Vinita Persaud

Regarding the Shopify agency landscape… As Shopify continues to move into the enterprise space, a handful of agencies will peel off from the crowd and thrive while the rest get stuck servicing the long tail of smaller customers. Agencies I talk to are quickly learning that the buying journey for enterprise clients is so different than small brands where senior leadership is part of every conversation. They’re also learning that other agencies aren’t their competition, the big system integrators are. My advice? Don’t think about the agency next door holding a better happy hour than you, worry about Deloitte’s partners that have existing C-suite relationships that started when they were getting their MBAs together at Stanford and how to meet them where they’re at. Focus on smaller projects with champions from specific departments to get in the door, not big bang re-platforms or digital transformations. Bring them enterprise-grade technology with partners that move the needle, not a shipping calculator. Prepare to show up with humility and justify your existence every day, they likely employ people smarter than you and your goal is to stay ahead of their next questions, not deliver the same old advice recycled from smaller engagements. Agencies that learn how to engage with enterprises are about to make a ton of money, the rest are going to flounder for a while as the Shopify Plus landscape shifts under their feet. Also, there’s nothing wrong with sticking with smaller brands. They move quickly, usually pay their bills on time, and you get to help the backbone of the economy (small companies and entrepreneurs) be successful.

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If you want your company to grow, you’ve got to design it for growth. Last week, we took our team at Candybox Marketing out to a Jays game in Toronto and surprised them with Candybox-branded Stanley mugs. But here’s the kicker: we’ve set aside 40 more Candybox Stanleys for the next 40 team members who will join us. Some might see this as an unnecessary cost, but we see it as essential planning. Finance, Operations, Shareholders, and even some owners might have different opinions on expenses and efficiency. But if you want to build a fast-growing company, you’ve got to invest in your team and plan for expansion like it’s a sure thing. My experience has taught me that hiring top talent quickly is crucial. Cutting corners or undervaluing your team only holds you back. If you want to stay ahead of the competition, invest in your team and prioritize growth. And yes, get them a Stanley, and stop being a cheapskate.

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Shopify isn't going away. The way you think about your storefront should though. Up until a year ago, the conventional logic was that your Shopify store was the center of your business. Prioritize traffic and acquisition through your brand dot com over everywhere else, because those customers were the highest quality. Then out of nowhere, there was a lot of talk about the death of Shopify because Meta Shops and TikTok shops were growing so quickly. The premise was that more and more shoppers were buying from these 'off-site' social stores instead of from your brand dot com. We are moving towards a hub and spoke model, where your Shopify store is at the center. Your Shopify storefront will be more like hybrid flagship and HQ - key for powering operations, branding, customer experience, retention, and marketing. But far from the only sales channel. While Meta/TikTok will likely be the largest 'spokes' in your system, they will be far from the only ones. Expect a handful more of these to pop up as competing consumer platforms vie for a piece of the ecommerce pie. The brands that adopt the hub and spoke mindset and make it work will win. The brands that fight it will decelerate, fall flat, or lose. Consumers will buy where they feel they have the least friction. That might be Amazon or directly from a TikTok Shop. There's very little you can do to change that behavior. Much smarter to lean into offering that optionality, rather than try to swim upstream and change it.

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I just posted a mildly controversial question asking how Adobe could value Figma at $20B while SalesForce valued Informatica at $11B. I got the usual handwringing attempts to rationalize followed by the honest truth that beauty is in the eye of the beholder when it comes to business assets. That said, Tesla just reported a HUGE sales slide yet it's up after hours. Taking that a step further, at the very least it's P:E multiples have at least come down to be comparable to tech companies like MS, Oracle, Apple and Meta. It's now around 33:1 whereas a year ago it was in the 70s. Rewind, I was watching a snippet of Elon Musk's Don Lemmon interview where he boasted he created a car company that's worth as much as the entire category. But this is only because car companies fetch significantly lower multiples than tech companies. Ford trades at 11:1, GM at 6:1 and Stellantis trades at 4:1. So, knowing beauty is in the eye of the investor and knowing how electric is slowing generally, low cost Chinese alternatives are eating Tesla's largest market opportunity and that his cult of personality has been shown to drive away domestic prospects, at what point does the market begin to value Tesla as a car company?

