the paradox of exceptional marketing | rand fishkin – founder, moz
DESCRIPTION
Of the tens of millions of businesses that engage in web marketing, only a select few find scale and success. What are the companies that become remarkable and ubiquitous in their field doing differently with marketing vs. those whose efforts keep them languishing in obscurity? This presentation explores the barriers to scale and the elements that have helped a few great marketers break free. If you want to download this presentation, you'll need this font to view it correctly: https://seomoz.app.box.com/s/k682p95xpvblvkzg6iwgTRANSCRIPT
![Page 1: The Paradox of Exceptional Marketing | Rand Fishkin – Founder, Moz](https://reader037.vdocument.in/reader037/viewer/2022102823/547070eeaf79599d618b45ff/html5/thumbnails/1.jpg)
The Paradox ofExceptional Marketing
Rand Fishkin | Individual Contributor | Moz
![Page 2: The Paradox of Exceptional Marketing | Rand Fishkin – Founder, Moz](https://reader037.vdocument.in/reader037/viewer/2022102823/547070eeaf79599d618b45ff/html5/thumbnails/2.jpg)
Why is the Night Sky So Quiet?
![Page 3: The Paradox of Exceptional Marketing | Rand Fishkin – Founder, Moz](https://reader037.vdocument.in/reader037/viewer/2022102823/547070eeaf79599d618b45ff/html5/thumbnails/3.jpg)
The mathematical odds of Earth being the only life-bearing planet in the galaxy are exceptionally low.
Milky Way Galaxy:
200-400B Stars
~100B Planets
~11B Earth-like PlanetsOrbiting Sun-like Stars
SOURCE:Planetary Habitability Laboratory
![Page 4: The Paradox of Exceptional Marketing | Rand Fishkin – Founder, Moz](https://reader037.vdocument.in/reader037/viewer/2022102823/547070eeaf79599d618b45ff/html5/thumbnails/4.jpg)
If life can form on other
planets (or if meteors/
comets can pass life
between planets), there are
millions of life-bearing
candidates.
13.8 BILLION YRS AGO
![Page 5: The Paradox of Exceptional Marketing | Rand Fishkin – Founder, Moz](https://reader037.vdocument.in/reader037/viewer/2022102823/547070eeaf79599d618b45ff/html5/thumbnails/5.jpg)
Two Possibilities:
1) We’re alone (for now)
2) We’re unable to perceive whomever else is out
there (and they’ve decided to ignore us)
![Page 6: The Paradox of Exceptional Marketing | Rand Fishkin – Founder, Moz](https://reader037.vdocument.in/reader037/viewer/2022102823/547070eeaf79599d618b45ff/html5/thumbnails/6.jpg)
A civilization colonizing enough of the galaxy to be perceptible to us here on Earth doesn’t take long on a cosmic time scale.
Type III Civilization
![Page 7: The Paradox of Exceptional Marketing | Rand Fishkin – Founder, Moz](https://reader037.vdocument.in/reader037/viewer/2022102823/547070eeaf79599d618b45ff/html5/thumbnails/7.jpg)
If any such civilization existed in the last 13 Billion years (and their wave emissions lasted long enough), we could perceive them today.
![Page 8: The Paradox of Exceptional Marketing | Rand Fishkin – Founder, Moz](https://reader037.vdocument.in/reader037/viewer/2022102823/547070eeaf79599d618b45ff/html5/thumbnails/8.jpg)
Something must be filtering out any life that could colonize the galaxy
![Page 9: The Paradox of Exceptional Marketing | Rand Fishkin – Founder, Moz](https://reader037.vdocument.in/reader037/viewer/2022102823/547070eeaf79599d618b45ff/html5/thumbnails/9.jpg)
The Great FilterCommonly achieved evolutionary leaps
The Great FilterAn evolutionary leap that no civilization has passed (yet?).
Type III Civilization
SpeciesOrigin
![Page 10: The Paradox of Exceptional Marketing | Rand Fishkin – Founder, Moz](https://reader037.vdocument.in/reader037/viewer/2022102823/547070eeaf79599d618b45ff/html5/thumbnails/10.jpg)
Maybe We’re the First?
![Page 11: The Paradox of Exceptional Marketing | Rand Fishkin – Founder, Moz](https://reader037.vdocument.in/reader037/viewer/2022102823/547070eeaf79599d618b45ff/html5/thumbnails/11.jpg)
Maybe We’re Extremely Rare?
