Alexis Soubran’s Post

There is a famous Peter Drucker quote that I like to come back to. "Because the purpose of business is to create a customer, the business enterprise has two–and only two–basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs." Sure, we can discuss the nuances of this, but ultimately, Marketing's goal is to drive customer growth. This can be through brand, ABM, sales enablement, SEO, podcasting, social media, Super Bowl commercials, billboards, influencer marketing, whatever. 📊 Some of these are easily attributable, some aren't. 💵 Some of these are cheap, some expensive. 🏃♂️ Some of these produce fast results, some take time to build up. But regardless of the strategy, they should all be pushing towards the same end. Most people would generally agree with this, but we can get so lost in the weeds. 🔬 We spend more time on 1-to-1 attribution than actually doing the work 📣 We have no goals for marketing other than "more leads!" (whatever that means) 📈 We build massive and complicated reports that nobody really understands, to appease the higher-ups ❓ We make up the definitions of things like "MQL" because nobody takes the time to define the various stages of the funnel. The more time the marketing team can spend marketing, the better. To do that, teams need to agree on the goals. They need a way to track progress towards that goal. Every department needs to know its part in maintaining data integrity. This stuff is very hard. But necessary.

Navigating Saturated Markets: Strategies for Success Entering a saturated market can be daunting, but with the right strategies, you can still thrive and stand out from the competition. Here are some key approaches to consider: 1. Differentiate Your Offerings: Develop a unique value proposition (UVP) that clearly communicates the unique benefits of your product or service. Focus on quality and exceptional customer service to create a loyal customer base. 2. Innovate Continuously: Stay ahead of the curve by constantly innovating and updating your offerings. Introduce new features, products, or services that meet evolving customer needs. 3. Target Niche Markets: Identify and cater to niche segments within the broader market. Tailor your marketing efforts to address the specific needs and preferences of these niche audiences. 4. Leverage Data and Analytics: Use data analytics to gain insights into customer behavior and market trends. Make data-driven decisions to optimize your marketing strategies and improve customer satisfaction. 5. Enhance Customer Experience: Focus on providing a seamless and personalized customer experience. Use technology to streamline processes and make interactions more convenient for customers. 6. Build Strong Brand Identity: Establish a strong brand identity that resonates with your target audience. Consistently communicate your brand values and mission through all marketing channels. 7. Collaborate and Partner: Form strategic partnerships with other businesses to expand your reach and offer complementary services. Collaborate with influencers and industry experts to enhance your brand's visibility. Surviving a Saturated Market: Differentiation Strategies That Work

Tired of superficial competitor analysis? - What if you could uncover hidden signals and strategic nuances that could redefine your marketing approach? - How are you leveraging advanced insights, like AI-driven intelligence and experience architecture analysis, to stay ahead of the competition? Most marketers are stuck in a loop of surface-level traditional metrics like website traffic, back-links and social media followers, a truly insightful competitor analysis delves deeper. Granular analysis empowers you to identify potential gaps in your own strategy, anticipate future trends, and develop innovative tactics to outmaneuver your competition. The top percentile of digital strategists utilise hidden competitive signals: * Shadow Marketing Infrastructure: Understanding their dark funnel architectures and micro-influencer networks. * AI-Enhanced Intelligence: Monitoring their ML implementation patterns and predictive targeting models. * Experience Architecture Analysis: Mapping customer journey friction points and tracking self-service evolution. By examining strategic nuances such as influencer partnerships, media outreach, advertising budget allocations, ad creative strategies, email marketing tactics, customer support responsiveness, and the adoption of emerging technologies. You can gain a comprehensive understanding of your target audience, customer engagement strategies, and future-oriented approach. Pro-tip: The real game-changer is cross-referencing paid strategy signatures with organic presence markers to predict future moves. Remember, the most valuable insights often come from what competitors stop doing. What hidden competitive signals are you tracking? Time to elevate your competitive intelligence game! #digitalmarketing #competitoranalysis #marketingintelligence #marketing #brand #SEO #KPI #Influencer #DigitalStrategy

A Go-to-Market (GTM) strategy is a plan to successfully introduce a product or service to the market. It involves:   1. Market Research: Identifying and segmenting the target audience. 2. Value Proposition: Defining unique selling points and crafting clear messaging. 3. Channel Strategy: Selecting the best distribution channels and utilizing multiple platforms. 4. Sales Strategy: Deciding between direct or indirect sales and equipping the sales team with necessary tools. 5. Pricing Strategy: Setting competitive or value-based prices. 6. Marketing and Promotion: Leveraging digital marketing, content creation, and influencer partnerships. 7. Customer Acquisition and Retention: Generating leads and implementing retention programs. 8. Metrics and Analytics: Tracking KPIs and optimizing strategies based on data insights.   This structured approach ensures the product is well-positioned and reaches the right audience for market success.

