I’ve run dozens of live webinars and, if I’m honest, I used to treat each one like a one-off event: a lot of prep, a spike in registrations, a few sales... and then silence. Over time I learned that the real value of a webinar lies in its recordings. By repurposing them into an evergreen sales...
Feb 06, 2026
• by Élise Martin
Latest News from Marketing News
I get asked a lot: "Which content formats actually earn organic backlinks when you have zero budget?" As someone who’s spent years helping niche B2B sites punch above their weight, I’ll be honest — not every "free" format moves the needle. But some consistently outperform others, especially when you tailor them to the audience’s workflow, pain points, and data needs. Below I share the...
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Running a 7-day ad test is one of my favorite sanity checks when launching a new campaign. It’s short enough to move quickly, but long enough to collect meaningful signals—if you know what to look for. Over the years I’ve learned that the temptation to chase impressions or vanity metrics can derail predictive insights. Instead, you want a small set of reliable indicators that help you...
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I run a lot of creative tests before I let a TikTok ad campaign loose. Over the years I’ve learned that a viral-looking video isn’t enough — you need predictable signals that tell you whether a creative will perform once it’s scaled. I want to share a practical, six-step pre-launch test I use to predict ad performance on TikTok. It’s simple, repeatable, and it saves budget (and...
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I used to think loyalty programs were a solved problem: offer points, throw in a discount, and watch repeat purchases climb. But after running tests across multiple clients and analyzing hundreds of thousands of transactions, I realized most programs aren’t failing because customers don’t like rewards — they’re failing because rewards are designed for an imaginary “average” customer...
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Why zero-party data matters nowI've been watching the slow death of the third-party cookie for years, and the urgency to build alternatives has finally hit home. Cookies weren't just a convenience—they powered targeting, measurement, and personalization at scale. But relying on a technology controlled by browsers and external vendors was always fragile. Zero-party data gives us something...
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I’ve worked with dozens of Shopify stores over the years, and one truth keeps coming back: you can spend thousands on ads, but the real long-term wins come from product pages that rank and convert. Restructuring your Shopify product pages isn’t a one-off task — it’s a strategic process that blends SEO fundamentals with persuasive copy, UX, and analytics. Below I share the practical,...
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When sales volumes are too low to run traditional A/B incrementality tests, I get it — the fear of wasting budget or losing momentum can paralyze any marketer. Over the years I've worked with small e-commerce brands and niche B2B products where every sale matters. I learned to treat low-volume testing as a design challenge rather than a blocker. Below I share practical, low-cost methods I use...
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I’ve seen countless landing pages that look great but quietly bleed conversions. When your page converts below 5%, the problem isn’t always creative taste or bad traffic — it’s often one high-impact element that’s out of sync with visitor intent. When you’re staring at low conversion rates, you don’t have the luxury of running dozens of tests at once. You need an A/B test that gives...
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I used to think post-purchase communication ended the moment the package left the warehouse. Then I started paying attention to the customers who never returned: they’d buy once, vanish, and slowly inflate my churn numbers. That's when I turned to post-purchase SMS sequences in Klaviyo — not as a single follow-up text, but as a thoughtful sequence designed to reduce churn, build habit, and...
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I often get asked by DTC founders and marketing teams which micro-influencer metrics actually move the needle on sales. It’s tempting to pick a few vanity numbers—follower counts, likes per post—and call it a day. But from my experience running influencer experiments and advising brands, the metrics that truly predict sales are a mix of engagement quality, direct action signals, audience...
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