Causality
The obvious answer isn't always the right one.
Bad CTR doesn't necessarily mean bad creative.
Why a generalist?
I've worked across enough of marketing to understand how the pieces affect each other.
A decision in one place can create a problem somewhere else.
Decisions / consequencesSelect a node to trace what it touches
Positioning
Affects: Audience · Copy
Make complicated products easier to understand, differentiate and buy.
Positioning · Messaging · Competitive Intelligence
I don't just ask what we should do. I ask what happens when we do it.
I don't over-simplify.
Context
Every marketing decision has a business decision underneath it.
Audience. Margin. Sales cycle. ACV. Capacity. Time-to-value.
Machinery
I know enough of the stack to investigate.
Not just what the dashboard says. What's actually happening underneath it.
What I can actually do
Product Marketing
Make complicated products easier to understand, differentiate and buy.
Positioning · Messaging · GTM · Launches · Enablement · Competitive Intelligence
Demand Generation
Turn attention into something Sales can actually use.
Campaigns · Paid Media · Segmentation · Qualification · Funnel · Pipeline
Content & Storytelling
Make the complicated thing worth paying attention to.
Copy · Websites · Long-form · White Papers · Case Studies · Social
Marketing Operations
Build enough of the machinery to know what's actually happening.
CRM · Automation · Routing · Tracking · Reporting · Attribution
Market & Competitive Intelligence
Understand the alternatives before deciding how to win.
Competitive Research · Market Research · Pricing · Buyer Research · Positioning
Go-to-Market
Connect product, market, message, channel and revenue.
Audience · Offer · Channel · Sales · CS · Economics
The receipts
Here is the machinery I've actually used.
- CRM / Automation
- HubSpot · Zapier
- Analytics / Attribution
- Google Analytics · HockeyStack
- Web / Tracking
- Google Search Console · Google Tag Manager
- Paid Media
- LinkedIn · Google Ads · Microsoft Ads · StackAdapt · Meta
- Data / Prospecting
- ZoomInfo · Lusha · SalesIntel
- Market / Competitive Intelligence
- Gartner · PitchBook
Buyers change. Questions don't.
- Biotech
- Pharmaceutical
- Fintech / Asset Management
- Analytics / Data Engineering
- AI
How I work
I have questions about everything.
- Why this product?
- Why this market?
- Compared to what?
- Can Sales actually sell it?
- What happens downstream?
- How many conversions do we need?
- What does the CRM say?
Once I have enough answers, I like to move.
- Write
- Build
- Launch
- Measure
- Change