Cécile Gasnault

Had the chance to talk GTM with Skye Nguyen. More precisely how to structure your GTM machine passed 7 figures and for enterprise stage. We dived into: - The role played by offer diversification & global expansion when reaching a plateau; - The method we used to evaluate, test and launch countries for clients (startups & enterprises) at Reddot Growth; - The impact of the offer on the growth potential; The episode is here → https://lnkd.in/gfRrVX-3

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And again...but we keep preparing, we keep adapting, we keep learning and we keep exploring. We at Criteo continue to keep peeping into the future to be ready to provide solutions to our customers needs in the future, be it Addressability or anything else. #CookieDeprecation #Addressability #CommerceMedia #RetailMedia

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We've had 100+ conversations w/100+, 7-8-9 figure DTC e-comm brands in the last while. A key learning: Many of them (non-clients) have designed their ad experiences to be like this, - We have this thing, it's good! Buy it! - Did you buy it yet? I swear it's good! - Even other people think it's good! Look! - Didn't buy yet? Here's a discount! - [Not even gonna put effort here, just gonna show you the product and not say ANYTHING, cuz I trust you're gonna buy this time] Wild. You might catch a few fish off the dock with that... But here's how to catch the entire Pacific Ocean, - [First date, just identify with them] Here's something i know will make you laugh or remember - [Some rapport] Ever face this problem? Yes, us too... we know it sucks - [More rapport] Here's a tip that to solve that problem you have - [Even more rapport] You won't believe this but... - [Sell to a desire] I can help you get that thing you actually desire [tie your product to desire, not features] No matter the platform, how cool you think your brand is, how much effort and time you've put into that precious brand book... Rooting marketing against your customer's ACTUAL psychology, will always, always win. Currently redesigning our entire agency's creative strategy playbook and it's been one of the most fulfilling, inspiring projects of my career. DM me if you'd like a copy of it!

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⏰ Last Chance to sign up to Bloom in beauty ⏰: https://lnkd.in/e2M-Wqh8 This one is jam-packed with valuable tips and actionable tricks that you can use to make your CRM communications more effective. 🧨 🧨🧨 For example, how can you leverage people's attention to guide them towards an action? We'll analyse some of the beauty website's landing pages and content to help shed some light on the opportunities Bloomreach presents as a tool. We'll give you real-world case studies and a methodology to turn insights into action based on the work we've been carrying out at Impression 🪄

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Are you proactive enough when working with clients? According to Pierre-Baptiste Borges, who is a Head of Business Development at French marketing agency odace - not being proactive enough is a key mistake that marketing agencies make that harms their client retention. #marketing #marketingagency #digitalagency

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EXPERIMENTATION RED FLAGS : # 10 → Waste Waste is the silent killer of experimentation. The bigger your marketing department gets… The more time, resources and budget goes to waste. This waste often stems from four major areas: 1/ Redundant Tests Repeating the “same” experiments with little to no variation is a common pitfall.  It’s like spinning your wheels in mud—plenty of effort but no forward movement. You’re expending resources on tests that don’t move the needle or contribute to strategic objectives. All leading to diminishing returns. (a vicious circle to get out of) 2/ Misaligned Objectives When experiments aren’t aligned with broader business goals, they become pointless. You might end up with interesting data that doesn’t translate into actionable insights or growth. What if you get more people to click on a button? Is it really going to move the revenue needle at the end of the Q? 3/ Inefficient Processes Processes that are not streamlined can lead to significant waste. Long approval times, lack of clear guidelines, and poor communication come to mind. 4/ Wasting Traffic  Paid traffic? It’s not getting any cheaper. Pointing it all to your homepage? What a WASTE! HUGE. If you’re not testing, you’re not learning. If you’re not learning, you’re not growing sustainably. If you’re not growing sustainably… well you can guess the end result. Why is this a red flag? It undermines the essence of experimentation, which is to learn and grow efficiently. Waste means you're burning through budget and time without a clear ROI. Checking off boxes… for the sake of the checkmark. Here’s how you can tackle this: Audit Your Experiments: Regularly review and audit your experiments to ensure they are unique and necessary. Align with Goals: Clearly define and align your experiments with your business objectives. Streamline Processes: Develop and implement efficient processes to reduce waste. Optimize Traffic: Experiment continuously to make the most of your traffic and investment. Example: A new client we recently started working with (~4 months in) was able to: → Cut “redundant” tests by ~30% leaving room for more impactful test → Aligning experiments with strategic goals increased ROI by 14% → Streamlining processes cut approval times by 50%, boosting experimentation velocity. → Put in place framework for dedicated landing pages showing promising early results. It’s not the glamorous results people like to see: +82% CR or +$159,029/month or something like that It’s actual real change. Setting a strong foundation for future growth. Waste is more than just an inconvenience—it can derail your strategy. What’s next? Next time you plan an experiment, ask: Is this test necessary and unique? Does it align with our goals? Are our processes efficient? Are we making the most of our traffic? Simple questions. If the answer is NO. You’ve got work to do. -Happy Thursday #experimentation #b2bmarketing #saas #growth #GTM 

