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How to Write a SMART Goal [+ Free SMART Goal Template]



Work can feel like a never-ending grind when you’re not chasing a clear goal. A SMART goal template can help you clarify your motivations, set a clear direction for you and your team members, and ensure you’re able to celebrate the wins when they come along.

But what exactly is a SMART goal, and how does it differ from a regular goal?

To help you write SMART goals, we’ve created a free template with all the tools you need to get started.

What is a SMART goal?

The letters of SMART stand for:

  • Specific
  • Measurable
  • Attainable
  • Relevant
  • Time-Bound

The SMART acronym is a framework that will enable you to write goals that drive greater impact. Write goals with each of these aspects in mind, and you’ll be able to quantify how far you’ve come and how far you have left to go against your goal.

When you reach the milestone you articulated in your SMART goal, you’ll be able to celebrate knowing that you achieved something tangible and impactful.

To make setting a SMART goal simple, we’ve created a free, downloadable SMART goal setting template.

smart goal worksheet: filled out example

I’ll walk through the template below as we discuss each aspect of a SMART goal.

I’d suggest downloading the template yourself to follow along with this blog post. However, before anything else, let’s dive into the importance of each aspect of the SMART acronym.

What does each aspect of the SMART acronym mean?

While we run through the definition of each aspect of the SMART goal framework, we’ll apply the framework to a real-world example.

Let’s start with a basic, non-SMART goal as our example — “I want to get fitter.”

1. Specific

Goal setting is often associated with striving toward our highest aspirations, and reaching those aspirations can seem daunting. Specificity helps us determine the path between where we are and where we want to be.

  • Ambiguous goal: “I want to get fitter.”

There are innumerable ways to get fitter, and everyone has their own definition of fitness. For instance, do you want to lose weight? Do you want to perform more push-ups? Or do you want to cut a minute off your mile time?

When a goal isn’t specific, there is no way to tell whether your actions will help you achieve that goal or not. If your specific fitness goal is to increase the number of push-ups you can do, then following a running plan will not be very helpful in getting you to your true goal.

  • Specific goal: “I want to be able to do more push-ups.”

A specific goal makes your next steps clearer or, at the very least, narrows down the next steps you are going to take.

Make your goal more specific and type it into the cell under Step 1.

smart goal worksheet: example

2. Measurable

When a goal is measurable, you can easily track your progress. Typically, this means that a number will be attached to your goal.

  • Immeasurable goal: “I want to be able to do more push-ups.”
  • Measurable goal: “I want to be able to do 25 push-ups in a row.”

A numerical goal is valuable for many reasons. In addition to giving you something to strive toward, you’ll be able to celebrate a victory when you reach the final benchmark.

If you say that you just “want to do more push-ups,” does that mean that you want to complete just one more push-up per session, or that you want to double the number of push-ups you can do overall? One goal will take a lot more time and dedication than the other.

Let’s say I can do 10 push-ups in a row right now. To measure our progress against our final goal and to determine whether we’ve reached a milestone, we’ll edit our push-ups goal to read, “I want to be able to do 25 push-ups in a row.”

3. Attainable

Big aspirations are admirable, but it’s important to balance long-term goals with more achievable, short-term goals.

Setting attainable goals is all about looking at what you’ve done so far and adjusting your goals to be more realistic in relation to those benchmarks.

To consider the point in more concrete terms, think about business growth rates if your company has been selling 2% more product each month for the past 12 months:

  • Unattainable goal: Sell 15% more product next month.
  • Attainable goal: Sell 3% or 4% more product next month.
  • Unattainable goal: 25 push-ups.
  • Attainable goal: 20 push-ups.

Keep in mind that 2% growth is the status quo. Selling 4% more product would still be doubling your month-over-month growth.

Attainable goals are useful because they help you maintain momentum. It can be discouraging to miss huge targets, but consistently making small gains will encourage you to continue delivering wins.

Each month, you’ll be aiming for the familiar satisfaction of hitting your target rather than dreading another seemingly major miss.

Of course, there’s still a significant amount of work required to get to where I want to be, but I’ll be able to celebrate a huge achievement like doubling the number of push-ups I can do, and use that momentum to drive me in setting a goal of doing 25 push-ups soon after I achieve my goal of 20.

Consider what you’ve done in the past in relation to the goal you’re in the process of setting, and adjust it accordingly.

4. Relevant

Relevant goals will help you move in the direction you truly desire. You can allocate your time to an infinite amount of activities, but which activities will push you closest to your ultimate goals?

It’s a common trap to feel like we’re being productive when we’re busy, even if our action isn’t creating a meaningful impact.

