Chris Cichon

What #Nike's stumble teaches us about #DTC: Just Don't Do IT. DTC is hard. Don't make it harder. 👉🏼 1. Be True To Who You Are Understand your brand and customers deeply before executing a channel strategy pivot. Be clear-eyed about your ability to change customer behavior. 👉🏼 2. Understand How the Puzzle Pieces Fit Together Channel strategy isn't about "Either/Or." It should be about the "And." How can your DTC push support and enhance your overall distribution? 👉🏼 3. Build the Team to Sustain Performance To play and win the long game you need to keep the right team on the field. In a fast-moving space: attracting, deploying, nurturing and retaining digital talent is critical. 👉🏼 4. Stay Flexible - Don't Burn Your Boats. Things change. CPMs/CPCs go up. Privacy rules evolve. Stores become worth visiting again. Marketplaces and platforms rise and fall. Yesterday's digital darling is tomorrow's roadkill. 👉🏼 5. Don't Throw the Baby out with the Bathwater. Failures can sometimes cause us to over-correct. So your initial push didn't work out as intended. What did you learn that will make your next push more successful? Akash Pathak and I chat about what we've learned in our latest video. Check out the comments for links to relevant reads. ________________ Enjoyed this? 🔁 Repost 💬 Comment 👍🏽 Like ➕ For more, follow Sohil Parekh ⚡️ I help unleash digital growth at Deep Sea Strategy

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📢 Exciting #job alert 📢 Who is the best #product leader you know? (please tag them if they'd be interested) At Savvy Learning we are looking to add the next critical piece of our leadership team. A Head of Product. Psst... scroll to the bottom of this post for a few thoughts on why Savvy Learning's core problem is a BIG ONE. Here are some specifics about this amazing job opportunity: - Head of Product - Own product & #UX - WFH - Competitive salary + equity - 5+ years of experience required - Experience in B2C is preferred - Individual contributor on day one (we're a very early stage startup) but over time you get to grow & manage the UX, product, AND software engineering teams. About our core problem: The stakes in #education could not be higher when it comes to helping children catch up on reading and math. Did you know that children who are not reading proficiently by 3rd grade are 4x more likely to become high school dropouts? Why? Because 3rd grade marks the transition from "learning to read" to "reading to learn". Therefore, reading proficiency spills over into almost every aspect of our lives: cognitive, behavioral, motivational, etc. Savvy Learning exists to help children turn learning into their favorite superpower. We accomplish that through effective one-on-one and group tutoring (100% online) in reading and math, powered by custom/research-based curriculum and a delightful tech platform. We have hundreds of coaches, all with real classroom experience. And they are teaching thousands of students across dozens of countries (mostly US). Our learning outcomes for these students are amazing. So if you're a qualified product person or #PM and you've read this far on my post, it's probably a sign that you should send me a DM so I can tell you more about how great of an opportunity this is ;) We can't wait for that perfect-fit person to come and lead us.

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I know I know I know - I talk about WTF News constantly. But we're not the only ones that squeeze every ounce of revenue from our webinars. We also have an INCREDIBLE customer base that absolutely CRUSHES their events (read: generates lots of $$$$). Here are some of my favorite highlights: ✨Prophix enhanced audience engagement, improved efficiency + cost savings, and optimized their lead gen with Webinar+ (they switched platforms from ON24) ✨EQS Group surpassed their lead gen goals and enhanced user experience with Webinar+ ✨Transfr boosted their brand identity and cut editing time by 50% with Webinar+ ✨Azuga, Inc. chose Hubilo after comparing us to Livestorm, GoToMeeting / GoToWebinar, AND ON24 ✨Medrio centralized data managed, streamlined their integrations, and improved efficiency with Hubilo (they switched platforms from ON24) ✨Ignition cut manual tasks by 75% while boosting data accuracy and increasing speed to lead Read the full case studies here: https://lnkd.in/gJ7EqX-u

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Button is now supercharging creator and affiliate programs for the largest retailers with impact.com! Building a business model on top of commerce is what people call future proofing. This is the direction the internet is heading, and it's great to see two of the largest players collaborating on different but complementary parts of the ecosystem to drive increased value for our customers. Combining the scale of Impact's platform with the AI powered commerce optimization Button delivers - joint customers can drive more incremental profit, additional HVAs like app installs, and improve their shoppers experiences like never before. Check out our case study below and the others on our site! #commerceisthefuture #commerceoptimization #mobileappinstalls #higherprofit #incrementalgrowth https://lnkd.in/e7mxKMqq

