Matthias
@steptb.bsky.social
“Think lightly of yourself and deeply of the world.” - Miyamoto Musashi
https://www.steptb.com
https://www.steptb.com
Pinned
Matthias
@steptb.bsky.social
· Mar 21
The Modern Growth Team Paradigm
The modern, high-performing growth team operates as a unified ecosystem, where Marketing, Finance, and Data Science collectively share responsibility for marketing optimization.
www.steptb.com
Marketing can't be successful if Finance sees it as a cost center, and Data Science can't prove its value unless Marketing embraces the insights.
www.steptb.com/the-modern-g...
#MarketingStrategy #Growth #GrowthTeams #CMO #CFO #Leadership #Marketing #DataScience
www.steptb.com/the-modern-g...
#MarketingStrategy #Growth #GrowthTeams #CMO #CFO #Leadership #Marketing #DataScience
Ad platform attribution is structurally flawed.
At @bluealphalabs.bsky.social, across 40+ brands we see attribution overstate results by a median 25%.
Our platform reveals true cause & effect, giving you weekly, campaign-level next steps to increase incremental sales.
bluealpha.ai/case-studies/
At @bluealphalabs.bsky.social, across 40+ brands we see attribution overstate results by a median 25%.
Our platform reveals true cause & effect, giving you weekly, campaign-level next steps to increase incremental sales.
bluealpha.ai/case-studies/
Case Studies | BlueAlpha
Discover how leading brands use BlueAlpha to optimize marketing performance. Real-world examples of incrementality testing, MMM implementation, and marketing optimization.
bluealpha.ai
November 13, 2025 at 9:30 PM
Ad platform attribution is structurally flawed.
At @bluealphalabs.bsky.social, across 40+ brands we see attribution overstate results by a median 25%.
Our platform reveals true cause & effect, giving you weekly, campaign-level next steps to increase incremental sales.
bluealpha.ai/case-studies/
At @bluealphalabs.bsky.social, across 40+ brands we see attribution overstate results by a median 25%.
Our platform reveals true cause & effect, giving you weekly, campaign-level next steps to increase incremental sales.
bluealpha.ai/case-studies/
New research from @ahrefs.bsky.social
AIOs are stealing non-branded, informational, long queries.
Creating this type of content to capture long-tail searches is becoming increasingly pointless.
#SEO #ContentMarketing
ahrefs.com/blog/ai-over...
AIOs are stealing non-branded, informational, long queries.
Creating this type of content to capture long-tail searches is becoming increasingly pointless.
#SEO #ContentMarketing
ahrefs.com/blog/ai-over...
What Triggers AI Overviews? 86 Factors and 146 Million SERPs Analyzed
We analyzed 146 million SERPs to see how often AI Overviews appeared for 86 different keyword traits, from YMYL to CPC to query length.
ahrefs.com
November 11, 2025 at 4:35 PM
New research from @ahrefs.bsky.social
AIOs are stealing non-branded, informational, long queries.
Creating this type of content to capture long-tail searches is becoming increasingly pointless.
#SEO #ContentMarketing
ahrefs.com/blog/ai-over...
AIOs are stealing non-branded, informational, long queries.
Creating this type of content to capture long-tail searches is becoming increasingly pointless.
#SEO #ContentMarketing
ahrefs.com/blog/ai-over...
The problem with slapping efficiency metrics on public services is that the state is not there to manage normal times when nothing happens, but to be our lifeline in case of emergency. Why should targets that are average guesstimates from calm days be meaningful?
November 9, 2025 at 3:57 PM
The problem with slapping efficiency metrics on public services is that the state is not there to manage normal times when nothing happens, but to be our lifeline in case of emergency. Why should targets that are average guesstimates from calm days be meaningful?
Apple is finalizing a deal to pay Google about $1B a year to integrate its 1.2 trillion-parameter Gemini AI model into Siri, as per Bloomberg. The upgraded Siri is expected to launch in 2026.
But remember kids, "Google is dead".
But remember kids, "Google is dead".
November 7, 2025 at 7:54 AM
Apple is finalizing a deal to pay Google about $1B a year to integrate its 1.2 trillion-parameter Gemini AI model into Siri, as per Bloomberg. The upgraded Siri is expected to launch in 2026.
