Marketing

Nick Costelloe, Head of Content, Demand Curve

Nick worked with 2 co-writers and 10 editors to provide this long, in-depth playbook on influencer marketing, which covers: • Context on influencer marketing • How to 80/20: Starting with influencer marketing • YouTube and TikTok • Other ways to incentivize influencers • Tracking results • What a job well done looks like • Cheat sheet

Annie Steele, Head of Research, Stripe

In Stripe's comprehensive guide to survey design, Annie covers: • What makes a survey great • Key principles behind great surveys • Principle 1: People aren’t here for surveys. • Principle 2: Surveys are branded content. • Principle 3: Always define and decouple concepts in survey questions. • Principle 4: Undercut agreeability. • The understated role of online surveys

David Cancel, CEO, Drift

David covers: • Adapt your story to (asynchronous) film and focus on internal training • Great storytelling requires painful pruning and the sharp sting of an editor's pen • Lean on inversion and spotlight the hero's journey to create compelling stories • Brush up on your storytelling skills by looking for outside inspiration • Cultivate rituals that reinforce the story

Emily Kramer, VP, Head of Marketing, Carta

Emily provides guidance on organizing an early-stage SaaS marketing organization. She recommends starting with growth marketing, product marketing, and content marketing, and defines each role along with their responsibilities. As the team grows, these roles will split into more specialized positions. She provides an organizational chart with flexibility, as some roles like social media can fall under different departments. She emphasizes hiring "pi-shaped" marketers with expertise in two areas initially, like product marketing and growth marketing. Finding candidates with experience in all three core roles is very rare for early-stage companies.

Ronica Roth, Co-Founder and Principal, Elevate To

Ronica outlines how focusing on storytelling can help to communicate critical internal information like company values. She gives practical advice on how to do this in your organization.

Christina Brinkman, Senior Marketing Analyst, Uncommon Goods

Last holiday season Uncommon Goods devoted twice as much ad money to podcasts as it did to TV. The company spends about 10 times more on podcast ads during the holiday season compared to other times of the year. The company has been experimenting with various measurement and targeting strategies to ensure that its "flood" of holiday podcast ads are effective. From August 2021 to November 2022, the company is estimated to have spent $2.8 million on podcast ads across 130 shows.

Julian Shapiro, Founder, Demand Curve

Julian's playbook covers: 1. Contribute meaningfully to LinkedIn's content pool. 2. Acquire LinkedIn followers from posting that good content. 3. Build trust with those followers. 4. Get their email addresses. 5. Email them to get off-platform conversion.

Susan Su, Head of Portfolio & Growth/Marketing in Residence, Sound Ventures

Samantha Leal, Director of Marketing, Synthesis

Samantha covers these tips for designing and writing landing pages: 1. Don’t create a one-size fits all experience - stop having only one landing page. 2. Match the temperature of your messaging to the temperature of your traffic - the visitor's stage of awareness and need. 3. Craft a compelling headline. 4. Make it scroll-stopping with attention-grabbing hooks. 5. Make them believe it, with reviews, star ratings, testimonials, and case studies.

Emily Kramer, VP, Head of Marketing, Carta

Emily provides a number of actionable strategies and tactics, including: • Having a content roadmap is crucial for prioritizing the right content that will drive results. • A content list is insufficient and lacks important details such as target audience, goals, potential impact, and required effort. • Pre-work is necessary before creating a content roadmap, including audience analysis, understanding perceptions, defining a focus keyword list for SEO, and mapping content to funnel stages. • Existing content should be considered for updates, expansions, and repurposing. • Content ideas should be added to the roadmap with relevant details, and quarterly prioritization should be done based on impact, effort, and marketing strategy coverage. • Big bets or potential blockbusters should be identified and prioritized. • Content should be prioritized based on impact and effort, considering both high potential impact and low time required as well as high impact and high effort for potential blockbusters. • Coverage across different parts of the marketing strategy, including audience segments, content types, and funnel stages, should be ensured. • Resources and capacity should be reviewed to avoid overload. • Asana is recommended for managing the content roadmap, list, and creation process. • After creating the roadmap, a GACC brief (goals, audience, channels, creative) can be developed to facilitate the content creation process.