Brian Stetter

Ad dollars have sparked a flurry of buzz around GLP-1 agonists. If anything, healthcare marketers are opportunists that understand how to ride the waves. We've had plenty of weight loss marketers adding keyword targets like Wegovy, Maunjaro, Ozempic and other brands. This enables those marketers to reach people in-content while they're in the consideration/purchase stage. Yes, marketers are allowed to use other org's brand name in their keyword targeting, just not in their ad's creatives.

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Robin Bonn from Co:definery helps agencies create a future-proofed, high margin business by creating their ‘Market of One’. Robin joined me on the Creative Agency Account Manager podcast and explains why the agency market isn't oversupplied, it's under differentiated. He shares how he is helping agencies define their market of one and accelerating their growth. We also discuss the challenges agency owners are facing right now and tips for how to remain positive in the current climate. Link to the full episode is in the first comment below 👇

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In the ever-evolving landscape of Medicare marketing, staying ahead of the curve is essential. With recent changes in FCC and TCPA regulations, the lead generation space has undergone a transformative shift. Today, obtaining one-to-one consent is not just a choice; it’s a legal mandate. The game-changing rulings have reshaped how companies approach lead generation, ensuring a more transparent and consumer-centric process. Embrace the future of Insurance lead generation with Qualified Medicare Leads. Our One-to-One Leads product not only complies with the latest FCC and TCPA regulations but sets a new standard for consumer-centric, transparent communication. Join us in revolutionizing the way you connect with potential seniors and drive success for your business. #medicare #medicareleads #optinmedicareleads #medicarelivetransfers #medicarebroker #fmo #imo

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"Although there are exceptions to the rule, there are very few founding teams that are marvelous at groundbreaking innovation that can successfully make the transition to managing and operating at scale,"  Anyone who’s been with a company transitioning from startup to scale-up will relate to this. It's a bumpy ride. It’s a massive sea change when you get investment, but with that comes the need to 10X revenue. Tomorrow. Here are three observations that, from my experience, have made the difference in getting it right and getting to exit: Culture/People: When you start to scale rapidly, you need to be honest about the types of people you’ll need, while also holding on to what made the culture special. It’s a balancing act, but the truth is, some of the people who helped you reach base camp won’t be the ones to take you to the summit. Many will make that decision for themselves. The business won’t be the cool new kid anymore, and it just won’t be for them. Sometimes it’s the people you like and respect the most. That hurts. Too Many Horses in the Race: Any business, no matter the size, is usually trying to do too much with too little. As an exec team, you have to be ruthless and aligned on which horses you’re betting on. Some of the ones you’re sure will win fall at the first hurdle. Others, you really want them to win, but they just won’t, and you need to know when to call it quits. Make sure everyone, top to bottom, knows what the focus is. At Unruly, we put the quarterly objectives on the back of the toilet door—everyone knew exactly what we were doing and why. Be the Lighthouse in Your Sector: With influencer marketing, CTV, and retail media all exploding, competition for budgets is fierce. What I’ve found is that the secret to securing a seat at the table is measurement and insight. At Unruly, we built a tool to predict virality—not just because it was cool, but because it gave us credibility with brands and agencies. It made us a voice of authority in a noisy market full of unproven claims about how to go viral. In all of the above three sectors, there’s a real opportunity to lead the market. This is partly thanks to a whole range of amazing new tools that can give brands the confidence to invest. But it’s also because brands are now more open to sharing their data, allowing us to predict and model real-world outcomes. No surprise, this approach isn’t for the faint-hearted—but the reality is, fortune favours the brave. https://lnkd.in/e2JDJ32D.

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On my flight back to the East Coast this week I inadvertently got to preview the board packet for a leading global publicly traded CPG. With an easily recognizable logo, the 'private and confidential' labels appearing occasionally throughout the deck didn't do much to assure privacy & confidentiality. I wasn't trying to snoop: the dimmed cabin lights for most of the flight, our respective seat positions, and the board director's very large unprotected screen set to maximum brightness made it near impossible not to pick up the agenda, areas of focus (predictably there were various ESG initiative roundups, a laughably simplistic view (incl. KPIs) of various AI initiatives (since this is an area I can speak to with authority, it didn't give me much confidence in the rest of the company's plans), the usual 'highlights from local markets', personnel updates that haven't been announced yet, and a smattering of various financials. If you're a senior executive or a board director, please, please, please invest in a screen privacy shield. They're ~$20 (~$50 if you want the 'fanciest' one) and can shield your screens from eyes that shouldn't be on them. Buy them for your teams. Talk about ways to mitigate accidental information oversharing. Make your people aware of particularly sensitive routes (for example, if you're a pharma/biotech executive flying b/w two industry hub cities like Boston and Zurich, keep that laptop under a blanket & don't discuss work in the airport lounge). Perhaps the company's next board packet could include a few slides and recommendations on operational security best practices. #datasecurity #boardofdirectors #bod #boardpackets #corporategovernance #confidentiality #sensitiveinformation #opsec #informationleakeage

