Will G.'s Linkedin Analytics

𝐘𝐨𝐮 𝐀𝐫𝐞 𝐍𝐨𝐭 𝐘𝐨𝐮𝐫 𝐂𝐮𝐬𝐭𝐨𝐦𝐞𝐫 The fastest way to kill your marketing? Confuse your taste with your customer’s truth. 𝐓𝐡𝐞 𝐂𝐄𝐎’𝐬 𝐂𝐮𝐫𝐬𝐞: Juicero’s founder loved his $400 juicer. Customers didn’t. New Coke’s execs bet on “better taste.” Fans revolted for nostalgia. 72% 𝐨𝐟 𝐚𝐝𝐬 𝐟𝐥𝐨𝐩 when leaders skip audience testing (Nielsen). 𝐘𝐨𝐮𝐫 𝐨𝐩𝐢𝐧𝐢𝐨𝐧 ≠ 𝐝𝐚𝐭𝐚. Your job isn’t to be the customer. It’s to listen to them. 3 Ways to Stop Drinking Your Own Kool-Aid: 1️⃣ A/B test everything (ads, emails, landing pages) before you fall in love. 2️⃣ Mine Voice-of-Customer (VOC) gold: Reviews, surveys, support tickets. 3️⃣ Ban “I think…” Replace with “The data shows…” in every meeting. 𝐓𝐡𝐞 𝐑𝐞𝐬𝐮𝐥𝐭? Campaigns that convert, not just feel clever. Teams freed from HiPPO whiplash (Highest Paid Person’s Opinion). Growth fueled by humility, not hubris. 𝐋𝐚𝐬𝐭 𝐓𝐫𝐮𝐭𝐡: Your “visionary” idea is a liability until customers validate it. Your job isn’t to be the consumer. It’s to serve them. 𝐏𝐒 Audit your last 3 campaigns: How many decisions were driven by data vs. ego? #MarketingStrategy #CustomerCentric #DataDriven

𝐒𝐩𝐞𝐞𝐝 𝐦𝐞𝐚𝐧𝐬 𝐦𝐨𝐫𝐞 𝐫𝐞𝐯𝐞𝐧𝐮𝐞. 𝐅𝐮𝐥𝐥 𝐬𝐭𝐨𝐩. The slower you are, the lower the number. 𝐓𝐡𝐞 𝐃𝐨𝐰𝐧 & 𝐃𝐢𝐫𝐭𝐲 The fastest company in any market will win. Speed is a defining characteristic — if not the defining characteristic — of the leader in virtually every industry you look at. 𝐒𝐥𝐨𝐰 𝐢𝐬 𝐨𝐟𝐭𝐞𝐧 𝐜𝐮𝐥𝐭𝐮𝐫𝐚𝐥. If you're moving like molasses, it's not the calendar. It's not the bandwidth. It's not your backlog. It's your company’s habits. Habits reinforced by leadership that tolerates delay, masks indecision with process, and celebrates "alignment" over action. Your people aren’t bad. Your strategy doesn’t suck. But your company is culturally addicted to delay. Meetings instead of movement. Debates instead of decisions. Overthinking dressed up as "thought leadership." 𝐒𝐥𝐨𝐰 𝐝𝐨𝐞𝐬𝐧’𝐭 𝐡𝐚𝐯𝐞 𝐭𝐨 𝐛𝐞…𝐬𝐥𝐨𝐰. Speed can be developed, habituated and embedded in company culture. Because customers don’t reward the prettiest idea. They reward the one that shows up first, solves a problem, and learns faster than everyone else. There is a mountain of data that proves a good plan executed aggressively, with a measure of chaos is almost always better than a perfect plan executed next month. 𝐒𝐩𝐞𝐞𝐝 𝐢𝐬 𝐧𝐨𝐭 𝐚𝐧 𝐢𝐧𝐢𝐭𝐢𝐚𝐭𝐢𝐯𝐞. 𝐈𝐭’𝐬 𝐚 𝐜𝐮𝐥𝐭𝐮𝐫𝐞. It starts with leadership.   And it almost always ends with results. ♻️ Share this post with someone who needs it

