Patrick Murphy

Most people think marketing = campaigns. It’s not. That’s why new marketing hires often get hit with everything the light touches: → Brand positioning → Messaging → Product marketing → Sales support → Reputation → Lead quality → Conversion funnel And then they’re told: “Fix it.” The reality is this: Yes, all of that is marketing. But none of it can be fixed in isolation, and definitely not by one new hire. Every part touches the rest of the business. That's why marketing only works when the rest of the business moves in sync. It’s on Marketing to make that happen: → Set unit economics with the CEO and CFO → Agree on targets with the CFO → Prioritize focus with the CPO (acquisition, engagement, or monetization) → Define funnel steps with the CRO Same company. Same goals. That’s not “marketing doing marketing.” That’s marketing driving outcomes. And outcomes don’t happen in silos, they happen when teams stop protecting turf and start protecting profit together. That’s the moment marketing becomes growth. * * * 📈 I write about the mechanics of growth, data, and execution. Follow for more.

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Most Shopify brands don’t even know Meta has an API, let alone how to use it to scale smarter. But if you’re spending $50K+/month on Meta and still relying on manual reporting, this might be the most valuable post you read this week. Over the past few months, we’ve built custom automations inside n8n that connect directly to the Meta Graph API — pulling ad account data, creative performance, and conversion events into automated workflows that power: ✅ Performance benchmarking (by ad type, theme, angle) ✅ Weekly trend reporting (without touching Ads Manager) ✅ AI-powered summaries to flag creative fatigue, CAC spikes, MER shifts And it all starts with learning how to use the Graph API Explorer. 👉 That’s the tool Meta provides to test API calls, see exactly how the data comes back, and map what you need into n8n or your custom workflows. We’ve created a full walkthrough to help Shopify brands understand: How to test the API using Graph API Explorer What endpoints matter for reporting and insights How to structure your workflows in n8n Where AI adds real value — and where human oversight still wins Want the full training? Drop a comment with “GRAPH” and I’ll send it over. Stop wasting hours inside Ads Manager. Start pulling your data like a pro.

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Retargeting is a waste of time in 2025. Remember how we used to set up ad accounts? Separate prospecting and retargeting campaigns, exclusions on website visitors and purchasers etc. All that meticulous organization is worthless now. If you need proof take a look at frequency metrics across your accounts month over month for the past couple years. They've just gone up. The platform is hitting the same people more frequently in shorter periods of time. If you do any level of creative testing you have more than enough retargeting in your ad account. Ads perform poorly ignore exclusions, effectively serving as your retargeting strategy. Spend the time you would've wasted on building complicated account structures on developing ads that actually perform well. The marketers still obsessing over retargeting strategies are the same ones wondering why they can't scale past a certain point. They're optimizing for a platform that doesn't exist anymore.

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One big observation from 2024: CPMs are rising. Some brands are seeing increases of 100%+ YoY. My prediction for 2025: If you don’t shift your Meta strategy, your acquisition costs will keep climbing, and growth will stall. Direct response creative isn’t everything. Too many DTC brands are obsessed with driving immediate conversions while ignoring TOF creative that builds brand equity and future demand. These brands are burning £££ by targeting the same audiences over and over again and they wonder why costs keep climbing. How to win on Meta in 2025: 1️⃣ Invest in TOF creative: - Stop circling the same buyers. - Start reaching *new audiences* who don’t know you yet. - Tell your story. Build affinity. Drive attention before intent. 2️⃣ Balance brand + direct response: - Brand-building creative fuels future demand. - Direct response creative converts it. 3️⃣ Increase creative + testing volume: - The more inputs you push (creatives, offers, landing pages), the better your chance of finding winners. - Constant testing keeps your campaigns fresh, reduces fatigue, and improves results. 4️⃣ Take big creative swings: - Rising CPMs mean average creative won’t cut it. - Test bold hooks, visuals, and narratives that stop the scroll. Need proof? We grew one brand 2.4K% by focusing on one channel only, Meta. This was done by mastering creative alignment, testing rigorously, and scaling winners with precision. Meta isn’t getting cheaper, it’s getting smarter. Brands that focus on long-term growth over short-term wins will dominate. 2025 is the year to look beyond the bottom of the funnel.

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Your subject lines are just as important as the emails themselves. Weak subject lines have lost DTC brands millions in sales. If people don’t have a reason to open your email. They simply won’t buy from you.

