Nils Rooijmans

Hands down, here's the top lesson I've learned from partnering with dozens of agencies:   🔴 "Meh" agencies focus on ROAS. 🟡 Good agencies focus on MER. 🟢 Great agencies focus on CM. 🔥 The top 1% turn ad spend into enterprise value.   The top 1% focus on profitable growth (CM), but they go further.   They know a secret most overlook and build a system around it.   Ultimately creating a predictable, repeatable, and defensible engine for growth.

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CM-Over —> CM-On 👊🏼 That was the takeaway from my Web Summit panel on “CM-Over? The Changing World of the Marketing Boss” with Gabie Boko, CMO NetApp, moderated by Luciana Rodrigues from Forbes . We soon unpicked the premise, agreeing that strong CMOs are more valuable than ever, with their unique ability to balance creativity, growth, tech and customer insight across their orgs. But with the average CMO tenure dropping, what does this shift say about the future of marketing leadership in 2025? A few thoughts based on our conversation: The CMO role is evolving, and in some cases receding. Companies like IKEA and Best Buy have scrapped the CMO position for titles like Chief Growth Officer others have called for the CMO to be replaced with Chief Entertainment Officer, prioritizing entertainment-driven audience engagement over “traditional” marketing. But here’s the catch: they may be overlooking just how essential it is to have a truly multi-dimensional C-Suite growth role, navigating the positive tension between short term growth and longer term brand health and differentiation. For sure, a minority of brands with a highly differentiated product and a CEO with strong brand instincts can prosper without the role, but for the majority, an empowered CMO is essential for building an iconic brand that drives competitive advantage. Rather than arguing about whether to abolish the position, we need to invest more time in defining the reality of the role in 2025 and empowering CMOs to perform at their best. So how do we define it today? 21CB’s #CMOThrive guide breaks the role into six essential skills that balance practice and people: Growth as the Core Focus: Define a clear path to drive both immediate and sustained growth. Mastering Martech & Data: Leverage technology and data to support strategic goals effectively. Purpose-Driven Performance: Ensure that purpose aligns with and enhances brand performance. Recruit & Rally Communities: Both within and outside the organization. Most importantly the CFO/CTO/COO alliances including alignment of language and goals  Learning and Leveraging the company’s culture so that your vision ‘dock’ into the org. Looking after your own brand! CMO is the second most visible role in the C-Suite, you have a brand whether you like it or not so clarify, make it authentic to your life and you’ll burn far less energy ‘projecting’.  The one thing I see the most impactful CMOS doing is being a bridge between the commercial growth drivers and the human growth variables; needs and behaviors. Final word. As Gabie powerfully said, CMOS need to stop giving away their power. 21CB believes the current generation of leading CMOS are well positioned for the path to CEO given the sheer range of skills involved from driving growth, leveraging martech and data, inspiring a range of communities at scale, navigating turbulent cultural issues and more. #CMO #Brand #CEO #leadership #growth #CGO #purpose #brandstrategy

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🏆 Revenue Acceleration Starts with the Right Tech Stack 💻 Your website is a crucial asset. It’s not just about visibility—it’s about performance. A well-optimized tech stack ensures your site is fast, secure, and scalable, helping you capture leads earlier in the buying cycle and convert them efficiently. At BOL, we guide businesses in building tech stacks that align with growth goals, improve engagement, and accelerate revenue. Let’s discuss how the right tools can impact your bottom line. #RevenueGrowth #B2BMarketing #DigitalTransformation #WebsiteStrategy https://hubs.ly/Q02SfHfV0

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https://lnkd.in/dwBSuhU9 This week I look into the key attributes for Managed (Non-Programmatic) Pricing. This video is really just intended for people in Pricing and Yield Teams. In particular I take a pretty strong stance on a few attributes that I see teams trying to incorporate into their pricing decisions.   Spoiler Alert - If you are trying to price Cross Elastic effects and Time-Of-Day effects in a Managed Environment, don’t waste your time!   Controversial Take: You are probably spending too much time on incorporating Sell-Through-Rate and time-of-week or time-of-year into your pricing.