But remember kids, "Google is dead".
But remember kids, "Google is dead".
Paying a lot of money for a sponsored article on WSJ just to associate your brand with generic slop. Not even having the decency to fix the "in today's evolving landscape". So cringe.
November 7, 2025 at 7:53 AM
Paying a lot of money for a sponsored article on WSJ just to associate your brand with generic slop. Not even having the decency to fix the "in today's evolving landscape". So cringe.
We're on a trajectory to radically substitute human decision-making with algorithmic processes, and at the same time there's a resurgence in paranormal belief and supernatural causation.
www.wsj.com/podcasts/the...
www.wsj.com/podcasts/the...
The Witch Economy Is Booming - The Journal. - WSJ Podcasts
The Etsy witch trend has taken witchcraft into the mainstream. These online witches are making their magical services available to anyone willing to pay for them. Want a job? Or a boyfriend? There’s a...
www.wsj.com
November 7, 2025 at 7:52 AM
We're on a trajectory to radically substitute human decision-making with algorithmic processes, and at the same time there's a resurgence in paranormal belief and supernatural causation.
www.wsj.com/podcasts/the...
www.wsj.com/podcasts/the...
Reposted by Matthias
Is your marketing measurement stuck in a slide deck?
How do you get your CFO to believe in it?
We sat down with Neal Rich, Partner and Director of Marketing at BCG, to discuss the three biggest challenges in marketing measurement.
youtu.be/-SwkebMhDaU
How do you get your CFO to believe in it?
We sat down with Neal Rich, Partner and Director of Marketing at BCG, to discuss the three biggest challenges in marketing measurement.
youtu.be/-SwkebMhDaU
Stop Grading Your Own Homework: BCG Partner's Framework for Marketing ROI
YouTube video by BlueAlpha
youtu.be
October 27, 2025 at 6:50 PM
Is your marketing measurement stuck in a slide deck?
How do you get your CFO to believe in it?
We sat down with Neal Rich, Partner and Director of Marketing at BCG, to discuss the three biggest challenges in marketing measurement.
youtu.be/-SwkebMhDaU
How do you get your CFO to believe in it?
We sat down with Neal Rich, Partner and Director of Marketing at BCG, to discuss the three biggest challenges in marketing measurement.
youtu.be/-SwkebMhDaU
If we focus on the RPM metric, the highest earning niches on YouTube are long-form, storytelling-based content.
Betrayal retaliation, family court drama, literary deep dives, etc.
Short-form vids look more successful, but - as usual - it's easy to be misled by vanity metrics.
Betrayal retaliation, family court drama, literary deep dives, etc.
Short-form vids look more successful, but - as usual - it's easy to be misled by vanity metrics.
October 25, 2025 at 9:08 AM
If we focus on the RPM metric, the highest earning niches on YouTube are long-form, storytelling-based content.
Betrayal retaliation, family court drama, literary deep dives, etc.
Short-form vids look more successful, but - as usual - it's easy to be misled by vanity metrics.
Betrayal retaliation, family court drama, literary deep dives, etc.
Short-form vids look more successful, but - as usual - it's easy to be misled by vanity metrics.
Three major trends in today's marketing: Zero-click search + Video ads + Privacy regulations. And you're telling me you're still using click-based attribution models?
October 2, 2025 at 12:44 PM
Three major trends in today's marketing: Zero-click search + Video ads + Privacy regulations. And you're telling me you're still using click-based attribution models?
The advantages of casting a smaller net. If OpenAI's branding focuses on accessibility, it risks diluting its appeal to top-tier power users. Anthropic's narrow, cohesive positioning dodges those risks. #AI #Positioning
October 2, 2025 at 12:44 PM
The advantages of casting a smaller net. If OpenAI's branding focuses on accessibility, it risks diluting its appeal to top-tier power users. Anthropic's narrow, cohesive positioning dodges those risks. #AI #Positioning
#LinkedInAds is revamping its naming hierarchy to align with other ad platforms. Long overdue, their old terms made zero sense. Campaign Groups → Campaigns, Campaigns → Ad Sets. Sanity restored.
October 2, 2025 at 12:44 PM
#LinkedInAds is revamping its naming hierarchy to align with other ad platforms. Long overdue, their old terms made zero sense. Campaign Groups → Campaigns, Campaigns → Ad Sets. Sanity restored.
