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Price changes are overwhelmingly non-destructive and often growth-positive for SaaS companies. Only 4% of companies saw revenue decline after making a change, while 74% experienced either no drop or an increase in growth. One in four companies see growth exceed 20%, which shows that pricing is an underused strategic lever.
Experts Exchange turned a failed newsletter into a successful product by shifting from presenting themselves as experts to curating valuable content for IT professionals. Its ByteSize newsletter now has 206K subscribers, a 47% open rate, and generates revenue through sponsorships. The company achieved this by writing in a consistent “Tony Stark” voice, refining content through performance data, and cutting its list from 400K to 206K to focus on engaged readers. By acknowledging its audience's expertise and delivering useful, witty, and curated content, it transformed a skeptical community into an active subscriber base.
WatchFoom.com is a 24/7 live broadcast platform created by Runway, the AI startup behind generative video models like Gen-1 and Gen-2 and an original collaborator on Stable Diffusion. It streams continuous live content and invites users to submit content or pitch shows. It serves as both a creative showcase and a promotional channel for Runway's AI-powered video tools.
Building a campaign around a celebrity requires more than booking appearances. The brand must map its objectives to the talent's schedule and branding, then co-develop a campaign with clearly defined deliverables. Pre-campaign research must include timing windows, past brand collaborations, and public perception. Activation should start well before the campaign launch to build rapport and secure deeper buy-in. To improve performance and reduce costs, brands should bundle deliverables across departments, reduce repetitive asset requests, and tailor content to match the celebrity's natural voice and audience.
AI has reshaped B2B marketing, making old playbooks and siloed specialist teams ineffective. Companies now face declining search traffic, derivative content overload, outbound saturation, and blurred GTM roles as ripple effects of AI adoption. The new playbook requires authenticity and differentiation in content, account-driven growth strategies, and fewer but higher-impact campaigns. Teams should also restructure around AI-powered generalists, called “Gen Marketers,” who can combine creativity with AI tools to drive results. This approach positions marketing as a company's moat in the AI era.
Global ad spend is on track to hit $1 trillion in 2025, up nearly 30% in real terms over the past 15 years.
A crowd-sourced initiative of 29 marketing lessons.
The AI tool that lets users easily generate alternate endings by selecting from pre-written prompts.
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Every day when your executives aren't posting on LinkedIn is a missed opportunity for your brand. You can't force it, but there are practical ways to make it easier, deliver impact, and motivate executives to keep going.
Last month, over 40% of full-time US employees received AI-generated workslop - content that looks useful but fails to advance tasks. On average, 15.4% of work qualifies as workslop, mostly exchanged between peers, with 18% coming from direct reports to managers. Sending workslop damages perceptions of colleagues, with roughly half seen as less creative, capable, and reliable, 42% as less trustworthy, and 37% as less intelligent.
Over 10% of global professionals and nearly 20% of US workers hold jobs that didn't exist in 2000. About 85% of US professionals could see a quarter of their skills reshaped by AI. 58% of marketing professionals report AI is making them more efficient. There has been a 140% increase in new skills added since 2018 and a 100% growth in AI literacy this past year. Many are pivoting into flexible, high-impact roles or self-employment, where 65% of US self-employed feel in control of their careers.
Set up 3 campaign groups: TOF, MOF, and BOF. TOF builds audiences with thought-leader videos, normal videos, or single-image ads for retargeting. MOF nurtures warm leads with zero-click ads, ungated case studies, or video testimonials to build trust. BOF drives demos, leads, or signups using single-image ads to lead forms, conversation ads, or direct-to-calendar landing pages. Focus each campaign on one objective and a single ideal customer profile to keep targeting simple.
To create strong content, start by identifying unique qualities that make you stand out and drive your top clients to buy, rather than generic table stakes like “great service”. Form a small cross-functional team, gather input from leaders, employees, and loyal customers, and list all potential differentiators. Remove anything common, expected, or boring, then narrow to 3 memorable differentiators. Use these consistently across all content, including blogs, newsletters, webinars, and social media by highlighting why they matter, why generic traits do not, and how they impact clients, applying them throughout the funnel from awareness to conversion.
