Russ Sonenclar

"Who needs creativity? Our content will win on differentiated insights." Or so content teams think.   IMO, many overestimate how differentiated their insights are. The lessons they share aren’t new. They come from established playbooks. The same goes for SMEs with similar conventional backgrounds, experiences, and opinions. When content marketers interview these experts, they end up with a version of the same old story told many times before. It’s not that insightful or interesting. Respectfully, it’s not like these experts are innovators, risk-takers, or the top 1%. They’re often ordinary people who do ordinary things in ordinary ways. Plus, there’s only so much time and budget content marketers can get for creating uniquely insightful content — like original data reports. This isn’t to bash insightful content. It’s crucial, and so are the SMEs. My point is that 𝗻𝗼𝘁 𝗮𝗹𝗹 𝗰𝗼𝗻𝘁𝗲𝗻𝘁 𝗰𝗮𝗻 𝗯𝗲 𝗺𝗲𝗺𝗼𝗿𝗮𝗯𝗹𝘆 𝗶𝗻𝘀𝗶𝗴𝗵𝘁𝗳𝘂𝗹. A big part of our job is repeating those dry, not-so-insightful, but important messages. That’s where creativity comes in — to help our content stick, even when our insights don’t. I applaud these 11 B2B companies that get it. Swipe to see 4 examples of creative B2B content. If you’d like to see all 11 examples, I’ll drop a link in the comments.

58

27 Comments

Question...Have you ever thought of the future of influencer marketing to be local and niche? Remember when big brands like Coca-Cola leveraged local billboards and McDonald's sponsored local sports teams? They knew the power of community engagement. Today, influencer marketing is embracing this strategy anew. Imagine a fitness enthusiast in Montpelier Vermont with 2,000 deeply engaged followers or a foodie in Pierre South Dakota, with a hyper-local fan base. One could argue that these are the influencers shaping the future. They bring authenticity and trust, transforming the influencer landscape. As enticing they are, don't be swayed by large follower counts. True engagement lies in dedicated local followings. Common sense here, but when seeking influencers, prioritize authenticity and locality. Think local, think niche. That's where the real impact can happen..... #Influencermarketing #CreatorMarketing

11

3 Comments

Simple ≠ Easy This is the one thing I’m realizing after talking to multiple DTC experts over the last few weeks. The fundamental problems most businesses face already count on answers.  And they’re usually very simple. Q: How can my brand stand out from the crowd?  → Be authentic. Q: How do I know what my customers need? → Talk to them! And so on…. Except these aren’t always easy. The question of figuring out your brand voice especially, such that it’s authentic AND unique AND it resonates with your customers? I got to chat with Jameela G. to try to answer that question. We discussed the ‘simple’ answers.  Along with frameworks and tactics so it's also a bit easy for you to do it. The full episode releases in just few days – yay! ps.: get ready for some good vibes! One can't just spend a whole hour with Jameela without feeling optimistic about life 🍀 #marketingpodcast #dtcmarketing

19

2 Comments

How Liquid Death, Grey Goose and Starbucks flipped their brand positioning to become category leaders: Look at what everyone else is doing.  Then do the opposite. To stand out & succeed you have to be positioned so clearly in the market. Different is how you win. Let me know your thought below...

151

157 Comments

TikTok has 270 ( or is it 269 days ) to sell or it's out in the US... Today is Creator Upload Podcast's SuperBowl. Joshua Cohen and I have been doing this podcast for four years and the last few episodes have been killer. Last week's with Jordan Matter on why he's all in on longform and this week where we discussed the potential ban and its ramifications have all gone to the next level and it's not just because of us! Kaya Yurieff, Matt Bilinsky and Liz Perle all took the time to come on and give us their thoughts. In addition to Jessie Whittington owner of Country Lather Soap Works, Paul Tran co-founder of Love & Pebble, Tiffany Krumins owner (and Shark Tank contestant ) of Opu Probiotics, Jackson Gosnell  a politics- and news-focused creator, Brandon the Plant Guy, who uses TikTok to market his horticulture business plus Brian Nelson at The Network Effect. As long as Tiktok is owned by our number one foreign adversary I believe that it cannot exist in this country. As much as I empathize with Creators and small businesses who rely on it for their livelihoods that cannot trump our national security interests. I know many disagree with me, but I'd argue those people need to spend more time thinking about global geopolitcs (super fun, right??). This legislation passed with what has become incredibly unusual bipartisan support. I don't think it's going anywhere. What do you think? Link to the episode in the comments. P.S. This ep was a bear to put together so I want to take a minute to thank all of the folks above plus our producer Adam Conner, our editor Jason Kang and James Hale at Tubefilter.

