Dan Sanchez

Why we should all take a lead from the Geico Gecko If I were starting a brand today the one thing I would seriously consider is creating a brand character If that seems like some throw back to 1980's cereal brands then the data would back you up as incidents of brand characters in award winning IPA entries has tumbled dramatically from around 40% to 15% over that time. They really aren't that fashionable today. But you ignore them at your peril because they are one of the most powerful advertising tools out there Orlando Wood who describes them in his incredible book Look Out as "character fluent devices" has shown that they have a profound impact on business results get a copy you won't regret it!) Take the 2024 Super Bowl for example. Had you used a celebrity like most advertisers then the average Star score (emotional response) was exactly the same as those without one. However had you used a branded character then on average you would have seen a massive 1 Star advantage over non characters & celebrities. Add to the fact that they don't charge the same fees as a celebrity and its the Advertising effectiveness bargain of the century! In the latest episode of Uncensored CMO I caught up with the very clever Michelle Moscone (she/her) who is in charge of brand and creative at Geico about the importance of their famous Gecko which is 30 years old now She puts it in a beautifully simply way that the Gecko enables the audience to have a really fast connection with the brand in a lovable way creating a short cut for your brand and message. It's well worth reading Jenni Romaniuk's brilliant book called Distinctive Brand Assets which covers a lot of research on types of assets and how they work. Link to the episode in the comments section below Jon Lombardo Peter Weinberg Vanessa Chin Andrew Tindall Kerry Collinge

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As you scale DTC - customer acquisition costs will increase...AND you'll make more $. Revenue growth doesn't come from acquisition growth - it comes from retention. Stacking customers is how we help build multiple 8 figure brands. So focus on increasing order value - it won't be impacted the next time Instagram goes down... #dtc #customeracquisition #shopify #digitalmarketing #facebookads #googleads #tiktokads Everything Bagel

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🎯 Pro tip for businesses: Focus on client retention as much as new client acquisition. Retaining customers costs up to 5x less than acquiring new ones and can increase profits by 25-95%. At B2BGrowthToday, we specialize in creating retention-focused marketing strategies that build long-lasting customer relationships. 💼 Ready to boost your retention? Head to b2bgrowthtodayllc.com to learn more. #CustomerRetention #GrowthHacks #B2BGrowthToday #DigitalMarketing #SEO #WebsiteDesign #LeadGeneration #PPC #Advertising #GoogleAds #FacebookAds #InstagramAds #YouTubeAds #RevenueGrowth #ProfitGrowth

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For professional services marketers, one of the toughest things to do is *not* follow all the advice you find from B2B product/SaaS marketers. Most of it is plain wrong for a service business. The product peeps are selling widgets. You're selling relationships that will last for years (ideally). They're obsessed with website traffic because their customers can and do buy right on their website. Buyers of professional services don't do that. The sales process is much longer. It requires building a trust-based relationship, something that doesn't happen with a website visit. They need to sell thousands and thousands of seats. You need your next five clients. But there's *so much* B2B marketing advice that comes from SaaS marketers and while it's smart for them, it's wrong for you. You're playing a different game, so don't follow their rules. *** Find this post thought-provoking? There's more where that came from - sign up for our emails at https://lnkd.in/e2-iNhcs

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Brilliantly put—leads as a trailing indicator is such an overlooked truth in B2B marketing. Focusing solely on leads without understanding the broader ecosystem of touchpoints is like celebrating a flower without acknowledging the soil, water, and sunlight that made it grow. Shifting the mindset to value leading indicators like brand visibility, trust-building interactions, and non-commercial engagement is the real key to sustainable demand generation. Without this foundation, the "ROI" conversation turns into a vicious cycle of short-term wins and long-term losses. Spot on!

