Rebecca Zarate

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.

36

1 Comment

For years I’ve been on the data-side of the ECOM equation. “𝒀𝒐𝒖’𝒓𝒆 𝑬𝑪𝑶𝑴, 𝒏𝒐𝒕 𝒎𝒂𝒓𝒌𝒆𝒕𝒊𝒏𝒈.” “𝑻𝒉𝒆 𝒎𝒂𝒓𝒌𝒆𝒕𝒊𝒏𝒈 𝒕𝒆𝒂𝒎 𝒘𝒊𝒍𝒍 𝒕𝒂𝒌𝒆 𝒄𝒂𝒓𝒆 𝒐𝒇 𝒕𝒉𝒆 𝒄𝒓𝒆𝒂𝒕𝒊𝒗𝒆.” But in the past couple months I’ve played a lead creative strategist role and it’s both invigorating and eye-opening. While there’s much to say about the media buyer/creative strategist role, I’ll save that for another post... For now, here are a few things I’ve learned (and re-learned): (1) 𝐂𝐫𝐞𝐚𝐭𝐞 𝐚 𝐬𝐲𝐬𝐭𝐞𝐦. 𝐓𝐡𝐞𝐧 𝐛𝐫𝐞𝐚𝐤 𝐢𝐭. You have to have a flywheel of creative to fuel your ad accounts. In a perfect world this means something like: Day 1 - analyzing performance Day 2 - briefing Day 3 - approving/revising Day 4 - launch Rinse and repeat You get a predictable 10+ new creatives per week, and everything is hunky dory. But we don’t live in a perfect world. Business priorities shift, things take longer to approve, or budgets get adjusted. Allow yourself (and your team) to draw outside of the lines of the system. (2) 𝐃𝐨𝐧’𝐭 𝐨𝐯𝐞𝐫𝐜𝐨𝐦𝐩𝐥𝐢𝐜𝐚𝐭𝐞 𝐢𝐭. Angles, hooks, concepts, formats, off-image copy & headlines, audience segments… the list goes on. I tried to systematize our briefs and naming conventions to define the concept, angle, hook, and format for every ad. Then I threw it out the window. Give me a good angle and the reason behind it. Then let’s test it. (3) 𝐓𝐡𝐞 𝐝𝐚𝐭𝐚 𝐡𝐚𝐬 𝐭𝐨 𝐭𝐞𝐥𝐥 𝐚 𝐬𝐭𝐨𝐫𝐲. If the media buyer is only responsible for providing the data, they have no motivation to contextualize it. If they are also responsible for the performance of new creative, they will make sure all new creative is going in the right direction based on what the data is telling them. This is where systemization can become an enemy more than a friend. If you systematize your reporting too much, you may be grabbing “insights” that are really nothing. You have to allow for flexibility in reporting to allow the data to tell its story. For the experienced creative strategists out there... agree or disagree?

20

2 Comments

Dear Pinterest Ads Manager, In the past decade, you've had the advertising world at your hands for the taking. You have uniquely ironed out your space as the 'Discovery' platform. You are undoubtedly driving inspiration for planners across home decor, DIY, food/bev, beauty, fashion, and more. 𝘞𝘩𝘺 𝘪𝘴 𝘪𝘵 𝘴𝘰 𝘩𝘢𝘳𝘥 𝘧𝘰𝘳 𝘺𝘰𝘶 𝘵𝘰 𝘥𝘳𝘪𝘷𝘦 𝘥𝘪𝘳𝘦𝘤𝘵 𝘴𝘩𝘰𝘱𝘱𝘪𝘯𝘨 𝘧𝘳𝘰𝘮 𝘺𝘰𝘶𝘳 𝘢𝘥𝘴? - Your algorithm is light years behind, despite having the best in-platform signals for real-time shoppers. - Your ad creative opportunities are limited, despite a native focus on visual aesthetics and product imagery. - Your landing page experience is frustrating, despite people actively seeking product information. Performance+ is a step in the right direction but please, be better. ADV+ and PMAX are eating your lunch. Sincerely, Performance Advertisers

