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How to Save Money on Content Marketing

Like many of my clients, I don’t have a lot of resources at my disposal to create the hundreds of pieces of content that I know I need in order to do really effective content marketing.

With so many different ways for customers to consume content in today’s digital world, the idea of just starting out on this task seems daunting. How to know where to begin?

Let me share with you what I do. There are 2 ways to begin tackling this challenge that don’t require a lot of money or a huge team of marketers:

  1. Distill the Customer Journey to 3 general phases and correlate the content you create to these 3 phases
  2. Repurpose your content! Repurpose, repurpose, repurpose!

Read more…


How Milestones Affect Your Valuation


A big reason early stage companies fail is because they ran out of cash. A key job of the CEO is to understand how much cash is left and whether that will carry the company to a milestone that can lead to a successful financing, or to cash flow positive. Read more…

Today’s Customer Journey – How it’s Disrupting Your Marketing

If you are in marketing, you well know that for years we were told that the customer conversion funnel looked like this:

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A direct, linear pathway to a sale that ended at the conversion.

Later, we were told the funnel was no longer a ‘funnel’, but instead a loop – that looked like this:

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With the conversion point no longer the end of the journey, but instead opening a new pathway towards building customer loyalty and advocation.

But in today’s world, with hundreds of thousands of media outlets and different ways to consume content, the customer conversion journey really looks more like this:

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Read more…

Avoiding Business Model Failure


The #1 reason most companies fail, even more than running out of cash, is that their business model was not viable.

We have good ideas, but bad businesses.

After spending time with hundreds of early stage CEOs companies over the years I’ve noticed that CEOs and Founders are too optimistic about how easy it will be to acquire customers. They assume that because they will build an interesting web site, product, or service, that customers will beat a path to their door. That may happen with the first few customers, but after that, it rapidly becomes an expensive task to attract and win customers, and in many cases the cost of acquiring the customer (CAC) is actually higher than the lifetime value of that customer (LTV).

Read more…

Marketing to IT Decision Makers – Who Really Holds the Influence in Purchasing IT Solutions?

IT Decision Maker Influencer

If you’re focusing your marketing efforts on C-suite executives because they’re the decision makers for buying your IT solution, you’re approach is limiting your effectiveness.

While the C-suite, or Business Decision Maker (BDM), may have the ultimate say in the buying decision, they actually have a smaller role in the purchasing process than you might think. Read more…

Putting your A-Team together


Business leaders need great people both inside the company and out – investors, customers, partners, advisors – as well as a great support network at home.  All of these people are critical to the business.

As important as any other aspect of your job as CEO is the need to cultivate the best team possible given the limitations of your budget, mission and headcount. Rather than spending time on improving the capabilities of their teams, we find that many chief tech execs spend a great deal of time attempting to compensate for deficiencies within their teams.

Every person you hire will either strengthen or weaken your culture. That’s a tough lesson to learn, but deep down we all know it’s true. Read more…

The Most Important Detail in Marketing Your Early Stage Company

Marketing Target

So you’ve built an awesome product/company/service and you’ve clearly defined your value offering – now what?

Start telling people about it! Someone isn’t likely to buy your product if they’ve never heard of it before. But what methods do you use to tout your awesomeness? Read more…