Adam Depelteau

So very cool to see how BlackRock has streamlined product operations with Airtable: more than 80 hrs/week saved in productivity for PM and PMM! https://lnkd.in/gW-fb62V #productmarketing #productmanagement

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How are marketer leaders thinking about AI? Join Klaviyo's webinar on June 23 at 1 PM EST to hear insights from 600+ marketers at top brands about how they're using AI—and how they expect it to change in the future. Plus, hear from our internal AI experts on how they see these trends playing out. https://bit.ly/3zJbSRv

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Last week, I talked with 20+ of the smartest CMOs, CROs and demand gen leaders to talk about qualifing and converting demand.  But everyone spent a good chunk of time talking about the role SDRs play in the equation. More specifically, we talked about the current model is broken. Many even went as far as saying the SDR function is dead 💀 𝐀𝐫𝐞 𝐒𝐃𝐑𝐬 𝐜𝐚𝐩𝐚𝐛𝐥𝐞 𝐨𝐟 𝐝𝐞𝐥𝐢𝐯𝐞𝐫𝐢𝐧𝐠 𝐚 𝐠𝐫𝐞𝐚𝐭 𝐛𝐮𝐲𝐢𝐧𝐠 𝐞𝐱𝐩𝐞𝐫𝐢𝐞𝐧𝐜𝐞? You have your most junior employees (many straight out of college) with little to no experience cold calling executives. You have people requesting demos only to get a call from an SDR to "qualify" you, schedule another meeting with an AE, who often requalifies you, does discover, then might schedule yet another call to give you a demo. 𝐒𝐡𝐨𝐮𝐥𝐝 𝐭𝐡𝐞 𝐒𝐃𝐑 𝐟𝐮𝐧𝐜𝐭𝐢𝐨𝐧 𝐦𝐨𝐯𝐞 𝐞𝐧𝐭𝐢𝐫𝐞𝐥𝐲 𝐮𝐧𝐝𝐞𝐫 𝐦𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠? The SDR and marketing teams have a more closely aligned goal than SDRs and sales – feed the top of the funnel to get sales-ready meetings for your AEs. 𝐃𝐨 𝐭𝐡𝐞 𝐛𝐮𝐬𝐢𝐧𝐞𝐬𝐬 𝐞𝐜𝐨𝐧𝐨𝐦𝐢𝐜𝐬 𝐞𝐯𝐞𝐧 𝐦𝐚𝐤𝐞 𝐬𝐞𝐧𝐬𝐞? Having a $100k SDR, $200k AE, $125k SE, $130k CSM, and a $110k Onboarder team up on sub-$10k ACV deals is draining your business. The CAC is too high, CAC payback period is too long, the CAC/LTV ration isn't right, and the GDR/NDR isn't high enough in today's environment. 𝐖𝐢𝐥𝐥 𝐭𝐞𝐜𝐡, 𝐚𝐮𝐭𝐨𝐦𝐚𝐭𝐢𝐨𝐧 𝐚𝐧𝐝 𝐀𝐈 𝐫𝐞𝐩𝐥𝐚𝐜𝐞 𝐒𝐃𝐑𝐬? There are more tools and tech that make the job of the SDR more scalable and automated. Introduce AI that is nearly as good as SDRs (and often better) at many jobs, and you have a competitive threat to the SDR role. 𝐃𝐨𝐞𝐬 𝐚𝐧𝐲𝐨𝐧𝐞 𝐚𝐜𝐭𝐮𝐚𝐥𝐥𝐲 𝐰𝐚𝐧𝐭 𝐭𝐨 𝐛𝐞 𝐚𝐧 𝐒𝐃𝐑? The SDR role is seen as an entry-level role used as a stepping stone to a more stable and enjoyable job. You rarely see career SDRs. And it makes sense – it's one of the hardest yet most thankless jobs in the business. 𝐃𝐨 𝐛𝐮𝐲𝐞𝐫𝐬 𝐞𝐯𝐞𝐧 𝐰𝐚𝐧𝐭 𝐭𝐨 𝐭𝐚𝐥𝐤 𝐭𝐨 𝐩𝐞𝐨𝐩𝐥𝐞 𝐢𝐧 𝐭𝐡𝐞 𝐬𝐚𝐥𝐞𝐬 𝐩𝐫𝐨𝐜𝐞𝐬𝐬? With the rise of PLG motions and tools that let buyers see the product before buying, more and more buyers are willing to purchase products (yes, even B2B enterprise products) without even talking to a rep. It's time to rethink the SDR function and how it contributes to demand conversion. 

