Alex Birkett 
As early as college, I knew I wanted to get world class awesome at three things (professionally): Building and growing startups Data analysis/data science Writing I believe entrepreneurship is a human trait, but I made sure to join the earliest stage startup possible after college to learn the ropes. Data analysis isn’t intuitive, especially probability … Read more
You’ve landed on this article for one of two reasons. The first (most probable) reason is that you heard the term “conversion rate optimization” somewhere and want to know what exactly it means and maybe even want to find out how you can get involved in conversion rate optimization (CRO). The second reason is that … Read more
What we call conversion rate optimization is actually an expansive suite of distinct functions that blend together to form this art-and-science craft of CRO. CRO includes components of digital analytics, experimentation (A/B testing), user psychology, project management, copywriting, design, and UX research. Nowadays, I look at it as “website product management.” We’ve all got our … Read more
“Marry an accountant, but have occasional flings with rock stars.” – Nassim Nicholas Taleb The worst thing that can happen to a marketer embarking on setting up a content program is also the most common. It goes like this: The Death Spiral of Nearly All Content Programs You see some success stories, perhaps from competitors … Read more
Alright, here we go, another list of content marketing technology! (Silence from the audience) Well, this one will be different. (Drumroll) The 33 Best Content Marketing Tools in 2025 Google Docs Evernote WordPress ButterCMS Webflow Ahrefs Clearscope SEMRush Serpapi.com Screaming Frog Yoast Grammarly Mailshake Buzzsumo Sprout Social Mailchimp Vidyard Loom Zoom Trello Notion Airtable Google … Read more
(Skip to this section if you want to ignore additional exposition, rants, and context, and just learn what the Editorial Cabinet tactic is and how to use it. You should know, however, that people who always seek the summary or TLDR version tend not to be as interesting in conversation. Caveat Emptor.). You know that … Read more
As an acquisition marketer, you speak in the language of CTAs, CPAs, CTLV, ROAS and of course, landing pages are at the center of it all. They’re where you direct targeted traffic for ad campaigns. They’re how you build out SEO pages designed to pull consistent, relevant users in every month organically. Actually, there are … Read more
I travel a lot for both work and pleasure, and I’ve developed some idiosyncrasies and some wisdom as well. I won’t write any basic advice down here such as “eat local food,” “get travel insurance,” or “slow down and enjoy the scenery.” Here I present some things I’ve learned about travel (as well as some … Read more
A/B testing is an important skill for anyone to learn, whether you’re a marketer, product person, designer, or an analyst. It’s also a great framework for managers, as Elliot Shmukler has noted. Once you learn about A/B testing, you look at decision making, probability, innovation, and risk differently. It’s an attitude shift as much as … Read more
New Year’s Resolutions™ are overrated, but time-based goals are nice, and so are general life reflections. I find it’s valuable to put them in writing and in public, mostly for reference and reflection down the line. I’ve been doing these since 2017 and find them fun and useful. 2019 Was a Good Year (Recap) I … Read more