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April was packed. We hosted ChargeX in San Diego, released our first commercial highlighting the value of routines with some of the incredible brands we work with, and announced the release of Retain: our answer to the factors that complicate retention. And that’s not all. April product updates:   ✅AI Insights for Cancellation Prevention 📊Upgraded Benchmarks dashboard 📦Bundles Dynamically-Priced Bundles are now general release Tiered Discounts for Dynamically-Priced Bundles are now general release ⏱️Subscription charge retry limit changes ⚠️Order Error Management feature now available 🎁Rewards: Segment creation within a flow, and A/B Test Template update Keep up to date by subscribing to our changelog here ➡️ https://bit.ly/3xvtHT7

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Pretty excited about this new innovative feature on JoinBrands.com that is a game changer! 🚀 Recurring Creators - Hire a brand ambassador or creator on monthly contracts to make and post content to your social media pages on autopilot! Prices start at $400 a month and you no longer need to worry about what to post, let the creator do it all. JoinBrands has over 100k creators ready to work for your brand to help grow your following, awareness, sales and build up your content arsenal to compete with brands that aren't even posting. We make it insanely simple ✅ Free to launch a campaign ✅ Browse thousands of creators to find the perfect one ✅ Set your brief and campaign objectives ✅ Hire 1 or as many as you want ✅ Cancel anytime and only pay for content made Got questions? Let me know! Don't be the last one to hire a creator for your brand and take the hassle of what to post and when to post off your plate. Its never been easier to hire a social media manager that will actually create content on their own than this...

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Don't Set It and Forget It - The Power of Hands-On Meta Campaign Management I've seen the difference that active, involved campaign management can make for businesses advertising on Meta's platforms (Facebook, Instagram, etc.). Far too often, I encounter brands who take a "set it and forget it" approach, only to be left disappointed by the results. The reality is, effectively advertising on Meta requires an ongoing, vigilant effort to analyse performance, understand your audience, and continuously optimise your campaigns. I'd recommend you to take the following into consideration; Audience Insights Diving deep into the demographics, interests, and behaviors of the users seeing your ads is key. Who is engaging, who is converting, and who is falling off? An expert eye can uncover audience insights that inform smarter targeting and creative decisions. Placement Performance Where your ads are served – whether it's the Facebook news feed, Instagram stories, or the Audience Network – can have a major impact on results. Closely monitoring placement performance allows you to double down on what's working and pull the plug on what's not. Continuous Optimisation The most successful meta advertisers constantly test, iterate, and optimise their campaigns. From ad creative to bidding strategies, a test-and-learn approach is essential for driving down costs and boosting conversions over time. If you're serious about unlocking the full potential of Meta advertising for your business, I encourage you to partner with a seasoned marketing expert who can guide you through the process. The ROI will speak for itself.

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Free tomorrow at 11am EDT? Still time to grab your spot to hear our expert panel of product content wizards break down our fourth annual Consumer Product Content Benchmark Report! We'll dive into some key findings and consumer behavioral changes from last year's report and provide actionable tips on how you can leverage the insights to improve your consumer's hybrid shopping experiences. I.e., Sell more and sell better by thinking more strategically about the impact of product content. Here's a glimpse at what some of our customers are saying about the report, so don't miss out. Link to register and join us tomorrow in comments.

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I loved Hannah Clark and Daniel Danker 's recent podcast episode. The best piece of advice was on scaling product organizations. Daniel mentioned that when scaling, he avoids the trap of more of the same and instead figures out what they should be doing as he scales. To paraphrase, what are the 10X ideas that they should incorporate? Check it out here: https://lnkd.in/guYMfMm3

