Sandra Rand

Action Items for the Growth Marketer: Leverage AI-driven data insights to optimize both inbound and outbound marketing strategies. Balance your efforts on new customer acquisition with strategies focused on customer retention and expansion. Let JoeMarketing assist you with your PLG motion. Learn more about our GTM, PLG, and SLG services here, or contact me here. #PLG #ProductLedGrowth #GTM #GoToMarket

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PSA: Turn off your standard welcome offer popups during BFCM. No one wants to sign up for email to get an offer lower than what you already have on the site. Conversion rate *should* be higher during this time. Worry about getting the sale (and their marketing opt-in) at checkout. BONUS: If you’re a Klaviyo user, you can now schedule sign up forms to turn on/off on the days and times you want ✅

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The latest from our R&D blog

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For professional services marketers, one of the toughest things to do is *not* follow all the advice you find from B2B product/SaaS marketers. Most of it is plain wrong for a service business. The product peeps are selling widgets. You're selling relationships that will last for years (ideally). They're obsessed with website traffic because their customers can and do buy right on their website. Buyers of professional services don't do that. The sales process is much longer. It requires building a trust-based relationship, something that doesn't happen with a website visit. They need to sell thousands and thousands of seats. You need your next five clients. But there's *so much* B2B marketing advice that comes from SaaS marketers and while it's smart for them, it's wrong for you. You're playing a different game, so don't follow their rules. *** Find this post thought-provoking? There's more where that came from - sign up for our emails at https://lnkd.in/e2-iNhcs

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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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Check out Aditude's latest blog on maximizing page RPS! We've packed it with valuable strategies to help publishers tap into hidden revenue potential and optimize their earnings. Plus, our team put together this handy RPS calculator to help you crunch the numbers: https://lnkd.in/ejTkn-XX Looking to boost your website's earnings? Drop me a message - let's chat about how we can help!

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The AI Overview in Google! What is it and what to do about it?! Today on The Marketing Accelerator Podcast - featuring three insights in about three minutes - I'm speaking with Rachel Hernandez of Next Net, where they grow brand exposure through organic reach. She gives the details about Google's AI Overview. Check it out and stay in the know! #drewdinkelacker #rachelhernandez #AIOverview #AI #googleaioverview 

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Why we should all take a lead from the Geico Gecko If I were starting a brand today the one thing I would seriously consider is creating a brand character If that seems like some throw back to 1980's cereal brands then the data would back you up as incidents of brand characters in award winning IPA entries has tumbled dramatically from around 40% to 15% over that time. They really aren't that fashionable today. But you ignore them at your peril because they are one of the most powerful advertising tools out there Orlando Wood who describes them in his incredible book Look Out as "character fluent devices" has shown that they have a profound impact on business results get a copy you won't regret it!) Take the 2024 Super Bowl for example. Had you used a celebrity like most advertisers then the average Star score (emotional response) was exactly the same as those without one. However had you used a branded character then on average you would have seen a massive 1 Star advantage over non characters & celebrities. Add to the fact that they don't charge the same fees as a celebrity and its the Advertising effectiveness bargain of the century! In the latest episode of Uncensored CMO I caught up with the very clever Michelle Moscone (she/her) who is in charge of brand and creative at Geico about the importance of their famous Gecko which is 30 years old now She puts it in a beautifully simply way that the Gecko enables the audience to have a really fast connection with the brand in a lovable way creating a short cut for your brand and message. It's well worth reading Jenni Romaniuk's brilliant book called Distinctive Brand Assets which covers a lot of research on types of assets and how they work. Link to the episode in the comments section below Jon Lombardo Peter Weinberg Vanessa Chin Andrew Tindall Kerry Collinge

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If you rely on SEO for traffic, leads, or bookings, this is a great interview with Danny Sullivan, Google's Search Liaison, by Aleyda Solís. My attempt to summarize a couple of key points below: ➝ Google is having issues understanding and assessing quality content on some smaller sites. But Google is not proactively favoring larger brands/sites over smaller sites. ➝ Brand building and SEO go hand in hand. The same characteristics that lead to brand trust and loyalty are also good for signaling quality information and content via E-E-A-T. ➝  If you’re branching out into other content topics that aren't core to your product offering, you should ensure you have an audience that will find your content valuable. Otherwise you may run afoul of Google’s scaled content abuse policy. (looking at you Forbes Advisor!) ➝ Google is showing search results from hundreds of forums, not just the largest ones like Reddit. Danny says it’s iterative and that SERPs featuring forums will get better over time ➝ Additionally, consumers are getting more comfortable with UGC from forums because they know they aren’t being sold by some brand’s content marketing. It’s just information, no CTA. ➝ There are no plans to include AIO metrics in Google Search Console - SEO is NOT dead. For those working in/around SEO, our jobs are to understand how people seek information and the ways to help them access the information you have that would be helpful to them. #seo #seotips https://lnkd.in/eWUx8XA8

