Ciente Editorial Team - Ciente

BlogsNovember 12, 2024November 10, 2025

Best Programmatic Advertising Strategies: Journeying beyond the obvious.

Advertising is creativity given validation. People buy from a brand because a copy and its message resonates with them, and if it’s in their budget. Ogilvy, the advertising man, was touted as a paragon of creativity and scientific rigor for his breakthrough in advertising and helping products reach the masses.

Mad Men. Nike. Apple —advertising is an intense study. And everyone wants a piece of it. Brands can build identities with ads and stay in the buyer’s head for decades or years. Becoming part of their nostalgia.

‘Advertising is powerful’ is an understatement. But now, the landscape of ads has changed. All it takes is one look at Times Square and the internet to realize that the most popular form of advertising is digital.

Although print has value and offers a throwback to simpler days, digital advertising has made it easier to reach relevant audiences and resonate with them.

The most challenging part of creating a copy is making it stand out and understanding the message for the right audience. Design, message, and content are the lynchpin of modern advertising.

But how do you reach your audience at the right time with the right message? The answer: Programmatic advertising. The logic behind programmatic ads is simple— as AI Sweigart says, automate the boring stuff.

Programmatic ads have revolutionized advertising. And we’re not even over-indexing its value. But to unravel the full breadth of ad potential, marketing teams must devise strategies for impact.

And these programmatic advertising strategies go way deeper than the obvious.

Programmatic ads are complex systems devised by publishers and advertisers to simplify the process of advertising. These systems involve a lot of moving parts. Before we touch on the strategies. Let us, for the layman, explain what programmatic ads are.

What is programmatic advertising in simple terms?

In simple terms, programmatic ads are the automation of the ad system. There are four technical concepts that marketing teams should know. These are the: –

DSP or Demand Side Platform
SSPs or the Supply Side Platform
RTB or Real-time bidding
Ad Inventory or Total ad space

The process starts with the demand side platform. Advertisers use these systems to automate their ads and set up campaigns. On the DSP, the advertiser sets their budget, bidding limit, and so on. In real-time, the RTB starts bidding, and when an advertiser wins, the SSP gives the ad inventory to the winning copy.

These ad inventories are spaces on a website or a slot in video or audio content.

All of this is automated. The advertiser has to choose their audience and define them for the DSP and SSP. The algorithms do the rest.

The Importance of Programmatic Advertising

It is an effective way of advertising. And it keeps on growing as the tech permeates into the tiniest details of our lives. The moment we wake up, advertising and its potential can reach us through our smart devices and OOH displays.

It is this potential that advertisers must use to elevate the consumer’s life. And that is where the programmatic advertising strategies start.

Types of Programmatic Advertising Bidding

Programmatic advertising has tiers of its own. There are various types of bidding that advertisers can engage in based on their budget and standing in the market. Yes, some advertisers enjoy the benefits of an exclusive guestlist.

These types are as follows: –

Open Exchange Biding

Many publishers can bid on the open exchange type of programmatic bidding. It is open to all entries. And there are a lot of publishers available to the advertisers. Open exchange uses RTB to bid for the spaces. These ads do not have a guarantee.

Private Auction

This is where things get exclusive. Not all advertisers are allowed in the private auction. Certain publishers allow a select few to use the ad inventory. Private auction works on the bidding system of PMP or private marketplace— it is the exclusive version of RTB.

Programmatic Guaranteed

This is where we realize the importance of a buyer/seller relationship. Programmatic guaranteed happen between two parties. There is only one advertiser and one publisher. The advertiser has exclusive rights to run ad campaigns on this publisher’s website. Imagine the potential it has. A deal with high-quality publishers means higher chances for ad personalization. After all, an exclusive publisher means access to exclusive audiences and premium inventory. They work on the programmatic direct technology.

There are no bids in programmatic guaranteed. The prices of clicks, impressions, etc. are fixed. And the number of impressions is fixed, too. Negotiated by the buyer and publisher, the publisher promises a certain amount of impressions.

A note on programmatic direct: It is a one-to-one interaction where advertisers’ salespeople meet with the publisher’s team for the deal.

Preferred Deal

Preferred deals are non-guaranteed types of programmatic bidding. The advertiser gets preferential treatment from the publishers, and the buyer can choose not to publish the ad. The publisher and advertisers set a negotiated price for specific ad inventories. Preferred deals are flexible and offer publishers and advertisers a middle ground for exclusive treatment.

Preferred deals also use programmatic direct for inventory purchase and negotiation.

Strategies often fail, and that is not a bad thing.

Programmatic ads are often said to be complex. And for good reason. There is a lot of thought behind them, and marketing teams must understand their workings.

There is a certain vagueness in the programmatic landscape. Most conversations surrounding the technology and its strategies are based on the basic rules.

Of course, A/B testing and understanding the customer are crucial for an ad campaign’s success. There isn’t a marketing leader out there who doesn’t understand the value of experimentation and its relationship with growth. Or understanding the customer in crafting a resonating message.

Crafting a strategy must go beyond all of the basics and the obvious. It would be easy to list down all the things that you must do to succeed. From A/B testing to understanding the DSPs, technical knowledge is a must, but it is a topic discussed at length.

However, one crucial aspect of programmatic advertising strategies, in fact, marketing in general, is how you find a strategy unique to your organization and then execute it.

In advertising, it is by understanding that you must be as fluid as the customer itself.

2025 Emerging Trends in Programmatic Ads

Ask your social media managers. They will tell you that trends change almost daily. Think of all the trends you followed. How many of them died within the day, and how many still persist?

Why does it happen? Psychologists and marketing experts have pondered over this question for a long time. A works, but D does not.

The answer lies in the cultural context of the message. B2B marketing is often said to be boring.

Emerging trends are linked to what is relevant to the culture you are advertising to. And this aspect goes beyond understanding your customer; it is context-based.

Culture, in this day and age, means understanding the societal and technological landscape of the target geography and demographic.

The simplest example is: Will you talk to a 20-year-old like you would with a 60-year-old? No, their technology and understanding of the world changes. Language and lingo changes.

With this information, marketing teams can not only identify emerging trends but also create them. One of the most famous examples is Oatly. Their disruptive marketing is based on eye-catching and energetic messages that go against the grain.

They recently went to the US capitol and gave people ice cream, which was advertised as tastier than regular ice cream. But such disruptive marketing is possible in the ever-social US climate. If it were Japan, they would have been subtle and contradictorily a bit more absurd.

