Sarah Eadie

Any Competitive Intel practitioners wanna make $20 in 10 mins? Trying to find some participants for a survey. It should take 10 - 15 minutes to complete. When you're done, you'll be sent a $20 gift card. The output of this survey will go toward building a resource for... 1. Existing CI practitioners: I want them to have a gut check on what others are doing and how they're feeling about it. 2. Aspiring practitioners: I want these folks to have an honest look at what existing CI practitioners are thinking about / doing. So if you're a CI practitioner (full time or hybrid) and wanna participate, just comment below or send me a DM! :-) Or, if you just wanna be nice, you could just like this post so it gets in front of more people :-) :-) TY!

55

38 Comments

Here’s a story that made us extra proud of what we’re building at Elly Analytics💛, and I thought you’d appreciate it. One of our clients was a bit skeptical at first about how Elly's attribution was supposed to be better than their in-house analytics. Right away, they noticed a difference: their reports showed more results for Meta Ads campaigns than Elly’s dashboards did. So we dug in and quickly found the issue: their reports were double-counting. If a customer clicked on both Meta and Google Ads before signing up, their reports would credit both platforms for the same conversion. That’s why Meta’s numbers looked better, but the overall totals weren’t accurate. With Elly, you can pick the attribution model that works best for you — like Last Non-Brand Ad Click to see what finally drove the registration or First Click to see what first grabbed the user’s attention. But Elly doesn’t double-count, so you can trust the totals. But they weren’t done yet. Their QA engineer put us to the test. They started with simple flows — one ad click, one registration in a single session. Then they got creative, testing complex scenarios like multiple sessions and device changes. Elly handled all the usual cases without a hitch and only stumbled in some ultra-rare situations with niche browsers like Tor. In the end, the client was convinced and fully committed to using our dashboards. Moments like these make us proud of the work we’re doing with Elly.

18

1 Comment

Anyone seen any great examples of incrementality reporting for B2B? I am not convinced (yet). The issues I see are: (1) Small sample sizes Most B2B companies don't have enough data for AB tests like this to have statistical significance. (2) Pipeline pressure Most B2B companies are under so much pressure to produce pipeline they don't have the luxury of excluding a control group from their marketing. It risks producing less pipeline by not engaging with as much of their audience as they can.  (3) Buying complexity The B2B buying process is so complex with multiple people involved over a long timeline. I haven't seen an example of how incrementality solves this. (4) Untracked touchpoints It seems pretty impossible to measure the incrementality of channels that can't be tracked very well. _________________ I know all forms of attribution have these issues as well. But I keep seeing posts on incrementality being SO much better than other forms of attribution and lots of theoretical commentary on it. But I have yet to see real evidence of this being so much better. And when I think about it more it seems like all the issues we have with attribution are still there with incrementality. So, I am genuinely curious if someone can share examples and convince me to change my mind. I'd love there to be a better way to measure marketing that beats the traditional methods. I'd be all over it.  

42

47 Comments

How I would drive more customers for Calendly if I were their content marketing director by using company-led content marketing. If you're new here, this is a daily series I'm running where I audit a new SaaS startup's company-led content infrastructure and share all of the mistakes they're making and what they need to do to turn their content into an inbound lead generator. The goal is to share insights and best practices for startups to drive more leads through content. So if you work at Calendly, this is for educational purposes only. Here are 5 highlighted issues I came across when auditing Calendly: 👉🏿 Their thumbnails have a consistent branding element with the blue and its design, but their thumbnails are not eye-catching. 👉🏿 The titles of Calendly’s videos are too focused on their own brand name instead of writing titles that will be able to rank for search terms non-customers would search for. 👉🏿 Only 1 out of their last 20 videos do not mention their brand name in the title. 👉🏿 Their video production quality is not consistent. They have several videos where the video production quality drops. 👉🏿 Calendly’s descriptions on their videos do not always have links to their sales pages or sign-up pages and when they do it’s not linked at the top of the description which is a best practice for increasing the conversions of your YouTube videos. Check out the video below to watch the complete audit. If you're interested in having a private audit done for your SaaS startup's company-led content infrastructure or want to work with us directly, comment down "Content" and I'll reach out to you via DMs. Or just DM me directly 😎 See you tomorrow! P.S. Tag a SaaS founder or marketer who needs to see this👀

2

2 Comments

This is ONLY for Marketers! Hope you learn from this post By Richard King

2

My content team's mission is NOT to create -brand -pipeline -revenue (Those are goals) Our mission is to *Build Trust At Scale* Why? We know we need to win MIND share before we can win MARKETshare. It's much more powerful to 1. Earn attention 2. Build an audience 3. Convert trust into action That's how we think about growing brand, pipeline, revenue, etc. (I cover some of the "how" in the video below). If your content strategy is designed to build trust at scale, it's damn near impossible to lose. — Shout out to Mark Huber and UserEvidence for the convo and for building tech that helps marketing leaders do it with ease.

