Erin Kapczynski

Hey California small businesses! We know you hustle hard, and your digital marketing campaigns are key to finding new customers and growing revenue. But guess what? The California legislature is messing with your money. They're trying to pass a new law – SB 1327 – that'll jack up the cost of digital advertising by 7%! That's right, 7% more expensive! This tax is supposed to target the big tech guys like Facebook, Google, and TikTok, but guess who really ends up paying? You guessed it – small businesses like yours! You're already facing enough competition from those big brands with their massive budgets. You don't need lawmakers making it even harder. Tell your legislators to oppose SB 1327 and stop this tax madness before it hits your bottom line. Click below to sign the letter and protect your marketing budget! Your voice matters – let's show them we won't take this lying down. #nonewtax #digitalmarketing https://lnkd.in/gZBGUeKC

1

Presumably the next wave of CMOs will be super-savvy in terms of Social and Digital, right? How will that inform how they spend their marketing $$$ and their overall channel strategies? Hmmmmm. Check out this clip from my recent episode with the super social savvy Ly Nguyen, Head of Creative at Movement Strategy where we discuss what might be next. #socialcentric #digital #creativedirector #CMO

13

1 Comment

Experiencing email marketing success? Let's keep those subscribers engaged and conversions rolling in with our expertly crafted email campaigns! 📧 #EmailWins #MarketingGenius #DriveTrafficMedia #digitalmarketingagencylosangeles #SantaMonicaseocompany #socialmediaLosAngeles #SEOLosAngeles #webdesignlosangeles #PPC #emailmarketing #Adwords #contentcreation #SEO #branding

1

1 Comment

"Diversity" is on the tip of everyone’s tongue these days. But what does diversity mean when it comes to marketing? And why is it important? I'll be answering those questions in my upcoming webinar on Wednesday, May 1st with NAWBO Sacramento Valley Chapter. Register now: https://hubs.la/Q02tYv6p0 See you there! #Diversity #DEI #DiverysityEquityInclusion #DiversityInMarketing #Marketing #MarketingTips #Webinar #NAWBO

11

While relationship-building may seem like a long-game approach, the truth is it doesn’t have to be. Dennis Yu shares how to dive in for maximum results: https://lnkd.in/gpRsufc #conversions #business #marketing

5

Try summing up all the rev shares you pay across your stack to your vendors (especially those that you don't see explicitly) and show that to your CFO monthly. Guess where you will suddenly get pressure to improve margins ? #adtaxisreal #adtechsaas

20

2 Comments

My co-founder Chris was just on the Niche Pursuits Podcast talking to Jared Bauman about how to land links and coverage on top-tier news publications They discussed ✅ The HARO transition to Connectively ↳ The strategy for Connectively now that it's pay-to-play ✅ How to stand out in a sea of AI spam pitches ↳ Why you can't just mass-send AI pitches (as a few influencers claim) ↳ How to actually use AI to help speed up the process ↳ How to incorporate data into your pitches ✅ The difference between expert commentary and digital PR ✅ The need to continuously test and adapt strategies ✅ How to create "quotable lines" ✅ The value of Brand Mentions and Authority Links

15

2 Comments

Need to reach the right people in the Santa Monica and Los Angeles area? Our Google Ads, Facebook Ads, and retargeting services can help! We'll create targeted ad campaigns that drive qualified leads to your business and maximize your ROI. Stop wasting ad spend and see actual results – let's chat about how to grow your business online! #DriveTrafficMedia #digitalmarketingagencylosangeles #SantaMonicaseocompany #socialmediaLosAngeles #SEOLosAngeles #webdesignlosangeles #PPC #emailmarketing #Adwords #contentcreation #SEO #branding

2

Episode 💯 of The GTM Podcast just dropped and embraces the notion of ‘building in public’ across our thesis, strategy, and tactics. Scott Barker and I pull back the curtain on the media brand that sits on top of GTMfund: GTMnow. There’s always more than meets the eye to anything. First, why does a VC even have a media company?! GTMfund’s flywheel strategy integrates the fund, community, media, talent, and labs to create a self-sustaining ecosystem that continuously drives value. The fund is at the core of the flywheel. But the fund itself wasn’t enough when getting started. There's thousands of venture capital firms out there. And just like any business, you need to find a way to differentiate yourself... The flywheel does this - and media is a big part of that. Media is a part of that…just how big is big? Everyone is always surprised if I share that there are actually 7 (yes, 7!) objectives of the media company. They all work to support the fund. We dive into those behind the scenes details, along with my personal learnings from navigating an acquisition, the media production process, some tools I'm using, and much more. And OF COURSE, it wouldn’t be the 100th episode if we didn’t highlight the Top 10 episodes on The GTM Podcast! Listen in to see whose episodes hold the record 🏆 Available under 'The GTM Podcast' on YouTube, Apple, Spotify or wherever you listen 🎧

71

30 Comments

Have you checked out Christopher Penn’s “Almost Timely News” newsletter? Today’s episode was a fascinating dive into the fractal use of AI to scale problem-solving from small issues to major challenges. For those unfamiliar with fractals, they are complex patterns that are self-similar across different scales. Chris brilliantly applied this concept by analyzing open positions at two Pharma companies to deduce their strategic priorities and blind spots. The insights were remarkable! This kind of innovative thinking aligns perfectly with our business strategy framework, providing powerful tools to transform our clients’ businesses. Check out the episode here: Chris Penn’s Episode #AI #BusinessStrategy #Innovation #PharmaIndustry #Fractals #ChrisPenn #AlmostTimelyNews #ProblemSolving #BusinessTransformation #StrategicInsights Would love to hear your thoughts on it!

