Lilly Garrett

According to the latest Benchpress report, you’re twice as likely to achieve fast growth (increase in fee income of 26%+) and high profitability (gross profit of 61%+) with a clear specialism or niche. Yet, despite the benefits of narrow positioning, just 17% of respondents described their agency as having a specialism or niche. Crazy, eh? In agency-land, we’ve become somewhat fixated on the word ‘positioning’ (me included). But what we really mean is ‘strategy’. They are one and the same. As such, agencies winning the 'right' clients (by design) have a sound business strategy, defining what they do, for who, and why (and, just as importantly, defining what they don’t do). As a result, they find everything else that layers up from this strategic foundation a great deal easier. If, on the other hand, an agency claims to ‘work with businesses of all shapes and sizes’, it almost certainly highlights a positioning problem. But I wonder if you’d all take this stuff more seriously if it was reframed as also demonstrating a systematic failure of strategy (especially if you sell strategic services to your clients). Thoughts? #positioning #strategy #agencies

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Reactive vs. Proactive: Securing placements for our clients in top-tier, authoritative media is a key aspect of PR. In this video, our Strategy Manager Leah de Gruchy explains the distinctions between these two key approaches and how to effectively utilise them. ✍

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We asked our speakers why SMEs, advertisers, lead sellers and buyers/affiliates should invest in ELEVATE this year. This is what Simon Delaney, CEO at Databowl had to say 👇 No matter what area you're in, whether you’re a lead generator or buyer - You’re spending a small amount of money to meet new contacts, service providers, brands and publishers to work with. These are relationships that TRULY make a difference in the industry to scale and grow 📈 Meeting the right contact can eradicate a lot of problems. So hurry and book your tickets while you still can using the link below; https://lnkd.in/eN24av9r

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🌟 What an important week 🌟 We finished an amazing week with our existing and future top agency partners. First, I am absolutely blown away and immensely grateful that top agencies flew in from Australia, London, Romania, LA, and even South Africa (Wiehan thank you!) to meet us this week. 🙏 Here are a few key takeaways from our time together: 1.𝐀𝐠𝐞𝐧𝐜𝐢𝐞𝐬 𝐚𝐫𝐞 𝐨𝐮𝐫 𝐦𝐨𝐬𝐭 𝐚𝐝𝐯𝐚𝐧𝐜𝐞𝐝 𝐮𝐬𝐞𝐫𝐬: The volume of product feedback and ideas was phenomenal! It’s got me so excited, I feel like writing code again. 🖥️💡 2. 𝐏𝐨𝐥𝐲𝐭𝐨𝐩𝐢𝐚: Go and download this game, just go. We also dove into some fascinating topics, thanks to John and Victor for introducing me to some awesome YouTube channels. 📺🔍 3. 𝐌𝐚𝐫𝐤𝐞𝐭 𝐢𝐧𝐬𝐢𝐠𝐡𝐭𝐬 𝐚𝐧𝐝 𝐦𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐛𝐫𝐢𝐥𝐥𝐢𝐚𝐧𝐜𝐞: Agencies have a keen pulse on the market and came armed with fantastic marketing ideas. Big thanks to Charllote for her contributions! 📈💡 4. 𝐈𝐧𝐬𝐩𝐢𝐫𝐢𝐧𝐠 𝐟𝐨𝐮𝐧𝐝𝐢𝐧𝐠 𝐬𝐭𝐨𝐫𝐢𝐞𝐬: I left inspired by the amazing stories behind these agencies. 🚀✨ 5. 𝐓𝐨𝐮𝐠𝐡 𝐦𝐚𝐫𝐤𝐞𝐭, 𝐫𝐞𝐥𝐞𝐧𝐭𝐥𝐞𝐬𝐬 𝐠𝐫𝐢𝐧𝐝: The market is still challenging, but everyone is pushing through with incredible tenacity. 💪 6. 𝐒𝐚𝐚𝐒 𝐯𝐞𝐧𝐝𝐨𝐫𝐬 𝐚𝐧𝐝 𝐫𝐞𝐥𝐚𝐭𝐢𝐨𝐧𝐬𝐡𝐢𝐩 𝐝𝐲𝐧𝐚𝐦𝐢𝐜𝐬: A crucial insight was how most SaaS vendors, including Yotpo, don't give enough in these relationships. As someone pointed out, many so-called partner programs are actually affiliate programs. 🛠️🤝 7. 𝐓𝐡𝐞 𝐩𝐨𝐰𝐞𝐫 𝐨𝐟 𝐢𝐧-𝐩𝐞𝐫𝐬𝐨𝐧 𝐢𝐧𝐭𝐞𝐫𝐚𝐜𝐭𝐢𝐨𝐧𝐬: IRL meetings are truly the best. There’s no substitute for face-to-face connection. 👥🌟 thank you Jess for inspiring me. 8. 𝐀𝐠𝐞𝐧𝐜𝐲 𝐟𝐨𝐥𝐤𝐬 𝐤𝐧𝐨𝐰 𝐡𝐨𝐰 𝐭𝐨 𝐡𝐚𝐯𝐞 𝐟𝐮𝐧: And yes, agency people sure know how to do shots! 🍻 thanks Galit for pushing everyone. A huge thank you to everyone who joined us this week and helped us embark on this new chapter and mission: to become the most partner-centric organization in ecommerce. 🚀🤝 CC: Jamie, Glenn, Nikki, Mariel, Lauren, Doris, Anh (we missed you!), Bostjan, Ákos, Olivia, Isabella, Morgan, Samantha, Doris and MANY MANY others

