By Phil Gamache
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The podcast currently has 140 episodes available.
What’s up everyone, today I have the pleasure of sitting down with Ron Jacobson, Co-founder and CEO of Rockerbox
Summary: Multi-touch attribution doesn’t tell you what really caused a conversion or revenue, it’s a credit distribution system. It’s still a useful guidepost in understanding where your efforts are making an impact. Incrementality testing, on the other hand, digs deeper—helping you pinpoint what’s really driving results by answering, "What would’ve happened without this campaign?" But to get there, it’s not about finding the perfect model, it’s about asking the right questions. Don’t get stuck in the basics like Google Analytics. True measurement demands first-party data and statistical modeling, especially as third-party cookies fade. For startups, the goal is momentum—nail one channel before diving into complex measurement. Build success first, then refine with tools like MTA or MMM to truly understand what drives growth.
About Ron
Rethinking the Role of Multi-Touch Attribution
Multi-touch attribution (MTA) often sparks debate around its effectiveness in driving marketing decisions. While many recognize it as a flawed tool, few fully grasp the extent to which it misses a crucial element: causality. When asked whether MTA should be seen as a credit distribution mechanism rather than a way to measure causality, Ron agrees wholeheartedly, explaining that this is exactly how his team has framed the discussion for years.
Ron emphasizes that MTA’s purpose isn’t to assign cause-and-effect between marketing touchpoints and revenue generation. Instead, it's a retrospective tool designed to distribute credit across various touchpoints in a customer’s journey. He argues that marketing teams need to shift their focus from chasing causality to understanding how customers interact with marketing efforts. This approach helps marketers assess what channels or strategies might be working, even if the exact causal impact remains elusive.
A specific example Ron highlights is when clients test new channels like OTT, CTV, or linear TV. Frequently, these clients aren’t sure if the new channel is even making an impact. The issue, he notes, isn’t necessarily that the marketing is ineffective—it’s that the data simply doesn’t reflect customer engagement due to gaps in tools like Google Analytics. While causality is still out of reach, MTA can at least show that the new channel is on the customer’s path to purchase, providing some reassurance that the efforts are not entirely in vain.
Ron points out that this shift in perspective helps marketing teams function more effectively. Rather than getting bogged down by the impossibility of determining exact causality, teams can use MTA to answer more immediate, practical questions: What are the touchpoints that seem to drive the most engagement? Where should we focus next? It’s not about perfectly predicting outcomes, but about gathering insights that improve day-to-day operations.
Key takeaway: MTA isn’t designed to establish causality, but rather to help distribute credit among touchpoints. When marketers focus on how customers engage with their efforts rather than trying to measure cause-and-effect, MTA becomes a valuable tool in refining strategy.
Understanding the Value of Path to Conversion
When diving into the value of the path to conversion, we often struggle with the fact that it doesn’t fully address causality. Just because a customer clicks on a Google link and converts doesn’t necessarily mean that click caused the purchase. It’s possible the customer had already been influenced by a social ad or an email from days prior. Understanding the motivations behind these actions remains elusive.
Ron’s take on this is refreshingly straightforward. He suggests ignoring the model entirely when pitching multi-touch attribution (MTA). Instead, focus on the question: What can you learn from understanding the customer’s path to conversion? By treating MTA as an alternative lens to last-click or first-touch attribution, Ron emphasizes that it provides more context but doesn’t necessarily give a definitive answer to causality. He argues that last-touch attribution, for example, isn’t the best method for understanding the full customer journey.
The real value of analyzing the path to conversion, according to Ron, comes from the variety of questions you can answer. Questions like time to conversion, comparing paths for new versus retained customers, or how adding a new channel influences customer behavior. Retention, in particular, has gained importance as rising interest rates push companies to focus on profitability, and understanding how existing customers engage without paid media is crucial.
Ron points out that the path to conversion isn’t just a credit distribution mechanism but a core dataset that allows marketers to do their jobs more effectively. By looking beyond conversions alone and examining full paths, even those that don’t lead to a sale, marketers can better assess conversion rates and session data. Still, he concedes that none of this answers the critical question of whether marketing spend was truly incremental or whether a customer would have converted without it.
Key takeaway: While path to conversion analysis doesn’t solve for causality, it opens the door to deeper insights. Marketers can use it to answer key questions about customer behavior, retention, and channel effectiveness, but should remain aware of its limitations in proving incremental impact.
Defining Incrementality in Marketing
When we discuss incrementality, the core question is simple: Would the business results still have happened without marketing? It’s a shift in mindset from how we traditionally report on marketing outcomes. Instead of simply attributing revenue to specific touchpoints, incrementality forces us to ask whether that revenue would exist at all if we hadn’t spent that marketing dollar.
Ron emphasizes the importance of having a baseline when assessing incrementality. Without this, everything looks like it’s driven by marketing, which isn’t always true. For him, the key is understanding the marginal return on that last dollar spent. In other words, is each dollar spent still driving profitable results? This approach helps marketers gauge if they’re spending wisely and achieving their business goals.
The real challenge comes in determining the best methodologies to uncover incrementality. Ron explains that while modeling tools like multi-touch attribution (MTA) aren’t designed to measure incrementality, they provide valuable insights when combined with testing methodologies. He highlights that running a holdout test, for example, can reveal incremental results, and applying that test’s findings to MTA reporting allows marketers to optimize daily decisions while still understanding broader trends.
Ultimately, Ron advises marketers to focus less on the methodologies themselves and more on the questions they need answers to. Whether you’re trying to allocate next quarter’s budget or determine the effectiveness of a new creative, the right approach depends on what you’re trying to uncover. By starting with the right questions, marketers can select the best tools or methods to answer them, rather than getting caught up in finding a one-size-fits-all solution.
Key takeaway: In...
What’s up everyone, today we have the pleasure of sitting down with Erin Foxworthy, Industry Lead, Advertisers & Agencies at Snowflake.
Summary: In this episode, Erin takes us on a ride through the merging worlds of martech, adtech, AI, and privacy, giving a bold glimpse into what’s next for customer data. We cover how you can use 1st party data for seed predictions, why it’s time you move on from APIs and adopt data sharing and what the unified data layer means for marketers. Oh and Erin gives us her take on the uncertainty of Google's cookie deprecation rollback.
About Erin
The duality of creativity and measurement in advertising
In the early days of advertising, media was often an afterthought. Erin recalls how the majority of a CMO's focus was on perfecting commercial spots, direct mail, or magazine ads, with meticulous attention to detail. The creative side was the talk of the industry, leaving media playing a supporting role. However, as digital platforms emerged and ad units fragmented, the dynamic shifted. Creative and media teams, which were once tightly knit, began to drift apart, especially as agencies expanded to handle the complexity of new media channels.