25

1 Comment

CEOs, listen up: Your next game-changing hire isn't polishing their resume. They're: • Launching on ProductHunt • Building an audience on Twitter • Sharing insights on niche subreddits I've scaled multiple DTC brands. The best talent rarely comes through traditional channels. They're too busy actually doing the work. Examples I've seen: • A Shopify app developer hired from GitHub contributions • A growth marketer discovered via viral Twitter threads • A UX designer spotted through Dribbble projects The future of recruiting is active, not passive. It's about identifying doers, not credential collectors. My advice: 1. Identify platforms where your ideal candidates hang out 2. Engage authentically in those communities 3. Look for consistent builders and sharers 4. Reach out personally when you spot talent The war for talent is evolving. Are you adapting your recruitment strategies? #FutureOfHiring #TalentAcquisition

37

1 Comment

New CMO: BFCM's done. It's time to focus on '25. We're moving 50% of the marketing budget to brand / top of funnel. VP Growth: No way. My ROAS will drop, and my bonus depends on hitting a ROAS target. New CMO: Not anymore. Your bonus is tied to two metrics: 1. Total contribution dollars generated by the business (at 35% contribution margin). 2. Contribution dollar lifetime value (rolling 30, 60, 180, and 365 days) for our owned business. VP Growth: wtf?! How can I own this? New CMO: Metrics aren't about individual ownership—they're team-driven. The real challenge is choosing the right ones. VP Growth: How do we know these are the right metrics? New CMO: The right metrics grow business health and fundamental enterprise value. If we increase these metrics, while keeping fixed costs flat, we become more profitable. Are they perfect? Maybe not. But they're miles better than short-term ROAS or new customers acquired, which have far less of a direct connection to fundamental business health when we increase those numbers. VP Growth: How can you say that? New CMO: For ROAS, you can hit any number by: 1. Spending less. 2. Doubling down on branded keywords, existing customers, or retargeting. 3. Running more discount events. But ROAS lacks incentives to drive incremental revenue—what actually grows the business—and says nothing about the cost to generate it. And for new customers acquired, there is no notion of customer quality. A massive sale drives high ROAS but attracts discount hunters who won't buy at full price unless we run bigger sales. Both of these metrics lack context on quality and long term profit, which is ultimately the fundamental goal of business. VP Growth: Ok, I'll buy that, but how can I be responsible for overall contribution dollars? New CMO: As a singular individual, you can't. That's why half of your budget will now be based on team performance. For you though, it'll drive you to make better decisions with how you spend our marketing dollars VP Growth: What do you mean? New CMO: You're free from short-term ROAS pressure to pad stats and can focus on incremental profitable growth. You can step back and do the things you know are right to drive net new incremental demand (meaning: you would not have gotten that revenue if you didn't spend that ad dollar) even if it's low ROAS. VP Growth: And the mythical purse string holders are bought in? New CMO: Yup - the CFO and board now understand that the real goal for our marketing investments is both short and long term incremental contribution dollar generation at the highest possible contribution margin. That was my one condition for agreeing to accept the offer to join VP Growth: Well butter my biscuits, let's do this. New CMO: Please never say that again

233

47 Comments

Pause ads are gaining traction across streaming platforms, with Hulu, Prime Video, Max, Peacock, and Netflix all experimenting with this approach. Roku might be the next big player to join the trend! Roku is on the verge of expanding its ad capabilities with a new patent for "HDMI customized ad insertion." According to Morning Brew, the application in question is for “HDMI customized ad insertion.” According to the filing, the tech would be able to, through a display device’s HDMI connection to a media device, pick up when any kind of content is paused on a media device and proceed to display an ad. The patent could be issued soon following a Notice of Allowance from the US Patent and Trademark Office (USPTO). #Roku #AdTech #StreamingTV #PauseAds #Innovation #Marketing

