Jonathan Raveh

🔥 3 pricing models. Same economics. Radically different results. Imagine selling a $200 product in an online marketplace. You know you’ll have to pay the marketplace a commission. But which would you rather pay? • Model A: Flat fee of $10 • Model B: $3 flat fee + 3.5% commission • Model C: 5% of sale price • Model D: You are Indifferent On paper, all three are identical. In each scenario the commission equals $10. 💭 Classical economics assumes we’re rational. If that were true, everyone should have picked Indifferent as all outcomes are the same. 👉 But when we ran this breakeven test across thousands of customers for a marketplace client, almost nobody did. Did you? And it doesn’t stop there: we’ve run similar break-even experiments at over a thousand companies. The “Indifferent” option has never won! 🚀 Lessons for founders: 1.     How you charge matters more than what you charge. 2.     Even identical economics can create wildly different customer behavior. 3.     => Pricing models need to be tested relentlessly — customers will always reveal more than your spreadsheets. I call this the Mental Model Axiom in my new book, Scaling Innovation. It’s one of many ways pricing exposes the myth of the “rational buyer.” 📚 If this resonated, you’ll love Scaling Innovation. Get a copy of the book now. It’s filled with these kinds of aha moments → https://a.co/d/dgyqdWP What’s the most surprising Pricing and GTM insight you’ve seen in your work?

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When our search traffic started dropping about two years ago, we doubled down on SEO: did more primary research, published more content, updated content more frequently. And still, our Google traffic didn't grow. At first, it was probably just the algorithm & competition muting our extra effort. But as gen AI rolled out in search, it became clear: search engines becoming answer engines were killing the economics of educational SEO. Our blog content had always been a key pipeline driver. It generated search traffic and product signups. More importantly, it built up our domain authority up & helped us rank product-related content. We had a limitless amount of content we could create. Our 100+ integrations gave us an endless amount of topics. We published 5x/week at our peak.   But now, AI started giving those answers directly, without ever sending them to our site. Two quarters ago, we made a hard-right shift. We stopped fighting for Google scraps. And started showing up where conversations were actually happening. 👉 I went all-in on LinkedIn publishing. We began planning a small number of multi-format, multi-channel campaigns. We did more on other social sites, especially Youtube. But measuring impact? That’s where things got tricky. Getting someone to click from social to our website: not easy. The traditional marketing attribution models didn't capture the full picture.   So we built a new approach: 1. 𝗢𝗻-𝗽𝗹𝗮𝘁𝗳𝗼𝗿𝗺 𝘀𝗶𝗴𝗻𝗮𝗹𝘀. Impressions, engagement, follower growth. These tell us what content is resonating. It’s hard to prove that reach & engagement drive business, but it certainly gives direction on what content and topics might inspire action. 2. 𝗗𝗶𝗿𝗲𝗰𝘁 𝗮𝘁𝘁𝗿𝗶𝗯𝘂𝘁𝗶𝗼𝗻. We still link to other content (events, research reports, surveys, dashboard templates, etc). We have no shortage of offers that can drive a conversion and we don’t have a problem creating social content that highlights those offers in interesting ways. 3. 𝗦𝗲𝗹𝗳-𝗿𝗲𝗽𝗼𝗿𝘁𝗲𝗱 𝗮𝘁𝘁𝗿𝗶𝗯𝘂𝘁𝗶𝗼𝗻. We ask everyone who signups for our product, “How did you hear about us?”  It’s not perfect since they could lie on that form just to get past it, but the data is pretty consistent month over month. (If you want to see this data, follow me and click the bell. I’ll be sharing it.) 4. 𝗕𝗿𝗮𝗻𝗱𝗲𝗱 𝘀𝗲𝗮𝗿𝗰𝗵. Most readers don’t engage publicly on social media. But they remember. And weeks or months later, they show up in our CRM via branded search or a direct visit. Today, we get about ~27% of our signups from social media. So yeah, the shift worked. Not because social publishing replaces SEO. It's actually harder. But because it does something SEO no longer can: build preference before someone is even looking. PS. Wanna know if you're ahead or behind in transitioning your marketing strategy? We'll be revealing data we've collected from 300+ companies next week. Register for a seat -> https://lnkd.in/ePXBt9Mj

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OTTO just handed sellers a new lever, manual keyword targeting for Sponsored Product Ads. Beta results show +120% ROAS and +50% CTR when brands take control. This is a big shift for Germany’s homegrown giant. Instead of relying only on contextual placements, you can now bid on the exact search terms shoppers type on otto. Booking runs in Partner Connect, you get an automated keyword report, you can mine auto-suggest, and you set bids per term. In practice, this puts OTTO closer to Amazon’s style of control, with EU retail media nuances. What it means 🔑 Precise query control, fewer irrelevant clicks and cleaner intent. 💸 Comparable CPCs and ROAS to benchmark, easier budget moves from awareness to intent. 🧩 Smarter mix, keep automated SPA for discovery, harvest winners into manual sets. ⚙️ Flywheel effect, search learnings feed titles, attributes, pricing and stock. What to do this week 🧪 Start with margin-safe heroes, confirm price, stock and delivery accuracy in ChannelEngine. 🎯 Seed 25 to 50 core queries per cluster from titles, attributes, synonyms and OTTO auto-suggest. 🧱 Build tight ad groups by use case or subcategory, set conservative starting bids and expand. 🔍 Read the keyword report frequently, add new winners, pause low quality terms fast. 📊 Track CTR, CVR and ROAS at query level, shift budget toward proven intent. Operator lens, this is German precision for your search spend. If you already run OTTO via ChannelEngine, a two week test is enough to see if keyword control beats your current automated SPA baseline. Curious which queries you would bet on first for your category? #OTTO #RetailMedia #MarketplaceAds #ecommerce #ChannelEngine

