Giovanna Gabelmann

Marketers should not be producing podcasts... It's not their job. → In-house marketer = basic production → Production company = basic concept → Solo marketer = 1 person doing 9 jobs In 2019, I was that "marketer" with 9 other jobs. (sales rep, host, producer, assistant, etc) This experience forced me to start this business. Fast-forward to 2024 and talent has been democratized. You can hire an outside vendor to train your team. We've done this with law firms, trade schools, and life insurance companies, to name a few. We offer just 1 service: Podcast Coaching. My competitors can't help you either - they'd rather sit back and edit, or be off the hook for results. Back in 2019, there was no company to help you create a profitable podcast. That's why we bring customized 1-on-1 coaching for you and your team. "YouTube" isn't coaching, and neither is hope. Specialization + Customization = Results Marketers should market. Coaches should coach. 👍 _________ #podcastprinciples #podcastlaunch #contentmarketing #B2B

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if you’re an email publisher looking for advertisers, here are some folks you should go after: ByHeart - baby nutrition SIGNAL: raising a whopping $95M, this women-founded company is looking to get its breastmilk research into the hands of parents. Their goal is to make it easier to support babies' health and give parents peace of mind. A lot of the stuff out there is crap, and they’re using nature and hand-picked ingredients to fix it. if you have married, parents, and busy professionals on your list, ByHeart will be looking to spend marketing dollars to put it at the forefront of baby nutrition. Clasp - HR platform SIGNAL: Clasp makes it easy to integrate health benefits into your current HR platform, giving peace of mind to employees and employers. It seems like most Co's still haven’t figured this out (raising $6M might help Clasp be the one that does). if you’ve got HR leaders, startup founders, and execs on your list, this is a perfect match. Plenty - financial planning app SIGNAL: everyone has one goal: financial freedom. Plenty is trying to make that easy for couples. They’ve launched a platform that’s reasonably priced and has robo advisors to make it easy to manage your wealth. They raised a $5M seed round to try and get into the hands of couples as their financial statuses begin to mature. if you’re an investing and finance newsletter, or you have a list full of married couples, Plenty is looking for your type of audience (especially since it’s a super competitive market). RunPod - cloud platform designed for developers to deploy AI apps SIGNAL: RunPod has one goal... to make it as cheap and efficient as possible to use cloud computing to create AI platforms. After raising a seed from Intel and Dell, they plan on scaling ASAP. They have a range of use cases, from enterprises to small startups and academics. if you’ve got an AI, Crypto, tech, educational, or founder-focused newsletters go after these people ASAP! They’re trying to be aggressive and capture the market as quickly as they can. Lumo - smart irrigation system that enables growers to save water and reduce costs SIGNAL: growing is tough out there. Water restrictions, extreme weather... and much more to go to battle with. Lumo is changing the way we manage freshwater resources. They’re trying to simplify water management since irrigation is the number #1 cost for most growers. if you have a cannabis and farming-focused audience, Lumo is dying to get in front of your audience to demo the cost savings and tech behind Lumo. Sauz - CPG company that offers a variety of pasta sauce SIGNAL: On the heels of CPG brands like Olipop, Graza, and Poppi’s success, Sauz is trying to do the same... except with pasta sauce. And honestly, pasta sauce has been boring. So it’s nice to see someone out there trying to shake things up. if you’ve got a CPG newsletter, or you advertise D2C products to your audience often you’ve got to hit up Sauz and see if they’ll bite.

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I’ve curated 67+ email campaigns from 7, 8 & 9 figure Skincare, Beauty & Personal Care brands like Glossier, Kylie Cosmetics, Hero Cosmetics, and Huron, etc This includes emails like: → Education → Engagement → Routine Builder → Influencer Feature → Ingredient Spotlight → Value Based + Bundle → Awareness about XYZ → Multi-Benefit Highlight → Seasonal Product Promo → Customer's Story/Journey → Product Lineup Promotion → Feature Influencer's Looks → Retail Launch Announcement Not only that 🚀 a whole lot more (+49 more examples!) For each campaign, you get: → Campaign Objective → Key Takeaways → How to execute for your brand 📒 Want my notion file with 67+ flow email examples? → Like this post → Comment "Skincare" or "Axes" I’ll DM you the link! P.S. Make sure we’re connected so I can DM you!

