TLDR Marketing 2024-04-25

A leaked recording of a Google all-hands meeting revealed concerns about slowing growth in the search ads business. Google's Head of Search, Prabhakar Raghavan, urged more urgency from his organization, citing the increased competition, rising costs, and regulatory challenges as key factors creating the new reality.

President Biden has signed a foreign aid package that includes a bill that will ban TikTok if China-based parent company ByteDance fails to divest the app within a year. The company plans to contest the law in court, arguing the law is an infringement on the constitutional rights of U.S. users. Uncertainties linger over China's reaction and whether it will even allow a potential sale.

Lisa Kennelly, Global Product Marketing Strategist at Klarna, breaks down the importance of personalized retention strategies tailored to individual user needs rather than generic approaches. She advocates for A/B testing to refine tactics, collecting insights through surveys and AI tools. She also stresses the significance of distinguishing between retention and activation issues. Actively gathering feedback during cancellation processes is highly effective for extracting insights for retention tactics.

Cava's unconventional approach to social marketing, which uses self-deprecating humor and memes, is driving engagement and growth as it expands geographically. The strategy has proved effective in cultivating a strong and loyal following, particularly among younger demographics. In addition to inside jokes and funny posts, Cava is also collaborating with comedic creators to build a fun brand persona.

6 SEO courses that each include a certification. 4 of the courses are free, while 2 are paid.

Reddit has become a more common destination for product search. People now add “reddit” to their Google Search queries to get more honest takes, as opposed to trusting testimonials on product sites. Reddit's Dynamic Product Ads allow advertisers to showcase their items within related subreddits. These ads auto-populate in real time, using images and pricing info from advertisers' catalogs. This feature is currently available in public beta.

This post categorizes actionable product marketing metrics into 4 pillars: revenue generation, GTM strategy, retention/product adoption, and enablement. It's important to prioritize 2-3 metrics per quarter. They should be measured as changes between benchmarked time periods and the results after implementing a new initiative.

Clay is a tool that helps users be more thoughtful with their relationships. It attracted over 100M customers, including users from half of the Fortune 500 companies. In this piece, the co-founder shares details about the growth journey and key learnings. Tactics used include gathering extensive feedback before starting to develop the product, focusing on organic growth by leveraging platforms like Product Hunt for targeted launches, and pivoting to serve teams as well as individual users.

This post explains 8 common reasons why leads don't convert to buyers, as well as solutions for each. If potential customers aren't feeling enough ‘pain' with their current solution, highlight the negatives of the status quo. If they think they don't have the resources to cover the purchase, highlight the ROI of your solution and show how it pays for itself. If they think their current approach is working and are afraid of failure by changing it, quantify the status quo to show them how it's not working.

Squatty Potty developed a solution to a very common problem, but the issue was no one wanted to talk about going #2. With its early marketing, the brand was able to turn a taboo topic into a product people can't stop talking about. Squatty Potty's unconventional “Dookie the Unicorn” ad used humor to educate the audience, which resulted in over 400 million views and a 600% increase in online sales. The brand illustrates the potential health issues linked with traditional toilet posture, which effectively frames the product as a necessary solution. Squatty Potty also legitimizes its offering with authority by promoting its support from doctors and medical studies.

The meaning of status and the pursuit of status have both changed in a technology-first world.

The story of how Google Search died, and the people responsible for killing it.

A templated prompt to generate 20 LinkedIn ad variations using advertising formulas like PAS and FAB.