QRY, 2500 Plaza 5, 25th Floor, Harborside Financial Center, Jersey City, NJ (2026)

09/27/2024

Return on Creative (ROC) creates a gap between marketers and sales on TikTok:

1. Marketers optimize their day-to-day to generate as many Halloween videos as possible (run easy opt-in campaigns) without focusing on lead qualification.

2. The sales team complains about the "lead quality" and lack of prioritization (big spreadsheets with TikTok usernames).

3. Both teams are not aligned on a common metric (marketers want Halloween video views and sales want to close deals).

We've seen this problem countless times for every business stage (early, growth, scale-up, enterprise) on TikTok.

The 2 teams are NOT incentivized to collaborate on Halloween campaigns.

So they don't run shared programs:

- They don't collaborate on Halloween case studies
- They don't share TikTok user insights
- They don't build a unique Halloween narrative
- They don't run targeted Halloween ABM campaigns

The business misses a lot of Halloween opportunities on TikTok.

Among all the possible solutions (redefining 'views', using only 'engagement rates', or attaching a $value to each TikTok interaction) I find this one the best:

→ Align both teams on "qualified Halloween pipeline"

With this KPI, marketers focus on a metric that brings them closer to sales. And it's a metric that everyone understands (CFO, CRO, CEO).

Everyone is tracking how much Halloween-related money is (really) in the pipeline from TikTok efforts.

Here is how it works:

- Marketers run TikTok Halloween programs (e.g. costume challenges)
- They track UTMs source and self-attribution
- They analyze the program's pipeline in the CRM
- They compare and combine the Halloween programs' pipeline

On the other side:

- Sales run their workflow (TikTok DMs, emails, calls...)
- They add in the CRM a % of the potential closing rate
- A rate higher than 60%* is considered qualified

(*Confirmed by TikTok's data: In general, Video Shopping Ads drive 15% more conversions compared to non-shopping ads.)

So TikTok-sourced Halloween deals with a 60% rate (and higher) are considered as "qualified pipeline".

This way, marketers can:

- Constantly know how much TikTok-sourced Halloween revenue is in the pipe
- Collaborate with sales to get insights on who those TikTok prospects are
- Iterate on their Halloween programs based on qualified pipeline
- Create reports that talk to everyone (in $ not views or likes)

What do you think of this solution for maximizing Halloween ROI on TikTok?

09/26/2024

"What distinguishes industry-leading brands in today's competitive landscape?"

This question recently prompted an insightful discussion with our team.

Our conclusion:

The primary characteristic of successful brands:

They innovate rather than imitate.

Many companies focus on reactive strategies, but the ones that lead their industries are proactive and data-driven.

Most brands think this is what getting ahead looks like:
"We’re monitoring trends and keeping up with the competition."
"We’ll adjust our strategy if needed."
"It’s all about staying flexible."

But here’s what ambitious brands actually do to stay ahead:
"We’re leveraging data insights to anticipate market shifts before they happen."
"We’re building a culture of innovation where experimentation is encouraged."
"We don’t just react to changes—we predict them, so we’re ready before our competitors are."

See the difference?

One is about survival.

The other is about leadership.

Staying ahead isn’t just about knowing the trends, it’s about setting them.

It’s about innovating while others are playing catch-up.

It’s about investing in the right technology and strategies before anyone else sees the value.

Want more insights like this?

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09/25/2024

Here’s an exact framework for maximizing your marketing ROI with a full-funnel strategy 👇

This can be applied to every campaign you run.

Now, you can cover all the bases for optimal results:

1- Context
2- Strategy
3- Measurement
4- Optimization

Let's break down each element to see how they work together for more effective campaigns:

1- Context:

Understand where your audience is in the buying journey. Without this, your campaign won’t align with their needs.

❌ Don’t say —> “Let’s run ads on social.”

✅ Do say —> “Let’s target middle-of-funnel audiences with paid social to re-engage users who visited our product pages.”

2- Strategy:

A full-funnel approach is key. Focus on awareness, consideration, and conversion for a cohesive strategy.

❌ Don’t say —> “Let’s launch a one-off email campaign.”

