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This podcast empowers you to build a profitable Direct-to-Consumer business that excites you. Build and grow your online store with expert insights on ecommerce, marketing, tech, AI, and entrepreneurship. Ecommerce Coffee Break - Helping You Become A Smarter Online Seller. This podcast empowers you to build a profitable Direct-to-Consumer business that excites you. Build and grow your online store with expert insights on ecommerce, marketing, tech, AI, and entrepreneurship. The goal of every episode is to uplevel you as an online merchant and business owner, taking your online sales and marketing strategy to the next level. Each week, host and digital marketing veteran Claus Lauter interviews world-class ecommerce experts and marketers. They share their stories, tips, tactics, and strategies on how to build a successful online brand. The show explores a broad range of topics, including ecommerce apps, direct-to-consumer marketing (DTC or D2C), Marketing technology (MarTech), social media, dropshipping, paid advertising, AI, entrepreneurship, and much more. Previous episodes have featured experts from Google, Gorgias, ReferralCandy, Cartloop, Adroll, StoreHero, Limespot, Yotpo, Preezy, LoyaltyLion, PartnerHero, and many others. Whether you have an online store, want to leave your 9-5 job, do a side hustle, or start your own e-commerce business, this podcast is for you. With over 380 episodes, you'll find the help you need to start, run, and grow your DTC brand or online store fast. Short episodes, ideal for listening on the go. MORE RESOURCESDownload the Ecommerce Conversion Handbook for store optimization tips at https://tinyurl.com/CRO-ebook Best Apps to Grow Your eCommerce Store: https://ecommercecoffeebreak.com/best-shopify-marketing-tools-recommendations/ Become a smarter online seller in just 7 minutes Our free newsletter is your shortcut to ecommerce success. Every Thursday. 100% free. Unsubscribe anytime. Sign up at https://newsletter.ecommercecoffeebreak.com Rate, Review & Follow Enjoying this episode? Help others like you by rating and reviewing my show on Apple Podcasts. Rate here: https://podcasts.apple.com/us/podcast/ecommerce-coffee-break-digital-marketing-podcast-for/id1567749422 And if you haven't yet, follow the podcast to catch all the bonus episodes I'm adding. Don't miss out—hit that follow button now!
Visit thedigitalslicepodcast.com for complete show notes of every podcast episode. Brad Friedman and Vibhor Kapoor chat about the pitfalls of last-click attribution, and how this leads to botched budget allocations and stagnant growth. Vibhor Kapoor is the President of AdRoll, a marketing and advertising platform for business-to-consumer brands. Vibhor's charter at AdRoll includes driving AdRoll's revenue growth and overseeing product, strategy, sales, operations, and marketing. With almost three decades of industry experience, Vibhor brings business leadership expertise in SaaS and Cloud platforms. Most recently, he was a Senior Director in Adobe's Digital Media Business, leading marketing and GTM efforts to incubate new categories in experience design and developer platforms. Before joining Adobe, Kapoor was a Vice President of Marketing at Box, leading product marketing, evangelism and demand generation for their API platform. He also spent a decade at Microsoft in leadership roles across marketing and product management and was an early member of the team that built Microsoft's Azure business. Earlier in his career, Vibhor spent several years at General Electric and Hewlett-Packard in product management, sales and commercial operations. Vibhor holds an MBA from Kellogg School of Management, Northwestern University in Illinois and a Bachelor in Technology from Indian Institute of Technology in Varanasi, India. The Digital Slice Podcast is brought to you by Magai, up your AI game at https://friedmansocialmedia.com/magai.
We took advantage of Advertising Week by conducting a number of in-person interviews. We spoke to Elizabeth ChapmanVP, Tech Partnerships & Channels of Nextroll (formerly AdRoll) about their work with the Privacy Sandbox and how they are approaching the cookieless future as a retargeting company.For more in-depth discussion of these topics and links to the news we discuss, subscribe to the Marketecture newsletter at https://news.marketecture.tvCopyright (C) 2024 Marketecture Media, Inc.
Want to Start or Grow a Successful Business? Schedule a FREE 13-Point Assessment with Clay Clark Today At: www.ThrivetimeShow.com Join Tim Tebow, LIVE and in-person at Clay Clark's December 5th & 6th 2024 Thrivetime Show Business Workshop!!! Learn Branding, Marketing, SEO, Sales, Workflow Design, Accounting & More. **Request Tickets & See Testimonials At: www.ThrivetimeShow.com **Request Tickets Via Text At (918) 851-0102 See the Thousands of Success Stories and Millionaires That Clay Clark Has Helped to Produce HERE: https://www.thrivetimeshow.com/testimonials/ Download A Millionaire's Guide to Become Sustainably Rich: A Step-by-Step Guide to Become a Successful Money-Generating and Time-Freedom Creating Business HERE: www.ThrivetimeShow.com/Millionaire See Thousands of Case Studies Today HERE: www.thrivetimeshow.com/does-it-work/
J. Ryan Williams, CEO of ANTEATER Media, helps founders build revenue pipeline through short-form video content. J. Ryan brings a wealth of experience, having built a $58M sales team at AdRoll, coached over 400 Startup CEOs, and seen the 0-$100M journey with three SaaS companies. John and J. Ryan discuss the importance of setting clear expectations, aligning personal core values with job satisfaction, and building trust in sales through authenticity, transparency, and empathy.Are you interested in leveling up your sales skills and staying relevant in today's AI-driven landscape? Visit www.jbarrows.com and let's Make It Happen together!Connect with John on LinkedIn: https://www.linkedin.com/in/johnbarrows/Connect with John on IG: https://www.instagram.com/johnmbarrows/Check out John's Membership: https://go.jbarrows.com/pages/individual-membership?ref=3edab1 Join John's Newsletter: https://www.jbarrows.com/newsletterConnect with J. Ryan Williams on LinkedIn: https://www.linkedin.com/in/jryanwilliams/Check out J. Ryan Williams's Website: https://anteater.media/
The guest today on The CMO Podcast is Shane Murphy-Reuter, the Chief Marketing Officer of Webflow, the 11-year-old company that is disrupting the business of building websites and other digital experiences. Webflow empowers people to design, build and launch websites…without coding.Webflow is well beyond unicorn status; its valuation is north of $4 billion, with revenue trending toward $150 million. It is well funded–$335 million to date–with a global staff of 600. And here's a smart choice they have made–Webflow is a friend and sponsor of this show.Shane has been CMO at Webflow for about two years, after several gigs at high-growth young software companies…including AdRoll, Intercom and ZoomInfo. Shane is a native of Ireland, graduated from University College Dublin with a degree in Business and Law, and eventually moved to the US. Tune in for a conversation with a CMO that has a lot of strong beliefs in branding and marketing.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
How can marketers strike a balance between brand awareness and long-term thinking? Vibhor Kapoor, Chief Business Officer of NextRoll and former President of Adroll, joins me to discuss the importance of brand purpose and standing out in a crowded market. We explore the concept of full-funnel marketing and the need for a holistic approach that considers the entire customer journey. And later, Vibhor shares his thoughts on the best privacy-conscious marketing strategies out there, breaking down the tools and solutions that can help marketers to better personalize their marketing efforts without compromising consumer privacy. Tune in to hear Vibhor's perspective on performance branding and the value of building a legacy brand. Digital marketers, start working smarter with Wix Studio, THE web platform for agencies and enterprises. After you deliver in record time, Wix Studio's built-ins, like automatic redirects, help sites stay optimized for long-term growth. Less repetition, more growth. Visit https://www.wix.com/studio for more information. 00:00:18 - Marketing: A Broad and Essential Function 00:04:42 - Understanding Full Funnel Marketing Strategies 00:15:49 - Optimize Marketing with Performance Branding 00:18:19 - Balance Brand Awareness in Marketing 00:28:33 - Developing a Holistic Privacy Marketing Strategy 00:36:22 - Marketing Without Compromising User Privacy Follow Daniel: YouTube: https://www.youtube.com/@themarketingmillennials/featured Twitter: https://www.twitter.com/Dmurr68 LinkedIn: https://www.linkedin.com/in/daniel-murray-marketing Sign up for The Marketing Millennials newsletter: www.workweek.com/brand/the-marketing-millennials Daniel is a Workweek friend, working to produce amazing podcasts. To find out more, visit: www.workweek.com
This week's guest is Dan O'Connell, Dan serves as Chief Strategy Officer at Dialpad and is also a member of the Board of Directors. Prior to Dialpad, Dan was the CEO and President of TalkIQ, real-time speech recognition and NLP start-up backed by Salesforce Ventures and Scale Venture Partners. He was AdRoll's Vice President of Sales and also spent 8 years at Google where he handled key sales positions. Dan holds an MBA from the University of California Berkeley and a degree in Communications from Santa Clara University. --- Support this podcast: https://podcasters.spotify.com/pod/show/uncharted1/support
In this episode, Splash's Haley Kaplan chats with Gracie Bulleit, Event Marketing Manager at Pendo, and Sam Varga, Senior Manager of Global Field Marketing at AdRoll, about how they maximize their presence at third-party events.Tune in to learn how to:Identify which third-party events to attendAlign your event with your company's goalsDesign experiences that will have your booth buzzing with activityChoose swag that will make your booth a must-stop destination for attendeesDrive meaningful connections with prospective buyers throughout the eventKeep leads warm and continue the conversation after the event endsGet more tips for maximizing your third-party presenceJoin an upcoming Splash eventFollow Splash on LinkedIn
This week, Product Marketing experts Meghan Keaney Anderson (Jasper.AI, HubSpot) & Mary Sheehan (Author, AdRoll) joins us to discuss how to navigate and cut through the intricate clutter of Artificial Intelligence while contextualizing the most recent developments from Google's Gemini. We discuss how to tackle crowded markets, what makes a great marketer, and strategies that can help companies stand out amidst the AI chaos. For a full episode summary, exclusive Youtube clips, and more, please join our newsletter at UnsolicitedFeedback.co!
Ville Tuulos is the cofounder and CEO of Outerbounds, a platform to develop and deploy production-grade AI applications. They have raised $24M in funding so far from investors such as Foundation, Amplify, and Greenoaks. He was previously at Netflix and AdRoll. Prior to that, he was the cofounder of Bitdeli. In this episode, we cover a range of topics including: - Origin of the open source framework Metaflow - The founding of Outerbounds - AI compute clusters - Large foundation models vs smaller specialist models - Training compute-optimal LLMs - Industrial AI - Multimodal AI - Building LLMs through experimentation - How will the AI compute market shape up (chips, cloud services, infrastructure platforms) Ville's favorite book: Surely You're Joking, Mr. Feynman! (Author: Richard Feynman)--------Where to find Prateek Joshi: Newsletter: https://prateekjoshi.substack.com Website: https://prateekj.com LinkedIn: https://www.linkedin.com/in/prateek-joshi-91047b19 Twitter: https://twitter.com/prateekvjoshi
Brendan Weitz, Co-founder of Journey, joins host Upendra Varma to deep dive into how his company is revolutionizing the B2B sales and marketing realm with an innovative storytelling format. Brendan walks us through how Journey emerged from a prototype to a game-changing tool, aiming to make B2B transactions as seamless as B2C purchases on platforms like Amazon.Key insights from this episode:The inception of Journey and its mission to create a captivating buying experience for sales and marketing teams.How Journey transcends the conventional 16x9 presentation format to offer a more interactive, mobile-first experience in an asynchronous remote world.Brendan's take on targeting sales and marketing sectors, yet being open to a wide range of storytelling use cases.A snapshot of Journey's current customer base (around 200 customers) and its freemium model attracting tens of thousands of users monthly.The product's self-sufficient viral loop driving 50% of their signups, and their aspirational aim to match viral growth akin to tools like Loom or Calendly.A nostalgic journey into Brendan's past roles at major companies like Facebook, AdRoll, and Quora, and how these experiences shaped Journey's growth.The vision of Journey and its future go-to-market strategy.Team dynamics, funding details, and Brendan's ambitious outlook for the platform.You can also watch this episode on youtube here.
We consistently see strong remarketing campaigns DOUBLE the effectiveness of a campaign. However, even people who run strong remarketing campaigns make one crucial mistake—they only run remarketing within the same network as their original campaign. That's where omnichannel remarketing comes in. Kasim first learned about this game-changing strategy from Aleric Heck, which has proven highly effective. To help you achieve similar results, we have compiled a list of networks that allow omnichannel remarketing (also known as retargeting). Using as many of these networks as you find viable, you can take your remarketing efforts to the next level and achieve even greater success.0:00 How to Double Your Paid Ad Performance1:18 The Google and Meta network2:13 LinkedIn 3:02 TikTok 4:10 Snapchat 4:27 Pinterest 5:20 Twitter 5:49 Reddit 6:10 Bing 6:39 Yahoo 6:58 Amazon 7:10 AdRoll 7:44 Taboola Need help with Google Ads? Get your FREE action plan here: https://sol8.com/ap/
On episode #138 of Eye on AI. Craig Smith sits down with Dan O'Connell, the Chief AI and Strategy Officer at Dialpad and a seasoned expert in the world of AI-driven business communications. Check out Dialpad- https://www.dialpad.com/ Currently serving as a member of Dialpad's Board of Directors, Dan's impressive career includes leadership roles at TalkIQ, AdRoll, and an 8-year stint at Google in key sales positions. During our conversation, Dan takes us through Dialpad's AI-driven transformation of business communication. We explore the power of natural language processing, speech recognition, and large language models, enabling real-time transcription, call summaries, sentiment analysis, and virtual agents. We also delve into the significance of sentiment analysis and the role of context, alongside debates on third-party APIs versus proprietary models, AI's unpredictability, and domain-specific model economics. Our exploration continues with AI's impact on CRM, generative AI's insights, chatbot evolution, and cost-effective AI management. Tune in to explore AIs impact on modern day business communication. Dan O'Connell's LinkedIn: https://www.linkedin.com/in/droconnell/ Craig Smith Twitter: https://twitter.com/craigss Eye on A.I. Twitter: https://twitter.com/EyeOn_AI (00:00) Preview and Introduction (01:33) Mind Studio by YouAI (03:46) Artificial Intelligence in Business Communications (10:54) Building Sentiment Analysis and Custom Models (19:35) Managing Costs and using AI in Business (23:47) AI Disrupts CRM Market? (30:56) Mind Studio by YouAI
We talk to Dan O'Connell, who got his start at Google at the age of 22 back in 2003 and after a 9 year journey, went to scale the sales team at Adroll.com. After a successful career in Ad Tech, Dan became the CEO and President of TalkIQ where within 18 months he helped lead the company through a successful acquisition. Dan is now the Chief Strategy Officer and Chief Revenue Officer at Dialpad. Dan has done it all and has successfully built highly cohesive and scalable teams as both a sales leader and CEO, and we are fortunate he shares some of his playbook and actionable advice on this topic. Give it a listen, you won't be disappointed! --- Support this podcast: https://podcasters.spotify.com/pod/show/uncharted1/support
Content marketers often tend to think of themselves as creators. Creative types of who good with words, good with images and video and audio, and take pride in keeping content and social channels filled with well written, well designed, and well produced stuff. But too often, content marketing, as we commonly think of it, happens in isolation from the larger scope of product marketing, paid advertising, and from the data all of those marketing efforts generate. Ideally, all marketing functions are working in tandem, sharing data and information to raise the impact and ROI of marketing as a whole. In this episode, Shae Henrie, content marketing manager at AdRoll, talks about how she approaches content marketing from a holistic perspective by working closely with other AdRoll marketing teams to learn as much as she can about the company's audience. If you see value in working more closely with other marketers and other functions at your company, this episode is full of useful tips! The B2B Content Show is brought to you by Connversa, providing Expert Interviewing as a Service to showcase your expertise and thought leadership to help to stand out from the crowd!
