Lindsay Britt

I’ve never really told you all what I actually do for a living, so here you go Pisgah Peaks Ventures builds & manages fractional marketing team for SMBs that are doing under 10-15 M ARR. The teams could be anywhere from 2 to 20+ individuals. Hiring for PT marketing roles can be a big drain on small businesses. They're unsure of who to hire, how to train, and they def don't want to manage them. This keeps costs in check (no office space here!) + avoids costly benefits / W2 wages. Perfect clients for us? B2B companies with 1-2 internal marketing team members Dispensaries with 2-5 locations. Soloprenuers who are scaling from 6 > 7 figures. A few years ago we started investing into other small businesses & at this point have equity in a handful of other SMBs. The goal? By 45; be able to live off the proceeds of our portfolio and golf 4X a week. To my network.... Tell us What do you do? Why do you do it? Post in the comments!

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Why did Stitch partner with Talon.One? Three main reasons... 1️⃣ In working with Braze customers, we've seen an incredible amount of pain with their existing loyalty platforms (looking at you, Punchh & CrowdTwist, Inc.). 2️⃣ The platform is 👌. The response time and the ability to customize workflows is elite. 3️⃣ The combination of Braze + Talon.One is a marketer's dream. Scale, capability and efficiency bridging marketing & loyalty together.

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SEO Strategies for Startups: Building Online Visibility from the Ground Up How Can New Websites Use SEO to Increase Startup Visibility in Search Results? https://lnkd.in/gsdXZJfK #nyc #newyork #google #startups #seo #searchengineoptimization

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DTC brand founders—when you’re mapping out inventory and ad spend, are you making decisions based on bold targets or realistic forecasts? How do you separate the two? -- Hi, I'm Jon Blair founder of the DTC Finance and Accounting firm Free to Grow CFO. Want more tips on growing a profit-focused DTC brand? Give me a follow. Want to learn more about how Free to Grow's Accountants and CFO's can help you increase profit and cash flow as you scale? Shoot me a DM. Until next time, scale on! 

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After years of no paid spend on social media, We’re back. Butt driving ZERO clicks to our website 😱 Instead we’ve chosen to pump traffic to key retailers Because we believe this is where our DUDES want to buy While the attribution isn’t an exact science like DTC You’d have a hard time convincing me the ROI isn’t better ✅Everyone prefers to buy at retailers - so conversion rate is higher 💰 ✅Customers can also stock their cart with other products - driving net new revenue to our retailers, they like that 😃 ✅ We’re pumping the flywheel at the largest marketplaces in the world. Where organic rank is worth much more than a customer’s “1st party data” 🚀 ✅ This strategy requires infinitely less costs than DTC - where you’re constantly draining cash flow into creative iteration, customer service, Ad specialists, web design, etc While this might not be for everyone, make you’re not blindly chasing a Shopify model Often times there is goldmine right under your nose. ✌️

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The average American sees 100-350 ads a day. Yeesh. So, here’s how we help CMOs at CPG Food & Bev shops get more clicks against the competition. The #STANDOUT ! Process. We: 𝗦tart with objections → Define clear goals, perform audits, and prepare briefs. 𝗧arget the right people → Identify ICPs using lazer-targeted avatars 𝗔nalyze what's unique about you → Conduct competitor analysis to carve out a USP 𝗡ail your brand → Craft its voice and identity across all touchpoints 𝗗etermine the right channels. → Map out the customer journey on each channel 𝗢pen up to your audience. → Distribute content and ramp the reach up on social 𝗨nleash the power of data. → Go deep on the stats to optimize your strategy 𝗧ake everything to the next level. → Scale up marketing efforts with continual testing The result? hashtag #FreshExpress went from: — 18k Youtube views — 6k Pinterest Followers — & a 36 hour consumer response time in 𝟮𝟬𝟭𝟵, to: — 2.2 Million Pinterest users — 1.3 Million Youtube views — & Less than 12 hour consumer response time in 𝟮𝟬𝟮𝟰. PS: If you're a CMO or VP of marketing in CPG Food and Bev. And you're looking to become the only option for your ICP Just DM 'STANDOUT' And we can explore how we could bring you higher quality marketing at scale.

