- Marketing in the Age of Machines
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- Would you pay $250 for a cupcake?
Would you pay $250 for a cupcake?
A weekly email with the best of marketing, AI, and business.
Marketing in the age of Machines by Castleberry
October 12, 2023
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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.
🤓 These Stanford and Harvard alums quit Meta and Palantir to start a $100M+ fintech:
Problem: Many content creators faced a challenge: despite their substantial earnings, traditional banks would not authorize them business credit cards to manage their finances. Eric Wei and Will Kim saw this as a problem and created Karat, a fintech company.
Solution: Karat solved this by understanding that content creators often have big egos and like to show their achievements. They made special credit cards that were heavy, colorful, and could have the creator's logo on them. Plus, they offered a chance to get your face on a big billboard in New York City, which content creators loved. This gave them both financial tools and a way to show off their success.
Lesson: K What are the insights from your audience that can lead to outsized returns? What are their motivators? Can your brand offer to fulfill their inner desires? Answering these questions can lead to a deeper understanding of your clients and what your brand can offer them that separates you from competitors.
These Stanford and Harvard alums quit Meta and Palantir to start a $100M+ fintech.
@trykarat issues credit cards to content creators.
Their $70M Series B in July was big news.
One reason why? A genius billboard strategy that produced a $0 CAC.
— Michael Sikand (@michaelsikand)
5:09 PM • Sep 13, 2023
1/. Why would people pay $250 for… a cupcake?: In this case study, the power of the Principles of Persuasion is demonstrated through the example of people paying $250 for a cupcake. The key principle at play here is scarcity, where individuals assign more value to items or opportunities when they become less available.
Insights for B2B Marketing directors:
Emphasize scarcity due to a limited number: Inform your audience about limited quantities available, such as "Only 25 VIP tickets left," to create a sense of urgency and encourage action.
Emphasize scarcity due to a limited time: Utilize time-based scarcity tactics like "Early bird discount ends today" to drive conversions and decision-making among potential clients.
Emphasize the uniqueness of your offer: Showcase what sets your product or service apart from competitors, emphasizing its exclusivity, as people are drawn to uniqueness.
Why would people pay $250 for… a cupcake?
Well, because one of the Principles of Persuasion is at play.
In this slideshow, I’ll share a case in which people indeed paid that incredible amount for one single cupcake.
You’ll discover:
⭐ What principle tempted people to do so… twitter.com/i/web/status/1…
— Dr. Robert Cialdini (@RobertCialdini)
3:49 PM • Sep 19, 2023
At Castleberry, we assist B2B brands in captivating their audiences through Content Marketing strategies.
Are you ready to take the first steps toward hiring a content agency?
2/. An inside look at Deel’s unprecedented growth | Meltem Kuran Berkowitz (Head of Growth): Deel accomplished an extraordinary milestone, reaching $300 million in ARR (annual recurring revenue) in just three years and becoming the fastest company ever to do so. In this episode, the conversation covers Deel's rapid success through cost-effective growth strategies, the ineffectiveness of early B2B awareness campaigns, the art of crafting impactful SEO content, the timing of investments in paid advertising, the structuring of growth teams, and the development of a thriving startup culture.
Insights for B2B Marketing directors:
Optimize Website Performance: Prioritize a fast and discoverable website as a fundamental step for cost-effective growth, emphasizing user experience enhancements.
Content and SEO Strategy: Recognize the value of investing in SEO and content for organic growth and increased brand visibility in the B2B space.
Customer-Centric Culture: Build a corporate culture that values customer well-being, urgency, and optimism, as it contributes significantly to sustained growth and positive workplace dynamics.
3/. 10 unconventional ways we use to grow our content output: This set of content strategies showcases how we at Castleberry creatively enhance our content production. We employ tactics like repurposing internal communications, curating industry content, utilizing team quotes, and optimizing content for better engagement. B2B marketing experts can draw valuable inspiration from these innovative approaches to diversify their content efforts.
Yes, we’re a content agency but we, like a lot of companies, don’t always have the time or resources to develop the amount of content needed to stand out. Here’s how we solve this problem.
10 unconventional ways we use to grow our content output.
— Olivia Says (@OliviaSays_ai)
3:28 AM • Sep 22, 2023
👉 Tools in the Age of Machines:
Visily.ai: A cloud-based app that uses artificial intelligence, making it easy for anyone to create professional-looking wireframes and prototypes without design experience.
Exploding Topics: A website that helps users to discover rapidly growing topics before they take off. It does this by analyzing millions of searches, conversations, and mentions across the internet to identify topics that are experiencing a sudden surge in interest.
Missive: A team email, chat, and tasks app that helps teams collaborate more efficiently and effectively.
Success lies in uncovering hidden opportunities within the everyday.