Lauren Sorenson

Amelia Glynn, Vice President of Influencer Client Services at Acceleration Partners: "Success in the coming year means treating influencer spend like any other performance channel—with clear accountability and real-time data. The most effective programs will diversify across creator types and content formats, integrate affiliate and amplification strategies, and continuously optimize based on data" https://lnkd.in/dj3Rp8XY

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The best critique of marketing I’ve ever read. “Show me a marketer with three or four clearly written, specific objectives, and I’ll show you a properly trained marketer about to deliver their results twelve months from now. “ Often, in B2B, Marketing works to appease Sales - to get their buy in, approval or just their attention. So when Marketing gets invited to a brainstorming meeting by Sales and is asked to execute on ideas, it can be tempting to jump into execution mode, skip the strategy and dive into tactics. When that happens, no one’s thinking about objectives. When that happens, here are some questions to ask: 1. WHY are we doing this? What problem are we trying to solve? Those are the objectives. 2. WHO are we trying to solve for? Getting granular helps. If you’re solving for everyone, you’re probably solving for no one. 3. HOW are we going to do it? What are the best channels to reach your identified audience and what is the message you’re delivering? 4. And finally, WHAT are we going to do? These are your tactics. Asking these questions always drive better results. For Marketing and Sales.

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Dollar General has served rural customers for 80 years—and now it’s enhancing the customer experience with its media network. See how LiveRamp is helping DG Media Network close the digital gap between brands and remote communities with privacy-focused data collaboration.

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Today at Portada Chicago, I had the opportunity to sit in on a panel exploring what cultural relevance really means in today’s landscape, and more importantly, what it demands of us as marketers and leaders. Cultural relevance isn’t something you add on to a plan. It’s something you build from the start with intention, empathy, and a deep understanding of the communities you’re trying to serve. It’s not about chasing trends. It’s about recognizing signals, respecting context, and showing up in ways that are meaningful while still driving business outcomes. Reach gets you seen. Cultural relevance gets you chosen.

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73% of B2B buyers want to do their research independently before talking to sales. Yet most marketers still gate their best content behind forms 🤔 Ready to transform your demand gen strategy? Our new Folloze ABX Masterclass shows you how to deliver personalized content that builds trust BEFORE asking for anything in return. Learn how industry leaders like Workday and UiPath are using Account-Based Experience (ABX) to accelerate their pipeline and drive more revenue with less effort. Get the insights: https://bit.ly/428YJ0q #B2BMarketing #ABX #DemandGen #ABM #accountbasedmarketing #B2Bmarketers

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A great piece by Caroline Kite about how to take your annual conference and turn it into the cornerstone of your content strategy for the year ahead. When time and resources are limited, it is absolutely essential that you take every chance to convert your event engagements into meaningful content for the 99.999999% of the world that did not attend your conference. 🔥

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Everyone is talking about AI and automation in marketing right now. But the real question is how brands stay human while everything around us becomes more artificial. Excited to dig into this at Shoptalk with Pinterest and an incredible group of leaders. We will be talking about visual discovery, incremental growth, and what is actually working for brands right now. See you in Vegas, PJ Andersen!

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