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“30% off sitewide seems right.” This is how I used to make decisions about Black Friday/Cyber Monday promos. And I see a lot of brands doing the same today. 𝘔𝘢𝘺𝘣𝘦 they’ve crunched the numbers and know it’s profitable. But even then, they’re missing something big. They’re not analyzing which offers: → Are most profitable → Attract high-value customers → Drive long-term growth Sure, driving conversions is important - but you want your offers to drive more than just a quick win. What if they can also create momentum well beyond the Q4 peak? For more insights from me and over 20 other ecommerce experts, check out Storyly’s new guide to mastering Black Friday/Cyber Monday 2024 - I’ll drop a link in the comments. And if you’re ready to make the most of BFCM this year, shoot me a DM - I’d love to chat. P.S. I helped one of my clients unlock a 47% lift in revenue per customer through offer analysis and strategy. 🚀

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🚀 Why Brands Need BOTH Organic and Paid Influencer Engagements 🚀 I’ve been getting a lot of questions lately about whether brands should pursue organic influencer programs or some sort of paid activation. The reality is, a healthy programs isn’t either/or… it’s BOTH. Here’s why: 1. Authenticity and Trust 🤝 - Organic Engagements: These are the cornerstone of building genuine relationships. When influencers share your brand out of genuine interest, it resonates more deeply with their audience, fostering trust and authenticity. - Paid Partnerships: While these can sometimes be viewed skeptically, well-executed paid engagements, especially those tied to performance like affiliate codes, can enhance credibility if the influencer genuinely aligns with your brand values. 2. Broader Reach and Targeting 🎯 - Organic Engagements: They help in reaching a dedicated follower base that trusts the influencer’s recommendations. It’s perfect for niche markets and creating a loyal customer base. - Paid Partnerships: These allow for precision targeting and scalability. Paid DM funnels, in-feed ads, and video/podcast sponsorships can reach a broader audience and drive significant traffic to your brand. 3. Long-Term Relationship Building 🌟 - Organic Engagements: These lay the foundation for long-term partnerships. Influencers who genuinely love your brand are more likely to continue promoting it even after the initial engagement. - Paid Partnerships: These provide the flexibility to engage with a diverse group of influencers. It allows for testing different influencers and formats to see what works best for your brand. 4. Content Variety and Frequency 📅 - Organic Engagements: Influencers often create diverse, high-quality content that feels natural and engaging. This content can be repurposed across your brand’s channels. - Paid Partnerships: These ensure a steady stream of content and can fill gaps when organic engagements aren’t enough. Paid content also allows for specific messaging and calls to action to drive immediate results. 5. Performance Tracking and ROI 📈 - Organic Engagements: While harder to track, the long-term benefits of organic engagements are invaluable. They build brand equity and foster community. - Paid Partnerships: With performance-based models like affiliate codes, brands can directly track sales and conversions. This data helps in refining strategies and ensuring a strong ROI. By combining organic and paid influencer strategies, brands can build authentic relationships, achieve broader reach, and ensure consistent, high-quality content. It’s about striking the right balance to drive both immediate sales and long-term brand growth.

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🛑 PSA for brands: Are you secretly stunting your own email list growth? Spoiler alert: You probably are… 😩 The culprit? Double Opt-In. 🚫 Yep, it’s that sneaky Klaviyo feature that’s “recommended” but actually throws a wrench in your list-building efforts. Here’s the deal: Double Opt-In forces new subscribers to confirm their subscription – which sounds great on paper, but in reality, it’s like handing them a pen and then hiding the paper. 📝🤷‍♂️ And let’s be real - today’s shoppers don’t want obstacles. They’ve given you their info, they want their offer. Stat. ⏱️ Many brands don’t even realize this friction is slowing down their list growth. But the good news? 🗞 Fixing it is easier than hitting the "snooze" button in the morning. ⏰ Just follow these steps: 1. Head to the list tied to your sign-up form. 2. Click “Settings” → “Consent” 3. Swap that “Double Opt-In” for “Single Opt-In” 4. Click “Save,” and voilà! You’re back in the game. 🏆 Your future subscribers will thank you. 🌱💌

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3 Tips to Maximize Black Friday & Cyber Monday Sales 1. Start ASAP - Successful campaigns take time to get benchmarks & set goals, make creative assets, get approvals & launch. 2. Do a mix of paid social ads, organic social media, email marketing, lead generation, and PR. 3. Make sure you have an offer specific for Black Friday, and a different one for Cyber Monday. As well as pulsing new ones the weeks leading up to the holidays.

