As we bid farewell to ICQ, I find myself reflecting on the profound impact this pioneering platform had on my life and career. Launched in 1996, ICQ was not just another instant messaging service; it was a trailblazer that introduced features like user profiles, online statuses, friend lists, offline messages, file transfers, and the memorable "uh-oh" notification sound.
These features set the foundation for what we now consider essential in modern social networks and messaging apps.
But for me, ICQ was more than a tool; it was a gateway to international networking. Back in 1999, as a web design and digital marketing professional, ICQ enabled me to connect with developers and digital specialists from around the globe. Through ICQ, I met my wife. Our journey began with my professional conversations about web development with her team, and blossomed into a personal connection during our first in-person meeting in Sofia. Despite the physical distance, ICQ kept us connected daily until we decided to become an official couple.
The closure of ICQ marks the end of an era, but its contributions to the digital communication landscape are undeniable. From introducing the concept of instant messaging to shaping the features of today's social networks, ICQ's legacy will live on.
Thank you, ICQ, for the memories and the connections. You were a vital part of the internet's better days and will always hold a special place in my heart.
https://lnkd.in/dmDbSY2M
#ICQ #DigitalMarketing #Networking #Legacy #SocialNetworking

"Current buyers are the source of current cash flows, while future buyers are the source of future cash flows. And the way to capture those future cash flows is to build mental availability among your out-market buyers so that when they do enter the market, your brand is the one they think of."

https://lnkd.in/dk3sJ6Dh #situationalawareness #cashflowfunnel #marketingstrategy #fullfunnelstrategy #tyheath #pareto #future #brand

"He's my BIG friend!" The Chester and Spike theorem:
We are often asked how to implement a strategy that allows us to lower the CPL while having a limited budget.
There are many things to say about using organic marketing, but a good start that gives tangible and fast results is to intelligently use a resource that we already have available: the ability to make our human capital interact with thought leaders.
Leveraging thought leader interactions and cultivating a strong brand reputation yield intangible competitive advantages that enhance the brand's position in the market, drive business performance, and establish a lasting impact on customer relationships.
And it is low cost!
Remember, it is important to approach thought leaders in the relevant industry, but also those that align with the company's values.
It is also important to do it genuinely and authentically: focus on building meaningful relationships and adding value to their discussions rather than solely seeking promotional benefits.

Well, ok, but how interacting with our BIG friend can decrease the CPL?
Taps into their audience, which is, in most of the cases, already aligned with the target persona
It enhances the brand's credibility and expertise in the eyes of the audience, consequently creating the basis for building the brand's own thought leadership.
Increases the brand's visibility within the industry. Thought leaders often have a significant reach and influence, and their followers are more likely to notice and engage with interactions involving them.
Increases the chances of receiving word-of-mouth referrals
It creates Content Amplification because the content can benefit from the thought leaders' audience and distribution channels. The shared content can reach a wider audience, attracting qualified leads who resonate with the brand's message and offerings.
All this generates more qualified leads, increases Conversion Rates and decreases the Cost per Lead.
So next time someone has small resources, but wants results fast, tell them to get a BIG friend!
https://lnkd.in/dcSX-frV
#marketing #thoughtleadership #cpl #leadgeneration #brandvisibility #engagement #engageyouraudience #organicmarketing

I recently read an insightful article by Cartwright, Liu, and Davies (2022) on influencer marketing within B2B, which inspired me to reflect on considerations for today’s B2B marketing landscape.
In 2024, the role of micro-influencers is becoming more critical, especially in the emerging cookieless environment, significantly impacting the EU. With many marketers planning to increase their investment in influencer marketing this year, micro-influencers (typically with 10,000 to 100,000 followers) stand out due to their high engagement rates and specialized, loyal audiences.
Micro-influencers are valuable because they communicate with a highly specific audience, making them ideal for brands aiming to reach targeted personas. This precision is crucial as marketers adapt to new privacy regulations and the loss of third-party cookies in the EU. These efforts should complement other strategies, such as first-party data collection.
The shift towards micro-influencers also highlights the growing importance of thought leadership in B2B marketing. Authentic and niche content created by micro-influencers can drive significant engagement and build trust, which is essential for B2B companies looking to establish themselves as industry leaders. *For a company, thought leadership attracts its target persona, making them come to the brand instead of targeting them directly. This approach helps customers identify with a brand that resonates with their values in a tangible way.* Leveraging platforms like LinkedIn and the new thought leadership ad formats can amplify a company’s voice and facilitate meaningful connections with its audience.
B2B influencer marketing differs from B2C, emphasizing attributes like trustworthiness, expertise, and long-term relationships. Internal influencers, such as employees, and external influencers, like industry experts, both play crucial roles in this space. Employee advocacy and customer reference marketing are pivotal strategies, leveraging internal knowledge and existing customer relationships to build credibility and trust.
Influencer marketing with micro-influencers and thought leadership works because the authenticity and relatability of micro-influencers foster genuine connections, resonating well in today's market where consumers and businesses alike seek transparency and real, specific value. Integrating these influencers into marketing strategies, as well as creating your own thought leadership, can enhance brand credibility and ensure personalized and effective outreach.
In the context of LinkedIn, harnessing the power of thought leadership can significantly elevate a brand's presence. Creating and promoting content that aligns with brand values and speaks directly to the target audience can drive engagement and establish your brand as a trusted voice in your industry.
https://lnkd.in/dpVE_XDZ
#MicroInfluencers #ThoughtLeadership #DigitalMarketing #CookielessFuture #B2BMarketing #LinkedInMarketing

