Andy Boyer

Month: February 2017

  • Top B2B Marketing Whitepapers and Reports

    If you’re like me, your Facebook and LinkedIn feeds are inundated with articles, whitepapers, and industry reports. Now most of you probably skip them, but I find these much more enlightening than the latest political argument my friends and colleagues are engaged in. So to make life easier on all of you, I’ve listed a few of the reports I think are worth a read.

    (Note: Most of these will require you to provide an email address to the company that wrote it. Be a good marketing person and reward the content team for their hard work.)

    1. Gartner’s Magic Quadrant for CRM Lead Management: The market for CRM lead management applications continues to grow, evolve and mature. This Magic Quadrant evaluates 17 providers to help IT leaders find the right choice for their company, in collaboration with marketing, sales and digital commerce leaders.
    2. 2016 State of Marketing, from Salesforce: Trends and insights from nearly 4,000 marketing leaders worldwide.
    3. The State of Inbound 2016, from Hubspot: HubSpot’s 8th Annual Report, Tracking the Future of Inbound Marketing and Sales
    4. The Ultimate List of Marketing Statistics for 2016, from Freely: 347 marketing statistics for 2016 that you can use in your own content.
    5. Inbound Marketing Examples, from Hubspot: Hubspot Academy-approved examples of what others have built with the platform.
    6. Digital Marketing Resources, from Salesforce: A library of Salesforce’s most popular pieces on topics like list growth, Facebook marketing, mobile marketing strategy, customer lifecycle marketing
    7. Mobile Messaging Report 2016, by Mobile Ecosystem Forum and mblox: The MEF indexes the messaging habits of nearly 6000 respondents across nine countries worldwide.
    8. The Sophisticated Marketer’s Guide to B2B Marketing, from LinkedIn: Learn how to leverage LinkedIn’s marketing solutions, including content marketing campaigns, native advertising, sales lead generation, and brand awareness.
    9. The State of Facebook Advertising, by Marin Software: Year-over-year trend charts detailing spend, clicks, and CTR, the growth outlook for Facebook on mobile devices, and why Facebook is paying so much attention to its video ad formats
    10. 2016 Mobile App Retrospective, by App Annie: App Annie details the markets that saw the most growth in 2016 for downloads and usage, the growing monetization opportunity for publishers across categories, the top industries that are being transformed by mobile apps, and the trends publishers must stay on top of.
    11. Top 10 Big Data Trends for 2017, by Tableau Software: Tableau highlights the top big data trends for 2017.
    12. Mobile Messaging Report 2016, by Mobile Ecosystem Forum and mblox: The MEF indexes the messaging habits of nearly 6000 respondents across nine countries worldwide.
    13. How to Nail a Mobile Campaign Using SMS and Mobile Apps, by mobileStorm: Mobile apps now give your brand limitless choices on how to communicate, but this whitepaper details how to incorporate them into a larger mix that includes SMS.
    14. Mobile First Brand Loyalty Strategy Guide, by Punchkick Interactive: Learn how your brand can use mobile to build a more effective customer loyalty or rewards program.
    15. Top App Marketing Agencies List 2016, by mobyaffiliates: Need a Mobile Agency? Use this as a handy starting guide.
    16. B2B Marketing Strategies by 2020, by Sundog Interactive: Predictions for the future from an interactive agency.

  • Ask a Performance Psychologist

    A few months ago, I mentioned that my sister, Dr. Elizabeth Boyer, had launched Northwest Performance Psychology.

    As you may imagine, the two of us tend to have a lot of spirited discussions about the differences between the theories of performance psychology and how they apply in high-pressure workplaces such as technology companies.

    Well we’ve decided to expand the conversation. We’re going to start a little series where we look at topics relevant to high performing professionals, and have a little Q+A. I’ll ask most of the questions, but we also want to open it up to others.

    So if you have questions about peak performance, business coaching, competitive environments or anything about performance psychology, feel free to email me. We’ll weave the the questions and answers together in a coherent way.

    Looking forward to your questions.

  • Andreesen Horowitz on Product Market Fit

    Andreesen Horowitz recently syndicated an article written by Tren Griffin of 25iq.com. The topic was Product Market Fit, and Griffin does an outstanding job of detailing 12 important points, drawing quotes from some of Silicon Valley’s biggest names.

    You should read the whole article here or here, but I’ve put together a quick 30 second synopsis. I highlighted some of the points that resonated with my personal experiences over years of marketing B2B and B2C products. I think it’s easy for many of us to forget some of these high-level concepts when we’re grinding it out in the weeds.

