Tag: email marketing

Human matter

FabrizioLeave a comment

We have made marketing a commodity. We have made it about scale, repetition, numbers, algorithms. We have made it a matter of point-to-point measurement and one-way funnel.

And now we worry that a machine can take our job?

AI will replace you if you think that marketing is a “if this then that” statement, if you look at a blog post only in terms of keyword density, if you consider an ICP something to bend at your own need.

For all the others, we still very much need you.

It’s not the rise of the robots that frightens me.

It’s the rise of all those corporatists who have forgotten that humans matter.

George Tannenbaum, Rising. Falling. Choosing.

Enough data

FabrizioLeave a comment

A little data is always better than no data. Because no data is the realm of opinions, hearsay, gossips, and past experiences.

A lot of data is sometimes better than a little data. Because a lot of data can be confusing, irrelevant, misleading.

A good amount of data is difficult to strike. Because when you start getting data, you want more, and that’s when you end up with a lot of data and the problems from the paragraph above.

The point is that data is useful and should be used, as long as, at some point, you can say “enough!”.

What does that mean

FabrizioLeave a comment

If you are looking for a way to align across teams, start with definitions. Particularly, definition of metrics and KPIs.

A meeting is a meeting, right? Think again.

A signup is a signup, right? Think again.

A sequence enrolment is a sequence enrolment, right? Think again.

Going through what things mean, exactly, can be a painful, unnerving, boring process. And nobody ever wants to actually ask the question.

But when it’s done and documented, there’s immediate alignment and clarity.

Choose carefully

FabrizioLeave a comment

Hubspot and Intercom are very successful companies. And on the exact same type of communication to their customer, they choose two completely different approaches.

One is before, the other is after.

One raises awareness, the other raises alarm.

One gives you agency, the other takes it away.

One is about hope (“Your contacts database is growing”), the other is about failure (“You’ve exceeded the usage”).

Also (you can’t say that from the message alone, but I’ll ask you to trust me), one is true, the other is not.

There is no right or wrong way to do stuff.

But the choices you make say a lot about who you are and what you stand for.

Good and bad start

FabrizioLeave a comment

Start the day with something that motivates you, something you can be proud of, something that is valuable.

A bad way to start the day is by checking emails and instant messages, and getting caught in answering each one of them (as well as the new ones as they come in).

A good way to start the day is by shutting down email and instant messages app, and writing that blog post that’s been on your backlog for weeks.

A bad way to start the day is with a meeting.

A good way to start the day is by dedicating your full attention to that deliverable that is waiting for your feedback.

A bad way to start the day is by checking social media accounts and a few potentially interesting websites.

A good way to start the day is by going offline and drafting the full content calendar for next quarter.