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Stop treating martech vendors like trusted advisors—they're not. Why do so many marketers act like they're your friends? These companies are not your trusted advisors, they’re not your partners, and they sure as hell aren’t sitting around strategizing about how to make you more successful. They’re trying to sell you a product, period. Yet somehow, we’ve fallen into this delusion that martech vendors are here to guide us on our marketing journey like a wise, benevolent sage. Let me break it to you—they don’t give a damn about your pipeline, your ROI, or your KPIs unless it helps them hit their quota. Martech vendors are salespeople. And like any salesperson, their ultimate goal is to get you to sign on the dotted line. Whether it’s for their CRM, their automation platform, their shiny new AI tool—it doesn’t matter. The bottom line is they exist to sell, and every interaction you have with them is designed to move you toward that sale. That “personalized demo” you just had? It wasn’t tailored to your needs—it was scripted to hit the same talking points they’ve used on a hundred other companies this week. That “free trial” they’re offering? It’s not a gift—it’s a hook to get you dependent on the product before you even realize you don’t actually need it. Here’s how it works: Step 1: They convince you that your current tech stack is inadequate. Step 2: They manufacture a problem you didn’t even know you had (oh, you don’t have predictive lead scoring?!). Step 3: They position their product as the magical solution to this problem they just made up. Before you know it, you’ve bought into a tool that costs more than it’s worth, overcomplicates your processes, and adds another line item to your budget without driving any real impact. Quit putting these snake oil salespeople on a pedestal.

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This week, I'm in Cleveland at #MAICON 2024 (Marketing AI Conference). Here, I'm talking to agencies about AI's effect on client engagements. One learning: Agencies will succeed by blending human insight with AI capabilities – not replacing one with the other. I spoke to an agency developing AI marketers to work alongside their human marketers on client teams. I was surprised to learn that clients have 24/7 access to the AI marketers for various tasks. How it would work: Clients are served by an agency team that includes one AI teammate. The AI teammate would be available to the client in Slack around the clock. It would complete tasks the human marketers would prefer to delegate (like time-consuming data analysis). Human marketers could elevate their roles on the agency team, focusing on high-level strategy, coordination, and leading the engagement. This approach exploits AI's abilities (e.g. search, predict, and generate) and exposes that intelligence directly to clients by training the AI teammate on relevant campaign data. Here's a breakdown of the tasks human/AI agency teams would perform: * Human marketers - strategy, decision-making, creative work, client communication * AI marketers - data-backed analysis, ML prediction, tedious tasks, ideation for brainstorming I could imagine an AI teammate that offers specific services (all based on historical data), like forecasting campaign performance and optimizing creative. 24/7 AI support sounds like something clients would love. But I wouldn't advise agencies to move in this direction without addressing some obvious issues. My concerns: Data privacy - Agencies would have to ensure that client data is kept confidential when ingested by AI. Human review - The outputs agencies deliver to clients require QA. I couldn't imagine trusting AI 100% to deliver ANYTHING to a client without human review. Usefulness - It will be a long time before client-facing AI teammates add real value to client engagements. Currently, hallucinations, data collection challenges, and privacy are huge issues. Bottom line: Agencies must ensure that human expertise is still central to every client engagement. What do you think? Could data-backed AI teammates be the future of agency services?

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Is your small business missing out on the power of Pay-Per-Click advertising? 🚀💡 I'll guide you through creating impactful PPC campaigns that maximize ROI and drive real growth. We'll cover the PPC basics and platform selection, smart budget management, effective keyword research, crafting compelling ad copy, precise targeting and optimization, and performance tracking and analytics. I want you to reflect on your current PPC strategy. Are you targeting the right keywords and audience? How effective is your ad copy and landing pages? What steps can you take to track and optimize your campaigns for better performance? Considering these questions exposes opportunities for improvement and implementing effective PPC strategies for business growth. Let's transform your PPC strategy into a growth engine. 📈 Let's connect and let's see if we can work together! 💼🤝🏻 #PPCMarketing #MarketingROI #BusinessStrategy #AdOptimization #MarketingAnalytics #GrowthHacking #DigitalMarketing #PPC #SmallBusinessGrowth #MarketingTips #KeywordResearch #AdCopy #LandingPageOptimization #ABTesting #MarketingAnalytics #Marketing #Leadership #MarketingLeadership #FractionalCMO #HealthTech

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Here’s the coolest thing about email marketing for D2C brands. Email not only generates revenue. It increases the ROI of your other channels. - Google ads - Facebook ads - Content marketing Simply attaching an email marketing machine on the backend of your growth channels will make them more profitable and allow you to scale more aggressively. This is the power of retention marketing. P.S. If you're an eCom brand and email is not delivering 20% of your revenue. DM me, I'll show you how to fix that.

