The Difference Between Good and Bad Marketing

Marketing is such a misunderstood term because it can be defined so many different ways. Marketing can mean branding, PR, lead generation, inbound, advertising, SEO, Product Marketing and a dozen other things. In larger companies all of these functions are done by...
Startup Marketing: A Systems Approach

Startup Marketing: A Systems Approach

I gave a talk last week at The International Startup Festival on startup marketing. I’ve been thinking a lot about how many startups I see that are extremely tactics-oriented in their approach to marketing. My worry with many of them is that rather than starting...

Modelling the Customer Buying Process

Startup marketers need to develop a deep understanding how prospects move through the buying cycle when structuring a marketing plan that drives customer acquisition. Mapping this process requires an understanding of the stages that a customer moves through from not...
3 Reasons to Build a Startup Marketing Plan

3 Reasons to Build a Startup Marketing Plan

Many startups aren’t executing against a documented marketing plan. I’ve heard loads of excuses for why a plan doesn’t exist. The 2 most common ones are that things are changing too rapidly to plan or the marketing plan is so simple everyone can track it in their...