Praise for The Professional Marketer
"The insights are from a true practitioner and far more relevant and valuable than most marketing classes at top-tier B-schools”
– Inc. Magazine
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The “Helper” Play: How to Take on a Large Incumbent in a Big Market
I gave a talk a few months back at Products that Count, hosted at Airbnb in San Francisco. My talk was about adapting your marketing strategy based on the maturity of the market. The talk was well received, but it was my description of “the helper play” that drew the most attention. I don’t know who initially conceived the helper play, but I came to know if from a successful company in the cybersecurity market, Palo Alto Networks. The startup wanted in on the large firewall market. But in … [Read More...]
Marketingspeak: What is a ‘Tombstone’?
We’ve all seen them, heeded them, and probably not given them much more thought. But these diminutive symbols are as crucial for periodical readers as compass index lines are for orienteers. A tombstone is a small icon that denotes the end of an article in a magazine or newspaper. Tombstones are typically small squares, circles or diamonds and follow the final sentence of the last paragraph. Some publications tie tombstones to their brand. Fortune, for example, uses the ‘F’ from its logo. … [Read More...]
CMO Tip: Use Magazines to Define and Maintain Your Style
Approachable. Friendly. Trustworthy. Fun without being snarky. Ever see direction like this in a style guide? I have. I’ve even written some of those words. The problem is that they are open to interpretation, and therefore not consistently effective. So, how can you communicate what you want to a wide and changing group of employees and vendors? Here’s an idea. Use one or two magazines to help build your style guide. Magazines are widely available, and more importantly, they are tangible. … [Read More...]
BOOKS
The Professional Marketer
Distilled from his career in the marketing trenches, Tim Mattthews has written the complete guide to the essential skills every marketer needs to master. If you work as a marketer, or hope to become one, you have a lot to know. The Professional Marketer is your guide book.
