Neil Follett

Knowing your audience is important. And it goes without saying, when selling marketing services to other firms you need to take into account that you're selling to more than one department. In the latest episode of The People of Digital Marketing, Founder and Marketer Nathan Yeung explains how he tackles the hesitations of the finance department when he pitches his services. Want to listen to the full interview? Links are in the comments section. #marketing #digitalmarketing #marketingsales #marketingservices

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Today's webinar with ACA talked about cloud based MMM and contracts. The costs, the scope, the data arrangements change how advertisers should view procuring MMM and data science in general. There's never been a better time to make MMM central to and integrated with your marketing efforts. Association of Canadian Advertisers (ACA)

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Want to gain deeper insights from your GA4 data or struggling with configuring your GA4 property, key events, or dashboards? At RW Digital, we're GA4 certified and ready to assist your marketing team with everything from setting up GA4 profiles to analyzing the data that matters most. We understand that Google Analytics can get technical — and that's where we come in. Our goal is to help you decode, understand, and visualize your data, making it easier to grasp and act on. #GoogleAnalytics4 #GA4 #GA4Audit #GA4Setup

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The Hidden Risks of Rapid Growth: What Every CEO Needs to Know I've seen countless businesses scale to impressive heights, only to come crashing down just as quickly or simply plateau. Why? Because they fell into the trap of what I call "growth debt." Growth debt encompasses everything you don’t do as you scale fast. Here are four typical dimensions of growth debt: 1. 𝗧𝗵𝗲 𝗥𝗲𝘁𝗲𝗻𝘁𝗶𝗼𝗻 𝗧𝗿𝗮𝗽: You're celebrating your skyrocketing revenue, but you fail to look closely at retention. Those new customers from your latest marketing push might not behave like your loyal base. Six months down the line, you face a retention crisis that erases all your gains. 2. 𝗧𝗵𝗲 𝗗𝗮𝘁𝗮 𝗗𝗲𝗳𝗶𝗰𝗶𝘁: As you scale, your need for granular, real-time data increases exponentially. The spreadsheets that got you to $1 million won't cut it at $10 million, let alone $100 million. Without proper visibility, you're flying blind—and the bigger you become, the higher the risk. 3. 𝗧𝗵𝗲 𝗕𝗿𝗮𝗻𝗱 𝗕𝗮𝗹𝗮𝗻𝗰𝗲: Some early-stage companies might rush into brand building, pouring money into campaigns that are hard to track and optimize—and often justify. Others might totally disregard their brand and invest solely in performance marketing. Both are wrong—you need to build the right balance at the right time. 4. 𝗧𝗵𝗲 𝗘𝘅𝗽𝗮𝗻𝘀𝗶𝗼𝗻 𝗜𝗹𝗹𝘂𝘀𝗶𝗼𝗻: New markets, whether through product extension or market extension, can entice you with promises of exponential growth. However, expanding too quickly can defocus your team and drain resources from your core market. Ask yourself: Do you have the infrastructure to truly support expanded operations? Is it just a panacea to solve a problem you haven’t found a solution to yet? So, how do you scale smart instead of fast? Here’s my recommendation: 𝗜𝗻𝘃𝗲𝘀𝘁 𝗶𝗻 𝘃𝗶𝘀𝗶𝗯𝗶𝗹𝗶𝘁𝘆. Create systems that provide real-time insights into customer behavior, retention rates, and marketing effectiveness. Don't just track top-line growth—understand the quality of that growth. 𝗕𝗮𝗹𝗮𝗻𝗰𝗲 𝗽𝗲𝗿𝗳𝗼𝗿𝗺𝗮𝗻𝗰𝗲 𝗮𝗻𝗱 𝗯𝗿𝗮𝗻𝗱. Start with measurable, high-intent channels with your marketing dollars. At the same time, focus on your product-market fit, build a community around your early adopters, and strengthen your core values. As you grow, strategically invest in brand building to open up your funnel and create sustainable growth. 𝗘𝘅𝗽𝗮𝗻𝗱 𝘁𝗵𝗼𝘂𝗴𝗵𝘁𝗳𝘂𝗹𝗹𝘆. Before entering new markets, ensure you have the resources and focus to do it right. Sometimes, the best growth strategy is doubling down on what you do best in your core market. Remember, sustainable growth isn't just about going up and to the right on sleek-looking charts and graphs. It's about building a foundation that can support your ambitions without crumbling under its own weight. Do you have a strategy to turn growth debt into growth capital? I’d love to hear what’s worked for you.