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With third party cookie deprecation coming soon, I've been working with several of my fractional CMO clients to get the teams, systems and data ready for the change. I've outlined some of the things we've been working on in the article below. If you've already addressed these, great! If not, you should definitely take a look. These are things you should be considering. https://lnkd.in/g-HuERfM

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How We Helped Kiehl's Since 1851 Boost Revenue by $1.6M Through CRO. Kiehl's faced a common ecommerce challenge: increasing conversions while minimizing acquisition costs. Our "Conversion Blueprint" process uncovered 100s of optimizations. ✅ Reduced abandonment ✅ Increased purchases ✅ $1.6M in additional revenue 👉 Check out the full case study below.

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Towel thrown in. Google Business Messages is shutting down, without a replacement in sight. More from Forbes, Forrester, and Quiq's CEO Mike Myer on what this means for the businesses using conversational interfaces to service #customers, and the importance of having multiple messaging channels in place with the necessary AI & agent capabilities to make #cssuccessful.  #Messaging #CustomerService #CX #AI #AIForTransformationalCX

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🚨Atlanta retail, CPG, and eComm marketers, this one is for you🚨 We're hanging with smart people from Delta Air Lines, Buffalo Wild Wings, Auntie Anne's, Wpromote, and more next Tuesday at The Daily in West Midtown. Great chance to come and network with fellow ATL-based marketers. There won't be any programming or pitching. Err.. I mean I guess if you want the pitch we'll give it to you :) But seriously, it'll be super low key. We have a section reserved at The Daily. Grab a cup of coffee or something to eat and hang out for the whole time, or just stop by. PS: We're also presenting at #InboxExpo (thanks Scott Hardigree, we're pumped!). Can't make coffee but going to the show? Let me or R. J. Talyor know. We'd love to say "hi". Not an Atlanta based marketer but know one? Tag 'em!! We'd appreciate it.

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The job description reads, “We’re looking for a person (finance. trust fund. 6’5”. blue eyes) to be our lifecycle marketing retention lead. This posting comes from a DTC Ecommerce darling that basically wrote the playbook for customer satisfaction through the surprise and delight model back in 2011. The crazy thing is this beloved brand disrupting a commodity space with edgy commercials and a quality product. They had already built a successful retention program that I actually modeled one of my subscription models after. Why reinvent the wheel when it doesn’t need fixing? So what happened. Simple. Greed. The brand was sold to PE and quickly cost cutting measures were put in place by switching to cheaper materials while keeping the same price point. If there is a faster way to lose customers I haven’t found it. The moral of the story is loyalty is overrated in the world of PE and this is why we can’t have nice things. Customer experience and brand loyalty goes in the toilet. Stop alienating your loyal fans by changing their expectations with an inferior product offering and maybe, just maybe you wouldn’t need to reinvent the retention and loyalty wheel. The equity and brand trust that was built up is now all gone. Grow better by taking care of your customers and you won’t have to worry about CAV/LTV as much.

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⚡💥 Happy #MarketingTipMonday! Today’s highlight is from the CommerceNext Growth Show panel, "Navigating the Digital Frontier: Strategic Insights on Tech Investments," featuring IPSY, The Estée Lauder Companies Inc., Ulta Beauty and EMARKETER. 📺Watch the full session here: https://hubs.ly/Q02FBxgX0 “While AI offers tremendous potential, it’s crucial to implement it strategically rather than adopting it just for the sake of it. Focus on how AI can specifically enhance your business processes, reduce wastage and promote sustainability for maximum impact.” — Sree Sreedhararaj, CTO, IPSY #CN2024 #Marketing #Ecommerce #Retail

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If you’re like any of my DTC/retail clients, you either have a loyalty program or are actively talking about adding one (or revamping your old one). This article was a nice summary of the loyalty landscape.  A few nuggets quoted in the article: The average American consumer is enrolled in about 18 loyalty programs ….they’re only actively utilizing about half of those. More companies are using tiered rewards not just to offer a lower price here and there, but to unfurl the red carpet for a highly personalized, VIP shopping experience — think exclusive products and services, or early access to sales where you can peruse viral skin care products without worrying they’ll be sold out. Like credit card and airline perks — where we describe accruing miles as earning “status” — these retailers are altering their loyalty bonuses so you don’t just save money, but feel like their Most Special Spender. There’s more emphasis on exclusive products, events, and early access sales these days — these can be cheaper to implement than free shipping on every loyal shopper’s purchase. https://lnkd.in/ga7NTVzQ

