/ Recent content on EB. Sun, 08 Dec 2024 00:00:00 +0000 /posts/ /posts/ Sun, 08 Dec 2024 00:00:00 +0000 what’s happening here /ai-dad-hacks-or-how-i-learned-to-stop-worrying-and-love-the-bot/ /ai-dad-hacks-or-how-i-learned-to-stop-worrying-and-love-the-bot/ Sun, 08 Dec 2024 00:00:00 +0000 As someone who spends their days geeking out about automation, discovering how AI can level up my parenting game has been like finding out your favorite superhero also makes amazing chocolate chip blondies (it’s a bird, it’s a plane, it’s a freezer of dough that rises better). So I did what any self-respecting marketing nerd would do - I started experimenting. And then, because apparently I can’t help myself when it comes to sharing AI hacks, I created a video series about it on LinkedIn. Eytan /ai-content-creation-process/ /ai-content-creation-process/ Wed, 06 Nov 2024 03:00:00 +0000 AI content doesn't need to be awful. Here's a framework I've evolved that turns ChatGPT from a mindless writing machine into a content scaffold. This post includes the steps, the prompts, and tips for making it work well. One underlying theme is that the way forward requires combining AI with actual human insights. Eytan /capturing-your-own-brilliance-with-ai/ /capturing-your-own-brilliance-with-ai/ Tue, 08 Oct 2024 03:00:00 +0000 This quick walkthrough will help you get your ideas out of your brain and onto paper (or screen) using AI. A video version of this is available on my LinkedIn channel [here](https://www.linkedin.com/posts/buchman_artificialintelligence-whyamitalkingtomyphone-activity-7249320120550903808-WygM?utm_source=share&utm_medium=member_desktop) Eytan /making-an-ai-assistant-with-always-updated-data/ /making-an-ai-assistant-with-always-updated-data/ Sun, 29 Sep 2024 03:00:00 +0000 Marketers keep stuff in Google Sheets. Leads, product data, whatever. In this article, I'll show you how to create an OpenAI API that has its context knowledge updated daily based on what's in Google Sheets. It might sound complicated, but this opens up amazing possibilities when paired with tools like Zapier. It’s geeky, but it works—automating the kind of stuff that drains time. Eytan /screw-start-with-why-the-problem-with-internet-advice/ /screw-start-with-why-the-problem-with-internet-advice/ Wed, 28 Aug 2024 00:00:00 +0000 The culture of internet growth is built on a premise that we can learn from the internet's infinite wisdom, implement those lessons, and improve. But the pithier the advice, the more likely it is to lack context. In other words, in a world of Infinite Content, the real challenge isn't finding advice - it's finding the right advice for a specific context. And there are no shortcuts there. Eytan /validating-marketing-channels-when-you-know-you-know/ /validating-marketing-channels-when-you-know-you-know/ Tue, 20 Aug 2024 00:00:00 +0000 You want that referral program or ad campaign to work so badly that you start seeing signs where there aren’t any, like getting excited over BS clicks that never convert. But when it comes to validating marketing channels, when you know, you know. Test smart, be honest, and don’t waste your energy chasing unicorns - here's some things to bear in mind when validating. Eytan Buchman /creating-standout-content-how-to-push-back-on-an-increasingly-junky-internet/ /creating-standout-content-how-to-push-back-on-an-increasingly-junky-internet/ Sun, 04 Aug 2024 03:00:00 +0000 This article was based on a [LinkedIn post](https://www.linkedin.com/posts/buchman_a-guide-for-creating-standout-content-activity-7224034528019808256-NjuQ?utm_source=share&utm_medium=member_desktop) that I published, focusing on the importance of creating 100x content - information that really drives pedal-to-the-metal value and how it's even more important in a world increasingly full of junk. The post is its glory has a fancy carousel but some of the graphics are included below too. Repurposing FTW. Here goes. Eytan /get-chatgpt-in-google-sheets-for-practically-free/ /get-chatgpt-in-google-sheets-for-practically-free/ Mon, 01 Jul 2024 03:00:00 +0000 I geeked out and integrated ChatGPT with Google Sheets using a simple Google Apps Script to call the OpenAI API. Now, I can analyze data, categorize at scale, and generate content ideas directly in Sheets with a quick =GPT(INPUT, PROMPT) formula. It’s a game-changer for anyone who lives in spreadsheets and wants to harness AI power without breaking the bank. Setup takes just five minutes. Here’s how to get started. Eytan /seven-ways-people-know-that-you-are-writing-with-chatgpt/ /seven-ways-people-know-that-you-are-writing-with-chatgpt/ Tue, 18 Jun 2024 00:00:00 +0000 We know you wrote that post with ChatGPT. Dear friend. I regret to inform you that you are being shared this link because you have a problem. You use ChatGPT for your LinkedIn posts. Or your blogs And we can tell. First of all, it’s cool. We do too. But we KNOW you do. How? Because you’re leaving these tells in your LinkedIn posts, Slack messages, marriage proposals, and notes to teachers explaining that your homework ate your dog. Eytan /the-illusion-of-trust-the-declining-credibility-of...everything/ /the-illusion-of-trust-the-declining-credibility-of...everything/ Sat, 15 Jun 2024 00:00:00 +0000 In the digital age, data and content have not necessarily made us smarter. Despite democratized information produced at a breathtaking pace, the reality is far that the channels we depend on - Google, thought leaders, the media, and social media - are surprisingly untrustworthy. And yes, parts of the article are probably wrong since they were based on the same sources. Beyond the terrifying fact that fact credibility is in short supply and that sucks, this also has real ramifications for readers, creators and marketers. But first, let's take a step back. Eytan /building-your-personal-gpt/ /building-your-personal-gpt/ Mon, 27 May 2024 00:00:00 +0000 Building a GPT to nail a brand voice isn't about ditching the writer – it's about crafting a sidekick for content creation. The journey involved teaching the GPT how to chat right, capture the brand's essence, and