5

1 Comment

Exciting news! The latest ChatGPT 4.0 now offers live translation capabilities, and it's poised to revolutionize how we connect globally. 🌍✈️ Imagine attending an international toy trade show and effortlessly conversing with potential prospects, partners, or clients, regardless of language barriers. This breakthrough not only enhances our networking experiences but also opens up new avenues for collaboration and growth. For the toy industry, this means our team at Toy Launch can engage more effectively with international audiences. Live translation can turn language challenges into seamless dialogues, making it easier to understand the needs and preferences of diverse markets. Picture discussing product features, negotiating deals, or simply building relationships with global partners in real-time, without the need for interpreters or translation devices. This fosters a more personal and immediate connection, which is invaluable in building trust and securing business opportunities. The implications are vast: from improving international customer service to enabling more inclusive marketing strategies. ChatGPT 4.0’s live translation capability is set to transform our approach to global business, making it more dynamic and responsive. Looking forward to leveraging this incredible technology at the next international toy trade show and beyond! #Innovation #AI #ChatGPT4 #GlobalBusiness #ToyIndustry #TradeShow #TechAdvancements #ToyLaunch

1

“Thank goodness events are working again,” shared a relieved CMO from a $60m SaaS company. Then other CMOs in the huddle offered variations on this theme. 🐧 The collective relief was palpable. Several important insights emerged. I’ll get to the event-related insights. But there’s a bigger fish to fry first. And that’s the general unease that exists among B2B CMOs right now. The demand gen playbooks that many rely upon have hit a wall. CMOs are grumbling about the costs of once-vaunted ABM tools relative to the value delivered. In reality, macroeconomic factors like higher interest rates have lowered the purchasing tide for most marketing boats. Whether or not you blame the economy or the playbooks, B2B CMOs are in a funk. And that’s a problem too. CMOs, like spiritual leaders, need to project confidence. Given the typical lag time between action and impact, great marketing requires a leap of faith. And before the attribution junkies get out your darts, allow me to explain. 🐧 Great marketers transform businesses. They uncover the insights that drive the ideas that differentiate the brand inside and out. They fix broken go-to-market strategies. They tell the stories that motivate employees and rally customers. They build the tools that make it easier for prospects to justify purchases. They bring focus. And yes, they drive pipeline and revenue. But not without a significant lag time between these actions and their related impact. 🐧 Okay, pep talk over. Back to events. For the relieved SaaS CMO, their events were not trade shows or bespoke dinners. They weren’t even intended to drive net new revenue. Instead, this company held educational seminars at the offices of their largest customers. Like many SaaS providers, they knew their customers weren’t always using their software to its fullest potential. Fixing this would increase customer satisfaction and lower churn. 🐧 But a funny thing happened along the way. Other employees showed up. And, when they felt their peers' excitement, they requested licenses too. Suddenly a retention effort became an acquisition campaign. “These events have become our most effective revenue drivers,” exclaimed the CMO, “which is huge since doing these events is not cheap!” Other CMOs noted that events were similarly working for them. “We’ve been doing roadshows in our top markets,” shared a CMO from a $750m cybersecurity firm. “Most of the attendees are our customers and they do all of the selling to the prospects who join us,” the CMO declared. Part of the story is that work-from-home execs crave in-person contact with peers. But the bigger message is that investments in retention can double as acquisition vehicles. Marketing is rarely a straight line from action to intended impact. But then again, neither are most B2B purchase journeys. You can do no wrong by doing right by your customers. They will sustain you during challenging economic times. In the meantime, keep the faith. 

119

17 Comments

Came across this post by CMO Steve Hardy that addresses spray-and-pray vs. sales/marketing aligned pipeline discipline. There needs to be more of this thinking. It is the path to sanity and to sustainable value creation in GTM. A good read.

8

1 Comment

What is the PESO model, and why is integration so important in the modern media/marketing environment? Though the "The PESO Model" is originally attributed to Gini Dietrich, I can't think of a next-best person to explain its many benefits than my longtime friend and one-time colleague Nikki Little! Curtis Hays and I were so honored and thrilled to have her join us on the Bullseyes and Bullhorns #podcast this week to discuss all things integration. 📢➕🎯 Here's a clip for you to preview, but please do yourself a favor and listen to or watch the entire episode on YouTube or the podcasting platform of your choice -- all of which is linked to in the comments below.

