I was curious how one would do this kind of thing as a startup, and this customer case study is really informative. I was assuming it would be a several thousand dollar minimum investment, but it's on the order of an adsense trial, so a lot more approachable.
I think the important distinction here is about providing value rather than the fact Brennan used retargeting for his product. There is a lot of value in having well educated customers; particularly when their education came from you, the service provider. This is why webinars can be very effective in securing the trust of a first-time customer and elevating the lifetime value of current customers.
Teaching people how to get more out of your product helps them see the path to ROI more clearly and creates more trust.
I'm curious to see how the 5 Day Course performs as lead generation in a normal campaign vs. retargeting campaign test.
Secondly, the "forced sign up" landing page helps as well.
Know your target audience and target these people as specific as you can. Then set the maximum price you'll pay to get these people's attention. Fine tuning can come later.
If somebody posts something that's genuinely useful to others (and I, for one, did find this post informative) and it also happens to promote your thing, well, hey... that's what I'd call a "win win".
But no, you've been here from the beginning and you run a software business. You've been seeing helpful articles like this for the better part of five years now and, I assume, benefiting from them. Seems like a strange time to snap and make a snarky dismissive comment.
If such a post gets a few sign ups for planescape along the way, I don't see the harm. But advertising was far from the focus of the post. The author doesn't even say what planescape does.
The article wouldn't have hit the front page if it wasn't useful. How many companies are using retargeting + drip email effectively?
And being constantly guerrilla-marketed / growth-hacked / whatever at is tiresome.