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While Google by default seems to play favorites with certain items on your product feeds (many times seemingly un-logically) 🤔🎯, there is a proven way to make products start showing for your company once you institute it for your account. ✅✨ See how to get Google to promote the missing items on your shopping campaign not currently showing for your company right now. 🚀📈 Full Video on Youtube: https://lnkd.in/gjzP45SF Keywords: pmax not promoting all of my items, how to get certain items to show on google shopping, why isn’t google showing all my items on google shopping, how to get google to show all my items on google shopping, why is google only choosing to promote certain items vs. others via my PMAX campaign? #PMAXCampaign #GoogleShopping #ItemPromotionStrategies #MaximizeProductVisibility #GoogleAdsOptimization

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Adding distribution channels increases sales, but decreases visibility. I say it all the time: marketing can influence demand, but it can't influence behavior. Meaning that customers will shop where they prefer to shop. Let's build out an example: Ben's Bread is sold purely on DTC. • $10m a year in DTC revenue • $2m a year in paid ads • Measurement: blended MER of 5x Ben wants to expand his bread empire, and so starts to sell it on Amazon. After a year, it looks something like this: • $11m a year in DTC revenue • $4m a year in Amazon revenue • $3m in DTC spend, $1m in Amazon spend ($3m total) • Measurement: separate Amazon + DTC P&Ls Just looking at these numbers you might say something like "wow we increased a million dollars in DTC centric spend, but we only increased a million dollars in DTC revenue." That's technically true, but, not actually true. Because what's happening is that a good chunk of the "DTC spend" is actually creating demand that is getting captured on Amazon. How much? We don't know with this simple measurement method. Expanding even further, Ben decides to sell in 500 Target doors: • $15m a year in DTC revenue • $5m a year in Amazon revenue • $20m a year in Target revenue • $5m in DTC spend, $2m in Amazon spend ($7m total) • Measurement: all three have their own P&L If I look at DTC in isolation I've gone from a 5 MER to a 3 MER. But that's because the DTC revenue stream is suffering all of the burden of the spend, but recognizing a significantly smaller portion of the incremental demand. In this example brands might be tempted to go "all in" on Target and cut their performance program. But, what they don't realize is that all of these channels synergize and cannibalize with each other. There are some customers that straight up won't buy from you unless it's on Amazon. There are customers who will find you in Target, search your website in the aisle, and make a purchase decision right there. The more revenue options you have to buy, the more effective your media is. BUT, the harder it is to measure. #attribution #omnichannel #retail #dtc

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Earlier this week I was told that some of the things I talk about in retail commerce are "too complex" for most e-commerce merchants. Let's dig into that... 2.4MM e-commerce sites on Shopify alone - that's 77 adults in America/site List it and the money flows in - e-commerce is "easy" e-Commerce is a "side hustle" I am not building for those sites Yes, they can use the tools from TBG Marketing and the customer acquisition from I Want That! But if e-commerce is not a committed business for you, then yes, everything is complex because you are looking for a simple way to make money And that's not e-commerce. Most people figure that out after spending $750 on a course with "coaching" from a 12-year-old selling fidget spinners 99% of what I talk about is not only fully automated, but is portable regardless of platform, sub-vertical, etc. Hell, a lot of what I talk about can be applied to NON RETAIL like SaaS e-commerce is moving toward a level of automation that will enable more committed merchants to succeed: RFM - automated RFM(X) - automated with prompt Response Models - automated Spend models - automated Category Indexing - automated LTV Aggregations - automated Cohort Reporting - automated Store of Loyalty - automated Discount Propensity Index - automated Market Basket Analytics - automated Conversion Path Optimization - automated Content Development - semi-automated Generative AI contextual images - automated Customer Portfolio Management - automated Geolocation Analytics - automated Net Revenue Retention - automated Product Price Elasticity - automated Payback Period Analytics - automated Inventory Optimization Analytics - automated Inventory Revenue Forecasting - automated Every, single, script you can write can be automated. Some with prompts, but with machine learning (simple ML at that) you can train the model to run itself. So the issue becomes what are the tools and reports that help us solve our problems and after the automated report is delivered, how do we drilldown to solve the issues at hand. We are 30 years into the information age and 20 year into digital transformation. We are now entering the age of digital optimization - and that is 1000% good news for small business competing against big business. This is the way. Merchants will spend less time running reports and more time asking questions about reports using Voice-to-Action SQL or text-to-action SQL.

