What I worked on this week
I’m continuing the newsletter, for now. I love writing and sharing, but I’m doing this for my audience which means people reading it and finding it interesting or helpful is important to me.
So if you find this newsletter interesting, leave a comment, send me a DM, and share with your network and encourage them to subscribe.
My Point of View
No Point of View this week. I’ve been working with a client who is developing a product that is outside the tech industry. The CEO and Founder reached out to me and said: I have a really talented team who knows the industry, the users, and the products, but they don’t know how to market. Would you come teach them how to market?
And since the person who asked me is one of the smartest, nicest, and most considerate people I’ve had the privilege of knowing, I said yes.
This team is amazing and we’ve gotten a lot done!
We’ve made a huge dent in the messaging document.
I’ve given them a launch template to guide the marketing activities for their product launch.
I’ve sent them a process and questions for gathering user insights.
We talked about things to consider when deciding who your target markets should be.
We are documenting the sales process.
We are working to put structure around their partnership program.
This means, I spent writing stuff for them, not for me. But that is ok because when you work with good people, it doesn’t feel like work.
Worth a Read
I still made the time to read through my newsletters. Here are a couple of articles I found interesting.
Why The Best Marketers Give The Simplest Answers: 4 Lessons From My Conversation With B2B Growth Legend Uzair Dada
Another great article from the Dave’s Newsletter from Exit Five on simplifying marketing. It’s definitely worth a read.
Key takeaways:
“Defining who you're actually trying to reach is the least glamorous work in marketing”. Truth. But, you can’t skip it and you’ll pay more talking to people who will never buy.
The simple 3-step B2B funnel.
Truth: "Between your sales and customer success transcripts and meetings, you have a gold mine of insight."
“Don't use attribution to prove marketing. Use attribution to improve marketing.” Why? Because so much of marketing drives growth, but you can’t attribute that blog or event that triggered someone to buy. It’s all of the activities combined.
My Media Diet: Why is everyone watching old TV again?
By Liv Molho, Strategy Manager, The Goat Agency
This one caught my eye because I am re-watching old TV shows. From Seinfeld and Friends to The West Wing and Scandal. Liv explains this in her blog:
“My thesis? In a time where the biggest influx of media is reality TV, and the actual world feels increasingly scary and unstable, people need escapism more than ever. “
Very true!
Keeping conversations real on LinkedIn
Laura Lorenzetti, VP and Executive Editor, LinkedIn Global Editorial
Although I’m all for authentic content on LinkedIn, do I trust AI to identify AI content? This one makes me a little nervous, especially when you don’t know the parameters it’s using to judge.
Regardless - YAY! I’m so tired of the same old AI slop in my feed.
Stuff I wrote
Nothing new this week. Other than deliverables for a client 🙂
Summary
This article was 100% written by me and did not go into any AI tools for copy editing. All mistakes in commas and grammar are mine, all mine!
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