Samuel Lee

I've been working with MMM analysis for a few years now, and one consistent observation stands out: the majority of the budget is typically allocated to Search, PMAX, lower funnel activities, and social media. These channels consistently report efficient metrics like CPA, CPL, ROAS, etc. However, they all share a common issue: initial growth followed by a plateau with no sustained growth. I can't stress this enough: while search and social media are crucial components of your marketing strategy, they should not be the entirety of it. It's essential to build your brand through channels that aren't optimized solely for attribution. Smart branding is key to long-term success.

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Outbound campaign attribution in HubSpot just got a whole lot easier. You name it—from meetings and converted leads to closed won deals. This new capability is part of our “packages” feature, which uses Supered⚡ to deploy fully built lists, workflows, and dashboards straight into your HubSpot portal. It all starts with Smartlead campaign data which is synced with OutboundSync. Here's what's possible... - Funnel Reporting: Track conversion rates at each stage. Whether you’re using a strict vertical funnel or a more flexible horizontal view, you’ll see exactly how many outbound emails convert to closed deals. - Campaign & Rep Performance: View email sending volume, positive reply rates, and track results by individual sales rep. See which campaigns are driving results. - Sales Enablement Insights: Monitor follow-up activity. Are reps calling? Sending LinkedIn messages? Using direct mail? The dashboard captures all follow-up actions thanks to the power of syncing outbound data with HubSpot. - Multi-Touch Attribution: Get a complete view of how outbound efforts impact deals, even if multiple touchpoints are involved. Track pipeline value, deal size, and closed revenue attributed to outbound campaigns. Last month, one user realized they'd exceeded their monthly meeting goal by two. (They booked 52 meetings.) And they'd closed won nearly $19K in September alone. All using this data. I can't wait to share more stories as we roll this out across our user base. What'd I get wrong? What report would you add or remove? PLEASE TELL ME. Because I can't wait to ship v3 of this thing. Stay tuned for how we’re using this setup for lists, workflows, and more.

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CRO ROI: Do the Math Know your numbers before diving into conversion rate optimization. Or before you write it off. Start with your current lead count. Then project what a boost looks like. Example: 100 leads to 300 leads monthly. Same traffic, same spend. Now crunch the numbers: - What's your closing rate? - What's your per-deal profit? - Project it over a year Real-world case: Client saw $540K ROI in first 30 days after CRO tweaks. Your mileage may vary, but the potential's clear. For a lot of businesses, this isn't a luxury. It's leaving serious money on the table if you skip it. Takeaways: 1. Track your current lead numbers 2. Calculate potential lead increase 3. Factor in close rates and deal value 4. Project annual impact Action items: 1. Pull last 3 months of lead data 2. Estimate realistic conversion boost 3. Run the numbers 4. Get moving on CRO Don't let another month slip by. Every day without optimization is cash left behind. DM me for help running some CRO ROI calculations. #mortgage #insurance #realestate #digitalmarketing #leadgeneration #rebeliQ

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Dealing with Enterprise SEO - then you should NOT miss these automations - Enterprise SEO often feels like you’re caught in a maze of approvals and endless tasks. But what if you could streamline processes and scale success faster than ever? Check out these five AI-driven workflows that promise to turbocharge your strategy. Translate Keywords in Minutes 🌐 Imagine this: An international shoe retailer uses AI to translate thousands of keywords into multiple languages, capturing local dialects and trends. Instead of hours, you get your list ready in minutes. AI ensures you don’t miss local search trends. Think “sneakers” in the US, “trainers” in the UK, and “joggers” in India—all tailored to each region. Decipher Search Intent Instantly 🔍 A tech brand uses AI to crack the code on search intent for “smartwatch.” It turns out 80% of users want reviews, not product pages. They pivot to focus on review content, aligning with what users want and boosting visibility. This data-driven move avoids costly misalignments, ensuring your content always hits the mark. Spot Content Gaps Effortlessly 📊 A health and wellness site uses AI to analyze content gaps. They discover their competitors cover “mental health tips” extensively—a topic they missed. With this insight, they roll out a series on mental health, boosting relevance and reach. Stay ahead in the content game with this proactive approach. Instantly Alert Search Engines to Updates ⚡ An online news platform revamps its layout. Using IndexNow, search engines are alerted to changes instantly, ensuring new content gets indexed without delay. No more waiting weeks—keep your content current and visible. Real-time indexing gives you an edge in search visibility. Automate Technical SEO Fixes 🛠️ A massive e-commerce site finds broken links through automated crawls. Using Ahrefs' Patches, they fix these links with a click—improving navigation and user experience without developer help. Seamless automation saves time and resources, letting SEO teams maintain a flawless site effortlessly. Embrace these innovations and watch your efforts soar to new heights. Your roadmap to success starts here! 🔗 Share your thoughts and experiences below! ♻️ Share this post to empower others in the SEO community. #EnterpriseSEO #AI #Automation #DigitalMarketing #SEOOptimization #TechInnovation

