Sarah Cascone

With the rapid changes in consumer and market behavior, OK-performing promotions performance isn't good enough. If tough to take the risk and do something different, but you can't wait around anymore. You need to get ahead of it and be able to make intelligent (and better) choices in your pricing & promotions. https://lnkd.in/gtc-VVF7

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After a year of collective belt tightening across B2B tech, now is the time to double down on your investment in top of funnel brand awareness. New research from TrustRadius and Pavilion indicates that while 2023 had buyers focusing mainly on the potential ROI of their purchases ("prove it or lose it"), in 2024, buyers are leaning more heavily on trust, transparency and brand when making decisions. But there's a disconnect. Just as buyers are shifting their focus to trusted brands, brands themselves have failed to adapt, with many allocating less of their discretionary marketing spend toward top-of-funnel brand awareness initiatives (an average of 38%) and more to demand generation (an average of 53%). Check out this screengrab of the breakdown of discretionary spending across brand and demand. There's much more in the report. Sharing a link in the comments #brandawareness

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In my latest MarTech article, I discuss the need for substance and style in b2b tech. The key to success is not in the sales pitch but in the product itself. Disregard the flashy features, the technical jargon-filled presentations, and the promises of a one-size-fits-all solution. Instead, we should focus on tools that work seamlessly and exceed our expectations.

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⚡️DATA ALERT⚡️ The banking & CU industries are different than they were a decade ago. I've been waiting for an updated take on what it means to be someone's primary financial institution. The wait is OVER! 🥳 In 2023, Neobanks won nearly half of all checking accounts. Consumers now manage relationships with dozens of financial providers, and everyone is glued to their phones. What does it take to win PFI status in a mobile-first era? Download the report to find out. https://lnkd.in/gTJ8Hs2z

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Did you know that 53% of gamers play for longer because they get rewards?💡To help you boost retention and revenue, Adjust's guide covers everything you need to know about rewarded video ads. Pause to read!

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Got to chat w/ MarTech Series around the state of B2B marketing, how AI is going to impact the industry, where I encourage my team to get inspiration, and more. Check it out on the link below: https://lnkd.in/gSKAcWTC

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💪💪 Increase Brand Exposure At Events 💪💪 𝐂𝐡𝐞𝐜𝐤 𝐨𝐮𝐭 𝐭𝐡𝐞𝐬𝐞 13 "𝐋𝐮𝐜𝐤𝐲" 𝐑𝐞𝐭𝐚𝐢𝐥 𝐓𝐫𝐞𝐧𝐝𝐬 1) Focus on the Product Experience - Kristin Naragon w/MACH Alliance 2) Learn How to Meet Your Customers Needs Immediately Michael Della Penna w/InMarket 3) Introduce Omnichannel Retailing Across Biz Platforms Salice Thomas w/Wipro 4) Leverage Partnerships With Influencers Amanda Whiteside w/Freshworks 5) Increase Brand Exposure At Events - Matthew Rolnick w/Yaymaker 6) Immerese The Buyer In An Engaging Brand Environment - Richard Lindhorn, ICAE 7) Ensure Data Security To Protect Your Business And Customers' Information Mustansir Paliwala w/Zomara Group Consulting & EQUANS 8) Engage in SMS Messaging To Communicate With Clients Brandon Batchelor w/ReadyCloud 9) Personalize Your Outreach Methods Archana Rao w/Innova Solutions 10) Reduce Your Brand's Carbon Footprint Praneeth Kudithipudi w/Sacumen 11) Demonstrate The Authenticity of Your Brand's People Ashleigh Stanford 🧩 w/PracticeTek 12) Create Magical Environments Through AR And VR Retail Visits Annu Baral w/LatentView Analytics 13) Embrace TikTok Shop Bryce Welker w/Crush Empire #RetailTrends #BrandExposure #Events

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Of all the use cases for AMC (and there are many!), one of my favorites is the DTC brand using it for cross-channel analysis. We have several DTC clients who have gotten really creative and developed some impactful ways to take advantage of AMC in combination with our platform. Here are some of my favorites: (1) Product Launches: Identifying the most effective channels to focus your launch strategy. (2) Customer Retention: Analyzing customer interactions to develop targeted retention strategies. (3) Performance Tracking: Monitoring marketing channel performance to optimize campaigns. (4) Campaign Optimization: Comparing channel effectiveness to allocate budget efficiently. (5) Personalized Marketing: Segmenting audiences to tailor messaging and offers. DTC brands have a huge advantage when it comes to first party data. AMC can help get the most out of that data. It's a super powerful resource that not enough DTC brands, in my opinion, are taking full advantage of. #Ecommerce #AMC #Amazon

