Dan Burak

Are Walled Gardens a Marketer's Paradise or Prison? Tired of the walled garden hype? Geoff Crain's article on MarTech dives deep into the pros and cons of these closed ecosystems for B2B marketers. Should you be building your own castle or cozying up to the big tech overlords? 🏰 Find out if walled gardens offer the fertile ground you crave for growth, or if they'll leave you feeling fenced in. 👩‍🌾 Read it now and unlock the secrets to a thriving B2B marketing strategy! ➡️ https://lnkd.in/dH69Cmmu #marketing #marketingoperations #b2bmarketing #walledgardens #martech

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✨ The "itch"—that grinding feeling of discomfort many consumers experience when the gap between who they aspire to be and their actual behavior, becomes too hard to ignore. It's a balance between the two trends: Status in Sustainability and Reckoning With Reality. The sustainability itch is real and it's triggered by three key barriers: time, money, and knowledge. Consumers want to make more sustainable choices, but these obstacles hold them back, creating a space of inner conflict. And it’s this discomfort that will drive future migration from today’s brands to those offering real, accessible sustainable alternatives. At Above The Clouds Communication , we dig deep into these insights to understand what’s really going on in the minds of consumers. Through our Future Series Reports, like The NXT Sustainable Consumer, we explore how consumers feel, think, and aspire—and how brands can tap into these emotions to create lasting change. 🌍 Want to know why 8 out of 10 consumers identify with sustainability but feel stuck in their ability to act? And how this will impact brand loyalty in the near future? Check out The NXT Sustainable Consumer Report here: https://lnkd.in/d7FYbCnx ❓ What’s the biggest barrier stopping you from living or consuming more sustainably? And what would help you make more informed choices? #sustainability #thenxtsustainableconsumer #sustainablefashion #fashion #consumerinsights #brandbuilding #sustainable

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Does your CEO really want to know how many MQLs and SQLs your marketing produced this month? Probably not. Today's marketing playbook vastly differs from the one that worked so well two years ago, including what gets reported internally. I was recently invited to speak to the Arizona Innovation Marketing Association, and I chose to discuss how my marketing playbook has changed. In my talk, which I titled, "The Rebellion of ROI: Why It's Time to Throw Out Traditional Marketing Playbooks," I shared five game-changing shifts forcing a complete rethink of the playbooks we used two, even five years ago. And the first big shift is to admit your CEO doesn't care about MQL's or SQL's. I call it a shift because they used to care about them. Not that long ago, marketing teams were being told Sales needs more "top of funnel LEADS." So Marketers created a bunch of gated assets and threw a gazillion "Marketing-Qualified Leads" over the wall to Sales. Except they quickly learned that someone downloading an eBook is almost never ready to book a sales demo. And in the end, while Marketing could claim success by generating thousands of leads, CEO's and CFO's were focused on driving revenue, not leads. This led to questions like "so how many leads do we need to produce $X in revenue?" In Q2 of last year, I stopped reporting lead numbers. The traditional "MQL" was simply too disconnected from revenue. At the same time, we also took the radical step of ungating all of our assets, which naturally caused our lead count to plunge. Instead, I shifted to reporting inbound pipeline and outbound pipeline produced through marketing outreach efforts (our SDR sits in Marketing, not Sales). The only leading indicator we report is inbound demo requests. Guess what? I've not been asked for MQL or SQL counts in more than a year. The reality is investors are no longer funding growth without profitability, so aligning our marketing efforts to revenue helped prove that our modest marketing investments are producing pipeline. Reporting on pipeline also enables us to report Return on Ad Spend (ROAS) tied to pipeline and revenue (10X and 29X respectively for last year). How has your marketing reporting changed in the last two years?