7

1 Comment

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

67

Wow, breaking news from the world of DTC / e-commerce. The FTC is implementing a new rule to ban fake reviews and deceptive testimonials in an effort to crack down on misleading advertising practices. They're going to hold companies accountable for fabricating or manipulating reviews to influence consumer behavior. It's called the "Final Rule" and it could lead to hefty fines for businesses that engage in such practices. This step is part of a broader initiative to ensure transparency and honesty in online reviews, which are increasingly influential in consumer decision-making. If the fact that consumers have become extremely well versed at sniffing out fake reviews wasn't motivation enough for brands to take product reviews seriously, this should be. Platforms like Moast will lead the charge at helping brands collect and display honest and authentic testimonials from real customers.

39

9 Comments

I’m gonna get some hate for this, but should DTC start-ups really be hiring marketing agencies? I work with a lot of early-stage companies in the outdoor space and many have switched agencies multiple times, looking for one that works. Others have agencies where they are paying $4-6K/month in retainers to manage marketing spends of $6-15K. That ratio is totally out of whack to me. When I push the founders, I typically get a couple of answers: “They never go this low on their retainer. They’re just doing it because they love our brand.” “We can’t afford to hire a marketing person, so this is actually saving us money versus a full-time salary and benefits.” From what I see, most of these agencies are running PMax on Google and Advantage+ on Meta… not exactly high workload endeavors. Yes, an internal hire might cost a bit more than you are paying in agency retainers, but the reality is that a direct hire could use tools like Preflect to run these campaigns in 1-2 hours a day. That allows them to spend the rest of their time on what will really drive results – ongoing development/optimization of creative and/or optimizing the online conversion funnel. To be clear – I’m NOT saying that all agencies are bad or DTC companies should never hire agencies. There are amazing agencies that do great work and have been instrumental in their clients’ growth. What I am saying is that founders (and their advisors) shouldn't just think that agencies are the only way and need to consider the cost in relation to ad spend and versus an internal hire. I’d love to hear about amazing agency relationships that have really worked as well as those having success in-house.

41

25 Comments

🗣 "I’d buy a glass of hot water if Grace Beverley sold it." Every DTC founder should be paying attention. It’s not just about how strong her personal brand is—it’s about how she leverages that to create deep, genuine consumer loyalty. What’s driving this almost cult-like following? Let’s break it down: ✨ Keep It Real: Grace shows up as her authentic self, not just as a polished businesswoman but as someone willing to pull back the curtain on her life. Whether she’s talking about the emotional toll of running TALA on Instagram or the chaos of scaling operations on YouTube, her transparency breeds trust. And that’s key—because when TALA’s first drop sold out in just 40 minutes, it wasn’t just because of the product; it was because her audience believed in her story. ✨ Purpose > Profit: Grace doesn’t just create products for the sake of it. She solves problems. Affordable, sustainable activewear with TALA, accessible fitness through Shreddy—her brands are born out of real needs, not just profit margins. The result? TALA pulled in £6.2 million in its first year. Purpose-driven branding builds loyal communities, not just customers. ✨ Show Up Consistently: Whether it’s on TikTok, Instagram, or YouTube, Grace is constantly showing up. Her TikToks feel like snippets from a business diary, with relatable rants about the pressures of being a founder or behind-the-scenes looks at her brands. It’s not just the content—it’s the consistency. Her audience is engaged because they see her as more than just a founder; she’s a relatable voice they trust. And that’s why she can drop a new product and sell out in under 20 minutes. The key? Build trust through TRANSPARENCY, solve REAL problems, and show up CONSISTENTLY. That’s how you turn casual followers into die-hard supporters—and how you get them to buy even a "glass of hot water." 😉 #FounderLedMarketing #PersonalBranding #DTCGrowth #GraceBeverley #SustainableFashion #EcomMarketing