In the beginning, our example goal was to “get fitter.” To ensure our goal is relevant, we need to ask ourselves if following through on this goal will help us get to where we want to be.

In the case of our push-up goal, the answer is yes.

  • Irrelevant goal: “I want to be able to do 20 push-ups in a row,”
  • Relevant goal: “I want to be able to do 20 push-ups in a row to improve my overall muscular fitness.”

Push-ups engage several muscle groups, including your back, arms, shoulders, and core, and consecutively doing a significant number can elevate your heart rate.

Executing this goal will improve my muscular strength and perhaps even my cardiovascular strength, which are key elements to overall fitness.

Ask yourself if the goal you’ve set will create a real impact on your overarching targets, then adapt it or identify a way to track its impact if the answer is currently no.

5. Time-bound

The final letter of the SMART acronym stands for time-bound. You should always aim to accomplish your goal within a specific time period. Adding a time frame will motivate you to take consistent steps every day toward your goal. In addition, setting a timeline or time boundaries allows you to track how much progress you’ve made toward your goal based on the amount of time that’s passed.

  • Goal that isn’t time-bound: “I want to be able to do 20 push-ups in a row to improve my overall muscular fitness.”
  • Time-bound goal: “I want to be able to do 20 consecutive push-ups two months from now to improve my overall muscular fitness.”

If I aim to increase the number of push-ups I can do from 10 to 20 in two months, I can set a midpoint milestone of adding five more push-ups in the first month. However, if a month passes and I’ve only increased the number by three, I’ll know I need to ramp up my efforts, re-evaluate my strategy, or perhaps adjust the time frame I initially chose.

A time frame can help you chart your progress. Now, I have a goal that clarifies the path to where I want to be.

In the final tab of the SMART goals template, you’ll be able to document the roadblocks to achieving your goal that you anticipate and make an action plan for overcoming those roadblocks to set yourself off on the right foot.

smart goal worksheet: blank example

Download the Template

Before I made my goal SMART, it would’ve been easy for me to make excuses. It wasn’t clear how I’d measure my progress or keep myself on track toward my goal.

Still need some help creating your SMART goals? You have a variety of worksheets at your disposal to help you establish SMART objectives. We’ve listed our favorite ones below.

1. Hubspot’s SMART Goal Template

smart goal worksheet template: hubspot

HubSpots’ SMART goal template will help you design effective marketing goals with measurable, time-bound results. It’s particularly useful if your key objectives are related to increasing traffic and conversions across your online properties.

We’ll teach you how to fill it out below, but remember: You can adjust it and customize it as you see fit. If you work for a customer service organization, for instance, you could change “Monthly visits” to “Incoming customer service calls,” then aim to increase first call resolution rate.

Because it lives on a Google Sheets file, HubSpot’s worksheet is ideal for collaborative SMART goal setting. Everyone in your team can access, comment, and edit the file with a Google Workspace account.

Step 1: Define your SMART goal.

Start by defining your SMART goal using the Define your SMART goal sheet.

  • Write your goal next to the example goal in Your Initial Goal section.
  • Make your goal specific by defining exactly what you want to accomplish. Write the specific goal next to the example goal in the Make it specific section.
  • After specifying your goal, make it measurable by including quantifiable KPIs that you would like to reach. Write your new specific, measurable goal next to the example in the Make it measurable section.
  • After making your goal measurable, make it attainable by setting realistic expectations. Write your new specific, measurable, attainable goal next to the example in the Make it attainable section.
  • After making your goal attainable, make it relevant by asking yourself why you are setting the goal. Determine the impact that achieving the goal will have on your business. Write your specific, measurable, attainable, relevant goal next to the example in the Make it relevant section.
  • Lastly, make your goal SMART by making it time-bound. Set a timeline that will keep you on track to achieve the goal.

Step 2: Calculate your SMART goal.

After defining your SMART goal, you can calculate recommended target metrics for site visits, leads, and customers using the Calculate your SMART goal sheet.


  • Enter your current number of monthly site visits in the cell to the right of Current.
  • Enter your month-over-month % increase goal in the cell to the right of Month-over-month % increase goal.
  • Enter the number of months you have to achieve your goal in the cell to the right of How many months out is your goal?
  • The template will calculate a recommended monthly traffic goal.