Erin notes that media became so specialized across different digital platforms that it gradually separated from the creative process. In her own career, which began at a full-service agency, she experienced this firsthand. Early on, she worked side by side with creative directors and copywriters, but as agencies scaled and media buying spread across hundreds of channels, those joint discussions became fewer. The focus shifted to simply managing the volume, leaving less time for deeper creative collaboration.
What's promising, though, is the potential for artificial intelligence (AI) to bridge that gap again. Erin suggests that advancements in AI are already pushing the industry toward more integrated workflows. Platforms are increasingly using AI-driven algorithms to optimize ad performance—automating decisions and delivering results in a more turnkey fashion. This, she believes, will allow media teams to shift some of their focus back toward creative strategy.
In her view, AI could also democratize creativity, empowering marketers who may not traditionally be involved in creative production to step into that space. With AI handling the data-driven optimization, there’s an opportunity for marketers and agencies to bring creative and media closer together once again, regaining the collaboration that once defined the advertising world.
Key takeaway: AI advancements are reshaping the relationship between creative and media in advertising, offering a chance to reconnect these disciplines. This evolution could allow marketers to step into creative roles while freeing up time to focus on what works, both organically and through paid channels.
The future of automation in creative marketing
We often wonder how far we can trust machines to handle core marketing tasks, especially in areas like email where AI-driven recommendations are common but often met with skepticism. When asked about automation in creative marketing, Erin shared a candid perspective on where the industry stands.
Erin points out that automation’s impact is already visible in marketing operations, particularly in tasks like resizing creative and ad serving. These areas are primed for disruption, and automation is becoming essential in managing the growing complexity of campaign delivery. However, when it comes to more creative and brand-focused ad units, she remains unconvinced that AI is ready to replace the human touch anytime soon.
For Erin, the heart of the issue lies in the nuances of brand messaging. Creative ad units are designed to build emotional connections with consumers, and this often requires a level of empathy and intuition that AI can't replicate—at least not yet. While AI can handle logistics and optimization in areas like programmatic advertising, the human element remains critical for conveying the personality and tone of a brand.
She sees AI's role expanding in marketing operations, but for now, brand messaging is where human creativity holds its ground. As AI continues to evolve, marketers will need to find the right balance, leveraging automation for efficiency while maintaining the human insight necessary to craft compelling, emotionally resonant ads.
Key takeaway: Automation will continue to disrupt marketing operations, particularly in optimizing workflows and ad delivery. However, for creative brand messaging, human creativity remains irreplaceable. Marketers should embrace AI for its efficiency while ensuring it complements, rather than replaces, the human touch in their messaging strategy.
Understanding the convergence of Martech and AdTech
When asked about the distinction between Martech and AdTech, Erin provides an insightful perspective. Traditionally, people often simplify the divide: Martech is for marketers and AdTech is for advertisers. However, she views this as an oversimplification that doesn’t capture the true nature of the industry’s evolution. Both are ultimately driven by technology—platforms created by companies that serve both marketers and advertisers as users. The complexity lies not in who controls the platform, but in finding the right technology to meet the needs of a specific enterprise.
Erin emphasizes that this convergence is especially noticeable as personalization becomes central to marketing and advertising strategies. Where Martech was once seen as powering owned channels like email and SMS, and AdTech controlled paid channels like social ads and programmatic buys, today, the line between the two is blurring. Personalization is no longer limited to owned channels; it’s becoming essential in paid media, social platforms, and even connected TV (CTV) campaigns. This level of integration hinges on having the right data infrastructure, enabling one-to-one conversations across all customer touchpoints.
What makes this especially challenging is the industry's historical lack of unified strategy across these channels. Erin notes that traditionally, marketers have operated in silos—sending emails, running social ads, and buying media independently. Now, with the growing expectation for a seamless, personalized experience, businesses must integrate these efforts to understand how various touchpoints—whether through an SMS campaign, social ad, or CTV buy—are interacting to shape the customer journey.
At its core, this shift is about harnessing data across all platforms and using it to create personalized, consistent messaging. For Erin, the convergence of Martech and AdTech means unifying applications on a scalable platform that can support this kind of holistic approach. This trend is exciting and challenging, pushing companies to rethink the ways they manage customer data and interactions.
Key takeaway: The traditional divide between Martech and AdTech is becoming outdated. As personalization continues to drive both marketing and advertising, the real challenge lies in unifying customer interactions across all channels on a scalable platform. Businesses must move beyond simple categorizations and focus on ...
What’s up everyone, today we have the pleasure of sitting down with Liam Moroney, Co-Founder of Storybook Marketing.
Summary: Liam handed us warm tea and one of his hand-knitted beanies as we explored how marketing goes beyond just hitting pipeline numbers. It’s about building trust, shaping perceptions, and ensuring your brand is top-of-mind when it matters. Balancing short-term wins with long-term brand-building is crucial, yet often misunderstood. Clear communication and a broader approach to measuring impact are key. For startups, focusing on trust and credibility lays the foundation for success. Marketing’s true power lies in creating a lasting impact that drives real decisions.
About Liam
Liam started his career in various industries wearing several different marketing hats
Eventually he landed at NewsCred, a content marketing agency for enterprise teams where he started leading Demand Gen before shifting to client side and advising clients on attribution and ROI
He then had Revenue Marketing leadership stints at various startups across different industries like personalization, travel, mobile and identity verification
He then started his entrepreneurial journey by founding a consulting firm for growth-stage B2B companies
Liam is also a contributing writer at Martech.org and recently started his own podcast called The B2B Brand
Today Liam is the co-founder of Storybook Marketing, a full-service demand gen agency for B2B SaaS specializing in paid media programs
Marketing’s Role Beyond the Pipeline
Marketing, historically viewed as the "arts and crafts department," has evolved significantly. Yet, according to Liam, there’s a lingering misperception, particularly in B2B, that needs addressing. When asked about his concerns with marketing being reduced to a mere pipeline number, Liam didn’t shy away from dissecting the issue. It’s not about rejecting accountability—marketing should indeed own a number. The real problem lies in how we've overcorrected, narrowing the focus to such an extent that it undermines the broader role marketing plays.
Liam points out that this shift in perception—driven by the need to demonstrate that marketing is a data-driven, outcome-producing function—has caused demand generation to become nearly synonymous with marketing. This reductionist view oversimplifies marketing’s contribution. When marketing is pigeonholed into a single metric, such as its share of the overall pipeline, it suggests that marketing is just another channel, responsible only for a fraction of the sales process. This perspective shortchanges the true purpose of marketing.
Liam believes that marketing's ultimate goal is to make the sales process smoother and more efficient. When more people know about a product, believe in its value, and have confidence in its efficacy, selling becomes easier. Marketing should be responsible for influencing the entire pipeline, not just a portion of it. The role of marketing is to make deals faster, bigger, and more frequent. By restricting marketing’s scope to its contribution to the pipeline, we inadvertently diminish its impact.
In B2C, marketing drives consumers directly to purchase. In B2B, it drives prospects into the sales process, partnering with salespeople to guide the purchase decision. While the dynamics differ, the overarching responsibility remains the same: marketing should facilitate the entire journey, not just the initial steps.
