So, you’re a founder and a CEO with no or little experience in marketing who needs to hire a CMO, VP or Head of Marketing.
You know you want to grow revenue fast but you might be skeptical about marketing. How can you ensure that whoever you bring on board is going to help you build a rocket ship?
As with any key hire, the impact on the company success is hard to overstate. An “A” player will help the company achieve and exceed its goals. An “A player” will also build and continually develop a team of “A+” players. They, in turn, will help you fill key marketing leadership roles from inside.
A lot of smart and experienced people tried addressing this topic. I think I can bring unique perspective coming from marketing myself.
This is an issue of my monthly newsletter. Main topics: technology, startups, business growth, and marketing. See other issues on my blog or subscribe. ~Max
Now, get a cup of coffee and enjoy!
Technology and Startups
- The best products launched in 2017 by ProductHunt.
- The list of 26 companies started by 1st or 2nd generation immigrants.
- CES 2018 summary by Steven Sinofsky. Big trends: voice interfaces, home electronics, robots, cars, and AR/VR headsets.
- AI and Deep Learning in 2017 – A Year in Review. A great summary of progress and links to online courses by UC Berkeley, Stanford, and others.
- Amazon opened a store with no checkout lines (NYT). Customers are charged automatically, thanks to machine learning and hundreds of cameras.
- Blockchain Governance: Programming Our Future by Fred Ehrsam. Setting up the right mechanisms for coordination and incentive structures can be critical for new blockchains.
- Beyond the Bitcoin Bubble (NYT). All the hype and crypto speculation aside, blockchains hold a promise of a truly open and decentralized Internet – the way it was meant to be.
- How an A.I. ‘Cat-and-Mouse Game’ Generates Believable Fake Photos (NYT). Generative adversarial networks at work. Getting AI to classify content is important but getting AI to create content is even more exciting.
- Twitter’s investigation of Russian interference in the US election. Twitter removed Russian government-linked accounts and emailed 678K people in the US who followed, retweeted or liked a tweet from these accounts during the election period. I’m glad social media companies start to accept more responsibility for how their platforms are used and abused.
- Facebook will show more content from friends and family and less content from publishers. Overall, it’s good that Tristan Harris’ “Time Well Spent” ideas are getting traction. I wonder what would happen if FB let users adjust defaults at any time by choosing % of content from friends vs. % of content from publishers; long-form vs. short-form; education vs. entertainment; text vs. video; new vs. old; from currently followed sources vs. discovery; as well as mute specific topics/keywords.
Growth and Marketing
- Intercom on Marketing (ebook). A good intro to marketing and, in particular, product marketing that will be interesting to those who are relatively inexperienced.
- How to Design Marketing Campaigns. Basics of marketing segmentation, messaging hierarchy, and campaign management – this article will be useful to those who’re new to marketing or looking for a refresher.
- HubSpot’s Pricing Page Redesign → MQL Conversions 165%↑ & Free Sign-Ups 89%↑. How: research first – usability testing, internal feedback, and customer intelligence; then design based on insights and A/B test.
- “What’s next in growth?” (video) talk by Andrew Chen who leads the rider growth at Uber. Andrew recommends you ignore “growth hacks” and focus on fundamentals that worked for decades. E.g. user referrals, shareable content, and using discounts to jumpstart demand for new products.