Matthew Roche

AdAttributionKit: Unpacking Apple’s new ad attribution framework AAK unifies Apple’s various advertising attribution frameworks under a single umbrella product name and extends SKAdNetwork in meaningful ways, including with support for re-engagement and alternative app marketplaces. These are substantive improvements. But impediments to adoption remain: IP-based attribution is still widely viewed as a suitable alternative to Apple’s native iOS attribution framework, meaning that platform tools like Conversion APIs will take adoption priority.

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The best Product folks have this insane ability to deconstruct consumer behaviors from other apps and apply it to theirs. MPL’s game design, CRED Mint’s referral flows, and Urban Company’s service descriptions are all great examples of these!

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How do you do messaging for multiple ICPs? What do you do when one of these scenarios applies? · Expanding from one ICP to two (or more) · Needing to talk to several ICPs at once · Messaging when you're a multi-product company · Writing home page copy for multiple audiences Anthony Pierri 🎸and I are gonna talk about it for 60mis, and discuss what makes sense when. We'll share our overall thinking about the matter, but will mostly focus on audience Q&A. Come join us next Wed (June 12) to discuss this topic. Bring your questions. Free event. Registration link in the comments.

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Thrive is a silent killer of a channel. But driving velocity can be tricky. At least until yesterday. Thrive and Instacart have teamed up to provide Thrive Carrot Ads. Now you can drive velocity with a surgeon's scalpal. Oh, and if you're approaching Thrive's Innovation Program. This is your chance to secure a permanent spot on their digital shelf. If you're interested, feel free to DM me or book a call. (No, I cannot get you 𝙞𝙣𝙩𝙤 Thrive. But I can help you stay there.) ——— 🔹 We grow brands on Amazon. 🔹 We increase velocity in Whole Foods, Walmart, Target, Walgreens, CVS, Kroger, Sam's, COSTCO, and lots of other cool retailers. #cpg #cpggrowth #retailgrowth #retailvelocity #omnichannel #retail #amazonagency #retailmedia #shoppermarketing #instacart #thrive #thrivemarket #carrotads

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Excited to announce that Stigg has raised $17.5M in Series A funding! 🎉 Stigg is revolutionizing how software companies build and manage pricing models by introducing the first unified monetization platform for engineers. On a personal level, the story of Dor Sasson and Anton Zagrebelny is super interesting and inspiring, all the way from early ideation and co-founder search, to the exceptional product Stigg is today, and the exceptional team that makes this magic happen!

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A marketing measurement perspective that I don't see represented often is that, for a substantial proportion of advertisers, last-click really is optimal. If a fairly new mobile app with low TAM penetration scales exclusively on Facebook, how much actionable insight is gained by introducing complex measurement machinery? While I'm certainly guilty of advocating it, the viewpoint that more sophisticated measurement infrastructure is always better strikes me as overly generalized. In certain contexts, orchestrating experiments or building, tuning, and deploying probabilistic models probably won't meaningfully impact advertising efficiency. And in those specific (again: not all!) contexts, with limited data and a homogenous (possibly, single-channel) channel mix, reducing interpretability and overhead might do more harm than good. Creating complexity where last-click may perform just as well as an ensemble of methodologies doesn't actually optimize the bias/variance tradeoff -- it may not reduce bias sufficiently to compensate for a large increase in variance.

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Building a 0-1 product is hard enough. Getting it to $20M ARR is even harder. Sunsetting it despite this success, is the hardest. In this episode, Stacey Feero (Director of Product @AgencyAnalytics) shares how she built, iterated on and ultimately sunset a product that many would consider a success. She gives practical advice throughout this journey, especially on how to match user mental models with the product you’re building. Give it a listen now: Spotify: https://lnkd.in/emBVE2hp Youtube: https://lnkd.in/eHf_KcUa Apple: https://lnkd.in/ek9GhriY