Many marketers add new channels for "precision targeting". Truth: audiences are more homogeneous than sellers claim. To move the needle: prioritize incremental reach, not platform ROAS. Use holdouts/control groups, then MMM to reveal cross-channel lift & dodge click-bias pitfalls.
October 2, 2025 at 12:44 PM
Many marketers add new channels for "precision targeting". Truth: audiences are more homogeneous than sellers claim. To move the needle: prioritize incremental reach, not platform ROAS. Use holdouts/control groups, then MMM to reveal cross-channel lift & dodge click-bias pitfalls.
Reddit's visibility surged on Google after a $60M deal in Feb 2024, outpacing ChatGPT. OpenAI's Reddit partnership was announced in May 2024, and ChatGPT's Reddit citations spiked later (May 2025). So:
1) There's no SEO vs GEO/AEO/LLMO difference.
2) Google led, OpenAI followed.
1) There's no SEO vs GEO/AEO/LLMO difference.
2) Google led, OpenAI followed.
October 2, 2025 at 12:44 PM
Reddit's visibility surged on Google after a $60M deal in Feb 2024, outpacing ChatGPT. OpenAI's Reddit partnership was announced in May 2024, and ChatGPT's Reddit citations spiked later (May 2025). So:
1) There's no SEO vs GEO/AEO/LLMO difference.
2) Google led, OpenAI followed.
1) There's no SEO vs GEO/AEO/LLMO difference.
2) Google led, OpenAI followed.
Reposted by Matthias
"The ultimate performance Experiment is the holdout test."
Discover how BlueAlpha automates geo holdouts (matched DMAs, budget & timeline, stat-validated lift) so you can scale with confidence.
#Incrementality #IncrementalityTesting #Growth #MarketingSuccess
Discover how BlueAlpha automates geo holdouts (matched DMAs, budget & timeline, stat-validated lift) so you can scale with confidence.
#Incrementality #IncrementalityTesting #Growth #MarketingSuccess
September 28, 2025 at 2:05 PM
"The ultimate performance Experiment is the holdout test."
Discover how BlueAlpha automates geo holdouts (matched DMAs, budget & timeline, stat-validated lift) so you can scale with confidence.
#Incrementality #IncrementalityTesting #Growth #MarketingSuccess
Discover how BlueAlpha automates geo holdouts (matched DMAs, budget & timeline, stat-validated lift) so you can scale with confidence.
#Incrementality #IncrementalityTesting #Growth #MarketingSuccess
Have you noticed that PE options for retail investors are popping up everywhere? This sharp post by @downtownjoshbrown.bsky.social explains why.
www.downtownjoshbrown.com/p/why-be-an-...
www.downtownjoshbrown.com/p/why-be-an-...
Why be an LP when you can be a GP?
Private investment companies outperform their own funds
www.downtownjoshbrown.com
September 17, 2025 at 6:31 PM
Have you noticed that PE options for retail investors are popping up everywhere? This sharp post by @downtownjoshbrown.bsky.social explains why.
www.downtownjoshbrown.com/p/why-be-an-...
www.downtownjoshbrown.com/p/why-be-an-...
I've often seen companies panic when growth stalls.
Slashing ad spend across the board, freezing hiring, laying off staff, discounting everything to chase volume.
Big mistake.
When the pie shrinks, small moves create big advantages.
www.steptb.com/how-to-grow-...
Slashing ad spend across the board, freezing hiring, laying off staff, discounting everything to chase volume.
Big mistake.
When the pie shrinks, small moves create big advantages.
www.steptb.com/how-to-grow-...
13 Tactics to Grow a Business in a Declining or Stagnating Market
A list of tactics a company can employ when operating in a declining or stagnating market.
www.steptb.com
September 15, 2025 at 3:22 PM
I've often seen companies panic when growth stalls.
Slashing ad spend across the board, freezing hiring, laying off staff, discounting everything to chase volume.
Big mistake.
When the pie shrinks, small moves create big advantages.
www.steptb.com/how-to-grow-...
Slashing ad spend across the board, freezing hiring, laying off staff, discounting everything to chase volume.
Big mistake.
When the pie shrinks, small moves create big advantages.
www.steptb.com/how-to-grow-...
