David Angelo Chiapoco 🧠 🚀

In the past 7 days, I have spoken with: ✅ Digital marketing agency founder ($80k/mo) looking to automate the free audit they provide as a lead magnet ✅ Facebook ads agency founder ($30k/mo) interested in how to differentiate their service offerings with AI ✅ Australian solar energy company looking to use AI to help with lead generation ✅ Forex day trader and coach who wants to build an AI Trading Bot and automated content generation system ✅ Fractional CMO wanting to blend AI into her marketing initiatives ✅ Medical sales coach wanting to automate his lead management and build an automated sales funnel ✅ Events fundraising company founder looking to automate lead generation from LinkedIn ✅ SEO agency owner looking to improve his warm outreach with automated research ✅ Fractional talent recruiter looking for how AI can help him find new clients ✅ 3 AI automation agency owners who I onboarded onto my LinkedIn Content Copilot ✅ And a partridge in a pear tree All were looking to leverage AI automation for growth. This is why I love the AI automation world. I feel like I’m getting a mini MBA. I can’t make this up, it’s even wild looking at it typed up now. Not all weeks are like this. But this one was particularly awesome. --- If you want to learn how AI automation can help your company grow too, hit me up.

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Oh so you think you got HubSpot-ify wrapped down? In 2023 we signed waaaaaay too many new clients to do this at scale. Thanks to AI this years HubSpot Wrapped (what we call RBP orbit) for our roofers is gonna be incredible. We don’t drop until final numbers are in but get a look at what’s in store for our Roofers. Matt Bolian ⚡ Lindsey ⚡️ Smith we could push these out with Supered⚡ updates can we not? (We make the vids based on their roofco stats, and push the video out to all extension users?) Allison Sand takes this Suuuuper serious. Jacco van der Kooij would this qualify as recurring impact? making a year end hype video distributed magically into their HubSpot account?

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They say it takes 10 years to master a craft, but with the right framework, we’ve helped companies avoid vanity metrics in a fraction of the time. At REACH Australia and New Zealand, we guide startups to success by focusing on actionable insights rather than distractions. Here’s how we help them cut through the noise: ✅ Identify key performance metrics that truly matter. 📊 Analyse meaningful data to guide every decision. 💡 Make informed choices that drive real, measurable growth. 📈 Track and refine progress to stay ahead of the competition. This framework empowers companies to make faster, smarter decisions, accelerating growth in the proptech sector. Ready to make your impact? Apply to be a mentor: https://lnkd.in/gk4ZNjqe 📊💡 #RealEstateTech #DataDriven #Innovation #REACHAustralia #REACHNewZealand #reachnewheights #reachforthestars

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If you are a web or e-commerce agency owner, Sarkis Salleh from ITQ Digital Ltd shared some very valuable advice in our Do the Woo AgencyChat episode this week! #WooCommerce #WordPress #WebAgency

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⏳ 2014: On stage at an Easy Weddings event I told an audience of skeptical Australian wedding professionals that Google Analytics conversion tracking meant they could track every conversion back to the referrer. Simple. Marketing works! ⌛ 2023: At a DTCX event in Austin I am asked in front of an audience of DTC marketers for my thoughts on attribution, and if I had a preferred platform. My response was "attribution and all the attribution programs are RUBBISH" (sorry American friends... "trash") In this day and age, there's too many variables, online, offline... AND too many barriers (see below), to make any of it more than guesswork. So I'm all in on SparkToro's advice of 🎉 Measurement over Attribution 🎉 Of course you need to understand which channels are working, which are not, which work well in tandem and at different points of the buyers journey and to different objectives, where are your customers spending time, etc etc That's marketing! The era of "take this pill for all your attribution woes" is over. H/t Rand Fishkin and Amanda Natividad #attribution #marketing

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Founders, your SaaS product is your baby. You nurtured it from a scrappy idea to a (hopefully) thriving platform. But even the cutest babies need a little...adjustment sometimes. That's where feedback comes in. Learn how to turn frowns upside down (and bad reviews into stellar ones) with these tips: 1️⃣Don't take it personally. Feedback is about your product, not you. 2️⃣Embrace the data. Numbers don't lie. 3️⃣See it as a chance to iterate. Remember, the MVP is just the Minimum Viable Product, not the Perfect one. 4️⃣Listen to your users (and staff too) make data-driven tweaks, and watch your baby blossom into the SaaS superstar it was always meant to be. Remember, founders who can handle (and even love) feedback are the ones building the empires of tomorrow! #feedback #saas #product

