Most Marketing Content Sucks

The way marketers write is frequently offputting for the target audience.  Be honest - how much of the content you see in your LinkedIn feeds is worth readaing?  Almost none. ... [Continue Reading]

Market Sizing For the Early Stage Company

Developing credible market sizing is important for your investors, your plans and your sanity (You want to have a good sense of the market you are attacking and manage your own expectations about the same.) There are three ways to do this, which I will describe here, from least to most granular ... [Continue Reading]

Identifying Your Target Verticals

You'll be tempted to chase a bunch of verticals. Do not do this: focus on one or two. More than this, and your sales team will lose its focus. If a vertical is big, you should focus geographically, starting in your own backyard. That way, you can set up a live meeting if you need to without having ... [Continue Reading]

Chasing the Viral Event

Nothing quite like when some content you've posted goes viral. Exciting! And a distraction. Chasing the viral event will waste a lot of cycles and distract you from your core marketing effort, which should be to slowly, steadily building a following. ... [Continue Reading]

Social Selling Has its Limits

Social selling is tempting for an early stage company but is of limited effectiveness. It is tempting, and enjoyable, to spend a lot of cycles promoting your company via social media: in the end, you will not make sales this way. ... [Continue Reading]

Sizing Your Market

You should be able to size your market credibly, using trade data and goverment sources (e.g. the Census Bureau, the Bureau of Labor Statistics), breaking it out into the Total Addressible Market, Serviceable Market and your target market share. ... [Continue Reading]

26-31 Lead Nurturing

Your outbound marketing program should effectively nurture leads for you sales teams: folks they have talked to who are not ready to buy but that they want to track. You probably won't be able to afford hiring a team of SDRs so this will have to take their place. ... [Continue Reading]

A Behavioral Modification Machine

The snack business is big.  Very big: more than $124 BN in North America and $167 BN in Europe, according to Nielsen, a market research firm. The global soft drink (sweet drinks, fizzy and flat and water) market is over $531 BN.  That's a lot of cola, even if some of it is sugar free.  The industry ... [Continue Reading]

24-63 Don’t Buy That List

It feels satisfying to purchase a list of 10,000+ names but it is a waste of time and money. Purchased listes tend to be only 60 - 80% accurate and using them may result in spam complaints. Better to build your own, smaller and more focused list, which will be more accurate and result in higher open ... [Continue Reading]

22-40 Buyer Persona: Who I Selling to?

Take the time to develop clear, focused buyer personas. Do this with your team so that you all understand who your target is and are aligned in your sales effort - this is really the biggest benefit. ... [Continue Reading]