![Page 12: The Paradox of Exceptional Marketing | Rand Fishkin – Founder, Moz](https://reader037.vdocument.in/reader037/viewer/2022102823/547070eeaf79599d618b45ff/html5/thumbnails/12.jpg)
Or, Maybe, We’re F#@%d
![Page 13: The Paradox of Exceptional Marketing | Rand Fishkin – Founder, Moz](https://reader037.vdocument.in/reader037/viewer/2022102823/547070eeaf79599d618b45ff/html5/thumbnails/13.jpg)
Fermi’s Paradox
![Page 14: The Paradox of Exceptional Marketing | Rand Fishkin – Founder, Moz](https://reader037.vdocument.in/reader037/viewer/2022102823/547070eeaf79599d618b45ff/html5/thumbnails/14.jpg)
It is no good to try to stop knowledge from going forward. Ignorance is never better than knowledge.
-Enrico Fermi (1901-1954)
![Page 15: The Paradox of Exceptional Marketing | Rand Fishkin – Founder, Moz](https://reader037.vdocument.in/reader037/viewer/2022102823/547070eeaf79599d618b45ff/html5/thumbnails/15.jpg)
To Learn More Read: Wait But Why – The Fermi Paradox
![Page 16: The Paradox of Exceptional Marketing | Rand Fishkin – Founder, Moz](https://reader037.vdocument.in/reader037/viewer/2022102823/547070eeaf79599d618b45ff/html5/thumbnails/16.jpg)
A Similar Paradox Exists in the Web Marketing World
![Page 17: The Paradox of Exceptional Marketing | Rand Fishkin – Founder, Moz](https://reader037.vdocument.in/reader037/viewer/2022102823/547070eeaf79599d618b45ff/html5/thumbnails/17.jpg)
The Average New Startup Won’t Last 2 Years
source
![Page 18: The Paradox of Exceptional Marketing | Rand Fishkin – Founder, Moz](https://reader037.vdocument.in/reader037/viewer/2022102823/547070eeaf79599d618b45ff/html5/thumbnails/18.jpg)
The Web is Huge200+ Million Active Websites
![Page 19: The Paradox of Exceptional Marketing | Rand Fishkin – Founder, Moz](https://reader037.vdocument.in/reader037/viewer/2022102823/547070eeaf79599d618b45ff/html5/thumbnails/19.jpg)
Most People Will Only Ever Visit 200-2,000 (1-10 in a Million)
![Page 20: The Paradox of Exceptional Marketing | Rand Fishkin – Founder, Moz](https://reader037.vdocument.in/reader037/viewer/2022102823/547070eeaf79599d618b45ff/html5/thumbnails/20.jpg)
The Millions of Search Results Beyond Page One
Are Practically Invisible
![Page 21: The Paradox of Exceptional Marketing | Rand Fishkin – Founder, Moz](https://reader037.vdocument.in/reader037/viewer/2022102823/547070eeaf79599d618b45ff/html5/thumbnails/21.jpg)
Recent Data Suggests Searchers Are Less Biased By
Position #1, But As Unlikely As Ever to Visit Page 2+
![Page 22: The Paradox of Exceptional Marketing | Rand Fishkin – Founder, Moz](https://reader037.vdocument.in/reader037/viewer/2022102823/547070eeaf79599d618b45ff/html5/thumbnails/22.jpg)
Nearly Every Web-Connected Human Adopted
Social Networking in Its First 7 Years of Existence
![Page 23: The Paradox of Exceptional Marketing | Rand Fishkin – Founder, Moz](https://reader037.vdocument.in/reader037/viewer/2022102823/547070eeaf79599d618b45ff/html5/thumbnails/23.jpg)
But standing out in the ever-increasing stream of social sharing is an enormous challenge.