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If you’re a B2B company, the benefits you need to espouse in your messaging are not just the benefits to your customers, but also the benefits to your CUSTOMERS’ customers.  The benefits a business’ customers get from that business using your product or service are the most important parts of your messaging. #B2B #Copywriting #ContentMarketing #ContentStrategy

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Deliver Exceptional Value to Your Clients Let Klosebuy Inc. bridge the gap to help you stand out as a Partner by offering your clients something they truly need - a platform that helps them increase sales, grow their customer base, and build loyalty every day. Partner with Klosebuy Inc. and provide real, measurable value to the small businesses you serve. 💯 And build a new stream of revenue by helping your clients. Partner with Klosebuy today: [email protected] Contact Klosebuy Today and make 2025 your year of impact and growth! #PartnerWithPurpose #ChannelPartners #BusinessGrowth #KlosebuyValue #SupportSmallBusiness #DigitalMarketing #GrowTogether #Martech #Partnerships #Strategy #StrongerTogether #Klosebuy #HelpingOthersPays #PartnerWithKlosebuy #GrowWithUs #StartStrong2025

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"Every company is a tech company" - Al Lindsay Was super fun to watch the latest episode of Digital Clinic featuring my good friend Al Lindsay. He's been on the bleeding edge of AI and ML for many years and it was great to hear his insights on how these technologies will impact healthcare and virtually every other business. Check out his episode! https://lnkd.in/gFFNgrRa

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𝐁𝐞𝐰𝐚𝐫𝐞 𝐭𝐡𝐞 𝐓𝐫𝐚𝐩 𝐨𝐟 𝐒𝐢𝐥𝐨𝐞𝐝 𝐄𝐟𝐟𝐢𝐜𝐢𝐞𝐧𝐜𝐲 SaaS platforms have revolutionized how B2B Businesses look at growth, introducing terminology like MQL (Marketing Qualified Leads) and SQL (Sales Qualified Leads). These metrics have become staples in growth strategies, helping track and optimize specific stages of the funnel. We all love a good operational system that makes our teams more efficient. Sales, social media, performance marketing—there's a tool for everything. And these systems are great at making life easier for each function. But here’s the problem I see happen over and over again: When you get too focused on optimizing within your own silos, you risk losing sight of the bigger business picture. It's really easy to fall into the pit of tracking your business through the lens of your own platform, without connecting the dots between functions. Because at the end of the day, your board, your investors, your CEO—they don't care about your SQLs or your MQLs. They care about the closed deals, the bottom line, and the real impact on the business. So, while it's important to have the right tools for the right stage, it's just as crucial to make sure those tools are talking to each other. Ensure that everyone is aligned around the metrics that truly matter for the success of the company as a whole. Don’t lose sight of the forest for the trees. It’s essential to maintain a high-level perspective, ensuring all functions are working together towards common business goals. I discuss this in detail on the Growth Trends Show:

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I had a great time talking on behalf of LG2 to Mike Leon and Matt Jenkins about taking risks and creativity at the Canadian Marketing Association futureproof event on Wednesday. With all the talk about AI and how to future proof the industry my take is this: the real risk is underestimating the power of creativity. #cma #canadianmarketing #marketing #risk #futureproof #advertising #marketingweek

