So many of the case studies that document how a company has grown from 0 to X forget to mention that solutions that they found are applicable to their specific scenario and won't work for everyone. This falls into the dangerous category of bad advice for generic problems. Instead of building up a list of other companies' tactics, marketers need to understand how to diagnose and solve problems across their entire funnel. Illustrated with real-world examples, I'll be talking you through the process that I take to come up with ideas that none of my competitors are thinking of.
This was presented by Matthew Barby at MozCon in July 2017.