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Some products just don’t work for scaling DTC profitably. Why? The unit economics needed to scale profitably aren’t there. One example that comes to mind is the vast majority of food and bev products. If your product mix has low AOV and high (shipping + fulfillment cost)/AOV, chances are you won’t have enough room in your contribution margin before marketing to afford the CAC you need scale through DTC advertising channels. There are some exceptions to this rule, but generally speaking, the products that crush DTC have higher AOVs and higher margins before marketing, allowing sufficient CAC budget to scale. Do you agree?

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Often times I'm asked by store owners, "If our website is wrong, who is doing it right?" Here are three stores in different verticals doing a fantastic job: Fashion: Huckberry Cosmetics: Jones Road Beauty Supplements: AG1 Despite each site having vastly different target audiences, they all share similar characteristics that make them great. 1. Selling Visually: People need to be able to visualize the result of buying your product - especially in clothing and cosmetics. The hero banner, PDPs, and visuals should all reflect the outcome. Jones Road does an incredible job with this by showing their product on different skin tones and backgrounds. 2. USPs that Appeal to their Audience Different audiences care about different things. The best brands find out what their ICP cares about and doubles down on it. For example, Huckberry's primarily middle-aged male consumers care about buying American-made goods, which is why "Made in the USA" is included in almost all of their product photos. 3. Easy-to-Navigate Landing Pages: It shouldn't take more than three clicks to get to a product page. People should be able to get where they want fast. All of these brands have smart menus, products located directly under their hero banner, and clear CTAs to help users funnel down. 4. Incentives, Gifts, and Up-Sells There should be an incentive to add more to the cart. This can be something as simple as free shipping or even a physical gift related to the product. AG1 gifts new subscribers a free welcome kit (shaker, canister, etc.). 5. Integrating Product Label & Badges Integrating the right tags (eg. "Best Seller" "New Release") on products can have remarkable impacts on conversions. These tools are also super easy to implement and dirt-cheap, here are some reccos for Shopify: BSS Product Labels & Badges from BSS Commerce or DECO from PieLab. But remember - every store is different. The data and voice of the customer should always pave the path for new changes. --- If you'd like me to send you a one-minute face-value audit of your store, shoot me a DM or click the link in my profile. #Shopify #CRO #UX

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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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SB Single vs. Multiple Custom Image Campaigns: Surprising Results! My team recently ran a test to see how single custom image campaigns stack up against multiple-image (slideshow) campaigns for Sponsored Brands. The results were not what we expected! Conventional wisdom suggests that multiple images would tell a better story, engage shoppers more effectively, and ultimately drive better performance. But the data told a different story: single custom image campaigns consistently outperformed multiple-image campaigns. This test gave us a deeper understanding of what resonates with Amazon shoppers—and it might challenge how we think about ad creatives moving forward. 📊 If you're looking to refine your ad strategy, check this out: https://lnkd.in/g6-8naKy. To all my LinkedIn connections: if you’re running Sponsored Brands campaigns, you might want to give this strategy a closer look! Let me know your thoughts or if you’ve seen similar trends. #amazon #amazonadvertising #amazonads #itsalwaysdayone

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One of the coolest parts about working with CPG brands is proving how many of their customers will buy again. Unsurprisingly… If you deliver a good experience, and use email to stay top-of-mind You could have upwards of 70% of your customers be repeat customers Month>Month. Problems arise when email frequency is too low or not there at all. A consistent campaign schedule and automation line-up can build that personal conviction you already have. The look on a founder’s face alone is worth all the hype of setting this system up. Your customers love you. They love your product. They have busy lives and understandably need a reminder you exist in their day to day - which is where email comes into play. I’m in this for the LOVE OF THE GAME 🚀🚀🚀🚀 #cpg #cpgbrands #cpgecommerce #shopify #klaviyo #mailchimp #ecom #ecommerce #branding #brandbuilding

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Marketers and operators 🤓 What are your favorite podcasts about DTC and e-commerce? Listening to podcasts is the fastest way to get real business insights without investing time into conference travel. I found people are sharing in them numbers and tactics the most openly. And it's free! 1. DTC Newsletter and Podcast https://lnkd.in/gw9AzJtK 2. Marketing Operators https://lnkd.in/g9sckYhg 3. The e-commerce playbook https://lnkd.in/gBdWmesd 4. Chew On This https://lnkd.in/gY6e-HP9 5. Whale Informed by Triple Whale 🐳 https://lnkd.in/gp_RjWMA Share your favorite in the comments 🙏