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Why our pro-active PMX strategy trumps a reactive strategy every time. In collaboration with our partner Channable, we are hosting a webinar on June 12th at 3:30 PM. During this event, we will discuss a recent case in which we managed to increase our client's profitability by 55% in just three months, while simultaneously reducing the return rate from 13% to 7% with steady revenue flow. Topics: 𝗙𝗶𝗿𝘀𝘁-𝗽𝗮𝗿𝘁𝘆 𝗱𝗮𝘁𝗮 𝗶𝘀 𝗰𝗿𝘂𝗰𝗶𝗮𝗹: Discover the importance of using first-party data to enrich your campaign setup, ensuring faster and more efficient achievement of your objectives. 𝗣𝗿𝗼𝗮𝗰𝘁𝗶𝘃𝗲 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝗲𝘀 𝗼𝘃𝗲𝗿-𝗿𝗲𝗮𝗰𝘁𝗶𝘃𝗲 𝗮𝗽𝗽𝗿𝗼𝗮𝗰𝗵𝗲𝘀: Move away from traditional product bucketing based on historical performance and adopt a more proactive approach. 𝗕𝗲𝘆𝗼𝗻𝗱 𝗽𝗿𝗼𝗳𝗶𝘁𝗮𝗯𝗶𝗹𝗶𝘁𝘆: Discover techniques to manage multiple indicators beyond profitability, such as reducing returns. If you are interested you can sign up through this link for free: 📌https://lnkd.in/e-azs5Wa Last month, the webinar hosted by Bob Meijer from PPC Mastery attracted 700+ fellow PPC nerds 😐 . Big shoes to fill! See you hopefully there! Cheers, Ruben Runneboom Ps. Thank you for the invite Jules Steultjens and Jochem Timmers!

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Our strategy at PeakSpan is simple - scaling a growth company successfully should be an iterative, incremental process. The decisions and options you have in front of you at $3M of ARR scale are vastly different than those at $10M and different still from those at $25M and beyond - scale your way into success sensibly, putting your foot on the gas more and more when the data asserts that you’re ready for it and it’s the right thing to do. This video encapsulates our approach in a nutshell - swinging as hard as you can for a statistically unlikely outcome when you’re a young, still very much evolving business, simply isn’t the value maximizing strategy. https://lnkd.in/e96AzU_N

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Why B2B SaaS marketing leaders should focus on the bottom of the funnel first. Here are 6 reasons inspired by Sendcloud’s CMO Mark Appel at SaaS Summit Benelux: 1. Immediate ROI and Quick Wins ↳ 🎯 Target the 3-5% of your audience ready to buy now to achieve faster returns. 2. More cost-effective ↳ 💰 Engaging with prospects who are already aware of their problem and are seeking a solution is more cost-effective 3. Foundation for Growth - Success in BOFU campaigns provides insights and revenue to invest in middle and top-of-the-funnel campaigns - 💡 it helps SaaS companies understand what messaging resonates with their ICP and converts. 4. Risk Mitigation ↳ Test and refine your strategies on a smaller scale before scaling up. 5. Building Momentum ↳ ⚡ Early successes boost team confidence and create positive momentum in growth teams. “Create an environment where people feel that they are performing, that they are delivering because then the teams can start to excel.” 6. Strategic Alignment ↳ Focusing first on conversions ensures that marketing efforts are: 👉 closely aligned with sales objectives, 👉 fostering better collaboration between teams. But remember, don’t ignore brand building and demand generation! While the bottom of the funnel brings quick wins, sustainable growth comes from engaging audiences at every stage. What are your thoughts on focusing on the bottom of the funnel first? #SaaSMarketing #DemandGeneration #B2BMarketing

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Ciao 👋 What's up with that, agencies? We partnered with Appinio and Agentur Boomer to find out how happy folks are in their agency teams. Turns out: Less happy than we thought. One take away from this special edition of our Work-Happiness-Report: The most striking difference between agencies and other industries: Sense of Purpose - apparently agency teams are particularly bad at communicating individual impact. Not just their general purpose in society, but the value and worth of each individual's contribution to their team, project, objective, etc.