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🎮 If LinkedIn was a video game, most companies are playing on hard mode. I'm talking Halo OG set to Legendary on release night type of hard. 👇 Here's how to change your settings back to Easy: 1) Find your prospects where they're most active, and reach out in that platform first -- Only 10-20% of the Decision-makers in your ICP are active on LinkedIn. So stop focusing on 100% of them on LinkedIn 🎯 Use Sales Navigator filters like 'Posted on LinkedIn' to narrow down your Persona targeting to most active 10-20% Then, send 200 BLANK connection requests to the most active decision-makers in your ICP. Use cold email/cold call for the other 80-90% of your target market Your current results will triple 2) Send problem-oriented message -- People don't care about what you're selling, but they might care about how you can help them solve a problem -- Each message should focus on ONE problem -- Test relentlessly until you get replies 📊 Messaging Benchmarks -- Shoot for a 20-30% overall response rate on LinkedIn -- Then a 15-25% positive response rate -- Every rep should book a minimum of 4 calls per month via LinkedIn even in the most competitive markets 3) Follow-up using omnichannel outreach only after you get a positive reply -- A positive reply doesn't mean a meeting booked -- Only about 40-50% of yes' convert to a call without follow-up -- After 2 follow-ups, pick up the phone and watch yourself book 30-40% of those positive replies ✅ BONUS - Cold calling positive responses is a great strategy to couple with a cold email campaign, simply because of the shear volume. If you have the bandwidth, you should cold call 100% of the 800 people you connect with each month (200 per week) 4) Track every touch, and every reply + tag it with a sentiment analysis (positive, neutral, or negative) -- The amount of data you can get from cold outreach is insane -- You can inform your marketing teams, leaderships team, and other sales reps -- A boots on the ground messaging strategy is for companies of any size.. the scrappy stuff helps you stay agile 5) Post content to warm up the audience you're already reaching out to -- Biggest mistake people make is not posting content (myself included) -- The hard part is building the audience, but if you're consistent enough with connecting it'll happen over time -- LinkedIn content is literally free A/B testing for you marketing team before they spend a dollar on paid ads 6) Retarget warm inboxes every quarter 🔥 Warm inbox = responded in the past Yes - even the negative replies because 'not now' doesn't mean 'never' ---------------------------- ❓ Want to see how we setup LinkedIn Sales Navigator to keep track of your LinkedIn Outreach from end-to-end? 👇 Comment 'Halo' and I'll send you the video (make sure we're connected)

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When D2C brands get stuck around the 8-figure mark, it’s usually for one (or more) of these reasons: (Most don’t even realize these are what’s holding them back from scaling.) → 𝗢𝗽𝗲𝗿𝗮𝘁𝗶𝗻𝗴 𝗶𝗻 𝘀𝗶𝗹𝗼𝘀. If you’re not looking at your marketing and sales channels as a whole, you’re leaving money on the table. → 𝗨𝗻𝗱𝗲𝗿𝗶𝗻𝘃𝗲𝘀𝘁𝗶𝗻𝗴 𝗶𝗻 𝗯𝗿𝗮𝗻𝗱 𝗮𝘄𝗮𝗿𝗲𝗻𝗲𝘀𝘀. A strong brand doesn’t just drive acquisition—it turns one-time customers into loyal fans, reducing CAC and driving LTV. → 𝗡𝗼𝘁 𝗹𝗲𝘃𝗲𝗿𝗮𝗴𝗶𝗻𝗴 𝗱𝗮𝘁𝗮 𝗲𝗳𝗳𝗲𝗰𝘁𝗶𝘃𝗲𝗹𝘆. Without understanding input metrics and how attribution works, your marketing team will struggle to drive meaningful results. → 𝗟𝗮𝗰𝗸 𝗼𝗳 𝗮 𝗰𝗹𝗲𝗮𝗿 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝘆. You don’t need a complex annual strategy deck, but you do need clarity on what you’re aiming to achieve, how you’ll get there, and how you’ll measure success. → 𝗧𝗵𝗲 𝘄𝗿𝗼𝗻𝗴 𝘁𝗲𝗮𝗺. Maybe your scrappy team now needs strategic leadership, or it’s time to swap a Swiss army knife for specialists. Whether it’s FTEs, freelancers, fractionals, or agencies, having the right team is critical for growth. 𝗪𝗵𝗮𝘁 𝘄𝗼𝘂𝗹𝗱 𝘆𝗼𝘂 𝗮𝗱𝗱 𝘁𝗼 𝘁𝗵𝗲 𝗹𝗶𝘀𝘁? I’d love to hear your perspective!

