Open Market The Cluely Marketing Playbook
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Jul 23, 2025 Eric Franchi and Joe Zappa break down the essentials of a revolutionary marketing playbook targeting adtech and martech innovators. They emphasize storytelling that pits heroes against villains and the importance of the CEO as the brand's chief evangelist. The duo also champions the acquisition of creator-led media for massive impact. With a mix of humor and insightful analysis, they explore the role of AI in marketing and the necessity of provocative strategies to cut through the clutter in today's competitive landscape.
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Provocation Drives Cluley’s Success
- Cluley gained major success by being provocative with viral videos, not just on product features.
- Distribution and bold marketing differentiated them in a crowded B2B AI space.
Be Provocative to Gain Attention
- Be provocative by telling a story with heroes and villains to challenge the status quo.
- Gradually dial up controversy; being invisible and forgotten is the bigger risk.
Boldness Lacking in Ad Tech
- Ad tech personalities tend to avoid confrontation, limiting bold marketing efforts.
- Being willing to challenge competitors publicly can help challengers become category leaders.