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Eye-opening, thought-provoking presentations and discussion yesterday at Sustainable Brands 2024 San Diego session on “Quantifying and reducing GHG emissions from marketing and advertising workstreams.” Industry and data experts explored the framework and methodology used to estimate brands’ greenhouse gas emissions, as well as some early days strategies and tactics for making differences. The excellent roster of speakers included Bill Wescott, Managing Partner at BrainOxygen LLC, Rachel Schnorr, Ad Net Zero’s USA Membership Director, Martin Bryan, Global Chief Sustainability Officer for IPG Mediabrands, Jason Melbourne, Chief Data Officer at Fairglow, and Kelly A. Burton, Founder and CEO of The ESG Shop, who moderated the panel discussion and Q&A. Key takeaways:  - Estimates are that when it comes to digital advertising, media delivery accounts for 55% of attributable GHG emissions.  - Measurement is a critical first step, and soon will be table stakes for all members of the digital media and marketing supply chain. - Sustainability and profitability are not enemies. They go hand in hand. Sightly is proud to be a member of Ad Net Zero US and to help drive real-time advertising and marketing outcomes for brands that value sustainability through our patented Brand Mentality® decision-intelligence platform. #SB24SanDiego #sustainability #brandmentality #decisionintelligence #contextualadvertising 

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Getting "obsessed" with consumers can be a smart move for brands that can help increase engagement and loyalty. Ben Osborne of Creative Bloq writes, "We don’t invent brands; we find them – more archaeology than alchemy. We believe that inherent in every brand or company is something extraordinary and unique, a truth, worth uncovering." Creative branding is all about one thing, after all: the consumer. Why are we being creative? Why are we innovating? It's all for the consumer — to capture their engagement and loyalty. In obsessing over the consumer by learning from our metrics, consistently following up post-sale or interaction, and taking their feedback and interests as seriously as possible, we're bound to find that connection and loyalty. #ConsumerObsession #CreativeBranding #Marketing #Advertising

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We're kicking off a blog series today, authored by Lisa Lopez, advocating for establishing a single source of truth for your product content. Lisa provides examples to illustrate the importance of protecting your brand integrity by having a reliable guardian of your content. https://lnkd.in/gF9hCe3W #dataandanalysis #productcontent #CPG #HRGinsights #branding

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It's almost here—the most wonderful time of the year! But for marketers, it raises the eternal question, "How do we show appreciation to our clients?" Our team has wrestled with this question for years, and we've varied our answers between gifts like Christmas cards and dreaded Christmas peanuts. A few years ago, my colleague Mallory Weaver and I sat down, determined to find new and meaningful gifts for our clients. Here are some simple rules we follow: ▶️ Get ahead of the game. It's hard to make a splash with client gifts in December, especially when you send the same Hickory Farms basket with assorted cheeses and sausages as everyone else. Start early in the year and send gifts before the holiday rush. ▶️Stay on brand. You don't want to send clients something that makes them question why you chose it. Send a gift that complements your brand and offers value to clients. Focus on meaningful gifts and gestures that are repeatable and memorable. ▶️Avoid waste. Do not buy gifts and ship them to lists that haven't been reviewed or curated in weeks, months, or even years. If you have yet to speak with a client in the current year, don't send them an assortment of flavored popcorn to their office. ▶️Make it personal. Nothing says going through the motions, like sending multiple contacts in an office the same fruit basket. Usually, the cards are thrown away, and the gifts are laid out in the kitchen for everyone in the office, with no recognition of the sender. This is our practical client gift process: ▶️In the summer, we begin reviewing our lists with our office leaders to send gifts in early November. That means we are the first gifts our clients receive. ▶️We are a construction company based in Tennessee and Texas, so we send electronic gift cards for G5 Cattle & Meats. Our clients choose from world-class products, which reinforce our gritty brand. ▶️Because our clients go to the website and choose their favorite cuts of meat, we only pay for the redeemed gift cards, not to ship peanuts or fruit cake to unverified people and locations. ▶️Our clients select the steaks they want, which are shipped directly to them. The shipment doesn't get caught up in the company's break room but goes to their homes. We've had outstanding success since we started this program several years ago. The G5 product is top-notch, and it's been a memorable and meaningful way for us to say thank you. If you're looking for an excellent way to thank your clients for a great year, contact Dana Sloane at G5 Cattle and Meats. It's a family-owned and operated farm-to-table ranch in Sulphur Springs, Texas.

