Building Marketing Waiting Rooms™ - Join the community 🦄 | Content | Demand-Gen | Inbound

I practice the art of staying top of mind 🧠 This means I help brands clarify their message and bring it to life in unforgettable social content and ads.

Justyna Ciecierska-Göçeryan

When I was a marketing intern I’d drink beers with our sales director and write ad copy on the back of a napkin.


Those napkin scribbles outperformed 80% of the campaigns I agonised over with the marketing team.

I honestly got along better with sales than my marketing colleagues.

Their world just made more sense to me LOL.
The sales floor was my church.

I'd lurk in the hallways, eavesdropping on reps pacing back and forth with their headsets on, totally in their flow.

I got to hear bizarre customer objections they handled.
I got to observe them close a deal everyone else had pronounced dead.
I got to know our customers so much better thanks to them.

And I think it’s beautiful 🫠

No grand revelation today. 

Just this:
Go grab a drink with your sales team.

They'll make you a better marketer.

What's the best thing you've learnt from your sales colleagues?

Justyna Ciecierska, MSc

Founder @ Marketing Waiting Room - Messaging & creative strategy

I stopped dumping detailed buyer personas docs into ChatGPT. I replaced it with 3 sentences. Content gets DRAMATICALLY better.


When you vomit a 20-page document into AI, it doesn't magically cherry-pick the most important things.

It sees 47 different directions it could take, and it tries to lump it all together into one generic, illogical content sludge.

If you want AI to generate HYPER-RELEVANT content that attracts your IDEAL buyers, you need to strip your targeting down to its essence.

You only need three elements.
Three short sentences.
That's it.

1. DREAM OUTCOME: What are they trying to achieve?

2. PROBLEM: What's getting in their way while chasing that dream?

3. PSYCHOGRAPHICS AND BEHAVIOUR: How are they wired? What makes their situation unique?

So for example:

Imagine you are a business coach helping people get their first customers.

Here's your audience:

DREAM: "They want to start their own business or are in the early stages."

PROBLEM: "Terrified of losing stability and wasting lifetime savings."

PSYCHOGRAPHICS AND BEHAVIOUR: "Perfectionists. Not business-savvy. Overwhelmed. Overthinkers. They think they have to have a perfect product before selling."

Now here’s the thing:

Two people can have the same dream, and even the same problem.
But if one is business-savvy and the other is an overthinker paralysed by perfectionism, they will be interested in different content.

See the difference:

Overwhelmed perfectionist: "How do you know your offer is good enough before you start selling?"

Business-savvy doer: "Here’s the fastest way to sell your offer so you can find out if it's good enough."

See the nuance?

AI needs explicit, non-ambiguous guardrails to know exactly who it's writing for.

And yeah, I know, stripping everything down to its core is annoying, uncomfortable work.

But trust me - once you do it AI content gets waaaaay better and you stop prompt-wrestling.

This is literally what I do when I set up an AI Content Brain for my clients:
I turn their messy targeting and messaging into something AI can easily use.

Want me to do the same for you?

Go to: marketingwaitingroom.com and book your intro!

Founder @ Marketing Waiting Room - Messaging consultancy

How this truck salesman uses a BIZZARE playbook to hijack your brain in 120 seconds.


You might think this sh*t is chaotic, super random and silly.
But it’s actually well thought-out.
Masterclass in attention and memory encoding.
Let me explain

1/ CURIOSITY GAP
The video starts with a man telling a woman:
“Lean back. Don’t worry. I’ll catch you.”
You immediately want to see how this ends so you keep watching.

Attention? Check.

______

2/ SHOCK AND PATTERN INTERRUPT

→ He lets her fall.
You feel shock. Confusion. Surprise. This breaks your expectation. Your brain is now more receptive to the message that follows. 

→ That's when he delivers a life lesson: “Don't trust anybody.”
Your brain assigns him authority and credibility. Then he adds: "Except when buying trucks - trust me". That’s his bridge to the product.

(btw notice how he uses that gigantic comb for no good reason to keep your attention).

