Sarah Archer, MBA

Start your preparations for #PrimeDay on the right foot. Take a look at our Prep Guide to make sure your brand has a smooth, efficient, and successful Prime Day! #Pacvue #CommerceAcceleration

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IT'S TIME!!! I'm absolutely over the moon to be opening the role for our very first, foundational internal communications manager. I've been dreaming and scheming about this hire for quite some time. Here are a few reasons why it's such an important role to us: 1.) It's early. Many would say that it's still *too* early (we're at about 60 employees). But instead of hiring your first internal comms role to inherit a mess and fix it all when it's broken, what if you could build it right from the beginning?! That's the opportunity we want to chase here. 💖 2.) This role will report into marketing because I have a deep passion for building more transparency into internal communications. I want us to show our work, share our emails, and speak publicly about specific campaigns that are doing well (or not so well). 3.) Internal communications is truly CELEBRATED at Workshop. We exist because we believe in creating more happy Mondays for employees everywhere through great internal comms. Our platform is built for internal communications only. Not only will you be supported in all of the work that you do, but you'll help us shape the product and create better experiences for internal communicators everywhere. It's such a unique and key role, and if you know anyone who would be a great fit (or want more details), please message me and check out more via the job listing! Note*: At this time, the role is not open to a fully remote candidate, but if you're open to relocating to the lovely Omaha, Nebraska...let's talk. ;) Details here: https://lnkd.in/g44mTBzV

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Another day, another headline of a brand cutting its DE&I initiatives. The onslaught of these stories is scary. It’s so disappointing to see companies bow down to hate, scaling back their support for the LGBTQ+ community in response to pressure from a vocal minority. These decisions not only empower harmful voices but also send a troubling message to employees and customers alike. Data consistently shows that supporting the LGBTQ+ community is not just the right thing to do, it’s good for business. Companies with strong DE&I programs see 19% higher innovation revenue and 35% higher performance. Yet, some brands are turning their backs on inclusivity, risking long-term damage. When businesses scale back DE&I efforts, they create an environment where employees can no longer bring their authentic selves to work. No one should feel they have to hide who they are. Ending these programs signals that inclusivity is no longer a priority, and the impact will be felt in employee wellbeing, customer loyalty and ultimately, business success. We cannot allow these short-sighted decisions to define the future of corporate culture. Let’s continue to champion diversity and inclusivity—because fostering a space where everyone feels seen, valued, and respected isn’t just good business; it’s the right thing to do. #DEI #LGBTQ #InclusionMatters #AuthenticityAtWork

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Excited. Terrified. Nervous. Sleep deprived (deep in sleep regressions). Excited. That's how I felt when we decided to pull the trigger on our first brand campaign last year. We would need to develop creative, a solid media plan and a compelling campaign, all within a matter of weeks (ok barely a month or two). Right when the amazing marketing team were deep in production for our annual conferences, Opticon. On paper, it felt like crazy timing (and it probably was in a way) but I knew we had the data, insights and creative chops to pull it off. And we did, and it paved the way for so much more. In this article Shafqat Islam shares his perspectives for fellow CMOs and anyone interested in thinking differently about marketing, creative and being bold and interesting. Check it out! https://lnkd.in/eU7d5w5D #OOH #marketing #B2Bmarketing #leadership #content #brand #demandgeneration