Emerging trends and timeless messages are the crux of marketing strategies. And to understand them, you must understand your customer segments’ culture above everything else.

The Budget Strategy For Programmatic Campaign

Bidding is one of the most crucial aspects of programmatic advertising strategies. In Hubspot’s 2024 state of marketing report, marketers report facing scrutiny in how their budgets are spent and how ROI is generated.

And that scrutiny has only increased. Programmatic ads are budget-heavy. DSPs cost a lot. While running the ad itself will based on the ad budget, impressions, the bid at which it closed, and the keywords used, the tools that you buy will be out of the larger marketing budget. And they are expensive.

How will you justify your budget? This strategic question is often overlooked. In this piece by Google Think—Jim Lecinski, a professor of clinical marketing from Northwestern Univerity, suggests presenting marketing budgets not as a bill but as a financial investment.

It is a simple yet revolutionary idea. For your programmatic advertising strategies to work, you must justify the cost behind them and propose levers of financial growth.

You must: –

First, understand why programmatic ads are necessary for your brand. And the potential ROAS the campaigns will present to you.
Propose an exact budget and the returns you expect from the campaigns.
What market share do you expect your ad campaigns will deliver, and what will be the financial effect on the quarter?
What are the drivers of growth you are targeting? Is it brand awareness? Is it leads? Or is it sales?
What will be the end financial result of the campaign, and how will it affect the bottom line of your organization?

These are some of the questions that will help a CFO make sense of your spending. Advertising, as much a creative endeavor, is also a financial one.

The Creative Strategy

How does one strategize creativity when creativity itself is part of strategy?

The answer: Creativity is nurtured through experimentation.

While marketing teams love to assign data and attributes to their assets and winning templates, there is no such substitute for creativity. What resonates with people are emotions and outcomes. In the B2C industry, this is perceived to be easier than B2B.

But that is not true. When in a workspace, people are still bound to emotions related to their work, and simplifying complex tasks opens up space for more business improvements and a perception of elevated work lives.

As such, creativity must work within the bounds of emotions and provide a positive outcome to your buyers.

The message

Let us try out an example: –

Of the two messages below, what catches your attention the most?

a. Notion is an all-in-one workspace for managing and creating content.

b. Bring your ideas to life— ideation, planning, design, and creation. Notion, is a canvas built to evolve with your vision.

Both messages will resonate with the right audience. There is a chance one will elicit more emotion, curiosity, and imagination. But that is for you to understand which one.

Creativity can be enabled in your teams by letting them experiment. A/B testing is part of this experimentation to verify what is working. But it is not the only way to experiment.

Hotjar’s product experimentation method.

Hotjar, the solution for website analytics, goes through a framework for product experimentation. It is the scientific method of: –

Asking the right questions: What does the user want and would benefit from?
The possible solutions to the problem
Who does the solution exist for?
And the data backing up your claims.

This framework empowers marketing teams to come up with their experimentation methods by mixing and matching their unique user base to their behavior.

After all, a message about the product can also be seen as the product itself.

Ad copies are fascinating pieces of art that serve a practical purpose. And should be looked at from a creative aspect. But like architecture—whose art also serves a real function— ads’ creativity has to be deeply rooted in the needs of the buyer.

These needs can be found through understanding the buyer with data.

The Technical Strategy for perfect optimization

We have looked at things from the creatives’ perspective. It is time to get technical.

Technical programmatic ads strategies fall into four parts, and their function is to get a deep understanding of buyers’ needs. The technical strategy enables marketers to validate their creative messages. These four parts are: –

Understanding Insertion order and line items
Gathering data
Analysis
Integration

Insertion order and line items

One of the main aspects of running an ad campaign is the timing.

When do you want the ads to run?

For how long?

Where?

To whom?

And why?

Without these, you will not be able to have a successful campaign. Purpose, geography, time, and the user are necessary dimensions of a programmatic advertising strategies’ success.

You have to be very careful with these. Because automation will do as you say.

But how do you go about this? It is by defining the insertion order (A term used by Google’s DV360). Insertion order and its equivalent is nothing but the set of interrelated line items (a.k.a. ad groups.) and the commands given to those line items.

Say you are a SaaS company for salespeople. And you are launching your AI agent. The insertion order will have all your ad groups for the launch of the AI agent.

These ad groups will be of similar themes. But they can target: –

Different user bases with their language
Different geographies
Different keywords e.g., Sales AI Agent V.s. Conversational AI Agent.
Different messages and designs.
Have certain time periods and differing budgets – maybe one line item runs for an hour, and its budget, 500$ or it runs for the European region and should stop after there are 1k clicks on the ad.

With insertion order and line items, you can set up the rules you want for your campaign. There is complete flexibility as to how you want your ads presented to your users.

Data

Data is a treasure in marketers’ hands. Understanding buyer behavior comes from data. And programmatic advertising is ripe with data.

Every interaction, click, impression, etc. leaves a digital footprint of users’ behavior. And with DSPs, you can choose the data you need in specific scenarios for unique conditions. That makes DSPs a goldmine for first-party data— the holy grail of user data and a key components of programmatic advertising strategies.

However, data without analysis is like a book without a cohesive story.

Analysis

Data analysis has revolutionized human life. From winning wars to boardroom meetings, analysis has driven our decision-making ever since we understood the power of computational data.

There are multiple ways of analysis— through automated software or manual effort, data begins to make sense to the one looking for clues. It is the story behind these vast behavioral maps.

Why does one user behave this way with this campaign but not the other?

Analysis lies in questions such as these. Adobe has a great blog on data analysis and its tools. But for our programmatic advertising strategies, analysis must answer the following questions: –

Is the campaign working as good as you hoped it would?
Do the numbers or trends suggest that your ad spend was justified?
Does the trajectory of your ad campaign need to change? If yes, in which section do you think it should be?

The analysis gives insights into scattered data. But it is the human being who must choose what to do with it. An AI will provide a predictive analysis of your data and visualize it.

The main question is: What can you do about it?

Here’s a resource for all marketing analytical enthusiasts. To generate insights in BigQuery, you would need to do this: generate data insights in BigQuery

But your DSP will also provide such analysis. At least, DV360 promises to do so.

Integration

Integration is a vital concept in marketing. It means delivering a cohesive and singular experience to your user.

Programmatic ads are part of customers’ journey into a seamless experience. One cutting-edge advantage of programmatic advertising is the data-driven approach it takes.