U.S. CTV ad revenue tops $30B in 2025. Podcasts hit $4.46B this year. Discover how to scale with control, from Roku to Spotify.
www.steptb.com/why-ctv-and-...
#CTV #MarketingStrategy
www.steptb.com/why-ctv-and-...
#CTV #MarketingStrategy
Why CTV and Podcasts Are Your Next $40B Goldmine
U.S. CTV and OTT ad revenue will exceed $30B in 2025. Podcast ad spend is set to hit $4.46B this year.
www.steptb.com
September 5, 2025 at 1:09 PM
U.S. CTV ad revenue tops $30B in 2025. Podcasts hit $4.46B this year. Discover how to scale with control, from Roku to Spotify.
www.steptb.com/why-ctv-and-...
#CTV #MarketingStrategy
www.steptb.com/why-ctv-and-...
#CTV #MarketingStrategy
There are three questions you should ask for your next #AI investment.
If the answer is no, you’re probably looking at another failed pilot, regardless of whether you build it or buy it.
www.steptb.com/ai-adoption-...
If the answer is no, you’re probably looking at another failed pilot, regardless of whether you build it or buy it.
www.steptb.com/ai-adoption-...
AI Adoption in Business: "Buy, Don't Build"?
The "Buy, Don't Build" conclusion is a bit of an oversimplification of the famous recent "State of AI in Business" report by MIT.
www.steptb.com
September 4, 2025 at 8:03 AM
There are three questions you should ask for your next #AI investment.
If the answer is no, you’re probably looking at another failed pilot, regardless of whether you build it or buy it.
www.steptb.com/ai-adoption-...
If the answer is no, you’re probably looking at another failed pilot, regardless of whether you build it or buy it.
www.steptb.com/ai-adoption-...
Cashing out at +46% in 4 months.
It was hands down the most obvious Q1-Q2 play this year, derived purely from first principles. But people will keep wasting their time and money on hype chasing.
#Investing #AI $GOOG $GOOGL
It was hands down the most obvious Q1-Q2 play this year, derived purely from first principles. But people will keep wasting their time and money on hype chasing.
#Investing #AI $GOOG $GOOGL
September 3, 2025 at 2:25 PM
Cashing out at +46% in 4 months.
It was hands down the most obvious Q1-Q2 play this year, derived purely from first principles. But people will keep wasting their time and money on hype chasing.
#Investing #AI $GOOG $GOOGL
It was hands down the most obvious Q1-Q2 play this year, derived purely from first principles. But people will keep wasting their time and money on hype chasing.
#Investing #AI $GOOG $GOOGL
A compendium of everything we know so far about how LLMs are shifting citations toward relevance and depth over pure authority, boosting visibility for smaller brands.
www.steptb.com/why-smaller-...
#AI #SEO #GEO #LLMs
www.steptb.com/why-smaller-...
#AI #SEO #GEO #LLMs
Why Smaller Brands Gain Ground in AI Responses
Across independent studies, LLMs show more citation depth and a stronger tilt toward relevance than pure authority signals. That shift opens real room for
www.steptb.com
September 2, 2025 at 7:12 PM
A compendium of everything we know so far about how LLMs are shifting citations toward relevance and depth over pure authority, boosting visibility for smaller brands.
www.steptb.com/why-smaller-...
#AI #SEO #GEO #LLMs
www.steptb.com/why-smaller-...
#AI #SEO #GEO #LLMs
The graph showing the top 10 US companies’ market cap share has been widely shared, highlighting a surge in market concentration (12% -> 37% in 1990-2025). But when you adjust for the declining number of publicly traded companies (from ~8,000 to ~3,900), the picture shifts significantly.
August 30, 2025 at 10:19 AM
The graph showing the top 10 US companies’ market cap share has been widely shared, highlighting a surge in market concentration (12% -> 37% in 1990-2025). But when you adjust for the declining number of publicly traded companies (from ~8,000 to ~3,900), the picture shifts significantly.
I've never seen a demographic segment perform better than a behavioral one. Mindstates > Personas.
#MarketingTips
#MarketingTips
August 29, 2025 at 9:48 PM
I've never seen a demographic segment perform better than a behavioral one. Mindstates > Personas.
#MarketingTips
#MarketingTips