11

2 Comments

I don’t like creating accounts and passwords on every site, but do like repeat purchasing because the products are good and their service is great. It’s just not convenient most of the time because it’s not instant. So I typically choose some substitute on Amazon, try something new, or wait till I have time. I also don’t opt-in for marketing offers, because I don’t want 1000 of them and then some more - but do want instant access to relevant offers - I always want a deal when I’m ready to buy. Who doesn’t? Node lets merchants engage with consumers on their terms. Instant organized access and actions on everything to do with commerce, without any hassles. Win win for both!

59

3 Comments

While resisting for more than a week ... I feel a need to participate in Google's cookie resurrection convo, in part because I wrote its obituary in AdExchanger not too long ago. And I am here to support those who think there is little there there. There's a link to my 7-minute blog post in the comments if you're at rest. To sum: 1. Cookies are still not a long-term solution Digital media is in many ways already post-cookie. Google's Chrome matters because it has 62% of browser traffic and Google has a $30 billion cookie-based media network business. Anthony Katsur has said 25% of browser traffic is already cookie-free (not including blockers). But even this magnifies their importance: most ad spend -- even for Google -- is on channels that don't use cookies: search, mobile apps, CTV and streaming, etc. Chrome's 370-word blog post all but said Privacy Sandbox was the way forward. But its task is consensus and that seems increasingly difficult to build ... so we'll see. 2. Requiring an opt-in is a fraught option Chrome's intention is to get browsers to "opt-in" to cookies, making users' experience more like that of Apple's ATT (leading question: "Would you like to opt in to tracking?"). As Eric Seufert argued, this is almost the same as turning cookies off without turning them off. Opt-in rates in general are maybe 20-30% in iOS. And then there's the Privacy Paradox we've been admiring for years: the difference between actions and words around data sharing and the difficulty in understanding the tradeoffs involved. Advantage here goes to brands people already know and trust -- or those who can somehow establish trust by being popular, since CSAT and trust are correlated. In other words, opt-in takes trust which takes a relationship which takes data: getting data requires data. Nobody said this was easy. 3. Personalization needs first-party data to work We know that people now expect an experience that is useful, doesn't ask them to repeat themselves or spend time looking for what they want. I don't know how many people are aware of this expectation, but it's real. What marketers call personalization or relevance marks the schism between good and bad CX. The challenge is that doing this better than competitors requires using data competitors don't have: data you've collect yourselves with consent. This is first-party data. It's the foundation of that post-cookie strategy you've been developing with your agencies these past four years. So it seems to me that not much has changed. Keep your cookie-pocalyptic strategy in place. That's the good news. And watch the Privacy Sandbox and Washington.

102

6 Comments

The secret to sustainable DTC growth? It's not just customer acquisition. It's mastering the art of working ON your business, not just IN it. Here's what that looks like: • Refine your brand strategy • Optimize your tech stack • Analyze customer lifetime value • Develop scalable systems I've helped brands turn slow periods into massive growth catalysts. How are you investing in your business's future today? #DTCGrowth #BusinessStrategy