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𝐀𝐈 𝐢𝐬 𝐭𝐚𝐤𝐢𝐧𝐠 𝐨𝐯𝐞𝐫 𝐣𝐨𝐛𝐬—𝐛𝐮𝐭 𝐰𝐡𝐚𝐭 𝐡𝐚𝐩𝐩𝐞𝐧𝐬 𝐧𝐞𝐱𝐭? Let’s talk about something people aren’t paying enough attention to:  𝐟𝐫𝐞𝐞 𝐭𝐢𝐦𝐞. With AI handling tasks, we’ll all have more time for… well, life. 𝐇𝐨𝐰 𝐈 𝐬𝐞𝐞 𝐢𝐭: 📌 The global leisure market is already huge—worth $4.5 𝐭𝐫𝐢𝐥𝐥𝐢𝐨𝐧. 📌 Yet, a lot of companies are focused on tech-driven efficiency. 📌 Meanwhile, there’s a growing need for startups that inspire joy, connection, and adventure. 𝐈𝐦𝐚𝐠𝐢𝐧𝐞 𝐭𝐡𝐢𝐬 𝐟𝐮𝐭𝐮𝐫𝐞: • AI automates work. • People reclaim their time. • Startups that focus on play, creativity, and connection win big. Which startups in the leisure space do you think deserve more attention? Tag them here! #AI #Innovation #FutureOfWork #Startups #LeisureEconomy #Entrepreneurship #HumanConnection #WorkLifeBalance #Technology #AdventureStartup

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𝐇𝐨𝐰 𝐓𝐨 𝐔𝐧𝐥𝐨𝐜𝐤 𝐭𝐡𝐞 𝐅𝐮𝐥𝐥 𝐏𝐨𝐭𝐞𝐧𝐭𝐢𝐚𝐥 𝐨𝐟 𝐀𝐈 & 𝐒𝐨𝐜𝐢𝐚𝐥 𝐏𝐫𝐨𝐨𝐟 𝐢𝐧 𝐄-𝐜𝐨𝐦𝐦𝐞𝐫𝐜𝐞 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 Trustpilot and re:nable have summarized how e-commerce businesses can leverage Gen AI to bring the power of Social Proof (reviews) to dynamic ads campaigns.   This whitepaper shares some key insight into how e-commerce retailers and brands can reuse their most essential assets - brand, content, and reviews - in performance marketing and the critical success factors needed to execute this at scale.   𝐊𝐞𝐲 𝐢𝐧𝐬𝐢𝐠𝐡𝐭𝐬: 🔍 𝐓𝐡𝐞 𝐄𝐬𝐬𝐞𝐧𝐭𝐢𝐚𝐥 𝐑𝐨𝐥𝐞 𝐨𝐟 𝐒𝐨𝐜𝐢𝐚𝐥 𝐏𝐫𝐨𝐨𝐟 𝐢𝐧 𝐄-𝐜𝐨𝐦𝐦𝐞𝐫𝐜𝐞 𝐀𝐝𝐬: Understand why customer reviews are crucial in building trust and driving sales in your advertising campaigns. 🔍 𝐎𝐯𝐞𝐫𝐜𝐨𝐦𝐞 𝐀𝐝 𝐅𝐚𝐭𝐢𝐠𝐮𝐞 𝐚𝐧𝐝 𝐒𝐭𝐚𝐧𝐝 𝐎𝐮𝐭: Explore innovative strategies to combat ad fatigue and ensure your ads remain fresh and engaging. 🔍 𝐇𝐚𝐫𝐧𝐞𝐬𝐬𝐢𝐧𝐠 𝐀𝐈 𝐚𝐧𝐝 𝐀𝐮𝐭𝐨𝐦𝐚𝐭𝐢𝐨𝐧: Discover how AI and Automation is used to handle the complexities of large e-commerce catalogues. 🔍 𝐑𝐞𝐚𝐥-𝐖𝐨𝐫𝐥𝐝 𝐀/𝐁 𝐓𝐞𝐬𝐭𝐢𝐧𝐠 𝐒𝐮𝐜𝐜𝐞𝐬𝐬: See concrete examples of how review content in ads can significantly boost engagement and conversion rates. Let your customer user and service reviews drive your success in e-commerce dynamic ads. Many thanks to Michelle Wrede and Didrik Brekke Hansen at Trustpilot for your support in producing the joint white-paper.   Please enjoy, and appreciate if you could share your thoughts about the white paper; #socialproof #reviews #dynamicproductads #dpa #video #content #brand #ecommerce #retail #efficiency #generativeai https://lnkd.in/dX5pGPEv