300

36 Comments

Hot take: Brands are NOT in the product business, they are in the content business Products are commodities. You need to build a brand. If you don’t believe me, go on Amazon and search for any product. After page 1, if not sooner, you’ll see pages full of no name knockoff products. Don’t get me wrong, great brands are selling on Amazon - as they should, but you need to build a brand to survive. The recognizable products that you see people sharing on Instagram or on the shelves in retail are brands. For example Jolie, August, poppi, Coterie, and Feastables. And to become an IT brand, table stakes is having a great product. But in a crowded market where cost of acquisition is higher than it's ever been, you need to be a content engine. Content is the means to differentiate and build affinity that customers associate with your brand.  Take Liquid Death for example - the product is water - as generic as it gets. But it pumps out hilarious meme images and videos in every social channel. Which people find funny, entertaining, and joyful. And if you are successful creating these emotional responses, people reshare the content creating a powerful viral brand flywheel. That simultaneously drives awareness and distribution and costs a fraction of what a Meta ad with the same reach might deliver. Shout out to all these brand's founders: Ryan Babenzien, Nadya O., Allison Ellsworth, Larissa K. Holmes, MrBeast, Mike Cessario #content #brand

34

16 Comments

If it seems like Google has become an engine for Reddit references, you’re probably not imagining it. The question is what this means for SEO as we used to know it and content strategy as we used to know it (not necessarily the same thing).

7

4 Comments

Bad #marketingops: - Undocumented processes  - Too many tools - Constant fire drills  - CMS and systems littered with hacks and work arounds - Limited resources supporting GTM motions Bada$$ #marketingops: - Clear definitions and process documentation - Lean, purposeful #martech stack  - Prioritized, quarterbacked project management - Right mix of internal/external expertise #opsenabledgrowth #demandgen #revops

20

5 Comments

Why is there not a killer Twilio-powered cross-platform voice app? Many platforms support SMS with Twilio but there doesn’t seem to be a simple and elegant way to handle voice on the same number. I like OpenPhone a lot but it doesn’t support using your own Twilio account. Aircall does, I believe, but has a minimum of 3 users so is too expensive. I want to be able to handle full two-way SMS in Front and calls in a simple, native iOS and Mac app. Intercom now has phone but doesn’t even support SMS on the same number. Is anyone doing this well?

1

8 Comments

Here's your reminder that AOV is a fully blended metric. It's in the name, "average" order value. As an analyst I'm a bit alergic to averages since they often hide a lot of useful information. The way to better understand an average is to break it up into smaller parts. The report below is a great example of breaking up AOV into smaller pieces. The columns represent order value buckets while the rows represent the order creation date. We can now see the distribution of orders by order size and track changes over time. This allows us to a) better understand AOV, b) easily track our ability to change it, and c) quickly raise an alarm if the percentages move to the left (often as a result of over discounting).

24

1 Comment

Data Can Speak To You If You Know How To Listen. She sat and stared at the dashboard, her team's quarterly campaign metrics flickering like a warning signal. Their sleek app launch sputtered, and user acquisition stalled after an initial burst. "What changed?" she asked her lead analyst. The analyst pulled up a heat map. "Look. Our assumed user persona—young urban professionals—doesn't match actual engagement. It's mid-career professionals aged 35-45 who deeply interact with our platform." The team spent two days dissecting data: heat maps, user surveys, and conversion funnels. They discovered their messaging targeting twenty-somethings missed the mark. The real customers wanted precision, performance tracking, and community—not trendy design. Within a week, they rebuilt their #marketing strategy: • Redesigned ad creative featuring accomplished professionals in their 40s • Shifted ad spend from Instagram to LinkedIn and profession-specific forums • Rewrote email sequences with more technical, performance-focused language The iterative #marketingstrategy process works. All you need to do is observe, analyze, hypothesize, experiment, measure, and adapt.

1

1 Comment

Not sure if you heard, but Chili Piper launched our Chat product! I think I saw 1, 2, or maybe 25 posts about this so far today 😜 So we actually launched Chat back in June But people were so excited about our new Demand Conversion Platform, they didn't realize it also included Chat So here we are in November, relaunching Chat! 🚀 Unlike other Chat products, Chili Piper Chat is all about getting website visitors to meetings Instead of having a 5-minute conversion about your first name, last name, email address and company size with a chatbot Chili Piper serves the form right in the conversation EVEN BETTER, you can re-use all your meeting types, teams, and routing rules from your other Chili Piper products in Chat Which means... if the routing rules change, you only have to update them ONCE The incredible Liz Pouya, product manager at Chili Piper, is going to be chatting about all things Chat in a live webinar! Register here: https://lnkd.in/gaJzCNUi