14

5 Comments

Just wrapped our first DTC Live webinar yesterday on how to double those conversion rates by getting smart about customer segmentation. 🚀 You know that feeling when you walk into a store and the salesperson just gets you? That’s what we’re missing in e-commerce. We’re out here treating every visitor like they're ready to whip out their credit card, when in reality, 97% are just window shopping. Let's change that, shall we? Here’s some of the stuff we covered: 1️⃣ It's all about the journey, not just the destination. Shwetank Tamer from Cooee hit the nail on the head—we've gotta meet our customers where they are, not where we want them to be. Cooee's tech is incredible, analysing over 200 micro-behaviours in real-time. We're talking everything from where they came from, what pages they visit, how long they linger, what products catch their eye, right down to the colours and sizes they're eyeing up. Then, boom! Tailored experiences with personalised pop-ups, embeds, upsells, and cross-sells. 2️⃣ Authenticity is king in ads. James Jago shared how real customer stories are outperforming those polished influencer posts. Why? People are so over that influencer-driven content, especially the ones making wild and outrageous claims. As a result, brands are wising up and showcasing real customers. Happy customers are your best ambassadors. 4️⃣ BFCM success isn't built in a day. We laid out a step-by-step strategy to crush Q4, and it starts weeks before the big promos. It's not just about day-of deals, it's about building and nurturing relationships beforehand. Build that warm audience when ad costs are low, then hit them with an irresistible offer when the time comes. I left the webinar thinking: Are we really listening to our customers, or just shouting into the void? As we gear up for the Q4 madness, I'm challenging myself (and you) to look at our stores through our customers' eyes. How can we make their journey smoother, more personal, more... human? So, what's one thing you're going to change in your approach after watching our webinar? 👇🏻

17

4 Comments

Ten years ago brands like Zillow and American Express nailed it as pioneers of brands launching media companies - while hundreds tried and failed. Now we're in a new era for brand publishing... What's different? 🚀 The Journey For the brands mentioned above, the strategy was a success. But many brands struggled to find their footing, leading to the shutdown of countless content initiatives. Today we’re seeing a resurgence and a true new era for brand publishing, fueled by lessons learned from past challenges. 🔍 What’s Different Now? Today, successful brand publishing has 3 important components: 1. Distribution Focus 2. Strategic ROI 3. Measured Investment. More on this in my latest article - link in first comment. #BrandPublishing #ContentMarketing #BrandJournalism #EarnedMedia Image Credits: Roman Samborskyi - Shutterstock

27

1 Comment

For decades, marketers were taught that attention was the holy grail. Catch someone’s eye, and the battle was half-won. Platforms optimized for clicks, brands chased impressions, and we built strategies around fleeting moments of engagement. But today, attention is cheap—and fleeting. Here’s what’s changed: 1. Overexposure: The average consumer sees upwards of 6,000 ads per day. Overwhelmed by noise, they’re tuning most of it out. (Forbes) 2. Distrust: Consumer trust in advertising has plummeted. According to Edelman, only 33% of people say they trust ads. Instead, they rely on peers, influencers, and authentic brand experiences. (Edelman Trust Barometer) 3. Intentional Consumption: Social media usage is declining among younger demographics, as people prioritize wellness and mindfulness. Platforms like TikTok and YouTube still thrive, but they reward depth and authenticity, not gimmicks. (Pew Research) Consumers aren’t mindlessly scrolling anymore. They’re curating their feeds, blocking ads, and choosing substance over spectacle.