And thus enables a dynamic approach to marketing. Based on your buyer and their journey in the funnel, programmatic ads can change the message. And the mode it takes to reach the buyer.

These dynamic ads have the advantage of reaching your buyers wherever they prefer to be. Even if it is their smart TV.

The Reach strategy

Programmatic ads can reach the buyer anywhere. From TVs and phones to their Alexas, these ads can potentially approach your ICP on their terms.

Reaching your audience is not complicated. If your ICP loves podcasts, that’s where you will be.

But what matters is the message. The cohesive experience must also be dynamic enough to adapt to the channel. The message should stay the same, but the delivery will change.

If your ICP is an avid football fan, can you leverage that to reach them through their CTVs?

And you should not do this for clicks either. Remember the rule? 95% of your ICP is not in the market to buy.

But you should nonetheless market to them. Why do you think that is?

It’s because of category entry points. In any given scenario, if a buyer wants to buy something, they will search their memory banks for an option before any search engine. In short, if they think of you in an ideal buying situation, there is a high chance that you will be their choice.

There is a reason why positive brand awareness and market share are so intimately linked.

Bringing it all together – The end of strategy

This is not a comprehensive take on the programmatic advertising strategies that you must take to improve. There’s the omnichannel experience, cross-device targeting, second-party and third-party data leveraging, and more.

There is a good chance your strategy may fail. And that is a good thing. Programmatic advertising strategies’ success is based on the agile practices of failing, pivoting, and success. We have presented to you moving parts that will be necessary for you to understand its depth.

The way you use these moving parts will be based on your creativity. As you experiment and grow, so will your strategy.

As a leader, you must drive the balance between creativity, experimentation, budget, and execution.

Programmatic advertising strategies are intense and satisfying.

Programmatic ads are deeply rooted in marketing strategies. Ad copies must be creative and deliver value to the user. Whether it’s humor, design, content, or the message, each copy must be treated like a product and elicit emotion in the viewer.

There are many dimensions by which you can judge your ads’ success, but if it does not align with business objectives, there is a chance that you may not get the organizational buy-in necessary for the campaigns.

CMOs must teether the line between advertising’s creative side and its financial one. One of the greatest advantages of programmatic ads is its data banks, which can produce high-quality data that will be beneficial for the entire organization.

The complexities of programmatic advertising strategies are not lost on us. That is why Ciente.io orchestrates your buyer experience for you. We lighten the load on your shoulders by bringing our expert-led strategies for brand success.

BlogsNovember 11, 2024November 10, 2025

Branding and Design: Beyond Logos

Design and Branding are always constrained to visuals. These limitations hinder a brand from fully coming into its own. But what if you could go beyond?

Design is humanity’s greatest invention. Or rather a discovery. The language of design helps us understand, visualize, and create symbols that make sense.

Everything man-made that you see has been designed with the intention that someone might use it or find it exciting. The design makes something memorable. With this usage of abstract symbols and design choices, we are able to use and program commands in machines and create a brand.

Branding and design are linked together like a coin with two sides. They are an inescapable part of each other. The discourse online surrounding brands and design is about the fundamentals of branding design.

But who doesn’t know that? A good brand has a good design. And if you want to be memorable, create an aesthetic that visually appeals to your user.

Is this it? No. To design something entails far more, especially from a brand’s perspective. And while logos and color are a major part of it, it is not something that marketing leaders do not know about.

When it comes to your brand, you know how it should look and feel. If you know your customers, you know what typography, pictures, and logo should reflect their personality.

But what goes beyond these fundamentals? Understanding timeless design principles makes brands successful. It is communicating an idea to another almost instantaneously. And staying in their mind.

The design creates trust, recognition, and belonging.

Image Description/ Caption: Designed for Perfection

The Vitruvian Man is one of the most recognizable sketches on our planet. Its creator does not need to be named. That is branding and design.

Why is it so that some visual pieces evoke a memory in our heads? When you see an iPhone from the side or front, even without looking at the logo, you understand it is the iPhone.

It is association. Your brain puts thousands of pieces together to recognize the device in an instant. When speaking of branding and design that goes beyond logos and typographies, this is what is meant.

Brands that stay on top of your head communicate who they are through subtle cues. Trust us, aesthetics are part of it, but brand design should not be confused with its sub-part— Graphic Design.

Brand as a system

Within the school of system thinking, any object is broken down into parts, and the interconnected relationship of the parts makes it work as a whole.

Brands are the same. They are dynamic systems that constantly evolve and adapt to feedback. As with any system, the brand is made up of many moving parts. From customer experience and aesthetics to the product/service/personality your brand has formed around, branding design has to consider everything.

Brands are like a movie. The entire experience must be directed to create positive outcomes for the organization and tell a story worth being part of.

This is where branding and design come into view. It is a strategic and scientific approach to creating trust within the buyer and becoming a natural choice for whatever you’re selling. It involves educating, delighting, and retaining your audience.

Build meaningful interactions

In marketing, the interactions your customer has with your brand are known as touchpoints. And marketing teams describe the customer’s path to the bottom funnel as a journey. Yet, among the noise of marketing messages, these concepts have become redundant. Explore effective Email Marketing.

But they do matter if we look at it from a different perspective. Many online resources talk about frictionless touchpoint interactions or journeys. Yet, the reader is not left with an understanding of what the content is trying to say.

These pieces beat around the bush to tell you one thing: Build meaningful interactions.

Directing your customer’s journey is crucial for brand building, as it may. But how do you do this?

You must think like a designer. Because that is what the successful brands do. They design every touchpoint with awareness of what the customer should feel or act like.

Let’s illustrate this with an example exclusive to B2B.

The concept of self-buying

You must know that self-buying has become popular since the pandemic. As more business leaders began preferring the self-buy options, the industry had a wake-up call.

They needed to get on the self-buy train like their B2C counterparts. And they did. But what does the industry find?

B2B buyers felt more regret when they self-bought. Why do you think that is? One of the reasons is that they couldn’t understand what the product had to offer.

One of the drawbacks of self-buying is not having an SDR to talk to and ask crucial questions.

But there was one more caveat: Buyers preferred remote selling. I.e. after the pandemic, in-person sales were not the preferred option for them.

This is a design problem. And shows us customers themselves don’t completely understand what makes their experience good. The design anticipates the problems the buyer may face under possible conditions. And provides an intuitive solution for it.

