Building Marketing Waiting Rooms™ - Join the community 🦄 | Content | Demand-Gen | Inbound

I practice the art of staying top of mind 🧠 This means I help brands clarify their message and bring it to life in unforgettable social content and ads.

Justyna Ciecierska-Göçeryan

When I was a marketing intern I’d drink beers with our sales director and write ad copy on the back of a napkin.


Those napkin scribbles outperformed 80% of the campaigns I agonised over with the marketing team.

I honestly got along better with sales than my marketing colleagues.

Their world just made more sense to me LOL.
The sales floor was my church.

I'd lurk in the hallways, eavesdropping on reps pacing back and forth with their headsets on, totally in their flow.

I got to hear bizarre customer objections they handled.
I got to observe them close a deal everyone else had pronounced dead.
I got to know our customers so much better thanks to them.

And I think it’s beautiful 🫠

No grand revelation today. 

Just this:
Go grab a drink with your sales team.

They'll make you a better marketer.

What's the best thing you've learnt from your sales colleagues?

Justyna Ciecierska, MSc

Founder @ Marketing Waiting Room - Messaging & creative strategy

I stopped dumping detailed buyer personas docs into ChatGPT. I replaced it with 3 sentences. Content gets DRAMATICALLY better.


When you vomit a 20-page document into AI, it doesn't magically cherry-pick the most important things.

It sees 47 different directions it could take, and it tries to lump it all together into one generic, illogical content sludge.

If you want AI to generate HYPER-RELEVANT content that attracts your IDEAL buyers, you need to strip your targeting down to its essence.

You only need three elements.
Three short sentences.
That's it.

1. DREAM OUTCOME: What are they trying to achieve?

2. PROBLEM: What's getting in their way while chasing that dream?

3. PSYCHOGRAPHICS AND BEHAVIOUR: How are they wired? What makes their situation unique?

So for example:

Imagine you are a business coach helping people get their first customers.

Here's your audience:

DREAM: "They want to start their own business or are in the early stages."

PROBLEM: "Terrified of losing stability and wasting lifetime savings."

PSYCHOGRAPHICS AND BEHAVIOUR: "Perfectionists. Not business-savvy. Overwhelmed. Overthinkers. They think they have to have a perfect product before selling."

Now here’s the thing:

Two people can have the same dream, and even the same problem.
But if one is business-savvy and the other is an overthinker paralysed by perfectionism, they will be interested in different content.

See the difference:

Overwhelmed perfectionist: "How do you know your offer is good enough before you start selling?"

Business-savvy doer: "Here’s the fastest way to sell your offer so you can find out if it's good enough."

See the nuance?

AI needs explicit, non-ambiguous guardrails to know exactly who it's writing for.

And yeah, I know, stripping everything down to its core is annoying, uncomfortable work.

But trust me - once you do it AI content gets waaaaay better and you stop prompt-wrestling.

This is literally what I do when I set up an AI Content Brain for my clients:
I turn their messy targeting and messaging into something AI can easily use.

Want me to do the same for you?

Go to: marketingwaitingroom.com and book your intro!

Founder @ Marketing Waiting Room - Messaging consultancy

How this truck salesman uses a BIZZARE playbook to hijack your brain in 120 seconds.


You might think this sh*t is chaotic, super random and silly.
But it’s actually well thought-out.
Masterclass in attention and memory encoding.
Let me explain

1/ CURIOSITY GAP
The video starts with a man telling a woman:
“Lean back. Don’t worry. I’ll catch you.”
You immediately want to see how this ends so you keep watching.

Attention? Check.

______

2/ SHOCK AND PATTERN INTERRUPT

→ He lets her fall.
You feel shock. Confusion. Surprise. This breaks your expectation. Your brain is now more receptive to the message that follows. 

→ That's when he delivers a life lesson: “Don't trust anybody.”
Your brain assigns him authority and credibility. Then he adds: "Except when buying trucks - trust me". That’s his bridge to the product.

