Deborah Krier

Good points here. (A "gatekeeper" company is going to get a lot of unwanted attention if they make it really easy to turn off every competitor's cross-context user tracking while leaving their own cross-context user tracking turned on. Whatever form the cookie preference ends up taking, it's going to also have to control Google tracking that isn't technically cookie-based but would otherwise be unfairly/illegally advantaged)

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Is Bing intentionally monetizing organic map listings in search? For a large #retail client’s  #affiliatemarketing program, we uncovered an anomaly in the Bing Map SERP (search engine results page) that turned a seemingly benign search into an affiliate-sponsored result. We’ve outlined some findings here: https://lnkd.in/dQr_DqiU #SEM #affiliatemarketing #marketingROI #searchengines

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If someone is selling you an LLM for advertising, be sure to ask what it's trained on and how it continues to learn. You could create an LLM trained on the Harry Potter series, but that doesn’t mean it would be useful for serving ads. LLMs are powerful, but only if they’re trained on the right data and used correctly.

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I’m old enough now to remember the early days of personalization where it was cool to put Your Name on an email. Now, don’t I sound like I’m talking to you directly? I mean…you are reading this post and if I said “Hey Jane, this post is for you…” you would be like “Great, but my name isn’t Jane and now I’m not going to read the rest of the post because you, Sir, are not speaking to me at all. You are pandering to me and that makes me mad (or sad or frustrated)”. Yeah, I get it, I would totally feel the same way…so what’s the solution? In the world of search engine marketing, it’s about being relevant in the context of the search(es) that our target customers are pursuing. And in the world of SEO specifically, that has manifested to a very complicated set of algorithms for returning results that mean something to you, the user, that is relevant and fresh. If you are searching for a movie to watch in the theatres, the search engines will recommend the closest theaters to your location that are showing that movie. “Yeah, Erik, we know all this already, so what’s the point?” The point is that the game has changed in SEO and the AI driven algorithm’s is delivering hyper-personalized results to individuals versus somewhat-personalized results to groups. And…more importantly…we, as marketers, are unable to keep up with that level of personalization on our own. So we need a framework to help us address this challenge. Recently Tim M. Curtis, DCMP and I had a conversation with Gregory B. from SearchTides who says “What we're seeing right now is we're seeing the next journey, which is eventually I am going to get something that is hyper-personalized to me. And the reason why it looks like a disaster right now a lot of times is because it's basically the beta version. But the eventual version is I'm going to get something super specific to me.” But Greg…what do we do about it? “Well, that means I'm going to need to be more specific and stand for something and have an identity and be different than the 10 other things that are similar to me in terms of the business that we're performing.” Greg thinks that  “The businesses of the future that will do well are the ones that will be just customer-driven…They're just like, we're only doing things that are best for the customer. I think that's the ethos that will win tomorrow.” Listen in to Episode 69 https://lnkd.in/gFqmq3SR and learn more from Greg on how we need to approach marketing to our customers in this new environment. _____________________________________________________________________

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Schema markup is like cliff notes for search-engines, it helps them process information more efficiently and accurately (if done correctly). A definite must in your overall SEO strategy. https://lnkd.in/gfQyJJEY #SEO #schema #structureddata #marketing

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No matter where the MarTech team or the MOps team sits within an org chart, the teams need to consider themselves strategic partners to product marketers, marketing strategy teams, sales ops, and the sales team. We may not realize it, but our language and actions guide how people view Ops in the org. You will likely lose your audience if brought into strategic conversations and you pull up complex operational diagrams. If you aren't conveying that you are thinking about the bigger picture of a GTM because you are focusing on just getting the data loaded and the campaigns launched, you will always be viewed as just the doers. 🔥 Hot take 🔥 Companies can always find more doers. However, the most valuable thing, and what will likely give you more satisfaction in your role, is if you can provide insights and direction that contribute to the success of your partners within the org.

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Did you know....... Sinch's transactional email platform - Mailgun has the highest deliverability rates in the industry at 97.4% vs the industry average 84.85? Getting someone to read your email has gotten harder in the last few years and SPAM filters are getting more aggressive. Increasing your deliverability (the % of emails that hit an inbox) by 13% has to be worth looking at. Sinch - Powering the way the World communicates Trusted by the worlds largest brands to deliver their message.

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Banner Ads are Boring 💤 "Banner Blindness" was first coined in 1998, but banner ads have gone largely unchanged since then. 🔁 Today, only 14% of consumers remember the last ad they saw. 👎 Simultaneously, display ad spending is slated to grow 11.6% next year, according to EMARKETER 🤔 Why? Because they are cost-effective and are present across nearly every publisher and walled garden, making it easy to activate and scale. 🎯 Native ads are endemic to publisher pages and are within the feed of content - effectively counteracting subconscious banner blindness 🚒 The result… Native ads are seen 92% of the time on websites and command 4x time spent than traditional banners, according to TripleLift eye tracking studies. 👀 The net net - they are effective because of their beauty, alignment with surrounding content and ability to capture the audience's attention 💄 Now, what if you could marry the two together and bring the best of display scale with the beauty of native? TripleLift’s High Impact Display uses creative technology to break out of the standard banner and captivate audience attention to drive better results. https://lnkd.in/evWjxpU4

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buying search ads on the competitor's brand name is an interesting real-world example of an iterated prisoner's dilemma game. Both companies are better off when neither one spends ad money running search ads on the other's brand name, and I have seen the cooperate/cooperate state emerge in other software categories (I doubt competitors actually communicated about it, they could have reached cooperate/cooperate without it) This is another good reason why brands have to be careful allocating ad money...if it's too intermediated or automated, some person or code in the middle could end up costing the brand a lot by defecting in the search ad game and starting a retaliation cycle

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As Reddit sees a 1,328% increase in SEO visibility on Google, learn which query types have seen a change in traffic. Dig into the effects of Reddit's rise in search results and what it could mean for marketers. #SEO #Reddit 

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Every Product Marketing team wants a feature that is fully differentiated and brings such obvious value to customers that it sells itself. But guess what, those features are rare and if they weren't...you probably wouldn't have a job because well, the product would sell itself. So what that means is positioning your releases, tying together features with other benefits like services, integrations, and partnerships, and differentiating nuances vs competitors is core. Then how do you tell a consistent story, how do you enable, and make sure that the customer experience you promise is delivered. So while we all dream of that unicorn product release (and they do happen from time to time), the top product marketing teams do their best work on those other releases. 