You don’t need more. You need mastery. Everyone here wants to convince you to do more. ↳ More offers ↳ More content ↳ More platforms ↳ More tools ↳ More hustle But “more” isn’t a strategy. It’s a distraction wearing a productivity costume. Doing more just eats up your time. It makes you busy instead of effective. The businesses that scale? They don’t chase complexity. They master simplicity. Here’s what that looks like and where to start: → One clear goal → One irresistible offer → One funnel that works → One channel you own That’s not limitation. That’s leverage. When you focus, you move faster. You learn faster. You win faster. Don’t fall for the myth that doing more = growing more. That’s how people stay stuck for years. Your goal isn’t to look busy. Your goal is to be free. #marketing #MarketingLeadership #fractionalCMO

𝐓𝐡𝐞 𝐆𝐚𝐫𝐝𝐞𝐧 𝐨𝐟 𝐃𝐞𝐚𝐝 𝐒𝐲𝐬𝐭𝐞𝐦𝐬 Imagine a gardener who insists on hand-watering a field with a rusted tin cup, dismissing the irrigation system beside them. “This is how my father did it,” they say, as the crops wither. This is not tradition. This is a tragedy. In business, we do the same. We pour time, money, and talent into: 𝐂𝐑𝐌 𝐡𝐲𝐠𝐢𝐞𝐧𝐞 𝐫𝐢𝐭𝐮𝐚𝐥𝐬 (the modern-day Sisyphus, forever rolling data uphill) 𝐄𝐦𝐚𝐢𝐥 𝐛𝐥𝐚𝐬𝐭𝐬 (the equivalent of shouting into a storm) 𝐋𝐞𝐚𝐝 𝐬𝐜𝐨𝐫𝐢𝐧𝐠 𝐛𝐲 𝐬𝐩𝐫𝐞𝐚𝐝𝐬𝐡𝐞𝐞𝐭 (a ouija board with pivot tables) These are not processes. They are artifacts. 𝐓𝐡𝐞 𝐋𝐢𝐛𝐞𝐫𝐚𝐭𝐢𝐧𝐠 𝐏𝐚𝐫𝐚𝐝𝐨𝐱 𝐨𝐟 𝐏𝐫𝐨𝐠𝐫𝐞𝐬𝐬 The most sophisticated leaders I work with aren’t asking, “How much will AI disrupt us?” They’re asking, “Which of our sacred cows has AI already butchered?” A CRO halved her deal cycle by letting AI predict which leads would stall—then redirecting human grit to those worth fighting for. A CMO doubled conversion rates by replacing “batch and blast” with hyper-personalized narratives crafted at scale. A RevOps director reclaimed 15 hours a week by automating CRM hygiene—hours her team now spends on strategy, not data janitorial work. Notice the pattern? 𝐀𝐈 𝐝𝐢𝐝𝐧’𝐭 𝐞𝐥𝐢𝐦𝐢𝐧𝐚𝐭𝐞 𝐰𝐨𝐫𝐤. 𝐈𝐭 𝐞𝐥𝐢𝐦𝐢𝐧𝐚𝐭𝐞𝐝 𝐰𝐚𝐬𝐭𝐞. The Choice You can keep watering dead processes, mistaking busyness for progress. Or you can ask the question every sophisticated leader is whispering: “𝘞𝘩𝘢𝘵 𝘪𝘧 𝘸𝘦 𝘳𝘦𝘥𝘪𝘳𝘦𝘤𝘵𝘦𝘥 𝘵𝘩𝘦 𝘦𝘯𝘦𝘳𝘨𝘺 𝘴𝘱𝘦𝘯𝘵 𝘰𝘯 𝘮𝘢𝘪𝘯𝘵𝘢𝘪𝘯𝘪𝘯𝘨 𝘵𝘩𝘦 𝘰𝘣𝘴𝘰𝘭𝘦𝘵𝘦 𝘪𝘯𝘵𝘰 𝘣𝘶𝘪𝘭𝘥𝘪𝘯𝘨 𝘵𝘩𝘦 𝘪𝘯𝘦𝘷𝘪𝘵𝘢𝘣𝘭𝘦?” Audit your workflows. Find the rusted tin cups. Then build an irrigation system. The future isn’t built by those who cling—but by those who cultivate.