  • In the cell to the right of Current in the Average number of monthly website visits column, enter your current number of monthly site visits.
  • In the cell to the right of By what % would you like to increase your visitor-to-lead conversion rate each month?, enter your desired % increase of your monthly visitor-to-lead conversion rate.
  • Enter the number of months you have to achieve your goal in the cell to the right of How many months out is your goal?
  • In the cell in the Visitor-to-lead conversion rate column and Current row, enter your current visitor-to-lead CVR.
  • The template will estimate the number of leads your website generates a month. The template will also calculate a recommended visitor-to-lead CVR goal and monthly lead goal.


  • In the cell to the right of Current in the Average number of monthly website visits column, enter your current number of monthly leads.
  • In the cell to the right of By what % would you like to increase your lead-to-customer conversion rate each month?, enter your desired % increase of your monthly lead-to-customer conversion rate.
  • Enter the number of months you have to achieve your goal in the cell to the right of How many months out is your goal?
  • In the cell in the Lead-to-customer conversion rate column and Current row, enter your current lead-to-customer CVR.
  • The template will estimate the number of customers your website generates a month. The template will also calculate a recommended lead-to-customer CVR goal and monthly new customer goal.

Step 3: Evaluate your SMART goal.

After calculating the recommended target metrics for your SMART goal, you can evaluate your goal using the questions on the Evaluate your SMART goal sheet. This sheet will prompt you to think critically about your goal, identify challenges that may make it difficult to achieve the goal, and brainstorm steps that you can take to remove the challenges and achieve your goal.

  • Write your SMART goal in the cell next to What is your SMART marketing goal? If you have defined a SMART goal using the first sheet, the goal will populate this cell.
  • In the cell below your SMART goal, answer the question, “Do you feel that this goal is realistically attainable in the time frame you’ve set?”
  • In the next cell, enter the number of hours you can dedicate to inbound marketing.
  • In the next cell, enter the biggest marketing challenge preventing you from achieving the goal.
  • In the last cell, enter 3 steps you can take to reduce or remove the challenge and succeed in reaching your goal.

2. Organized 31’s SMART Goals Template

smart goal worksheet template: organized 31

This simple SMART goal worksheet by Organized 31 is a great fit for you if you’d like to create your SMART goals as quickly as possible. It provides five boxes to fill out, each one dedicated to a letter of the SMART acronym. A big plus? It can be used both at work and at home.

Here’s how to fill it out:


In this section, clearly define your goal. Determine what you will accomplish, the resources you have available, why the goal is important, who will do the work to accomplish the goal, and where the goal will be accomplished.

Sample scenario: Instead of setting a goal to get rich, set a specific goal of having enough money to buy a house.


In this section, determine how you will measure your progress toward the goal. Use questions such as “How much?” and “How long?” to make your goal measurable.

Sample scenario: Instead of setting a goal to gain more social media followers, set a measurable goal of gaining 1,000 new followers.


In this section, determine how you will achieve the goal. Determine the resources you will need and the amount of time you can allot to achieve the goal. Also, consider whether you have the necessary skills to achieve the goal.

Sample scenario: Instead of setting a goal of gaining 10,000 followers in the first six months, a social media team may set a more achievable goal of gaining 500 followers by the end of the year.


In this section, determine if your goal is meaningful and relevant to your other goals. Determine if the goal supports your mission and if it’s the right time to pursue the goal.

Sample scenario: Instead of an online retailer setting a goal of increasing foot traffic, they may set a more relevant goal of increasing their leads by 15% in the first quarter.


In this section, determine the deadline for your goal. In addition, consider what you can do in the coming days, weeks, or months to progress toward your goal.

For instance, rather than simply writing a novel, set a more time-bound goal of writing a 100,000-word novel in a year by writing 300 words a day.

3. IntelliHR’s Goal-Setting Template

smart goal worksheet template: intellihr

IntelliHR’s goal setting worksheet is ideal for managers who want to establish SMART goals with or for their teams. It’s an online fillable PDF file, making it easy to distribute among your team members.

Here’s how to fill out each section:

What is your goal?

The first step to completing IntelliHR’s goal-setting template is to define your team’s goal. For instance, your team’s goal may be to bring more traffic to your website. At this stage, your goal doesn’t have to be too focused. Write your goal in the What is your goal? box.


After determining your goal, make it specific — detail exactly what your team has to do for the goal to be met. For instance, your team’s specific goal may be to increase website traffic by 10% in the next year.


After making your goal specific, make it measurable. List the actions you will take to meet your goal. For instance, your team’s measurable goal may be to increase website traffic by 10% by posting ads and sponsored content on social media that will lead more of your target audience to visit your site and improve your CTR.


After making your goal measurable, make it achievable. List the resources you will need to meet your goal. For example, to increase website traffic by 10% by posting ads and sponsored content on social media, your team will need to launch advertising campaigns and reach out to celebrities who may be interested in endorsing your brand and participating in sponsored content.