61

8 Comments

#Influencers talk about this a lot… they want to link all their favorite products in one place and make it REALLY easy for their audience to check out. But tbh this has been nearly impossible for creators to do until we rolled out collections at Flagship. It has been so cool seeing creators like Sarah from Healthyish Foods create collections of products from incredible small businesses for her audience to EASILY shop. Influencers like Sarah are who we go to as consumers to find the best products. But, to be honest, it’s so annoying to have to go to different websites to check out and purchase the products my favorite creator recommends (I'm not wrong). With Q4 coming up and gift guides becoming top of mind for influencers, I personally cannot wait to see influencers creating their own shoppable gift guides via Flagship. I may be bullish 🙂 , but as someone who has pretty much seen every kind of tool out there, I’ve never seen a seamless shopping experience like this before. #creatoreconomy #influencermarketing #influencers #holidayshopping #retail

13

2 Comments

In the world of modern business, standing out is the name of the game. One killer way to make your brand unforgettable? Branded merchandise. Whether you're a scrappy startup building your name or a seasoned player deepening customer loyalty, personalized merch is your ticket to the big leagues. Here’s why you should be all in on branded merch: Unique Brand Identity: Branded merchandise lets you craft a unique brand identity that blows the competition out of the water. Slap your logo, colors, and messaging on anything from apparel to accessories, and you’ll boost brand recognition while leaving a memorable mark on your audience. Increased Brand Visibility: Think of merch as your own mobile billboard. When folks use or wear your branded merch out in the world, they’re basically your brand ambassadors, spreading the word and pulling in potential customers like a magnet. Enhanced Customer Engagement: Giving out branded merchandise creates a personal connection with your customers. A thoughtful, personalized gift makes them feel valued and appreciated, turning them into loyal repeat customers faster than you can say “branded mug.” Cost-Effective Marketing: Compared to traditional advertising, branded merchandise is a bang-for-your-buck way to promote your brand. Hand out promo products at events or toss them into customer orders, and the long-term brand exposure more than pays off the initial cost. Brand Loyalty and Advocacy: Branded merch builds brand loyalty. When customers feel that warm fuzzy connection to your brand, they’re more likely to become your biggest cheerleaders, recommending your products or services to everyone they know. Versatile Branding Opportunities: The sky’s the limit with branded merchandise. From unique product designs to creative packaging, you can tailor your merch to reflect your brand’s quirky personality and core values. Memorable Brand Experiences: Branded merchandise isn’t just stuff - it’s a way to create memorable brand experiences. Whether it’s a special gift or a fun promotional campaign, these moments stick with customers and deepen their loyalty. Branded merchandise is a powerhouse for elevating your brand and standing out from the crowd. Invest in personalized products that scream your brand's story and values, and you'll forge meaningful connections, boost visibility, and drive serious business growth. #Branding #BrandedMerchandise #MarketingStrategy #BrandAwareness #BusinessGrowth #BrandedMerch

1

Brilliant feedback from a recent growth audit on a 7-figure CPG business. This operator has: - Owned & operated multiple eCom brands - 8 years of media buying experience - Worked in agency prior to starting the biz ~ 30 minutes of tactical insights provided I'm beyond confident our growth audits offer unmatched value to operators looking to better: 1. Understand their data 2. Align finance and marketing

19

4 Comments

One of the coolest parts about working with CPG brands is proving how many of their customers will buy again. Unsurprisingly… If you deliver a good experience, and use email to stay top-of-mind You could have upwards of 70% of your customers be repeat customers Month>Month. Problems arise when email frequency is too low or not there at all. A consistent campaign schedule and automation line-up can build that personal conviction you already have. The look on a founder’s face alone is worth all the hype of setting this system up. Your customers love you. They love your product. They have busy lives and understandably need a reminder you exist in their day to day - which is where email comes into play. I’m in this for the LOVE OF THE GAME 🚀🚀🚀🚀 #cpg #cpgbrands #cpgecommerce #shopify #klaviyo #mailchimp #ecom #ecommerce #branding #brandbuilding

