ELC ☕️

Growth Marketing | Mom to Kennedy | Full Stack Marketing in Healthcare 💍 forever business partner @investinguab

[ELC ☕️ @thenameiscrame]

Stop using the AI slop "shift" in your copy.

You'd think the whole world suddenly started driving a manual car

[Common Sense Investing @investinguab]

https://t.co/uai6r7bcJ2

[ELC ☕️ @thenameiscrame]

Most AI models will see 17 > 6. Smart marketers know 60% > 17%.

Before relying on AI, know your audience, your accounts, and your data. Otherwise you’re just automating bad assumptions.

[ELC ☕️ @thenameiscrame]

🌶️ Hot take: before you give AI anything remotely intellectual, you're going to have to spoon feed it.

Because according to AI, one of the largest US health systems has been engaging with my campaigns for 6+ months. I'm expecting a deal any day now.

If only that were true.

[ELC ☕️ @thenameiscrame]

AI only knows what you teach it. If your ABM segmentation is weak, AI often mistakes volume for intent.

Example:
• Account A: 6 of 10 buyers engaged = 60% saturation
• Account B: 17 of 100 buyers engaged = 17% saturation

[ELC ☕️ @thenameiscrame]

@investinguab @SCapStrategist Gross 🤮

[ELC ☕️ @thenameiscrame]

@JasonP138 I’m a mom

[Common Sense Investing @investinguab]

https://t.co/QwmhssskTn

[Common Sense Investing @investinguab]

https://t.co/ryzzRZxo37

[Common Sense Investing @investinguab]

https://t.co/Oe1ke8yjRv

[ELC ☕️ @thenameiscrame]

The biggest thing holding your marketing back is deciding something won’t work before you’ve even tested it.

3 worst marketing outcomes:

🥉A failed research-based campaign
🥈A failed anecodotal-based campaign
🥇Never launching anything

Experimentation > Perfectection

[ELC ☕️ @thenameiscrame]

So while your tech stack matters, testing your campaigns is equally important - with or without the fancy tools.

Because if you're not testing, you're not marketing

[ELC ☕️ @thenameiscrame]

Because we're already using this slogan in one of our campaigns. And I quite literally have millions of reasons through emails sent indicating it is consistently one of our lowest performers.

So how does that check out?

Correlation does not mean causation.

[ELC ☕️ @thenameiscrame]

The point is - if we took that as absolute truth and put it on everything, we'd be in trouble.

Campaigns don't just help sales close the deal, they serve as tests. Experiments. Research.

They don't have to be sophisticated, they just require you to get out there and do.

[ELC ☕️ @thenameiscrame]

A couple of months ago, we launched a customer survey. One question asked them to pick the most compelling offer, and the majority selected an option with a particular slogan.

Our customers ranked it best, so we should put it on every single marketing material...right?

WRONG.

[ELC ☕️ @thenameiscrame]

I'm pretty sure my supervisor wants me fired 🧵

I'm the biggest buzzkill when it comes to strategy season and discussing new martech.

I'm kidding (mostly).

But it's worth a reminder that AI will never be able to tell a small company's marketing team how to run their strategy.

[ELC ☕️ @thenameiscrame]

Feeling like you never have enough data leads to campaign stagnation, or tunnel visioning on research and treating it as ultimate truth.

Both are faulty thinking.

While a campaign objective should be rooted in data, that shouldn't yet be seen as the final word.

Here’s why:

[ELC ☕️ @thenameiscrame]

And testing it through campaigns. One cannot exist without the other. It's not a beginning and an end. It's a cycle where one checks the other.

Any seasoned marketer knows you shouldn't launch a campaign without doing the research first. But I've also seen the opposite ���

[ELC ☕️ @thenameiscrame]

Agencies will never understand your business, your service, your product, and your audience as well as you do.

But similar to an agency, sometimes we rely too much on the tech stack to tell us about our own audience. A fundamental pillar of marketing is obtaining data…

[ELC ☕️ @thenameiscrame]

Your tech stack is just crunching numbers. It will always require the human element - taking that data, testing it, and then understanding the results through simply knowing your business and your audience.

There are so many benefits of working on a small marketing team.