Author: Grant Duncan

Categories
b2bmarketing b2bsales demandgeneration

Master Your GTM Strategy: A Comprehensive Framework for Summarizing Key Initiatives for Your Next Board Meeting

Steal this framework and add it to your Board deck or exec QBR for summarizing key GTM initiatives👇

I presented this slide in our last Board meeting as a way to show where things are today and where we plan to get to in 6 months.

Key parts: 

– List all major GTM programs
Choose <15 so it’s consumable by others - Rank each initiative’s current state Be brutally honest here. People will see through if you’re inflating your answers to look good.  - Show the targeted future state Ideal is showing where you’ll be in 6 months. Be aggressive but realistic b/c they’ll likely remember what you targeted. Plan to move some programs ahead 1-2 stages, while others might not move at all.  Now you have a succinct way to show where you are today and where you hope to be.  Btw, check the comments for a Google Slides version you can copy and use yourself 🙂 Shoutout to Chris Walker for the idea of using stages to represent the current state of programs. I built upon his idea and visualized the future state with it. And shoutout to Brandon Anderson for creating a great idea for how to visualize all of it in one appealing slide.  Think this is useful? What would you change?

Categories
b2bmarketing demandgeneration

Why Direct Response is Failing in B2B Marketing: An In-depth Analysis of Customer Conversion Rates

Direct response for B2B Marketing is basically dead. 🤕 Why?

B/c people have changed how they buy B2B software.

Easy example to prove this: Look at your leads that become closed won customers. I bet that most of them viewed 5, 10, 40+ pages before submitting a demo request form.

The leads that only saw your 1 landing page before submitting the form? Their conversion rate to opportunity and especially to closed won is probably way lower. 🤷‍♂️

Who disagrees and why? Who agrees?

Categories
b2bmarketing

Unveiling the Secrets: Why I Choose Marketing Over Sales – A Personal Insight 📈

I get asked why I like Marketing more than Sales. Here’s why 📈

Categories
b2bmarketing demandgeneration thisistheway

Why You Shouldn’t Use Menu-Less Landing Pages for Software with $10K+ ARR: Boosting Sales with Informed Customers

If your software ARR is > $10K, DO NOT use landing pages with no top-level menu.

Give people the option to easily read your customer stories, check out your pricing, review your integrations, etc.

If someone is going to spend that much, they want to educate themselves before talking to Sales.

Agree/disagree?

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!