The Hook | The Hook Digital newsletter
Posted: Sun Dec 22, 2024 6:17 am
The highlight of this edition is the increasing pressure on marketing teams to generate business results and returns. Did you know that seven out of ten professionals are being held to greater demands for results ? Tough, right? But it's the reality!
In this edition, we will also talk about:
Product-Led Sales: Do you need this model?
Best of Breed or Best of Suite: which IT stack is ideal for your marketing?
How technology is reshaping sales processes in the industry
10 tips for using WhatsApp to accelerate your growth
Issue #68: Data Privacy Will Kill Digital Advertising
In this edition, you will find a summary of Noor Nasser's france companies email list talk at SXSW 2023 about the impacts of data privacy on digital advertising.
We will also highlight:
First click or last click, which attribution model is most suitable;
Prospecting on Linkedin: 05 tools to generate leads;
Gympass success story;
New videos from Growth Hub - our HubSpot channel.
Issue #67: Growing without paid media: Airbnb’s strategy for generating profits.
You will learn about the business, product and marketing strategies that have helped Airbnb grow without relying on paid media.
We will also highlight:
When the data shows we are wrong;
Customer retention and loyalty cohort;
The digital transformation that is accelerating Tarjab's growth;
New videos from Growth Hub - our HubSpot channel.
Issue No. 66: Red flag: the impacts and changes of ChatGPT in marketing
We talk about the impacts and changes generated in marketing and business with artificial intelligence platforms, in particular, ChatGPT.
We also highlight:
TikTok: the main search platform for generation Z
Can you do more with the same resources? Yes, with RevOps
Cartão de Todos grows 400% in less than 4 months, with HubSpot
Growth Hub: Marketing Hub demo and latest videos.
Issue #65: Are Marketing Acquisition Channels Saturated?
In this edition we will bring up a controversial topic: the saturation of marketing acquisition channels.
We will also talk about Yamini Rangan, the best CEO for women in 2022, show a bad example of customer experience and introduce the innovative Growth Driven method.
Finally, we have our latest Growth Hub content.
Issue No. 64: Privacy and Personalization: The Way Out Is to Reshape Marketing
In recent years, we have been immersed in the legalese of data privacy laws. From one moment to the next, we have been in debates and meetings with law firms to understand the impact on marketing actions.
In 2022, approaches to data are expected to be more stringent, due to:
More sophisticated data protection laws ;
Platform restrictions (Facebook, Google and Apple for example);
Blocking third-party cookies by browsers (only Google is missing);
More users activating Ad blockers;
More users not sharing browsing data.
The PWC report points out that six out of ten customers are willing to share their data with brands in exchange for personalized experiences, products and services. Note well, we have a marketing swap at stake .
Issue No. 63: From CMO to Customer Experience Leader, in 2022.
We have observed a transition of positions and roles in all areas of business; just look at Linkedin and you will see. Bringing it into our context, the number of executives with Customer Experience (CX) in their position is only increasing and marketing leaders are increasingly taking on this role.
Recent research on the role of the CMO for 2022 points in this direction.
Issue #62: Who takes care of the customer experience there ?
The other day, while teaching a CRM class, a student asked: who should own the experience and management of the customer relationship ? Excellent question. Do you know how to answer ?
Many companies insist on placing responsibility for customer experience and relationship management in specific areas - sales and customer success are the most common.
Issue No. 61: The patchwork of software in companies
We recently participated in an interview with Kelly Dores , editor-in-chief of PropMark magazine , a reference in the communications and marketing market (full article here ).
During the conversation, we highlighted the challenge companies face in dealing with different software and tools that do not connect, spread across different areas. The data is surprising, a Martech article reveals that an average company in the US uses approximately 123 SaaS applications - a small company, 40 software .
Issue #60: The decline of Growth Hacking, is its position under threat?
Anyone who works in marketing is certainly familiar with the concept of Growth Hacking. The topic has gained notoriety in recent years, growth chairs have been created in companies and many professionals have specialized in the area.