After making your goal achievable, make it relevant. Consider how your goal contributes to your business’ overall goals. For instance, increasing website traffic by 10% by posting ads and sponsored content may be beneficial for businesses with a strong social media presence, but for businesses with little or no social media presence, the goal of increasing website traffic may not align with their other goals.


After making your goal relevant, the last step is to make it timely. Consider the amount of time you can allot to this goal every week. This template also factors in your workload, as a busy schedule may limit the amount of time you have to complete your goal.

4. Hirebook’s SMART Goals Template

smart goal worksheet template: hirebook's smart goals template

This SMART goal worksheet from Hirebook lives on a Google Docs file, making it an excellent choice if you want your team to collaborate on one documents. It also offers the simplicity of Organized 31’s template with a more workplace-friendly color palette.

Here’s how to fill it out:


The first step to completing Hirebook’s SMART Goals Template is identifying your goal. The template gives you a few examples, such as “Buying a house,” to help you brainstorm ideas for goals. Write your goal here.


The next step is to make your goal specific. The template includes a few questions, such as, “What do you want to accomplish?” and “Who needs to participate in this with you?” to help you narrow the focus of your goal as much as possible. Write a more specific version of your goal here.


After making your goal specific, make it measurable. Determine how you will quantify the goal. How much do you need to increase or decrease a metric to reach your goal? How will you know that the goal has been met? Write the answers to these questions here.


After making your goal measurable, make it achievable. How do you know that you can fulfill the goal? What past experiences have you had that make you capable of achieving the goal? Do you have access to the resources you need to accomplish the goal? Is this goal realistic when you consider time and financial limitations? Write the answers to these questions here.


After making your goal achievable, make it relevant. Define how the goal is relevant to you, your business, and your long-term needs. Is this the right time to focus on this goal? Write about the relevance of the goal here.


After making your goal relevant, the last step is making it time-bound. To keep yourself and your team accountable, you need to set a deadline for accomplishing this goal. When should this goal be completed? What can you do today to work towards completing your goal? What can you do in the next 6 weeks? The next 6 months? Establish a timeline and write it here.

5. SpriggHR’s SMART Goals Worksheet

smart goal worksheet template: sprigghr

SpriggHR’s goal setting worksheet is available in three file types: A fillable online PDF file, an Excel spreadsheet, and a Word document. Because it offers three flexible options, it’s a great choice if you don’t want to use a Google Doc document or force your team to use a certain file type. You and your team members can choose what works best on an individual basis.

Here’s how to fill it out:

Simple Goal

The first step to completing SpriggHR’s SMART Goals Worksheet is coming up with a simple goal. This goal will be the basis of your SMART goal.


After creating a simple goal, the next step is making it specific. What exactly do you want to accomplish, and why? Who should be involved in this process? Where will the process take place? Write the answers to these questions here.


After making your goal specific, the next step is making it measurable. How will you measure your goal’s progress? How will you know when you’ve successfully attained your goal? Write the answers to these questions here.


After making your goal measurable, the next step is making it attainable. Is the goal attainable with your current skills and resources? If not, can you obtain new skills and resources to help you attain the goal? Write the answers to these questions here.


After making your goal attainable, the next step is making it relevant. Is this goal a priority? How does it align with your team’s overall objectives? Write the answers to these questions here.


After making your goal relevant, the next step is making it timely. What is the deadline to achieve this goal?


The last step of this worksheet is taking your answers from the previous sections and rewriting them in a sentence or two to turn your simple goal into a SMART goal.

Start practicing smarter goal setting. Download a SMART goal template today.

Whether your goals are personal or professional, working toward them will never feel like a grind when you set SMART goals. Make sure every goal you set is specific, measurable, attainable, relevant, and time-bound by downloading one of these SMART goal templates today.

Editor’s note: This post was originally published in September 2019 and has been updated for comprehension.

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AI driving an exponential increase in marketing technology solutions



AI driving an exponential increase in marketing technology solutions

The martech landscape is expanding and AI is the prime driving force. That’s the topline news from the “Martech 2024” report released today. And, while that will get the headline, the report contains much more.

Since the release of the most recent Martech Landscape in May 2023, 2,042 new marketing technology tools have surfaced, bringing the total to 13,080 — an 18.5% increase. Of those, 1,498 (73%) were AI-based. 

