Lyssna

Growth Marketing Specialist

adplist.org

Growth Mentor

Passionfruit

Freelancer on the Passionfruit Platform, working on 3 projects.

Ruben Lozano Me

Projects:
- Cake Equity:
- Userpilot:
- Maze:
- Earthly:
- Nuclia:
- Holded:
- Deliverea:
- ImaginBank:

LEGALFLY

Performance Marketing Specialist

Cake

basesite

Userpilot

As a marketing analytics consultant at Userpilot, I provided strategic guidance and hands-on support to optimize their digital marketing efforts. My role focused on enhancing tracking and analytics across multiple platforms, including Google Ads, Google Analytics, LinkedIn Ads, and HubSpot. I implemented improved tracking systems, developed and analyzed advertising campaigns, and offered data-driven recommendations to boost performance and reduce costs. Key areas of expertise included UTM management, Dynamic Search Ads optimization, lead tracking enhancement, and cross-platform campaign analysis.

Performance Marketing Consultant

Worksome

Terawatt

Growth at Lyssna

With expertise honed in growth and performance marketing, my role as a Growth Marketing Specialist focuses on leveraging product analytics to drive user acquisition and retention. At the core of my competencies lies a deep understanding of user research, enabling tailored strategies that resonate with target audiences and optimize conversion rates. My efforts are instrumental in elevating startups to new heights through data-driven insights and innovative marketing tactics.

The intersection of creativity and analytical prowess defines my approach to performance marketing. Collaborating across disciplines, we've shaped dynamic campaigns that captivate and convert, evidencing the power of meticulous planning and adaptation in the fast-paced tech landscape. My mission remains steadfast: to deliver growth that not only meets but exceeds startup expectations, fostering a culture of success and continuous improvement.

I am so excited to be in the AirOps Cohort! I know it is going to be a must tool from now on for any startup and I cannot miss this opportunity to dominate and master the tool from the best.

I missed the first session for family reasons but I will be in the following ones.

Thanks Andrea McCormick and Caroline Stokes for the video recording. I will see you today in the second session.

#AirOps
#ContentEngineer
#GTMEngineer

Ruben Lozano

Growth-Driven GTM Engineer & Marketer (SaaS & B2B)

I have been thinking in the last week the role of a marketer in the coming years with the use of AI.

With AI, there are many tasks that we are not going to do it again, we are going to automate a lot things, which means we will have more time to work on other areas like AI Search, Content, Outreach, Experiments, etc. Which means, we don't need many people in the team, because on each area, we can automate a lof of those tasks.

We are going to automate even areas like AI Search and Outreach, where AI is going to do the whole prospecting, reaching, proposal and maybe I can be in the last part of the signing of the contract. Besides, that AI can do it everything itself.

Then, we don't need many marketers in the companies, we basically need C-levels, which are the ones that know about the industry and the product and the ones that decide the strategy and tactics and a few of them to execute with AI the tactics.

Do you think the number of marketers is going to decrease in the coming years? I can see many CEOs with the principle of using AI first before hiring a new position.

If you know this is going to happen, are you going to take action now? How do you see your future?

Like any other moment in your life, you should take the risk and do it, even if that means in an uncomfortable position, earn less and challenge your learning skills.

1 year from now, you will be grateful of that decision, like many others in your past.

#Marketers
#AIMarketing
#FutureOfMarketing

I love the knowledge that Simon Sinek shared in the video podcast of #TheDiaryOfACEO.

My main takeaway? Life is about the journey not about the destination. This is used with the idea of using AI at work. What makes Simon Sinek good and what he does is not the book, it is all the time and struggle to write a book.

This is super important. AI can help us to get the output faster, cheaper and with no mistakes but don't forget that you need to have the knowledge and that is only coming through the time and effort of working.

Many people are using AI for Linkedin posts and for content marketing. If you use AI for writing content that YOU DON'T HAVE EXPERTISE, at some point the customer will know that you are not who you are saying. And that will be bad.

We need to put the time and effort and go through the struggle to learn in order to dominate and master topics. There is no other way. AI can help you but you need to be the one to know that skill, otherwise, you are not useful at all.

Think about it.

#SimonSinek
#JourneyMatters
#GrowthThroughStruggle

Cleaning my inbox this morning, I saw this email coming from Clay, #Sculpt.

