Unlocking Design for Performance Marketers — Amrita Mathur // Superside
- Part 1Marketing Led Growth Playbook — Amrita Mathur // Superside
- Part 2 Unlocking Design for Performance Marketers — Amrita Mathur // Superside
Show Notes
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02:23How performance marketers think about designIn B2B tech, the power of creative as part of the entire marketing process is only partially leveraged. However, eCommerce, CPG, and media companies understand it really well.
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03:23The importance of creative design in performance marketingThe success of performance marketing campaigns on various social media platforms depends largely on great creative and testing that creative. Refreshing ad creative can prevent ad fatigue and ensure that the target audience is reached effectively.
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06:36The power of video in performance marketingVideo stands out and works well in marketing, especially first-person narrative videos. Some hacks to make video effective include adding subtitles, AB testing video thumbnails, and making the video educational and entertaining.
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09:25Continuous testing and creative iteration for effective performance marketingTo isolate the quality of your video, test the same video with different headlines, subheadings, and subtitles to determine what works best. In addition, keep targeting parameters consistent while testing, and continuously develop new creative to maintain a steady stream of content.
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11:29Managing the cost of creating compelling videos at scaleThe reality is that creating compelling videos at scale is a complex and challenging process that requires a significant investment of time and money. The key is to constantly review the data and test different things within video to determine what performs well.
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14:45The importance of creative throughout your buying cycleOverall, creative can help unlock a prospect's understanding of a brand and differentiate it from competitors. In addition to bite-size videos, Superside utilizes a fun quiz on design personality to effectively drive prospects through the buying cycle.
Quotes
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"The only way to bring down CAC and continually reach the same audience over and over is through really great creative and testing that really great creative." -Amrita Mathur, Marketing VP, Superside
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"Ad fatigue can be negated simply by refreshing your ad creative. So, you're still getting your message in front of your audience, but you're not irritating the heck out of them." -Amrita Mathur, Marketing VP, Superside
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"How you tell your story in three seconds or less on an Instagram ad is through creative. You literally only have three seconds to hook someone or grab someone." -Amrita Mathur, Marketing VP, Superside
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"First-person narrative video, no matter what storytelling format you choose, really stands apart as compared to static ads." -Amrita Mathur, Marketing VP, Superside
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"Lots of people actually watch video without sound. You could be putting your kid to bed, or you just don't want sound. So, you have to have subtitles in there." -Amrita Mathur, Marketing VP, Superside
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"The thumbnail that you choose for the video before it starts playing is so important. You need to AB test the heck out of that." -Amrita Mathur, Marketing VP, Superside
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"We have found that when a video has a quality of surprise, a little bit of delight, and maybe it's a skit, it actually outperforms other styles of videos." -Amrita Mathur, Marketing VP, Superside
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"Someone said to me a long time ago, no growth hack lasts longer than three months. That timeframe is even shorter for performance marketing." -Amrita Mathur, Marketing VP, Superside
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"Superside didn't invest in video until early 2022. We were three years into the game before we started investing in video, because it does take time and money" -Amrita Mathur, Marketing VP, Superside
- Part 1Marketing Led Growth Playbook — Amrita Mathur // Superside
- Part 2 Unlocking Design for Performance Marketers — Amrita Mathur // Superside
Up Next:
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Part 1Marketing Led Growth Playbook — Amrita Mathur // Superside
Amrita Mathur, VP of Marketing at Superside, talks about how to build a bulletproof marketing-led growth strategy. In the B2B tech and SaaS world, it is uncommon for marketing to have a seat in the decision-making process from day one. Superside challenged the status quo and prioritized marketing from their startup days which resulted in hyper-growth for the company. Today, Amrita discusses marketing's growth-led playbook.
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Part 2Unlocking Design for Performance Marketers — Amrita Mathur // Superside
Amrita Mathur, VP of Marketing at Superside, talks about how to build a bulletproof marketing-led growth strategy. Even after prospects have spoken to your sales team and seen a demo, they might still be wondering how you differ from your competitors. However, good creative can help prospects quickly understand how your brand compares to a competitor and drive them through your buying cycle more efficiently. Today, Amrita discusses unlocking design for performance marketing.
