Category: Marketing

Audience Research Briefs Marketing Tactics

How Do You Market to a Double-Sided Marketplace?

Amanda NatividadBy Amanda Natividad
At last week’s SparkToro Office Hours, someone asked about how to incorporate audience research into a marketing strategy for a double-sided marketplace. That has lived in my head rent-free since. A double-sided marketplace, what’s that? That’s a marketplace that supports both vendors and end users. Think of TheKnot, which provides resources for people planning their own wedding, and for the…
Audience Research Briefs Marketing Tactics

Audience Research Brief: How We’d Market to Mid-Market RevOps Leaders

Amanda NatividadBy Amanda Natividad
But seriously, how does audience research inform your marketing strategy? I often say audience research is the heart of it all. And in a sense, I don’t think most marketers would disagree. We use different words for it — customer insight, positioning, voice of customer, ICP development — but a lot of it comes down to the same questions: What…
Content Marketing Marketing Office Hours

Office Hours: B2B Storytelling: How to Make Your Brand Their Favorite

Amanda NatividadBy Amanda Natividad
“What’s the best Disney movie of all time?” Before you answer — you’re already proving the point. In this episode of SparkToro Office Hours from a few years back, Jay Acunzo breaks down one of the most important (and most ignored) truths in B2B storytelling: people don’t choose what’s objectively best. They choose what feels like their favorite. A lot…
Marketing Office Hours Tactics

Office Hours: How to Write Influence-Driven Marketing Messaging

Amanda NatividadBy Amanda Natividad
“Where we’re going, we don’t need… roads.” Slip on your self-lacing Nike Mags, and buckle up in the DeLorean. We’re going back to 2021 to that time I (Amanda) presented on writing influence-driven marketing messaging. A lot has changed since then. AI wasn’t yet swallowing every marketing conversation whole, “zero-click” was just starting to take off, and plenty of marketers…
Marketing

Why LinkedIn Might Have Two Algorithms — and Why Marketers Should Care

Amanda NatividadBy Amanda Natividad
We marketers talk about the LinkedIn algorithm as though it’s a single behemoth. But a recent analysis from Christopher Penn suggests the platform may be running two separate systems that work together to determine what shows up in the feed. One system decides whether your post should even be considered for someone’s feed. The other decides where it ranks once…
Content Marketing Marketing Tactics

Best Practices Are Meaningless Without Audience Research

Amanda NatividadBy Amanda Natividad
There isn’t actually anything “wrong” with best practices. Best practices are general guidelines for what to do in order to ensure a general baseline of success. The problem comes when you employ best practices without personalization or a point of view. Then you’re just leading with some statistically average decision and marketing to… nobody in particular. Certainly not bad enough…
AI/LLMs Marketing

Why Everyone Prompts AI Differently (Even When They Want the Same Thing)

Amanda NatividadBy Amanda Natividad
Recently, I ran a tiny experiment. I asked eight mom friends — people very similar to me socioeconomically and with kids around the same age — to look up local basketball leagues for their kids. My only instructions were to search as though they really wanted a good answer. (And of course, “good” is subjective.) Every single one of them…
Content Marketing Marketing Tactics

Vibes Meet Facts: Write Like the Smart Human You Are, Not the LLM Making Stuff Up Again

Amanda NatividadBy Amanda Natividad
If you were to perceive the world based on a skim of my Threads feed this morning, then you would be convinced that absolutely everyone is engrossed with the Beckham family drama, the only other pressing matter at hand is whether to recline your airplane seat, and the cost of $0.79 for a garlic bulb is exorbitant to the point…

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