66

6 Comments

Here's the biggest 🚩 brand managers make when trying to understand their customers: They settle for surface-level data from outdated research methods. If you want to truly understand your customers and reduce churn, you need to focus on 3 different routes: 1. Understand your customers better 🧠 2. Act on that understanding faster ⚡ 3. Do it at a scale that actually moves the needle 📈 But here's the kicker: The market research industry is still relying on methods developed in the 1950s! 🤯 As an anthropologist, I've seen firsthand how some of these traditional research methods often fall short. (Imagine trying to understand the ocean by looking at a glass of water or making assumptions about the ocean.) During my fieldwork, I once spent an entire year conducting just 75 interviews. It was in the context of a broader ethnographic study and it was exhausting, time-consuming, and still barely scratched the surface of the insights I needed. That experience taught me a crucial lesson: sometimes, the most valuable insights come from unexpected places and unscripted moments. So, how can you dive deeper and truly understand your customers or the people at the center of your research? - Instead of just age and location, explore social, emotional, and behavioral factors. - What are your customers' values, attitudes, and lifestyles? - Don't just ask "Do you like our product?" Ask "How does our product fit into your daily life?" Better yet ground it in lived examples. - Sometimes, the most valuable insights come from seemingly unrelated areas of your customers' lives. - Pay attention to the specific words and phrases your customers use. They can reveal underlying emotions and motivations. - Don't just focus on the average user. Your most extreme users (both positive and negative) often provide the most insightful feedback. - Ensure your research methods allow for anonymity and encourage candid responses. - Use surveys for the 'what' and in-depth interviews for the 'why'. Remember, the goal isn't just to confirm what you already know - it's to uncover the unexpected. That's where true innovation happens. By diving deeper into customer insights, you're not just reducing churn. You're building a foundation for long-term customer relationships and sustainable growth. What unconventional methods have you used to understand your customers better?

7

📨 Not Landing in the Primary Inbox? Cold email deliverability is everything. If you’re not landing in primary, it’s time to rethink: ✅ Use multiple inboxes (warmed for 2 weeks). ✅ Diversify with generic domains. Example: cleaningpros dot com. ✅ Split-test offers, not just subject lines. Combine cold email with Facebook retargeting. Prospects who don’t reply to your email may respond to an ad. Dual-channel = higher conversions.

1

Asking is the best policy.

8

Where are the QA experimentation jobs? No, really... Where are they? Who is doing the QA for your experiments, A/B tests and optimization? On LinkedIn, specialty job boards and various websites, you can find roles for: - Experimentation Engineers - Project Managers - Designers - Analysts But no QA... How come? If you don't have a dedicated QA does that mean everyone does QA? Who's responsible for the quality if everyone is doing it? — — — It’s experimentation and a/b testing QA week… How many “bugs” did you squash on your latest experiment?   — — — P.S. “Experimentation Confidential | Off the Record” ↳ Private conversations. Actionable insights. #experimentation #abtesting #CRO #QA #jobs

17

12 Comments

90% of the PPC experts are "dumb". There I said it. Hot take: I don't wanna offend anyone. But, the point is... They haven't understood the Pmax correctly. Here are 5 common mistakes I see (+ solutions): 1. They "blindly" trust the campaign's ROAS: - It's not 100% correct.  - It targets only "ready to buy" audiences.  - This makes the ROAS less incremental. Solution:  ↳ Use ONLY MER, actual revenue & ad spend. 2. They think Pmax covers the full funnel: - No, it doesn't. It only focuses on warm traffic.  - Even with YouTube and other formats. Solution:  ↳ Use other campaigns targeted at colder traffic. 3. They set Pmax campaigns and forget: - Pmax is good with automation.  - Still, it needs human optimization. Solution: ↳ Analyze Mike Rhodes script, search terms, LPs, Products placement, assets, etc.  ↳ It's effect on other campaigns. ↳ Effect on other channels. ↳ Effect on the back-end metrics. 4. They optimize the Pmax in isolation: - It focuses mainly on warm traffic. - Meta, SEO, your newsletters, and other channels. Solution: ↳Think about actual revenue and MER. 5. They think Pmax can be optimized without skills: - I know. It looks easy but it's not.  - Only algorithms can't do the whole work. Solution: ↳ Be more attentive and geeky with it.  ↳ Add scripts, keep checking back end data. These are the ONLY way to make results. Keep learning. Keep practicing. Keep winning. ↓ P.S. What's your preferred Pmax optimization? Let's chat. *** 📌 Was this helpful?  🔔 Follow Prince for more.

22

16 Comments

Pop Quiz: Which email A-B test variant drove more DTC eCommerce conversions? Hit 👍 for A - BOGO50 Hit ❤️ for B - 25% OFF There are a lot of options for what you can A-B test in your emails: → Frequency & cadence → Call to Actions (CTA) → Promotional Offers → Send Day of Week → Personalization → Segmentation → Subject Lines → Email Content → Email Layout → Send Time → Headers → Footers You should always let your data and goals drive that prioritization but I think offer testing is something that tends to not get tested enough. In some cases, is discounting even helping or hurting your brand in the long run? There's only one way to find out. Test it. So let me know with your vote and comments. Who do you think was the winner of this test?

33

29 Comments