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This week, our Creative Director Phillip Maggs spoke at Figma Config 2024 about "Building an AI Design System at Scale". Maggs covered how Superside’s unique AI-powered design system lets us handle massive volumes of design work across critical marketing channels. In fact, our clients have seen over 17,770 design hours and $1.4 million in cost savings by leveraging this advanced system. Here are some takeaways: ➝ Generative AI and Knowledge Graphs: We're integrating generative AI into our design systems to revolutionize content creation and maintenance. This goes beyond basic AI tools - we have deep integration that lets AI generate and refine designs with precision. Knowledge graphs also enable dynamic, contextual relationships between design components, making the system more intelligent and adaptable. ➝ The Future of Design Systems: Static design repositories are out. We're building dynamic systems that generate on-brand content in real time. AI and knowledge graphs help us achieve new levels of efficiency and consistency, reducing manual effort and errors.  We also develop custom AI models trained on our brand data to ensure high-quality, perfectly aligned outputs. ➝ Practical Applications and Innovations: Maggs showcased a proof-of-concept for Vimeo, demonstrating how they use our advanced systems to streamline their design processes and maintain brand integrity. This isn't a solo act - it's the result of collaborative efforts among designers, developers, AI experts, and partners. The key is creating flexible, scalable systems that can integrate new tech and methodologies. At the end of the day, design systems are code and when you integrate them with a large language model you can write code that translates into design. It's a bit of an inverse way of looking at design - where in general everyone thinks about pixels - but in this new AI world language and code are the most powerful tools. At Superside, we're at the forefront of this design-tech revolution. We're actively building the systems, processes, and tools to keep our clients ahead of the curve. By leveraging the expertise of the world's top designers, our AI-powered design system uses their creative vision as the foundation for generating high-quality, on-brand outputs. Ready to put the power of AI-enhanced design to work for your business? Send me a DM, let's chat. P.S. If you want to watch the talk, link is in the comments!

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𝗖𝗘𝗦 𝟮𝟬𝟮𝟱: 𝗕𝗶𝗴 𝗥𝗲𝘃𝗲𝗮𝗹𝘀, 𝗕𝗶𝗴𝗴𝗲𝗿 𝗥𝗶𝘀𝗸𝘀 With CES kicking off, it’s always exciting to see companies showcase their latest technology and products. For many, this is a moment to celebrate big reveals or tease what’s coming next. 𝘽𝙪𝙩 𝙬𝙞𝙩𝙝 𝙩𝙝𝙚 𝙨𝙥𝙤𝙩𝙡𝙞𝙜𝙝𝙩 𝙘𝙤𝙢𝙚𝙨 𝙣𝙚𝙬 𝙧𝙞𝙨𝙠𝙨. Announcements at CES don’t just grab consumer attention—they also attract competitors and bad actors. For companies coming out of stealth, this is when the real challenges begin: • Is your IP protected? • Can your supply chain handle the pressure? • Are you prepared to stay ahead of leaks and threats? At T-Sec LLC, we help companies secure what matters most. 𝗣𝗿𝗼𝘁𝗲𝗰𝘁𝗶𝗻𝗴 𝗬𝗼𝘂𝗿 𝗜𝗣 𝗜𝘀 𝗡𝗼𝗻-𝗡𝗲𝗴𝗼𝘁𝗶𝗮𝗯𝗹𝗲. #CES2025 #CES #IPProtection #SupplyChainSecurity #IPProtection #IPProtection #ProductDevelopment #InnovationSecurity #IntellectualProperty #Confidentiality #TechLeaks #Innovation #BusinessStrategy #DesignSecurity #Cybersecurity #LeakPrevention #SupplyChainSecurity #RiskManagement #ConsumerTech #Leaks

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Join Me this Thursday 6PM with Nate Zaru for Creating Product Videos that Drive Sales Workshop. PLUS networking happy hour at Gambit Lounge. Learn and mingle with the top marketers in the San Francisco SaaS world! Join us for a workshop on how to jump into 2025 with an unforgettable product video. You’ll learn what makes the best product videos and what mistakes to avoid. Bring your projects and case studies. Hosted by Nate at MyProductVideo.com with yours truly. AGENDA: 6:00-6:30 Welcome and networking 6:30-7:15 Workshop Presentation 7:15-8:00 Happy hour networking What You’ll Learn: The New Opportunity of Product Videos Why SaaS is different and how to leverage it The Story Comes First Crafting a narrative that defines your brand Work Backwards from Your Dream Context and Formats Planning with purpose for maximum impact Focus on One BIG Idea and a Strong CTA Simplify your message for clarity and action Show People—People Love People Harnessing the power of human connection Show the Product Without Showing the Actual Product Building intrigue and interest creatively Remix and Repeat Strategies to keep your content fresh