The intuitive design solution is to understand that your SDRs are not just outreach agents but consultants to the buyer. And through tools like Zoom can interact with the buyer.

Any good brand designer understands through instinct the value of human-to-human interaction. That a loss of it might cause some obstacles. Buyers need meaningful interactions that affirm their values. And this happens through an SDR during the final stages of the purchase.

Companies that jumped on the trend without this thought process may have faced a lack of high-quality sales.

On the other hand, businesses with hybrid models with their sales teams working as consultants and helpers to ease buyer choice must have reported better deals.

And that is not mere conjecture. In the report we linked above, proves buyers were 1.8x more likely to complete high-quality deals when the model was a mix of self-buy and rep-assisted.

Let’s make branding and design into actionable principles.

Image Description/ Caption: Let Design guide you home

Designing Belonging

SEMRush is adored by a large community. And equally, some who adore Ahrefs.

Both companies are known to feud. They are SEO tools. SEMrush is supposed to be great for keywords and Ahrefs for backlinks. Teams fight over which one is better.

Countless blogs pit the two against each other for commercial purposes. Yet, the SEO community manages to stay passionate about both.

Why do these two brands evoke such appreciation? Because people feel a sense of belonging with them. Both brands have managed to capture their intended audience and hold their attention. Especially SEMrush.

But how do you create belonging through branding? The simple answer is to align with something. There is a debate in the community between keywords and backlinks. And maybe…just maybe. SEMRush and Ahrefs decided to support these polarizing communities by design.

This created a sense of belonging between the community and the brand. If a product is good and does what is needed, its brand can quickly create a passionate community.

And nothing exemplifies this like Notion

The community of Notion

Credit: reddit.com

Do you see the affection Notion gets from its users? Go and read the comments. They are passionate, to say the least.

Why does this platform have such an avid fan following that people wear Notion merch, and why does the San Francisco Standard say that people use it to run their lives?

If you are creative, you know Notion. For those who do not— it is a connected workspace for wikis, projects, and docs.

It’s an all-in-one tool for creation and management.

But if you ask any creative, the tool is more than that. It helps you make your ideas into reality. Notion works on the concept of customizable databases, and these databases can get as creative as you. Offering what seems to be endless possibilities. People even monetize their databases because they are effective.

Notion, coupled with marketing, high-quality content, and a tool that satiates the want for premium stationery items, creates a unified experience of satisfaction.

Notion is designed for people to want to ask more. All through intentional design.

Here is the co-founder’s interview. Through his words, we can understand that he and Ivan designed Notion by understanding the needs of the knowledge worker and creating a tool that lets them personalize through building blocks.

Revolutionary.

“Design means everything here. We’re a tool that solves people’s daily problems.” — Ivan Zhao

Look at Ivan’s comments – A tool that solved people’s daily problems. And they designed their brand to exemplify this.

From the community meet-ups to incorporating customer feedback and app integrations. Notion is everything a tool wants to be.

Notion has such a Zen way of organizing and creating programming, writing and designing, and whatever you want to use it for. That it hooks you in. And makes you passionate. Explore Programmatic advertising.

Do you want to create a second brain? Notion’s got you.

Let’s break down the design principles behind belonging: –

Understand what your product/service/personality stands for
Let the customer explore and find out what it can do by sprinkling in clues
Let them talk about it (Or create discussions around it)
Enable their thirst for knowledge.

Creating Trust and Recognition

Image Description/ Caption: Trust made tangible

In the Soviet Union, things were not branded till the 60s because of socialist rules. This created a huge problem. Quality was bad, and factories could not be held accountable.

After a fiasco involving rivets, ships, and sinking, the USSR realized branding and design were crucial.

Very crucial.

And so started the boom of state-owned design teams that made logos and had names of the manufacturing factories etched into their products.

Have you ever wondered why brands were ideated into existence? It is because of a need. The a need to distinguish between high-quality goods and trustworthy creators.

Great design plays the role of enforcing this idea. Look at McDonald’s. The undisputed king of fast food.

What do you think made McDonald’s so popular? Is it the Iconic logo? Is it McDonald’s the clown?

Of course. But let’s take a granular approach. They dominated because of design. The winner was their kitchens and the Speedee System created by the brothers Richard and Maurice McDonald.

It was revolutionary.

It was the lever of McDonald’s success and why Ray Kroc believed in the brand. Let’s take it a step further.

After World War II, drive-in competition in San Bernardino grew, and the McDonald brothers discovered something surprising about their barbecue restaurant: 80 percent of their sales came from hamburgers. “The more we hammered away at the barbecue business, the more hamburgers we sold,” said Richard McDonald, according to John F. Love’s book McDonald’s: Behind the Arches.

The brothers closed their doors for three months and overhauled their business as a self-service restaurant where customers placed their orders at the windows. They fired their 20 carhops and ditched their silverware and plates for paper wrappings and cups so that they no longer needed a dishwasher. According to Love, they simplified their menu to just nine items—hamburgers, cheeseburgers, three soft drink flavors in one 12-ounce size, milk, coffee, potato chips, and pie. — Source: history.com

The McDonald brothers thought like pioneers. The success of their business was possible because their brain picked up on design choices— whether through instinct or training.

They realized burgers were selling more
And created a system to deliver it to the customer quickly and in their hand.

Can you see something here? The McDonald brothers created a lean start-up. A quick and agile entity. And their echoes are still heard 75 years later in 2024.

Let us talk about design principles: –

Identify your product or service offerings and analyze what is popular with your customers.
Is there an opportunity to enhance customer experience by becoming aware of what they want or need?
Is there bloat in your design? Something you can eliminate without affecting your main product. Even elevating its speed in some aspects.
Ask yourself: If this choice is so powerful, can a brand emerge through this, or can your brand become synonymous with that offer?

A brand that designs itself to provide value to its user and anticipates their needs will get the opportunity to associate itself with a concept.

Like Apple with design. Like Google with search. Like McDonald’s with Fast Food. And HubSpot with Marketing and Sales.

Design principles put you on par with the giants.

Bring it together for the user to feel, see, and touch.

Image Description/ Caption: Can you feel the heaviness in their backs?

Great design excites all the senses. You must have interacted with tools and software that seemed tangible. The software almost anticipates your responses and helps you grow. As it guides you through its challenges, you feel the joy of discovery.

SEMRush is such a tool. It knows what the user wants and, through design helps them grow their marketing skills. Another is Google.

