Tom Rathbone

Scott Brinker published yesterday the latest Martech Map - it’s a 27.8% increase from last year. So what are the ones to watch? ttps://https://lnkd.in/gPZnhg5J For our money, it’s the tools that respond to a latent problem. A problem that everyone suddenly ‘gets’ when they see the answer. Think about the category-defining martech of yesteryear: Eloqua  ➡ Of course! We should be able to track beyond email click-throughs to what people are actually doing on our website. HubSpot  ➡ Of course! There must be an all-in-one tool to centralise management and reporting in this new world of inbound. Zapier ➡ Of course! There has to be an easier way to connect all these tools without marketers having to learn about API configs. So what is the biggest latent problem facing B2B marketers in 2024? The problem is that only a fraction of the buyer journey now happens on owned website properties. Websites restrict signals to just email capture, lead scores and IP look-up. So much more now happens across social media, communities and third-party websites. More buyer research is happening on LinkedIn, Slack and G2 than on the corporate blog. There is gold in the buying signals available from these properties, but it is very difficult to stitch everything together for coherent marketing intelligence. These vendors are doing a phenomenal job of scratching this new itch: In no particular order: www.commonroom.io www.hockeystack.com https://dreamdata.io/ If you get bored evaluating these tools, there are only another 14,103 other martech tools to look at…

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Good points here. (A "gatekeeper" company is going to get a lot of unwanted attention if they make it really easy to turn off every competitor's cross-context user tracking while leaving their own cross-context user tracking turned on. Whatever form the cookie preference ends up taking, it's going to also have to control Google tracking that isn't technically cookie-based but would otherwise be unfairly/illegally advantaged)

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It's good to see marketers planning to move further from last-click attribution. "MediaMixModeling (MMM) appeals to marketers in an environment where last-click attribution doesn’t show a holistic picture of the customer journey and privacy is paramount. But it has some drawbacks. The model lacks granularity and can be difficult to implement. We expect more marketers will lean into MMM in the coming years, especially following open-source MMM offerings from both Google and Meta." #digitalmarketing #attribution

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Some #LinkedInGems seen this week 💎👇 • How MWM Scales Ad Concepts Across Apps by Charles Perrot https://lnkd.in/ePiATDDf • AEM vs. SKAN vs. ASC Measurement by David Vargas https://lnkd.in/emppSWNk    • Most CRM and Lifecycle marketers design their onboarding journeys using a "one email per day" approach — which is lazy to say the least 🤮 by Rômulo Gomes 🏎️  https://lnkd.in/e-54CEGf • Monetizing an App Using One High-value Feature by Justine Arnaud https://lnkd.in/edKAbPWu • Applovin or Appscammin? by David Nyurenberg https://lnkd.in/eDV56JWb ------- No carousel...More family time...Same value? 𝗖𝗼𝗺𝗺𝗲𝗻𝘁/𝗥𝗲𝗽𝗼𝘀𝘁 𝗳𝗼𝗿 𝗔𝗽𝗽 𝗚𝗿𝗼𝘄𝘁𝗵 𝗞𝗮𝗿𝗺𝗮.

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What's causing the explosion of incentivized/rewarded UA channels recently? I'm tracking a new company launch every week at this point. Especially giftcard reward apps. Is it because IDFA deprecation killed other channels? Or because advertisers are seeing great results from these channels? Or something else? I've added my main hypothesis in the comments

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Pro Analytics Tool Tip: Adswerve dataLayer Inspector+🚀 Want real-time insights without the GTM preview hassle? Adswerve dataLayer Inspector+ is a must-have for seeing your data layer, and GA4 hits directly in your Dev Tools console. Dive deeper into this tool and elevate your analysis game! 👉 Discover more tools in our must-read productivity boosting blog post - https://hubs.li/Q02L51nx0 #ProAnalyticsTips #DigitalAnalytics #DataLayer #GA4 #WebDevTools #MarketingTech #Adswerve

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Is Bing intentionally monetizing organic map listings in search? For a large #retail client’s  #affiliatemarketing program, we uncovered an anomaly in the Bing Map SERP (search engine results page) that turned a seemingly benign search into an affiliate-sponsored result. We’ve outlined some findings here: https://lnkd.in/dQr_DqiU #SEM #affiliatemarketing #marketingROI #searchengines

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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

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I spoke with my friend Carl Weische on the anatomy of high-converting funnels. (He’s a G at CRO, even worked with Alex Hormozi) Here are 3 funnel optimization tips to take your brand from 7 to 8 figures (99% of entrepreneurs neglect this) 1. Landing page segmentation If you have 3 avatars, you should have 3 landing pages. Once you’re making $100k+/mo this is a game-changer. Just like with an email list, more segmentation means more sales. 2. New funnels > New products Most entrepreneurs test ONLY new products. Absolute BS. Test a new FUNNEL for the new product you’re launching. This will make a night and day difference. 3. Get market feedback loops. Put simply, a post-purchase survey. Know what your customers want. What made them buy? What do they think you could have done better? You get the idea. The more feedback you get the more moolah you’ll make. That’s all! Click here to see the full interview I did with Carl Weische: https://lnkd.in/di9zn2fD

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New ebook just dropped The Marketing Ops Guide to Product-Led Growth Everything from product data, to data warehouses, to dealing with data team objections, this guide is geared for MOPs pros at PLG companies as a guidebook for navigate the differences from a sales-led org. https://lnkd.in/eXsXnemn

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When it comes to optimizing your financial brand’s listings for SEO, it's clear that having robust, recent, and consistent information across the widest network of publishers is a winning strategy. Our recent blog includes more insights and research from 132K global locations for financial services and insurance. Read on for more tips to get your brand get more clicks from Google.