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AARON ADAMSON & ALEX POLAMERO: 🔊🚀 DIVE INTO THE WORLD OF PAY-PER-CLICK ADVERTISING 🚀🔊 Ever wondered how PPC fits into your company's profit tracking system? This Q&A breaks it down for you! Key Point #1: It's all about the gross marketing profit, not just net profit. Calculate revenue generated from PPC and subtract media spend to find your profit. Key Point #2: Watch your PPC spend like a hawk! Overspending can lead to negative profit. Find that sweet spot between revenue and spending for success. Key Point #3: PPC is a piece of the larger marketing puzzle. Combine it with SEO, email, and more for maximum impact. Scaling efforts across channels can be tricky but essential for profitability. Key Point #4: Integration is key! Align messaging, landing pages, and sales efforts to amplify your PPC results. Consistency is key in a multi-touch environment. Key Point #5: The end goal? Optimizing revenue and profits across the board. Think of PPC as a vital piece of the marketing strategy puzzle, contributing to overall success. 🌟 Don't miss out on understanding the role of PPC in your company's holistic profit tracking system! 🌟 #PPC #MarketingStrategy #ProfitTracking #IntegratedMarketing 🚀📊

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Case studies are your secret weapon in B2B marketing. They're not flashy. They don't go viral. But they work. Why? Because they're proof. Proof that your product works.  Proof that you can deliver results. Proof that you understand your clients' challenges. They show, not tell.  They demonstrate value, not just claim it. For B2B buyers, this is gold. But creating effective case studies is an art. It requires: 1. Focusing on results, not features 2. Highlighting specific challenges overcome 3. Quantifying outcomes with hard data 4. Telling a compelling narrative Remember: Your potential clients don't care about your product. They care about their problems. A good case study shows them you can solve those problems. That's how you turn content into conversions.

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🍩 Digital attribution: the junk food of marketing measurement 🍔 Junk food is so dang tempting because its heavy in ingredients that use to be rare. Namely fat and salt. Many of us are hard-wired to enjoy junk food in quantities that impair optimal health.   Digital attribution is similar.   Digital attribution tempts us because it is heavy with frequently updated and detailed marketing data. Again this was historically rare, so our brains are drawn to the high density data. It is tempting to use for decisions, even when it is completely inappropriate for a given decision.   Now I am not saying you should never use digital attribution just like I would never advise anyone to never eat junk food. But moderation is key as is the role of mindful consumption…   All opinions are my own.

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Raw and unedited… Over the next 30 days I’ll be releasing a content series called “30 pain point driven questions” to help you scale and improve your marketing in 5 easy steps. The first piece about “How to generate more website traffic” is already up. Go check it out.

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Hi LinkedIn friends, it’s Andy, author of Make Each Click Count and host of the Make Each Click Count Podcast. 📣 Google’s anti-trust lawsuits are heating up, and the outcomes could bring significant changes to digital advertising. For those of us running campaigns, it’s essential to stay ahead of the curve. In my latest video, I share insights into: ✔ The lawsuits’ focus on Google’s dominance in ad tech and search. ✔ Possible outcomes like platform separation or increased competition. ✔ Practical strategies to future-proof your advertising, like diversifying across platforms and leveraging first-party data. If Google’s ad tech evolves, so must we! Let’s adapt, prepare, and succeed in any landscape. 🎥 Watch the full video here:https://lnkd.in/gdm3V4FD 📩 Have questions about your advertising strategy? Let’s chat in the comments or connect directly. #DigitalAdvertising #EcommerceMarketing #MakeEachClickCount

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There's a critical distinction between positioning early-stage and growth-stage B2B tech products that I worry people don't understand. In the early days, positioning a product on capabilities alone is enough. You align your product to what buyers want, dig in, and get your business off the ground. But once you hit scale, the rules change. Having differentiated capabilities is great, but capabilities alone rarely lift a company to the top of its category. Here's what I think does: -Differentiated product capabilities ...plus a combination of some or all of these: -Differentiated credibility -Differentiated convenience -Differentiated cost A product that is easier to trust, easier to buy, and delivers more value for the dollar is far better positioned than a product that only has differentiated capabilities. Category leaders know this. It's how they build formidable moats. But I absolutely think challengers can win this way, too. I witness it daily.

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Do you see that column on the right? That’s the new Winmo Reveal feature. It identifies who visits your website, what pages they view, how long they stay, name, email, Winmo profile, LinkedIn, and more. Find high-intent prospects: the edge you need to close deals before your competition. Visit my website or leave a comment, and I’ll show you why Winmo Reveal is a game-changer. #LetsGrow! #adagency #agencynewbiz #bizdev #agencylife #agencyowners agency growth consultant

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