Honestly, this is like Lovable but for GTM Engineers. You can go there and ask whatever you want to do and Sculpt will be able to set it up everything.

AI is making things really easy but there is a huge learning curve of all the new things we need to learn every month from each new tool using AI.

#LovableClay
#GTMEngineer
#GrowthMarketing

What’s one way you’ve used AI to simplify a task?

Probably the ones that I use the most is summarise articles into main 5 key points.

Really exciting times are coming...

Startups don't need marketers with old playbooks any more. What they need are growth mindset marketers that want to experiment and test everything and learn from it.

Founder of GenAI ⚫️ Circle / Humanoidz (Autonomous Venture Studio) / Fractional CxO (AI/GTM)

i watched the openai demo a couple days ago, it's even more obvious... the whole seo game just changed overnight. users won't even need to visit your website anymore.

they dropped this apps sdk thing where chatgpt basically becomes its own little app store =  so again....users won't even need to visit your website anymore.

like, think about how we used to do things. someone googles something, clicks through to your site, maybe converts. that whole flow? it's kind of done.

now it's just: ask chatgpt → it surfaces an app right there in the chat → transaction happens without ever leaving.

we chatted about this yesterday in a braintrust with marketers in saas, someone asked jokingly "wait, so my entire seo strategy is basically worthless now?"

and honestly? maybe.

here's what i'm seeing:

google had this monopoly on being the starting point for everything online. that's cracking. chatgpt is now deciding which brands show up for which questions. (and we have zero idea how that algorithm works yet)

remember when we all freaked out about google's featured snippets stealing our clicks? that was nothing. chatgpt is building an entire ecosystem where users never need to click anywhere.

the craziest part = all those things we obsessed over for two decades? domain authority, backlink profiles, those 10,000 pages of "seo-optimized" content we wrote?

chatgpt doesn't care about any of it.

it only cares if you can solve someone's problem right there in the conversation.

i think we also all saw that company last week that dominated google for 15 years. massive domain authority. they're nowhere in chatgpt's recommendations. (can't remember the post i saw? anyone have it?).  meanwhile, this tiny startup with a good chatgpt app? they're cleaning up.

anyway, here's what i'm telling everyone:

figure out which queries you absolutely need to own in this new world. not keywords - actual questions people ask.

get on that sdk waitlist yesterday. first-mover advantage is real here.

start small. build a calculator, a product configurator, whatever. just get something live and learn how this works.

(funny thing - i actually started sketching out our chatgpt app strategy in notion last night)

the shift is happening whether we're ready or not. might as well figure it out now before everyone else catches on.

Thanks to Diane Leyman who shared a first study about AI Mode in Australia to our Slack channel about marketing, I found an interesting study about how users were using Google AI Mode.

In this article, Kevin Indig, was mentions an extensive study about Google AI Overviews (AIOs). This was in May and I believe it is still fresh and might not be clear enough to all the Marketing Leaders how the customer journey is changing.

Key Findings:
- Traffic Drain: AIOs significantly reduce outbound clicks, especially on desktop. Mobile fares better but still sees a drop.
- Limited Attention Span: Most users only read the top third of an AIO.
- Trust is Earned: Trust is gained through depth of content and clear, authoritative sources cited high up in the AIO.
- Demographic Differences: Younger mobile users are more likely to embrace AIOs, while older users still prefer traditional search results.
- Community and Video Matter: When users leave the SERP, they often go to Reddit, YouTube, or forums for social proof.
- Trust is the New Gatekeeper: Users prioritize trustworthiness of a source over relevance when choosing a search result.
- Demographics and Devices Influence Behavior: Age and device type significantly impact how users interact with search results and AIOs.
- Social Proof is Important: Community-based content (Reddit, YouTube) is often used to validate answers found in AIOs.

Here is the study: https://lnkd.in/dqc-s8G9

Now, the question is, how do we update our strategies, tactics and channels to adapt to this new customer journey? Let's experiment!

Thanks to Kevin Indig for the work.

#GoogleAIOverviews
#GoogleAIOs
#UserBehavior

A few days ago I was reviewing a study about the use of Google AI Overviews (AIOs) and how that is impacting the customer journey in startups. From that study, I saw that they were talking already about the use of Google AI Mode but I couldn't see it here in Spain.