✅ Do say —> “Let’s combine email, paid social, and search ads to create a seamless experience across all touchpoints.”

3- Measurement:

Track the right metrics that map to your goals, and attribute results to the right channels.

❌ Don’t say —> “We’re getting a lot of clicks.”

✅ Do say —> “Our campaign is converting well. Let’s attribute conversions across channels and refine our budget allocation.”

4- Optimization:

Constantly refine your campaign based on performance data to ensure maximum ROI.

❌ Don’t say —> “We’ll run the same campaign next time.”

✅ Do say —> “I’ve analyzed the data and optimized our strategy for the next campaign to improve performance.”

TL;DR:
1- Context: Here’s where the audience is in the funnel.
2- Strategy: Here’s how we’ll target them across all stages.
3- Measurement: Here’s what success looks like and how we’ll track it.
4- Optimization: Here’s how we’ll refine it for even better results.

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09/24/2024

Inflation is shrinking your sales.

When rising prices and shifting consumer behavior hit hard, making strategic adjustments is no longer optional—it’s essential.👇

Here's how.

Target things around when faced with similar challenges:

They faced a 4% decline in sales earlier this year, a sign that inflation-weary shoppers were cutting back.

Here’s what they did:

1- Cut Prices on Essentials:

With inflation hitting wallets hard, Target lowered prices on nearly 5,000 everyday items, including vegetables, peanut butter, and coffee.

This smart move helped bring back cautious shoppers.

2- Enhanced In-Store Experience:

They didn’t just rely on discounts.

Target revamped its in-store experience, making it more convenient and engaging, which boosted foot traffic and helped re-ignite interest in physical shopping.

3- Prioritized Digital Channels:

Target doubled down on their same-day delivery services, seeing double-digit growth in this area.

They catered to the demand for convenience, helping them capture more market share in the process.

The result?

A 2% increase in sales in Q2 and a 40% year-over-year growth in earnings per share.

So why did this work?

Because they didn’t just react to market conditions—they adapted.

They balanced price strategy, customer experience, and digital innovation to overcome the challenges they faced.

Takeaway:

If you’re facing slowdowns, it’s not about doing more of the same. It’s about finding the right mix of adjustments that resonate with your customers.

Hope that helps brands looking to navigate tough times!

09/23/2024

The 3 key reasons why broad marketing strategies are holding you back (and 5 fundamentals to help you niche down):

- You can't rely on "one-size-fits-all" strategies
- There are no universal solutions
- A broad approach won't capture unique opportunities

Ignoring niche markets always creates a limiting spiral:

- You'll miss out on high-growth potential;
- You'll overlook innovative business models;
- You'll be stuck in oversaturated markets.

Plus it leads to more competition and lower margins.

But here's the good news: You can tap into niche markets with fundamental principles.

- It requires more research and creativity;
- But results can be groundbreaking and highly profitable.

The key is unconventional thinking.

How? Commit efforts to what makes niche markets unique:

1. Education → inform customers about unknown options
2. Innovation → create new products to solve specific problems
3. Timing → master the art of reaching customers at the right moment
4. Storytelling → write compelling narratives around taboo topics
5. Expansion → look for adjacent markets and products

These are the 5 fundamentals that helped Titan Casket disrupt a $20B industry.

To succeed in niche markets, you can't rely on conventional wisdom, you need to rely on creative problem-solving.

Visit our Youtube channel for full interview: 👇

https://buff.ly/47xEY3j

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09/20/2024

We’ve explored over 1,000 pages on how to enhance your eCommerce marketing leadership skills.

Ready to elevate your marketing with five game-changing books?

Our clients frequently ask, “What should I read to become a stronger eCommerce marketing leader?”

After exploring 5 impactful books and extracting countless insights...

Here's the reading list that's reshaping ecommerce marketing strategies:

1. "The Lean Startup" by Eric Ries

This isn't just for startups. The core takeaway? Apply the build-measure-learn cycle to your marketing campaigns. Rapid iteration, data-driven decisions, and optimizing strategies to resonate with your audience will keep your brand agile and effective.

