Expertise

We focus on the economic, technological, and social trends that affect all sectors equally. Our generalist perspective is informed by some particular, defining experiences.

By Sector

PRIVATE SECTOR

B2B SaaS
We have worked deeply with many B2B SaaS companies that sell highly technical software offerings to multiple, highly technical buyers. Relevant work: Synopsys Software Integrity, Honeycomb.io, Linux Foundation Energy, Terrain Data (now part of Confluent), FullContact, Indr Software

Our perspective: B2B SaaS is the richest and most influential contemporary model for metrics-driven marketing. All organizations across sectors can benefit from this body of knowledge.

B2B2C
We have worked with many high-profile P2P pioneers and led the marketing function for multiple “infinite scale” e-commerce companies. Relevant work: eBay, Zazzle, Nextag, Omidyar Network, Context Partners, Honor, OfferUp, Tindie, Bankrate Insurance

Our perspective: We don’t make the usual distinctions between B2C and B2B—or lead gen and brand-driven marketing—since we’ve cut our teeth repeatedly in environments where these skillsets and mindsets are deeply fused.

B2C
Our B2C experience includes the many e-commerce companies listed immediately above, as well as long and very successful engagements with Leapfrog Toys, Sundance Channel, and three of the largest and best-known consumer hardware companies in the world (though, unfortunately, these projects are under strict NDA). We also have worked with many omnichannel retail companies including MacPherson’s, Tea Collection, and Title Nine.

Our perspective: The commonalities between B2B and B2C business models and marketing practices are more important than the differences, and many companies that appear to be B2C are actually more usefully seen and understood as B2B2C.

B2B2G / B2G
We have worked with many organizations that sell to government or partner actively with government. Relevant work: Synopsys Software Integrity, Clinton Foundation, Linux Foundation Energy, Remix, U.S. Digital Response

Our perspective: The public sector is complicated and determines the rules of play for the private sector. All ambitious organizations must attend to the public sector to maximize their impact and longevity.

SOCIAL SECTOR

We have worked extensively with nonprofits as a marketing lead, strategic planner, and executive coach, often jumping into situations with high visibility, stakes, and stakeholder complexity—e.g., our work with Clinton Foundation immediately after the 2016 election and U.S. Digital Response in the months following the COVID-19 outbreak. Relevant work: Clinton Foundation, Linux Foundation Energy, Omidyar Network, Community Youth Center San Francisco, Mindful Schools, Art Center, Ulupono, KnowledgeWorks Foundation, New Tech Network, Misnomer Dance Theater, Children’s Day School, U.S. Digital Response, Prospect Sierra, Globalgiving, Global Kids, Apollo Alliance, Izzi Early Education, FACES SF, Moneythink, Millennium.org, Birmingham Talks, Coral Reef Alliance, Endeavor.org

Our perspective: The primary difference between the social and private sectors is that in nonprofits, power is more distributed and stakeholder alignment is both more difficult and more critical.

By Technology Platform

Here is an abbreviated list of some of the technologies we use very frequently.

By Theme