When it Comes to Startup Metrics, Focus on Big Rocks

Lately I’ve been helping clients set up metrics-driven processes for marketing.

This is different for every company, of course, but the more I go through this the more I firmly believe one thing – You have to be careful what metrics you track.

I say this because what you measure determines how you spend your time and how you perceive your progress. These are two very important things for an employee and the company that employee works for.

Little Rocks and Big Rocks

Increasing the open rate on your startup’s newsletter by 20% sounds great. If there are ten people on that list, who cares? [Read more...]

Should Early Stage Startups Have Marketing?

This op-ed by Jessica Livingston about why startups should focus on sales, not marketing, has gotten a lot of chatter recently. Given that I’m working with several early stage startups on marketing right now, I figured I should offer my perspective.

My hope is that for founders, this post helps you decide if you should hire a marketer. For marketers, I hope this helps you decide if you should accept a job offer as a first marketing hire, and helps show you what you should focus on. [Read more...]

Progress

To catch you up if you missed my post from last week, I’m off into a new career direction of consulting.

I was so overwhelmed with gratitude for all of the messages of support, and somewhat surprised to hear from many others that they struggle with similar “self-branding” issues.

In my last post I promised to share my process with you. I tried a number of different methods to refine my offering, and some worked better than others.

Here’s what I’ve got so far. [Read more...]

How to Get Better Feedback

A few months ago Kristin, Pam, Liz and I started Marketing on the Rocks – a new marketing blog. I’ve been writing there once a month, so you should follow along and read our posts! Below is a snack-size portion of my latest one. Read the complete post here.

Whether it’s just another quick set of eyes on a blog post or a deep conversation about your career direction, getting great advice can be really helpful. It can even be life-changing. At first blush, feedback may seem like something you take as it comes to you. But there are some things you can do to proactively get the help and advice you need to improve your work.

1) Distance Yourself From The Work

Taking ownership and responsibility is much different than taking everything to heart and associating your self-worth with your job. This is essential for startup employees in particular to understand. To join a startup, a certain level of passion or at least personal interest is necessary in order to choose a risky, fledgling business over stable corporate life. But to incorporate people’s feedback into the projects you do at that startup, you need to balance your heart with your head and take an objective approach. A mental distance between you and the work impacts how you ask for feedback and how you receive feedback. [Read more...]

Career and Life Update, the Sequel

As you could tell from my last post, I was in a career transition mode in December. I’m excited to share that I officially joined One Mighty Roar to lead marketing for our Internet of Things platform, Robin.

One Mighty Roar began as a digital marketing agency. Through client work we developed a few different products. One of the products was technology for connected experiences, so now we are rolling those capabilities out into a spin-off Internet of Things platform called Robin. We launch this spring and you can sign up for our beta here, although I think the audience that reads this blog would be more interested in just learning about the Internet of Things and subscribing to our blog. [Read more...]

Career and Life Update

By now, the 12 of you who read this blog have heard about my next career steps. But just in case there is a 13th or 14th person who hasn’t been texted, emailed or joined me for coffee or wine over the past few weeks – here is your update.

I’m no longer at Localytics. I’m doing some marketing consulting right now as I re-energize, explore and figure out my next career steps. In particular, I’m excited to be working with the awesome people at One Mighty Roar on all things marketing. If your company needs help with content strategy, messaging or anything else (I’m well-rounded) – reach out! If I’m not a fit for a project I’ll try to introduce you to someone who is. [Read more...]

9 Tips for Managing a Website Redesign

At Localytics I managed a big company rebrand and website redesign. We launched this in conjunction with new pricing, a new UI and three big new features. (We were busy!) It’s been a few months since the site launched in August, and the time has helped me process the experience and consolidate my thoughts into some website redesign tips.

Ready? Okay.

1) Identify the Website Redesign Decision Makers

Many people will have opinions about a redesign. However, it’s not realistic to have an entire company chime in on every little decision. First, you need to narrow down the feedback team, identify the key representatives from each department and strategically involve those people in the right conversations. Second, to ensure the decision-making process goes as smoothly as possible, you need determine whose opinion and approval is nice to have and whose opinion and approval is a must-have. [Read more...]

Moving From a Small Startup to a Bigger Startup

Most of my few readers know by now that I’ve moved on to a new gig as the Content Marketing Manager at Localytics, an app analytics and marketing company.

At 40 people, this is a bigger company than Shareaholic was. I wanted to reflect a little on the experience of working at different sizes of companies, as I’ve now worked at 6-10 person, 40-person and 300-something person companies.

[Read more...]

Lean In: Content Marketing for a Product Launch

Over the past few weeks I’ve really enjoyed the increased conversation about women in the work place sparked by the launch of Sheryl Sandberg’s new book, Lean In. The conversation was enhanced by Marissa Mayer’s decision to ban working from home at Yahoo. I haven’t read the book yet, but I’ve been following all things Sheryl Sandberg for a while and I have heard the book taps into a lot of the themes of her popular TED talk, so I’m familiar with her points of view.

[Read more...]