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I distilled 𝟭𝟯+ 𝘆𝗲𝗮𝗿𝘀 of my go-to-market experience as a CMO/VP/Head of Product into this 𝘁𝗲𝗺𝗽𝗹𝗮𝘁𝗲👇 So, if you need help building a go-to-market plan, this resource is for you. I originally built this for myself for my consultation work. → I wanted a template that covered all of the key considerations in an effective and efficient go-to-market engine. → While also still being lightweight enough to be completed quickly (and no more than ~2 pages if printed out). Here's a summary of what the template covers: 𝗣𝗮𝗿𝘁 𝟭 - 𝗬𝗼𝘂𝗿 𝗖𝗼𝗺𝗽𝗮𝗻𝘆 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝘆 • 𝗠𝗮𝗻𝗶𝗳𝗲𝘀𝘁𝗼 - what you stand for, the change you're championing, why you should be trusted • 𝗣𝗿𝗼𝗱𝘂𝗰𝘁 - the urgent & important problem you're solving and how you're solving it better than alternatives • 𝗧𝗮𝗿𝗴𝗲𝘁 𝗰𝘂𝘀𝘁𝗼𝗺𝗲𝗿 - segments, ICP and buying committee 𝗣𝗮𝗿𝘁 𝟮 - 𝗬𝗼𝘂𝗿 𝗕𝘂𝘆𝗲𝗿'𝘀 𝗣𝘀𝘆𝗰𝗵𝗼𝗹𝗼𝗴𝘆 • 𝗪𝗵𝘆 𝘁𝗵𝗲𝘆'𝗹𝗹 𝗯𝘂𝘆 - jobs to be done, buying triggers • 𝗪𝗵𝘆 𝘁𝗵𝗲𝘆 𝘄𝗼𝗻'𝘁 𝗯𝘂𝘆 - objections, fears, alternatives • 𝗖𝗵𝗮𝗻𝗻𝗲𝗹𝘀 they trust - where they learn and make decisions 𝗣𝗮𝗿𝘁 𝟯 - 𝗣𝗼𝘀𝗶𝘁𝗶𝗼𝗻𝗶𝗻𝗴, 𝗠𝗲𝘀𝘀𝗮𝗴𝗶𝗻𝗴 & 𝗣𝗿𝗶𝗰𝗶𝗻𝗴 • 𝗣𝗼𝘀𝗶𝘁𝗶𝗼𝗻𝗶𝗻𝗴 and 𝗺𝗲𝘀𝘀𝗮𝗴𝗶𝗻𝗴 - per customer segment • 𝗣𝗿𝗶𝗰𝗶𝗻𝗴 strategy - how you price vs the market 𝗣𝗮𝗿𝘁 𝟰 - 𝗚𝗼-𝗧𝗼-𝗠𝗮𝗿𝗸𝗲𝘁 𝗙𝘂𝗻𝗻𝗲𝗹 • GTM 𝗠𝗼𝘁𝗶𝗼𝗻 - sales-led, PLG, etc. • 𝗛𝗼𝘄 𝗪𝗲'𝗹𝗹 𝗪𝗶𝗻 - one sentence statement uniting GTM teams • 𝗗𝗲𝗺𝗮𝗻𝗱 Gen - how you'll generate demand • 𝗟𝗲𝗮𝗱 𝗚𝗲𝗻 - how you'll collect demand • 𝗦𝗮𝗹𝗲𝘀 - how you'll prospect, nurture and close • 𝗖𝘂𝘀𝘁𝗼𝗺𝗲𝗿 𝗦𝘂𝗰𝗰𝗲𝘀𝘀 - how you'll grow revenue 𝗣𝗮𝗿𝘁 𝟱 - 𝗠𝗲𝗮𝘀𝘂𝗿𝗲𝘀 𝗼𝗳 𝗦𝘂𝗰𝗰𝗲𝘀𝘀 • 𝗢𝗯𝗷𝗲𝗰𝘁𝗶𝘃𝗲𝘀, 𝗧𝗮𝗿𝗴𝗲𝘁𝘀 and 𝗞𝗲𝘆 𝗥𝗲𝘀𝘂𝗹𝘁𝘀 - for Product, Marketing, Sales and CS As I said, it is comprehensive. But as you can see below, it's all done in a lean package. ___ Want the FREE template? 👉 The 𝘁𝗲𝗺𝗽𝗹𝗮𝘁𝗲 𝗰𝗼𝗺𝗲𝘀 𝘄𝗶𝘁𝗵 𝗮𝗻 𝗲𝘅𝗮𝗺𝗽𝗹𝗲 using a fictional company to help guide you through it. 1. CONNECT with me    ❗don't miss this step, I can't send you the post without :) ❗ 2. LIKE this post 3. COMMENT "GTM" And I'll share it straight with you :) Plus all my future training videos on it. ___ So why am I doing this? → Help better define what a GTM strategy consists of → Help others get a head start building theirs → Get your feedback to make the template better :) So what are you waiting for? ___ ✍️ Connect with me, like the post and comment "GTM" to get the template. ♻️ Reshare if you found valuable. #B2B #B2BMarketing #B2BMarketingStrategy #GoToMarket #Marketing #SaaS #Enterprise #BrandAwareness #DemandGen #LeadGen  #Sales #Data #ROI