Screenshot 2023 12 05 110428 800x553

“But where did it land?” said Frans Riemersma of Martech Tribe during a joint video conference call with Scott Brinker of ChiefMartec and HubSpot. “And the usual suspect, of course, is content. But the truth is you can build an empire with all the genAI that has been surfacing — and by an empire, I mean, of course, a business.”

Content tools accounted for 34% of all the new AI tools, far ahead of video, the second-place category, which had only 4.85%. U.S. companies were responsible for 61% of these tools — not surprising given that most of the generative AI dynamos, like OpenAI, are based here. Next up was the U.K. at 5.7%, but third place was a big surprise: Iceland — with a population of 373,000 — launched 4.6% of all AI martech tools. That’s significantly ahead of fourth place India (3.5%), whose population is 1.4 billion and which has a significant tech industry. 

Dig deeper: 3 ways email marketers should actually use AI

The global development of these tools shows the desire for solutions that natively understand the place they are being used. 

“These regional products in their particular country…they’re fantastic,” said Brinker. “They’re loved, and part of it is because they understand the culture, they’ve got the right thing in the language, the support is in that language.”

Now that we’ve looked at the headline stuff, let’s take a deep dive into the fascinating body of the report.

The report: A deeper dive

Marketing technology “is a study in contradictions,” according to Brinker and Riemersma. 

In the new report they embrace these contradictions, telling readers that, while they support “discipline and fiscal responsibility” in martech management, failure to innovate might mean “missing out on opportunities for competitive advantage.” By all means, edit your stack meticulously to ensure it meets business value use cases — but sure, spend 5-10% of your time playing with “cool” new tools that don’t yet have a use case. That seems like a lot of time.

Similarly, while you mustn’t be “carried away” by new technology hype cycles, you mustn’t ignore them either. You need to make “deliberate choices” in the realm of technological change, but be agile about implementing them. Be excited by martech innovation, in other words, but be sensible about it.

The growing landscape

Consolidation for the martech space is not in sight, Brinker and Riemersma say. Despite many mergers and acquisitions, and a steadily increasing number of bankruptcies and dissolutions, the exponentially increasing launch of new start-ups powers continuing growth.

It should be observed, of course, that this is almost entirely a cloud-based, subscription-based commercial space. To launch a martech start-up doesn’t require manufacturing, storage and distribution capabilities, or necessarily a workforce; it just requires uploading an app to the cloud. That is surely one reason new start-ups appear at such a startling rate. 

Dig deeper: AI ad spending has skyrocketed this year

As the authors admit, “(i)f we measure by revenue and/or install base, the graph of all martech companies is a ‘long tail’ distribution.” What’s more, focus on the 200 or so leading companies in the space and consolidation can certainly be seen.

Long-tail tools are certainly not under-utilized, however. Based on a survey of over 1,000 real-world stacks, the report finds long-tail tools constitute about half of the solutions portfolios — a proportion that has remained fairly consistent since 2017. The authors see long-tail adoption where users perceive feature gaps — or subpar feature performance — in their core solutions.

Composability and aggregation

The other two trends covered in detail in the report are composability and aggregation. In brief, a composable view of a martech stack means seeing it as a collection of features and functions rather than a collection of software products. A composable “architecture” is one where apps, workflows, customer experiences, etc., are developed using features of multiple products to serve a specific use case.

Indeed, some martech vendors are now describing their own offerings as composable, meaning that their proprietary features are designed to be used in tandem with third-party solutions that integrate with them. This is an evolution of the core-suite-plus-app-marketplace framework.

That framework is what Brinker and Riemersma refer to as “vertical aggregation.” “Horizontal aggregation,” they write, is “a newer model” where aggregation of software is seen not around certain business functions (marketing, sales, etc.) but around a layer of the tech stack. An obvious example is the data layer, fed from numerous sources and consumed by a range of applications. They correctly observe that this has been an important trend over the past year.

Build it yourself

Finally, and consistent with Brinker’s long-time advocacy for the citizen developer, the report detects a nascent trend towards teams creating their own software — a trend that will doubtless be accelerated by support from AI.

So far, the apps that are being created internally may be no more than “simple workflows and automations.” But come the day that app development is so democratized that it will be available to a wide range of users, the software will be a “reflection of the way they want their company to operate and the experiences they want to deliver to customers. This will be a powerful dimension for competitive advantage.”

Constantine von Hoffman contributed to this report.

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Continue Reading


Mastering The Laws of Marketing in Madness



Mastering The Laws of Marketing in Madness

Mastering The Laws of Marketing in Madness

Navigating through the world of business can be chaotic. At the time of this publication in November 2023, global economic growth is expected to remain weak for an undefined amount of time.

