“So what’s the ROI on B2B marketing/ABM/Linkedin/xyz/[insert unquantifiable initiative]?” I think there is a time and place for that question, but it’s definitely not at the beginning of the journey. If you’re a sales-first company building out marketing, here is how to think about measuring marketing’s ROI or success: 1️⃣B2B...
The attached image is the most important comic you’ll probably see this year. If you're in sales, marketing or in the founder's seat, you need to understand what zero-party data is, how to get it, and how to use it to grow technology or service-businesses. Right now, your sales and...
MQLs are cool. I want all the Marketing Qualified Leads I can get, and then some. I know this sounds like sacrilege to many... If it does, it's because they either - have the wrong definition of what an MQL is or - have the wrong process of dealing with...
There’s a $100M ARR startup you’ve likely never heard about. It went from zero to 100 in 6 short years. And there is more »» ClickFunnels, the small-business funnel-building/landing page creating tool was bootstrapped_all_the_way. Practically zero VC money. Did the founder have a 50 million dollar-deep pocket to fund his...
Buying sales&marketing tools is like buying sports gear. Here’s what I mean: you know the rich kid with brand new sports gear, but zero skills? The one who shows up with poor stamina and no experience… but tries to counter it with shiny new gear worth 3x everyone else’s? Whatever...
How does your go-to market measure up?B2B growth/going-to-market is a complex affair with lots of components and moving parts.I think it can be simplified, especially as you're just building out marketing in a sales-first B2B tech company.Here are four areas you need to focus on:- Market: have you defined your...
Does marketing success come down to science? Or is it art? I used to think you can succeed over the long haul just by being super methodical and process-driven. I’m not talking about successful campaigns or projects - I’m talking about making it rain over years, as a company. Most...
Go-to Market… demand generation… Have we been making things too hard for everyone? I think we have… but there’s a solution. Here is the thing: I haven’t found a GTM or growth or marketing or ‘whatever’ framework that - tech companies - consulting/dev companies with - small(ish) marketing teams -...
What is failure in marketing/growth/business/life? If you ask me: it’s when you lose a battle, you don’t know why you’ve lost, and you give up. How to make sure any endevour of importance (big go-to-market or ABM programs) will not fail? Create thoughtful experiments. That's how your growth will be bulletproof....
You know, how marketing jargon pops up all over the place and has people confused? Here is the solution… For starters, consider these terms: - ABM - demand generation - inbound marketing - dark social They spur all this debate on what they mean and what they don’t… but in...
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