Performance marketing is dying.
And Marketing Twitter is in suicidal denial about it.
Product-led growth is taking its place.
I've talked to several VPs & founders who are making this shift - I am too.
A short thread on what this means for your career 🧵
And Marketing Twitter is in suicidal denial about it.
Product-led growth is taking its place.
I've talked to several VPs & founders who are making this shift - I am too.
A short thread on what this means for your career 🧵
Skills like:
• Traditional SEO
• Paid Ads
• Email
are fast getting commoditized, productized, automated and outsourced.
• Traditional SEO
• Paid Ads
are fast getting commoditized, productized, automated and outsourced.
The next generation of distribution is product-led.
SEO is now exclusively owned by product teams at some of the biggest tech companies.
Search and social ads are also being automated at scale by product teams.
SEO is now exclusively owned by product teams at some of the biggest tech companies.
Search and social ads are also being automated at scale by product teams.
Marketing teams at these companies are moving to the creative end of the spectrum and focusing more on:
• Brand
• Content
• Social
• Brand
• Content
• Social
Marketers at the center of this change are taking one of 2 paths:
1. Focusing on creative channels.
2. Learning product-led growth.
1. Focusing on creative channels.
2. Learning product-led growth.
For those who want to learn more about product-led growth, I wrote a short thread a while back:
https://twitter.com/heykahn/status/1424766178841432070
The bad news:
Most performance marketing jobs are getting commoditized, outsourced, or automated.
The good news:
The shift to creative marketing and product-led growth opens up new opportunities for career growth.
Most performance marketing jobs are getting commoditized, outsourced, or automated.
The good news:
The shift to creative marketing and product-led growth opens up new opportunities for career growth.
Final thoughts:
None of the shifts I've talked about above are set in stone.
The final state might look very different from what I'm predicting.
These are just insights I'm gathering from conversations with other execs and creating my own map of the future.
None of the shifts I've talked about above are set in stone.
The final state might look very different from what I'm predicting.
These are just insights I'm gathering from conversations with other execs and creating my own map of the future.
Note:
This thread only concerns high ambition folks who want to maximize their earning and learning and stay at the top of their field.
Many performance marketing jobs will still be around for years.
They just won't be as highly compensated or coveted.
This thread only concerns high ambition folks who want to maximize their earning and learning and stay at the top of their field.
Many performance marketing jobs will still be around for years.
They just won't be as highly compensated or coveted.
Most folks on marketing Twitter will push back against my view.
I don't blame them.
It's hard for someone to understand something when their livelihood depends on them believing the opposite.
I don't blame them.
It's hard for someone to understand something when their livelihood depends on them believing the opposite.
My goal is not to stir waters or offend anyone.
I'm entirely open to the possibility that I could be wrong.
My goal is simply to share my learnings and help others.
Everything I've stated in this thread is everything I'm implementing in my career and my company.
I'm entirely open to the possibility that I could be wrong.
My goal is simply to share my learnings and help others.
Everything I've stated in this thread is everything I'm implementing in my career and my company.
Best of luck with your career journey 🙌🏼
If you found this thread helpful, please:
- Quote retweet the first tweet and help others like you find this thread
- Follow me at @heykahn
I write and share insights about marketing, tech, and psychology.
If you found this thread helpful, please:
- Quote retweet the first tweet and help others like you find this thread
- Follow me at @heykahn
I write and share insights about marketing, tech, and psychology.
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