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SEO & AI Tip: Agentic Buying Is Now Open to Everyone, not just ChatGPT. The ability to complete purchases through AI agents just took a big step forward yesterday. OpenAI & Stripe announced yesterday the Agentic Commerce Protocol (ACP) and that it is now live and open to everyone to build with. That means Agentic checkout that OpenAI just announced for ChatGPT can be built into your own websites, applications, and agents. Think AI-driven transactions that actually complete purchases without needing to click through pages or rely on traditional UX flows. This changes what’s possible for e-commerce teams building AI into their products. Here’s what just became possible: 1 - You can add a shopping agent to your own site trained on your inventory, pricing, and order APIs. 2 - The user can interact via text, voice, or image and the agent can handle the transaction end to end. 3 - You don’t need to rebuild your store, ACP works with your existing infrastructure and a payment processor that supports it (Stripe is already supported). 3 - Any agent, from an on-site assistant to a mobile app, can initiate checkout in a standardized way with you still owning the customer and fulfillment Here is a potential example: Large E-commerce Site With a Visual Concierge Let’s say you run a major e-commerce site in fashion, furniture, or auto parts. A shopper lands on your homepage and uploads a photo of the item they want, maybe a jacket from Instagram, a sofa leg they broke, or a specific wrench that fits their mower. Your on-site AI concierge kicks in: - Converts the image to a vector embeddings to match it against your inventory - Verifies availability, size, and price - Suggests alternatives if the exact match is not in stock - Then calls your ACP checkout endpoint, passes a secure payment token, and places the order No need to browse, filter, add to cart and add payment information. Just ask for it and buy it. Why This Matters for SEO Optimizing your site content, product inventory, imagery, and anything that can help make Agents more easily find the right product for those searching via agents will directly impact how Agents find and recommend your products. Make sure its clear in your data, text and imagery who your ideal customers are for each product to help Agents better match them to the people they're acting on behalf of. Why This Matters for Brands Most brands think of AI assistants as a front-end tool for discovery or support. ACP flips that around. We know that speed to purchase has a huge impact on e-commerce transactions. This may make it even easier and faster for people to find what they want. With ACP: - You remain merchant of record - You control fulfillment, returns, and data - You open up your site to new shopping patterns: mobile agents, voice shopping, post-purchase reordering, concierge style product finders This protocol makes agentic commerce a real channel not a side project.

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This pricing tweak made €300K+ in extra revenue: Most brands display discounts wrong - and it’s killing conversions. We ran a simple test: showing the original price next to the discounted price. The result? +3.6% in revenue with 0 extra ad spend. Here’s how to display prices (for high conversion rates)

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𝐓𝐡𝐞 𝐫𝐨𝐥𝐞 𝐨𝐟 𝐚 𝐦𝐚𝐫𝐤𝐞𝐭𝐞𝐫 𝐢𝐧 𝐀𝐬𝐢𝐚 𝐢𝐬 𝐞𝐯𝐨𝐥𝐯𝐢𝐧𝐠 𝐟𝐚𝐬𝐭𝐞𝐫 𝐭𝐡𝐚𝐧 𝐞𝐯𝐞𝐫. For years, our region has been defined by constraints: 🔹 Smaller budgets 🔹 Leaner teams 🔹 Founders expecting marketers to handle everything Each global marketing wave created new specialists: 🔸 SEO experts during the rise of search 🔸 Community managers with the boom of social 🔸 Growth hackers through the rise of e-commerce and SaaS But AI has shifted the pattern. It isn’t creating more niches—it’s amplifying the impact of 𝘨𝘦𝘯𝘦𝘳𝘢𝘭𝘪𝘴𝘵𝘴. Across Asia, the marketers driving real results today are those who: → Move fluidly across channels → Combine strategy with hands-on execution → Use AI to extend their reach without bloating team size I saw this firsthand early in my career. Working across paid media, content, and email gave me the ability to connect the dots. That foundation shaped how we built 2Stallions Digital Marketing Agency: 🔹 Holistic strategies that tie together every channel 🔹 Specialists with cross-domain knowledge, not siloed experts 🔹 SOPs that encourage collaboration so we can act as a generalist for clients—even while individuals deepen their expertise This approach has become 𝐨𝐮𝐫 𝐜𝐨𝐦𝐩𝐞𝐭𝐢𝐭𝐢𝐯𝐞 𝐚𝐝𝐯𝐚𝐧𝐭𝐚𝐠𝐞 𝐢𝐧 𝐭𝐡𝐞 𝐀𝐈 𝐞𝐫𝐚. For marketers in Asia, this is the biggest shift since the Internet. Those who adapt will grow stronger. Those who don’t will be automated away. The question is no longer if you should evolve into a generalist. It’s 𝐡𝐨𝐰 𝐪𝐮𝐢𝐜𝐤𝐥𝐲 you can do it before the industry moves ahead without you. 👉 How are you evolving your skills to stay relevant in the AI era? #MarketingStrategy #DigitalMarketing #AIMarketing #FutureOfWork #MarketingGeneralist #AsiaBusiness #Leadership

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According to iBusiness, 84% of the top 100 SEO agencies in Germany offer GEO services. For 30% GEO is already a top focus area. For 7% GEO is the number 1 priority!

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