Microsoft university penetration strategy

Tools of the trade

  • content marketing like documentation and tutorials on how to use tools
  • Speaking at events as first point of contact for lecturers and TAs
  • Sponsorship through hackathons
  • direct outreach to educational TAs
  • support for student mentorship programs

Acquisition

  • Reach to TAs to try out tools for free
  • Setup booths at hackathons and conducting workshops
  • Train student on the use of MS tools so that they can become successful mentors – GitHub strategy
  • Provide budget for student groups who want to organize learning sessions involving how to use the tools

Feedback mechanism /

  • track the conversion rate of documentations visit to corresponding sign up levels
  • track time on documentation
  • listen for feedbacks when interacting with students during hackathons to figure out portions of the documentation that are confusing

Metrics

  • track YoY student traffic usage during lull periods to determine if baseline is improving.

Growth Leaders Cocktail Hour & Modern CMO Panel

Panelist

  • Todd Wilms, Fractional
  • Lauren Vaccarello, Talend
  • Matt McAllister, Mobile Tech RX
  • Carilu Dietrich, Classy

Key take aways of being a CMO

  • Counter-intuitively – the higher you are in the hierarchy the more silo-ed you become
    • average tenure 18 months
  • Alignment is the most important thing
    • your primary team is the executive team
    • Always figure out what the CEO is reading
    • Start thinking about needs of board, investors and C-Suit
  • strategic mindset:
    • start thinking in terms of framework
      • step away from the minute details
      • it is the job of the VP of marketing to fill in the details within the framework
    • look across various functions for solutions
    • move beyond your own functional area when required
    • as opposed to marketing which is
      • minding the day to day activities
      • moving the levers to drive conversion rates
  • Growth mindset
    • be ready to go where the business needs you
    • Be hypothesis driven
  • market focus
    • actively monitor the markets
      • define a new category
      • size of market
      • competitors
      • disruptors
    • read earnings report of company and competitors
    • read more Wall Street Journal
    • Understand the P&L so as to understand how money is flowing through the company
  • Important allies
    • Someone on the sales team
    • Someone on the finance team
      • they know where money comes from and where money is spent
  • Brand values
    • clarify the narrative for your team to do their job
    • quite similar to core values
    • the personality that will dictate how interaction occurs at all touch points
  • Creating the customer communications play book
  • Analytics
    • on users
    • secondary data from researchers
    • to gain influence to own the P&L
  • Perpetual learner
    • The new paradigm
    • AI disruption: Department of defense using AI to parse through PHD thesis to figure out new technology to defend against
    • start utilizing the services of coaches for private help as the stakes are high
  • Marketing
    • demand generation
    • digital marketing
  • On hiring
    • ask about topics not related to their area of interest
    • see if they crumble under pressue
    • how did they turn a crisis into an opportunity.

Related readings

  • The hard thing about hard things, Ben Horrowitz
  • Beyond Product, Todd Wilms

General thoughts on Mark Zuckerberg’s warning of the internet’s role in Authoritarianism displacing Democracy

  • The polarization between democratic systems and authoritarian systems is becoming more apparent as China leverages its growing middle class to project it’s influence on the world stage a strategy that US has been utilizing for the past decades.
  • Facebook is a vehicle for projecting American values overseas.
  • The African continent remains a land grab for the two different regime types. Thus far, China has won out on the physical infrastructure and government level while FaceBook has won out on the community grassroots levels.
  • For the C Suite especially CMOs to execute their jobs well they need to be focused on what’s happening out there in the world as opposed to what’s happening within their own functional organization. It’s the VP of marketing’s job to handle what is within their own marketing organization.
  • Its a time when US companies will need to navigate the international markets while managing the challenges to their American values.
  • The Chinese government has done a better execution on that front with their One Belt Road initiative by clearing the path at the government level to facilitate the unhindered expansion at the commercial level by its enterprises.
  • Western media is working at full Rev to control the narrative frames that drives public opinions.
  • Mark Zuckerberg has masterfully leverage recent trends to reframe Libra as a champion of democratic ideals as opposed to a disintermediation force on central banks around the world.