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🆘 Looking for help! 🆘 Finally, I can add a (part-time/freelance) 𝐁2𝐂 𝐇𝐞𝐚𝐝 𝐨𝐟 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠/𝐆𝐫𝐨𝐰𝐭𝐡 𝐂𝐨𝐧𝐬𝐮𝐥𝐭𝐚𝐧𝐭 to work with me on scaling my clients' growth systems. This is for you, if: ✅ you have been part of a B2C brand at least 3x-ing its customer/users ✅ you were responsible for at least 2 channels ✅ you have hired & managed at least 5 marketing employees, freelancers or agencies ✅ you have freelance experience and know what client management means ✅ you want to work on more than one brand to maximize learning ✅ you want to learn proven playbooks from someone who helped to scale 40+ startups/scale ups & generated €500m+ revenue 📢 𝐏𝐥𝐬 𝐥𝐢𝐤𝐞 𝐭𝐡𝐞 𝐩𝐨𝐬𝐭 𝐭𝐨 𝐬𝐩𝐫𝐞𝐚𝐝 𝐭𝐡𝐞 𝐰𝐨𝐫𝐝 :)

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A majority of brands continue to under invest in YouTube because it shows badly on click based attribution. (Obviously, because nobody clicks on YT ads.) When measured properly YouTube is one of the most under valued inventory sources in the market. YouTube content is helping us drive strong user acquisition for a number of clients and consistently shows strong results (as long as you measure the job it is doing rather than trying to make people click on video ads)

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💀📉 90% of agencies optimize off in-platform ROAS and it's killing your ROI. The best agencies run off a far better metric: Contribution Margin (CM) Here’s the easiest way to get started: Step 1 – Start measuring CM (or some proxy like below). E.g., Net Sales * Gross Margin – Ad Spend If it’s not going up, your ad partner isn’t performing. Step 2 – Measure CM on a category and SKU level. Spend more on higher CM items and less on the poor performers. It’s easy for ad partners to “fake” growth. Don’t fall for it. #digitalmarketing #ecommerce

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Let's face it: B2B buying behavior is changing. Find out what this means for your business in our newest blog article.

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🚀 October 2024 Market Index Report from ProfitMetrics is Out! We’ve just released the latest market numbers, comparing key e-commerce metrics from October 2024 to October 2023, covering revenue, orders, ad spend, POAS, ROAS, and gross profit. Key Insights: 📈 Revenue: Up by 4.7% YoY and 5% from last month, reflecting steady growth and strong market demand. 💰 Gross Profit: Increased by 3.7% YoY and 7.4% from September 2024, indicating that businesses are becoming more efficient and profitable. 🛒 Orders: Grown by 2.7% YoY and 4.7% from September 2024, highlighting stability in consumer demand and sales volume. 💸 Ad Spend: Up 8.7% YoY and 10.8% from last month, negatively impacting ROAS and POAS. 📊 ROAS: Decreased by 5.2% from last month and 3.7% YoY, showcasing a less efficient use of advertising spend. ⚖️ POAS: Decreased by 3% from last month and 4.7% YoY, also indicating reduced efficiency in ad spend utilization. 🔑 Overall: The e-commerce sector remains strong, with consistent growth in revenue and profitability, despite rising acquisition costs. Looking forward to an exciting Black Month! 👉 Follow me on LinkedIn to stay updated on tracking, value-based bidding, and attribution. Learn how to improve tracking, leverage POAS bidding, boost CLV, and more! Our index is built on a robust dataset, covering a wide variety of businesses and more than 24.7 million orders. This comprehensive analysis provides actionable insights for the e-commerce industry.