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#HubSpot's native paid ads #analytics page looks helpful on the outside - but once you dig in a lot is missing: ❌ Lack of insights into what contacts are clicking on your ads ❌ No visibility into what ad campaigns should be attributed ❌ Oversimplified ROI reporting And once you dig into custom reporting, it can be difficult to get meaningful reports on ad clicks that occured in the middle of the journey. This is a big issue considering that it takes on average 8 touchpoints to make a sale for B2Bs according to HubSpot. That means there are on average 6 middle-of-the-journey touchpoints that could be ads that are not getting reported on. Without accurate tracking of every interaction, you’re missing out on critical data that could show the true value of your ads in HubSpot reporting. See how you can report on your true paid ad performance in the webinar recording and blog linked below. ⬇️ https://lnkd.in/gcvu6h4E #hubspottipsandtricks #paidads #hubspotreporting

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CRO practitioners rant regularly about avoiding channel-based thoughts. It’s not just about stakeholder expectations and a longer process that takes time to fully establish. It’s that the impact you see at the surface level on website performance does not tell the full story. Testing will increase conversion rates and revenue, and it’s easy to measure. That’s not all though. Because your website converts users better, it means the ROAS for your ads will be higher. Think about it for a second, it’s a pretty big deal. Users click an ad and do not magically buy. They need to browse a landing page, consider their buying decision and complete a purchase. Same goes for filling a demo request! If if ROAS increases, then it either means that you can acquire more users for the same budget, or that your ad spend becomes more efficient and you can reallocate. Many orgs can eventually pay off their entire testing program costs by this nature. So is website testing a channel? Not really, it’s just part of the customer journey. When we start thinking holistically, then this function of the business will have positive rewards for every channel. Yes, it’s a cost to approach web development and website strategy methodically. Thinking about it with a channel mindset is opting into a limited view of what it can do for the org. Revenue and ROI are great, but when you can make every other online initiative win as well, then even though not easy to measure, surely that must accelerate business growth.

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📊 Metrics That Matter: Product Validation Edition This week, I’m diving deep into primary metrics for product validation, and one of my key focuses is the number of new sellers entering the market. Here’s my approach: 👉 Start by analyzing the primary keyword and its associated keyword aggregate. For example, “white chair” might look great with millions of searches and hundreds of new sellers, but here’s the catch: you need to narrow it down. 💡 Shift your focus to purpose and features. Instead of just “white chair,” think “white toddler chair” or something similarly specific. Now assess: 1️⃣ Look at the competitors within this niche. 2️⃣ Use tools to get the total number of indexed and qualified products for this exact match. 3️⃣ Do the manual count, too. This is where you’ll uncover what the machine might miss—sometimes it’s not hundreds of competitors, but just a few real contenders. 📌 This kind of precision is how you avoid saturated markets and uncover hidden gems with actual profit potential. What metrics are you focusing during your product validation? #SellOnAmazon #ProductValidation #EcommerceStrategy #AmazonTips

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Have you tried using #automatedbidding for lead generation in your PPC campaigns? Shifting from manual to automated bidding can be challenging, since it implies less control of the campaign. This article, however, highlights some of its benefits: https://hubs.ly/Q02zQhwk0

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Live from #INBOUND24: Did you know people are 13% more likely to open emails after seeing ads? LinkedIn expert AJ Wilcox explains how LinkedIn Ads can 'grease the skids' for your email campaigns—it’s like saying hi before asking for a favor. Curious how this works? Check it out.

