s11s

<https://www.kula.ai/story|https://www.kula.ai/story>

<@U02TTEFFU6B> - I think you wanted to post on <#C0318NH5G3C|> :joy:

I have loved how Lattice have such a detailed People's page.

Also, like how Gong used to have (with operating pricinples etc)

ZoomInfo one was also decent.

Main dekha wo <@U02TTEFFU6B> jo aap delete kiya.

Haan.. thoda zyada brag ho gaya tha.. mere zameer ne agree nahi kiya

They are responsible for initiating the email campaigns, doing first level of  conversation with them in order to qualify them as MQL or not. Tracking conversations, conversions, email analytics, campaigns around industry (BFSI, MFG, RETAIL etc.). Preparing TAL list using sales intelligence tools like zoominfo, insideview etc. Basically they are the first one to connect with prospects. I hope it answers.

Spend money and resources to generate revenue. Broadly it's Performance Marketing, Growth Tools, SEO, CRO.

Variables are tied to revenue goals 

<@U02VB8K88CT> thats again quite broad, all of these are specific skills in themselves

I work on all these things. 

I’ve also been a one man department in multiple orgs and done all of this.

Now though, we have 3 folks who focus specifically on performance and 3 on the growth/SEO side handling specific things within the demangen team

Happy discuss further on call or dm.

Answer is very simplistic. What's in it for them?

• either you pay them (not sustainable)
• or you make them look good by talking about you (most likely it would be organic then and not driven by you)
• you make them part of your journey, so they feel they have contributed meaningfully and hence want to share and talk more about it. this is also called the 'ikea effect' (google it).

Awesome thanks <@U02USELSBRT>! I'll try putting this into action

1. Engage with them via sponsorships in niche b2b events by being in panel discussions with them, pull them in for your webinars or get free slots in niche topic events with them as a few starting points.
2.  Many people are keen to get interviewed, join your digital discussions, etc if you own such initiatives with CEO. 
3. A good way we did it is rolled out an employee mentorship programme pdf and engaged with KOLs as mentors doubling revenue potential in a decentralized manner thus building a valuable database and deep relationships for the company employees. They were able tp show the pdf as a formal engagement rather than sound hoax
4. Connecting marketing team with sales clients for webinars, surveys, NPS scores, press release bytes, video interviews, testimonials, etc also helps

<@U030SKG09E1> Here are some things I think will happen:

• we would all need to learn to market in a cookie-less world (or rather only with first party cookies)
• gdpr will kill cold outbound
• personalization will get better and will be driven by AI across the entire workflow
• automation may see certain roles getting outdated (eg social media marketing)
• content will again be super critical when marketers would've tried every tactic in the book. every marketing team would need to think like netflix. you're not competing for attention with &lt;insert-your-fav-competitor&gt; but that latest series on netflix

<@U02USELSBRT>  - Can point 1 and 3 happen in parallel? Cookies will play a huge role in hyper-personalisation, isn't it?

Yes, absolutely. By personalization I meant using first party cookies, which will not likely go away completely.

Thanks for sharing. i will dive deep in notion and check

no @ channel please - let’s be cognizant and respectful of each other’s attention - notifs distract
This is neither urgent, nor important (for others, obviously it’s imp for you) :pray::skin-tone-4:

Please remove @ channel - and wait for people to read your post on their own time

<@U02TTEFFU6B> can you please disable @ channel/here for everyone except admins? That'll help.

_Click on the channel name in the conversation header. Select the Settings tab. Next to Posting permissions, click Edit. Tick or untick the box next to Allow @here and @channel mentions._

<@U02UVS9N347> - what Abash said. No @ channel or @ here in the community

Looks like you got your first lesson! :slightly_smiling_face: 

With that out of the way, this should be an easy to try and buy experience.  It's clearly a &lt;$100 a month (maybe even year) product. 

Questions for yourself: 
Can this be Freemium?
Who is my ICP?
Where can I find my ICP? 
Why will they use this? 

Until you know these, identifying Tofu opportunities is tough.

The product is 100% free

ICP is Influencer and Brands having telegram channel

Influencers with their agencies, Brands more of sales organization driven

Automation &amp; Measurement for brands
Distribution and Monetization for influencers

Thanks, Kiran for reply :)

Hey Tej, the website looks good and nicely done. I found the performance to be snappy as well.

