Elizabeth Carcich

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.

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Lead with value. The focus on "providing value" may seem like common sense when you are trying to grow a company but can get misplaced as the focus turns to other priorities. If you're struggling to find product-market fit (doesn't matter if you're an early-stage or later-stage company) - keeping the focus on value delivery to customers helps to ensure the $$$ follows.

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Subscriptions were at the core when developing the business prop for Valerie. Taking a little 🙌 moment as we just hit 150 active subscribers 🔔🕺 Recurring revenue is a powerful asset to any DTC business, especially as it's become harder / more expensive to acquire new customers - profitability comes later, beyond order number 1. Here's some tactics we use to make our product habit forming, and lean into a subscription-first business model: 1. Develop a product that works 👩‍🔬 ↳ The most important and hardest thing to get right, is your product ↳ Create something that can see &/or feel a difference, and your customers will keep ordering 2. We named it Daily Essential 🍑 ↳ The name in of itself drives habit ↳ Use consistently to reap the benefits, as the name indicates 3. The offer 🤑 ↳ Add value for subscribers ↳ We incentivise with money off + free gift with purchase 4. The landing page 🎯 ↳ New customers into subscription has jumped from 35% to 58% through optimisation ↳ Saves you having to try to upsell in post purchase flows later 5. AOV for recurring is higher than one-time purchase customers 📈 *Doesn't sound right, usually customer gets a discount for subscribing, so how's that!?* ↳ Users are upgrading to our 3-month plan (another offer!) to get the best value from the product they now trust ↳ Thus helping with cashflow (money upfront!) and driving LTV The compounding effect of all the above is an industry leading churn rate of only 7% (vs 10-25% for most supplement brands) 🧡 Work through the relevant points, and set yourself up for a highly profitable business. I'm not gonna lie, waking up to hundreds (soon to be thousands) in revenue is a fantastic start to any day 🙌 Consider how you can push subscriptions and chase down profitability faster. Share your subscription acquisition & retention tactics in comments below 👇 Roll on the next milestone as we race towards 500 active subs before Christmas 🎄 🎅 #subscription #subscribers #dtc #buildinginpublic

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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.

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The sharpest DTC brands are moving away from a strictly online model in favor of a cohesive omnichannel strategy that incentivizes customers to shop at retail. Let me explain - Imagine being a prospective first-time customer of a DTC protein bar or a better-for-you functional soda brand. They may be interested in your product, but are unwilling to commit to a full pack size and the associated shipping fees just to try your product. What do you do? For customers who cite pain points around online shipping costs, higher costs of goods, or SKU choice, providing a personalized retail offer can provide the flexibility needed for shoppers who’d prefer to find your brand locally. And it’s no secret that the eCommerce sandbox becomes increasingly crowded and more expensive to play in year over year. Now that the dust has settled from its surging successes during the pandemic, it’s been interesting to see which brands double down on their DTC storefronts versus those expanding to retail. When executed well, a cohesive omnichannel approach can better buffer your brand against the volatilities that are all too common in eComm and give your brand the flexibility to maneuver overall strategy more toward DTC or retail channels as is needed. Several B2B attribution tracking platforms and SMS cashback programs (shoutout Aisle) can make personalized retail campaigns a breeze for your brand. Coupled with creative in-house loyalty strategies, brands can deliver a multidimensional customer experience that meets shoppers where they are to boost retention and maximize LTV. But, do these retail offers support our DTC campaigns, or rather cannibalize them? It can be easy to overlook the “cohesive” piece to this strategy. Before implementing any incentives or messaging around pushing DTC customers to retail, it’s important to understand the why behind each of your customer cohorts and what drives them to either shop online, in-store, or subscribe. This is worthy of its own post, but brands can start collecting data points with the help of post-purchase surveys or cancellation surveys – something that Stay AI’s RetentionEngine can assist with. If you’re interested in several actionable omnichannel strategies your brand can use today, send me a message and we can talk custom strategy 🤝

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This is precisely why Digital retailers triumph over traditional retailers. More and more people are hooked on their phone screens, making it easier to advertise and market than ever. 🥳 Drop an emoji if you agree #AuthenticVisibilty2

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This requires a smarter and more specific approach using audiences, interests and AI driven cohorts to combat the black box meta-algorithm now rendered useless. As Temu is driving up the CPM's, ProfitWheel will help you find audiences at normal CPM's using proprietary solutions through consumr.ai Digiday #cmoinsights #consumerintelligenceAI

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I love this time of year in ecommerce. Right before BFCM- pressure is on. Timelines are tight. Stress levels are elevated. There’s high urgency all around. It forces people into ACTION. Mamba mentality I checked in on our #first-sale channel in Slack, where we track how long it takes for a brand to get their first sale using a Rebuy feature and saw an epic streak of Shopify brands generating their first sale super quick with Rebuy Engine: 13 days🚀 6 days 🔥 3 hours 🤯 Big stores, medium stores, small stores. In many cases Done > Perfect Shout out to all of the go-getters making it happen! BFCM 2024 here we comeeee (Secret sauce for anyone interested in Rebuy in the comments) 

