Predictive Account Based Inbound Agile Marketing Automation

We’ve hit peak Account Based Marketing. I’ve received 5 emails this week from vendors extolling the virtues of ABM. I’ve been invited to one dinner, two lunches, received a $50 Amazon gift card, and was told by Marketo that “According to 97% of marketers, account-based marketing (ABM) achieved a higher ROI than other marketing initiatives.” […]

When Marketing Personas Fail

Marketing personas are those fictional people with the clever names like Statistical Stephen at RapidMiner or Marketing Mary at HubSpot. Personas are formed through extensive quantative and qualitative research, and who represent the ideal prospects for your product. Goofy names aside, complete getting alignment across your target personas and more broadly across your entire customer […]

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 […]

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 […]