Claire Connell

Wifey. Dog and human girl mom. Event and Marketing Leader. UCF alumni. Southern Belle. Makeup junkie. ❤️

[NASCAR @NASCAR]

Do I look like I know what a JPEG is?

I just want a picture of a god-dang race car!

[Preston Rutherford @PrestonRuther10]

CFO: ROAS is tanking. Why all this top-of-funnel 'brand' stuff? Investors are gonna sh*t a brick.

CMO: Because of the 95/5 Rule.

CFO: The what rule?

CMO: It’s why we’re shifting strategy. Turns out, we’ve been spending nearly all our dollars talking to only a small fraction of our audience.

CFO: And now you’re telling me that was a mistake?

CMO: Exactly. Here’s the thing—only 5% of the people we’re reaching are actively in-market to buy right now. The other 95%? They won’t buy today, no matter how great our ads are.

CFO: Wait, so you’re saying 95% of the audience doesn’t matter?

CMO: Not at all. They matter more than ever. Those 95% are future buyers. But right now, they don’t need us—they already have the product we’re selling or simply aren’t thinking about buying yet. That’s why we can’t just keep hammering the same DR campaigns. Those only work on the 5% who are ready to buy.

CFO: So what’s the play here?

CMO: The 95/5 Rule says our job isn’t to push the 95% into buying now. We can’t do that. Instead, it’s to make sure we’re the first brand they think of when they do need what we sell. It’s about creating memory structures. Most people don’t search every option when they’re ready to buy—they choose the brand they already remember.

CFO: (thinking) So this isn’t about driving immediate sales.

CMO: Nope. It’s about building Baseline Revenue—the revenue that comes when buyers seek us out directly, without relying on ads or discounts. It’s higher-margin, less discount-dependent, and sticks around even if paid ads falter.

CFO: (starting to nod) Okay, so how do we even measure this shift?

CMO: Three metrics:
1. Growth in branded organic search—more people Googling our name.
2. Direct traffic—people typing in our URL directly.
3. A rising percentage of revenue from these traffic sources
And here’s the kicker: when Baseline Revenue grows, our DR ads actually work better.

CFO: (sitting up) How’s that?

CMO: Because a stronger brand means higher conversion rates across the board. At Chubbies, we saw branded organic search grow 70% when we focused on this balance. That made everything perform better—ads, email, even affiliates.

CFO: And we don’t stop DR campaigns entirely?

CMO: Definitely not. It’s about balance. We keep the DR machine running, but we invest in top-of-funnel campaigns to build awareness and memory for the 95%. Think of it as planting seeds for the future while still harvesting today. It's the classic "Both AND" scenario.

CFO: (smiling) I like the sound of that. What’s the first move?

CMO: Start by spending a day walking in the shoes of the 95%. What do they see when they encounter our brand? Then, test creative that gets noticed and remembered—bold, fun, and unexpected. And finally, gradually shift our budget over 2025 to reflect the reality of the 95/5 Rule.

CFO: (grinning) Alright, you’ve sold me. But this better work

CMO: 100% chance this will generate more contribution $$$ than our current non-incremental, high-ROAS money-wasting tactics

CFO: well when you put it that way...

[PaceMate® | We never miss a beat.® @PaceMateLIVE]

Data overload is a significant hurdle in cardiac care. How do we cut through all the noise and get down to real-world solutions?

Join us at HRX live in the HRStv Studio for an exclusive in-person production of a session.

#HRX2024 #cardiacremotemonitoring #electrophysiology #EPeeps

[Colin @ufcolin]

the european mind cannot comprehend lil jon doing georgia's roll call

[Cardiovascular Business @CardioBusiness]

Advanced cardiac remote monitoring enables timely follow-ups, often preventing unnecessary hospital visits.

Click below to learn more about real-time data and seamless connectivity to enhance patient care. @PaceMateLIVE

https://t.co/uK7HPXScTQ

[Joe Kovac Jr. @joekovacjr]

Macon (and her pink poodle) on the front page of Sunday’s @ajc:

[Claire Connell @clairedconnell]

@PaychexService It isn’t allowing me to DM you

[Claire Connell @clairedconnell]

@Paychex took $800 out of my paycheck in December for health insurance I did not have through @FLBlue. Both orgs are now saying there is a retroactive date and that I was covered during December. You are all criminals.

[Claire Connell @clairedconnell]

LOL I’ve already talked to you and emailed 1,000 times and get nowhere. See latest email.

[PaceMate® | We never miss a beat.® @PaceMateLIVE]

Cardiovascular Healthcare News: Explore the game-changing trends - automation, wearables, and remote monitoring - that defined the year. Read more here: https://t.co/zO4atyaILs 🏥💡

Looking forward to 2024. 🚀
#cardiacremotemonitoring #interoperability #HIPAAcompliant #EPeeps

[NASCAR on USA @NASCARonUSA]

Sherry Pollex has died at the age of 44 after her courageous battle with ovarian cancer.

[Republicans against Trump @RpsAgainstTrump]

Former Republican Lt. Governor of Georgia Jeff Duncan moments ago after exiting the Fulton County Courthouse:

“Donald Trump was the worst candidate ever, in the history of our party … and now we are going to have to pivot from there.”

[Markie Devo @markie_devo]

Starbeez fall menu!!

This menu is rumored to drop on August 29th and will run until November 1st at all participating locations nationwide👀

[Veritone @veritoneinc]

We are thrilled to announce that we have closed the #acquisition of @BroadbeanGlobal, a global leader of #SaaS technology that makes #TalentAcquisition and engagement easier, faster and more efficient, from @CareerBuilder! 👏

Read the full press release➡️ https://t.co/gef9BXSVKs

[Dana Bash @DanaBashCNN]

Hey ⁦@latimes⁩ - yes John and I used to be married. We are now friends and share a wonderful son together. In this context I am not an “ex wife,” I am a veteran journalist with decades of experience who worked hard for this role. Do better please.

[NowThis Impact @nowthisimpact]

’Dead kids can’t read.’

Rep. Jared Moskowitz shut down Rep. Marjorie Taylor Greene during an exchange on U.S. school shootings, saying Republicans are focused on banning books instead of banning assault weapons.

[David Hogg 🟧 @davidhogg111]

This is America. This is the cost of inaction.

[Bret Kinsella (Read Synthedia) @bretkinsella]

Synthedia: Veritone Launches Two Very Different Enterprise Generative AI Applications https://t.co/cCANOM3KtD

[Word of the Day & more @VocabulousUS]

❌ Stop saying ‘very’! Expand your vocabulary! 💪 #wordoftheda❌ Stop saying ‘very’! Expand your vocabulary! 💪 #wordoftheday