(btw notice how he uses that gigantic comb for no good reason to keep your attention).

______

3/ SHOWMANSHIP + NOVELTY BIAS

The guy doesn’t list features.
He PERFORMS the features.

→ He measures the truck’s length by doing mid-air splits
→ He pretends to be a doctor while “diagnosing” engine power

You might think it’s silly but it’s actually genius for two reasons:
1) The weirdness keeps attention high
2) The showmanship bypasses sales resistance

When people realise they’re being sold to, they instinctively put up mental defences and stop processing the message.

By wrapping the pitch in weird, entertaining behaviour, he prevents your brain from labelling it as “advertising,” so those defences never activate

______

4. MEMORY HOOKS

While you’re entertained, he casually encodes the USPs in your brain:
→ Engine power
→ Cargo box size
→ Comfortable interior

He uses memory hooks to ensure you remember the most important things:
→ The brand name
→ The product and its USPs

Dude keeps saying:
“Jerry… Jerry… Jerry…”
Jerry is the company name.
He repeats it so often that it burns into memory.

And the weird acts (doctor, splits, comb) act as memory glue.
Your brain links:
Jerry → weird doctor → powerful engine
Jerry → splits → long cargo box
Jerry → comfort → funny guy

After watching the video, your memory is left with the most important keywords:

Jerry
Chinese
Great trucks

NOW CHECK THIS:
Next time you need a truck, your brain will remember these keywords, and you will Google the,m and you will find them.

The reason AI content sounds generic has nothing to do with AI.

It's you.

You're dumping 20 pages of audience research and 47 pages of transcripts into ChatGPT hoping it will do the hard work of figuring out whom you're actually talking to.

It won't. That's your job.

AI doesn't need all that information.

It needs clarity.

Three sentences.

If you can't explain your audience in three sentences, your problem is not generic content.

Your problem is targeting.

Clarity in, clarity out.

Want me to ruthlessly clarify your targeting and messaging and set up an AI content assistant that writes hyper-relevant content?

Go to marketingwaitingroom.com and book your intro.

The term “long-term marketing” is misleading. It suggests that results take years to appear, but that’s not true.


We praise direct response marketing for its quick and measurable results:

> Show an ad
> Customer clicks
> Customer takes action

But there’s another part of marketing that feels more ambiguous.

It’s often labelled as “long-term,” “brand awareness,” or “brand marketing.”

But not many people understand its mechanics.

A good way to think about it is indirect-response marketing.

(Or how I like to call it - Marketing Waiting Room™) 

It works differently.

The purpose is to build something deeper: memory structures in the buyer’s mind that can be retrieved when a buying trigger hits.

These memory structures are what drive people to come directly to you or make your direct-response marketing efforts perform better.

This type of marketing is often lumped into the “long-term” category, making it seem vague and uncertain in its ROI.

The real issue is that many marketers don’t fully grasp how to make it work.

It requires a different set of skills, thinking, and approach.

It’s about creating a resilient and valuable asset.

One that lasts beyond any specific channel or campaign and doesn’t show up neatly on a dashboard.

But that doesn’t mean it takes years to see results.

If someone is exposed to marketing your assets that build memory structures and then experiences a buying trigger just days later, that memory will activate, driving action.

Over time, this memory structure gets stronger, and these effects become even more visible.

I’ve built an AI content system that doesn’t just generate content, it follows your strategy. And OMG, it works ridiculously well!

If you’ve followed my work, you know I’m annoyingly picky about content.

I care about relevance, nuance, originality, and quality.

So I’m not interested in cranking out more AI slop.

For me, it’s all about using messaging, targeting, content strategy and internal expertise to create on-brand, original content across channels.

I pre-package and pre-chew it for AI.
I call it the “AI Content Brain” and it works like a charm!

Why?