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How many times in the last week has your team asked if anyone has strong connections to someone at a target account? We marketers get cocky and think we can force people down certain paths or push them faster, “hack” their process — but that’s not how people work. The buying journey is all about relationships. Period. Think about what creates the most friction at every stage of a deal cycle — most of it comes down to forging relationships with the right people in a buying committee. We buy from people we like, trust and respect. To accelerate a deal, GTM teams have to build trust and connect on a human level. Most marketing and sales struggles are related to pipeline and deals getting “stuck.” A potential buyer attends an event, registers for a webinar, clicks on a few ads, comments on some LI posts, responds to an emails, takes a meeting … and then things get stuck and we don’t know how to encourage them to take a next step with us. What’s the most impactful action you can take with: 🎁 all of the booth scans and attendee lists from your events? 🎁 all of the registrants for your amazing webinars on Sequel.io ? 🎁 all of the deals lost in last 9 months or delayed by a competitor? 🎁 the myriad 1st, 2nd, 3rd party signals that tell you it’s a great time to connect and create momentum with in-market buyers? When customer champions change jobs and get promoted, how are you acting on the UserGems 💎 signals to acknowledge them and stay connected? How do you encourage MQLs through the next many steps of the buying cycle and nudge qualified opportunities across the line? In our buyer journey, one direct mail touchpoint = an 8% opportunity conversion rate lift. 🚀 It’s a more powerful pipeline progression touchpoint than an ad, an email, a field event. It’s a pipeline progression strategy that actually works. As AI becomes more prevalent and people use it to summarize emails and help with research, human connection points will become even more powerful. Our team and our customers are using creative direct gifting to boost email response rates, LI connection request acceptance rates, event and webinar attendance, meetings booked, opportunity conversion and win rates. Lindsay Lightheart was just recognized at Arctic Wolf for generating $200M in pipeline and $4M in new ARR through delightful direct mail campaigns. 🔥 Connecting with a thoughtful, memorable (non-transactional!) gift/custom branded experience is one of the best ways to cut through the bs and forge deeper relationships that drive momentum across every touchpoint in your customer journey. Do you know which touchpoints in your buyer journey carry the most weight? If you’re not using direct gifting as part of your marketing strategy in 2024, you’re leaving $ on the table.

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Even in today’s world of TikTok and Instagram Reels, a common myth persists: shorter ads don’t work for brand building. The recent YouTube Shorts campaign challenges this, 'claiming' impactful results like higher purchase lift, lower CAC, and increased search lift across diverse categories—from toothpaste to higher education. Independent research backs the effectiveness of short-form ads: 6-second ads deliver 60% of the memory impact of a 30-second ad at just 20% of the duration, while 15-second ads achieve 80%. Bite-sized, engaging content, when done right, has proven its ability to connect, inspire, and convert audiences. (Source: https://lnkd.in/gffJiUCM) That said, a small ask: Can you point to an Indian campaign where ≤15-second ads were the primary creative and not just shorter versions of longer ads aimed at increasing frequency? #ShortFormContent #AdvertisingStrategy #YouTubeShorts #MarketingInsights

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It’s the most wonderful time of the year…Pinterest Predicts 2025 is finally here! 📌 Because people come to Pinterest to plan, we’ve got reliable insight into what’s destined to be the NEXT BIG THING in culture, and we share our predictions every December (you are welcome!). Today, we’re unveiling 20 new trends spanning fashion, home décor, food, beauty, travel and more – and they’re all shoppable on Pinterest - https://lnkd.in/ggatkgMa. My favorites for 2025? “Moto Boho” and “Sea Witchery.” Giving feminine edge! This year, we’re doing something extra fun to celebrate Predicts: Trend Drops. From December 9th to December 13th, we’re dropping 20 exclusive products and experiences that will give lucky Pinterest users an exclusive opportunity to try on next year’s trends before everyone else does. Enter to win a “twinning” furniture x fashion set from a Pinterest x Wayfair “Seeing Double” collection with Collina Strada, an exclusive “Peak Travel” vacation bundle, including a stay at a Marriott Bonvoy mountain destination, a custom, hand-painted “Primary Play” piano from artist Timothy Goodman, “Goddess Complex” 14K tooth gems from Clova Rae-Smith, and so much more. Explore all 20 trends in the full report here: https://lnkd.in/g8Qf2FQ5

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For the Social Media Managers wondering what content topics will bring in the most engagement for your #EmployeeAdvocacy program, Oktopost has you covered. 🥁🥁🥁 While blog posts, webinars, and product posts see significant engagement, 𝗯𝗲𝘀𝘁 𝗽𝗿𝗮𝗰𝘁𝗶𝗰𝗲𝘀, 𝗰𝘂𝗹𝘁𝘂𝗿𝗲, 𝗮𝗻𝗱 𝗶𝗻𝗱𝘂𝘀𝘁𝗿𝘆 𝘁𝗿𝗲𝗻𝗱𝘀 take the crown for the most engaging topics 👑 Check out more of our research on the most impactful employee advocacy strategies: https://okt.to/nGexsq