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EXPERIMENTATION RED FLAGS 🚩: # 17 → Experimentation Velocity "We need to run more experiments!" How many times have you heard this in your marketing meetings? It's like a siren song that's hard to resist. After all, more experiments should mean more insights, more wins, and faster growth, right? Right??? Focusing solely on experimentation velocity can be a dangerous trap. (as I posted yesterday) Why: 1. Quantity over quality 2. Analysis paralysis 3. Implementation bottlenecks 4. Increased error rate (Remember my red flag about QA from a couple months back?) 5. Loss of focus: Real-World Example: A B2B SaaS client came to us last year, proud of their "high-velocity" experimentation program. They were running 20+ experiments per month. But... not all was well! The problem? - 83% of their experiments showed no significant results - Their North Star metric hasn’t really moved in 6+ months - The team was burnt out and losing faith in experimentation After digging deeper, we found most experiments were superficial UI changes, there was no proper prioritization framework, analysis was rushed, and the team was spread too thin to conduct proper user research. Here's how we turned things around: 1. Implemented a rigorous prioritization framework: We introduced our own scoring to ensure only high-potential experiments were run. 2. Focused on high-impact areas: Instead of tweaking button colors, we shifted focus to paid landing pages, core user flows, pricing strategy, and value proposition testing. 3. Invested in deep analysis: We reduced experiment volume by over 60% but increased analysis time per experiment by more than 200%. 4. Integrated user research: Before running experiments, we conducted user interviews and surveys to inform our hypotheses. This wasn’t really done in any systematic way before. 5. Implemented learning cycles: After each experiment, we dedicated time for team reflection and documentation of insights. The Results (after 6 months): - Experiment volume decreased from 20+ to ~8/month. (now slowly picking up pace again) - "Win" rate increased from ~14% to ~36% - Overall conversion rate improved by 22% - Team morale and confidence in the program skyrocketed (this one is subjective but that’s my feeling anyway) Key Takeaways: 1. Quality trumps quantity 2. Velocity can be a vanity metric 3. Invest in analysis 4. Balance is key 5. Align with strategy Every experiment should tie back to your core business objectives. Remember, experimentation is not about how fast you can run tests. It's about how quickly you can learn and adapt. Sometimes, slowing down is the fastest way to accelerate your growth. Next time someone pushes for "more experiments," ask them: "Are we running the right experiments, or just more experiments?" Just a touch of common sense.

