Unlocking 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.
About the speaker

Amrita Mathur

Superside

 - Superside

Amrita is VP of Marketing at Superside

Show Notes

  • 02:23
    How performance marketers think about design
    In 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.
  • 03:23
    The importance of creative design in performance marketing
    The 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.
  • 06:36
    The power of video in performance marketing
    Video 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.
  • 09:25
    Continuous testing and creative iteration for effective performance marketing
    To 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.
  • 11:29
    Managing the cost of creating compelling videos at scale
    The 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.
  • 14:45
    The importance of creative throughout your buying cycle
    Overall, 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

  • "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

  • "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

  • "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

  • "First-person narrative video, no matter what storytelling format you choose, really stands apart as compared to static ads." -Amrita Mathur, Marketing VP, Superside

  • "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

  • "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

  • "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

  • "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

  • "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

About the speaker

Amrita Mathur

Superside

 - Superside

Amrita is VP of Marketing at Superside

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