Benjamin Gibert

3 years of pricing lessons at Equals condensed into one blog post. Since starting the company, we've tinkered a lot with pricing and packaging. It's one of the single most impactful levers early stage companies can pull. I think folks *don't* experiment with pricing enough, or take big enough bets when they do. We've tried free. We've tried completely sales led. We've tried not listing pricing on the site. Matt Hodges details all the plans we've had, why, and what we've learned in our latest installment on Wrap Text. https://lnkd.in/ecckEDba

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Marketers are grossly underestimating the impact of AI on our work. ...and not in the obvious ways that you might think. The initial buzz around Enterprise AI started with content marketing - but the use case was generating "good enough" written content by engineering prompts, as well as (sometimes) good enough visual content. The hype was/is real, but the demos felt more like party tricks rather than actual enterprise use cases. I believe that the true use case for Marketing AI will be the deployment of agents trained on proprietary first-party company data. Imagine if every marketing team could hire an army of DATA SCIENTISTS, working around the clock to generate intent signals around your business, MBAs to recommend proven actions and next steps, and in the medium term, TOP-TIER MARKETERS across subdomains executing those actions on your behalf. If you're in the business of doing more with less, or candidly, want to stay competitive, EVERY marketing team will deploy and leverage AI agents to augment the potential of their team. But AI is only as good as the data you feed it. As the innovation around Marketing AI heats up in the weeks and months to come, your currency for being able to benefit from these tools is the first-party data you maintain about your audience. There's never been a more important time to build an owned audience and curate the first-party engagement data they create.

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Last night, while in town for GAI Insights #GenerativeAIWorld, I co-hosted a dinner with long time friend Dave Balter and True Ventures, gathering top minds in AI, VC, and entrepreneurship in Boston. BrandRank.AI CTO Matt Cox (based in Boston w/our tech team) and investor Bill Hildebolt of gen.video joined us. We dove into how AI is revolutionizing productivity across industries. The consensus? AI literacy is becoming as crucial as digital literacy was a decade ago. Our discussion centered around four key themes: - AI'S IMPACT ON BUSINESS: From automating tasks to enhancing decision-making, AI is transforming how companies operate and compete. - HUMAN-AI COLLABORATION: We explored the potential of AI as a creative partner and decision-making tool, and the implications for various industries. (Perfect timing for CincyAI for Humans (CincyAI) one-year anniversary celebration today.) - THE FUTURE OF WORK: We debated which jobs might be displaced, which new roles will emerge, and how to prepare for an AI-driven workforce. - ETHICAL AI AND BRAND PERCEPTION: Our work at BrandRank.AI is showing how AI can reveal uncomfortable truths about brands, raising questions about transparency and authenticity. (Are LLMs are too smart for BS!) What jumped out in the conversation is that AI isn't just a tool – it's becoming a collaborator, creator, and potential competitor. Are we ready for AI in boardrooms, creative processes, and as the primary interface for brand interactions? The entrepreneurial energy was palpable as we explored opportunities in AI-driven health monitoring and human-AI creative collaboration -- this balanced with ethical considerations and the responsibility we bear as leaders in this space. The future of business is AI-collaborative. Are we prepared to be good partners? This discussion echoed the conference's sentiment, bolstered by outstanding presentation by MIT and HBS faculty: we're in an unprecedented moment of disruption. It's not just a technological shift, but a fundamental reimagining of work, creativity, and interaction. (Amazing conference so far Paul Baier, John Sviokla Liz Vanzura) Great time to be an entrepreneur! And the ultimate test for leadership! Thanks Dave, Gus Coldebella and True team for great and timely conversation. Kelly Cohen Hank Hudepohl Carl Fraik Aftab Pureval Kendra Ramirez Christopher Brock Jon Salisbury Helen Todd (Human) Jon Salisbury Jack Wyant MJ Price 🌱Lauren Morgenstein Schiavone Judy Zitnik Christopher Morse Christy Page Jocile Ehrlich Lee Beech Tracey Cooke Sherrie Kinderdine Adriana Altuve Chetan Parekh Diana Takach Jonathan Carson

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Remember the term User Generated Content, or UGC? Not too surprisingly the term for it is now CGC, or Creator Generated Content. Why does this matter? In our recent Optionality webinar exploring the New-New #CreatorEconomy, Danielle Wiley of Sway Group explains this shift from creators developing content for platforms to creators creating platform-agnostic content for sponsors or even fans. Why? Because, more and more, creators are divesting from being on only one platform, beholden to a single, mercurial algorithm. #CreatorEconomy #PlatformBuilding