Imagine the head of Google’s designers- they thought that search should be simple and made the software easy to use. You cannot touch Google but feel the experience through your keyboards.

Or look at the advent of AI. It is an intelligence designed to derive ideas and help us find new thought processes. Perplexity, Claude, and ChatGPT encourage exploration through simple UIs.

You talk. The AI responds.

Think about it. Such simplicity is born from the complexities of immense computational powers.

The question is: How can you do this with your tool and make it part of your brand’s identity?

Branding and Design as a reflection

Brands are a reflection of strategies, design choices, and the product (or services and personality) your team is selling.

Unique brands manage to bring out their traits through visual, industrial, and software design. Are they special? No. The only difference between good and bad design is not understanding user needs. And anticipating failure.

There’s no point in adding features that will not elevate the user or make their usage easier. In marketing, good design asks itself— will my base customer find value in this message? If not, how can it be?

Branding and Design is asking yourself the right questions.

And Ciente can help you.

Ciente.io produces high-quality content to help you strategize and provide an edge over the competition. Our in-house creatives and strategists provide the data and expertise to help you orchestrate buyer experiences.

Whether design, content, or maximizing your reach, we help leaders grow their businesses and achieve bottom-line growth.

BlogsNovember 7, 2024August 28, 2025

How to Fuel Your Middle-of-the-Funnel Sales

In the marketing landscape, MOFU is an opportunity to build meaningful relationships, increasing lead conversion. How can you make the most of this phase?

With the ongoing digitization, the buyer’s journey continues to shift and evolve. When you are at the MOFU phase, your potential customers have gone past the initial awareness stage. They are now at a point where they are seriously considering purchasing your offerings. In this middle stage between TOFU and BOFU, potential prospects know your brand and have shown interest in your product or service. But they are looking at various options to make the best purchase. It is also the phase where they perform a comparative analysis with the competitors. For this reason, MOFU is known as the consideration phase of the sales funnel.

At this point, supplying some information that will help them make an informed decision. Your marketing strategy targeting the mid-funnel must balance a solid foundation with flexible strategies.

Utilizing the potential of middle-of-the-funnel

The key ingredient of acing MOFU marketing comprises delivering content that conveys the right solution to your prospects. You need to provide them with detailed information about your offerings, or some added value to engage them. Amplify your mid-funnel content by making it more helpful and informative, without being too sales-y. Your target audience must feel like your offerings are providing some value. And it’s not some aggressive sales pitch. When you launch relevant and value-rich content, prospects are likely to respond positively to them.

While providing useful data, focus on building relationships with potential customers. You can achieve this through personalized emails or social media messages. Using these initiatives, you want your prospects to become excited or motivated to read the messages or posts. Building strong relationships with your prospects cultivates trust in your brand, making them more likely to purchase your offerings.

Mid-funnel buyers involve more thorough research from the prospects’ end before they go ahead and leap into that final decision to buy. Utilize this crucial point to stand out from the other brands, so the prospects choose you over the competitors. The mid-funnel content should revolve around delivering solutions that address the audience’s pain points. You should be able to help the MOFU buyers find the right solution through your content.

MOFU Marketing Tactics

Prospects entering the middle-of-the-funnel may not be familiar with your products or services. So, your main objective here is to enhance customer-brand relationships. By implementing this approach, your team can establish its authority in the market. The mid-funnel phase is also the perfect time for you to start nurturing leads who may not be ready for a sales discussion yet. Implementing a robust content marketing strategy can be a great tool to showcase the value of your brand. To accomplish this, your marketing strategy should be research-based and involve educational content, thought leadership, and case studies.

An effective MOFU content marketing helps you close the gap between the initial curiosity the audience feels when they engage with a brand’s content and the final sale. The leads you have at this stage are in the consideration phase of the customer journey. Your marketing team needs to produce educational content that engages the audience to your brand, increasing the lead conversion.

Key Elements of Successful Mid-Funnel Content

An effective mid-funnel content must be educational and highly persuasive while being target-specific. When you create materials with all these components, there is a better chance that your customers will resonate with your brand, causing them to convert into leads. Let’s look at each of these elements more closely.

Educational and brand-specific

Considering the prospects in your MOFU, they already have a solid understanding of your brand and its offerings. But what they need to dive into is how your company is different from the competitors and why they should go for your product/service. That is why, when creating content, make sure it is more sophisticated and informative, discussing your USPs.

Highly-Targeted Content

At its core, middle-of-the-funnel is your chance to add prospects in your sales cycle who are already interested in your offerings. Utilize this aspect of the sales process as an opportunity to drive more organic traffic to your site through engaging content. However, there is a stark difference between actionable insights and consumers casually seeking a solution. To garner customers likely to convert into paying accounts, you will want to create targeted content, supplying them with specific information that adds value and addresses a problem faced.

Engaging Content

In the MOFU phase, your content needs to hook prospects for the long haul, inviting them to explore more about your company and its products or services. When developing your content plan for the mid-funnel phase, ensure that you provide enough data that gives them confidence in your brand to solve their problems. Showcase your unique capabilities and publish various forms of content demonstrating your expertise. A gentle push is all you need at this stage to convert into leads.

Types of content for effective MOFU marketing

Middle-of-the-funnel marketing requires certain forms of content to create an impact. These are some examples to educate your audience with the resources they need.

Case Studies

Through case studies, you can offer insightful explanations of how your offerings will make a difference and what new it is providing that other brands are now. You can highlight success stories or discuss applications of your products or services. This will let potential customers understand how you helped their existing clients achieve business goals. When creating case studies, demonstrate data such that your customers feel connected. They will want to see how the success of other brands can relate to them.

White Papers

The core mission of launching whitepapers is to draw light on a specific pain point and promote an approach you used to overcome the hurdle. As a brand that wants to stand out, you must publish white papers on your website and share them in your email campaigns. You must ensure they contain valuable, concrete facts, and statistical data that give your offerings a steady skeleton. If engrained with the right ingredients, white papers allow your prospects to grasp first-hand the benefits of your solutions.

Email Campaigns

Target-specific email campaigns provide an easy and effective route to reach many prospects. For instance, if you can garner more email open rates, it implies that your email marketing campaigns are making an impression to lead to actions. You can also look into email newsletters to compile value-added information to provide details about your brand. These campaigns can be curated to provide insights to move leads further into the funnel. The standout feature of emailers is they allow you to send multiple messages in one go.