2. "The E-Myth Revisited" by Michael E. Ge**er

It’s time to step away from the one-person show. Create scalable marketing processes with clear documentation, enabling your team to execute consistently and allowing your marketing to grow in step with your business.

3. "High Output Management" by Andrew S. Grove

Efficiency isn’t just for operations. Implement Objectives and Key Results (OKRs) and tailor your management approach to each team member’s skills. This will boost productivity and turn your marketing team into a high-output machine.

4. "Ecommerce Evolved" by Tanner Larsson

This is the playbook for success in the digital marketplace. Focus on optimizing your customer journey, from first contact to repeat purchase. By increasing Average Order Value (AOV) and Customer Lifetime Value (CLV), you’ll drive eCommerce profitability like never before.

5. "Finance for Non-Financial Managers" by Gene Siciliano

Marketing and finance don’t have to be worlds apart. Master calculating Return on Marketing Investment (ROMI), justify budgets like a CFO, and align your marketing with broader financial goals.

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09/19/2024

It’s not just about great creative work—it’s about how data fuels your entire marketing strategy.

Today’s winning brands don’t rely on intuition or catchy ads alone.

They lead by using data and technology to make every marketing decision smarter.

Here’s how they do it:

Every customer interaction—from search to social to programmatic ads—leaves behind a trail of valuable data.

The brands that dominate their industries know how to harness this data strategically, shaping their entire approach.

Let’s break it down:

Imagine you’re running a full-funnel campaign.

Instead of guessing which channels will perform best, media planning and forecasting tools analyze cross-channel performance to ensure your budget is allocated where it will have the greatest impact.

At the same time, data science dives deep into each touchpoint to understand what truly drives conversions, informing long-term growth strategies.

And it doesn’t stop there.

With attribution and analysis, brands get a clear picture of what’s delivering real results, making sure every dollar spent counts.

Predictable growth doesn’t happen by accident—it comes from leveraging data-driven insights, not just intuition.

The brands that win today aren’t just creative, they’re powered by data.

Ready to grow your brand with data-backed strategies?

Let’s talk about how QRY can accelerate your success.

09/18/2024

12 storytelling do’s and don’ts for fashion marketers.

Over 50% of fashion brands struggle with creating impactful stories.

No surprise—this makes it harder for customers to form emotional connections with their products.

SAVE this guide to learn the essential dos and don’ts for better storytelling.

It’s your go-to tool for:

→ Boosting brand loyalty
→ Driving sales
→ Building deeper customer relationships

Fashion marketing can seem complex...

But with these straightforward tips, you will be mastering storytelling in no time!

Have a valuable fashion marketing insight you'd like to share?

Contribute in the comments below and help others excel.

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If this post was helpful, share it with your network and support fellow marketers ♻️

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09/17/2024

Can celebrity hype and TikTok trends alone sustain the luxury sunglasses market?

This summer, the luxury eyewear space saw significant buzz.

Saint Laurent’s collaboration with Ray-Ban, fronted by Gen Z icon Hailey Bieber, sold out immediately.

Prada eyewear made waves with unboxing and styling videos on TikTok, featuring influencers and celebrities like Pete Davidson and Travis Barker.

Searches for Saint Laurent sunglasses skyrocketed by 41%, and Prada’s global brand share in eyewear increased by 8%, reaching $300 million.

It looked like a major win for these brands.

But does this kind of viral success always translate into long-term growth?

Here’s the truth:

While collaborations and celebrity endorsements generate huge visibility, they don't always lead to immediate, substantial sales.

In fact, for some luxury brands, these younger, social-media-driven audiences may engage but not necessarily convert.

Luxury eyewear, particularly for brands like Prada and Saint Laurent, often serves as an entry point for younger, aspirational consumers who can’t yet afford luxury handbags or watches.

These consumers might not always purchase immediately, but they build brand affinity over time, becoming loyal customers as they mature.

The real value comes from balancing hype with solid, long-term brand strategy.

While TikTok trends and influencer campaigns are important, what sustains luxury brands is their ability to build cultural relevance and loyalty that lasts beyond viral moments.