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Hot take:- Not every business is going to have repeat customers. I have a brand that's Bridal-specific only. In that case, customers are likely going to purchase once and never come back. So here are 5 things you can do to get your revenue up: 1. Set strict KPIs: Set clear CPA targets for profitability on every sale. It's not just about making sales; it's about making smart sales. 2. Boost cart value: Even a small increase can make a big difference. We recently helped a client add $10 to their AOV, which significantly improved their profit margin. 3. Post-purchase: Use tools for upsells and cross-sells. Think about it - the customer has already bought from you, so they're more likely to add something extra, especially if there's no extra shipping cost. 4. Emails: We segment email lists and use SMS to recover abandoned carts. It's about maximizing every opportunity. 5. Expand product range: Try adding complementary products with higher repeat purchase rates. For example, if you sell wedding dresses, why not offer dress preservation kits or anniversary gifts? The key is to think beyond the initial sale. It's about creating a sustainable business model, even in a niche market. What would you add?

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Success Often Starts with a Pivot... Instagram wasn’t always about photos—it started as an app called Burbn, focused on checking in and earning points. YouTube began as a dating site. Slack was built as a tool for a failed online game. Each of these companies pivoted when they recognized what users truly needed. In March 2020 forced to work from home in our tiny Brooklyn apartment, I had my own revelation. My partner—one of the best communicators I know—was having 5-minute phone calls that stretched into 35-minute marathons, and Zoom calls that left everyone more confused than when they started. It got me thinking: Is this common in all organizations? Is poor communication the root of most business failures? Turns out, it is. According to The Economist, 44% of employees cite communication breakdowns as the primary cause of project failure. And 66% of customers leave a business because of it. Poor communication costs businesses $1.2 trillion annually—and no industry is immune. At SoHo Creative Studio, we created Communicate with Confidence™ to solve this. We don’t just teach people how to speak—we teach them how to listen and work with moments, not words. Our method, which combines the art of acting with the science of strategic communication, empowers leaders to be confident, clear, and compelling communicators. Whether through our workshops or our remote video production using Riverside.FM, we help companies refine their messaging and deliver it with impact. We exist to help businesses elevate their communication—and create lasting impact. #Leadership #Communication #BusinessGrowth #RemoteWork #VideoProduction #PublicSpeaking #LeadershipDevelopment

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HOT GOSSIP: Sampling only increases Budtender recommendation rates by 10% Samples help with education, brand awareness, and trust, but free product is not the reason a Budtender recommends your product to a customer Comparing recommendation rates for sampled versus non-sampled products and rates before and after sampling, my quick maths shows the real reason Budtenders recommend your brand is their trust and belief in it A Budtender recommends your product because they know enough about your brand and key differentiators and trust in your ability to produce the right product for the right customer Sampling is a part of a holistic brand marketing strategy, not a quick way to secure sales

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“[Insert any social media engagement metric] numbers aren't increasing, the marketing isn’t working” 👇 Most people on social media don't like and engage... they consume. I guarantee more people "like" your content than you think. This is the problem with metrics sometimes (and please trust, I am a data girly, I live and die by the data): 📈 Metrics have limitations. You will have your silent consumers, who consume content passively. They will still be influenced by the content even if they don't engage with it. BUT it's important to remember here: Frequency is key. Repeat exposure = familiarity. The more often a consumer sees your brand, the more likely they are to remember it. 👉 And studies show that people tend to develop a preference for things they are exposed to repeatedly. Integrating frequency with relevance is your golden ticket. 🎫 Make sure your message is consistent across all touchpoints and Use analytics to understand what content IS resonating (look beyond engagement metrics and into reach, impressions, audience demographics) That's how you make marketing work :) —————————————— 🤠 Howdy hi, I’m Lauren Loreto, founder of Brand Good Time™ and a growth marketing enthusiast. I help brands increase their visibility and share of voice through crazy fun content marketing and experiential web design 🤪. Stay up to date 👉 tap the follow button on my profile or shoot me a connection request!

