, and mindset of DevOps are vital to how most organization run their software1 and DevOps has improved the way the software we use everyday is built and run,…
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Developer Content That Ranks in 2024 – Educational content attracts the most attention (“how to”). Also content where you define things (“what is”). Converting that content into sales, or at least pipeline, is the secret magic.
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How to go-to-market: Measuring Marketing Value – “The key areas that your marketing team can drive impact for the business are in Awareness, Engagement, and Pipeline.”
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Nike: An Epic Saga of Value Destruction – The troubles of shifting to a direct, Internet-based go-to-market. And, also, of focusing only on growing revenue from existing customers instead of also getting new customers: ‘Obviously, the former CMO had decided to ignore “How Brands Grow” by Byron Sharp, Professor of Marketing Science, Director of the…
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Why Is Demand Marketing An Obstacle To Its Own Success? – ‘Too many marketing subfunctions (demand/ABM, field marketing, customer marketing, digital, and events) create strategies unique to their function, independent from the others. Marketers often say that they have a “unified” plan, but it’s more like a PowerPoint deck with “chapters” for each team’s individual…
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2025 Demand and ABM Budget Planning Guide: Do Better With Less – Enterprise software marketing budgets mostly flat, if not less: ”On the surface, it may appear as if most budgets are increasing, as 82% of global B2B marketing decision-makers report their budgets being increased by 1% or more. But once you adjust for inflation,…
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Publishing an annual survey is a great marketing tool, even better for thought-leadership
Using Surveys for Marketing Wastebook They dress like they’re Chaotic Good, but they’re totally Lawful Good under all that sloppy couture. This is some buck-wild ABM: a direct appeal to Delta to buy their AI stuff. “I wrote this one when my family was in Hawaii, too. I kind of had a meltdown there, to…
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How to write a business book proposal
I’ve written a few (little) business books, reviewed several, and reviewed several proposal for business books. Here’s what I think works well in proposals you’re sending to publishers: The publisher is in it to make money first, “important” content second. Your proposal is a business pitch, not an idea pitch. Make sure you talk about…
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We built a platform, but no one uses it – developer adoption is a marketing problem
Every platform team I have talked with over nine years hits the same wall: they built the thing and developers ignored it. The fix is marketing and developer advocacy, which IT has never had to be good at.
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