But it's worth paying attention, the post recently published by Andy Johns reports, with data, the downward trend in demand for the role in some regions.
Issue #59: Inbound 2020: What’s New from HubSpot for Marketing, Sales, and Services
For the eighth consecutive year, we participated in INBOUND , one of the largest events in the world dedicated to digital marketing, sales, customer experience and technology. Unlike previous years, when we were in Boston following everything closely, our participation in 2020 was digital. In fact, HubSpot put on a show in organizing the event, 100% digital. It was impeccable.
Issue #58: Content vs. Paid Media: Which Has the Lowest Customer Acquisition Cost?
The folks at ProfitWell ran an analysis of 3,000 companies and confirmed what we already know: investing in content yields results, and how.
Issue #57: 16 Demand Generation, Pipeline Management, and Retention Practices for B2B
You may be a little tired of content about the impact of the pandemic on business. We haven’t talked much about the subject here, sharing only things that are really worth your time. This is the case with this excellent summary of risks and opportunities in B2B sales, prepared by the people at venture capital firm Andressen Horowitz. They interviewed marketing, sales and technology executives about the best practices for demand generation, funnel management, forecasting and retention during this time of adaptation. Simply unmissable.
Issue No. 56: Generalist or specialist? The future of the marketing professional
“To grow in your career, the most important thing is the impact you can create. The bigger the problem, the bigger the impact needed to solve it. From a company’s perspective, simple problems can be solved by generalists. But as the company scales, the complexity of the problems increases, and the tendency is for the company to replace generalists with specialists.”
Issue #55: Paid Media vs. Organic Content: Which Offers the Best CAC?
Be sure to check out the rich market data from Profitwell's latest analysis on the impact of content investment on growth, starting with this: the CAC (customer acquisition cost) of paid media is already 30% higher (i.e. more expensive) than that of content.
Issue #54: Brand, Churn, Retention, and Other Hot Topics in 2020
"Failing to achieve a goal is part of the game. The problem is not understanding why you didn't achieve that goal and not having a plan to improve. The same thing goes for when you do achieve a goal. Yes, congratulations. But if you don't know why you achieved that goal, or don't have a plan to improve, the simple fact that you achieved that goal won't help you in the long run."
In this edition, we will also talk about:
Product-Led Sales: Do you need this model?
Best of Breed or Best of Suite: which IT stack is ideal for your marketing?
How technology is reshaping sales processes in the industry
10 tips for using WhatsApp to accelerate your growth
Issue #68: Data Privacy Will Kill Digital Advertising
In this edition, you will find a summary of Noor Nasser's france companies email list talk at SXSW 2023 about the impacts of data privacy on digital advertising.
We will also highlight:
First click or last click, which attribution model is most suitable;
Prospecting on Linkedin: 05 tools to generate leads;
Gympass success story;
New videos from Growth Hub - our HubSpot channel.
Issue #67: Growing without paid media: Airbnb’s strategy for generating profits.
You will learn about the business, product and marketing strategies that have helped Airbnb grow without relying on paid media.
We will also highlight:
When the data shows we are wrong;
Customer retention and loyalty cohort;
The digital transformation that is accelerating Tarjab's growth;
New videos from Growth Hub - our HubSpot channel.
Issue No. 66: Red flag: the impacts and changes of ChatGPT in marketing
We talk about the impacts and changes generated in marketing and business with artificial intelligence platforms, in particular, ChatGPT.
We also highlight:
TikTok: the main search platform for generation Z
Can you do more with the same resources? Yes, with RevOps
Cartão de Todos grows 400% in less than 4 months, with HubSpot
Growth Hub: Marketing Hub demo and latest videos.
Issue #65: Are Marketing Acquisition Channels Saturated?
In this edition we will bring up a controversial topic: the saturation of marketing acquisition channels.
We will also talk about Yamini Rangan, the best CEO for women in 2022, show a bad example of customer experience and introduce the innovative Growth Driven method.
Finally, we have our latest Growth Hub content.