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After a year of collective belt tightening across B2B tech, now is the time to double down on your investment in top of funnel brand awareness. New research from TrustRadius and Pavilion indicates that while 2023 had buyers focusing mainly on the potential ROI of their purchases ("prove it or lose it"), in 2024, buyers are leaning more heavily on trust, transparency and brand when making decisions. But there's a disconnect. Just as buyers are shifting their focus to trusted brands, brands themselves have failed to adapt, with many allocating less of their discretionary marketing spend toward top-of-funnel brand awareness initiatives (an average of 38%) and more to demand generation (an average of 53%). The full report will be officially published on June 10, but I've got a sneak peek for you 😉 . Check it out below to get all the data ⤵ and learn why now is the time to double down on brand. #marketing #brandawareness #kathleenhq

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This is so much more than notifications! It's like a warning system watching all of your marketing workflows and use cases and alerting you when things go well or poorly! As marketers, we love our unique workflows and can overwhelm ourselves, this new feature keeps us on top at all times, no matter how crazy or creative we get!

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Running a review campaign soon? Joe Kevens recently picked my brain on review campaigns. We talked about: - How to prioritize reviews as part of your advocacy mix - Considerations in the review generation process - To spiff or not to spiff - How to respond to reviews (especially negative ones 😬 ) - How to use reviews in your marketing content And more! Honestly, best interview to date. Joe did an incredible job pulling from the CMAweekly Slack and my LinkedIn. 🔥 You can read the whole interview (including examples) here: https://lnkd.in/eicy9Sjh Thanks, Joe, for the chance to share what I've learned so far! #CustomerMarketing #CustomerAdvocacy #VoiceOfCustomer

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Leveraging brand-term targeting strategies is important for brands looking to maximize their ad dollars. Here are a few tips to get you started. #Pacvue #CommerceAcceleration #BrandTermTargeting #BTT

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Given the avalanche of Brand Marketing reports/articles I've had to post and share the past few weeks with mostly B2B SaaS marketers who can't get their head wrapped around how/why Brand Marketing should even be mentioned in the same sentence as Demand Generation -- maybe this report from Pavilion will shed more light. BCG, McKinsey, HBR, Ehrenberg-Bass Institute and a host of others have been covering this since before COVID (if you need copies of those articles/reports -- DM me). Even 6sense sponsored recent research that surfaced similar conclusions. Thanks for sharing Jim Berkman and great work to Kathleen Booth and Vinay Bhagat.

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From siloed reporting to changing consumer behavior, creating an effective marketing analytics strategy is no small feat. Forbes Technology Council gathered insights from industry experts, including our president, Eron Kelly. If you're looking to enhance your marketing analytics strategy and drive meaningful results, this is a must-read. https://ow.ly/OqaR30sErCO #DataDrivenSolutions #MarketingAnalytics

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Startup Founders - peers to buyers are your revenue growth SUPERHEROES — see page 18 in this new research on B2B Buying and then DM me to learn how you too can grow faster with Targeted Velocity's Peers to Your Buyers ™ Mike Pino

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Marketers are meant to master communications. Yet, we often struggle to help non-marketers understand our world. When CMOs constantly use marketing jargon, it's difficult for other execs to even understand what they're talking about. It's a language barrier. And it's surprising how often it happens in the boardroom. Here are a few suggestions I shared in a recent article with The Drum: - Find a “bilingual” CMO who is fully proficient in both the language of marketing and the language of the boardroom - Place more marketing experts to serve directly on boards, or to advise board members and help "translate" marketing topics - Learn to speak each other’s languages... but know that this takes time, trust, and commitment. #marketing #CMO #CEO #CFO https://lnkd.in/eNcbw_bx

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Excited to share a new ebook, "Mastering High-Impact Solution Messaging". If you're a CMO or marketing exec, this guide provides tips on creating clear and compelling messaging that stands out. Learn how to align your team, boost brand consistency, and drive growth.

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