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I love this initiative and I think it will make such a difference to the working culture in agencies. It also indicates how well research suppliers and buyers work together. Brilliant. #marketresearch #partnership #worklife

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One thing that has always baffled me in the outbound marketing world is how most “gurus” believe a 1-5% reply rate is somehow good. It's also one of the reasons I saw a gap to start something like Avalanche I sort of get why we’ve ended up here. The global average for replies to cold emails is below 1% (more like 0.3%), so when you get 2 or 3 people out of 100 replying it feels like you’re winning. But if the point of outbound is to generate opportunities, wouldn’t it be better to aim a little higher? AI and software has given us all the power to build hyper-focused prospect lists and create hyper relevant messaging at scale, so why not just put the work in on the front end and test in smaller numbers before blasting the world with hundreds of emails a day? With all the big dogs (Google, Yahoo, Microsoft) clamping down on cold email and spam filters getting cleverer every day it’s only a matter of time before the “volume at all costs” play becomes a losing game (we may already be there now actually). Here’s how we approach things… With your next cold email campaign, start from a place of zero scale. Find one ideal client and draft an email that’s incredibly personalised, hyper relevant and well timed. Then use AI and all the outbound tools to work out how to ramp this up for a few hundred people (Clay is your friend here). Test a few different variations and double down on the winner. Once you’ve done that, if the market is big enough, ramp the campaign up to a few hundred a day, but put the work in first. You’ll see much better results in the long term. That’s the approach we took with our most recent campaigns below. And before you ask, most of these opportunities moved to an actual call and more than 50% closed as a sale. Relevance still (and always will) beat volume. P.S. - Ignore the open rates. We turn them on and off sporadically to check things are on track. #coldemail #outboundmarketing #leadgeneration

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After looking at hundreds of job applications today, I can now tell you how to catch out a ChatGPT cover letter. 1. Always addressed to 'The Hiring Manager' 2. Almost always signs off 'Warm regards' 3. A paragraph near the end that starts with 'I am particularly drawn to...' Which has got me thinking about how to value a candidate who uses chatGPT in this way, maybe it shows that they're not really serious about the role, but it also shows that they know how to use tech to be more efficient, which is exactly the skill you need in most modern jobs. #Hiring #DigitalMarketing #Job #SEO

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When you need a marketing services provider to be on your journey for success bc they will be successful….. #digitalconsultancy #SEO #SEM #performancemarketing #marketingservices