Related references

Zuckerberg Warns China’s Censored Internet Could Still Win Out
https://www.bloomberg.com/news/articles/2019-10-17/zuckerberg-warns-china-s-censored-internet-could-still-win-out

Apple bows to China by removing Taiwanese emoji

https://qz.com/1723334/apple-removes-taiwan-flag-emoji-in-hong-kong-macau-in-ios-13-1-1/

Christian Dior apologizes for omitting Taiwan from Chinese map

https://www.breitbart.com/national-security/2019/10/17/china-bullies-christian-dior-apologizing-omitting-taiwan-map/

China exerts pressure on NBA to fire key executive for tweet on Hong Kong unrest

https://www.nytimes.com/2019/10/17/sports/basketball/nba-china-adam-silver.amp.html

Solomon island switches relationship to China from Taiwan

https://www.nytimes.com/2019/09/16/world/asia/solomon-islands-taiwan-china.amp.html

Kiribati switches relationship to China from Taiwan

https://amp.theguardian.com/world/2019/sep/20/taiwan-loses-second-ally-in-a-week-as-kiribati-switches-to-china

Southeast Asia balances between Chinese Markets and US defense

https://www.nytimes.com/interactive/2018/03/09/world/asia/china-us-asia-rivalry.html

Facebook Warns Washington That Beijing Wins If Libra Plan Fails
https://www.bloomberg.com/news/articles/2019-10-17/facebook-warns-washington-that-beijing-wins-if-libra-plan-fails

 

 

Patagonia’s brilliantly executed brand positioning

This company has moved beyond selling physical products and lifestyles into the business of selling an identity.

The persona

I am youthful and vibrant, I am passionate about the great outdoors and I will fight to preserve the environment which I so much love.

My thoughts

Nowhere within this 100 page magazine was there ever a mention that Patagonia sells outdoor gears but if you identify with the persona just described above then Patagonia is your go to brand.

The company has positioned its brand at the self actualization level of the Maslow’s hierarchy of needs.

Thoughts on avoiding the greater fool theory

Once a project’s mission statement is defined, it becomes easy to determine when to stop further iterations. 

Below are the listed of statements I periodically revisit when pursuing GetData.IO’s mission to help people make good decisions by making data gathering simple and affordable. 

Hypothesis 1: People no longer need make good decisions.

Hypothesis 2: People no longer need data to make good decisions.

Hypothesis 3: People no longer find it hard to get data.

Hypothesis 4: We have exhausted all known approaches to lower the cost of data gathering to an affordable range. 

Hypothesis 5: We have exhausted all viable approaches to reach people who need to make good decisions.

Hypothesis 1 and 2 are existential questions, while hypothesis 3 focuses on substitute availability. These are out of our control. The only thing we could do is monitor for changes.

Hypothesis 4 and 5 focuses on economic feasibility. These we will fully focus our efforts on. Once we eliminate all none viable options, whatever remains will be the limitations we must accept and live with. 

It is useful to note the lack of any mention on funding. The underlying assumption is that every successful iteration necessarily unlocks resources from the environment which is then fed back to further the compounding process. The discipline is to minimize wastage. 

Relying on external funding is like utilizing margins during day trading. While earnings get amplified, failures tend to be really spectacular. One additional drawback is that they tend to mask critical flaws in the short run leading to the commonly observed greater fool phenomena in the financial markets.

https://GetData.io/about-us 

Trends associated with GetData.IO

Alternative Data

Robotic Process Automation

Book Summary: Permission Marketing by Seth Godin

In any industry, the most trusted brand is always the most profitable one

The situation

There are too many companies spending increasing amount of dollars vying for limited attention and money of consumers

The mistake

Companies try to minimize their marketing spend by broadcasting the same marketing materials to as wide an audience as possible.

