Nicole Farley

Or, even better. Save the feedback you have at 4:45pm on Friday regarding a task someone was working on for a better time. like set a reminder to send feedback at 10:30am on Monday. It's all about being courteous. Would you like getting pinged in chat at 4:45pm on a Friday as you are tidying up your email for the last time that day, to let you know that the task you completed was good, but here are 3 suggestions I have to make edits to this. No you probably wouldn't appreciate it! So save it for later Monday morning.

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What does the evolving AI experience on Google mean for websites that rely on organic traffic? Steve Mosco explores how Google's new Search Generative Experience #SGE impacts SEO strategies by using AI to provide personalized search results, challenging traditional SEO practices, and advising professionals to adapt with quality content and voice search optimization. https://lnkd.in/e3pqZB3q

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💡As a small business owner, you might have heard or read references to a discovery call. Now you’re wondering, “What is a discovery call?” and how much does it matter to your business? #discoverycall #newclient #newcustomer #smallbusinessowners #smallbusinesstips #smallbusinessadvice #smallbusiness

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Saw the Adam Robinson post on RB2B churn numbers and had two major takeaways: 1. I wonder what portion of the field is actually using larger tech stacks. When I look at RB2Bs premium offering (compared to free) I see a ton of value, but value that is dependent on you also using (and paying for) other tools in the stack. If you only need one or two of those integrations, it seems like you might be losing out. Which is maybe a marketing/offering phrasing? like the next tier should be presented as a X number of resolutions and Y number of integrations? I don't know... I suppose this would be dependent on the operating costs per integrations per user. 2. It's crazy to me how many people need to be prescribed what to do with the information that RB2B. It makes me believe the number of tools available have actually handicapped peoples ability to think and figure shit out for themselves. It also tells me that they might just not have good strategy outside of their tools. In many instances (if you have traffic) clearly resolving a small portion of your traffic is infinitely valuable in validating your strategy. RB2B (or any other tool)won't help if you: a. don't have traffic. b. don't have the right traffic. c. wouldn't convert anyway. Meaning...the shiniest new tool in the world can't help you if your foundation is trash and you don't know what you're doing. #b2b #demand #contentstrategy

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Good practice to store all used Cold Email data into a centralized database, EX: > Scraped Apollo URLs > Clay enrichment tables > Cold email scripts Makes future campaign creation 10X more efficient if you're looking to re-run past niches/industry filters, scripts or workflows used before. Example from our Airtable OS:

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Let’s talk CRO. There’s a difference between offering CRO and living CRO. CRO isn’t an add-on service. It’s not something to dabble in. It’s a serious commitment. A process with solid foundations: - Processes. - Systems. - Customer research. Without these, you’re driving without a map. You’re going nowhere fast. CRO is about strategy—bespoke to your business. It means understanding 𝘺𝘰𝘶𝘳 website and 𝘺𝘰𝘶𝘳 customers. - Their needs. - Their pain points. - Their journey. Done right, CRO will: - Lower your CAC - Reduce returns - Increase conversion rates - Boost AOV - Optimise LTV Done poorly? You’ll waste time and money. and you’ll get a scattergun approach to testing. So, what’s the solution? Hire specialists. Not media buyers who’ve skimmed a few blogs. You need a team that lives CRO. A team with the processes, systems, and insights to win. If you’re serious about growth, don’t cut corners. Invest in the right team. #CRO #eCommerce #DigitalMarketing #DTC #Shopify

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If I were running a sales team in 2024 (I miss running sales teams), here are the three places I would invest my effort: Data Data Data: A/B/C/D testing. What product and service emails are being read? Open rates? What verticals are responding the most? Sales is a HUGE data game, and if you don't have it, you are just tossing spaghetti at a wall. In-Person Events: The ultimate place to break through the clutter. With the rise of AI sh*t emails, relationships and experiences matter more than ever. Meet people, share stories, have drinks, and earn that trust. One-Sheeters: I like to send one-sheeters for concepts at least 90-120 days in advance. Instead of guessing how your company can help, it's nice to show people some ideas of how execution can happen. Stunning visuals, excellent case studies, and people are more comfortable chatting.

