Blog Archives

Stop Counting Ladybugs: Creativity, Science and the New Marketing

If you follow marketing and startup people on Twitter, you’ve seen it before: the vague tweet about the importance of creativity in our ever-more-quantified, tested and optimized world. It can seem like a simple attempt to humanize the daily grind

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Marketing Technology and the Future of Small Business

Dark Clouds Do you agree with the following statement? Marketing is becoming more technical. How about this one? Small businesses are not very good at technology. If you agree with those statements, then it follows that: Small businesses are becoming

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Posted in marketing technology

Help Me Interpret This A/B Test

I’m running a split test on a lead capture form using Visual Website Optimizer and seeing something strange. The test has been running since 3/7, and the results are below. The issue is that on 3/7 (day 1), the test

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Conversion Rate Optimization: Marketing’s School of Hard Knocks

Conversion rate optimization (CRO) is a beautiful thing. You’re already spending time and money to drive traffic, so improving your conversion rate means that you’re making your existing efforts more efficient. It creates a multiplier effect, making every visitor more

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In Defense Of “About Us”

Is it ever OK to talk about yourself? When you first start out in direct response marketing, you’re quickly taught to address your audience a certain way. You learn that the best copy speaks directly to them with action-oriented language,

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Do You Have A Technical Marketing Mindset?

Technical Marketing, or Growth Hacking, or Whatever…The Mindset Comes First Last month, a post went up on the SEOMoz blog discussing what it takes to be a great technical marketer, or growth hacker, or whatever you want to call the

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Posted in marketing technology

Knowing Your Audience

Give them incentives, not orders The apartment complex where I live is having some roofing work done. I’m happy to put up with it–I enjoy not getting wet when it rains. But, the management company did a terrible job communicating

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When Is Failure The Right Option?

You must let people fail. Help them do it right. Everyone’s big on failure these days. Failed entrepreneurs are “experienced.” Savvy digital marketing people launch hundreds of tests every year, fully expecting that most will fail. “Validated learning,” which entails

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Posted in work thoughts

The Marketing Technology Gray Area

Let me start by saying that I’m a disciple of Scott Brinker’s vision for how marketing teams should structure their relationship with technology. The rise of the marketing technologist is a thing. I’m also a big fan of Andrew Chen’s

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Posted in marketing technology

Monetizing the Online Education Revolution

I’ve written that online education is going to start looking a lot like the broader consumer internet industry, with an intense focus on product, user growth and, eventually, monetization. The New York Times ran a nice article this morning about

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Posted in online education