#Marketing priorities are shifting in a big way as brands lean into growth despite economic headwinds. Here are the key takeaways from the latest #dmexco CMO survey on 2025 marketing trends: ▶️ 𝗜𝗻𝘃𝗲𝘀𝘁𝗺𝗲𝗻𝘁 𝗶𝗻 𝗚𝗿𝗼𝘄𝘁𝗵: Even amid uncertainties, 77% of marketing leaders plan to maintain or increase budgets. This reinforces the critical role of marketing in today’s business landscape. ▶️ 𝗥𝗲𝘀𝘂𝗿𝗴𝗲𝗻𝗰𝗲 𝗼𝗳 𝗕𝗿𝗮𝗻𝗱𝗶𝗻𝗴: 31% of CMOs feel they’ve over-prioritized performance marketing at the expense of brand-building. Expect a renewed focus on long-term brand value. ▶️ 𝗦𝗼𝗰𝗶𝗮𝗹 𝗠𝗲𝗱𝗶𝗮 𝗼𝗻 𝗧𝗼𝗽: With 95% of brands already using social media, 74% plan to increase investment here. Influencer marketing, digital TV, and digital audio also see growing budgets. ▶️ 𝗔𝗜 𝗕𝗼𝗼𝘀𝘁𝘀 𝗖𝗿𝗲𝗮𝘁𝗶𝘃𝗶𝘁𝘆: AI adoption is expanding, with 60% of marketers using it to drive creative output and 54% aiming to cut down on agency costs. However, 63% remain challenged by AI knowledge gaps. ▶️ 𝗗𝗮𝘁𝗮 𝗤𝘂𝗮𝗹𝗶𝘁𝘆 𝗠𝗮𝘁𝘁𝗲𝗿𝘀: Key challenges for 2025 include data quality (51%) and measuring ROI (47%), while sustainability and brand safety rank lower on the priority list. Marketing leaders are recalibrating for balanced growth. What’s your 2025 priority? Drop it in the comments. 👇 Thanks. And if you want to keep updated on the latest trends in marketing, follow me. I often post about this topic.

Are you ready for the trends reshaping marketing in 2025? Kantar’s latest Marketing Trends 2025 report highlights transformative shifts for brands navigating today’s competitive landscape. Here’s a glimpse into three trends you need to watch: 1.Harder Growth: Focus on Segmentation and Innovation Growth will get harder due to shrinking populations and geopolitical issues. . Kantar demonstrates that brands are 5x more likely to grow if their categories are growing - but what if the category does not grow anymore? Focused segmentation and creating value to new customers is the answer. There is a 2x chance of growth if you can find new uses for your range. 2. Social Media Quality in a Sea of AI Sameness As ad spend moves to platforms like YouTube, social media quality is becoming critical. With rising advertiser expectations, brands must focus on content quality and meaningful engagement to stand out in a fast-paced landscape. Notably, 43% of consumers distrust AI-generated ads, emphasizing the need for careful, strategic AI use. Creator-led content is essential for building trust and aligning with broader brand goals, helping brands capture attention and drive resonance across channels in 2025. 3. Social Commerce for Smaller Brands Social commerce, especially livestreaming, is a powerful channel for driving both brand awareness and conversions—essential for smaller brands aiming to compete without going mass. Stay ahead by aligning your strategy with these shifts. #hanare #Thereleaseofthearrow Link to the report in the Comments.

