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...]
Startup Marketing Essentials: #2 Market Sizing and Segmentation
If TAM, SAM and CAGR mean nothing to you, you have a problem. Whether you are creating or disrupting a market, knowing how big it is, and what segments are most ripe for the picking are critical. – TM There is a common sin that marketers frequently commit. In their rush to build a website or create an attractive logo, they forget something very important: who is the buyer? These marketers are firing without aiming. They are being tactical and not strategic. Sometimes they are simply shooting to … [Read more...]
Startup Marketing Essentials: #1 The Four Ps
I was introduced to E. Jerome McCarthy’s four P's later in my career. I wish I had known them earlier. There is no more perfect summation of marketing. Each of the P’s is a lever at your disposal. As a startup founder or CEO, understanding the four P’s will help you know which of the four levers to pull to beat your competition. -- TM What is marketing? Ask one hundred marketers, and you are likely to get one hundred different answers. Consult the dictionary, and you find stolid definitions … [Read more...]
The Six Components of a Message Platform
Given the glut of information buyers face every day, a successful marketing campaign needs to say something interesting, relevant, and meaningful. And, it needs to say it over and over again. Marketers refer to the collection of carefully chosen words and phrases that they use to describe their offering as a message platform. The message platform is the master document on which a lot of other writing will be based. All communication should conform to the message platform. There are many ways … [Read more...]
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