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- CMOs feel unprepared as duties pile up
CMOs feel unprepared as duties pile up
PLUS: 99% of B2B ads on LinkedIn are terrible...
Zihan Lyu
November 07, 2024 • Estimated Reading Time: 10 minutes
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Hi there!
Highlights from today's newsletter:
◾ Take a marketing lesson from NYC marathon signs
◾ CMOs feel unprepared as duties pile up
◾ 99% of B2B ads on LinkedIn are terrible…
EDITOR’S PICK
#MARKETING STRATEGY
Every year, the NYC Marathon brings out the best in human endurance, resilience, and—let’s face it—creativity. While the runners push through 26.2 gruelling miles, the spectators keep them going with a range of signs that are funny, motivational, and sometimes downright cheeky.
From "Run Like Your Mom Said Your Full Name" to "Smile, Remember You Paid to Do This", these signs are doing exactly what great marketing aims to do: "capturing attention, resonating emotionally, and standing out".
But why should marketers take notes from marathon sidelines, and what's really in it for brands?
Discover how these simple cardboard signs encapsulate the essence of effective marketing in a digital world.
Read more → 🏃♂️
WHAT WE ARE READING
 | CMOs face increasing responsibilities, including generative AI and pricing strategy, but only 27% feel prepared, according to McKinsey. Budget constraints, internal silos, and lack of talent hinder progress. Generative AI is seen as a transformative opportunity, with 74% of CMOs viewing it positively, yet only a small fraction are actively developing or scaling its use. The challenges of tracking marketing success and defining key performance indicators persist, with only 40% of respondents confident in their execution. |
 | Christie Ray Harrison lays out three key steps for DTC marketing: Know how you collect data, make it automatic, and use it to understand your customers better. Initially, brands must map consumer touchpoints and ensure robust data governance to protect privacy and compliance. This foundation facilitates future automation, allowing brands to adapt swiftly to market changes, such as legislative impacts on platforms like TikTok. Automation and model building are essential for scaling data processes. The emphasis is on creating a strong data infrastructure that supports consumer engagement and positions brands as leaders in customer-centricity. |
 | In the realm of digital commerce, personalization is paramount, driven by the strategic use of customer data to enhance the consumer journey. The article outlines five key strategies for achieving personalization at scale. Emphasizing USPs to new visitors is crucial, as initial impressions significantly impact brand perception. Highlighting deals in relevant categories and featuring products within a customer's spending bracket further refines personalization efforts. Businesses can focus on presenting products that genuinely interest customers by eliminating irrelevant distractions. |
TOP VOICE
💭INSIGHTS FROM MORGAN RATCLIFFE
Just reviewed Morgan Ratcliffe's insightful LinkedIn post in which he shared a rewritten version of some “terrible” B2B ads. Here are my key takeaways:
1. Ask questions to engage: Inviting your audience to answer a question sparks curiosity and personal connection, making the ad feel relevant and engaging.
2. Emphasize pain points and benefits: Ads that address specific challenges and highlight one main benefit resonate more with viewers than broad, generic messages.
3. Simplify and focus: Clean visuals and clear language keep attention on the core offer, making ads feel more impactful and easy to understand.
4. Use trust signals and relatable imagery: Adding credibility elements (like testimonials) and using realistic visuals makes the ad feel trustworthy and relevant to everyday business needs.
 |  |
Check out Ratcliffe’s original post for more examples of how these elements transform B2B ads!
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WHAT WE ARE LISTENING TO
🎙 MARTECH SCHOOL
In this episode, hosts look into the intense competition between Beehiiv and ConvertKit, as well as SEMrush and Ahrefs. They analyze how these marketing battles enhance user engagement and the strategies that can be employed to effectively compare products, ultimately boosting conversions.
By examining the tactics used by leading companies, Eric Siu and Neil Patel highlight the necessity for SaaS businesses to adopt effective marketing strategies to remain competitive.
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