Charles Moldow, a general partner at Foundation Capital, shares his remarkable journey from being a Wall Street analyst to becoming an entrepreneur and eventually transitioning into his current role as an investor over two decades ago. His captivating anecdotes leave you eager for more, whether he's recounting stories about his father's wisdom on the internet or recalling a memorable encounter with an exceptional entrepreneur. Charles also delves into the exciting market trends within insurtech and offers valuable insights into the areas to focus attention for fruitful opportunities.In this episode, you'll learn:[2:20] Charles Moldow's early entrepreneurial ventures during the dynamic evolution of the internet.[7:58] The role of a VC in sometimes discouraging founders to protect them from their own pitfalls.[13:01] The revealing nature of a founder's personal life story, showcasing their unique abilities.[19:54] "Don't prepare to impress me. Just share your authentic truth." - Charles Moldow[23:43] The importance for entrepreneurs to explore the vast array of promising opportunities for leveraging technology in the insurance industry.The non-profit organization that Charles is passionate about: safespaceAbout Charles MoldowCharles Moldow is a general partner at Foundation Capital. At Foundation, he identifies technology trends and new user experiences that will change the financial services landscape. His thesis investing has him focused on fintech, insurtech and proptech opportunities with a crypto overlay to everything he evaluates. Since he joined Foundation Capital in 2005, he's made seventeen successful investments, five of which have gone public and twelve have been acquired. Charles' public portfolio includes early-stage investments that have led to notable IPOs with DOMA (IPO 2021), Rover (IPO 2021), LendingClub (IPO 2014), OnDeck (IPO 2014) and Everyday Health (2014). Fun fact: Charles moonlights as AAA Little League coach and family vacation planner.Learn more about Charles here.About Foundation CapitalFoundation Capital is a Silicon Valley-based early-stage venture capital firm that's dedicated to the proposition that one entrepreneur's idea, with the right support, can become a business that changes the world. The firm is made up of former entrepreneurs who set out to create the firm they wanted as founders. Foundation Capital is currently invested in more than 60 high-growth ventures in the areas of consumer, information technology, software, digital energy, financial technology, and marketing technology. These investments include AdRoll, Beepi, Bolt Threads, DogVacay, Kik, ForgeRock, Lending Home, Localytics, and Visier. The firm's twenty-six IPOs include Lending Club, OnDeck, Chegg, Sunrun, MobileIron, Control4, TubeMogul, Envestnet, Financial Engines, Netflix, NetZero, Responsys and Silver Spring Networks.Subscribe to our podcast and stay tuned for our next episode. Follow Us: Twitter | Linkedin | Instagram | Facebook
Mary is an accomplished product marketing leader and author of The Pocket Guide To Product Launches. She's held marketing leadership roles at Adobe, Google, AdRoll and other startups. She is also the co-creator of a new course with Reforge and hosts the popular Women In Product Marketing podcast. We go through: The core components of a Go To Market Strategy Splitting up different launch tiers Audience persona definitions Defining positioning across multiple teams Why it's important to derive shared goals The 10% internal communications rule --- Where to find Mary: Mary's LinkedIn Profile Mary's Twitter Profile The Pocket Guide to Product Launches --- Where to find Patrick Patrick's LinkedIn --- (2:28) The main components of a Go To Market strategy (4:10) Variables to consider before launch (6:59) When to separate the shipping moment and the launch moment (9:22) Defining the different launch tiers (14:09) Examples of the different tiers (18:05) Developing personas and jobs to be done to define target audiences (23:55) Getting the right group together to develop customer journey mapping (26:12) Ensuring the right teams are represented (27:01) The right way to approach positioning (30:50) Partnership with the product team at the earliest stages of development (33:58) Goals, metrics, and effectiveness (37:29) Using a northstar goal to inform downstream KPIs (40:30) Shared goals and outcomes across teams (42:20) The 10% rule and an internal go to market plan (44:19) Where to find Mary!
Meredith Hudson comes from Leadership Roles in Google, AdRoll, Snapchat and Amazon, and after 20 years of head-turning impact, Meredith now is developing the next generation of Sales Leaders as she runs her own career coaching and leadership development firm. In this episode she joins us to share a framework that will help you develop what may be the greatest superpower any sales leader can have: The ability to level up an entire team…intentionally, predictably, and in a way that will change the career of each salesperson you lead. You can connect with Meredith on LinkedIn here (https://www.linkedin.com/in/merhud/). You can learn more about Meredith and her organization here (https://www.merhudson.com/). You can get more of Meredith's content here (https://www.instagram.com/meredithhuds/). For video excerpts of this and other episodes of the Sales Leadership Podcast, check out Sales Leadership United on Patreon Here (https://www.patreon.com/SalesLeadershipUnited).
Clay Clark Testimonials | "Clay Clark Has Helped Us to Grow from 2 Locations to Now 6 Locations. Clay Has Done a Great Job Helping Us to Navigate Anything That Has to Do with Running the Business, Building the System, the Workflows, to Buy Property." - Charles Colaw (Learn More Charles Colaw and Colaw Fitness Today HERE: www.ColawFitness.com) See the Thousands of Success Stories and Millionaires That Clay Clark Has Coached to Success HERE: https://www.thrivetimeshow.com/testimonials/ Learn More About How Clay Has Taught Doctor Joe Lai And His Team Orthodontic Team How to Achieve Massive Success Today At: www.KLOrtho.com Learn How to Grow Your Business Full THROTTLE NOW!!! Learn How to Turn Your Ideas Into A REAL Successful Company + Learn How Clay Clark Coached Bob Healy Into the Success Of His www.GrillBlazer.com Products Learn More About the Grill Blazer Product Today At: www.GrillBlazer.com Learn More About the Actual Client Success Stories Referenced In Today's Video Including: www.ShawHomes.com www.SteveCurrington.com www.TheGarageBA.com www.TipTopK9.com Learn More About How Clay Clark Has Helped Roy Coggeshall to TRIPLE the Size of His Businesses for Less Money That It Costs to Even Hire One Full-Time Minimum Wage Employee Today At: www.ThrivetimeShow.com To Learn More About Roy Coggeshall And His Real Businesses Today Visit: https://TheGarageBA.com/ https://RCAutospecialists.com/ Clay Clark Testimonials | "Clay Clark Has Helped Us to Grow from 2 Locations to Now 6 Locations. Clay Has Done a Great Job Helping Us to Navigate Anything That Has to Do with Running the Business, Building the System, the Workflows, to Buy Property." - Charles Colaw (Learn More Charles Colaw and Colaw Fitness Today HERE: www.ColawFitness.com) See the Thousands of Success Stories and Millionaires That Clay Clark Has Coached to Success HERE: https://www.thrivetimeshow.com/testimonials/ Learn More About Attending the Highest Rated and Most Reviewed Business Workshops On the Planet Hosted by Clay Clark In Tulsa, Oklahoma HERE: https://www.thrivetimeshow.com/business-conferences/ Download A Millionaire's Guide to Become Sustainably Rich: A Step-by-Step Guide to Become a Successful Money-Generating and Time-Freedom Creating Business HERE: www.ThrivetimeShow.com/Millionaire See Thousands of Actual Client Success Stories from Real Clay Clark Clients Today HERE: https://www.thrivetimeshow.com/testimonials/
Clay Clark Testimonials | "Clay Clark Has Helped Us to Grow from 2 Locations to Now 6 Locations. Clay Has Done a Great Job Helping Us to Navigate Anything That Has to Do with Running the Business, Building the System, the Workflows, to Buy Property." - Charles Colaw (Learn More Charles Colaw and Colaw Fitness Today HERE: www.ColawFitness.com) See the Thousands of Success Stories and Millionaires That Clay Clark Has Coached to Success HERE: https://www.thrivetimeshow.com/testimonials/ Learn More About Attending the Highest Rated and Most Reviewed Business Workshops On the Planet Hosted by Clay Clark In Tulsa, Oklahoma HERE: https://www.thrivetimeshow.com/business-conferences/ Download A Millionaire's Guide to Become Sustainably Rich: A Step-by-Step Guide to Become a Successful Money-Generating and Time-Freedom Creating Business HERE: www.ThrivetimeShow.com/Millionaire See Thousands of Actual Client Success Stories from Real Clay Clark Clients Today HERE: https://www.thrivetimeshow.com/testimonials/
Podcast SummaryIn this conversation with Shane Murphy-Reuter, CMO at Webflow, he talks about sales and marketing alignment. Today, you'll hear about how Shane drives sales and marketing alignment, their campaign briefings, the importance of obsessing over little details, and the demand efficiency survey.Shane also serves as advisor for Motion (Creative Analytics), Limited Partner at Stage 2 Capital, and Advisor at Sendoso. His previous roles include Head of Online Marketing at Paddy Power Betfair, VP of Marketing and North American Sales at AdRoll, SVP of Marketing at Intercom, and CMO at ZoomInfo.Episode Outline[06:50] How Shane is driving sales and marketing alignment[09:00] The weekly meeting[12:28] Campaign briefing[19:24] Obsessing over the details[23:46] The demand efficiency survey[27:44] Episode recapShane's Resources100 Pipeline PlaysJoin Our SlackConnect with ShaneWebsiteShanemr.comLinkedInTwitterConnect with Matter MadeMatter MadeLinkedIn (Eli)
We talked with Spawnfest competitors Filipe Cabaço & Joel Carlbark about their entry “Lively”. Lively was all about doing cool things with Ecto in Livebook. The project, later renamed to KinoEcto does 4 cool things around Ecto in Livebook. It builds Entity Relationship diagrams from the Ecto Schemas in your Elixir project. It can visualize the dense Postgres explain output and highlight a problem like when a full table scan is performed. It includes a ChangesetValidator SmartCell, and a QueryBuilder that uses NimbleParsec to parse a raw SQL query and do the initial work of turning that into an Ecto query. We talk about what the 48-hour competition was like, what they accomplished and what they plan to do next! Show Notes online - http://podcast.thinkingelixir.com/127 (http://podcast.thinkingelixir.com/127) Elixir Community News - https://github.com/AdRoll/rebar3_hank (https://github.com/AdRoll/rebar3_hank) – rebar3hank detects dead code in Erlang projects and reports it. - https://twitter.com/fiquscoop/status/1592539028578250757 (https://twitter.com/fiquscoop/status/1592539028578250757) - https://unused.codes/ (https://unused.codes/) - https://github.com/hauleth/mix_unused (https://github.com/hauleth/mix_unused) - https://hexdocs.pm/ex_doc/cheatsheet.html (https://hexdocs.pm/ex_doc/cheatsheet.html) – ExDoc v0.29.1 is out with initial support for media prints for cheatsheets - https://twitter.com/josevalim/status/1594649732768489475 (https://twitter.com/josevalim/status/1594649732768489475) - https://github.com/pawurb/ectopsqlextras/pull/31 (https://github.com/pawurb/ecto_psql_extras/pull/31) – Add ability to gets all active connections to the database which can be displayed on the Phoenix LiveDashboard for Ecto. - https://paraxial.io/blog/securing-elixir (https://paraxial.io/blog/securing-elixir) – Learned 2 additional CI checks to run on Elixir projects - https://fly.io/phoenix-files/github-actions-for-elixir-ci/ (https://fly.io/phoenix-files/github-actions-for-elixir-ci/) – Mark's CI/CD guide was updated to include the new checks - https://github.com/mirego/mix_audit (https://github.com/mirego/mix_audit) - https://hexdocs.pm/hex/Mix.Tasks.Hex.Audit.html (https://hexdocs.pm/hex/Mix.Tasks.Hex.Audit.html) – mix hex.audit - https://twitter.com/nathanwillson/status/1594565494941458432 (https://twitter.com/nathanwillson/status/1594565494941458432) – Nathan Willson noticed that Chris recently updated the components in LiveBeats to use the new Phoenix 1.7 abilities - https://github.com/fly-apps/livebeats/blob/master/lib/livebeatsweb/components/corecomponents.ex (https://github.com/fly-apps/live_beats/blob/master/lib/live_beats_web/components/core_components.ex) – LiveBeats project with new corecomponents.ex file - https://twitter.com/agundy_/status/1594558443125350400 (https://twitter.com/agundy_/status/1594558443125350400) – Aaron Gunderson created a really cool basic fly.io Phoenix Function as a Service with auto shutdown sample project. - https://github.com/agundy/fly-faast (https://github.com/agundy/fly-faast) - https://adventofcode.com/2022 (https://adventofcode.com/2022) – Advent of Code 2022 starts on Dec 1st. - https://www.elixirconf.eu/ (https://www.elixirconf.eu/) – ElixirConf EU 2023 - in Lisbon Portugal. Hybrid conference 20-21 April 2023 - In person and virtual - https://fosdem.org/2023/ (https://fosdem.org/2023/) – FOSDEM 2023 - Sunday, 5 February 2023 in Brussels, Belgium - https://beam-fosdem.dev/ (https://beam-fosdem.dev/) – BEAM specific gathering and devroom information - https://elixirstatus.com/p/mJpKy-erlang-elixir-and-friends-devroom--fosdem-2023-call-for-talks (https://elixirstatus.com/p/mJpKy-erlang-elixir-and-friends-devroom--fosdem-2023-call-for-talks) - http://elixirstream.dev (http://elixirstream.dev) – David moved the Elixir diffing project and other tools from utils.zest.dev to ElixirStream.dev - https://twitter.com/bernheisel/status/1594549004687364098 (https://twitter.com/bernheisel/status/1594549004687364098) - Starting in 2023, we may not include an interview with every episode. Still bringing you the news! Do you have some Elixir news to share? Tell us at @ThinkingElixir (https://twitter.com/ThinkingElixir) or email at show@thinkingelixir.com (mailto:show@thinkingelixir.com) Discussion Resources - https://spawnfest.org/ (https://spawnfest.org/) - https://github.com/spawnfest/lively (https://github.com/spawnfest/lively) – Spawnfest submission repo - https://github.com/vorce/kino_ecto (https://github.com/vorce/kino_ecto) – Project continuing after competition - https://forvillelser.vorce.se/posts/2022-11-11-spawnfest-kino-ecto-fka-lively.html (https://forvillelser.vorce.se/posts/2022-11-11-spawnfest-kino-ecto-fka-lively.html) – Blog post about Lively project - https://twitter.com/filipecabaco/status/1581786455688777728 (https://twitter.com/filipecabaco/status/1581786455688777728) – Tweet about the project - https://remote.com/ (https://remote.com/) - https://supabase.com/ (https://supabase.com/) - https://www.talkdesk.com/ (https://www.talkdesk.com/) - https://github.com/dashbitco/nimble_parsec (https://github.com/dashbitco/nimble_parsec) - https://github.com/cocoa-xu/evision (https://github.com/cocoa-xu/evision) - https://twitter.com/uwucocoa (https://twitter.com/_uwu_cocoa) - https://github.com/sorentwo/oban (https://github.com/sorentwo/oban) - https://twitter.com/thramosal (https://twitter.com/thramosal) – Teammate - Thiago Ramos - https://twitter.com/vittoria_bitton (https://twitter.com/vittoria_bitton) – Teammate - Vittoria Bitton Guest Information - https://twitter.com/filipecabaco (https://twitter.com/filipecabaco) – Filipe Cabaço on Twitter - https://github.com/filipecabaco/ (https://github.com/filipecabaco/) – Filipe Cabaço on Github - https://filipecabaco.com (https://filipecabaco.com) – Blog - https://twitter.com/octavorce (https://twitter.com/octavorce) – Joel Carlbark on Twitter - https://github.com/vorce/ (https://github.com/vorce/) – Joel Carlbark on Github - https://forvillelser.vorce.se/ (https://forvillelser.vorce.se/) – Blog Find us online - Message the show - @ThinkingElixir (https://twitter.com/ThinkingElixir) - Email the show - show@thinkingelixir.com (mailto:show@thinkingelixir.com) - Mark Ericksen - @brainlid (https://twitter.com/brainlid) - David Bernheisel - @bernheisel (https://twitter.com/bernheisel) - Cade Ward - @cadebward (https://twitter.com/cadebward)
In this episode, I talk with Vibhor Kapoor of AdRoll, about how to use Omni-channel marketing campaigns to build personalized experiences in a matter of minutes.Vibhor Kapoor is the Chief Marketing Officer for AdRoll (adroll.com), a marketing and advertising platform for Direct to Consumer brands. Vibhor's charter at AdRoll includes driving growth, and leading all aspects of marketing planning, strategy development, and activity execution. On the Show Today You'll Learn:How to expand your ad spend without increasing the budget.The best ways to maintain ads in the world of constant changeWill Black Friday and Cyber Monday this month surpass last year's numbers?In this economic climate, how can AI help you?The most common mistakes merchants makeAnd moreLinks & ResourcesWebsite: https://www.adroll.com/Shopify App Store: https://apps.shopify.com/adroll-retargetingLinkedIn: https://www.linkedin.com/company/adroll/Continue the ConversationIn our ECOM MERCHANT PRO community, you can connect with our podcast guests and continue the conversation.Our community is also a great place to get advice from other Shopify merchants who have achieved what you are aiming for.This is your safe place to actively grow your online retail business with the support of the most amazing and helpful group of ecommerce entrepreneurs behind you.Join here: https://www.clauslauter.com/ecom-merchant-pro/Subscribe & Listen Everywhere:Listen On: clauslauter.com | Apple Podcasts/iTunes | Spotify | Amazon Music/Audible | Stitcher | Deezer | Google PodcastBy rating and reviewing the show in the app that you are listening to, you will enable us to invite bigger and more impactful guests.Please also remember to subscribe to our podcast and switch on the notifications to never miss an episode.Tag the podcast on Instagram @clauslauter and let me know what you like about it.If you like the content and would like to support the podcast, you can buy me a coffee here.Support the showBecome a better Shopify merchant. Subscribe and get tips on how to run a profitable Shopify business. Join our free newsletter at https://www.clauslauter.com/ecommerce-podcast-newsletter/
The secret to finding your best customers and driving profitable growth.The CMO at AdRoll and previous senior marketing executive at Adobe, Microsoft and GE explains!
