Liquid what?! The Death of Traditional Brand Building

Liquid Death's meteoric rise stands as a case study in how absurdity, authenticity, and a razor-sharp understanding of cultural currents can transform a commodity product into a lifestyle phenomenon.

Could such a brand turn away potential customers? Absolutely. That's the risk-reward calculus very quickly becoming an immediate darling brand. Water is just the cost of entry, in fact, one might contend that Liquid Death isn't even selling water, they're selling a "#vibe".

Earning the No. 43 spot on Fast Company's World's 50 Most Innovative Companies of 2025, Liquid Death hasn't just sold water; they've sold an attitude, a stance, and most importantly, a genuine relationship with their audience that transcends the transactional.

The Anti-Marketing Marketing Strategy

What makes Liquid Death's approach so revolutionary is its willingness to embrace what traditional CPG companies consider taboo. The death imagery, the heavy metal aesthetics, the irreverent tone, and edginess—all of these elements would have been rejected outright in a conventional focus group. Yet they've proven to be precisely what resonated with consumers exhausted by sanitized corporate messaging.

Could such a brand turn away potential customers? Absolutely. That's the risk-reward calculus very quickly becoming an immediate darling brand. Water is just the cost of entry, in fact, one might contend that Liquid Death isn't even selling water, they're selling a "#vibe".

This approach demonstrates three critical lessons for any brand looking to break through in today's crowded marketplace:

1. Authenticity trumps polish. Consumers have developed sophisticated filters for detecting inauthentic marketing. Liquid Death's unabashed commitment to its bizarre brand identity signals genuine conviction rather than calculated strategy.

2. Courage creates differentiation. In categories dominated by sameness, the willingness to embrace bold positioning creates instant memorability. When everything looks alike, the brand that dares to be different doesn't just stand out—it redefines the conversation.

3. Community over communication. Liquid Death didn't just speak to consumers; they created a tribe. By building content and experiences that people actually want to engage with, they transformed customers into advocates who spread the gospel voluntarily.

Collaboration Revolution

Liquid Death's brilliant collaboration strategy is rewriting the partnership playbook. Consider their E.l.f. Cosmetics collab featuring a coffin-shaped, heavy-metal makeup kit promoted by a long-haired rocker in black-and-white face paint materializing before adoring teen fans. This campaign generated an astonishing 12 billion impressions in just two weeks, with the limited-edition Corpse Paint selling out in under 45 minutes.

As founder and CEO Mike Cessario (a 10-year advertising veteran) notes: "Big brands are used to paying ad agencies millions of dollars to come up with something that does one-tenth of what this collab did." The genius lies in the execution—E.l.f. created the makeup and handled production costs while Liquid Death took charge of all creative aspects.

This isn't an isolated success. Their partnership with Van Leeuwen produced a hot-fudge-sundae-flavored sparkling water that sold out in seven hours. Their $75 pleather "Pit Diaper"—designed for moshing and avoiding dive-bar bathrooms—brought Depends on as a brand partner in a collaboration that could only come from Liquid Death's uniquely irreverent mind.

These collaborations aren't just attention-grabbing stunts—they're financially brilliant. Partners often cover production and media costs, allowing Liquid Death to reduce its ad spend while maximizing impact. The approach has driven the company to record $333 million in sales in 2024, with growth outpacing average category growth of water, flavored sparkling water, and tea combined by ninefold.

It's in the Water

What elevates Liquid Death above mere novelty is the substance backing their style. Their environmental commitment—aluminum cans over plastic—gives moral weight to their irreverent messaging. This marriage of purpose and personality creates a brand with both meaning and magnetism.

Too many companies mistake shock value for innovation. Liquid Death shows that true innovation happens when provocative positioning serves as the gateway to deeper values alignment with consumers. Their success demonstrates that sustainability messaging doesn't need to be earnest or preachy to be effective—sometimes wrapping environmental consciousness in death metal packaging makes it more palatable to those who might otherwise tune out.

The Scalability Question

The critical question for business leaders observing Liquid Death's rise isn't whether they should adopt similar tactics—it's understanding whether the fundamental approach can scale across different categories and audiences.

