Edita Vatenaite

Jared Blank is a hilarious human (from what I know) who writes about messaging and advertising. Every single person I have shared his newsletter with has said, "This is hilarious! I subscribed!" (Thanks, Nikki Kowbel!) If you like humans and laughter or you want to be like me or Nikki, read and subscribe to Gobbledy! (Also he can advise you on improving your home page for a small sum. And other stuff.) #messaging #marketinghumor #positioning #websitecontent

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A lot of marketing teams struggle to maintain their originality and memorable viewpoint as their company moves upmarket. Enterprise buyers demand a different tone and voice, yes, but you shouldn't start to sound like everyone else. So how do you write great copy as you move up market? It should stand out and be memorable (don't be afraid of humor) It should communicate value to your buyers It should differentiate from existing solutions #marketing #SaaS #startups #strategy

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What are the 4 words Lou Paskalis uses to explain the "Brand vs Performance" debate? It's a whirlwind of wisdom from a true #marketing Hall-of-Famer on The Snarketing Podcast. The Chief Strategy Officer at Ad Fontes Media and former American Express, Bank of America & Gallo Wine Company exec joined Valerie Vespa and me before the POSSIBLE conference to opine on: 🤝 Unified marketing strategies, 🌐 Balancing automation with human expertise, 🛠️ Creator evolution, 📰 News and marketing, ⏰ Rapid SaaS launches, 🎭 Crafting a narrative, 🏦 Trust in banking, and yes, 🤔 The only 4 words you need to know about brand vs performance. 𝐏𝐋𝐀𝐘: https://lnkd.in/eXNCqp9e

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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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 ✨ New Launch Announcement ✨ For the past two years, I've had the privilege of serving as a fractional CMO and marketing innovation consultant, while also diving deep into the modern marketer's pain points and opportunities—particularly in the realms of AI and emerging technologies. Along this journey, I’ve spoken with countless leaders, explored new tools, earned multiple certificates in AI, and reflected on the ways technology is transforming not only marketing but entire businesses. It’s been an eye-opening and educational experience. 💠 Today, I am thrilled to announce the culmination of that journey: the official launch of Kairos Growth Advisors! 💠 ➡ In Ancient Greek, "Kairos" means the opportune time to act—a fitting name for what we aim to accomplish. Now, more than ever, companies are at a pivotal moment, grappling with how to harness AI to drive growth, improve operational performance, and build lasting competitive advantages. At Kairos, we’ll be there to guide and partner with organizations, helping them define and execute their AI transformation strategies. ➡ Our mission is simple: to unlock the transformative power of AI and digital technologies to drive business results. From developing AI-driven marketing strategies to building data analytics capabilities, we’re here to turn complex challenges into opportunities for growth and innovation. ➡ Launching Kairos Growth Advisors is not just the next chapter in my career—it’s the result of years of listening, learning, and seeing firsthand what businesses truly need to thrive in the age of AI. I’m beyond excited for this next phase and can’t wait to help organizations leverage cutting-edge technologies to achieve meaningful, measurable change. 🚀 Join us on this exciting journey! 🚀 🙏 Huge shout out to our brilliant brand strategist partner, Christian Stein of Stone Owl Consulting, for his work in bringing our vision to reality through our new website. Learn more at our website (link in the comments below) or feel free to DM me. #AI #DigitalTransformation #Innovation #MarketingStrategy #BusinessGrowth #KairosGrowthAdvisors

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It was so much fun to chat email and content marketing with my friend Benjamin Ard! We covered a lot during our 15-minute episode so if you're interested in learning a different way to approach email marketing, may I suggest taking 15 minutes to listen to the show? Ben asks such insightful and interesting questions that you should probably listen just for that reason alone. Also, the guys at Masset.ai are content wizards so you should be sure to check out what they can do to help your business. They're pretty impressive.

