Month: August 2023

Categories
b2bmarketing demandgeneration

Boosting Business Growth: How We Increased Our Pipeline by 54% in One Quarter

We grew pipeline 54% QoQ last quarter 🎉 Here’s how and why:

1️⃣ The initiatives from the previous interim head of Marketing, Keiko Tokuda, and the rest of the Marketing team started taking effect more (I joined 4.5 months ago at Zingtree so I can’t take all the credit 😊)

2️⃣ We changed our positioning & messaging to be more relevant to our target audience & created related content

3️⃣ Optimized Google and Bing ads (particularly turning off low-performing campaigns)

4️⃣ Started to create demand (especially through educational distribution-focused paid social ads)

5️⃣ We exhibited at a tradeshow event and created extra opps in comparison to normal

6️⃣ We had more 6-figure deals come inbound than previous quarters

We have a 30% opp to closed won rate for our pipeline, so this isn’t just fluffy pipe increase.

👉 What has helped you grow your pipeline lately?

Categories
b2bcx b2bmarketing b2bsales gtmstrategy

Revamping Your GTM Strategy: Key Expectations for Mid-Market and Enterprise Audiences

Trying to move upmarket in your GTM strategy?
Here are expectations that change with a MM and ENT audience. Make sure to change your GTM strategies accordingly:

BEFORE Form Fill:
– Talk to peers before buying
– Research on their own beforehand

Early Stage Sales:
– Do a trial / PoC with you
– Review your knowledge base
– Review your API documentation

Late Stage Sales:
– Check tech stack / custom integration requirements
– Go through security review (and legal review)
– Dig into product fit

Post-Sale:
– Expect professional services as an option to help them
– Expect you to have an implementation process
– Expect a CSM to guide them regularly

What would you add to this list?

Categories
demandgeneration fieldmarketing tradeshow

Maximizing Your Marketing Strategy: Why Paid Social Could Outperform Trade Shows

I met a CMO last night that said sponsoring tradeshows is her best-performing channel 🤯

2 takeaways for me:

1. Distribution-focused, educational paid social would probably work great for them and become a better performing channel than events.
–> Why? People obviously are interested when they see their booth & chat. When reaching a bigger audience on paid social, it’s like scaling that booth interest to their whole target audience. And getting in front of these people 7-10 times per month rather than for one two-day event.

2. Every company is different, so you have to take advice with a grain of salt. Tradeshows are a money-sink for many companies but not all as proven by this example.

Categories
demandgeneration facebookads linkedinads marketing

Unveiling Modern Demand Gen Strategies: My Insightful Session with Stacking Growth Podcast

I’m super honored and excited to have been on the Stacking Growth podcast with Sidney Waterfall and Sam Kuehnle!

Great conversation about:

– How to assess Marketing performance
– Strategies to implement a modern demand gen strategy
– How to present results to the Board and C-Suite
– Rollout planning
– Experimentation tactics
– LinkedIn and Facebook paid & organic strategies
– And more!

Give it a listen and tag someone that might like it 😊

Link in comments below

Categories
b2bmarketing demandgeneration

Closing the Demand Creation Gap: Igniting Interest in Innovative Solutions

We believe we have a demand creation gap, not a demand capture gap. 

There just aren’t many people searching Google for what we do b/c we’re sort of creating a new category.

So we must start creating demand and educating people to move them from solution unaware to solution aware.

And of course, positioning ourselves as the best option for when that trigger event happens in their company for them to actively start buying.

Categories
b2bmarketing creative demandgeneration

Unlocking the Secrets of Successful LinkedIn Ads: A Deep Dive into ‘Create Demand’ Campaigns

Curious how “create demand” LinkedIn ads actually look? 👇

These are actual ads we’re running and getting great engagement and reach on.

Key components:

1. Educational message in the image (Zingtree + Zendesk integration story)

2. Long post copy so that those who are curious can dig in and learn more.

3. CTA text to learn more (explicitly not about getting a demo)

4. Related web page when someone clicks through

Deployment strategy:
– Distribution-focused reach to our whole audience that we know uses Zendesk already
– The goal is education in the feed; not a lead gen form fill
– Audience expansion & LinkedIn audience network off

How would you improve these?

Shoutout to Omar I. Hamoda for the great designs!

Categories
b2bmarketing gtmstrategies

5 Proven Strategies to Enhance Your Marketing Team’s Customer Insights

Our whole Marketing team has better insights 💡 on our customers than almost every employee outside of our Sales & CX team.

That’s because every Marketer at Zingtree meets with 10 prospects, customers, or ICPs per quarter.

These insights guide our writing, our design, our strategies.

Want to implement this in your org? Here are some ways:

1)
Take amazing notes during the meetings, esp. when joining Sales & CX calls. 
Now you are an asset b/c you give the rep great notes, rather than being a burden for joining the call.

2)
Make it an OKR for every Marketer every quarter

3)
Join relevant Slack/FB communities so you have access to ask ICPs to chat

4)
Look at Sales & CX calendars and ask to join meetings and be a fly on the wall

5)
Build trust with Sales & CX by being an asset with meeting notes AND by being responsive to many of their requests in general.

How are you getting insights and upleveling Marketing’s value in the company?

Categories
experimentation marketing

Unleashing Marketing Potential: Innovative Experimentation Strategies for Success

Marketers should always have some of their time and budget dedicated to experimentation. Here are some ideas for ways to experiment:

>> Change the company size parameters

>> Broaden the countries or languages you target

>> Go after a different industry 

>> Try new job titles
Either include them in your existing ad campaigns or break it out separately with job title specific messaging. 

>> Test new messaging and see if it resonates better with your audience. 
You can use organic or paid social to do this, you can change website copy, or you can use a tool like Wynter to get feedback behind the scenes. 

>> Work with a partner to test a joint solution with a few prospects. 

>> Test a new channel for organic or paid and see the engagement you get. 

These are just a handful of examples to get your brain thinking. 

What other experiments have you tried? What have been some of your most successful experiments?

Categories
marketing soilscience

Demystifying Marketing Jargon: A Soil Scientist’s Guide for Non-Marketers

My wife made a “glossary for non-Marketing folks” & sent it to my family after I shared a Marketing podcast I was on.

She’s a Soil Scientist so I’m amazed at how accurate her jargon decryption is!

Here’s what she sent: 🔥🤯

-ICP = ideal customer profile

-CAC = cost of acquiring customer

-pipeline = sales/marketing pipeline from potential customer (lead) to sales-identified great fit (opportunity) to closed-won (customer chose Zingtree!)

-OKRs = objectives & key results (to define goals/track outcomes)

-keywords = company selected words/phrases for paid search ads (ex. Someone types “customer support software” into Google, & if it’s a Zingtree keyword phrase, the algorithm may show an ad based on the bid settings ($))

-demand gen = creating awareness/demand for your product & the problem it solves for customers

-demand capture = getting potential customers into the sales pipeline of your specific brand/solution

Pretty impressive for someone not in Marketing, right?!
I guess we’ve talked about my job a lot 😅

You should use this when teaching your family what you do!

Categories
1

Revolutionize Your Business: Unleashing Modern Demand Gen Strategies to Break Through Plateaus

Most companies are going to hit a plateau at some point. What do you do when that happens?

My #1 suggestion: switch to a modern demand gen strategy

Thanks to Sam Kuehnle and Sidney Waterfall for a great podcast conversation!