CXL - Who owns site conversions?

Your host today is Peep Laja, Founder at CXL

It might be a heretic idea to some, but...

I think product marketing should own the website AND thus the website conversion rate.

They own the product story, positioning, messaging, and also strategy (as an extension of the CEO). So it just makes sense.

This would also solve the issues that product marketing doesn't have a metric, and is often reduced to being a deck monkey.

Own doesn't mean only one contributing. So PMMs would still get support from UX, brand, conversion optimization, demand gen and so on. But instead of a committee, it'd be the sole owner and responsible also for hard metrics tied to what they're already doing anyway.

Connect with Peep on LinkedIn.

Your weekly dose of marketing updates

1. Playbook community

Email marketing is surrounded by much fluff and 'best practices'. It is one of the most effective marketing channels, but takes both art and science to master it.

Jessica Best, one of the finest email marketers out there recently created a bunch of playbooks that will help with all thing email marketing, from growing your list to producing great email content.

Check out the email marketing playbooks.

2. Demand generation vs. lead generation: integrating to drive growth

Bootstrapped startup Omnisend carved out a $19 million niche in an already saturated vertical. How? With a tactical understanding of two different marketing strategies: demand generation and lead generation.

While your competitors pump out gated ebooks and “state of the industry” lead magnets that generate low-to-no intent MQLs, tap into existing demand to build a pipeline of high intent leads.

In this article, you’ll learn why each marketing strategy works and walk away with an armory of tactics to fuel your own growth marketing efforts.

Read the entire article here.

3. Selling on Amazon

Mina Elias will teach you everything you need to know about selling on Amazon in this course.

Everything from building an attractive listing to continuously improving conversion rate.

Check out our new course.

4. CXL job board

Some great new job offers on CXL’s Job Board this week. There’s more here.

If you want top brands to reach out to you, sign up for CXL Talent Pool. It's free.

And if you're a company looking to directly access the best marketing talent and skip all the spammy applicants, apply here.

5. Latest episode on How to Win

Alexander Graf is the person you want to hear talking when it comes to the strategy behind investing in brand image.

He's the co-founder and co-CEO of Spryker, an e-commerce platform for B2B and B2C enterprise marketplaces.

He can tell you all about how Spryker turned years and years of industry experience into a deep moat.

Listen to him spill his beans on Spotify, Apple Podcast, or your favorite podcast platform.

6. Ecommerce reporting in GA4? Speero has you covered.

There's friction with GA4 acceptance because the flat tables and trend line reports we had in UA don't exist in the standard part of reporting. In this article, you will get to know the two easiest and quick-start ways of building reports in GA4 and how to use the new customizations they offer over the traditional UA methods of reporting.

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