However, certain rules of marketing remain steadfast to guide businesses towards success in any environment. These universal laws are the anchors that keep a business steady, helping it thrive amidst uncertainty and change.

In this guide, we’ll explore three laws that have proven to be the cornerstones of successful marketing. These are practical, tried-and-tested approaches that have empowered businesses to overcome challenges and flourish, regardless of external conditions. By mastering these principles, businesses can turn adversities into opportunities, ensuring growth and resilience in any market landscape. Let’s uncover these essential laws that pave the way to success in the unpredictable world of business marketing. Oh yeah, and don’t forget to integrate these insights into your career. Follow the implementation steps!

Law 1: Success in Marketing is a Marathon, Not a Sprint

Navigating the tumultuous seas of digital marketing necessitates a steadfast ship, fortified by a strategic long-term vision. It’s a marathon, not a sprint.

Take Apple, for instance. The late ’90s saw them on the brink of bankruptcy. Instead of grasping at quick, temporary fixes, Apple anchored themselves in a long-term vision. A vision that didn’t just stop at survival, but aimed for revolutionary contributions, resulting in groundbreaking products like the iPod, iPhone, and iPad.

In a landscape where immediate gains often allure businesses, it’s essential to remember that these are transient. A focus merely on the immediate returns leaves businesses scurrying on a hamster wheel, chasing after fleeting successes, but never really moving forward.

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A long-term vision, however, acts as the north star, guiding businesses through immediate challenges while ensuring sustainable success and consistent growth over time.

Consider This Analogy: 

Building a business is like growing a tree. Initially, it requires nurturing, patience, and consistent care. But with time, the tree grows, becoming strong and robust, offering shade and fruits—transforming the landscape. The same goes for business. A vision, perseverance, and a long-term strategy are the nutrients that allow it to flourish, creating a sustainable presence in the market.

Implementation Steps: 

  • Begin by planning a content calendar focused on delivering consistent value over the next six months. 
  • Ensure regular reviews and necessary adjustments to your long-term goals, keeping pace with evolving market trends and demands. 
  • And don’t forget the foundation—invest in robust systems and ongoing training, laying down strong roots for sustainable success in the ever-changing digital marketing landscape.

Law 2: Survey, Listen, and Serve

Effective marketing hinges on understanding and responding to the customer’s needs and preferences. A robust, customer-centric approach helps in shaping products and services that resonate with the audience, enhancing overall satisfaction and loyalty.

Take Netflix, for instance. Netflix’s evolution from a DVD rental company to a streaming giant is a compelling illustration of a customer-centric approach.

Their transition wasn’t just a technological upgrade; it was a strategic shift informed by attentively listening to customer preferences and viewing habits. Netflix succeeded, while competitors such a Blockbuster haid their blinders on.

Here are some keystone insights when considering how to Survey, Listen, and Serve…

Customer Satisfaction & Loyalty:

Surveying customers is essential for gauging their satisfaction. When customers feel heard and valued, it fosters loyalty, turning one-time buyers into repeat customers. Through customer surveys, businesses can receive direct feedback, helping to identify areas of improvement, enhancing overall customer satisfaction.


Engaging customers through surveys not only garners essential feedback but also makes customers feel valued and involved. It cultivates a relationship where customers feel that their opinions are appreciated and considered, enhancing their connection and engagement with the brand.

Product & Service Enhancement:

Surveys can unveil insightful customer feedback regarding products and services. This information is crucial for making necessary adjustments and innovations, ensuring that offerings remain aligned with customer needs and expectations.

Data Collection:

Surveys are instrumental in collecting demographic information. Understanding the demographic composition of a customer base is crucial for tailoring marketing strategies, ensuring they resonate well with the target audience.

Operational Efficiency:

Customer feedback can also shed light on a company’s operational aspects, such as customer service and website usability. Such insights are invaluable for making necessary enhancements, improving the overall customer experience.


Consistent surveying allows for effective benchmarking, enabling businesses to track performance over time, assess the impact of implemented changes, and make data-driven strategic decisions.

Implementation Steps:

  • Regularly incorporate customer feedback mechanisms like surveys and direct interactions to remain attuned to customer needs and preferences.
  • Continuously refine and adjust offerings based on customer feedback, ensuring products and services evolve in alignment with customer expectations.
  • In conclusion, adopting a customer-centric approach, symbolized by surveying, listening, and serving, is indispensable for nurturing customer relationships, driving loyalty, and ensuring sustained business success.