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Let’s face it, people hate ads. We've all seen them: the forced messaging, the misalignment from influencers touting brands they've never used, the scripted talk tracks. I want to make our industry better with great sponsored content—the kind you want to share and save. My mission is to help your brand create phenomenal content that engages audiences and doesn’t feel like an ad. What's an example of great content that you've seen recently? I'll go first. I recently partnered with family influencers, Dallin and Ashley Seely (AKA the Dashleys), for a well-known athletic apparel brand on TikTok. We promoted a new line of family sneakers with the perfect blend of education and entertainment. Check out the link in the comments to see it in action. #InfluencerMarketing #CreatorEconomy #ContentMarketing #BrandEngagement

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Your Shopify site needs more than curb appeal. Like a mullet, it needs a "party in the back-end." 👇 Let me explain: Shopify says they're "2.4x faster" than other platforms. But is it enough for advanced retailers? What happens when you include: → Advanced features most large retailers need → Third-party scripts Harry Finkelstein is right when he said: "That's a BIG deal when speed = sales." Milliseconds do matter. But for 8-figure+ DTC shops, Shopify's basics aren't enough. Even some of Shopify's native features hurt speed. 1. Consent tracking  2. Dynamic checkout carts These are two of the top reasons for low INP scores. That's where Nostra comes in. We love Shopify. It's why we build exclusively for it. But our focus? Helping larger brands level up their site speed. So you don't have to touch code. Or sacrifice your UX. P.S. Join me and Nihar Kulkarni from ROSWELL this Weds for Shopify CRO tips powering 75+ stores with $250 million in GMV: https://hubs.ly/Q02C6s1d0

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Has your H1 B2B advertising performance dwindled down in the last month? Here’s what I’m seeing. For parents, summer is already here. Kids are home but work continues. The majority of families that take vacations do so in the summer months. Decision makers are not concerned about onboarding new software. Unless that software will yield a greater return than a 5.6% ABV than that beer they’re drinking right now. ^my attempt at a joke. Also a lot of companies start their fiscal year in H2. This could be why the demand for software sales has slowed down. A great place to check is Google Trends. A free tool where you can see the search demand for your headterms in the last month or year. If search demand has decreased, so has demand for your product. #b2bmarketing

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9am. Slack pops up Website down. Emails down. 123.reg saying the domain has expired but someone else has it. Technically savvy co-founder in Canada. 😫 Luckily it was just a billing details update. I'd like to say I was super calm...luckily my daughter is only 1 and not repeating bad words, yet 👀 But after having 'my moment' I took a deep breath (literally), joined the team call and then rang our web agency. This is what followed: 1. The team had already contacted clients for alternative methods of communication 📞 2. On our weekly scrum they helped brainstorm what to do (and supported their non-techy founder navigate what to do) - LOVE THEM 😻 3. Our web agency (Identify Digital) were super calm, said quickly it was just new billing details needed and luckily had access so could do that there and then ⛑ 4. We were back up and running with lot's of high fives 🙌 Nothing and nobody is perfect behind the scenes. But what I learn everyday is how important it is to hunt for the solutions, not live in the problems. Happy Monday to anyone building a business. I see you!