The answer lies not in mimicking Liquid Death's specific aesthetic choices but in adopting their willingness to:

• Challenge category conventions relentlessly

• Build a content ecosystem around the product, not just for it

• Embrace polarization as a strategic advantage rather than a risk to be mitigated

• Invest in creating genuine cultural relevance rather than chasing it

• Structure partnerships where both brands win through complementary contributions

Roll the Bones

Liquid Death's transition from disruptive upstart to potential IPO candidate (with Goldman Sachs exploring possibilities) and a $1.4 billion valuation signals that what was once considered radical has become a proven business model. With majority ownership by Live Nation, Liquid Death has positioned itself at the intersection of consumer products and entertainment—a sweet spot for cultural relevance.

For executives and marketers, the message is clear: the path to breakthrough success in today's environment isn't found in incremental improvements to conventional approaches. It requires the courage to completely reimagine what your brand could be if freed from the constraints of category expectations.

Liquid Death didn't just sell water in a can—they sold permission to think differently about how brands can show up in the world. That may ultimately be their most refreshing innovation of all.

The Full-Funnel Approach to Channel Marketing in IT B2B

Successful channel marketing requires more than just focusing on lead generation or closing deals. A comprehensive full-funnel approach ensures that channel partners are effectively engaged and supported throughout the entire customer journey. This strategic perspective transforms channel partners from mere resellers into true extensions of your sales team, creating lasting value for all stakeholders.

Understanding the Channel Marketing Funnel

The channel marketing funnel for B2B SaaS differs slightly from traditional marketing funnels, as it must account for both end customers and channel partners. A well-designed funnel typically encompasses several key stages that build upon each other to create a complete ecosystem of partner engagement.

Awareness Stage: Partner Recruitment and Education

At the top of the funnel, the focus is on attracting and recruiting the right channel partners. This involves identifying potential partners with complementary solutions or customer bases and creating compelling partner value propositions that demonstrate mutual benefit. Developing educational content helps partners understand your offering while establishing brand awareness within partner ecosystems.

During this stage, potential partners need to clearly understand not just what your SaaS solution does, but how it fits within their existing portfolio and how they can profit from representing it. Educational webinars serve as an entry point, introducing partners to your technology landscape and market positioning. Thought leadership content demonstrates your expertise and vision, helping partners feel confident in your long-term viability. Industry event participation creates personal connections that often prove more valuable than digital outreach alone.

Consideration Stage: Partner Enablement and Support

Once partners are onboarded, they need comprehensive enablement to effectively represent your solution. Technical training programs should be structured to address different learning styles and role requirements within partner organizations. Sales teams need different information than technical implementation specialists, and your enablement strategy should account for these variations.

This middle-funnel stage is often where channel marketing programs falter. Partners may sign agreements but then struggle to gain traction without proper enablement. Sales enablement materials like battlecards and ROI calculators provide practical tools that partners can immediately implement. Co-marketing resources allow partners to leverage your brand while maintaining their unique value proposition. Partner portals streamline access to these resources, but they must be intuitive and regularly updated to maintain relevance.

Investing in partner success managers creates personal accountability on both sides of the relationship. These dedicated resources serve as advocates for partners within your organization, helping to navigate internal processes and secure necessary resources. Similarly, creating scalable training systems ensures partners have the knowledge and confidence to effectively position your solution against competitors and objections.

Decision Stage: Co-Selling and Deal Support

As partners begin generating opportunities, your support becomes increasingly tactical. Joint sales calls and customer meetings demonstrate commitment to the partnership while providing real-time coaching opportunities. Proposal development assistance ensures that complex technical details are accurately represented, while technical validation and proof-of-concept support removes obstacles in the customer's decision process.

The most successful channel programs offer tiered support based on deal size or strategic importance. This ensures partners get the right level of assistance when working to close significant opportunities, without overwhelming your internal resources. For smaller transactions, self-service tools and templates may suffice, while major enterprise deals might warrant dedicated solution architects and executive sponsorship.

