Ben Cotton
Ideas on
The New GTM Playbook
in the Age of AI
Understanding the SaaS Business Model and Unit Economics
One of the best things about working at HubSpot is the education I’m gaining each day. Not only have I deepened my knowledge of inbound marketing and the company's industry leading platform, but I’ve learnt about the software as a service (SaaS) business model, as well as how subscription based businesses operate, make money and grow.
Customer Experience is Where Your Brand Promise Lives or Dies
What is a brand? Is it what organisations say or is it made up of what people think, feel and experience? I believe it’s the latter. On the face of it, this may not seem revolutionary, but I disagree — adopting a customer experience-led mindset promises to change how we structure marketing teams and organise the businesses of the future.
The Rise of the Information First Company
Back in 2014 I read some truly original thinking by John Battelle of sovrn Holdings where he introduced the idea of the information first company. Battelle makes the case organisations can be viewed as living systems composed of flows of information, energy and matter.
Five Business Lessons from BrewDog
I’ve just finished reading the excellent Business for Punks: Break All the Rules - the BrewDog Way written by James Watt, Co-Founder of BrewDog. Unfamiliar with their story? Let me refresh your memory.
The Big Data Opportunity for Marketing
With CMOs predicted to spend more on IT than CIOs by 2017, is big data marketing the next big opportunity? I believe so. While the definition of big data within this context is still being defined, it’s more useful (for now) to focus on its potential utility.