rext.in

Marketing Mix Modeling used to be a CPG thing. Procter & Gamble figuring out how much TV spend drove Tide sales. Massive budgets. PhD data scientists. Six-figure consulting engagements. That world doesn't exist for most B2B companies. Here's the thing though: Meta open-sourced Robyn. Google released Meridian. The tooling is now free. We just ran both models for a client. 58 weeks of data. $434K in spend across LinkedIn and Google. Cost to run both models: basically our time. MMM isn't a CPG luxury anymore. It's accessible to any mid-market B2B company willing to structure their data properly. The question isn't whether you can afford to do this. It's whether you can afford to keep making budget decisions based on last-touch attribution and gut feel. Most of you are flying blind on channel efficiency. You just don't know it yet. → Curious where your marketing efficiency gaps are? We built a diagnostic for this: mkt1.42agency.com

Second day at Procter & Gamble in Pakistan. They sat us down with two bottles of shampoo. Same size. Same type. Different branding. Trainer asks: "What is the fundamental difference between these two?" We started listing things. Packaging. Color. Price point. Positioning. "No," he said. "It's basically the same thing. We just have different branding because they're geared towards different segments." That's when it clicked: Commodity products need to differentiate on brand because there's nothing else to differentiate on. Nobody knows why one soap is better than another. They just know they like this soap better. I used to think technology was different. Genuinely differentiated products. You can sell on features. But Arjun from Rocksalt made me rethink this: "In an age of AI where everyone's building at breakneck speed and copying each other, we all wind up there eventually. You have a LinkedIn tool. You have a LinkedIn tool. You have a Reddit tool. You have a Reddit tool." The P&G playbook might be more relevant to B2B than I wanted to admit. 42slash.com/publish/post/1…

"Is it easier for sales to break into these accounts?" A client asked this, and it completely changed how we measure marketing. We were looking at the numbers. The cost per lead on LinkedIn was high. The volume of inbound demo requests from our target account list wasn't consistent. By traditional metrics, the picture was murky. But the client shifted the conversation from "What's our CPL?" to a much better question: "Is it easier for sales to break into these accounts because they're familiar with us?" That's the unlock. The real goal of demand generation in a complex B2B sale isn't just form fills. It's about influencing the entire buying committee over time. It's about softening the ground for sales. It's about building trust before the first call ever happens. The Takeaway If your primary success metric for ABM is inbound leads, you're measuring the wrong thing. The real value is in pipeline influence. Full stop.

Ordered Starbucks. It got delivered to door via robot in 15min. The future is here.

@TheCopyTrail Hahahahahaha thankfully it’s very humble

@kamilrextin "That's not what I said" ChatGPT: You're absolutely right "I didn't order a caramel latte" Doorbot: Take your f*cking syrup slop and shut up

Room delivery robots are kind of blowing my brains

@kamilrextin Were you #4?

Most CMOs hire agencies like they're buying software. They want features, pricing, and promises. But here's what actually separates winners from losers: The audit conversation. Last month, a hypergrowth VP of Marketing told me something that changed how I think about agency selection: "I don't care about your case studies. Show me how you think." She put 4 agencies through a live account audit. Same data. Same challenges. The results were night and day: Agency 1-3: Presented templated recommendations Agency 4: Asked why their current ABM wasn't working Guess who got the contract? The difference wasn't expertise. It was approach: • Vendors solve the problem you give them • Partners question if it's the right problem • Vendors optimize your metrics • Partners connect metrics to revenue impact • Vendors deliver what you asked for • Partners deliver what you actually need If you're evaluating agencies right now, skip the pitch deck. Ask them to audit your current approach instead. What questions do they ask? What assumptions do they challenge? That's your real interview.

@kamilrextin We already killed Digg cause of it.

All these people building AI CMOs need to understand marketing isn’t spamming Reddit.

Combine this with drive and slack and email > you solved knowledge work

To get bigger results from your intent data, you have to start smaller. Our team has access to a ton of new signals we could use. The temptation was to turn everything on and see what happens. We're doing the opposite. We're starting small. We picked one signal—job changes. And we're testing it on one specific segment. The goal isn't a massive win overnight. The goal is a clean test to see what actually works before we scale. It's the difference between smart innovation and a messy launch. What's your framework for piloting new data sources?

@natjin So your saying most geo tools are perplexity search api wrappers?

the smartest aeo/geo companies are using perplexity’s search api like a super-weapon they realize you can actually see what is getting ranked and retrieved by LLMs at mass-scale (200m+ daily perplexity queries) vs prompting llms to try to get answers this is real alpha

@TheCopyTrail Haha yeah it could pass for many places!

@kamilrextin You could tell me this was anywhere in south Asia and I’d believe it

🇨🇳

Reddit is SEO for the AI era. When ChatGPT cites sources, it pulls from community discussions. When buyers want real opinions, they search "[product] reddit." One company drives 10% of revenue from Reddit organic. Just one person answering questions. 42slash.com/publish/post/1…

Stop blaming your team. Your messy tech stack is the real reason you can't scale. A major music festival organizer in the UAE was running their entire marketing operation on Mailchimp and Excel. No segmentation. No automation. Just spreadsheets. It was holding back their growth. So, I helped them make a change. We transitioned their entire system to HubSpot. Built their contact segmentation from the ground up. Gave them the infrastructure to actually do marketing at scale. The result? They went from a scattered system to a revenue-generating machine. The tool isn't the strategy. But the right foundation unlocks it.

Probably the most unpopular thing I've ever written: Until recently, AI content wasn’t good enough for SEO. Now, it is. The sooner we can admit it, the more time we have to focus on the parts of marketing where humans will have a longer, happier tenure: ahrefs.com/blog/ai-conten…

Running around like a madman buying last minute stuff. Ended up buying a luggage 🥲

Dying