Tom Whatley
Ann Handley
United Kingdom
Contact Tom
Discover and connect with journalists and influencers around the world, save time on email research, monitor the news, and more.
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Past articles by Tom:
How to Take a Demand-Generation-Driven Approach to Content Marketing
Instead of obsessing over content engagement metrics such as likes or shares, marketers should craft their content so it generates more Sales-qualified leads. → Read More
How to Build and Measure Brand Awareness
Studies show only 5% of B2B buyers are ready to buy right now. You can’t force the other 95% into a buying position by spamming them with nurture → Read More
Brand Marketing vs. Product Marketing: What’s the Difference and Which Should You Invest In?
In 2018, after two short years and $3 million raised in startup funds, recruitment AI company Ansaro shut down due to bad market fit. As it turned out, → Read More
A Guide to Reputation Management: Build an Audience of Superfans
79% of consumers trust an online review as much as they would a recommendation from a friend. And 94% of shoppers state that just one bad review has → Read More
How to Create a Marketing Funnel by Responding to Customer Behavior
The marketing and sales funnel is a time-tested framework for mapping the customer journey. However, with every new technology, channel, and distraction → Read More
How to Build & Execute a Facebook Marketing Strategy
When it comes to reach, no other social media platform comes close to Facebook. More than half of all active internet users worldwide use it, and → Read More
Measuring Market Penetration with Brand Tracking (+ Metrics & Examples)
You work tirelessly to understand your customer, market, and competition so you can differentiate. Voice-of-customer (VoC) research, user research, → Read More
How to Calculate & Maintain a Healthy Customer Acquisition Cost (CAC)
“You have to spend money to make money.” This seemingly good-natured advice has spelled doom for millions of businesses worldwide. While it’s true that → Read More
How to Model Your Marketing Against the Product Lifecycle
The classic lifespan of successful products is a story in four parts: Introduction Growth Maturity Decline How this story plays out has a lot to do with → Read More
Email Marketing Strategy: Collecting Subscribers, Users & Loyal Customers
If you’ve been in business for any amount of time, you may well have heard the phrase, “the money is in the list.” It’s a proverb as old as the internet, → Read More
10 Product Announcement Email Examples (and What You Can Learn from Them)
Research shows that for every $1 you spend on email marketing, you can expect an average return of $42. Compare that to paid advertising where the average → Read More
How to Create an Effective Branding Campaign That Inspires a Movement
Brand is the perception of your company in the eyes of the world. It’s shorthand for who and what you are. Getting branding right gives people a reason to → Read More
A Complete Guide to YouTube Analytics
With more than 2 billion monthly active users and more than a billion hours of content consumed every day, the right Youtube strategy can increase brand → Read More
Build vs. Buy: Which is Right for Your Business?
Product leaders often believe it’s cheaper to buy software than build it. But that’s not always the case. You don’t need a large development team or → Read More
Developing a Social Media Marketing Strategy that Builds Loyalty and Awareness
Building loyalty and awareness are top priorities for any social media marketer. And for good reason. The greater your visibility, the more your brand is → Read More
How to Grow Your App Startup Organically with App Store Optimization (ASO)
App store optimization (ASO) is about getting your mobile app in front of the right users at the right time. With 2.22 million apps available in the Apple → Read More
How Netflix Creates Immersive Experiences with Exceptional Design and UX
Netflix began in 1997 as a video rental competitor to Blockbuster. Now, the streaming service has as many users worldwide as the entire population of → Read More
How to Become a Marketing Manager
With U.S. News declaring it the number one job in sales and marketing, and a median average salary of around $142,000 in the U.S., it’s no surprise that → Read More
9 Product Demo Examples that Stand Out & Convert
A product demo is a critical tool in the sales process. It exists in the all-important consideration space between lead qualification and conversion, → Read More
Employee Advocacy: Empowering Your Teams on Social Media
Businesses looking to expand their reach online should consider setting up an employee advocacy program. Turning employees into advocates can shorten the → Read More