Cynthia Caridad

Two people are about to win $500 🎉 We talked to 400+ GTM folks about the state of content in the GTM org. A few of our favorite learnings? » 𝗖𝗼𝗻𝘁𝗲𝗻𝘁 𝗺𝗮𝗿𝗸𝗲𝘁𝗲𝗿𝘀 𝗱𝗼𝗻’𝘁 𝗴𝗶𝘃𝗲 𝘁𝗵𝗲𝗶𝗿 𝗰𝗼𝘂𝗻𝘁𝗲𝗿𝗽𝗮𝗿𝘁𝘀 𝗲𝗻𝗼𝘂𝗴𝗵 𝗰𝗿𝗲𝗱𝗶𝘁 Only 8% of content marketers think the wider GTM org has an excellent understanding of content marketing. But 19% of non-content marketers think they have an excellent understanding. There’s an 11% gap. » 𝗖𝗼𝗻𝘁𝗲𝗻𝘁 𝗺𝗮𝗿𝗸𝗲𝘁𝗲𝗿𝘀 𝗳𝗮𝗰𝗲 𝗮𝗻 𝗼𝗽𝗽𝗼𝗿𝘁𝘂𝗻𝗶𝘁𝘆 𝘁𝗼 𝗶𝗺𝗽𝗿𝗼𝘃𝗲 19% of content marketers rank their company’s content “below average,” in comparison to 26% of non-content marketers. Not surprising: non-content marketers think slightly less of their company’s content marketing efforts. » 𝗬𝗼𝘂𝗿 𝗚𝗧𝗠 𝘁𝗲𝗮𝗺𝗺𝗮𝘁𝗲𝘀 𝗪𝗔𝗡𝗧 𝘁𝗼 𝗯𝗲 𝗶𝗻𝘃𝗼𝗹𝘃𝗲𝗱 𝗶𝗻 𝗰𝗼𝗻𝘁𝗲𝗻𝘁 𝗰𝗿𝗲𝗮𝘁𝗶𝗼𝗻 95% of GTM folks think involvement in content marketing will make it more relevant & effective. But only 1/2 had a positive experience getting involved. Holy opportunity for content marketers. Time to optimize the experience! » 𝗖𝗼𝗻𝘁𝗲𝗻𝘁 𝗺𝗮𝗿𝗸𝗲𝘁𝗲𝗿𝘀 𝘁𝗵𝗶𝗻𝗸 𝗯𝗿𝗮𝗻𝗱 𝗮𝘄𝗮𝗿𝗲𝗻𝗲𝘀𝘀 𝘃𝗶𝗮 𝗼𝗿𝗴𝗮𝗻𝗶𝗰 𝘀𝗼𝗰𝗶𝗮𝗹 𝗶𝘀 𝘂𝗻𝗱𝗲𝗿𝘃𝗮𝗹𝘂𝗲𝗱 Again and again, we saw comments like, “There’s an under-appreciation for just how much organic social can drive results compared to website traffic/impressions,” and “Organic metrics are highly undervalued.” » 𝗖𝗼𝗻𝘁𝗲𝗻𝘁 𝗳𝗼𝗹𝗸𝘀 𝗮𝗿𝗲 𝗹𝗼𝗼𝗸𝗶𝗻𝗴 𝗳𝗼𝗿 𝗹𝗲𝗮𝗱𝘀, 𝘄𝗵𝗶𝗹𝗲 𝘁𝗵𝗲 𝗯𝗿𝗼𝗮𝗱𝗲𝗿 𝗚𝗧𝗠 𝗼𝗿𝗴 𝗶𝘀 𝗺𝗼𝗿𝗲 𝗹𝗶𝗸𝗲𝗹𝘆 𝘁𝗼 𝗹𝗼𝗼𝗸 𝗳𝗼𝗿 𝗿𝗲𝘃𝗲𝗻𝘂𝗲 𝘁𝗵𝗮𝗻 𝘁𝗵𝗲𝗶𝗿 𝗰𝗼𝗻𝘁𝗲𝗻𝘁-𝗳𝗼𝗰𝘂𝘀𝗲𝗱 𝗰𝗼𝘂𝗻𝘁𝗲𝗿𝗽𝗮𝗿𝘁𝘀 It's 2024, and marketers are still talking about the best way to tie content marketing efforts to revenue. While tying content to “leads & conversions'' and “sales & revenue” is ideal, accurate measurement often gets in the way. » 𝗧𝗵𝗲 𝗳𝘂𝘁𝘂𝗿𝗲 𝘁𝗿𝗮𝗷𝗲𝗰𝘁𝗼𝗿𝘆 𝗼𝗳 𝗰𝗼𝗻𝘁𝗲𝗻𝘁 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗶𝘀 𝗯𝗿𝗶𝗴𝗵𝘁 7 out of 10 of all respondents said content marketing will be more important moving forward. In fact, non-content folks were slightly more optimistic than content marketers. Ok, so who is winning $500?! The two lucky winners of our 408 survey respondents are 🥁🥁 Eleni Zoe and Cari Murray! 🎉🎉 Thank you so much to everyone who contributed and made our report (Closing the Content Gap) a super valuable resource for content marketers. You're the real MVPs. 💛 Your content besties

