Beatriz McPherson

Curious about how AI can elevate your marketing? Our marketing leaders at Chameleon Collective have been leading the charge, working closely with brands to unlock AI’s potential without the usual risks. I’ve seen firsthand how they’re helping companies prioritize their efforts and build strategies that truly make a difference. Check out our latest blog to learn more from the experts who are making it happen!

6

OG Pinterest user here! 🙋🏻‍♀️ Anyone else dive into the world of Pinterest Predicts? Think of it as the ultimate modern day mood board for marketers. As someone who created mood boards in undergrad to predict trends (and LOVED it), Pinterest’s annual report forecasts future trends based on the platform's extensive data from over 500 million users' searches and pins—fascinating, right?💡 So how can this benefit marketers? Trendsetting 🕶️: With 80% accuracy in trend prediction, marketers can confidently lead conversations by crafting strategies around upcoming trends. Targeted Marketing 🎯: Pinterest's intent-driven users, focused on future planning, offer marketers a prime opportunity to engage consumers when they're most open to new ideas and products. Visual Storytelling 📚: Pinterest Predicts helps marketers understand the narratives behind trends, enabling the creation of timely and resonant campaigns. Creative Inspo 👨🏻‍🎨: It's an endless well of inspiration for product development, marketing content, and brand direction, keeping offerings fresh and aligned with consumer desires. Well done, Pinterest! Love the quality and creativity of the report as well as the fun data points and actionable insights! #PinterestPredicts #PinterestforMarketing #PinterestAnnualReport

2

So very cool to see how BlackRock has streamlined product operations with Airtable: more than 80 hrs/week saved in productivity for PM and PMM! https://lnkd.in/gW-fb62V #productmarketing #productmanagement

76

1 Comment

Shout-out to Emily Sundberg for plainly stating what so many brand marketers have been thinking about *those* DTC boom brands. You know the ones: “I just opened their Instagram account for the first time since maybe, 2018? It looks so bad. I’m confused how a public company with so much clout and raised cash has such a poor social presence.” As a marketer with a background in brand, I’m not confused about how this happens. I’ve been the token integrated marketer at a few of these large companies and I can tell you exactly what goes down. Many DTC brands funnel dollars exclusively into growth marketing. In previous roles, I’ve fought tooth and nail for investment (budget, resources, team members) into organic marketing channels that don’t immediately achieve positive ROI. One could argue I may not have made a compelling enough case for investment, but ultimately I’ve been at the mercy of leadership’s budgeting decisions. When a business is struggling or resources are tight, it can feel like the only path forward is to continue with growth marketing efforts that yield an immediate return and cut everything else. Feels like a safe bet, right? As humans, anxiety pulls us into our heads and away from our intuition. Panic about revenue takes us out of what we inherently know to be true: people gravitate towards what they’re familiar with and feel seen by. You can hammer someone with DR ad creative but it’s not the same experience as watching a brand account TikTok shared by a friend, receiving an email with interesting content that you actually want to read, or seeing a fun partnership announcement in the press. Channel-level conversion metrics won’t tell me that — spoiler: marketing attribution is really f*cking hard — but it doesn’t mean it’s not true. People spend their hard earned money by making decisions with their head and their heart. Shouldn’t marketers, too? #brandmarketing #growthmarketing #socialmedia #marketing

140

11 Comments

Note I sent to our users this morning, but maybe interesting for some of you to read: We are at a turning point in our sector - the digital advertising frenzy is losing steam. I say this as someone who has been there since pretty much the beginning, including working to build ad products in house at FANG. There's a growing realization that our industry's obsession with all things digital has been at the very least overhyped. Maybe it’s time we rethink how we connect with consumers in more meaningful ways once again.   Advertising veteran and luminary I look up to Rory Sutherland once pointed out that brands are sacrificing creativity in favor of digital metrics. His message was simple: marketing should focus on storytelling and building relationships, not just churning out content for the sake of engagement, reaching audiences of varying quality - if real humans at all.   The rise of ad-blocking software speaks volumes here. Nearly 30% of consumers now actively avoid digital ads, frustrated by their intrusive nature. The takeaway is clear: people don’t really want ads online. This is where out-of-home (OOH) advertising shines— it’s both unskippable and non-intrusive, meeting audiences in the real world where their attention is undivided. Screens at a desirable distance, not interrupting your group chat or daily news.   Anyway, how many digital campaigns can you actually remember that stand out in the last decade? It’s a tough question, I struggle to think of many - but when you think of out-of-home campaigns, it’s clear they have the power to create memorable moments. I just flew into Seattle and can shut my eyes and recall the Dell AI campaign I saw at the Austin airport yesterday. But I couldn't tell you the social media ads I scrolled past 5 minutes ago before writing this note. All attention is not created equal.   At AdQuick, we believe in the power of combining the precision of technology with the impact of OOH. Our platform makes it easy to plan, buy, and measure OOH campaigns while delivering results that can’t be blocked or ignored. OOH provides brands with a lasting presence, one that resonates and is memorable.   It’s time to build campaigns in places that matter.

