My Oasis ticket journey proves marketers are half the world away on attribution
My new column is out in The Drum: My Oasis ticket journey proves marketers are half the world away on attribution The Promotion Fix columnist Samuel Scott spent a full day getting Oasis tickets. With all that spare time, he theorized how marketers could wrongly chart...Announcing My New Highlight Reel and Speaking Topics
Business events are back! After 4.5 years, I’m seeing more and more private events and conferences. And speaking inquiries. So, I have a new reel. I hate the cliché, but feel free to “like,” comment, and share on YouTube. And here are my new, general...Apple’s Vision Pro $600m failure shows the importance of market orientation
(My new column is out in The Drum.) Apple’s Vision Pro $600m failure shows the importance of market orientation Apple just learned a $600m lesson in how companies can be too product-oriented and not market-oriented enough. That is how much revenue the company will...Good vs. Bad Marketing Objectives
In the B2B software industry, the higher-ups will create marketing objectives based on website traffic and free trial conversion rates. Then, they assume correlations so that an X% increase in traffic will result in Y% increase in sales. In this mindset, it always...How to Cross the Chasm in Marketing
To borrow the title of Geoffrey Moore’s famous book, what is the best way to “cross the chasm”? Eliminate the chasm. So many early-stage B2B startups focus on the “low-hanging fruit.” It seems logical because they need to show rapid...
I Speak
“Someday, I’ll get to see Samuel Scott speak live. For now, the transcript and slides will do. Great material as always.”
— Blaise D’Sylva, VP Media at Dr Pepper Snapple Group