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This woman changed how you market your business. Melanie Perkins Founder of Canva – now valued at $25B+ She made design stupid simple – and created a global marketing machine in the process. → Targeted teachers & students → Made it free, frictionless, and fun → Spread across teams, schools, and eventually... startups How did it impact marketers? → DIY design = faster ad testing → Design democratization = more volume → Canva templates = viral UGC & faster go-to-market Make your product the starting point of distribution. If your users love it → they’ll market it for you. 💬 P.S: What tool has changed your business? - Follow Susan Coelius Keplinger for more!

Nobody shops in a funnel anymore. → Your prospects see your ad on Instagram. → Google you. → Get distracted. → Come back 4 days later via email. Funnels aren’t dead. But they’ve evolved. You need systems that meet buyers at multiple touchpoints—not just one path. How are you adapting your strategy for the 2025 buyer?

Some loves to throw around Lululemon as the gold standard of “you don’t need paid ads to scale.” And to be fair.. They did build a $50B+ brand without leaning on traditional paid ads in the EARLY DAYS. Lululemon isn’t your average brand. They leaned on: ✅ Cult-like community-building ✅ Hyper-premium positioning ✅ IRL retail dominance in key markets ✅ Ridiculously loyal customer base That strategy can work.. If you’ve got years of patience, sky-high margins, and a community that markets for you. But for 99% of brands today? You need predictability. You need scalability. And you probably don’t have a 10-year runway to "let organic do its thing." Here’s the kicker: Even lululemon runs ads now. Why? Because adapting to e-commerce growth, market shifts, and competition requires control over your growth levers. That’s where performance marketing comes in. It’s about: - Tight acquisition funnels - Data-driven creative testing - ROI clarity at every stage Lululemon could afford to skip paid ads EARLY because they were the exception. The rest of us? We scale smart, or we stall. 👀 - P.S: Curious if your current growth model can keep up in 2025?

We analyzed the marketing tech stacks of 6 XR innovators — and the results were telling! Only 2 are running multi-channel ad campaigns. 6 out of 6 use Google Tag Manager — but most aren’t touching personalization tools. Analytics? Everyone’s playing it safe with just the basics. So what does this data tell us? There’s a giant opportunity hiding in plain sight. Platforms like Reddit, Twitter, and the TradeDesk are wildly underused — especially by brands who should be leading. Don’t wait for the industry to catch up. Run pilot campaigns. Go where others aren’t. Test, learn, scale. Double down on what performs. Smart brands don’t follow the crowd — they find the gaps and go. P.S: What’s one underrated platform you’re seeing results on?

Just because it’s trending doesn’t mean your brand belongs in the conversation. Back in 2017, Pepsi dropped a campaign with Kendall Jenner that tried to tie their soda to social justice. It blew up for the wrong reasons. ➡️ Oversimplified real-world issues ➡️ Used activism like a trending aesthetic ➡️ Forgot the #1 rule: authenticity > attention Big takeaway for anyone running ads: Just because something’s “relevant” doesn’t mean it resonates. Especially if your product has no place in the conversation. I’ve seen 6-figure campaigns tank for the same reason. Don’t chase virality. Anchor in truth. 👀 P.S. Have you ever had a campaign flop that left you smarter?

Most founders think tax season is just paperwork season. But it’s actually one of the best times to reset your ad strategy. Here’s why April is low-key a power move for smart marketers 👇 1. You finally have real Q1 data. → No more guessing. Make decisions backed by actual performance, not gut feel. 2. Your product winners are clearer. → Double down on what’s converting. Pause the fluff. 3. A lot of brands pull back this month. → Which means cheaper CPMs and less noise (if you stay active!) Tax season is about reconciling spend. Ad strategy is about reallocating it. Let this month be your edge! 👀

Most brands sleep on spring. But I’ve seen campaigns in April outperform Black Friday in ROAS, repeat purchase rate, and cost per lead. Why? → Less competition = lower CPMs → Buyers aren’t fatigued → You can own the moment, not fight for attention Here’s how to win in spring: ✅ Lead with fresh creative ✅ Push LTV-friendly offers ✅ Think full funnel – not just discounts Don’t wait until November. Make April your sleeper hit. 💭 PS: What’s your brand doing differently this spring?

We don’t just buy media. We don’t just optimize creatives. We influence business-critical decisions. → Can it convert strangers? → Do upsells multiply returns? → Does the funnel match how people buy? This isn’t just ad buying. It’s executive-level decision-making. These are the conversations we need more of in this space. Curious how others are approaching it—what's your take?

I’ve made hundreds of high-pressure decisions as a CEO. I’ve made them tired. I’ve made them pissed. I’ve made them with millions on the line. Not all of them were right. But the ones that stuck followed this protocol: Here’s the framework I come back to — especially when it feels impossible to decide: Pressure Decision Protocol (PDP) Step 1: Pause (you’re in adrenaline mode) Step 2: Define the real problem Step 3: Scenario map it: best case / worst case / most likely Step 4: Choose the decision you can stand by in 6 months 📌 Bookmark this next time you’re in the fire.