![Page 24: The Paradox of Exceptional Marketing | Rand Fishkin – Founder, Moz](https://reader037.vdocument.in/reader037/viewer/2022102823/547070eeaf79599d618b45ff/html5/thumbnails/24.jpg)
Data Via Forrester Research
Avg Brand Engagement Rate
4.21%
0.073%
0.069%
0.035%
![Page 25: The Paradox of Exceptional Marketing | Rand Fishkin – Founder, Moz](https://reader037.vdocument.in/reader037/viewer/2022102823/547070eeaf79599d618b45ff/html5/thumbnails/25.jpg)
There are ~100X as many non-spam emails sent
each day as there are Facebook messages and posts
![Page 27: The Paradox of Exceptional Marketing | Rand Fishkin – Founder, Moz](https://reader037.vdocument.in/reader037/viewer/2022102823/547070eeaf79599d618b45ff/html5/thumbnails/27.jpg)
5.3 Trillion display and retargeting ads are served annually: 1,700 per Internet user per month.
![Page 28: The Paradox of Exceptional Marketing | Rand Fishkin – Founder, Moz](https://reader037.vdocument.in/reader037/viewer/2022102823/547070eeaf79599d618b45ff/html5/thumbnails/28.jpg)
In North America, less than 1 in 10,000 ad views result in a click
![Page 29: The Paradox of Exceptional Marketing | Rand Fishkin – Founder, Moz](https://reader037.vdocument.in/reader037/viewer/2022102823/547070eeaf79599d618b45ff/html5/thumbnails/29.jpg)
Being Signal, Rather Than Noise,Is An Immense Marketing Challenge
![Page 30: The Paradox of Exceptional Marketing | Rand Fishkin – Founder, Moz](https://reader037.vdocument.in/reader037/viewer/2022102823/547070eeaf79599d618b45ff/html5/thumbnails/30.jpg)
INVISIBLE KNOWN & LOVED
Our Job: Take Companiesfrom
![Page 31: The Paradox of Exceptional Marketing | Rand Fishkin – Founder, Moz](https://reader037.vdocument.in/reader037/viewer/2022102823/547070eeaf79599d618b45ff/html5/thumbnails/31.jpg)
But, those immense marketing challenges stand in our path
Us
![Page 32: The Paradox of Exceptional Marketing | Rand Fishkin – Founder, Moz](https://reader037.vdocument.in/reader037/viewer/2022102823/547070eeaf79599d618b45ff/html5/thumbnails/32.jpg)
We Need to Identify, Understand, and Break Through These Filters if We’re to Create Lasting Companies & Great Marketing
![Page 33: The Paradox of Exceptional Marketing | Rand Fishkin – Founder, Moz](https://reader037.vdocument.in/reader037/viewer/2022102823/547070eeaf79599d618b45ff/html5/thumbnails/33.jpg)
AUDIENCECOMPETITIVE ADVANTAGE
SERENDIPITY FLYWHEEL
COST
MESSAGE
Six of Marketing’s Great Filters
![Page 34: The Paradox of Exceptional Marketing | Rand Fishkin – Founder, Moz](https://reader037.vdocument.in/reader037/viewer/2022102823/547070eeaf79599d618b45ff/html5/thumbnails/34.jpg)
Ability to Reach the Right Audience
![Page 35: The Paradox of Exceptional Marketing | Rand Fishkin – Founder, Moz](https://reader037.vdocument.in/reader037/viewer/2022102823/547070eeaf79599d618b45ff/html5/thumbnails/35.jpg)
Tip #1: If You Have Great Customers Today, Find Ways to ID & Target Their Clones
Eric couldn’t have been more literal!
![Page 36: The Paradox of Exceptional Marketing | Rand Fishkin – Founder, Moz](https://reader037.vdocument.in/reader037/viewer/2022102823/547070eeaf79599d618b45ff/html5/thumbnails/36.jpg)
Tip #2: Know What Your Audience Does Before They Search For You/Your Solution
Long before anyone searches for this
They search for this
![Page 37: The Paradox of Exceptional Marketing | Rand Fishkin – Founder, Moz](https://reader037.vdocument.in/reader037/viewer/2022102823/547070eeaf79599d618b45ff/html5/thumbnails/37.jpg)
Tip #3: Even a Small Element of Virality is Worth Repeated Investment and Testing
Even one person passionate about the service can get it
in front of many others
![Page 38: The Paradox of Exceptional Marketing | Rand Fishkin – Founder, Moz](https://reader037.vdocument.in/reader037/viewer/2022102823/547070eeaf79599d618b45ff/html5/thumbnails/38.jpg)
Tip #4: Early Adoption Gives an Unfair Advantage
Mark was among the first to create a comprehensive guide to Ello. Timing + content = domination.
