💡 Quote of the Week
"A year from now, you'll wish you had started today." — Karen Lamb
The question to ask yourself is: "What will I regret NOT starting?" As you parse out the unimportant activities and prioritize the important ones, you have to balance getting sh*t done right now with investing in things for the future. What will you look back on and wish you started doing? Is it content marketing? Is it positioning? Is it rebranding? This question will help you realize what you've probably been avoiding and what you need to focus on for the long-term.
📝 From The Blogs
Multi-touch Attribution Modelling: Lessons from Pollfish, Drift & Lengow
Really, there's nothing more to say that this is the only post you need to read about multi-touch attribution modeling. This seems like an age-old problem for marketers but really it's a product the number of devices, data created, and technology solutions in the past several years. Can't say enough about Ed Fry and the quality of this!
Is Your SaaS Go-to-Market Strategy Tsunami-Proof?
This article, though a bit opinionated and reaching in some areas, is a great argument for why SaaS growth needs to rely on leading indicators, rather than lagging indicators, for success. Lagging indicators like calls, demos, and CAC only help you evaluate the past and don't give you insight for how to grow in the future. Leading indicators like sign-up conversion, product adoption, and expansion a much better framework for driving real and sustainable growth.
The importance of Founder-generated content
In the end, every founder needs to be a marketer. But not just a marketer in the shadows. The face. The voice. The words. And the truth is that content is the cornerstone of all marketing. Founders need to be creating content — written, audio, or video. I love Asia's concept of "your single greatest asset" which is a combination of your expertise and value to the market.
🎙 For All You Podcast Power Listeners
How Zest Grew to 17K+ Users by Using Content Marketing and Machine Learning
Zest is a fantastic tool and I'm glad to call myself an early adopter, back when it first launched on the Chrome store. Zest is such an interesting product because it's user-base is essentially B2C, which individuals reading and creating profiles on Zest. However, the business model is dependant on advertisers, and namely companies who focus on content marketing.
🏆 Retweet-Worthy
📚 Read Up
The Obstacle Is The Way by Ryan Holiday
This book is useful for one specific reason in marketing: How can you leverage your limits, weaknesses, and competitors to spur creativity and ultimately a competitive advantage?
📖 Re-Read This (if you haven't already)
How to Double Your Blog Traffic in 3 Months (without writing new content)
Writing more content is all the rage. But what about all that old content? What about the content that is doing fairly well but you haven't touched in a while? News flash: You may be sitting on a goldmine.
🤓 Webinars, Workshops, & Other Things That Start With "W"
Live Saas Marketing Q&A Replay for October 2018 | Forget The Funnel
In this workshop, Gia and Claire address one question: How does content marketing differ from marketing to enterprises and marketing to SMBs? This question was actually asked a while back by yours truly. But it highlights a key truth: Marketing (and content marketing specifically) not only varies by industry, but also by the size of the business in that industry. When you talk about your "market," you may be completely forgetting to address the size of that business and how that affects buying behavior.
⚡️ BONUS
Seth Godin's altMBA
Seth is opening up the altMBA right now! I'll join one day — not today — but one day.