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Balancing Amazon Marketplace with Direct Sales is a balancing act. But how to do this successfully so that you generate new customers and maximize margin is the challenge we discussed on this episode of The MarTech Matrix Podcast. Andrew Maff, the founder of BlueTuskr laid out how he and his agency approach this challenge in different ways, since each brand is unique. We covered all kinds of topics from his CMO hands on approach to the tech he likes when it comes to managing success and attribution. Please give the episode and clips a listen via the clips in the comments #eCommerce #MarketingStrategy #AmazonSellers #MarTechMatrix #Podcast #AmazonSelling #Marketplaces #DTC #DirectSales Tom Barbaro Cogent Collective

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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

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This is a great reminder that LinkedIn is a stronger sales team than most sales teams. Since our press at Fixated dropped yesterday, I've gotten hundreds of DMs from platforms, brands, and talent looking to partner. Despite a sinus infection, I've been rolling 10 hours of calls per day for 2 days, and the rest of the week will be similar. This will likely turn into four or five high-quality deals for our company and talent. How long would this take a salesperson doing cold outreach? Then every time a new piece of press drops (thanks Tubefilter!), the cycle starts again. And besides revenue opportunities, I've also had incredible conversations with everyone from scrappy college students looking to get their foot in the door to long-dormant connections who now have a safe excuse to say "hi!" Plus, with 30,000 impressions on my job announcement, that reach can go toe-to-toe with many creator economy press outlets. LinkedIn is mind-blowingly powerful if you use it right. The best way to start is just to start. Hit that 'post' button! #creatoreconomy #socialmedia #fixated https://lnkd.in/g2jV-w9x

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Here’s a cool thing I’ve noticed: Nearly all our customers who come to us come because they want to #MakeBuyingSimple. They realize there’s something more fundamental that needs to change in today’s B2B buying experience. And it’s not something as trivial as lead gen or demand gen or growth hacks or some conversion tactic. At the end of the day, it’s people, not companies who are coming to buy your software and product.

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Insane. Let’s talk about Rhode ❤️. I've never seen growth like this at this scale. ❤️ July, Rhode was #1 in skincare at $42M in US EMV. Rhode almost TRIPLED the second best brand. #2 brand = $17M EMV. ❤️ 2024, Rhode was #1 in GLOBAL skincare up 435% YoY (❗). $260M in total EMV. It is nuts 🥜. ---- Take a look at these numbers (2024 global): 📈 15.5k Creators, +188% YoY 📈 67.4k Posts, +262% 📈 176M Engagements, +462% 📈 2.8 BILLION Impressions, +356% HIGHLIGHTS ✅ FANTASTIC retention: 172% annualized retention. The same group of Influencers that talked about them last year, ~tripled their contribution this year from $67M->$181M in EMV. 35 of Rhode’s top 50 EMV-driving creators posted about the brand during the prior 12 months ✅ Rhode’s EMV breakdown during this time is evenly distributed across follower tiers: 31% by Micro, 22% Midtier, 25% Established, 22% Powerhouse **We love to see this! Brands with top-heavy EMV breakdowns don’t typically see sustained growth. ✅ ORGANIC love: Notably, only 1% of Rhode’s EMV total during this time was sponsored. It’s clear that people genuinely love this brand’s products—and love to organically post about them. --- 🔢 Top 3 Creators 2024 1️⃣ Mary Chau: $3M EMV, +59%, 123 posts 2️⃣ Caroline Granger: $1.9M EMV, +1.2k%, 148 posts 3️⃣ Matilda Djerf: $1.8M EMV, +9%, 33 posts 📸 Top Channels: 📸 Instagram: $167.6M EMV, +352% YoY 📸 TikTok: $86.4M EMV, +815%❗❗❗ 📸 YouTube: $5.1M EMV, +255% Those Tiktok numbers are insane. Both the growth and volume. --- 🏆 Notable Activation: While the brand’s Peptide Lip Treatment is a fan favorite, Rhode launched its Pocket Blush line in June, which quickly caused a frenzy online, and in the streets of NYC—where the brand hosted a “pocket-sized pop-up.” Creators and consumers rushed to get their hands on these mini blushes to do color swatches, first impressions, and wear tests. #RhodeBlush ranked among the brand’s top 10 hashtags in both June and July, driving a total $8.4M EMV across 1.7k posts from 872 creators. ---- The LA-based skincare brand founded by Hailey Bieber in 2022 is certainly on the Rhode* to world domination 😉. Nice work to everyone involved!!

