“Encapsulate the essence of the offer in the top four inches of the page,” Flint McGlaughlin teaches in Above-the-Fold Strategy: 4 ways to write powerful sub-headlines (https://meclabs.com/course/sessions/above-the-fold-strategy/). And this essence should inform your entire funnel, from initial ad to final conversion.
I was reminded of this quote when our guest shared the lesson “PR and storytelling come first” – essentially, the story should be the essence of your campaign, and kickoff the campaign as well as inform its downstream messaging – so I asked him about it.
You can hear how he responded, along with many more lesson-filled stories (and even the first-ever How I Made It In Marketing rap), when you listen to this episode with Lucas Welch, Vice President Corporate Marketing, Highspot (https://www.highspot.com/).
Welch manages a team of 14 people and four agencies and oversees a $3 million budget.
Highspot has raised $650 million in venture capital funding since launching in 2012. Most recently, the company closed a Series F round that valued the company at $3.5 billion. It has millions of users around the world.
Stories (with lessons) about what he made in marketing
Related content mentioned in this episode
Above-the-Fold Strategy: 4 ways to write powerful sub-headlines (https://meclabs.com/course/sessions/above-the-fold-strategy/)
About this podcast
This podcast is not about marketing – it is about the marketer. It draws its inspiration from the Flint McGlaughlin quote, “The key to transformative marketing is a transformed marketer” from the Become a Marketer-Philosopher: Create and optimize high-converting webpages (https://meclabs.com/course/) free digital marketing course.
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