Category Marketing

How Superhuman Built an Engine to Find Product Market Fit

By in Marketing Tag , , , ,

by Rahul Vohra, the founder and CEO of Superhuman We’ve all heard that product/market fit drives startup success — and that the lack thereof is what’s lurking behind almost every failure. For founders, achieving product/market fit is an obsession from day one. It’s both the hefty hurdle we’re racing to clear and the festering fear keeping us up at night, worried that we’ll never make it. But when it comes to understanding what product/market fit really is and how to get there, most of us quickly realize that there isn’t a battle-tested approach. In the summer of 2017, I was waist-deep in my search for a…

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Marketing is neither science nor art.

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by SEBASTIAN CUERVO AND ADRIENNE BARNES for 42 Slash Madmen's days of all-nighters, heavy drinking, smoking cigars and coming up with game-changer last minute slogans like "it's toasted" seem far gone when we think about digital marketing today. We are in a different moment where we have data points to back up our bets and make the best calls possible to ensure our solution resonates with the right customer at the right time.  Initially, many thought of marketing as an artistic, risky, and uncertain activity (literally something for mad men and women). Today, we find ourselves in a systematic, organized, and…

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Employee-Driven Content: A 4-step Framework on How to Get Started

By in Content Marketing, Lead Generation, Marketing Tag , ,

by JASON BRADWELL for B2B Byte You’ve got to invest in more content. “Damn Jason, what is this - 2005? We’ve been creating content for years!” …to which my response would be… “Sure. But when did you last create good content?” If the recent phenomenon that is ChatGPT has taught us anything, it’s that we are on the precipice of a huge acceleration in the publication of mediocre marketing collateral. Particularly on blogs. Volume is no longer the aim of the game. Dialling in on doing less that says more must become the new normal. And a great way to do this is by investing in employee-driven content. Here’s a…

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The 6 Risks of AI Content

By in Artificial Intelligence and Machine Learning, Content Marketing, Information Technology Tag , , , ,

by Ryan Law for Animalz There are already plenty of use cases for generative AI in marketing. Industry and article research. Getting to first draft faster. Creating content briefs. Brainstorming titles and headers, angles, and introductions. Programmatic SEO, at a scale and sophistication previously hard to imagine. Repurposing content from one format to another. Personalizing ABM campaigns. These use cases have risks associated with them. There is the risk of factual inaccuracy and hallucination. Risk of copyright infringement and legal challenges. Risk of Google penalization. Risk of mediocrity and pumping out a ton of content that doesn’t help the bottom line.…

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Unlearn what you’ve learned about content marketing.

By in Content Marketing, Marketing

by SEBASTIAN CUERVO AND RONNIE HIGGINS for 42 Slash If you want to succeed in the new era of content marketing, the first step is to accept a painful truth: the playbook everyone has been using for more than a decade is inadequate for addressing the needs of today.  Sure, some of the tried-and-true strategies and tactics that gave rise to content marketing’s dominance over the last few years will remain. SEO and email are far from dead, too. But the game has changed tremendously.  What’s changed:  The tyranny of platform algorithms:  We are at a different moment of the internet…

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How To Think In Funnels (And Achieve The Best Possible Outcomes)

By in Business Management, Content Marketing, Marketing, Sales Tag , , , ,

by Frontera Blog Thinking in funnels is a mental model that breaks down your goals into different stages. So you can improve the conversion at each stage to achieve the best possible outcomes. We’ll start with a marketing story from the 1890s to understand how it was born. And finish with how to think in funnels. Let’s go. In 1898, Elias Elmo Lewis created a formula that changed marketing forever. He had an advertising agency. And he wrote newspaper ads for his clients — which was the main channel to reach potential customers before radio and TV. Like any advertiser, Lewis wanted to sell…

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The 3 Phases of Product-Led Growth: The Triple Whale Method

By in Marketing, Operations, Sales Tag ,

by Gigi Levy-Weiss for NfX Truly product-led companies are countercyclical. Even in a downturn, when customers are shutting down or slashing spending, your product or service remains in their stack. You made something they can’t live without. Love from the market is how the best companies gain ground – in any economic environment. It is the clearest sign of product-led growth. But it doesn’t just happen to you. There’s a playbook for it. When we invested in Triple Whale at the very beginning, they only had a few hundred customers. But Twitter was hopping with Shopify sellers declaring their love for the…

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190 ChatGPT Prompts Marketers Should Use

By in Artificial Intelligence and Machine Learning, Marketing Tag ,

by Erica Santiago for HubSpot ChatGPT is generating a lot of buzz in the marketing industry, and if you're a marketer, you're probably wondering how to use the technology to its full potential. Fortunately, I've compiled a list of 190 prompts to enter into ChatGPT to take the guesswork out of figuring out how to use the AI. If you're unfamiliar with ChatGPT, here's what you need to know. Free Guide: How to Use AI in Content Marketing What is ChatGPT? 25 ChatGPT Prompts for Marketing 25 ChatGPT Prompts for Business 27 ChatGPT Prompts for Content Creation and Social Media 9…

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14 Universal Digital Marketing Skills You Can’t Ignore

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by Mateusz Makosiewicz for ahrefs.com Social media marketing, search engine optimization, email marketing, marketing automation… the list of digital marketing specializations goes on and on. Of course, they are all different. Yet when you do enough of them in your career, as I have for the past 14 years, you start to identify certain skills that are fundamental to all of those specializations. The sooner you start to learn those “universal” skills, the better—because those skills act as investments. They will pay off nicely when you work your way toward becoming an expert in a given field or when you…

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SaaS Content Marketing: Why You Should Focus on Bottom of the Funnel First to Drive Signups

By in Content Marketing, Marketing, SaaS Tag

By Benji Hyam for Grow & Convert If you talk to content marketers at SaaS companies (both in-house and other agencies), almost everyone will tell you that you need to focus on top of the funnel content first. Why? Because most marketers assume everyone starts at the top of the funnel and slowly makes their way down the funnel via nurturing and more content. The logic typically sounds like this: “Well first, the customer needs awareness: They need to know about the problem. Then, they need to consider different options: Look for solutions. Then they’ll convert: Sign up to try your solution.” Yes, in theory, every single customer for any product goes…

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