![Page 39: The Paradox of Exceptional Marketing | Rand Fishkin – Founder, Moz](https://reader037.vdocument.in/reader037/viewer/2022102823/547070eeaf79599d618b45ff/html5/thumbnails/39.jpg)
Crafting a Message that Resonates
![Page 40: The Paradox of Exceptional Marketing | Rand Fishkin – Founder, Moz](https://reader037.vdocument.in/reader037/viewer/2022102823/547070eeaf79599d618b45ff/html5/thumbnails/40.jpg)
Tip #1: My Best Content and Stories Always Resonated Offline Before I Made Them Online.
![Page 41: The Paradox of Exceptional Marketing | Rand Fishkin – Founder, Moz](https://reader037.vdocument.in/reader037/viewer/2022102823/547070eeaf79599d618b45ff/html5/thumbnails/41.jpg)
Tip #2: Apply The CRO You Learn in Paid Media to Your Inbound Efforts
If you know that this headline works better, change your page title and social shares,
too!
![Page 42: The Paradox of Exceptional Marketing | Rand Fishkin – Founder, Moz](https://reader037.vdocument.in/reader037/viewer/2022102823/547070eeaf79599d618b45ff/html5/thumbnails/42.jpg)
Tip #3: Consistency of Message Matters. Consistency of Format is Boring.
![Page 43: The Paradox of Exceptional Marketing | Rand Fishkin – Founder, Moz](https://reader037.vdocument.in/reader037/viewer/2022102823/547070eeaf79599d618b45ff/html5/thumbnails/43.jpg)
Tip #4: Powerful Messages Are Simple
![Page 44: The Paradox of Exceptional Marketing | Rand Fishkin – Founder, Moz](https://reader037.vdocument.in/reader037/viewer/2022102823/547070eeaf79599d618b45ff/html5/thumbnails/44.jpg)
Tip #4: Powerful Messages Are Simple
![Page 45: The Paradox of Exceptional Marketing | Rand Fishkin – Founder, Moz](https://reader037.vdocument.in/reader037/viewer/2022102823/547070eeaf79599d618b45ff/html5/thumbnails/45.jpg)
Tip #4: Powerful Messages Are Simple
![Page 46: The Paradox of Exceptional Marketing | Rand Fishkin – Founder, Moz](https://reader037.vdocument.in/reader037/viewer/2022102823/547070eeaf79599d618b45ff/html5/thumbnails/46.jpg)
Tip #5: Promoting Your Self/Company is Hard. Promoting a Cause/Mission is Far Easier.
Fitbit isn’t selling “what,” they’re selling “why.”
![Page 47: The Paradox of Exceptional Marketing | Rand Fishkin – Founder, Moz](https://reader037.vdocument.in/reader037/viewer/2022102823/547070eeaf79599d618b45ff/html5/thumbnails/47.jpg)
Cost of Customer Acquisition
![Page 48: The Paradox of Exceptional Marketing | Rand Fishkin – Founder, Moz](https://reader037.vdocument.in/reader037/viewer/2022102823/547070eeaf79599d618b45ff/html5/thumbnails/48.jpg)
Tip #1: Break Out Costs of Marketing vs. Sales
Paid Marketing Spend
All Marketing Salaries
All Marketing T&E
All Brand-Focused Spend
+
+
+
Sales Spend
All Marketing Tech Costs+
All Sales Salaries
All Sales T&E
Deal-Closing Spend
All Sales Tech Costs
+
+
+
+
![Page 49: The Paradox of Exceptional Marketing | Rand Fishkin – Founder, Moz](https://reader037.vdocument.in/reader037/viewer/2022102823/547070eeaf79599d618b45ff/html5/thumbnails/49.jpg)
Tip #2: Spend Early in Unpaid Marketing Channels
Trying to build competence here early is far easier
than building it after your paid marketing machine is running.