______

3/ SHOWMANSHIP + NOVELTY BIAS

The guy doesn’t list features.
He PERFORMS the features.

→ He measures the truck’s length by doing mid-air splits
→ He pretends to be a doctor while “diagnosing” engine power

You might think it’s silly but it’s actually genius for two reasons:
1) The weirdness keeps attention high
2) The showmanship bypasses sales resistance

When people realise they’re being sold to, they instinctively put up mental defences and stop processing the message.

By wrapping the pitch in weird, entertaining behaviour, he prevents your brain from labelling it as “advertising,” so those defences never activate

______

4. MEMORY HOOKS

While you’re entertained, he casually encodes the USPs in your brain:
→ Engine power
→ Cargo box size
→ Comfortable interior

He uses memory hooks to ensure you remember the most important things:
→ The brand name
→ The product and its USPs

Dude keeps saying:
“Jerry… Jerry… Jerry…”
Jerry is the company name.
He repeats it so often that it burns into memory.

And the weird acts (doctor, splits, comb) act as memory glue.
Your brain links:
Jerry → weird doctor → powerful engine
Jerry → splits → long cargo box
Jerry → comfort → funny guy

After watching the video, your memory is left with the most important keywords:

Jerry
Chinese
Great trucks

NOW CHECK THIS:
Next time you need a truck, your brain will remember these keywords, and you will Google the,m and you will find them.

The reason AI content sounds generic has nothing to do with AI.

It's you.

You're dumping 20 pages of audience research and 47 pages of transcripts into ChatGPT hoping it will do the hard work of figuring out whom you're actually talking to.

It won't. That's your job.

AI doesn't need all that information.

It needs clarity.

Three sentences.

If you can't explain your audience in three sentences, your problem is not generic content.

Your problem is targeting.

Clarity in, clarity out.

Want me to ruthlessly clarify your targeting and messaging and set up an AI content assistant that writes hyper-relevant content?

Go to marketingwaitingroom.com and book your intro.

The term “long-term marketing” is misleading. It suggests that results take years to appear, but that’s not true.


We praise direct response marketing for its quick and measurable results:

> Show an ad
> Customer clicks
> Customer takes action

But there’s another part of marketing that feels more ambiguous.

It’s often labelled as “long-term,” “brand awareness,” or “brand marketing.”

But not many people understand its mechanics.

A good way to think about it is indirect-response marketing.

(Or how I like to call it - Marketing Waiting Room™) 

It works differently.

The purpose is to build something deeper: memory structures in the buyer’s mind that can be retrieved when a buying trigger hits.

These memory structures are what drive people to come directly to you or make your direct-response marketing efforts perform better.

This type of marketing is often lumped into the “long-term” category, making it seem vague and uncertain in its ROI.

The real issue is that many marketers don’t fully grasp how to make it work.

It requires a different set of skills, thinking, and approach.

It’s about creating a resilient and valuable asset.

One that lasts beyond any specific channel or campaign and doesn’t show up neatly on a dashboard.

But that doesn’t mean it takes years to see results.

If someone is exposed to marketing your assets that build memory structures and then experiences a buying trigger just days later, that memory will activate, driving action.

Over time, this memory structure gets stronger, and these effects become even more visible.

I’ve built an AI content system that doesn’t just generate content, it follows your strategy. And OMG, it works ridiculously well!

If you’ve followed my work, you know I’m annoyingly picky about content.

I care about relevance, nuance, originality, and quality.

So I’m not interested in cranking out more AI slop.

For me, it’s all about using messaging, targeting, content strategy and internal expertise to create on-brand, original content across channels.

I pre-package and pre-chew it for AI.
I call it the “AI Content Brain” and it works like a charm!

Why?

Because I strip down the strategy to its essentials and structure it in a way that AI knows how to use it when creating content.

To be clear, it’s not something I whipped up quickly overnight.

I've been obsessing over this since 2022.

Testing, breaking, refining.
Figuring out exactly how to make AI finally *get it*.

I’ve been offering this as a productised service for a few months now, and I'm opening new slots today!