Subscribe to DTC Newsletter - https://dtcnews.link/signup Hello and welcome to the DTC Podcast: Today we're rolling with Lizzie Chapman, VP of Partnerships at Adroll. Get started with Adroll ➝ https://adroll.com Today's cast is a deep dive into the coming third-party cookie-pocalypse in 2023 when Chrome has promised to fully end all 3rd party cookies for tracking. What exactly is a cookie, and what happens when they go away? A review of what Google is doing to replace cookies for audience targeting and retargeting How Adroll's email tool allows for massive gains in conversion rate I'm feeling hungry already, on with the show…. Get started with Adroll ➝ https://adroll.com Subscribe to DTC Newsletter - https://dtcnews.link/signup Advertise on DTC - https://dtcnews.link/advertise Work with Pilothouse - https://dtcnews.link/pilothouse Follow us on Instagram & Twitter - @dtcnewsletter Watch this interview on YouTube - https://dtcnews.link/video
Show Notes(01:35) Ville recalled his education getting degrees in Computer Science from the University of Helsinki in Finland.(04:35) Ville walked over his time working at a startup called Gurusoft that planned to commercialize self-organizing maps, a peculiar artificial neural network.(07:17) Ville reflected on his four years as a researcher at Nokia — working on big data infrastructure, analytics, and ML open-source projects (such as Disco and Ringo).(11:56) Ville shared the story of co-founding a startup that built a novel scriptable data platform called Bitdeli with his brother and not finding a product-market fit.(13:58) Ville walked through AdRoll's acquisition of Bitdeli in June 2013.(15:49) Ville discussed the engineering challenges associated with his work at AdRoll — AdRoll Prospecting and traildb.io.(19:33) Ville mentioned the product and leadership/management lessons during his time being AdRoll's Head of Data and leading various data/ML efforts.(24:43) Ville rationalized his decision to join the ML Infrastructure team at Netflix in 2017.(27:26) Ville discussed the motivation behind the creation of Netflix's human-centric ML infrastructure, Metaflow, later open-sourced in 2019.(30:21) Ville unpacked the key design principles that summarize the philosophy of Metaflow, which is influenced by the unique culture at Netflix.(35:00) Ville talked about his well-known diagram on the data infrastructure's hierarchy of needs.(37:33) Ville examined the technical details behind Metaflow's integration with AWS to make it easy for users to move back and forth between their local and remote modes of development and execution.(40:58) Ville expressed the challenges of finding Metaflow's early adopters internally at Netflix and externally later on at other companies.(45:13) Ville went over the strategy around prioritizing features for Metaflow's future roadmap.(52:22) Ville shared the story behind the founding of Outerbounds, which he co-founded with Savin Goyal and Oleg Avdeev.(55:03) Ville provided his thoughts behind Metaflow's contributors in a way that can generate valuable product feedback for Outerbounds.(58:30) Ville shared valuable hiring lessons to attract the right people who are excited about Outerbounds' mission.(01:01:28) Ville shared upcoming initiatives that he is most excited about for Outerbounds.(01:04:05) Ville walked through his writing process for an upcoming technical book with Manning called “Effective Data Science Infrastructure,” a hands-on guide to assembling infrastructure for data science and machine learning applications.(01:06:34) Ville unpacked his great O'Reilly article that digs deep into the fundamentals of ML as an engineering discipline.(01:11:03) Closing segment.Ville's Contact InfoLinkedInTwitterGitHubOuterboundsWebsite | Twitter | LinkedIn | GitHub | YouTubeMetaflow GitHub | Metaflow DocsSlack CommunityCareersMetaflow Resources for Data ScienceMetaflow Resources for EngineeringMentioned ContentTalksSF Data Mining Meetup: TrailDB — Processing Trillions of Events at AdRoll (July 2016)QConSF 2018: Human-Centric Machine Learning Infrastructure @Netflix (Feb 2019)AWS re:Invent 2019: More Data Science with Less Engineering — ML Infrastructure at Netflix (Dec 2019)Scale By The Bay 2019: Human-Centric ML Infrastructure at Netflix (Jan 2020)AICamp: Metaflow — The ML Infrastructure at Netflix (Aug 2021)ArticlesOpen-Sourcing Metaflow, a Human-Centric Framework for Data Science (Netflix Tech Blog, Dec 2019)Unbundling Data Science Workflows with Metaflow and AWS Step Functions (Netflix Tech Blog, July 2020)MLOps and DevOps: Why Data Makes It Different (O'Reilly, Oct 2021)PeopleMichael Jordan (Distinguished Professor in EECS and Statistics at UC Berkeley)Matthew Honnibal and Ines Montani (Creators of open-source NLP library spaCy)Hadley Wickham (Chief Scientist at RStudio and Adjunct Professor of Statistics at Rice University)Book“The Mom Test” (by Rob Fitzpatrick)NotesMy conversation with Ville was recorded back in October 2021. Since then, many things have happened at Outerbounds. I'd recommend:Visiting Outerbounds' new website with Metaflow resources for Data Science and EngineeringWatching Ville's recent talk at Data Council Austin about the Modern Stack for ML InfrastructureBuying Ville's newly released book “Effective Data Science Infrastructure”About the showDatacast features long-form, in-depth conversations with practitioners and researchers in the data community to walk through their professional journeys and unpack the lessons learned along the way. I invite guests coming from a wide range of career paths — from scientists and analysts to founders and investors — to analyze the case for using data in the real world and extract their mental models (“the WHY and the HOW”) behind their pursuits. Hopefully, these conversations can serve as valuable tools for early-stage data professionals as they navigate their own careers in the exciting data universe.Datacast is produced and edited by James Le. Get in touch with feedback or guest suggestions by emailing khanhle.1013@gmail.com.Subscribe by searching for Datacast wherever you get podcasts or click one of the links below:Listen on SpotifyListen on Apple PodcastsListen on Google PodcastsIf you're new, see the podcast homepage for the most recent episodes to listen to, or browse the full guest list.
Show Resources Here were the resources we covered in the episode: Data Studio dashboard that Anna Shutko and AJ created together @AnnaShutko on twitter Marketing Analytics Show LinkedIN: Send DM and posting NEW LinkedIn Learning course about LinkedIn Ads by AJ Wilcox Contact us at Podcast@B2Linked.com with ideas for what you'd like AJ to cover. Show Transcript Have you heard of Supermetrics? If you're a LinkedIn advertiser, it's your new best friend. We're covering the capabilities on this week's episode of the LinkedIn Ads Show. Welcome to the LinkedIn Ads Show. Here's your host, AJ Wilcox. AJ Wilcox Hey there LinkedIn Ads fanatics. So we're highlighting another tool today in the LinkedIn advertisers arsenal. We're discussing a tool that I've been using now for years. It's absolutely indispensable for our team, because we're managing so many different accounts. And we're dealing with so much data. That tool is called Super metrics. And it's a very simple way of getting all of your ads data into a spreadsheet, or visualization tool for better reporting and analysis. I'm excited to welcome Anna Shutko from Supermetrics to answer my questions, and give you the inside scoop on what's coming. Anna and I go way back. And we've even collaborated on a free dashboard for LinkedIn advertisers, that you'll all get here in the show notes and I think you'll enjoy it. Without further ado, let's jump into the interview. Okay, I'm really excited here to have Anna Shutko from Supermetrics. She is the Brand Strategist at Supermetrics. She's also host of the awesome podcast, The Marketing Analytics Show, make sure you go and subscribe to that right now,if you're not already. She is based in Helsinki, Finland. And she was number seven on the Supermetrics team. She has been there over five and a half years she is one of the OGs for sure. She's also an avid cyclist and skier. Anna, I'm so excited to have you on the show. We've been friends for a long time. Thanks so much for joining us. Anna Shutko 1:42 I know, right?! Thank you so so much for having me. I'm super excited to be on the show. AJ Wilcox 1:49 I'm just as excited to have you I have so many great questions for you. Well, I'm the host. And so if I say that they're great, it's a little bit biased, but didn't really have some questions I think are gonna be really good for you. And for those of us who are listening, tell us anything about yourself that you want anything I may not have covered in your intro. Anna Shutko 2:05 Yeah, sure. So I think you nailed my bio. So I did a piece of furniture with Supermetrics. As I like to joke about it. I've been at the company for quite a while now more than five years. Wow. It's crazy when you think about it. So what people usually find interesting because I sometimes go in client calls and then when my colleagues introduce me, they're like, yeah, she's been here with us for such a long time. And people who knows Supermetrics are very, very surprised, because I guess not so many people like me have been with the company for a long time. We were a tiny team back then. Now we've grown fantastically. And we've grown so fast. Now we're over 250 people. It's crazy. So yeah, it's been a wild ride. And yeah, like I said, I've been moving between different areas of marketing between different departments. So I started as a growth marketer, then I went on to become a product marketing manager. I was also product manager, I was managing the relays and different connectors. And then I moved on to brand marketing. And now I'm super excited about my new role. So I'm building the brand measurement system, and I'm pretty sure we're gonna hear more about it. But yeah, that's a little bit about me. So many different areas. It's super exciting to see the company grow. It's super exciting to change all these different roles and learn more about connectors, including or favorite LinkedIn connectors. So that's a bit of a thing. AJ Wilcox 3:39 Oh, beautiful. And I am a fan of the LinkedIn connectors for sure. So thank you for your great work on those. Let's go ahead and start in here on the first question. So for those who are not already familiar with Supermetrics, what are the challenges that Supermetrics solve. Why is Supermetrics originally in business? Anna Shutko 3:58 Yeah, definitely. So Supermetrics essentially, is a data pipeline tool, as I like to call it. So we transfer data from a variety of different data sources or connectors, how we call them interchangeably. And these are LinkedIn Ads, Facebook Ads, Google Analytics, HubSpot, e-commerce platforms like Shopify. We cover over 80 different platforms. And like I said, literally any most popular and big marketing platform, you name it. And we transfer all this data to set up different data destinations. So we have sub categorized them into spreadsheets. So these are your Google Sheets and your Excel. Then there are different data visualization tools like Google Data Studio, or Power BI, Tableau, so data analytics/data visualization tools. And the third group is our data warehousing clusters. So we transfer data to different data warehouses like Azure, Google BigQuery, etc., etc., etc., And data links so you can combine your all your data in one place and store it securely. So that's a little bit about Supermetrics. So because we cover a lot of data destinations, and we connect to many different platforms and transfer the data, we cover a variety of different scenarios here. And this is actually historically has been the challenging part within product marketing, which also makes it very, very interesting that because we have so many products, we can help you cover multiple scenarios of what you want to do with your data. So you can have your reporting and dashboarding. So these are your client facing reports for agencies. And if you're an in house marketer, you can create your so called boss pacing reports, you have to create within your team. So these can be done in tools like Google Sheets, there are lots of writers who take advantage of Google Sheets and Excel and the formulas they can create there. And also, of course, do the visualization tools like Google Data Studio, super easy to add connectors there, it's super easy to create beautiful reports there and share them with your team. Then there are some cases of ad hoc analyses. And these are usually related to the questions you need to answer right now. So for example, why is my LinkedIn Ad spend so high and I have not seen the results? Or why does target audience A perform better than target audience B? So if you have this question and you really want to quickly acquire your data to answer the specific question, Supermetrics for Google Sheets can be a really good tool because we have the sideboard technology where you can select the metrics and dimensions you want to pick, and then it will pull the data into the spreadsheet, so that you can quickly answer very pressing questions. And another use case we have is the data warehousing use case where you can tie data across multiple different sources. So instead of just looking at one or two, or three or five data sources, you can create really complex models. But in order to create these models, you need to store your data in one place in order to join all this data. So here, you can pull all the data into your Google big query and then visualize it with a helpful view. But you can also perform the necessary data transformations within this data warehouse. So for example, you can compare the performance of your ad networks such as Google versus Facebook, again, you can segment and test different audiences, you can join data in the way you want to see sequel. And also you can report on the whole user journey. So for example, your clients started by clicking on your LinkedIn ads campaign, and they went to your website. And then you capture their website behavior with Google Analytics, maybe some of this data is coming from your CRM. And then with the help of a data warehouse, you can store all these data and then inquiry to connect the pieces together and see the whole user journey. So here are our most popular use cases. AJ Wilcox 8:20 Okay, so just out of curiosity for being able to track the whole buyer journey. What sort of software or tools do you need in place in order to I guess, get that journey across all the different platforms? Is that requiring that they're in a CRM or something that's already natively tracking all of that? Anna Shutko 8:36 Yeah, so usually depends on the company. Some companies might not necessarily have the budget or the need for a CRM. Of course, having a CRM is ideal. So if you have something like HubSpot, or it's Salesforce, it's really, really good also because their API's are so robust. They allow you to create custom dimensions and custom metrics to track your unique use cases. So for example, your users have, like I said, clicked on your LinkedIn Ads, and then they land on a website. And then they have to fill in a form. And the form might be somewhere, like on a different website, maybe it's an event and you're hosting a registration on Eventbrite, say for example. So when they put their data into Eventbrite or somewhere else, you also need to somehow capture this data within your CRM. So an alternative solution here could be to build a web page there where they would fill all their details. And then you can store all this data within the server ad. And then at the same time, you can combine it with the data coming from LinkedIn Ads. So it really depends. I would recommend starting with a combination of like ad networks, and reporting on that data and then combining it with data from Google Analytics. This can be the easiest when you're using a CRM, but at the same time, you can already start seeing a better overview of your user journey, and then connect to your CRM and then build on top these custom goals and metrics to create more of a reporting system. AJ Wilcox 10:16 Very cool. This is a topic that's been really top of mind for me, as I'm thinking about, as cookie apocalypse continues, and we losing our dependence on third party cookies. How effective are we as marketers going to be being able to track someone across the whole user journey when we know that, that cookies disappearing? This is fascinating to me So thanks for helping us out with that. So those are the problems that Supermetrics solves. Why is Supermetrics in such a good position to solve this problem? Why not, you know, Google themselves, just replace you with having a simple tool that just spits out their data. Same thing with LinkedIn? Like, why is Supermetrics solving this problem and not anyone else? Anna Shutko 10:57 Yeah, that's definitely a really, really good question. I can talk about this for hours. But we only have a limited amount of time, I guess. So first of all, Google is one of our partners. So Google, of course, is a massive, massive company and they have an amazing set of tools, but they are not the whole ecosystem. So there are lots of other players like Facebook, like LinkedIn, like Twitter, like HubSpot. And they also provide a set of really, really good API's, which allow you to export the data on the campaigns that are run. So super metrics, like mentioned, helps combine all this data and then we push this data to a number of different destinations. These are not just Google Sheets, these are Excel, for example. So for example, if your company is using Microsoft and you are required to use the office space, then Supermetrics can be a real really good tool because we can help push this data to your Excel desktop, say you set up your inquiries, and then you go offline completely. And then you can analyze your data using Excel. So like I said, we don't only connect to Google platforms. We help connect different players within the ecosystem together. And another good example is our Data Studio product. So Google Data Studio is a free data visualization tool for those of you who do not know. And they have native integrations with Google Analytics, Google Ads and other Google platforms, that is true. But for example, many marketers use Supermetrics to get data from Facebook or LinkedIn to the same data visualization tool. And if you're running ads on multiple different platforms, it would be a little bit silly to just analyze your Google Ads data without analyzing what you're doing on your LinkedIn as a platform, kind of like together. So we help marketers gain a very holistic view of their performance in the tools they already know, in the tools they already can use in the tools they already know how to use. So for example, if you know how to use Google Sheets, you can just install Supermetrics add on. And then you can continue using your favorite tool without this learning curve without the need to learn a new tool, and just query the data from the platform you want, say LinkedIn Ads, and just create the reports there. Or you can use these tools in combination. So we have a native Data Studio connector for our required products, for example, you've combined the data from multiple different sources in your inquiry project, and then you want to visualize this data. So you can use our Data Studio connector to do this. And the names of metrics and dimensions will have clear descriptions to to be very easy for you to understand what kind of metric you're visualizing, and how you can create a better report using all these tools together. AJ Wilcox 13:54 Oh, I like it. Alright, thanks for sharing that. I definitely think I'm of the same opinion you are that any of the other networks or channels could easily come out with a product that allows easier access to the data they have. But the Supermetrics advantage here is just being able to aggregate from all of these different connectors, regardless of whether or not any of them come out with an easier way for us to do it ourselves. Tell us about your relationship with LinkedIn, as well as the other platforms. What do you get from that partnership? How long have you been partners, that kind of thing? Anna Shutko 14:26 Yeah, sure, definitely. So with LinkedIn, we've been partners for quite some time. And there are many, many marketers, 1000s of marketers, is what we're talking about that reported their LinkedIn Ads. And then concrete budget pacing reports with Supermetrics. So we've recently demoed our product to your team. And like I said, we have really, really good and close collaboration there. And in addition to LinkedIn, we partner with Stack Adapt, HubSpot, Google, like I mentioned, AdRoll and many, many other data source and data destination companies. So when we partner with a company, we try to create the best possible value for the end user, of course. So we love creating templates for Data Studio especially. We've created some with the HubSpot. So we sit together with their product managers and think, Okay, what kind of metrics would be great to visualize for users. And we create completely free reporting templates with all the needed metrics and dimensions that our user can use as they are, or they can just take them as a blueprint for their own reports, they can tweak the metrics, they can tweak dimensions they can do that they want. And it's really amazing to partner with these companies, because we can combine the best of both both worlds so to say, so we have the reporting and analytics and data consolidation expertise, and the platform's bring their own know how, their knowledge to the table. So AJ you and I created this really, really good LinkedIn Ads dashboard. And this is one very good example of how your know how or some platform managers know how can be combined with Supermetrics know how. AJ Wilcox 16:20 Which is beautiful, we are going to link to that dashboard down below in the show notes so everyone can get access to it. But, Anna I'm so glad you brought this up. Because this has been a couple years ago, or a few years ago now. But we worked for about six months, I think on creating this dashboard, we call it the ultimate LinkedIn Ads dashboard. It's in Data Studio, it's totally free, like you mentioned, and anyone out there can go and get really complex analysis of their LinkedIn Ads. And that was because of you and I working so hard on that. I'm a big fan, I hope everyone goes and grabs that. Just to make it clear as to what Supermetrics is doing for LinkedIn advertisers. I mean, it's it's cool that you guys aggregate all of the different data and channels together into one spot. I think marketers who are responsible for more than one channel would love that. But for LinkedIn, specifically, you advertisers who are listening, you know how hard it is to get data out of LinkedIn. If every time you want to do a report, you have to go and click the export feature inside of campaign manager, and then put it into Excel, and then you know, do whatever formatting changes, you need to do, create pivot tables, then all of a sudden, all of that data is it's a snapshot of it, you can't do anything else with it. And so the next time your boss asks for a report, you're going and doing it again. What Supermetrics does is it will take, even on a schedule, this is my favorite part about it, you can say I want this data going into Excel or into Google Sheets, and I want it every day at 2am. I want it to go pull the next day's data. And then it's always there any report any pivot table that you build, all you have to do is just refresh. And now you'd never have to build that same report ever again. So, so cool. We'll talk about more of my favorite features of Supermetrics here a little bit later. But I just wanted everyone to know like, this is why it's so valuable for you. This is why I'm doing this tool spotlight on Supermetrics. Because there just is no other way to do with LinkedIn, what Supermetrics does. So I want to hear from you. What are the capabilities of Supermetrics, especially as it pertains to LinkedIn advertisers? Anna Shutko 18:28 Yeah, definitely. So I've mentioned a couple of capabilities. And like I said, because we have a product umbrella, it allows us to help customers solve multiple reporting and reporting related issues. So we have your ad hoc reporting, where we can acquire