Law 3: Build Trust in Every Interaction

In a world cluttered with countless competitors vying for your prospects attention, standing out is about more than just having a great product or service. It’s about connecting authentically, building relationships rooted in trust and understanding. It’s this foundational trust that transforms casual customers into loyal advocates, ensuring that your business isn’t just seen, but it truly resonates and remains memorable.

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For instance, let’s talk about Oprah! Through vulnerability and honest connections, Oprah Winfrey didn’t just build an audience; she cultivated a community. Sharing, listening, and interacting genuinely, she created a media landscape where trust and respect flourished. Oprah was known to make her audience and even guests cry for the first time live. She had a natural ability to build instant trust.

Here are some keystone insights when considering how to develop and maintain trust…

The Unseen Fast-Track

Trust is an unseen accelerator. It simplifies decisions, clears doubts, and fast-forwards the customer journey, turning curiosity into conviction and interest into investment.

The Emotional Guardrail

Trust is like a safety net or a warm embrace, making customers feel valued, understood, and cared for. It nurtures a positive environment, encouraging customers to return, not out of necessity, but a genuine affinity towards the brand.

Implementation Steps:

  • Real Stories: Share testimonials and experiences, both shiny and shaded, to build credibility and show authenticity.
  • Open Conversation: Encourage and welcome customer feedback and discussions, facilitating a two-way conversation that fosters understanding and improvement.
  • Community Engagement: Actively participate and engage in community or industry events, align your brand with genuine causes and values, promoting real connections and trust.

Navigating through this law involves cultivating a space where authenticity leads, trust blossoms, and genuine relationships flourish, engraving a memorable brand story in the hearts and minds of the customers.

Guarantee Your Success With These Foundational Laws

Navigating through the world of business is a demanding odyssey that calls for more than just adaptability and innovation—it requires a solid foundation built on timeless principles. In our exploration, we have just unraveled three indispensable laws that stand as pillars supporting the edifice of sustained marketing success, enabling businesses to sail confidently through the ever-shifting seas of the marketplace.

Law 1: “Success in Marketing is a Marathon, Not a Sprint,” advocates for the cultivation of a long-term vision. It is about nurturing a resilient mindset focused on enduring success rather than transient achievements. Like a marathon runner who paces themselves for the long haul, businesses must strategize, persevere, and adapt, ensuring sustained growth and innovation. The embodiment of this law is seen in enterprises like Apple, whose evolutionary journey is a testament to the power of persistent vision and continual reinvention.

Law 2: “Survey, Listen, and Serve,” delineates the roadmap to a business model deeply intertwined with customer insights and responsiveness. This law emphasizes the essence of customer-centricity, urging businesses to align their strategies and offerings with the preferences and expectations of their audiences. It’s a call to attentively listen, actively engage, and meticulously tailor offerings to resonate with customer needs, forging paths to enhanced satisfaction and loyalty.

Law 3: “Build Trust in Every Interaction,” underscores the significance of building genuine, trust-laden relationships with customers. It champions the cultivation of a brand personality that resonates with authenticity, fostering connections marked by trust and mutual respect. This law navigates businesses towards establishing themselves as reliable entities that customers can resonate with, rely on, and return to, enriching the customer journey with consistency and sincerity.

These pivotal laws form the cornerstone upon which businesses can build strategies that withstand the tests of market volatility, competition, and evolution. They stand as unwavering beacons guiding enterprises towards avenues marked by not just profitability, but also a legacy of value, integrity, and impactful contributions to the marketplace. Armed with these foundational laws, businesses are empowered to navigate the multifaceted realms of the business landscape with confidence, clarity, and a strategic vision poised for lasting success and remarkable achievements.

Oh yeah! And do you know Newton’s Law?The law of inertia, also known as Newton’s first law of motion, states that an object at rest will stay at rest, and an object in motion will stay in motion… The choice is yours. Take action and integrate these laws. Get in motion!

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Intro to Amazon Non-endemic Advertising: Benefits & Examples



Intro to Amazon Non-endemic Advertising: Benefits & Examples

Amazon has rewritten the rules of advertising with its move into non-endemic retail media advertising. Advertising on Amazon has traditionally focused on brands and products directly sold on the platform. However, a new trend is emerging – the rise of non-endemic advertising on this booming marketplace. In this article, we’ll dive into the concept of non-endemic ads, their significance, and the benefits they offer to advertisers. This strategic shift is opening the floodgates for advertisers in previously overlooked industries.

While endemic brands are those with direct competitors on the platform, non-endemic advertisers bring a diverse range of services to Amazon’s vast audience. The move toward non-endemic advertising signifies Amazon’s intention to leverage its extensive data and audience segments to benefit a broader spectrum of advertisers.