Because I strip down the strategy to its essentials and structure it in a way that AI knows how to use it when creating content.

To be clear, it’s not something I whipped up quickly overnight.

I've been obsessing over this since 2022.

Testing, breaking, refining.
Figuring out exactly how to make AI finally *get it*.

I’ve been offering this as a productised service for a few months now, and I'm opening new slots today!

In 3 weeks, you get:

→ Your positioning, messaging, targeting, and content strategy defined and compressed into a clear doc AI can follow, no 20-page-long pdfs

→ Your internal expertise, product info, opinions, stories, and IP extracted and structured so it can be easily reused across content

→ A Content Brain that gives AI the exact context it needs to stay on strategy and stop hallucinating

→ AI content assistants that turn any raw input, ideas, notes, transcripts, conversations into on-brand, high-quality content across channels

All set up for you in a tool of your choice: Gemini, ChatGPT, Claude - you name it.

So if you want to scale your content creation without losing your soul and substance, I would LOVE to build this for you!

Head to marketingwaitingroom. com and book your intro.

B2B marketing has a technical addiction


Growth hackers
GTM engineers
Frameworks
Automations
Ratios


We treat marketing like an engineering challenge.
And we don’t want to admit that it’s mostly a communication challenge.

I came across this quote lately:

“The truth isn’t the truth until people believe you, 
and they can’t believe you if they don’t know what you’re saying, 
and they can’t know what you’re saying if they don’t listen to you, 
and they won’t listen to you if you’re not interesting, 
and you won’t be interesting unless you say things imaginatively, originally, freshly.”

Bill Bernbach figured this out decades ago, but somehow we convinced ourselves that B2B marketing works differently.

We’re excused from clarifying our message and allergic to a little art.

Is it because we think our products speak for themselves?
Or is it because we don’t feel like doing the difficult work?
Or is it because martech has led us to believe that we don’t need clarity and creativity if we have a good tech stack?

I don’t know.

But I do know this: clarity and creativity in marketing aren’t optional.

They’re THE job.

POV: LinkedIn Ads perform at Got Talent...

I wish more B2B marketers and founders knew that…


1. Brand is your silent salesperson

2. Having no competitors is usually a bad sign

3. Signing up to a newsletter doesn’t mean someone is in "consideration stage"

4. Building brand awareness means building mental availability (buyer memory)

5. A marketer’s job is to make the brand easy to recall and easy to buy

6. You shouldn’t “scale marketing” before you’ve decided on positioning and messaging

7. Good advertising kills bad products

8. Creativity in marketing isn’t optional. It’s THE JOB

Couldn’t come up with 10. Help? 😅

My content workflow lately: I talk out loud to my “AI Content Brain” for 15 minutes on Monday mornings. Then it remixes my answers into endless posts.


That’s it.

Since I built my AI Content Brain in Claude, my content workflow got 

SO.
MUCH. 
EASIER.

And weirdly, way more fun.

Here's what I do now:

STEP 1: I start with the "interviewer mode"

Claude asks me questions as if it were my ideal buyer.
I just answer out loud (I use WisprFlow)
Casually. No writing. No pressure.
You would not believe what comes out of your brain when you're not trying to "write."


STEP 2: Claude remixes my answers into endless content pieces

It doesn't just summarise. 
No, no.
It does something more sophisticated.

It filters my rambling through my specific Targeting, Messaging & Positioning rules.

This means it knows what I sell, my unique PoV and what my target audience is interested in.

The Result:
→ 15 minutes of talking = 5-10 high-quality LinkedIn posts.
→ It’s not "AI-generated." It’s "AI-extracted."
→ The thoughts are 100% mine. The typing is 0%.

So here’s my advice to you:

Stop trying to create content from scratch.
Start having conversations and let AI do the remixing.

Want me to build your AI Content Brain for you?

Go to: marketingwaitingroom (dot) com and book your intro.