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Why are benchmarks based on historic performance still valuable? Real-time data is available - so why not drive decisions based upon the latest signals and not historic data that may already be obsolete??? 👆 Immediately after Carilu Dietrich, Jon Miller, Bill Macaitis and I announced our Marketing Benchmarking Alliance Program on Tuesday there have been many positive comments on the value and need for this type of information and some questions on the details... 💣 There have also been a few questions on the "VALUE" of historic benchmarks to inform decisions when real or near time data is available to inform program, channel or individual activity decisions 👇 below is my take on the value and limitations of benchmarks which is based upon hundreds if not thousands of discussions on the topic of how benchmarks are created and used 👉 Benchmarks serve as guidelines for how similar companies performance metrics compare to your own - NOT ABSOLUTES - key here is to ensure the benchmarks are based upon companies similar to yours using a 80/20 rule as no company is JUST LIKE YOURS - Example: comparing % pipeline sourced by Marketing for a company or companies with >$50K ACV using a Sales-Led motion when yours is a < $5K product using a PLG motion is NOT valuable 👉 No single metric's benchmark should be the sole justification for setting a goal, as almost all performance metrics are inter-dependent on other metrics and/or strategic priorities - Example: many VC backed companies will be ok with a HIGHER CAC Ratio than the median benchmark or longer CAC Payback Period if the resultant growth rate is in the top quartile or top decile of...wait for it "BENCHMARKS" 👉 Historic performance benchmarks provide good directional insight into how a particular process is performing as measured against certain efficiency or ROI performance metrics using....wait for it "BENCHMARKS" - Similar to grades in school - they provide a measure of performance compared against historic standards and still are useful in understanding how a student is performing against expectations or peer group 👉 Budgets and objectives typically leverage some "historic" measurements ...how else can you establish a baseline? - using benchmarks from 12+ months ago in a fast moving industry or channel can be misleading - but so can making decisions on data that is so new and/or low volume as not to be statistically significant 👉 Certain real-time signals for a dependent variable may be impacted or biased by other independent variables which may not be understood in a very short time horizon 💡 Benchmarks are not a magic 🔮 but they can shed some 🔦 on the trajectory of your performance journey 🗺✈ if used in context of the overall company profile, strategy and priorities 😓 Would love your perspective!!! #b2bsaas #benchmarks #metrics

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Wondering what's new in the world of early-stage innovation research? Katie Sheehan's team has helped many brands use conversational research to better explore unmet needs and whitespace territories, understand their real potential in the market, and refine ideas. Register for the next Reach3 Insights masterclass webinar featuring Katie and Matt Kleinschmit to hear what they're learning and best practices you can use right away: https://lnkd.in/gwrpUxga #innovation #marketresearch #productresearch

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When I started out in marketing I was really sensitive. Really thin-skinned. I was wounded by feedback (especially late feedback) that was anything less than a pat on the head for being great. I was incapable of hearing criticism of any work I had done as anything but a damning of my character. I realize I don't come out very well in this story. That's ok. This isn't really about feedback. It's about learning to collaborate. Because somewhere - I honestly don't know where or when - I learned to listen (a bit). I don't think I'm perfect at it (who is?) but I stopped bristling at an alternative approach and started to rule it in. Is that idea valid? Is it better than my original idea? I've heard some things about how some really successful companies operate on a 'best idea wins' approach. In other words, it's not hierarchical, anyone with a good suggestion can put it forward. Sometimes the people that cause the most friction are the ones that get the most done because they spark us all into action. If you want to dive into better collaboration without the huge emotional journey I highly rate Neil Stoneman's post tagged below. Also tagging Hilton Barbour as someone who (dare I say relentlessly?) challenged me back in the day and made me stand on my own feet to better defend my views but also accept an outside view. #b2bmarketing #b2bstrategy