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Lately, I've been reviewing past projects in buried folders dug up from old drives and finding posts I wrote seemingly a lifetime ago. This one in particular has struck me as a pretty spot-on analysis on the product adoption curve of Bitcoin as I was working on refining my pitch for the now defunct Fluyo remittance service. It's funny how naïve I sound that the price of the leading cryptocurrency had broken $9,000 USD for each BTC during that heady November of 2017, given all that's happened since. Seven years on, as Bitcoin makes another run and begins scratching the $70,000 USD mark, many of the fundamental properties that have made cryptocurrencies so resilient remain at play. The concepts of decentralized networks and smart contracts have been super charged by artificial intelligence, coalescing around an ethos that values user privacy more than the increasingly outdated paradigm of Web2. Web3, as this new amalgamation of technologies and user values is now known, is upon us. I'm excited to find ways to contribute to this new, rapidly evolving ecosystem, using the skills I've developed in designing all kinds of experiences on the web. The tech we use has changed so much, but our motivation to shape it more neatly to our present moment continues unabated. Let's go! 🚀

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In putting together this "Productivity Pr0n in Practice" series for Toggl I've inadvertently become a productivity guinea pig - testing out the different hacks, techniques and strategies to help myself get to grips with it all. When it comes to the Eisenhower Matrix, I found the most interesting part of adopting this technique is how it forces you to refine your definitions of "importance" and "urgency". The first time I sat down to draw up my matrix, I found I was listing >90% of my tasks as both important AND urgent (which kind of defeats the whole point of the exercise). But In Eisenhower's infamous words: "what is truly important is seldom urgent, and what is urgent is seldom important". After some practice, I got better at avoiding my bias to unnecessary urgency, and ended up with a much more balanced mix across my quadrants. Curious if anyone else has tried the Eisenhower Matrix and how you went about defining your versions of urgent and important... 🤔

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42% of people say they'd choose to work with someone they found on YouTube over someone who hasn't. Cohort playlists are a great way to surround a common ICP with education and TLC. Solve problems for prospects as a herd to prosper as a herd. What YouTube will do for you: 👉 Solves your sales and marketing problem 👉 Accelerates the know, like, and trust factor 👉 Delivers relaxed sales meetings with pre-sold contacts #YouTubeMarketing #CohortPlaylists #MasterClass #ProspectEngagement #BuildRapport #ICPEducation #TLCMarketing #ProblemSolving #BusinessGrowth #CustomerSuccess #SalesStrategy #ContentMarketing #CommunityLearning #SalesFunnels #VideoMarketing

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Reddit beat revenue expectations for the quarter?? How could that possibly happen??? :) -> Reddit shares soar 14% after company reports revenue pop in debut earnings report "Revenue increased 48% to $243 million for the first quarter and reported 82.7 million daily active users for the period." Also, and this is crazy -> AI-powered translation at scale, indexed by Google? This should result in a manual action or algorithmic demotion. Let's see how Google handles this. -> Reddit tests automatic, whole-site translation into French using LLM-based AI "Huffman noted that this content is also being indexed on Google results for the French language, driving more traffic to the site, and the company next wants to tackle Spanish." I've had companies reach out to me (big companies with big brands) that got obliterated during spam updates for doing this exact thing. I'm very interested in seeing how this goes for Reddit (and how Google handles it). Auto-translating content at scale can be very, very risky SEO-wise. i.e. Manual actions, spam updates, etc. can have a big impact when sites do this. Stay tuned. #google #seo #reddit

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Back in 1997, The New York Times highlighted a “Roundtable in Multimedia” attended by senior media executives. They lamented that apart from a few exceptions like pornography websites and Amazon, no one had cracked the code for a viable 'interactive' media business model. Fast forward to 2024, and Fable has launched Showrunner, a revolutionary platform known as the “Netflix of AI" , which allows users to create their own TV shows with just a few prompts. 📺✨ The way we create and consume content has evolved dramatically. But what does "interactive media" really mean today? We break it down, exploring how it intersects with massive shifts in technology, culture, and new media. And how with a growing "Swipe before Type" generation, there is now an ingrained expectation of interactivity in all digital experiences. We dive into the future of interactive media and gaming and see where we're headed next! Link in comments. #InteractiveMedia #Gaming #AI #TechRevolution #ContentCreation #NewMedia

