Laurent Duverney-Guichard 📊

🧑‍💻 We hold the past on a pedestal but our #web #content consumption habits have dramatically shifted. ✅ As of 2024, a striking 80% of web users now favor watching short-form videos over reading blog posts. ⬇️ The Decline of Traditional Content : Over the past two decades, blogs and long-form articles were the cornerstone of online content. However, this era is waning as internet viewers now seek concise, visually stimulating content. The average attention span has notably decreased, driving users towards formats that deliver quick, engaging experiences. Younger generations are at the forefront of this shift towards #short #video, significantly influencing content trends. Video content’s ability to transcend language barriers also broadens audience reach, making it an invaluable tool for global engagement. 🆕 Embracing the Shift with web.Best : To thrive in this new landscape, content creators, bloggers, and businesses must adapt. The upcoming launch of Web.Best (coming live in June 2024) represents a significant opportunity. This innovative web solution is designed to harness the power of short-form video on your own website, transforming old static sites into interactive short-form videos websites to better attract, engage and convert your audience into sales. 🚀 web.Best opening represent new business avenues for: - #Content, #Blog and #Website #Creators, - #Marketing, #Advertising, #SEO, #SEM and #Web Agencies, - #SocialMedia #Influencers, - #Registries and #Registrars, - #Brand and #Business owners. 💵 By integrating #shortvideos on their own #website using web.Best, these stakeholders can connect with their audiences more effectively, and transform viewers and followers into sales leveraging the latest in web content #innovation. ⏱️ It's 2024, it's time to change: Bloggers and traditional content creators must embrace this #change by incorporating interactive short-form #video elements directly into their own #websites. ▶ Short-form video is not just a trend but the future of #digital content!

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Learn how to fine-tune your product to meet market demands with strategic customer conversations and data-driven feedback mechanisms 👇 ➡ 𝗜𝗻𝘁𝗲𝗿𝘃𝗶𝗲𝘄𝗲𝗲: Brian Long, CEO & Co-Founder at Attentive 🔌 𝗜𝗻𝘁𝗲𝗿𝘃𝗶𝗲𝘄𝗲𝗿: Nick Moran, General Partner at New Stack Ventures and Nate Pierotti, Principal at New Stack Ventures ✏ “The Playbook to Finding Product-Market Fit, When Founders Should Begin to Scale, and Lessons from Building Attentive” ⭐ 𝗦𝗮𝘃𝗲 𝘁𝗶𝗺𝗲 𝗯𝘆 𝘁𝗮𝗹𝗸𝗶𝗻𝗴 𝘁𝗼 𝗮 𝘁𝗿𝗲𝗺𝗲𝗻𝗱𝗼𝘂𝘀 𝗮𝗺𝗼𝘂𝗻𝘁 𝗼𝗳 𝗰𝘂𝘀𝘁𝗼𝗺𝗲𝗿𝘀: 💬 "I think that what we got right were two things. One, I think that we talked to a tremendous amount of customers, before we started building things. So we learned to hear their problems, hear their issues, and then start building and assaulting those, you know, rather than kind of just jumping right into build-build-build, so that saved us a lot of time." ⭐ 𝗚𝗲𝘁 𝗾𝘂𝗮𝗻𝘁𝗶𝘁𝗮𝘁𝗶𝘃𝗲 𝘀𝗰𝗼𝗿𝗲𝘀 𝗳𝗿𝗼𝗺 𝗰𝘂𝘀𝘁𝗼𝗺𝗲𝗿𝘀, 𝗻𝗼𝘁 𝗷𝘂𝘀𝘁 𝗾𝘂𝗮𝗹𝗶𝘁𝗮𝘁𝗶𝘃𝗲 𝗳𝗲𝗲𝗱𝗯𝗮𝗰𝗸, 𝘁𝗼 𝗼𝘃𝗲𝗿𝗰𝗼𝗺𝗲 𝗽𝗼𝗹𝗶𝘁𝗲𝗻𝗲𝘀𝘀 𝗯𝗶𝗮𝘀: 💬 "I think you're also looking at things like NPS, you know… because if that number starts dropping, it's often because you're no longer solving the problem." ⭐ 𝗧𝗮𝗸𝗲 𝗮 𝗹𝗼𝗻𝗴-𝘁𝗲𝗿𝗺 𝘃𝗶𝗲𝘄 𝗮𝗻𝗱 𝗵𝗮𝘃𝗲 𝗮 𝘁𝗵𝗲𝘀𝗶𝘀 𝗮𝗯𝗼𝘂𝘁 𝘄𝗵𝗲𝗿𝗲 𝘁𝗵𝗲 𝗺𝗮𝗿𝗸𝗲𝘁 𝗶𝘀 𝗴𝗼𝗶𝗻𝗴 𝘄𝗵𝗲𝗻 𝗯𝘂𝗶𝗹𝗱𝗶𝗻𝗴 𝘁𝗵𝗲 𝗰𝗼𝗺𝗽𝗮𝗻𝘆: 💬 "I think that we've taken an even longer term focus. We know what can be big. And we know it's dangerous to start getting an ego to think you can do things because it's always very hard. You've always got to think towards taking a longer term view, having a thesis around that view, and then understand how the pieces can come together for success." ───── 👉 Follow me, Alexander Small, for tactics and strategies for building startups from industry-leading Founders, Operators and Investors