How to deal with messaging and content in an emerging vs. a mature market
TLDR: 

- Emerging market: your goal is to make your brand name = category. Which means your messaging and content should be category-focused. Not differentiation-focused

- Mature market: your goal is to communicate why your solution is better than the default. Which means your messaging and content should be differentiation-focused. Not category-focused.


EMERGING MARKETS:

Context:

→ Few competitors and no clear category leader yet
→ The real race isn’t differentiation. It’s becoming the obvious choice for the category
→ Low and uneven buyer awareness: many don’t know the category exists or don’t understand it
→ Buyers feel the problem but lack the language to describe it 


Messaging & content goals:

→ Create category awareness
→ Associate your brand with the category
→ Establish shared language: Frame and name the problem and the solution
→ Proprietary naming helps create associations (e.g. GTM engineering, Clay tables)

MATURE MARKETS

Context:

→ Many competitors and a clearly defined category
→ Buyers understand the problem and the available solutions
→ One or more strong leaders already exist
→ The game is differentiation

Messaging & content goals:

→ Clearly articulate how you are meaningfully different from the default options
→ Justify switching
→ Question what the category has normalised, or what is outdated etc. (e.g. Basecamp's calm work philosophy)

If I were Head of Marketing with a $300K+ budget, the first thing I'd do is:


Decide what our brand should be known for.

Don't forget this:

You're not investing $300K+ in channels.
You're investing in spreading a message.

TAKE THAT SERIOUSLY.

It's what makes your big girl budget deliver big girl results.

Pretty please, don't reduce yourself to 

a traffic factory 
a leads generator 
an ROI calculator

You're the architect of the big idea.

The thing people remember. 
Repeat. 
Talk about at dinner. 
Mention to their boss in every Monday check-in.

You're here to create something people are impressed by. 
Inspired by. 
Attracted to.

That's your real job.
The clicks and leads will come... wait, scratch that... they'll POUR in as a result of that.

Brands people can't stop talking about stand for something and own it:

→ Basecamp: "It doesn't have to be crazy at work" 
→ Gong: "Sales call reality over opinions" 
→ Intercom: "Marketing is conversational" 
→ Miro: "Where teams think together" 
→ Lovable: "Build something lovable"

So tell me - what's the one thing you want living rent-free in your buyer's brain when they finally have the problem you solve?

Why your “TOFU” or “demand” or “brand” campaigns are not working.


Because you’re trying to run them before you’re clear on what they’re meant to do.

Not many people realise that these campaigns are supposed to achieve mental availability.

Which simply means that your brand is top of mind when buyers realise they have specific needs and wants.

Like: When I need to decorate my house and I want it to be stylish, but also functional I think IKEA.

Or: When I need to improve how my sales team performs and I want clear, objective insight into what actually closes deals, I think GONG

This should be your starting point.

If you don’t define the needs and wants that your brand satisfies in one sentence like above, you don’t have the foundation for demand gen.

You end up with Frankenstein ads communicating everything and nothing.

They are hard to understand.
And therefore are hard to remember.
And therefore they will not work.

This gets especially painful in B2B software companies that kept adding features, use cases, integrations, and personas…

…until nobody can explain in one sentence when someone should think of them.

When this happens, the smartest thing to do is to hire an expert to help you boil it down to one simple message.

Otherwise you’re setting your marketing budget on fire.

Johnson Health Tech. Co., Ltd.

Commercial Brand Marketing Manager

Aleph One Marketing

Developed and executed marketing strategies and targeted campaigns to achieve client business goals through integrated platforms including social media, email, digital ads, events, and more.
Created engaging social media and email content that promotes brand awareness and generates leads; collaborate with designers and clients directly.
Oversee HubSpot portal, optimize workflows and reporting to derive key insights and align marketing and sales.
Designed websites and develop content for AI incubator projects.
Led internal marketing efforts and collaborate on strategies for agency clients.
Planed and managed workshops and events to drive engagement.
Promoted podcasts - Marketers Talking AI and Marketers Talking Marketing.
Produced regular reports on marketing KPIs across channels like Google Ads, HubSpot, and social media to inform initiatives.
Leveraged skills in content creation, digital marketing, and events to contribute to company and client success.

