Turing's Tofu #11

📰 This Week in AI & SaaS 📰

• Meta has released new AI-powered tools for ads–including features that automatically deliver product recommendations and optimize videos for different platforms–to help brands improve their ads and video shopping experiences.  Read more.
  

• Midjourney is testing a feature that allows users to create consistent characters across new images and styles to address the inconsistencies text-to-image generators produce.
  Read more.
  

• OpenAI has reinstated Sam Altman onto the board of directors following an outside investigation into his conduct, after his rapid firing and re-hiring last year, and added three new female members to broaden perspectives and mitigate AI bias.
  Read more.
  

• Text-to-video model, Pika, has released some cool new sound effects:
  Watch this.

🌟Turing’s Top Picks 🌟

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• Crowdlens: Crowdlens is an AI-powered tool that monitors web platforms to help businesses track mentions about their brand, competitors, and related keywords.
  Try it. 

• ROAS: ROAS is an AI growth tool that utilizes AI algorithms to optimize advertising campaigns, drive efficient growth, and maximize Return On Advertising Spend (ROAS). Try it

Read of the Week: 

SaaStr Founder and trusted industry advisor, Jason Lemkin, tells us why SaaS companies now need to be 2x as effective and 2x as efficient as they were back in 2021. 

Read it 

💡 Marketing Moments with Mounier 💡

Let's dive into a subject close to my heart: Agile Content Development. In a digital world drowned in content, the struggle isn't just to be heard, but to truly connect and provide value. Every day, millions of articles are published, yet so few make an impact. Why? Because they target algorithms, not people.

Here's the gist: Stop creating content just to create content. Embrace an agile approach, focusing on quality, relevance, and iterative improvement. This methodology, originating from software development, applies beautifully to content creation. It’s about being adaptable, using data to guide your strategy, and ensuring your content genuinely addresses your audience's needs.

Agile content development revolves around a cycle of discovery, briefing, optimization, and measurement. It starts with understanding user expectations and the competitive landscape to pinpoint what your audience really wants. Then, crafting a strategy that asks, "How does my content improve my audience's life?" Optimization ensures your content reaches the right eyes at the right time, while measurement keeps you flexible, ready to adapt based on performance.

Why does this matter? Because in a sea of mediocrity, the content that solves problems, engages, and converts is king. It’s not just about being seen; it’s about being significant.

For those yearning to dive deeper into transforming your content strategy from static to dynamic, I've unpacked these concepts further in my article on FastCompany. And for an even broader exploration, my book "Marketing Funnels: A Journey Through Time and Their Demise" on Amazon awaits. Join me in redefining how we create content in the agile era.

👾 TOFU Quick Bytes: ActiveCampaign Teardown 👾

ActiveCampaign Teardown

Founded in 2003, ActiveCampaign is a B2B SaaS marketing and sales automation tool that offers its customers a mix of pre-built automations and integrations (including Facebook, Google, WordPress, Salesforce, Shopify, and Square) to power personalized marketing and transactional emails, and one-to-one CRM interactions throughout the customer lifecycle.

Strategy overview: 

ActiveCampaign targets a wide variety of audiences–from bloggers to executives–within small-to-mid-sized businesses. Its core objective is to provide businesses with affordable yet powerful tools that can compete with enterprise-level solutions. Their marketing messages center around empowering their customers to build meaningful connections with their customers by giving them the ability to create personalized experiences that resonate.

Performance Analysis:

• They have around 150,000 customers from over 170 countries 

• They make $290.5 million in revenue per year 

• With over 10,000 positive reviews, they hold the highest customer satisfaction rating among Marketing Automation, E-Commerce Personalization, Landing Page Builders, and CRM solutions on G2 

• They have global offices in Chicago, Indianapolis, Sydney, and Dublin

• They have raised $360 million over three funding rounds

How have they achieved this? 

Critical Teardown:

What does ActiveCampaign do well?

Unique product positioning: Positioning is how a company creates a perception of uniqueness. ActiveCampaign does a great job of positioning itself by controversially saying: “Cloud” and “Integrations” are bad, but “Stacks” and “Deep Data” are good.

Everyone assumes that “the cloud” and “integrations” are good things, but their marketing material shows customers that the cloud isn’t necessarily always good, and neither are all integrations. This creates a new belief in the mind of the customer and puts ActiveCampaign in a unique and memorable position.  It also pulls on a hero versus villain narrative.

Customized landing pages for customer groups: They’ve created landing pages for targeted customer groups and used specific terminology that speaks directly to customer-centric pain points. The two examples below, show how they target SaaS companies and marketing influencers: 

The pricing strategy is built on retaining customers: As their customers grow, they naturally need more features, so ActiveCampaign's pricing strategy reflects this and grows with their users. They give users opportunities to customize their plans and offer different pricing strategies for different industries eg. Marketing vs Sales. This customer-centric pricing strategy makes users want to stick around. 

Reviews: Customer reviews are fantastic forms of social proof, and ActiveCampaign has glowing reviews on all the major review sites. What’s interesting to see, is that Google doesn’t return anything from ActiveCampaign's website for the search term “ActiveCampaign review”, meaning they must be providing the value they promise, treating their customers well, and monitoring review sites and responding, publicly, to negative reviews.

What doesn’t ActiveCampaign do well? 

Their free trial is limited: It only lasts 14 days (shorter than most in the industry) and free trialers only have access to a few features, which prevents them from truly testing the product, in real-life situations, which could put potential customers off. This is a good strategy to create pressure to upgrade. If there is a feature that someone really wants but can’t access in the trial then they may pull out their credit card and upgrade.

However, if they truly want to lean on a PLG motion then they should focus on bringing as much value as possible during the trial and create a “sticky” factor. By allowing the trialer to test out many of the powerful features than the user feels more invested and this will lead to higher trial to paid conversion rates.

Confusing UX/UI: Reviews from sites like TrustRadius show that some find their user interface difficult to navigate, with comments such as “Your knowledge centre is difficult to navigate” and “no navigation buttons” highlighting the need for ActiveCampain to review their user workflows and re-design certain areas to make the platform as easy as possible for users to use. 

AI integration

One of the key ways ActiveCampaign uses AI is in its AI Content Generator. This feature leverages AI technology to create personalized and engaging customer experiences at every touchpoint. It makes it easy for businesses–including ActiveCampaign– to create content that resonates with their audience. 

Key takeaways

• Install a belief that’s against a mainstream idea (eg. cloud and integrations aren’t always a good idea) so you stick in people’s minds. 

• Create clear customer groups, then design your marketing messages around them, so they truly resonate. 

• Offer free trials that give users enough time to familiarize themselves with your product/service, and offer them all your features so they get a chance to trial your product at its best (this may also lead to upgrades later down the line if you offer advanced features on higher-priced plans). 

• Always test the UX/UI of any new designs/new features you release to make sure they’re user-friendly and easy to navigate, as any friction when using your product could cause churn. 

• Use social listening tools to keep an eye on review sites and if you receive any negative comments, make sure you respond and rectify any issues, making these updates public.  

• Consider basing your pricing structure around your customer's growth and the industry they’re in, offering them a targeted pricing plan that fits their journey.  

What campaign or content marketing strategy would you like to see torn apart, next? Let me know! 

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