the data on the fly. And this is your Google Sheets, Excel products. We help with the data consolidation. These are your data warehousing products, building beautiful data visualizations, or you can have little exploration in Looker or Tableau or Power BI. Another really interesting thing I'd like to highlight here is that as you know, LinkedIn ads API constantly changes will always constantly change. LinkedIn is always coming up with new features. And he was right, you mentioned that it's challenging to export the data out of LinkedIn Ads. And this is something we're really help with, but it will also help you export this data in the right format. And we can help you create reports with really, really high data granularity. So what it means in practice is that you can test and report on many different pieces of a LinkedIn Ads campaign audiences. You have your campaign types, creatives, objectives, and you can break down your campaign into different pieces, pass these pieces individually or perform an AB test, and then make really, really smart optimizations. So this is one thing that I really, really like and would like to highlight here. And typically, we help achieve this with our Google Sheets product. And one very precise example is, again, the dashboard AJ and I have built. Belt. So you can report on not one, but four different types of spend. So there are formulas that help you calculate your total spend, projected spend, goal spend, as in the amount of you have to spend without under over spending. And then the cumulative spend to something you've spent overall. And here, we've taken one metric, which is spend, and then your budget goal, and then transformed into four different kinds of spend. And this brings me to my earlier point about data granularity, you can report on really granular data. So you can break down your spend by day, you know, Google Sheet, then create these calculations to have these four different types of spends. And then think about it holistically for not one, but four different viewpoints. And then create your budget pacer that can help you allocate budgets. Because LinkedIn Ads is a very costly platform, as we all know. So having these different types of spend calculating these different types of spend is really, really helpful. And the same thing goes with audiences and can campaign types. You can break all these spend down by multiple different dimensions, like what kind of audience brings the best ROI, what kind of campaign type performs better than the other campaign types. What kind of creative helps me get more clicks? So you can get really, really nerdy with your data. And this is something I really, really love. And another beautiful thing is that you can then combine this data. So if you don't want to look at it in a very granular way, you can also combine all this data in Google Data Studio report. And again, this is something that we've tried and tested, and it worked. So after you've analyzed all these types of spend, you can push them into the to see the dashboard to see bigger trends. So for example, you've noticed that your projected spend during this month is higher than your projected spend over the last couple of months. And you can start thinking, why you can understand what might be like bigger drivers behind this change. And in addition to this, you can add all different types of other data. For example, you can add your data on AB testing to see which campaigns have performed better historically. Or you can even add your data from LinkedIn Pages. Because if you use LinkedIn Ads and LinkedIn Pages in combination with can be a very, very powerful duo. It can help you uncover many sides on your audience. So there are a lot of different ways in which Supermetrics can help you slice and dice your LinkedIn Ads data. But also create really, really good reports that can help you get a general overview. AJ Wilcox 23:02 I love this, there's no data that you can get from campaign manager that you can't get within Supermetrics. And you own the data, you get to do whatever you want with it. So just like what Anna was talking about, with the ability to break down your spend by ad type and by audience, all these things are fantastic. But then you realize you could have a Google sheet or a page in your Data Studio dashboard that allows you to see the AB tests you're running, and another page that might show you just your budget, like what Anna was talking about. And another one that could be just your metrics at a glance like, hey, how are my general click through rates, or my general conversion rates, all of this you can do, it's super easy. And just in the dashboard that Anna and I built for you here a couple years ago, all of that is like already set up for you. So very, very cool. Anything else you want to share about the capabilities that we should go over? Anna Shutko 23:58 Yeah, definitely. Also, we have real really nice use cases. There is a tab on our website where you can read more about what other clients are doing. And I know it's useful for a fact because our customer success managers have found it very useful. So you can also learn from other people and you can check what some other guys are doing with their Facebook Ads campaign and apply the same ideas to your LinkedIn Ads reporting, which I think is super super exciting, because understand and basically steal ideas in the best possible way. Understand how others are running their reports. Another really, really good feature is the automated way of reporting. For example, once you've set your LinkedIn Ads budget tracker in spreadsheet, you can say, hey, I want to update my data and if my spend increases, and if it crosses you know the threshold to XYZ amount, send me an email. There is literally no human error unless you set up the query correctly. So you can easily get the data you want, whenever you want. And you can also set up rules and get customized alerts whenever something goes wrong. So you don't need to monitor your ad campaign on a daily basis. You don't need to worry about this, you set the report once, and then you forget about it. And then you can think about creatives, audience testing, whatever you want, whatever is on your table. So that allows you to focus on more interesting problems, which has always been the case for me, for example, when I'm using Supermetrics, I noticed that every single time I'm able to automate something, I can use this time on something else, which is something more exciting. And also, you can report in your campaigns faster, which of course, is a great thing, since you save a lot of time and then can spend it on something else. And yeah, like I said, we help cover pretty much a variety of reporting use cases, we also have a template gallery. So you can check it out on Supermetrics.com. We have our Google Sheets template gallery, we have our Data Studio template gallery, and we're gonna link to the dashboard AJ and I created so you can see how you can visualize your LinkedIn Ads data. AJ Wilcox 26:17 Oh, I love it. Thanks for sharing those. So what are some of the results that your customers have seen for their LinkedIn Ads because they are using Supermetrics? Anna Shutko 26:26 Yeah, definitely. So first of all, they are seeing improved targeting. Like I mentioned, once are able to really select your data in a variety of different ways. You can dig deeper into it, and then understand what exactly is working and what exactly is not working. So imagine, if you're diagnosing a patient, and you have only one, two, or maybe tools, that's not really going to give you enough information into what's wrong. And a campaign cannot really tell you what's wrong about it. So once you have a whole tool set being maybe Supermetrics for Google Sheets, data warehousing, etc, etc. You can slice and dice your data in a variety of different ways. Now you can diagnose your patient much better. You can pinpoint exactly what's wrong, whether it's the campaign type, or the spend, or the audience, or maybe creative, or maybe something else. And then you can really, really understand how exactly we're going to go about this. So of course, all that leads to increase ROI, time saved, and improved communication. What we've seen within the teams, because instead of arguing, you know, oh, you've adjusted this spend in a wrong way, no we should have increased these bids, you have much more intelligent conversations. And hopefully your team dynamic improves, because you can just look at the numbers. And this is something we also use internally. We just pull up a dashboard, we just check the numbers and the numbers never lie, and then they tell you the direction you need to take. And we just go from there. So it's very, very cool to use data to your advantage. AJ Wilcox 28:16 Amen to that. And how much does Supermetrics cost for these advertisers who want to use it for their LinkedIn campaigns and haven't used it before? Anna Shutko 28:24 Yeah, definitely. So it really depends on the product. So I don't want to provide inaccurate information. So the best way to check it is to go to Supetmetrics.com and then check the data destinations you want to use. And then check how you want to report on your LinkedIn Ads campaigns. So the price for Google Sheets is of course different from the price you are going to have for your data warehouse. But if you need a custom solution, our sales team is of course happy to help you. So you can select not just LinkedIn Ads, but a variety of different connectors. And this is what I normally would recommend. So don't just pick LinkedIn Ads, you can pick Google Analytics, or LinkedIn Ads, and LinkedIn Pages, for example. You can combine these data with our ad data plus google analytics connector for our Google Data Studio destination. There is a massive combination, all different data sources and the different data destinations you can potentially have so the price of course depends on that. And also, the pricing is relatively simple. You know, it might not sound as simple when I'm trying to describe it. But once you pick your destination, once you pick your connectors, you just pick the number of your accounts and how often you want to refresh your data. But that's about it. Once you know all these factors, once you understand which one wants to go with, then it's pretty simple. AJ Wilcox 29:54 And it is really reasonably priced. I've been using the tool now for years. Absolutely love. That's why I'm doing a tool spotlight on Supermetrics when there are plenty of other LinkedIn tools that I'm probably not going to cover. So thanks for providing such an awesome tool at good pricing. All right, here's a quick sponsor break, and then we'll dive right back in the LinkedIn Speaker 4 30:13 The LinkedIn Ads Show is proudly brought to you by B2Linked. com, the LinkedIn Ads experts. AJ Wilcox 30:22 If the performance of your LinkedIn Ads is important to you, B2Linked is the partner agency you'll want to work with. We've spent over $150 million on LinkedIn Ads, and no one outperforms us on getting you the lowest cost per lead and the utmost scale. We're official LinkedIn partners, and you'll deal only with LinkedIn Ads experts from day one. Fill out the contact form on any page of B2Linked.com to chat about your campaigns, and we'd absolutely love the opportunity to get to work with you. AJ Wilcox 30:51 Alright, let's jump right back into the interview. Let me ask you, we've talked a lot about the capabilities of the platform and the company. What's your favorite feature of Supermetrics? Like, you're obviously a marketer yourself and a dang good one? What is the most helpful aspect of it to you? Anna Shutko 31:06 Yeah, sure. So first of all, I really, really love that we collaborate with our data destination partners very closely. And that allows us to develop product which sits within a data destination so to say, in most cases. Not all our products need data destinations, but most do. And I'm talking about all our Google Data Studio we co developed together with Google's team, working very closely with their engineers. So you can go to Google Data Studio, you can create any kind of report with Supermetrics, without ever leaving Google Data Studio. And this is amazing. You don't have to go from one page to another page to the next page. You just go to your Data Studio, you select LinkedIn Ads as a connector, where you connect it to your dashboard. And that's it. You can basically query data and create beautiful reports. So the experience is very, very intuitive. It's very smooth. And same thing applies to our Excel and Google Sheet product. So we have a sidebar, where you can take metrics and dimensions you want to pull. And then some magic happens here and your data just appears within a spreadsheet. So the adoption is very, very fast. I remember when I first saw our Google Sheets product, I fell in love it it instant, and it happened more than five years ago. But it's still remember it because the experience was so good, even back then. And another really, really useful feature is perhaps the ability to pull data from and report on multiple accounts easily. So I'm not talking about data sources here. But accounts, for example, you are an agency, and you're running campaigns on 50,60, 70, 100, different LinkedIn Ads accounts. And you have a really, really big client. And then they have 70 accounts. And imagine connecting these accounts one by one to your dashboard would be a complete nightmare. With Supermetrics, you can just select them all at once or then pull them all into the same spreadsheet all into one database, to a one to one Data Studio report. And then with the drop down selection, you can just take which accounts you want to see date the data from and this data will appear. It's very, very, very helpful for our agency friends over there. And the same thing happens with all the other data sources. So Google's accounts and if you want to combine your LinkedIn Ads with Google Analytics data, it's very, very easy to report on. AJ Wilcox 33:55 Very nice, I'll tell you, I have several things that I absolutely love about Super metrics. I've played with a lot inside of Data Studio. And what I love is number one, it's fast. When you're in Data Studio, and you're using Supermetrics as your data source, the pages just load nearly instantly. It's super, super fast. It's also really easy to use, like I use LinkedIn API. And I know what that's like to be looking at these metrics on the back end that have a name, and you're going I don't know what that name is. Supermetrics calls them things like every column, every source, every metric, every KPI, they're all named in ways that even just a very, very basic marketer, like brand new to the industry could still understand what it was they were building. If you've ever tried to take data directly from LinkedIn. So you export it to a CSV, and then you try to put that into Data Studio. What you'll notice is the columns aren't of the right data types, and you have to keep going into your spreadsheet and making changes when you use Data Studio or Google Sheets, but especially Data Studio with the Supermetrics connector, everything already comes in and exactly the right data types, you're never going to have to worry about, oh, my dates aren't showing up because Excel didn't recognize it was a date. And then Data Studio didn't recognize that it was either, you never have to worry about that. Something else that I love, let's say you go into campaign manager, you do an export to CSV. And it's a, let's say, an ADS report or campaigns report, when you look at that column of like, click through rate or cost per click, as soon as you try to combine that or do some kind of like an average, those averages don't mean anything. If you try to do an average of a whole bunch of percentages, it will make some kind of an average, but it'll be wrong. And Supermetrics fixes all those like every time we export something with Supermetrics. All of the columns are accurate all the time in a way that they wouldn't be from LinkedIn directly. I'll also mention one more thing, which is there was a metric that I wanted to see inside of super metrics that I knew LinkedIn had access to it was a new one. And I mentioned something to you, Anna. And you said, Oh, let me message the engineering team. And I want to say it was within like, a couple hours, you've messaged me back and said, Hey, check it, we should have that data available now. And so it's fast, like Supermetrics is always on top of new changes. Anna Shutko 36:23 I think we should definitely hire you, AJ, if you're ready to move to Helsinki, just know, just let me know, I have a spot for you on the team. AJ Wilcox 36:32 I am very good in cold weather. So we should talk about it. Let me ask what's coming up in the future that you're super excited about with Supermetrics? Anna Shutko 36:40 Yeah, so there are so many things that are coming up. First of all, we have multiple new data warehousing destinations for all of you data nerds out there. So you can store your LinkedIn Ads data in more places. And also, we are always developing our data sources, and then pattern paths for now. So you can then combine this one connects data with a variety of data sources. And that's been on the product side. I am always very excited about the new product developments. But also, I'm very exciting about The Marketing Analytics Show. This is the podcast that I host. We're gonna interview really, really cool guest. You're going to hear more about the first party data. So something AJ and I briefly talked about at the beginning of this podcast, and how you can tag your data correctly before you cleanse your data warehouse, and many, many other cool topics. And every single time I talk to these guests on super, super excited because the share very interesting viewpoint about this industry. AJ Wilcox 37:52 I love it. I'm a subscriber of the podcast, make sure you all go back and listen to episode four, because yours truly was on there. Just kidding. You don't have to listen to that particular episode, go listen to something that you don't already know super well. If you're listening to the show, you probably get everything that we talked about. Something that you mentioned, that I think is so helpful is that if you're making all of your decisions, from the data that you get directly from LinkedIn, you will find that you're making the wrong decisions. What I mean by that is like the data you get from LinkedIn on things like even conversions, leads, means next to nothing, until you find out whether those are qualified leads, whether those leads are actually turning into sales. And so Anna, what you mentioned that is so cool is this direction of moving into the data warehousing solutions. So now you have access to what LinkedIn has. But then with other CRMs and other data partners and data warehouses, you're able to then combine that with the data that you can find only from your CRM, or other sources that can report to you on number of qualified leads and other elements of lead quality, how many proposals sent, closed deals, what the deal closed for, and you can actually report on what really matters. So that makes me really excited. So final question. This might be something you've already answered. But what are you most excited about either personally or professionally, yourself? Anna Shutko 39:15 Yeah, sure. I am excited about a few things in general. And like mentioned, there have been really, really exciting product developments at Supermetrics. But one thing I wanted to pinpoint is that right now I'm building the brand measurement system. And this is basically a series of data transformations and dashboards that help combine all the data about our brand and how it's performing. And I'd like to say we drink our own champagne, it's a Supermetrics. So of course, we're using Supermetrics to consolidate all this data. So it's really exciting to work in this project. And it's really exciting to see how our product works from the client perspective. And of course, whenever I'm ready, I'm happy to share all the insights and all the learnings. AJ Wilcox 40:09 Wonderful. Well, as you're coming out with that stuff, how can people follow you? How can people obviously I would say, make sure you subscribe to The Marketing Analytics Show. But how else can people find out this stuff as you're releasing it? Anna Shutko 40:21 Yeah, sure. So I am on Twitter. So it's @AnnaShutko on Twitter. And you can just follow me there. I promise you, I really promise that I will post more and I will post more updates on the podcast and insights that are learned after building this system. And another way to connect with me is to follow me on LinkedIn, you can connect with me there, you can send me a DM and I will also be posting some of the updates there. AJ Wilcox 40:54 Oh, I love it. Okay, we'll put all those links here in the show notes below. So make sure you do follow Anna, reach out to her if you have questions. Anna, thanks so much for coming on the show. I think it's very obvious that I'm a huge Supermetrics fan. I really just appreciate our collaboration in the past, and everything you've shared. Is there anything else that you want to share with us before we jump off? Anna Shutko 41:15 Yeah, sure. Thank you so much, AJ, for inviting me, it was a very, very interesting conversation, great questions. And I love being interviewed by fellow podcast host. So one more thing before we leave. So I'll ask AJ to link the article we co-wrote in the show notes. So you can follow how exactly we came up with these four different types of spend you can monitor, and how you can report on AB test for your LinkedIn Ads campaign, there was a lot of good stuff there. So also, this article contains really practical instructions and how you can connect your LinkedIn Ads, and then create this superpower spreadsheet and then connect that spreadsheet to Data Studio dashboards so you can also use different charts and visualizations. So not only will you learn how to approach LinkedIn Ad spend reporting. You will also learn a bunch of different tools, hopefully. So check it out. I really hope you enjoy it. If you have any questions, don't hesitate to reach out to us. And I'm really, really happy to be part of this LinkedIn Ads community. AJ Wilcox 42:27 Wonderful. Well, thanks, Anna. I will definitely link to all of that. And just a big shout out to you everything that you're building is awesome for us marketers. So a huge thank you from the LinkedIn Ads community. Anna Shutko 42:37 Thank you so much. I'm so happy you are enjoying. AJ Wilcox 42:39 All right, I've got the episode resources for you coming right up. So stick around Speaker 4 42:49 Thank you for listening to the LinkedIn Ads Show. Hungry for more AJ Wilcox, take it away. AJ Wilcox 43:00 Okay, like we talked about during the show, I have the Data Studio dashboard that Anna Shutko and I created together. So check the link there in the show notes, you'll absolutely love that I'm sure. There's a killer template for budget tracking inside of Google Sheets, as well as the full Data Studio dashboard that we created together. You'll also see the link to Anna Shutko on Twitter, as well as her LinkedIn profile. So as she said, send her a DM, follow her, connect with her all that good stuff. She's also the host of The Marketing Analytics Show so you will see a link to that. Because all of you are podcast listeners, obviously, you'll definitely want to go check that out and get subscribed. Any of you who are looking to learn more about LinkedIn Ads, or maybe you have a colleague that you're training or something like that, check out the course that I did with LinkedIn on LinkedIn Learning. It's by far the least expensive and the best quality training out there and it's next to no dollars. It's pretty cheap compared to any other training. You'll enjoy it. Please do look down whatever podcast player you're listening on and make sure you hit that subscribe button. We'd love to have you back here next week. Also, please rate and review the podcast. Honestly, I say it way too much. But it really means a lot. It makes a difference to me. So please, please, please go leave us a review. We'd love that with any suggestions, questions, feedback, anything like that. Reach out to us at Podcast@B2Linked.com. And with that being said, we'll see you back here next week, cheering you on in your LinkedIn Ads initiatives.
