Amy Wong, MBA

AI landing page builders are overhyped and lack strategic alignment! Top-performing pages need AI capabilities + human expertise to capture your authentic brand voice. Here's why strategic testing is needed for sustainable growth. 👇

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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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Here’s how we built the 90-day roadmap for a mature Experimentation org. This top-down process is an extension of the usual QBR process and aims to further increase alignment between the core team and the client exec leaders. A) Review Business Goals. Important changes brought us to re-prioritize 90-day KPI. We responded to market fluctuations by addressing the metric in most dire need of improvement. The focus on 90-day KPIs has an immediate impact on tests that are approved this quarter, as this is the metric we need to post traction against. B) Review Conversion Roadblocks. We tie the focus metric of the quarter to problems statements that speak directly to it. Conversion Roadblocks were re-organized to reflect the shift to business goals. We also ask quarterly : did we fully solve it? Or is it still as prominent of a problem as before? Always keep in mind those roadblocks are our guiding system to make impactful experiments. C) Review Previous Tests. Starting with last quarter, here we simply ask if any recent test deserves a follow-up variation. Our goal is to make sure any insight is re-activated if interesting. Sometimes it’s a good reminder to pass off learnings to another team or agency. Then cycle to older experiments. Sometimes, a valuable insights is lost and a follow-up variation was stood up, but ended up not being run. We make sure to double-down on winning tests or worthwhile insights. D) Consult Prioritization Chart. This is a living - breathing document. We refresh insights when needed, so we might map a research method to be refreshed. Sometimes a new unanswered questions warrants a new research study design. We look at top rated hypotheses, and with inputs from steps A-C, we can select 2-4 key hypotheses per site area. E) Align As A Team. We always bring a little bit more options than needed to the conversation. It allows us to discard hypotheses for this quarter and still have backup ones. Part of this approval process is making sure our team is excited with tests. We can’t democratize and evangelize a discipline that bores people. Meanwhile, a few ranks difference between two ideas has little impact over the 100+ list we have accumulated. With this process, we created a 90-day roadmap for this mature experimentation org. It was frictionless. I might even venture as far as claiming the process was riveting for everyone involved. We made every stakeholder happy. Looking into Q3, we can expect to be better at sticking to our known roadmap, thus maximizing our time and resources with testing.

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If we just look at first/last touch attribution data, we miss SO MUCH CONTEXT that shows the power of the many touchpoints across the full customer journey. Without that context, we might make some very misguided decisions (this is often how brand spend gets cut). Using last touch attribution, my data tells me to focus only on outbound, direct traffic, and events. Guess what powers successful outbound and direct traffic? Brand. For the average B2B SaaS company, hundreds of LI impressions need to happen at a company level (✨brand!✨) before someone from an ICP account will even visit their website, according to HockeyStack (love their reports). On average, they say it takes 54 touchpoints to generate an MQL after the first website visit. How do you know if you’re investing in the most impactful channels and touchpoints? Some of the touchpoints in your opportunity cycle will make a bigger impact than others when it comes to accelerating conversions. For ex: our Hockeystack data tells us that 1 top of funnel gifting touchpoint —> 8% opportunity conversion rate lift. More gifting touchpoints (gifting more individuals in the buying committee at each target account using personalized, intent-driven automation) could result in a much higher conversion lift. Makes sense because gifting touchpoints use fit and intent signals to take a meaningful action that deepens the connection with the right person at the right time. We also see that when we closely align with Sales to show up everywhere for target accounts by *layering* well-timed gifting touchpoints, LI ads, email, AE outbound, virtual and in-person events — that’s when the magic really happens.

