There’s too much noise out there.

You can’t expect to make a splash doing the same thing as everyone else .

So to help with your creative juices, here are 6 twists on otherwise-boring marketing activities:

1. Acquisition Announcement —> Documentary

Paddle released a documentary that covered their acquisition of ProfitWell. It showed behind-the-scenes footage of the actual process going down.

The kicker? According to Paddle’s CMO, Andrew Davies, it only cost them $10k to produce.

2. Blog Center —> Revenue Hub

Every company has a blog. But not every company has its own media arm.

Clari recently launched their media portal, runrevenue.pro.

• They don’t have blogs. They have “atomic articles.”

• They don’t have e-books. They have “precision playbooks.”

• They don’t have case studies. They have a “race to revenue” video series.

3. Executive Hire PR —> internal email

When new executives are hired, most companies just make a PR announcement then call it a day.

When Intercom announced that their original Founder, Eoghan McCabe, had returned as CEO, they posted the internal email that their CEO sent the company.

The result? Non-Intercom employees felt like insiders. The company was shifting and everyone was invited to come along for the ride.

4. Massive User Conference —> Intimate, Exclusive Networking Event

Few people actually enjoy conferences.

They’re stuffy, filled with lots of self-promotion, bad food, etc.

Wynter fixed that with their Spryng conference.

• Attendees were capped to 200 people

• Hosted at an outdoor venue in Austin, TX.

• All-you-can-eat pizza, tacos, and beer.

Attendees got to attend sessions moderated by well-known marketers, and then hang out with them afterwards. The only “conference” I’ve ever enjoyed attending throughout.

5. Influencer Promotions —> Influencer Partnerships

Layoffs are being announced every week. So Ross Pomerantz (aka Corporate Bro) created a crowd-sourced Google Sheet for folks to share open roles.

Adam Schoenfeld, CEO of Keyplay, saw this and offered to enrich the company data so that it stayed up-to-date.

In less than a week, they were able to partner up and add more value together than they would separately by publishing stillhiring.today—community sourced, ungated, BS-free, list of tech companies who are still actually hiring.

6. Conference Booth —> Food Truck

You don’t always have to sponsor a booth to get the most out of conferences.

Sprig sponsored a food truck and got a great turnout.

• Memorable

• The donuts were Sprig-branded

• Attendees got donuts in exchange for filling out a Sprig survey

Healthy Competition is all about fruits ‘n veggies, but we’ll make an exception and endorse donuts as well 🍩

The Secrets to Succeeding With 3rd-Party Analyst Firms

Jarod Greene is the VP of Product & Customer Marketing at Highspot. Prior to becoming a PMM, he worked as a Research Director at Gartner.

Analyst Relations has always been a big question mark for me (and a lot of marketers that I know)—so here were my biggest takeaways from our conversation:

• You need to have a deep understanding of your market landscape and know how you differentiate in order to explain your product's value to industry analysts.

• Similar to customers, you should incorporate analyst feedback into your product strategy. Engage with them on a regular basis and listen to their feedback.

• Too many people concern themselves with ranking as #1 on Grids or Magic Quadrants. There’s a lot of value in being the niche player. Maybe you can even position yourself as a category disruptor (like Qualified is doing in the Conversational Marketing space).

Advice from the Community

2,000+ messages are exchanged every month by your favorite Product Marketers in the Healthy Competition community. Here are some recent threads that got the community talking.

Not a member? Easy peasy. Just join here.

Open Roles

• Product Marketer / Content Strategist @ Growth Plays

  Comp range: $70k - $90k

• Competitive Intel Strategist (freelance) @ Stack Against***

  Email Federico Jorge at [email protected] for more details

• Product Marketing Manager, Enablement @ Figma***

  Comp range: $99k - $231k

***a member in the Healthy Competition community is the hiring manager or can help give you an intro to the hiring manager. Join here.

Quick Tips / Examples

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@healthycompetition

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@healthycompetition

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That’s it for me this week. Seeya soon.

Stay Healthy, my friends.

💚Andy