1

2 Comments

#CaseStudy: How to Lock Down the #1 Spot for Your Dispensary's GBP Page in the Local 3-Pack in Just 45 Days! In this case study, I review how we secured the #1 spot in the Google Local 3 pack for our client’s CBD/Delta 8 store in Dallas, Texas. Before we kicked off our local SEO strategy, they weren’t ranking in the 3-pack for any of their target keywords. In just under 45 days, we smashed their goals, boosting online and in-store revenue while ranking in the local pack for all 3 target keywords and clinching the #1 spot for each one! Read this case study to discover how we did it and how we can do the same for your dispensary's Google Business Profile page. https://lnkd.in/g2Wjbrkw #cannabis #SEO #cannabisSEO #dispensary #localSEO #GBP

4

I’m a proud CA Valley native with deep roots in Visalia, California. 🌳 { Here’s how I would have rebranded this California town! LOVE! I hope you enjoy this reimagined Brand Identity System!} I grew up in Fresno, CA, but my weekends were spent in the city of Visalia, visiting my Grandmother and skipping over to Taylor Hot Dogs with every visit. My father grew up here, attending local schools and growing up on a farm off of Avenue 304 as his father was the Ranch Foreman. So when I saw that this vibrant central valley town recently went through a rebrand, I was taken back by the direction city officials took! 🥴 The original logo is cherished by the community. It has a traditional aesthetic that resonates with long-time residents, emphasizing the city’s history and the sense of community. But even in 2024, Community members agree that a Brand Refresh is needed to reflect what the city is today. The community, if anything, is not opposed to change and innovation. Unfortunately, what they got was a minimalist design, reducing the visual elements to basic shapes and colors. While modern, this approach may seem impersonal and abstract, losing the intricate storytelling that the original offered. Even worse, the responsible party responded with “🎶 Let’s give’em something to talk about…🎵” 😒 And as a Brand Strategist and Designer, that even made me upset! The discrepancy between Visalia’s original and rebranded logo underscores the critical importance of a strategic approach to branding. 💡Effective brand identity is not just about aesthetics; it’s about creating a visual representation that resonates deeply with the community’s values, history, and identity. ✨Rooting branding efforts in strategy ensures that the brand reflects the essence of the community, fostering pride and connection among its members!!! Happy to share BTS of my rebrand, the strategy behind the designs, and other use case mockups, and MORE! 👉🏾 Perhaps we can influence and change the fate of Visalia’s rebrand! Help me get this seen by City Official in and around the San Joaquin Valley, especially the City of Visalia!! LIKE COMMENT AND RESHARE WITH YOUR NETWORK. Thank you! @cityofvisalia #visalia #visalialogo #cityofvisalia

4

1 Comment

Honored to join Scott Barker on The GTM Podcast - and especially for our 100th episode! 🎙 There are some *incredible* guests coming up on the podcast and we went back and forth on who to feature for this milestone episode. We get asked a ton of Qs about the media brand behind closed doors - the thesis, the process, the numbers. So we decided to do an episode to really pull back the curtain on not only the podcast, but the media brand in entirely: GTMnow. GTMnow is the reason I had the opportunity to join GTMfund. We acquired Sales Hacker and wanted to rebrand it and scale it even further. Now, I'm insanely privileged to focus on: - Media (GTMnow) - Marketing (GTMfund) - Community (GTMfund / GTMnow) GTMnow is a media brand that sits on top of GTMfund, sharing advice from working with 100+ portfolio companies and the insight of 350+ GTM leader LPs backing the fund. Real expert insight and advice from the top 1% of executives who have been there, done that. GTMnow is for revenue leaders and founders - it helps you scale your company and career. Some of what we cover in the conversation: ▪ Lessons learned from acquiring and rebranding a media property (spoiler alert: the ratio of how much you index quantitative vs. qualitative shifts in accordance with the stage of acquisition - with quant experience I had to learn to adjust). ▪ The 7 objectives of the media brand (yes - there are 7!). ▪ What's working and what hasn't. ▪ The top 10 podcast episodes by downloads and some of their key takeaways.  ▪ Why we run community events (we recorded this after we had both been on the road / Scott's first day back in the office after 2+ weeks on the road across 3+ countries and 5+ cities). and much more. Subscribe to GTMnow and get direct access to the 100th episode when it drops to get a behind the scenes look: https://gtmnow.com/