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The next big TikTok challenge is repairing its reputation. With a U.S. law pushing the social media platform's parent company, ByteDance to sell or be banned, public perception has tanked especially around trust and ethics. That aligns with other social media platforms, which have also seen their reputations plummet compared to other tech companies over the past year. Influence the confluence. A host of factors, including controversial content moderation, rampant misinformation, privacy breaches, and public perception of leadership are tanking the category. In TikTok's case, the situation is exacerbated by the political rhetoric, which could ultimately have users bailing on the platform followed by advertisers. One of the interesting strategies that TikTok has embraced is focusing on the small businesses that it supports. Many influencers to enterpreneurs rely on the platform to build awareness, educate the public and subsequently generate business. Whether TikTok ultimately sells to a U.S. company or gets banned altogether remains to be seen, but the platform's reputation is likely to take more significant hits as it nears the January 19, 2025 deadline https://lnkd.in/guPabD8p #tiktok #bytedance #reputation #ethics #trust #publicrelations #politics #communication #unitedstates

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According to data from El Pais, churn is reduced by 22% when a subscriber is signed up to a newsletter At The Financial Times, research has proven that 18% of engaged subscribers would be disengaged if it wasn't for the newsletters. And they're also hugely impactful when it comes to lifetime value. So how are publishers successfully convincing new subscribers to sign up to a newsletter within the first minutes of converting? > Highlight which newsletters are available to subscribers only, proving the value this reader now has access to, like The Independent > An image, a clear title, information on when you'll send the newsletter & how frequently > Make sign up easy - a single click via a check box is often the preferred method, some pre-select boxes for some of the more general newsletters > Quality not quantity - you don't need to feature all newsletters but combine popularity (subscribers & usage) and impactfulness (engagement post-usage & retention rates) to promote the newsletters that add value to your business > Financial Times have build bundles of content to allow a new subscriber to sign up to all newsletters, podcasts and alerts related to a single topic in one-click > Personalize where possible, even if it's as simple as adapting to the reader's location, like The New York Times: "start your day in Europe" > Pop-ups or banners on content, promoting a newsletter on the same topic, like L'EQUIPE ensuring not to frustrate the reader by defining display conditions

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Facebook: An Underappreciated Resource for Tapping into the Young Adult Market. Marketers have gravitated towards platforms like TikTok, X, and LinkedIn, oftentimes relegating Facebook to a platform that doesn't carry as much weight. This perspective may be overlooking significant opportunities. My partner managed to cultivate an audience of two million on Facebook within the last year. This demographic is not only young and affluent, but also primarily female: the exact opposite of Facebook's reputation. If you're aiming to engage younger consumers, consider revisiting platforms that may have been prematurely deemed obsolete. What's your experience been like marketing on Facebook?

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It's a new month but almost the end of 2024, and I am still #opentowork for content marketing strategy roles, either as a senior manager or senior individual contributor. Thought I would reintroduce myself :) Hi, I'm Saj (waves) I help B2B and enterprise organizations make their content life simple. What's a content life? Glad you asked ... Content Strategy: I design high-level content and creative multichannel paid and organic strategies designed to create maximum profitable impact while firmly positioning your brand in the minds eye of your ideal customer. I've generated $millions in growth oriented activity across owned, earned and paid digital properties. I have a mix of content marketing blended with content design and UX experience. Don't call me the McGyver of content (unless you want to, of course!). I am as comfortable testing out generative AI GPTs to automate content as I am creating North Star strategic visions to help you win now, and in the future. Content Writing: I connect content to the problems that your customers want solving related to the service you are offering. Whether that is solution oriented product content, or working with SMEs to create thought leadership that tickles the brains and opens the future wallets of customers, I can help. I can make even the dullest topic delightfully engaging and have written across a wide variety of verticals from entertainment to regulated industries like Finance and Healthcare. Content Operations: I have created, led, managed, mentored and elevated many different kinds of content operations and teams with governable scalable content processes. Which is kind of a fancy way of saying I can look at the big picture problems plaguing the way content runs and provide solutions that are cross-functional, collaborative and creative as a Head of Content, Content Lead, or Content Director. I lead with empathy, humor, and a focus on generating kickass results. What do I want then? I am looking for an opportunity to brighten the festive period for myself, and my family and my DMs are OPEN for conversations. If anyone else needs help, please tag yourselves in this post too, but I would love to talk to any recruiters, hiring managers, business owners etc. to see where I can help, even on a contract or fractional basis. I am determined to finish 2024 as strong as I can. I tell a mean Dad joke, btw. (Dad jokes come free) Please share widely (thank you).