At early stage you are actually figuring out traction channels. Do all those that don't scale,

• scrape emails for out reach (most influences have public listed emails) 
• DM in insta, 
• comment to all relevant hastags, 
• join groups on Fb, 
• find out any keywords (I doubt there would be any in this space)
• Reddit
Since you are selling to the creative class. You are have leeway to be a bit peppy in your messaging.

At this stage, I'd recommend measuring engagement metrics more. I would keep iterating the messaging till Bounce is less than 50 (60 is acceptable) and time on page has improved and plateaued.

set the channel description: This is the one channel that will always include everyone. It’s a great spot for announcements and team-wide conversations.
NOTE: Please avoid @channel announcements unless extremely necessary.

Reminding again. Less than 20% of folks have responded.

Maybe the next reminder should contain '@' Channel

ET Mediawire - 90k-1.3L

YourStory - 1.5-2L

Poeple Matters (HR niche, but just to give you an idea):
_- Website publication with 2 Do follow links_
_- Article link in 1 Newsletter daily (90K+ subscribers)_
_- Article link promotion via 3 Social Media posts from official handles (LI,FB,TW)_
_Investment package - 70K +taxes_

All costs for single article, heavily negotiable if you go for long-term, higher volumes, or club them with bigger campaigns

Check <https://www.themediaant.com/digital> --&gt; multiple details here

Not easily available: traffic quality that my team is generating. Traffic quality is a pre-cursor to lead quality and is not easily known until they sign up, so real time optimization is difficult.

Another metric which I'd love to track and is not easily available, which marketing activity is actually impacting my branded traffic and by how much.

You can assign proxy metrics for almost everything that’s not directly measurable (one exception is brand traffic attribution).

For example:  For Traffic quality leading indicators are ‘Bounce Rates’, ‘Time on page’, ‘Scroll depth’ etc. Optimize for these at source (to the keyword or mail list) and CRO is a consequence.  I generally focus more on Bounce as a leading indicator for the traffic quality.

For Messaging-fit (across ad-copy, website, nudge emails and in-app comms): Again, scroll depth, time on page and sales cycle.  The more closer you’re to finding messaging-fit, the sales cycles goes down (applies nicely if you’re selling to SMBs).

If you access to dedicated engineering resources for growth experiments, you could do more.

Thanks so much guys! These are helpful insights!

<@U03158A1WPK> we don't allow for self promotion in the community. You can use <#C0318NH5G3C|> to put these

Hello. Can you move this to <#C0318NH5G3C|>?

Didn't see the channel..hence out in General. Will move

We use hubspot a lot. Although we do it internally, recently we got our digital agency trained for it as they run our performance campaigns. You can contact Akshay +919739461163 (White and Grey Media) for the same..

<https://www.ted.com/talks/seth_godin_how_to_get_your_ideas_to_spread?language=en>

<https://www.ted.com/talks/rory_sutherland_life_lessons_from_an_ad_man?language=en>

<https://www.ted.com/talks/dao_nguyen_what_makes_something_go_viral>

Can I throw in podcasts instead of talks:grin:

Specifically related to Facebook ads:
<https://www.youtube.com/watch?v=yb67zQY_ds0&amp;ab_channel=AffiliateWorldConferences>

*"Don't fight with algorithm instead work with them and pamper those algorithm"*

My list below :smile:
<https://youtu.be/NjW16k9qblU|https://youtu.be/NjW16k9qblU>

<https://open.spotify.com/episode/65hinKGaRe9UUMPT7leYte?si=CtAompvEQW6Ap4JcfuUdoA&amp;utm_source=copy-link|https://open.spotify.com/episode/65hinKGaRe9UUMPT7leYte?si=CtAompvEQW6Ap4JcfuUdoA&amp;utm_source=copy-link>

<https://open.spotify.com/episode/0eZYdgi7d0nAgeFE6S15MC?si=QwQWEjNDRtGzUrJtjboAXw&amp;utm_source=copy-link|https://open.spotify.com/episode/0eZYdgi7d0nAgeFE6S15MC?si=QwQWEjNDRtGzUrJtjboAXw&amp;utm_source=copy-link>

<https://open.spotify.com/show/1L6bm9v5EQUwdheQWbOToy?si=V_cn_3IQTJWKMtN-83gKsg&amp;utm_source=copy-link|https://open.spotify.com/show/1L6bm9v5EQUwdheQWbOToy?si=V_cn_3IQTJWKMtN-83gKsg&amp;utm_source=copy-link>

Mark Ritson - Shit that does and the shit that doesn't matter in the marketing world - <https://www.youtube.com/watch?v=S1xRJaNiOtU>

So many awesome recommendations. Thanks guys. Keep them coming.