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The number of CDP platforms out there seems to grow every single day. No one can keep up—me included! During the sales cycle and implementation of Braze and other Martech platforms, one question comes up all the time: 𝗦𝗵𝗼𝘂𝗹𝗱 𝗜 𝗰𝗼𝗻𝘀𝗶𝗱𝗲𝗿 𝗽𝗮𝗶𝗿𝗶𝗻𝗴 𝗕𝗿𝗮𝘇𝗲 𝘄𝗶𝘁𝗵 𝗮 𝗖𝗗𝗣? I’ve worked with or implemented several CDPs in recent years, including Hightouch, Amperity, Segment, Tealium, and Salesforce Data Cloud. My perspective below is shaped by those experiences. 𝘾𝙤𝙣𝙨𝙞𝙙𝙚𝙧 𝙞𝙩? Yes. 𝘿𝙤 𝙮𝙤𝙪 𝙣𝙚𝙚𝙙 𝙤𝙣𝙚? Well, that depends. Not long ago, the pitch for buying a CDP wasn’t very convincing. Many vendors seemed to pivot every few months, chasing what they thought marketers wanted. However, my views have shifted over the last two years, particularly as many vendors have reoriented themselves around the Data Warehouse rather than competing with it. A CDP can significantly accelerate data capability for marketing use cases. Where I’ve seen CDPs shine is when their implementation empowers marketers to act on insights while leveraging existing data infrastructure. A co-delivery and ownership model between Data and Marketing teams helps support this success. Don't operate a CDP as another silo! 𝗣𝗮𝗶𝗿𝗶𝗻𝗴 𝗕𝗿𝗮𝘇𝗲 𝘄𝗶𝘁𝗵 𝗮 𝗖𝗗𝗣 𝗖𝗮𝗻: 1️⃣ Streamline the implementation of Braze using "Connectors" and simplify change-data-capture (CDC) processes to update Braze only with data that has changed. 2️⃣ Enhance capability to deliver real-time use cases. 3️⃣ Empower marketers to self service and create complex segments from the Data Warehouse while being able to push them directly to Braze, Paid Media channels and much more, enhancing the value of your data infrastructure investment. 𝗕𝘂𝘁 𝗗𝗼 𝗬𝗼𝘂 𝗡𝗲𝗲𝗱 𝗮 𝗖𝗗𝗣? Having implemented Braze for many organisations without using a CDP. Braze’s REST API and Cloud Data Ingestion and new CDI Segment features are highly capable and often meet organisational needs just fine. Each organisation should evaluate its unique circumstances when deciding whether to use a CDP. 𝗜’𝗱 𝗹𝗼𝘃𝗲 𝘁𝗼 𝗵𝗲𝗮𝗿 𝗮𝗯𝗼𝘂𝘁 𝗼𝘁𝗵𝗲𝗿𝘀’ 𝗲𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲𝘀. 𝗔𝗿𝗲 𝘆𝗼𝘂 𝗰𝗼𝗻𝘀𝗶𝗱𝗲𝗿𝗶𝗻𝗴 𝗮 𝗖𝗗𝗣? 𝗪𝗵𝗼 𝗲𝗹𝘀𝗲 𝘀𝗵𝗼𝘂𝗹𝗱 𝗜 𝗯𝗲 𝘄𝗮𝘁𝗰𝗵𝗶𝗻𝗴 𝗶𝗻 𝘁𝗵𝗲 𝗺𝗮𝗿𝗸𝗲𝘁?

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In the world of clicks we live 🤷‍♂️ If clicks become expensive and the value they drive declines, are they still worth it ? If you answered Yes, please join the queue ✌ 😅 If you answered No, come speak to us and let's change that view 😎 💁‍♂️ What do we do you ask ? Well, we are in the business of Transforming user attention by Cutting Through The Noise, Navigating rising costs and Maximizing business outcomes #Taboola #NativeAdvertising #CPCs #Efficiency #PremiumPublishers #PerformanceMarketing #BrandSafety

