Raphael Hodes

✨ An exciting TMM chapter announcement! ✨ I was listening to Growth Colony's Australia’s B2B Growth Podcast this morning and they were interviewing Guy Kawasaki who said: “AI is the biggest deal that I have seen in my career… AI is bigger than personal computers, it’s bigger than social media, it’s bigger than the internet.” No shying away for this little marketer. I’m taking it on. For my clients, for my team, and for the (hopeful) future and ongoing success of The Measured Marketer. I’ve created a role that will build out a consulting offering for clients in how to best utilise AI in their marketing and integrate it into their existing #techstack. Because there’s never enough resources. There’s never enough time. And there’s never enough budget. Join us. I’m not expecting to find an expert in all the AI marketing platforms in the whole wide world. I mean, it’s kinda still new and evolving every day, so nobody’s an expert, right? But what I do want is to work with a good human who is passionate about B2B marketing, passionate about tech, passionate about building a service offering from scratch, and passionate about good quality work for our clients. Reach out via Ellen Bennett at NewyTechPeople. The job ad is here: https://lnkd.in/gs7JR5kV This post was written all by me... 😜 but I'm certainly not saying I haven't dabbled with the "rewrite with AI" feature before. #B2BMarketing #EmbracingTheFuture #WorkWithUs

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Thanks to the team at Econsulting for yesterday’s great Marketing Leaders Capability Forum, focussed on AI - and to 🚀Damian McAlonan for a warm welcome. One of the reasons that I have spent so much of my career in marketing is the pace of change - as consumer behaviours and media habits change, so marketing changes. Marketing is often the early adopter in a corporate environment: from building web surfaces, to adapting to mobile, and from leveraging big data to identifying the opportunities in AI, it is marketing teams that are there first* - pushing to go further, finding new, smarter ways to engage audiences and deliver business outcomes. So, it was brilliant to listen to leading marketers sharing how they are bringing AI into their businesses. Not only to hear about the opportunities for increased efficiency and effectiveness - language marketers are very comfortable with - but also to discuss the challenges around legality, IP, data privacy, open vs closed systems and many more emerging issues. The panel of fantastic marketers presented ways in which they have adopted AI - from insights and data mining, to content reviews and image creation. They also discussed the importance of building an AI-literate marketing org, the imperative to manage change well, and the cross-functional collaboration that’s essential to to mitigate risk. Marketers are change agents. Harbingers of opportunity. Evangelists for innovation. They are also creative, critical thinkers, communicators, collaborators (hat tip Stefan Tornquist for the alliteration!). AI is a powerful new tool in their armoury, but everything else remains the same. As leaders, our role is to:  👩‍🎓 Build a culture that prioritises growth and learning 🤓 Create frameworks for the adoption of new technology, ensuring that innovation is supported by good governance. 🪴 Support our teams and businesses through change. Set clear learning agendas, and scale insights across the organisation.  🔭 Bring humility and curiosity when discovering new skills beyond our own capabilities. 🪛 Define strategy and empower creative, innovative delivery - the tools are an enabler of strategy, not a substitute for it.  📈 Remain true to the essence of marketing; in the words of Philip Kotler: “The art and science of choosing target markets and getting, keeping and growing customers through creating, delivering, and communicating superior customer value.” * Okay, maybe the engineering teams got there before us with AI! Paul Davies, Kate Narbrough, Kay Etherington, Russell Parsons, Sophia Angelis #EconCapabilityForum #AI #MarketingLeadership

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LinkedIn just released our second collaborative case study. 😍 This time featuring our awesome Australian customer; Eftsure. It makes everyone of us at Dreamdata extremely proud to see these case studies backed by real, validated data come to life. To put it simply: If you run LinkedIn Ads, Dreamdata can help you automatically do it more efficiently. How? 1. Create a Dreamdata. 2. Connect your CRM. 3. Decide the signal you want to send back to LinkedIn ads ie. MQL, SQL, NewBiz. 4. Click enable. 5. You're done. Magic 🪄 💰 #b2bmarketing #linkedinads #conversionapi #capi

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Last week I discussed my learnings 3 months into a pivot from a solo consultant to a Digital Commerce Agency. That one focussed on the mechanics of the pivot from a business perspective. I thought it would be useful to unpack what it's like being in the weeds of Shopify again. But first. Some context. I first started selling, solution-ing, PM-ing Shopify projects in 2016. At that time I knew f*ck all about website development (although I did a programming module at Uni which resulted in pre-school knowledge of C++). As such, my solution knowledge came from Shopify's customer support and forums. Does anybody remember HunkyBill? I would use the customer chat like my own personal solution team, logging into ask questions as I was creating an RFP response. In hindsight, actually quite a good way to increase one's Shopify knowledge. As we grew the team at We Make Websites, my granular understanding of Shopify became less. And then when I exited the business, I spent 2 years almost completely out of the game. So what's it like being on the tools again? My two cents: ........ - it's been eye-opening to see the rate of core platform development from Shopify. I knew things like the update sections capability was useful but I'm surprised at how powerful it actually is. What would have taken 5 days dev time can now be done by anybody in a brand. Mad. I suspect this will continue to accelerate and feeds into my thesis that we're seeing a bifurcation of Shopify; no/low or custom. - even though the app market has accelerated in terms of participants, the incumbents remain strong. There is a reason they're part of the 'go to' stack. - there is an inordinate amount of fluff in the ecosystem (namely Ai and things like Apple Vision). - to above point. Although there was some chatter about Ai at Pulse, I don't see brands talking about said fluff on the ground. What are they talking about? The nuts and bolts of running a brand. Colour swatches, bundles, price promotions, why isn't Markets Pro available in the UK are the common topics. Not LLMs. - to the above point, and Oliver did a good post about it the other day, Ai will be delivered through the tech they use (both front end and back end). - I was a little worried that being off the tools for so long would be a disadvantage. But I've learned two things (1) I have excellent co founders who plug my knowledge gap. (2) my understanding of the market, platforms, commerce and business (from doing my pod, newsletter and being curious) are actually a USP when we're working with clients. I describe myself as the 'commerce and business glue' that holds the project together. ........ #commerce

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As part of my journey with the The Global Career Accelerator I built a Shopify site based on the brand guidelines of a fictional company called Nöz. Here's how I did it: ▶ Customer-First Marketing: Created an empathy map to better understand my customer and their needs ▶ Design and Build: Removed friction to lead customers down the conversion funnel smoothly ▶ Brand Voice: Carefully crafted and programmed a value proposition that abided by brand guidelines ▶ Brand Visuals: Strategically selected colors and visuals that abided by brand guidelines ▶ SEO Keywords and Metadata: Performed keyword research and created strong meta titles and descriptions ▶ Conversion Rate Optimization: Added a clear CTA, as well as reviews, and trust badges Building this Shopify site for Nöz has strengthened my skills in digital marketing and equipped me with strategies for dealing with new technologies. I'm so happy to share my work with you!

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An interesting article from Nathan Jolly in Mumbrella highlights a recent study showing that only 8% of Instagram users and 7% of Facebook users cite news as a major reason for using these platforms. These survey insights reaffirm our own insights on the evolution of social media usage and the types of content audiences like to consume. For a deeper dive into the findings, check out the full article here: #SocialMedia #NewsMedia #DigitalTrends

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