Advertisements

How Four Female VCs Triumphed In Male-Dominated Silicon Valley

The reputation of Silicon Valley as a bastion of testosterone is by now well-established, and award-winning journalist Julian Guthrie decided it was time to tell a new story—one with a little more estrogen. In her new book, Alpha Girls: The Women Upstarts Who Took On Silicon Valley’s Male Culture and Made the Deals of a Lifetime, Guthrie explores the complicated lives of female VCs through the eyes of four resilient characters. She traces their trajectories—how they’ve dealt with victories and defeats, the ways they’ve juggled work and family, how they’ve coped with sexist attitudes—to get where they are today. They were among the first investors and founding board members of startups that would go on to become the giants of Silicon Valley.

The book takes us through the achievements of Magdalena Yeşil, who helped Marc Benioff grow Salesforce; Mary Jane Elmore, one of the first women to make partner at a U.S. venture firm; Theresia Gouw, who helped build major companies like Facebook and Trulia; and Sonja Perkins, one of the first female partners at Menlo Ventures, where she invested in such companies as McAfee and Hotmail.

Samantha Todd: What gave you the idea for Alpha Girls?

Julian Guthrie: I was on tour for my last book, How to Make a Spaceship, spending a lot of time with entrepreneurs and engineers. I began to ask myself: Where are all the women in these really important and dynamic industries? Although I’d worked at the San Francisco Chronicle for 20 years, I didn’t know there was such a disparity as there is today. I started to look into tech for some kind of hidden figures, some really dynamic women who had great narratives and whose stories hadn’t been told.

I came across this figure that 94% of all check-writing VCs are men. But who is the remaining 6%, who are the women? I wanted to know what the world looks like for them, what it’s like being pretty much the only woman in the room, the only woman chasing after certain deals.

Todd: And what about today? Do you think things have changed in Silicon Valley at all?

Guthrie: With the #MeToo movement, there were all these bad guys who were outed in all these different industries, including tech, and there was a great spotlight that was shined on equity. Now you see these really strong groups like All Raise and Broadway Angels and these all-women investing platforms and political advocacy groups. I see these really promising pockets across the country where women who had climbed their way up that VC ladder and had gotten to partner, to general partner. Many are now starting their own firms.

Todd: But it’s not all good news everywhere, is it?

Guthrie: You look across industries, whether it’s home building or architecture or law or medicine or advertising, and women in the top ranks only represent between 5% and 20%. The progress across these industries has really stalled—it’s hard to imagine that we’re at this place in time and there’s still so much underrepresentation.

Todd: Tell me about the term “alpha girl.” What does that mean exactly?

Guthrie: An alpha girl is someone who goes from navigating to pioneering in whatever field, somebody who seizes an opportunity that’s difficult and persists and finds a way to thrive.

Todd: How did you arrive at the book’s title?

Guthrie: At first I had the Alpha Girls Club. I like the word “girls” because even as women, we can be girls. I think the girl should embody boldness and strength and compassion. Strength combined with girls—I love that equation. Alpha Girls is being adapted for a TV series, and a lot will be changed, with the story fictionalized, but Alpha Girls will remain as the title.

Todd: In the book you talk about how your reporting was already under way when the #MeToo movement began, but that it affected your reporting. Can you discuss that?

Guthrie: These women have to work with the guys, and they have to network. More men have honestly gotten behind this movement, this need, this call to action. #MeToo had a good effect, but there’s a flip side as well. It’s something like 60% of men who were recently surveyed in Silicon Valley in tech said that they won’t have a one-on-one meeting with a woman. They won’t mentor a woman, they won’t have closed-door meetings one-on-one, they won’t do offsite things. And that’s terrible.

Todd: If readers take away one idea from your book, what would you like it to be?

Guthrie: I would say that tech and venture capital are amazing careers for women and more women need to be in this industry that is shaping our future. An alpha girl shows how it can be done, but it’s a dynamic industry, and women should be getting into it in stronger numbers and playing a big role in shaping the future.

This interview has been edited and condensed.

I serve as an assistant editor on the Leadership team at Forbes. Previously, I interned with the Echoes-Sentinel and The Bernardsville News where I covered local news and events. I was editor-in-chief of The Setonian, Seton Hall University’s student-run and award-winning newspaper.