AdRoll, a digital marketing and growth platform, has been a player in the retargeting space for 15+ years. But a few years ago, the company realized it needed to branch outside of just the retargeting category in order to build long-term relationships with its customers. This led to one big, looming question: how was AdRoll supposed to enter a new category after spending such a long time playing in one space?The answer: content marketing.Julie Zhou, VP of Growth at AdRoll, credits a content strategy focused on breadth, instead of depth, to AdRoll's expansion success. Through this strategy, Julie's team was able to figure out what content resonated with their customers and how to engage prospects at scale.On this episode of Growth, Julie and colleague Shae Henrie (AdRoll's senior content manager) join Matt to talk about what the process behind a broad content strategy looked like, how they narrowed it down as they figured out what content resonated, and why product, growth, and content teams should always be in lockstep.Like this episode? Be sure to leave a ⭐️⭐️⭐️⭐️⭐️⭐️ review and share the pod with your friends! You can connect with Matt and Julie on Twitter @MattBilotti, @jyzhou, @DriftPodcasts, and Shae on LinkedIn.
Today's episode of Aligned continues Sean and guest Will Riley's discussion on internet privacy changes and what it means for your marketing efforts in 2023. As a RevOps expert, Will shares his (inadvertent) first hand experience with terms of use issues and how you, as a marketer or business owner, can protect your company. Will's tragic tale: A client used Google ads as a primary digital advertising platform, and the client had a privacy policy available. However, they did not have a cookie policy. Because of this, that client received an email stating they were losing all Google advertising rights. It wasn't a policy issue; in Will's case, their website policy was acceptable and allowed for paid advertising. However, when you advertise to a specific audience segment, that must be indicated in a privacy clause. And the client's policy didn't reflect that nuance. The takeaway? As platforms like Google and Facebook get pressure from the government to maintain privacy standards, they make updates the users don't necessarily see. Before you place an ad, ensure you comply with the most current policy to ensure your ad will be approved. 2023 will bring a drastic change to privacy: It's not doomsday, just a different day, and putting the correct parameters in place now will help with the initial adjustment. It's not as easy as buying ads. There are now risks and legal implications if you ignore violations. A lot of third-party leverages domains other than your website. So, in some ways, the form of retargeting now will cease to exist. Lookalike targeting will likely stay - finding users similar (based on demographic and psychographic information.) You can buy people who have visited a database of every phone that's entered specific geography. If you've been in a particular NFL stadium, you'll get ads for stuff. People don't know what companies are doing with their data. And that's going to change radically. Takeaways for digital advertising: If you can't use a company like AdRoll to advocate and check the legality of your ads (and choose to go direct-to-market), invest in an expert rep who can guide you through the legality and policies. Invest in a CRM or marketing automation that enables compliance (HubSpot has integrated within its system the ability to enable compliance with GDPR.) Create a simplified tech stack. If you need new platforms or tools, make sure they natively integrate. What you need to do next: Does your marketing team buy any data? If so, what are you doing with it, and where are you purchasing it from? Using mass lists will no longer be safe, especially if you do not get each user's permission to contact. Before advertising on digital platforms like Facebook and Google, have a privacy policy and cookie policy. Ensure you have publicly accessible legal documentation that references visitor data tools, intent, and storage. If you need a standard privacy policy or cookie policy to get the ball rolling, contact Will@fitzmartin.com Start vetting out existing tech and ask if they're in compliance with the data privacy laws. Email Will at will.riley@fitzmartin.com Submit inquiry at fitzmartin.com/contact and they'll be happy to answer any questions.
On this week's Career Therapy Podcast (e.89), we welcome Eddie Patzsch back to the podcast. Eddie is the CEO and Co-Founder at PartnerPortal.io. He built his sales career with companies including AdRoll, Groupon, and Searchmetrics, but he's also responsible for some of my favorite guilty pleasure television shows from my youth. Back in the day, he was recruiting folks to be on MTV shows like Parental Control, which used to be one of my favorite cringe-worthy dating shows. Today we talk about how old school sales tactics are changing as new technologies, pandemic forces, and generational changes reshape our world. Eddie shares his thoughts on how non-sales-people can leverage different approaches to build confidence in their job search. Lastly, we discuss the nuances of showcasing value and faking it ‘till you make it in both sales and your career.
Revenue Generator Podcast: Sales + Marketing + Product + Customer Success = Revenue Growth
Roli Saxena, the president of Adroll, shares how you can launch, grow, and scale your eCommerce business. One of the most valuable resources that comes from youreCommerce business is your customer data. But can you really monetize this safely and effectively? Today, Roli talks about the value of your eCommerce data and your customers' privacy. Show NotesConnect With:Roli Saxena: Website // LinkedInThe MarTech Podcast: Email // Newsletter // TwitterBenjamin Shapiro: Website // LinkedIn // TwitterSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
Revenue Generator Podcast: Sales + Marketing + Product + Customer Success = Revenue Growth
President of Adroll, Roli Saxena, talks about how you can launch, grow, and scale your eCommerce business on eCommerce Growth Week. It doesn't just stop when you land the first sale. To grow your business effectively, you need repeat customers. Today, Roli explains how you can extend the lifetime value of your customer. Show NotesConnect With:Roli Saxena: Website // LinkedInThe MarTech Podcast: Email // Newsletter // TwitterBenjamin Shapiro: Website // LinkedIn // TwitterSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
Revenue Generator Podcast: Sales + Marketing + Product + Customer Success = Revenue Growth
President of Adroll, Roli Saxena, explains how you can launch, grow, and scale your eCommerce business. Having a successful business is not just about getting quick sales. So how can you use content and community to scale your eCommerce business? Today, Roli discusses some non-advertising-driven marketing channels. Show NotesConnect With:Roli Saxena: Website // LinkedInThe MarTech Podcast: Email // Newsletter // TwitterBenjamin Shapiro: Website // LinkedIn // TwitterSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
Revenue Generator Podcast: Sales + Marketing + Product + Customer Success = Revenue Growth
Roli Saxena, president of Adroll, discusses how to launch, grow, and scale your eCommerce business for eCommerce Growth Week. Your success is based on how much you know about your ideal customers. And there's a lot of data analysis that goes into that. Today, Roli talks about eCommerce business awareness drivers. Show NotesConnect With:Roli Saxena: Website // LinkedInThe MarTech Podcast: Email // Newsletter // TwitterBenjamin Shapiro: Website // LinkedIn // TwitterSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
Revenue Generator Podcast: Sales + Marketing + Product + Customer Success = Revenue Growth
Roli Saxena, president of Adroll, discusses tips for moving from a startup to a competitive ecommerce business. Your focus will be on different things when you're a startup versus when you get to the growth stage. And how much you grow will depend on the tech stack you have available. Today, Roli talks about operationalizing your eCommerce business. Show NotesConnect With:Roli Saxena: Website // LinkedInThe MarTech Podcast: Email // Newsletter // TwitterBenjamin Shapiro: Website // LinkedIn // TwitterSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
In this episode Patrick sits down with startup advisor and documentary filmmaker Ryan Williams to talk about his film on emerging ecosystems that took him from Mexico to Argentina, to Uruguay, Portugal and eventually to New Zealand. During the conversation we touch upon a wide range of topics beyond the actual movie. We dive into the art of giving and receiving advice, his personal journey into the ecosystem and the opportunities he sees in emerging markets. On this episode you will learn about: Solving the biggest problem with the tools you have todayMentors should play specific roles to be effective Storytelling for founders & knowing your audienceThe weight of social proof in entrepreneurship and how to find your unique voice. You can find Ryan on LinkedIn here and make sure to check out his amazing content on "Outside Silicon Valley here. More about Ryan: Ryan has spent 10 years building some of the fastest growing Silicon Valley backed companies including AdRoll and InVisionApp. He's the founder of SalesCollider, a sales accelerator based in San Francisco which has mentored over 400 startup founders. Ryan has been a featured guest mentor and speaker at 15 startup accelerators in 13 countries, is a former EIR at 500 Startups, and serves as an advisor and executive coach for startups backed by top investors such as Google Ventures, Y Combinator, Tiger Global, and Andreessen Horowitz.
Dave Sherry is the founder of, Land & Expand (Sales & EMEA-market advisory for early-stage SaaS players). Before founding L&E, Dave was part of the initial EMEA landing team at AdRoll, and most recently Amplitude, where he was the first sales hire in EMEA. He has played a leading role in growing ARR in EMEA from $0M – $30M over 3 years on two occasions, and has managed teams that have generated +$40M in pipeline over 18 months.https://www.linkedin.com/in/dave-sherry-a58b9526/ https://landandexpand.io/ Support this show http://supporter.acast.com/scaling-your-business-wrian-lanigan. See acast.com/privacy for privacy and opt-out information.
When businesses use paid traffic to get more SEO conversions, they have to make sure that they will have a good return of investment. Paid traffic is a cost, an expense that needs to be taken in consideration. Understanding how it works is also key to the success of the marketing effort, whether it is through advertising or remarketing via the social media platforms. Andy McDuff brings his expertise to the table as an experienced digital marketer specializing in paid media in this episode of SEO Leverage podcast. Podcast Highlights: 01:06 Welcoming of the guest 02:08 Background of Andy McDuff 06:27 What would Andy advise a client if they want to test traffic first and they have limited budget? 13:45 How do we check the results with the search volume test and see if there is really a return on investment on paid traffic? 15:14 Having a complimentary strategy is important because having only one is quite risky for sustainable traffic. 19:22 Paid traffic compliments SEO and does well when it comes to remarketing. How does remarketing work and what are the different remarketing platforms ? 21:45 How do you sign up for Adroll and how does remarketing look like in Adroll? (Andy shares his screen to share a sample report in Adroll.) 26:11 Andy McDuffs recommendation regardless if you're going to run ads or not. (...putting those pixels on your websites immediately.) 27:50 Recap by Gert Mellak on remarketing. 31:01 What your budget will be on remarketing depends on whether it is profitable for you after doing the numbers. 33:43 If you have good traffic already, what are the different, good strategies to retarget audiences back to your homepage? 41:33 When it comes to creatives, how often do you think ads can be recreated or revised? (...And what is the effect of frequency in marketing or in the branding side?) 46:30 A full recap by Gert Mellak of all the topics discussed in the conversation. 49:45 Where to connect with Andy McDuff? 52:11 End Connect with Andy McDuff: Website: https://7milemediasezc.com/ Email: Andy@7milemediasezc.com
We talk with Lizzie Chapman, VP of Technology Platforms & Channel Sales at AdRoll, on a number of topics, but principally: why the hell is everything a digital media buying platform now? Murder Kroger has a DSP, Bomb Kroger has a DSP, other grocery stores that are not notorious nicknamed Atlanta area Kroger location presumably also have ad buying platforms. It's madness! Earlier examples of other platforms hat built media in modern times are discussed, and that those that succeeded did so more so on content suitable for ad adjacency, and a content engaged audience, versus adjacency to a commercial operation, is noted. Sure, Reddit doesn't have a grocery store, but Safeway can't build you an Incel Fathers audience segment or offer you "Body Pillow Waifu Selfies" as a contextual targeting option. (Ed. note: Lee does not use Reddit, he just reads about it on Twitter, sorry, this is just all he "knows.") What's next, r/cerealaislebets?!?!?! (Ed. note: Sorry, cutting all the rest of his Reddit jokes after this.) Everyone declares a grocery store allegiance in terms of which they would help build their offering. Market Basket, Vons, Publix...the choices are very telling re: the regionality of grocery store chains, which is a major factor in this ecosystem from a marketing standpoint. The coming issues major platforms will have with creating and running vast ad impression marketplaces may factor into this, as may heightened awareness brands are developing around impression quality. Managing several more point solutions for media is more appealing when the dream of vast de-duplicated and digitally targeted campaigns has lost some its luster in the current tech + privacy environment. It's also noted that online environments in which people have already come to shop, or with shopping adjacent intent, have actually always been premium real estate. Everyone wonders who will do well helping brands manage this, and worries that certain groups and class of organization may not be able to get away from the only thing they know: creating and exaggerating complexity so they can bill a lot of hours helping people solve it. It turns our David has a second podcast about nautical matters, which we learn when he slips up and starts talking sextants. The need to measure everything is choking better ideas than "we need to measure everything" and warps incentives versus clarifying them. The whole lots of us need to go to some sort of first party data rehab facility.
In this episode, we start our discussion on some digital marketing platforms we haven't touched on, such as Adroll, GoogleAds, Pinterest, etc. --- Support this podcast: https://podcasters.spotify.com/pod/show/sharkayla/support
Our guest today is Sam Trachtenberg. This episode is different than usual, as Sam is not a seller, but a buyer. Sam has been VP of Operations at companies as big as AdRoll, buying products to help over 500 employees and spending many millions of dollars every year, and COO at companies as new as WhereTo, his current venture-backed startup where not a single tool gets bought and implemented without his approval. Speaking with Sam taught me how the person on the other side of the phone thinks. We talk about what the conversation looks like when his team says they need a product, stories of terrible sales processes, and how he decides whether to build or to buy a product. Understanding the buyer and their needs and learning to speak their language is the name of the game in early-stage sales. I loved talking to Sam, because it gave a peek into what happens after the call. I hope you enjoy my conversation with Sam Trachtenberg. www.whereto.com
This week on the Sales Hacker podcast, we speak with Dan O'Connell, Chief Strategy Officer at Dialpad. Dan's career started at Google, where he worked directly under Sheryl Sandberg at the start of AdWords. From there, he helped scale a team of 150 at AdRoll, before becoming CEO and President at TalkIQ, which was acquired by Dialpad. Dan holds an MBA from the Haas School of Business at Berkeley. What You'll Learn How AI & ML are impacting the future of sales Hiring for values Orienting your sales process around the buyer
Hear from two finance experts with experience from Calm, AdRoll, Morgan Stanley, Change.org, Zeus Living, and Duda as we unpack how to build a career in finance at a tech startup and how founders should be thinking about hiring and managing this function. Our guests for this episode are: Stephanie Hsiung is the CFO of Duda, a new and exciting enterprise website builder. Prior to taking the CFO role at Duda, Stephanie served as the VP of Finance at Calm, the leading meditation and mental wellness app and recent unicorn. She was also previously the VP of Finance at Change.org, and was at AdRoll before that. Mark Kang is the Head of Finance at Zeus Living, which is one of the fastest-growing providers of furnished housing for business travelers. He brings experience from venture capital, banking at Morgan Stanley, where he managed IPOs, and also spent time at Barclays.
