A Primer on Developer Marketing

TL;DR marketing to developers is hard, and you are probably doing it wrong. The unstoppable rise of the developer My former Acquia colleague David Churbuck introduced me to RedMonk’s Steve O’Grady and his 2014 book about how developers are taking over the world, called The New Kingmakers. The idea is that successful companies empower developers […]

Building a Data (Science) Driven Marketing Team

Marketers like to claim that we’re data driven, but are we… really? Sure, we track our lead conversion funnel from acquisition through conversion to paid customers. We use campaign attribution to figure out where to invest our budget to generate the highest return. We personalize our emails, A|B test websites and landing pages, and create […]

An Ode to Sonos

I’ve been using Sonos since 2005, when I wanted to add whole-house audio to a new home I had just purchased. At the time, multi room audio was a complicated mess — full of legacy companies requiring extensive wiring and proprietary controls I didn’t have. Sonos was exactly what I needed, so I took the plunge. Here’s […]

When Sales and Marketing Best Practices Become Average Practices

No one got fired for buying IBM? In the 80s, IBM dominated tech from the desktop to the datacenter. Buyers often picked IBM because they were safe choice, not the right choice. It didn’t matter. Buying IBM became the accepted best practice for CIOs. It was an emotional decision, not a rational one. People generally don’t […]

Is Specialization Bad for Startup Marketing?

We’re starting to run a Scrumban process in RapidMiner marketing. Scrumban is a great way accelerate output by creating more transparency around priorities in the hectic world of startup marketing. We’ve got our Scrumban board, with all colorful kanbans beautifully laid out into various columns. RapidMiner’s Scrumban board, blurred As we get into Scrumban, we often […]