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tl;dr: Quick win to boost your conversion rates without losing out on data: use data enrichment. If you’re not taking advantage of data enrichment, you’re doing marketing on hard-mode. Here’s an example from TLDR 👇 Lengthy forms were killing our submission rates. Using data enrichment, we were able to cut down our form from 8 fields to 4 and more than doubled our conversion rates. (We actually tested reducing fields down to 1 but I'll save that for another post). We used to ask for first name, last name, company name (like most companies do). But by adding an enrichment tool to the mix (we use Apollo), all we needed was a submitter’s work email to get all of that information and then some. Lead conversion rates skyrocketed — all thanks to the simplicity that one enrichment tool allowed us to offer our users.

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Don't let your CRO strategies fall short! If your CRO efforts aren't delivering results, you might be overlooking a critical element: qualitative research. Quantitative data shows you what users are doing, but qualitative insights: ✅ Uncover user motivations & pain points ✅ Identifies root causes of behavior ✅ Guides impactful optimizations Start combining qualitative research techniques (user interviews + usability testing) with your analytics data. It allows you to deeply understand your audience, prioritize high-impact changes, and create user-centric, conversion-driving experiences. How will you implement qualitative research to drive real results?

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Why your primary metric matters in a/b testing: It’s not always about transaction rate; the metric should be closely tied to the specific change you're testing. For example, if you're tweaking a product detail page (PDP), "adds to cart" would be a more relevant primary metric than transactions. At surefoot, we determine our primary metric based on the change we're implementing. This focus ensures that our tests are targeted and the results are actionable. By aligning our primary metrics with business goals, we make informed decisions that drive growth. How do you choose your primary metrics for A/B tests?

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Zapier / Make have helped save HUGE amounts of time for our work at Pulse Marketing. These automation tools have truly transformed our processes, how we store data, and outreach... here are a few of our favorite automations 👀 ⬇️ Grain ➡️ Notion / HubSpot / Slack : Pulse utilizes Grain to record all internal and external calls. From here, we can create database items in Notion for task assignment, connect engagements in HubSpot with clients, send call recordings to Slack channels for record-keeping, and share the call recording with participants 🗣️ Notion ➡️ Notion : This one seems funny... sharing data across the same software? Our Notion-to-Notion automation allows us to share database items from our internal task board with client-specific shared databases! Allowing our internal board to serve as a sense truth 💯 Google My Business ➡️ Slack : A simple, fun one for culture - sharing our awesome client testimonials from GMB in Slack! 😊 Stripe ➡️ Clay ➡️ HubSpot : Our favorite prospect workout! Triggering on subscription purchase, finding lookalike companies with Clay, then storing these as prospects in HubSpot 👀 Thanks Zapier and Make for your awesome product ⚡

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BEHOLD ↓ The most comprehensive funnel analysis in DTC history: https://lnkd.in/gjbPxQ2S 1️⃣ Full (124 Page) Guide 2️⃣ Step-by-Step LTV Playbook 3️⃣ Notion Database of 45+ Brands Is the ecommerce funnel dead? Short answer: Yes. Long answer: No, with a “but.” Though far from linear, more people enter your funnel than buy your product. - Impressions > clicks - Clicks > purchases - Purchases > reorders That mathematical reality (and psychological) + tactical examples from ecommerce’s fastest-growth brands … Can transform your funnel from an outdated relic into a profit machine. To help you convert, sell, and retain more — we’ve compiled three exhaustive resources. 1️⃣ Guide: Ecommerce Funnels • 124 gorgeous pages • 5 stages + 3 questions • 100s of examples • Top-to-bottom templates • FERMÀT 2️⃣ LTV Playbook: Step-by-Step • 91 exclusive slides • 7 email + SMS flows • Segmentation 101 • 9 customer lifecycles • Jess Chan 3️⃣ Notion Database: Purchase Flows • Over 45 brands • ~$5k in purchases • 497 screenshots • With apps identified • Andrew Durot And it’s all available for free, right now, right here! —— This was a massive undertaking. I cannot thank Andrew + Jess Chan enough for their sweat, tears, and (possibly) blood. Same goes for Hampton, where the two of them connected. Also, huge thanks to Joe Niehaus — who I, once again, almost broke writing this — and Jasmine Gallegos for her tireless work on design + Jess Cervellon for connecting us. Special gratitude goes out to Sarah Carusona, Joel Padron, and London Spilker for being my true-operators, in-the-trenches, acedemic-peer-review-level proofreaders. And to Connor Rolain for that internal HexClad funnel Doc. Dude, that was unbelievably helpful. To the team at FERMÀT. Rabah Rahil, you’re making my (resourced) dreams come true. Alexa Kilroy, your insight + feedback is all love (italics) from top to bottom. Plus, yesterday’s early-access email had a 41% conversion rate! Saunder Schroeder … pump it 🤑 Finally, to the partners who said yes to help us bring this to the world at the eleventh hour: AfterSell by Rokt, Disco, Fairing, Wonderment, Intelligems, KnoCommerce, OpenBorder, and Rebuy Engine Here’s to breaking the DTC internet — in the best sense possible!

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Fewer funny answers, but also fewer impressions in local map packs. I wrote some things for AI Business about the impact that Google's AI Overviews are having in both informational and transactional local searches and what that means for your SEO strategies moving forward.

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