24

5 Comments

Imagine influencer marketing that’s as authentic as your brand. Sprout Social, Inc. Influencer Marketing helps you connect with the right creators, simplify campaign management, and track what really works. Dive into a new approach to building connections that matter: https://lnkd.in/enZhN9Wc

15

An interesting post - with opportunity to add more emerging CPG brands. Special shout out to Good Foods (one of my fave's)! Try their clean guacamole and plant based dips. Another up and comer is Over Easy bars - clean, loaded with protein from cage free egg whites instead of chemicals. If your CPG brand is ready to drive accelerated growth, reach to Growthbrandsco.com. We specialize in taking emerging brands to the next level. #Growthbrandsco #CPG #Goodfoods #Overeasy

10

1 Comment

Start your preparations for #PrimeDay on the right foot. Take a look at our Prep Guide to make sure your brand has a smooth, efficient, and successful Prime Day! #Pacvue #CommerceAcceleration

3

1 Comment

Even in today’s world of TikTok and Instagram Reels, a common myth persists: shorter ads don’t work for brand building. The recent YouTube Shorts campaign challenges this, 'claiming' impactful results like higher purchase lift, lower CAC, and increased search lift across diverse categories—from toothpaste to higher education. Independent research backs the effectiveness of short-form ads: 6-second ads deliver 60% of the memory impact of a 30-second ad at just 20% of the duration, while 15-second ads achieve 80%. Bite-sized, engaging content, when done right, has proven its ability to connect, inspire, and convert audiences. (Source: https://lnkd.in/gffJiUCM) That said, a small ask: Can you point to an Indian campaign where ≤15-second ads were the primary creative and not just shorter versions of longer ads aimed at increasing frequency? #ShortFormContent #AdvertisingStrategy #YouTubeShorts #MarketingInsights

20

2 Comments

I sat down with Cherene Aubert and asked her to share her complete playbook for offer testing in DTC brands. Here are 5 game-changing tactics most DTC brands completely miss: 1. You think your marketing is driving demand In reality, your offer could be the biggest driver. At Bobbie (infant formula brand), Cherene discovered: ↳ Turning off ads didn't slow demand ↳ Removing the welcome offer cut demand by more than half "The advertising wasn't driving the demand... It was the offer." 2. You force subscriptions on new customers Instead, focus on low-barrier introductory offers. Bobbie's approach: ↳ Offered a small "starter bundle" for first-time customers ↳ Didn't force subscriptions despite being subscription-focused "Every business has a different offer or introductory offer that is unique to them." 3. You prioritize business goals over customer needs Align your offers with how customers actually make purchases. Cherene's advice: ↳ Conduct customer research (surveys, focus groups) ↳ Think about your own buying behavior "You have to think about what the customer ACTUALLY wants." 4. You rely solely on discounts Consider alternative offers that don't cut into margins. Examples: ↳ Free merchandise ↳ Product samples ↳ Slow-moving inventory "Having a big discount can cut into your margins a lot more than having, say, a piece of merch." 5. You expect instant results Offer testing is a long-term strategy that requires commitment. At Bobbie: ↳ Spent 6 months on offer testing ↳ Had weekly cross-functional team meetings ↳ Tested new offers every 2-4 weeks "We made it a priority. We said we're going to make testing a priority for the business." - - - TL;DR 1. Effective offer testing can dramatically improve customer acquisition and reduce CAC. 2. Focus on customer-centric, low-barrier introductory offers. 3. Prioritize testing, involve cross-functional teams, and be patient. 4. Finding the right offer takes time. 5. Start by creating a prioritized list of offer ideas and systematically test them using the ICE framework (Impact, Confidence, Ease). Watch the full episode here:  https://lnkd.in/eXjpsYfX

