Daniel Savickas

This is a great article on the problems with ROAS and attribution. Marketers tell vendors they want ROAS, and vendors work out how to demonstrate the maximum ROAS they can. Because sellers see only part of the funnel, they grab what they can within it. However, it turns out that marketers really want more sales and grabbing conversions doesn't help. Sellers need to focus less on maximizing their metrics and more on driving new conversions. Equally, marketers need to stop measuring sellers using bottom-funnel measurement, which just turns everyone into a bottom feeder. https://lnkd.in/eSQW6S6C

5

"I'm hiring our first marketer. What do I need?" 🤔 If you're asking this question, you're not alone. In Zachary DeWitt’s latest Substack, he talks to Matt Hodges, a seasoned product marketing leader, to get his advice on hiring. Matt has built marketing teams at three unicorn companies, so this is a chat you won’t want to miss. Whether you're a founder, hiring manager or aspiring marketer, this post is packed with valuable insights. Read the full article here: https://lnkd.in/d2e_dx_V What's the biggest challenge you've faced when hiring for marketing roles? We’d love to hear from you in the comments.

3

Our very own Austin Hay sat down with Pranav Piyush last month to talk Revtech and Martech! Together they cover .. 🤔 What tools should you use at different stages of your company life? ⚙️ How do you build a system of decision making and control around your tools to help them work for you? ✨ What makes for a magical stack? Read the blog and tune into the podcast to get the major 🔑s

16

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?

39

14 Comments

I've led product marketing and lifecycle marketing. It's fascinating (and dissapointing) to compare comp band ranges. Product marketing roles have up to 50% higher ceilings for comp than lifecycle marketing roles of the same rank. Frankly, I don't agree with this philosophy. In my experience product marketing roles flex harder on internal relationships and longer-tail projects. And many of the research and GTM work ends up not being as actionable or impactful as hoped. Lifecycle marketing roles flex harder on driving short and longer-term impact and go deeper on both techincal and oftentimes creative needs. The aggregate quantifiable impact oftentimes dwarfs product marketing roles. What I think is partially happening here is a legacy issue where lifecycle marketers have gone from being the neglected red-headed step children to the dependable child that you don't want to praise too much because you need them to keep grinding away. Also, oftentimes it's seen that Product Marketing is the practical next career step of ownership for Lifecycle & CRM experts. I could poke holes in that philosophy as well. It just depends. To be clear, both are highly valuable. I think lifecylcle and retention marketers are undervalued. And if companies keep using macro trend data (from past years) as the main lever to inform comp, we have a very difficult hole to dig outselves out of. Remember how CEOs and founders would spend a month or so working with customer support teams to better understand their customers? Perhaps they should also spend a month handling lifecycle and CRM vs other funtions to better understand the required skills, talent, and grit.

86

5 Comments

Mill attacks the status quo with this 💥 competitive comparison email. We ❤️ the two column layout and content that’s focused on Mill’s key differentiators. View the full email here → https://lnkd.in/gBKamFcE #emaillove #emailmarketing #emailgeeks #emailmarketing101 #emailmarketinginspiration #inspiration #design #emailmarketingtips #emailmarketingstrategies

1

Save the date! Join Ryan Files and Shannon Blake for a free webinar where they'll show you how to grow your practice via text marketing, Google Maps visibility, and review generation. Don't miss this exciting collaboration between HLM and our new Partner, Podium! Can't watch live? That's fine! Register to receive the recording and watch at your convenience. Here's the details: 👉 April 24th @ 3PM Eastern 👉 Register at bit.ly/ryan-and-podium 👉 How to beat competitors in Google Maps 👉 Effectively integrating AI tools into your practice 👉 Texting strategies for adding thousands in revenue #highlevelmarketing #podium #googlemaps #textmarketing #searchengineoptimizationtips #webdesignagency

3

So you recorded a webinar - want to turn that 1 piece of content into 10? Here’s how: 1️⃣ Share and store that whole recording on your site, or where it makes sense for your target audience to access it 2️⃣ Upload the file to Descript - use this to create 5 smaller clips of the greatest hits moments from your webinar. Share these on social individually. 3️⃣ Take the transcript from the whole webinar that Descript generated and toss it into OpenAI's chatGPT or Anthropic's Claude to generate a blog - tell it to summarize each section of the webinar to create your subheadings 4️⃣ Have chatGPT or Claude generate 3 social posts to use to promote your newly created blog Now you have 10 posts to share from one webinar! Let me know what you think of this workflow, or if you have any other creative ways to proliferate content. 