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Most ecoms overutilize Meta & neglect Google hardcore—a huge mistake. Here’s the 3-part, modern playbook top brands run: This isn’t anecdotal… - Based on aggressive ad testing - Across both Meta & Google - For 10+ high-growth brands - All between $5M-$75M in rev Here it is: 1. TOFU PMAX (Prospecting) - Non-brand, new customers only - Single asset group * Later: Test separate PMAX - For high margin products, cats, etc. * Large accounts: Test Demand Gen (needs time) - To feed PMAX high intent, cold traffic - Requires great video; arbitrage from Meta - Test all types: statics, videos, & feed - Run Lookalikes (only campaign that has) 2. MOFU Standard Shopping - For manual bidding - So can control “branded ad” cost - 2nd PMAX gatekeeper to funnel off brand terms * Later: Harvest keywords - To test Generic PPC * Large accounts: Test Display Remarketing - E.g., YouTube - Audience = visitors (non-purchased) 3. BOFU Exact Match Brand PPC - Target Impression Share (95%+) - Should have massive ROAS - 1st PMAX gatekeeper to funnel off brand terms Stop sleeping on Google. Diversify and get all your eggs out of Meta’s basket 👊

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In startups, trust is paramount. Businesses must prioritize transparency and customer-centric practices to combat deceptive subscription models. Avoid "dark patterns" that hinder users from canceling subscriptions. Opt for clear, accessible account management options instead. By ensuring straightforward exits, companies not only adhere to regulations but also cultivate trust and loyalty. Happy customers serve as the best brand advocates. Make it effortless for them to remain, fostering genuine, long-lasting relationships. 🚀 #startups #subscriptions #business #leadership #marketing

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Want better conversion rates? Do the opposite of most brands: Most digital businesses add features. They chase shiny ideas and lose focus. Instead of solving one problem well, they dilute their product. Retention drops. The best teams do the opposite: they remove features. They strip away friction, shorten time to value, and focus on the core. Find the minimum users need to buy and stay. Get better at delivering that—and cut the rest. Growth is hard, but don’t overcomplicate it.

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Announcing Leland's $12M Series A led by Forerunner! Forerunner has an incredible track record of backing iconic consumer brands and marketplaces like Warby Parker, Chime, Glossier, Inc., ŌURA, Faire, Zola, The Expert, and others. We couldn't be more excited to welcome Eurie Kim to the board and partner with her and Forerunner to take Leland to the next level. Also participating in the round are GSV Ventures, inVest Ventures, and our early investors like FJ Labs, Contrary, Peterson Ventures, and GSBackers. We’re also proud that dozens of Leland coaches and customers participated, in addition to leading marketplace founders, operators, and angels from companies like Instacart, Handshake, LinkedIn, Pluralsight, Mercado Libre, and others. With this fresh capital and support, we're well positioned to accelerate our vision of unlocking human potential by making the world's expertise more accessible. In the past year alone, our coaches have helped hundreds of thousands of people in over 70 countries break into top schools or companies, develop new skills, prepare for interviews or tests, and pursue goals across dozens of unique categories. While a fundraise is never a destination, it certainly represents an opportunity to reflect on the progress we’ve made and thank the community who has helped us get this far. So, THANK YOU! We know the biggest opportunity is ahead of us, and we’re excited to be building a world-class team to go after it. If you want to join us, we're hiring. if you want to partner with us, shoot me a DM. And if you are interested in working with a coach or coaching the next generation, we'd love to have you in our community. Big thank you to Deborah Quazzo, Ben Capell, Kyle Harrison, Eric Tarczynski, Jason Bornstein, Lauri J. Moore, Karen Chi, Glenn Borok, Jeff Weinstein, Jose Marin, Jen Yang-Wong, Jason Chen, Taylor Jones, ilana stern, Aaron Skonnard, Gary Williams, Martin Rudigier, and the many others who have made this possible through your support! Here's to the next chapter of helping people reach their most ambitious goals. (TechCrunch coverage in comments)

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LAST CALL for Elevar's Growth Meetup in NYC! If you're an eCommerce brand and want to join roundtable discussions with brands like Carhartt WIP, Larroude Inc., birddogs, and quip on boosting Meta ad performance, send me a DM, and I'll get you in. Topics include: 1. First-Party Data 2. Audience Relevance 3. Building a Cohesive Customer Journey Sponsored by: Meta, Shero Commerce, and FERMÀT.