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Google Ads scripts free up your time for strategic decision-making and critical optimizations. Check out 4 must-have scripts from our VP of Advertising, Matthew Umbro, to ensure your ads perform at their best while you focus on broader business goals. https://lnkd.in/eyyGtNP4 #googleads #paidsearch #digitaladvertising

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Are you confident with where your marketing dollars are going and what’s actually driving results? Larry Todd of LeadsRx explains why so many marketers struggle to get attribution right: 👉 Scattered data makes it hard to see the full picture 👉 Single-touch attribution oversimplifies the complex customer journey It’s time to shift your focus from short-term metrics like demo sign-ups or content downloads to what really matters—revenue. Watch the full Closing Time episode to learn how you can connect the dots. #b2bmarketing #marketingattribution #multitouch

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<10% of marketers use intent signals from X. Here's how to automate outbound to prospects from an intent goldmine: 1) Use a scraper to pull likers of specific post(s) 2) Upload the CSV to Unify and map relevant fields 3) Create a playbook w/ a sequence referencing their X activity You can get as creative as you'd like with your messaging. Garrett shows you how it works below. This may be one of the most underrated place to find signals. Use it! Let us know if you have any questions  

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Have you signed up for tomorrow's 6sense webinar yet? Don't miss out on this incredible opportunity to gain valuable insights from top ABM leaders. Join us as our very own CivicPlus Marketing Operations Manager, Jordan Rochester, takes the panel, alongside other experts, to discuss the transformative journey from lead-based to account-based strategies. In this webinar, you'll: 1. Hear why ABM leaders made the switch to account-based strategies and the challenges they overcame. 2. Learn about the benefits and business impact of an account-based approach. 3. Understand how marketing leaders influenced their organizations to adopt this innovative strategy. 4. Engage in a lively Q&A session with our ABM experts. Secure your spot now for a session packed with knowledge and actionable insights. Click the link to sign up and join this transformative conversation: https://bit.ly/46qS5Ta #6sense #CivicPlus #GovernmentSolutions #Innovation #DigitalOptimization #DigitalTransformation

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Want to ACTUALLY understand your customers? Delete your buyer personas... and ask your customers MORE. 👉 Stop guessing their problems - add a single question to your checkout flow asking why they chose you (this is gold for marketing copy). 👉 Use quiz funnels instead of generic lead magnets - people love sharing about themselves when you make it fun 👉  Run polls in your Instagram stories (but here's the trick: make the options spark discussion in DMs) Zero-party data can transform your marketing. Start listening instead of just selling! #AI #customerinsights #zeropartydata #marketresearch

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“How are my LLMs helping my products: 1. Conversion rates 2. Retention 3. Active usage?” Answering complex questions like that can be incredibly time consuming and tedious to do manually. Here’s how lytix gives you everything, right out of the box, to understand how your LLMs are impacting your product metrics.

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If you're doing market research do this: 1) Go on Google 2) Search for your competitors 3) Check the reviews for their products/services 4) Study the complaints presented in each negative review. 5) Solve those complaints with your own product/service. Implement this. Win.