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We’ve been fielding a lot of questions from prospects lately about a headless Shopify approach. All this talk about headless reminded me of a client we began working with a few years back. At the time, 'headless' seemed to be a topic of discussion everywhere in e-commerce. The client was pre-revenue with big ambitions. Our key point of contact was firm on a headless build. Unfortunately, the brand didn't see the initial sales they expected after launch. We had identified several opportunities for conversion rate optimization; however, much of our retainer time was consumed by simple tasks—like configuring Google Tag Manager and implementing subscriptions—that should have been quick but were complicated by the headless architecture. After some strategic conversations with leadership, they decided to invest in consolidating the website under Shopify Plus; the project cost them more than a third of the initial website build budget a year before. This experience reinforced what we recommended to this client from the start: Shopify Plus can handle most of a brand's needs. Rather than lead with a headless approach, identify what specific requirements make it worthwhile, then weigh the tradeoffs. Often, headless adds unnecessary complexity and cost. Though often adding complexity and cost, headless can be valuable for companies with large-scale operations or complex catalogs, offering more flexibility and performance enhancements. As Shopify advances, it increasingly accommodates more complex needs, which might mitigate the need for a headless setup, potentially saving significant maintenance and support costs in the long run.

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As I sit here contemplating the latest iteration of ChatGPT, now with its eerily human-like voice and mannerisms, I can't help but feel like I've stepped right into a scene from a sci-fi movie. It's both thrilling and unnerving, this blurring of lines between what's real and what's artificial But this isn't fiction; it's our reality, unfolding before our very eyes.. While I’ve been semi-obsessed with this technological marvel, so many others are oblivious to the storm that's brewing. They're going about their lives, blissfully unaware that their world is on the cusp of a seismic shift, all thanks to AI. It's like trying desperately to warn everyone about the impending storm. But how do you convey the urgency without inciting panic? How do you make people understand that they need to prepare, without scaring them senseless? And then there's the nagging concern about how AI is being rolled out. Sure, efficiency and financial gains are important, but shouldn't human needs come first? Shouldn't we be pushing for a more human-centric approach—one that takes into account the well-being of both customers and employees? For years, I've championed the significance of the humanities—the study of what makes us human, our ability to connect with one another, and our capacity for empathy. Now, more than ever, we need to emphasize the importance of deep thinking about ethics and philosophy. I, for one, am determined to do my part in shaping the future of AI. Call me idealistic, but I want to see companies prioritize ethics and human values in their AI development. I want to see a world where technology serves to empower, rather than to alienate. The future is here, and it's time to face it head-on. Not only can AI be not just a tool for progress, but also a force for good—one that puts humanity at its very core.

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What Does Shopify's Peel Analytics Acquisition Mean? If you missed it, Shopify made another acquisition in the last few months that is just starting to get some light shed on it. The company is called Peel Analytics, and it fits the mold of many of Shopify's smaller acquisition - it is a capability that it wishes to see in its platform. In short, the capabilities reflect a larger shift in DTC. From customer file growth to customer file optimization and activation. Here are some of the capabilities I expect to come to Shopify as a result of this acquisition (based on analysis of Peel's case studies): * Filtering out any messy or junk data in-platform rather than off-platform * Creating segmented audiences group (repeat purchasers, SKU and region filters), which then interface with Klaviyo and Attentive. * Cohort reporting out of the box, in particular with regards to behavior of customers acquired via influencer discounts. * Customizable reports including LTV calculations, CAC, LTV to CAC, returning orders and customers * "Frequently purchased together" and other types of product reporting based on market basket analysis. * Some subscriber reporting that previously you may have only been able to get in subscription platforms themselves. While Klaviyo is building a CDP, I expect that Shopify feels these Audience features will be a standard part of DTC going forward, and so should not erode much from where Klaviyo is headed. First, Shopify's Shop Cash offers have recently become "Shop Campaigns" and no doubt this acquisition is part of the reason for that. Also the elevation of Customers as a key concept within Shopify seems like one of their plans. Similar to the way Shopify has wanted to be the home of all checkouts and orders, I expect Shopify has started to feel that customer segmentation and analysis should happen on-platform rather off. Who is to worry? I don't think many companies have too much to worry about generally. On the other hand, some reporting-centric companies like Daasity and Triplewhale will likely have to move further up-market to continue to compete. The "Shopify reporting" space has gotten over-crowded in the last few years which is likely one of Shopify's signals that the base platform needed upgrades. I do think some of the lower-end subscription platforms could end up in the crosshairs also. How might this shape Shopify's Platform? I don't expect this solution to do so much for mid and upper-level Shopify Plus customers, but it could give Shopify a few more reporting capabilities to add to base tiers, and it's possible that more customizable reporting could become a Plus or even an full Enterprise feature. It's also not hard to imagine a Shopify where future Enterprise users may separately for a Data or Reporting module.