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Introducing ALF Insight, the award-winning sales tool here to make new business easier. 🤝 Join some of the biggest media owners in the UK using ALF’s leads, data and insights to hit their sales targets. 🎯 👉 ‘Helps open up discussions with potential clients and generate leads and revenue’ - JCDecaux 👉 ‘ALF has become my newest best friend at work’ - Clear Channel 👉 ‘I’ve been looking at ALF pretty much every day now, it’s become my morning go-to for industry news.’ - Bauer Media 👉 ‘Saves me hours of work as it allows me to find relevant contacts with ease.’ - Hearst 👉 ‘I use ALF everyday, easy to use and so useful to get real market knowledge.’ - Channel 4 👉 ‘A valuable resource tool for business development.’ - ITV 👉 ‘Great tool to use, and the support is excellent’ - News Corp 👉 ‘We have used ALF for less than 8 weeks and got a direct booking with a direct client’ - DOOH Media 👉 ‘A must have subscription for anyone in media.’ - Fandom 👉 ‘Without this intuitive platform, we wouldn’t be able to reach the key client and agency decision makers.’ - Stream Publishing Want to get in on the action? Get in touch to find out more. ➡ https://lnkd.in/ev8GY8hm #mediasales #adsales #advertising #insight #newbusiness #businessdevelopment #salestool https://lnkd.in/erjSMCvW

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Discover why your SEO might not be working and how to improve it! https://lnkd.in/euhZay7U In the latest episode of The Marketing Game, Paul Coombes from Beyond Your Brand Ltd shares expert insights on SEO, the impact of AI, and the balance between organic and paid search results. Tune in now! #SEO #DigitalMarketing #Podcast

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🎉 Reflecting on a busy month for us at Staffbase... 👇 🏆 We've been shortlisted for a B2B Marketing Award for Best Omnichannel Programme for our 'This Is Not Your '90s Intranet' campaign. It's the first time we've received this type of recognition for our campaigns. https://lnkd.in/dA3XZhU7 🚀 We landed in the Sifted 50: Germany - a ranking of the 50 German startups with the strongest revenue growth over the past 3 years! https://bit.ly/3NuRirH 📰 We're receiving more media coverage than ever... 🎯 Forbes: "4 Reasons Why It’s Getting Harder To Be A Successful Manager" mentioned our landmark study with the USC Annenberg School for Communication and Journalism https://lnkd.in/d8vXi6Z5 🎯 PRWeek: "61% of employees leave jobs due to poor internal comms" https://staffba.se/PRWeek 🎯 Die Welt: "Die Top-50 beim Umsatz – diese deutschen Unternehmen wachsen am stärksten" https://staffba.se/DieWelt 🎯 Business Punk: "Oh Gott, ich will nicht nach Berlin“ covering our journey as a start up in the former East Germany in an interview with our Founder and CEO, Martin https://lnkd.in/d5Z6gyfn 🎯 HR Brew: "Internal comms is huge for employee retention—but only if you do it well" https://staffba.se/HRBrew 🎯 manager magazin: "Warum das Chemnitzer Start-up Staffbase an die Börse will" about our IPO plans... https://lnkd.in/dHHSPxDy 🚀 Most importantly of all... we're winning great customers all over the world including another of Germany's biggest supermarkets, a major charity in Australia and we're now partnering with seven of the ten biggest automotive manufacturers. We're so excited to working with all of these new customers to achieve success together and up level the whole internal communications sector! 📈 And looking at our plans for 2025... we're just getting started. 📈 There are few things more gratifying than working with great people and then seeing them achieve success. And this team is one of the very best I've had the pleasure of working with... Thank you to my fantastic leaders Fabian Liebig, Lara Dobson, Melanie Bochmann, Athena Koutsonikolas, Dr. Juliane Kiesenbauer, Tee O., Giovanni Picone, Luke Pheasey, Jenny Köhler, Brian Tomlinson, Álvaro Andrés Carrillo and the whole Marketing & Communications team for everything you do each day to make this journey such a fun one! :) #employeecomms #internalcomms #internalcommunications #marketing #b2bmarketing #CMO