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3 pieces of advice I gave an agency I’ve been coaching for 1.5 years. These guys have grown from $20k/mo to their biggest month last month of $104k at 55% margins. (they’ll hit $129k by Dec/Jan) I see a lot of agencies doing the same wrong things… Here's the 3 things they're doing... 1. Move away from invoicing (ASAP) Auto-bill or don’t work with them. The # of “good-intentioned” people that don’t pay is mind-boggling. It kills your cashflow Wastes your time chasing money Too easy to let late payments get behind Freebie: if someone gets 45 days over due 9/10 times they will end up bolting. So save yourself and stop work early. 2. Your Margins are #1 biggest priority Get as crafty as you can to keep good margins. Before you feel like you have to hire the next person prove to yourself there is no other way. You can do more with less people Be as affective without that SaaS Still work without that office. The more cash you have and get the more resilient your biz is AND more options you really have. 3. Be a firefighter CEO (I’ll get shot for this.) I’ve changed my opinion on this recently. There is a time for war. And a time for peace. In biz IT'S ALWAYS WAR Either you're fighting - to keep it healthy - to keep it alive - to grow it That means as the founder you firefight the most important fire. Not sit back and let others do it. You think Elon Musk doesn’t dive into the weeds on the most important parts of his biz? i.e. one agency I coached fixed lead gen. I told them it’s the single biggest risk and breakthrough facing their agency. So the founder dove in for 4 months to crack it. Now in the last 1.5 months they figured it out and it’s booking 5 calls a week. vs another agency I said something similar and their COO has been "working on it for 5 months." It’s not rocket science guys.

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People overcomplicate creating content You only need 1 thing to fix it: Understand your audience's needs. (so they keep coming back to your post daily) - Take time to figure out their pains & needs. - Know which point they are stuck at. - Their answer? Your next post. Here are 4 best, fastest ways to get this done: 1). Ask people who follow you - Start conversations with regular engagers - Find out their interests, challenges & their goals - Ask what kind of content they find valuable It’s a 10-second job. Many people discount it out of hand, but it pays dividends 2). Engage with other people's posts - Pay attention to what other people are saying - Look for comments with high likes & replies - Pick a comment with a question or an observation - Pick a comment that resonates with your brand. Comments are a hidden content factory. They are pre-validated ideas backed with proof. 3). Analyze charts and vanity metrics High number of engagements = good post Low number of engagements = bad post Take the core idea of the high-performing post. → Double down in the next post Now use your analytics to see the real insights. Check monthly charts to see what resonates most → Pick the idea of high-performing posts 4). Look at other creators in your niche - See how they are doing things differently - Pick a post with good engagement - Take ideas that fit your content pillars Do not ever steal their post. Pick the core idea, then add your spin to it. And there ya go! Content is never about you, it’s about your audience. The more you understand them, you meet their needs Put them in focus all the time. It’s a winner. P.S. What process do you follow to know what your audience wants?

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THIS. Risk aversion keeps so many brands circling the drain, staring at diminishing returns, wondering why their (outdated) tactics and playbooks aren't yielding the same results anymore. It's not enough to have flashy marketing to say how you're different. Business leaders need to think about acting differently, whether that's modifying how the business is structured, revisiting and refocusing on the strategy, better orchestrations of talent and technology around customer experience, and also ensuring the day-to-day operational culture is aligned with who you tout yourself to be in the market.

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There’s one partner I’m keeping on my influencer tech stack: Archive I use it to: - Track all mentions (stories, reels, tiktoks, etc) - Make custom reports including impressions, engagements, post frequency - Manage gifting campaigns - Track added value content from paid influencers Today they're launching Competitor Insights. Lucky for me, I had early access and have been using it to: - Build influencer lists based on competitor mentions - Identify top performing content from influencers mentioning competitors - Benchmark the Allbirds social community against competitors Anyone interested in trying it out?

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