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Attribution is always a hot topic, so I was glad to participate in Fairing's Attribution Academy (FAA) alongside a bunch of fantastic ecosystem partners. No surprise, I covered direct mail attribution including how to tie mail delivery dates with purchase behavior, surprising details about coupon codes, and generally how to maximize campaign success. To check it out along with more great attribution insights head over to https://lnkd.in/gdjiA7xf 

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🚀 Holiday Email Marketing Check-In: Is Your Account Black Friday Ready? With Black Friday around the corner, your Klaviyo account’s readiness is crucial. If recent campaigns aren’t hitting click rates or engagement targets, it might be time for some strategic updates. Here’s what I’m seeing as the top opportunities: 1️⃣ Segment Optimization If you have a sub-1% click rate on recent emails this could mean it’s time to revisit list and segment strategies. By focusing on highly engaged segments, we can target those who are most likely to engage, improving results on your upcoming holiday campaigns. 2️⃣ Deliverability Health If your current deliverability score is low, this could impact inbox placement for those high-value emails during Black Friday. It's not the best time for targeted re-engagement and list cleanup, but focusing on your highly engaged contacts now could give your campaigns a big boost in reaching your customers’ inboxes right when it counts (Black Friday). 3️⃣ Strategic Preparation for Holiday Sends As mentioned above, for the lead-up to Black Friday I’d suggest leveraging a “highly engaged” segment for your one-off campaign sends. This not only helps improve deliverability but also increases the likelihood of reaching inboxes, ensuring that your best offers get the attention they deserve. If you’d like to chat strategy and refine segments ahead of your Black Friday sends, or if you want some 1-1 advice, feel free to send a DM! #EmailMarketing #Klaviyo #Deliverability #BlackFriday #HolidayCampaigns

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If you think PMM communities are dark... wait till you see PMM subreddits ☠️ 90% of the time it's because PMMs feel like they constantly have to justify their seat at the table. Here’s what helped me SHOW value to stakeholders back when I was in-house: 1️⃣ Win/loss analysis The very first one might feel overwhelming, but I found it to be the fastest way to onboard myself and start interesting conversations internally. HOW: - Choose a specific timeframe. 12-24mo back worked well for me for a first win/loss ever. After that - aim for a quarterly cadence. - Mix of quant and qual data. Start with CRM data, compliment with interviews and call recordings. - Share what you learned. Take it to a roadshow with sales + marketing; exec team; and publish a shorter version to the entire org. 👉 Don't chase customer interviews if that feels impossible at first. But if you do the best analysis possible with the resources you do have + hypotheses and what else you'd like to find out... who knows, maybe next time you'll actually get a budget. 2️⃣ Competitive intel I don't mean how many battlecards you can whip up. HOW: - Take inventory: is the existing intel recent and relevant? - If not, identify the top players and do some more research. - Hone in on the meaning of your findings (hint: a detailed feature comparison list isn't it) 👉 By order of impact/ importance, make a wishlist of strategic projects: Playbooks, competitive campaign ideas. Share what you found and your ideas with folks in product, marketing & sales. You don't have to tackle everything alone. 3️⃣ Leverage analyst firms If you have access to them, use them as a resource, not just to get on the next wave or MQ. HOW: - Engage with your ICP's most relevant analysts - Ask questions about the market and buyers - Bring the feedback back to your product leadership and broader exec team. 4️⃣ ICP This is something you want to be on top of even if you think you know it. Doing win/loss regularly helped me to keep myself honest about it too. HOW: - Documentation is half the battle. If it isn't findable, it doesn't exist. - Don't stop at firmographics and technographics. Add details about pains and triggers. - Communicate and enable sales, marketing and product. 👉 You’d be surprised by what you can learn. I’m working on a project right now where we noticed a nonlinear pattern of success which leads me to think we might discovered a new use case. And it's not unusual - I’ve seen similar patterns at two other companies in the last year. 5️⃣ Communicate internally like your life depends on it. The more channels the better: - Roadshow in other team meetings and all hands - Internal slack channel dedicated only for updates - Internal newsletter, monthly write up (even an email) to the exec team, quarterly win/loss reviews, etc. ---- PMMs, what helps you establish credibility? Non-PMMs, where else have you seen PMMs impact?

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Google is ending continuous scroll in search results. Prepare your SEO strategy for this shift by focusing on top-page rankings and optimizing each page. Learn how this change impacts small business SEO! 🔍 https://lnkd.in/erqjbYfC

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