4

3 Comments

It’s that time of year again when Christmas songs dominate the airwaves and streaming charts, raking in millions year after year 🎄 🎅🏻 🤑 Like many, I have a love-hate relationship with hearing the same tunes on repeat, but here’s what’s fascinating: the revenue patterns of Christmas hits bear a striking resemblance to SaaS businesses 📈 Both thrive on recurring revenue streams. Take my kids’ current favorite - Mariah Carey’s All I Want for Christmas Is You. Released in 1994, it earns an estimated $2M annually and hit $10M in revenue within just 5 years! Compare that to Bing Crosby’s White Christmas, which, while the best-selling single of all time, took 16 years to reach the same milestone. In SaaS, we often measure success by how quickly a company scales from $1M to $100M in ARR 🚀 What if we applied the same logic to holiday classics? Using a “time-to-$10M” metric, I ranked the top Christmas songs by how efficiently they generate revenue. Here’s what stood out: 🎵 Top 10 Christmas Songs by Time to $10M Revenue: 1️⃣ All I Want for Christmas Is You - Mariah Carey (5 years) 2️⃣ Merry Xmas Everybody - Slade (14.2 years) 3️⃣ Last Christmas - Wham! (15.4 years) 4️⃣ Fairytale of New York - The Pogues (16.1 years) 5️⃣ White Christmas - Bing Crosby (16.4 years) 6️⃣ Wonderful Christmastime - Paul McCartney (22.5 years) 7️⃣ Jingle Bell Rock - Bobby Helms (35.3 years) 8️⃣ Happy Xmas (War Is Over) - John Lennon & Yoko Ono (35.3 years) 9️⃣ Santa Claus Is Coming to Town - Bruce Springsteen (40.8 years) 🔟 Santa Baby - Eartha Kitt (41.8 years) 📈 Lessons for SaaS Founders: 1️⃣ Recurring Revenue Is Everything Christmas songs don’t just fade into obscurity after their first year. Like SaaS renewals, they generate consistent returns every holiday season. Licensing, streaming, and radio play act as the ultimate “evergreen content,” delivering value year after year. 2️⃣ Time-Adjusted Benchmarks Matter Not all SaaS businesses (or Christmas songs) start under the same conditions. Comparing a 1940s classic like White Christmas to Mariah Carey’s 1994 hit highlights the evolution of monetization strategies and market opportunities. 3️⃣ Longevity > Flashiness Some songs, like Jingle Bell Rock, took decades to hit big revenue milestones, much like slow-burn SaaS companies. Patience and consistent quality often win in the long run. 🎄 The Takeaway: SaaS founders, take a cue from Mariah and Bing: recurring revenue is the gift that keeps on giving. Whether it’s holiday anthems or SaaS subscriptions, the end goal is the same - create something timeless that delivers value, year after year 🚀 💎 #SaaS #ChristmasMusic #RecurringRevenue #BusinessLessons

12

2 Comments

DTC Brands believe Amazon is child's play. For a Shopify or TikTok Shop generating over $1.2M/Year. The jump to Amazon isn’t some step into another marketplace or “platform.” It’s a calculated move to capture new untapped potential. Here’s the strategy I’d use to add $100k/mo in Amazon sales in the first year for a DTC Brand: 1. Product Selection Imagine shooting an arrow in the dark. Not knowing where you are shooting is exactly the same as picking the wrong product on Amazon. You want your customers to find you rather than you finding your customers. Picking the right products and sub-categories can result in millions. 2. Know Your Top 10 Competitors Researching and navigating strategic keywords for targeted campaigns. Why? To analyze both Amazon-based and external competitors’ backends and frontends. 1. The Stock Strategy To maintain a competitive edge and ensure customer satisfaction. We need to implement a replenishment model for product availability, as Amazon's algorithm does not tolerate stockouts. Most brands come to us dying to scale, but they don’t have the capital to replenish inventory when sales increase. 5. The Reviews Using the Vine program. We would gather 30-40 reviews and add a strike-through price to increase orders. Increase Review Velocity (Target 4%) and Keep Review Rating at or Above 4.5. Upsells and Badges: To get a bump in revenue, offer the best deals and aim for the best badges. Let me walk you through them. Badges: • Green Badge • Red Badge • Climate Pledge Friendly Badge • New Release Badge • Save % (Promotion Code) • Local Business/Small Business Badge • Best Seller Badge Deal Setups: This is done to increase sales in different ways if you're a new or existing seller. • Amazon Best Deals (LD) • Social Deals • Amazon Outlet Deal 6. Eliminating Copycats Acquiring trademarks will be instrumental in mitigating counterfeit listings. Safeguarding our market share plus product. Enabling us to redirect all traffic to our authentic products exclusively. You can’t think of it as selling on “another” platform. You need to treat it as a new platform to understand and master altogether. You must understand its unique dynamics to fuel growth and solidify your brand’s position. That’s how you’ll add 7-figures from online retail on Amazon. #amazonfba #fba #shopify #ecommerce #DTC

4

4 Comments