9/27/2022

Author

Marketer Milk
September 27, 2022

Hey 👋

If you've ever come across Buffer's famous "T-Shaped" marketer, or the "Pi-Shaped" marketer diagrams, you'll know that marketing consists of many different functions.

Sometimes its good to be a generalist, especially at early-stage startups. But other times, "a jack of all trades, master of none" could limit your professional growth as a marketer.

Every week, this newsletter aims at providing a wide range of topics from different marketing disciplines.

But we know mastery in marketing comes from diving deep into one, maybe two, disciplines.

While curating a wide range of marketing topics is not something we intend to stop soon, we do want to dive a bit deeper into some topics.

So, we need your help.

If you like receiving these emails, it would be awesome if you could answer the question below! (All votes are anonymous.)

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With that, let’s get into what we have in store this week:

  • Marketing news from the past week

  • How Teachable grew from $0 to $10M ARR

  • Morning Brew's 1.5M subscriber referral program

  • How Coderwall grew by 57% with one SEO A/B test

  • How users make decisions

  • Ad from the past

  • Website of the week

  • Cool marketing jobs

  • And much more

🗞 In the news

🚀 All things growth

How Teachable grew from $0 to $10M ARR, the right way to set growth goals, how to avoid hiring the wrong growth leader, 14 growth levers for DTC brands, and should B2B companies use a growth marketing agency or go in-house?

From $0 To $10M ARR: The Tactics We Used To Scale Teachable by Ankur Nagpal

Microconf 2018 talk recap

https://microconf.gen.co/ankur-nagpal/?ref=marketermilk

The Right Way To Set Goals for Growth

Setting goals is hard. At Pinterest, we've learned a lot about how to set the right goals for growth. This post highlights some mistakes, and what we do today.

https://caseyaccidental.com/growth-goals/?ref=marketermilk

How to Avoid Hiring The Wrong Growth Leader — Reforge

How long does it take to hire the right Growth Leader? An executive search can take up to 12 months to find the right candidate, regardless of whether you are looking for a VP of Product, Head of Engineering, or Chief Marketing Officer. The problem is those 12 months can be wasted entirely. You

https://www.reforge.com/blog/hiring-the-wrong-growth-leader/?ref=marketermilk

Nik Sharma — "The DTC Guy"

https://www.nik.co/resources/dont-use-facebook-here-are-14-growth-levers-for-dtc-brands/?ref=marketermilk

In-house, growth marketing agency, or both: What should B2B companies choose?

Should B2B companies build a marketing team in-house or hire a growth marketing agency? I've worked on both sides and am here to help you decide.

https://www.advanceb2b.com/blog/in-house-or-growth-marketing-agency?ref=marketermilk

💭 Guess the riddle

Which word in the dictionary is always spelled incorrectly?

Answer is at the bottom of this email

✍️ Content, 📩 emails, & 📸 PR

A guide to conversational copywriting, how to write a cold email, Morning Brew's 1.5M subscriber referral program, and what to expect from a tech PR agency.

My guide to conversational copywriting

Conversational copy is writing how you talk. No sales megaphone. No corporate drone. Just a conversation. But that's easier said than done. So I've put together this guide (packed with examples) to help teach you.

https://marketingexamples.com/copywriting/conversational?ref=marketermilk

How to Write a Cold Email: A 9-Step Guide | Demand Curve Blog

Follow these steps to write cold emails that get responses—and conversions. Including guidance on crafting compelling intros, body content, and CTAs.

https://www.demandcurve.com/blog/how-to-write-a-cold-email/?ref=marketermilk

How Morning Brew’s referral program built an audience of 1.5 million subscribers

The inner-workings of one of the most powerful growth tools in email.

https://medium.com/the-mission/how-morning-brews-referral-program-built-an-audience-of-1-5-million-subscribers-3315482c1aa5/?ref=marketermilk

What to Expect from a Top Tech PR Agency

CVM’s digital work helps clients showcase vision and expertise, generate leads, and build a direct relationship with customers.

https://channelvmedia.com/blog/top-tech-pr-agency/?ref=marketermilk

⚙️ SEO & 📈 analytics

How Coderwall grew by 57% with one SEO A/B test, www vs non-www as a ranking factor, and why most analytics efforts fail.