In 3 weeks, you get:

→ Your positioning, messaging, targeting, and content strategy defined and compressed into a clear doc AI can follow, no 20-page-long pdfs

→ Your internal expertise, product info, opinions, stories, and IP extracted and structured so it can be easily reused across content

→ A Content Brain that gives AI the exact context it needs to stay on strategy and stop hallucinating

→ AI content assistants that turn any raw input, ideas, notes, transcripts, conversations into on-brand, high-quality content across channels

All set up for you in a tool of your choice: Gemini, ChatGPT, Claude - you name it.

So if you want to scale your content creation without losing your soul and substance, I would LOVE to build this for you!

Head to marketingwaitingroom. com and book your intro.

The future of AI content creation is: 'interview me until something worth posting comes out.’

Let me explain:

I worked with 7 clients last year.

I helped them define their positioning, messaging and content strategy and built an AI content system that creates on-brand content across channels.

But there was something I didn't expect…

These people are incredibly smart.
Brilliant at what they do.

They'd tell me stories that made me go "Wait THAT'S a post."

And yet they kept struggling with content creation.

How’s that possible?!

They had the expertise. They had the stories.
So what was missing?

It became clear when they tried the "Interviewer" feature I built into their content system.

An AI assistant that:
- Understands their audience and strategy
- Asks targeted questions
- Pulls out stories, opinions, anecdotes
- Surfaces angles they didn't know they had

THEY LOVED THAT FEATURE THE MOST!

That’s when I realised they didn't have a content creation problem.
They had an insight extraction problem.

All they needed was buried deep in their minds.
And they couldn't access it on demand.

The Interviewer changed that.

They kept telling me that this made them think in a completely different way.

It sparked ideas they wouldn't have had otherwise.

Opened doors they didn't know were there.

THAT’S WHAT MAKES CONTENT INTERESTING!

That's when I understood what content operations should actually look like:

→ LAYER 1: Extract insights from experts through a natural conversation with an interviewer AI assistant 

→ LAYER 2: Process it through an “AI Content Brain” trained on positioning, messaging, and audience 

→ LAYER 3: Remix into different formats and channels.

The expert's job is to think and talk. 
AI’s job is to turn that into original, on-brand content assets.

So if you want your expert team to create content stop asking them to write LinkedIn posts.

Start building systems that pull the best of what they know and then let the “AI Content Brain” do the rest.

Would you like me to create such a system for you?
Book an intro via the link in my bio!

B2B marketing has a technical addiction


Growth hackers
GTM engineers
Frameworks
Automations
Ratios


We treat marketing like an engineering challenge.
And we don’t want to admit that it’s mostly a communication challenge.

I came across this quote lately:

“The truth isn’t the truth until people believe you, 
and they can’t believe you if they don’t know what you’re saying, 
and they can’t know what you’re saying if they don’t listen to you, 
and they won’t listen to you if you’re not interesting, 
and you won’t be interesting unless you say things imaginatively, originally, freshly.”

Bill Bernbach figured this out decades ago, but somehow we convinced ourselves that B2B marketing works differently.

We’re excused from clarifying our message and allergic to a little art.

Is it because we think our products speak for themselves?
Or is it because we don’t feel like doing the difficult work?
Or is it because martech has led us to believe that we don’t need clarity and creativity if we have a good tech stack?

I don’t know.

But I do know this: clarity and creativity in marketing aren’t optional.

They’re THE job.

POV: LinkedIn Ads perform at Got Talent...

I wish more B2B marketers and founders knew that…


1. Brand is your silent salesperson

2. Having no competitors is usually a bad sign

3. Signing up to a newsletter doesn’t mean someone is in "consideration stage"

4. Building brand awareness means building mental availability (buyer memory)

5. A marketer’s job is to make the brand easy to recall and easy to buy

6. You shouldn’t “scale marketing” before you’ve decided on positioning and messaging

7. Good advertising kills bad products

8. Creativity in marketing isn’t optional. It’s THE JOB

Couldn’t come up with 10. Help? 😅

My content workflow lately: I talk out loud to my “AI Content Brain” for 15 minutes on Monday mornings. Then it remixes my answers into endless posts.


