Aditya has built marketing functions and named categories from nothing at Amplitude and Moengage, but today he takes apart the ‘make your customer the hero’ cliche with a test you can run on any case study in about 4 seconds, then explains why he pays customers $100 for 30 minutes before he will even look at the product he was hired to market. More
Tag Archives: top of funnel
166: Constantine Yurevich: Visit Scoring, an alternative to MMM and MTA few marketers know about
Multi-touch attribution is a beautifully crafted illusion we all pretend to believe in while knowing deep down it’s flawed. The work is mysterious, but is it important? The big ad platforms sell us sophisticated solutions they don’t even trust for their own internal decisions. Is it time we accept marketing causation is a thing we can’t measure?More
165: Ashley Faus: Building content that matches actual human thinking by integrating lifecycle, content and product marketing
Marketing frameworks often fail because they ignore how humans actually behave. People don’t follow neat, linear paths; they explore, double back, and leap ahead based on genuine interests. Drawing from her diverse experience across corporate communications and lifecycle leadership, Ashley exposes how artificial walls between marketing functions create dysfunction while offering a solution. More
06: The best email program you’ll ever build
The most engaged email program you’ll ever build is a 5-day email course, and the best part is you won’t have to write any new content. More