stick to some key guidelines. Our brand vibe? Think conversational, humorous, and super relatable. We kicked off by creating core instructions, uploading a bunch of knowledge files, and setting up a specific flow for interactions. I hit a few bumps getting the GPT to play nice but the end result was a handy tool for whipping up first drafts of LinkedIn posts and blog content. Eytan /my-formula-for-b2b-webinars-that-dont-suck/ /my-formula-for-b2b-webinars-that-dont-suck/ Thu, 04 Apr 2024 00:00:00 +0000 Webinars can be the most mind-numbing, drivel-inducing waste of time, making you want to throw your computer screen into the Hudson River while screaming “They’re all corporate shills!” at the top of your lungs. Sometimes they’re okay though. So after hosting 100+ webinars, some with over a thousand participants, I figured I’d share my favorite formula for a killer webinar . When done right, these webinars pull in B2B PR coverage, get you stopped at webinars for autographs (okay, honestly, just to say hi), and actually feeds pipelines with buyers. Eytan /the-indispensable-productivity-and-media-mac-apps-im-using-in-2024/ /the-indispensable-productivity-and-media-mac-apps-im-using-in-2024/ Sat, 24 Feb 2024 00:00:00 +0000 We spend hours in front of our computer...but barely spend time learning how to use them well. Here's what I rely on to work really, really efficiently. Eytan /niche-owned-and-package-agnostic-three-rules-for-modern-content-marketing/ /niche-owned-and-package-agnostic-three-rules-for-modern-content-marketing/ Sun, 11 Feb 2024 11:14:51 +0200 Your favorite tv show exactly when you want to watch it is going to beat out Avatar any time. The success of basic newsletters are living proof that we care far more about content than packaging. Here's three ramifications for marketers thinking about where they take their content over the next few years. Eytan /three-rules-for-creating-better-b2b-marketing-content/ /three-rules-for-creating-better-b2b-marketing-content/ Thu, 25 Jan 2024 00:00:00 +0000 There’s no such thing as objectively good content. But here are three rules that help me decide what is good - making your content CEO-Forward worthy, writing for a dinner party of experts, and having SOMETHING Ungoogleable in it. Eytan /a-guide-to-recording-authentic-ish-video-walkthroughs/ /a-guide-to-recording-authentic-ish-video-walkthroughs/ Tue, 16 Jan 2024 00:00:00 +0000 Authentic videos with a genuine and human approach just work better. This holds true for startup product demo videos. In this article, I share my process for creating authentic but still somewhat polished tutorial videos, using an adlibbed script as a basis. I share the tools, process and the drawbacks (there are some) below. Eytan /expertise-amplification-perfecting-b2b-content-for-prospects-who-out-expert-you/ /expertise-amplification-perfecting-b2b-content-for-prospects-who-out-expert-you/ Tue, 09 Jan 2024 00:00:00 +0000 In B2B marketing, when prospects know more than you, the Expertise Amplification Method (EAM) helps create content that resonates without needing to out-expert the experts. The basic flow is to identify a topic, survey pros, craft great content, use it as a lead magnet to get emails and then rinse and repeat. Now, who's up for a quick survey? Eytan /5-pr-marketing-truths-that-will-supercharge-your-b2b-media-game/ /5-pr-marketing-truths-that-will-supercharge-your-b2b-media-game/ Tue, 02 Jan 2024 00:00:00 +0000 This post explores five media marketing guidelines that have helped me and my team get a ton of media placement that actually move the needle. How? By focusing on driving value for reporters and their readers, by using data, and by building content in the niches that your audience live in. Eytan /creating-content-in-an-ai-content-world/ /creating-content-in-an-ai-content-world/ Fri, 30 Jun 2023 00:00:00 +0000 This post explores how content marketers can still attract meaningful attention despite the rise in AI content. It focuses on consuming information with intent, investing in relationships, building a personality and overindexing on the value of providing value. Eytan /finding-your-ai-brand-voice/ /finding-your-ai-brand-voice/ Thu, 15 Jun 2023 00:00:00 +0000 I ❤️ AI for scaffolding structure, support, and copyediting. It doesn’t mean you’re weak. It’s aim assist in Call of Duty. Turn it off and you’ll find yourself curled up in a corner with Mountain Dew on your Freightos t-shirt, crying that some 12-year-old around the world takes you out in four seconds flat every time you start moving. So here’s the five step process for how I generated the perfect content prompt in ten minutes and training your way to a perfect prompt. Eytan /eytans-magical-unicorn-blinding-superness-blondie/ /eytans-magical-unicorn-blinding-superness-blondie/ Fri, 02 Sep 2022 00:00:00 +0000 Here’s where I should be adding in a long rant about making blondies on a winter night and my imaginary dog named Albert. But I won’t because screw the Global Recipe Convention, amiright? Just trust me that for the effort these take, they are the best damn blondie recipe out there . Makes one pan. The batter is better to eat (but not healthy). This is also a speed demon recipe - it takes like three minutes to whip up, even if you’re baking while on an important Zoom call Not that I’d ever do that, obviously. Eytan /lessons-in-launching-a-global-marketing-podcast/ /lessons-in-launching-a-global-marketing-podcast/ Tue, 02 Jun 2020 00:00:00 +0000 In this post, I take a look at what I wish I knew when starting a podcast, the technical process, some hard-learned tips around the content and format, and some important takeaways going forward. Hope this helps you get your podcast off the ground! This article also [appears on the Aleph.vc blog](https://aleph.vc/lessons-in-launching-a-global-marketing-podcast-de76f92862d0)._ Eytan /childrens-books.remade-for-corona/ /childrens-books.remade-for-corona/ Wed, 22 Apr 2020 00:00:00 +0000 COVID19 has been hard, especially while balancing work, a marketing podcast, and two (beautiful, adorable and) very, very cooped up toddlers. So after my mother