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Amazon Prime and Walmart+ are doing serious battle. I’m a member of both (because reasons), and it’s been fascinating to watch the new member benefits rolling out.     Last month: Walmart+ sent a mailer advertising 25% off Burger King in-app orders, complete with a collab crown.    Also last month: Amazon Prime sent email about 10 cent per gallon discounts at specific gas stations.    Like other affinity and membership programs, they become more valuable the more you learn about and use the benefits.     The real winners might just be sellers on the Amazon and Walmart platforms, which continue to grow.    #amazonsellers #amazonfba #ecommerce #onlineretail 

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Here’s a cool thing I’ve noticed: Nearly all our customers who come to us come because they want to #MakeBuyingSimple. They realize there’s something more fundamental that needs to change in today’s B2B buying experience. And it’s not something as trivial as lead gen or demand gen or growth hacks or some conversion tactic. At the end of the day, it’s people, not companies who are coming to buy your software and product.

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Story time. With a big hat tip to UX guru and my former United Airlines colleague Adam Lang. AmTrav invites feedback on every chat interaction with our customers -- "Please tell us how we did today." Then, critically, we read the feedback. So we noticed when a customer or two every day said "I stepped away and you closed my chat!" (Like any live chat, we have an auto timeout, 10 minutes so our Advisors aren't sitting on abandoned chats while other customers wait for assistance. Customers don't wait much, by the way, the average wait time is under a minute.) We checked our chat interface, sure enough the only option we offered to customers whose chats were closed was "Please tell us how we did today." To which these customers responded: "I stepped away and you closed my chat!" Enter Adam's wisdom. Adam posts regularly about UX, including the importance of providing logical and useful next steps for customers when errors occur. (While we know the importance of an auto-timeout, from the perspective of the customer whose chat was closed before their need was met, this is an error.) Recognizing the issue faced by our customers and borrowing Adam's wisdom on providing logical and useful next steps, we added a "Start a new chat" option for our customers.* Lo and behold, in the last two weeks since this extra button appeared, no customers have reported "you closed my chat!" -- they just start a new chat to continue their service request. Kudos to my colleague and CTO extraordinaire Gaurav Patel who got this done, thanks Gaurav! *You might say "don't they want to 'resume' their chat, not 'start a new chat?'" Yeah, probably. But you see I'm a marketer over here, not a product manager or developer, and I pick my battles so "start a new chat" works.

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How great would it be to achieve a 122% increase in your ecommerce conversion rate without a major technical lift? Nextbase did it, and the process was pretty straightforward. They showcased complementary products on their store to customers who had made past purchases. By using Klaviyo's CDP to build the targeted segment and Shogun's Personalization to create the personalized experience, Nextbase was quickly able to make this a reality. [Link to the Case Study in the comments] Personalization is the difference between reaching okay revenue numbers and exceeding growth expectations. On average, companies see 40% revenue growth after implementing some form of personalization based on shopping behavior, according to McKinsey & Co. That’s substantial, especially when budgets are tight and more is expected from less. Furthermore, personalization has become an expectation among consumers online—76% of consumers believe so, at least. [Link to our Personalization Guide + Research in the comments] That means you may actually be losing customers by not providing a richer experience for yours. Personalization can be a vague term though, and coming up with ideas on how to personalize your store can take some time. But don't worry we've got you covered there too. We’ve created a Personalization Library to help inspire ways your brand can start personalizing the shopping experience immediately. [Link to the Personalization Library in the comments] Have you started offering personalized experiences to your customers? What effects are you seeing?

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📈 High-growth agencies HIRE. 💀 Despite it crushing client results. 💡 That’s why we do it differently: I spent most of my career in-house in growth, eventually becoming CMO. I’ve worked with dozens of ad agencies—most ‘meh,’ a few good. But even the good ones had a fatal flaw ➡️ They’d eventually turn the account over to juniors with 2-4 years’ experience. The A team would sell you and build momentum, but then the B team came in. I’ve paid ad agencies over $50K/month and they still do this. Sure, these young guns can be smart with great potential. But why should YOU pay the agency to learn on your dime? It slows growth and wastes time. We hated ‘the switch,’ so we do it differently ➡️ Robbie/I don’t hire when we’re full. Instead, we build a waitlist. Yes, we’re leaving money on the table. But quality work is our North Star. And this is the # 1 way to ensure it. Clients get us—seasoned growth operators with 15 years’ experience each. We’ve started and sold VC-backed companies and scaled several beyond $50M. That’s the experience we sell you on. That’s the experience you get. Simple. 💀 Beware of ‘high growth’ agencies hiring. B/c they’re growing revenue at your expense.

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