📝 From The Blogs
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!
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.
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.