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tl;dr: Finding external advocates for your product is one of the most foolproof ways to build developer trust. If you’re generous enough with your incentives, loyal customers don’t just become endorsers — they become revenue-generating machines. Your biggest fans could be generating 10% of your revenue. At ScraperAPI, our affiliate program did just that by converting loyal users into top salespeople. Here’s how we spotted the opportunity: We realized that a lot of our customers would outsource web scraping tasks to freelance software engineers who would use the same tool over and over again for different companies. That left us with a great opportunity to build relationships with those freelancers who had the potential to bring us more and more new customers over time. Here’s how we did it in practice: It’s super simple. We offered killer incentives to everyone involved: -25% recurring commissions for affiliates -10% first-month discount for the new customers they referred Because our product was well-designed and easy to use, freelancers were happy to recommend us over and over again.

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Founder intuition eats unit economics for breakfast. Yet, understanding go-to-market fundamentals is necessary before raising and deploying capital. A helpful question to ask is "how much do we spend per $1 new ARR?” (Screenshot is from our dashboard at Unloc) It's a useful metric that indicates how a business will likely perform after raising capital, and more importantly that helps founders calibrate spend. But beware: Spreadsheets are only theoretical and never capture reality. Founder intuition is the true leading indicator. Founder mode all the way.

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🚀 Venture debt covenants might sound like a small part of the deal, but they carry huge implications for your startup’s future. 📈 You need to be strategic in your negotiations to avoid any pitfalls down the road. It’s all about setting yourself up for success, not stress. Dive into more details in the original Kruze Consulting post. The link is in the 1st comment. 👇

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Is AI going to steal your job? If you’re a dev marketer, probably not. For all the econ nerds out there, it has a lot to do with the Baumol effect. What do I mean by that? At its simplest, marketing isn’t manufacturing. Sure, AI tools that help you write ad copy or even spit out pictures and videos might mean more output with a lot fewer inputs. But here’s the catch: without human touch, those outputs lack quality. As I’ve learned building both ScraperAPI and TLDR, devs in particular really need to feel a sense of trust before they bother with your product. I’ve seen firsthand how hard ads and messaging can flop when there isn’t human emotion or knowledge feeding it from the other side (which is exactly why we hire tech experts to curate our newsletters). Marketing is a lot more like the education and arts sectors in that way — it can’t function well without skilled humans. And the stakes here are only getting higher… Anything that AI can automate is just going to become table stakes. The real value will come from all the things AI CAN’T do, raising the importance of retaining and finding marketers who can really tap into their human side, not just crank on ChatGPT all day. tl;dr: AI is great for automating the tedious tasks, but it will never replace the human touch needed to build trust with the ever-skeptical developer audience.

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Many ask us how Identity Matrix de-anonymize 50-70% of US website traffic down to the EXACT visitor. Well, here you go! Person-level identification, the #1 source of mobile phones, and proprietary lead scoring all in one. Better yet, we're 1 week away from... 1. New billing model 2. Zapier integration 3. Lead scoring 2.0 Tag a marketer you know that needs to try this out... FREE. #marketing #b2bmarketing #abm #gtm Matt McGill Steve Lowisz Identity Matrix Qualigence International Startup Ignition

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Aditya Vempaty and the team at MoEngage have a genius strategy. Use other brands to help build their own and create a connection between the two. A current campaign they're running is giving people custom Air Jordans for taking a demo. No one bit for $100 gift card... their time is worth more than that. But finding a brand that had emotional and non-monetary value for the buyer (execs) means they'll engage. Even if the conversation goes no where, they'll remember you're the one who gave them the custom Jordans. They'll tell other people about the custom Jordans. They'll give their kids the custom Jordans and remember you every time they see them on their kid. This helps build lift that you couldn't get any other way.

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If anyone is in North County San Diego, on Thursday May 2nd, we will be hosting a tech entrepreneur and investor meet up at 5:30pm. We’ll have a couple speakers, one of which is a fin-tech start-up raising a round, followed up by a presentation on the state of the stock & crypto market. We host these events quarterly and usually get a lot of founders and investors to attend. If anyone is interested, please message me and I can send you the details. LaunchPad San Diego #startups #startupincubator #entrepreneur #investing #crypto #meetup

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