Key takeaway: Marketing should not be reduced to a pipeline number. Its true value lies in its ability to influence and enhance the entire sales process, driving not just awareness but also belief, confidence, and ultimately, conversion.
Balancing Short and Long-Term Marketing Goals
When asked about the perception that marketing hides behind long-term goals to avoid accountability, Liam was quick to dispel this myth. He argues that marketing isn’t unique in balancing both short and long-term objectives—many functions, like data science and financial advising, operate with a future-oriented perspective. Yet, marketing often faces undue scrutiny because it’s expected to produce immediate, tangible results each quarter.
Liam acknowledges that some of this mistrust is self-inflicted. Marketing has, at times, oversold its capabilities and doubled down on being seen solely as a pipeline-generating function. This narrow focus has contributed to the misconception that marketing’s only job is to deliver immediate results. However, Liam emphasizes that marketing's true role is both long-term and short-term. The primary objective is to generate future customers by building awareness, while also activating efforts that yield results today.
In B2B and B2C alike, successful marketing requires a dual approach. Brand awareness campaigns, for example, are designed to create a long-term impact by making more people aware of a product. Simultaneously, demand generation activities work to convert that awareness into action. The two functions are interdependent—effective demand gen relies on strong brand awareness, and vice versa.
Liam draws an interesting parallel with B2C marketing, where the distinction between long and short-term strategies is often clearer. Brand campaigns might run over months or years to build awareness, while in-store promotions are designed to trigger immediate purchases. The same principles apply in B2B marketing, where demand gen efforts must be supported by a solid foundation of brand awareness. Without this balance, even the best demand gen strategies will falter.
Key takeaway: Marketing must balance long-term brand building with short-term activation efforts. Success comes from integrating these approaches, ensuring that immediate demand generation is supported by strong brand awareness.
Educating Leadership on the Value of Brand Marketing
When marketers find themselves trapped by the constant demand for immediate pipeline results, it can be challenging to advocate for the long-term value of brand building. Liam addresses this issue head-on, acknowledging that while it’s easy to champion long-term thinking on platforms like LinkedIn, the reality for in-house marketers is different. Every marketer has targets to meet, and failure to hit those can lead to quick dismissal. However, Liam emphasizes that this doesn’t mean abandoning the long-term strategy—rather, it’s about balancing both while educating leadership on what brand marketing truly entails.
Liam points out that part of the problem lies in a lack of education—both for marketers and the C-suite. Marketers need to articulate better what brand marketing is and how it contributes to the overall business objectives. However, the burden of education doesn’t end there. Liam advises against the common notion of only working for CEOs who "get" marketing, as those opportunities are rare. Instead, much of the work involves reeducating leaders on the role and impact of marketing.
The key, according to Liam, is alignment with the sales team. If sales perceive that marketing isn’t contributing to their efforts, it can create friction that quickly undermines marketing’s initiatives. By engaging in conversations with sales, marketers can uncover the real challenges that hinder sales efforts. For instance, if sales teams find themselves consistently listed last in RFPs, it might indicate a brand awareness issue. Or, if there’s a widespread misconception about pricing, that points to a perception problem that marketing can address.
By identifying these pain points and framing them as marketing challenges, marketers can gain the trust of their sales counterparts. This trust can, in turn, lead to greater permission to allocate resources toward long-term brand-building efforts. It’s not an overnight process, but Liam stresses that when done correctly,...
What’s up everyone, today we have the pleasure of sitting down with Benoit Leggieri, Head of Growth at Livestorm.
Summary: Benoit offers a behind-the-scenes look at how Livestorm’s martech stack drives growth and personalization. At its heart is Customer.io, seamlessly integrated with tools like Amplitude, Segment, and Mutiny, creating a powerful system that delivers tailored experiences while scaling effortlessly. By leveraging data-driven workflows to address user needs with precision and automating processes like product certification, Livestorm not only boosts conversions but also deepens customer relationships. Their strategic use of gated content for complex demos further enhances engagement, showcasing a martech strategy that’s as effective as it is thoughtful.
About Benoit
Livestorm’s Martech Stack Built for Personalization and Retention
Livestorm’s martech stack is a powerhouse, meticulously crafted to enhance every stage of the customer journey. They use Customer.io, Hubspot, SEMRush, and Clay and Benoit unpacks a few other elements. The stack also features Amplitude, the go-to tool for analyzing website conversion rates. Amplitude also helps identify exactly where the user experience can improve, turning insights into action.
Mutiny takes center stage for personalization. By tailoring website content to specific industries and personas, it ensures that each visitor feels like the site was made just for them. Whether it’s through social proofs or custom messaging, this tool helps Livestorm engage B2B clients on a deeper level, making every interaction count.
Segment serves as the backbone of data management. It captures user data and seamlessly distributes it across various platforms, from email marketing to in-app messaging. This orchestration guarantees that every touchpoint with the customer is personalized and relevant, driving better engagement and retention.
Benoit also gives a nod to Refiner, a key player in capturing user feedback. Whether it’s through NPS surveys or specific feedback on new features, Refiner ensures Livestorm stays in tune with its users. Integrated with Segment, it not only gathers data but triggers timely follow-ups, helping to refine the product based on real user input.
Key takeaway: A well-integrated martech stack is essential for delivering personalized experiences and driving user retention. Tools like Amplitude, Mutiny, Customerio.io and Segment work together to create a seamless journey, while Refiner ensures user feedback directly informs product improvements.
The Orchestrator and the Center of Your Martech Stack
Benoit doesn’t hesitate when asked about the centerpiece of Livestorm’s martech stack. For him, the core has always been their marketing automation tool, Customer.io. This tool has been instrumental since Livestorm's early days, especially when they were a small, self-serve business. Benoit attributes much of their growth to the strategic use of Customer.io, which not only automated specific messaging but also provided critical insights into the buyer's journey. The integration with Segment further amplified its impact, allowing Livestorm to capture and utilize data points effectively, which in turn, scaled conversions and expanded their customer base.
As Livestorm grew, so did the complexity of their martech stack. Benoit mentions that as the company evolved, the data warehouse and Customer Data Platform (CDP) began playing a more significant role. Yet, despite this evolution, he remains adamant that the true orchestrator of their stack continues to be Customer.io. Its role in managing and optimizing the buyer journey is so ingrained in their operations that it remains central, even as new tools and processes are introduced.
This perspective reflects a broader trend where companies initially rely heavily on marketing automation tools as their primary orchestrator. But as they scale and gather more data, the role of CDPs and data warehouses becomes increasingly important. However, for Livestorm, the foundational importance of a tool like Customer.io cannot be overstated, especially given its ability to adapt and integrate as the company’s needs grew more complex.