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Charging clients by the hour rewards inefficiency, mistakes, and poor strategy that requires course correction. At Glue (and BrandEdge before that) our clients pay on a project basis, including for interrogating and setting strategy. And at SecureCHEK AI, we are shifting the tedious, repetitive tasks associated with preparation, review, and approval of promotional materials to AI where they belong. So, for me, the answer to the question posed in this headline is no--and has been no for a long time. AI is just shining a light on all the reasons why. Let's work smarter. #agencylife #aiasadisrupter #projectpricing #glueadvertising #securechekai #workingsmarter https://lnkd.in/eN_-H8V6

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How can marketers drive billions in value for their company? Joelle Gropper Kaufman 🎗️joins the podcast and shares how she has driven massive value for companies over the last 25 years. Watch this clip as she discusses the five ways a Chief Marketing Officer can be successful today. We discuss what CMO 3.0 means and how the game has changed for marketing leaders. Remarkable Marketing Podcast

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How The Atlantic integrates audience research into the product lifecycle Providing the space to connect directly with subscribers, audience research allows The Atlantic team to bring their reader's voice in the room when making decisions about product. At The Audiencers' Festival New York, Gina Bulla, Executive Director Audience Research, and Mariah Craddick, Executive Director Product, spoke on how they did exactly this when optimizing their app, ensuring they build the right things, and build things right.   Step 1: listen Firstly, surfacing knowledge from existing resources and sources, including their annual reader survey, app comments and working with the customer care team Step 2: connect Speaking directly with news/magazine app users through a diary study, interviews and surveys to existing app users Step 3: educate Shared findings, firstly with product teams but also with teams across the company Step 4: advocate with balance Recommendations that serve both the audience and business: > There’s an opportunity for a broader Atlantic app audience > Convenience and curation are the app's most attractive attributes > Some respondents wish The Atlantic app had more synergy with other platforms > The Atlantic app can help make their journalism more manageable Find the full write up of their session from the Festival on The Audiencers: https://lnkd.in/e3Z8sXyh

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I have been, with the help and encouragement of Marc Sirkin, diving into the world of cold email. There's an entire tech stack taking shape among the teams and agencies that do cold outreach. While some of the vendors are household names in their niche, many in marketing (and probably a few in sales) have never heard of them. This all stems from my work on bulk email crackdowns by Google and Yahoo and the distinction between email marketers, who are designing email strategies they think will benefit their brand and audience while adhering to the guidelines, and cold outreach pros from BDR/SDR world who have long played a volume game. In this piece, I decided not to focus on who was right and wrong, but instead took a look at the pretty interesting tech stacks powering cold outreach. These teams are increasingly plugged into AI and enormous datasets to do their work. And if data is the new oil, some of the vendors in these cold outreach stacks are the wells and pipelines that turn raw data into something of value. https://lnkd.in/gKmdF5-2 #coldemail #coldoutreach #sales #b2bsales #dataenrichment #emailmarketing

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Hello fellow marketers. AI is great. But please stop copying and pasting the word elevate. ChatGPT by its own admission loves the word elevate. If you see "elevate" in a subject line, advert, email, etc. It's 99% likely someone has used AI to create that content. If that's a good or a bad thing, I'll let you be the judge. My view is, as marketers our job is to differentiate, get noticed, stand out and be memorable. Why would you use a verb that has become so ubiquitous and dare I say meaningless to "elevate your brand"

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🔥 Let’s talk about accountability in messaging. “We’re the industry leader.” Really? Why? How? Prove it. In this clip from my latest WordBirds - An Axios HQ Podcast episode, Jolene Peixoto drops the mic on lazy claims and challenges us to back up our bold statements with real proof—or risk being called out. 👉 Quick gut check: - If you read your messaging out loud, would it actually make sense? - Or would you sound like… well, you know. 💬 Let’s keep the conversation going: - Is this level of rigor realistic in marketing? - Or do buzzwords still have a place in today’s world? 🎥 Watch the clip, then weigh in below. I’ll be in the comments! 🎙 Full episode, here ya go: https://lnkd.in/gAa-f3ha #Messaging #Communications #ProveIt