forwarded me an amazing Alexander and the Day That Blended Into Every Other Day Like Some Kafkaesque Nightmare with No Merciful End in Sight (see below – not mine and I can’t find where it originated from)…I couldn’t stop. The following is the result of a far more productive than usual distraction during a work meeting. Eytan /2019-next-case-presentation/ /2019-next-case-presentation/ Thu, 05 Dec 2019 00:00:00 +0000 Marketing conferences are fluff. Or usually are. Which is why I appreciate NextCase’s approach – a series of twenty minute case studies, focusing on things that actually worked. The following is the deck I presented at the NextCase 2019 event,focusing on account-based content distribution and a methodology for low-cost leads at scale from pre-defined target audiences. Oh, the title? How one report drove engagement from 50% of our total addressable market​. Eytan /seven-startup-branding-lessons-learned-the-very-hard-way/ /seven-startup-branding-lessons-learned-the-very-hard-way/ Tue, 19 Nov 2019 00:00:00 +0000 (This article originally appeared on Aleph.vc’s Medium blogroll here.) Six and a half years ago, I got called out on my branding ignorance. I deserved it. I was interviewing for the first marketing role at Freightos, sitting on Zvi Schreiber’s back porch, when he looked up from my resume and asked: “What kind of branding experience have you actually had?” He was right to ask. My “branding” experience at that point had been a few talking points as a spokesperson and choosing some color palettes for a friend’s website. Eytan /planning-for-busy-season-marketing-cadences/ /planning-for-busy-season-marketing-cadences/ Tue, 30 Jul 2019 00:00:00 +0000 I’m a big believer in just shipping. Not necessarily freight (although I do like that too). Nearly all of the projects I’ve worked on that didn’t work had an element of over-production or effort that could have been avoided if I had compromised (a bit) on quality and then iterated. In other words, if you’re working on a new marketing project, the best time to launch is usually now. But as you evolve any given concept, timing starts to play more important role. Eytan /weapons-of-trust-how-the-new-york-times-turned-brand-trust-into-profit/ /weapons-of-trust-how-the-new-york-times-turned-brand-trust-into-profit/ Sun, 10 Mar 2019 00:00:00 +0000 Three Lessons From Successful Brands Today While Buzzfeed created listacles of employees to lay off,the New York Times saw $700 million in revenue, hitting its largest headcount ever. This was somewhat surprising for a media format that was supposed to be dead. From a marketer’s perspective, I see the New York Times’ runaway success as a tribute to to brand trust and the way it’s wielded , with some surprising similarities to trust weapons leveled by the new wave of Direct-to-Consumer (D2C) companies, like Allbirds, Casper, Warby Parker, and Quip. Eytan /the-mac-productivity-toolkit-20-mac-apps-that-will-change-your-life/ /the-mac-productivity-toolkit-20-mac-apps-that-will-change-your-life/ Mon, 07 Jan 2019 00:00:00 +0000 Note that this was written in 2019; I’ve made some changes since. More soon. I still remember the aha moment when I learned that F4 toggles between anchoring rows and columns in Excel formulas. And despite I the world’s worst memory, I seem to remember keyboard shortcuts, mostly because of the carrot that they they help recover hours of my week. So after fielding a couple of questions, here are the twenty Mac productivity apps that I can’t live without. Eytan /account-based-content-marketing-three-case-studies/ /account-based-content-marketing-three-case-studies/ Wed, 21 Nov 2018 00:00:00 +0000 B2B is hard. Getting attention, especially from senior decision makers, is down-right impossible. And outbound sales just isn’t the way to go. So while buyers are building up castle walls to push back against the attention-grabbers, most marketers are responding with brute force, trying to knock down the walls. What if you could get someone to open up the gates instead? Account-based marketing is the art (yes, art) of doubling-down on key prospects and companies, creating an incredibly compelling customer journey so they practically slide down a WD40’d Slip-n-Slide into your product. Eytan /bulk-extract-logos-from-emails-hack-of-the-day/ /bulk-extract-logos-from-emails-hack-of-the-day/ Mon, 12 Nov 2018 00:00:00 +0000 This one is going to be short but sweet. I constantly find myself needing to aggregate dozens of logos from email address domains (customers, event attendees, whatever). I have a great Keyboard Maestro macro for grabbing Google Image results for transparent logos but that still requires doing one at a time. Until today. I’m going to walk you through a two minute process to grab any number of logos and either export as one large image or save each individual logo, all from a list of emails. Eytan /three-lessons-from-mixpanels-amazing-homepage/ /three-lessons-from-mixpanels-amazing-homepage/ Thu, 07 Jun 2018 00:00:00 +0000 I came across Mixpanel’s website and was really impressed by how tight their copy is. Seriously, check this out: How tight is this? I notice a couple of things here. They’re really sure what their core value is. It’s right there, in huge letters. It may be specific enough to alienate some people, but it speaks to their base. Their subheader, typically a “throw in the features” area, presents the features in a way that only highlights the actual value. Eytan /scaling-a-10k-reader-b2b-newsletter-in-2-hours-a-month/ /scaling-a-10k-reader-b2b-newsletter-in-2-hours-a-month/ Thu, 08 Feb 2018 00:00:00 +0000 *Newsletters that provide value are damn helpful * You can automatically curate them by combining Twitter lists, internal Slack channels, and some clever Zapier kung-fu (I walk though this process below) * My personal favorite newsletter metrics to track are user interactions for prospect segmentation and opens/sends Eytan /zapiers-3-steps-to-build-a-die-hard-user-base/ /zapiers-3-steps-to-build-a-die-hard-user-base/ Mon, 08 Jan 2018 00:00:00 +0000 * Get to know your high-expectation user who can recognize maximum