15

10 Comments

"Let's bring some Big D energy to the pod recording tomorrow." And so we did, or rather E.L.F. BEAUTY did with their incredibly brilliant "so many dicks" campaign which we can't seem to get enough of - plus Billie Jean King are you kidding me?! It's gold. So is the "12 hour period road trip" from Thinx Inc., which feels like it could be hit or miss and they knocked it out of the park. Two comedians, both on their periods, take a road trip to test out a new 12 hour product...the buddy comedy writes itself, and the shenanigans stay true to form. On this episode of Missed Opportunities for Good, we also dive deep into two campaigns from Rent The Runway and L'Oréal that just missed the mark, sadly not for a lack of trying but for the amount of confidence (or lack thereof) that most women feel in and about their careers. And not so ironically, if these companies had understood the idea that women want to support OTHER women in amplifying their careers, the participation rate would have most likely been higher. This one hit home. Hard. And in an effort to combat my own shame around my career - shame is a demon I have fought hard against in my personal and professional life - I announced on this episode, that I would write a post about what I'm proud of in order to prove that women can toot their own "self serving" professional horns and celebrate our career wins when we want to...so stay tuned for that soon ;) In the meantime, please listen, share, and write a review for Missed Opportunities for Good wherever you listen to podcasts. It really REALLY helps us spread the gospel and revolutionize the industry we love. Episode 21 is live! Listen NOW ---> https://lnkd.in/gRMTMahe

4

Our favorite tools are so polished and stable. What if a marketing agency felt like that? UX—or the client experience—is as important as functionality. Listen to the full episode here: https://lnkd.in/gpXA737F

3

Loved jumping back into doing public speaking. Although admittedly, not everything went to plan. The format for this event was to discuss a topic (in my case - the future of B2B marketing in AI) and then provide a live demo. First part, nailed. Then got to the live demo and a very edge-case ( I swear, first time this has happened) bug crashed the demo. 🤦‍♂️ Heart rate sky-rocketed. Talk-track obliterated. Had an immediate desire to stand up and walk to the nearest exit. But within seconds (felt like hours) I cracked a joke, restarted the demo, and pontificated on...well I don't remember exactly. At the end of it, still had a very engaged Q&A and had multiple audience members come up and ask for advice. Curious if anyone has experienced a similar public speaking moment? Any other useful tactics for pivoting when an external element disrupts your flow on stage?

55

12 Comments

**Diverse Segments Represent Business Growth: Are CMOs Investing Accordingly?** I recently read an insightful article by my colleague Isaac Mizrahi, CEO of Alma on Forbes that delves into a critical question for today's marketers: Are CMOs investing appropriately in diverse segments? As we approach the second half of the year, companies are reassessing their business projections amid an uncertain macroeconomic scenario. With inflation and high interest rates impacting consumers, brands are seeking growth opportunities beyond price increases. Diverse segments present a promising avenue for growth. According to the latest U.S. Census report, Hispanic, African American, and Asian American consumers now represent 100% of the country's population growth and a significant share of business growth across various categories. Isaac's analysis of data from the U.S. Bureau of Labor Statistics reveals that between 2017 and 2022, total annual aggregate spending per household increased by 25%. Notably, the combined diverse segment experienced a 42% increase in expenditure, outpacing the non-Hispanic white segment, which grew by only 19%. Household purchasing power also surged, with the Hispanic segment growing by 46% to $1.3 trillion, the African American segment by 35% to $1.0 trillion, and the Asian American segment by 47% to $0.7 trillion. These segments now represent 30% of America's household purchasing power, up from 26% in 2017. Despite these numbers, many CMOs still view diverse segments as an extension of the general market, relying on single, broad-reaching ideas. However, connecting with diverse consumers requires a balanced mix of inclusive and culturally specific approaches, leveraging influencers, social media, and digital channels to amplify culturally relevant messages. Ignoring the significance of diverse segments, especially among Gen Z and Gen Alpha, could be a costly mistake. These consumers demand recognition of their whole identity, including ethnic pride and belonging, influencing American culture in music, fashion, food, sports, language, and entertainment. Marketers must invest strategically in diverse consumer segments to achieve substantial growth and become market leaders. It's time to put marketing investments where the growth is. Which side will you pick? #Marketing #Diversity #BusinessGrowth #ConsumerTrends #CMOs #EthnicMarketing #hispanicmarketing

3

I had a great time chatting with Chloe Veltman from NPR last week on the topic of #AI Influencers, and the significance of the recent AI influencer beauty pageant. Is an AI Influencer beauty pageant a fad or simply just a novelty? Probably on the surface, but more importantly, I like to think of the pageant as a social experiment of sorts- it is a real life turing test. So many people in the comments are engaging with AI creators, unable to distinguish them from the real thing. Does this mean that AI creators going to replace the creators we see today? I don't think so. I think we are going to see a cyborgization (yes, I just made that word up) of creators thanks to AI. Creators have two special sets of skills- (1) they know how to create content that people want; and (2) they know how to build community. They're in the best position to leverage AI to do more of it. Those are my latest thoughts on the topic. Would love to hear what you all think! https://lnkd.in/gtQ-nc7D

10

3 Comments