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A few prompts to inspire B2B startups to think bigger about their product marketing: ➜ What domain are we buying? (Full credit to ⚡ Sylvain Giuliani on this one) There’s nothing like thinking of a domain name that forces you to succinctly summarize your product's stance or purpose. Ask yourself, what does your product stand for or against? What are the broader themes or trends? Examples: Figma used designsystems .com and Segment used crm-is-not-enough ➜ What’s the headline of the press release? Amazon product managers famously use the 'working backwards' approach by writing a mock press release and FAQ for a new product. Thinking of just the headline forces you to distill the story you want the market to be telling about you. Examples of real headlines from TechCrunch: “Envoy Brings In $1.5 Million To Kill The Lobby Sign-In Book” “This startup believes mobile apps for businesses should work more like consumer apps” ➜ If we were to write a book today, what would be the title? Use this question to identify what unique knowledge your company has that can establish you as a thought leader, and educate the market. Examples: Equals just wrote “The Ultimate Guide to ARR”, Monte Carlo wrote “Data Quality Fundamentals” I’ve found these prompts to be a great way to inspire creativity, as they bring your positioning to life in a tangible way. #productmarketing

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Discovery is not just a “product thing” Nor is it just a design thing, a strategy thing, or a market thing. In most scale-ups and enterprises, each function has their own researchers. Each with : 👉 their own tools 👉 their own practices 👉 their own deliverables. Each with : 👉 siloed (and incomplete) analyses 👉 siloed models 👉 siloed vocabulary And yet, all their individual research causes siloed strategies and communication issues. That’s a shame and a huge loss of money. All researchers should work together. I mean… The outcome of their work is the same: 💡 Provide knowledge about customers, allowing the organization to optimize decision-making. 💡 This sounds like a team mission, no? So… I have 2 extremely simple pieces of advice: 🍽 If a part of your job is to “provide knowledge about customers allowing the organization to optimize decision-making”, identify the people in your company who have the same mission and have lunch together. 🍽 If you’re in the leadership team, pay the lunch bill. Because if they manage to get closer and make their results a bit more compliant, it will have a huge impact on your company. What do you think - who else should have a seat at the lunch table? --------- This post is part of a series about common discovery pitfalls. You can find the previous post here: https://lnkd.in/g5nJ_P29

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Revenue comes from scaling traffic Profit comes from maximizing conversions

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🚨 Attribution is under attack 🚨 In recent years: • GA4 has limited its attribution models to only last click and DDA 🎯 (Completely coincidentally, these favor Google Ads the most 😯) • Apple has ramped up privacy by blocking tracking and third-party cookies 🍪 (Whilst being fined by France's Data Protection Authority for privacy violations in 2023 🚫) • The lookback window for acquisition attribution in GA4 has shrunk from 90 days to just 30 days ⏳ (Don't worry, you can change it.... to 7 days 🤷‍♂️) 🔎 #GA4 is not an #attribution tool. 📉 Using it for ad spend decisions, pausing, cutting, or scaling campaigns? You’re probably making the wrong moves. If whenever you open up spend, #ROAS just drops, this might be where you’re going wrong. 📈 In this example account (screenshot), we’re capturing and attributing about 40% more conversions than #GoogleAds reports. 🌟 You can’t optimize and scale without solid, impartial #data. 📩 DM me for a free trial of Incendium and start making smarter marketing decisions!

