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Nick Bennett
Meet the people-first GTM funnel. Mark and I were having dinner together last week and mapped out this entire model (a lot more to come), but I think it represents how people buy today. All right, let's break it down... There are two things to think about first before getting into the funnel. • Qualification: Meet your ideal customer profile through firmographic, demographic, and psychographic rules. • Intent: Understand signals from subscribers, members, and customers for better sales and marketing actions. Subscribers: Capture your ideal audience with high-value content. Aim for qualified subscribers who fit your customer profile. Subscribers are the new leads. Owned at the forefront vs rented. Members: Build an engaging, free, or paid community to network and discuss. Aim for members who meet your criteria. Customers: Offer tailored products and services to fit customer needs and increase usage and retention. Turn customers into advocates. So there you have it—a real and tangible way to measure whether you're doing and following People-first GTM. Much more to come on this. What do you think? Disagree? Agree?
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14 Comments -
🌊 Grady Teske
Headcount is very dangerous for pre-seed startups. I built a model of "fractional" revenue teams over the past 6 years including: Social Engagement BD/Partnerships/Appt Setting Media Buying Graphic Artist Email Mktg Marketing/Rev Ops at an operational cost < $10k a month ( roughly equal to 1 employee w/ overhead) my past (2) launches have scaled out of the fractional model in under (2) quarters. Bullish
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James Goldstein
🤯 This stat from David Rumsey: 𝗦𝗰𝗼𝘁𝘁𝗶𝗲 𝗦𝗰𝗵𝗲𝗳𝗳𝗹𝗲𝗿 𝗶𝘀 𝗼𝗻 𝗽𝗮𝗰𝗲 𝘁𝗼 𝗼𝘂𝘁𝗲𝗮𝗿𝗻 𝗲𝘃𝗲𝗿𝘆 𝘀𝗶𝗻𝗴𝗹𝗲 𝗡𝗙𝗟 𝗾𝘂𝗮𝗿𝘁𝗲𝗿𝗯𝗮𝗰𝗸, 𝗡𝗕𝗔 𝘀𝘁𝗮𝗿, 𝗮𝗻𝗱 𝗺𝗮𝘆𝗯𝗲 𝗲𝘃𝗲𝗻 𝗯𝗮𝘀𝗲𝗯𝗮𝗹𝗹’𝘀 $𝟳𝟬 𝗺𝗶𝗹𝗹𝗶𝗼𝗻 𝗺𝗮𝗻, 𝗦𝗵𝗼𝗵𝗲𝗶 𝗢𝗵𝘁𝗮𝗻𝗶. Read David's full breakdown of the variables that could vault Scheffler’s season-long earnings to $70 million or more: https://lnkd.in/gkBkXhPf
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Jake Latta, MBA
🚀 IT’S FINALLY HERE! 🚀 The latest State of Local Marketing data has arrived, and it’s packed with jaw-dropping insights! Ever wondered why some of your affiliates see a staggering 112% more revenue growth? And how you can help the rest of your local partners catch up? This year’s data reveals the 5 optimizations your program NEEDS to drive results. Don't miss out on these game-changing strategies! 📈🔍 #LocalMarketing #AffiliateMarketing #RevenueGrowth #MarketingInsights #BusinessGrowth
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Khaled B.
Breaking down what Athletic Greens does right (and 99% ecom brands don't bother doing). I'm doing part II of my viral AG1 funnel breakdown which racked up 4,000+ comments. If you follow AG1's ads, you'll notice they run highly segmented ads. For unique ICPs. Which lead to their own unique LPs. So I've put together another figma file that breaks down - Ads - LPs - Emails For 4 unique segments they're targeting: - Running - Healthy Ageing - Ingredients-Focused - Whole-Body Health Enthusiasts Want access to the figma file? 1. Comment "Access" or "Axes 🪓🪓" or "Normalize men being Swifties" 2. (optional) Like this post (if you think this resource could help others out 🙏)
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389 Comments -
Bar Bruhis
There’s one common trait among highly successful brands. They’re willing to test new channels and have a strict methodology for how to measure the success (or failure) of this channel expansion. Connor Dault sat down with us to walk through how Caraway Home does this. First, here’s what to think about as you’re expanding into a new channel: - Who are you reaching? - How are you reaching them? - What creative (offer) are you running? - Make it thoughtful, make it direct - Give a way to respond Next, here is how to think about measuring: - Have strong beliefs, but loosely held - Look at multiple data sources (0, 1st, 3rd party data, as well as incrementally and geo-lift data). For the full in-depth report, check out our full Don't V*LOOKUP episode here: Spotify: https://lnkd.in/gpUTH-yt Apple: https://lnkd.in/g7_Ty6uH Full writeup: https://lnkd.in/gUC4C2FP
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Benedikt Becker