67

Excited. Terrified. Nervous. Sleep deprived (deep in sleep regressions). Excited. That's how I felt when we decided to pull the trigger on our first brand campaign last year. We would need to develop creative, a solid media plan and a compelling campaign, all within a matter of weeks (ok barely a month or two). Right when the amazing marketing team were deep in production for our annual conferences, Opticon. On paper, it felt like crazy timing (and it probably was in a way) but I knew we had the data, insights and creative chops to pull it off. And we did, and it paved the way for so much more. In this article Shafqat Islam shares his perspectives for fellow CMOs and anyone interested in thinking differently about marketing, creative and being bold and interesting. Check it out! https://lnkd.in/eU7d5w5D #OOH #marketing #B2Bmarketing #leadership #content #brand #demandgeneration

18

1 Comment

Is KFC now a Boomer Brand? Checking in live from the front lines of the Chicken Wars with the latest readout on our Gen Z Index here at Claim. Our index features a sample of tens of thousands of college students across 70+ schools nationwide. With Chik-fil-A pacing the group and Raising Canes exploding onto the scene in recent years, how can brands like Popeyes and KFC catch up? #genz #marketing #restaurants

72

6 Comments

In addition to producing WTF News (the best show ever), keeping our website beautiful, running email, social, paid, SEO, market research, outbound (the list goes on and on...), Hubilo's marketing team pumps out a ton of content, especially blogs! Here are the blogs we've published JUST this month: ✍ 32 Proven Tips to Boost Webinar Registration and Attendance ✍ How Evergreen Webinars Can Boost Your Sales Funnel: A Complete Guide to Effective On-Demand Content ✍ How to Keep Your Audience Hooked: Essential Tips for Webinar Engagement ✍ Webinar Success Blueprint: Crafting the Perfect Webinar Brief for Marketers ✍ Top 6 Marketing FAQs: How to Promote, Schedule, and Measure your Webinar Success ✍ The Complete Guide to Webinar Reminder Emails (including templates + examples!) ✍ How to Craft an Effective Webinar Email Sequence (with examples) ✍ Using a CRM Integration with Webinar Platforms ✍ Engaging Webinar Audience Techniques for Businesses Read all of these and more here: https://lnkd.in/gEjUde7F Pictured: T. Swift and Post Malone in a tornado of our most recently published content 😉

31

1 Comment

Executives don’t give a shit about D1 ROAS. We care about hitting the overall business goals and any insights that risk a miss. If you’re a media buyer, do everyone a favor and bridge this “metrics gap” and distill your insights before you report anything to executive leaders.

8

Make every day count! Klaviyo 2X community champion Gabrielle Pitman shares 3 steps you can take in September to set your brand up for success come BFCM. Customize your flows, do a partner giveaway, and reactivate cold segments of your list for your best BFCM yet.

6

This guide by Michael Applebaum is one of the best product marketing guides that I've seen written. Concise and practical. Thanks to Stage 2 Capital as well. #ProductMarketing #PMM

8

1 Comment

It’s the most wonderful time of the year for marketers — BFCM. One question I keep hearing from brands? How should they prepare to capture shoppers’ attention meaningfully during the busiest time of year. Recently, I spoke with Digital Commerce 360 to discuss how customers like @CozyEarth have turned to Attentive to improve their holiday SMS and email marketing strategies. Cozy Earth’s results since joining Attentive are quite impressive. 🛍️ More conversions and clicks after working with our teams to ensure their emails don’t end up in spam 📈 Grew sales by 25% YOYYou can read the full conversation here: https://lnkd.in/gYQw4bcZ What are you predictions for BFCM this year?

31

Great to see awesome partners like Ovative Group driving measurement insight through privacy-resilient methods like mix models to meet the needs of today's performance marketers. It often starts by understanding the value beyond the click, and in this paper they help us understand how they are finding TikTok's impact across the funnel.

43

Former Glossier COO Henry Davis brought the house down last week at our NYC happy hour. People were absolutely stoked to hear from him, so I wanted to share 3 key takeaways for the ecomm ops leaders who weren't able to join us: 1. Prioritize planning. Early and often. It's probably not a supply chain problem — it's a planning problem. 2. Remember what you're selling and why people care. Why are customers buying something from YOU at 50% margin? Create the delivery experience that furthers the brand. 3. Ops people have a unique POV on the business but don't always have the muscle for getting their ideas in front of leadership. Here's how Henry recommends getting buy-in with execs: 1) tie ideas to gross profit dollars vs. gross margin and 2) present the info in a way that makes your boss feel clever (and relieved that you're at the helm). Thanks again for joining me, Henry. Really enjoyed the chat.

50

4 Comments