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👨🏽 Father, husband, first generation immigrant with a love for books, writing, hip-hop…
Articles by Ty
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Ignoring the "who" may be the reason why your marketing campaigns are failing
Ignoring the "who" may be the reason why your marketing campaigns are failing
Your campaigns may be failing because you might ignoring a simple fundamental marketing question. In the most literal…
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[customers] A playbook for young marketers
[customers] A playbook for young marketers
If you're a young marketer and really looking to improve your craft, spend an enormous of time studying your customer…
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Ty Lim shared thisQuestion for all the digital marketers out there... What's your playbook for optimizing a great performing lead campaign? Not surprising, all LinkedIn's recommendations involved blowing up the budget aggressively and opening this up to the audience network.
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Ty Lim posted thisI have 200+ connection invites… A bit bored so wondering if I should accept them all and see if I can flip an automated sales pitch into a sale myself.
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Ty Lim posted this👋🏾 LinkedIn I’m looking for an events manger for a startup I’m consulting for. This will not be for the standard both/tradeshow stuff you see in Saas and will be more focused on private events for executives. We’re talking about executive chef events at a mansion through the US every single month. If you’re an events manager,DM me. If you’re not please take one that you think will be awesome in this role. Btw - this is in the field service industry. So anyone who has experience in the heavy industrial machinery is a huge plus.
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Ty Lim posted thisIf LinkedIn gave me a choice not to follow my new connections, I would accept more of them. #linkedin
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Ty Lim posted thisLooking for a Marketing Ops contractor (no agencies) with Marketo expertise for a client I'm working with. Please tag or DM me. Update: I’ve received a lot of great recommendations and will take some time meeting some folks. Please no more recommendations.
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Ty Lim shared thisWhile I agree that optimization and a "less is more" approach is critical, especially at certain stages/market conditions, the "we need more" scenario drove 200 more handraisers and 20 more opps into your funnel. If the buyers in the "more" scenario are the wrong buyers, then it's a waste of time. If they are the right personas, then there is value in bringing not-ready buyers into your ecosystem. You've gotten a head start on the relationship with your brand and can be there when they are ready. Much of the demand gen problem is not being there when the buyer is conducting their research. #b2bmarketingTy Lim shared thisWe spent 25% less, yet drove 30% more revenue by changing our approach to the problem every company faces: We've all been there "We're behind on our target" "Next year's goal is X% higher" "What if we increased the ad budget?" And the default is almost always to do "more" But what if "more" isn't actually better? I've seen this time and time again, and savvy businesses are beginning to notice this as well It's making what you already have coming in go *further* than simply pushing "more" through at the same rates For a typical B2B company, they often have a: - 20% handraiser to qualified opportunity rate - 20% qualified opportunity to closed won rate Not terrible, but not great Efficient + effective B2B companies often see a: - 40-60% handraiser to qualified opportunity rate - 25-33% qualified opportunity to closed won rate So what if instead of focusing on "more" at the same rates, we focused on being more efficient and effective with what's already coming in? The numbers below paint that picture for you Even if you TRIPLED the "more" scenario, it's still not as impactful as being more efficient with the initial volume 🤯 - - - - - - - - - - - - - - - - - - So next time you get that "we're behind, what can we do?" question Take a look at your conversion rates Instead of defaulting to the option on the left You might already have the volume you need at the top You just need to make sure you're making the most of it