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As buyers expect personalized experiences, marketers face growing pressure to deliver. Webflow's definitive guide [9] breaks down UX principles, optimization strategies, and real-world examples to help teams create websites that convert.
ChatGPT's Instant Checkout lets users buy products directly in chat from US Etsy sellers. Shopify merchants are coming soon. Single-item purchases are currently supported, with multi-item carts planned. ChatGPT acts as an AI agent, securely passing order, payment, and shipping details to merchants, who handle fulfillment and customer support. The system uses the open-sourced Agentic Commerce Protocol, allowing merchants to work across platforms and payment processors without changing their existing systems.
Google will deprecate version 1 of Postmaster Tools today, removing the IP and Domain Reputation charts that gave marketers simple deliverability indicators. The replacement in version 2 is the Compliance Status dashboard, which uses green or red checks to show whether a sending domain meets Gmail's standards. The dashboard covers 6 technical requirements, such as SPF, DKIM, DMARC, TLS, DNS records, and one-click unsubscribe, as well as two behavioral measures: user-reported spam rates below 0.3% and honoring unsubscribes within 48 hours.
Social media algorithms amplify emotional content, especially anger, which spreads faster than joy and fuels division. This incentivizes creators to produce outrage while platforms profit from engagement. China counters this by promoting “positive energy” and knowledge-sharing on Douyin, but similar government control in the West would be biased and untrusted. Removing algorithms could reduce amplification but would hurt platform engagement and revenue.
Advertising has evolved from rational product demos in the 1960s to jingles, celebrity glamour, quirky storytelling, relatable brand characters, and cinematic, emotional campaigns. The 2020s began with covid-era “sadvertising” but shifted back to culturally relevant, emotionally resonant work. Across decades, the constant is that effective ads connect meaningfully with audiences and evoke emotion.
Teenage Engineering built a $25M+ business by positioning itself as an anti-brand brand that values emotion and experience over technical specifications. It targets design-conscious tech enthusiasts, professional musicians, and social media creators. Its marketing relies on distinctive product design, organic social media exposure, and collaborations with brands like IKEA, Nothing, and Panic Inc. It has created a devoted global community and redefined what professional creative tools can look like.
A cheeky ad from Merriam's social team.
Write like you're whispering secrets to your favorite client and gut-check with the “Coffee Table Test.”
OpenAI is building in-house capabilities to support ad buying, attribution, and campaign management directly within ChatGPT.
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You know that TikTok creator just moved the needle. The Instagram partnership definitely drove sign-ups. But when budget season rolls around, all you have are vanity metrics and a hunch. And that's how great influencer marketing gets killed by bad measurement.
Dirty soda, a mix of soda with cream, syrups, and other flavorings, grew from a Utah-based Swig into a national trend that is revitalizing the sluggish soft drink category. Popularized by TikTok and reality TV, it has spread from soda shops to restaurants, grocery aisles, and fast-food chains like McDonald's and Taco Bell. Beverage giants such as PepsiCo and Keurig Dr Pepper are launching ready-to-drink versions, as they see it as a way to attract younger consumers.
NikeSKIMS merges Nike's performance expertise with SKIMS' knowledge of fit and cultural relevance. It's a new activewear category rather than just a line of leggings and sports bras under a shared logo. Likely structured as a licensing deal, Nike owns all intellectual property, including creative assets, trademarks, and design patents, while any co-branded items would need SKIMS marks removed if the deal ends. The venture leverages Nike's talent, manufacturing, and IP alongside SKIMS' brand equity and retail network.
Using checkmarks or bullets on pricing pages makes features easier to skim, but too many icons can blend together. Dropbox improves readability by combining concise line items with hover boxes that explain vague or technical terms. This helps users quickly understand offerings without getting lost in jargon.
Opal's TikTok account, Olivia Unplugged, scaled to 8M views in 30 days by using a personality-led format and data-informed content themes like sleep and burnout. Its team tested over 40 videos before finding breakout success with a “green whiteboard” storytelling style that made complex topics digestible and repeatable. Scripts were informed by peer-reviewed research and audience pain points. Opal's branding remained very subtle but consistent.
