We are poised at an inflection point in marketing, as accelerations in technology are leading to a lighting fast evolution in tools and tactics.

Will marketing strategies in the next decade do a complete 180°? Photo by Tanner Larson on Unsplash.

I started my digital and growth marketing career in 2015, as a second career. I’m a scientist originally, and while some people questioned this career leap, it’s a pivot that makes sense if you understand marketing. I enjoy the creative outlets marketing affords, but I love the data, research, analysis, and psychology of it all. …

How do we turn a disruption into transformation through networking and personal brand building?

Working from home doesn’t have to mean the end of networking. This can be a good opportunity to work on building your personal brand. Photo by Kari Shea on Unsplash

There are two ‘networking’ constants in my life. The first? I work for a company that designs and sells IP address management software. Helping organizations transform and manage the challenges of their dynamic corporate network infrastructure is what I do day-to-day.

And the second? Personal face-to-face networking, which I really enjoy, until social (physical) distancing put a kibosh on get-togethers. Luckily, I had the opportunity to take Tricycle Europe’s Social Selling Masterclass this month, facilitated by Julia Winkler, and we talked a lot about this second…

The new year is seeing a surge in discussion about work-life boundaries, mental health, and ‘hustle porn’. As more prominent business leaders are speaking out, will the future of work be more balanced?

My arrival to San Francisco was bumpy, to say the least. I had been working in Venice, Italy, where my job was to take coffee with local officials while I learned about stakeholders’ interests in new city hostels. After that job wrapped up, I took a road trip through Ireland with my best friend, and then spent two weeks hiking through the Icelandic highlands. …

The future of the Internet of Things (IoT) is more than just asking Alexa or Siri to play music and time your dinner in the oven. Companies are using new connected technology to enhance their sales processes and enrich their customer experience.

I have a confession: I am sometimes slow to learn and appreciate complex (and not so complex) technology trends. Since this can be an issue when you work in tech, I actively educate myself on emerging buzzwords and concepts to stay competitive and fresh. When I began working with startups several years ago, everyone was talking about big…

I combed through dozens of seed-stage startups on the verge of high growth to find out if they can pass the basics of growth marketing. What are the emerging marketing trends I found in this study, and what take-aways can any marketer quickly learn?

Marketing 101: How many startups made the grade? Photo by Štefan Štefančík on Unsplash.

As a freelance marketing consultant, I spend A LOT of time on AngelList trying to find my next project. And if you spend as much time on the site as I do, you begin to notice some trends:

  • Do we really need that many CRM platforms?
  • Are we just adding AI/VR/Blockchain to everything?
  • What exactly is…

Using frameworks and workflows from classical marketing to help brand your product in an era of growth focus.

You have a product. Great! But how do you market it? Photo by Igor Miske on Unsplash.


It’s been one of the biggest buzzwords in Silicon Valley for a while. Traditional marketing has been usurped by new techniques that embrace emerging technologies and social media platforms. Developing your domain authority for killer SEO, building a creative - yet pinpointed - AdWords campaign, testing and retesting your landing pages, or writing engaging content for a viral blog: growth tactics can take your company to the next level.

And while having a kick-ass growth team can make-or-break the success of…

Tips on building a solid foundation for your startup as you recruit, hire, and grow your employee base.

Build the best team around: tips on setting a strong foundation for your company. Photo by rawpixel.com on Unsplash.

In 2011, Wade Foster was working in Columbia, Missouri as an email marketer for a home loan company. His now-famous workflow automation tool, Zapier, was simply a weekend hobby for Foster and his co-founders. But, six years and almost 100 employees later, Zapier has transformed from an idea spawned at a startup event in central Missouri to a YC-backed company with over a million users.

How did Zapier scale their organization, as they grew from a small handful of tight-knit friends to…

Lessons from a Silicon Valley Pitch Competition

Four tips for the high-tech startup trying to increase their business-savvy street cred. Photo by Olu Eletu on Unsplash.

One of the biggest rites of passage for any founder is the first time they pitch their idea / product / solution to an audience. You’ve worked hard to perfect your code and design, and your demo is debugged and polished. You’re the type of person who works wells under pressure, and you haven’t really thought about what you’re going to say specifically. Inspiration always comes to you when you need it!

You approach the mic… you pull out your lucky laser pointer… and you begin to passionately talk about “your baby.”

A list of tactics that you can implement today to achieve measurable success.

We’ve all been there: after you’ve sent out your automated email newsletters, posted some Facebook ads, and optimized your keywords, you’re still not seeing growth in your metrics. Whether you’re targeting increased engagement, downloads of your product, or sales of your service, you’re just not getting people into your funnel. You have a content marketing strategy, but the usual channels aren’t producing results anymore. What’s a growth marketer to do?

Before you panic, I’ve compiled some of the most overlooked and undervalued distribution channels to help jump-start…

A hospitality case study with industry players Airbnb and Generator Hostels

Image from the Generator Hostels website, featuring the lounge at their Venice, Italy property.

tl;dr — The brand positioning workflow and the brand identity prism are two tools growth marketers and content creators can use to align their value proposition and messaging. Well-defined, ever-green value differentiators and purposeful, customer-focused branding can be key to growing a company. Airbnb and Generator Hostels are two hospitality companies that on the surface do not seem like direct competitors. Yet, while exploring their unique value propositions and branding, it would seem their spheres are beginning to merge as companies try to become more social and experiential.


jessica poteet

I write long sentences in an city that thrives on five cent words and Hemingway prose. The Girl with the Star Wars Tattoo. I have opinions and adventures. ENFP.

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