Writing
Notes on benefits and health technology adoption, go-to-market, and leading marketing teams. Shorter takes appear first on LinkedIn (opens in a new tab). RSS
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Prove it small before you scale it
A successful pilot isn't proof you're ready to scale. It's evidence of what you still need to solve.
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The buyer isn't the user: where benefits adoption breaks down
When members don't use a benefit, the reflex is to communicate more. Often the real problem sits somewhere marketing can't fix alone.
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What changed when my product marketing team started using AI
If AI only helps your team produce more content, you've probably missed its most valuable application.
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Full-funnel product marketing isn't a funnel anymore. It's an adoption and revenue engine
In digital products, conversion is only the entry point. Activation, retention, and habit are where revenue is won or lost.
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Digital product marketing isn't about words. It's about wins.
Seven ways digital product marketing earns its seat: funnels, execution, data, promotion, and the stack that makes it measurable.
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Full-funnel measurement in healthcare and benefits
Open rates and impressions don't show whether people registered, adopted, and came back. Here is how to read the whole funnel.
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How mobile app design and development can kill customer experience without strategy, expertise, and communication
What the 2024 Sonos app relaunch shows about product marketing, digital adoption, measurement, and the teams behind mobile apps.