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Businesses that sell into technical sectors often struggle to create compelling content. They often blame this on the fact they're not thought-leaders in the sector they're targeting. As a result they produce content focused on what they know - their product/service. Which is boring and easy to ignore. When it doesn't work as intended, they say the audience is too technical and therefore unmarketable. Which isn't true at all. Here's how we help clients navigate this issue. 👇 #Marketing #TechnicalMarketing #TechnicalContent

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Analysing Market Share Dynamics with the award-winning Metis Platform The latest market share analysis from the Metis platform reveals trends in the UK AI sector from May to August 2024. It highlights key players and emerging leaders and demonstrates stability and rapid growth. Key Highlights: ✔ ChatGPT's Dominance: Unsurprisingly, ChatGPT leads the market with an impressive 54.36% market share and a search demand of over 8.5 million. Despite this dominant position, it’s worth noting a 35.82% growth rate, indicating that even the giants in AI are still expanding their influence. ✔ Gemini's Strong Performance: Gemini's 3.51% market share and 555,478 brand search share growth reflect its growing interest and adoption as a competitive alternative in the AI platform market. ✔ Crayon and InVideo AI’s Rapid Growth: Though smaller in market share, Crayon and InVideo AI have demonstrated extraordinary growth. Crayon's market share increased by 125.47%, and InVideo AI witnessed an astounding 7983.87% surge in search demand. This indicates that niche AI solutions are gaining significant traction, potentially driven by specialised use cases and targeted marketing strategies. ✔ Jasper's Steady Ascent: Jasper, another key player, has grown its market share by 44.76%, reaching 0.54%. This reflects consistent performance and a solid foothold in the AI landscape, likely due to its versatile applications and strong community support. Industry Implications: 📣 Emerging Players: The sharp growth of platforms like InVideo AI and Crayon highlights the potential for niche AI tools to disrupt the market. These platforms are not only carving out their own space but are also challenging more established players by addressing specific needs within the industry. 📣 Sustained Growth Among Giants: ChatGPT and Gemini’s continued expansion suggests that the appetite for AI-driven solutions is far from saturated. Their ability to maintain and grow their market share speaks to the ongoing demand for cutting-edge AI capabilities in various sectors. 📣 Market Opportunities: As AI continues integrating into everyday business operations, established and emerging platforms have substantial opportunities to capture market share. The key will be innovation and the ability to meet the evolving needs of consumers and enterprises alike. As we move forward, the AI platforms that continue to innovate and adapt to market demands will undoubtedly shape the future of technology and business. Our Metis platform will deliver market share growth statistics to help inform businesses across many sectors. This insight enables brands to stay four times ahead of competing brands. For a first-hand demo, please drop me a message, and we can set up a chat. MediaVision #Metis #AI #TechTrends #MarketAnalysis #AIPlatforms

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While on the lookout for my next opportunity, I couldn't help but draw parallels between Affiliate Marketing and Recruitment Agencies... Hear me out > Similar to recruitment agencies, affiliate marketing thrives on offering value in exchange for a fee/commission. Both models broaden market access – recruitment agencies connect candidates and companies to a wider audience, while affiliate marketing leverages networks and influence for business expansion. Affiliate marketers bring specialized tactics to boost traffic and conversions, streamlining marketing efforts. Likewise, recruitment agencies streamline hiring processes with expertise, saving time and resources for companies. In essence, both models foster mutual benefits, enabling growth through valuable services and fees. Let's embrace the synergy between these worlds and capitalize on strategic partnerships. It's exciting to be involved in both realms currently! ✨ #AffiliateMarketing #DigitalMarketing #BusinessGrowth #StrategicPartnerships #MarketingStrategy #Recruitment #Sales #Networking #BusinessDevelopment #BusinessInsights #OpenToWork

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Brilliant event last night with Storyblok overlooking the Thames River in London, the content was super relevant and informative. Probably more cutting edge than most SEO conferences I’ve been to. 😅 Highlight was Thomas Peham unpacking some ideas on how to index your content for LLMs. Running a Headless CMS that’s SEO friendly is a great way to ensure you’ve got the best chance of appearing inside AI generated resources by optimizing for crawling. He also addressed should you make AI generated content inside your CMS? Whatever you do, remember at the end of the day - “Brand wins” 💡

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