That’s it.

Since I built my AI Content Brain in Claude, my content workflow got 

SO.
MUCH. 
EASIER.

And weirdly, way more fun.

Here's what I do now:

STEP 1: I start with the "interviewer mode"

Claude asks me questions as if it were my ideal buyer.
I just answer out loud (I use WisprFlow)
Casually. No writing. No pressure.
You would not believe what comes out of your brain when you're not trying to "write."


STEP 2: Claude remixes my answers into endless content pieces

It doesn't just summarise. 
No, no.
It does something more sophisticated.

It filters my rambling through my specific Targeting, Messaging & Positioning rules.

This means it knows what I sell, my unique PoV and what my target audience is interested in.

The Result:
→ 15 minutes of talking = 5-10 high-quality LinkedIn posts.
→ It’s not "AI-generated." It’s "AI-extracted."
→ The thoughts are 100% mine. The typing is 0%.

So here’s my advice to you:

Stop trying to create content from scratch.
Start having conversations and let AI do the remixing.

Want me to build your AI Content Brain for you?

Go to: marketingwaitingroom (dot) com and book your intro.

How to deal with messaging and content in an emerging vs. a mature market
TLDR: 

- Emerging market: your goal is to make your brand name = category. Which means your messaging and content should be category-focused. Not differentiation-focused

- Mature market: your goal is to communicate why your solution is better than the default. Which means your messaging and content should be differentiation-focused. Not category-focused.


EMERGING MARKETS:

Context:

→ Few competitors and no clear category leader yet
→ The real race isn’t differentiation. It’s becoming the obvious choice for the category
→ Low and uneven buyer awareness: many don’t know the category exists or don’t understand it
→ Buyers feel the problem but lack the language to describe it 


Messaging & content goals:

→ Create category awareness
→ Associate your brand with the category
→ Establish shared language: Frame and name the problem and the solution
→ Proprietary naming helps create associations (e.g. GTM engineering, Clay tables)

MATURE MARKETS

Context:

→ Many competitors and a clearly defined category
→ Buyers understand the problem and the available solutions
→ One or more strong leaders already exist
→ The game is differentiation

Messaging & content goals:

→ Clearly articulate how you are meaningfully different from the default options
→ Justify switching
→ Question what the category has normalised, or what is outdated etc. (e.g. Basecamp's calm work philosophy)

If I were Head of Marketing with a $300K+ budget, the first thing I'd do is:


Decide what our brand should be known for.

Don't forget this:

You're not investing $300K+ in channels.
You're investing in spreading a message.

TAKE THAT SERIOUSLY.

It's what makes your big girl budget deliver big girl results.

Pretty please, don't reduce yourself to 

a traffic factory 
a leads generator 
an ROI calculator

You're the architect of the big idea.

The thing people remember. 
Repeat. 
Talk about at dinner. 
Mention to their boss in every Monday check-in.

You're here to create something people are impressed by. 
Inspired by. 
Attracted to.

That's your real job.
The clicks and leads will come... wait, scratch that... they'll POUR in as a result of that.

Brands people can't stop talking about stand for something and own it:

→ Basecamp: "It doesn't have to be crazy at work" 
→ Gong: "Sales call reality over opinions" 
→ Intercom: "Marketing is conversational" 
→ Miro: "Where teams think together" 
→ Lovable: "Build something lovable"

So tell me - what's the one thing you want living rent-free in your buyer's brain when they finally have the problem you solve?

Why your “TOFU” or “demand” or “brand” campaigns are not working.


Because you’re trying to run them before you’re clear on what they’re meant to do.

Not many people realise that these campaigns are supposed to achieve mental availability.

Which simply means that your brand is top of mind when buyers realise they have specific needs and wants.

Like: When I need to decorate my house and I want it to be stylish, but also functional I think IKEA.

