All Things Growth and Marketing

Marketing playbooks help you consistently produce campaigns and content in the face of continuous disruption. No matter which players are in the game (copywriters, designers, etc.), your playbook will help produce a consistent outcome.

The trouble is, most successful businesses like to keep their marketing playbooks close to their chests (for obvious reasons). This makes it difficult for new businesses, or those experimenting with new strategies, to learn best practices.

CXL likes to play by an entirely different set of rules, so they’ve created a marketing playbook community where experts can weigh in and share their experiences. 

In short, CXL put winning marketing playbooks on the table for everyone to see.

In this article, you’ll learn how to create an impactful marketing playbook to show up consistently and grow your business.

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When researching a new product, buyers use 10 or more channels to interact with companies. Each channel presents a chance to make a good impression. 

Optimize each channel, and you’ll win new customers, enjoy higher order rates, and retain customers. Get them wrong, and you risk damaging brand perception and trust. 

In this post, we’ll explore lessons from brands that use omnichannel marketing to deliver a seamless customer experience.

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Semrush Signup form

Growing your mailing list and generating leads should be a focus of your marketing. If HubSpot didn’t have 215,000 blog subscribers, they wouldn’t have a business.

Too many businesses don’t give sign-up forms enough attention. They just throw something together—then complain that online lead generation “doesn’t work.”

This post shows you 14 keys to building sign-up forms that convert.

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Halo effect

“What is beautiful is good,” the saying goes.

This saying stems from a belief that attractiveness correlates to other good qualities. In a phrase, attractiveness is a Halo Effect.

Of course you can see that on the surface, the logic in that saying is flawed. What’s beautiful has nothing to do with what is good. But we still associate perception and individual traits, making our judgement often inaccurate.

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Unique selling proposition examples

Your unique selling proposition (USP) separates you from the competition. It’s a statement that communicates your strengths and benefits over your competition’s. A good one makes your product or brand stand out amongst the noise. 

Similar to a unique value proposition (UVP), for customers, it’s a reason to trust and choose you ahead of someone else. For you, it’s the linchpin that powers your sales and marketing efforts. 

USP and UVP are occasionally used interchangeably; but they shouldn’t be. The two are similar, but have different purposes. A unique selling proposition focuses on what separates you from the competition. In comparison, a unique value proposition focuses solely on the benefit that you provide to the customer.

But what does a USP look like?   

In this article, we’ll demonstrate what makes an effective USP by sharing some of the best examples from the worlds of B2B marketing, e-commerce, and DTC. 

You’ll learn why and how these brands get it right so you can follow their lead to unearth your own competitive advantage.

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Consistency is the cornerstone of good marketing. You only have to look at top brands to see this in action: Apple’s sleekness, Coca-Cola’s playfulness, Disney’s magic.

Consistency is equally critical for startups. Stacked Marketer turned a free newsletter into a six-figure revenue generator by staying actionable, convenient, and entertaining. 

Being consistent earns trust and cements brand status—qualities that add 10–20% to your overall growth, according to LucidPress research. On the flip side, inconsistency confuses consumers, limiting your chance to generate leads.

A marketing playbook, whether B2B or B2C-focused, helps you achieve brand consistency across channels and campaigns.

In this article, we’ll explain how to create a marketing playbook to align your teams and boost your sales opportunities.

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Users can access Spotify’s extensive music library for free, yet their Premium subscriptions grew 15% in 2022. 

Meanwhile, ecommerce marketing software Privy is generating 10% higher average order value for Shopify users with their related product recommendations add-on.

These tactics are upselling and cross-selling (respectively). While both effectively drive revenue and enhance the customer experience, upselling is ideal for companies with a single product or freemium model.

In this article, we’ll show you how six companies employ the best upselling strategies. Then we’ll tell you how to do it yourself so you’re not leaving money on the table.

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You should be dedicating resources to encouraging each new and existing customer to increase their spending. If not, you’re missing out on a play that can deliver exponential returns.

Recommending additional products or services can help customers solve problems while upping their investment. This will improve customer lifetime value (CLTV), making customer acquisition costs (CAC) healthier.

It’s called cross-selling; a tactic that drives 35% of sales for Amazon and helps leading SaaS companies reduce churn. 

In this post, we’ll show how to put it into practice by breaking down examples of cross-selling done well. 

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Your CX testing lives or dies on the quality of your data. You can’t form valid, testable hypotheses using questionable data. And you can’t trust the outcomes of your tests if you don’t know you’re looking at accurate metrics.

That’s why you need to build your testing program around a Single Source of Truth (SSOT) dataset. If you can’t, even the simplest A/B test will lack value. This article explores why establishing an SSOT is so important and shares some of the field-tested best practices we’ve developed for doing that here at Kameleoon.

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AI agents for B2B marketing

Automate content, SEO, and ads. Add buyer strategy, content funnels, apps, and AI readiness.

This program is designed to keep you up-to-date with B2B marketing and AI.

Check out the program