Issue No. 64: Privacy and Personalization: The Way Out Is to Reshape Marketing
In recent years, we have been immersed in the legalese of data privacy laws. From one moment to the next, we have been in debates and meetings with law firms to understand the impact on marketing actions.
In 2022, approaches to data are expected to be more stringent, due to:
More sophisticated data protection laws ;
Platform restrictions (Facebook, Google and Apple for example);
Blocking third-party cookies by browsers (only Google is missing);
More users activating Ad blockers;
More users not sharing browsing data.
The PWC report points out that six out of ten customers are willing to share their data with brands in exchange for personalized experiences, products and services. Note well, we have a marketing swap at stake .
Issue No. 63: From CMO to Customer Experience Leader, in 2022.
We have observed a transition of positions and roles in all areas of business; just look at Linkedin and you will see. Bringing it into our context, the number of executives with Customer Experience (CX) in their position is only increasing and marketing leaders are increasingly taking on this role.
Recent research on the role of the CMO for 2022 points in this direction.
Issue #62: Who takes care of the customer experience there ?
The other day, while teaching a CRM class, a student asked: who should own the experience and management of the customer relationship ? Excellent question. Do you know how to answer ?
Many companies insist on placing responsibility for customer experience and relationship management in specific areas - sales and customer success are the most common.
Issue No. 61: The patchwork of software in companies
We recently participated in an interview with Kelly Dores , editor-in-chief of PropMark magazine , a reference in the communications and marketing market (full article here ).
During the conversation, we highlighted the challenge companies face in dealing with different software and tools that do not connect, spread across different areas. The data is surprising, a Martech article reveals that an average company in the US uses approximately 123 SaaS applications - a small company, 40 software .
Issue #60: The decline of Growth Hacking, is its position under threat?
Anyone who works in marketing is certainly familiar with the concept of Growth Hacking. The topic has gained notoriety in recent years, growth chairs have been created in companies and many professionals have specialized in the area.
But it's worth paying attention, the post recently published by Andy Johns reports, with data, the downward trend in demand for the role in some regions.
Issue #59: Inbound 2020: What’s New from HubSpot for Marketing, Sales, and Services
For the eighth consecutive year, we participated in INBOUND , one of the largest events in the world dedicated to digital marketing, sales, customer experience and technology. Unlike previous years, when we were in Boston following everything closely, our participation in 2020 was digital. In fact, HubSpot put on a show in organizing the event, 100% digital. It was impeccable.
Issue #58: Content vs. Paid Media: Which Has the Lowest Customer Acquisition Cost?
The folks at ProfitWell ran an analysis of 3,000 companies and confirmed what we already know: investing in content yields results, and how.
Issue #57: 16 Demand Generation, Pipeline Management, and Retention Practices for B2B
You may be a little tired of content about the impact of the pandemic on business. We haven’t talked much about the subject here, sharing only things that are really worth your time. This is the case with this excellent summary of risks and opportunities in B2B sales, prepared by the people at venture capital firm Andressen Horowitz. They interviewed marketing, sales and technology executives about the best practices for demand generation, funnel management, forecasting and retention during this time of adaptation. Simply unmissable.
Issue No. 56: Generalist or specialist? The future of the marketing professional
“To grow in your career, the most important thing is the impact you can create. The bigger the problem, the bigger the impact needed to solve it. From a company’s perspective, simple problems can be solved by generalists. But as the company scales, the complexity of the problems increases, and the tendency is for the company to replace generalists with specialists.”
Issue #55: Paid Media vs. Organic Content: Which Offers the Best CAC?
Be sure to check out the rich market data from Profitwell's latest analysis on the impact of content investment on growth, starting with this: the CAC (customer acquisition cost) of paid media is already 30% higher (i.e. more expensive) than that of content.
Issue #54: Brand, Churn, Retention, and Other Hot Topics in 2020
"Failing to achieve a goal is part of the game. The problem is not understanding why you didn't achieve that goal and not having a plan to improve. The same thing goes for when you do achieve a goal. Yes, congratulations. But if you don't know why you achieved that goal, or don't have a plan to improve, the simple fact that you achieved that goal won't help you in the long run."