Betterment’s ‘Anti‑Marketing’ Machine

Investment app Betterment is running what CMO Kim Rosenblum calls an “anti-marketing” playbook. Her team oversees growth, and they spend a lot of time strategizing about user acquisition. But once someone becomes a user, it’s up to Rosenblum to keep them calm, hands-off and focused on the long term – which is hard to do […] The post Betterment’s ‘Anti‑Marketing’ Machine appeared first on AdExchanger.