Recently, we’ve been talking a lot about the power of marketing with a compelling value exchange. That’s because we’re convinced that one of the main drivers of the marketing effectiveness crisis in B...

“We need someone like you to run our marketing, Tom!” This is the #1 message I get from founders. I understand their desire for viral magic, but there’s a fundamental problem: The “hire an amazing mar...

Social proof is becoming a norm on landing pages, sales decks, ads, and other marketing and sales materials in B2B. When we’re talking about social proof, it means that in addition to us saying that w...

I’ve worked in marketing at several startups and have only been blessed with a copywriter at Series C brands and beyond. Anything earlier than that, and I’ve been left to my own devices. Most of the w...

There are plenty of reasons a startup fails — lack of product-market fit, co-founder strife, poor management skills, the list goes on. But growth expert Matt Lerner (a former PayPal B2B growth lead an...