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🚨 Reddit’s Role in Shaping Buying Decisions Is Bigger Than Ever 🚨 If you're not thinking about adding Reddit to your marketing mix, you may be missing a huge opportunity. Here are some recent insights that make a strong case for why Reddit deserves a place in your strategy: 📈 #3 Most Visited Website in the U.S. Just behind Google and YouTube. (Source: Semrush, 3/25) 🧠 More Trust, More Impact Reddit users are 46% more likely to trust brands advertising on the platform. Brands also see: – 1.7x higher brand association – 12% boost in brand favorability (Source: Reddit, 6/25) 🤖 Major AI Visibility Reddit is a top content source for: – Google AI Overviews (21%) – Perplexity (46.7%) – ChatGPT (11.3%, secondary source) (Source: Profound, 6/25) 🔎 Outranking Small Businesses 1 in 10 small business owners report a Reddit thread outranks their own site in Google search results. (Source: Adobe, 8/24) 🧭 The New Search Engine? – Nearly 2 in 3 Americans use Reddit as a search tool weekly – 41% of Reddit users believe it’s better than Google for finding information (Source: Adobe, 8/24) 🚀 Fastest Growing Social Platform Reddit is officially the fastest growing social media network today. (Source: eMarketer, 3/25) 📌 Bottom line: If Reddit isn’t on your radar yet, it should be. The platform isn’t just about communities anymore, it’s influencing brand perception, search visibility, and purchasing decisions. Reach out to the Digital Strike - Targeted Marketing team to learn how we can help you turn Reddit into a strategic advantage - https://lnkd.in/gMfdvQ28 #RedditMarketing #DigitalMarketing #SearchMarketing #AIMarketing #SearchWithAI

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A recurring theme I keep hearing on calls lately is how people don't like GA4 and don't know how to use it. (And they want UA back!) GA4 is better than UA. It's much faster to run reports and easier to dig into segments and channels.

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✔️ LeadScale’s Gen5 Software and XBM™ Framework Transform Marketing Operations ✔️ Marketing Operations professionals face a daily struggle with fragmented, siloed data spread across dozens of platforms—resulting in inefficiencies, unclear account stories, and slow meeting velocity. LeadScale’s Gen5 software with our under-lying XBM™ (Anything-Based Marketing) framework, is designed to solve these challenges by unifying technology and workflow integrations into a single, adaptive platform. 📌 How XBM™ powers Gen5 to support MOPS: 💥 Continuous, Unified Data Journeys XBM™, at the heart of Gen5, treats data as a continuous journey—constantly flowing, adapting, and updating as new signals arrive. Gen5 integrates data from every source (Marketo, Salesforce, product analytics, and more), providing a real-time, 360-degree view of each account’s engagement and status. 💥 Standardized Account Status and Pattern Recognition Gen5 leverages standardized account status (unknown, known, engaged, qualified, etc.), enabling Marketing Operations teams to index, track, and analyze accounts consistently. This makes it easy to recognize engagement patterns and progression, improving targeting and forecasting. 💥 Real-Time Data Validation and Governance The Gen5 platform validates, enriches, and routes all incoming data instantly, reducing errors and eliminating redundant or conflicting records. Advanced de-duplication and standardized tagging ensure your team always works with clean, actionable data. 💥 Centralized Asset Management and Workflow Automation Gen5 consolidates all campaign assets and data into a single platform, streamlining operations and reducing reliance on multiple third-party tools. Automated workflows free your team from manual processes, so you can focus on strategy and execution. 💥 Accelerated Meeting Velocity and Revenue Growth With unified, high-quality data and clear account statuses, Marketing Operations can quickly identify which accounts are ready for outreach, which need nurturing, and which require re-engagement—leading to faster pipeline movement and more productive meetings. 📌 Why Gen5 + XBM™ Is a Game Changer for MOPS LeadScale’s Gen5 software makes XBM™’s adaptive, circular data journeys a reality—delivering a self-service, enterprise-grade platform that unifies technology and workflows for Marketing Operations professionals. No more patchwork of tools or fragmented insights, just a single, scalable solution designed to drive clarity, control, and compliance at every stage of the funnel. Ready to see the whole picture and unlock the true potential of your data? Gen5 with XBM™ is built for Marketing Operations. #MarketingOps #MarTech #WorkflowAutomation #DataIntegration #LeadScale #Gen5 #XBM™

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🔥 Shopify just dropped a new (and long-overdue) reporting filter. Human vs. Bot traffic. And let’s just say… a lot of marketers are about to feel a little deflated. That “big impact” you thought you were making? It probably just got cut in half. (Varies by store, of course.) But here’s the thing: this should be celebrated. Shopify merchants can have more clarity around what’s actually driving impact at the source level, before getting to (paid) third-party tools. Real performance. Real clarity. No more inflated numbers.

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