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🔔🔔🔔 Extremely excited about our latest research on The State of Influencer Misconduct in 2024!!!!! 🔔🔔🔔 Since I started working with influencers back in 2015, I've seen SO much value from influencer partnerships, collaborations, friendships, and so much more. At the same time, I've also had the displeasure of seeing and even working with influencers who have gone on to sexually harass me or worse to people I know and love, who have turned into bullies and attack audiences who once loved them, and so much more. And, I was the one paying them or with purse strings to pay them for work! With Fama Technologies Inc.'s research, we hope no marketer, no brand has to experience what I have or what I've seen over the last decade. So no one has to go into crisis communications after an influencer partnership they were SO excited about. And, so brand's can properly protect their audiences, people, and profits. I could not be more thrilled to give back to the #InfluencerMarketing community that has given me so much over the past decade. Cheers to us for doing great work, building our brands and businesses, and keeping our campaigns #InfluencerMisconduct free. A huge huge huge huge shout out to Ben Mones Amy Warren Carlos Calderon Kay Talento and the entire Fama team for the partnership in turning Fama data into the successful research launch it already is (just 30 minutes post-launch!) 🥂 #MarketingTrends #MarketingResearch #MarTech #MisconductAtWork #SocialMedia #SocialMediaTrends #SocialMediaScreening #InfluencerVetting #HRInfluencers

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10 lessons I’ve learned at 35 that I wish I knew at 25: Last week I turned 35. Besides enjoying a wonderful weekend with my wife and son in the Alps, this was a great chance to reflect on the major lessons I learned in the last decade.  Here are 10 key lessons that I learned the hard way and wish I knew sooner. 1️⃣ You Can Learn Anything  With commitment and a growth mindset, you can learn any skill. It’s not about talent. It’s about consistently getting better. 2️⃣ Fast Iterations Lead to Success Aiming for perfection stalls progress. Embrace fast iterations. With each iteration you learn and get closer to success. 3️⃣ Failure is Your Teacher and Coach Never get demotivated by failures. See them as learning opportunities. Learning from failure is a fast track to improvement. 4️⃣ Always Focus on What You Can Control The most important stoic virtue for me and something I struggled with a lot and still sometimes do. Focus on what’s in your control and let go of the rest. It’s crucial for making progress and peace of mind. 5️⃣ Prioritize Investing Over Consumption Status objects quickly lose their charm. Growing a portfolio of investments leads to significantly higher long-term pleasure. 6️⃣ Build Up Assets That Earn While You Sleep You cannot multiply yourself. But you can multiply the assets that work for you - even while you’re sleeping. I learned this lesson but I still have a long way to go to build up more assets in the next decade. 7️⃣ Time is The Most Important Factor for Compounding Longterm compounding is the wealth-building superpower. You can’t start early enough. It’s ok to start investing with small sums, but start as early as possible.  8️⃣ Staying Calm is Invaluable Anger and aggression rarely help - I needed to learn that the hard way. I tend to be a hot-headed person, eager to get things done. Learning to be assertive but calm is more powerful than aggression. But I still have some way to go on this one. 9️⃣ Make Rest and Health Key Priorities Health is the foundation for long-term happiness, productivity and growth. Rest and exercise are equally important to hard work. I’ve ignored this for many years, focusing solely on hard work. It works for a while, even years. But eventually your health deteriorates. You cannot sprint a marathon! And you need a healthy body and mind for lasting growth and happiness. 🔟 Starting a Family is More Joyful Than Any Business Success Becoming father to my now 3-year-old son has been the most joyful experience in the last decade. I didn’t feel ready for many years - always prioritizing my career and business success. Now I know that my little family is more valuable to me than any business success ever could be. What are some lessons you’ve learned on your journey? I would love to hear your insights.