![Page 50: The Paradox of Exceptional Marketing | Rand Fishkin – Founder, Moz](https://reader037.vdocument.in/reader037/viewer/2022102823/547070eeaf79599d618b45ff/html5/thumbnails/50.jpg)
Tip #3: Measure Acquisition Channels by CLTV(not just conversion rate)
![Page 51: The Paradox of Exceptional Marketing | Rand Fishkin – Founder, Moz](https://reader037.vdocument.in/reader037/viewer/2022102823/547070eeaf79599d618b45ff/html5/thumbnails/51.jpg)
Tip #4: If Possible, Enable Customer Qualificationthat Scales Without Salespeople
A free trial may initially show worse converting customers than a demo, but if you follow up w/ right-looking trialers, you can drastically improve close rates & CLTV
![Page 52: The Paradox of Exceptional Marketing | Rand Fishkin – Founder, Moz](https://reader037.vdocument.in/reader037/viewer/2022102823/547070eeaf79599d618b45ff/html5/thumbnails/52.jpg)
Enabling Serendipity
![Page 53: The Paradox of Exceptional Marketing | Rand Fishkin – Founder, Moz](https://reader037.vdocument.in/reader037/viewer/2022102823/547070eeaf79599d618b45ff/html5/thumbnails/53.jpg)
Tip #1: Increase the Potential Vectors of Exposure
Conference
Dinner
Phone Call
Coffee
Volunteering
Email Reply
Things You “Really Don’t Have Time For”
![Page 54: The Paradox of Exceptional Marketing | Rand Fishkin – Founder, Moz](https://reader037.vdocument.in/reader037/viewer/2022102823/547070eeaf79599d618b45ff/html5/thumbnails/54.jpg)
Tip #2: Things You Hate Probably Won’t Bring Serendipity
And that’s probably why the Batman won’t show up
![Page 55: The Paradox of Exceptional Marketing | Rand Fishkin – Founder, Moz](https://reader037.vdocument.in/reader037/viewer/2022102823/547070eeaf79599d618b45ff/html5/thumbnails/55.jpg)
Tip #3: Know Something About People Before You Interact
Fullcontact FTW!
![Page 56: The Paradox of Exceptional Marketing | Rand Fishkin – Founder, Moz](https://reader037.vdocument.in/reader037/viewer/2022102823/547070eeaf79599d618b45ff/html5/thumbnails/56.jpg)
A Story: Some Recent Serendipity
![Page 57: The Paradox of Exceptional Marketing | Rand Fishkin – Founder, Moz](https://reader037.vdocument.in/reader037/viewer/2022102823/547070eeaf79599d618b45ff/html5/thumbnails/57.jpg)
Find Your Competitive Advantage
![Page 58: The Paradox of Exceptional Marketing | Rand Fishkin – Founder, Moz](https://reader037.vdocument.in/reader037/viewer/2022102823/547070eeaf79599d618b45ff/html5/thumbnails/58.jpg)
Tip #1:
![Page 59: The Paradox of Exceptional Marketing | Rand Fishkin – Founder, Moz](https://reader037.vdocument.in/reader037/viewer/2022102823/547070eeaf79599d618b45ff/html5/thumbnails/59.jpg)
Tip #2: Consistently Ask “Could We Do That 10X Better?”
“We could make a better version of
that”
“We can do something 10X better than any of these”
![Page 60: The Paradox of Exceptional Marketing | Rand Fishkin – Founder, Moz](https://reader037.vdocument.in/reader037/viewer/2022102823/547070eeaf79599d618b45ff/html5/thumbnails/60.jpg)
Tip #3: Don’t Get Bogged Down By Your Weaknesses
SEO PPC
Content Community
Display
Retargeting
Social AdsVideo LinkedInFacebook
Google+
Partnerships
Affiliate
Trade Show Booths
Whitepapers
Content/Native Ads
Strengths Weaknesses
Spending time getting up to
speed on these may be a net
loss.
![Page 61: The Paradox of Exceptional Marketing | Rand Fishkin – Founder, Moz](https://reader037.vdocument.in/reader037/viewer/2022102823/547070eeaf79599d618b45ff/html5/thumbnails/61.jpg)
Tip #4: Don’t Get Complacent About Your Strengths
SEO PPC
Content Community
Display
Retargeting
Social AdsVideo LinkedInFacebook
Google+
Partnerships
Affiliate
Trade Show Booths
Whitepapers
Content/Native Ads
Strengths Weaknesses
Hitting cruise control on these, rather than
pressing an advantage could
seriously hurt, too.