Pricing and licensing guidance becomes particularly important in this stage, as partners attempt to balance competitive positioning with profitability. Creating flexible pricing models that account for partner margins while remaining attractive to end customers requires thoughtful planning. Some companies find success with partner-specific SKUs or bundling options that create unique value that partners can exclusively offer.

Loyalty Stage: Growth and Expansion

After initial sales success, the focus shifts to expansion and retention. Customer success programs that partners can leverage provide ongoing value demonstrations that support renewal conversations. By equipping partners with structured approaches to identify expansion opportunities, you create mutual incentives for growth. Partner incentive programs should reward not just initial sales, but successful implementations that lead to high customer satisfaction and retention.

Many SaaS companies overlook this critical stage, focusing exclusively on new customer acquisition. However, in subscription-based businesses, retention and expansion are vital components of healthy growth. Customer reference development transforms successful implementations into marketing assets that partners can leverage for future sales, creating a virtuous cycle of success.

Renewal management processes deserve particular attention in channel programs. The responsibility for renewals may shift between direct and channel teams depending on your business model, but clear ownership and timelines prevent customers from falling through cracks during this critical period. Partners need tools and incentives to maximize customer lifetime value, particularly when their initial compensation models may prioritize new logos over expansion revenue.

Common Challenges in Full-Funnel Channel Marketing

One of the biggest challenges in channel marketing is maintaining visibility throughout the funnel. Partners may be reluctant to share detailed customer information until deals are nearly closed, creating blind spots that make forecasting and resource allocation difficult. This challenge intensifies in multi-tier distribution models where multiple parties may claim influence on the same opportunity.

To address this, implement partner relationship management systems that create value for partners while providing necessary visibility. Rather than positioning these systems as monitoring tools, emphasize how they streamline access to resources and support. Deal registration programs with genuine benefits encourage earlier opportunity disclosure, while integration between your CRM and partner portals helps maintain data consistency without requiring duplicate data entry.

As your channel program matures, potential conflicts between direct sales and partner-led opportunities inevitably arise. Establishing clear rules of engagement and compensation structures helps minimize these tensions. Geographic territory assignments or industry specialization can create clear lanes for partners to operate within. Deal registration with first-mover advantage protects partners who invest early in opportunity development, while blended compensation models reward collaboration rather than competition between teams.

The key is creating a system where both direct and channel teams see partners as valuable contributors rather than competitors for commission. Executive alignment on the strategic importance of channel success must cascade through the organization, with compensation plans and recognition programs reinforcing the desired behaviors. Regular communication forums between direct and channel teams can address emerging conflicts before they damage relationships.

Technology Enablers for Full-Funnel Channel Marketing

Several technology solutions have emerged to support comprehensive channel marketing approaches. Partner Relationship Management platforms provide centralized portals for deal registration, content access, and training. These systems serve as the technological foundation for most mature channel programs, creating a single source of truth for partner information and activity tracking.

Through-Channel Marketing Automation tools allow partners to customize and co-brand marketing materials while maintaining brand consistency. These platforms enable partners to leverage your content investment while addressing specific market needs or vertical applications. More sophisticated implementations include automated approval workflows and usage analytics that inform future content development.

Learning Management Systems deliver scalable partner training and certification programs that accommodate diverse learning preferences and scheduling constraints. The most effective implementations combine self-paced digital learning with periodic live sessions that foster community among partner organizations. Certification programs create tangible evidence of partner expertise that can be leveraged in marketing efforts.

Channel-specific incentive management platforms gamify partner engagement and performance, driving desired behaviors throughout the funnel. These systems can manage everything from certification rewards to sales performance bonuses, providing transparent tracking of earned incentives. The most effective channel marketing organizations integrate these systems with their core CRM and marketing automation platforms, creating a seamless experience for internal teams and partners alike.

Measuring Full-Funnel Channel Effectiveness

To truly optimize channel marketing, establish metrics that span the entire funnel. At the top of the funnel, partner recruitment rate indicates the effectiveness of your partner value proposition, while training certification completion percentage reflects engagement with enablement resources. Partner portal engagement statistics provide early indicators of overall program health, and marketing development fund utilization rates demonstrate partner commitment to joint marketing efforts.

