Marketing 101

Sep
18
The Three Pillars of Modern Marketing

The Three Pillars of Modern Marketing

Marketing is evolving at such an immense speed, that it’s helpful to remind ourselves of the fundamentals sometimes. The following framework by Buffer's VP of Marketing Kevan Lee lays out the three major disciplines within marketing and the questions they are answering.
2 min read
Aug
14
How to Create a New Category

How to Create a New Category

First of all, what do we mean by "category creation"? When we talk about creation, we really mean positioning. So while HubSpot is a "marketing automation tool" (a category they did not create), they branded themselves as the inventors of inbound marketing (a category or term they did create).
3 min read
Jul
10
Look at Alternatives, not Competitors

Look at Alternatives, not Competitors

“Who are your competitors?” is the wrong question, says Brian Balfour, ex VP Growth at HubSpot.
2 min read
Jun
19
Minimum Viable Niche: On Defining Target Audiences

Minimum Viable Niche: On Defining Target Audiences

If we have an amazing product that we believe in, we see it being "usable" in all kinds of situations and for all kinds of different industries and people. So we define our target audience way too broad.
3 min read
May
22
The Five Essential Skills of a Modern Marketing Leader

The Five Essential Skills of a Modern Marketing Leader

As marketing leaders today we wear a dozen hats and are expected to be scientists (research, analytics, and running experiments), artists (writing, content and design) and managers (stakeholder management, leadership and business acumen).
4 min read
May
22
Positioning is the Foundation of all Marketing Activities

Positioning is the Foundation of all Marketing Activities

Positioning is the act of deliberately defining how you are the best at something that a defined market cares a lot about. If we fail at positioning, we fail at marketing and sales.
2 min read
Mar
13
Agile Sprints for Marketing Teams

Agile Sprints for Marketing Teams

Over the years, disciplines like product management and software development have adopted solid frameworks of how to work effectively and in a structured way. Marketing teams are more like: "Lets throw some stuff at the wall and see what sticks".
1 min read
Mar
06
100 True Fans

100 True Fans

By embracing online networks, creators can bypass traditional gatekeepers and middlemen, get paid directly by a smaller base of fans, and live comfortably off the spoils.
2 min read
Feb
21
Start with the Market: Selling Ice Cream on a busy beach

Start with the Market: Selling Ice Cream on a busy beach

It seems so obvious, but selling into an existing market with a natural momentum is one of the best things you can do for your company's growth trajectory.
3 min read