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A couple months ago we profiled 102 life science eCommerce websites for companies between 51-10,001+ employees. The key findings with my commentary are as follows: - Amongst smaller to midsize enterprise companies, Adobe Commerce, or Magento was one of the most commonly used eCommerce platforms. Most of these are legacy Magento open-source free license because Adobe Commerce is far more expensive with still a weaker value proposition to Magento. - WooCommerce was commonly used in companies with less than 200 employees due to open-source free license. - As organizations get larger, we see the ERP system they use often times driving the eCommerce platform selection likely due to perceived advantages or strong enterprise software upsells (e.g. SAP Hybris). - We start seeing more usage of modern composable eCommerce solutions based on MACH (Microservices, API, Cloud, Headless) and JAMstack (JavaScript, APIs and Markup) such as commercetools and BigCommerce. - Then we see a ton of legacy custom solutions which are either super dated and scary to refactor/upgrade. Other custom solutions in principle are similar to what commercetools and other composable eCommerce solutions provide, but are largely homegrown. Overall, my recommendation is to take this data with a grain of salt. It shows you proven solutions that can work at different company sizes, but I generally will say that you should be moving towards headless, composable platforms. There's a number of them out there. It's vital to have a game plan also on how to chunk out your migrations and upgrades into prioritized steps that mitigate risk but allow for swifter deployment cycles. Also, don't be too pressured into using something like SAP Hybris just because you're on SAP ERP, etc. There's often times much more perceived value than true ease of integration. I believe when it comes to eCommerce and technology within the life sciences industry, Supreme has the most experience of any agency in the world by a long shot. Feel free to reach out if you'd like to chat more (www.supremeopti.com)

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B2B is evolving   ~90% of B2B deals are influenced by recommendations  ~84% of deals begin from referrals within networks Yet, for some reason we’re still looking to build and scale alone Nearbound is taking partnerships deeper Gain intel, influence and intros “Hey Partner – I’m reaching out to X account next week. I understand you received buy-in from a stakeholder on a particular initiative and closed. Any chance we can exchange notes on this account, so I’m best aligned to their business needs? I’m happy to help with opps I have as well.” There's partnerships Then there's the tactical approach And it’s hard to argue with data: • 60% lower CAC • 41% higher win rates • 20% higher retention rates Startups have the option to build alone Or build bridges and tap existing ecosystems Go deeper, or miss real opportunities Nearbound.

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Yelp unveiled a new AI-powered chatbot designed to streamline consumer-business interactions, joining a trend of organizations adopting AI assistants. Accessible via Yelp's iOS app initially, the chatbot utilizes OpenAI's large language models to engage users in natural language queries, facilitating connections with relevant service providers. Additionally, Yelp introduces a "Projects Ideas" section to prompt users to initiate new tasks, with plans to personalize recommendations in the future. The company also announced enhancements to its restaurant guest management system, aiming to improve staff utilization and customer experience. With these innovations, Yelp aims to leverage AI to enhance user engagement and expand its service offerings despite recent stock fluctuations. https://lnkd.in/gE8epuQE

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Today's nugget: Make your creative and messaging stronger. That's the holy grail that will drive recall & tap into the consumer's need & move them to purchase eventually. This is primary. Optimizations, frequency, reach, impressions, etc... mean zilch if your creative isn't strong. Period. #MediaBuying #DigitalMedia #Branding #MediaPlanning #Consumers #Marketing #Performance #Brandformance

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Are Wegmans, Giant Eagle, and GetGo Tech companies? Or are they grocers, c-stores, etc.? Retail is in a Tech race. That’s clear. National retailers are now part of Big Tech. Shoppers want speed and seem less omnichannel. Brands want measurable, trustworthy velocity tools. But what about smaller regional chains? They don’t often have the resources. And some just want to be retailers. Enter Rippl. Rippl is now bridging the Tech gap for smaller retailers. It just launched a new retail media platform to: -> Create a standardized retail media point for small chains. -> Offer closed loop data reporting snd feedback. -> Consolidate a list of 70 Million shoppers. -> Offer state of the art customer targeting. And just like that… Wegmans, Giant Eagle, and GetGo are in the game. So if you need to increase velocity and one of these chains. Things are about to get easier. ——— 🔹Driving retail velocity in Kroger, Whole Foods, Albertsons, Costco, Walmart, Sprouts, and More 🔹DM me or book an appointment for help! #ecommerce #retailmedia #retailvelocity #retail #cpggrowth #instacart #cpg #tradespend

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AI took my job! OK, not really. But fun fact: in a former life, I actually worked in product development. What I wouldn't have given for the ability to rapidly iterate on new product concepts and bring a visualization to life within seconds. Looking back on the old days of product development now that I know what's possible reminds me of how I look back at myself with paper maps trying to navigate unfamiliar cities while driving, versus using Waze or Google Maps with CarPlay today. It makes me... not exactly wistful about the past. More... grateful for the technology we have at our fingertips today. Have a look at what Zappi is doing with AI. The video below might just inspire you, and help you see product development (past vs. present) the same way. See our latest video to learn more (sound on!) ⤵ https://lnkd.in/eca68kNP #ai #innovation #cpg #b2c

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If every company in the mid-2010s was a “data-first organization” and every company in the mid-2000s was going through a “digital transformation,” the mid-2020s will be a consolidated “AI transformation” to become “AI-first.” That said, this is a very straightforward article on the practical application of AI in a very “not AI” industry.

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