    (Note: Bold headlines are my personal takeaways, and the quotes are straight from Griffin’s article.)

    1. The Market always wins. “When a great team meets a lousy market, market wins. When a lousy team meets a great market, market wins. When a great team meets a great market, something special happens.”
    2. All the marketing tactics in the world – pricing, branding, lead nurturing, content, etc – are useless if no one needs the product. “If you address a market that really wants your product — if the dogs are eating the dog food — then you can screw up almost everything in the company and you will succeed. Conversely, if you’re really good at execution but the dogs don’t want to eat the dog food, you have no chance of winning.”
    3. If you take your blinders off, you can usually know if you have a fit without looking at the numbers.“You can always feel when product/market fit isn’t happening. The customers aren’t quite getting value out of the product, word of mouth isn’t spreading, usage isn’t growing that fast, press reviews are kind of ‘blah’, the sales cycle takes too long, and lots of deals never close.”
    4. You have a product market fit if you don’t actually need to market the product. “You know you have fit if your product grows exponentially with no marketing. That is only possible if you have huge word of mouth. Word of mouth is only possible if you have delighted your customer.”
    5. The market will tell you when you have a product they want, not the other way around. “In a great market — a market with lots of real potential customers — the market pulls product out of the startup.”
    6. The “Idea” is 5% of the battle. You win when the idea you want to build evolves into the product the market wants to buy.“First to market seldom matters. Rather, first to product/market fit is almost always the long-term winner.”
    7. You never win at launch. You win when launch turns into scale.  “Getting product right means finding product/market fit. It does not mean launching the product. It means getting to the point where the market accepts your product and wants more of it.”

    I’m sure everyone will takeaway something different from Griffin’s article. Give it a read and let me know what you think.

  • Will John Kasich Challenge Trump in 2020?

    I was scrolling through some morning shows on Sunday and stopped when I saw a familiar face I had forgotten about. There was John Kasich live on CNN from the Munich Security Summit.

    Election 2020 was still on my brain from a discussion I had earlier in the week about Mark Cuban. An idea crossed my mind. So I reached out to my left-leaning political expert in Phoenix to get his thoughts. We were in lockstep agreement. And then I turned to a right-leaning friend in Seattle. And he agreed with me as well.  Once is an occurrence, two times coincidence, three times a trend.

    Here’s what we were thinking. John Kasich will run against Trump for the 2020 Republican Nomination. This is why it’ll happen and why he’ll win.

    1. It doesn’t happen often, but it’s not unheard of in years when the sitting president seems vulnerable in the General Election. In 1976 Reagan ran against Ford in the Republican primaries. In 1980 Ted Kennedy ran against Jimmy Carter in the Democratic primaries. In 1992 Pat Buchanan challenged H.W. Bush. Each sitting President survived his primary but lost the election to a challenger from another party.
    2. It’s unlikely any GOP Senators and Representatives will challenge a sitting President of their own party. Running as an outsider is one thing. Dividing your own Congress – when you already have a majority – is not a smart political move. Kasich is a Governor. He has nothing to lose by challenging for the nomination.
    3. His liabilities in a 12 person race are minimized in a 2 person race. For all his strengths, charisma is not one of them. And while Cruz and Trump were trying to out-nasty each other, Kasich became an afterthought. He could not get enough attention in a wild and crazy circus. He was like the smart guy at a party where people were doing kegstands and jump off roofs into pools. No one notices the smart guy. But in a race against Trump, the narrative changes. It’s now Good vs Evil and he’s the super hero wearing the cape. He gets to own the “anti-Trump” side of the Republican Party just for being able to breathe. Then he has a puncher’s chance at going after Trump voters because…
    4. The people in the states where won Trump the Presidency will either be richer or poorer than when they voted before. If they’re poorer, they’ll switch in a heartbeat. They will have no allegiance if their situation is no better than it was previously.
    5. He can lob subtle grenades from the sideline. Again, while people like Cruz, McConnell and Ryan have to somewhat toe the line with support for the President, Kasich does not. He can spend the next three years setting up his policy attacks with a media that might like to have a friendlier person to work with.

    Thoughts? Objections? Agreements? Email me.

  • Mark Cuban 2020?

    Mark Cuban set about to troll President Trump, in what was surely the only newsworthy event from the NBA’s Celebrity All-Star game.

    Source: USA Today

    But wait a minute, does a Mark Cuban presidency make sense? Have the times changed so greatly, that this something we should consider? Let’s speculate a little for fun.