The question isn’t just about riding trends—it’s about turning hype into sustained growth.

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09/16/2024

Netflix and Google just took "shop the look" to a whole new level.

Their latest collaboration on "Emily in Paris" lets viewers scan their screens with Google Lens to instantly shop Emily's Parisian-chic outfits.

It's turning binge-watching into binge-shopping, and we're here for it.

But this isn't just about making impulse buys easier (though let's be honest, it does).

This partnership is reshaping how we interact with content and products.

Here's why:

1. Streaming gets smart: Shows aren't just for watching anymore - they're interactive shopping experiences.

2. Retail gets cinematic: Products aren't just displayed, they're woven into stories we love.

3. Everyone speaks the same language: Both sides now care about one thing - how many viewers actually buy what they see.

We've seen this innovative approach work well in various entertainment collaborations (TV shows, movies, music videos).

The 2 industries are incentivized to collaborate effectively.

So they run truly integrated programs that:

- collaborate on storyline-product integration
- share viewer behavior insights
- build a unified brand-content narrative
- run coordinated multi-channel campaigns

The partnership unlocks numerous opportunities!

Among all the possible solutions (traditional product placement, sponsored content, or separate ecommerce sites) we find this one the best:

→ Align both industries on "shoppable content"

With this KPI, streaming platforms focus on a metric that brings them closer to retail.

And it's a metric that everyone understands (CFO, CMO, CEO).Everyone is tracking how much revenue is directly generated from content.

Here is how it works:

- Streaming platforms create engaging content
- They integrate Google Lens for product recognition
- They analyze the content's direct sales in real-time
- They compare and optimize based on sales performance

On the other side:

- Retailers provide featured products
- They add seamless purchase options within the streaming interface
- A conversion rate higher than the industry standard is considered successful

So content-sourced sales with a high conversion rate are considered as "qualified revenue". This way, both industries can:

- Constantly know how much content-sourced revenue is generated
- Collaborate to get insights on viewer preferences and behaviors
- Iterate on their content and product offerings based on performance
- Create reports that talk to everyone (in $ not just views or engagement)

What do you think of this solution? Is this the future of advertising and ecommerce?

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09/13/2024

Building a great company culture is a marathon.

It's not about quick fixes or flashy perks.

It's about consistent, intentional efforts that compound over time.

Smart agencies are realizing:

→ True flexibility beats micromanaging remote work
→ Unlimited PTO is a statement of trust
→ Ongoing learning trumps one-off training sessions
→ Transparency means sharing both wins and challenges
→ Long-term relationships matter more than short-term gains
→ Sustainable growth outweighs quick wins

These agencies aren't just talking about culture - they're living it.

Day in, day out.

No great company culture is built overnight.

It takes time.

It takes commitment.

It takes consistency.

It takes intentional work.

Creating a workplace where people thrive is a marathon.

And at QRY, we're in it for the long run.

09/12/2024

Marketing strategies come in all forms, from chasing the latest tech trends to trying out every possible channel.

In our experience, the most effective strategies have one key element in common: FOCUS.

A truly impactful marketing strategy:

→ Focuses on a few key pillars that directly impact business goals
→ Aligns the entire team around these core objectives
→ Adapts quickly based on real-time data and results
→ Says "no" to distractions, even if they seem exciting

One CMO we spoke with recently shared their approach:

"We have three focus areas this year: acquisition, retention, and our sleep system bundling concept. Every idea gets measured against these goals. If it doesn't fit, it's tabled for now."

This laser-focused strategy has led to:

- Faster decision-making across the organization
- More impactful use of marketing resources
- Clearer measurement of success
- Better alignment between teams

But let's be honest - staying focused isn't easy. There's constant pressure to try every new tactic or platform.

The key is building in regular strategy check-ins.

Are these still the right priorities?

Is there a major shift we need to address?

Remember, saying no to good ideas now doesn't mean saying no forever.

It means saying a stronger yes to your current priorities.

Want more insights on focused marketing strategies and leadership?

Our newsletter covers topics like this every week.

Join us to learn how top marketers are achieving more by doing less: 👇

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