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🔍 Is Your Email Marketing Ready for Apple’s new AI? 🔍 Apple’s AI capabilities are primed to reshape the email marketing landscape by prioritizing emails and redefining engagement metrics. Discover how to stay ahead by leveraging personalization and high-quality content. Dive into the changes and strategies for success. 👉 Read the full article here: https://lnkd.in/e6BGT3tZ #ai #artificialintelligence #appleintelligence #emailmarketing #marketingstrategy #marketing #digitalmarketing

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Adrianne Pasquarelli of AdAge just published this piece with advice from veteran CMOs to rookies https://lnkd.in/e7-X_hAS This is exactly why Marisa Mulvihill and I created this quick guide for new CMOs, including What to Ask, What do Do, and Where to Look (might be time to update resources!): https://lnkd.in/er-dEYh9

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Loving this Anti-Greenwash Guide for Agency Leaders - packed full of great resources and tips to market in an authentic way. But... I'd love to get some perspective. There is a robust set of guides, and even regulations in some cases, against 'vague' environmental claims and we pay a lot of attention to these in how we market. However, in the race for SEO ranking on google, a huge driver of business for us, terms like 'eco-friendly' trump more accurate terminology. What to do? Our approach is that using the more vague terms can be ok in blog posts/articles that help us get found, but not in product descriptions or claims. Thoughts?

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I'm convinced most of us don't know whether trade show attendance is fiscally sound. They're fun and educational but where's the ROI? This blog post is your roadmap to clarity for industry shows. We discuss how to make sure your trade show presence delivers measurable success, not just empty promises. Read about strategies for quantifying your investment, defining goals specific to the transportation sector, and tracking leads that translate into real deals for your business. I think it'll be super helpful.

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Can you say "Big news?" There was no shortage of topics this week on the Promo UpFront #podcast! This week Bill Petrie and I talk about S&S Activewear acquiring alphabroder, what "Made in China" means to consumers, Elon Musk waging war on advertisers...and more! Watch now and let us know what you think! #marketing #brandedmerch

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As one who interacts with CMOs all the time I can tell you this topic is at or near the top of their collective priority list. And while I am skeptical of those who espouse best practices when it comes to generative AI - only because it is so nascent - I felt compelled to share this particular piece from my fellow CMSWire scribe, Tiffany Holland Why? Glad you asked. I felt compelled for the simple fact I agree with everything Tiffany opined on, which she breaks down into four truths, which are below along with my brief commentary. Do yourself a favor and read her piece. ➡️ Truth #1: Inaction With Generative AI in Marketing Is the Greatest Risk Yes, yes and YES. If I could climb the highest mountain I would and bellow this to the masses below. This ain't the time to "sit this one out" whilst the rest of the world, AKA your competition is taking full advantage. ➡️ Truth #2: Generative AI Offers More Value Than Just Operational Efficiency Tiffany deftly writes of the "narrow view" many CMOs and marketers have of Gen AI, which "offers only short-term benefits and overlooks the true power of machine learning." Dating myself big time here but this reminded me of the late 70's campaign professing that orange juice is not just for breakfast anymore. https://lnkd.in/e95uWbex ➡️ Truth #3: Generative AI Solutions Fails in the Traditional Marketing Model "Generative AI won’t deliver its full potential if organizations try to plug it into outdated operating models." Full Stop! Read and re-read that over and over and over and then, for the love of all things Holy, do NOT blame Gen AI if you do not adhere to this sage advice. ➡️ Truth #4: Ethical Governance of Generative AI in Marketing Is Critical I love that Tiffany saved this one for last because it is THE most important truth, by far. Gen AI and AI in general, is very much akin to the wild west right now; no rules of governance other than those self-imposed. Brands MUST self-govern the way they use Gen AI if for no other reason, it is the ethical thing to do. Please share your thoughts on all of this. I love a good conversation and yes, a debate if need be. Jeanniey John Aakansha Srota Manny Shelly Lou Jeff Raja Ted Lee David Alma Dom Rhonda #ai #GenAI #cmo

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