“It’s feeling like 2002 again.” This is the sentiment coming from many VCs and start-ups investors. The stock market plunge after years of high valuations and bear market tech optimism certainly have both founders and investors feeling gun shy and skittish. And this particular dip feels like the investible burst of a tech bubble that …
Buyer Personas: Powerful or Pointless? Ah, the buyer persona. This darling of the marketing world is often touted as the key to unlocking customer insights, and therefore marketing that yields better unit economics. But what is a buyer persona—and more importantly, does developing and implementing these personas really help you achieve your goals? To help …
Stellar articles from Rocket Fuel Labs HQ. In the early days, Seed and pre-Series A companies grow through brute force—namely, cold calling as many prospects and closing as many deals as possible. This methodology works to quickly and efficiently fuel growth. To a degree. At a certain point, inbound leads need to become a reliable …
How to market a startup: Getting leads to go from zero to hero Read More »
In the past ten years of my career, I have been asked this question many times. If you’re a marketer, you probably have, too. How do you answer it? I’ll let you know how I answer it at the end of this article. But first, I want to talk about the tectonic shifts in marketing that …
Are you a brand marketer, or a demand gen marketer? Read More »
Are we a consumer brand, or a B2B brand? I used to get this question a lot. Most people asking me this betrayed (or sometimes just outright admitted) that they believe consumer brands are cooler and allowed to push the envelope more, while B2B brands are more conservative and straightforward. As if B2B stood for …
Obviously, you’re not Michael: A short story about becoming a business-to-person brand Read More »