The evolution of Livestorm’s stack from a single orchestrator to a more complex, data-driven system underscores the importance of flexibility and scalability in martech tools. While the CDP and data warehouse have become critical, the consistent thread has been Customer.io’s capacity to grow with them, demonstrating that even as the tech stack evolves, the initial building blocks remain crucial.
Key takeaway: The backbone of a successful martech stack often starts with a solid marketing automation tool. As a company scales, additional tools like CDPs and data warehouses become vital, but the original orchestrator, like Customer.io in Livestorm’s case, continues to play a crucial role in managing and optimizing the customer journey.
Why Customer.io Stands Out for Livestorm
When asked about what makes Customer.io a standout tool for Livestorm, Benoit highlighted three key features that have made it indispensable to their marketing efforts.
1 - First on the list is data integration. Benoit praises the seamless connection between Customer.io and their Customer Data Platform (CDP), Segment. This integration enables Livestorm to map user events and attributes effortlessly, which in turn allows for highly personalized messaging. By leveraging this data, the team can trigger specific campaigns at the perfect moment for each user, ensuring that every message is relevant and timely.
2 - The second feature Benoit appreciates is the user experience (UX) and user interface (UI) of the platform. Onboarding new team members has been straightforward, thanks to Customer.io’s intuitive design. The visual workflow builder simplifies the process of creating and editing campaigns and emails, making it easy for the entire team to collaborate and execute strategies without unnecessary complications.
3 - Finally, Benoit highlights the segment builder as a crucial tool in their arsenal. Managing recipient lists can be a nightmare in many platforms, but Customer.io’s approach, with tags and naming conventions, makes it much easier to organize and clean up lists. This feature not only improves efficiency but also ensures that Livestorm’s campaigns reach the right audience every time.
Key takeaway: Customer.io excels in data integration, intuitive UX/UI, and efficient segment management, making it a powerful tool for personalized marketing campaigns. These features have allowed Livestorm to optimize their messaging and ensure smooth operations across their team.
Crafting Revenue-Driving Workflows with Customer.io
Benoit shares a fascinating look at how Livestorm has leveraged Customer.io to create sophisticated workflows, particularly those focused on driving revenue. This year, the team concentrated on revenue-centric workflows, addressing challenges like incomplete subscriptions and payment issues—common hurdles in any SaaS business.
One notable experiment revolved around abandoned carts. By integrating Customer.io with their data stack, they tracked users who landed on the billing page but didn’t complete their transactions. This e-commerce-in...
What’s up everyone, today I have the pleasure of sitting down with Pranav Piyush, Co-Founder and CEO at Paramark.
Summary: Pranav guides us out of the labyrinth of multi-touch attribution under the clear sky of incrementality and causality, urging marketers to focus on whether their efforts genuinely drive sales that wouldn’t happen otherwise. Early-stage startups can benefit by prioritizing simple methods like geo-based testing over complex attribution models, allowing intuition to guide resourceful experimentation. By understanding the underlying motivations and true causality behind customer actions, marketers can craft campaigns that resonate deeply and drive real results. As businesses grow, balancing intuition with structured analytics becomes crucial. Holdout tests and marketing mix modeling provide actionable insights, ensuring strategies remain effective in a competitive landscape. This approach transforms marketing from a cost into an investment in sustainable growth, making each dollar count.
About Pranav
What’s More Valuable? Analytical Skills or Creative Taste?
Marketing's creative nature often gets overshadowed by the obsession with data. Recently, HubSpot’s co-founder Brian Halligan suggested that marketers with good taste are undervalued compared to those with analytical skills. Pranav agrees, arguing that creativity now drives the most significant impact in marketing. We often question the overuse of the term "data-driven" in marketing, suggesting a shift towards being more "creatively driven." Pranav responds, arguing that data-driven and data-informed are all kind of bullshit. Relying solely on being "data-informed" is not sufficient. He emphasizes that without the ability to discern the success of a creative idea through data, creativity alone falls short.
Marketers face the challenge of making memorable impressions on people they've never met, and this requires innovation and creativity. While data is essential, Pranav notes that many marketers don't truly understand the depth of analytical skills. True data literacy involves grasping complex concepts like correlation and causation, which are often missing in marketers' education.
Pranav points out that the dichotomy between creativity and analytics is overly simplistic. Marketers need to integrate both skills. This blend is crucial not only in marketing but in other business functions like product development. He uses the example of launching a feature and gauging its success. If only 10% of the customer base uses it, understanding the broader impact on adoption, revenue, and retention is essential.
Despite recognizing the importance of analytical skills, Pranav emphasizes that good taste in marketing offers a unique advantage. Creativity leads to building compelling campaigns that resonate more profoundly with audiences. This insight suggests that while data provides valuable insights, it is creativity that ultimately distinguishes successful marketing efforts. Pranav further highlights the importance of rigorous testing and measurement. A successful feature or campaign isn't just about positive feedback; it needs to contribute to tangible business outcomes, such as increased revenue or cost savings. Without proper measurement, the value of creative initiatives remains unclear.
Key takeaway: To truly excel in marketing, you need to embrace a harmonious balance between analytical skills and creative taste. This means honing your ability to interpret data while also nurturing your creative instincts to craft memorable campaigns. Instead of relying solely on data or creativity, focus on integrating these skills. Use data to measure the success of your creative ideas, ensuring they lead to meaningful business outcomes like increased revenue or customer retention. By blending data literacy with creative insight, you'll develop campaigns that resonate deeply and drive tangible results.
Understanding Incrementality in Marketing
We often hear marketers claiming they understand ROI and reporting, yet the concept of incrementality often eludes them. Pranav sheds light on this by differentiating between attribution and incrementality. Attribution, as he explains, is rooted in the idea of cause and effect. However, its usage has been diluted over time, losing its original meaning.
Pranav appreciates our provided definition of incrementality: business results from marketing campaigns or channels that wouldn’t have occurred otherwise. He elaborates that if a prospect would have purchased a product without the influence of marketing, then that marketing effort isn't incremental. Conversely, if a prospect's decision to buy is directly influenced by marketing, then that effort is incremental.
He emphasizes the importance of understanding incrementality beyond traditional marketing channels, especially in B2B contexts. This involves considering scaled sales channels, partner channels, and affiliate channels. The essence of incrementality lies in recognizing the true impact of marketing efforts on sales and other business outcomes.
Pranav's insights underscore the need for marketers to move beyond surface-level metrics and understand the deeper implications of their strategies. By focusing on incrementality, they can more accurately measure the effectiveness of their campaigns and make informed decisions that drive real business growth.
Key takeaway: Focus on incrementality to truly gauge your marketing impact. Instead of just relying on attribution metrics, assess whether your efforts genuinely drive sales that wouldn't have happened otherwise. By understanding and applying incrementality across all channels, you can refine your strategies and foster real business growth.
Unpacking Multi-Touch Attribution
Multi-touch attribution (MTA) often gets hailed as the holy grail of marketing measurement. Many believe it's essential to solve attribution by capturing all touchpoints. However, Pranav argues that the obsession with MTA overlooks fundamental issues, particularly around causality.
