Everard Hunder
@everardhunderCommercial marketer. Services focus. Ocean swimmer. Edible garden. Wannabe chef. Peated scotch drinker. Optimism bias. More hugs, less bite.
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Dear marketers. Just to be clear. Building a brand still means generating leads and sales. We are not investing in some abstract concept for the hell of it. We are building a brand to generate more sales and to increase the velocity of those sales via trust and confidence.
If we get more customers omni-channel we will make more money, won't we? "Customers who are omni-channel spend 2.4x more than in-store only." But the channels doesn't breed the loyalty; chances are these omni's were more loyal in the first instance (thus using more channels)
The jiggle economy…
I have a friend who has “jiggled” through his white collar middle management career for 8 years now. Base salary has gone up every year... now $200K plus incentives/bonus. 100% remote now post-COVID. He continuously upgrades with the latest “jiggle” tools to evade detection.…
Related: The Addition Bias Where we encounter a problem, our natural instinct is to add. Add a rule. Add a step. Add another person. But this adds complexity at an accelerating rate. Wise designers know the right move is often to delete.
Questions I always ask when someone says they need a tool
Yep!
On the hype around synthetic data in market research. From @pworthington buff.ly/4eHSWmb
Some marketing teams are now using AI guessing as a replacement for primary research. Here is an example from my own work - primary research versus AI. Sort of okay, then it gets quite poor. Trouble is, you don't know where the hallucinations start without further validation...
The art of asking the right questions as a company, as an individual and as a marketer. Credits- boardintelligence.com/blog/could-soc…
Also common for more mature companies where the easy growth of old has stalled.
There is a massive opportunity cost for startups who can't get their go-to-market (GTM) machine working. It causes them and the board to focus endlessly and excessively on getting it to work. I call this GTM Myopia and it's really dangerous. I've literally watched companies…
Good news boss. I've replaced everyone in the contact centre with bots. Yeah, few teething problems but looking good...
“Executives want culture change while keeping the existing power dynamics that actually generate culture unchanged. In other words, they want culture change for free. It doesn't work that way.” Charles Lambdin
What I’m here for.
There is a massive opportunity cost for startups who can't get their go-to-market (GTM) machine working. It causes them and the board to focus endlessly and excessively on getting it to work. I call this GTM Myopia and it's really dangerous. I've literally watched companies…
Yep. Superpower.
There is a massive opportunity cost for startups who can't get their go-to-market (GTM) machine working. It causes them and the board to focus endlessly and excessively on getting it to work. I call this GTM Myopia and it's really dangerous. I've literally watched companies…
Plenty of fights over my career with the “brand police” who seem to take great pleasure in turning off or rejecting ads or growth initiatives that drive revenue. 🤦♂️
Brand: "Turn off that ad, it's off-brand" Media Buyer: "But it's the best-performing in the account right now" Brand: "I don't care, it's too unpolished. We need to stay on brand" Media Buyer: "But none of the polished branded content is working" Moral of the story: If your…
Move over martech, 58% of CMOs have asked their CEO to fund AI. But what do CEOs want from marketing? Exactly the same thing since the marketing sun first came up - new customers, retained customers, revenue and market share.
My client is spending heavily on market research this year. The tool? Guys on bicycles cycling through villages to observe customer behaviour. Zero AI. Zero tech. Just eyes on the ground. Love it.
Corporate time is spent entirely on PowerPoint , meetings and alignment and about 0.0000000001% on ideas and improving products or services
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Who to follow
-
Dr Grace Kite 🪁
@Grace_Kite -
Phil Barden
@philbarden -
JP Castlin
@JPCastlin -
Ehrenberg-Bass
@EhrenbergBass -
Wiemer
@wiemersnijders -
Shann
@LeShann -
@tomroach.bsky.social too!
@tomroach -
Claire
@clairestrickett -
Ian Barnard
@mixesintheattic -
John Dawes
@John_G_Dawes -
James Boodt
@JDBoodt -
Ethan Decker
@ehdecker -
Doug Garnett (Formerly @AtomicAdMan)
@DougGarnett -
Marco Del Valle
@marcodel_valle -
Gari Cruze
@garicruze
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