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Is paying for Google Ads worth it? Paying for Google Ads is definitely worth it, especially when considering how businesses can control their budgets and reach a precisely targeted audience. Google Ads allow for unparalleled flexibility, enabling you to manage your campaign in real time by starting, stopping, or adjusting bids as needed. The standout advantage of Google Ads is the ability to finely target your audience using keywords, domains, topics, and even specific demographics. This means your ads reach the right people, improving the chances of conversion. Additionally, features like remarketing are incredibly effective in bringing back users who have previously visited your site, making it more likely they’ll complete an action such as a purchase or inquiry. In the fast-paced digital marketing world, PPC advertising has become essential for quick and targeted exposure. Whether through Google, YouTube, or even Bing, PPC campaigns can significantly increase your business's online visibility. The precision of targeting in these ads often leads to higher-quality leads, better conversion rates, and an overall increase in profits, ensuring a solid return on investment. At our agency, we're committed to being your go-to PPC experts. We offer comprehensive support, from crafting the initial campaign design to execution and ongoing optimization, ensuring that your advertising efforts produce the best possible outcomes for your business. To discover how our targeted digital advertising strategies can elevate your business and enhance your market presence, one click at a time visit: https://lnkd.in/en-bH7gg Find us on Google Maps: https://lnkd.in/eTk6yDsv Address: 5733 Imperial Key, Tampa, FL 33615 #PpcAgencyTampa #AdwordsAgencyTampa #PpcManagementTampa #GoogleAdsAgencyTampa #BestPpcCompanyInTampa #PayPerClickAgencyTampa #PayPerClickCompanyTampa #PpcManagementCompanyTampa #PpcAdvertisingAgencyTampa

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Is retargeting working for you? For most of the companies we meet retargeting programs don’t work. The reason: They rely on third party cookies. The answer: Your need a data strategy that emphasizes the collection and use of first party data. Do you see great ROI on your retargeting programs?

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Sharing some great insights on GTM tech stack decisions - own vs. outsource? 𝐊𝐞𝐲 𝐭𝐚𝐤𝐞𝐚𝐰𝐚𝐲𝐬: 📢 SMBs benefit from outsourcing: flexibility, speed, lower upfront costs 📢 Enterprise needs differ: data ownership, integrations, and legal concerns often favor in-house solutions 📢 Agencies add most value by solving complex problems beyond standard tools and AI capabilities 📢 Sweet spot: complementing core systems (CRM, MAP, ad suites) rather than replacing them Smart perspective on how agencies can serve as low-risk testing grounds for new tools while maintaining client flexibility. Original post by Agustín Rejón explains the framework in detail. Worth a read for anyone evaluating their Martech strategy! Credit and contributions: Andrea 🤓 Lechner-Becker Phil Gamache Odd Morten Sørensen Patrice Greene Juan Pablo Garcia Jon Pittham #Composable #DigitalTransformation #Technology #CustomerTechnology

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When starting SaaS media publications from scratch, we always recommend our partners put them under branded subfolders instead of a standard /blog/ or /resources/. The concept of a /blog/ is very outdated. It's boring. Beyond that, it's just wrong and doesn't represent the purpose of your SaaS publication — acquisition & education. Your company blog ain't an online diary of your marketing team; it's a digital library where fresh books get released and updated daily. Resources is a bit better. But dull, nevertheless. There are all sorts of resources. What makes your publication different? For our own website, we went with "Empact Zone". It's catchy, branded, and clearly states its purpose: SaaS GTM thought leadership. Got yourself an existing ... blog? It's never too late to make the change. Could be a wake-up 🛎️ to improve a bunch of other things on top of the name & branding.

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