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What Really Sells: Advertising, Onboarding, or Paywalls 😅😅😅? Mobile app developers often face a dilemma about where to invest resources to increase profits: ✔️ Advertising ✔️ Onboardings ✔️ Paywalls ✔️ Features (additional value for users) To answer this question, it's important to recall how people make decisions: ✅ 1. During the advertising stage, an "external trigger" involuntarily captures attention, activating a certain need (for example, to lose weight by summer). ✅ 2. The brain compares needs, and if the need targeted by the advertising is deemed significant enough, it becomes "dominant" (it will "control attention"). ✅ 3. Then, the brain compares all the ways to satisfy this need and chooses the "optimal" one. It considers: - the availability of resources it believes are needed to satisfy the need - the subjective probability that each method will be able to satisfy the need To increase the likelihood of a purchase, you need to know: 💡 the purpose for which the person will use your product (lose weight by summer, by a specific date, eat healthier, etc.) 💡 their past experiences (I've been offered this before and it didn't work or only helped temporarily) 💡 their expectations (I'll post great photos from the beach, or enjoy my reflection in the mirror) 💡 their fears (what if it's difficult, what if it's expensive, will the diet or exercise suit me) During onboarding, you can: ✅ Gather all this information ✅ Work through all the points that could increase a user's motivation to buy. ✅ Show individual paywall to each user segment to effectively explain why the purchase is sensible (meets their needs) and the price is FAIR. ✅ Find out what else the user needs (which features to develop next) Optimizing the paywall itself is crucial, as it's where the decision about the fairness of the offered deal is made, but the entire user journey should push them towards making a purchase decision. This is why we consider the monetization process of the app comprehensively: 💡 Advertising must effectively capture users' attention 💡 Onboarding should individually boost motivation among different users and gather information to use for advertising and new features 💡 Paywalls should offer a "fair" deal We are pleased to announce that we have released paywalls that: ✔️ Take into account all the nuances of human information perception ✔️ Allow for the design of each product to be considered ✔️ Are compatible with other purchasing services #paywalls #onboarding #web2app #monetization

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My Favourite Fake News in Native Advertising (Taboola & Outbrain) 👉 Brands Need External Third-Party Tools to Attain Profitability at Scale. Disclaimer - Arbitrage Marketers (Publishers + Search): this post is not for you! 😉 In 2012-15, Outbrain for Performance & Taboola Dashboards were notably rudimentary in contrast to their current advanced iterations. A pivotal moment emerged when they unleashed their APIs, sparking a revolution in how Brands approached their Campaign Management & Reporting. From 2015 to 2019, Third-Party Tools became indispensable companions for Brands. These tools filled crucial gaps in functionality and provided invaluable support for scaling campaigns across Native Ads' Networks. They weren't just optional; they were essential. However, the landscape shifted as Outbrain and Taboola poured significant resources into enhancing their Dashboards & Features. The question arises: Are external Third-Party Tools still a necessity for Brands? 🤔 In our experience, the answer leans toward the negative. We've successfully scaled numerous campaigns across various verticals without relying on external tools. While acknowledging the excellence of these tools in the market, we've found them to be more of a bonus than a must-have. That being said, the utility of external tools persists in certain scenarios ✔️ Brands with specific needs beyond the current capabilities of Outbrain and Taboola may find them invaluable. Yet, it's crucial to keep in mind that Native Advertising Networks continue to evolve, with new features rolling out regularly 🧐 As the industry progresses, the importance of adaptability and innovation cannot be overstated. Brands must remain agile, leveraging both internal and external resources to stay ahead of the curve in the dynamic world of Native Advertising. Not sure how to take your Native Ads campaigns to the next level? Get in touch with us 😉 -------- Every week, we select a “Fake News” that we heard/read in the Native Advertising Industry and share our views according to our 12 years of experience. At Schwartz Consulting, our goal is simple: support Brands in their ability to find success at scale on Outbrain & Taboola. If you enjoyed the post, simply like ❤️ #outbrain #taboola #nativeads #nativeadvertising

