Entrepreneur: What I Learn by Going ‘Undercover’ at My Company

Jun 8. 2018

At a variety of companies in the past 10 years, I’ve gone “undercover” — leading sales calls as a sales engineer or customer service rep — to get real, honest feedback and actionable information on how buyers and customers respond to our product.

Marketing Dive: How data and a luxe experience boosted Tea Forte’s ROI 20x

Jun 6. 2018

Tea Forte’s pyramid-shaped tea infusers are mainstays in the luxury hospitality world, offered at W Hotels and first-class lounges and sold at retailers like Neiman Marcus and Saks Fifth Avenue. However, the brand sells most of its products on Amazon, where only so much of the user experience can be customized. Leveraging data and customer…

MarTech Advisor: Investing in CDP: Choosing the Right Vendor

May 22. 2018

You know you need a CDP – but how on earth can you be sure you are picking the right one? CDPs are expensive, high-impact and a long-term investment. It is a daunting task for marketers and can be a thorny process, with the buck stopping squarely at the CMO’s desk, given the quantum of…

TotalRetail: What B-to-C Marketers Gain From the Evolution of CRM

May 21. 2018

B-to-C marketers can only learn so much from their B-to-B counterparts. Though they’re both marketers, the B-to-C sales cycles is extremely different and, as a result, the marketing processes are too.

TechCrunch: Boston startups may see some fresh checks as Underscore VC closes on its second fund

May 17. 2018

Underscore VC, a three-year-old, Boston-based early-stage firm that is today taking the wraps off a second fund that it just closed with $115 million in capital commitments.