product benefit. * A brand that speaks your users’ language is a force multiplier. * Experiencing user pain first-hand is a must to nail product messaging. * Find the forums where your users spend time. Spend all day there. * Run every copy, visual, and email past the “if I said this to their face, would I need to slap myself” test. * Use Zapier. It’s awesome. Eytan /19-timeless-reads-that-will-make-you-a-better-digital-marketer/ /19-timeless-reads-that-will-make-you-a-better-digital-marketer/ Wed, 02 Aug 2017 00:00:00 +0000 *This post was later updated to 19. Sue me. The internet is packed with hordes of marketers marketing to marketers about marketing. Which sucks when you’re trying to up your game. But every once in a while, I come across an article, book, or slide deck that actually educates, with crystal-clear pragmatic takeaways. And I love them. So when I made the reading list for a recent content marketing course I taught, I filtered out the fluff and stuck with the gold. Eytan /6-content-marketing-lessons-from-fake-news/ /6-content-marketing-lessons-from-fake-news/ Wed, 05 Apr 2017 00:00:00 +0000 84% of Americans think they know the difference between fake news and real news. They’re wrong. A Buzzfeed survey found that 75% of Americans have been fooled. We may be on the lookout but fake news still penetrates our hardened Internet attention defenses. This is an unmitigated disaster for media producers and consumers, but a gold mine for marketers, especially those who hold content near and dear. Fake News’s impact is proof that in an oversaturated world, creators with even low-quality content can get their message into the New York Times…or convince the free world’s mediathat WhatsApp has been hacked. Eytan /life-for-marketers-is-about-to-get-harder.-heres-why./ /life-for-marketers-is-about-to-get-harder.-heres-why./ Mon, 23 Jan 2017 00:00:00 +0000 It's harder to earn attention today. That's getting hard with platforms guarding their audiences, less physical screen space, and the switch to voice/AR. Like always, it's more important than ever to drive value with content to stick out. Eytan /playbooking-creativity-6-recipes-from-real-creators/ /playbooking-creativity-6-recipes-from-real-creators/ Wed, 14 Dec 2016 00:00:00 +0000 In this article, I share learnings from Pixar's cofounder on creativity, together with some thoughts oshared by heroes near and full, including the founder of Product Hunt and Joanne Weibe of CopyHacker's fame. Eytan /a-call-for-imaginary-marketing-conversations/ /a-call-for-imaginary-marketing-conversations/ Mon, 07 Nov 2016 00:00:00 +0000 Think of a catchy song. Now grab a friend, sit them down and tap the song’s rhythm on the table. Think they can tell you’re tapping Pharrel’s Happy? They can’t. In Elizabeth Newton’s PhD dissertation, groups were split into pairs of Tappers and Listeners. Before tapping the song, Tappers guessed whether their Listener would manage to guess the song they were tapping. 50% guessed they would. Only 2.5% did. Because successful communication is complicated. Eytan /questions-not-answers-keeping-marketing-on-track/ /questions-not-answers-keeping-marketing-on-track/ Thu, 20 Oct 2016 00:00:00 +0000 Real progress comes from clearly defined obstacles or problems. Challenging working assumptions with fundamental questions on a regular basis is an incredible way to stay focused._ Eytan /20-drivers-of-the-best-startup-referral-plans/ /20-drivers-of-the-best-startup-referral-plans/ Fri, 07 Oct 2016 00:00:00 +0000 Referral Programs and Viral User Growth When it comes to scaling up and acquiring customers, letting your customers do it for you is by far the most popular way to do it. Josh Elman, a Greylock Ventures partner with real scaling experience (Twitter, LinkedIn, Facebook Connect) breaks down five types of viral growth: Word of Mouth: Friends tell friends. Think friends recommending Google. Incentivized Word of Mouth: Friends tell friends because one (or both) of the friends gets something out of it. Eytan /uber-air-bnb-and-moneyball-the-truth-about-disruption/ /uber-air-bnb-and-moneyball-the-truth-about-disruption/ Thu, 03 Jul 2014 00:00:00 +0000 I came across this scene in Moneyball (great movie, you should watch it) and immediately knew he was describing the fight that Uber, AirBnB and every other really innovative startup is fighting. Check it out: My attempted transcription: I know you’ve taken it in the teeth out there, but the first guy through the wall, he always gets bloody, always. This is threatening not just the way of doing business, but in their minds it’s threatening the game. Eytan /what-would-you-doif-you-saw-an-awesome-ad-campaign/ /what-would-you-doif-you-saw-an-awesome-ad-campaign/ Fri, 27 Jun 2014 00:00:00 +0000 Just came across this gem of an ad campaign for the NY Lottery. Fantastic visual style and incredible copy that has you thinking like you might like to think a billionaire thinks. I (think) I love it. Awesome NY Lottery Campaign. More of this series is available here. I’m glad I didn’t come across this when it came out, letting me discover it now. There is just something about the sparse visual horizon that draws you into the character’s psyche. Eytan /qotd-new-yorker-on-disruption/ /qotd-new-yorker-on-disruption/ Thu, 26 Jun 2014 00:00:00 +0000 Came across this quote in a fantastic piece by Jill Lepore in The New Yorker about the disruption industry. Startups are ruthless and leaderless and unrestrained, and they seem so tiny and powerless, until you realize, but only after it’s too late, that they’re devastatingly dangerous: Bang! Ka-boom! Think of it this way: the Times is a nation-state; BuzzFeed is stateless. Disruptive innovation is competitive strategy for an age seized by terror. Eytan /takeaways-from-amuta21c-panel/ /takeaways-from-amuta21c-panel/ Tue, 24 Jun 2014 00:00:00 +0000 These are my key takeaways from a a social media panel I participated in at Amuta21C. (Interested in hearing me talk? Head on over here. Devise a master plan Social media activity is part of a broader strategic communication plan.Using a broader plan, determine a