Or: When I need to improve how my sales team performs and I want clear, objective insight into what actually closes deals, I think GONG

This should be your starting point.

If you don’t define the needs and wants that your brand satisfies in one sentence like above, you don’t have the foundation for demand gen.

You end up with Frankenstein ads communicating everything and nothing.

They are hard to understand.
And therefore are hard to remember.
And therefore they will not work.

This gets especially painful in B2B software companies that kept adding features, use cases, integrations, and personas…

…until nobody can explain in one sentence when someone should think of them.

When this happens, the smartest thing to do is to hire an expert to help you boil it down to one simple message.

Otherwise you’re setting your marketing budget on fire.

Andreea Moise


If you're out there thinking:

" influencer marketing doesn't work 😞 "

" hard to measure any ROI from influencers 😫 "

" influencer marketing is too expensive 😳 "

" it's hard to vet influencers and find the right ones 😕 " 

" it's too complicated and time consuming 😵 "


>>> I'm here to DEBUNK EVERY SINGLE ONE of those thoughts.


Here are some of the things I've done for my clients&brands I've worked with:

- Got to positive influencer ROI in 90 days on 4 fig budgets

- Got started with 0 budget and scaled to spending 5 fig a month

- Generated 6 and 7 figures in direct revenue from influencers within various programs

- Got up to 90% posting rates in seeding campaigns ( even for newly launched brands)

- Generated 40+ millions views from long form content on Youtube to date for brands

- Managed 100s of influencers/month both as a single influencer manager and leading teams up to 10 influencer specialists in-house

- Developed simple and efficient frameworks that allow ANYONE to get started with influencer marketing in just 7 days and build a fully functional in-house program

🏆To date, I have coordinated and managed over 10.000 end to end influencer collaborations.

Are these guaranteed results for you too? 

🙅‍♀️ NO, and I'll never make any promises or plans 1. before understanding what your goals actually are and 2. understanding what your 5-years-from now vision is for your brand.

⏭ What I focus on primarily are LONG-TERM results (that's why I'm YOUTUBE first), because while quick wins are definitely a tasty treat, they won't help build a sustainable and scalable influencer model that truly supports your success.

🔃 I prioritise doing work that keeps on giving, for YEARS to come, regardless if you're still working with me or not.

So if you're ready to start with influencer marketing or need help scaling your existent program >>>

📲DM me if you’re looking to start building the right way

OR send me a quick email at andreea@thehypemaven.com

Influencer Marketing Consultant

- I help you start your influencer marketing from scratch, the right way
- I identify, untangle, and help you solve any bottlenecks or challenges in your current influencer marketing approach
- I use my almost 10 years of marketing and influencer marketing experience combined to help you set realistic and achievable goals that are aligned with your business to the core
- I teach you how to look for, recruit and train the best influencer marketing specialists for your team
- I create the the most streamlined custom Influencer marketing framework for your business and teach you how to use it to the max
- I teach you how to build relationships and influencer communities that truly love, support and advocate for your brand

On the list of unhinged things in my inbox this week:

- An influencer sent a media kit asking for an extra $500 to mention their affiliate link in a video
 
- A manager sent an initial offer of 8k - we said it's out of budget and we'll keep in touch. They came back and offered 5k. And then came back again and offered...$600.
 
- One Tik-Tok affiliate sent 17 emails in a row, convinced we're hiding sales from her, despite sending her several screenshots and assurances we're not. In her words her ONE 'viral" video should have sold thousands by now. Her current GMV is $360 and her viral video has 56k views and it's 15sec long.
 
- Another regular affiliate shared the code and link they got from another brand, ignoring our repeated notifications. Now they're asking for the commission from our client
 
- One influencer changed her mind and said she should be paid more for the collaboration (after signing the contract and acting super excited for 2 weeks straight) because she "technically" didn't like the product that much but made a nice video about it.
 
- Another one sent a media kit (when will the media kit era end??) and asked for 20% out of the $1500 colab fee to be paid for DAILY USAGE. Yes you read that right, 20% out of $1500/ per DAY.
 