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🌎🌍🌏 If you're expanding into the US (or into a bigger, international market) from Aus or NZ, here’s quick 3 tips for Google Ads: 1️⃣ Start with only one test area. i.e. don’t target the whole country. ↳ Otherwise you’ll need to 10x your current budget at the bare minimum as it will be depleted instantly with minimal results and not enough data for Google’s algorithms to optimise 2️⃣ Remember to localise your ad copy, landing pages etc ↳ It’s easy to forget basic even small things like changing the “s” to a “z”, among many others (e.g. localise -> localize) 3️⃣ Create a new, separate ads account  ↳ Not essential, but definitely recommended. Reduces complexities like reviewing metrics, adjusting strategy, billing in USD etc. Make sure to link it back to your original account using a MCC

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The best partnerships often start with a simple email: 'We're moving to HubSpot. Can you help?'" Working with Australian International Development Network, we didn't just migrate their data to HubSpot. We built a foundation for their team to: ✔️ Work efficiently from anywhere ✔️ Capture valuable member insights ✔️ Scale their impact, not their hours ✔️ Focus on what matters most In Emily's words: "Your expertise made the entire process seamless... we're truly excited about the impact this new system will have on our organisation." (and Emily ... 🙏🏼❤️) Because systems should give you freedom, not complexity. PS: Curious about their full journey? Read the case study here https://lnkd.in/gb93-PyN 🔗

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Are you an early-stage startup? 👉 Get free $600 in free advertising credit on Google Ads. 👈 It's much higher than I've seen recently, and a great way to dip a toe in. Please like, comment and share this to help as many Aussie and Kiwi startups get started generating customers! Link in comments!

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Day 2 - Im documenting the journal of building an eCom brand from $0-10k per month in 120 days so you can learn from my wins and losses! So here’s day two: I’ve narrowed down to greens powder now for branding and picking a domain. I’m using shopify to buy the domain to minimise time spent with the hosting intergration. Tomorrow design time! Archive: Day 1 Using google trends to analyse data and find a winner. I’ve narrowed it down to greens powder. Next I’ll be analysing competitors.

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I used to work at 7-Eleven. Often belittled, pelted with pennies, eggs & more. Today, I mentor the best agencies in Australia to scale to $5-20M+. I dreamed of working in marketing.  But it took me 12 years to get my first marketing role.  Not what I expected. Since then, I’ve learned how unpredictable life can be. 1. Worked in call centres 2. Sold knives door to door 3. 5 years to find my 1st "real" job 4. Quit two jobs due to poor culture 5. Made redundant from my first exec role 6. Made more mistakes than I’d like to admit 7. Years of guilt for prioritising work over fam 8. Resigned from my dream role unexpectedly to look after fam 9. At the age 42, started my first business, consulting for agencies. You won’t always feel like you’re moving forward. In fact, you’ll feel the opposite. Won’t lie - there were moments of doubt. But had I caved, I wouldn’t have: - Turned around my work-life balance. - Learned what really matters in life. - Had the chance to work for myself. Keep going. Trust me. It’ll eventually pay off. Ps. What’s the 1 thing that drives you forward when it gets tough? --- 👋 → Hey, I’m Wasif, an agency mentor & coach. → Want to add another $1.5M ARR to your agency in a year? → Book a free 1:1 consultation on my profile. ♻️ Repost to inspire your network

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There is a cost to hustle culture. In agency life, we measure our worth in hours (as if every hour is the same), reinforcing the idea that your success depends on the hours you’re willing to put in and the sacrifices you’re willing to make. Most of the agencies I’ve spoken with this year approach me with the same business development challenge - they’re not bringing in enough new business. While I empathize deeply with this challenge, new business is cyclical and cumulative. It is the result of strong relationships with your clients, your peers, your collaborators.  And I see so many agencies falling short on their relationships...investing in all the wrong places, like rfps. If your agency is operating on hustle culture, you’re likely falling short in your relationships and it’s directly impacting your ability to grow existing accounts and win new business. A few ways we can collectively start to reverse this problem: 1 / Stop pitching opportunities you are not a good fit for and invest that energy into adding more value to your existing clients 2 / When the right pitch comes along, give your team the space and resources to do their most creative work and have fun imagining the possibilities 3 / When you win a pitch, show that client (the one you worked so hard to win in the first place) that they made the right decision - invest in their business and deliver your best work If you're currently navigating this challenge and want to have a 1:1 chat, DM me for a link to my Monthly Agency Office Hrs. 📞

