Today’s master is more trends than anyone I interviewed. She ignores the competition. She refuses to put everything on everything. It runs on intuition as well as data.
But her small, shabby marketing team regularly beats his weight – and wins.
When Throist started for the first time, it was that Original Personal Task Manager. Today, despite the competition with Fortune 500 Tech brands, his parent company Doist is still seen as the contact point in the productivity software.
And do you know what? They are not enthusiastic.
Brenna Loury
Chief Marketing Officer, Doist
- Funny fact: At the beginning of her career, Brenna moved to Chile – without knowing Spanish to work with Habitat for Humanity. After a accidental encounter in an Irish pub, she was employed at the final Ministry of Economic Affairs.
- Right to fame: When Throist did 1 billion tasks, it celebrated by asking the users to share something important that the app helped them. Over 600 users shared their Heart warming stories.
Lesson 1: Make it half measurable, half unforgettable.
“Half of your marketing should be *measurable *, half should be *unforgettable”, Brenna Loury Posted on LinkedIn A few months ago.
And because it was difficult to give some of my job, I asked if, as a CMO, her team still took account of the unforgettable half for the ROI.
“You pulled all of my hot settings, right?” Loury laughs. “I don’t think someone in the team feels comfortable to throw money into something that shows no positive results. Our approach is to make small investments, see what works and ittery.”
So your quote is less about marketing with dedication and more about the fact that you are not so lost in your KPIs that you forget that you talk to real people. And people react to what is real, not what is ideal.
“Many brands in the productivity room have a message from ‘do that. Do that. Make on.’ And it is a very unrealistic expectation for people. We really try to be honest what people can actually do.
And in return, Doist is also honest what his own people can do. That is why lesson is two …
Lesson 2: Your mistakes are your strength.
The eight-member marketing team from Doist in the productivity software area is often located as David for Goliaths such as Apple, Microsoft and Google.
But Loury says that they find a competitive advantage in an unlikely place: “We are very authentic with our users and are not afraid of mentioning some of the shortcomings we are working on. Google will never do that. “
It all started with some very public misconceptions that Loury opened, but it ended with a new philosophy: “Make sure that the people who create Throist are visible for people who use todoist.“”
That is why Doist’s YouTube presence is usually just an employee named Naomi who uses loom to make videos out of your living room.
And “If you look at the Todoist Change Protocol, you will see small facial bubbles. We will say” Carrie has released this update to Android “and there is Carrie’s little face so that people know that there are real people who work on this stuff.”
Lesson 3: The customer is always right. Sometimes.
In order to prevent more missteps, Loury’s team ensures that communication with her audience remains open.
“We were very conscientious in communicating with our users. We let them know what we work on and collect feedback.”
But she warns that they can go too far in this direction. Loury laughs and points to the famous quote that Henry Ford is often attributed: “If I had asked my customers what they wanted, they would have said a faster horse.“”
“It must be a balance when it comes to trusting your intestine and using your intuition,” she says. “We always had a strong intuition of what we wanted to build. And we were always firmly convinced that we wanted to build things that we would use ourselves and also help other people.”
“You can lose sight of how you want to build the product when you only Listen to your customers. “