On this episode, Ian introduces his new co-host, Lauren Vaccarello. Lauren is a digital marketer who has held senior marketing roles with tech companies like Salesforce, AdRoll, and Box. She also co-authored two influential books on marketing: “The Retargeting Playbook” and “Complete B2B Online Marketing.” Ian and Lauren discuss Lauren's background in marketing, why CMOs get fired, and how executives can keep up with the latest trends in marketing. 00:45 - Lauren's marketing background. 4:00 - Stumbling into lead scoring. 7:30 - Blending strategic and tactical marketing. 10:15 - Why great marketing looks easy. 12:50 - Why CMOs get fired, and how to avoid it. 17:00 - How to stay up to date with the latest marketing trends. 25:20 - How to set expectations with your CEO and board. 31:40 - The dumbest things a CMO can get fired for. 36:00 - The umbrella theory of marketing. 37:00 - Why this is the best time to be a marketer. Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world's #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Episode 014: Tackling High Abandoned Cart Rates Episode Summary: A high rate of abandoned shopping carts on an ecommerce website is so frustrating! In this episode, Julie walks through how to get the abandoned cart rate down as well as strategies for getting customers who abandoned their cart to return and make a purchase. Episode Links: https://www.adroll.com/ https://savvybusinessmethod.com/ https://www.youtube.com/channel/UCAHt2LynOZylOjlIz878okg https://fb.me/savvybusinessmethod Episode Transcript: Announcer: Are you looking to take your online business to the next level? Well, you're in the right place. Welcome to The Savvy Business Method, with your host, Julie Feickert. Julie Feickert: Hello, and welcome to episode 14 of The Savvy Business Method podcast, where we talk about how to plan, start, and grow your small business online. I'm Julie Feickert, and my goal is to help you build practical business skills so you can provide a better life for your family. Okay, quick reminder, there is a full transcript of the show in the show notes, along with any links for any resources I talk about. I want to be sure that you are in a good position to go back and quickly and easily find what you need, because this is an important topic today. Today we're going to talk about how to tackle high abandoned cart rates. Now, abandoned shopping carts are probably one of the most frustrating issues we deal with as ecommerce website owners. This is where people add items to their shopping cart, and then they don't complete the checkout process. And I think it's really frustrating because we've managed to get traffic to our website, we've managed to get them to add something to their shopping cart, but for some reason they're not making it to that last important step of actually purchasing the item. That's a terrible place to be failing, right? So let's dive in by first asking ourselves if we actually have a problem. Okay, so that might seem like an odd thing to say, and I get it. Anyone abandoning their shopping cart is a problem. Even after all these years, I go in every couple days to my ecommerce system and look specifically at how many people have abandoned carts on my website. And the number always makes me cringe. So here's the thing. Running a successful ecommerce website means that we all have a lot of competing priorities, right? So one of our biggest challenges is to prioritize the things we need to work on. And so this idea of abandoned shopping carts becomes a prime example because while the number makes all of us cringe, and we would definitely like to have our abandoned cart rate be zero or near zero, that isn't realistic. So here's the deal. The average ecommerce site has about a 75% abandoned cart rate. Seriously, out of every 100 customers who place something in their shopping cart, on average only 25% of them are going to complete that purchase. The other 75 are going to walk away. I mean, how frustrating is that? But I wanted to start off this discussion today by giving you some perspective, and especially if you're new to ecommerce, so that you can be thoughtful about what you're getting upset over and what you're deciding to put time and resources into. So here's the deal. As a general rule, if your website's abandoned cart rate is higher than 75%, then I would absolutely agree that you need to work on that ASAP. You're leaving money on the table, and it's going to be a matter of figuring out what is going wrong and why that rate is so high. But if your site's abandoned cart rate is lower than 75%, I'm not telling you not to work on it, of course you should always try to improve that number. But I would encourage you to consider if that's the best use of your time right now. So if your rate's under 75%, your odds of improving it significantly honestly are probably not that great. You can probably nudge it down a little bit, but you're not going to get, make some huge impact on it. So this is when we need to kinda step back and think about a few things. If you aren't happy with your sales numbers right now and your abandoned cart rate is at 75% or lower, honestly your time is probably better spent working on getting more traffic to your website than it is trying to make a dent in that abandoned cart rate. Hopefully that makes sense. So this is about how we spend our time and understanding what is normal and where we need to stop and take a deep breath and understand that our time is spent better elsewhere. Now, don't get me wrong. Once you have better traffic numbers and your traffic numbers are closer to what would be your goal or your ideal, you can absolutely circle back around and start nudging that abandoned cart rate down. But you need to be thoughtful about whether you actually have a problem and whether it's something you need to prioritize. Okay, so let's assume that you have gone into your ecommerce platform, you looked at your abandoned shopping cart rate, and it's higher than 75%. And so this means that your priority does need to be bringing that down. Let's dive in and talk through specifically how you do that. All right, first step, you need to thoroughly evaluate your cart and your checkout process, since this seems to be the part of your website that's hanging people up or is causing people to stop this process. If they were abandoning on the product page, we would go to the product page and look. But they're abandoning on the cart or the checkout page. And so going through both of those with a fine-toothed comb is really important. And yes, you should go through them with a fine-toothed comb. But I'm going to tell you, really you need to get three or five people to do the same, ideally people who can give you some honest feedback. So if you have experienced ecommerce entrepreneurs in your life, that would be a good person to ask. I would also suggest you ask maybe some friends who are not in the ecommerce business but who shop online, and ask them if anything makes them nervous or causes them pause. The goal with both your cart and your checkout is to have a super slick process where the customer doesn't stop to reconsider their purchase. We want them just to slide on through to checkout. Now, we had a pretty thorough discussion about this back a couple episodes ago where we talked about the 11 pages every ecommerce site needs, and I talked about the different parts of a cart page and a checkout page and how we have to be really careful that we're keeping those slick, that we're not creating distractions. We want people to slide right to the end and press the place order button. Okay, so as you're going through and looking, there are some things that you specifically should be looking at. Number one, is something in the process too complicated or just too much? Okay, what do I mean by too much? All right, so things to ask yourself, is it simple for the customer to see what they're ordering, like how many they're ordering, the price, the discounts that are applied, the shipping, et cetera? If people can't see clearly what they're getting and what they're going to pay for it, that's a really big reason to start being mistrustful and to walk away from a website. Another thing to consider is whether you are potentially asking for too much information. It's really important to keep the checkout process quick, and so you only want to ask for information you absolutely need. So for example, you need their name, their email address, and where you're shipping this thing, right? You don't need to ask them their birthday. So just going through and double checking that you don't have any extra questions in there that might be causing people to take longer to go through the process, giving them more time to potentially change their mind. All right, another thing to consider is whether there are too many choices in either your cart or your checkout process. So yes, in the cart we often want to do upsells or try to push complementary items. But if those are getting to be too distracting, you might need to tone them down or remove them to see if you can improve the number of people who are making it all the way to the end of the checkout process. Also, look at how many shipping choices you have or how many payment options you have. It's easy to think, oh, I'll present my customers with as many options I possibly can. But we do know from research that there's that paralysis of choice, right? When we're presented with too many options, it is easy to stop and not make the decision at all. So sometimes having two or three payment or shipping options can actually be superior to having four, five, six, okay? Just something to think about. Finally, if you have any customization in your product process, that can throw a massive uncertainty wrench into your checkout process and create doubt in people's minds. So just again, something to think about. All of these choices, payment, shipping, customization, it can just get to be too much for people. All right, next step, you need to ask yourself if your customers are facing any shipping surprises when they get to the cart or the checkout page. Now, what do I mean by that? Nobody likes to be surprised that they're either going to have to pay for shipping when they didn't expect to or that the shipping charges are going to be higher than they expected to pay. And this is tricky, right, for website owners. I'm actually going to do an episode a few podcasts from now specifically about the challenges around pricing our shipping, what the deal is with free shipping, that sort of thing. But in the meantime, this is just something you need to think through. In a perfect world, you really need to have, say, free shipping or flat rate shipping that's clear on the site prior to them getting to checkout so there's no question. They know for sure that if they order more than $40 in product, they're going to get free shipping. So there's no surprise at checkout. Maybe you have a banner or something on your website. Or they know that the flat rate shipping option is 2.99 or something like that, right? So it's not surprising them and causing them to change their mind once they get to the cart or the checkout page. Now, if that, having free or flat rate shipping isn't an option for whatever reason, you do need to start thinking about how your shipping needs to be perceived as being reasonable to your customer. And this could mean, if your shipping's too high, you're going to need to figure out a way to bring it down. It could be adding maybe some slower shipping options that people can choose or working part of the price of the shipping into the product itself. Another thing you need to look at with shipping, and we can talk more about this in a couple episodes, but if you are adding surcharges to your shipping, you may need to get rid of those, as well. All right, almost as annoying to customers as shipping surprises are probably payment issues. Be sure when you are going through your checkout carefully that you are running test orders for each of your payment options and making sure that each is working perfectly. When people are putting their credit cards into a website is the wrong time to have any glitches or odd behavior. Also make sure you're testing realistic scenarios. So you're putting items in your cart, you're removing them, you're adding a coupon code, so on and so forth. Think of all of the really ridiculous things that someone might try on your website, and then try running those scenarios through with each of your payment providers. And again, if you have friends who could do this, have them do it. Just obviously cancel and refund those orders. But have them go through the payment process, because this can be a place that we have a lot of hidden problems that can cause heartburn for our customers. All right, so going through this process of evaluating your cart and your checkout and making them as slick as possible and making sure there are no hangups or odd behavior or anything going on that can trip up a customer is ultimately how we bring our abandoned cart rate down to an average level, hopefully to right around that 75%. Okay, so that's the goal. This is where we're bringing it down. Now, having said that, as I talked about earlier, everyone has an abandoned cart rate. And it's generally 75%, maybe a little more or a little less, depending on your industry. All right, so let's shift the discussion, then, to talking about how we take these people who abandon the shopping carts and get them back on our website to purchase these products, because this is something anyone with any shopping cart abandonment rate should be using, the strategy of getting people back on the website. And the reason we want to put effort into this is because people who made it all the way to the shopping cart, I mean, they liked an item enough to put it in their shopping cart, these are are warmest leads, right? They're going to be the easiest for us to convert if we can get them back on the next visit. And so you need to have a strategy in place to reach out to them in as many ways as possible and then be providing them an incentive to come back and make that purchase. Okay, so let's start by talking about the ways that we can reach out to them, and then we'll move on and talk about incentives that you can use, all right? So option number one, all of us with ecommerce sites should be using remarketing. This is where we show ads specifically to people who have visited our website. Now, if you go back to episode three of this podcast, you can check out the remarketing episode. I did kind of a deep dive into what are remarketing systems and how they're set up and all of that. There's also a YouTube video, which is a much shorter summary that you can check out, as well. Now, with remarketing, you're showing ads to people who visited your website. But specifically when we're talking about abandoned shopping carts, what we want to do is create a segment in our remarketing system, so this is AdRoll, Facebook, something like that, where we are segmenting out people who have abandoned their shopping carts. And then we can run a specific ad campaign to those people. And that allows us to really control that conversation and potentially put some promotions out there for them. So maybe could offer them a coupon or free shipping or a bonus in an ad to help encourage them to return and make that purchase. Now, the nice thing about remarketing is you can generally run a remarketing campaign to almost anyone who visits your website. People with popup blockers are going to be a little hard to get a hold of. But hey, they're probably on Facebook. So you'll get them there. But even if you don't have someone's email address, even if they didn't sign up for your mailing list, you can still run effective remarketing campaigns. So these are really important to get set up. So go back and listen to episode three if you don't have a remarketing system set up so I can talk you through how to get the pixels set up, how to build your audiences, and how to get those ads up and running. All right, next up, I would also recommend that you have an abandoned shopping cart email campaign running at all times. So if someone comes to your website and they opt into your email list, so you've got their email, right, and your site will be tracking that, and there'll be that little cookie attached to them that keeps track of what they put in their shopping carts. And then when they abandon the shopping cart, your email system will kick in and send them out an email that lists the products that were in their cart and asks them to come back. Now, abandoned cart email marketing is really effective. But you're always going to be running it in addition to your remarketing campaigns, okay? So it's not you run remarketing or email. You really want to be running both. Now, in terms of your abandoned cart emails, these should be very simple. Your email service provider probably has an abandoned cart template available. I hope they do, because it's really hard to code one. Use that. This is not the time to do a major sales pitch or to talk about the wonder of your products. These need to be very simple. The products are there, the button to return to your cart. The only thing I would potentially recommend adding is simple messaging around an incentive. So come back and save 10% or get free shipping or something like that. Now, we'll talk about incentives in a few minutes, because incentives, especially in abandoned cart campaign, will work best if they are escalating incentives, okay? So we'll visit that in a moment. But before that, I want to talk about your third option. Okay, so we've talked about remarketing, we talked about abandoned cart emails. Let's talk briefly about the idea of personalized follow up. And so this would be when you go into your system and you pull down people's information who have been on the site and abandoned a cart. I know, for example, I think you can do this in Shopify, where you are then able to personally, manually email or call the customer, asking them to return to the site and possibly offering them some sort of deal if they do. Now, I'm going to say up front that this sort of follow up is not going to work well for most ecommerce companies, right, because it's generally not going to work well for a company that's doing a lot of volume. You'd have to be doing a fairly small amount of volume. Also, this would probably work better for items where the customer's expecting a much higher sense of customer service. So having somebody, if you're trying to buy a car, having somebody personally follow up with you makes sense. If you're trying to buy a five-pound bag of organic flour, probably not, right? So this is just something you need to think about. This doesn't necessarily work for every business. But if it would work for your business, if you are selling higher end products, if that personalized service would be perceived positively by your customers, this could be an awesome way, too, especially if you're a new business, to get feedback about why people are abandoning their shopping carts. All right, but the overarching warning I want to put out here is that don't be creepy, really. If your customer answers the phone or answers their email and goes, oh my goodness, how do they know who I am? You're in trouble, okay? You're creating a sense of foreboding, of suspicion. Don't do that. So just be really thoughtful. If you're going to do personalized follow up, if it makes sense for your business, be thoughtful, don't be creepy. I think that could actually be a slogan for life, right? Be thoughtful, don't be creepy. Okay, let's circle back to incentives. So whether you're running remarketing campaigns, abandoned cart emails, you're doing personalized follow up, you really need to think in advance about an incentive structure to bring these customers back. And incentives are going to look different depending on your market and your customers. So without, you don't necessarily need to offer a discount. You can. You can also use things like free shipping, bonuses, free gifts. But as I briefly mentioned a few minutes ago, incentives, especially in email, tend to work better if they escalate. So let me give you an example of a cadence I use quite frequently for like an abandoned cart email campaign. So the first email might go out two hours after they abandon their cart. And it might be as simple as just reminding them that they left items in their shopping cart, that they forgot to check out. And then the second email would go out two days later, and maybe that would offer them a discount, like a 10 or 15% discount, or maybe more, depending on your product and your branding. And then five days after they've abandoned their cart, they get a third email. That one would offer them a discount potentially plus free shipping. And then the fourth email goes out seven days after they've abandoned their cart, and that email is offering or letting them know, I should say, a last chance for the discount and free shipping, so creating that urgency. So you see how you're creating better and better offers the longer that they are away from their shopping cart. And then in the end there, you're trying to bring in that urgency factor, as well. All right, so the good news is that all of these strategies I've talked about today, combing through your shopping cart and your checkout, putting in place remarketing and abandoned cart emails, even a personalized follow up system are actually all pretty easy to implement. Some of these can be pretty tedious, but none of them are particularly difficult or costly. And so there's really no reason you shouldn't be doing this. I will put out there, though, that if you do not have an email system in place that can do shopping cart abandonment or you don't have your remarketing pixel already set up, please take a couple hours this week to do those two things. They can make a really big difference in terms of your revenue numbers. All right, well, that's it for today. I'll be back in your feed in a few days. And in the meantime, thank you so much for joining me. I hope this information will help you make better decisions for your own business and hopefully get that abandoned cart rate down and get more people who do abandon their carts coming back and making a purchase on that next visit. If you have feedback or ideas for future shows, I would love to hear from you. You can find me at SavvyBusinessMethod.com, as well as on Facebook and YouTube. Be sure also to hit that little subscribe button in iTunes and Stitcher so that you will be notified each time a new episode comes out. I'm putting them out on Mondays and Thursdays, so lots of good episodes coming up. And of course I would greatly appreciate if you could rate and review this podcast in iTunes because it helps other people find it, and I love reading your reviews. It is so much fun. I will see you next time. Announcer: Thanks so much for listening to this episode of The Savvy Business Method, with Julie Feickert. If you enjoyed today's episode, please leave a review and subscribe. And for more great content and to stay up to date, visit SavvyBusinessMethod.com, Savvy Business Method on Facebook. We'll catch you next time. Episode 014: Tackling High Abandoned Cart Rates
