📰 Growth Daily - Wednesday, Mar 1

Wednesday's news, tips, & tools you need to know

Author

Nicole Tabak
March 01, 2023

🧭 LinkedIn Sales Navigator Adds New Features

📰 TL;DR - It’s a good day for sales reps on LinkedIn. The organization’s industry-leading deep sales platform is seeing some changes this quarter with updates aimed to help sales professionals identify better leads and deliver unique insights. The updates include:

  • Relationship Explorer - a recommendation tool to uncover top allies at accounts, highlighting warm paths in, and facilitating deeper multithreading

  • Sales Navigator Personas - a tool to define your target persona based on attributes of your target individuals

  • Improved buyer intent capabilities, search capabilities, and CRM Auto-Save capabilities

💡 Insight - Just the new Relationship Explorer and Sales Navigator Personas tools have a lot of potential to dive into. These tools, like any targeting tools, are only as powerful as the marketers leading them. Play around with the tools first, then align on a targeting plan that supports your product marketing efforts. While these tools may make sales outreach easier, their value is best made when coupled with a strategic outreach plan.

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🔧 More in New Features: Google Adds Tools for Search Ads

📰 TL;DR - Google just rolled out their automatically created assets feature to all advertisers in English as an open beta. The tool is a campaign-level setting that both showcases the best combinations of assets for new responsive search ad ideas and uses AI to generate new assets based on your ad’s unique context. Early adopters of the feature have seen 2% more conversions at a similar cost per conversion among ad groups with responsive search ads.

Google also added a new customer acquisition goal for search campaigns globally. The feature, powered by smart bidding and your first-party data, makes it easy to optimize campaigns and make the most of peak periods. Combined with target ROAS, clothing brand Baltic Born drove a 73% increase in new customers and, as a result, 36% more revenue.

💡 Insight - Both of these new tools have encouraging success metrics behind them, which bodes well for this wider rollout phase. It definitely seems worth a try to see if there’s any value for your company’s ad goals. But like most things with AI and tech-driven suggestions, take them with a grain of salt. The automatically created assets feature, in particular, might be a great way to break your ad creativity block so you can create an even better, more fitting ad campaign. Here’s to working smarter, not harder.

👻 Snapchat With Your AI Friend

📰 TL;DR - Adding to the AI product updates… Snapchat has added a chatbot powered by ChatGPT to the platform. Only available initially to Snapchat Plus subscribers, the bot “My AI” will be pinned to the top of the app’s chat tab and essentially allows users to harness the power of ChatGPT in a fast mobile-friendly version. Snapchat aims to eventually make the feature available to all of their 750 million monthly users.

💡 Insight - Snapchat CEO Evan Spiegel noted that, “The big idea is that in addition to talking to our friends and family every day, we’re going to talk to AI every day.” It’s a natural extension of the app’s social component linking friends and family. And sure, it can feel like every app is adding AI functionality these days… but adding it to a service that already hinges on community and social interactions makes sense. One might speculate whether or not Snapchat will go the road of Bing and other AI chat bots, eventually allowing ad targeting based on responses… 👀

🥤 The Marketing Expert Behind Crocs and the Stanley Tumbler

📰 TL;DR - Terence Reilly is the former CMO of Crocs, the plastic clogs company who was once a laughing stock and now high-fashion. During Reilly’s time, Crocs collaborated with Justin Bieber and Bad Bunny in addition to taking the runway at London Fashion Week.

Now, Reilly is three years into his role as the Global President of Stanley – a 110-year old brand originally known for thermoses and cookware for camping but now known as the viral TikTok cup. The 40oz stainless steel tumbler has become the new must-have item, all thanks to Reilly’s focus on a viral-chasing strategy.

The secrets in Reilly’s playbook to creating such a phenomenon:

  1. Expand your target market

  2. Find your fans

  3. Embrace a scarcity model

  4. Use DTC to bolster your position in stores

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