goal-oriented, audience-specific social media plan. Quick steps to guide your social media planning: 1. Define organizational communication goals (Are you going for visibility, lead generation, customer support or something else? Eytan /podcasts/ /podcasts/ Sun, 12 Feb 2023 00:00:00 +0000 /dani-peterman-brand-marketing-lead/ /dani-peterman-brand-marketing-lead/ Sun, 12 Feb 2023 00:00:00 +0000 Social media. You either use it or you’re….probably not reading this. But just like eating pizza – sometimes many times a week – does not a pizza chef make, so too posting crappy posts once a week does not turn you into a social media guru. Especially not one like Dani Peterman. He’s had hand’s on experience crafting company brands on social media that seem like they have way, way more resources behind them than I’ve come to learn. /building-brands...in-the-trenches/ /building-brands...in-the-trenches/ Mon, 09 Jan 2023 00:00:00 +0000 Death comes for everyone. Empathy is there to help. And it’s touting a sack full of awards, including some from Apple and Google. But seriously, building a globally recognized brand around such a sensitive subject is no easy feat. So in this episode, we chat with Ya’ara Cohen about how she runs marketing at Empathy. We cover a lot in just 23 minutes but the key topics are: How nothing good comes without effort…and how that shaped Empathy’s upfront investment in brand A playbook for how off-the-beaten-track businesses can still get inspiration for marketing Lessons learned on partner marketing, especially with enterprise partners How Ya’ara hires Some freight references…cause why not? /asaph-schulman-cmo-firebolt/ /asaph-schulman-cmo-firebolt/ Sun, 18 Dec 2022 00:00:00 +0000 this is a summary of this podcast we TLDR Dani /the-all-powerful-b2b-survey-with-ramel-levin-global-surveyz/ /the-all-powerful-b2b-survey-with-ramel-levin-global-surveyz/ Thu, 11 Nov 2021 00:00:00 +0000 this is a summary of this podcast we TLDR Dani /the-100k-member-community-driven-brand-with-nadia-hitman-at-joytunes/ /the-100k-member-community-driven-brand-with-nadia-hitman-at-joytunes/ Mon, 13 Sep 2021 00:00:00 +0000 When a small startup is recognized at Facebook’s F8 for building a killer community, when mother’s share their five year old’s piano videos, and when a brand is so strong that it hits both Apple and Google’s app of the day, you know something is up. That something is Nadia Hitman, the VP of Brand Marketing at JoyTunes. And in this episode, she shares the journey to 10+ million downloads, the #1 spot in education in app stores, and $42 million in funding. /ingredients-for-a-perfect-explainer-video/ /ingredients-for-a-perfect-explainer-video/ Sat, 22 May 2021 00:00:00 +0000 In this episode, Adam Lisagor, the founder of Sandwich, shares how he stumbled into starting a video agency that now creates videos for some of the world’s largest brands, from Slack, Starbucks, Instacart and Uber to Lyft, Facebook, Salesforce, and Warby Parker. We explore some of the most important recurring themes in their work (letting the users in on the joke, creating a journey of revelation, and ensuring that users identify with the main character), how authenticity is possible under the bright lights, tips for better collaboration with agencies, and more. /channels-marketing-and-where-tacos-fit-in/ /channels-marketing-and-where-tacos-fit-in/ Tue, 11 May 2021 00:00:00 +0000 Noah Kagan was an early marketer at Facebook and Mint before he set out to became a creator extraordinaire. I first found his blog when reading the framework he used for building out a marketing plan for Mint (and later ripped it off shamelessly) – the post also made it into a post of mine on timeless marketing reads. In this episode, we talked about frameworks…but really just as an excuse for the right way to find marketing channels and mediums. /beating-the-tech-marketing-hiring-crunch/ /beating-the-tech-marketing-hiring-crunch/ Tue, 16 Mar 2021 00:00:00 +0000 this is a summary of this podcast we TLDR Dani /hamburgers-vests-and-account-based-marketing/ /hamburgers-vests-and-account-based-marketing/ Mon, 15 Feb 2021 00:00:00 +0000 Hamburgers, Vests, and Account Based Marketing / Amit Bivas, Optimove You know the way you tell the dentist you floss every day…but the dentist knows that on a good week, you floss it once or twice? So yea, that…but account-based marketing. There are so many marketers who embrace ABM but don’t necessarily go all in. Heck, I’m one of them. In this podcast, we talk to Amit Bivas, the VP Marketing at Optimove, about what differentiates great segmentation from “eh” segmentation (this is literally what they do), their recipe for product-oriented ABM, the specific tools he uses (hint, you already use one of them), and more. /embracing-the-and-in-company-missions/ /embracing-the-and-in-company-missions/ Tue, 01 Dec 2020 00:00:00 +0000 Think you’re the only marketer struggling with multiple products and audiences? Juggling dozens of decks and hundreds of personas? You’re not alone. Lisa Bennett, Kaltura’s VP Marketing, is the glue that holds together an incredibly sprawling ecosystem of products, all unified around video solutions. In this episode, she walks through how they created – and validated – their corporate mission. But it a deck is created in a forest with no one using it, does it really matter? /turning-your-users-into-your-best-marketers-with-jonny-steel-payoneer/ /turning-your-users-into-your-best-marketers-with-jonny-steel-payoneer/ Thu, 29 Oct 2020 00:00:00 +0000 this is a summary of this podcast we TLDR Dani /marketing-reviewsand-marketing-with-reviews-with-yoav-aziz-vp-growth-yotpo/ /marketing-reviewsand-marketing-with-reviews-with-yoav-aziz-vp-growth-yotpo/ Mon, 14 Sep 2020 00:00:00 +0000 In this episode, Yoav Aziz, the VP Growth at Yotpo and former growth manager at Fiverr, lays down how reviews have evolved (hint, it’s really not about having a trabillion reviews on Yotpo). He also lays down how Yotpo, which is hot off the heels of raising $75 million dollars, structures growth, why making onboarding LONGER improved activation rates, and more. Show Bonuses: