From Serial Marketer: "The Cutting Edge of Marketing”

This is a great week for pruning. What I'm focused on most is eliminating distractions.

Instagram Stories is one of my favorite rabbit holes. Instead of scrolling down Instagram, suddenly I only found myself scrolling sideways, and then tapping to see what photos and short videos appear. A number of these are from friends and people I care about, and that's great. Plenty of others are from people who post funny or beautiful imagery, but I have no relationship with them and never well. I've been pressing "mute." That mute button is my current favorite feature of Instagram.

Shapr is an app that has expanded significantly from being a niche networking service based out of France. It still has a disproportionate number of aggressive salespeople who seem to want to sell their wealth management services and other such offerings, but I have met some good people through there. It's set up like Tindr but is strictly professional; it feels even more anodyne than LinkedIn that way. Shapr's app loves telling you when you have new people to potentially meet (your number of 'swipes' resets daily). If you're a pro user, there are constant reminders to see who swiped you right. I am fine checking that app periodically; I don't need any reminders. If I never check it again, I'll be okay with just LinkedIn, so I may delete the app in time. Meanwhile, I've turned off notifications. That's several fewer alerts a day.

As mentioned in recent editions here, I've become a fan of the Franz desktop communications app that lumps together different Slack channels, Gmail, LinkedIn, Skype, Messenger, and more. The best feature? You can granularly customize which notifications you get from which apps. For the most part, I choose "pull" over "push." For Serial Marketers, I'll still get alerts about every last message you care to post there. But those choices are mine, and I turned off alerts for most other apps.

Are you doing any summer cleaning before Labor Day kicks in? What services are you removing or changing? What are you using to better take control of your time? I'd love to hear about them.

And most importantly, I'd love to hear what you're making of yourself.



Announcing self-serve access to Amazon Advertising in the Scope by 4C platform. Welcome to the -1 moment of truth!

Here's one that rose the ranks of Product Hunt lately. Use it to create a buyer persona - something that winds up being very useful for other exercises, such as coming up with a content marketing plan, or figuring out your targets for prospecting. It's a great way to ensure teams like sales and marketing are aligned. I used a previous version of this and look forward to trying the update.

In this Fast Company story, a long-awaited change in medical regulations could create exponential opportunity in a consumer hardware category. This is the money passage: "Now, that regulatory anchor is about to come loose. Last August, Congress passed the OTC Hearing Aid Law of 2017. When it goes into effect in August 2020, if not sooner, companies will be able to sell hearing aids over the counter to people with mild to medium impairment online or at any drugstore, just like glasses makers sell $10 readers to people who don’t want to bother with an optometrist." Hat tip to Nir Eyal for posting this.

It's very tough for any sell-side company to produce a great newsletter (speaking from experience, it's so damn hard to get anyone to care, and GDPR should reduce the opt-out approach most take). Nudge, the analytics platform for branded content, offers a rare exception with This Week in Native Ads. You'll find some of the more pertinent ad industry news, along with useful examples of branded content and native ads. I caught up with the CEO recently and was impressed how hands-on Ben Young is in publishing it; it's an important enough marketing vehicle for them that he makes the time to contribute to it and get it just right. Read it on their blog or sign up for the newsletter.


With certain upcoming events, you'll find exclusive codes below. I don't require this for sharing events here, let alone in the Slack group, but if you have a relevant event and want to extend an offer to the community, please reach out. 

October 4-5
New York, NY
This event is really several in one, covering music, games, TV & video, and rights tech. I'll be moderating a panel on voice-activated AI for media and entertainment.

October 15-19
New York, NY
Kite Hill PR is back with another round of their annual Communications Week, with the theme of The Workforce of the Future. As always, they have a mix of paid and free events, including the PRSA Tri-State conference and some shorter events open to all. They always put a lot of thought into their programming; I've been going for years.

October 30
Hailed as "the largest one-day media event of the year," hot topics include multi-screen marketing, location data, and new media models. Brands and agencies can attend for as little as $150, and I'm looking forward to attending.

Early application deadline: October 4
Application deadline: November 15
SXSW Pitch event: March 9-10, 2019
Thanks to a judge of this event for sharing it; previously known as SXSW Accelerator. Startups have the opportunity to connect and compete in front of a live audience, panel of expert judges, venture capitalists, and high-profile media at SXSW 2019.


As I publish more frequently, I'll add new jobs at the top and phase out older ones. Reach out to me if you want introductions or any additional information.

Chief Revenue Officer / Head of Sales
New York, NY
An exciting company in the voice app publishing and monetization space is looking for their first head of sales or chief revenue officer. They're early stage (10-20 people) but have a ton of traction and are ready to make their first big sales hire who knows the brand and agency space. If you're interested, I can tell you the company name, and if that seems exciting, I can refer you to their CEO.

Chief Marketing Officer
Mountain View, CA
Via MatchStar - feel free to use my name if you apply, or I can make an introduction (they'll still want you to go through their site, and they get some great high-profile roles): We have been retained to conduct the executive search for a Chief Marketing Officer for our client located in Mountain View, CA. It has been exciting to see this company grow from $60m to over $300m over the past few years. The compensation package will include base, bonus, equity and a full benefits package. Expected comp is $400-500k OTE plus equity.

VP Marketing
(Thanks to DC in Serial Marketers for sharing - he noted it's leading a team of 5, with 2 there and 2 open reqs with the A round closed). The Vice President of Marketing is responsible for leading the planning, development and execution of strategic marketing initiatives including branding, demand generation, product marketing and corporate communications. You will report to the CEO and work collaboratively with Product, Sales and Customer Success. The VP of Marketing is responsible for articulating and executing data-driven marketing strategies to drive revenue growth.

Growth Marketing Lead
San Francisco
You, as our marketing leader, will set the vision for how the company presents its, brand and offerings in a customer-centric way. You will own the strategy and execution of marketing techniques that drive our growth in our core direct channel, as well as support additional sales channels as they become actionable. As a growth marketer, your role will be to balance the creative, messaging, customer journeys and data that indicate how we are performing, and work toward the goals set by the company to achieve immediate and long term success.

Marketing Automation Specialist
Atlanta, GA
Responsible for management and operation of marketing tech and automation systems, including Marketo, to optimize lead nurturing processes through email, content, and social channels.
See Serial Marketers for a direct contact


Here's are requests people posted lately in Serial Marketers. Even if you don't join the Slack group, email me recommendations, and I will get them to the right people.

JH: They're looking to create an internal training platform - eg posting lots of documents and presentations and having new hires go through the 'coursework' and track their progress. They're early-stage, so major players like Confluence tend to be price-prohibitive.

JS: Looking for a recommendation for a small boutique social media agency or team in NYC that can take over and elevate the social presence of a cancer-related non-profit. It's a great org and needs some serious social love. But also a non-profit and can't pay a ton. I'm helping the founder find the right solution. 

CS: This coming Fall 2018 semester, I teach a few Graduate and Undergraduate classes at NYU, Pace, and Brooklyn College (Marketing, Advertising, Marketing Research). I try to give real cases to my students for a semester project. If you know a business that can benefit from my students here are some guidelines.
1- It has to be an established business
2- I prefer those based in the Metro NYC (but it is not a must)
3- The business needs to meet once (at the business place or conf call) with the students to explain them the problem you want to solve or what is their challenge.
Let me know if you want more info. Worst case scenario you will receive free valuable research and some (sometimes) good ideas.


Thanks again to 4C Insights for their support of this newsletter and of serial marketers everywhere. 

David Berkowitz, editor


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(c) 2018 Serial Marketer
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