Passionfruit Pulse by Mischa

Hey passionate people and welcome newbies,

?To make sure the Passionfruit Pulse continues to be your?favourite?newsletter and is always helpful...I am opening the floor for the Marketing Breakdown.

?What would you like to see broken down?

???Hit reply, share a topic and I'll try to tackle it for you.?

?If there is anything else you want to see more or less of - let me know. Don't beat around the bush. I have thick skin. Promise.?

?Enough about my skin.?It's?Passionfruit?Pulse time?→?Killer?articles,?a?marketing breakdown?and?campaigns?that got our?pulses going.?There is an?overwhelming?amount of content out there. So, I make it easy for you every week by sharing a selection of super valuable marketing content.

*Not for skim-reading.*?

What's raising our pulse...

The world of work

• Ad-Tech jobs?are?down by 50%?from last year.?
• Bolt hires ex-Revolut CFO?as their new?chief of finance.
• UK government?plans to move?￡75bn?from?pension funds to startups.
• To be a?top sales rep, see yourself as a?high-end service, not a seller.?

Marketing

• Three tips?to level up your?case studies.
• Why brands?should stay off?Threads...for now.?
• When it comes to?social media, you need a?comment strategy.?
• Spend?60%?of your?marketing budget?on?brand?and?40% on demand.

The marketing breakdown...

The most common problem start-ups face when building a marketing strategy.

A few weeks ago I was lucky enough to chat with one of my favourite marketers during a Passionfruit webinar -?David Fallarme. David is currently VP of Marketing at SpotDraft and before that, he was Head of Marketing (Asia) for HubSpot. Yes,?the?HubSpot.

In addition to having some serious job titles behind him, David also works with founders and startups to help them figure out what their marketing strategies should look like.?

And, the most common problem when building a marketing strategy is...?

Randomitus?*Please note this is not a real word.?

Erm, what is randomitus →?

Randomitus?(still not a real word)?is when a founder or marketing leader at a startup doesn't know what to do when building a marketing strategy. So, they?throw money, time and resources at?random?marketing efforts. They?might start a podcast or a blog, but with no real reason?why.??

This happens because the person in charge?doesn't understand what the company's primary growth leader is. They don't understand what is actually?driving revenue. So, their marketing strategy is based on a gut feeling or on something they've seen another company do successfully. But more often than not, this doesn't work.?

?

Eeek, how do I avoid randomitus →

You need to have a clear marketing strategy in place with?restrictions?based on?how your business earns money. This will stop you from trying to be everywhere, anywhere, all at once because your strategy will be?limited?to specific channels and tactics.?

?

The most common (but not all) growth levers are...

?? Sales-led

?? Marketing-led

?? Product-led

TL:DR on eluding randomitus →

???Learn what is driving growth, it could be one of the above or something else.?

???Don't just copy other businesses because it seems like a good idea

???Build your marketing strategy around the growth levers identified

Want the breakdown of each growth lever? 
Subscribe to the full Passionfruit Pulse treatment below!        

Marketing campaigns we love...

To promote Wes Anderson's new film,?Asteroid City -?180 transports you there in its?immersive exhibition.?

Barbie won't stop. And we don't want them to.

Surreal strikes again with another fake billboard. This time they let AI do the hard work.?

That's all you're getting. To see more marketing campaigns, subscribe?here???????