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#ThankGodItsMonday At the recent LinkUnite Meetup at Affiliate Summit East, Ninfa Cabello mentioned that when they first started attending conferences for Madrivo, hiring booth babes to attract advertisers and affiliates was a common practice—that struck a chord with me. Back in 2010-11, we established a few ground rules, and my female leadership faced significant criticism in the Indian affiliate industry for it. I still remember all the bad reputation I received at the time. These rules still apply today, and I hope the criticism has lessened since then 🤞 - We don’t hire booth babes. - We don’t serve alcohol on office premises. - We don’t sponsor alcohol during conference hours or on conference premises. - We don’t sponsor our logo on steps or conference floors. - We don’t wait at agency offices for hours without appointments just to be seen or heard. - We don’t engage in kickbacks to media planners. We believe our work will do all the talking, and fortunately for us, it has 🧿 It's not that any of the above practices are inherently wrong; they just don’t align with the values that Tarang Bhargava and I founded the company with. ❓Do you think being value-driven is better than being profit-driven❓ PS: Here's a picture of me playing “the booth babe” for vCommission at Affiliate World Conferences Bangkok 2023.

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If you just read LinkedIn, you’d think everything is dead — from B2B email and cold calls to every paid channel in DTC. The reality is: the channel isn’t the problem. It’s your message. I hold this mindset because of a fun memory I experienced back in 2012, fresh out of school at Arizona. Here’s what I learned selling newspaper ads that I still apply now as a Head of Revenue:

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Daryn (brilliant agency leader) and Noemie (HubSpot colleague + friend) both introduced me to Traction by Gino Wickman 5+ years ago. It reconfigured our business in 4 ways. We went from: 🐔 Headless chickens → Weekly Issues report 📈 Tracking lag → Tracking lead (activities) 🚌 People we 'like' → Right people in the right seats 👵 Grandma recipe → Documented processes followed by all Since we help B2B thought leaders build personal brands on LinkedIn through podcasting among other forms of video series that get chopped up, here are my 2 cents on what I've learnt building a podcast team internally inspired by the book Traction. What podcasting processes have been working/not working for you?

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The CRO industry is broken, but I'm hoping to change that. Too many agencies rely on generic tactics and lack innovation, leading to poor results for clients. That inspired me to start SplitBase, with a mission to help businesses unlock major growth through CRO. Along the way, I've learned: 1. CRO is an ongoing process 2. User empathy & understanding are non-negotiable 3. Data & creativity must align As CRO evolves, SplitBase stays ahead by implementing advanced analytics and machine learning tools. We continue to create personalized experiences that adapt to each user's needs. The result is higher conversion rates and happier customers!

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Precision targeting, personalized content, and dynamic campaign optimization. Just some of the ways AI is driving engagement early in a buying journey. Read about in the latest blog post by Elli Plihcik. #aimarketing #b2bmarketing #revenuemarketing

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October Sale Tip to clear out inventory for the holidays! 1. 📣 Send an email or SMS (via Klaviyo) 48 hours prior. Expect a pre-sale dip, so don't do it too far in advance. 2. 📱 Get "non-VIPs" to opt in for alerts. Build your base of engaged contacts through new subscribers and onsite popups for existing ones (consider a small paid spend too 💰). 3. ⏰ Launch the offer for a limited time—24 to 48 hours. 4. 🎁 Send to VIPs first, then to wider user lists you don't usually target (but stick to good sending practices). Your offer doesn’t have to be a blanket discount. Depending on your product mix: - 🛒 Limit available inventory at specific prices - 💸 Vary discount percentages - 📊 Use tiered discounting **Bonus:** - 🎉 Add gifts with purchase at higher order values (Use Rebuy Engine) if inventory allows. - 🔄 Follow up with users who added to cart but didn’t purchase, offering a special deal just for them. - 🕵️ If using tools like Black Crow AI to identify onsite actions, you'll have a larger pool of users for the added-to-cart offer.

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Want to fall behind your competitors and face some tough conversations with your execs? Keep right on shoving post-cookie tracking to the back burner. If the GA4 transition is any indicator, there are going to be a lot of marketers who get themselves into a lot of trouble with the deprecation of 3rd party cookies. If you transition early, you will have time to understand the differences between server-side tracking and 3rd party tracking and communicate the transition from a position of strength. Don't wait until the last minute like people did with GA4. Without an alternative to cookies, you won’t be able to: ➡️ Report on campaign effectiveness ➡️ Optimize campaigns ➡️ Understand how user behaviors are changing ➡️ Justify your marketing spend Sound like a recipe for success to you? I’m confident that we’re helping our clients build competitive advantages – in their industries and their careers. Drop me a DM to ask any questions you're too afraid to ask I'll help you get serious about what’s coming in marketing, and I’ll share a recording of a webinar we just hosted to help you out.

