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Ian Lurie

Ian Lurie

Ian Lurie is CEO and founder of Portent Inc. He's recorded training for, writes regularly for the Portent Blog and has been published on AllThingsD, and TechCrunch. Ian speaks at conferences around the world, including SearchLove, MozCon, SIC and ad:Tech. Follow him on Twitter at portentint. He also just published a book about strategy for services businesses: One Trick Ponies Get Shot, available on Kindle.

Articles by Ian Lurie

survivorship bias, as seen from Jupiter

Ian Lurie //  18 Nov, 2015

Know why: How to beat marketing survivorship bias

Why does marketing advice suck? We all look for marketing tactics we can repeat. You know what I mean: Some guy writes an article about marketing strategy, and boom, everyone’s off to the races. And 95% of the time, the tactics out of context fall flat on their metaphorical faces. Using the latest marketing how-to… Read More


Ian Lurie //  4 Nov, 2015

11 Reasons for Twitter Heartgate

I’m jumping on the bandwagon. I’m surfing the trend. I’m grubbing for 15 seconds of fame by reporting the biggest news of the last 24 hours: Twitter is replacing stars with hearts But I’m different. I’m… special. My spies have the inside story. And they brought back 11 possible reasons for this bold change of… Read More

RankBrain Portent SEO

Ian Lurie //  30 Oct, 2015

Does RankBrain change digital marketing?

No. Epilogue All hail RankBrain! Remember this day when we’re all slaves to machines that barf information on us, filling up downtime and turning us into drooling screen addicts… Wait. Since I’m too late to do anything about that, I thought I’d get one thing out of the way: RankBrain doesn’t matter to marketers. Or… Read More


Ian Lurie //  22 Oct, 2015

Dealing With ROI Rage: MarketingProfs B2B Presentation

This is the last ‘here is what I presented’ links for a while, I promise. I just did this presentation at MarketingProfs B2B Forum (a conference I highly recommend, by the way). Here’s the deck: ROI Rage: Tying KPIs to Marketing Strategy and Tactics from Ian Lurie The Capybara are back!!! The links Google Analytics… Read More


Ian Lurie //  19 Oct, 2015

SearchLove London 2015: The Links

I talked about Distance from Perfect at SearchLove London. There weren’t a lot of links, but here are they are. Plus the slides: The links: Factoids How Quality Score Affects Cost and per Conversion Twitter’s Algorithm Naked Mole Rats (you had to be there) The stats and explanation around revenue vs. page load time The… Read More

Force Directed Diagrams

Ian Lurie //  8 Oct, 2015

Site Speed Presentation: The links

I talked about site speed today at OMCap Berlin. The presentation included a lot of little tips. Here are links to any relevant stuff, in the order they appeared in the presentation. The links: Site speed vs. revenue The stats and explanation around revenue vs. page load time. Diagnostic tools Google PageSpeed Insights GTMetrix Pingdom… Read More


Ian Lurie //  2 Oct, 2015

The Last Second Guide to Holiday Marketing

I saw a Christmas ad last week. Complete with one of those sanity-imploding ditties that make me want to scoop out my medulla. I won’t tell you the title. You’d share my curse and hum the stupid thing until mid-January. It’s not even Halloween yet, people. Hopefully, you aren’t responsible for this atrocity. And hopefully,… Read More

Marketing is Worldbuilding

Ian Lurie //  15 Sep, 2015

Marketing is WorldBuilding: Confluence Slides

At ConfluenceCon last week I explained why marketing is worldbuilding, not storytelling. We’re not inserting customers into storylines. We’re providing them with a world that has many points of entry, lots of places to stop and many routes to conversion. Worldbuilding. Here’s an annotated slide deck: Weird, Useful, Significant: Marketing as Worldbuilding from Ian Lurie… Read More

Poof, you're searching

Ian Lurie //  28 Aug, 2015

Pure Bragging: Two Cool New Portent Thingamabobs

Note: Right now I’m bragging, but Blake has promised he’ll soon write a post about how he actually did this stuff. So you might want to subscribe to the blog using that form on the right over there. See what I just did? Marketing!!! Our resident all-things-user-experience nerd just developed two new site feature/thingamabobs (that’s… Read More


Ian Lurie //  13 Aug, 2015

10 Phrases That May Get You Fired (By Your Agency)

I periodically fire potential clients. It’s hard to walk away from the revenue. But clients hire Portent for our advice. It’s also hard work with clients who ignore that advice. And that kind of relationship typically starts with more than one of these statements: “I just want to crank out blog posts.” Basically, they’re hoping… Read More

My Evernote knowledge base

Ian Lurie //  10 Aug, 2015

Fast Research for Internet Marketers: Faking the T-Shaped Knowledge Set

Everyone knows I’m normally a diplomatic guy… HAHAHAHAHAHAHA SNIFF AHAHAHAHAHAHA SNORT AHAHAHAHA OK, now that you’ve sputtered coffee all over your keyboard: Somewhere, sometime in our professional lives, we’ve all been confronted with idiocy in the form of lazy ignorance: “Ignorance” = Not knowing the answer. Which happens to all of us. “Lazy” = An… Read More

Ian Lurie //  29 Jun, 2015

To my team, at 20

This is what I said at Portent’s 20th-anniversary party. It’s also a kind of open letter to my team. For posterity, I’m posting it here. If you really want to know what we’re all about, this is a really good place to start: 20 years ago when I started Portent, as my accountant filled out… Read More

Ian Lurie //  18 Jun, 2015

Why not?

TL;DR: I wrote my very first Medium post ever. It’s about marketing leadership and getting to “Why not?” Click here to read it. Any smart organization has the risk-takers and the risk-averse. That’s a very necessary balance. If all you have are risk-takers you’ll probably run aground in a hurry. If everyone on your team… Read More

Portent's baby picture

Ian Lurie //  5 Jun, 2015

Holy shit. Portent is 20 years old.

Today Portent is 20 years old. I forgot until another Portent-ite reminded me. Which is painfully typical. Like a lot of CEOs, I tend to focus on the bad areas for improvement and mistakes instead of the milestones. We’re having our big party next week, but for today I’m going to: 1. Break protocol and… Read More

The channels

Ian Lurie //  1 Jun, 2015

The Internet Marketing Stack: Channels

This is the very last post in the marketing stack series! Want to start from the beginning? Click here. Part 1: The marketing stack Part 2: Infrastructure Part 3: Analytics Part 4: Content Part 5: The channels – paid, earned and owned ← You are here Channels are like pipes. They’re the machinery that puts… Read More

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