Launch

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Focus on what your customers need and pivot towards a solution

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Photo by Eriksson Luo on Unsplash

When the global pandemic plagued our plans for 2020, a whirlwind of what now’s flooded our minds. Many businesses experienced shutdowns, while others did everything they could to stay afloat or even thrive.

As marketers, we are all too familiar with the concept of adapting to change. With an ever-evolving digital landscape, we know the stakes are incredibly high, leaving us with an impending decision: keep up or get left behind.

While some spend time dreading the thought, others are acting.

Meet Laura and Shannon.

These Marketing Leaders have great insights to offer on pivoting marketing plans to effectively satisfy customers.

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Laura Rueckel is a firm believer in not being afraid to try things.


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Editor’s Note: In the following blog post, our product manager interviewed herself about herself to illustrate the role of product management in an experience design agency. How can you be a product manager in an agency? Do you guys even make products?

It may not seem like it, but experience design agencies like Launch are in the product business, as much as any manufacturer or SaaS company. The key difference is we make products for our clients’ brands, rather than our own, whether that product is an interactive experience, an app or a microsite. …


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In August 2018, we started Launch Cares, a pro bono initiative to support local nonprofit organizations. By providing services free of charge, we aim to help nonprofits increase their impact, and spread some love to our hometown.

Since our office is in the Downtown neighborhood of Atlanta, we encounter those experiencing homelessness every day. Because of this, we selected Atlanta Mission as our first partner organization. In addition to operating several homeless shelters around the city, they offer personalized, individualized services to their clients. It’s a new approach-one they expect will help to break the cycle of homelessness.

Our hope is that we will have a positive impact on our hometown, exemplify our core value of compassion, and honor one of the early Launch team members who passed earlier this year, Rachel Peters. To honor her, we decided to embody the thing that we appreciated most about her-her love for everyone around her. …


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May is Mental Health Awareness Month and I was reminded of an article I read at the start of the year called “Mental Illness in the Web Industry” by Brandon Gregory. In the article, he explores the idea that creatives may be particularly vulnerable to mental illness, while raising the question, “What can industries with high numbers of creative roles do about it?”

I was particularly fond of how he interviewed creatives who struggle with mental illness. Being a creative myself, and having many valued relationships with other creatives in my life, I wondered how we could care for each other and ourselves in light of this struggle. …


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Let’s face it. Sometimes, talking to people sucks. Picking up the phone can seem like the biggest obstacle in the world. We stomp our feet and drag our heels as we make our way towards a sales call or a phone date with a customer success rep. We’ve all been there. And that’s a big reason why you’ve been seeing the word “Bot” pop up in your feeds so often.

Ohhh. Right. Bots….like a Roomba?

Not exactly. A bot is any piece of software that automates a task. So, yes, a Roomba would qualify, but so would a chatbot that answers your question on a retailer’s site or that random Twitter account that @replies to you with an offer for low-price diet pills. In fact, bots went from being marketers’ worst nightmares (think spam accounts, fraudulent ad views) to a willing performer of their most overwhelming and tedious duties. …


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Ecommerce is more than just a buzzword, it’s a reality. We’re all familiar with online buying in the B2C world, and are probably more Amazon Prime-dependent than we’d like to admit. But in all the ecommerce chatter, B2B often slips under the radar. Despite the low-profile, B2B ecommerce is booming. Its market size is larger, conversion rates are higher, and growth rates are stronger than its B2C counterpart. So why aren’t we talking about it, and why are many businesses slow to fully embrace its potential? Blame lack of confidence.

Customer Hesitation

B2B leaders worry that their customers will shy away from online selling tactics. But when we look at customer behaviors, we see that this isn’t the case at all. Customers are ready and willing — it’s the providers who are slowing the process. …


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Recently my coworker Astrid and I flew to California to visit a client. On the plane ride home she introduced me to Bitmoji, which is an app that lets you create an emoji that looks like you. Once you’ve created your Bitmoji, you can scroll through hundreds of images that include your Bitmoji and share them with others. Here’s me and my coworker, Bitmoji style:

That was only the beginning. We now send Bitmojis regularly at the office through Slack (a messaging app for teams). It’s a fun way to communicate, and we laugh at all the silly images that Bitmoji generates. …


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What is CAC?

Some call it CAC, some call it COCA. To all, it’s Cost of Customer Acquisition. A metric that most of us in the SaaS space are familiar with. It’s an unfortunate reality that gaining customers requires heavy upfront investment. CAC is a key measure to understanding business success. And, at the rate it has grown over the last 3 years, we need to pay more attention than ever before.

First things first. What is CAC and how do we calculate it?

Cost of Customer Acquisition (COCA or CAC) is the amount of money a company invests in a potential customer in order to convert them. CAC accounts for each and every touch point from video pre-roll ads to sales calls to content marketing efforts. These costs give you an idea of the total investment needed to gain a customer, but since all customers (and more importantly, all contracts), are not created equal — you can’t look at the CAC of a $12k contract and a $12MM contract with the same weight. …


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The premise of content marketing is that by reviewing information provided by your company, prospects begin to trust your company and understand the value of your product; marketing departments receive new leads (often through gated content); and sales departments receive better qualified leads from marketing which they then contact, assuming the prospect is ready to talk.

Unfortunately, there are problems with this strategy:

  • You assume the content your company provides is what your most valuable prospects need to get ready to buy. This means that you know absolutely who your target audience is, and they can easily get to the content they need. But if you have prospects who never engage with your content, then you have no idea that they were ever part of the process. …


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Last week I joined around 200 students, tech professionals and members of the general public interested in the “Internet of Things”. Although Tech Square’s Garage has been open for just two weeks, this crowd doesn’t have a problem treating it as a second home. We settled in for a 3-hour lecture ranging from Texas Instruments Hardware to AT&T-driven IoT infrastructure.

IoT can be useful for things such as tracking consumers through a brick-and-mortar store or for easing their daily lives through automation. …

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