Associate Director of Marketing

Develop and implement comprehensive marketing strategies that align with clients' business goals and drive measurable results
Conduct market research and analyze data to identify opportunities for growth and develop targeted campaigns that resonate with specific audiences
Collaborate with cross-functional teams including designers, writers, and developers to execute campaigns across multiple channels, including email, social media, and paid advertising
Stay up-to-date on industry trends and best practices to ensure that marketing strategies are innovative and effective
Lead client meetings and presentations to communicate campaign progress and results, and provide strategic recommendations for future initiatives
Manage budgets and allocate resources effectively to ensure that campaigns are executed on time and within budget
Build and maintain strong relationships with clients, acting as a trusted advisor and partner in their marketing efforts

Senior Marketing Strategist

Growing To Give

Develop and execute successful fundraising strategies that align with organizational goals and objectives.
Build and maintain strong relationships with donors, sponsors, and community partners to secure major gifts and sponsorships.
Implement and manage a donor database and CRM system to ensure effective communication and stewardship of donors.
Conduct strategic planning and analysis to identify opportunities for growth and maximize fundraising potential.

Director of Fundraising - Volunteer

Harvard in Tech Seattle

As a member of the market research team, I have supported the assessment of targeted tech professional networks by:

- Collecting data on the top five market comparators for tech professional networks, which enabled HiTs to benchmark its offerings against competitors.
- Developing a database of 20+ relevant tech professional networks, which served as a reference for market requirements and helped to ensure HiTs was able to run a successful tech professional network.
- Establishing an inventory of 10+ relevant market landscape resources, which informed HiTs on the state of play in the tech professional network space and helped to identify new opportunities.
- Assisting the strategy team in developing HiT's service offerings and value proposition by providing market insights and identifying gaps in the current market offerings.
- Supporting the marketing team in developing a marketing plan and strategy by assembling and analyzing relevant data and setting objectives. 

Through my efforts, I have been able to provide valuable insights into the tech professional network space, that can contribute to HiTs' overall success in the market.

Market Research Analyst - Volunteer

Successfully executed marketing campaigns and implemented strategies that align with organizational goals and drive revenue growth. By analyzing user data and collaborating with cross-functional teams, I have developed targeted campaigns that increased engagement and improved conversion rates. My accomplishments include:

- Increased social media engagement by 40% and website traffic by 25% through the implementation of a comprehensive social media marketing strategy.

- Managed and delivered multiple projects on-time and within budget, resulting in cost savings of 10% for the organization.

- Led the planning and execution of 15 successful brand showcases for business leaders and supported their market launch.

- Conducted market research and analysis that identified a new target audience, resulting in the development of customized campaigns that increased revenue by 20% over a one-year period.

In addition to my marketing skills, I am proficient in using Google Ads, CRM software, Meta Business Suite and Adobe Creative Cloud to create impactful marketing campaigns.

Brand and Communications Marketing

As a valued team member, I have contributed to fulfilling both internal and client needs within the marketing and communications sphere. I have produced marketing collateral, including A-frames, totems, apparel, menu boards, videos, social media campaigns, and uniforms for our clients in the restaurant industry.

Using analytical skills, I have monitored trends, identified new opportunities and markets, researched and reviewed external agencies' work to increase engagement levels. Through these efforts, I have achieved the following metrics:

- Increased social media engagement for clients by 50% through effective campaigns and content creation.

- Generated $250,000 in new businesses through successful proposal coordination and business development efforts.

- Improved customer satisfaction scores by 20% through the creation of tailored marketing plans and initiatives.