Blog Posts

Whether you are a new brand or have established your brand voice strongly in the market, blogs are a useful catalyst to amp up your sales funnel. You can curate articles as per your audience, trying out different lengths and formats while you do so. Each blog is customizable plus easy to consume. The best part of blogs is updating informational content that your prospects will consume. If your blogs have unique insights, they also give you a cutting edge. Enrich your blogs by adding more SEO keywords and relevant links to increase search rates.

News Articles

Publishing curated news pieces could open another doorway of communication with your target audience. While launching this content form, obtain a content license from a trusted source that helps you share timely and reliable updates. In this way, you can enhance brand credibility among your prospects.

Summing up,

The middle-of-the-funnel is one step ahead in the sales funnel. Your prospects have surpassed the getting-acquainted-with-your-brand phase and are seriously considering choosing your brand. This phase is all about them researching and comparing across competitors to decipher which brand makes the best fit for them. The way for your brand to shine in this stage is to provide content that enlightens them on how your brand’s offerings will solve their pain point. You can retain more leads past the MOFU phase by launching value-rich content that highlights your services and offerings. It is a great stage in the funnel to increase lead conversion by planning and delivering content that matters.

BlogsNovember 4, 2024August 28, 2025

Striking the Right Chords with your Top-of-the-funnel Sales

As per reports, for every 100 leads, only 2-5 prospects may convert into paying customers. How do you increase this ratio by targeting TOFU clients?

A sales funnel comprises different levels, each denoting the type of customer or the status of your deal with them. These are categorized as TOFU, MOFU, and BOFU. At the top of the sales funnel (TOFU), you probably have many potential leads. These customers could be new to your offerings and may be getting acquainted with your brand.

Yet they may not be actively looking to buy a product or service. In short, not all the leads you have at this stage are likely to convert into paying accounts. Frankly, very few will. Studies indicate that the average conversion rate for top-of-the-funnel sales leads ranges between 2%-5%. So, utilize this awareness stage phase of awareness as a good opportunity for your brand to make a lasting impression that has them returning to your products or services.

The top-of-the-funnel is your chance to get your target audience hooked and want to know more about your offerings. It needs to focus on value-added content and ads that create brand awareness while leaving your prospects wanting to learn more. You want to maintain a fine balance between showcasing your expertise and not coming on too strong by selling too much information. If you successfully catch the attention of maximum prospects without being annoying, there is more chance of bringing them to your brand’s sales funnel.

Let trust-building be the core of the TOFU phase to educate your prospects with insights they find valuable. When they trust your brand, they will likely sign up for the long haul. The right elements can enhance awareness and win the interest of more prospects in your brand’s offerings.

How can you make the most of TOFU?

Your sales and marketing teams know that attracting new prospective customers and generating leads are the stepping stones to a successful strategy. However, when the top-of-funnel is a hit-and-miss, your sales and marketing funnel teams won’t have many leads to nurture and carry forward.

Inventing innovative tactics to strengthen your TOFU is the key to building trust among the target audience. Moreover, this is a catalyst for helping you establish thought leadership with prospects. But where do you begin to create a robust top-of-funnel content for your sales?

Adding value to your audience makes all the difference. Be it through your content or your communication, the more you focus on delivering value, the better will be your success rate with prospects. When prospective customers resonate with your brand voice, it enhances their engagement. And if more people engage it elevates the chances of prospects converting into paying accounts. Since more potential customers are in their research phase early on, the primary goal of marketing at the top of the funnel is to stimulate awareness and propel lead-gen campaigns.

These are the prospects who expressed interest in your offerings but are yet to make a purchase. When you can add value through your offerings and address the prospects’ needs, you can create content that appeals to TOFU clients. This enables them to take the next step toward an informed decision for purchase.

Quality TOFU leads help you increase brand awareness, generate qualified leads, and foster strong relationships with customers. A steady flow of top-of-the-funnel leads paves the way for optimizing the best strategy to maximize your returns on investment.

How will you benefit from TOFU sales?

Your sales and marketing teams implement the latest strategies to appeal to the right audience. Yet, there are times when the newest ideas may fail to yield the results you seek. This is where TOFU-focused sales come in handy. It helps brands like yours to produce interest among prospects in your offerings. Moreover, blogs launched to level up the TOFU include impactful CTAs. Feel free to ask your prospects to sign up for a newsletter or a contact form that connects them with your sales team. SEO-rich top-of-funnel content can benefit you in several ways, ultimately increasing client reach and sales conversions.

Brand awareness

Whether your business is newly launched or you have established your brand identity in the market, instilling and sustaining brand awareness are always critical. Plan every content you launch or deliver and use the right keywords. Create brand awareness by connecting with TOFU prospects and discussing ways in which you can address their concerns. When you take different routes to build relationships with the audience, more prospects will become aware of your brand.

Generating leads

If the blogs and content pieces you deliver are rich in value-added information and SEO-backed, they will attract more prospects. If more potential clients read your materials, there is more scope for garnering high-quality leads. While crafting various forms of content, ensure you cover topics that intrigue the target audience. Integrate every content piece with relevant keywords that elevate the overall search engine optimization. Also, discuss the significance of building relationships with potential prospects using social media posts, email campaigns, or other marketing tactics. Implementing these initiatives will increase your lead generation, allowing you to stay ahead of the competition and build a strong client base.

Building relationships

Strong relationships with prospects go a long way in expanding your database and improving customer retention. Although B2B brands realize the importance of robust customer-business relationships, it may feel like a struggle to accomplish this. The good news is— with careful planning and strategic implementation of ideas, it is not far-fetched. For instance, engaging with potential customers through content and social media channels will prove effective.

Researching your audience and understanding the content they grasp will serve as a roadmap to help you decide the types of topics to discuss in your content. Include advice and informative content to develop trust with the clients. Launching interactive and value-added posts allows your messages to create an impact on the target audience. Tailor messages and content to make them interesting, drawing readers and invoking purchase interest. Catching the attention of TOFU clients with your content and campaigns is a surefire way of increasing the performance efficiency of your sales cycle.

Segmentation

Client segmentation is an essential element to customize campaigns for audiences in a specific funnel of the sales cycle. It is important to thoroughly understand the tone your target audience prefers, the type of content they find interesting and what are their pain points. The sales and marketing approach will vary depending on whether you are targeting new leads or wanting to provide useful information that encourages them to engage with your brand. Whereas, if you are looking to retain existing customers, providing updates about new offerings may work in your favor. The bottom line is the more you know each client segment, the more effective is your marketing campaign.