When discussing attribution, we need to understand cause and effect. Pranav illustrates this with a simple example: if someone clicks on a Google link and converts, did that click cause the conversion? Sometimes it does, but other times it doesn't. He emphasizes the need to ask, "What prompted the search in the first place?" Without knowing this, we aren't truly understanding causality. We're merely observing sequences of actions without grasping their underlying motivations.
Pranav criticizes the current approach to MTA, which often amounts to behavioral analytics. This method logs sequences like A led to B led to C, but it doesn't clarify if A caused B. This lack of clarity is compounded by pressures on marketing and analytics teams to produce quick results, pushing them towards convenient but superficial solutions.
The martech industry, according to Pranav, has profited from building easy, superficial tools rather than delving into the complex but necessary task of understanding true causality. He believes this approach must change for the industry to advance meaningfully. By focusing on more robust methodologies, marketers can gain genuine insights into the effectiveness of their campaigns.
What’s up everyone, today we have the pleasure of sitting down with Jacqueline Freedman, CEO and Founder at Monarch Advisory Partners.
Summary: Jacqueline straps on her jetpack and invites us to soar through the martech skies, teaching us how to navigate the journey of becoming an independent martech advisor. From hands-on execution tasks strategy and advisory projects and assembling a futuristic composable martech stack, we cover a lot of air miles. We navigate the build versus buy decision in martech, the realities of composable CDPs and embracing user-friendly modern marketing automation tools.
About Jacqueline
Why Introspection is the Secret Weapon for Aspiring Entrepreneurs
Jacqueline, reflecting on her transition from Grammarly to entrepreneurship, reveals the depth of her decision-making process. With a family history rooted in entrepreneurship, Jacqueline always envisioned herself running her own business. Observing her father and grandfather, she felt like she had a front-row seat to an MBA. This early exposure planted the seed of entrepreneurship, but it wasn’t until she recognized her unique skill set that she felt truly ready to take the plunge.
The decision wasn’t impulsive. Jacqueline emphasized the role of introspection and reflection in her journey. She spent a year contemplating the right moment, fueled by her natural tendency to overthink. Through late nights and early mornings, she assessed her career achievements, from scaling WeWork during its prime to steering Grammarly’s shift to B2C. These experiences solidified her belief in her capabilities, leading her to recognize that she was ready for the entrepreneurial leap.
Jacqueline’s courage was also bolstered by her practical approach. While at Grammarly, she had already begun advising several founders, driven by her passion for problem-solving rather than monetary gain. These conversations not only honed her skills but also provided a soft landing into entrepreneurship. By the time she officially launched her business, she had a lineup of clients ready, thanks to her reputation and the support of colleagues and partners who championed her abilities.
Her journey highlights the importance of strategic preparation and the value of building a strong professional network. Jacqueline’s story is a testament to how a combination of introspection, practical experience, and a supportive community can make a significant career transition smoother and more successful.
Key takeaway: Use introspection to identify your unique skills and career achievements. Reflecting on these aspects will not only boost your confidence but also clarify your readiness for major career changes, like transitioning to entrepreneurship.
How TV Dramatization Barely Scratches WeWork's Reality
When asked about the accuracy of the WeWork TV show "WeCrashed" on Apple TV, Jacqueline offered a candid perspective. Having watched all the content related to WeWork, she noted that "WeCrashed" starring Jared Leto and Anne Hathaway, came closest to capturing the essence of the events. However, she emphasized that the series only scratched the surface of what truly transpired.
Jacqueline explained that while the series contained a kernel of truth, the actual events at WeWork were far more intense. Everything depicted in the show was amplified tenfold in reality. This amplification was very much in line with WeWork's brand, known for its high-energy and sometimes chaotic environment. She described her experience of watching the dramatization as somewhat PTSD-inducing due to its accuracy in portraying the underlying ethos of WeWork.
Despite the dramatization, Jacqueline found it fascinating and somewhat validating to see the story unfold on screen. The series succeeded in conveying the core truth of WeWork's journey, even if it couldn't fully encapsulate the extremities of the real-life scenarios. For Jacqueline, revisiting those memories through the show was a mixed experience, balancing between validation and the resurfacing of intense memories.
Her insights underscore the dramatic nature of WeWork’s history and how media adaptations, while engaging, often have to simplify or condense reality. For viewers, it’s a reminder that behind the scenes, the stories of such companies are often more complex and multifaceted than any series can fully capture.
Key takeaway: Jacqueline noted that while "WeCrashed" captured the essence of WeWork, it only scratched the surface of the true events, which were far more intense. The dramatization, though somewhat accurate and PTSD-inducing, validated the chaotic environment of WeWork. However, she emphasized that media adaptations often simplify the complexities of real-life scenarios.
How to Become a Martech Advisor
Balancing Hands On Execution Projects vs Strategic Advice
Jacqueline addresses the nuanced demands of clients in marketing operations (MOPs). While she shares a passion for every facet of MOPs, she acknowledges a point in her career where hands-on tasks like copywriting and sending emails no longer align with her long-term vision. This shift towards focusing on advisement and strategy is something she enjoys, and it's about setting clear expectations from the start with clients.
Each client’s needs vary, which Jacqueline finds exciting. However, it necessitates clear communication about what she offers. When clients require extensive lifecycle or demand generation email execution, Jacqueline is upfront about her role. If it's a short-term need, she might handle it, but for long-term commitments, she refers them to trusted partners. She mentions firms like Modular Marketing and Ragnarok, highlighting her strong relationships with these agencies. This symbiotic partnership ensures clients get top-notch service while allowing Jacqueline to concentrate on strategic advisement.
By focusing on strategy, Jacqueline can provide high-level insights and direction that impact her clients' overall marketing operations. She values the ability to step back from the minutiae and look at the bigger picture, helping businesses navigate their marketing landscapes more effectively. This approach not only suits her professional growth but also ensures her clients receive specialized, high-quality execution from her partners.
Jacqueline’s journey exemplifies the importance of evolving in one’s career and recognizing when to delegate tasks that no longer fit one’s vision. It’s about leveraging strengths and building a network of reliable partners to deliver comprehensive solutions. Her ability to set expectations and offer strategic guidance is a testament to her experience and foresight in the marketing operations field.
Key takeaway: When transitioning to a more strategic consulting role, clearly communicate your focus and delegate hands-on tasks to trusted partners. This allows you to leverage your strengths, provi...
What’s up everyone, today we have the pleasure of sitting down with Simon Heaton, Director of Growth Marketing at Buffer.
Summary: Simon helps us explore Buffer's martech journey, highlighting their shift from traditional tools to a product-led approach driven by data and server-side analytics. We unpack their use of Customer.io for automation and hold out testing, Redash for data insights, and their agile sprint model that fosters continuous innovation. Discover how Buffer's small team thrives with efficient, data-driven strategies.