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✨ An exciting TMM chapter announcement! ✨ I was listening to Growth Colony's Australia’s B2B Growth Podcast this morning and they were interviewing Guy Kawasaki who said: “AI is the biggest deal that I have seen in my career… AI is bigger than personal computers, it’s bigger than social media, it’s bigger than the internet.” No shying away for this little marketer. I’m taking it on. For my clients, for my team, and for the (hopeful) future and ongoing success of The Measured Marketer. I’ve created a role that will build out a consulting offering for clients in how to best utilise AI in their marketing and integrate it into their existing #techstack. Because there’s never enough resources. There’s never enough time. And there’s never enough budget. Join us. I’m not expecting to find an expert in all the AI marketing platforms in the whole wide world. I mean, it’s kinda still new and evolving every day, so nobody’s an expert, right? But what I do want is to work with a good human who is passionate about B2B marketing, passionate about tech, passionate about building a service offering from scratch, and passionate about good quality work for our clients. Reach out via Ellen Bennett at NewyTechPeople. The job ad is here: https://lnkd.in/gs7JR5kV This post was written all by me... 😜 but I'm certainly not saying I haven't dabbled with the "rewrite with AI" feature before. #B2BMarketing #EmbracingTheFuture #WorkWithUs

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WTF is Substack? A year ago, we moved our email list from Mailchimp to Substack. If you didn't know (and we reckon you do), email marketing software allows businesses to email people on their list in bulk. Traditional software (like Mailchimp, Convertkit, Mailerlite) allows you to segment your list according to how a customer has interacted with your content. By using email as a way to build trust and share information, businesses then sell products using sales emails. This is what we did, back in 2019.  We started the Nest Egg as a way to demonstrate our knowledge in trusts and major gifts fundraising and then created two self study courses, which we sold by email marketing. We loved writing the emails so much. Creating the courses? Not so much (you have to be amazing at design and tech). Investing in the courses and updating and improving them. Nope. Enter Substack. Substack is a different type of email marketing software - similar in that it allows you to bulk send emails to people who have signed up to receive them. But it also allows you to charge a small subscription fee for your newsletter, so that instead of emailing people with the aim of selling products, the email becomes the product. We love it because its simple and it plays to our particular strengths (writing). What Substack doesn’t allow you to do is segment your list very much and target sections of your customer base with bespoke comms. We can tailor our emails according to whether people are paid or free subscribers but that’s about it. Substack also has its own app. You can curate your own group of publications so there’s always something awesome to read.  It’s also really easy to go back through the archives (not possible with traditional email marketing software) so in that way, Substack is more like a blog. Substack also has its own social features – notes and chats (we don’t use these very much). You can also create and share audio and video content - again, not for us, we’re trying to keep it simple (though we do occasionally flirt with the idea of a podcast). We’ll be closing our courses at the end of 2024 and going all in on Substack. Alongside our consultancy work, The Nest Egg will be the place where all our best ideas are shared - ideas which can help you to do your work, but better. Questions about Substack? Pop them in the comments and I'll do my best to answer them!

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If your product uses AI/Machine Learning etc - your prospects already don't care about that. They don't care how smart your machine learning is. Talking about "Our [Insert Product Name] is powered by AI" translates into "We built a machine which does the thing". The amount of work that goes into the machine build is lost, the spec and the functionality doesn't translate - it is simply a machine, and its hard to get excited about that. Never underestimate the importance of communicating the Value of what you do, not the Thing that you do. Prospects need to understand the positive impact and transformation it can bring to their business, when they consider the investment.

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This past year of advising has led to countless conversations with fellow marketers. We’ve covered it all—serious marketing strategy, catch-ups, and a bit of therapy. A few key themes kept emerging: • Burnout from the pressures of being a #marketing leader, with many considering a career change. • Growing interest in advisory or #fractional roles to avoid the stress and exhaustion of full-time leadership. • Very specific criteria for the next full-time #CMO role: a great #CEO, strong culture, aligned exec team, and supportive board. Last week, Gartner released their latest #marketing leader survey, and the results were disheartening: • Only 52% of CMOs and senior marketing leaders felt they were successful in proving marketing’s value and receiving credit for meeting enterprise goals. • In a survey of 378 senior marketing leaders, CFOs (40%) and CEOs (39%) were ranked as the most skeptical of marketing’s impact. So why would we even consider taking another CMO role? Because we’re driven, creative, passionate, collaborative, and strategic—and we love this craft. We know this is exactly what every company needs. But the environment needs to change. I have strong opinions on how. What do you think?