I couldn't make these things up even if I wanted to
 
This is not to bash anyone, honestly I can understand (almost) every side of these.
 
It's to show what influencer marketers have to deal with on a daily basis. When dealing with people you have to expect the unexpected but also to handle situations you've never imagined you'd have to.
 
A lot of times when stuff like this happens, there's really nobody to ask for a solution. 

You have to find it for yourself, because trust me sometimes bringing in people from other deps that don't understand this channel can result in unnecessary drama (ask me how I know lol)
 
What unhinged stuff do you have in your inbox this week?

In-house Influencer Ops&Strategy | Own your influencer program

Just a kind reminder - influencer marketers and social teams spinning content and activations within timelines like 7 days



is not the norm.
 
We do it because we love what we do and we're damn good at it.
 
And we're also a lil crazy.
 
But it's not a signal to take it for granted and it's not the basis to build a healthy program.
 
If your teams are finding themselves put into that situation REPEATEDLY - it's not because you hit the talent jackpot.
 
it's because the brand's internal communication systems are a mess and we're professionals and get shit done no matter what.
 
framing it as a "we're super driven and DOers" is just slapping a cheap motivational label to hide the real problem.
 
that's it for today

One of the most outdated advice I see - is "give influencers freedom to create!"

This why freedom is not the answer to all your influencer problems and most def not why content is flopping:
 
➡️ Influencers don't know your buyer. 

You don't know it well enough either, because it's always evolving and most brands, have NO idea what type of content their customers actually consume. 

Unless you give actual insight in your brief, you're both running on expensive assumptions.
 
➡️ "creators know their audience best!" - 

great, so ask them what kind of content their audience consumes other than theirs, what interests their audience has, what types of user categories they reach on a regular basis and what products/services their audience buys. 

I'm gonna get a lot of hate for this one, but 90% of creators out there have no idea why they have a following.
 
The point above illustrates that brands and creators have different goals: Brands have ICPs (idea customer personas) and creators have IVPs (ideal viewer persona). When these overlap, you have alignment and traction.
 
➡️ Creators have different purposes for creating content and monetisation.

We keep fighting over who has influence and who doesn't and the answer is: whoever is crystal clear about their goals. 

Some are stellar at selling (affiliates), some know how to go viral, some are brilliant at retention, some know how to get engagement, some build community, some earn trust with value driven content, some will be able to entertain anyone from 5 to 90 years old etc. 

You get the point. FIGURE OUT if that creator knows their goal. If they do - small guidelines will work just fine. If they don't, less freedom is better. You're not impairing them, you're guiding them.
 
➡️ Creators actually love good insight and support - we see this especially on Tik-Tok when a simple tweak in the brief can jump GMV in a matter of weeks. 

It's significantly harder for them to try and figure out what each brand wants and how to deliver to them when it's not clearly stated or supported by a good brief.
 
➡️ Any type of brief works. I've sent 12 pages of text, slides, looms, pdfs, screenshotted pngs to a whatsapp DM. You just have to adapt it to your product, category and creator type you're working with.
 
➡️  If you need to send a brief with a lot of guidelines - EXPLAIN WHY. 

Tell them - hey this is data we have from 1k ads we've ran, and we know this stuff works. But open to suggestions on how to adapt these to your style and approach!". 

If the creator is adamant it won't work for them -  it's a vetting problem.
 
if there's pushback - go with their recommendation but ask for a failsafe if it doesn't work. If they promise their way will go viral or sell more but it doesn't - who takes the responsibility?
 
At the end of the day it's a balance and a collaboration - not a tug of war.
 
When you give "freedom" - as a brand you're shifting the responsibility of impact completely on the creator.

how it feels managing multiple client influencer programs while having the flu 

brb im going to chug some ginger tea and try to remember how to format a doc

My starting salary as a influencer marketing specialist was $400/month. 

This was for a full time position, handling a portfolio of around 2k influencers that I built from scratch. The biggest catch?

We did mainly Youtube collabs and had zero budget (barters exclusively). I bet a lot of people reading this might go "that's insane." But that's what we did and hit targets every single month.