About Simon
Buffer’s Marketing Tech Stack and Why it Doesn’t Include a CRM
Buffer’s marketing strategy is unique. They don’t use a traditional CRM like HubSpot or Salesforce. Simon explains that Buffer is a product-led company without a dedicated sales team. This means they don't need typical CRM functionalities like lead routing and scoring. Instead, Buffer relies heavily on data and product analytics to drive their marketing efforts.
The core of Buffer’s operations is their data warehouse, with Segment acting as their Customer Data Platform (CDP). This setup allows Buffer to integrate various tools and centralize crucial information. Mixpanel, their product analytics tool, is pivotal in this system. It gathers both product usage and marketing data, providing a comprehensive view of user interactions.
Simon highlights the importance of server-side tracking and integrating data from diverse sources such as AdWords, Customer.io, and Pendo. This integration helps Buffer understand the user lifecycle and measure the impact of marketing efforts beyond basic website metrics.
Tools like Customer.io are also essential for Buffer. It manages most user communications, making it a critical component of their stack. The combination of Mixpanel, Customer.io, and other integrated tools ensures that Buffer can seamlessly track and analyze user behavior.
Key takeaway: Not all B2B companies need a CRM or a sales team. A product-led approach, using robust data and product analytics tools, can effectively drive your marketing efforts and provide comprehensive insights into user behavior.
The Power of a Visual and Intuitive Automation Flow Interface
Simon loves working in a smaller team like Buffer, where he can get hands-on with their tools daily. He highlights how Buffer uses Customer.io for their marketing automation, a tool he's familiar with from his previous experience at Shopify. Unlike Shopify, which eventually switched to Salesforce Marketing Cloud for more enterprise-level needs, Buffer continues to thrive with Customer.io.
Buffer relies on Customer.io to manage email marketing, push notifications for mobile apps, and various communication programs. Simon appreciates how the tool handles both marketing and transactional communications, offering a unified view of user interactions. This integration ensures consistency in messages, whether they're marketing emails or product notifications.
Simon praises Customer.io's user-friendly interface, especially the journey mapping functionality and the WYSIWYG editor, which make it accessible for non-technical team members. Despite its ease of use, the platform also boasts deep technical capabilities, allowing for extensive customization through HTML and API integrations. This flexibility has been crucial for Buffer's needs.
The integration with Segment, Buffer's Customer Data Platform (CDP), is particularly valuable. Simon emphasizes that having all data in Segment and seamlessly integrating it with Customer.io enables precise data handling. This setup ensures accurate and timely data flow, essential for personalized and effective marketing automation workflows.
Key takeaway: Even as a small team, you can effectively manage complex marketing automation needs by choosing user-friendly tools like Customer.io that offer both simplicity and deep customization. This approach allows your non-technical team members to contribute meaningfully while ensuring your technical needs are met, enhancing overall efficiency and personalization in your communications.
Experimentation and Holdout Testing at Buffer
Experimentation is a cornerstone of Buffer’s approach, and Simon is particularly enthusiastic about the capabilities provided by Customer.io. He explains that the platform's holdout testing functionality is essential for validating new programs and comparing campaign performance. Unlike some tools, Customer.io counts a delivery for the holdout group, simplifying the tracking process over time.
The integration with Segment and Mixpanel is a game-changer for Buffer. This setup allows them to surface Customer.io data in Mixpanel, creating unique reports and dashboards to support their experiments. Tracking differences in behavior between groups becomes straightforward, thanks to the detailed delivery events logged for both test and holdout groups. This level of detail ensures that Buffer can effectively measure the impact of their campaigns.
Simon also highlights the ease of A/B testing within Customer.io. Whether at the message level or within workflows, the platform’s randomization logic allows for extensive testing. Buffer can run tests on content, sequencing, and other variables, ensuring they continually optimize their marketing efforts. The ability to branch workflows and test different variants simultaneously is particularly valuable, enabling ongoing experimentation.
Key takeaway: Leverage holdout testing and detailed event tracking within your marketing automation tools to gain deeper insights into your campaign effectiveness. This approach allows you to validate new programs, compare performance, and optimize your strategies based on precise, data-driven insights.
Testing Journeys and Templating Language with QA Draft Mode
Simon praises Customer.io's QA draft mode, a feature he finds invaluable for Buffer’s marketing automation. This functionality allows the team to build complex workflows, trigger off specific data points, and test the entire process in a production environment without actually sending emails. It’s a unique capability that Simon has not found in other tools, making it a standout feature of Customer.io.
Simon highlights how QA draft mode lets them see real users qualifying for different branches of the workflow while emails remain in draft. This means they can verify that users are correctly segmented and the emails look as intended, all without prematurely sending any messages. This testing phase is crucial for catching errors that might not be evident during initial previews.
Buffer has used this feature for several initiatives, such as new onboarding iterations and product notifications. Given the high frequency and volume of these emails, ensuring everything works perfectly before going live is essential. Simon appreciates that once the testing phase is complete, it only takes a click to start sending the validated emails to users.
This capability saves time and reduces the risk of errors in live campaigns. It allows Buffer to maintain high st...
What’s up everyone, today we have the pleasure of sitting down with Ashleigh Johnson, Marketing Technologist at Microsoft.
Summary: Ashleigh gives us a glimpse into the enterprise world of martech, and it might not be what you’re expecting. She emphasizes embracing the unexpected by seeking diverse roles and rotational programs. Building a personal network within large organizations like Microsoft is crucial for navigating corporate silos. Curiosity and people skills, including shadowing colleagues and effective communication, are paramount. Ashleigh highlights the need for robust documentation and the strategic use of AI for routine tasks to boost productivity. Finally, she advocates for marketers to lead AI deployment, ensuring flexibility and innovation by empowering tool owners to make technology-driven decisions.
About Ashleigh
Embracing Openness in Marketing Careers
Ashleigh highlights the significance of being open-minded in the marketing industry. She reflects on her early career, noting that she had no idea what martech was when she started. College had prepared her for traditional marketing roles—branding, PR, content management—not martech. She envisioned a straightforward path in these areas but ended up somewhere entirely different.
Her entry into martech came by chance, thanks to a rotation program at Trend. This experience unveiled a whole new side of marketing she hadn’t considered. Ashleigh stresses that there’s much more to marketing than what college teaches. She urges young professionals and students to stay open to various roles and experiences.
Ashleigh advises against the narrow approach of targeting only specific job types based on college education. She encourages a broader perspective, exploring different facets of marketing, and being receptive to opportunities that might initially seem outside one's defined path. This openness can lead to surprising and rewarding career paths, as it did for her.
Her journey exemplifies the benefits of keeping career options open and exploring the full spectrum of the marketing industry. By stepping outside conventional boundaries, one can discover new and exciting opportunities in martech and beyond.