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Sharing RevOps co-op community best practices on something we all know is critical - designing territories to ensure the success of your sales force and, by extension, your company. The number of different strategies available make selecting the right one both challenging and critical. The team at RevOps Co-op delve deep into this topic 👇 https://gag.gl/Nm2xoO #RevOps #Data #DataQuality

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Frequency Cap AMC-Driven Optimizations 🔶 Data provided by: Dustin Wassner / btr media Let's talk about AMC, but first, imagine you're playing with LEGOs. Do you consider yourself a Master Builder? Well, think of AMC as having tons of LEGO pieces, each representing data, information, and facts about the individuals who buy stuff on Amazon. For instance, AMC can help us understand how often someone sees an ad on Amazon. It's super important because we want people to see the ad just enough times, not too many or too few. In this case, this AMC lil feature is one of those "pieces" I mentioned above. It's like making sure you show your incredible LEGO creation to your friends just the right amount of times so they think it's cool but not annoying. 😂 With AMC, we can see exactly how often someone sees an ad and if they buy something. 👊🏽 It's top-notch data that reveals who's viewing our ads and their actions afterward. 🤯 By leveraging AMC, we optimize our ads to attract more shoppers to your brand on Amazon. Our goal is for them to interact with your brand just enough to convert them into loyal customers! So, if you're interested in how we use AMC to make our ads awesome or want to chat, feel free to shoot a message to Dustin Wassner or me! 😊 #adtech #amazonppc #retailmedia #btrmedia

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Hey all 👋 I could use some help from GTM leaders/saas folks... Who is the best *marketing leader/head of marketing* you've ever worked with? For context, we're looking to bring in a Head of Marketing here at Circle to join our GTM leadership team. We're currently approaching $25M in ARR and growing fast (~100% y-o-y). This marketing leader will help us continue to scale to $100M+ in ARR. I'm biased, of course — but this can truly be a career-defining opportunity for the right person. —You'll get to shape how we tell the story of *3* brand new products that we're bringing to market this year. —The product is fantastic. Our product/engineering teams are the best I've ever worked with. The customers are the best I've ever worked with. You have all the raw materials necessary to do truly great marketing. We're already growing fast. You'll just help us go faster. —There are lots of new channels and untapped opportunities to go after. So there's plenty of room to come in and make an immediate impact. —This role sits on our leadership team. It's a group of the highest potential GTM leaders I've ever worked with. And we're ready to truly invest in product marketing as a function. — There's LOTS of momentum in the business. Our leading indicators like pipeline, win rates, word-of-mouth, NPS, retention, etc. are all really strong and getting better week-over-week. If you know a truly great marketing leader - I'd love to connect with them. I'd be grateful if you could tag them below or shoot me a DM. And if no one comes to mind, I'd be grateful if you could share this post for a bit of reach. Thanks! 🙏 Here's the JD: https://lnkd.in/e5fzB7T6

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#MonetizationMonday: Understanding the Evolving Purchase Funnel for Gen Z 🛒 The purchase funnel is not linear and much more fragmented than most CMOs believe. Recently, I had the pleasure of listening to Ben Harms on how the funnel is actually f*****d, especially for Gen Z. 🤷‍♀️ Why is it f'd? -> younger people search via TikTok and Instagram -> Influencers/creators continue to create more demand -> brands can't impose their will and traditional advertising methods are not persuading anyone -> there is no specific brand vs dr and social isn't a side team, it all needs to operate together -> Charlie XCX is getting it right by bringing her fans into her brand/album release in a way that feels authentic https://lnkd.in/gqVbJT8s Original Vogue Business article -> https://lnkd.in/gFs7hawR Insights on Gen Z and search -> https://lnkd.in/g7UtpYgm #monetizationmonday #marketing #creatoreconomy