Yoav’s new favorite place to get marketing inspiration? /pr-marketing-lessons-and-webinars-done-right-ethan-chernofsky-from-placer.ai/ /pr-marketing-lessons-and-webinars-done-right-ethan-chernofsky-from-placer.ai/ Tue, 11 Aug 2020 00:00:00 +0000 In today’s saturated environment, landing a hallowed TechCrunch pickup may just be the best training ground for marketers. So in this episode, Ethan Chernofsky of Placer.ai talks about The war lessons that make for incredible B2B marketing A playbook he uses to snag 50-70 media pickups. Every. Single. Month. How those lessons set the stage for COVID-driven webinars that land 500+ registrations ROI on press (kinda like cockroaches, it’s weird) Why my fantasty football podcast will suck. /epic-b2b-category-and-content-creation-with-cato/ /epic-b2b-category-and-content-creation-with-cato/ Wed, 05 Aug 2020 00:00:00 +0000 The most exciting marketers are in the boring industries (or at least the ones that look boring from the outside). Massive B2B budgets are thrown around for network security, which makes for a marketing strategy that absolutely must rely heavily on educating, segmenting, and nurturing. Which is where Idan Hershkovich, the VP Growth and Marketing at CATO Networks, comes in. CATO Networks combines some incredible category creation (together with Gartner, no less – seriously, you can see it here), with a fascinating nurture funnel approach (scroll down for a cheat-sheet of theirs), and, coolest of all, a survey-driven content strategy that I heard about from Merav Keren at CATO a year ago (video here) and haven’t been able to shake. /scaling-with-accidental-exclusivity-gaurav-vohra-head-of-growth-at-superhuman/ /scaling-with-accidental-exclusivity-gaurav-vohra-head-of-growth-at-superhuman/ Mon, 30 Mar 2020 00:00:00 +0000 Superhuman has defined a new category of luxury SaaS; taking something we all use – email – and transforming it into an incredible experience. In this episode, I speak to Gaurav Vohra, the Head of Growth and a founding team member at Superhuman. We discuss: The role exclusivity played in their growth (275K people waitlisted and counting) How (and more importantly, why) it came about Why startups shouldn’t follow launch playbooks Why marketers of tomorrow will not be just looking at marketing. /building-a-zesty-retention-focused-movement/ /building-a-zesty-retention-focused-movement/ Tue, 03 Dec 2019 00:00:00 +0000 this is a summary of this podcast we TLDR Dani /pizza-product-rosetta-stones-and-freemium-conversions-with-josh-slone-from-gist/ /pizza-product-rosetta-stones-and-freemium-conversions-with-josh-slone-from-gist/ Mon, 18 Nov 2019 00:00:00 +0000 You know when a podcast host only talks about about Gilmore Girls and Pizza, while the guest sneaks in actual marketing tips? In this episode, Josh Slone, a content marketer-gone-product marketer at Gist, talks about how to bridge product development with what users actually want, user engagement (including how they got their freemium to trial rate up to 67% (yea, crazy), and an onboarding flow built on the one-two combo of segmentation and behavioral emails. /youre-probably-doing-video-marketing-wrong-with-sivan-felder/ /youre-probably-doing-video-marketing-wrong-with-sivan-felder/ Mon, 07 Oct 2019 00:00:00 +0000 This podcast episode started because I couldn’t stop watching a video I saw on Facebook. I hate social media videos, hate autoplay, hate wasting time on it, and followed through. Because Sivan Felder and her business partner (and brother!), Barak, have creating social videos down to a formula. So very much unlike my 8th grade math class self, I actually wanted to know what the formula was. In this episode, we dive into the fundamentals of how creating video for social is different, how (and why) social videos need to start different, the importance of the distribution strategy’s context, and more. /listen-twice-market-once/ /listen-twice-market-once/ Tue, 10 Sep 2019 00:00:00 +0000 Marketers are annoying. Our job is getting in people’s heads. So over time we we start to feel like we know everything (I do). But unless you’re Dr Doolittle or Mel Gibson in What Woman Want, you don’t. You really, really don’t. In episode 20 (woot!) of Marketers in Capes, I talk to Joel Gaudeul, the CMO of Mention, a SaaS powerhouse that has helped the better part of a million marketers monitor better. /how-to-win-email-friends-and-influence-inboxes/ /how-to-win-email-friends-and-influence-inboxes/ Mon, 12 Aug 2019 00:00:00 +0000 Email marketing. With zero research and likely-misplaced confidence, I’m comfortable calling it one of the oldest but most successful forms of digital marketing. Like a pterodactyl with lasers, it’s stayed on top by evolving. So in this episode of Marketers in Capes, we speak to Dave Charest, the Director of Content at ConstantContact, the marketing platform that’s been driving emailing marketing since back whenWindows 95 was the cutting edge. Good times. /cash-worthy-content-and-five-word-show-booths-with-udi-ledergor-from-gong.io/ /cash-worthy-content-and-five-word-show-booths-with-udi-ledergor-from-gong.io/ Tue, 04 Jun 2019 00:00:00 +0000 Between Q2 and Q3 of 2019, Gong.io grew their LinkedIn followers by 70%. And it’s hard to find any conversation across sales or marketing professionals on LinkedIn that doesn’t reference them. Because their content is that good. It scrolls though like an intense sales crash-course. I’m a marketer that cringes from the idea of getting on a sales call…but their videos still had me (briefly) reevaluate my career. And the amazing educational material is just one of the ways that Udi Ledergor, the VP of Marketing at Gong. /how-to-build-a-funny-brand-hint-carefully/ /how-to-build-a-funny-brand-hint-carefully/ Mon, 03 Jun 2019 00:00:00 +0000 You know what’s worse than a crappy brand that tries to be funny? Nothing. Nothing is worse. Which is why I was intrigued by Obedient, a branding agency that specializes in building funny brands. Humor can be one of the best ways to create an emotional connection with a customer (like this awesome Brooklinen ad) or an incredible way to