Source: How Four Female VCs Triumphed In Male-Dominated Silicon Valley

Advertisements

7 Forms of Content Marketing That Can Help You Generate More Sales Leads – Chirag Kulkarni

1.jpeg

According to a study by Media Dynamics, Inc., customers are shown more than 5,000 ads and brand messages per day, so it’s no surprise that content marketing is becoming one of the most successful strategies for reaching the consumer. People are tired of having traditional outbound ads forced on them, so when a brand steps in with authentic, useful content, consumers can’t get enough. That’s probably why content marketing generates six times the conversion rates of traditional marketing methods.

It’s easy to segment your content marketing to maximize your own conversion rates. Start by creating content based on your product or service, and then use content to target each of your strongest-performing buyer personas. To get even more specific, focus on the various pain points that these buyers are looking to address. According to Curata, 41 percent of marketers have increased the number and quality of their sales leads by utilizing content curation.

While there’s no denying the effectiveness of content marketing, it’s a broad term. Content comes in many different shapes and sizes and can require varying degrees of upfront investment. To improve your reach and generate more sales leads in 2018, focus on these seven forms of content.

1. Create a company blog. You should already have one, but if you don’t, then join the club and make 2018 the year you finally start that company blog. HubSpot notes that 53 percent of marketers cite blog content as their top priority for inbound marketing.

Putting blog content to work is a great strategy. Content Marketing Institute reports that more than three-quarters of all internet users read some form of blog, and they aren’t just passive observers. When given a recommendation by a favored blog, 61 percent of U.S. consumers made a purchase, which is probably why small businesses with a blog enjoy 126 percent more lead growth than their peers that don’t.

2. Use brand journalism. Part of what gives your brand a sense of authenticity is a strong focus on storytelling. Brand journalism is simply about keeping your audience up to date on the story of your company.

Companies such as PowerPost are making brand journalism easier by providing software that coordinates content publishing across a wide range of channels. They also help with content creation so it doesn’t take up your or your employees’ valuable time. After all, content marketing isn’t helping your bottom line if it gets in the way of running your business.

3. Add video content. According to Cisco, 82 percent of all internet traffic by 2021 will be video. It’s taking over the internet, but it’s especially significant in the social media sphere. When it comes to content, an Animoto survey found that customers prefer viewing a video 4 times more than reading text. This hasn’t escaped the attention of marketers — almost 70 percent say they’re ramping up spending on video production.

4. Curate content from influencers. Word of mouth is one of the most effective types of marketing, and online influencers can amplify that approach with powerful megaphones. YouTube is an especially effective means for influencers to reach their audiences — 70 percent of teenagers on YouTube relate to their favorite influencers better than conventional celebrities. According to a 2017 poll by PMYB, 28 percent of marketing managers reported that influencer marketing was their fast-growing method of acquiring customers online.

5. Spice up statistics with infographics. Customers prefer video over text, but an infographic allows information to be digested even faster. Infographics draw customers in quickly while communicating several paragraphs’ worth of messaging in a single visual, and the appeal is undeniable. On social media, infographics are shared and liked three times more often than other content varieties, according to research compiled by Lucidpress.

6. Employ Google AdSense. This advertising tool from Google puts display ads on websites that pay a commission each time they’re clicked. Google automatically scans your website content so it can display the most relevant advertising, meaning some ads are worth more than $1 per click for the website owner. AdSense is a great way to monetize a blog, yielding dollars that you can then reinvest in content generation.

7. Create an online course. If your business has expertise in a particular area, sharing it with your audience will help you gain a loyal following. If you’re not sure where to start, there are a number of marketplaces for online courses worth checking out, and certain software solutions can make the process of putting together a course simpler for you and your students.

Whether you rolled out a content marketing strategy for the first time in 2017 or you’ve been utilizing this marketing gold mine for years, there are many ways to optimize your content marketing performance in the coming year. Using some of these tools and techniques can help you generate more leads and acquire more customers, but remember that consistency is crucial when it comes to content marketing. Put in the time and effort, and you’ll reap the rewards.

Your kindly Donations would be so effective in order to fulfill our future research and endeavors – Thank you

%d bloggers like this:
Skip to toolbar