The “Regret Minimization Framework” reframed for media buyers. If you're in charge of budget allocation, this mindset shift might save you serious regret—and money. 1. Think like Future You. Bezos asked: “Will I regret not doing this?” Ask yourself the same before finalizing your monthly ad budget. 2. Don’t obsess over ROAS alone. Some of your best insights won’t show up in ROAS right away. Regret comes from 𝙣𝙤𝙩 𝙩𝙚𝙨𝙩𝙞𝙣𝙜, not from testing and learning. 3. Budget for small bets. Set aside 10–15% to try something new. New platform. New angle. New audience. Don’t be the founder who almost tested what worked. You won’t regret the test. You’ll regret not running it. “What would 6-months-from-now me regret not testing today?” That's where to start. 👀

Click-throughs look great. But sales? Not so much. Sound familiar? Most brands blame the ad when conversions stall. But 9 times out of 10—it’s not your media. It’s your funnel. Here’s where we see things break: – Traffic lands on the wrong page – The CTA doesn’t match the ad’s promise – Page loads slowly, lacks trust, or asks for too much too soon All that hard-won traffic? Leaking out before it even gets a chance to convert. What we’ve found works: ✅ Every ad maps to the right destination ✅ The messaging flows from click to conversion ✅ The path is smooth, fast, and clear Before you scrap your campaign... check your funnel. Fixing that > rewriting another headline. 👀 P.S: What’s the biggest funnel mistake you’ve seen lately?

Founder to founder: If you had to scale with just three things, what would they be? For us, it’s this: ✅ Data = your edge ✅ Messaging = your multiplier ✅ Speed = your moat Curious: What’s your growth triangle look like?

Everyone wants to build a personal brand. Tobi Lütke built an empire—and you barely see him tweet. While others chase influence, he scaled a $60B+ ecosystem by: ✅ Solved actual founder problems ✅ Let the product do the talking ✅ Stayed deep in the build — not the spotlight He didn’t need hype. He built the infrastructure for others to win. That’s the kind of marketing that actually scales: Quiet, intentional, and built on outcomes, not optics. Respect to the builders. Who else fits this mold?

Not every agency should call themselves performance. If you're scared to be judged by CAC, you're not doing performance marketing. You’re doing outsourced execution. And founders deserve better.

Most brands don’t have a media problem. They have a strategy crisis. You can’t outspend misalignment. You can’t out-target chaos. You can’t optimize your way out of confusion. Marketing is a mirror. If your strategy is a mess, your results will reflect it loudly. Before you blame the platform, the audience, or the CPMs... Start with your clarity. PS: Tag someone who needs to see this before they launch.

I’ve seen this pattern across eComm, SaaS, even health tech: → Massive data sets → Complex tagging → Zero relevance Everyone’s “personalizing” Almost no one’s thinking through WHAT it means. Personalization without a plan is just surveillance. If you're collecting data, ask: → What does this unlock for the user? → How does this improve their journey? The future is consent-based relevance. The winners will earn it.

“AI will replace marketers.” Nah. It's turning up the contrast between marketers who know their craft and those who don’t. We’re already seeing it: – Generic copy gets ignored – Prompts without a strategy fall flat – Automation without insight = missed potential The best are using AI to accelerate creativity, not replace it. It’s about doing better, faster. It’s not AI vs you. It’s AI + skillset vs everyone else. AI doesn’t erase your edge when used right; it sharpens it. What’s the line between using AI and hiding behind it?

I used to wear hustle like a badge of honor. Late nights. Back-to-back calls. Inbox at zero by midnight. It looked like progress. It felt like momentum. But it was just burnout with good branding. ✅ Systems scale. Sprints burn out. ✅ Sustainable growth wins. Always. ✅ Discipline > hustle. Every time. As a founder, you don’t need to do more. You need to do what matters—on repeat. - What’s one system you built that saved your sanity?

I co-founded an ad tech company that helped Booking.com scale globally. We powered billions in transactions. But here’s the wild part... Most of what worked back then still works now. Here are 3 principles I still use today with 7-figure brands: → Data tells a story — if you know what to ask. → Segment first. Optimize second. → The real ROI isn’t in the ads. It’s in the system they live in. Performance marketing isn’t about tactics. It’s about structure. What’s your most valuable marketing principle?

In 2025, the buyer’s path looks more like this: Scrolls → Screenshots ad → Texts friend → Comes back 3 days later Or buys directly, but only after seeing UGC on TikTok + testimonials in story ads. It’s no longer awareness → consideration → decision. It’s more like “trust blips stacked into a moment of yes.” Look at how Glossier does it. → You see a TikTok review from a creator with skin like yours. → Then, a screenshot of their product line in a group chat. → Then their non-salesy email about a limited restock. → Then (only then) you tap "Add to Cart." It’s a sequence of micro-validations. If your funnel doesn’t mimic how people actually buy, it’s leaking revenue. What’s one buyer behavior shift you’ve noticed lately? 💬