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What if marketers shifted our mindset from "How much can we sell today?" to "How can we help customers achieve their goals today?" After completing a series of interviews with DTC subscription leaders, I’m convinced this shift could transform both customer relationships and business outcomes. Here’s my hypothesis: - Customers would solve problems faster, grateful to the brand that made it easy. - More customers would see the true value behind the price tag. - Employees would feel more energized, knowing they’re serving people, not just profit. - Customer experiences would be smoother, creating happier customers eager to buy more and share their positive experiences. - Customers might even be more open to sharing data in exchange for personalized, relevant interactions. The truth is, companies that focus on customer-centric growth report 60% higher profits than those that don’t. Yet many businesses—regardless of size—dilute their ROI by failing to harness customer insights to drive better decisions and value-driven experiences. I’m curious—how would this shift in mindset change how you approach your top challenges or opportunities today?

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FTC's ban on AI + fake reviews is 2 weeks away (I hope this helps) #ftc #aigenreviews #userreviews #consumerreviews #b2breviews #usersentiment #consumersentiment #fakereviews #generatedreviews

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Ready to hit the jackpot, agencies? The Maryland Lottery and Gaming Control Agency is on the hunt for a partner to handle its advertising, marketing, media, digital, web, social media, and more for a 3-year contract! Think your agency can help boost lottery sales? Comment "JACKPOT," and I'll message you the RFP (if we're not connected, send a connection request so I can DM you.) __ Want more RFP alerts like this? Follow me and sign up for my email newsletter. 🙏 #marketing #businessdevelopment #growth #agencygrowth

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#ICYMI We published our award winning 8th annual State of B2B Content Consumption and Demand Report. 📝 In this piece, Jon Steiert details 5️⃣ of the key highlights from this year's report, including: 1. Gated Content's Growth 🗝 Contrary to popular belief, demand for gated content rose by 14.3% YOY, affirming its critical role in capturing first-party intent signals. Since 2019, this demand has surged by 77%. 2. Balanced Content Strategy ⚖ Effective engagement isn’t about gating - rather, it's about striking a balance between gated and ungated content to cater to various stages of the buyer’s journey. 3. Investment Intentions 💰 Despite economic uncertainties, 35.2% of B2B buyers anticipate making purchase decisions within the next 12 months, a significant increase from previous years. 4. The Consumption Gap 🌌 Notably, the time between requesting and consuming content (The Consumption Gap) has widened to 31.2 hours, emphasizing the need for patience in follow-up strategies. 5. Rising Interest in AI & eBook Dominance 🤖 Interest in AI-related content has exploded more than 5.5x from 2022, while eBooks remain the most preferred content format, accounting for 39.5% of all content demand. For a deeper dive into these insights and strategies to enhance your content marketing, read the full blog and download the report: https://ow.ly/5u0H50Rei9x CC: Informa, Informa Tech, Informa Engage #demandgen #demandgeneration #buyerintent #intent #leadgeneration #contentmarketing #leadgen

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Precision targeting, personalized content, and dynamic campaign optimization. Just some of the ways AI is driving engagement early in a buying journey. Read about in the latest blog post by Elli Plihcik. #aimarketing #b2bmarketing #revenuemarketing

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Why your primary metric matters in a/b testing: It’s not always about transaction rate; the metric should be closely tied to the specific change you're testing. For example, if you're tweaking a product detail page (PDP), "adds to cart" would be a more relevant primary metric than transactions. At surefoot, we determine our primary metric based on the change we're implementing. This focus ensures that our tests are targeted and the results are actionable. By aligning our primary metrics with business goals, we make informed decisions that drive growth. How do you choose your primary metrics for A/B tests?

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A familiar name in The Philadelphia Inquirer piece on the recent TikTok ban debate 👀 I'm honored to be included alongside Amy Jennette with GoDaddy. My advice: - Plan Ahead: Begin testing new strategies to fully launch in 2025. - Consider Alternative Platforms: Curate content for Reels or Youtube Shorts. - Explore Collaborations: As an influencer, diversify your portfolio. Consider adding multiple channels to your contracts and explore other partnerships. I'd like to hear from you! Do you think a TikTok ban is likely? What advice would you give to small businesses? Comment below.

