Earlier this year, I was handed an AI-generated content project with a deceptively simple goal: adapt email messages for international audiences. This wasn’t my first time navigating global nuance. With an MBA in International Business and experience working on a global consulting project in Portugal, I’d already seen how messages land differently depending on culture,…
A sea slug sees far more colors than you do, and you probably see more than a profoundly color-blind person. Who’s right? We each carry our own version of reality, our own story about what happened, what’s around us and how things work. Our chosen reality serves two useful purposes: First, it binds us to…
Looking to grow your marketing team? It all starts with marketing job descriptions written to attract your best potential. Wording, structure, even emojis — everything counts. I’ve encountered countless job descriptions during my time as a marketer and have learned a thing or two along the way. Not surprisingly, 52% of job seekers say the…
If you’re a startup founder or marketer trying to build momentum with little to no budget, good news: Being scrappy is the best place to start. Some of the most effective marketing I’ve ever done — from the early days of my career to my time at Drift — came from moments when there was…
Spend enough time inventing possible futures in your head and you won’t have any time to build the future we will all share. Time to get to work.
Game theory has a lousy name. When most people think of games, they think of commercial stuff for kids, like Chutes and Ladders or possibly Monopoly. But a game is simply a system where humans, facing scarcity, make choices. Scarcity leads to choices and to competition. It turns out that our culture, our commerce and…
The good news is that’s no longer true. Today, anyone with an internet connection can uncover really powerful market insights using affordable and even free tools. This guide will show you how. In simple terms, product research is the process… Read more ›
That’s a complete reversal of how it used to be. Colleges used to be measured by how many books they had in the library. Access to courses was restricted. If knowledge was power, controlling access was essential. They even call it the ‘admissions office.’ Part of the status that comes from higher education is that…
Though still <1% of total traffic, it’s now our highest converting channel at 10%+ CVR (going by our new custom event tracking in Web Analytics). I wanted to see if other sites were experiencing any AI traffic growth–especially now that… Read more ›
In the world of account-based marketing, you start the sales process by selling directly to your best-fit, highest-value accounts. That means wasted time trying to market to unqualified leads who aren’t the right fit for your business. You can move straight into the phases of engaging and delighting your target accounts. Talk about efficiency, right?…