<https://www.masterclass.com/classes/jeff-goodby-and-rich-silverstein-teach-advertising-and-creativity|https://www.masterclass.com/classes/jeff-goodby-and-rich-silverstein-teach-advertising-and-creativity>

It is on free. We've crossed the 10K messages mark.

Screenshot 2022-02-12 at 7.34.21 PM.png

i assume you can configure it to send a custom event in GA using GTM. then in GA create a smart list with exact this audience and then remarket it on Google ads

I will pass on the msg to the marketing team - we do have "webengage" which can sync the audience to Facebook/google

Used many but reverted back to Zoom + Hubspot. Helps me do both without any hassles.

<@U02PDC4883V> - Yup, that’s our current setup. However, I was curious to find out if there’s anything better. How’s Airmeet, any idea?

Had tested Airmeet, 1.5 years back. Platform was good. Audio/Video was beautiful + decent webinar features (like spotlight and tables)
Cons (at that time)
1. No direct integration with MA (so had to either push registrants Manually or through Airmeet Landing Page)
2. Airmeet Landing Page was not customisable 
3. Reminders Emails were sort of not working 
Not sure if these have been added to the product in the recent times

BigMarker— Can push polls, send email reminders, nice side chat and can add resources for audience consumption. 

Hey <@U02PDC4883V>, we addressed all the concerns you pointed out in your comments last quarter. So, do check it out for your next webinar.

<@U030SKG09E1>, I'll try to provide an unbiased response. If your webinar requires everyone to be visible with mic and camera (over 15 folks) and want your attendees to only attend and leave then Zoom and Gmeet are better for it.

If you're planning a webinar with no online audience but to drive engagement on social media (stream to facebook/youtube etc.) then streamyard is a better option.

However, if you're looking to host a branded, white-labelled event with an opportunity for your audience to connect on a 1:1 and one to many format with breakouts/tables, speed networking then Airmeet does all that really well. We have CRM integration with all major platforms and offer real-time analytics to cover everything.

You can send email reminders, customize them, run polls etc. the standard stuff.

Will check it out again <@U0308C4SC65>. Barring these concerns Airmeet looks neat

Thanks, <@U0308C4SC65>. I’ll check it out.

We've just started using Livestorm, looks neat for now.

I am kinda happy with how they're performing. However, also looking to give Zoom webinar a shot

Pricing is nearly the same for both. ~100$ a month

Zoom + HubSpot works perfectly for me as well. Used ON24 for a few events - too many complications.

Exploring a few new ones now for the branding/engagement side of things

Restream tool linked to Zoom has helped us simultast to all social media platforms with single link

Sure. Try paid version without watermark for better output.

<@U02UQ4J1NUV> - I have attended (and exhibited on behalf of my company) in SHRM - Mainly in US and a few in India.

What are you looking for? To setup a booth or to sponsor separetely?

<@U030V5ADUN8> We are looking to do both but this is in UAE. Also the idea is to get brand exposure as we are relatively new in the market. Just wanted to understand if participating makes sense keeping in mind the cost. Its $15k - $25k

I'm not very sure of the ROI (as it completely depends on the type of sponsorship and how you promote) - We have had good success exhibiting - setting up booths, sponsoring coffee / Expo Tags etc).

The attendee list was HUGE and we have had one of the highest leads generated through this.

Feel free to DM me to discuss in detail?

Any other good quality turnout events in India targeting HR and admin professionals?

Tech HR by People Matters is a good 2 day event for HR and L&amp;D folks.

I have used <http://zoko.io|zoko.io> for whatsapp extensively.

Thank you everybody. Can you indicate a tentative pricing per month for these tools that you incur. Any thoughts on how the onboarding, support, user friendlines, has been and how did you choose them

<https://builtwith.com/plans|https://builtwith.com/plans>

Builtwith will tell you when a tag is placed on last seen but you would essentially need to create cohorts using this date. For example, if in your industry typical contract duration is 12 months. create cohort for 11 months from the date of tag placement. That way you'll be able to reach these people just before they have an upcoming renewal.

From a marketer's standpoint, if the ad sparked a debate (good or bad), the job has already been done! it doesnt really matter if the ad was indeed good or bad (if there is even  a scope to measure that in the first place :))

From a consumer standpoint, sure weirdness caught my attention :)

No creativity, storytelling or general wowness of a Superbowl ad but it worked; it broke their website!