𝐓𝐡𝐞 𝐎𝐫𝐠 𝐂𝐡𝐚𝐫𝐭 𝐈𝐬 𝐃𝐢𝐬𝐚𝐩𝐩𝐞𝐚𝐫𝐢𝐧𝐠. 31 million professional sales executives 9.4 million marketing executives. In the next 24-36 months 100% of those jobs will disappear or evolve (yours too). What will remain will be vastly different from the jobs available now. Sales, marketing, and revenue operations are already on a collision course, and AI is accelerating the collapse of these silos. The existing model is breaking or completely broken: 𝐎𝐥𝐝: Marketing generated leads → Sales closed deals → RevOps reported on performance. Each department had different KPIs, tools, and incentives. That created misalignment, friction, and blame games. 𝐏𝐥𝐚𝐭𝐟𝐨𝐫𝐦𝐬 𝐚𝐫𝐞 𝐜𝐨𝐧𝐯𝐞𝐫𝐠𝐢𝐧𝐠: Tools like HubSpot, Salesforce, and GoHighLevel have already merged CRM, email, ads, automation, attribution, and even outbound prospecting and revenue generation. The buyer journeys of 2025 are non-linear, and modern AI-driven revenue platforms are adapting to follow the user across all touchpoints—regardless of departmental “ownership.” AI doesn’t care about org charts—it just 𝐨𝐩𝐭𝐢𝐦𝐢𝐳𝐞𝐬 𝐟𝐨𝐫 𝐨𝐮𝐭𝐜𝐨𝐦𝐞𝐬. A very average engine today can: Identify ICPs Create content Run outbound Score leads Trigger sales sequences Forecast revenue And, optimize outcomes. Indeed, there are several models that exist today that have removed human intervention entirely from 1st to last-touch in very complicated customer journeys. That naturally leads to one unified go-to-market (𝐆𝐓𝐌) 𝐟𝐮𝐧𝐜𝐭𝐢𝐨𝐧: 𝐑𝐞𝐯𝐞𝐧𝐮𝐞. 𝐖𝐡𝐞𝐫𝐞 𝐢𝐭’𝐬 𝐠𝐨𝐢𝐧𝐠: Within 24 months, companies that still treat sales, marketing, and revenue as separate planets will be left behind. 📉 𝐓𝐡𝐞 𝐕𝐏 𝐨𝐟 𝐒𝐚𝐥𝐞𝐬 who doesn’t understand demand gen? 𝐑𝐞𝐩𝐥𝐚𝐜𝐞𝐝. 📉 𝐓𝐡𝐞 𝐕𝐏 𝐨𝐟 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 who can’t forecast pipeline? 𝐑𝐞𝐩𝐥𝐚𝐜𝐞𝐝. 📉 𝐓𝐡𝐞 𝐑𝐞𝐯𝐎𝐩𝐬 𝐥𝐞𝐚𝐝 who just builds dashboards instead of driving outcomes? 𝐑𝐞𝐩𝐥𝐚𝐜𝐞𝐝. Expect to see more companies collapse entire marketing, sales, and revenue leadership into a 𝐂𝐡𝐢𝐞𝐟 𝐑𝐞𝐯𝐞𝐧𝐮𝐞 𝐎𝐟𝐟𝐢𝐜𝐞𝐫 (𝐂𝐑𝐎) 𝐦𝐨𝐝𝐞𝐥, with Revenue Operations ((RevOps) 𝐍𝐨𝐭 𝐭𝐡𝐞 𝐨𝐥𝐝 𝐑𝐞𝐯𝐎𝐩𝐬) becoming the operational hub that supports a full-funnel GTM team—spanning marketing, sales, and even customer success. 𝐓𝐡𝐞 𝐧𝐞𝐰 𝐥𝐞𝐚𝐝𝐞𝐫 𝐰𝐡𝐨 𝐬𝐮𝐫𝐯𝐢𝐯𝐞𝐬 𝐭𝐡𝐢𝐬 𝐞𝐯𝐨𝐥𝐮𝐭𝐢𝐨𝐧?    Knows the entire funnel. Uses AI to scale human insight. Owns the full customer journey—from unaware to expansion. Thinks in systems, not silos. 𝐓𝐨𝐮𝐠𝐡 𝐥𝐨𝐯𝐞: There won’t be a Sales Department or a Marketing Department. 𝐈𝐭’𝐬 𝐑𝐞𝐯𝐞𝐧𝐮𝐞. 𝐀𝐧𝐝, 𝐭𝐡𝐚𝐭’𝐬 𝐢𝐭. #RevenueLeadership #SalesTransformation #MarketingStrategy #CareerDevelopment #AI