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The marketing job market is really weird right now. We invited ~20 marketers looking for their next role onto our podcast to talk about what they're looking for and about projects they've done that go beyond the resume. It was enlightening. I REALLY wanted to post some kind of hot takes summary, but this job market is too nuanced for that. Here's some things I learned though: 👉 Companies are getting FLOODED with resumes, often not very good ones. Thanks Chat GPT. A well-formatted, tailored resume can make a huge difference. Focus on RESULTS not on activities, if you can. 👉 Your presentation skills matter more now than ever. IF you want to stay in marketing at a higher level, you need to be a concise, compelling and conversational presenter in interviews. You need to prepare, practice how you speak, seek help from others. 👉 Your personal brand matters. I always knew this but it bears repeating. You need to present yourself in public in a way that showcases your unique skills and outlook on marketing. 👉 Don't be too hard on yourself. Because companies get flooded with candidates, MANY "settle" for a less experienced marketer for a lower salary. Because they can. Buuuuut, we also had a number of podcast guests cancel because they found their dream role -- YAY! 👉 Stop underestimating luck in this process. Seriously. The right role at the right time with the right company is a weird combination of your skills, experience, timing and LUCK! That being said, you should control for all other factors as best you can and wait for Lady Luck to reign down gifts upon you 😉 For those of you still seeking, best of luck! And in the meantime, use your network, tailor your resume, hone your presentation skills and be kind to yourself ❤️ #b2bmarketing #marketingjobmarket

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I think the adage "you don't truly know someone until you live with them," applies equally to businesses. Observing how companies react to market depressions and significant societal changes offers a similar revelation in my opinion. Since 2020, the progression from a period of "listening and learning" to one of accountability, and now to questioning the extent of engagement with social issues, has been fascinating to watch from a broader marketing perspective. This evolution is especially intriguing from my standpoint, where my professional obligations span both fiduciary duties to customers and financial stakeholders. Year over year, the Edelman Trust Barometer indicates that people trust businesses more than NGOs, governments, and media. This established trust positions commemorative months as pivotal times for B2C marketers to make a significant statement through campaigns and CSR initiatives. Despite resistance in 2024, it’s essential for brands to recognize that consumers, particularly Gen Z and millennials — who will represent 48% of global retail spending by 2030 — retain long memories. I believe that brands that choose to support a cause must genuinely commit to their stance to maintain authenticity with these discerning consumers. What do you think? https://lnkd.in/eVQdUNhu #marketing #leadership #branding

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Health privacy is breached every day online. Most Americans don’t realize their Amazon info is being aggregated with Google searches, news browsing, FB/Instagram/TikTok posts & more. So our entire online experience, including health, is being sifted for marketing. Two LDI fellows, Ari Friedman and Matt McCoy, showed how hospitals and abortion clinics are just as likely as others to track users and pass on the info to aggregators. Check out this LDI piece that lays it out. #https://lnkd.in/eetqaPi3

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Shhh....let it go. Let it go. 😅 What worked then may not work now. Users change. *People* change. Being a solid PMM includes knowing when and where to pivot. Whether it's being a little more flexible with how you define your primary target audience (S/O to Stanley 1913), or maybe shifting your product's positioning--it's worth a try. Keeping your KPIs front and center, look at which parts of your marketing strategy would benefit the most from a makeover. The results may surprise (and humble) you.

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This post is an apology to Jay Schwedelson. I previously posted that the speaker I was most excited to see at INBOUND this year was Jay. I even called him the 'Emperor of Email Marketing'. But then this news landed in my inbox that made my Gen X funny bone sing: Comedy legend David Spade is doing a set at INBOUND After Hours.(insert squeal here) There are different paths of David Spade's career that could turn you into a fan: TV, movies, Chris Farley side-kick, stand-up, podcasts. But for me, David Spade imprinted on university-era Jen during his epic run on SNL in the 90s. This was the hey day of SNL (IMHO) and it was also the era of appointment television. You had to watch a show at the exact time it was broadcast, unless you knew the complex magic of pre-programming a VCR (and experience the crushing loss when you realize you screwed it up and the show was gone forever). SNL was so popular during that time that my four roommates and I would often leave the university bar (shout out to The Axe at Acadia University!) in time to stagger home and watch the latest episode. And we usually brought friends along with us so there would be a gaggle of giggling, barely sober twenty-somethings crammed into our sparsely furnished living room watching a 13 inch TV. WITHOUT A REMOTE. Anyway, back to Jay. I'm STILL excited to see you speak at INBOUND. And you're STILL the Emperor of Email Marketing in my books (or should I say, inbox). But as a marketer, you know what a powerful elixir nostalgia can be. So the David Spade news gave me a nice jolt of dopamine. My question is: Can we have a Jay Schwedelson/ David Spade mash-up??? My second question is: What's your favourite David Spade character/moment? And here's hoping my flight from Halifax to Boston for INBOUND is not on Bastard Airlines

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