fail. Hard. So how do you develop a funny brand right? /lessons-from-the-bbc-on-tech-storytelling/ /lessons-from-the-bbc-on-tech-storytelling/ Mon, 03 Jun 2019 00:00:00 +0000 Intercom, Slack, Hubspot, LinkedIn and other top tier B2B companies all have a new role they’ve hired for. And it has to do with story-telling. In this episode, we talk to Aleph VC’s new head of marketing and messaging, Erica Marom, a BBC journalist gone tech storyteller, about how great brands build even better storytellers. Check out the six minutes in their full glory to hear why video is made for storytelling, what journalists tap into to differentiate storytelling, and why some of the best tech inventors in the world fail to tell a goosebump-worthy story. /marketing-like-a-three-year-old/ /marketing-like-a-three-year-old/ Tue, 26 Feb 2019 00:00:00 +0000 Ran Avrahamy knows what’s up. And he knows how to measure it. He’s grown AppsFlyer’s marketing team from one – himself – to 70 strong. The analytics company has a multi-million dollar event budget and has squarely set its goal on complete brand ubiquity. Which is really, really hard. In this episode, which kicks off season 2 of Marketings in Capes, together with the G-CMO, we take a look at how they hit that brand presence, how personalized, bespoke events change the game, three tips for B2B marketers getting started, and how Ran’s three year old daughter inspires him to market better. /the-ad-your-ad-could-sound-like.-with-eric-kallman-creator-of-the-old-spice-ad./ /the-ad-your-ad-could-sound-like.-with-eric-kallman-creator-of-the-old-spice-ad./ Mon, 28 Jan 2019 00:00:00 +0000 Hello, Ladies. If you were alive and online in 2010, you know the Old Spice ad. I’m on a horse, right? I grew up with that ad and it was one of my key inspirations for getting into the marketing space. Which is why I was so pumped to host Eric Kallman, co-founder of Erich&Kallman and one of the main creative brains behind the entire ad campaign. In this episode, I speak to Eric: /one-million-readers.-website-not-required.-morning-brews-austin-ried/ /one-million-readers.-website-not-required.-morning-brews-austin-ried/ Tue, 22 Jan 2019 00:00:00 +0000 My guest this week is Austin Ried, the COO and Co-Founder of Morning Brew. Morning Brew is an incredible business email newsletter that packs great information with a very unique brand voice (that’s my favorite part). In this episode, Austin explains why Morning Brew’s go-to market strategy relied on email, how a friend attending a Facebook F8 conference gave them a huge first-to-market Instagram advantage, their internal guidance for staying on brand, and more. /what-wistias-111000-videos-mean-for-marketers-andrew-capland-wistia/ /what-wistias-111000-videos-mean-for-marketers-andrew-capland-wistia/ Tue, 22 Jan 2019 00:00:00 +0000 What if you could drop over $100,000 to see how much production value actually impacted ROI? In this episode, I talk to Wistia’s marketing director about growth funnels, the importance of a story, killer video ad distribution, and more. Wistia are heroes to businesses looking to host video, aspiring videographers looking for great budget video setups, sales teams looking to get all up and personal with 1:1 videos, and, in general, they’re amazing at video education. /content.-not-just-a-marketing-thing-with-steli-efti-close.io/ /content.-not-just-a-marketing-thing-with-steli-efti-close.io/ Thu, 10 Jan 2019 00:00:00 +0000 Content is typically the domain of radical marketers (like us, amiright?). But Steli Efti, the CEO of Close.io, is building a sales-driven CRM machine by leveraging content across the funnel. This guy gets it; he’s written a baker’s dozen of sales books and is scaling a Y-Combinator backed powerhouse. Plus, how often do you hear a sales guy say things like this: I’d rather have like an ideal customer share a blog post that we have with 30 other ideal customers that’s much more valuable to me than getting some celebrity to tweet about our content that gets us 100,000 uniques from an audience that could never purchase our product /how-soybeans-make-headlines-the-marinetraffic-newsjacking-case-study/ /how-soybeans-make-headlines-the-marinetraffic-newsjacking-case-study/ Tue, 18 Dec 2018 00:00:00 +0000 In July and August 2018, the internet – and every news site – exploded with news about Trump’s tariffs, all reflected through one tiny ship, the “Peak Pegasus”. For example, check out this QZ.com piece. It wasn’t a coincidence that all the reporters stumbled across this bulk ship loaded with soybeans. This episode tells the story of how MarineTraffic dominates the news cycle. Over the course of just five minutes, you’ll dive deep into how a combination of data, storytelling, and emotions can take even the most boring story – trade tariffs – and secure press mentions across Quartz, Reuters, and others, all based on real-world experience from the folks at MarineTraffic. /240-seconds-to-googles-page-1/ /240-seconds-to-googles-page-1/ Tue, 04 Dec 2018 00:00:00 +0000 this is a summary of this podcast we TLDR Dani /240-seconds-to-googles-page-1-jake-stainer-head-of-acquisition-typeform/ /240-seconds-to-googles-page-1-jake-stainer-head-of-acquisition-typeform/ Tue, 04 Dec 2018 00:00:00 +0000 this is a summary of this podcast we TLDR Dani /how-the-kings-of-seo-do-content/ /how-the-kings-of-seo-do-content/ Tue, 20 Nov 2018 00:00:00 +0000 Like Luke and Darth, blue dress or gold dress, SEO vs content is a debate that tends to polarize. But in this interview with Tim Soulo, the head of marketing at ahrefs.com, it turns out that it might not be so complicated. Tim shares the content strategy that ahrefs uses, why SEO is really the most customer-friendly acquisition channel, and four core tips for YouTube content success (that, yes, I had to summarize). /the-process-that-makes-cro-actually-work-talia-wolf-founder-of-getuplift/ /the-process-that-makes-cro-actually-work-talia-wolf-founder-of-getuplift/ Thu, 02 Aug 2018 00:00:00 +0000 Any monkey can change button colors. But for CRO (conversion rate optimization) to really work, it needs to be driven by a rigorous process. You