TLDR MARKETING 2025-06-02

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GOOGLE AND THE ART OF WEAPONIZING PRIVACY

Google has repeatedly used privacy as a pretext to restrict competitors' access to valuable user data while continuing to collect and exploit it through its own platforms. In 2011, it blocked access to search keyword data, crippling tools used by rivals like Facebook for ad targeting. More recently, it announced plans to end third-party cookies in Chrome and eliminate Android's Advertising ID, moves that weaken independent ad networks while preserving Google's dominance through its first-party data. These actions reduce competition and innovation in the tech industry, concentrating power and data within Google.

9 PREDICTIONS ON THE FUTURE OF B2B MARKETING

AI-native businesses are outpacing legacy companies by building faster, using real-time feedback, and embedding AI at their core. As AI lowers the barrier to product creation, the focus is shifting to growing engaged audiences and communities. B2B creators with niche followings will gain influence, often earning equity in exchange for audience access. The most effective approach will combine high-quality content at scale, buyer intent tracking, and warm outbound outreach. Strategic thinking, video, and creativity will become more valuable as AI agents take over much of the execution.

HOW TO REPOSITION A PRODUCT AS A PRODUCT MARKETER

2+1 POWERFUL WAYS TO ACQUIRE AND CONVERT MORE WITH JOBS-TO-BE-DONE

Push and pull forces drive product adoption, while inertia and anxiety often prevent conversion. Jobs-to-be-done interviews help uncover how these forces influence customer decisions by mapping the timeline of events leading to adoption, stagnation, or churn. Speaking with power users, recent adopters, and those who left reveals actionable patterns in motivation, hesitation, and unmet expectations. This approach surfaces gaps in perceived value and misaligned messaging, helping teams focus on what actually moves users through the decision funnel.

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TRANSLATING MARKETING METRICS FOR NON-MARKETERS (WEBINAR)

This webinar will focus on tailoring reporting, telling a compelling data-driven story, and building trust with cross-functional teams by connecting marketing performance to business outcomes. It is free and will take place on June 4 at 12 PM CDT.

HOW TO MANAGE CUSTOMER FEEDBACK WITH AI

Even though 85% of product leaders believe customer-focused companies perform better, most companies struggle to act on customer feedback because it is hard to organize. AI can streamline this process by helping teams collect, tag, cluster, and prioritize feedback from multiple sources like surveys, reviews, and support tickets. This article presents a 3-step framework focused on collecting, organizing, and acting on feedback by linking it to business goals and customer insights. It includes templated AI prompts to carry out the framework.

HOW SUBSTACK IS REMARKABLY CHANGING THE GAME FOR GOOD

Substack has surpassed 5M paid subscriptions, adding nearly 1M every quarter. It now supports over 50K income-generating publishers. Substack succeeds where traditional social media fails by giving creators direct audience relationships, no algorithmic interference, and built-in monetization. Writers typically grow through 3 stages: foundation, acceleration, and exponential "hockey stick" growth. The top 10 earners collectively make $40M annually. Tools like Notes and A/B testing drive engagement and retention, with 72% of subscribers staying past 90 days and only 8% actively churning.

ALMOST HALF OF GOOGLE SEARCHES ARE BRANDED

Branded searches make up 45.7% of total Google search volume. 36.9% of unique queries include a brand name. Users aren't just looking for a homepage, they're seeking specific content like support pages, product comparisons, reviews, or local listings. If these results aren't optimized, it can lead to a poor experience or even competitor visibility. Branded search isn't just about ranking, it's also about shaping how people engage with your brand once they already know it.

TARIFFS ARE LIKELY TO DRIVE PRIME DAY PURCHASES

Prime Day shoppers intend to stock up on products they think will get more expensive due to tariffs.

SHOULD YOU RETARGET BY INTENT?

A test showed that segmenting retargeting ads by visitor intent can lead to a 3.1X increase in CTR compared to a one-size-fits-all approach.

THE MODERN MARKETER IS A MULTI-THREADED OPERATOR

IT'S STILL SEO: SEARCH EVERYWHERE OPTIMIZATION

SEOs should adopt "Search Everywhere Optimization" to better reflect how people search across multiple platforms beyond traditional search engines.