18

3 Comments

Why is campaign production so difficult and is there a better way for marketing teams to go to market? If you’ve ever wanted to rewrite the GTM playbook, then you can’t miss our keynote tomorrow afternoon at Echelon X. We’ll share our vision for a more agile, strategy-focused marketing team and demo our prototype, which will help brands and agencies slash production costs and time to market by as much as 90%. See you there! #EchelonX #Protaige #Marketing #AI

4

Our Calibrating Attribution Settings webinar was a hit! In case you missed it... you can give it a listen and download the slides below! https://lnkd.in/gYy-zYJ7 #webinar Podscribe #attribution #podcast #advertising #podcastadvertising #marketinganalytics #podcasting #multitouch #measurement

5

Imagine streamlining your marketing insights with Knowi's automated reporting. Receive summarized updates directly to your preferred platform — Slack or Teams — before your weekly stand-up calls. With everyone aligned on the same metrics, there's no need for additional downloads or tools. Knowi simplifies alerting, keeping you informed of critical KPIs in real time. You can be instantly notified of any significant shifts in keyword rankings or organic website traffic. This process frees up valuable time, allowing your team to focus on analyzing trends and making impactful decisions. How could automated reporting enhance productivity and collaboration within your marketing efforts? #KPI #AutomatedReporting #DataInsights Video by GrowthMatch

2

It was my pleasure recently to speak with Tatum Hunter for her and Shira Ovide's WaPo article about the current state of Google's search results. Search marketing (both SEO and paid) has gotten much more complex over time. One reason is that Google search results pages have greatly evolved: from "ten blue links" to including many more information-rich SERP features. And now that AI Overviews are going public for all users, that's only going to be more true. It's crucial for business owners and marketers to understand these changes in order to take advantage of them. More here 👇 https://lnkd.in/dn2AFAhi

26

1 Comment

🔥 New episode alert! 🔥 This time on Product Marketing Life, Collin Mayjack welcomes Jason Oakley and Aubrey Chapnick, the dynamic duo behind The PMM Files. They spill the tea on borrowed creativity, share three of their favorite product marketing examples, and reveal how to craft your own swipe file. Tap in for an insightful and entertaining chat! 👇 https://lnkd.in/ezkQf_-3 #Podcast #SwipeFile #ProductMarketing 

27

9 Comments

We love Poppi as a beverage and a brand (and I realize DTC isn't their primary revenue source) – but are they actively trying to push people away from purchasing on their site? It seems someone who's never used the internet took over product page UX here. Let's dive in: 1. The quantity is not made clear – the fact that it's a 12 pack is in a moving carousel, and the volume/can isn't shown at all. 2. They give no additional information on the product. What's in it? What makes it unique? 3. The flavor variant selector relies completely on the user understanding the icons. For variety packs this is almost impossible, forcing users to click every variant to see the flavors. 4. The price and availability only shows once clicked. So the user doesn't know the price, or if its sold out until they click. Want help with your PDP and making sure it communicates clearly? Try Oddit Free: https://lnkd.in/gBGgzMF2

3

1 Comment

🚨 Breaking News in SEO! 🚨 Thousands of leaked Google documents have surfaced, giving us an unprecedented look inside Google Search. Shared with Rand Fishkin, SparkToro co-founder, and reviewed by Michael King, iPullRank CEO, these documents reveal key insights into Google's ranking algorithm. Key Highlights: ✔ Current Data: Information accurate as of March. ⬆ Ranking Features: 2,596 modules and 14,014 attributes. 📅 Change History: Google tracks every version of every page but focuses on the last 20 changes. 🔗 Links Matter: Confirmed importance of link diversity and relevance. 🖱 Clicks Matter: Successful clicks and user experience are crucial for ranking. 🗣 Brand Matters: Building a strong, well-recognized brand is essential. 💃 Entities and SiteAuthority: Author information and overall site quality impact rankings. 📣 Chrome Data: Data from Chrome browser influences search rankings. 😷 Whitelists: Specific domains related to elections and COVID are whitelisted. This leak is set to be one of the biggest stories in SEO history, shedding light on the intricate workings of Google’s ranking system. For SEOs, understanding these factors is invaluable. Read the full analyses by Fishkin and King for more insights. #SEO #GoogleSearch #DigitalMarketing #SearchEngineLand #SparkToro #iPullRank

9