Sharing insights that help illuminate the pathway to prosperity and happiness.
Joined April 2022
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Prosper Pathway retweeted
You can't fix deliverability on Black Friday morning.
Clean the list. Ramp volume gradually. Fix inbox placement before your biggest sends depend on it.
A revenue-critical day is a bad time to discover you're in spam.
@jimmykim @ecomchasedimond
Prosper Pathway retweeted
make your next ad agency watch this before you hire them.
every media buyer starts at the ad platform, and it's so naive.
it's like fetishizing the tool
they can tell you which buttons to press, but usually the problem lives in the messaging
so i made a video for whoever's responsible for growth at a B2B company when the ads aren't working
it's a now, next, later of what to do, and none of it is technical. send it to your team, or use it to vet your next agency
it covers:
• turning almost everything off, and sitting with how that feels
• the two things to pull first: how did you hear about us data and sales call recordings
• mining those calls for your customers' fears, hopes and language
• clicking through your entire customer journey as your ideal customer
• what to build once you finally get to the ads, the very last step
Prosper Pathway retweeted
The GTM engineer role is splitting in two.
→ Software takes the rule-based work
→ And the strategist keeps the decisions.
Right now, a GTM engineer:
• Covers client interviews
• Does competitor research
• Defines the client’s ICP
• Builds account lists
• Manages campaigns + decides what to change next.
The parts that follow rules:
• Researching 500 accounts
• Building account lists
• Writing 50 variations of an approved message
• Qualifying accounts against the client's ICP
The parts that need judgement:
• Choosing which market the client should go after
• Setting what the core message should be
• Calling whether the ICP is still the right one
• Deciding what to change next
When you break a role down this way, most of the execution around each decision turns out to be rule-based.
Software can take a lot of that on, so the people in the role spend their time on the decisions.
Prosper Pathway retweeted
Our internal monitoring system has caught 12,375 dead addresses for one customer so far.
Every morning it reads yesterday's bounces and sorts each one:
• Dead address: the address doesn't exist, so it goes on the block list of every workspace
• Dead domain: a domain that's gone, blocked the same way
• Repeat: the same address bouncing a second time
• Server rejection: these point at sender's reputation, so we read each one
No campaign emails a dead address again.
Prosper Pathway retweeted
Your ad can speak about the right "problem" and still pull in the wrong people
Take an offer that helps people build authority in their space
On one end of the market you've got people who want to BECOME the authority
They're still very early in their journey.
Most of them don't have a real offer / they're trying to figure things out
On the other end you have people who have traction in their industry
They have a proven offer & have revenue coming in.
But they just want to build authority without it taking up all of their time
Both of these people will click on an ad about "building authority"
One of them can pay you $5-10K+
The other one can barely afford that
But when your ad speaks about the lower level outcomes like "you can get millions of views"
The newbies book because it's attractive and shiny
Then meta shows your ads to more of those people
So you get a lot of people who want your service or product but don't have the capital to afford it
So who do you write to:
-> The upper end of the market who can afford you
And what do you write in the ad:
-> The problem
-> The circumstance they're in
-> The offer
And you articulate the circumstances only the person at the upper end of the market would recognise:
For the authority example that looks like:
-> Your best clients come from referrals and you want a predictable source of lead flow
-> You're posting 3 times per day still, writing every post but you don't have the bandwidth to do all that while managing your team
Someone who is just getting started doesn't relate to any of that
Someone who is making money sees the ad and thinks "yeah that's literally me and I need that solved"
That's how one of our clients just booked a call with a $10-20M a year company off cold paid ads
Problem, circumstance, offer
And speak to the end of the market that has money
Prosper Pathway retweeted
Every rep on your team should get a Slack digest of Tier 1 accounts to work.
Here’s the automation that pings whenever they pop-up in the CRM:
1. Signal fires → logged in the CRM with a timestamp and a category (fit, activity or intent)
2. Engagement crosses your threshold → the account lands on a dynamic list and an automation triggers
3. Tier 1 account visits your pricing page → alert in a dedicated Slack channel
4. CRM account owner → matched to their Slack user → the alert goes to the rep who owns the account
5. Awareness stage changes → Slack message to that rep
6. Every morning or every week → the Tier 1 Account Digest lands in Slack
7. Rep confirms the next step with a Slack bot or an emoji reaction → the action logs back to the CRM
What feeds the loop:
• First-party: website visits, product usage, demo requests, email replies
• Second-party: ad engagement, past users interacting with your content
• Third-party: tech-stack changes, hiring patterns, new funding rounds
Prosper Pathway retweeted
THINGS THAT DESTROY SALES TEAMS:
1. Showing every rep the whole funnel's numbers → they find the one metric that looks good and focus on that.
2. Optimizing the wrong metric, like conversion rate → reps over-vet and disqualify leads to pump it up.
3. A KPI system over-engineered for your team size → the company ends up drowning in information and dies from lack of wisdom.
4. Changing the comp plan constantly → everyone quits.
5. A skinny comp plan → it attracts people who are already starving, and they starve your business.
6. Hiring ahead of growth with no new leads or ad spend behind it → the broken promises burn your reputation.
7. No end-of-day reports → while you coach one rep, another one's calls go south.
8. 100% self-paced training → most reps struggle and fail without talking to other humans every day.
More leads or better closers won't fix a single one of these.
Prosper Pathway retweeted
This is the viral cold email that landed an internship at Lovable.