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An excellent series of tips + Eric Doty's sample freelancer onboarding deck is a shining example all those who hire freelancers should aspire to!

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Does it often feel like chaos at your company? I’m willing to bet it’s because you are measuring different teams’ success in different ways. Having a clear North Star is one of the quickest ways to reduce it. I typically see; - Marketing: Tracks signups and CPAs - Product Teams: Focuses on activation and retention. - Sales: Looks at pipeline stats. - Customer Service: Monitors handle times. - Engineering: Obsesses over bugs and release times. This fragmented focus leads to everyone pulling in different directions. You need to have a clear North Star and frame everyone’s focus towards it. Everyone needs to understand how they contribute. Think a subscription business. They might have a North Star metric of “Active Subscriptions”. When a new leader joins the customer service team. They need to know how their role and OKRs ladder up to that North Star (not be left to set their own). Instead of setting a customer support goal of “resolving 100% of tickets within 24 hours”. They might ask “How do we maximise active subscriptions while providing excellent support?” This type of innovative thinking addresses customer issues before they arise, increasing satisfaction and retention (helping long term growth). Want to unify your team’s focus and drive growth? Make sure all teams focuses ladder up to your North Star.

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🚨You’re living in an uninformed bubble if you’re not benchmarking your marketing performance. TL;DR: 1. Growth is good, but context is key 2. Benchmark against industry standards 3. Understand what good performance looks like The Insights: 1. >>Growth Context<< When I worked at Aritzia, we saw a +20-25% growth in our department. But, we asked ourselves: “How much did the industry grow?” 2. >>Benchmarking<< If the industry is growing by +50% and we’re at +20%, we might be trailing behind. Benchmarking helps us understand our standing in the broader market. 3. >>Understanding Performance<< Clients often ask, “Are we doing well? How many views should we be getting?” It’s about understanding what good performance looks like in your industry. The Impact: 1. Growth is important, but context gives it meaning. 2. Benchmarking ensures you’re not just growing but growing at a competitive rate. 3. Knowing your industry standards helps set realistic goals and measure success accurately. How are you benchmarking your marketing performance? 👇 #MarketingInsight #DigitalMarketing #CompetitorAnalysis

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At Profound North, we don't have a playbook on how to handle relationships with clients. We have one rule: Give a f**k. Over the past few weeks, I've been fortunate to receive thoughtful products from one of our collaborators, and we've also been recommended to potential new clients by others. Besides making each day more enjoyable, this approach is also opening up new business opportunities - a clear win-win! Here's how I go about building these invaluable relationships: 🤝 𝐁𝐫𝐢𝐧𝐠 𝐏𝐞𝐫𝐬𝐨𝐧𝐚𝐥𝐢𝐭𝐲 𝐢𝐧𝐭𝐨 𝐌𝐞𝐞𝐭𝐢𝐧𝐠𝐬: Authenticity goes a long way. I make sure collaborators see the real me, fostering genuine connections. 🔍 𝐁𝐞 𝐇𝐨𝐧𝐞𝐬𝐭 𝐚𝐧𝐝 𝐓𝐫𝐚𝐧𝐬𝐩𝐚𝐫𝐞𝐧𝐭: Challenges are a part of every journey. I believe in open communication, sharing the highs and lows, and working together to find solutions. 👣 𝐃𝐨𝐧'𝐭 𝐉𝐮𝐬𝐭 𝐓𝐚𝐥𝐤, 𝐖𝐚𝐥𝐤: Actions speak louder than words. I invest in their success, going the extra mile to ensure goals are achieved. 💡 𝐑𝐞𝐦𝐞𝐦𝐛𝐞𝐫 𝐭𝐡𝐞 𝐒𝐦𝐚𝐥𝐥 𝐓𝐡𝐢𝐧𝐠𝐬: Paying attention to details matters. It helps build connections and shows that we truly care. On a personal note, being authentic and building these relationships not only drives our success but also makes the work so much more enjoyable. And thanks for the products, Cana – I can finally walk normally again! 😂 #CustomerRelations #ProfoundNorth #Transparency #Collaboration