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Let's get real with AI tool adoption in Marketing... As VP of Marketing at Wunderkind, Amandine Servain knows firsthand the challenges and opportunities that come with integrating AI tools into marketing workflows. In a recent AMA webinar, Amandine shared her approach to evaluating and adopting these tools. The key, according to Amandine, is to start not with the tools but by identifying specific pain points within your team's workflows. From there, look for AI solutions that can both solve those problems and also seamlessly integrate with your existing technology stack. "First, we look at the challenges that we have... then we move to trying to find a tool that can solve that pain point, could be AI, could not be AI," Amandine explained. "When we find AI tools, such as Tofu, that was solving a pain point, most of the time we do a POC first to make sure it actually solving the pain point that we think it's solving." But adoption is only half the battle. Measuring the impact of these tools is equally important. Amandine's team tracks engagement metrics and runs A/B tests to quantify the effectiveness of their AI-powered campaigns. However, Amandine cautions against data overload: "We track a lot of data, probably too much data, more than we actually use, but I think that's kind of the marketer's disease, tracking too many data points and not fully knowing what am I going to do with that data?" The key takeaway? Be strategic in your approach to AI adoption. Identify clear pain points, ensure seamless integration, and measure impact using meaningful metrics. With the right strategy, AI tools can be a powerful addition to your marketing workflows. What has been your experience with adopting AI tools in your marketing efforts? https://lnkd.in/gMTVPbtU

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Dear C-suite………      ABM  ≠  Account-Based GTM. Here is why conflating the two is a dangerous trend that needs to STOP. BACKGROUND: The past 5 years have been the wild west of “ABM”. After SiriusDecisions and TOPO were acquired by massive research firms in 2019, a wave of instability and lack of standardization has plagued B2B. Tech vendors, agencies and boutique analyst firms have tried to fill the gap → leading to disturbing misconceptions and wide-scale confusion. EXAMPLE:   GTM leaders and operators don’t want another “ABX”. This was a well intentioned attempt at rebranding “ABM” and creating an evolved category. But missed the mark → ABM & ABX are the same thing... This has led to adoption hesitancy around “Account-Based GTM”. WHY ACCOUNT-BASED GTM IS HERE TO STAY: Your Account-Based GTM strategy spans across the entirety of ALL revenue teams… 1. Account-Based Marketing 2. Account-Based Customer Marketing 3. Account-Based Sales (this function has been doing this for YEARS) 4. Account-Based Sales Development 5. Etc. ABM isn’t going anywhere. CxO’s are just starting to wake up to the fact that → adopting account-based principles across the entirety of your GTM strategy leads to greater efficiency, clarity and $$$$ results. TAKEAWAY: Companies that adopt an account-based approach throughout the entirety of their GTM strategy outperform those who don’t. #b2bmarketing #abm #accountbasedmarketing #b2b

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Maximizing Event ROI with Generative AI 💡 Part 1 - Lead Follow Ups Events like conferences, trade shows, and webinars are crucial for B2B companies to generate leads and build relationships. The real work, however, begins after the event, when companies need to quickly follow up with leads and nurture them into loyal customers. It's also when your teams are the most tired and tapped out! By tailoring follow-up content to nuggets from the event paired with each lead's specific needs, pain points, and interests based on their persona, account, industry, and behavior, companies can demonstrate their commitment to being a trusted partner. Generative AI tools like Tofu can make this level of personalization scalable, timely, and repeatable. How does it work? 1️⃣ Upload your lead lists: Upload or sync your lead lists from the event to your CRM. This can be lists of attendees and non-attendees from webinars, lead scans from an event, signups from a booth, or attendees of a small dinner. Tofu will pull in your list including information on the contact, their account, and any notes/behavioral information that you include. 2️⃣ AI-powered research: Tofu will then do account and contact research for each lead in your list. Tofu crawls their company websites, the internet, and other sources you provide to, analyze their industries, identify pain points, and surface unique insights and value propositions you should use when speaking with each. 3️⃣ Personalized content generation: Using Tofu Insights paired with your CRM data, Tofu creates personalized content for each lead including tailored email sequences, targeted landing pages, personalized ads, and more. 4️⃣ Automated execution: By integrating with your marketing automation platforms, CRM, and CMS, Tofu can automatically execute campaigns through the tools you already use and collect the data on performance to measure the ROI and create a feedback loop so the model gets smarter for the next event. Stay tuned for Part 2 all about repurposing rich content from events! https://lnkd.in/gYBvcZGd #B2BMarketing #EventROI #GenerativeAI #Personalization

