TLDR Marketing 2024-06-06

Gong’s buyer psychology 🧠, startup SEO πŸ”, useless activation milestones 😞

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News & Trends

54% of people look through more search results vs. 5 years ago (3 minute read)

A recent survey revealed that a majority of Americans look through more search results and spend more time looking for services now compared to five years ago. The findings reveal a growing dissatisfaction with search engine performance despite advancements in AI technology. Only 12% of respondents found PPC ads relevant, indicating a need for better ad targeting.

5 Influencer Marketing Predictions (2 minute read)

Quick point-and-shoot product placements and fast fashion hauls are becoming outdated in the influencer industry. This post predicts upcoming shifts, including increased investment in influencer marketing by 75% of B2B marketers. They will likely engage key leaders and experts in niche industries and host campaigns on platforms like LinkedIn. Brands will use their employees as brand ambassadors to better connect with consumers. As social media usage declines, influencers will gather loyal fans into more intimate digital spaces, like brand forums or broadcast channels.
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Strategies & Tactics

6 SaaS Growth Tactics That Grew Supademo to $40K MRR in 18 Months (7 minute read)

Joseph Lee, the founder of Supademo, an AI-powered product demo tool, shares growth tactics starting with a 4-step SaaS validation framework. The framework involves problem identification, focus definition, hypothesis development, and solution delivery. Supademo's initial growth relied on unscalable tactics, such as manual outreach and leveraging networks. Viral loops, accounting for 70% of Supademo's acquisition, and SEO, contributing 20-25% of signups, were crucial strategies. Sidecar products (complimentary free tools), co-marketing, and reverse trials also drove growth.

Startup SEO: How to Build a Defensive MOAT As a Startup (28 minute read)

SEO can help startups dominate a niche, attract high-intent leads, and boost online brand visibility early. The biggest mindset shift needed to succeed with startup SEO is realizing it's not about your offering – it's about your customers and what they're searching for. Startups should prioritize search intent over product messaging, create content that demonstrates E-E-A-T, implement on-page and technical SEO best practices, and stay consistent with SEO improvements. This article provides advice on building E-E-A-T, content co-creation strategies, and SEO mistakes to avoid.

How to actually β€˜use AI to write your blog posts' (2 minute read)

AI can significantly reduce the time and effort needed to create high-quality content marketing. The first step is to craft a detailed prompt chain that works for your brand, explaining your company, product, persona, voice, and any other important information. This can then be used to have the AI pull out key ideas from existing content (e.g. a webinar transcript), generate blog post ideas, produce an outline, and then write each section one at a time. A human should always fact-check and edit. This method can be used repeatedly to create high-quality, on-brand content with actual original thinking and thought leadership.
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Resources & Tools

5 common examples of useless activation milestones (2 minute read)

This post covers five useless activation milestones that are either too early or too late to be meaningful: sign-ups, completing onboarding, five unspecified actions, revenue increases, and conversion. These milestones do not accurately reflect user engagement or value realization. Instead of chasing them, focus on impactful milestones that predict user retention. Depending on the product, an impactful activation milestone could be when a user collects survey responses, gets a view on a created video, or listens to a significant portion of content.

Klaviyo Launches TikTok Integration to Boost Ad Efficiency and Drive Higher Conversions (2 minute read)

Klaviyo has launched an integration with TikTok that enables businesses to sync their Klaviyo lists and segments to TikTok Audiences. This new capability is designed to enable greater return on ad spend (ROAS), deliver personalized advertisements, and build high-impact lookalike audiences to attract new buyers.

LinkedIn Adds New Premium Video Ad Placement & More AI Ad Tools (6 minute read)

LinkedIn has launched a new sponsored video program called The Wire that will enable brands to run in-stream video ads alongside trusted publisher content. The platform has partnered with a number of high-profile publishers for the initiative, including Barron's, Bloomberg, Business Insider, Forbes, MarketWatch, and NBCUniversal. LinkedIn is also adding more AI capabilities to its ad tools, including an ad creative generator, enhanced targeting, and an improved AI assistant.
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Miscellaneous

How Gong Uses Buyer Psychology (5 minute read)

Gong, an AI-powered platform that captures and analyzes customer lifecycle data, has reached more than 4,000 clients and become a billion-dollar company. Rather than trying to position itself as a solution in an established market category, the company created a new one (revenue intelligence) and framed itself as β€œthe undisputed leader.” Gong uses AI to define the key points and best next steps for its customers, which helps them get value quicker instead of wasting energy organizing the data manually. It was one of the first SaaS companies to leverage its team's personal brands to propel growth - this cultivated a sense of unity within the industry and resulted in massive marketing reach on LinkedIn.

Say Hello to My New AI Marketer (7 minute read)

AI agents are beginning to handle narrow end-to-end tasks autonomously. AI-driven teams will eventually be able to manage everything from market research to performance marketing and brand campaigns based on a company's goals and budget inputs. This will enhance personalization, allowing for 1:1 marketing that outperforms traditional broad-audience approaches. Marketers will need to stay ahead of AI developments and ensure they maintain oversight for quality control.
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Quick Links

12 timeless marketing tips from David Ogilvy (2 minute read)

Compilation of 12 quotes from the 'Father of Advertising'.

For Celsius, not being a sponsor of the Paris Olympics isn't a problem (5 minute read)

Celsius, an energy drink company, bypasses the high costs of official Olympic sponsorship by partnering directly with athletes to increase brand recognition.

Kirameki: The display screen that could reshape advertising and retail (4 minute read)

Kirameki is a groundbreaking light field display that creates a 3D visual experience, enhancing online and in-store shopping by providing accurate product representations.
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