How a Simple Quiz Turned a Dog Food Company Into a $500M Success

Welcome to Marketing in the Age of Machines. Each week, we bring you the following:

👉 An innovative marketing strategy that has worked for others.

👉 The 3 most relevant contents in marketing, AI, and business that will help you understand the ever-changing landscape.

👉 3 tools for the Marketer of the Future.

👉 The quote of the week. A simple take on everyday marketing concepts.

🤓 How a Simple Quiz Turned a Dog Food Company Into a $500M Success

Problem
Traditional marketing tactics failed to resonate with consumers of premium dog food brands, even when emphasizing superior ingredients, nutrition, and health benefits. Despite significant ad spend and sophisticated campaigns, the conversion rates remained low because the messaging didn't emotionally connect with the audience or tap into their deeper motivations. The challenge lay in finding a way to differentiate the product and influence purchasing decisions in a saturated market.

Solution
The breakthrough came by shifting the focus from selling a product to selling identity. A quiz titled "Are You a Good Dog Owner?" was created to engage the audience on a personal level. By asking simple, emotionally charged questions about their dog's name, love, health, and diet, the campaign tapped into the psychological principle of consistency. Once people identified as caring and responsible dog owners, they were more likely to purchase the premium dog food to align with that self-image. This approach drastically reduced acquisition costs and significantly increased click-through and conversion rates.

Lesson
Purchases are driven by identity, not just product features or prices. Successful marketing aligns a product with the audience's sense of self and values. As demonstrated by Tesla, Apple, and Nike, the most effective brands don’t merely sell products—they sell belief systems. By appealing to who customers want to be, businesses can create stronger emotional connections, drive sales, and achieve lasting loyalty.

1/. Top 10 B2B Marketing Trends to Watch in 2025
B2B marketing is evolving rapidly, with businesses adopting innovative strategies to connect with clients in more authentic and effective ways. From leveraging podcasts and LinkedIn’s professional focus to exploring AI-driven tools and storytelling, these trends highlight a shift toward personalization and emotional engagement. This post outlines ten key trends shaping the future of B2B marketing, offering actionable insights for staying competitive in a crowded and dynamic landscape. Dive into the full article to explore these trends and learn how to adapt them for your business.

Insights for B2B Marketing Directors:

• Trends like storytelling and customer personas underline the importance of understanding and emotionally connecting with decision-makers. Incorporate storytelling into campaigns to humanize your brand and resonate on a deeper level.

• Simplified automation tools can boost efficiency without adding complexity. Consider platforms like ClickFunnels or AI-driven solutions like Google’s Smart Bidding to streamline lead generation and ad campaigns.

Read the full post here:

2/. The 32 Best Ways to Generate More B2B Sales Leads
Generating high-quality B2B sales leads is a crucial yet challenging process for businesses aiming to grow and outperform competitors. This comprehensive guide outlines 32 strategies for effective lead generation, from leveraging account-based marketing (ABM) tools and live chat features to nurturing leads with personalized emails and webinars. It emphasizes the importance of prioritizing quality over quantity and using multi-channel campaigns to maximize engagement. The insights shared in this post can help marketing professionals refine their approaches to generate leads that convert into loyal customers.

Watch the full post here:

3/. 8 Killer B2B Lead Generation Strategies That Get Results
Effective B2B lead generation involves tailoring strategies to attract and engage potential buyers. While foundational tactics like A/B testing remain crucial, evolving buyer behaviors demand innovative approaches such as simplifying demo bookings, leveraging competitor audiences, and creating irresistible content. This post provides eight actionable strategies, each paired with a tool recommendation, to help marketers optimize their efforts in a competitive landscape.

Watch the full post here:

👉 Tools in the Age of Machines:

Wegic.ai: AI-powered tool that helps users create, manage, and update websites effortlessly through conversational interfaces

Brandwatch: Provides tools for monitoring social media, analyzing consumer data, and gaining insights to improve marketing strategies, leveraging AI for actionable intelligence.

Creatopy: Is a platform for automating the creation, management, and scaling of digital ad campaigns, focusing on simplifying workflows and optimizing ad performance.