In the middle of the funnel, registered deal volume and value offer predictive insights into future revenue, while partner-sourced pipeline generation shows the additive value of your channel program. Conversion rates between pipeline stages help identify areas where partners may need additional support or enablement, and comparing sales cycle duration between direct and partner-led deals can highlight efficiency opportunities.

At the bottom of the funnel, partner-influenced revenue provides the clearest measure of program success, while customer acquisition costs via channel help justify program investment. Partner satisfaction scores offer early warning of potential attrition, and partner retention rates demonstrate the sustainability of your program design. After the sale, customer renewal rates by partner highlight implementation quality differences, while expansion revenue through partners shows long-term relationship health.

The complete picture emerges when these metrics are considered holistically rather than in isolation. A partner with lower initial sales but higher renewal and expansion rates may ultimately deliver more value than one who excels at closing new business but struggles with implementation quality. Similarly, partners who actively engage with enablement resources throughout the funnel typically demonstrate more consistent performance than those who participate selectively.

Creating Sustainable Channel Advantage

The most successful IT B2B SaaS companies recognize that effective channel marketing requires commitment to the full funnel. By supporting partners throughout the entire customer journey—from awareness and education through consideration, decision, and ongoing loyalty—companies create sustainable competitive advantages that are difficult for competitors to replicate.

This comprehensive approach transforms channels from simple revenue multipliers into strategic assets that provide market insights, extend reach, and deliver enhanced customer experiences. Partners who feel supported across the entire customer lifecycle develop deeper loyalty to your platform, becoming advocates who promote your solution even when financial incentives aren't immediately apparent.

The investment required for full-funnel channel marketing is substantial, encompassing technology, personnel, and program costs. However, companies that make this investment typically find that channel-influenced business becomes more predictable and scalable over time. As partners progress from uncertainty to confidence with your offering, the resources required to support each transaction typically decrease while deal sizes and win rates increase.

Having a holistic perspective on channel marketing isn't just good practice—it's a necessity for sustainable growth.

Companies that continue to view channel partners as transactional sales outlets rather than strategic allies will increasingly find themselves at a disadvantage to competitors who embrace the full-funnel approach. By investing in partner success across every stage of the customer journey, forward-thinking SaaS companies position themselves for long-term market leadership.

The Modern Job Search is an Art

Finding meaningful employment requires more than just submitting applications and hoping for the best. My recent job search journey taught me valuable lessons about persistence, organization, and the power of human connection. I'd like to share these insights with you, as they transformed what could have been a demoralizing experience into an empowering one.

Building a Network That Nets Work

Perhaps the most crucial element of my successful job search was leveraging my professional network. Before my search began, I underestimated just how important connections would be. Nearly 70% of jobs are filled through networking rather than public postings, and my experience confirmed this statistic.

I started by reaching out to former colleagues, classmates, and mentors. Each conversation yielded valuable advice, and often, introductions to others in my target industry. These "warm introductions" proved infinitely more valuable than cold applications. When someone vouched for me, hiring managers were more likely to give my application a thorough review.

The network effect was profound. A former coworker connected me with his friend at a company I admired, which led to an informational interview. Though they weren't hiring then, the hiring manager remembered me three months later when a position opened up. This wouldn't have happened without that initial connection.

The Power of Notion: Creating Order from Chaos

As applications multiplied, I quickly realized I needed a system to track everything. The Notion app became my command center, transforming what could have been overwhelming chaos into manageable order.

My Notion dashboard included:

• A master database of all applications with status tracking (each cover letter and resume attached so I could quickly pull it up and speak to what I highlighted about me best)

• Company research notes for each opportunity

• Interview preparation materials

• Follow-up schedules and reminders

• Networking contact information

• Tailored resume and cover letter versions

This consolidated view allowed me to see at a glance which applications needed follow-up, which interviews were pending, and which opportunities deserved more attention. The visual kanban board in Notion was particularly helpful, as I could drag applications from "Applied" to "Phone Screen" to "Interview" columns, giving me both satisfaction in seeing progress and clarity about where to focus my energy.