Key takeaway: Embrace the unexpected by diversifying your job search beyond traditional roles. Actively seek out rotational programs or internships that expose you to different facets of marketing. This strategy will help you uncover hidden opportunities and potentially lead to a more fulfilling and dynamic career path.
Navigating Martech Silos at Giant Corporations
Working at a behemoth like Microsoft offers a unique perspective on martech operations. Ashleigh, who has been with the company for two and a half years, admits that the scale still overwhelms her. Coming from smaller enterprises where she handled marketing operations for the entire company, the shift to Microsoft’s segmented structure has been significant.
At her previous companies, Ashleigh was part of small, global marketing ops teams, typically ranging from three to seven people. These teams managed the martech stack across the entire organization. In stark contrast, Microsoft’s martech environment is vast and compartmentalized. Multiple teams handle different aspects, and Ashleigh often finds it challenging to keep track of all the players and their roles.
Ashleigh's current role focuses on supporting enterprise cloud products and services, specifically in a pre-sales capacity. There are separate teams for post-sales, gaming, hardware, and other areas, each with their own martech stacks and operations. The sheer size of the company means that even after years, she doesn’t know all the teams or their specific functions.
Adjusting to this environment has required a significant mindset shift for Ashleigh. She’s accustomed to having a comprehensive view of martech operations, working closely with marketing and sales, and understanding the big picture. At Microsoft, she’s had to accept a more siloed view, focusing on her specific area and recognizing that she won't have visibility into all parts of the company. It’s a continuous learning process, and embracing this limited scope has been a significant adjustment.
Key takeaway: When transitioning to a larger organization, prioritize building a personal network within your company. Regularly schedule coffee chats or brief meetings with colleagues from different teams to understand their roles and how they intersect with yours. This will help you navigate the segmented structure and foster a more collaborative and informed working environment.
Why Microsoft’s Fast-Paced Culture Beats the Slow Corporate Myth
Ashleigh values the collaborative culture at Microsoft. One of her favorite aspects is working with diverse teams and individuals. In such a large organization, there’s a role for everything, which means constantly interacting with new colleagues. This variety keeps her projects dynamic and introduces her to smart, creative minds across different domains.
When addressing common criticisms of enterprise environments, Ashleigh counters the notion that things move slowly. Contrary to the stereotype, she finds Microsoft’s pace anything but sluggish. There’s always a project in motion, and new initiatives constantly arise. This fast-paced environment ensures that her work remains engaging and ever-evolving.
Another positive is the breadth of experience she gains. Unlike the narrow focus some might expect, Ashleigh’s work spans various aspects of martech. Her background in events has expanded to encompass broader martech roles, offering her new perspectives and skills outside her previous specialization. This variety keeps her job interesting and allows her to grow continuously.
The enterprise environment at Microsoft provides Ashleigh with both depth and breadth in her career. She appreciates the chance to collaborate with a wide range of professionals and tackle diverse projects, all while maintaining a fast-paced, stimulating work environment.
Key takeaway: To maximize your growth in a large organization, actively seek out cross-functional projects that require collaboration with different teams. This approach will not only broaden your skill set but also help you build a diverse professional network, keeping your work dynamic and your career development continuous.
Why Curiosity Outranks Experience in Martech Careers
Curiosity has been a cornerstone of Ashleigh's career in martech. She attributes much of her success to her insatiable curiosity and willingness to figure things out on her own. Unlike traditional roles with clear guidelines, martech often lacks a roadmap. This absence of predefined instructions demands a curious mindset, constantly seeking to understand how tools and technologies work.
Ashleigh enjoys shadowing senior team members, a practice she values dee...
What’s up everyone, today we have the pleasure of sitting down with Siobhan Solberg, data privacy consultant and advisor.
Summary: Siobhan takes on a behind-the-scenes look at the hidden mechanics of data privacy, ethical marketing practices, and effective data management. Marketers often overlook the importance of data privacy, but the increase in data breaches shows that people do care about their data. To address this, marketers should experience tools from the customer’s perspective, implement regular data reviews, and foster collaboration between marketing and compliance teams. By breaking down the user journey into distinct phases, they can attribute value more effectively while minimizing data collection. Focusing on key metrics and regularly auditing for dark patterns will enhance user experience without deception. Prioritizing ethical practices and transparency builds trust and leads to more informed decisions and stronger customer relationships.
About Siobhan
Privacy Concerns and Cultural Differences in Data Handling
Siobhan dives straight into the issue of privacy and its varying levels of importance across different regions. She highlights a stark contrast between the United States and the European Union regarding privacy regulations and cultural attitudes. In the US, the adoption of stringent privacy measures lags significantly, partly due to cultural differences and the absence of comprehensive regulations. This has allowed some companies to exploit these gaps by selling data products that would be deemed illegal in many other parts of the world.
When asked about the prevalence of tools that exploit privacy laws and whether people genuinely care about their personal data being resold, Siobhan points out an interesting dichotomy. She references studies, particularly from the Netherlands, showing that while many people claim to care about privacy, their actions often tell a different story. There is a significant gap between expressing concern for privacy and taking concrete steps to protect it.
Siobhan believes that at a deeper level, everyone does care about their privacy. She mentions the common justification of having "nothing to hide" as a coping mechanism for the lack of control individuals feel over their personal data. This helplessness leads many to adopt a nonchalant attitude towards privacy. However, as incidents of data misuse and the ramifications of lost privacy become more apparent, even those previously indifferent are beginning to take notice.
In the European Union, the implementation of strict privacy regulations has fostered a culture of awareness and proactive measures. This early adoption has forced companies and individuals to prioritize privacy. Conversely, in the US, the conversation is only now gaining momentum, driven by emerging state regulations and the increasing misuse of personal data through advanced technologies like AI. This growing awareness is slowly shifting the cultural landscape towards a more privacy-conscious mindset.
Key takeaway: Challenge the notion that people don't care about privacy. Actively take steps to protect your data and demand transparency from companies, as the growing awareness and incidents of data misuse show that everyone values their privacy more than they might admit.
Why Marketers Must Rethink Privacy and Ethical Practices
Siobhan gets straight to the heart of ethical marketing. Marketers often face the challenge of using tools that skirt privacy laws. The advice she offers is simple: put yourself in the customer's shoes. She believes this empathetic approach is crucial. It’s a lesson we teach kids about bullying—how would you feel if it happened to you? Marketers should apply the same principle to their practices.
When asked about using questionable tools, Siobhan emphasizes the need to consider personal feelings. How would you feel if your email was shared without consent? Or if your personal information was used to cold email you? Most people wouldn’t appreciate it. Marketers need to step back and think about the human impact of their actions.
Siobhan points out a fascinating contradiction: many marketers use ad blockers themselves. They don’t want to see ads, yet they’re creating them for others. This highlights a disconnect. By putting themselves in the recipient’s shoes, marketers can make more ethical decisions. This approach doesn’t just make legal sense—it’s about making the right choice morally.
