Amazon and Salesforce Say Goodbye to Thousands of Workers

Hey 👋

This is Pipe Rise. We show you a handful of cool things happening in B2B Marketing, in less than a 5-minute read.

In Today's Email:

1. Amazon and Salesforce Say Goodbye to Thousands of Workers

2. Another Day, Another Meta Lawsuit

3. We break down Oribi's killer paid social ads and what makes them tick

WHAT SMART PEOPLE ARE TALKING ABOUT TODAY 👀

#1 - Amazon and Salesforce Say Goodbye to Thousands of Workers

Looks like Amazon and Salesforce are both having a "rainy day" - and unfortunately for thousands of employees, their pink slips have become the forecast. Both companies are laying off thousands of employees due to the current economic climate and stagnant sales. Amazon is in the midst of the biggest job cut in its history, with the majority of cuts happening in the Amazon Stores and People Experience and Technology Solutions divisions.

Salesforce, on the other hand, is letting go of 10% of its workforce and closing select offices as part of a restructuring and cost-cutting effort. For fiscal 2022, Salesforce reported 73,461 employees, which means around 7,000 people could be shown the door.

And it's not just the rank and file feeling the burn at Salesforce - the company has also seen an executive leadership exodus in the past month, with co-CEO Bret Taylor, along with the CEOs of Salesforce subsidiaries Slack and Tableau, Stewart Butterfield and Mark Nelson, all announcing their departures.

#2 - Another Day, Another Meta Lawsuit

Looks like Meta is racking up quite the tab with the Irish Data Protection Commission (DPC) - they've just been hit with a $400 million fine for breaching EU privacy laws. This marks the end of two investigations that began way back in May 2018, when the EU's General Data Protection Regulation (GDPR) came into effect.

The DPC has given Meta three months to clean up its act and get its data processing operations in order. Meta, which has said it plans to appeal the ruling, has to pay two fines - one for $222.5 million for violating GDPR and another for $191.5 million for Instagram's GDPR breaches.

And if that wasn't enough, the EU fined Meta nearly $800 million in four separate fines over Facebook and Instagram privacy and personal data violations last year.

If Meta's appeal doesn't go well, they might have to ask all EU users to consent to ads with a yes/no option, and can opt-out at any point in time. Now that's going to shake the house down if it ends up playing out.

STUDYING THE GREATS 🏆

Boy oh boy are we kicking off the new ads breakdown section of Pipe Rise with an absolute killer.

Today we’re going to cover Oribi.io’s paid social ads.

I dunno about you, but I remember a time ( probably 2 years ago at this stage ) when I felt like I was seeing Oribi everywhere I went. I was living in their retargeting echo chamber. And you know what? It was wonderful.

So wonderful, that I’m writing about it today as I sip on that sweet sweet first coffee of the day at my living room table here in Cork, Ireland.

Anyway…I chose these ads for a few reasons. The first is the simplicity of the creatives, they’re static single-image ads so they’re easy for your Creative team to put together. Just shows you don’t have to be spending 4/5 figures on videos to grab your audience’s attention.

But the main reason I picked these ads was because the ad framework they based all their ads on, simply blew me away. And that framework is called, the Before & After.

It’s when you shine a light on the problems and pains people experience before they experience your product, and then side by side show them the promised land of what life looks like after they use your product.

The Before & After Framework is proven, it’s good, but nothing out of this world. What takes this ad from a heavy hitting 8 to a firing on cylinders 10 is how they’ve drawn a line in the sand and found their enemy. That enemy is Google Analytics.

I now instantly understand what they do, and who they do it for. You know, B2B tech can be hard to explain in a sentence sometimes when you’re an earlier-stage company trying to takeover the world, so any analogies, visual comparisons, or sharp product shots can really help close the gap.

And hey, just shows that adding sprinkles of fun and humor into your ads can really help you stand out from the crowd. I mean, they’re comparing GA to a potato….

The Before & After Framework works. Give it a try

CHUCKLE OF THE DAY 😂

Meta's Executive Team right now

That's all for Pipe Rise today. If you enjoyed this then be sure to forward it to a friend and score your good karma for the day.

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p.s. If you liked the Oribi Ad Breakdown, reply back and let me know. I'll share more