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Pipeline building is now a shared responsibility across marketing, sales,
customer success, product, and operations teams. 


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TLDR MARKETING 2024-08-26

Is your spend out of control? Stop waste at the source with Rippling (Sponsor)

Marketing costs money. But between bills and expenses, you might find that
you're already in the red before you even start.



Take back control and stay on top of every type of company spend with Rippling
Spend Management. It lets you automate your expense policy and approval chains,
so you can save time without letting out-of-policy spending slip through. 

Track everything your team buys—from expenses, bill pay, to corporate cards and
travel—from a single location. Try Rippling today and get one month free.

📱


NEWS & TRENDS

5 Predictions for the 2024 Holiday Shopping Season (4 minute read)

Mobile will account for over half of holiday e-commerce sales due to Gen Z's
shopping growth, mobile-native apps, and rising buy-now pay-later (BNPL)
options. Overall holiday e-commerce is expected to grow only 5% this year. With
a shorter Christmas shopping season of 29 days, email volume will increase to
counter higher digital ad costs. Social commerce will experience growth from new
platforms and increased Gen Z usage. BNPL is projected to grow 9% YoY, driven by
retailers promoting in-store offers.

TikTok Holidays For You 2024 Report (11 minute read)

TikTok users are more likely to make self-gifting purchases compared to other
platforms, with 87% indulging in gifts for themselves during the season. They
also make 80% more travel-related purchases. The platform's diverse community
celebrates various cultural traditions, contributing to a 1.24X higher spend
across categories.

🚀


STRATEGIES & TACTICS

The "Chief ___ Officer" trick for influencers (1 minute read)

Instead of just paying an influencer to endorse your product, assign them a
'Chief' title that suggests they co-created it. Announce this title on your
brand's social media and create a dedicated landing page on your website for the
influencer to direct their followers. While the influencer doesn't receive
ownership or a real role, the title enhances the campaign's impact through the
Parasocial Interaction Effect and the Halo Effect.

5 Low Effort SaaS Conversion Strategies (9 minute read)

To enhance SaaS conversions, create concise landing pages with less than 200
words. Use exploratory headlines instead of commitment-heavy phrases to make
users feel more inclined to interact. Consider removing the word "free" from
CTAs, as it can sometimes diminish perceived value and trigger skepticism.
Implement time-limited discounts to generate urgency and drive immediate action
from your audience. Shift from traditional "Call to Action" buttons to "Call to
Value" messages that highlight the benefits users will receive.

🧑‍💻


RESOURCES & TOOLS

40+ ICP Marketing Plays (1 minute read)

Pipeline building is now a shared responsibility across marketing, sales,
customer success, product, and operations teams. Success depends on coordinated
campaigns targeting high-value customers, moving beyond the limitations of
MQL-focused strategies. This post shares over 40 ideas on how to target
customers in different stages of the purchase funnel.

Perplexity ads to launch in Q4 (1 minute read)

Perplexity is expected to launch ads in Q4 across 15 categories, including
finance, technology, and health. Advertisers will be able to run “sponsored
questions” that appear on related questions and video ads on mobile and desktop.

🎁


MISCELLANEOUS

The continuous SEO battle (15 minute read)

The rise of AI Overviews and rich snippets in search results is reducing CTRs to
traditional websites. Search engines are increasingly delivering concise,
relevant information directly in SERPs, often synthesizing content from multiple
sources. This shift favors content that is easily understood by both AI
algorithms and human users, changing the dynamics of visibility and engagement
in search results.

Marketers on Fire: Hinge CMO Talks ‘No Ordinary Love' Campaign and Gen Z
Marketing (8 minute read)

Hinge's “No Ordinary Love” campaign features an 80-page zine of modern romance
stories by contemporary authors, showcasing couples who met on the app. The
printed zine reflects the resurgence of romance literature and trends on
BookTok. Hinge aims to encourage in-person interactions rather than app
engagement, setting itself apart from competitors.

An Underrated Growth Lever: Don't Delegate to Your Users (9 minute read)

The "Don't Make Me Think" growth lever focuses on reducing cognitive load.
Grammarly increased upgrade rates by 10-20% through personalized pricing based
on onboarding data, while Blinkist boosted free trial sign-ups by 20% with
clearer trial terms. These examples show how minimizing friction and guiding
users intuitively can enhance feature adoption, speed up product value
realization, and improve retention, creating a self-reinforcing growth loop.

⚡


QUICK LINKS

Why paid advertising sucks in 2024 (47 minute podcast)

Rand Fishkin from SparkToro explains why paid advertising often overcharges
marketers.

Your product is not their problem (2 minute read)

Understanding customer needs and industry challenges takes priority over
pitching product features when entering a new market.

Why SEO is a Game of Poker, Not Chess (5 minute read)

SEO is like poker, requiring a blend of strategy and managing uncertainties in
an unpredictable environment.

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Thanks for reading,
Alison Koh, Maddi Salmon & Joao Kodama




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