Recent posts
- Messaging and Automation
Marketing automation framework: how to automate like a human
A useful framing: marketing automation is simply trying to automate the things you’d do manually for each and every customer if you had infinite time. If you had infinite time, you’d walk every customer through your product personally. You’d check in when something important happened. You’d send a thank-you note when they bought. You’d call […]
- Messaging and Automation
A system for prioritising segments
At any given moment each of your users will match several different marketing segments, or states. Take an imaginary user, Casey, who: Is in a free trial but hasn’t activated yet, Previously signed up for weekly product updates, Recently attended a live, in-person event. This week you intend to send three different messaging campaigns: A […]
- Messaging and Automation
Stop grifting and start marketing
One thing I’ve always irked at is “spin”. Companies promoting features they haven’t got. Fake urgency, fake wait lists. Focusing only on the outcome without clarifying the inputs required. The industry Vero is in, MarTech, is actually pretty notorious for spin. Products in this space help marketers fill technical gaps in order to achieve their […]