Now I know is available and it is super interesting.

For all those paid advertising marketers out there, you won't see any paid search placement in those informational queries... Yeap.

I hope you are getting ready for the big change that is happening right now and testing new channels for your growth portfolio.

#GoogleAIMode
#NewCustomerJourney
#PaidSearch

Today we are having a special workshop at Lyssna! Test your Lovable prototype with Lyssna.

I don't know you but since Lovable is here and I am not stopping to start creating tools for my own purpose inside the marketing area. Tools that I am thinking it might be useful for other Marketing Managers and it might have the potential to be a tool in my website to share.

Here you can see one of the latest ideas. We are always questions about what is the sponsored ad or a boosted post on Linkedin Ads that is "working" the best (I really hate that word in ads). I might say is not what is or not working but what ad is the one that is getting more engagement between all of them. This tool might help to answer this question. What do you think? Should I finish it and share it with you?

I have a prototype and I would definitely love to test it if this can be something valuable and helpful. This is your case, you have ideas in your Lovable account waiting to test, join me and Joe Formica in this amazing workshop.

Link in the comments.

#TestYourLovable
#Prototypes
#LyssnaForMarketers

I really love the video podcast from Steven Bartlett, The Diary Of A CEO.

Definitely, this is the kind of content that should be a must watch when starting university. This is the kind of content that no one is going to teach unless you have a good mentor or that mentor is your mother/father.

There is no excuses to learn from the elite and apply all the best practices.

#LearnFromTheElite
#LearnLifeLessons
#TheDiaryOfACEO

If you are ignoring how AI is impacting the new customer journey, you'd better read this and start to apply some of those actions.

#AIAssisted
#NewCustomerJourney
#AIMarketing

ChatGPT just hit 800 million weekly active users, up from 500 million in March. AI discovery is the fastest-growing channel to reach your customers. But more than that, it forces us to rethink buyer journeys for AI discovery.

The team at Docebo told me AI discovery now accounts for 12.7% of their high-intent leads, up 429% (!) from last year. They're doing this with one dedicated team member (Valeriia) plus an assist from AI tools like AirOps & XFunnel.

Here's the thing: ChatGPT leads don't look like SEO or referral leads. 

They show up ready to buy, either going to your website directly (*after* they've made a decision) or searching for your brand on Google. Branded search now accounts for 85% (!) of Docebo's search traffic -- meaning 85% who come from Google already know about the company.

▶️ The old buyer journey: Problem awareness > feature research > vendor comparison > brand selection. 

▶️ The new buyer journey: AI-assisted research > network validation > direct brand search > selection. 

Read more in Growth Unhinged about what this means & how to get more pipeline from AI search: https://lnkd.in/ee2wKTbR

The TL;DR:
1. Measure your AI search performance through self-reported attribution, branded search traffic, and share-of-voice in AI queries.
2. Late-funnel SEO is the foundation for great answer engine optimization (AEO).
3. The dirty work of AEO has to get done: updating, formatting, and structuring content for LLMs.
4. You can see tangible AEO results with a modern tech stack.

#aeo #ai #seo

Are you using Clay to enrich and create all the personalisations to do outreach with lemlist?

Then, you might have the problem of seeing the values of the variables exported for the body and the subject line, where there are no line breaks or paragraphs. That is because you are using a HTML format in Lemlist and it is not a plain text.

When creating the steps of the personalised sequences on Clay create the instruction to get the output as HTML format to be able to use it on Lemlist without any problems.

#GTMEngineer
#LemlistHacks
#ClayHacks

Open article: Miro | Canvas 25 by canvas.miro.com

España genera buen conocimiento y contenidos.

Además, esta entrevista toca un tema en el que, como termina diciendo, el cambio que viene va a ser muy importante para todos en menos de 2 años.

No es el primero y creo que aunque ya se está avisando a muchos les va a pillar tarde.

Esta semana Jesus Monleon me ha invitado a entrevistar a David Villalon para el podcast de SeedRocket. David es cofundador y CEO de Maisa AI, un proyecto IA que nos demuestra que se puede jugar en la liga de los mayores desde Valencia.  ¡Y vaya si se puede!

¡Espero que os guste!

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