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DevTools Marketing: Reaching the Technical Buyer
The engineer looked at my beautifully designed developer tool landing page and said: 'Where's the documentation? I'm not reading marketing copy.'
Competitive Win/Loss Analysis: How to Learn Why You Win and Lose to Specific Competitors
You're losing deals but don't know why. Here's the framework for win/loss analysis that reveals competitive gaps.
How In-App Messaging Tripled Feature Adoption
We launched a major feature and watched it die at 9% adoption. Six weeks later, after implementing a contextual in-app messaging strategy, adoption...
Competitive Messaging Analysis: Deconstructing How Competitors Position
Understanding competitor messaging reveals their strategy and exposes differentiation opportunities. Here's how to analyze it systematically.
Virtual Events in 2024: What Actually Works After Everyone's Zoomed Out
We tried to keep running virtual events the same way we did in 2020. Registration dropped 75%. Here's what we learned about virtual events in the...
How I Landed a Speaking Slot at Our Industry's Biggest Conference
I submitted five conference proposals and got rejected every time. Then I learned that conference organizers don't want product pitches or generic...
International Value Perception: Why the Same Price Feels Different Everywhere
Your $99/month price point works in San Francisco but feels expensive in Berlin and cheap in Zurich. Understanding value perception across cultures is...
Hiring and Building Local Marketing Teams: In-Market vs. Centralized Approaches
Should you hire local marketing teams or centralize from HQ? Here's how to build international marketing organizations that balance local expertise...
Field Marketing Activation: Driving Local Demand and Pipeline Through Regional Campaigns
Execute effective field marketing programs that generate local demand, support sales teams in key markets, and deliver measurable pipeline through...
API Product Marketing: Marketing APIs as Products, Not Just Developer Tools
APIs generate billions in revenue, but most companies market them like documentation. Here's how Stripe, Twilio, and Plaid positioned APIs as...
Why We Stopped Using Klue and Built Our Own System
After 18 months with Klue, we cancelled and built our own competitive intelligence system. Six months later, I realized we'd 'built our own' by...
My Executive Summary Template for Launch Results
I used to present launch results as 30-slide decks full of metrics. Then I learned executives want one thing: Did it work, and what are we doing next?