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【My 1st startup: Sharing the 12 reasons why I failed】 Reflecting on my failures from my first idea as a first-time founder, I've come to realize that there are common mistakes that many startup founders make. Despite reading books and watching videos on entrepreneurship, I made a critical mistake that I thought I could avoid. However, it's hard to change the dynamics once something starts moving forward like it's hard to fix the dum once the water starts pouring out. As a fresh college graduate and first-time founder, there were many things I had yet to experience as an entrepreneur and business person. I used to be ashamed of the mistakes I made, but I've learned that these mistakes have been methodized because it's hard not to be aware of but not to fall into. Now, I'm not ashamed of my path because I learned a lot from my experience, not just from books or YouTube. I'm working on my next idea, and I'm open to collaborating! My new idea is related to toilets - the Lux Porta Potty for VIP outdoor event-goers. Check out the link for more details on my experiences and why these things happen. We never have a 100% success rate, but I believe I can do better 100%. I embrace and appreciate my failures and all people who have offered to help me and given an advice! I'm not giving up, and excited for the next one! This is the link to the 12 reasons why I failed! You can read more details about why/how happened in my case while I highlighted each title here. I hope this will help as a future reference for another first-time founder, and help get rid of the stigma of sharing own failure. https://lnkd.in/gbQsBkf3 Project Management Learning 1: Have a trial phase and set the reasonable (SMART)GOAL (and set traceable actions) Learning 2:Setting Weekly Goals and Reflections Learning 3: Preserving the Trajectory of Ideas Team Learning 4: Building a Team Based on Needs Over Skills Learning 5:Don’t be a president (Having Mentors, Bosses, and Advisors who check on you regularly) Sales Learning 6: Overcome Shame, Rejection is a good opportunity to learn Learning 7:Sales, Sales, Sales: Get the first deal to build confidence!  Learning 8: Highlight the reason, not the emotion. “Go talk as a customer” Product Learning 9: Don’t start building. (Even if you know this word) Learning 10: Drawing Insights>Pitching Idea Learning 11:Building a Community from Potential Customer Interviews Decision Making Learning 10: Conduct User Interviews with Co-Founders (Big Impact on Decision Making) Learning 11:Don't Trust 'Likes' from Entrepreneurs and Investors: Prioritize Real User Needs and Payment Willingness Learning 12: The Pitfalls of the Tarpit Idea

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A perfect example of AI in action: opening up opportunities where time constraints may have prohibited this from happening, (quickly) preparing ahead of time, and understanding the journalist's and audience's needs to be an even better SME. All with the help of AI.

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Super interesting 📣 : a list of well-known companies that successfully pivoted. What is even more interesting is 🥁 🥁🥁🥁 35% of those pivoted because they couldn't retain users 38% because they had difficulties acquiring users (lukewarm interest + #growth plateaued + little to no interest) Takeaway 🙋‍♀️ A #startup founder should care only about 2 things - growth measured as an increase of <north start metric> over <unit of time> - retention measured as as % of <users retained> to <users acquired> over <unit of time> Please forget about CTR 🙊 Source: Lenny's newsletter. The art of the pivot, part 1: The definitive list of successful pivots

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Google I/O 2024 Highlights ( Here's everything you need to know) --- Glimpse: 1. Veo brings Sora-style video generation 2. Google to watermark AI photos 3. Gemini becomes a conversation partner 4. Gemini integrates more with Gmail 5. Google Chrome is getting an AI assistant 6. Circle to Search is now a better helper 7. Gemini AI will soon detect spam calls 8. Google Photos new "Ask Photos" feature 9. Google announces Project Astra 10. Gemini is becoming a personal assistant 11. Google announces Imagen 3 12. Google introduces Gemini 1.5 Flash 13. Access in Notebook LM 14. Ask Google with video search 15. Google announces Gemma 2 16. Gemini Pro 1.5 available for advanced users 17. Gemini 1.5 Flash is very cheap. 18. Android devices to get smarter AI --- ♻ Repost and share this with your community Follow Sachin B for more AI content. #artificialintelligence #ainews #ai #google #googleio