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Ty Lim shared thisElena Hengel's post last week on the ad debate Reach vs. Frequency should end the debate. "If your campaign is focused on lead gen, limit your frequency and focus on reach." But what do you do with your other campaigns? How do you convert initial interest into pipepline? 1) Identify hand-raisers and make sure these leads are converted ASAP (ie lead processing, kick-a$$ demos, sales enablement) 2) Build a real ecosystem for the non-hand raisers. Build community, deliverable valuable insights, support their buying journey. What else am I missing? #b2bmarketingTy Lim shared thisThe Reach vs Frequency Debate: Once is Enough! We (Marketing Architects) have repeatedly found that your first ad impression generates the greatest sales response. Which is contrary to the established belief that 3 frequencies are optimal. Matthew Hultgren joined the podcast this week to sound off on the debate. He's seen data point after data point (whether it was radio, TV, CTV, or YouTube) that supports the finding that your first frequency brings the best response per impression. That doesn't mean 3, 4, 5, or even 10 frequencies can't be profitable. Or a good strategy for certain marketing campaigns. But if your campaign is focused on lead gen, limit your frequency and focus on reach. Jon Lombardo has an excellent article on this topic called "Reach Maximalism" that supports our same finding. Links to the podcast and Jon's article in the comments. 👇
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Ty Lim shared thisThe marketing strategy to capture <$10M in revenue in a $xB+ market needs doesn't need to be large. Focusing a majority of your execution on maximizing what is working is not only smart, it builds a deeper understanding of your ICP and market segment. The operational benefit is that you preserve the stamina of your marketing team and build a culture on focused execution. Too many marketing teams fail because they over-extend and have no results to show for it (including market insights).Ty Lim shared thisThe average early-stage startup has 2-5 marketers... And for some reason, founders think they can market like a publicly traded company with 500 marketers and $100M annual budget. THIS DOES NOT WORK. 💢 Each ICP needs its own set of messaging. And it’s not enough to have the message, you need to support it with content and activities that get deployed to specific channels to reach them. 💢 Each channel has its own art & science. What you say in your ads likely won’t work at a trade show or in a LinkedIn post. It takes time to figure out how to make the channel work for your unique product and target customers. 💢 Each tactic has its own set of best practices. You can’t just plug your value proposition into an AI marketing tool and have it spit out content, ads, or plans for each ICP and channel. You need to do the hard work to apply a tactic for your unique situation. And most important of all… 💣 All of these things require a lot of TIME and MONEY to get them to work. TIME AND MONEY ARE 2 THINGS YOU DON’T HAVE. And if you spread yourself too thin… Nothing will work. ——— So if you’re an early stage founder looking to invest in marketing, remember… While it’s okay to experiment early on, you better quickly figure out which ICP, channel, and tactic you’re going to focus on. #b2bmarketing #startups #growth
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Ty Lim liked thisSuper proud of my amazing team! We are the first elevator company to have ever received this award. Dayne & the entire team have worked incredibly hard to earn this recognition. 🫶 #DelawareElevatorTy Lim liked thisWe are incredibly proud to share that Delaware Elevator has been honored with a National Health and Safety Merit Award from Associated Builders and Contractors. The award was presented last week at the ABC Convention 2026 in Salt Lake City, where Dayne Eisele, our Safety and Education Compliance Director, accepted the award on behalf of the company. This recognition reflects the hard work and dedication of Dayne, his team, and every member of the Delaware Elevator family who helps maintain our culture of safety every day. We are especially honored to be the first elevator company ever to receive this award. 🏆 Safety is not just a program at Delaware Elevator — it is a core value that guides everything we do. #DelawareElevator #SafetyLeadership #ABCMeritShopProud #ConstructionSafety #ElevatorIndustry
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Ty Lim reacted on thisTy Lim reacted on thisSome $2T has been spent on AI. It's a staggering number. And while there are obviously kick-ass products as a result, the bigco demos showcasing their breakthroughs are so lame. * Generating an image of yourself as a cartoon * Buying roses in a foreign language * Make a sauce for a sandwich with smart glasses * Vibe coding what amounts to a templated website What? These aren't real problems that require extraordinary technology I'm taking a different tact. I bought a 25th Anniversary L82, 4 speed Corvette that's been sitting for 11 years. Engine turns but doesn't start. No clutch, dumpy brakes. Nothing electrical works. I've never worked on a Corvette before. I'm going to use Airwave AI to get this operational in 100 days. Let’s see what AI can really do.