![Page 62: The Paradox of Exceptional Marketing | Rand Fishkin – Founder, Moz](https://reader037.vdocument.in/reader037/viewer/2022102823/547070eeaf79599d618b45ff/html5/thumbnails/62.jpg)
A Flywheel That Scales Without Friction
![Page 63: The Paradox of Exceptional Marketing | Rand Fishkin – Founder, Moz](https://reader037.vdocument.in/reader037/viewer/2022102823/547070eeaf79599d618b45ff/html5/thumbnails/63.jpg)
Publish
Amplify
Grow network Rank for slightly more
competitive terms & phrases
Get links Grow authority
Earn search traffic
![Page 64: The Paradox of Exceptional Marketing | Rand Fishkin – Founder, Moz](https://reader037.vdocument.in/reader037/viewer/2022102823/547070eeaf79599d618b45ff/html5/thumbnails/64.jpg)
Tip #1: Anticipate the First Few Revolutions of Any Marketing Flywheel to Be Insanely Challenging
Plan for a traffic graph like this and you’re doomed.
![Page 65: The Paradox of Exceptional Marketing | Rand Fishkin – Founder, Moz](https://reader037.vdocument.in/reader037/viewer/2022102823/547070eeaf79599d618b45ff/html5/thumbnails/65.jpg)
Tip #1: Anticipate the First Few Revolutions of Any Marketing Flywheel to Be Insanely Challenging
This is much more realistic.(via Crain’s Detroit)
![Page 66: The Paradox of Exceptional Marketing | Rand Fishkin – Founder, Moz](https://reader037.vdocument.in/reader037/viewer/2022102823/547070eeaf79599d618b45ff/html5/thumbnails/66.jpg)
Tip #2: Relentlessly Search for Your Flywheel’s Friction
Publish
Amplify
Grow network Rank for slightly more
competitive terms & phrases
Get links Grow authority
Earn search traffic
Our social efforts never grow our audience… that’s what’s
missing.
![Page 67: The Paradox of Exceptional Marketing | Rand Fishkin – Founder, Moz](https://reader037.vdocument.in/reader037/viewer/2022102823/547070eeaf79599d618b45ff/html5/thumbnails/67.jpg)
Tip #3: Once a Flywheel is Moving, Any Additional Force Pushes it Faster – Leverage Those Forces!
Because Moz has had a lot of success driving organic
traffic, re-targeting is a huge additional force on
our flywheel
![Page 68: The Paradox of Exceptional Marketing | Rand Fishkin – Founder, Moz](https://reader037.vdocument.in/reader037/viewer/2022102823/547070eeaf79599d618b45ff/html5/thumbnails/68.jpg)
There’s Another
Possibility
![Page 69: The Paradox of Exceptional Marketing | Rand Fishkin – Founder, Moz](https://reader037.vdocument.in/reader037/viewer/2022102823/547070eeaf79599d618b45ff/html5/thumbnails/69.jpg)
There is a Type III Civilization, But They’re Not Friendly.
The Great CullingTo prevent competition, a civilization may be killing off any who make it too far.
Type III Civilization
SpeciesOrigin
![Page 70: The Paradox of Exceptional Marketing | Rand Fishkin – Founder, Moz](https://reader037.vdocument.in/reader037/viewer/2022102823/547070eeaf79599d618b45ff/html5/thumbnails/70.jpg)
“(Messaging extraterrestrials is) deeply unwise and immature…The newest children in a strange and uncertain cosmos should listen quietly for a long time, patiently learning about the universe and comparing notes, before shouting into an unknown jungle that we do not understand.”
- Carl Sagan (source), 1934-1996
![Page 71: The Paradox of Exceptional Marketing | Rand Fishkin – Founder, Moz](https://reader037.vdocument.in/reader037/viewer/2022102823/547070eeaf79599d618b45ff/html5/thumbnails/71.jpg)
The 800lb gorilla competitors do not, however,
appear to be the great filters in our world.
Source
Competitors: 19%
Competitors beating you in your own marketing channels: <19%
![Page 72: The Paradox of Exceptional Marketing | Rand Fishkin – Founder, Moz](https://reader037.vdocument.in/reader037/viewer/2022102823/547070eeaf79599d618b45ff/html5/thumbnails/72.jpg)
Marketing (especially through inbound channels) appears to be a rarely contested and, thus, uniquely powerful way to build a competitive advantage and barrier to entry.
![Page 73: The Paradox of Exceptional Marketing | Rand Fishkin – Founder, Moz](https://reader037.vdocument.in/reader037/viewer/2022102823/547070eeaf79599d618b45ff/html5/thumbnails/73.jpg)
The Paradox ofExceptional Marketing
Rand Fishkin | Individual Contributor | Moz