The False Choice of Prepaid vs. Monthly Contracts
In scaling the cash-flow side of SaaS, there’s almost nothing more powerful than annual contracts combined with prepaid cash. It’s just such a huge benefit. You get all the cash up-front, and your churn almost by definition goes down. Because the earliest chance the customer has to churn is 12 months hence. So get pre-paid annual deals whenever […]
How A Startup Uses AI To Help You Find The Market Research You Need
95% of the content essential for decision making in an organization is unstructured, residing in PDFs and various file formats that defy easy indexing and quick access, according to MIT Media Labs. 80% of typical organizations’ data is unstructured, slowing down work, often leading to less-than-optimal decision-making, according to an Accenture study published earlier this […]
10 Ways AI And Machine Learning Are Improving Marketing In 2021
AI and Machine Learning are on track to generate between $1.4 Trillion to $2.6 Trillion in value by solving Marketing and Sales problems over the next three years, according to the McKinsey Global Institute. Marketers’ use of AI soared between 2018 and 2020, jumping from 29% in 2018 to 84% in 2020, according to Salesforce […]
Lego, enterprise architecture and the job advert.
Who’s your pick for 2021? pic.twitter.com/j8iHnzPjyR — Ethics in Bricks (@EthicsInBricks) December 12, 2020 https://platform.twitter.com/widgets.js The brilliance of @EthicsInBricks and @econinbricks reminds me that the software industry should give the Lego metaphor a rest, we can’t compete. I won’t be talking here about how APIs are like the dimples on the lego bricks. I have […]
The Key to Branding Success: Staying in Character
Decades ago I had the pleasure of watching a branding video, created by a San Francisco ad agency, narrated by an advertising executive with a familiar voice who’d narrated scores of commercials [1]. It was, I believe, entitled Staying in Character and while I’ve searched the internet for it many times over the years — […]
Salesforce and Slack. Mind the gap.
Thank you ! Creative commons: Jeremy Segrott https://www.flickr.com/photos/126337928@N05/ I’m not one to try and get a razor sharp analysis out before I have had my tea and rashers. There is a lot to ponder on this one, and it is rather long to tell. Some context and a bit of a diversion The big enterprisey […]
Marketing Targeting: It’s Not Just Where You Fish, It’s What You Put on the Hook
Back in the day I was taught that marketers do three things, memorized via the acronym STP: segment, target, position. Divide the audience into different segments. For example, dividing consumers by demographics or dividing businesses by size or industry. Select the segments that the company wishes to target for its marketing. For example, choosing small […]
The difficult second album. Advice for HRTECH vendors.
Warning: long, rambling metaphor. Readers of my blog and twitter feed will have seen that I have an interest in music. One of my favourite albums is the first Stone Roses Album, The Stone Roses. I play this record a lot. Here is the song, Waterfall, from the album. The wikipedia entry is worth a […]
Marketing Exists to Make Sales Easier
Many moons ago when I was young product marketing manager, I heard a new VP of Marketing speak at a marketing all-hands meeting. He spoke with a kiwi accent and his name was Chris Greendale. What he said were six words that changed my career: Marketing exists to make sales easier While this has clearly […]
10 Charts That Will Change Your Perspective Of AI In Marketing
Top-performing companies are more than twice as likely to be using AI for marketing (28% vs. 12%) according to Adobe’s latest Digital Intelligence Briefing. Retailers are investing $5.9B this year in AI-based marketing and customer service solutions to improve shoppers’ buying experiences according to IDC. Financial Services marketers lead all other industries in AI application adoption, with 37% […]
