My talk at Password 2019 in Tallinn, Estonia’s largest marketing conference.
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Most marketers are concerning themselves with only the tip of the funnel, the A end of AIDA. Startups by definition have to be concerned with the whole Get-Keep-Grow funnel. If marketers would start thinking more holistically about how to achieve growth, it will be easier to have a competitive edge and to achieve quick and easy wins by doing what the competition can’t or won’t do, going where they can’t or won’t go. Using an empirical approach, forming hypotheses, designing experiment and learn from the results instead of throwing spaghetti on the wall to see what sticks. Introducing 18 neglected channels that successful startups take advantage of to achieve, complete with the simple and highly actionable “Bullseye Framework” from the book “Traction” to help marketers move the channel experiments forward.