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Content marketing has a BIG problem. It's not methods, tactics, formats, or channels... It’s a gap between content marketing and the broader GTM org. The gap often looks like: Low bandwidth and budgets, high publishing cadences/ lead gen expectations, not having the freedom to lean on leadership/partners/customers, etc. Left unchecked, the gap will lead to a diminished role of content marketing within a company and B2B companies losing trust with their audience. We (Beam Content 💡) wanna see something better: top-notch content marketing that’s understood, advocated for, & bought into by leadership. So we talked to 400+ GTM pros (content marketers AND non-content marketers). We compiled their best insights into a report that’s free and ungated: https://lnkd.in/geSW3aCP AND her from really smart folks like: Chelsea Castle Mark Huber Tara Pawlak Mark Kilens Nick Bennett Tara Robertson Gail Marie 👏👏

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We're getting close to the goal of 400 survey responses - so please complete the survey if you haven’t! https://lnkd.in/e4w8EtWa What if your survey response provided that additional insight that: helped someone else realize that they aren’t alone, and gave them confidence to make positive changes in their career? helped an organization place a greater focus on developing emerging and mid-level talent? Here's the link to complete the survey and share with your network if you haven't already! https://lnkd.in/e4w8EtWa

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About to go live with @gyitsakalakis to talk marketing in today’s Virtual Legal Seminar. We’re going to cover a lot of real life actionable examples. Not too late to join, or register to receive the recording! 🔗 https://bit.ly/3Zbvd8x

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I’ve gotten 8 inbounds from CMOs in the last week. What are they asking me for? …… Content help “Do you have a really good content writer you’d recommend?” “I need to create so much content this quarter I need some extra help” I’m going to venture and say scaling content production (volume and speed) is one of the top priorities CMOs are grappling with! 💡 (Myself included 🙋🏻) #content #marketing

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Too often, marketers get pigeonholed into task-oriented roles, missing out on being true business strategy partners. In this video, Samantha Skrobot and I discuss the importance of understanding our industry's unique challenges and how marketers can empower themselves to earn a seat at the executive table. Let's bridge the gap, add value, and become the superheroes our investors need! Check out the full episode on Life After Leasing wherever you get your podcasts.

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Anthony Pierri blew some minds last week in a webinar on homepage positioning. He spoke to our Mubtadas community (chapter of Product Soch) where he unpacked a few home page positioning principles and mistakes. And if that wasn't enough, he masterfully conducted live teardowns of 6 home pages from the community that switched on many light bulbs. Top 6 homepage positioning mistakes, as per Anthony: [1] Making up a product category Ex: Docusign went from e-signature → Agreement Cloud → Intelligent Agreement Management. No one knew what it meant. [2] Pretending something you're not This is when you claim to be "much more than a digital whiteboard"...whereas, in reality, you really just are one. [3] Leading with business outcomes It's easier for prospects to understand what you *actually* do if you speak in terms of abstract business terms like revenue, ROI, and profits. [4] Using AI as a differentiator AI is an enabling technology, not an end goal. And if everyone is saying they're "AI-first," well, you're swimming in a sea of sameness. [5] Positioning for multiple audiences at once. "When you try to position for everyone, you end up positioning for no one." [6] Prioritizing cleverness over clarity. This is when marketers use catchy slogans and snarky wordplay at the expense of telling what their software solves. Anthony is a gem when it comes to home page messaging strategies. If you aren't following him, you're missing out. And thank you to Usama Khalid, Syed Wajeeh Haider, Jaffer Haider, M. Nash, Usman Butt, and Syed Muhammad Mohamman for being such great sports and volunteering for the teardowns. -- Have you seen any of these mistakes before?

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