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

• Start with this SaaS marketing org chart • Understanding and organizing all 20+ marketing roles • Hire pi-shaped marketers first

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. 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.

Gibson Biddle, Chief Product Officer, Chegg

Gib discusses the importance of branding for builders, and how Netflix has used it to build an effective product and brand. He defines a brand as the story that builds a relationship between a customer and a product, including positioning, customer benefit, personality, aspiration, and emotion. He outlines two models that can be used to define a brand: 1. The positioning model which includes positioning, customer benefit and personality 2. The brand pyramid which adds aspiration and emotion. He then gives examples of how to use these models, and how Netflix has used them to build their brand. Finally, it gives tips on how to test and measure the efficacy of the branding.