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🔍[New Research] 📊 We recently produced a Research on the Use of Generative AI in #CorporateBranding, #MarTech, and #Marketing. 📈✨ At KOB, as part of our Tech & Brands - Tech Transformation, Digital Innovation & MarTech Insights Initiative, we conducted an in-depth investigation by engaging over 100 CMOs and CDOs from leading #brands-companies such as: #ADEO King's College London Bloomberg UK Amylyx Pharmaceuticals Procter & Gamble France #Meta Facebook Trinity College Dublin Ireland Microsoft MSC Cruises The Coca-Cola Company Switzerland Kellogg Company UK N26 Germany Takeda Pharmaceuticals (formerly Nycomed) France Eurowings, Germany Roche Switzerland Telix Pharmaceuticals Limited Germany JTI (Japan Tobacco International) JTI foodspring.. and many more.. across Central and Northern Europe. We aimed to understand how they are leveraging #GenerativeAI for #CorporateBranding, #MarTech, and #Marketing. Here are our key findings: 1. Creativity and Inspiration - 31% 🎨✨: The primary use of Generative AI among executives and industry professionals is for creative purposes. This includes generating innovative ideas, enhancing content creation, and fostering artistic inspiration. 2. Research and Strategic Planning - 25% 📊🧠: Generative AI is also extensively used for conducting market research and strategic planning. This involves analyzing market trends, consumer behavior, and crafting data-driven strategies. 3. Productivity Enhancement - 25% 🚀💼: Another significant application is in boosting productivity. Generative AI tools help automate routine tasks, streamline workflows, and improve overall efficiency. 4. Automation 🤖🔧- 19%: Finally, automation is a critical area where Generative AI is making a substantial impact. From automating customer interactions to optimizing supply chain processes, AI is transforming business operations. Research produced by Davide Scialpi, Economist and Brand Strategy and Digital-Tech Transformation Expert. For more insights and researches, feel free to reach out to our insights & research division at: research with us pr@keeponbranding.com. KOB - Keep on Branding (Global Branding Experts) #TechAndBrands #KeepOnBranding

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I wrote about the benefits of adopting green initiatives for companies and why just being "green" isn't good enough to succeed today. Check it out.

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A pretty good summary in Search Engine Land of the impact of the EUs 'Digital Markets Act' and how independent Comparison Shopping Services like Productcaster CSS & FeedManager are providing more efficient alternatives to serving 'By Google'. Cheaper CPCs and premium service models can help retailers improve RoaS this peak and provide the 'must have' competition within Google paid and organic advertising. https://lnkd.in/dcSNEWcg

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https://lnkd.in/eJ3nMPhH Is this a vicious circle ? The Industry's long term failure to set up authenticated measurement standards and measurement systems. C Suite lack of confidence in what marketing actually delivers, except in terms of short term 'sales'. Pressure on agencies, and margins. Large public agency groups need to deliver tangible financial returns to keep share prices up, but cannot agree to sorting out measurement issues, in part because they fear this erodes points of difference between them, established via cloaking themselves in bespoke planning and buying systems, that cover up measurement failures. Clients cannot see enough measurable value in these systems and will not pay for them. To fund these systems and sustain margins agencies firstly do deals with media owners , who want higher shares of revenue from agencies. This in turn then leads to agencies bulk buying media inventory from media which they then sell on at a margin , but which they now may not want to to be accurately measured for fear that the quality of what is being delivered may not be good enough. Client marketers do not always challenged this, because they cannot offer/afford any measurement of quality, or prove that marketing is a long term business building tool which means C suite's still see marketing as sales and marketing as a commodity cost and not an investment. Agencies' own need to survive as businesses, therefore sees a shift in their business model, from acting on behalf of the client, to agents acting on behalf of the media owner. Which is actually how they began life in the 19th century, with the concept of media owners paying agents, to get them business. The inherent danger of article's like this is that this practice now becomes hard baked into how the industry works. Agents gradually begin to be seen as agents of the media owners. But it may not stop there, as more and more larger clients move business in house and then start to think of cutting out 'the middle' agent , by negotiating direct with media owners, particularly as Gen AI, and GAI systems offered by media owners, makes automation of 'creative' production easier and more cost efficient to do directly between client and media owner. Agencies may have a short term gain to their immediate bottom line by becoming principals in media, but is it a long term future or a fundamental threat to their existence ? One hopes these will issues to be discussed at Who Cares Event on 12th Sept. https://lnkd.in/euTrpg5s