Episode 012: Preparing for Black Friday and Cyber Monday Part 1 Episode Summary: As an ecommerce website, you get one chance a year to bring in big revenue numbers on the Black Friday/Cyber Monday weekend. In this first of two episodes, Julie walks you through setting up your ecommerce marketing to bring in as many sales as possible during that holiday weekend. Episode Links: https://www.adroll.com/https://savvybusinessmethod.com/ https://www.youtube.com/channel/UCAHt2LynOZylOjlIz878okghttps://fb.me/savvybusinessmethod Episode Transcript: Announcer: Are you looking to take your online business to the next level? Well, you're in the right place. Welcome to The Savvy Business Method with your host Julie Feickert. Julie Feickert: Hello, and welcome to episode 12 of the Savvy Business Method Podcast where we talk about how to plan, start, and grow your small business online. I'm Julie Feickert and my goal is to help you build practical business skills so you can provide a better life for your family. How is it already November 1st? I hope you had a fun Halloween last night. I feel so fortunate we live in a great neighborhood for Halloween. Everybody gets really into decorating and handing out candy and it makes it so much fun. But that fun is short-lived, right? Because as website owners, you and I tend to do Halloween maybe a bit differently. It's ushering in a really critical season for most websites. And so, today I wanted to take some time to talk about planning for Black Friday and Cyber Monday because that weekend is a big deal for most websites. Unless you happen to have a really odd seasonality to your particular e-commerce company, you're probably looking to make as much revenue that weekend as you possibly can. As a friend of mine likes to say, people are in the mood to hand over their money at that point, and we should be in the best possible position to take it. So, let's talk today about what a solid Black Friday and Cyber Monday plan looks like. Now, I'm going to put a twist on this. This is actually going to be a two part podcast. We'll do the first part today and the second part on Monday. I'm going to also get a lot more specific than I typically do with this podcast. So, we're going to get really into the weeds and flush out how to get ready for this really important weekend. So, the goal today is to talk you through what you need to do from a marketing perspective so you can have the most successful Black Friday and Cyber Monday possible. On Monday, I will be back in your feed with a new episode where I'll focus on what you need to do to get the rest of your company ready. So, what does it look like for customer service to be prepared, your inventory management, your shipping systems? I trust that most of you knew deep down already that you needed to be thinking about marketing to prepare for such a huge potential revenue-generating weekend, but I also realize things like customer service and shipping can be easy to forget. I think we have this tendency as entrepreneurs to just consider that, oh well, things will work themselves out; I'll just get people to my website; they'll buy and I'll figure out how I'm going to get all these packages out the door later. But I can tell you after 10 years of doing this, there are definitely things you can and should do to prepare in advance. That's going to be a long, rough weekend. You're looking at potentially a long, rough following week for both you and your team if you have people working with you, and I would like to see that 10-day period go way more smoothly for you guys by helping you get prepared and having all your systems in place and everything organized in advance. Alright, let's talk about some reality here for a moment. Black Friday and Cyber Monday are a constantly evolving situation, right? They change every year. Historically, Black Friday was huge, and of course, Cyber Monday didn't even exist. I was thinking the other day, back when I was a kid I had this really clear memory of my mom dragging us out of bed at 5:00 a.m. so we could be at Fred Meyer in Portland at 6:00 a.m. for the 50% off sock sale. And there were so many people, and I remember, as a kid, just thinking I was going to be trampled. And if you are older than probably 30, you probably have that memory, right? This was when everything got purchased, on Black Friday. Now with e-commerce became more popular, people would shop online the following Monday when they returned to work, and they had internet access, which again, I realize if you're under 30, probably sounds really strange. Let me assure you, most of us did not have internet access for at least part of our adult life outside of work; I mean, that was normal. And so this is where this whole idea came from, but clearly some things are changing. Every year, Black Friday and Cyber Monday become less concentrated, right? So, there are less people who are really focusing their shopping on that, what is that, four, four, five day period, okay? So, some things are changing and companies, though, have gotten really addicted to this idea of being able to generate a bunch of revenue in a couple day period, and so you often see some really outlandish behavior between Black Friday and Cyber Monday by various companies trying to attract sales that weekend. You know I've got to tell you, honestly, this is my favorite day of the year to be online watching the emails and the ads. If you are an e-commerce marketing geek, this is the best because you could get all sorts of ideas for things you can incorporate into your marketing for the rest of the year. So that's another reason to do your planning work now, get your whole situation set up so you've got some bandwidth that weekend to sit and look at what everybody else is doing. Alright, so let's start talking about planning our marketing for what is, ultimately, potentially a big weekend for your company. Sure, in the end, it's gray November and December, and lots of people will spread their purchases out, but for most businesses, you're going to see a significant jump during that weekend so you want to have all your marketing set up and ready to go. Alright, the first thing you've got to do is plan your promotions, okay? These are the sales that you're going to run, and I'm saying sales as in multiple sales. You actually need to run two different sales, one for Black Friday, and generally, I like to run that sale Friday through Sunday, and then one for Cyber Monday, and of course, that starts Monday and I personally recommend you look at running it through Tuesday and possibly Wednesday. And in a few minutes I'll get into why you should do that. Alright, so, with two sales let's talk about why we're running two sales and not just one sale, right, this seems like it's making our lives more complicated, as well as why I think this is the cadence you should be using. Email is going to play a big role in your marketing strategy during these days, and really, the same principles I'm going to talk about with email is going to apply to things like social media, too. Okay, so, step back for a minute and think about other sales that you run during the year. What are your best sale days? So if you send out, let's say emails or social media marketing for a sale for, say, Labor Day, you'll generally see that your biggest days revenue-wise are going to be the day the sale's announced, the day you tell them there's one day left, and the day it ends, you know, last chance, save now, right? Those are your big sale days. If you run one sale over that four, five day period between Black Friday and Cyber Monday, you get potentially three big revenue days based on that cycle. If you have two sales, you can almost squeeze a big day out of every day by creating that sense of excitement and urgency because you're running through that cycle twice, announcing the sale, limited time left, last chance, and you're doing that twice. So you're able to squeeze potentially more revenue out. I have done this both ways over the years, and absolutely, no question, the two sales strategy generates far more revenue. Alright, so let's talk about this idea of timing. Like I said, I tend to run my Black Friday sales Friday through Sunday. That gives me a day to announce the sale, a day to tell them to hurry, that's Saturday, and then a day to tell them they're almost out of time on Sunday, so the sale ends on Sunday. Now I'm just going to interject here that there is a big trend to start sales on Thanksgiving Day. I am sure you have noticed it. I find it so funny that like part of people's Thanksgiving traditions is starting to be to eat dinner and then go to a store, and start their shopping. Now, there is a huge debate over whether this is a good trend; I mean, obviously, there's a social debate going on; there's also debate in marketing and e-commerce circles. Most email experts agree, though, that, at the least, you should be sending an email wishing your American customers a happy holiday. Alright, so, why would you do that? This is generally about goodwill. We're there with you; we're happy you're celebrating. We're happy, you're happy kind of thing, and then maybe a few people will see that email and go, oh, yeah, I wanted to go to that website and buy something, and I really want my aunt to stop talking to me, so I'm going to go hide on my phone over in the corner and shop. So, you'll get a few of those people, too, if you send out an email. Now, the other strategy is to start your sale on Thanksgiving, and it's common to see an email, like a VIP early access type thing. So, you send out maybe Thanksgiving afternoon or Thanksgiving evening saying, hey, for our email subscribers, you're our VIPs; we're going to give you, the sale starts now, and we're going to give you 20% off or whatever it is. So, that's a strategy that a lot of companies are starting to use. Now, whether or not you just send a goodwill email, whether or not you send a sales email, whether you just leave your customers alone that day is entirely up to you, alright? Part of this is your own comfort level. What does your gut tell you about whether this is a right or wrong thing to do, and I'm going to just throw in there, I would suggest you consider how easily offended your market is, okay? If your customer base tends to be older or more conservative, you probably should think twice about sending any marketing emails at all on a holiday that's considered fairly sacred in American culture, okay? If your audience tends to be more of the young, more liberal type, then you might be able to get away with this and actually benefit from it. So that's just something for you to think about. Alright, so, in a normal cadence, you're going to send your big sale email out on Friday. You're going to tell them they only have one day left on Saturday, and then you're going to tell them they're out of time on Sunday. Something else to keep in mind. That Saturday after Thanksgiving is, of course, Small Business Saturday. Honestly, I wish they'd move it to the next weekend, but it is what it is. Now, this is something that you could potentially leverage in your marketing especially if you're easily perceived as being a small business. So, if your customers look at your website and they generally know that you're a small company, you can get out there with your marketing efforts and add in that element of, you know, hey, one more day to shop and support a small business like us, that sort of thing. Now, if you have the kind of website where you may not easily be perceived as a small business, there are some ways you can leverage this, too. Let me give you an example. When I had my health food company, we actually were very much a small business, but most people didn't realize that. We had a pretty slick website, a pretty professional setup in terms of our marketing, and so people didn't necessarily see us as a small business, and so one strategy we could use is to highlight the stores we sold to because we had a wholesale channel where we were working with a lot of small natural food stores. So we could potentially send out an email saying, oh, we're highlighting this company in Cleveland, or this small mom and pop store in Cleveland, so remember it's Small Business Saturday, support small businesses which was a great way to get an email out there to get some goodwill going on, of course, to promote a customer that we cared about. And so, it was a win-win all the way around. So, just don't forget Small Business Saturday, you can kind of work that into your marketing as well. Alright, so moving on to Cyber Monday, you have a couple of options here. It is very common to see businesses have one-day sales, some big blowout, right? I am going to encourage you that you should actually extend that sale beyond Monday, and here's why. On Cyber Monday, you are going to be competing against hundreds and thousands of other companies for someone's business. Now, hopefully your customer aren't subscribed to that many different email lists, but still, they're likely to be getting a lot of email in their in-box. I don't consider myself to be subscribed to a ton of companies. I think I had 150 emails when I woke up on Cyber Monday last year. So, this is just something to think about. It's really hard on Cyber Monday to get through all that noise, but if you run your sale until Tuesday or Wednesday, you can kind of catch those people who are still potentially in shopping mode, but you can be reaching them in their in-box and their social media accounts on days when maybe they're not quite as flooded with promotions. Now, the way to do this is to run your Cyber Monday sale and then on Tuesday morning, send out an email that says, hey, we've extended the sale; you can still get the Cyber Monday deal until tomorrow. And then of course on Wednesday, you're going to run another email that says, this is your absolute last chance to save whatever it is, okay? So, you're kind of milking that sale for a few more days to kind of help you get through the noise of what is normally Cyber Monday. Alright, so if you're taking notes, look back through what I've just said. You've probably noticed I have given you a darn good excuse to send an email every single day, and to be able to actively create that sense of excitement and urgency. You don't have any days in here that aren't exciting and urgent. You just have to be careful about how you present them, right? So, let's move on. We now have talked about the schedule that you're going to use for your sales. Let's just talk, briefly, about the promotions that you're going to run. First off, not surprisingly, it is wise to make sure that your Cyber Monday and Black Friday specials are better than your typical promotion that you would run as a company. So, whatever you ran for Labor Day, you're going to need to kick that up a notch. I'd also recommend that whatever promotion you pick should seem like a big deal, and you want to think about this from your customers' perspective. Can you present this in such a way that it seems like a big sale, that it seems like a big discount? Now, you can get a little creative here, but I'm going to tell you that I really encourage you to remember that noise, right, how much competition you have for your customers' attention during this weekend. So, the sales that you run really do need to be straightforward; it needs to be something they can glance at and instantly understand. Don't try to get too cute with, well, if you buy this item over here and this item over here, you get this third item free, something like that. I wouldn't get too creative here. Also, whatever you decide to do, needs to work so smoothly in your e-commerce platform. The person either needs to get the discount automatically or there needs to be one coupon code and then it needs to be terribly clear in their cart that that discount that they are expecting was applied. If you get creative, or you start going outside what your e-commerce cart can support, so it's not clear to your customer about the discounts they're getting, people are busy these days, they'll move on to the next store. They'll abandon their cart or maybe, if you're lucky, they'll contact customer service to ask, but then that costs you money, right? You don't want a bunch of people contacting you for questions that were generated because you didn't do a good job of setting up your promotions. Alright, so, a pro-tip here, something that I had to learn the hard way over the years that I want to share with you and save you some pain and suffering. Since you're going to run two sales back-to-back, I would strongly recommend that you make your Black Friday sale a little bit better or at least have a little bit wider appeal than your Cyber Monday sale. Okay, and there's a reason for this. Because you're running those sales back-to-back, there is a potential that if someone buys something during your Black Friday sale, and then they get the Cyber Monday email, and the deal is easily perceived to be a little bit better, they're probably not going to be happy, right? They're going to be mad they should've waited for your next sale, how dare you offer a better sale a couple days after they ordered, right? People get pretty easily offended, and this ends up creating bad will for you company. It can end up being very costly in terms of customer service because, I tell you what they do is, they call and they want the better deal applied to the order they did three days ago, and saying no is going cause you some customer service problems. And so, this is just something you can head off at the pass by being careful to offer maybe a little bit better deal on Friday than Monday while still having two awesome deals you're offering. You can potentially save yourself some headaches. And so, let me give you an example of what this looks like. In one of my companies, we had this one product line that was super popular. Probably, I'd say about 90% of people who ordered from us ordered something from that product line in addition to whatever other items they ordered. And so, on Black Friday we would run a 25% off sale on that product line, and then on Cyber Monday, we would run a 20% off sale site-wide. They were both great sales; our customers loved those sales, but it kind of headed off the complaints because if you ordered on Friday, you got that little bit higher discount on that particular product line you were ordering from. So, just something to think in mind, structuring, how we structure our promotions can go a long way to keeping people from contacting customer service, and from abandoning their shopping carts. Alright, next up. I want you to make a list of all your marketing systems that will need to be coordinated because I want you to throw everything you have at this weekend, and do your very best so that you can get the best possible sales numbers. Now, I'm going to tell you right now, if you've never sat down and coordinated all your marketing systems for an event, this is a little bit of work, but this is a good habit to get into because a lot of the strategies I'm going to talk about today, can be applied, not to just Black Friday and Cyber Monday, but any other big sales you have throughout the year. So, to that end, let's go through the typical marketing systems most of you are probably working with, and the changes I would recommend you make. Alright, first up is email. Email is going to play a very important role in your Black Friday and Cyber Monday marketing efforts, assuming you have an email list ready to go. Now, quick side note, if you have a large email list, and by large, I would say anything over 50,000 people, certainly if you're over 100,000, list hygiene matters greatly, and what I mean by that, if this is not something that is applying to you yet, is that the number of people who open your emails, report your emails as spam, those sorts of things can make a difference into whether or not you're allowed to send email on any given day, and because we're going to be using email heavily for our Black Friday/Cyber Monday strategy, then it's really important that we clean up our lists and we make sure the people we're sending to are active members of our list because the last thing you can afford to have happen during this really important weekend, or frankly, the whole holiday season, is to have your account get shut down because of too many spam complaints. So, if you have a big list, talk to your email service provider about cleaning your list in preparation for the holidays. They should know what that means. Alright, more specifically, and applying to everyone, we want to make sure that we have clear strategies for both our batch- and-blast emails, so those are the emails that we specifically send to our list, as well as our trigger emails, the emails that go out based on people's behavior. Okay, so, let's talk first about just our general emails that we blast out to our list. You want to be sure that that hero image at the top of the email is sale focused. So when you're sending out these emails for Black Friday and Cyber Monday, the only goal is to get people to come to the site and shop the sale. This is not the time to give them an article about the best camera to buy. This is not the time to give them a recipe for how to use some specialized flour. All that you want them to do is see the sale and be incentivized to come to your website. You want to make sure, then, that all of your links in your email are going to your very best landing pages. Now, you can potentially use some product recommendations, very clear, simple ones in this email further down. So that hero image needs to be all about the sale; you can get some product recommendations further down in the email. Those tend to not distract, and may, in some cases, help, probably not in too many, but they might help you a little bit. The other thing I want you to keep in mind, and just, brace yourself. You're going to be emailing sales promotions every single day, right? From Friday through Tuesday or Wednesday. You might even send an email on Thanksgiving Day, like we talked about. You're going to need to decided if that works for you personally and your market, and then I know this is going to give so many of you heartburn, please know it did for me as well the first time I had to do it. It is really important that you send two emails on Black Friday and two emails on Cyber Monday. I know, I know, that sounds horrible, right? You're going to email your list twice in one day, what am I thinking? Like I said before, the amount of noise that you're going to have to get through to get to your customers is overwhelming. And, if you watch, I promise you, on Black Friday and Cyber Monday, watch the big companies, they're sending at least two emails each. So this means you're going to send one really early in the morning, and you're going to send one mid to late afternoon, okay? Alright, so, moving on to your triggered email. So these would be things like your shopping cart abandonment campaigns. If you're running a browse and abandon campaign, where people are getting an email just because they came to your site and browsed, if you have their email address. I would recommend that you change up those emails, potentially, to