Permission is a useful marketing signal

A friend of mine leads a small software company. The team hasn’t quite cracked the code on marketing yet. They’d spent tens of thousands of dollars on paid ads and, while financially breaking even, it cost them a lot of time and energy that could’ve been spent elsewhere. When I offered to discuss marketing with my friend, their first question to me was about attribution. “I know I’m supposed to publish content, and then people will eventually learn about us and do business with us. But how can I get more visibility into this process?” They had tried getting a more sophisticated analytics system set up, but didn’t seem too satisfied with it. Moreover, they sounded confused. To me, analytics should be simple (a lesson I learned from Anita Clarke). Everyone should be able to understand them. If you’re trying to track a person’s journey between discovering you and being ready for a sales conversation, the most useful thing you could do is set up an informational email newsletter. When a…

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