know who gets it? Talia Wolf, the founder of GetUplift. Tune in to learn why you shouldn’t listen to your grandfather, what CRO best practices aren’t…and how low I’m willing to go for a pun. Talia’s Go-To CRO Tools HotJar for heatmaps and user behavior analysis (like site surveys, screen recordings, and polls) Typeform for creating customer surveys Invisionapp for communicating new UI variations Key Links GetUplift. /toilets-toothpaste-and-dont-open-this-email-matthew-smith-founder-of-really-good-emails/ /toilets-toothpaste-and-dont-open-this-email-matthew-smith-founder-of-really-good-emails/ Mon, 02 Jul 2018 00:00:00 +0000 Over 280 billion emails are sent every single day. Which makes it hard to get yours opened when you need it to be opened. So I went to the person who clearly knows that makes an email good, Matthew Smith, a design and customer experience wiz show came up with Really Good Emails (RGE), possibly the best email resource in the world. And I trust him, because I open their emails every. /how-mixpanel-used-data-to-perfect-homepage-copy-with-amelia-salyers/ /how-mixpanel-used-data-to-perfect-homepage-copy-with-amelia-salyers/ Thu, 07 Jun 2018 00:00:00 +0000 This episode happened because I came across Mixpanel’s website while doing some homepage research…and the way they nailed messaging moved me on a whole other level. My subject line reaching out to them was literally “Your website is poetry.” Amelia Salyers, who runs corporate marketing at Mixpanel, walks through the process of merging data and some old fashioned research to come up with the perfect mix. Key Links The Mixpanel Website (with many pages since their 2016 headline of “Actions speak louder than page views”) The Economist Style Guide (you’ll see why later) Amelia on Twitter Other great examples (as well as why landing pages > homepages) from some marketing greats: Duolingo General Electric gong. /nailing-the-niche-with-todoists-brenna-loury-e05/ /nailing-the-niche-with-todoists-brenna-loury-e05/ Wed, 23 May 2018 00:00:00 +0000 this is a summary of this podcast we TLDR Dani /touch-up-paint-growth-hacks-with-rand-fishkin/ /touch-up-paint-growth-hacks-with-rand-fishkin/ Fri, 16 Mar 2018 00:00:00 +0000 This episode, featuring Rand Fishkin (aka the godfather of SEO), drills down on growth hacks and the role they should play as part of a comprehensive marketing strategy. Rand also shares the core channels that Moz leveraged to scale (which we’ll likely see at SparkToro as well). Key Links Rand’s new book, Lost and Founder: A Painfully Honest Field Guide to the Startup World, slated for publication in April An incredibly poignant and practical article Fishkin penned about leaving Moz. /carpenters-chatbots-and-selling-the-result/ /carpenters-chatbots-and-selling-the-result/ Mon, 05 Mar 2018 00:00:00 +0000 Think back to the most perfect service person who’s ever come to your house and fixed something. What was the experience like? And how did they differentiate? In this episode of Two Minute Marketing, we dive into how the best companies focus on providing an experience, not just a product, taking a look at Drift’s launch of their Insider’s Circle. In this episode you’ll learn: How Drift builds defensibility in a ultra-competitive market What customers actually want Whether or not I’m handy with tools (I’m not) /data-video-and-the-battle-for-attention-with-hila-shitrit-nissim-from-promo.com/ /data-video-and-the-battle-for-attention-with-hila-shitrit-nissim-from-promo.com/ Mon, 05 Mar 2018 00:00:00 +0000 The internet today is a fierce battleground. As millions of companies fight for attention, just getting the first two or three seconds from a user is getting harder and harder. In this interview, Hila Shitrit-Nissim, the VP Communication at Promo.com and former marketer at Viola shares how they turn internal data into media pitches, how finding internal attention grabbers – whether it’s data or videos – drives brand recognition, the big picture vision that needs to complement short videos of men in tutus and more. /donuts-and-practically-free-super-bowl-ads-with-bodil-eriksson/ /donuts-and-practically-free-super-bowl-ads-with-bodil-eriksson/ Mon, 05 Mar 2018 00:00:00 +0000 This episode explores the concept of triggers, internal or external drivers that make us tick. Kicking off with some deliciously smelling donuts, we talk to the former head of Volvo North America and learn how the best car Super Bowl advertisement ever went down…without paying for a Super Bowl ad. Key Links Hooked by Nir Eyal and Ryan Hoover The Cannes Lion summary of “The Greatest Interception Ever“ Cinnabon’s scent marketing strategy /license-plates-and-choosing-a-medium/ /license-plates-and-choosing-a-medium/ Mon, 26 Feb 2018 00:00:00 +0000 Just about every government in the world requires a license plate on cars. And while the medium itself is incredibly limited, that doesn’t mean it doesn’t get noticed. This episode of Two Minute Marketing explores how license plates still manage to get our attention…and how to use those same principles to your own advantage when marketing. / / Mon, 01 Jan 0001 00:00:00 +0000 title: ‘License Plates and Choosing a Medium’ date: 2018-02-26 draft: true pSeason: “01” type: “podcasts” pEpisode: “01” pURL: “/Two-Minute-Marketing-License-Plates-e13s2p/a-a1pvsb” aliases: ['/Two-Minute-Marketing-License-Plates-e13s2p/a-a1pvsb'] pGuest: “None” pRole: "" pCompany: “None” pApple: https://podcasts.apple.com/il/podcast/two-minute-marketing-license-plates/id1353391360?i=1000403995667 pSpotify: https://open.spotify.com/episode/783JfUbGuDcjX6khIu21wQ?si=16d47cef71f4409a pGoogle: https://podcasts.google.com/?feed=aHR0cHM6Ly9hbmNob3IuZm0vcy8yOWI1NTgwL3BvZGNhc3QvcnNz&episode=OWMxYTBmMTktNjFjNC1iMjNhLTcwY2YtOWFlYWY3OTVjZTY2 pAnchor: https://open.spotify.com/episode/783JfUbGuDcjX6khIu21wQ?si=16d47cef71f4409a pPocketcasts: https://pca.st/2w56 tags: [Attention] pTranscript: | The transcript for this episode is not available. Just about every government in the world requires a license plate on cars. And while the medium itself is incredibly limited, that doesn’t mean it doesn’t get noticed.