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"When a measure becomes a target, it ceases to be a good measure." - Goodhart, 1975 Conversion rate optimisation moved from being a process > an event >to a target. Our obsessive focus on CRO has led to us crippling the measure and turning it into something almost wholly meaningless. We use tactics to aggressively inflate and encourage conversion at the cost of experience, and tank our customer loyalty in favour of incremental conversion rate upticks... fully ignoring the (often negative) impact this has on customer journey. We've lost sight of what CRO actually is. This is Goodhart's law in action. What if we looked at things a little differently instead? Pulled CRO back to what it's supposed to be. Focused on behaviour and optimised for the intent being displayed? Macro and Micro metrics that are meaningful and actionable. Really enjoyed this article David wrote for the Made With Intent blog about the law and the Cobra Effect. Check it out, nice little brainworm for a Tuesday: https://bit.ly/4dVQLdV

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What if you’re sitting on a goldmine of customer data—but asking the wrong questions to unlock it? Most brands miss out on higher conversion rates because their post-purchase surveys don’t dig deep enough. Here’s how KnoCommerce is helping brands master their surveys and drive real CRO results: 1) Lead with attribution, not fluff. “How did you hear about us?” is a familiar, low-effort opener that gets customers comfortable and sets the stage for more valuable insights. 2) Simplify your questions. Ask specific, multiple-choice questions when you already know the answer. For example: “What’s your biggest fitness goal?” (Build muscle, lose weight, tone, etc.) 3) Go beyond the surface. Instead of “Rate your experience,” try: “What almost stopped you from purchasing?” or “What problem are we solving for you today?” These questions uncover actionable insights—not just a score. 4) Segment your surveys. First-time buyer or returning customer? Tailor your questions to collect the most relevant data from each group, like why they returned or what stood out in their first purchase. 5) Keep it fresh. Update your survey every 4–8 weeks. This keeps returning customers engaged and ensures your questions align with your goals. Your post-purchase survey isn’t just a form—it’s a CRO powerhouse when used strategically. We just shared the full list of do’s and don’ts for driving conversions with surveys in our latest blog. Read it here: https://lnkd.in/gRS2D3ch

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After a year of belt tightening across B2B tech, it is the time to double down on top of funnel brand awareness. New research from TrustRadius and Pavilion shows that while 2023 had buyers focusing mainly on the potential ROI of their purchases ("prove it or lose it"), in 2024, buyers are leaning more heavily on trust, transparency and brand. But there's a disconnect. Just as buyers are shifting their focus to trusted brands, brands themselves have failed to adapt, with many allocating less of their marketing spend toward brand awareness initiatives (~38%) and more to demand generation (~53%). Get all the data below 👇 Learn why it's time to double down on brand.

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🚀 Live Stream Recap: Future-Proofing SEO with Martha van Berkel from Schema App. I learn something every time I connect Martha! 🚀 The evolving role of SEO in the AI-driven world. Key takeaways: AI's Dependency on Data: Quality data is the backbone of AI's ability to perform. Without it, AI's impact in SEO is limited. Schema Markup's Power: Beyond rich results, schema markup is essential for helping AI and search engines truly understand content. Context is Key: Data alone isn't enough—schema markup adds the context needed for both humans and machines to make sense of it. Navigating the Evolving SERP: As Google's SERP changes with AI overviews, schema markup remains a vital tool for influencing how content is displayed. SEO as Data Shaping: SEOs need to evolve into data shapers, building content knowledge graphs to stay ahead in the AI-driven landscape. Catch the full discussion and future-proof your SEO strategies! 🔗 Link to our recording:https://lnkd.in/gM_vKR5i #SEO #AI #SchemaMarkup #DigitalMarketing #FutureOfSEO

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Episode 6 of Dual Source Discourse is live! 🎙️ This week, Sarah Scudder - Sales Leader Turned CMO and I are joined by the data queen 👑 herself Susan Walsh to talk about why it's so hard to get good clean data and what to do about it. Interestingly we talk about how Gen AI can play a role in this as well. Link in the comments. Kearney Lance Younger Shakil Nathoo ❤️ Amanda Prochaska ❤️ Shachi Rai Gupta S. Michael Cadieux Mark Raffan #DualSourceDiscourse #Podcast #procurement #data #dirtydata #genxer #millenial #supplychain

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