Here's my best-performing post in March:
"So a VC brings me in to audit this scale-up’s marketing engine."
I came across a high-value post this month from Kieran Flanagan. The new rules of marketing.
Here's my thoughts on his post:
- Is distribution everything? Yes, once you've nailed solving a meaningful problem in a way people are willing to pay for.
- Channels will never bend to fit with products. Spot on.
- Marketing Ops to AI Ops. Not quite there yet but it's moving in the right direction.
- The freemium apps opportunity is HUGE.
- B2B creators is still niche, but growing.
- M&A only for product or sales isn't quite right. Deals vary for different reasons but some include: acqui-hiring (getting the team), competitive moat, quickly enter a new market or geography, strategic diversification, advantages to economies of scale or regulatory reasons. Typically reasons for M&A exceeds merely distribution as it's a complex and expensive process with a high failure rate.
- "Marketing takes over more of the customer journey" - coming soon but not quite there yet.
- "Fall in love with the craft "- I reckon the best marketers were always doing both data & brand building.
- Centralise domain expertise and decentralize regional knowledge. I've seen this in multiple companies; this isn't new. I'm also not a fan - I reckon pods with dedicated focuses outperform horizontal structures.
- "Marketing is so much fun right now" It's always been fun.
That's it, short & sweet.
Marketer & amateur barista
7 个月I’m curious what you use as your metric(s) for best? And also, can you give an example of fremium apps in AI? But sure I have a clue what that’s talking about.
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7 个月Oren Greenberg Thanks for the insights. For Kieran Flanagan's 2nd new rule of marketing, is this why we are seeing the growth in retail media/retail media networks to address this particular challenge for brand owners?