Cultural differences also play a role. Siobhan recalls a trip to Korea, where CCTV cameras are ubiquitous. What’s normal there might feel invasive elsewhere. Marketers must consider these cultural nuances. By understanding the context, they can make choices that respect privacy across different regions. The goal is to balance legality and ethics, making marketing more humane.
Key takeaway: Evaluate your marketing tools by experiencing them as a customer first. Before deploying any tool, use it on yourself to understand the privacy implications and emotional impact. This practice helps you make more ethical and customer-friendly decisions.
Avoiding Creepy Data Practices in Personalized Marketing
Marketers often face the challenge of balancing necessary data tracking with personalization without crossing into creepy territory. Siobhan addresses this by acknowledging the delicate nature of data collection. Marketers need data to do their jobs effectively, but they must avoid overstepping boundaries. She recalls her time in measurement and technical marketing, describing it as a playground where data was plentiful, and the possibilities were endless. However, she emphasizes that what was once fun and innovative can now be seen as invasive.
When asked about maintaining this balance, Siobhan suggests that marketers must be mindful of consent. If a user willingly shares their data and understands the implications, marketers should feel free to use it. However, it's crucial to ensure that the user is genuinely aware of what they are agreeing to. The key is transparency and clear communication about data usage.
Siobhan also highlights the importance of being selective with data. Instead of collecting everything just in case, marketers should focus on the data they will actually use. This approach not only respects user privacy but also makes data management more efficient. Aggregated data can provide valuable insights without compromising individual privacy.
Finally, Siobhan acknowledges that balancing ethical considerations with business needs is not easy. Marketers must navigate regulations and user expectations while striving to achieve their goals. The challenge lies in finding creative solutions that respect privacy and deliver personalized experience...
What’s up everyone, today we have the pleasure of sitting down with Sam Oh, VP of Marketing at Ahrefs.
Summary: Sam takes us on a masterclass covering SEO fundamentals, evolving search behaviors, AI in content marketing, refreshing attribution thoughts and work-life balance strategies. He advises sticking to proven SEO fundamentals and understanding search intent to meet audience needs. As search behavior evolves with tools like ChatGPT, he highlights the need for a diversified strategy across multiple platforms. He advocates for thoughtful AI integration to enhance research and streamline content creation. Finally, Sam shares Ahrefs' approach of prioritizing product quality and user-centric content over detailed attribution models, focusing on broad success indicators for effective decision-making and a fulfilling professional life.
About Sam
Why Entrepreneurs Need to Rethink Work Life Balance
Sam's path to Ahrefs was anything but traditional. Instead of following the common route of balancing entrepreneurial ventures with full-time roles, he fully immersed himself in starting businesses. From e-commerce to marketplace experiments, he thrived on innovation and problem-solving. But the relentless grind eventually took its toll, especially after a significant setback with Google's Penguin update on his first e-commerce site.
As he clocked in 16-17 hour days, the birth of his second child prompted a shift in priorities. The thought of missing out on his children's lives pushed Sam to rethink his approach. Was he destined to work endlessly or could he find a way to balance family and career? This question became pivotal as he sought more meaningful work-life integration.
Sam's connection with Ahrefs began as a client pursuit. After months of discussions with Tim Soulo, they decided to collaborate. Initially, Sam held onto his agency, unsure of the future. However, the move to Ahrefs proved to be an excellent match. The company offered him full autonomy and creative control, backed by substantial budgets and resources.
At Ahrefs, Sam feels a strong sense of ownership. The company's culture of trust and freedom aligns perfectly with his entrepreneurial spirit. This environment allows him to apply his skills effectively, achieving professional success without sacrificing personal fulfillment.
Key takeaway: Entrepreneurs often face the challenge of overcommitting to their ventures at the expense of personal life. Reassess priorities and seek roles that align with your values and lifestyle. Find work that offers autonomy and creative freedom so you can prioritize professional success and personal fulfillment.
SEO Experts Need to Stop Obsessing Over Algorithm Updates
Sam addresses the constant flux in the SEO world. His advice is refreshingly simple: focus on what works. Many SEO consultants, like the one asking the question, find themselves overwhelmed by the relentless updates and algorithm changes. Sam suggests that if your current strategies are effective, there’s no need to chase every new development.
For those engaging in practices clearly against Google’s guidelines, staying updated is crucial. However, for most people working on technical SEO—handling internal linking, crawling, and similar tasks—the updates can be more noise than necessity. The key is to concentrate on proven methods and adjust only when a significant change directly impacts your work.
Sam likens this to the hype around ChatGPT, where exaggerated claims cause unnecessary panic. He points out that this noise can lead to irrational fears, such as interns doubting their career choices. Instead of getting caught up in every new trend, it's better to stay grounded and focus on tangible results.
Ultimately, Sam’s approach is to avoid the hysteria surrounding new updates and technologies. He emphasizes the importance of sticking to solid SEO practices and avoiding the distractions that come with every new development.
Key takeaway: Focus on what works and avoid getting caught up in every SEO update. Don’t let every minor change disrupt your workflow. Concentrate on proven strategies and adapt only when necessary.
SEO Is Here to Stay Despite AI and Algorithm Changes
Sam doesn't believe SEO is dying anytime soon. The need to sort and index information isn't going away. Whether it's Google, YouTube, Pinterest, or Reddit, every platform with a search feature relies on SEO. Despite the industry's perennial claims of its demise, SEO remains crucial for organizing and optimizing content across the internet.
He addresses the divide within the SEO community: those who adhere to white hat tactics and those who dabble in black hat methods. The latter often tarnish the industry's reputation. Despite this, the fundamentals of SEO—technical optimization, quality content, and understanding search intent—continue to hold strong. Sam compares the scenario to the stock market, with pessimists always predicting crashes. He attributes some of the criticism to frustrations with search results often filled with copycat content, which he sees as a consequence of optimizing for search intent.
People tend to blame SEOs when they see repetitive content in search results. Sam explains that this is a result of everyone trying to match search intent, which can lead to similar content being ranked. He acknowledges that this might cause users to think SEO is at fault, but he views it as part of the game. SEOs are tasked with demonstrating to Google that their page is the best result for a query, often within the constraints of Google's guidelines.
Sam is confident that SEO won't be replaced soon. While AI and other technologies might change aspects of the industry, the core need for SEO remains. The industry will continue to evolve, but the fundamental skills and strategies of SEOs will stay relevant.
Key takeaway: SEO remains essential as long as search engines exist. Technical optimization, quality content creation, and understanding search intent are timeless strategies that remain effective despite algorithm changes and AI advancements.
How Content Marketers Can Stay Relevant with AI
Sam argues that SEO and content marketing are here to stay, even with the rise of AI. The key to thriving lies in effort, experience, and experimentation. Ryan Law’s article on this topic resonates with Sam, who emphasizes these principles for standing out in a crowded field.
Effort is paramount. Understanding your audience and delivering precisely what they need sets you apart. ...
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