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MarTech Vendors: A client is underutilizing your tech and thinks they need new tools (aka Not You) to solve their problems. What do you do? I touched on this topic in a recent chat with a Marketing VP at $500M Food CPG. He shared that his top goal for the year was to streamline their tech stack. I paused. “Didn’t you just tell me you could never have enough tech?” “Okay – let me rephrase,” he laughed. “It’s not about needing more technology. It’s about expanding use cases and streamlining the tech that we already have.” In other words, he knows the core issue is that they’re underutilizing their current tech. Here are the 4 Vendors he’s hit roadblocks with: //1 CDP An effective CDP is critical to his 2024 goals for better targeting and optimization across Google and Meta. They recently moved to a new CDP. But he’s still not happy, rating it 6/10. “While it holds potential,” he says, “we need more proactive support to fully leverage it.” He also dislikes: - Hidden use-based costs - Surprise implementation challenges //2 ESP and SMS He gave this vendor an 8/10 for exceptional support, deliverability, and workflow management. The issue: His team. They lack the time or resources to fully utilize it. But if they could, he knows it will bring immense value. //3 Identity Resolution “We have a substantial internal database of subscribers.” The problem: “We’re not fully leveraging it. And the match rate on Google and Meta isn’t ideal.” But because personalization is a top priority, he’s keen on an identity resolution tool that will enable him to create tailored Meta and Google campaigns. //4 Email retargeting, email capture, & on-site promotions His main issue: it wasn’t effectively integrated to support their unique needs. Customer service's response times were okay, but it was still a headache when his team needed immediate support for blockers or pop-ups. The integration issues and lack of proactive support have left him feeling like they’re not using this vendor to its full potential. ___ Vendors — A client’s ability to leverage your tech isn’t always in your control… But it will always have an impact on your bottom line. Which is either your problem or your opportunity, depending on how you look at it. If this was your client, what would be your first step to retain their business?

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The average CMO tenure is just 3 years. What many don't talk about: Your first 90 days will make or break your success. Key learning from 25+ years of working alongside CMOs: The best changes aren't always the biggest ones. Remember: Even small improvements compound over time. #MarketingOptimization #Brand #MarketingLeadership #CMO

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I've driven over $7 million in pipeline from field marketing at my last role. Now at Aligned, I won't invest in a booth at any major conference. Here's why: I think tradeshows in B2B Tech are going to die a slow death. They are serving two separate audiences. The Attendees & The Vendors that exhibit. They used to inter-relate, but now serve different purposes. Buyers used to come to these trade shows to discover new tech. - To visit current vendors and see what was new and exciting. - To go around booths and see if they were missing any major opportunities. Vendors got to educate buyers and follow up with those that were interested in their solutions. Now? B2B Buyers have access to their peers, which has become the #1 most trusted source when evaluating technology. They don't want to walk the floor to learn about new products. There's too many product pitches in their DMs and inboxes. They don't want that same pitch slap experience in person. If buyers are attending a conference, its for two reasons mainly: 1) To learn something that makes them better at their job 2) To network with like-minded people and build relationships If I were asked to distribute my field marketing budget, I'd focus on: - intimate events - executive dinners - customer marketing events - exclusive experiences And ALL would include an element of content capture. Can do it a fraction of the cost of what would traditionally be spent on a tradeshow booth. But, that's just my opinion. And strictly for B2B tech. (Know many industries that you can make entire year's revenue with certain conferences) Are you planning on exhibiting at major tradeshows? #events #tradeshows #b2btech

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THE MOST EFFICIENT AI PROMPTS For revenue leaders. It’s 2024 - AI is changing the game for revenue teams. (If they know what questions to ask it.) That’s why we put together this Ask Anything cheat sheet with prompts you can use to drive productivity and performance across your revenue teams. Download it here ➡️ https://lnkd.in/gaaYSpwc

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Budget conversations with your CFO shouldn't be lost in marketing speak... it's speaking their language and about driving clear ROI! 📣 Tune into these #TuesdayTips to hear how Huddlers Heidi Bullock, Michael Callahan, Charles Groome, Grant Johnson, Greg G., John McKinney, and Lakshmi Randall break down complex marketing investments into simple business value! 👇 👋 Tealium, Salt Security, Biz2Credit, Chief Outsiders, Xome, Cornerstone Licensing, Informatica

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What if you could turn every email into a conversion machine and cut your CAC dramatically? Sounds like a dream, right? But it’s not. Let me take you through a journey where segmentation meets automation, and AI enhances every interaction. Imagine a world where: Your emails speak directly to each customer's needs, thanks to precise segmentation. Automated sequences engage and convert, without lifting a finger. AI tools predict customer behavior, ensuring you’re always one step ahead. Your subscribers stay loyal, reducing churn and keeping acquisition costs low. Eliza Marie Spencer, our Lead Lifecycle Marketing Strategist at adQuadrant, shares her decade of experience in a must-read article for 2024. Learn from her expert tips and transform your email marketing strategy today. https://lnkd.in/gHRGBwDW #ecommerce #email #cac

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