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If you have a competitor that already owns the majority of the market for your product category. Don’t stop! Come up with a plan why your product will be 10x better, 10x faster or 10x cheaper and you have a shot at dethroning the king of that category. Just build the right team, the right product and figure out how to reach that market. It’s not easy, sure, but great things require great people.

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We increased our win rate by 35% at Userled by mastering one thing ↓ 🧵 Multi threading. (These guidance are relevant for deals between 15 and 100K and selling to companies > 200 employees) 📆 Call 1 - Discovery (30'): We make sure to book the first call with either a potential champion or a decision maker. Outside the call: We build a business value map and craft the perfect BVM (will cover this in another post 😉). 🔗 Call 2 demo (45’): We get at least one decision maker and operator on the call (our future technical influencer–someone hands-on). Outside the call: We create a personalised LP including the BVM and pricing to share with the different stakeholders and monitor engagement at the contact level across LP and web. 🚨Between call 2 and 3 if we see lack of activity across assets and site via Userled we double down on follow ups and share info about product development, ROI calculation and others 🤝 Call 3: We review pricing, case studies, implementation and support, and try to get a C-level involved. 🏦 Throughout the process, we connect with CFO/COO so they're aware. Rarely a response, but at least they know it's happening. These days, rarely a sale without CFO approval. If ghosted at any stage, we tap other champions in the company. A "no" from one person can be a "yes" from another sitting right next to them! Additionally, knowing when to involve other stakeholders without approval is crucial: 1️⃣  - Unresponsive contact after multiple attempts 2️⃣  - Need additional perspectives to move forward 3️⃣  - Contact lacks authority to decide 4️⃣  - Deal stalling and needs momentum 💡Quickly gauge if the buyer is either: Happy with status quo Wants to smash their target Pushes for internal improvement and innovation This shows if they'll go through a tedious buying process. Assess pain per stakeholder on a 1-5 scale. Below 3, find another champion. at 4-5 that person will unlock doors to navigate the org. 💯 What about you? What’s your take on multi-threading?

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𝗪𝗲 𝗻𝗲𝗲𝗱 𝘁𝗼 𝗿𝗲𝘁𝗵𝗶𝗻𝗸 𝗼𝘂𝗿 𝗦𝗮𝗮𝗦 𝗺𝗲𝘁𝗿𝗶𝗰𝘀. CAC, LTV, MRR, and churn rate have been north-star metrics for years—in today’s market, they're no longer enough. 𝗪𝗵𝘆? // There’s too much competition, raising CAC and making it harder to keep churn low with reduced customer loyalty, further decreasing expected LTV. // Customers expect more personalized services, increasing costs. // Market volatility affects spending habits, affecting MRR and churn unpredictably. // Prioritizing growth over profit sidelines important profitability metrics and puts a risk on long-term sustainability. Calculating the CAC payback period gives us insights into the efficiency and sustainability of our growth strategies. 𝗪𝗵𝗮𝘁 𝗶𝘀 𝘁𝗵𝗲 𝗖𝗔𝗖 𝗽𝗮𝘆𝗯𝗮𝗰𝗸 𝗽𝗲𝗿𝗶𝗼𝗱?  It’s the time it takes to recover the cost of acquiring a new customer through the revenue it generates. A shorter payback period indicates an efficient and sustainable business model. The average benchmark for SaaS is 16 months; while there is no “good” number, keeping on top of industry trends is beneficial. Micro SaaS firms should target 3 to 6mths... Shortening the CAC payback period improves cash flow, minimizes potential customer churn, accelerates growth, and increases investment appeal through quicker ROI. 𝗝𝘂𝘀𝘁 𝘁𝗮𝗸𝗲 𝗮 𝗹𝗼𝗼𝗸 𝗮𝘁 ZoomInfo’s 𝗰𝗮𝗹𝗰𝘂𝗹𝗮𝘁𝗶𝗼𝗻𝘀.  Their slowed revenue growth, coupled with a spike in churn, has extended their CAC payback period to an alarming 138 months 🚩 Indicating that CAC costs won't be recuperated for over a decade, limiting their flexibility to fund growth and further innovation. This scenario further underscores the need for SaaS to continuously optimize CAC and retention strategies to maintain a sustainable business model, especially in a volatile market. 𝗛𝗲𝗿𝗲’𝘀 𝗵𝗼𝘄 𝘁𝗼 𝗮𝘃𝗼𝗶𝗱 𝗶𝘁: > Enhance conversion rates > Focus on high-quality leads > Optimize pricing strategies > Leverage automation and CRM to streamline operations > Refine marketing spend > Invest in PLG > Upsell, cross-sell, and boost retention With the rise of AI and competition, churn rise is inevitable.  Despite this, it’s still a promising market.  You just need to be proactive and adapt your strategies to survive and thrive in these changing economic conditions. Thanks to OnlyCFO for the insights! If you have a Micro SaaS and are exploring an exit, shoot me a message. Otherwise, follow for more awesome content. #SaaS #MicroSaaS #Startups #Strategy #Tech 