46

13 Comments

How are these products still on the shelf? This might be one of the worst products ever. Apologies to Hasbro, but this isn't helping the Nerf brand. Universally, they've received 1-star reviews, excluding paid ones. There are endless TikTok videos critiquing this, making it hard to keep up. They're universally condemning it. Example below, with the hashtag #Nerfdobetter, has 1 million likes. Truly not sure how this is even on the shelf. #Hasbro #Nerf #ProductReviews #TikTokCritiques

72

26 Comments

Potential trend for 2025? 👀 As content becomes the cornerstone to great marketing, and there is a growing need to create more and more content as quick as possible, it’s just a matter of time where brands like Starbucks, Nike, and LVMH will need to invest in their own content production studios. What do you think? Share your thoughts in the comments! ⬇️

1

1 Comment

"WTF is Roblox?" The only thing that I knew before this week's episode of the Taking Inventory podcast was that it was a $25B company with 70M+ DAU that my 7 year old cousin watches youtube videos of on her ipad. Lucky for us we had Geoffrey Reed, the COO of F84 Games (they produce games and experiences for Roblox, Fortnite, the metaverse, and other platforms and they work with brands like the NBA, Mattel, Disney, and Lego) to answer this very question. Geoff is yet another Snap Inc. alum doing some very cool work. If you're anything like Daniel Druger and I, you may feel like a boomer after this episode, but at least be able to say you know about "adopt me" and "tycoon" games, what some brands are doing to stand out, and whether these platforms are actually aging up. Check it out via the links below (and Julius Ross's 🔥 cover art that looks nothing like me or Geoff but oddly like Danny). Spotify: https://lnkd.in/gUqeFep6 Apple: https://lnkd.in/gbXqWS8m Cristina Borow Mary Bloom Sean Friedland James Avery Eric Franchi AdTechGod (™)

22

Do you know the difference between LEGACY & MODERN affiliate? Spent Weds-Fri of this past week at ecom sweety® learning from the best 🤠🤠 Jean Dees ☃️ is the OG of affiliate marketing & recently started working at Social Snowball ☃️(turns out all y’all brands need it). Basically LEGACY AFFILIATE is links from publications (traditional PR/affiliate structure, typically more expensive). Then, MODERN AFFILIATE is anyone & everyone who buys/promotes your product. Awesome thing about affiliate marketing is that everyone can influence — WOM marketing at its finest! 👏🏻 (which we loveee) What products are you an affiliate of?? Personally I need an TONY BIANCO referral code!

24

9 Comments

Here are the top three things your brand should be doing when gaining distribution at a new retailer: 1.) Set up Sponsored Search, Shoppable Display, and Sponsored Brands where available for each specific retailer. Most retailers have their own platforms or work through a provider like Criteo, PromoteIQ, and CitrusAd. If your returns don't look good, bring an expert in. It works, it's cost effective, and is proven to drive retail velocities. 2.) Set measurable expectations and key performance indicators of success - think Revenue, Velocity Growth, and ROAS or ROMI but don't pigeonhole yourself to ROAS for a new product launch. When launching a new product, you need to grow awareness, educate about the product, and reach as many people as you can to get the word out. This sometimes comes at the expense of ROAS. ROAS is a great KPI for long term goal setting, but for a key initiative like a product launch or an announcement, shift your focus to driving sales and reach, ROAS will naturally come later. 3.) Engage with a shopper marketing expert to ensure you're putting the right amount of spend into each retailer proportional to your goals, launches, and projected revenues of that retailer

39

5 Comments

Marketing to the customer for the customer. Speaking the customers language includes focusing on the problem they face and you solve. I think marketing in B2B often forgets this, but why? You’re not talking to a business you’re talking to a person. #problemotional #standoutcontent #beremembered #bebought

16