Ace your content for efficient TOFU marketing

Content conveys your brand’s voice, and at the same time, it is a channel that allows your audience to align with you. Combining high-quality content with strong visuals builds relationships with prospects, attracting new leads. While there is a diverse stream of content that can be launched, these are the common content types the TOFU clients may find appealing.

Blog posts

Blog pieces are a great way to talk about your expertise. You can use short-form or long-form blogs to highlight how your offerings address audience pain points. Develop them as a means to resonate with more prospects. Cover topics your target clients would search for and amplify the searchability with keywords. In this way, you deliver value-added content that drives traffic to your site and increases your customer reach.

Landing pages

Leverage landing pages to discuss all your services to engage a specific target audience. Optimize landing page content to increase site visits and generate more inquiries. Utilize these to encourage brand-customer interactions either directly with the purchase or through web chat or a contact form. You can also create separate landing pages for events or special offers.

White papers

These offer the perfect opportunity to publish long-form content, shining light on the impacts of your benefits. You can draw upon success stories and how-to guides, and build case studies as white papers. Make them available to download from your site and to the email list. Utilize the launch of white papers as a perfect time to showcase your expertise and connect with the audience.

Infographics

These are concise and visually appealing forms of content. Infographics allow you to represent complex concepts in a clear and easy-to-interpret format. You can post them on your website and social media channels to generate interest among prospects through reposts and engagement.

E-books

If you are looking to establish your thought leadership, E-books are the best resource for sharing valuable content. You can discuss software solutions that would address the pain points of your audience. Leverage this form of content to connect with a large base of prospects and share it through email marketing campaigns. Another way of attracting leads through E-books is making them available on your site and linking them to a contact form for enhancing audience engagement.

Wrapping up

Your brand has a unique idea and offers solutions that address the pain points of your audience. But without connecting with the prospects, it is tough to build your brand reputation. Top-of-the-funnel marketing is your chance to attract your target customers and keep them for the long haul. Focusing on the TOFU of your sales cycle allows you to create a good first impression and generate more conversions. Your innovative marketing techniques focused on the top potential customers are a driving force to convert those potential leads into actual sales. Spend time and resources on marketing tactics to deliver your best lead-gen campaigns and take advantage of top-of-the-funnel sales opportunities.

BlogsOctober 31, 2024March 10, 2025

SWIFT Alternatives for Cross-border Payments: The Top Picks

SWIFT has transformed the B2B landscape, allowing seamless cross-border payment solutions. Here’s why you need to consider other options.

As businesses are adopting digitization and interconnecting with various economic zones, cross-border payments are gaining increasing importance. They allow brands to execute transactions with vendors, business partners, and employees in different countries. An example of B2B cross-border payments includes making a payment to a vendor of yours who is overseas for the products supplied or services provided. Paying employees based in foreign nations also counts as a B2B international transaction. Such money transfers involve different currencies, requiring conversion.

SWIFT (Society of Worldwide Interbank Financial Telecommunication) has become a dominant and trusted payment network for cross-border transactions. It forms an integral part of the global payment system and is a common choice for businesses for overseas money transfers. The interesting aspect of SWIFT is that it is not a payment system in itself but helps banks and financial institutions exchange encrypted data and safeguard their processes.

Over the recent years, the payment As of May 2022, SWIFT witnessed 46.1 million financial information (FIN) messages each day, and this figure continues to grow every year. It provides a single platform for payment exchange across borders. This saves you from integrating multiple systems for the different components involved in international transactions.

SWIFT has been established as a trusted payment network that gives banks and financial institutions assurance that the money exchanged is safe. However, this payment network has some downfalls, which is why businesses are now considering valid alternate channels of cross-border payments. In this article, we have covered these in detail and suggested other efficient payment networks for international payment exchanges.

What are the challenges of SWIFT?

Although the SWIFT network is popular, there are some drawbacks associated with this legacy system. With emerging facilities like open banking, API payments, and money transfer alternatives, several options support easier, faster, safer, and more flexible payments. Let’s dive into the hurdles with this technology.

Slow processing

Transactions through SWIFT can be slow, taking up to 5 days to process if there is more than one intermediary bank. Typically, every transfer goes through several banks, including central banks within the network, which is a complex cycle. The speed may compromise the urgency of payments to go through.

Opaque fees

The SWIFT network implements a system that goes through several stages. The payment order moves from the sender’s bank to the recipient’s bank through a series of intermediary banks. Every financial institution involved is free to determine the fees they charge their business customers. Thus, each of them accepts a fee, and sometimes these could be hidden charges. As a result, the total fees could be a larger amount than expected, making this process costly.

Ecosystem vulnerabilities

When it comes to processing cross-border payments with SWIFT, the efficiency depends on the operational resilience of every financial institution/bank in the chain. If there is an issue with any party, a chain reaction can arise, delaying your payment or even blocking it.

Technically complex

Since there are various components in the SWIFT cycle, you require sufficient resources to get it up and running. The process can be cumbersome for different financial systems, thereby restricting the benefits of automation.

Political

Every country has its own regulations and restrictions by governing bodies. For this reason, you may encounter limitations in specific geographical regions due to political tensions or conflicts. These can influence the financial institutions and central banks that can access SWIFT.

Top 5 SWIFT alternatives

Apart from SWIFT, other options are emerging for businesses to enhance cross-border payments. Each of these alternatives overcomes the drawbacks of the SWIFT networks. The applicability of each method depends on your brand’s needs and ability to access it.

Card networks

International card networks such as Visa, Mastercard, and Amex are accepted worldwide and offer a convenient and secure channel. As more and more transactions happen online, these can incentivize brands to purchase more through reward and protection schemes. The only downside here is that card transactions may charge you currency conversion fees plus other charges. You may experience several benefits with these networks but there may be some reliance on SWIFT infrastructure for payment processing, delaying the settlement times. Moreover, businesses incorporating card transactions need to consider the impact on their balance sheets, especially for additional fees associated with these financial exchanges.

Fintechs

Fintech service providers leverage APIs to address roadblocks and improve traditional banking networks. This SWIFT alternative provides you with options like pre-funding to create an illusion of instant payments. In this way, there is automatic re-routing for the fastest and the most efficient path, along with real-time tracking of payment progress. Partnering with fintech providers allows your brand the flexibility to delegate the processing work, giving them time to focus on the core activities. Streamlining overseas payments becomes possible with fintechs, making them a quick and cost-effective solution.

