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Market Segment vs Marketing Persona vs Ideal Customer Profile (ICP)
An “ideal customer profile (ICP)” can work at the beginning of a B2B tech startup. It gets quick wins and early revenue. But it’s not enough for the long-term. Generally, startups will try to sell to...
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How to Cross the Chasm in Marketing
To borrow the title of Geoffrey Moore’s famous book, what is the best way to “cross the chasm”? Eliminate the chasm. So many early-stage B2B startups focus on the “low-hanging fruit.” It seems logical...
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Good vs. Bad Marketing Objectives
In the B2B software industry, the higher-ups will create marketing objectives based on website traffic and free trial conversion rates. Then, they assume correlations so that an X% increase in traffic...
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Apple’s Vision Pro $600m failure shows the importance of market orientation
(My new column is out in The Drum.) Apple’s Vision Pro $600m failure shows the importance of market orientation Apple just learned a $600m lesson in how companies can be too product-oriented and not...
View ArticleAnnouncing My New Highlight Reel and Speaking Topics
Business events are back! After 4.5 years, I’m seeing more and more private events and conferences. And speaking inquiries. So, I have a new reel. I hate the cliché, but feel free to “like,” comment,...
View ArticleMy Oasis ticket journey proves marketers are half the world away on attribution
My new column is out in The Drum: My Oasis ticket journey proves marketers are half the world away on attribution The Promotion Fix columnist Samuel Scott spent a full day getting Oasis tickets. With...
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I’m Speaking on AI in Marketing in Mongolia in Two Weeks
In two weeks, I’ll be speaking on AI in marketing at the Steppe Arena during the Mongolian Marketing Association’s annual Smart Marketing Conference. The potential value goes far beyond just using LLMs...
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