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“So how does our funnel look?” I’d been working with my DTC client for a week and a half, and I had to deliver a hard truth: 𝘵𝘩𝘦𝘺 𝘥𝘪𝘥𝘯’𝘵 𝘩𝘢𝘷𝘦 𝘢 𝘧𝘶𝘯𝘯𝘦𝘭. For the past few years, they’d been running the same lower-funnel creative and messaging across all channels, audience segments, and  stages of the customer journey - no differentiation, no strategy. It worked for a while, thanks to a few factors: → Their product fit neatly into consumers’ needs during the peak of the pandemic. → They were flush with cash from VCs. → They had a head of marketing who had the growth-at-all-costs model down pat. But as consumers shifted into post-pandemic life and investors began prioritizing profitability over just plain growth, their model was failing. And as they burned through runway, inventory sat on shelves, slowly but surely becoming unsellable. We didn’t have time to waste. Here’s how I quickly turned it around: → 𝗜 𝘀𝘁𝗮𝗿𝘁𝗲𝗱 𝘄𝗶𝘁𝗵 𝘁𝗵𝗲 𝗱𝗮𝘁𝗮, identifying what was actually working for the lower funnel and using it as a base to build from. → 𝗡𝗲𝘅𝘁, 𝗜 𝗱𝗼𝘃𝗲 𝗶𝗻𝘁𝗼 𝗮𝘂𝗱𝗶𝗲𝗻𝗰𝗲 𝗶𝗻𝘀𝗶𝗴𝗵𝘁𝘀, identifying each segment’s wants, needs, and consideration drivers. This informed our channel mix, messaging, and creative at each stage of the customer journey, from awareness through to retention. → 𝗡𝗼𝘄 𝗶𝘁 𝘄𝗮𝘀 𝘁𝗶𝗺𝗲 𝗳𝗼𝗿 𝘀𝘁𝗿𝘂𝗰𝘁𝘂𝗿𝗲𝗱 𝘁𝗲𝘀𝘁𝗶𝗻𝗴. We stayed close to the data and applied learnings across marketing channels and the website. The results? CAC dropped, we scaled back ad spend while maintaining growth, and the business was no longer burning through cash. Just as importantly, we built a scalable marketing strategy that could adapt to changing market conditions, enabling the business to thrive, not just survive. Struggling to scale profitably? A fresh perspective might be all you need - DM me to learn more.

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Marketing = Acquisition. Product = Retention. Retention = Advocacy. Advocacy = Acquisition. Marketing brings in new customers. It's the spark that gets things started. But your product is what keeps them coming back. It's the quality and value that turn first-time buyers into loyal customers. And today, it's more than just what you sell; it's the entire experience you deliver before and after. When customers love your product, they stay and share their experience with others. This word-of-mouth brings in new customers. Advocacy is the best form of marketing, and satisfied customers are your best marketers. Product is at the heart of this growth cycle, nothing else. A great product leads to retention, advocacy, and, ultimately, more acquisition. All it takes is a laser-sharp focus on delivering an exceptional product experience; the rest will follow.

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Ya'll know I love meeting smart marketers :) I was introduced to Sean Grabowski through Alvin Ding and we immediately hit it off. Sean and I share a lot in common- from our interest in meditation and mindfulness to our passion for constant innovation in business. He got his start managing large search accounts at GroupM and Mindshare before transitioning to start his own agency- Keepers Digital Marketing. What impresses me about him the most is his focus on personal wellness and how he leverages systems, AI, and human capital to achieve his business goals. Some key takeaways from the conversation: ✅ AI and automation are reshaping ad management- quickly. Marketers should allocate time to experimenting with new solutions as things like Chat-GPT become foundational. ✅ Expectation Management can make or break business relationships. Agencies need to give realistic expectations to clients and be comfortable with pushing back when necessary. ✅ External Factors are often overlooked when forecasting. Ad platform fluctuations due to competition, algorithmic changes, and macroeconomic conditions need to be managed against when developing media plans. This one is a great listen for marketers who are looking to stay ahead of the curve as we move toward a new world of media buying and business management. -- 👋 Follow me for media mix optimization content ♻️ Repost to share with your community

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