Everyone in sports tells you to “Build Trust in Partnerships” But almost nobody tells you how. So, here’s how to establish trust in partnerships through data. 4 simple steps: Step 1 - Prioritize Data Transparency. ↳ In the initial conversations, emphasize on data sharing. Step 2 - Set Expectations and Goals. ↳ Communicate what both parties hope to achieve. Step 3 - Agree on Benchmarks. ↳ Decide on data-driven KPIs and metrics from the get-go. Step 4 - Regularly Analyze and Optimize. ↳ Don't wait for the campaign to end to dig into the numbers. Trust and transparency go hand-in-hand. When we turn data transparency into a unique selling point, trust naturally follows in partnerships. What's your personal Step 5 we could add? #SponsorshipSuccess #MeasurableFact #Sportsindustry #Sportsbusiness #Sponsorship
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Mike Rome
Meta Advertisers: If your conversion tracking & ad structure are wrecked, creative can’t save you. Just talked to a $25M brand running a strong creative motion. But it looked like a 5th grader set up conversion tracking and ad accounts. They’re putting out great statics & videos every week. Starting with great creative frameworks & high-converting ad templates. Even running a proper whitelisting play. But it wasn’t enough to scale ads aggressively. B/c they had: 😡 Limited server-side tracking 😡 Only CAPI v. better options - Blotout, Elevar 😡 No micro-conversions - only orders 😡 Broken attribution - inaccurate GA4, no Northbeam 😡 Too many campaigns - crushing Meta’s ML’s potential 😡 Bad budget allocation - to Tests vs. Winners 😡 Too much ABO, too little CBO 😡 Too much retargeting - faking growth w/o incremental profit -- Bums me out when good brands get in their own way (often bc of bad agencies). Yes, creative is a massive lever. But you’ll never be A+ if sleeping on the above.
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Bradley Keefer
Retail media has emerged as the fastest-growing ad channel in the United States, experiencing a remarkable growth rate of 26.0% this year and capturing 14.1% of total US media spend. By 2028, nearly one in five ad dollars in the US will be devoted to retail media. This rapid growth emphasizes the importance of RMNs as a critical tactic of the marketing mix. However, despite this growth, RMNs face several key challenges...
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Mike Rome
No one’s saying it, but it’s true. Most Media Buyers are negative ROI. 5 things the best buyers do differently: 1. They’re P&L fluent: - They’re financially savvy - They orient around GM/CM/MER - They know ROAS is a vanity metric 2. They get incremental vs. non-incremental traffic: - They’re intellectually honest about KPIs - No overspend on Brand & Retargeting - They don’t fake growth 3. They’re incredibly technical: - They futureproof tracking - They pass signal beyond purchases - They do it themselves w/o dev help 4. They’re not afraid to get out of the way: - They’re not impulsive & don’t over-tinker - They build an A+ ad setup… - And then let the platform ML do its thing 5. They’re relentless optimizers: - They crave non-stop learnings - New ad tech is their “video games” - They know full-funnel beyond ads
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Jonny Sitton
In 2004, Blockbuster was making $5.9 billion in revenue. Now, they cease to exist because of one fatal mistake: Getting comfortable. They thought renting out physical DVDs would be a profitable business for life... Surely, no one would move to digital streaming 🫣 Looking back, they just got too comfortable. I don't want to be a Blockbuster. So I study birth rates and gifting trends and then actually work through what steps to take next. In business, you have to think: • What does the data *actually* show you? • What are the trends of the future? • What will people want in 10 years that they aren't even thinking about now? The best business owners NEVER get comfortable. Read and LISTEN to the data. And then act accordingly. Don’t be a Blockbuster. I’ve had some great conversations with suppliers on this recently, so if you want to share some ideas reach out and lets chat.
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Warren Lentz
This Glossy ad instantly became a winner. 4.4% CTR, 50.5% thumb stop rate, 35% retention rate. Why did it work? It had a clear strategy and structure. Let’s break down the structure to understand why. 1. Hook focused on the pain point 2. Failed solutions and problems 3. Introduce the solution 4. Explain why it’s different 5. Objection handling 6. Offer callout 7. Desired outcome 8. CTA When should you use this template? To convert your MOF/TOF who: - Understands the problem - Doesn’t know what the solutions are What are your thoughts on this?