The reason I hate answering such Qs is that without understanding the initial hypotheses, it's hard to say if something was genius or not.

After all moving metrics that don't matter isn't really a win is it? :grin:

Now its fair to say that the point of these commercials is mass awareness given how many people watch

But let's see if we can approximate  a "Was it worth it?" answer from publicly available info.

Average cost of a superbowl commercial: this year <https://www.sportingnews.com/us/nfl/news/super-bowl-commercials-cost-2022/v9ytfqzx74pjrcdvxyhevlzd|$6.5M>

Audience size: Let's take the most optimistic estimate: <https://www.predicthq.com/blog/super-bowl-viewership-prediction|117M people>

Let's segment that data a bit

Breakdown of viewers by age: According to <https://morningconsult.com/2022/02/08/super-bowl-viewership-increase/|one survey>
Adults ages 18-34 (75 percent) and adults ages 35-44 (70 percent) are more likely than adults ages 45-64 (63 percent) and adults ages 65 and older (62 percent) to say they plan to watch the game.

For expedience lets say that the overall split of viewers is
30%: 18-34
30%: 45-64
20%: 45-64
20% 65+

Approx gender split: <https://www.cnbc.com/2020/02/01/women-nfl-fans-are-at-a-record-and-super-bowl-ads-finally-reflect-that.html|53% Men/ 47% Women> - but's let's say its 50-50 to make it easy.
So approx 58.5 M men and 58.5 M women watching

Now let's do a similar analysis for Coinbase/crypto

Approx # of people that own crypto in the US: <https://www.yahoo.com/video/study-reveals-crypto-biggest-investors-132102315.html|21M>

Approx age of crypto owners: <https://www.yahoo.com/video/study-reveals-crypto-biggest-investors-132102315.html|One survey> says
The majority (74%) of cryptocurrency owners today fall between the ages of 25 and 44, with another 19% between the ages of 45 and 55

Approx gender split: 74% men/ 26% women from same survey

Approx # of Coinbase users: <https://www.businessofapps.com/data/coinbase-statistics/|56M> / Active Users: 8.8M

Let's assume that same split of 74% of their users are also men.

__

Now let's make a few more assumptions:
a.  that older viewers are like older investors and risk averse
That could mean you remove all of the 65+ audience and at least , half the 45-64 audience - which lands up being 30% of the 117M out of contention - ie 35M eyeballs/impressions/visits don't really matter

You're left with 82M viewers.

b. Of those 82M, using the 50-50 demographic split 42M are men, and already know about crypto in some way if not are majorly interested in it.

b1. If we say that 75% of men already know about crypto in a meaningful way then they know about coinbase too.
That leaves 10.5M men who had low awareness and/or high curiousity about anything crypto.

b2. Let's do the same thing for women
Of the 42M women, 75% of them do not know about crypto much but are curious.
This gives us 31.5M women that fall into the target range.

So all in all we're left with ~42M people, whose awareness if increased could potentially translate to coinbase users at some point.

Now we can average cost of the "good" traffic: 42M viewers/$6.5M dollars = $6.46/viewer.

So now we can go back to the Q of  "Was it worth it?"

Could they have spent that money with more targeted marketing vs more general brand awareness?
Does it feel like a stroke of genius now?

Hard to say without understanding the hypothesis but now we have a better way to frame the discussion.

Should we also consider `brand vs demand goals`  for this campaign?

Purely from an ad perspective, I thought it created instant intrigue and drove action.

Instead of people just passively watching an ad for 60 secs and maybe forgetting about it, this probably made them sit up and interact with the brand. And as a user, you don't need to follow a storyline or pay attention to the brand messaging.

Does this make everyone talk about Coinbase, definitely yes. Does it increase brand recall, absolutely. Does this add any instant business revenue to Coinbase, maybe not. But then again I don't know if the primary goal of this ad was to create brand awareness or drive signups.

<@U02ULN6EFNV> Good Q.
If it was just brand then why offer $15 in free bitcoin in exchange for setting up an account by February 15 on their landing page? (which btw u also have to add to the acquisition costs for whoever signed up).
Which brings me back to what I started with - what was the hypothesis for this ad?

Image from iOS.jpg

<@U02ULN6EFNV> Ah but let's not forget the $15 per signup they also had to give up no?
That makes it $30 x 500k = $15m

$14M spend for $15M

So ROI from a signup perspective (which definitely was a goal) - I think it still begs the Q of whether money would have been better spent elsewhere.