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This has happened to every seller 😕 Its been happening for a long time... But Ive seen an uptick in this happening more often this year Your champion isn’t taking the proposal to the exec team... like y’all planned 🤦🏾‍♂️ A really alarming trend Ive been seeing the past couple of years 😳 Sellers work with their champion(s).... Sometimes for months through: - disco - demos - pricing - pilots/trials - exec summary prep Then when it comes time to for the champion(s) to take the solution recommendation and exec summary to their exec team.... They just sit on it 🤔 Which can be very annoying and very frustrating BUT honestly... Not surprising 🤷🏾‍♂️ Risk aversion is at all time high! Nobody wants to rock the boat...especially alone! Here are ✌🏾 ways you can avoid sending over the exec summary to your champion, crossing your fingers 🤞🏾 and hoping all goes well. 1/ Multi threading - 👩🏻‍🏫 Krysten Conner is the undeniable multi thread queen! Do yourself a favor and check her out! 2/ Keep the Execs informed - As sellers it is your job to bridge the gap that exists between your customer and their internal exec teams. After EVERY meeting send a recap meeting to the exec(s) at your customer recapping your conversation and confirming you are on the right track. Screenshot attached of the email template. 💡 Tip - Send a version of this after every meeting and reply to the same thread instead of starting a new thread. The reality is that you as sellers, have more access and talk to the exec team more often than your champion does in some cases. Its our responsibility as sellers to connect the dots and take ownership of delivering the value in your deal to the exec team!

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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

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A common issue I've seen with DTC brands when it comes to adding in AI into their CX workflows is adding it in too early before they're ready. What does ready look like? It can look like a few different things: 1. Volume - a pretty common rule of thumb is unless you have at least 3-4k tickets/month, it's probably too early to add in AI. Sure you can add it in before this mark but you won't extract as much value vs if you waited. Some platforms also need a minimum amount of volume to learn and train the AI agent so if you have far few tickets, results will likely be poor. 2. Platform readiness - if your CX helpdesk platform isn't optimized and you don't have tagging/rules/etc in place, your priority should be to get that in line first. 3. SOPs - if you don't have strong SOPs for all things CX, focus on building them out. You should be in a place where if you were to hire a human agent, that agent shouldn't have any trouble onboarding onto your team and learning how things are done. 4. A plan for AI - before introducing AI into the mix, do you have a clear idea and plan on how to use AI? What tickets do you want automated vs not? Are you going to disclose that you're using AI to customers or not? Do you have metrics that you want to measure success with? 4. CSAT - if your team doesn't already have a good CSAT score in place for your CX program, AI isn't going to magically bring that number up. Focus on the basics and get things right with your team first. Then when introducing AI, you can make sure to hold it to the team's overall CSAT level and measure success against the team. 5. Bandwidth - there's typically an upfront investment when introducing and fine-tuning an AI solution. If you don't have resources on the team that can own and manage this, you're not ready to implement AI just yet. I've seen too many failed implementations because teams aren't able to invest up front to reap the rewards later. I might be missing a few things here but this covers most things I've seen when it comes to be ready to implement AI into your CX program! For some reason it feels like a race and most brands are rushing to add in AI far too early into the process - we're still very early days so no need to rush!

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I spoke with a CMO at one of the world’s top beauty giants (135+ countries, a huge ecommerce presence, sold across 2,000s of stockists worldwide) who had struggled with Salesforce for more than SIX years! They suffered with: ❌ Non-existent customer support ❌ Hidden costs everywhere ❌ Long implementation times ❌ A clunky interface his marketers hated ❌ Requiring constant developer support The entire team struggled for six long years until eventually, it became too much. The risk of staying in a stagnant position was greater than the risk of switching. They had been burned so were hesitant, but they finally made the switch to Insider. Here’s why: ✅ Automated Migrator Tool ✅ Automated SDK Planning ✅ White-glove support ✅ A dedicated team of migration experts (who were reachable) ✅ Fair and transparent pricing ✅ Zero downtime guarantee ✅ The fastest payback (3X quicker than any other vendor) By the end of week 1, they had created 15+ automations across 5+ channels. By the end of week 2, they were experimenting with our Generative AI capabilities to build campaigns 32X faster, than previously (no dev support needed). Technology should make your life easier, not harder. If you are struggling with your vendor - drop me or anyone on my team a message. Our mission is to help make the switch as seamless, frictionless, and pain-free as possible, so you can focus on driving more growth.

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Election year + BFCM? How to beat rising CPMs 📈 If you’re feeling the squeeze on Meta this year, you’re not alone. With election ads and BFCM creating a perfect storm, CPMs are climbing higher than ever... BUT there’s a smarter way to reach your audience without breaking the bank. Find less-saturated, trusted channels that shoppers already love. One of the most underrated opportunities >>> Post-purchase pages. Most shoppers spend 7-8 seconds on these pages after checkout—a prime window for upselling AND for acquiring new customers. Imagine your product showing up as a personalized recommendation from a brand they already know and trust. That’s not just another ad; that’s a relationship builder. Take it from CUTS, who saw a five-figure monthly revenue boost after joining Disco. Their Meta audiences were saturated, but by shifting focus to post-purchase, they found a fresh way to grow. 🚀 And it’s not just about post-purchase. Think email swaps, cross-selling, joint promotions—simple, low-lift partnerships with brands that resonate with your shoppers can be game-changers. At Disco, we’re all about playing matchmaker, and we’d love to help you find the right brands to partner with. You’ve got the tools, and we’ve got the connections. Let’s make this holiday season your most successful yet. 🎯 Check out our most recent blog post here >>> https://lnkd.in/ek-84Sex CC: Neal Goyal for his great post on election year CPMs!

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