Trusting the numbers
The spat between the NFL and Nielsen is a timely reminder: never trust a number you didn't measure yourself
When more is less: learning to say ‘no'
Nobody likes to be a party pooper but a good CMO says ‘no’ more often than they say ‘yes’. Here's a few reasons why.
I really need to tell you something
Marketing isn't complicated. Real communication relies on doing the simple things well.
Segway: a cautionary tale
Product-market fit is pretty much the only thing that matters in the early stages of a business. The Segway was the perfect example of that fact.
Why "what you know" is more important than you think
If you can tell the world something it doesn't already know, you have a head start when it comes to your content strategy
There's a fine line between stupid and clever
There's nothing clever about confusing your potential customer. Keep it simple, stupid.
Telling a story: a practical guide
'Tell a story' isn't helpful advice unless you understand how. Here's the way to go about it.
How AI could kill your marketing efforts
In the wrong hands AI just provide the ability to optimise the wrong thing to death. Sometimes more data is not the answer.
Getting metrics right - three questions you need to ask
Choose the wrong metrics and you will be aligning your business against all the wrong things. Here's how to get it right.
Thoughts on measuring ROI
ROI is the holy grail: but calculating it isn't always as easy as you think. Some advice to follow, and pitfalls to avoid.
On invisible marketing, focus and targeting
Most digital advertising amounts to an auction for attention. Make sure you are paying for the right sort.
What working with me looks like
A brief description of how I work and what an engagement with me typically looks like (although there is no 'typical' in reality)
So, you want to hire a marketing person!
For growing businesses, finding the right marketing person can be tough. The fractional option can give you the best of both worlds.
Account-based marketing: a simple guide
Account-based marketing is a simple concept made needlessly complex by most people who write about it. Here's the straigtforward version.
What is marketing attribution? (and why you should probably forget all about it)
Attribution is complicated. And sometimes, too much confidence in uncertain data is a dangerous thing.
When marketing, leave your ego at the door
Keep marketing simple if you want to be effective, and keep your ego in check.
On the merits of only building runways when you’re reasonably confident a plane might want to land
Cargo cult marketing - doing things just because you've seen them work for someone else - is a dangerous game