ROI from branding/PR/awareness perspective - definitely great.

It was genius. 

<@U032MN1BESJ> Roi from even a sign up perspective is good. Getting a similar number of sign ups from any other channel would've taken weeks or months. Time is the most powerful currency here.

<@U030KNYRKBJ> 100% speed is important.
Ive come to the conclusion though that will speed is great - appropriate speed is even better.

As of the last reporting pre-superbowl they had 56M users of which 8.8M were active (~16%) - and this is with an audience that is into crypto.

I think it's fair to say that attracting a large audience of mixed intent (that too by giving away money) is likely not going to lead to proportional long term activity/retention at a rate that comes close to what they already had pre-superbowl.

If we accept that is a reasonable statement to make then it begs the Q of whether that speed was worth it?

Having said that - full points to them for taking a big swing and doing something unexpected.
That to me is the biggest lesson to take away from what they did - to take big swings because they lead to the biggest learnings.

Any marketer working in the distribution of content creator tools, majorly used by indie creators for creation or distribution of their content?

Looking for some ground-level learnings, please DM me if we can have a quick chat.

Anyone knows PR agency based out of pune?

+1 would love to connect to the same as well

What you're doing is a good approach without being too intrusive. There are several tools which allow you to reverse IP lookup and find what your audience had for breakfast that day and use that in a targeted email reachout but I try to resist the urge to use that information as it is not accurate many times + it is too intrusive and cringy + it will go away with 3rd party cookie ban. I have 2 suggestions to improve what you're doing though:

• Create segments basis product types (p1, p2) X content type (tof vs bof) and have specific messaging for specific combinations (p1 tof, p1 bof etc.) for your retargeting ad campaigns. You can potentially use 3rd party data to make them more accurate if needed but thats not needed for Linkedin as your already have industry/job title segments but maybe for Google/FB retargeting.
• Run a series of surveys on exit intent, understanding this audience better. Things like "did you find what you were looking for? how can we improve", "what stage you're at right now?: just window shopping, actively researching, almost finalized, i don't know how i got here" etc etc. and basis survey response you can personalize your website navigation to suit such audience.

Thanks, <@U02USELSBRT>. Will definitely try  exit intent surveys. Will help make sense of the traffic.

Drift or Qualified or Insent + Slack Integration.

I would also like to know more about this event. 

I have always found these definitions to be confusing. Check the not-aware, most-aware funnel. Has served me better through the years.

Both. Typically it is a way of dividing audience into specific market segments in tune with their buying stage.

Top of funnel = Problem aware ("my HR processes are broken")
Middle of funnel = Solution aware ("i need to use HR automation software")
Bottom of funnel = Brand aware ("i need to checkout Kula")

if i had to give a example -
1. Visitor to Course Page  and Dropped off = ToFu. - Problem Aware (" I need to learn")
2. Visitor to Lead Capture Form and Dropped off = Mofo - Solution aware ("i need to enrol for an online course")
3. Visitor to Subscription Page and Dropped off = Bofo - "i need to subscribe to Upskillist?"

Backlink analysis using Ahrefs or Semrush should suffice here. Similarweb gives decent insights on competition traffic source, conversions etc.

use google trends yours vs competition's brand keyword analysis, best source. For example, if you see your trending volume is 3:1 (yours: competition), and you know your traffic is 30,000, then you can easily guess competition traffic at 30,000/(3:1) = 10,000

image.png

In the below example, assuming I'm Nike, I would take the avg of ratios that you see below eg 69/20 and use that ratio + Nike brand volume to calculate Adidas brand volume and use it as a proxy for general interest.

Wizikey is also building something along the same lines. 

Sure <@U02USELSBRT> - Does it work for niche cayegory b2b companies with low search volume below 5000 per month

Thanks <@U02VBNKU9T6>. With Meltwater as suggested i am only able to find no. Of mentions. Not able to compare much and do much analysis. Have requested meltwater for a demo though.

<@U02V979LY03> With the time it will take me answer that question, you're better off trying for yourself :slightly_smiling_face:

Thank You <@U02PDC6B0HH>. Any suggestion on cheaper tools like semrush and ahrefs. These all currently cost 1200usd - 8000 usd. Was looking for upto 500 usd annual range tools as this ticket size might not get approved.

Haha <@U02USELSBRT> yeah, tried. My site doesnt have the search volume being niche b2b. But i would definitely see how i can use this. Thanks for your help.