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Brand is Everything Consumer mindshare is hard to get and extremely expensive too. ANd it will remain so forever now! Dear Founders, your 'Brand' is the bedrock upon which successful businesses are built, a beacon that guides consumer loyalty, and a powerful differentiator in an overcrowded marketplace. Yet, time and again, I witness young startup founders undervalue the power of brand, only to grapple with the costly consequences of their oversight. I believe, the time has come to underscore, with unequivocal clarity, the imperative of prioritizing brand from the very inception of a business. The Startup 'Brand' Pitfall: Overlooking the Brand! Enthralled by product development, market entry, and growth hacking, many Startips view brand building as a secondary concern, something to be addressed later, once the business is more established. This is myopic! Only focussing on immediate gains rather than long-term value creation is a critical mis-step! Startups often fall into the trap of thinking that if their product is good enough, success will follow naturally. While product excellence is essential, it is not a substitute for a compelling brand strategy and execution. Without a strong brand, even the most innovative products can struggle to gain traction. In contrast, a powerful brand can propel even a modest product to great heights. The Cost of Neglect! The reckoning for brand neglect often comes too late. Startups eventually realize that without a strong brand, they face numerous challenges: customer acquisition becomes more difficult and costly, retention rates plummet, and differentiation from competitors becomes nearly impossible. By the time these realizations dawn, the window of opportunity may have already closed, with market share lost to more brand-savvy competitors. Prioritize 'Brand' from Day One Effective leadership in the consumer brand sector demands an unwavering commitment to brand building. Founders must champion the brand at every stage of the company's journey, ensuring that it is deeply ingrained in the corporate culture and strategy. This involves more than just marketing efforts; it requires a holistic approach that permeates every aspect of the business, from product development to customer service. Founders must also articulate a clear and compelling brand vision, one that resonates with both employees (first) and customers. They must invest in understanding their target audience Crafting a 'brand narrative' that speaks to their needs and aspirations, is so critical for Founders. Moreover, Founders must ensure consistency in brand messaging across all touchpoints, fostering a cohesive and recognizable brand identity. Startups Founders that fail to recognize this do so at their peril. Those who understand and embrace the power of brand will not only navigate the challenges of the market but will also steer their companies toward enduring greatness. The time to act is on day one, invest in your brand!

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Email Marketing can safely say: "the reports of my death are greatly exaggerated". Here are three tips that Singulate's customers have been using to get up to 10x CTR 1. Always be relevant. Simple - but critical - no one wants to listen about an offer that does not apply to them; hear about a new product that is not ready for their use case. Being irrelevant is the #1 reason why contacts unsubscribe actively, or quietly by moving your content to SPAM. It can burn an important connection, and impact your long-term deliverability. Singulate helps you achieve relevancy at scale with our groundbreak tech. 2. Be accurate. Nothing worse than receiving wrong information from your email. According to some studies 57% of brands have gotten data wrong and damaged their relationship. Singulate helps you solve this problem in two ways: - It makes it easy to create accurate references and complex transformations of your data - minimizing the amount of human error. - It has automated reviewers that review every emails before it goes. 3. Be on brand. A relationship is based on trust, and trust requires consistency. Creating consistent communication on the tone of voice of your brand is critical - but often really hard to balance with personalization. Singulate is the only tool that both outputs on-brand content out-of-the box and helps review your email to ensure you stay true and on-brand. If you are interested in becoming part of our first 500 customers and partners and 10x the performance of your marketing communication - join our waitlist on: https://singulate.com/

