The 4 M’s of Marketing: How to Set the Right Marketing Strategy

Who hasn’t heard about the marketing mix?

As you know, the 4 P’s aim to help define:

  1. what a company offers — product and price;
  2. and how it does this — place and promotion.

Unfortunately, this founding framework of marketing (created in 1960) no longer encompasses what marketing means today…

Here, I suggest a better alternative that will help you define your marketing strategy.

But first, let’s give a good definition of what marketing means in 2017.

A Good Definition Gives Guidance

Defining what marketing stands for isn’t an abstract issue.

A Key Skill for Innovators: Understand How Your Customers Make Buying Decisions

Good innovators do one thing particularly well.

They relate to their prospects and customers. They try as hard as possible to understand how people think and what is their buying decision process.

The holy grail in marketing?

This is to make sense of why someone buys something.

Psychology, anthropology, and cognitive neuroscience are great sources of inspiration for good marketers. That’s because marketing is intrinsically about human beings.

You can find examples of this in two of the best marketing books:

Worldview: The Starting Point of a Successful Marketing Strategy

The most successful marketing strategies do one thing well:

They leverage existing worldviews.

Worldviews are the biases, the beliefs, and the assumptions we make about the world. They’re rooted in the experiences we’ve had in life. And these shape how we see and interact with what’s happening around us.

They’re a major indicator of how we make buying decisions.

How Smart Marketers Make the Most out of Worldview Marketing

What do your customers believe is true? What do they value? What are they concerned about? How does your market perceive the world today?

10 Laws of Investor Pitch: Boost Your Chance to Raise Money from Early Stage Investors

Pitching investors is one of the most challenging things in being an entrepreneur.

Actually, it’s not…

You might think it is, if (1) your company is not prepared to raise money or (2) you are not prepared enough to pitch investors.

Let’s focus on #2, the investor pitch. [1]

Here’s a good news: You don’t need to be an amazing public speaker to impress investors. If you follow the advice from this article, you’ll get a real advantage.

But… you also need to practice as much as you can. Knowing is nice. Taking action is what makes a difference.

Discovery Phase: Step #1 for Creating Innovative Products

Your product is ready. But sales aren’t taking off as you expected.

This is a sign you might have missed the discovery phase and jumped too quickly to the scaling phase.

In such a scenario, the business tried everything:

They built a sales team. They spent their marketing budget in advertising. They hired consultants. They spoke at conferences. They reached out to all their contacts. But still the market doesn’t buy it…

Here’s the common mistake:

Trying to scale too fast… If you’re wrong about what people want, they may try your product once, but don’t count on keeping them as loyal customers.

Share of Customer: Why It Matters More Than Market Share

Improving share of customer is too often just a byproduct of a marketing strategy that aims to increase market share.

Most marketers think that bigger means better.

And they focus on selling to more and more customers rather than finding ways to sell more to their existing, satisfied customers. Unfortunately, giving priority to acquiring customers over retaining them comes out of thinking short-term.

The old marketing recipe isn’t working anymore: Boost awareness with advertising, make big discounts to trigger a purchase, repeat…

13+ Examples of the Best B2B Content Marketing in Venture Capital

Venture Capital & Content Marketing

Content marketing is the trendiest digital marketing technique.

And venture capital gives great examples of B2B content marketing. Think about the reputation that venture capitalists have built. Both investment funds (the limited partners that invest in VC funds) and startups really trust VCs.


This is what you’re going to find out in today’s article.

As an entrepreneur, you’ll get new ideas for your own marketing strategy. As an investor, you’ll get a glance at what your competitors are doing.

Bonus: Download a free PDF with 6 content marketing best practices.

Estonian Mafia: A Technology Powerhouse that Influences the World


Two years ago, I knew nothing about this small European country. Then, I started working with the Estonian Mafia. It changed how I think about innovation.

A No-limit Country

We are our own limits. Marcus Aurelius said it very well:

“The mind knows no obstructions, except those from within.”

Estonians decided that limits weren’t a good idea. So they used digital technology to get rid some limits:

  • Kazaa popularised peer-to-peer download;
  • Skype made flying for a meeting out of fashion;
  • Playtech changed what going to casino means;
  • TransferWise transformed how transferring money abroad is being done.

Convince Your Boss: 11 Tips to Make Them Say “Yes!”

Convince your bossImplementing new ideas in an organisation is challenging for many reasons.

From internal politics to bureaucracy to lack of time, there are many obstacles to face…

Yet, every company needs leaders like you to make sure the organisation constantly evolves and continues to innovate.

Here are my 11 most effective tips to persuade your boss.

People who’ve used these tips got their boss to implement new ideas, to buy new ideas, and to get more flexible work schedules.

Warning: you are NOT going to find anything about being a bootlicker (dull) or working hard (boring) here.

The Content Marketer’s Dilemma: Attention vs. Control

Attention is a necessary ingredient that allows companies to make money.

If there’s no customers paying attention, there’s no business.

Another ingredient is control.

Control is a key lever for companies that rely on content marketing to acquire and retain customers. It enables companies to work on their own terms—customise the user experience, get the audience to subscribe to a newsletter, or, even better, make a sale. [1]

Both attention and some control are needed to generate revenue.

You can’t make money if nobody pays attention to what you do and sell. And you can’t do much if you don’t have enough control over your content.