Categories
b2bmarketing demandgen saas

Split the Funnel Analysis for Effective Demand Generation

Actual tactics for “split the funnel” analysis (click image for full view):

Break down every stage in your funnel, by quarter and lead source.

Then analyze the cost ratios.

This will give you powerful insights into historical data if the company has been focused on lead gen.

Now you’ll have a business case to probably take budget away from Google Ads (and probably other sources) and start creating demand.

Add qualitative attribution from a free-form required “How did you hear about us?” and you’ll be able to show your create demand strategies drive results too.

Big shoutout to Danna Troncattty Leahy for helping me with this!

How does your analysis look? Anything you’d add?

Categories
b2bmarketing outofoffice

Spicing up Out-of-Office Emails: How Leopard Geckos Inspired Workplace Innovation

Out-of-office emails are too boring. But I made my last one fun! Check it out:

Have you ever tried incubating baby leopard geckos [1]? One of my former housemates, Nicholas, did so. It’s interesting because leopard geckos use temperature-dependent sex determination [2] – becoming male or female depends on the temperature at which they’re incubated.Ā 

To become female, eggs should be incubated between 80 and 82 F. Males should be in 88 – 91 F. Temperatures in between those two extremes produce a mix of sexes, and anything above and below those two extremes will create either sex or will kill the eggs. He tried to incubate females and was successful for most!

As I listened to Nicholas tell me about this, I pondered how constraints can actually produce certain types of growth in living creatures.Ā 

It made me think about how this applies to work as well. Constraints can actually make us more creative, produce new ideas, and create new ways to grow. Stanford’s d.school [3] and Johns Hopkins University [4] professors, among others, back up the idea that constraints can be advantageous.

So the question I started asking myself and would pose to you too – what kinds of constraints could we try placing on our work or life to stimulate new ideas and new ways to grow (temperature, budget, acquisition channel, environment, target persona, time, etc.)?

As you may be able to tell, I’m out of the office. Looking forward to connecting when Iā€™m back on June 6th.

See you soon,
Grant
——–

Hyperlinks from the actual email are in the comments in case you want to dive deeper.

Shoutout to Russ Chadinha for being the inspiration that OOO emails can be fun!

Categories
b2bmarketing socialmedia

Boosting Employee Engagement on LinkedIn: A Proven Kickstart Strategy for Companies

Want more of your employees getting active on LI? Offer a kickstart plan šŸ’”

1. Meet to do a review of their LI & provide suggestions.
2. Guide them in drafting 3 posts.
3. Tell them to post 3x/week.
4. Optional: Brainstorm more posts with them as needed.

I did this at Zingtree and 8 people asked for help! Should be fun to get more people active šŸ“ˆ

Categories
b2bmarketing hiring

5 Proven Tactics to Uncover Fresh Marketing Jobs Posted Online

5 tactics to find already posted Marketing jobs:

1. Use LinkedIn alerts (optional: set one up for your city and set a separate one for remote positions)

2. Use Google job alerts – this finds posts from tons of websites (set it up by typing something like Product Marketing Manager job, then click the more jobs, then set up your alert settings)

3. Check Slack communities for Marketers that have a hiring channel

4. Search LinkedIn with the “[title name] #hiring” e.g. “Director of Product Marketing #hiring”

5. Check niche Marketing job posting sites like the Exit Five or Revenue Era job boards

What other strategies do you recommend to people?

Categories
b2bmarketing marketingops recession

Maximize Your Marketing Budget: 4 Effective Strategies to Save and Repurpose Your Funds

4 WAYS to save money in Marketing (& ideally repurpose it to more effective Marketing areas)

1. Paid search (and display)
2. Consolidating redundant tools
3. Website development
4. Reducing hours or consolidating freelancers and agencies

What are some other ways you’re considering?

Categories
b2bmarketing fieldmarketing

Maximizing Tradeshow Follow-ups: Why You Shouldn’t Email All Attendees

Hot take šŸ”„ – If a tradeshow gives you the contact info of all attendees, do NOT email all of them after the event.

Unless they talked to you at your booth and gave you their contact info, they probably don’t want to get an email from you.

So… don’t send that huge blast to 5K people šŸ¤
Only reach out to those that actually wanted to talk with you.

Agree/disagree?

Categories
b2bmarketing positioning productmarketing

Boosting Contact Center Productivity: How Effective Communication Can Win Your Software the Top Spot

How does the Director describe your company to their VP when they’re explaining why they should consider buying your software?

That moment is so crucial if you actually want to get considered and win the deal.

Having positioning that is easy for someone else to remember and repeat is so key!

If they can’t communicate it clearly to others, then people will be confused by your company and you’ll get passed up. Probably by some competitor that makes their stuff easier to understand and repeat.

Our hope for Zingtree: that people can understand and repeat “Zingtree elevates contact center agent productivity through conversational workflow software.”

Wdyt? Think a Director of Support will understand that and be able to repeat and explain it?

What’s yours? I can give you my take if I think it’s understandable and repeatable.

Categories
b2bmarketing careerdevelopment

Unlocking Success in Marketing: An Exclusive Interview with Mason Cosby on The Marketing Ladder Podcast

Great speaking with šŸ Mason Cosby about Marketing! The first part is about my career journey; the second part is about my career advice for Marketers.

Check it out and let me know if you have any questions or thoughts šŸ˜Š

P.S. This will get published on The Marketing Ladder podcast soon.

Categories
b2bmarketing copywriting positioning productmarketing

Boosting Contact Centre Productivity: Unveiling Zingtree’s Exciting New Positioning & Messaging Strategy

I just presented new positioning & messaging to our whole company. Here’s the slide flow (in a condensed version for this text post):

Slide 1: Think to yourself: How do you describe Zingtree to someone when they ask you? (pause for people to think about it in their heads)

Slide 2: Why care about positioning: Consistent story, differentiated, mental map, aligned GTM motions & product roadmap

Slide 3: Factors to consider:
1. Must align with the company goal of ____.
2. Can the Manager/Director of Support easily explain Zingtree to the VP/SVP of Support?

Slide 4: What I’ve heard in my 1.5 months so far: (show options of what different people say and the sentiment you think each has)

Slide 5: New one-line positioning: Elevate contact center agent productivity through conversational workflow software

Slide 6: Breaking our one-liner down: (explain the meaning behind each word)

Slide 7: Key capabilities (list the key capabilities and a description of each)

The reaction was very positive and people are excited about it!

What would you add/change to this framework?

Categories
b2bmarketing careerdevelopment hiring marketing

Mastering The Ladder: Proven Strategies to Accelerate Your Promotion to Marketing Manager or Sr. Manager – Part 3

How to get promoted to Manager or Sr. Manager in Marketing (part 3 of my series):

To become a Manager of a specific discipline in Marketing (e.g. Product Marketing Manager), you need:
– Demonstrated completion of successful projects
– Curiosity to learn more

To become a Senior Manager of a specific discipline in Marketing (e.g. Senior Product Marketing Manager):
– Able to estimate timelines and due dates accurately and consistently
– Able to plan out and execute projects with high performance from framework to collaboration & review to completion
– Proficient with the relevant tech stack
– Able to track the quantitative performance of activities

What would you add or change? Has your experience been different?

Reminder about the stages I’m talking about in the series: Intern, Associate, Manager, Sr. Manager, Director, Sr. Director, VP, 2x VP, CMO.

To see each stage, follow me & click the šŸ”” icon on my profile for the next stage posts.