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The Browser Company has some of the best marketing of any software company today (B2B or consumer). And it's really dead simple: - Live among your audience - Speak like your audience, not a soulless corporation - Create commercials instead of product walkthroughs And most of all: treat marketing like a product -- have a consistent style/opinion, refresh your designs every once in a while, make iterations to how you tell your story (ideally in public)

An anecdote on why copying another brand's social strategy usually doesn't work: After Triple Whale blew up, every B2B SaaS company thought memes was the cheat code to getting 10k+ followers. A year later, I can only think of one B2B company that got close—they're shut down now. Why hasn't it worked for the other brands? The copycat brands didn't understand the context around the strategy. Think of a strategy like an iceberg: - There's what the tip of the iceberg—the stuff everyone can see - Then there's the keel—the stuff underneath the surface that you don't see but has much larger impact The keel is the context. Here's Triple Whale's "keel": 1. They had a very active team presence on Twitter. Positive interactions with the team created a sense of community and connection to the company 2. They were building brand equity off-platform (e.g. ads, sponsorships, newsletters, events). People rarely engage with companies they've never heard of. Conversely, everyone wants to hang and engage with the cool kids. Seeing them around in the right places helped make them "cool" 3. They broke the fourth wall. We all knew who was running the brand account. They leaned into that by speaking in a human, 1st-person active voice. It was like engaging with a friend instead of a faceless company 4. They lived in DTC Twitter. They kept up with current discussions and understood DTC Twitter culture. That's part of the secret sauce to creating relatable memes 5. At the time, it was a novel content strategy for a B2B brand. Novelty is the strongest force in online marketing, but it doesn't last long 1-4 was also true for the one other B2B company that got close. Everyone else saw TW's audience engaging with the memes and thought just posting memes would create the same outcome. But without the keel, the strategy doesn't work. That's the lesson: don't copy just what you see. You have to reverse engineer the entire thing so you understand why it's working.

Early stage B2B companies would get much further by investing in activations and stunts than they would trying to go viral via memes and trendy content. This is my marketing hill and I am willing to die on it.

B2B marketers are always sponsoring happy hours for everyone else. But who's sponsoring happy hours for the B2B marketers? We are. If you're a tech or agency partner going to the Whalies (sorry no brands allowed), pull up! DM me for the link to RSVP.

We need more marketers that appreciate the arts.

Almost every agency owner I talk to about hiring asks why we aren't hiring offshore. Them: "RIP your margins" Me: Cope. I'll take 20% net margin on a $50m business over 80% net margin on a $5m business any day.

I don't know if this is a psyop but I can't log onto this ungodly app without seeing this man posting about Fermat. That's a W for Fermat IMO

I love how creative Yotpo has gotten in the last six months. Even some former critics are showing respect and giving them a second look. A good product and a few promo tweets aren't enough. You need to take big swings to generate the momentum & get people excited about what you're doing.

TIL when some agency owners talk about their revenue, or "7-figure" this or "8-figure" that, they're including pass-through ad spend... lol

Turning 1 crappy blog article into 30 short-form videos, tweets, and infographics just leaves you with 31 pieces of crappy content.

It’s really difficult—borderline impossible—to develop good taste when you get all your ideas from social media.

Why isn't every in-person B2B startup making short-form vlogs? I've said this before, but I'll say it again: if you are in-person and you have an ounce of team chemistry, you have the secret to playing the content game on easy mode.

Today’s fake flex: “I’ve built a $100m agency” “$100m in revenue? Amazing!” “No. $100m valuation” “Who valued your business at $100m?” “Me” 🤧

Almost 2 years into the game and it feels like we're just finishing warm ups. As I said in the beginning of the year, it's going to be a banner year for Antidote.

TIL when some agency owners talk about their revenue, or "7-figure" this or "8-figure" that, they're including pass-through ad spend... lol

random q for my agency owner homies: I'm looking for someone to takeover bookkeeping, payroll & ar/ap for us. what's the correct title for this?

Almost every agency owner I talk to about hiring asks why we aren't hiring offshore. Them: "RIP your margins" Me: Cope. I'll take 20% net margin on a $50m business over 80% net margin on a $5m business any day.

This may be an unpopular opinion today but if you’re fresh out of college, reasonably good at social, and this is paying $50k+, this is a killer opportunity.

Early stage B2B companies would get much further by investing in activations and stunts than they would trying to go viral via memes and trendy content. This is my marketing hill and I am willing to die on it.

Why isn't every in-person B2B startup making short-form vlogs? I've said this before, but I'll say it again: if you are in-person and you have an ounce of team chemistry, you have the secret to playing the content game on easy mode.

B2B marketers are always sponsoring happy hours for everyone else. But who's sponsoring happy hours for the B2B marketers? We are. If you're a tech or agency partner going to the Whalies (sorry no brands allowed), pull up! DM me for the link to RSVP.

Software company buys design agency isn’t something you hear regularly but I like it. Any other examples of this happening?

Today’s fake flex: “I’ve built a $100m agency” “$100m in revenue? Amazing!” “No. $100m valuation” “Who valued your business at $100m?” “Me” 🤧

Confession: I'm not a fan of "content repurposing". An hour long webinar/interview gets turned into 25 30-second clips of fluff. No one wants that. Marketing's job is relevance, not just output.

An anecdote on why copying another brand's social strategy usually doesn't work: After Triple Whale blew up, every B2B SaaS company thought memes was the cheat code to getting 10k+ followers. A year later, I can only think of one B2B company that got close—they're shut down now. Why hasn't it worked for the other brands? The copycat brands didn't understand the context around the strategy. Think of a strategy like an iceberg: - There's what the tip of the iceberg—the stuff everyone can see - Then there's the keel—the stuff underneath the surface that you don't see but has much larger impact The keel is the context. Here's Triple Whale's "keel": 1. They had a very active team presence on Twitter. Positive interactions with the team created a sense of community and connection to the company 2. They were building brand equity off-platform (e.g. ads, sponsorships, newsletters, events). People rarely engage with companies they've never heard of. Conversely, everyone wants to hang and engage with the cool kids. Seeing them around in the right places helped make them "cool" 3. They broke the fourth wall. We all knew who was running the brand account. They leaned into that by speaking in a human, 1st-person active voice. It was like engaging with a friend instead of a faceless company 4. They lived in DTC Twitter. They kept up with current discussions and understood DTC Twitter culture. That's part of the secret sauce to creating relatable memes 5. At the time, it was a novel content strategy for a B2B brand. Novelty is the strongest force in online marketing, but it doesn't last long 1-4 was also true for the one other B2B company that got close. Everyone else saw TW's audience engaging with the memes and thought just posting memes would create the same outcome. But without the keel, the strategy doesn't work. That's the lesson: don't copy just what you see. You have to reverse engineer the entire thing so you understand why it's working.

Every time I work on a SaaS product launch, I pitch publishing clips from the planning meetings. Almost no CMO thinks people will be interested when, really, it’s the thing people will be most interested in.

So you’re telling me advertising professionals’ reactions to ad aren’t representative of how everyday consumers react to the same ad? Who would’ve thought? 🙃

Life changes when you realize that B2B marketing is really just project management