I’ll tell you exactly why it worked:
It answers all 4 WHYs:
1. Why Me: he wants an internship, and Anton at Lovable can give him one.
2. Why Now: he just tried Lovable with Shopify for a client, and it didn't work well.
3. Why You: he had that problem, and he'll fix it as the intern.
4. Why Should I respond: Lovable gets it fixed, and he's open to anything else.
And hit 5/7 reply triggers:
1. Opener: better than average, because it references something specific.
2. Humanizing: it sounds like a person (smiley included)
3. Social proof: a portfolio link (which could be better, but he's an intern lol)
4. Unique mechanism: he'd solve 1 specific problem → seamless Shopify integration.
5. Call to action: "Would that work?” → super easy to say yes to.
It misses the other 2: offer and angle
Could it have done better?
Sure, with more social proof, or by adding those 2.
This is one to admire though for sure.
Hats off to this kid.
Prosper Pathway retweeted
"Join my community about ads" is a terrible offer
There has to be something to it
Some tangible outcome
“Make your first AI Ad in 24 hours”
MUCH BETTER
Same thing with webinars
BAD: “Full Ads Masterclass”
GOOD: “How to book a meeting with any business owner on the planet (even your dream client)”
The topic HAS to solve a big problem your market has
It has to be attractive
And it has to pitch a clear outcome
Prosper Pathway retweeted
We turned down two 8-figure brands last month going into our biggest quarter
Both had credit cards in their hands, ready to pay
Both were in the revenue range we work with
But one had a 19% return rate and no plan to fix it
We'd have been buying them customers who send the product back in January..
And the Google ads dashboard would have looked great while they lost money
The other wanted to start from 0 three weeks before Black Friday
There's no version of that where we do good work
Learning periods don't care about your calendar
9 years ago I'd have taken both for the cash flow
What changed isn't discipline..
It's that I've now seen exactly how those two engagements usually end..
And in both cases the client blames Google
ads for YEARS after
Saying no in October is cheaper than apologizing in February
Prosper Pathway retweeted
A good UGC creator can sell almost anything with the right template.
A lot of brands only look for creators who already live in their niche.
A skincare brand will hold out for a skincare creator, even when someone outside the niche could film it just as well.
That shrinks your creator pool and slows down your testing.
A skilled creator with a proven template can film for almost any product you hand them.
The template gives the video its structure, so they don't need to know your whole category.
They say the template lines word for word and fill the blanks in their own words.
Send the product a few days early with a reference video, and they're ready to film.
The same 5-7 templates can cover everything you sell, so you're never stuck waiting on the perfect niche creator.
Hire for skill, and let the template take care of the niche.
Prosper Pathway retweeted
About 18 months or so ago I fell for one of those "fake podcast request but it's actually a sales pitch" things and I think about how embarrassing that is weekly.
Prosper Pathway retweeted
The ultimate eCommerce BLACK FRIDAY masterclass for turning 2026's biggest shopping weekend into a YEAR-ROUND revenue engine:
🤝 Paid partnership
Prosper Pathway retweeted
This is the difference between a $1M/year CEO and a $100M/year CEO.
$1M: What are my open rates and click rates?
$100M: What's my new customer conversion rate, repeat purchase rate, average days between orders, and customer lifetime value?
$1M: Let's run a subject line test.
$100M: Let's run an offer test and see what it does to our contribution margin so that we can scale profitably.
$1M: We need more email revenue.
$100M: We need to figure out a way to increase first purchase conversions, average days between orders, and 90-day customer lifetime value without discounting our products.
$1M: Let's put a discount in the post-purchase flow so people will come back and buy again.
$100M: Let's build loyalty through creative offers, upselling and cross-selling, and loyalty programs.
$1M: Revenue is down. Let's run a sale.
$100M: Let's create newness and exciting offers in different ways without discounting our products so heavily.
$1M: Let's send this email to all of our customers, including active subscribers.
$100M: We have separate and intentional messaging for active subscribers, prospects, one-time purchasers, and churned subscribers.
Prosper Pathway retweeted
SEO didn’t die. It split in two.
Now you rank on Google and you show up in AI answers.
Same content, two different games.
I’ve run SEO since 2009.
The last two years rewrote half my playbook.
So I put the whole thing on one sheet.
Four stages. Two tracks. This is how I run both:
1/ Research
SEO: keywords and search intent.
GEO: the prompts people actually ask AI.
2/ Content
SEO: topic clusters with real depth.
GEO: answer-first, structured so AI can quote you.
3/ Authority
SEO: backlinks from sites people read.
GEO: get named on the sources AI pulls from. Most of what AI cites comes from other sites, not yours.
4/ Measure
SEO: rankings, traffic, leads.
GEO: your AI Visibility Score and share of voice. I track that side in Semrush’s AI
Visibility Toolkit. It shows how often you turn up in AI answers on ChatGPT and Google AI Mode, and the prompts you’re missing.
SEO gets you ranked. GEO gets you cited.
Most brands are still doing half.
The content barely changes.
You just structure it so AI can lift the answer.
Which half is your site missing?
♻️ Repost to help a marketer who’s only doing half.
See where you show up in AI: bit.ly/4ABzphF
Paid partnership with @semrush
P.S. I write about SEO, GEO, and building a B2B portfolio daily.
Prosper Pathway retweeted
Ecom founders underestimate how much buyers want to see the product being used.
Watching a creator get a stain out of their own couch has a big connection with the viewer.
It's a picture people are trying to build in their head when they decide to buy.
So brief creators to keep the product in their hands and in use for most of the video.
Film it in a real home, in the room where the buyer would actually use it.
Show the result on camera instead of describing it.
And grab plenty of B-roll of the product in use, so your editor can cut to it whenever the creator is talking.
Every second the product is in use is a second the viewer spends picturing it in their own home.