Endemic vs. Non-Endemic Advertising


Let’s start by breaking down the major differences between endemic advertising and non-endemic advertising… 

Endemic Advertising

Endemic advertising revolves around promoting products available on the Amazon platform. With this type of promotion, advertisers use retail media data to promote products that are sold at the retailer.

Non-Endemic Advertising

In contrast, non-endemic advertising ventures beyond the confines of products sold on Amazon. It encompasses industries such as insurance, finance, and services like lawn care. If a brand is offering a product or service that doesn’t fit under one of the categories that Amazon sells, it’s considered non-endemic. Advertisers selling products and services outside of Amazon and linking directly to their own site are utilizing Amazon’s DSP and their data/audience segments to target new and relevant customers.

7 Benefits of Running Non-Endemic Ad Campaigns


Running non-endemic ad campaigns on Amazon provides a wide variety of benefits like:

Access to Amazon’s Proprietary Data: Harnessing Amazon’s robust first-party data provides advertisers with valuable insights into consumer behavior and purchasing patterns. This data-driven approach enables more targeted and effective campaigns.

Increased Brand Awareness and Revenue Streams: Non-endemic advertising allows brands to extend their reach beyond their typical audience. By leveraging Amazon’s platform and data, advertisers can build brand awareness among users who may not have been exposed to their products or services otherwise. For non-endemic brands that meet specific criteria, there’s an opportunity to serve ads directly on the Amazon platform. This can lead to exposure to the millions of users shopping on Amazon daily, potentially opening up new revenue streams for these brands.

No Minimum Spend for Non-DSP Campaigns: Non-endemic advertisers can kickstart their advertising journey on Amazon without the burden of a minimum spend requirement, ensuring accessibility for a diverse range of brands.

Amazon DSP Capabilities: Leveraging the Amazon DSP (Demand-Side Platform) enhances campaign capabilities. It enables programmatic media buys, advanced audience targeting, and access to a variety of ad formats.

Connect with Primed-to-Purchase Customers: Amazon’s extensive customer base offers a unique opportunity for non-endemic advertisers to connect with customers actively seeking relevant products or services.

Enhanced Targeting and Audience Segmentation: Utilizing Amazon’s vast dataset, advertisers can create highly specific audience segments. This enhanced targeting helps advertisers reach relevant customers, resulting in increased website traffic, lead generation, and improved conversion rates.

Brand Defense – By utilizing these data segments and inventory, some brands are able to bid for placements where their possible competitors would otherwise be. This also gives brands a chance to be present when competitor brands may be on the same page helping conquest for competitors’ customers.

How to Start Running Non-Endemic Ads on Amazon


Ready to start running non-endemic ads on Amazon? Start with these essential steps:

Familiarize Yourself with Amazon Ads and DSP: Understand the capabilities of Amazon Ads and DSP, exploring their benefits and limitations to make informed decisions.

Look Into Amazon Performance Plus: Amazon Performance Plus is the ability to model your audiences based on user behavior from the Amazon Ad Tag. The process will then find lookalike amazon shoppers with a higher propensity for conversion.

“Amazon Performance Plus has the ability to be Amazon’s top performing ad product. With the machine learning behind the audience cohorts we are seeing incremental audiences converting on D2C websites and beating CPA goals by as much as 50%.” 

– Robert Avellino, VP of Retail Media Partnerships at Tinuiti


Understand Targeting Capabilities: Gain insights into the various targeting options available for Amazon ads, including behavioral, contextual, and demographic targeting.

Command Amazon’s Data: Utilize granular data to test and learn from campaign outcomes, optimizing strategies based on real-time insights for maximum effectiveness.

Work with an Agency: For those new to non-endemic advertising on Amazon, it’s essential to define clear goals and identify target audiences. Working with an agency can provide valuable guidance in navigating the nuances of non-endemic advertising. Understanding both the audience to be reached and the core audience for the brand sets the stage for a successful non-endemic advertising campaign.



Amazon’s venture into non-endemic advertising reshapes the advertising landscape, providing new opportunities for brands beyond the traditional ecommerce sphere. The  blend of non-endemic campaigns with Amazon’s extensive audience and data creates a cohesive option for advertisers seeking to diversify strategies and explore new revenue streams. As this trend evolves, staying informed about the latest features and possibilities within Amazon’s non-endemic advertising ecosystem is crucial for brands looking to stay ahead in the dynamic world of digital advertising.

We’ll continue to keep you updated on all things Amazon, but if you’re looking to learn more about advertising on the platform, check out our Amazon Services page or contact us today for more information.

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