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One of the most impressive SEO initiatives I've seen in the last few months is how Dialpad took over a lot of queries in the SERP for area codes. What a masterclass in long tail SEO. Our team at Foundation Labs recently broke it all down... #SEO #ContentMarketing #Strategy

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Apollo.io Deals 🤝 HubSpot Integration Big news for HubSpot users: Now you can say “see ya!” to all those pesky manual entries. 💥 Your sales activities in Apollo will sync seamlessly with HubSpot, which means all your records will automatically be up to date. 👏 BENEFITS: -Less toggling between multiple tools: Now you can have a single holistic view inside Apollo. -Automate your sales funnel: HubSpot records update automatically, so a deal never slips through the cracks. Ready to set up Apollo Deals? We’ll drop a link to walk you through set-up below. ⬇ #ApolloProducts #SalesTips

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SEO question: I might be getting it wrong, but are "pillar pages" a thing at all in 2024? We're massively reorganizing our website content now, and we always come across the recommendations to create pillar pages for each of our core topics. Think a pillar page on ABM that is a huge high-level guide to everything ABM-related and has the smaller guides interlinked to it (ABM metrics, ABM tools, ABM tactics, and so on). My problem is: it's so against how people consume information now 🤷‍♀️ What was the last time you read a 10000-word guide to anything? Especially when it includes high-level steps like "determine your goals" 🫠 What's the point to linking to a pillar page from a sub-page? It's clear from the SEO perspective (more links is better), but just doesn't make sense to me. Is anyone seeing (increasing) success with pillar pages now at all? I'm ready to change my mind on this and admit I just don't see the full picture.

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What SEO questions do you want answered with data? We're working on a massive "State of Search" webinar to share with the entire SEO industry, and we want to include new findings based in our huge seoClarity SEO dataset. If you could have any SEO question answered with hard data, what would it be? If we choose to answer your question, the results will be included in our webinar...and if you decide to leave your name and company, we'll even give you credit! Please use the form linked in the comments below, and thanks for your ideas!

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10 reasons your CRO efforts fail: (and how to fix them for better results) Improving website conversions isn’t easy. But when things fall flat, it’s usually one of these reasons: 1. You’re chasing A/B tests like they’re silver bullets. Instead, focus on big, impactful changes first. 2. Your website is too slow. Visitors are impatient. A 3-second load time feels like an eternity. 3. You neglect mobile users. Half your traffic is on mobile - yet your site is desktop-first. 4. Your copy doesn’t connect with the audience. It’s clever but doesn’t solve their pain points. 5. Your CTAs are weak. “Learn more” doesn’t inspire action. Make it clear and compelling. 6. You’re ignoring heatmaps and session recordings. These tools reveal where visitors get stuck. 7. You focus on looks, not functionality. A beautiful design doesn’t convert if the UX is poor. 8. You’ve buried your value proposition. If they don’t know why they need you in 5 seconds, they’re gone. 9. You’re driving traffic to a bad landing page. You invest in ads - but where do visitors land? 10. You assume, instead of listening. When was the last time you spoke with a real customer? Here’s how to turn it around: 1. Prioritise changes that impact conversions, not aesthetics. 2. Run speed tests and optimise images, code, and hosting. 3. Design mobile-first - then optimise for desktop. 4. Write copy that speaks your customer’s language. 5. Test CTAs that drive urgency and value. 6. Analyse heatmaps monthly and refine based on insights. 7. Focus on a seamless UX - not just pretty visuals. 8. Highlight your value prop above the fold. 9. Create dedicated, high-converting landing pages. 10. Schedule regular customer feedback sessions. Website optimisation is a journey. Not a project. What would you add to the list? #cro #shopify #dtc #ecommerce

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Hive Mind... If the media budget is less than $10MM, what's your favorite MMM/MTA measurement platform for eCommerce? The few (budget right sized) solutions that I have seen so far, tend to lack a key element or two in my mind... maybe I'm expecting too much but a boy can dream, right? #marketinganalytics #MMM #MTA

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The 3 biggest opportunities for ecommerce brands in the 2nd half of 2024? 🥉 Testing ad creative 🥈 Testing landing pages 🥇 Testing your entire website ecommerce brands that do this will see... - Better conversion rates - Better average order values - Better lifetime values This will be the biggest missed opportunity for brands over the next 5-10 years. #cro #ecommerce #d2c #digitalmarketing #marketing

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ATTN Agencies Focused on Lead Gen: Greg Sterling shared that Google crushed it in Q1 and here are some key metrics: CTR: up 5.1% (more clicks are taking place than before) CPC: up 10.4% (each click is costing more than before) Conversions: down 1.1% (less conversions are taking place than before) CPL: up 24.6% (leads are costing more than before) Don't lose your client's budget and your margin to increase in Google costs, especially while conversions are going down. Close the gap on conversions. Make it easy for your clients to gather leads from all channels (GBP, FB, Insta, email, text, live chat, chatbot, etc) not just paid search. Birdeye can help. Make it easy for your clients to influence over 50% of the top 10 ranking and conversion factors. Birdeye can help. Once you lose your budget to Google's paid search game, it may be too late to get it back again...

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