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Why cooperation between Google Ads and Google Cloud is crucial? Numbers don't lie. 🤘 Google Cloud Results: +20% Conversion Rate +1000% machine learning speed 5x more A/B tests (and more accurate) Approach: "The centralized data management and the new calculation models have enabled the exponential increase of internal analysis, reducing costs and improving the reliability of the results and, as a consequence, of the strategies." https://lnkd.in/eQ87F4vB

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AI overviews for search! #ppc #shoppingads #googlemapsads #googleads #ai

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𝐀𝐈 = 𝐀𝐩𝐩𝐥𝐞 𝐈𝐧𝐭𝐞𝐥𝐥𝐢𝐠𝐞𝐧𝐜𝐞 Probably the biggest announcement during WWDC 2024 is Apple’s new generative AI offering in partnership with OpenAI, the Apple Intelligence. Here are some of the key features of Apple Intelligence: ➜𝗪𝗿𝗶𝘁𝗶𝗻𝗴 𝗧𝗼𝗼𝗹𝘀: It offers system-wide writing tools that can rewrite, proofread, and summarize text across various apps, including Mail, Notes, Safari, Pages, Keynote, and even third-party apps. ➜𝗘𝗻𝗵𝗮𝗻𝗰𝗲𝗱 𝗦𝗶𝗿𝗶: Siri is now empowered with on-screen awareness, allowing it to understand and take action with things on your screen. ➜𝗜𝗺𝗮𝗴𝗲 𝗣𝗹𝗮𝘆𝗴𝗿𝗼𝘂𝗻𝗱: This feature allows users to create fun images in seconds using generative AI. ➜𝗣𝗿𝗶𝘃𝗮𝗰𝘆 𝗙𝗼𝗰𝘂𝘀: Apple Intelligence is built with privacy at its core, and it utilizes Private Cloud Compute to process information on your device whenever possible. Developers can now leverage this powerful technology to enhance their apps. ➜𝗔𝗽𝗽𝗹𝗲’𝘀 𝗦𝗗𝗞𝘀 have been updated with a variety of new APIs and frameworks that will allow app makers to do things like integrate the Image Playground or GenAI image creation with just a few lines of code. ➜Existing 𝗦𝗶𝗿𝗶𝗞𝗶𝘁 adopters will see automatic improvements without any extra work. This includes things like voice controls for Lists, Notes, and even media playback. Plus, Siri can now understand natural language even better, following conversations and handling mispronounced words.   Apple plans to introduce Apple Intelligence during the iOS 18 beta testing period this summer. What are your thoughts about Apple Intelligence? #iOS #apple #wwdc24 --- Image credits : screenshots from WWDC 2024

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Want to make the most of your advertising? LinkedIn Advertising Solutions and LiveRamp have partnered to help brands measure campaigns accurately, gain valuable audience insights, and deliver personalized ads while keeping data secure. Learn how we do it!

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