Meet Your Anti-Audience A Direct-to-Consumer (DTC) brand I work with spent a long time curating a hyper-focused audience of targeted affluent moms aged 30-45.  Sales surged by 40%, but profits plummeted.  Why? A hidden segment of "serial returners" — customers who abused free returns — erased 60% of their gains. Traditional marketing obsesses over attracting the ideal customer, but ignores the anti-audience: those who drain profits through returns, complaints, and churn. The High Cost of Ignoring Your Anti-Audience The 30% Rule: For every $1 spent on acquiring a customer, businesses lose up to ⅓ of profit due to bad-fit buyers. These costs stem from returns, refunds, and support tickets. Yet, cognitive biases like survivorship bias keep companies fixated on success stories, blinding them to the "dark data" of unprofitable customers. Machine learning can find patterns invisible to humans — like subtle behavioral flags that predict high costs. E.G. A SaaS company we work with analyzed 4,000 free trial users using AI. They discovered accounts with greater than two support tickets in the first week had a 90% churn rate. By excluding these “anti” users from ads, they slashed Customer Acquisition Cost (CAC) by 35%. How to Build an “Anti-Audience” Profile The Red Flags Financial: Buys only on sale, abuses coupons. Behavioral: High support contact, post-purchase inactivity. Psychographic: “Professional complainers” who thrive on conflict. Sources to Mine: Returns/Refunds Export data on repeat returners, refund abusers, or customers who dispute charges. Example: A fashion brand found customers who returned >3 items/month cost 5x more in logistics than their LTV. Customer Support Logs Analyze tickets for phrases like “disappointed,” “false advertising,” or “never again.” Tool: Use Gong or Zendesk’s sentiment analysis to flag toxic interactions. Low NPS Scores Segment customers who rate you 0–6 (detractors). Look for patterns in their behavior. Example: A SaaS company found detractors often skipped onboarding emails. Social Media & Reviews Scrape Reddit, Trustpilot, or niche forums for recurring complaints. Tool: Brand24 or Hootsuite Insights tracks brand mentions. Churn Data Identify users who cancel within 30 days. What did they have in common? Example: A subscription box service found churners often bought “gift” plans. Activate Anti-Targeting Use Facebook’s “exclusion audiences” or Google’s “negative keywords” to block these segments. Redirect savings to high-LTV audiences. Your ideal customer avatar is half the story. Until you identify your anti-audience, you’re optimizing for revenue, not profit. AI isn’t just a growth tool — it’s a shield against self-sabotage.