Having this organization system reduced my anxiety significantly. Instead of worrying about forgetting something important, I could trust my system to keep everything on track.

The Unexpected Impact of Kindness

Throughout my job search, I made a conscious decision to approach every interaction with kindness and genuine interest in others. This wasn't a strategic move—it was simply how I wanted to conduct myself—but the benefits were unmistakable.

I sent personalized thank-you notes after interviews, expressing specific appreciation for insights shared. I followed up with recruiters who rejected me, thanking them for their consideration and asking for feedback. I congratulated peers who landed positions, even when I was still searching.

This approach led to unexpected opportunities. One recruiter was so impressed by my gracious response to rejection that she recommended me for another role at a partner company. A hiring manager who couldn't offer me a position kept me in mind and reached out months later with a better opportunity.

Kindness created connections that transcended transactional relationships, and these authentic connections ultimately led to my success.

Maintaining a Positive Mental Attitude Amid Uncertainty

There were days when rejection emails piled up and the future seemed uncertain. Financial pressures mounted as my search extended beyond my initial timeline. Doubt and worry were natural companions during this journey.

Rather than denying these feelings, I acknowledged them and then consciously chose positivity. Each morning, I practiced gratitude (such a millennial), listing three things I was thankful for. I celebrated small wins—a good phone screen, a helpful networking call, or even just completing five applications in one day.

This positive mental attitude wasn't about toxic positivity or ignoring reality. Instead, it was about choosing to see opportunities rather than obstacles, and if all I had were obstacles; seeing my way around them. When a promising interview didn't lead to an offer, I asked what I could learn from the experience rather than dwelling on disappointment.

My Notion journal from this period shows a pattern: entries that begin with frustration almost always end with determination and hope. This mindset shift was crucial to maintaining momentum when the search felt difficult.

Becoming a Thought Leader Through Content Creation

One of my most effective strategies was regularly publishing articles on LinkedIn. This wasn't about self-promotion; it was about sharing "lived" insights and establishing myself as a thoughtful professional in my field.

I committed to publishing one article weekly, focusing on industry trends, lessons from past projects, and reflections on professional growth. These weren't lengthy dissertations—just 500-800 word pieces that demonstrated my thinking and expertise.

The impact was remarkable. My content kept me "top of mind" for connections who might hear of opportunities. Hiring managers who reviewed my applications often mentioned reading my articles, which gave them insight into my thought process beyond what a resume could convey.

One article about solving a particular industry challenge caught the attention of a director at a company where I'd applied. He reached out directly, bypassing the initial screening process, because my approach aligned with their needs. That connection led to my current position.

The Power of Routine in Maintaining Momentum

Perhaps the most underrated aspect of a successful job search is the establishment of a daily routine. Job searching is itself a full-time job, and I treated it as such.

My routine included:

• Morning mindfulness and goal-setting (30 minutes)

• Targeted job applications (2-3 hours)

• Networking outreach (1 hour)

• Skills development (1-2 hours)

• Content creation (1 hour)

• Application/interview follow-ups (1 hour)

• End-of-day reflection and planning for tomorrow (30 minutes)

This structure prevented the aimless browsing and procrastination that can consume a job search. Having dedicated time blocks for each activity helped me maintain focus and productivity even when motivation waned.

The routine also provided a sense of accomplishment each day. Even when no interviews were scheduled or promising leads emerged, I could still feel productive knowing I was systematically working toward my goal.

Conclusion: The Job Search as a Journey of Growth

Looking back, I realize that my job search was more than just a means to employment—it was a process of professional and personal growth. The skills I developed—organization, networking, content creation, and emotional resilience—have proven valuable in my new role.

The journey taught me that finding meaningful work isn't just about matching skills to job descriptions. It's about building relationships, demonstrating value, and approaching the process with intentionality and positivity.

If you're currently on your own job search journey, I encourage you to embrace these lessons. Build your network thoughtfully, organize your process meticulously, approach each interaction with kindness, maintain a positive outlook even when it's difficult, share your expertise generously, and structure your days purposefully.

The right opportunity awaits, and these practices will not only help you find it but will transform you into a stronger professional along the way.