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Expert advice from Pam Didner: “Stop using #AI as marketers for mediocre workflows. You know your product/service better than anyone. Add thoughtful complexity to your prompts, and (1) identify your core audience and (2) channel approaches before you build.” #DataQuality #B2BMX East

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To summarize (and clarify) my thoughts regarding Adalytics reports on Colossus: 1. I reviewed the report prior to it coming out. I explained that I am not technical enough to understand how this works, but could not personally think of another reason for these results other than fraud. 2. My position with all press - and here - is clear. We have a system for detecting problems like this and that system doesn't seem to be working (given the Forbes problem, Gannett problem, and other fraud/waste we see go undetected by current accredited partners.) Regardless of Colossus, there is a broader problem. 3. We advise clients to first/foremost use analytics providers to root out fraud and waste. Our experience with analytics providers (Fou, Adalytics) is that they find orders of magnitude more undesirable traffic than traditional verification providers so we can decide ourselves what we buy and what we don't buy. Stay safe out there. https://lnkd.in/guWvTqRt

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Change is constant in the age of DIY advertising. That said, buying at a slightly less CPM than agencies or media companies who have a firm, data driven grasp on what to buy and where/who to target could mean missing a huge chunk of your customers and potential customers entirely. Why would we even expect the small or medium business owner to imperically underatand who their customer is let alone their intenders? I submit, having strong, data driven marketing decisions informed by a company or companies who specialize in that sector will be the difference between hope and strategy.

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Attribution is always a hot topic, so I was glad to participate in Fairing's Attribution Academy (FAA) alongside a bunch of fantastic ecosystem partners. No surprise, I covered direct mail attribution including how to tie mail delivery dates with purchase behavior, surprising details about coupon codes, and generally how to maximize campaign success. To check it out along with more great attribution insights head over to https://lnkd.in/gdjiA7xf 

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Who is in your target account buying groups? We asked 23 healthtech marketing leaders his question and as you can see there are a lot of cooks in the kitchen when it comes to who is the buying group. 👉 90% respondents indicated that 2-7 buyers are typically involved in the decision-making process, with 50% reporting 2-4 buyers and 40% reporting 5-7 buyers. 👉 25%  identified C-level executives as decision-makers 👉 Surprisingly, the CFO emerged as the most frequently involved C-Suite executive, with 57% of respondents indicating participation. While they are not necessarily the ultimate decision-maker, they significantly influence the decision. 👉 Chief Medical Officer, CIO, Chief Nursing Officer, and Chief Digital Officer all play significant roles, each involved in over 40% of cases. We discussed these findings with the group and ten best practices emerged: 1️⃣ Developing a comprehensive C-Suite engagement plan 2️⃣ Developing a deep understanding of prospect organizations 3️⃣ Engaging early in the buying process 4️⃣ Focusing on data-driven value propositions 5️⃣ Leveraging internal champions and multi-level engagement 6️⃣ Creating targeted content for C-Suite consumption 7️⃣ Building brand credibility through thought leadership 8️⃣ Aligning sales and marketing efforts 9️⃣ Utilizing peer-to-peer Connections and References 🔟 Implementing a customer reference program You can read about these in more detail and get the full survey through the link in the comments. ⬇ #b2bmarketing #healthtech #ABM

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#Marketers and Advertisers, please be advised: "Advertisers report that costs per impressions on the automated ad platform Advantage Plus have skyrocketed and performance has dropped." (TLDR: use the "Advantage Plus" offering from Meta wisely, as we do here at HypeLife Brands (SoCal)) #meta #advertising #businessStrategy

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Affiliate Summit #NYC for the next 3 days talking all things TV advertising for brands looking to expand their customer acquisition channels. Meet with myself and Jeremie Vaught if you have want to explore how Keynes Digital can help increase your brand's affiliate channel percentage of overall business. Streaming advertising, aka CTV advertising is the most cost-effective and scalable way to grow a brand outside of search and social. #CTV + #AffiliateMarketing = Brands Winning. #ASE #ASE24 #StreamingAds #StreamingTV #PerformanceTV #TVAds #Ads #TVAdvertising #PerformanceMarketing #PerformanceMedia #OTT #ConnectedTV #CTVAds Marriott International Marriott Hotels New York Marriott Marquis

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