Suggestions
Amanda Natividad
VP of Marketing at SparkToro
Who is Amanda Natividad?
Amanda Natividad is the VP of Marketing at SparkToro, an audience research startup. She is known for coining the term "zero-click content" and being named one of the "Top 100 Marketing Influencers to Follow" in 2023.2
Career Highlights
- VP of Marketing at SparkToro since July 20212
- Previously held marketing leadership roles at Growth Machine, Liftopia, and Fitbit2
- Worked as a tech journalist at Gigaom and paidContent.org2
- Began her career as a test kitchen cook at the Los Angeles Times2
Personal Life
- Lives in the suburbs of Los Angeles with her two kids1
- Prioritizes building a life she doesn't want to escape from over traveling and Instagram-worthy photos1
- Sends a monthly newsletter called "The Menu" to over 15,000 readers with marketing insights, recipes, and valuable content recommendations1
Social Media Presence
- Active on LinkedIn under the username @amandanat, where she has over 15,000 followers2
- Also maintains a presence on Threads under the handle @amandanat3
In summary, Amanda Natividad is an accomplished marketing executive, writer, and content creator who shares her expertise and experiences through various online channels. Her unique perspective and insights have earned her recognition as a top marketing influencer to follow.
Highlights
When you're a knowledge worker, there are few things more satisfying than someone taking your advice AND sharing its effectiveness.
Why stops people from buying? One of three reasons...
(1) Comprehension: They don’t understand what you do. (2) Urgency: They understand but don’t care. (3) Trust: They get it, they care, but they don’t believe you.
(That's according to Matt Lerner. Check out his SYSTM newsletter in the comments below.)
Let's dig into URGENCY. How do you get people to take action right away?
The most obvious way is discounting: "Save 25% but hurry, this sale ends tonight!"
But this is a short-lived win. People who think your product is unnecessary won't buy. And if you keep offering discounts, you'll train people to expect them from you.
Try tapping into deeper product/market fit. You can do this by appealing to:
-
A role or job title. Is your product for women or first-time moms? Is your software for marketing directors or content marketing associate managers?
-
A use case. Think: What painful problem is your customer experiencing when they buy your product? Maybe you're a fitness company and your ideal customer already exercises with resistance bands. Perhaps your solution is textured resistance bands that can be worn over leggings without slipping. Or you sell a scheduling tool but your tool is the only one that allows users to overlay calendars to pick a meeting time — without creating an account.
-
A season/time frame. Maybe your software is highest impact during open enrollment in September. Your key buying season might be August.
I'm sure there are lots more ways to tap into urgency. What are your recommendations?