"Put the candle back!", quoting a wonderful cult movie: put everything back to the way it was is what we'd like to do when we get a negative effect from a change in our strategy.
A small change could make a massive difference in your marketing efforts and results. What is often overlooked is that this effect can condition the results of subsequent moves... even if you "put the candle back". You've altered the environment, so you need to consider the impact of your previous moves on your next ones before planning them.
https://lnkd.in/dKnhDSAi #abtesting #marketingstrategies #butterflyeffect

The Golden Hammer or "if all you have is a hammer, everything looks like a nail" (Abraham Maslow, The Psychology of Science, 1966).
I was reflecting on this illuminating concept of more than 50 years ago: "Maslow's hammer" tells us that if we are very familiar with the use of the hammer, we risk using this tool also to tighten a screw or fix a glass light bulb, problems which require the use of different tools, and are therefore doomed to a failure, sometimes a disastrous one.

Very often, people, especially in the workplace, whether they are managers or the workforce, when facing a problem tend to use familiar tools, methodologies, and approaches to get what they want, without first determining if the tool is right for the job, or it isn’t.
And they persevere on their way, even if they don't reach their goals, with the illusion that the reason for their failure doesn't depend on their choices, but on uncontrollable factors.

This wrong way of reasoning would be caused by the human characteristic that psychologists call "cognitive avarice", i.e., the predisposition of our brains to use shortcuts and cognitive paths already known to save energy in case it’s needed for something else. After all, we are almost the same animals that, when they weren't lounging on a branch, wandered in the forest hoping to collect the fruits that had fallen from the trees... unfortunately the world has changed faster than us.

In marketing we cannot afford this behavior: we know that we live in a constantly changing environment, where doubting ourselves and admitting we are wrong, when we are, is the key to success.
Do I only get to half of my targets the way I've been following so far? Then, I must think out of the box and try something new (e.g. something someone else is doing), with the humility and evolution level of someone who has come down from his branch and has begun to look up to the highest branches.

If I don't try to check if those fruits are good, I'm going to stay hungry.
#workplace #marketing #targets #lawoftheinstrument #outoftheboxthinking

Do you know what Babel Fish is?
As a team manager overseeing a multicultural team of marketing account executives operating in 15 countries, I had the chance to reflect on one important aspect:
To quote Seth Godin, "Marketing is no longer about the stuff that you make, but about the stories you tell", however, in order to effectively convey these stories, it is crucial that we listen and comprehend all those of our target personas.
Sometimes the Echo Chambers of the Marketing sector can prevent us to do it.
I wrote down my thoughts about, have a read. #marketing #anthropology #echochambers #digitalculture #multiculturalmarketing
https://www.linkedin.com/pulse/babel-fish-tell-story-marketing-you-must-first-hear-pier-francesco?trackingId=y7KY%2FVIfgJqiPMjaRMw6FQ%3D%3D

Be the olive in their Martini: another potential benefit of advertising during the summer seasonality period in a B2B context.
Leveraging the fact that managers and professionals may have more time to engage with content during their vacations or leisure periods can be a strategic advantage on LinkedIn:
Engaging managers: do you stop looking at Linkedin during the holidays? Nah! it's there, next to your sunglasses and your glass, right on your mobile... By sharing valuable content on LinkedIn, such as informative articles, thought leadership pieces, and industry insights, you can capture the attention of managers and professionals who are actively seeking knowledge and networking opportunities. This can help improve your brand reputation and establish your business as a trusted industry authority.

Webinars and whitepapers for lead generation: Summer can be an opportune time to host webinars or publish whitepapers. As professionals may have more availability, they may be more likely to attend webinars or take the time to engage with in-depth content like whitepapers. By offering valuable insights, industry trends, or solutions to common challenges, you can attract qualified leads and generate interest in your products or services.

Sponsored content for brand visibility: Sponsored content on platforms like LinkedIn allows you to amplify your reach and increase brand visibility. By strategically promoting valuable content to your target audience, you can maximize exposure and generate more engagement. This can help you beat the competition in terms of thought leadership, as you position your business as an expert and resource in your industry.

Of course, not to mention you have little competition: Since some businesses may reduce or pause their advertising efforts during the summer, there may be less competition in the advertising space. This can create a more cost-effective and less crowded environment for your ads, potentially allowing you to reach a larger audience and gain a competitive edge.
#sponsoredcontent #summerseason #seasonality #decisionmakers #thoughtleadership