The right approach

Forget about the majority. Be laser focused on the audience you are targeting to build trust by starting and maintaining a dialogue with your intended audience.

Jay Levinson: An Ad needs to be ran 27 times on the same individual to get the desired impact.

  • An Ad is seen 1 out of 9 times
  • An Ad needs to be seen 3 times to have the desired effect

How to gain trust

  • Be personal
  • Be relevant
  • Be Specific
  • Be anticipated (don’t surprise them by building a regular cadence to your continued dialogue)

Stages of trust

  • Frequency
  • Awareness
  • Familiarity
  • Trust
  • Profitability

Related readings

  • The One to One Future, Peppers and Rogers

Book summary: The essential Drucker

Management: make people capable of working together to respond to change in the environment through:

  • common goals
  • common values
  • the right structure
  • proper training and development

Reasons for failure

  • Not innovating
  • inability to manage innovation

The goal of any business is to create a customer. A business does so by producing generate products and services the community wants in exchange for profits to sustain continued operation.

The goal of marketing is to know understand and know the customer so well the product sells itself

The Purpose of a business is the change it wants to effect in the community

The Mission is what it wants to do to effect the change

The Objectives are key tasks it will execute upon to achieve the mission.

Types of innovation

  • Product innovation
  • Social innovation
  • Management innovation

Waste as little effort as possible on areas of low competence.

First figure out how you learn to figure out how you perform.

Number two person often fails in number one position because top spot requires a decision maker.

Effective people are perpetually working on time management.

The first rule of decision is one does not make a decision unless there is a disagreement.

Determine the right organization size to fit the requirements of the mission.

Insights from Klaren’s birthday

Conversations with Yi (EverString)

The forthcoming trend for engineering

Machine learning is increasingly becoming commoditized. DevOps becomes more important. Demand for specialized service where DevOps is encapsulated will further increase as demand for engineering tasks further outstrips engineering supplies.

On lead generation market

Companies in the lead generation space have need for scalable web crawlers. This helps offset the cost of retaining three in-house engineers.

Lead generation space has consolidated. There were priorly 120k such companies. There is 7k companies in operation. Majority of players are generating leads by scraping LinkedIn.

Consumer space require constant development of new features. Enterprise space requires service heavy. Enterprise space requires not just lead generation but entire channel marketing service suit (physical mail, online advertising, email marketing)

Lead gen hard to retain. The list becomes less valuable once it’s been used. 80% yearly churn is normal. One company reduces yearly churn to just 10% this by reducing second year subscription from USD800/yr to USD200/yr. further discount to USD100/yr if they don’t like. Recurring service is for grabbing fresh leads from same data source.

On Tele conference

Zoom’s product team compared with UberConference has developed a better understanding of the true conference needs of their users in various context. They have worked harder to ensure their product work seamlessly in identified scenarios. A typical example is the ability to join s conference bybthe press of a button on their mobile phone while driving instead of having to type the typical 4 pin digits.

Insights from the week

From Connie (Edmodo)

  • the key to consulting is to organize data into high level mutually exclusive buckets to allow easy defeating by decision makers

From Tim (Edmodo)

  • Kano model

From Val (Totango)

  • Company is concerned with increasing revenue and profitability. This will drive higher valuation during further exit

From Yip (ATT)

  • Analytics from Facebook page comments and twitter hashtag
  • need to balance customer support demand and cost of running department:
    • customer support hotline
    • Direct comments from influencers  which trigger negative sentiment to support staff
  • Business analyst reads comments manually to get qualitative needs and understands business needs
  • Data scientist explores data might not know the business needs
  • business analyst have problems working with data scientist
  • tools to help business analyst get directly at the insight instead of via data scientist
  • build model to predict call support volume by category
  • build model to quantify feature demand level needs
  • correlation of weather and commodity prices