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The Digital Summit in MPLS was great last week! We met wonderful people and caught up with friends. We also got lot of questions about job market. Below are some insights from our experience and stats from a great Business Journal article (link at the end). Do these trends match what you all are seeing, too? 𝟎 - Location Flexibility Matters to Employees: 50% of workers would consider changing jobs if remote or hybrid work flexibility is reduced. 𝟎 - Generations Value Work Location Flexibility Differently: Gen Z (61%) and millennials (58%) value flexibility the most, compared to Gen X (46%) and baby boomers (31%). 𝟎 - Ghosting: Almost 50% of job seekers report being ghosted by employers during the hiring process. 𝟎 - Salary Trends: Companies are offering lower salary increases this year, with median pay raises dropping from 4.5% in 2023 to 4.1% in 2024. 𝟎 - Hiring Is Cooling: The hire rate is at its slowest in over a decade. 𝟎 - Most job cuts have been in the manufacturing and technology sectors, but cuts this year have been less than last year so far. 𝟎 - Most job additions have been in government and healthcare areas. --------------------- Jamie Duong with me in the photo & Connor Duffy with the fantastic photography. Business Journal Article: https://lnkd.in/gebnwcvK

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#MarketingMonday Tip Alert! 🚀 Wondering how much to invest in marketing? Here are some insights to guide you, with a sprinkle of my personal flair and a nod to BDC's wisdom: First things first, research your industry landscape. For instance, realtors typically allocate more budget than pet groomers. As a rule of thumb, B2C companies should allocate 5-10% of their revenue, while B2B should aim for 2-5%. In 2019, Canadian businesses had varying yearly marketing spends: $30k for small businesses, $60k for those with 20-49 employees, and over $100k for those with 50+ employees. While I may jest as a "magazine man" (😄), I've got your back when it comes to social media, SEO, and branding. Let's elevate your business to the next level in those fantastic neighbourhoods! #hespeler #cbridge #kwawesome For deeper insights into budgeting, check out BDC's website: [Link] 💡 #MarketingBudget #BusinessSuccess

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We're doing a webinar with Association of Canadian Advertisers (ACA) on Jul 23rd on MMM and procurement. When I was working with ACA, I helped write the book on marketing services procurement with additional focus on digital data. MMM needs special attention whether the advertiser is procuring through an agency, with an agency or directly with a platform. Costs are wildly different based on scope of work, data ownership and integration of the MMM's outputs into the workflow. Put it this way; if the advertiser is basing performance on what a media platform is reporting, then they are doing it wrong. It might be "free" but there is a cost. Its better to procure a robust approach that is transparent and neutral.

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🦷 𝗨𝗻𝗹𝗼𝗰𝗸 𝘁𝗵𝗲 𝗣𝗼𝘄𝗲𝗿 𝗼𝗳 𝗔𝗜 𝗳𝗼𝗿 𝗬𝗼𝘂𝗿 𝗗𝗲𝗻𝘁𝗮𝗹 𝗣𝗿𝗮𝗰𝘁𝗶𝗰𝗲! 🤖 At Rogers AI Marketing, we believe in the transformative power of artificial intelligence to revolutionize dental practices. Our cutting-edge AI solutions are designed to enhance patient engagement, optimize operations, and drive growth. ✨ 𝗪𝗵𝘆 𝗖𝗵𝗼𝗼𝘀𝗲 𝗔𝗜 𝗳𝗼𝗿 𝗬𝗼𝘂𝗿 𝗣𝗿𝗮𝗰𝘁𝗶𝗰𝗲? • Enhanced Patient Engagement: AI-powered chatbots provide instant responses and schedule appointments seamlessly. • Optimized Operations: Predictive analytics help anticipate patient needs and streamline workflows. • Personalized Marketing: Targeted ad campaigns and personalized email marketing drive higher conversion rates. • Increased Efficiency: Automate routine tasks and reduce manual errors, allowing your team to focus on what matters most. Join us on this journey to harness the power of AI and take your dental practice to new heights! 📞 Contact us today to learn more about our AI solutions and how they can benefit your practice. #AIDigitalMarketing #DentalMarketing #ArtificialIntelligence #RogersAIMarketing #PatientEngagement #HealthcareInnovation

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