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Understanding your brand's health has never been more important - or complex. People make decisions based on emotions, habits, social influence and intuition so you don't just need to understand what they think about your brand but also why. That's why BrandXP is so great - Developed by my very clever colleagues, BrandXP is grounded in behavioural science and powered by AI. It offers a flexible, holistic way to evaluate your brand, going beyond the surface-level to measure alignment with your audience's values, assess mental availability at the point of purchase and understand how customers experiences shape their perceptions. What I love about this approach is how actionable it is. It doesn't just tell you where you stand - it provides clear, data-driven guidance on what to do next and the impact those actions could have. If you would like to know more then click the link and please do tell me your thoughts in the comments. https://lnkd.in/eJ-XWqQC BVA BDRC

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#MobilizingShoppers - Interesting analysis from McKinsey & Company - The potential of digital and AI transformations to drive top- and bottom-line impact along the full value chain for CPG companies (potential 6 to 10 percent incremental revenue uplift). The greatest payoff for most sectors is concentrated heavily in two areas: consumer insights & demand creation, and customer and channel management. #CPG #consumerinsights #customermanagement #marketingstrategy #generativeai #digitaltransformation

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MVP, MLP, Prototype, POC, they've all lost meaning because there are shades of gray on state of product. The important thing is understanding what is possible to validate at a given stage of the product development cycle - and moving as quickly and cheaply as possible to the next validation phase. Here's a simple example - Tesla's MVP to validate commercial demand for electric cars could never have been an electric scooter. Building Singulate, at the pre-seed phase, is a balancing act of prioritization, but we are happy to have been able to validate that: - We are getting 5x or more CTR results on marketing campaigns tested across over 50 registered businesses. - Singulate makes deep personalization simple - and that matters to over 1,000 businesses on our waitlist. - The future of communications is coming, but no business out there is capturing even 5% of the opportunity. It's been a really fun journey - and we are only just starting. Our next few years are about proving our vision. Large-scale communication is about to change for good in every area from external commercial communication in marketing, sales, customer support, and product experiences. To internal organization communication, educational, and informational. The future of communication is hyper-personalized, hyper-relevancy, reliably, at scale. If you want to find out more - join our waitlist at: https://www.singulate.com/

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Happy Monday 😍 It is no secret (somewhat of a boring topic as we are reading it is absolutely everywhere, everyday) that today's environment is super challenging, probably the toughest for brands and sellers in a very long time. Simply doing much of the same ain't going to cut it. As a result, many of our clients and executive commercial contacts have spent much of 2024 reassessing and fine-tuning their existing processes. In response, in our article last month we wrote about 10 areas we would recommend brands and businesses draw attention to for building a repeatable sales process tailored to the modern digital landscape. These recommendations return to some foundational principles but are adaptable to today’s evolving market. While this list isn't exhaustive or a definitive guide, honing in on a few key areas and doing them well can make a significant difference in navigating today’s competitive environment. Some of these areas include: ⚡ Defining your Ideal Customer Profile (ICP); Clearly defining your target audience is crucial for tailoring your sales strategies effectively. ⚡ Documenting the sales and buying process; Understanding and mapping out the buyer's journey is essential for aligning your sales efforts with their decision-making stages. ⚡ Defining daily sales activities and cadences; Maintaining momentum and focus through consistent sales activities and routines. ⚡ Defining and documenting the lead process; To ensure a steady flow of potential customers, it is crucial to implement a structured process for lead generation, qualification, and conversion. ⚡ Nurturing customers; Businesses that retain customers well understand their customers’ needs and preferences and develop strategies to build and maintain relationships with customers.  ⚡ Laser focus on sales capability; To drive sales excellence and maintain a competitive edge, it’s essential to continuously invest in the training and development of your sales team. Read more here ⬇ I would love to hear your views on what is most challenging today and some of the areas you are focussed on. Comment here or via DM. Arktic Fox Teresa Sperti (GAICD) Kat Matthews #b2b #b2bmarketing #sales #salesleadership #digitalsales #digital #transformation

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