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So… if a link in an “organic” result is actually an affiliate link, crediting a paid partner with a click, a site visit or a sale… That would mean search engines are monetizing search listings, including allegedly organic Map results for #retail locations. Here’s what we’ve uncovered: https://lnkd.in/dQr_DqiU #SEM #affiliatemarketing #marketingROI #searchengines #ftc

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The new hourly GSC data is coming to seoClarity soon! Our ability to integrate all your data with this makes it even more useful

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This is why we build Incrementality tooling. Stumbling upon a classic example of a paid placement that on first glance, using only last click data (which is a poor measure of performance), we see it did not "perform" well. But when we add in the Incrementality data - this placement had a marked change in the type of conversion received from this publisher, orders that this publisher didn't even "win". Early funnel, solo closing, new customers, all that jazz. These were highly productive marketing dollars at work.

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The central question of B2B Marketing should be "who should be our next 10 customers..." and everything you do should be built around the answer. Today's newsletter is Part 2 of "The Main Things That Work in Enterprise Marketing (and Cost $0)" https://lnkd.in/ekpc8DK2

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Gripes about steep learning curves with new software aren't new but I didn't think it would be the #1 response marketers told me when I asked "What do you wish was better about your current marketing attribution and measurement tools?". It didn't go unnoticed by our team at https://www.channel99.com/ . We created our Health Center to make sure every customer knows what to do next during onboarding, a robust AI powered enablement assistant and an amazing support team with very quick response times because we know nobody wants to wait then they have an issue. User experience has to be top of mind, not only in product feature/functionality but also how easy products are to setup and learn.

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I’m gonna mix a little bit of info with a lil sharing. If you know me this is pretty standard behavior. I was chatting with someone about programmatic direct mail and incrementality. When I think of incrementality I think of stickiness vs reach. Showing your ad to a new person is dope, but the data shows that channel diversification is more about breaking through the noise then unlocking a new audience. If you’re spending in the millions there’s a pretty good chance you’re hitting a lot of your target demo on digital channels. Tell me the last 10 meta ads you saw? 5? Tell me one meta ad you saw today? (This brings up another convo of frequency in this evolved digital age but Idk best practices) it takes a lot for something to stick so if you’re going to a new channel for incrementaltiy choose channels that are going to stick. Hence programmatic DM. When you start testing I’d think of it as a lift channel. Part of your lifecycle nurture flow. Test with unconverted audiences and see if it lifts. Then use the lifted to lal for prospecting. Ok the other thing. I was chatting with a brilliant marketer who complemented my posts and it gave me the biggest imposter syndrome ever. I thought about it a bit and I think it’s because all of these posts are the results of failures, experiments, and learning from other great marketers. Plan A has worked so rarely I could count it on my hands. The speedy pivot to plan B, C, & D is the real gold. I’m learning new stuff constantly because I care about marketing (I’m learning about social media right now). I’ll probably suck at it for a bit and then I’ll get good and write something about it if I think it can be helpful. Idk just thought I’d share.

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Very few companies in the lead gen space have a solid solution for dynamic consent—and I think I've figured out why. There’s a noticeable gap between the lead distribution/CRM side and the lead form tool side. On one hand, many lead distribution tools and CRM providers actually have created solutions and have been working very hard. But the responsibility to make it easy to implement falls on the form provider side (form tools and landing page providers). Unless the forms are native to the lead distribution tool or CRM. On the other hand, many form/funnel providers either: 1) Don’t see enough demand from their ICP to justify the extra effort, 2) Aren’t aware of emerging 1:1 consent requirements, or 3) Simply don’t know how to handle these new standards (to be fair, it's confusing) This misalignment has led to fragmented solutions. Some solutions do exist, but most require clunky integrations that I believe will ultimately hurt conversion rates and drive up CPLs. What the industry really needs is a lead capture tool that fully embraces compliance and offers seamless cross-platform consent-based interoperability via a universal API—something we’ve achieved at LeadCaptureIO. Here’s an example using LeadByte, though this applies to any distribution tool). - Flip a switch to activate dynamic consent. - Add the fields you need to send over. - Instantly post state or ZIP code to the distribution tool (in this case LeadByte) - Retrieve a lead payload in the form in a fraction of a second. Ping/Post style - Dynamically insert the appropriate company or agent name into the disclaimer checkbox, driven by logic in the distribution tool or CRM. It can handle multiple checkboxes, single checkboxes, or no checkboxes at all—any setup you need. No frankensteining shit together. We’ve figured out this compliance thing and LeadCaptureIO will begin to emerge as the most compliance focused lead capture platform in 2025 and beyond. This is just the start... I'm not even touching on our compliance tagging system that we just launched and what's to come with blockchain.

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Business growth is: • hustle • learn fast • solve problems • understand customer needs • execute relentless strategy Business growth is scaling SMART where opportunity exists.

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