So you can imagine the workload was not breezy plus this was my second full time job in addition to being a digital marketer in-office.

So that's why when I started hiring and building teams one of the first things I always wanted to set up properly was fair pay and bonus systems.

There's not a lot of talk about money in general and I get it, really.

There's obviously a geographic, experience, timeline, current economical state and all that linked to how much an influencer marketer gets paid.

However what I've noticed even fast-forward into today - is that this role seems to be very undervalued. There's still a lot of opacity around how much time, effort and resources goes into it and what's fair pay based on all these factors.

Add that to the constant underestimation of the impact that this channel has especially when starting from zero.

But then we run into another thing: even though this is a big industry - a lot of companies have never hired influencer marketers before and benchmarks are practically non-existent.

My friends over at Modash have been tackling a lot of these thorny subjects in their surveys, and this one might be my favourite by far.

They created a survey to collect this data (completely anonymously) and give some insight into what payment ranges look like for these roles and share it with the world.

If you have 10min of time on your hands, check the survey out and give your input too. 

Here's the survey >>

Open article: State of Influencer Marketing Careers 2026 by form.typeform.com

State of Influencer Marketing Careers 2026

High performance influencer programs suck for the internal teams.

And before I hear "UHM MayBe bC You DoN't do It LoL" > 90% of my clients are performance. That's what I do all day long.
 
By nature of what I do I don't work with anyone that doesn't have influencer at the core of their revenue growth.
 
They ALL care about sales, ROI, GMV and profit at the end of the day.
 
Here's what it looks like from the inside:
 
- Weekly grilling about performance metrics that are not supposed to be measured weekly

- Expecting accountability for sales metrics from non-sales people that have to contract other non-sales people to...sell.

- Measuring everything so granularly until they loose track of what impacts revenue in the first place

 -Wasting time tracking every dollar instead of zooming out and understanding incrementality

- Disconnection from the other marketing channels that should work together bc "every one channel should pull their weight. in a void."

- Daily/weekly high stress environment and high turnover

- Toxic competition being encouraged instead of competitive team collaboration

- Lack of creative freedom and support to grow and learn something else than producing sales
 
The absolute most successful clients and brands I've worked with to date - are the ones that saw the big picture.
 
Every single influencer marketer I've talked to that's pressured to make sales non-stop is saying the same thing:
 
"we GET the conversion talk and the sales targets.
 
What's soul sucking is being told that the impact of the channel is limited at last click attribution.
 
That we're not here to build sustainable revenue, but push every single influencer to nonstop peddling of discount codes so we can "prove" it works over and over again.
 
The moment a slight dip appears for reasons out of our control, eye of Sauron is right back on us."
 
I've also seen these have a major structural problem: they're hyperfocused on acquisition > but they can't for the life of them tell you what happens after the first sale.
 
I once asked a potential client if they've ever ran cohort analysis to understand if their LTV was healthy, bc the acquisition numbers vs the actual growth wasn't adding up. I got major side eye.
 
My point is > performance IS IMPORTANT. It's never about sales vs views.
 
But how we frame it in order to build sustainably is what matters.
 
If you're in a growth phase and need the runway and cashflow, by all means go crazy. That's the game in the beginning. The most important thing you can do at this stage is give your team room to experiment and go hard.
 
But always keep in mind that it has to be something your team can sustain long term.
 
You cannot force increase that 3% that's in the market to buy right now no matter what you do. If your focus is on that only, your brand is not growing, it's living from month to month.
 
So your goal is to always prep the ground for the next 3% that becomes active, and the next one and the next one.

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The Battle

Justyna Ciecierska-Göçeryan

Andreea Moise

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Performance ScoreAndreea Moise's LinkedIn Performance

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taplio

The Battle

Justyna Ciecierska-Göçeryan

Andreea Moise

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Justyna Ciecierska-Göçeryan's LinkedIn Performance

Performance ScoreAndreea Moise's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreJustyna Ciecierska-Göçeryan's LinkedIn Performance