Amrita is a veteran B2B SaaS marketer and the former VP of Marketing at Superside. Besides preaching to everyone and their mother about how good execution is the ultimate differentiator for your company, she hosts our monthly Gather & Grow Show featuring guests from PUMA, Wix, Intuit, Prime Gaming, Outbrain and more. Find her on Twitter @amritamathur and say hi!
Amrita's articles 
Maximizing Profit: The Impact of Design on Business Strategy
Design has never been more on demand. As the first interaction for most customers with businesses, it’s just everywhere—from the homepage of your favorite website to the product packaging your new sneakers arrived in.Is the Marketing Funnel F***ed?
“Is the marketing funnel bullshit?” Someone asked me that a while back, and it stuck with me. I knew where they were coming from, of course. It’s obvious that there’s no one path—nor two paths, nor four, nor forty—that people take to purchase. Person A clicks on a catchy TOFU social ad that takes them to a MOFU guide, skims some case studies and client lists to verify legitimacy, and books a call after mulling it over for a couple weeks. Person B sees a comment from a colleague on a LinkedIn post pushing a video, watches said video and disappears. Nine months later, they pop back up at what’s functionally a TOFU-leaning-MOFU webinar and book a call.Creative Collaboration: Bridging the Gap Between Marketing & Design Teams
Creative collaboration isn’t always easy. While marketers and designers share similar DNA, they need to think and feel differently to do their jobs well. Yet aligning their goals, objectives and visions is critical for delivering industry shaking, lead-generating campaigns. So, how can these teams work better together?4 Steps to Becoming an Antifragile Marketing Team
It’d be nice to go just one scroll without seeing signs of collapse. A series of unfortunate events have businesses failing and flailing as they watch demand slow to a drip; frantically cutting off whichever appendages will lighten them enough to outrun the downturn. Many of the dead ends these businesses meet are placed by chance, and chance can be cruel. Sometimes there’s nothing to do but sit and wait, offering prayer and sacrifice to your choice of marketing deity. Sometimes there’s nothing you could’ve done differently.Doing More with Less: How to Stop Hedging and Start Making Smarter Bets
You’ve heard it before: "Ideas are nothing; execution is everything." But what happens to ideas and execution when resources become scarce? When your creative team is downsized, when hiring freezes and mass layoffs become commonplace, when there are fewer hands on deck, when every expense is carefully scrutinized?Why Superside Invests in Video (and Why You Should Too!)
I almost feel awkward talking about this in a B2B marketing context, but here it goes–our marketing team is highly invested in video. You read that right: We've invested a ton in a traditionally money-and-effort-suck initiative, with no proof of concept or tangible results to show yet. Oof! What are we thinking, right? And I don't just mean casual videos for Tik Tok. I’m talking serious, high-concept stuff for all sorts of channels and playbooks, including:How to Ensure Design Connects to Dollars: A Crash Course on Design Strategy
Designing without a strategy is like painting without a sketch—how do you know where to start without an outline of the final result? Even if you have a clear idea of what you want to create, a design strategy ensures the entire team starts and ends each project in the right place—without 7 back-and-forth revisions along the way.