Make Audiences Connect the Dots

Hey there 🧠

Ready for another day of staying ahead of the competition in the Growth race?

Oh and before we go ahead! If your friend sent this to you, be sure to subscribe here! So you don’t miss out on any editions.

Partnership with Cash App

What if payday got here early, every time?

Getting paid is good. Getting paid early is even better. When you deposit paychecks into Cash App, you can make that a regular thing.

As soon as we get your paycheck, it’s ready for you up to 2 days earlier than many banks. You’re in control of what happens next, choose a percentage of your paycheck to save, invest, or even buy bitcoin.* And with no monthly fees, your money stays yours.

Plus, you can relax knowing your money is protected by 24/7 fraud prevention and real-time activity alerts.

Speed up payday!

💡 Apophenia: The Hidden Bias Marketers Can Use Ethically

Have you ever seen a heart-shaped cloud and thought it was a sign? That is Apophenia, your brain’s way of finding patterns even when none actually exist. This instinct once helped humans survive by recognizing danger or opportunity, and today it helps us interpret data, solve problems, and create meaning in chaos. But when our pattern detector goes into overdrive, it leads us to make connections that are not real.

Apophenia, a term coined by German neurologist Klaus Conrad, describes how the brain craves order so deeply that it invents it. For marketers, this insight can be used to guide customers toward conclusions that feel self-discovered.

1️⃣ Weave a Narrative with Suggestive Advertising: People love stories, especially when they have to fill in the blanks. Instead of revealing everything, design campaigns that encourage curiosity and imagination. The horror film Weapons used this technique through mysterious trailers, cryptic live streams, and fake websites. Fans pieced together the clues themselves, generating organic buzz. 

You can apply this method by teasing new launches or features through partial reveals, hidden hints, or evocative taglines that spark conversation.

2️⃣ Build Brand Meaning Through Association: Apophenia makes people connect unrelated ideas. By positioning your brand next to a concept or emotion, you can create powerful associations. Edward Bernays famously used this in 1929 when he framed Lucky Strike cigarettes as symbols of women’s liberation during the “Torches of Freedom” parade. The public connected the brand to empowerment. 

Modern brands do this too, such as Red Bull associating itself with extreme sports or Nike with ambition and success. Identify what your brand should represent and build that connection through repetition and context.

3️⃣ Create Streaks in Loyalty Programs: When people see progress, they perceive a pattern of success and are motivated to continue. This is why features like Duolingo’s daily streak counter work so well. The visible flame symbol grows with each day of engagement, turning consistency into a reward. You can adopt the same idea by including progress bars, badges, or streaks in loyalty programs that show visible milestones and encourage continued participation.

The Takeaway

Apophenia reveals that humans are naturally drawn to patterns and connections. By creating experiences that let audiences uncover meaning, associate emotions, and see progress, marketers can make customers feel personally invested. The result is a deeper bond that turns simple campaigns into lasting brand relationships.

💡 What Makes a B2B Influencer Effective
Insights from stackedmarketer

In the B2C world, hype drives sales. But in B2B, influence is earned through credibility, expertise, and trust. The most effective B2B influencers are not the ones with the biggest followings; they are the ones who turn insights into impact.

1️⃣ Credibility Over Popularity: Follower count means little when buying decisions affect entire organizations. Reports show that 58% of B2B marketers prioritize authenticity and credibility when choosing influencers. A smaller audience that deeply trusts the influencer will outperform a massive but disengaged one every time.

2️⃣ The Substance Trifecta: What sets strong B2B influencers apart is their depth of knowledge. The top three traits marketers look for are industry relevance (49%), subject-matter expertise (47%), and brand alignment (47%). These create authority and ensure that every recommendation feels well-informed rather than promotional. Engagement still matters, but it is about thoughtful conversations, not just likes and shares.

3️⃣ Why Trust Matters More in B2B: B2B buying decisions are complex and often high-stakes. Unlike consumer products, businesses are investing in software, systems, or services that affect teams and operations. In this environment, a credible expert carries far more weight than a trending personality.

4️⃣ Actionable Tip: Build an Influencer Scorecard: Before collaborating, evaluate potential partners carefully. Review their content for accuracy, analyze their engagement for depth, and confirm their professional background. This process helps you identify influencers who can speak with authority and align with your brand values.

The Takeaway

In B2B marketing, influence is built on knowledge and integrity. By choosing partners who educate, inspire, and connect authentically, you transform influencer marketing from a vanity exercise into a powerful trust-building engine.

As we prepare more "Growthful" content, we'd love to hear your thoughts on today's edition! Feel free to share this with someone who would appreciate it. 🥰

*Cash App is a financial services platform, not a bank. Banking services provided by Cash App's bank partner(s). Prepaid debit cards issued by Sutton Bank, Member FDIC. See Terms and Conditions. Direct deposit, savings and overdraft coverage provided by Cash App, a Block, Inc. brand. *Brokerage services provided by Cash App Investing LLC, member FINRA/SIPC, subsidiary of Block, Inc. Bitcoin services provided by Block, Inc. Bitcoin services are not licensable activity in all U.S. states and territories. Block, Inc. operates in New York as Block of Delaware and is licensed to engage in virtual currency business activity by the New York State Department of Financial Services. Investing and bitcoin are non-deposit, non-bank products that are not FDIC insured and involve risk, including monetary loss. Cash App Investing does not trade bitcoin and Block, Inc. is not a member of FINRA or SIPC. For additional information, see the Bitcoin and Cash App Investing disclosures. **To earn the highest interest rate on your Cash App savings balance, you need to be 18 or older, have a Cash App Card, and direct deposit at least $300 monthly into Cash App. Cash App will pass through a portion of the interest paid on your savings balance held in an account for the benefit of Cash App customers at Wells Fargo Bank, N.A., Member FDIC. Savings yield rate is subject to change. ***No fee overdraft coverage of up to $200 for Cash App Card transactions is available when you direct deposit at least $300 monthly into Cash App. Eligibility requirements apply, see terms for details.