CXL - Modern marketing equation = ?

Your host today is Peep Laja, Founder at CXL

3 key ingredients modern marketing teams need to embrace as their modus operandi: research (insights) + experimentation + speed.

Most of the marketing content online is severely outdated, and it's a key reason why so many use old stale playbooks.

You still hear "wisdom" like "it takes 7 touches with a prospect" that made the rounds on the internet in 2005. Please. The world has changed so much.

The law of shitty click-throughs is all around us - as soon as something works, lots of people jump on it, and then the effectiveness of that tactic tanks (popups, chatbots, webinars, etc).

Add here that CAC is only going up and competition is getting ever more nuts.

Instead of running the same old playbooks, companies need to fail faster and learn quicker. They need (much) shorter feedback loops to spot what's working or not fast.

Teams need to deploy campaigns in days not months. You need to go from "here's an idea" to an experiment within a week. This of course requires the right culture and freedom to execute without five layers of approval.

Each quarter you ship 10 decisions while the competitor ships 2. Even if 60% were bad ideas, you're still more than 2x ahead. If you were playing chess and could make 2 moves every time the opponent makes 1, you'd beat every grandmaster.

Research and experimentation are how you get success in marketing, conversion optimization, pricing, diet, fitness, love, and pretty much everything. Add here speed to learn and move faster.

Connect with Peep on LinkedIn.

Your weekly dose of marketing updates

1. CXL Live

You know how you go to a conference (or other event) and hope to run into someone that's super relevant for you?

Unless it's a small, focused event, it's hard. You don't know who works on what and where.

Now imagine the opposite. You go to an event, and it is designed for you to meet people like you and discuss topics that are super relevant for you. It's like the conference agenda is designed around you in particular.

This is exactly how CXL Live 2022 will work. It's about people, not powerpoints.

Every single attendee will be surveyed about who they are, what they wanna know more about and what kind of people they'd like to meet. If you're in growth / demand gen / experimentation, this is the event to be.

Get your tickets now.

2. Community

Our community exist because of and for its members. That's why your opinion is the single most important thing.

We want to know what you are interested in and want to see in future CXL events.

In this poll, you can tell us what exclusive recurring events you would like to be hosted in the future, only at CXL.

Tell us which event you want the most.

3. How to create a marketing playbook for consistent campaigns

Consistency is the cornerstone of good marketing. You only have to look at top brands to see this in action: Apple’s sleekness, Coca-Cola’s playfulness, Disney’s magic.

Consistency is equally critical for startups. Stacked Marketer turned a free newsletter into a six-figure revenue generator by staying actionable, convenient, and entertaining. 

Being consistent earns trust and cements brand status—qualities that add 10–20% to your overall growth, according to LucidPress research. On the flip side, inconsistency confuses consumers, limiting your chance to generate leads.

A marketing playbook helps you achieve brand consistency across channels and campaigns.

In this article, we’ll explain how to create a marketing playbook to align your teams and boost your sales opportunities.

Read the entire article here.

4. Customer Journey course is here

Immerse your initiatives, features, functionality, and operations directly with consumer psychology and responsiveness in mind and build a customer journey division in any organization.

After taking this course you will…

• Understand the phases that exist in a customer journey flow and the opportunities of engagement available to expose and enhance.
• Develop the ability to build a customer journey flow map for any point in focus. This will help with the creation of new features, products, and services.
• Develop the ideal customer persona using data analytics to identify your end user. This will enable you to create the most relevant experiences and optimize investment.
• Understand the architecture and framework to build a CX driven organization. After taking this course, you will be able to identify resources, skills, scope of efforts needed to begin digital transformation
• Customer Journey is not just about mapping but also, activation. Learn the four basic principles to translate a customer experience into products and services.

Check out the course.

5. Customer Segmentation course is here

Find out who to acquire, who to retain, and who to let go. Plus how to profit from all of them. Complete this course and learn how to build reality-based segments based on what customers do and why they do it.

After taking this course, you will..

• Learn exactly what data matters and how it can help your brand make more money.
• Develop behavior-based segments – based on your customer’s current and future potential value – so you know who to acquire, who to retain, and who to let go.
• Find out how to discover why your customer’s actions in a behavioral segment.
• Develop a self-serve segmentation funnel.
• Earn more from your segment-based promotions and campaigns using latency, recency, and personalization

Check out the course.

6. CXL talent program

Go through a 12 week marketing training with CXL for a one-time $100 fee, get matched with US based companies looking for marketers of your profile, land a remote job and experience the true freedom of remote work while being paid more than you ever were.

• Upskill through a 12 week world class program
• Get matched with US-based companies
• Land a remote job that opens the door to the US market
• Earn more than you ever did, starting at $40,000/year
• Enjoy the true freedom of a remote role
• Experience the stability of being paid in USD

US companies are finally opening their doors to you. Learn more about the Talent program here.

If you are a US company interested in growing your team with CXL certified and vetted professionals, fill out this form or contact us.

7. Assessment and strategy integration of an experimentation program

You can run dozens of well-oiled experiments monthly, but does it matter if you’re heading in the wrong direction?

If you’re playing the game, you need to know the rules. So your experimentation program is aligned to produce changes that matter.

Assessment and strategy Integration Phase is the first stage of Speero’s XOS (Experimentation Operating System). It’s the first and foundational phase of XOS.

In this phase, you first focus on finding the problems in your website or business. Not solutions. This way, you will know which CRO or CX opportunities are worth solving. As well as which you should solve first.

Here's a free Figma template you can download/export.

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Ognjen Bošković
Demand Gen at CXL

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