SEO Split Testing: How Coderwall Grew 57% with one SEO A/B test | RankScience

SEO A/B Testing Platform SEO Split Testing: How Coderwall Grew 57% with one A/B test RankScience automates SEO services for companies, including SEO split testing. Take the guesswork out of SEO and get data-driven. INTRO A/B test background: Coderwall Coderwall is a community for developers to share development and design tips, tools, and projects. They ... Read more

https://www.rankscience.com/coderwall-seo-split-test?ref=marketermilk

www Vs. Non-www: Is It A Google Ranking Factor?

Does www matter for SEO or not? In this chapter, we’ll determine if using or excluding www in your domain is a Google ranking factor.

https://www.searchenginejournal.com/ranking-factors/www-vs-non-www/?ref=marketermilk

Why most analytics efforts fail — Reforge

From 20K orders per day to 5M. 0 to 100 people in business intelligence. 8 to 85 people in growth. All in 4.5 years. It was a wild ride, but not one that many in the US startup scene are familiar with. This wasn't Uber or Lyft, but rather Gojek, Southeast Asia's largest Super App.

https://www.reforge.com/blog/why-most-analytics-efforts-fail/?ref=marketermilk

🧠 Extra marketing stuff

How users make decisions, 3 psychology lessons from Ogilvy on Advertising, and a podcast episode with the CMO of Snap.

Prospect Theory and Loss Aversion: How Users Make Decisions

When people select alternatives, they avoid loss and optimize for sure wins because the pain of losing is greater than the satisfaction of an equivalent gain. UX designs should frame decisions accordingly.

https://www.nngroup.com/articles/prospect-theory/?ref=marketermilk

Louis-Xavier Lavallée on LinkedIn: 3 Psychology lessons from the book: Ogilvy on Advertising | 37 comments

I'm starting a new case study on the 🧠 psychology of ads... During my research, I re-read "Ogilvy On Advertising" and found a few gems (see slideshow... 37 comments on LinkedIn

https://www.linkedin.com/posts/louisxavierl_3-psychology-lessons-from-the-book-ogilvy-ugcPost-6907679997407170561-tuxC/?ref=marketermilk

Kenny Mitchell, CMO of Snap – Storytelling with Discipline and Soul - CMO Moves | iHeart

After moving from Chicago to L.A. last year and taking the helm of the Snap Inc. brand, Kenny has been flexing his innovative storytelling master-skills for both users and partners in the Snap community. Tune in to hear what convinced Kenny to take on the role of Snap's CMO and how his team is growing users in target markets and driving awareness for new features like minis (mini utilities) and action bars. You'll also learn how this social media platform’s “pain in the ass” requirement to develop vertical content early on paid off as truly optimized for today’s mobile user and how it has evolved into a content platform, participating in the New Fronts for the first time this year.<br><p> Hosted on Acast. See <a href="https://acast.com/privacy">acast.com/privacy</a> for more information.</p>

https://www.iheart.com/podcast/239-cmo-moves-28930644/episode/kenny-mitchell-cmo-of-snap-68983115/?ref=marketermilk

📣 Ad from the past

Honeywell ad 1977

This. This is electronic mail.

(Honeywell ad from 1977)

💻 Website of the week

Snackable Copy Tips: Snackable Copywriting Tips For Websites

This online library of snackable copywriting tips isn’t for everyone. But if you’re serious about learning copywriting fundamentals this is THE place that'll help you write more creatively, 3x faster - even if writing isn't your thing.

https://www.snackablecopytips.com/

🏝 Cool marketing jobs

Okay, that's it for now 💙. See you next Tuesday!

Pikachu bye

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"We are not just our behavior. We are the person managing our behavior.” — Ken Blanchard, Spencer Johnson, The One Minute Manager

Riddle answer: Incorrectly