- Managed and executed projects within budget and on-time, resulting in a 15% reduction in project costs.

Additionally, I have coordinated with Business Development, Key Account Managers, and Head of Marketing on tenders, refurbishments, and proposals to ensure seamless execution and success.

Through my contribution to these areas, I have helped to deliver successful marketing and communications campaigns that have helped our clients achieve their business goals.

Marketing and Communications Intern

McCullagh Wall

Oversaw digital marketing aspects such as managing MWS’s online presence, SEO content creation, and social media management; aimed at elevating engagement levels, readership and online community involvement. 

Planned and facilitated events/seminars encompassing management, public relations and marketing issues.

Key player in influencing MWS to adopt a new CRM system by generating marketing report of other legal firms who have done so; eventually led the establishment and build of a new database system to support the new CRM system.

Marketing Intern

Indian Institute of Management, Indore

Designed events for spreading awareness about various social causes among the public. E.g. Adult Literacy Program, Medical camps in schools.

Member of Pragat-I(social club of IIM Indore)

NourishCo Beverages Limited

- Conducted market analysis to understand the current Himalayan distribution footprint in Bangalore 
- Researched to find indicators using competitor analysis which would help frontline salesmen in identifying Himalayan water potential outlet. 
- Profiled 254 On-Site outlets to identify the lowest selling outlets and shortlisted promising outlets in all the major locations of Bangalore
- Classified 56 outlets on their basis potential and ease of targeting to test the outlined hypotheses
- Achieved results were reported and used as inputs to convert and sustain sales in various cities

Summer Intern

DuPont

Contributed to fundraising and community efforts by participating in brainstorming sessions and organising events.

Identified potential ways to increase engagement, involvement, and to achieve fundraising and monetary goals.

Communicated with communities to better understand needs, urgent matters, and an ideal living environment.

CSR intern

Saving Businesses from Bland Campaigns💡| Integrated Marketing Strategist & Pro-bono Advocate (MSc, MBA) ‍♀️

If I had to describe myself in just three words, I'd go with innovative, strategic, and driven. These qualities fuel my passion for multichannel marketing and help me create campaigns that truly make a difference.

Here’s a bit more about my journey:

👋🏼 With an MSc and MBA in Marketing, I’ve spent several years building a solid foundation in the field. My expertise lies in blending creativity with data-driven insights to elevate B2B brands.

In my previous role, I transformed our website from a quiet café into a bustling hotspot, boosting traffic by 200% and lead generation by 300%. My experience spans demand generation, marketing automation, and direct marketing, bringing a fresh perspective to every project.

I’ve had the pleasure of leading marketing efforts across various industries, from technology to hospitality. Whether as an Associate Director of Marketing or a Senior Marketing Strategist, I’ve developed strategies, managed budgets, and led fantastic cross-functional teams.

What truly excites me is integrating branding, content creation, and project management to achieve outstanding results. Designing a brand’s identity or executing a multi-faceted campaign is where I thrive.

Currently, I’m focused on discovering new ways to enhance marketing effectiveness and staying ahead of industry trends. When I’m not working, you might find me hiking, practicing yoga, or experimenting with vegan desserts for my cookbook, "Guilty Pleasures - Vegan Desserts with Natural Sweetness."

I’m also passionate about giving back, so I volunteer my marketing skills to help non-profits amplify their impact.

P.S. I look forward to connecting with amazing professionals like you who’ve taken the time to read this!

taplio

The Battle

Justyna Ciecierska-Göçeryan

Nivedita K.

Followers

Posts

Engagements

Likes

Performance ScoreJustyna Ciecierska-Göçeryan's LinkedIn Performance

Ready to grow your LinkedIn presence?

taplio

The Battle

Justyna Ciecierska-Göçeryan

Nivedita K.

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Justyna Ciecierska-Göçeryan's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreJustyna Ciecierska-Göçeryan's LinkedIn Performance