Matthews on Marketing

Matthews on Marketing

Content Marketing Economics – Part I: Production and Distribution

By

English majors certainly have a leg up in the content marketing world, what with their trove of literary references and practiced writing flow. But what about Econ majors? It struck me recently that there’s an important contribution that knowledge of economics could make to help your content marketing execution. Economics is the study of the production, distribution, and consumption of goods and services. Content marketing fits neatly into this context. It’s not about amassing a stockpile of … [Read more...]

Burn Pixels, Marketing Math, Classic Texts: Most Popular Posts of 2016

By

I've covered quite a bit of ground these past twelve months. Here are five of my most popular posts -- durable lessons on marketing math, spending your budget wisely, building an LDR/SDR team, email marketing, and a little marketing lingo. Enjoy. Three Math Tricks Every SaaS CMO Should Know Time was when you just needed to be an idea guy to be a great CMO. When it came to academic strong suits, English was desirable, and maybe Art if you were really good. But marketing has changed. Numbers … [Read more...]

Teaching an Old Dog New Tricks: How to Transform into a SaaS Marketer

By

Can marketers change? Are we nonmillennials doomed to fade from the scene, our old ways weighing us down like a boat anchor? While it may be true that a leopard can’t change its spots, I don’t think it’s true that old-hand marketers are immutable. Old salts, perhaps, but not old dogs. Anyone can change course and become a successful SaaS marketer. I know this, because I made the switch. After a good ten years of marketing enterprise software, I had to change my stripes. I was happily … [Read more...]

How to Prioritize Marketing Investments Using the Demand Maturity Matrix

By

Explaining how you are spending your marketing dollars is a challenge that all heads of marketing face. Cynics in your company are always happy to point out a failed program, which tars all your demand efforts with the same brush. What to do? Counterintuitive as it may seem, start by pointing out your failures. Here’s how. Many marketing teams make the mistake of lumping all of their demand generation programs together. So all people hear about is the total number of leads delivered to sales. … [Read more...]

Four Mistakes (Bad) Presenters Make

By

I was at a conference in San Francisco last week. It was at the of-the-moment MidMa event space known as The Village. A massive video screen – hundreds of feet wide and nearly floor to ceiling – covers the entire back wall, adding to the feel of electricity. The setting demands dramatic presentations. Then came the first presenter. And the second. And the third. In the span of just two hours, I saw three smart people make all four of the mistakes I’m going to cover below. And the gaffes just … [Read more...]