Presumably, you know your product’s USP.  As part of your customer, product, and market research, you’ll probably have a clear idea of not only what your USP is, but how that USP benefits your customer, how it fits into the wider market, and all the potential implications for your business that comes with those things. You shouldn’t stop there though. Multi-faceting your brand is about saying ‘ok, we’ve got our USP, but what other sides of the product should we be leveraging? How do they benefit your customers, how do they fit into the wider market, and what are their potential implicatio ..read more

So, you want to improve your website performance. But where do you start? Everyone in the business has their ideas. Your competitors are adding fun-looking new features to their websites. And you’re staring at your screen thinking, “Where do I even start?” Enter The U.A.M Method (Usability, Anxiety, and Motivation). This post breaks it down into: Table of contents What is the U.A.M Method? Why usability is your starting point 1. Site speed 2. Clear navigation How Can You Improve Usability? How does anxiety impact someone’s willingness to buy? How do you discover your customers’ anxieties ..read more

Everyone wants growth.  And the good news is that there are certain levers that anyone can pull to achieve it. But to scale your business, you need more than growth – you need sustainable growth.  Achieving sustainable growth while maintaining operational efficiency in some ways, is an art, and in some ways, it’s a science, but by following some key principles it’s the sort of thing anyone with the right mindset can be coached through. There are two metrics to focus on: CAC and LTV.  These are the two levers of business that can be worked on directly to improve your fortunes goi ..read more

Domain reputation is a critical factor in getting more emails to your subscriber’s inbox. To build or rehabilitate your domain reputation, you need to maximize positive email signals tied to your domain.  When thinking about mailbox provider algorithms, some actions are considered positive.  And some actions are considered negative.  Certain positive signals also carry more “weight” than others.  After spending hours combing through Gmail, Yahoo, and Outlook documentation, this blog lists many positive (and negative) signals each algorithm uses to maximize email deliverabil ..read more

All companies need constant optimization. But oftentimes, opportunities get looked over if they’re not directly tied to driving more volume.  However, most companies fail to recognize that optimizing the existing buying process alone can significantly improve revenue numbers.  But where do you begin? What data do you interpret to actually optimize your buying process? Why should you even do this?  In this blog, you’ll go over: Table of contents B2B businesses are too focused on volume Top 3 benefits of optimizing the buying process 1. Increase conversions 2. Lower costs 3. Imp ..read more

You have two campaigns running. They were launched at the same time. They are targeting the same audience. Here are the results you’ve seen so far: Campaign 1:  → 0.67% clickthrough rate (CTR) → $1.88 cost-per-click (CPC) Campaign 2: → 3.50% clickthrough rate (CTR) → $0.33 cost-per-click (CPC) If you just found out your budget was cut in half and you need to end one of these campaigns today. Which of these campaigns performed better and will be staying on? You answered campaign 2, right? Wrong. What? How is that possible? This is where many marketers go wrong when measuring ad performance ..read more

Email far surpasses other marketing channels for ROI. Even in 2024, every dollar you spend on email marketing can generate an average return of $36. But you won’t see that kind of ROI if no one signs up for your list, reads your emails, or takes you up on your offers. So, how can you make this channel work for your business? Start by tracking relevant key performance indicators (KPIs). Get an overview of email marketing KPIs below, and then upskill with CXL’s course. Table of contents Why email marketing KPIs matter? 13 Email marketing KPIs you need to track 1. Open rate 2. Click-through rat ..read more

How do you speed up the process of building brand awareness, converting customers, and driving website traffic? Paid media amplifies marketing campaigns and accelerates results—so you can reach marketing goals faster. It’s a key element of any digital strategy. Yet it’s also a broad category with a long list of channels, formats, and tactics. To succeed with paid media, you need to know where to focus your efforts, how to maximize value, and how to balance it with owned and earned media. Get an overview below, and then level up your skills with PPC training. Table of contents What is paid med ..read more

The era of growth-at-all-costs strategy is over. Companies are pushing for profitability today instead of projecting for it in the future. Your budget and headcount are slashed, but as a growth practitioner, you’re still on the hook for hitting your numbers. In my work as a growth marketing consultant for B2B SaaS companies, I work with companies from Seed to Series C which gives me a large breadth of experience. And my best secret for efficient growth right now is right in front of your eyes every day on LinkedIn. Today, I will unpack three success stories of founders who have leveraged thoug ..read more

By adjusting LinkedIn Ads to target job function versus job title, Cognism’s pipeline increased 26%. Get more tactics like this straight to your inbox: sign up for the Fast Marketing Newsletter by CXL. Table of contents TL;DR What’s the fast marketing tactic? What was the result? Why does it work? Get more tactics like this TL;DR The author: Liam Bartholomew, VP Marketing at Cognism. The goal: Expand their reach and engagement with LinkedIn Ads. The tactic: Adjusting LinkedIn Ads to target job function versus job title. The result: LinkedIn Ads reach increased by 2x, engagement increased b ..read more