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Pulse is a new feature that proactively delivers personalized daily updates instead of waiting for questions to be asked. Currently in preview for Pro users on mobile, it compiles research each night from chats, feedback, and optional integrations like Gmail and Google Calendar, then presents the results as visual cards that can be scanned or opened for detail. Curation and quick feedback refine what appears, making Pulse more tailored over time.
Meta AI's Vibes is a new feed that lets users create and share short-form AI-generated videos. The feature allows starting from scratch, remixing existing videos with music or style changes, and sharing across Vibes, Instagram, and Facebook. The feed will personalize over time to inspire creativity and experimentation.
Growth work is relentless as targets constantly shift, loops collapse, and organizational silos block progress. Sustainable growth comes from strong products and retention. 80% of value in top companies comes from existing customers, while the median product loses 96% of new users by month 3. Growth teams face high turnover since only 10% of experiments last a year, and attribution data is often misleading because human behavior cannot be reduced to a single metric. At scale, growth becomes more about optimization than invention, while in younger companies, it's more experimental.
Patagonia restructured its $3B company so all profits fund environmental causes. The Patagonia Purpose Trust holds 2% of voting stock to safeguard the mission. The Holdfast Collective owns 98% of non-voting stock and directs about $100 million a year to nature protection. This authenticity made Patagonia America's most reputable company in 2023. It also allows premium pricing, as purchases are directly tied to climate action. Patagonia stands out as the only outdoor brand fully aligned with its mission.
The cohort influences meals (59%), movies (62%), tech purchases (36%), and even cars (11%) in their household.
Women form parasocial relationships with virtual influencers in the same way they do with human creators.
New video ads showing how people use ChatGPT in their daily lives.
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Don't let quotas limit your creativity. Self-host n8n on Hostinger VPS (61% off!) [4] and get unlimited workflows, unlimited executions, and 500+ app integrations starting at just $4.99/month. Build your AI-powered workflows, connect any tool, and scale without hitting
Previously banned YouTube creators are being allowed back, giving them access to ads again and creating more inventory while also introducing brand-safety concerns. Alphabet says it will prioritize free expression and replace some fact-checking with context notes. The change could expand ad reach and intensify competition for views, but advertisers will need to monitor placements closely to avoid controversial adjacency.
Fall marketing trends center on building rituals and adaptive campaigns rather than one-off stunts. Major shifts include nostalgic comfort foods, local community events, sensory storytelling, and creator-led discovery. Sustainability and micro-season timing will also shape how brands connect with consumers this season.
Adding nine words of risk-reversal text to Custody X Change's SaaS checkout page increased conversions by 14% and revenue by 30%. The sentence “You can change or cancel your plan any time” reduced customer anxiety about making the wrong choice. Research showed that new co-parents often struggled to pick the right tier and defaulted to lower-cost options due to uncertainty. By clearly communicating flexibility at checkout, the company removed doubt and encouraged more confident decisions that drove measurable growth.
Clay shows how to build trust by tying every product claim directly to a customer result. Instead of generic logos or testimonials, its homepage highlights examples like OpenAI doubling enrichment coverage, Verkada saving 15 hours a week with automation, and Anthropic keeping CRM data synced automatically. Match each feature with specific proof of how it was used and what it delivered. This makes claims credible and helps buyers see real impact.
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Over 6 million tech professionals read TLDR including developers, product managers, marketers, designers and executives. Get in front of your target audience with an ad placement just like this one! Learn more [10] about running a test campaign.
Custom AI agents can streamline marketing tasks and improve personalization. Use cases include lead scoring and qualification, lifecycle email automation, competitor tracking, content research, and LinkedIn coaching. Lead scoring combines form data, third-party data, and judgment with human escalation when needed. The other use cases focus on drafting personalized emails, monitoring competitors in real time, summarizing top-performing content themes, and providing coaching to improve LinkedIn performance.
A list of books, experts, podcasts, and websites for anyone starting or growing as a PMM.