I think B2B influencer marketing is way underrated.
Easy way to get started: collaborate with a YouTube influencer in your space.
And be comfortable that much of the value won’t show up in attribution software but it will in dark social.
Category: b2bmarketing
Fully remote Marketing teams are the future. (And the now for companies like Zingtree.)
Even if the whole company isn’t fully remote, Marketing can be this way. Then you can attract the best talent globally.
No public pricing on your website? You’re missing out!
Here’s why software companies should list actual pricing on their website:
You need it if you want to have a PLG motion. Few people will self-sign-up for something that they don’t how much it will cost.
You automatically filter out people that won’t have enough budget to pay for what you do. Any time spent on these people from Sales is a waste. You can avoid these people who you’ll win at a 0-1% rate by having them self-disqualify.
If you’re worried about competitors copying your pricing or negotiating lower, they probably already know your pricing… Prospects often share competing quotes with another company as a negotiation tactic. So… your competition has probably already seen your quotes. That means you putting it on your website is going to make no difference.
When a company is in the beginning stages of a buying process or they’re trying to put together a business case to get approval to buy your type of software, one of the first things that typically happens is a manager will do some research online to find the pricing ranges for competitors. You might not get thrown in the mix of consideration if they have to request a quote just to get estimated pricing.
You might say that showing pricing doesn’t give Sales the chance to sell the value of the product to make them see that it’s worth the cost. However, if you’re “creating demand” through Marketing, they should be coming in well-educated already.
What’s your take? What am I missing?
I was interviewed on the Marketing Trends podcast recently! Click the link below to listen to the whole episode to hear about international marketing, creating demand, and how to scale marketing in a competitive space.
“How did you hear about us?” – INTERNATIONAL style
This form field gets more complex when your website is in multiple languages.
How do you get qualitative insights if you can’t understand what the lead says? Do you really want to manually translate every time? No!
Here are a few ways to solve this:
– Use Salesforce Data Translation. Make a new field with the same name and put “(Translated)” at the end of the field name.
– Regularly export the data and use the =googletranslate function inside Google Sheets.
– Become fluent in every language you market in 😉
Colleagues in other departments have opinions about what isn’t working in Marketing.
And most of it is true… Take the time to do stakeholder interviews & you’ll find golden nuggets. And you’ll start to see patterns.
Some may confirm your hunches while others change your view.
Hot take: Sales Engineering should have access to the same Sales & Marketing funnel metrics and dashboards that Marketing has. They’re a valuable piece of the pie and contribute good ideas, esp. when empowered with the same data!
Understanding the tech stack of your customers & prospects is underrated in ICP research.
This helps you figure out how you fit into their overall strategy, integrations you should promote or build, and where the budget might be coming from for your product.
How has this question helped you?
Day 3 of the new job: I’m joining Sales calls, meeting with my team, and meeting with peers. Why?
1. Hear the pain points from customers. Remember the *exact* words they use so that you can use them in your Marketing.
2. Build rapport with your team and hear their ideas.
3. Start hearing what Marketing needs to improve.
I was interviewed on a podcast talking about how to do B2B influencer marketing.
Views & % watched on YouTube can actually be helpful metrics to track if you’re certain your content is spot-on.
It shows you how people are engaging with & understanding your point of view.
Check out the full episode in the comments!