focus on your Black Friday and Cyber Monday sales if this is going to be a big sales day for you. You could also potentially alter your welcome series. So, if you have, hopefully you have a series of emails that's going out when someone's first signing up, if they sign up during those days, it might be worth considering altering the graphics for that series to promote your sale as well. Something to check here is whether your email service provider is limiting the number of campaigns a person can be in. Here's what I'm trying to say, if you have someone come to your site and browse on, let's say Thursday or Friday, and they end up in a shopping cart abandonment email series, if your email service provider is then saying, well, they can only get emails from one series at a time, they may not be getting your big blast-outs about your sale. So this is just something to think about. By reinforcing that information, that way you're catching everyone regardless of whether they're getting an automated series, or whether they're getting the ones you're sending manually. Alright, next up, you need to get your re-marketing ads coordinated with your emails. And so this means that you're re-marketing ads need to reflect your Black Friday sale during the days that it's running and your Cyber Monday sale during the days that that sale is running. If you're using a large system like AdRoll or Facebook, you can probably set up a schedule so that those sales switch automatically and they turn off automatically. And I would recommend you do that. As someone who has stayed up until late at night one night to turn on and off ads, use the automated systems if you can. Now, if you're not sure what I'm talking about, or if you don't have re-marketing set up on your website, you don't have the pixels set up, you don't have your ads set up yet, you need to do that today. There is lead time here; you have to collect data before you can run ads, and so, remember that re-marketing is a really effective way to advertise and it's a very affordable way to advertise in terms of bang for your buck. So, go back to episode three of this podcast. That's a really great episode, diving deep into what is re-marketing and how you get those campaigns set up. If you want just a quick pitch on why this is important, I also have a video on YouTube, a short, two minute video on re-marketing, as well, that you could check out. Alright, next up, social media ads. If you are running Facebook ads, Instagram ads, they all need to be coordinated, again, with your email. So you're going to need to be switching out any paid campaigns you're running. Now, quick note, Black Friday and Cyber Monday tend to be more expensive times to run ads, right? You're probably already, in the last couple weeks, starting to see your ad rates, both for re-marketing as well as social media advertising, going up because there's more and more competition entering the market, but thankfully, once Christmas Day hits, that'll die off, and your ads will become affordable again. So, you really need to make the most of your budget, and you do that by ensuring that on Black Friday and Cyber Monday, you are running ads focused on warm audiences. So, a warm audience are people who already know your business, have already interacted with your business or your ads. So, just something to be thoughtful about. These are not the days to run out and try to recruit the general public to shop on your website. You really need to be focused on people who already know who you are. Also, in terms of social media, if you have an organic social media presence, so, you have an Instagram page, a Facebook page, a Twitter page, this is a good time to make sure that, to at least some extent, those organic posts are well-coordinated as well. You don't have to show the exact same ads. You could maybe put a little more fun twist on it, but you still wanna be getting that information out to your customers that you're having a big sale, and this is a great time to shop with you. Alright, you also need to look at your paid ads through the search engines that you're running. So, if you're running Google Ads, Yahoo Ads, Bing Ads, make sure you get in there and switch out the messaging so that it's advertising the sale. Make sure you double check that you are being clear if there's a coupon code, or that the coupon code will be readily available when they land on your site. If you don't do those things, you probably already know that your ads will get kicked and then you'll have a problem trying to get your ads back on there; it's no fun. So, just be careful, but make sure you get that ad text switched out as well. Alright, so let's talk about your website last. You want to be sure that your website graphics are all coordinated, right? So, the hero images with a slider on your homepage needs to be reflecting these holiday sales. If you have a top banner where you typically maybe advertise your shipping rates or something like that, that's a great place to stick the information about the sale. If someone happens to wander onto your page and hasn't seen your advertising, they can see the sale, and hopefully, you'll have a higher checkout rate with them. Along with the graphics on the website, you also maybe want to think about switching out the graphics on your email opt-in. If you have pop-ups on entry and exit, this might be a good time to help remind people about the sale. So, that one's up to you, I tend to like to have those coordinated. I think it looks nice. I think it helps people notice what it is you're putting on sale, and it's just one more opportunity to kind of get in their face so that they remember that they have a way to save money, and that they should shop with you now. Alright, so we could talk about, all day about these promos you're running, but make sure you don't forget your coupon codes. Your coupon codes need to be set up correctly, and I would recommend that you use some wording that is festive, and that is easy to remember. So, your Black Friday coupon code could literally be Black Friday and that's great. Having something like that that people will see and recognize and can quickly type in will save you a bunch of problems with customer service down the road. And I'll also talk on Monday, we're going to talk really extensively about how to get your customer service department ready. Coupon codes are a way that you can either cause a lot of problems for your customer service department or make things go smoothly. So, we'll get into that more Monday when we talk about setting up the rest of the operations in your business. Alright, last but not least, actually really important, Black Friday and Cyber Monday tend to be tiring, right? You're going to get through this weekend. Hopefully, you will have made a lot of revenue. Hopefully your staff or if you have a team, they're not completely burned out. It is a good idea to have whatever promotions you're going to run right after Black Friday and Cyber Monday set up so that all of your marketing systems switch over to that once your sales are over. The last thing you want to be doing in the middle of trying to ship an unusually large amount of orders is sitting in your system at one in the morning trying to go through and upload new banner graphics, new sales graphics, whatever it's going to be. So, just have all of that set up in advance so that it switches as seamlessly as possible, and hopefully saves you some headaches or saves people coming to your site and assuming that your sale is still going on. Let's just keep everybody sane and happy. Alright, so, that's it for today. Like I said, I'll be back in your feed on Monday with a new episode, and I'll be talking about how to get the rest of your business ready for Black Friday and Cyber Monday. Trust me, you are going to want to make some tweaks to how you normally operate so you can help people more efficiently and get those orders shipped out smoothly. Now, don't forget in the meantime, I'd love to hear from you. Black Friday and Cyber Monday is kind of an odd topic since we only experience it once a year. So, even after 10 years of doing this, I've only done 10 Black Fridays and Cyber Mondays. So it can sometimes be hard to be ready for because we don't get to experience it very often. Also, if you have feedback or ideas for future shows, you can find me at savvybusinessmethod.com, as well as on Facebook and YouTube. And, as always, I would really appreciate it if you could hit that little subscribe button in iTunes and Stitcher. That'll make sure that you receive the Monday episode so you don't miss that, and also, subscribing, rating and reviewing this podcast helps other people find it. Alright, go work on your marketing systems, and I'll see you Monday to talk about operations. Bye for now. Announcer: Thanks so much for listening to this episode of The Savvy Business Method with Julie Feickert. If you enjoyed today's episode, please leave a review and subscribe. And for more great content and to stay up to date, visit savvybusinessmethod.com and Savvy Business Method on Facebook. We'll catch you next time. Episode 012: Preparing for Black Friday and Cyber Monday Part 1
Episode 007: Why Email Marketing is Important Episode Summary: As a website owner it can feel daunting to sort through the various marketing options available. In this episode, Julie discusses why email marketing is so critically important and why it tends to have far better returns than most other marketing methods available. Episode Links: https://savvybusinessmethod.com/ https://www.youtube.com/channel/UCAHt2LynOZylOjlIz878okg https://fb.me/savvybusinessmethod Episode Transcript: Announcer Are you looking to take your online business to the next level? Well, you're in the right place. Welcome to the Savvy Business Method, with your host Julie Feickert. Julie Feickert Hello and welcome to episode seven of the Savvy Business Method podcast where we talk about how to plan, start, and grow your business online. I'm Julie Feickert and my goal is to help you build practical business skills so you can provide a better life for your family. Let's dive in today's topic, which is why email marketing is so important. I know you're busy, you're trying to balance managing a website, answering customers' questions, shipping orders, figuring out which forms of marketing are going to work and not leave you broke. So today my goal is to convince you that email marketing is something you really need to be doing. And there's a decent chance it'll end up being less costly and more effective than a lot of the other options you have available for marketing. Now, if you've listened to this podcast for a few episodes, or you've checked out my YouTube channel, you've probably seen that I'm a huge fan of email marketing. And I'm hoping by the end of the podcast today, you will understand why and share my enthusiasm and start working each and every day on continuing to build your email list, so that you can create a sustainable and stable revenue stream for your website. All right, let's dive in. So what is so different about email compared to other marketing methods we have available to us? Well, one of the things that I love about email is assuming you have built your list in a legal manner, right? You didn't go out and buy a list, you have collected these email addresses legitimately, then your email list is an asset that can be used for your business. This is different than, let's say, you build up a social media group like a Facebook group, or YouTube channel subscribers, where you're ultimately building this group of people that you can marketing to on someone else's property. And when you build on someone else's property, you are ultimately having to trust that they are not going to take away your ability to do business there, or change the rules to make it difficult for you to generate a profit. That's a really scary way to do business. I mean sometimes it works out fine, but a lot of people end up getting burned anytime algorithm's changed, rate's changed, rule's changed. But email is really different. Your list belongs to your company. Sure, there can be little changes in the laws, or maybe Gmail changes the way they lay out their email and you end up in a promotion box instead of an inbox. But all of these things can be worked around. Nobody is going to take away your ability to use your email system, or at least I sincerely hope not. Not foreseeing that happening anytime soon. Another thing I really like about email is that growing your email list can be as costly as you want it to be or not. I would actually argue that being persistent is more important for growing an email list than what your budget is. Now, to be faire, if you need to grow your email list very very quickly, and you need it to be very large, then yes, you would probably need a substantial advertising budget so that you can run social media ads, or pay some bloggers, to advertise your company so you can get the traffic, so that you can collect those emails. But email is also something that you can organically collect over time. And you do that by optimizing your website like we talked about a couple episodes ago, where you're optimizing your website to collect as many email addresses as possible from the visitors to your websites. And if you do that consistently and you have decent traffic, your list will just continue to grow over time, and you will long-term have that really great asset that you can use to generate revenue for your company. The second thing I love about email marketing is that compared to most other forms of web marketing, email is really inexpensive. You may have some costs with building your list, right? Like we talked about, if you need to build that list really quickly maybe you have some advertising cost that goes into that. You then will need to use an email service provider to end out your email. That has a monthly cost as well. But here's the thing, when you start calculating how much it costs to actually send those individual emails, we're generally talking fractions of a penny. That's amazing. Where else are you gonna get advertising that inexpensively? So really the hard and potentially expensive part here is getting people on your list. Once they're there, that list costs you very little money a month to maintain, and you get to send generally as many emails as you want, depending on the service you're signed up for. There is no cost generally for like per 1000 impressions like you're gonna pay Facebook, or like you're gonna pay AdRoll, or any of these other services. Instead, you're going to paying for the privilege of sending email, or even if you're paying per email, you're still paying a very tiny amount. Email also has a lot of flexibility in terms of timing built-in. You know when we create an ad online, you're generally submitting that ad for consideration, and the period of time it can take to get your ads approved and running can generally be up to 24 hours. So it makes it really hard to market on a moment-by-moment basis. So let me give you an example. Let's say that a certain couple of states suddenly have major traffic issues, okay? One day, and this is on national news, there's a bunch of construction going on, and a whole bunch of the population decided to stay home from work that day. You could take that information and say, "Well, maybe people are online shopping, let me try to get my products in front of them." You could go put together an ad on AdRoll, or Facebook, or Instagram, or something like that, and submit your ad, and odds are good that there would be a delay, right? Because your ad needs to be approved, that's totally normal. Or you could also throw together an email, and you could probably get that email thrown together and out to those specific people, 'cause you can generally do some geotargeting, get that out to those specific people via email a great deal more quickly. And people get that in their inbox, and they can start shopping. So not a perfect example, but I just wanna get the wheels in your head turning that email is something that you have so much more control over than a lot of the other advertising mediums that are out there. For busy entrepreneurs, email is also probably the most efficient way of doing marketing, because there is so much power in automation. So with email, we can set up different lists and have emails automatically sent to our customers based on their behavior. So let me give you some examples. You can send emails when someone initially signs up for your list. You can use that opportunity to help them get to know your company to provide them with an incentive to come back and purchase, right? 'Cause they're a warm lead, we wanna get them back and purchasing right away. You can help them understand what your social media options are. You can introduce them to your staff, or help establish that brand and rapport with them. When someone comes back and visits your website, you can send them a followup email. And the really cool thing is you can do this based on whether or not something's cart. If something's their cart, you can send them an email reminding them to make a purchase. And if something wasn't in their cart, then you can just follow up and ask them if they had any questions about the products they looked at. You can also send emails to follow up on a purchase. So when someone buys something from you, you have the option of sending a series of emails. You can send an email initially thanking them for their purchase, and then maybe a couple of days later, double-checking that their order arrived safely and that they're happy with it. Maybe a couple weeks after that you could send an email asking for a review. And then once you reach the end of your normal sales cycle, you can go ahead and send them an email reminding them to come back and replace the item or to buy another item. You can also set up groups for customers that you consider to me VIPs. So for example in the past I've had a list that would automatically send a special coupon code to someone 72 hours after they had made their third purchase with us. Just a way of thanking them and acknowledging that their business, or their purchases are an important part of my business. You can also send email to win back customers. So you can set up a list that automatically triggers when it's been a certain period of time, maybe three, four, five, six months since they made their last purchase. You can set up a win-back campaign to strategically bring people back into your purchase cycle. I mean how cool is this. You just set these emails up, you set the rules up, and then they just run, and sure you wanna get in there every once and a while, and make some tweaks and changes, and look at your statistics to make sure everything's performing. But you're not getting in there every day deciding which people are going to get which emails. The system does that for you automatically. This is a massive time savings. And you combine that with the idea that you own your list, and that email itself is pretty inexpensive on a monthly basis, I mean this is powerful. So just in case you weren't taking your email marketing seriously, I hope I have begun to convince you that this is really something that you should be working on every day. We want to be adding emails to our list every day. And then, you know, once a week get in to look at your statistics and start tweaking your email campaigns. The goal here is to get more and more efficient, so we can generate more and more revenue for less cost. Now, if you need some ideas for ways to gather more email addresses, for the most part for free, check out episode one where I talked about six ways to grow your email list by making fairly minor changes to your website. So that's it for today, I'll be back in your feed in a few days, and in the mean time, thank you so much for joining me today. I hope this information will help you make better decisions for your own business. If you have feedback or ideas for future shows, you can find me at SavvyBusinessMethod.com as well as on Facebook and YouTube, and please be sure to hit that subscribe button in iTunes and Stitcher, so you don't miss an episode, and of course I would greatly appreciate if you can rate/review this podcast in iTunes, it really does help others find it. I promise I will be ever with you, and I just love hearing from you guys. Bye for now. Thanks so much for listening to this episode of the Savvy Business Method with Julie Feickert. If you've enjoyed today's episode, please leave a review and subscribe. And for more great content and to stay up to date, visit SavvyBusinessMethod.com and Savvy Business Method on Facebook. We'll catch you next time. Episode 007: Why Email Marketing is Important
Do you sometimes feel like you're slaving away at your website? Maybe you built it and they DIDN'T come? When you're looking for "traffic" advice, do you feel like you're told a bunch of shady OR outdated marketing techniques? Even worse, do you feel flooded with lots of "tiny" traffic techniques? If so, today's episode is the relief you've been searching for. We discuss the six traffic fountains you should focus on today: Search Engine Optimization & Content Marketing: Fiverr, Rev, WordPress blog, evergreen podcast, LinkedIn, Medium Guest Posting: podcast guest interviews (RadioGuestList), Interview Connections Video Marketing: YouTube, Facebook Live Pay Per Click: Google AdWords, Facebook ads, AdRoll (model, create campaigns daily, break even, scale) Upkeep: email marketing & followup campaigns, postcards/thank you's, PushCrew/ManyChat Nice to have's: affiliate program (swipe file & contest), Kindle books (your best material), outreach (find customers that use competing or complimentary products), under the table payment (podcast sponsorship, signature ad, Facebook page ad) Resources Video Sales Tactics (Facebook Live Streaming) Podcast Crusher (Create A Podcast) Make a Product (Publish A Book)
The SaaS Podcast - SaaS, Startups, Growth Hacking & Entrepreneurship
Matthew Bellows is the co-founder & CEO of Yesware, a platform that helps salespeople connect with prospects, track engagement and close more deals. Yesware serves more than 750,000 salespeople at companies like Adroll, Groupon, Salesforce, Twilio and Yelp. The company was founded in 2011 and is based in Boston, Massachusetts. To date, the company has raised over $35 million in funding. The Show Notes Yesware Chrome Web Store "The Sales Acceleration Formula: Using Data, Technology, and Inbound Selling to go from $0 to $100 Million" by Mark Roberge A Leader Struggles to Sell Software Meant to Aid Sales (New York Times) Cashman Andrus on Twitter Matthew on Twitter Omer on Twitter Enjoyed this episode? Subscribe to the podcast Leave a rating and review Follow Omer on Twitter Need help with your SaaS? Join SaaS Club Plus: our membership and community for new and early-stage SaaS founders. Join and get training & support. Join SaaS Club Launch: a 12-week group coaching program to help you get your SaaS from zero to your first $10K revenue. Apply for SaaS Club Accelerate: If you'd like to work directly with Omer 1:1, then request a free strategy session.
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