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Brian Schmitt
Some high-level a/b testing numbers to show the value of a consistent testing program over the last 12 months: Revenue impact: $133,868 = [total revenue gains over the last 12 months attributable to a winning test / total a/b tests ran] This is sort of a RPV (Revenue Per Visitor) but for a testing program. Not every visitor generates revenue, but RPV gives you a metric to measure the overall value of a visitor. Not every test generated positive revenue, but this gives us an overall value of each test. Wins: 62% = [number of winning tests / total tests] 33% = [wins w/ revenue impact / total wins] Loses: 18% = [losing tests / total tests] 20% = [losses w/ revenue impact / total losses] All tests with attributed revenue impact (+ or -) had statistical significance. And, just in case you're doing the math: 20% of tests were inconclusive.
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Lauren Bermúdez 🌱
Brands with Channel Marketing Networks 👩👩👧👦 Don't let downstream partners sabotage your hard work! Make sure you have the right tools in place to protect your brand message with flexibility to version assets with local CTAs at scale. Make it sticky with turnkey analytics tools built into the ad building process (call tracking, landing pages, QR codes, etc.) so you, local partners, and anyone you designate in between can track performance. If you need backup, Dan Davies is the best in his field and will travel to crack down on Brand-to-Local crimes. And I think he'd consider not having tools as described above.... the biggest crime of all. 🙄 😝 🕵♀️ 👨✈️ More episodes dropping... What case will Detective Dan crack next?
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Dallin Koski
Is Amazon the yellow pages of products? The seasoned sales reps who sold ads in the phone book had a phrase... They'd say, "When someone picks up the phone book, they are going to spend money. The question is, who are they going to select?" They would say that to advertisers who were considering pulling their ad spend and putting it into another channel. What’s interesting about this phrase is that while mostly true, it says something about the business model of the phone book. The yellow pages was a demand capture play. When your roof had a leak, you’d thumb over to the roofing section and select a roofer from the category based on an ad that caught your eye or some kind of brand recognition from the depths of your memory. But the phone book didn’t create the demand for roofers or plumbers or dentists, they captured it. To capture that demand, the yellow page companies would distribute a free phone book to every home once a year. Roofers, plumbers and dentists had to pay to be seen in front of those customers, since that was where those customers went when they had a problem. Amazon is the yellow pages of products. Amazon doesn’t really create any demand. They just capture it. They capture it because they can offer things like 2-day shipping, low prices and a good return policy. Brands generally have to pay to appear in front of customers if they want to be seen and selected, since that’s where roughly 50%+ of online customers go when they are ready to make a purchase. The companies who were successful in the yellow pages deployed a similar strategy to the ones that are most successful on Amazon. One option was to outspend their competitors and buy the famous 'double truck' ad, covering two full pages at the beginning of their category heading. On Amazon, there's ways to dominate the SERPs if you're willing to outspend your competitors as well. The other way was to build brand recognition outside of the phone book. That way, when a customer saw your ad they would remember your brand and choose you over your competitors. If you're declining in the search results on Amazon, you might want to start by looking OFF of Amazon to determine why. Is one of your competitors building brand equity on channels like Meta or TikTok or YouTube? When customers browse your products in the SERP, is yours one they would have a chance of recognizing? Amazon rewards sellers who drive traffic to their site from off-Amazon sources - since they don't create demand, they want sellers who can. Next time you’re scratching your head about why your sales are declining, zoom out. Think about what’s happening in your category and amongst your competitors off of Amazon. #amazon #ecommerce #dtc
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Dr. James Richardson
My entire marketing funnel is hooked to the new startup formation rate in CPG. And this rate has plummeted. Every day, I read a 'wind down' post. THIS is the absolute best year since 2006 to start a consumer brand...but please, please Do your competitive research. Raise 2-3 years' worth of inventory and operating expenses BEFORE you ship your first pallet. Engage with your fans from day one... #business #startups #entrepreneurship
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21 Comments -
Vanessa Willett
B2B Marketers: 🗣️"It's your fault." B2B Sellers:🗣️"No, it's your fault." But here's the problem: 👉 Teams have different goals 👉 They track different metrics 👉 There's no cross-team communication And then they wonder why their teams are misaligned. 🙅♂️ Stop playing the blame game! Learn how to bridge the gap between marketing and sales with insights from CMO Kelly Hopping and CSO John Eitel’s new book, “Yes, It’s Your Fault! From Blame to Gain: Achieving Sales and Marketing Alignment to Drive B2B Growth,” launching on 6/11! 🎉 📖 Join us on launch day for a webinar where Kelly and John will break down key insights from the book and show you how to achieve true collaboration and drive B2B growth. Save the date and register NOW! #ItsYourFault #B2BMarketing #B2BSales
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Tamer Chamma
Privacy laws and browsers are ditching cookies, and 50% of the web is already cookieless. First-party data = VIP access to customer insights. It’s reliable and direct from your audience, boosting your marketing magic. ✨ LiveRamp has outlined 8 steps to a first-party data strategy to get you started.
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