    1. He’s not beholden to a single ideology. Cuban has self-identified as a Republican. Living in Dallas, that makes perfect sense. But he also has called himself fiercely independent and supported Hillary Clinton in 2016. So while so many want to force people into binary positions of Democrat or Republican, it’s fair to say that Cuban has pro-business values while also respecting the social causes and rights of all Americans. That’s a pretty good set of qualities for a leader of the free world.
    2. He identifies with everybody. He’s a Billionaire who really did scrap and claw from a middle class upbringing. He became a reasonably successful millionaire, then managed to see the future, leveraging some simple technology deals into a $6 billion payday for his company. He is the guy the middle class high school student can look to and say, “I can do that too.”
    3. He’d be able to assemble an incredible cabinet and set of advisors. Cuban runs in entrepreneurial circles, regularly engaging with the best and brightest minds around. But he’s also part of the business establishment, being part of venture capital groups and working with the key influencers in many industries. And most importantly, he seems to value the input and opinions of others to help him make his decisions. That’s someone who could recruit a top-notch team.

    So, could he win?

    Well, that would probably be up to the Democrats in power today. Will the DNC have the same pollsters and strategists who mishandled the Clinton campaign running their 2020 program? So for the sake of argument, let’s say the DNC didn’t get in the way of a populist Mark Cuban campaign in the primaries and just let it play out.

    Primaries:

    I don’t know enough to know who the leading Democratic challengers will be. I assume Elizabeth Warren will be a front runner. So let’s focus the conversation on Cuban vs Warren and a bunch of wild cards.

    1. Cuban has his own financial resources and doesn’t need to rely on donations from fringe groups. He can buy a talented team and build a ground game. I don’t know if Warren could raise the same amount of money.
    2. He’ll win Texas, and probably all the midwest and rust belt states that Obama and Trump won. That’s a good starting point.
    3. Can he take Warren in New York, California and Florida? I don’t know.
    4. I don’t think he has an issue with women voters. He seems to have mainstream appeal across all genders.

    General Election:

    1. There will never be an election in which more Democrats come out to support whoever is running against Trump. So he’ll have that going for him.
    2. After 4 years of being beaten up by Trump, every media outlet in the world would be giving Cuban free air time.
    3. He can be a unicorn – a Democrat who wins Texas. Assuming Democrats also win New York and California, he’s almost halfway home at that point.
    4. Then he wins the middle of the country, the people who didn’t get what they were promised by the current President.

    It’s a far out scenario, but reasonable at the same time. The question is if it’s a job he’d actually want.

  • Stories You Missed – January 2017

    We all can’t read everything, and our Facebook feeds are now overrun with political arguing. So to make things easy for you, I’ve assembled some of the stories from last month about tech, marketing, sports and Seattle that you may find interesting.

    1. Three Sounders FC Departments Honored with 2016 MLS Club and Executive Awards: Congrats to the team members who don’t wear jerseys. Sounders FC tied for the lead among all clubs with its three awards: Corporate Partnerships Team of the Year, Marketing Team of the Year and Public Relations Team of the Year. I don’t know how these awards are judged, but if you enjoy your time at Sounders games, these groups probably play a big role.
    2. After Buyouts, Layoffs, 23 Staffers Exit ‘Seattle Times’: Well if you think that the national newscasts are a series of partisan wonks arguing talking points back and forth, then you won’t like this article. The newspapers still can’t figure out a business model, which means more cuts to local journalists. If you have an idea for how to save local news, you’re running out of time to share it.
    3. Dramatic video footage shows drone circling and then crashing into Seattle’s Space Needle: Well I guess this is why we can’t let everyone just fly their drones around all the time…
    4. The latest Amazon-occupied building sale shows how far Seattle real estate has come in last decade: If you think your house or apartment is expensive, imagine trying to buy an office building in Seattle these days. One of Amazon’s 290,000 square foot office buildings just sold for $269 million – or about $925 a square foot. That compares to $1.85 Million for your 2000 square foot house.
    5. Venture Investment in Seattle Area Companies Falls 27 Percent in 2016: It was a mixed bag of news about how much money investors poured into Seattle companies in 2016. On the downside, for the full year, investors poured just over $1.5 billion into 282 local deals, down 27 percent and 23 percent, respectively, from 2015. But on the upside, the fourth quarter of 2016 saw 77 local deals completed, totaling $561.3 million, compared to 81 deals totaling $190.6 million in the same period of 2015, and the final six months of 2016 saw a combined 157 deals, up 26 percent from the first half of the year, and $919.7 million invested, up 58 percent.

    Oh and the Seahawks lost. But we don’t need to rehash that.

    Have a good story to share? Email me and let me know.