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Ty Lim liked thisTy Lim liked thisHere is what I want from Apple AI: Let me search and get answers across everything on my phone. Because I trust you with my data, I will give you unfettered access to: - Text Messages - Photos - Location history - Health and Activity - Browser history - Wallet transactions - Music - Calendar and Email (I’ll even move to iCloud) If this is all done securely on device, I will buy $1500 new hardware. I already pay $30 per month for Apple One. I would double that. That is a $720 annual commitment. I will still use OpenAI, Grok, and Claude for cloud-based reasoning. But I do not want any of them touching my on-device data. Not even in the same interface. That would give me trust issues. Steve Jobs once said the computer is the bicycle for the mind. I do not need or want Apple AI to be a thousand PhDs in my pocket. That is a supercar for the mind. Let the AGI crowd chase that. A bike is different. It is for local, familiar roads I already know. Not a chatbot. Not a gimmick. Not my data contributing to data mines for whatever A second brain that is private, local, and actually mine.
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Ty Lim liked thisTy Lim liked thisLots of opinions on meta glasses or more broadly AI in the trades getting thrown around. As with anything new there is always fear of change. But there is no stopping progress. What are your thoughts on where this is headed? #AI #artificialintelligence #fieldservices #tradesmen #trades
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Ty Lim liked thisTy Lim liked thisFramework time: You don't need to bring in a consultant who doesn’t know your business. You don't need a fancy agency. Nobody can tell your story better than you can... Let me digress for a split second.... One of the reasons I started writing on the weekends was to give people a behind-the-scenes look at what it’s like to run marketing (and for my personal sanity). And lately, it's been quite a few things, but most recently, we've been focused on our Core Narrative. Most companies have one problem in common: They have dozens of messages, but no story. Everyone is out there saying slightly different things. And it's a static project that is only adjusted once or twice a year (crazy). Story of my life and why an evolving, fresh Core Narrative is so important. It isn't a tagline or a campaign. It’s the single, company-wide story that explains: Why we exist (and why now) What problem do we solve (and why it matters) What makes us different (in a way customers care about) The vision we’re leading people toward When you have it right: Sales starts sounding more confident. Marketing stops reinventing the wheel every damn day. Customers start repeating your language back to you. They become true advocates. And your company finally feels like it's rowing in the same direction. Now, like any true marketer, I've been piecing together a Core Narrative framework... a simple, repeatable process any team can use to go from scattered messaging to a unified, compelling story. It's not a new idea, but it's my personalized approach to messaging & positioning. It’s built on a few principles: Start with reality — Use surveys, interviews, and real customer conversations to see how the market truly sees you. Identify the shift — Great narratives always show what’s changing in the world that makes your solution inevitable. Draw the map — Show where we are now, where we’re going, and what role you play in getting there. Cascade it everywhere — Build it into your sales decks, website, content, and customer conversations so everyone is telling the same story. This is the work that drives a company's growth. And if you get it right, it’s the work that makes growth a lot easier. This Sunday, I’m going to share the framework so you can run the process yourself. Even better, we are going to talk about how to use ai (small A) to iterate on the narrative bi-weekly once the new Core Narrative has been launched. You don't need to hire a consultant to help build your narrative because nobody can tell your story better than you can.
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Ty Lim liked thisTy Lim liked thisThe Fourth of July is about independence. It's about newly minted Americans who looked at an impossible situation and decided to bet on themselves anyway. This country was built by folks who didn't have instructions or fancy equipment, just their hands, their judgment, and the grit to figure it out as they went. They turned wilderness into cities, connected coasts with railroads, and strung up power lines to light the darkness. Every bridge, every building, every road came from people willing to show up, work hard, and figure out solutions to problems that had never been solved before. That same spirit is still there today in every job site, every repair truck, every construction crew. These are people who wake up knowing they'll solve problems nobody else can. There's real satisfaction in that. In looking at something broken and making it work again. In building something that wasn't there before. But too often that spirit gets bogged down in endless paperwork and approvals that drag on for months. Safety and smart planning matter, but so does common sense and the ability to move when something needs fixing. The people doing the work usually know the fastest, safest way to get it done. There's still so much to build. Infrastructure that needs upgrading. New technologies waiting to be installed. Problems with solutions sitting right there, ready to go. This Fourth of July, let's get back to what made this country great in the first place. The satisfaction of solving hard problems. The pride of building something that lasts. The freedom to look at a challenge and say "we can fix this" and then actually get to work. The people who built America didn't wait for permission. Time to roll up our sleeves and build again.
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