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Increasing CAC is a problem facing every Shopify merchant. What to do about it? TL;DR - lean into your differentiation and think more holistically about your allocation of marketing dollars. L.E.K. Consulting broke it down nicely in this article. Here's a summary with some of my own color: 🤖 Collect AND ACTIVATE data: Every brand has the email capture pop-up for X% off on their website. Going beyond that to capture additional data points through surveys, quizzes, or site interactions, and most importantly, putting that to work in personalized retargeting campaigns is a big opportunity. 👉 Diversify marketing channels (and get creative): It's easy to say "expand from Instagram to TikTok!" But the fact of the matter is, Instagram is still dominant. I think that the biggest thing any brand can do is identify their differentiation and lean into it hard. Think about your specific geo-location, your unique relationships, your unique value proposition and the potential synergistic partners to whom you could add value and receive value. ☁ Take a more holistic view of your marketing spend: Rather than assuming X goes to channel A, Y goes to channel B, etc, think more holistically. Where is the most positive ROI allocation of your marketing dollars? It might include investing in your existing customers. Or perhaps it includes doubling down on the value-add content that your customers and leads love. 🏬 Expand to different sales channels: "Going omni-channel" can mean lots of different things depending on your brand. But like this article suggests, it is getting more challenging to be an exclusively (online) DTC business in today's saturated digital world. IRL is back. 🏃‍♂️ Increase organic traffic: I think that in today's age, this has significant overlap with "diversify marketing channels" and "diversify sales channels". How might you, in a differentiated way, nudge your top customers, influencers, or partners to share their love for you in an authentic way? ➗ Improve onsite conversion: There are lots of ways to do this, but one that has stuck out to me is Nostra AI, which helps improve your site's speed. In a mobile first world, if you've captured someone's attention, you need to be prepared to close fast. 📈 Focus on LTV: Beyond optimizing CAC, direct your attention towards your existing customers to get the most out of every customer relationship might actually be the best path towards profitable growth. Re-evaluate your approach to loyalty, subscriptions, product recommendations, personalized messaging and offers, and more. See L.E.K. Consulting's full article here: https://lnkd.in/gFkMYnG6 Shoutout to Claire Davies and Stephen Matthews for the insightful breakdown that is just as, if not more relevant, ~2 years later.

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Who should own product launches? Derek Osgood thinks it should be one product marketer per product line. Launches are one of those distributed tasks that sit at the intersection of a bunch of roles. It feels like everyone and no one is responsible for them. On this week's #GrowandTell, Derek shared his experience launching *billions* of dollars in games at PlayStation, where 90% of a game's sales happen in the first 90 days. Derek says the best launches come from one product marketer owning each product line or customer segment. They act as air traffic control for their product, coordinating customer discovery, market research, demand gen, messaging, internal training, collateral creation, and executing the launch itself. They're backed by a platform product marketing team that acts as shared services across your product lines. Big fan of that approach. -- Loved going deep on Derek's time leading launches at PlayStation and Rippling. We also talked about founding Ignition, his go-to-market platform for better product launches. You can watch the full episode here: https://lnkd.in/gh73Q_JY

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