Blockchains and Cryptocurrency

Blockchain is a shared database or ledger distributed among nodes on a computer network. It offers a transparent protocol for all global users. Cross-border transactions are a top use case of blockchains. They allow the payer and payee to operate with the same data formats and protocols, enabling smooth fund transfer. Blockchains are not restricted by operating hours or geographical barriers.

Cryptocurrency, on the other hand, could be another excellent SWIFT alternative, especially if you are struggling with slow payments. It offers a fast and transparent channel that exchanges payments via cryptocurrency wallets.

Other banking networks

You can leverage domestic banking networks to transfer money between international bank accounts like EFT, SEPA, and BECS. Domestic banking networks are another option for processing payments, enabling instant cash flow and low-cost fund transfers. Such alternative payment channels offer you a range of options for improving cross-border payment processes. The feature that stands out is allowing tailored solutions to specific needs and regional infrastructures. You can access reliable and efficient payment processing capabilities without being restricted by geographical locations.

Summing up

SWIFT payment networks have helped businesses expand across borders, providing a secure payment channel in several locations. They have introduced a large-scale transformation in cross-border transactions remittance. SWIFT’s financial network fulfills the needs of numerous businesses and their clients worldwide to allow international transfers. However, this leading international payment system also has some challenges, making it a good idea to explore and enable these emerging solutions. These cost-effective payment alternatives fill the gaps that SWIFT has yet to address. Brands may not completely give up on SWIFT for the various benefits associated with this network. It is more likely to co-exist with the alternative channels that work best for your business.

BlogsOctober 31, 2024February 13, 2025

SaaS Product Marketing: A Complete Guide

Creating an impact with your SaaS product could be challenging in the dynamic market. How can you design a winning strategy to beat the competition?

The SaaS product market is a huge landscape; navigating through it blindfolded may drift you away from your purpose. Research indicates that the growth rate every year for SaaS is 18%. And it accelerates business growth, provided a marketing strategy is in place.

SaaS product marketing is all about bringing it to the right target audience and promoting it on relevant sources. For the process to be successful, it has to be consistent throughout. Your product marketing team can create an effective strategy to enhances brand positioning and gives that cutting-edge you have been waiting for. The end goal here is to create new opportunities and close more deals.

The approach goes beyond knowing every single detail of the SaaS product. The difference lies in exhibiting knowledge about your SaaS value and services.

Steps to market a SaaS product

The key to accomplishing an articulate plan for a SaaS product marketing strategy is integrating this step-by-step guide.

Social media

Since 3.6 billion people are actively using social media, make the most of this channel while embarking on your SaaS product marketing journey. Utilizing this medium to educate prospects on topics related to the SaaS product will promote better decision-making. When more people engage with your product, it also contributes to increased brand awareness.

Social media also offers the opportunity to stand out from other B2B brands. What is posted on these marketing channels and how existing clients and potential customers interact with them can go a long way in building trust. Tracking these responses allows us to understand the campaign performance and whether or not you are heading on the right path.

Email marketing

This channel of communication is effective for marketing your SaaS product to your niche prospects. Brands can use different routes to execute an email marketing campaign:

Newsletter: Shares updates about launch and modifications to the community. It’s a great way to engage with prospective customers about new features, upcoming events, and more.

Acquisition emails: An email campaign designed to cover MQL and SQL, allowing potential customers to flow through the marketing funnel.

Retention emails: Launched with the motive to increase the probability. Retention emails familiarize prospects of interest with walkthroughs, feature updates, and customer feedback opportunities.

Video Marketing

Content Marketing that is customer-centric and aligned with the brand voice will give you the desired response. Marketing your SaaS software by engaging videos can increase views and target audience engagement. Studies indicate that the conversion rate of retaining information is about 95%when viewing a video. It allows you to highlight the different features through attractive visuals that help in customer retention and lead generation. The videos illustrate how customer loyalty will benefit from the SaaS program and how to use it.

SEO for SaaS

Syncing SaaS product marketing team with SEO optimization may seem like a huge step, but it helps amp up the revenue sales cycle. You can opt for this channel to increase the organic traffic to your product page. When consistently practiced, an effective SEO strategy improves domain authority and the sales funnel.

Paid ads

Paid ads and banners are also applicable to SaaS products. Before launching an ad campaign, determine the best platform to do so. Select the channel frequented by your target audience and design a compatible ad. This route of product marketing strategy is a great way to retarget potential customers who have interacted with your website in some form.

SaaS product marketing- Pro Tips

Best practices for SaaS product marketing 1

Map your ICP

Without digging into more information about your ideal customer profiles, all product marketing efforts may seem futile. Research details such as the platforms they frequent, the ads they engage with, and the products they buy. Analyzing buying behavior provides clarity on their likely response to your product.

Evaluate the competency

Research the target market in-depth to know where your ideas stand. Assess the performance of your competitors and their marketing plans to get a competitive edge. You can tweak your strategy to better address the pain points. In this way, they will prefer choosing your brand over others.

Design a clear strategy

A marketing campaign is effective if you define your business goals. Whether you are looking to attract new customers or increase the retention rate, it is time to get creative with your strategy. Find ways to deliver more Aha! Moments among the clients. Brainstorm ideas within your team and invent a unique plan of action.

Keep user experience in mind

Customers who have a positive user experience while coming across your product will frequent the channel. Focus on improving user experience through all stages of the buyer’s journey and buyer personas to deliver improved customer engagement, while managing the customer acquisition cost. Strategize a unique experience with your product that creates an imprint and increases interest in buying.

Track the campaign

The efficacy of a SaaS marketing campaign is limited unless you keep tabs on its performance. Utilize relevant metrics to track engagement and deliver the results. Metric analysis gives you the big picture, whether you are on track with your goals or there are miles to go.

Automating SaaS marketing

Automating your marketing efforts involves integrating software and technologies that manage repetitive tasks. It feels like a heavy weight lifted off the shoulders when these daily tasks are automated. From email scheduling to data management, a series of tasks can be simplified with marketing automation.

Wrapping it up.

In the expanding realm of SaaS, a robust marketing strategy is the catalyst for improving customer journey and engagement, right from the onboarding process. Its success hinges on carefully planning the nitty-gritty of the marketing campaign and maintaining a competitive edge. These steps will reduce the churn rate and instead drive demand, adoption, retention, and expansion of your client database in a continuous cycle.