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“It’s between you and one other vendor.” After years in MarTech Intelligence, I know nothing fuels as much anxiety for vendors as a potential client uttering these words… So when you’re neck and neck for the contract, how do you edge out the competition? I recently sat down with the Operations Director at a $500M apparel and accessories retailer making this exact decision on a new CDP for one of their brands. Here are the factors he’s considering:  (Hint – save these insights to ace your next RFP!) >> CDP Option 1 << He likes how: - Easy to use - Straightforward - And effective it is And he loves its functionality: “It tags all the site stuff to help record customer interactions even if they’re anonymous. Then it works to de-anonymize them!” All in all, “it’s a great product for tracking and pushing data to the data warehouse,” he says. “Plus it’s at a great price.” But while he loves Option 1, the brand’s team is leaning toward a second option… >> CDP Option 2 << The brand’s team likes its: - Ability to test content across their site, - Collect effective data on consumer behavior, - And create a cohesive and compelling site experience. Because this brand is 100% D2C, the team cares less about de-anonymizing data and more about creating a compelling site experience with testing and customer insights. >> Bonus Considerations << Most of the retailer’s other brands are just 5-10% D2C and could all leverage CDP Option 1. Plus, one of his top goals for 2024 is to identify and quantify customer data in offline channels. So he naturally prefers Option 1. But Option 2 might be a better match for this brand’s unique CDP needs.  ___ How will this buyer decide? Ultimately, it’ll come down to the priority that takes first place for the brand and the overarching company. Tl;dr — Make sure you invest time in truly understanding your prospect's goals. Then use those insights to frame your MarTech’s value prop so it’s personally relevant to them. After working with 100s of buyers, I can tell you firsthand this is one of the best ways to win their RFP.

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Is a fractional CMO going to work for your startup? I get the appeal. ✅ Access to a senior leader for a fraction of the price ✅ Deep experience working in marketing ✅ Someone who can solve for all those challenging "growth" problems Pump the brakes. Before you put on that polished interviewee - ask yourself the following questions: 1. Do we know what we need to grow? A fractional CMO can tell you what they think you need to grow. It will sound very convincing and be grounded in marketing nous. But is that answer what you need to grow? Or does it *sound* like the answer you think you need to grow? Because they're two very different things. Most fractional CMOs are new to engagements like this (they're former full-time employees). They're used to having a team, a budget, and guiding that team to where they need to go with that budget. Is that what YOU need? 2. Does your fractional know how to roll up their sleeves and DO things? Here's what DOING doesn't look like: - an amazing set of slides - a polished LinkedIn profile - a presentation in the final interview that blew your socks off Here's what DOING does look like: - spinning up a landing page that's good enough - whipping up a guest blog post in your niche - troubleshooting why your tag isn't tracking in Google Tag Manager They don't have to be as good as a full-timer at the above tasks, but they know how to figure it out to determine if resources are needed for these sorts of tasks. 3. Are they comfortable disagreeing with you and explaining why? You're a new business moving from surviving, to growing, to scaling, to thriving. A good fractional CMO is happy to argue with you and die on some of those hills because they know their craft better than you do and want to save you months of wasted time and budget. A bad one will defer, and kowtow to what you're insisting on to keep the peace (and their regular part-time salary). A good one can back up what they say with data - and even show you a smaller version of what you're pushing (and that data) and why they're making their recommendation. -- The market is FULL of disenfranchised senior professionals who want portfolio careers and fractional roles. It's a good time to onboard great talent that can make it rain for your startup. BUT don't be distracted by shiny things. Make sure you AND them are set up for success before doing the dance. Even a fractional salary for 3-6 months starts to add up is not the right fit. -- Am I wrong? Have you had a good experience with a fractional? Are you a fractional that's had a good experience with a startup? (I bet you have!) 📸 is of the ray of sunshine that accompanied me to daycare while his brother slept, there is also some sunlight streaming into the photo

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