Not every marketing role is in danger right now; some are more essential than ever. In 2025 companies, even if they aren't telling their employees yet, are quietly evaluating what positions in their marketing departments are considered generalists doing manual tasks AI now handles better and faster. But that doesn’t mean every role will go...yet. Here’s who stays (for now): ✅ Strategic Marketing Lead - CMO/VP of Marketing Still essential for aligning business goals, protecting focus, and knowing what not to do. AI can't make judgment calls or weigh trade-offs with stakeholders. ✅ Brand & Messaging Strategist AI can write in a voice. But it can’t create on— or evolve a brand to meet the market. ✅ Marketing Ops / RevOps You need humans who can see the entire system, not just the pieces. Someone has to connect the dots, audit the tech stack, and make sure automation serves strategy. ✅ Customer Insights Lead No prompt will ever replace deep human listening. The companies who win know their customers better than anyone — and you can't outsource empathy. ✅ Creative Director / Editor-in-Chief AI can draft, but it can’t direct. You still need someone to shape narrative, protect quality, and ensure every piece of content actually moves the needle. Depending on the complexity of a company's operations and product mixes some of these positions can and do collapse into 2-3 roles. 🪓 At Risk: Entry-level copywriters Generalist content managers Mid-level social media coordinators Anyone manually managing email workflows, social posting, or data pulls These roles are evolving, fast. Adapt or risk obsolescence. The new rule? If your value is execution only, AI is coming for your seat. If your value is judgment, strategy, or originality — you’re still in the game. Curious what your internal team needs in 2025? Let’s talk org design for the AI era. #MarketingLeadership #AIinMarketing #CMO #MarketingOps #BrandStrategy #CreativeDirection

Your CAC Isn’t High Because Ads Are Expensive (It’s Your Messaging. Here’s the Math →) 𝐌𝐲𝐭𝐡: “We’re burning cash on ads—time to slash budgets or fire the agency!” 𝐌𝐚𝐭𝐡: 90% of CAC bloat comes from misaligned messaging (not ad costs). 𝐄𝐱𝐚𝐦𝐩𝐥𝐞: A Home Services client spent $30k/month on Meta/Google: ✅ CTR: 2.3% (industry avg: 1.8%). ❌ Conversion rate: 0.4% (industry avg: 1.1%). 𝐓𝐫𝐚𝐧𝐬𝐥𝐚𝐭𝐢𝐨𝐧: Their ads worked… but their offer was a dumpster fire. 𝐇𝐨𝐰 𝐖𝐞 𝐂𝐮𝐭 𝐂𝐀𝐂 𝐛𝐲 52%: 𝐁𝐞𝐟𝐨𝐫𝐞: “The Best CRM for Scaling Teams!” → 0.3% conversion. 𝐀𝐟𝐭𝐞𝐫: “Stop Leaving $12k/Deal on the Table: Slash Salesforce Costs by 60%.” → 2.1% conversion. 𝐓𝐡𝐞 𝐬𝐞𝐜𝐫𝐞𝐭? AI-powered message testing → 1,200 variants in 3 days → isolate exactly what high-LTV buyers crave. 𝐂𝐄𝐎𝐬: Tag your CMO (or yourself) below if this hit a nerve. 𝐏𝐒: If your funnel leaks harder than a colander, DM me. I’ll show you where $$ burns.

