John Thomas Lang

Every marketer and PMM needs to know this. Ten growth plays look smart but often backfire. Here’s what to avoid: 1️⃣ A redesign does not equal a growth strategy. It may seem fresh, but it resets your data. This often leads to short-term performance issues. Consider it a foundation move, not a quick win. 2️⃣ Copying your competitor’s strategies can kill your context. You see their results, not their reasoning. What fits their audience might alienate yours. Focus on learning from patterns, not just playbooks. 3️⃣ More channels do not guarantee growth. Spreading thin on SEO, SEM, and paid social dilutes your efforts. Double down on what’s working for you. 4️⃣ Paid traffic is just rented attention. Stop paying, and you disappear. Instead, focus on building owned and earned reach—community, referrals, and organic loops. 5️⃣ Micro-optimizations rarely move the needle. Changing button colors or CTAs without strategy is just decoration. 6️⃣ Reactivity isn’t agility. Constantly pivoting based on every metric spike creates chaos. Strategize and know what metrics to ignore. 7️⃣ Not every test needs significance. Small teams can prioritize fast learning over perfection. 8️⃣ Ignoring post-launch optimization is a silent killer. The launch is only the beginning of real growth work. 9️⃣ Chasing virality over retention burns trust. Sustainable brands focus on repeat engagement and lasting value. 🔟 Your growth model has an expiration date. Review it every 18 months. Adapt to evolving buyer behavior. Growth isn’t about chasing every shiny tactic. It’s about knowing which ones to ignore. How will you change your approach?

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Billtrust's marketing team partnered with one of our internal experts - Director of Product, Tricia Ethier - to create this video on AI-powered delinquency tracking. When suppliers wait 43 days on Net 30 terms, real-time alerts matter! Check it out: https://bit.ly/47HG1y8

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Before launching your next product, campaign or internal initiative, ask: does it speak to your brand believers? Your believers are more than customers or employees—they're engaged, aligned advocates who drive growth. From building activation plans to testing messaging, here’s how to bring your brand to life in ways that connect deeply with those who matter most to its success. Learn how to activate your believer base with strategy, creativity and precision. Read the full guide: https://lnkd.in/daXxKHMQ #BrandActivation #BrandStrategy #CustomerExperience #EmployeeEngagement #Leadership #MarketingStrategy #Concepita

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Spend less. Grow smarter. That’s the mindset shift companies need to make. Especially now. In his conversation with Measured, our own Daniel Pahl unpacks a smarter approach to media investment: stop chasing volume and start chasing value. When growth slows, most brands default to spend more. But smart brands ask spend better... where? Daniel breaks down how Chameleon Collective helps clients align media budgets with real business outcomes, not vanity metrics. By connecting marketing strategy to financial impact, we eliminate wasted spend, elevate what's working, and build measurement practices that both CMOs and CFOs can stand behind. Forget media management. We’re engineering growth strategies built for profitability. Watch the full interview with Measured here: https://lnkd.in/ec5GVzRM #ChameleonCollective #GrowthMarketing #MediaStrategy #MarketingLeadership #FractionalCMO #MarketingTransformation #EfficiencyMatters #SustainableGrowth #SpendSmarter #MarketingMeasurement

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The most expensive line item in your agency contract? The org chart. That’s the overhead tax. And if you’re a growth-stage B2B or SME leader chasing pipeline targets, you shouldn’t be footing that bill. In a typical agency setup, five people join your meetings, but only one is actually doing the work. And that person is juggling six other clients. But when you’re testing new positioning angles every quarter and reacting to competitor moves in real time, you don’t need layers – you need expertise. Enter Moonlet. ✅ Work directly with senior strategists and creatives ✅ Ditch the drag, the theatre and the bureaucracy ✅ Move at the speed the market demands Because when you’re chasing aggressive growth, you need a partner as lean and hungry as you are… not one optimised for its own overhead.   https://lnkd.in/d9mGCtKz   #B2BMarketing #MarketingStrategy #DigitalMarketing

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Your CRO wants pipeline. Your CFO wants efficiency. Your CEO wants growth. Sound familiar? In our latest #TuesdayTip, CMOs share how they're navigating conflicting metrics demands:

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