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Special Episode: The Trade Desk’s Ventura: Disrupting CTV, Monetization, and User Experience! In this special episode of the Refresh by AdTechGod (™), we discuss The Trade Desk's big announcement about Ventura, their new TV operating system set to drop in 2025. We chat about what this means for the connected TV (CTV) space; everything from possible conflicts of interest and the role of OEMs to how it might shake up the user experience. The panel takes a closer look at the challenges and opportunities this new OS brings, including the need for better interoperability and smarter monetization strategies. We also touch on the current state of CTV, how consumer experiences are becoming more commoditized, and what The Trade Desk’s strategy might mean for the market. Thank you to my guests: Tony Marlow from LG Ad Solutions Scott Ensign from Butler/Till Shiv Gupta from U of Digital Thank you to Azerion US for Sponsoring this episode.

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❇ Why I love serving solo RIAs like Andrew Tapparo, MSF, RICP®: - We get to put AdvisorX AI to the mettle and see if it can impact the bottom line of solo practices because they don't have to hire expensive agencies anymore. - I can get creative with AI personas and fine-tune them for specific use cases unique to a firm like Andy's. - Helping advisors like Andy save 5-10 hours per week is incredibly rewarding. - One of the personas we built was a stock analyst specializing in ETFs unique to Andy's use case. Use cases like this help a specialized company like ours get extra personalized. #wealthadvisors #wealthmanagement #artificialintelligence

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🚨 Why Traditional CRO is Failing Your Business 🚨 (It's not what you think...) For years, we’ve been told that increasing conversion rates were the holy grails of CRO. But here’s the truth: traditional CRO is outdated. Modern CRO goes deeper, beyond just tweaking landing pages or running tests on button colors. Here are 7 Key Differences between Traditional CRO and the Modern Approach: 1️⃣ Structure - Traditional: Focused on quick, linear changes. - Modern: Holistic strategies that connect the dots across the entire customer journey. 2️⃣ Scalability - Traditional: Stuck in incremental improvements. - Modern: Uses data to scale improvements across the full funnel. 3️⃣ Customer Insights - Traditional: Tracks what users do. - Modern: Focuses on why they do it. 4️⃣ Optimization Scope - Traditional: Stuck on landing pages and checkout flows. - Modern: Optimizes every customer touchpoint—from ad clicks to post-purchase follow-ups. 5️⃣ Focus - Traditional: Fixated on short-term wins. - Modern: Designed for long-term growth and retention. 6️⃣ Tools & Techniques - Traditional: Relies on heatmaps and simple A/B testing. - Modern: Leverages AI, personalization, and real-time data. 7️⃣ Strategy - Traditional: Reactive and tactical. - Modern: Proactive, focusing on creating seamless user experiences. 💡 The takeaway? If your CRO strategy only fixes problems when they happen, you’re leaving money on the table. Modern CRO is about understanding the entire customer journey and delivering a better experience at every step. Are you still using traditional CRO tactics? Or are you ready to evolve? 🚀 Let me know your thoughts 👇

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The availability of marketing measurement tools has expanded dramatically over the past 2-3 years. For good reason: in a more restrictive privacy environment, reliable measurement is more challenging, and many advertisers are ill-equipped to build probabilistic solutions themselves. A greater availability of tools is a good outcome! What I find concerning about the way that many of these tools promote their offerings is the dogmatism they exhibit around specific methods — or, worse, specific interpretations of terminology. There is no one “right” way to do marketing measurement that generalizes to every use case. And it’s certainly possible to get hung up terminology to a degree that adds no value beyond pedantic nitpicking. I think it’s wise to avoid marketing purity tests and to experiment as extensively as time / resources allow. When I see a specific approach being championed as inherently, universally superior to all others, I become suspicious.

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Having a strong pharma content excellence strategy is one thing; successfully implementing it across a large organization is another. Read this great interview with Cari Meredith from Takeda, one of our customers.

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Join me for part 2️⃣ of signal school next Tues. I'll be covering: ♻️ Recap of signal selection and prioritization (from part 1) 🏃 Taking a crawl, walk, run approach to signals 🤖 Automating signal-based plays 📈 Metrics to know if it's working 🥞 #signalstacking (ofc)

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