Effective Marketing in the Modern Businesses Landscape The world of business is like a ladder the higher you go the longer you can expand and thrive. That's why I consider marketing to about more than just promoting products—it’s about building connections, fostering trust, and driving results. Here are six key aspects that I think every every business should prioritize: 1. Understand Your Target Audience: Truly knowing your audience—what they need, value, and struggle with—helps you create messages that resonate and campaigns that deliver results. 2. Maintain a Consistent Brand Identity: A cohesive brand image, from visuals to tone, builds trust and makes your business recognizable across all platforms. 3. Use Client Data to Grow the Brand Data isn’t just numbers—it’s the key to understanding customer behavior, optimizing strategies, and driving smarter decisions. 4. Stay Ahead of Digital Trends: Adapting to new platforms, technologies, and trends like social media and influencer marketing ensures your brand stays relevant. 5. Focus on Relationships, Not Just Campaigns: Marketing is about creating loyalty. Through personalized interactions and valuable content, you can turn customers into long-term advocates. 6. Harness Technology for Efficiency: Tools like CRM systems, AI analytics, and marketing automation help businesses save time, reduce costs, and deliver more personalized experiences. Marketing is always evolving, but these six pillars remain essential for success. Which of these do you think is the most critical for today’s businesses? #MarketingStrategy #DigitalMarketing #BrandGrowth #BusinessSuccess #MarketingTools

Understanding your Ideal Customer Profile (ICP) is a game-changer in digital marketing. To truly connect with your audience, you must ground your ICP in real data. Here are practical tips to enhance your ICP creation: 1. Identify Key Attributes: Focus on critical factors like industry, company size, and estimated revenue. These attributes help you pinpoint the businesses most likely to benefit from your offerings. 2. Ask the Right Questions: Consider aspects such as the company's background, growth stage, and technology use. This inquiry informs a more accurate representation of your ideal clientele. 3. Utilize Analytics: Leverage analytics tools to gather data on existing customers, focusing on their behaviors and needs. This information is invaluable in shaping your ICP. 4. Refine Regularly: As market dynamics change, revisit your ICP to ensure it remains relevant. Continuous refinement is essential for effective targeting. Real data paves the way for strategic marketing efforts that resonate with your ideal customers. Engage with your audience meaningfully by knowing who they are and what they need.

🚀 Digital Marketing Revolution: Embracing the Latest Industry Developments! The digital marketing landscape is evolving at a rapid pace, bringing forth exciting opportunities and challenges. Recent industry developments are transforming how we connect with audiences, drive engagement, and achieve business goals. 🔍 AI and Machine Learning:- The integration of AI and ML in digital marketing is game-changing. From predictive analytics to personalized content recommendations, AI-driven tools are enhancing our ability to understand consumer behavior and deliver tailored experiences. 🌱 Sustainability Initiatives:- Consumers are increasingly valuing sustainability, and this trend is influencing digital marketing strategies. Brands that prioritize eco-friendly practices and communicate their commitment to sustainability are building stronger, more authentic connections with their audiences. 📱 Digital Transformation:- The digital transformation wave is sweeping through marketing departments globally. Advanced tools and platforms are enabling marketers to automate processes, gain deeper insights through data analytics, and optimize campaigns in real-time. 🤝 Collaboration and Partnerships:- Strategic partnerships are becoming crucial in the digital marketing sphere. Collaborating with influencers, tech partners, and other brands can amplify reach and drive innovative campaigns for resource sharing and leveraging diverse expertise, resulting in more creative and effective marketing initiatives. As we navigate these developments, staying informed and agile is key. Let’s leverage these advancements to craft compelling digital marketing strategies that resonate with our audiences and drive business success. 🔗 How is your digital marketing strategy evolving with these trends? Share your experiences and insights below in the comments! #digitalmarketing #AIdrivenmarketing #sustainablemarketing #digitaltransformation #marketingpartnerships #innovation #digitalnil #nilkomatwar Nil Komatwar

"69% respondents said that they are looking for new and different ways to measure the impact of their marketing campaigns. Why this matters: Marketing budgets have entered an era where growth is earned, not assured—demonstrating ROI to justify budget allocation is top of mind among marketing leaders going into 2025. In addition to understanding campaign performance, measurement is also critical to for strategy optimization—having a more comprehensive view of campaign process and performance gives marketers a better sense of control over being able to influence outcomes." I might just know the place where you can measure your ROI down to the cent...