Brian de Haaff's Blog, page 6
August 12, 2019
Is Your Office Infested With Sharks?
Have you seen the movie? Doooo-doo. Doooo-doo. The first notes of the Jaws theme song are instantly recognizable. Whether or not you have seen the film, the music probably still evokes a feeling of fear. You might even visualize a shark lurking in the water, waiting to sink its teeth into an unsuspecting swimmer or surfer. But there is a different type of shark to worry about — one that is typically found in cubicles.
There is a name for this type of predator who circles looking to attack:...
August 6, 2019
The 5 Best Roadmaps for Product Marketing Managers
Being a product marketing manager is not easy. I know this because I was one early in my career. It is hard and important work. You need to communicate the value of the product to internal teams and customers, track all the work that goes into delivering new customer experiences, and seamlessly shift between technical understanding and benefit-driven marketing savvy.
The work is challenging for sure. What you need is a clear roadmap to help you plan it all out.
A roadmap is simply a visual...
July 30, 2019
The Product Manager vs. the Product Marketing Manager
It is no secret that I have a special fondness for product managers and product marketing managers. I have written before about the enormous value that these folks bring to a company. I worked in both roles early in my career, so I know firsthand how instrumental the disciplines are to driving the growth of the business. Unfortunately, that hard work is often unappreciated or misunderstood — not just because both start with the word “product.”
Product managers and product marketing manager...
July 29, 2019
The Founder’s Paradox: How Do You Grow Really Fast Without Losing Your Soul
It was our third Aha! onsite. Twice a year our entire remote team gets together in a destination location. This onsite was in Park City, Utah. After a week of meaningful sessions, many great meals, and even some bobsledding, everyone lingered to chat on the final night. As I looked at the talented folks on the team who were excited to be doing something different and great together, I could not help but feel a bit wistful.
I did not want any of the remarkable team spirit that we had achieve...
July 25, 2019
Go Inside the Aha! Offices (the Perks May Surprise You)
Welcome to the office of your dreams. Here you will find your favorite snacks, cozy spots for your pets, and gear to play all the sports you love. Everything is expressly tailored to your exact specifications. You can even chat with family members while you are enjoying your freshly-brewed espresso. This may sound like a fantasy, but it is how our team at Aha! works every day. How?
Remote work — we believe that people who have the freedom to choose where they work will be happier.
I have...
July 23, 2019
5 Signs Your Marketing Team Needs a Roadmap
Increase conversions. Decrease acquisition cost. This is the constant push-pull for marketing teams. How do you grow the number of people who engage with your ads, while simultaneously lowering the money you spend to do so? And how do you optimize to ensure those folks turn into real paying customers? These are not easy questions. And the problem is that you are too busy buried in the day-to-day tactical work to deeply ponder the answers.
It is easy to get lost — busy working on programs an...
July 22, 2019
Why You Should Never Say That You Need More Time
“If only I had more hours in the day.” I bet you have wished for just this — maybe a few hours to finish up a task or 5 more minutes to proofread an email. Tempting, especially when you feel overwhelmed by multiple projects and impending deadlines. But finding more time is impossible. And time alone will certainly not make anyone more productive.
The reality is that time is not something we can get more of — so it is up to us to decide how to use it best.
Even if it were possible to find so...
July 18, 2019
7 Tips for Remote Marketing Managers
What does it take to be a great marketing manager? A strategic mindset. Understanding of the market and the customer. Creativity, yes that too. But there is something that is not on this list — working in an office. This is because being co-located is not required to be a brilliant marketing manager.
You can work remotely and create breakthrough marketing — it just takes certain skills.
What are some of these skills? You need to be able to communicate clearly, of course. You have to be assi...
July 16, 2019
The Founder’s Paradox: How to Know When to Change Course and When To Keep Going
I love the adventure of travel. I am always looking to see and learn something new about a place and the people who live there. Right now, I am writing this from Italy where I am vacationing with my family. Driving here has been an adventure itself. The streets are ancient — narrow, wildly winding, and punctuated by faded signage that confuses more than guides. There have been quite a few “Are we sure this is the right way?” conversations with my wife and kids.
Knowing when to change course...
July 9, 2019
How to Create a Digital Advertising Roadmap
Grab some candles and put on your party hat. There is a birthday to celebrate. The banner ad turns 25 this year — the first online ad went live on hotwired.com in 1994. The click-through rate was an astonishing 44 percent. (Yep, you read that right.) I am sure that most digital marketers today would cry tears of joy to hit even half that number now.
The online advertising space has changed a lot and marketing teams need to change with it.
It is clear that companies are willing to put down...