Most tests only answer what happened. Here's how to uncover "why" it happened. Here’s how we helped a B2B SaaS company double their conversions—by testing for intent, not just clicks. 𝐓𝐡𝐞 𝐏𝐫𝐨𝐛𝐥𝐞𝐦: Webinar sign-ups were through the roof. But conversions to free trials? Flatlined. We dug into why by shifting from vanity metrics to intent metrics. Instead of just tracking clicks, we looked at behavioral context: Who’s watching product videos? Who’s returning to the pricing page? Who’s clicking and forwarding our emails? That’s when things started to click. (Pun intended.) 𝐓𝐡𝐞 𝐅𝐢𝐱: After a webinar, we tested two follow-up emails: “Watch the Recording” (surface-level) “Start Your Free Trial” (intent-driven) 𝐑𝐞𝐬𝐮𝐥𝐭: Variant B drove 3x more free trials… but only 10% opened the email. So we iterated again. 𝐍𝐞𝐰 𝐂𝐓𝐀: “Watch the Recording → Start Your Trial in 2 Clicks.” Now that worked: 200% boost in conversions. No extra ad spend. Just better signals. 𝐓𝐡𝐞 𝐅𝐫𝐚𝐦𝐞𝐰𝐨𝐫𝐤: Here’s how you can do the same: 1️⃣ Define what intent looks like in your funnel. 2️⃣ Map your customer journey and layer in testing points. 3️⃣ Choose tools that track intent, not noise. 4️⃣ Run tests that reveal motivation, not just movement. 5️⃣ Analyze results through an intent lens. 6️⃣ Scale what works. Ditch what doesn’t. 𝐁𝐨𝐧𝐮𝐬 𝐦𝐞𝐭𝐫𝐢𝐜: Intent Impact Score = (High-intent actions / Total traffic) x 100 It’s the anti-vanity metric. 𝐁𝐨𝐭𝐭𝐨𝐦 𝐋𝐢𝐧𝐞: Clicks don’t pay the bills. Conversions do. Start testing why people act—not just if they do.

If your lead magnet doesn’t naturally lead to your paid offer, or an action step, it’s not a lead magnet. It’s a party favor. Congrats, you just gave away something mildly interesting that goes absolutely nowhere. Meanwhile, your dream client is still confused, unconverted, and on someone else’s email list. Let’s be clear: the job of a lead magnet is to knock over the first domino. Not all the dominoes. Not dominoes from a different game entirely. Just the one that lines up perfectly with your actual offer. But what do most founders do? They write a 37-page novella called “The Ultimate Guide to Everything I Know.” Then they wonder why no one reads it, no one buys, and their funnel looks like a chalk outline. Here’s the truth: A great lead magnet solves one real problem — and creates a new one your paid offer was designed to fix. 👉 Freebie: “How to Land Guest Podcast Interviews” ✔️ Pain solved: I know where to go to get visibility. 💥 Pain created: I have zero clue how to pitch myself. 🎯 Paid offer: “12 Outreach Scripts That Get You Booked” Simple. Clean. Direct. No wandering. No fluff. Just a perfectly rigged value trap. Bad lead magnets, on the other hand, are either too vague, too generous, or too clever for their own good. (You know who you are. I’m looking right at you) They impress. They educate. They get applause from other marketers on LinkedIn. But they don’t convert. Remember: You’re not auditioning for a TED Talk. You’re building a funnel of qualified prospects. Your freebie should: – Solve a problem your buyer knows they have – Lead directly to the next logical question – Make your offer feel like the only sane answer Otherwise, you’re just handing out digital participation trophies. So yeah, give value. But don’t lose the plot. The whole point is momentum. And if your lead magnet doesn’t cause that first domino to topple… Nothing else falls either.

BREAKING: A company you rarely hear from “moved into a new office,” “hit a revenue milestone,” and “rebranded with a fresh new look.” No context. No relevance. No impact. But hey, they’re “thrilled to announce” it, so… clap emoji? 🎉 Let’s be honest: most company updates on LinkedIn are internal emails cosplaying as marketing. They read like a group text thread that accidentally went public. ↳ “We’ve hired a new VP of Ops!” ↳ “We’ve won an award!” (that we had to pay for) ↳ “We just closed our seed round!” Good for you. But why should anyone outside your building care? Spoiler: They don’t. Your customers aren’t sitting around wondering if you hit your quarterly goals. They’re wondering if they’ll hit theirs. If your update doesn’t make their life better—or at least give them a reason to stop scrolling—save it for the all-hands. Not the algorithm. …so much negativity today. #marketing #copywriting #brandvoice #linkedinposting #marektingleadership