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Action Items for the Growth Marketer: Leverage AI-driven data insights to optimize both inbound and outbound marketing strategies. Balance your efforts on new customer acquisition with strategies focused on customer retention and expansion. Let JoeMarketing assist you with your PLG motion. Learn more about our GTM, PLG, and SLG services here, or contact me here. #PLG #ProductLedGrowth #GTM #GoToMarket

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$25,000 in extra attributed email revenue with simple subject line tweaks: (Yes, SUBJECT line tweaks.) A DTC sunglasses brand was struggling with low open rates. Their emails were getting lost in crowded inboxes, and their engagement was at an all-time low. The Problem: - Generic, uninspiring subject lines. - Lack of personalization or curiosity in the messaging. Here’s what I did: - Subject Line Testing: We ran A/B tests with different subject line styles—questions, curiosity, and direct benefits. - Personalization: Added customer names and dynamic content that made the email feel more relevant. -Curiosity Hooks: Used open-ended phrases that sparked interest without giving everything away. The Results: - 40% increase in email open rates. - Higher click-through rates across all campaigns. - Increased overall engagement, driving more conversions. - A bit surprisingly, 15% higher order values. Your subject lines are the gateway to engagement. Make them count. #EmailMarketing #CaseStudy #SubjectLines #EmailOptimization #CustomerEngagement #DTC #DigitalMarketing Read this post and more on my Typeshare Social Blog: https://lnkd.in/e6zRVnVv

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Prospecting is hard. True for B2B, true for DTC. Follow a sales rep's day from start to end. It's bloody hard work. They've got to cold call, grab attention, follow up incessantly, gain trust, and build relationship with strangers That's just so they 𝗴𝗲𝘁 𝘁𝗼 𝗽𝗶𝘁𝗰𝗵. Conversion comes later. Sales takes money, people, and 𝗹𝗼𝗮𝗱𝘀 𝗼𝗳 𝗽𝗮𝘁𝗶𝗲𝗻𝗰𝗲. But when it comes to DTC advertisers, 𝗽𝗮𝘁𝗶𝗲𝗻𝗰𝗲 𝗿𝘂𝗻𝘀 𝗹𝗼𝘄 and 𝗲𝘅𝗽𝗲𝗰𝘁𝗮𝘁𝗶𝗼𝗻𝘀 𝗿𝘂𝗻 𝗵𝗶𝗴𝗵. Almost every ad account I audit, I see the same thing. A retargeting campaign that's never been turned off and a bunch of prospecting campaigns that could never scale. DTC marketers run ads with the patience of a day-trader. And 𝗿𝗲𝘁𝗮𝗿𝗴𝗲𝘁𝗶𝗻𝗴 𝗶𝘀 𝘁𝗵𝗲 𝗲𝗮𝘀𝗶𝗲𝘀𝘁 𝗮𝗿𝗯𝗶𝘁𝗿𝗮𝗴𝗲 available every day. That's because ad algorithms are great at sniping when it comes to retargeting your engaged users, but 𝗽𝗿𝗼𝘀𝗽𝗲𝗰𝘁𝗶𝗻𝗴 𝗶𝘀 𝗿𝗮𝘁𝗲-𝗹𝗶𝗺𝗶𝘁𝗲𝗱 𝗯𝘆 𝗵𝘂𝗺𝗮𝗻 𝗻𝗮𝘁𝘂𝗿𝗲. 𝗕𝗲 𝗽𝗮𝘁𝗶𝗲𝗻𝘁 𝘄𝗶𝘁𝗵 𝘆𝗼𝘂𝗿 𝗽𝗿𝗼𝘀𝗽𝗲𝗰𝘁𝗶𝗻𝗴 𝗰𝗮𝗺𝗽𝗮𝗶𝗴𝗻𝘀, and treat your ads like a sales pitch. A good ad campaign grabs attention, piques curiosity, 𝗯𝘂𝗶𝗹𝗱𝘀 𝗮 𝗿𝗲𝗹𝗮𝘁𝗶𝗼𝗻𝘀𝗵𝗶𝗽 𝘄𝗶𝘁𝗵 𝘁𝗵𝗲 𝘃𝗶𝗲𝘄𝗲𝗿 𝗮𝗻𝗱 𝘁𝗵𝗲𝗻 𝗽𝗶𝘁𝗰𝗵𝗲𝘀 𝘁𝗵𝗲 𝗽𝗿𝗼𝗱𝘂𝗰𝘁 to elicit a direct response.

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For business out there who depend on Google Search Ads 🔎 Steve with Primelis gave me the thumbs up to share some of the recording from our Zoom call, where he goes through a bit of what their product Cross-brand does. If you spend money bidding on branded terms, playing defense... You'll want to check this out. This service cuts out ads where you'd already be the #1 organic result on the SERP, and when there are not other ads present. 📢 Why pay for the ad listing and clicks when you already have the top spot? Seems like a great way to cut waste. ~~~~~~~~~~~~~~~~~~ 🎯Follow for more on martech and growth. #digitalmarketing #marketingtips

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