Category: b2bmarketing

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b2bmarketing demandgeneration facebookads linkedinads

Exploring DAM the Demand: A Real-World Performance Analysis of Innovative Marketing Approach

Here’s a REAL example with performance stats of “DAM the Demand” 👀

Below are the early results, how we did it, and our specific examples.

ℹ️ DAM the Demand is an idea from Christopher Lochhead ❄️🐾 🏴‍☠️: You think you want that, but you really need this instead! When you’re creating a new category, this can be super powerful as a way to get the budget and mind-share switched to your product.

RESULTS in the first 8 days since launch:

➡️ Campaign objective: reach (we want guaranteed distribution to our whole audience)
➡️ Reach: 7.3% of our our target audience
➡️ Avg Frequency our audience has seen the ad: 1.6
➡️ CTR for specific ads range from .44% to 1.01%! (CTR is a proxy for high interest, and .4% is a good benchmark for solid ads.)
➡️ We even got 1 high intent demo request from them already! Self reported attribution and Hubspot attribution both showed it, even though the campaign objectives are reach!

HOW WE DID IT:

➡️ These are educational DAM the Demand style ads on LinkedIn and Facebook. Optimized for DISTRIBUTION and REACH, not for lead gen forms or website visits.
Audience network and audience expansion are turned off.
➡️ Our goal is to educate them in the feed itself; not optimize for getting them to click out of LI or FB.
➡️ If they happen to click through to our site, that’s a good proxy sign of their high interest! But it’s not the main goal.

OUR SPECIFIC EXAMPLE:

➡️ See the images below for what they actually look like.
➡️ Our unique point of view that is different: 
“Let’s be real. AI for Support only works for small use cases. But you probably have lots of complex cases you need humans for.

Elevate your humans through Zingtree’s conversational workflow software.

Turn every agent into an expert regardless of their tenure by guiding them through your company’s best practices in real-time.”

❓
Questions on this? 
Have you considered Daming demand? 
How have you done it or what are you considering?

Categories
b2bmarketing cmo hiring

Unlocking Your Potential: The Ultimate Guide to Climbing the Marketing Ladder from Associate to CMO

How to go from Marketing Associate to CMO 🤓📈🧑‍💻

I’ll walk you through the common criteria for moving up each phase of the ladder 🪜

1️⃣
To become a Manager of a specific discipline in Marketing (e.g. Product Marketing Manager)
• Demonstrated completion of successful projects
• Curiosity to learn more

2️⃣
To become a Senior Manager:
• Able to estimate timelines & due dates accurately & consistently
• Able to plan out & 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

3️⃣
To become a Director:
• People management experience (ideally 2+ people)
• Deep expertise in the specific discipline of Marketing, perks if you have experience in another discipline too
• Has shown quantitative impact on ROI, pipeline, ARR, or other relevant metrics to the discipline
• Has shown the ability to create strategic plans but still able to get your hands dirty
• Able to do budgeting, forecasting, & financial management, most likely with the help of someone more senior
• Proficient with analysis & reporting
• Proficient with your own discipline’s tech stack & some abilities in other disciplines’ tech stacks
• Strong collaborator with other teams inside & outside of Marketing

4️⃣
To become a Senior Director:
• Do things that Directors do but be consistently achieving or outperforming people management, marketing planning, & quantitative goals

5️⃣
To become VP of Marketing:
• Luck or providence
• People management experience (ideally at least 4-6+ people, some may require 10+)
• Product/brand marketing experience & demand generation experience
• Expert at budgeting, forecasting, financial management, headcount planning, & agency management
• Able to speak to past quantitative pipeline & revenue results
• Experience in a similar industry
• Able to speak to how you build culture & employee engagement for the whole Marketing team
• Able to solve cross-functional issues, not just Marketing issues

5️⃣
To become 2x VP of Marketing:
• Was already the VP of Marketing at a company with ARR greater than the ARR of the company you’re joining (they want to know you can get to their level; it’s risky to a company if you’ve never worked at their level already)
• Proven pipeline & revenue results from the last company you worked at
• Able to speak to specific campaigns end to end
• Able to give examples of how to solve people management issues
• Able to put together a solid 90 day and/or 1 year Marketing plan

6️⃣
To become CMO:
• Some years of experience as a VP of marketing
• Results at multiple companies are consistently solid
• The items in the 2x VP of Marketing are a must have now

This is the final post in my series on this geared towards marketing in startups. If you got this far and liked it, let me know!
Also, I hit LinkedIn’s character limit so check the comments for additional context.

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b2bmarketing demandgeneration facebookads linkedinads

Boosting Brand Awareness: How Zingtree Reached Over a Quarter of its Target Audience in Just 30 Days

27%+ of our entire target audience has now learned about Zingtree in the last 30 days 🔥
Before, probably <2% knew about us. How did this happen? We started running educational category, product, & customer ads on LinkedIn and Facebook. Optimized for DISTRIBUTION and REACH, not for lead gen forms or website visits. Each person in the 27% saw our ads avg 7+ times in that month, so we kept a high frequency. And there are fresh messages: 3 themes with a total of 20 different ads, so they’re not seeing the exact same thing. Our goal is to educate them in the feed itself; not optimize for getting them to click out of LI or FB. If they happen to click through to our site, that’s a good proxy sign of their high interest! But it’s not the main goal. The exciting thing is that our CTR (as a proxy for lots of interest) is crushing: 0.85% avg with some ads as high as 1.56% 🤯 (Keep in mind, we’re optimizing for reach, not CTR!) And we’re seeing positive signals in other areas too (website traffic, high intent demo requests, meetings, etc.) 📈 Want to see examples? Go to our Zingtree page, go to posts, then filter to ads. Anyone else seeing success in creating demand like this?

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b2bmarketing b2bsales gtmstrategy

Unlocking B2B Success: Discovering Your ‘Date WOW’ and ‘Marry WOW’ for High-Impact Business Meetings

Do you know what your “Date WOW” and “Marry WOW” is for your B2B target audience?

Date WOW – what is that thing in the 1st meeting that gets the prospect to lean forward in their seat and say wow? It might be solving a problem in a unique way, an easy way you integrate with their system, or a report.
You need this to get the second “date” aka the second meeting with the prospect.

Marry WOW – what is it that will help the champion at the prospect get internal buy-in from more senior people? Showing the vision for why you’re a great partner long-term is key.

When you figure this out, you can rinse and repeat and scale to lots of buyers b/c you understand what they care about most & how you can help.

Shoutout to Tae Hea Nahm & Bob Tinker for their “GTM Fit” terminology & framework that I’m summarizing here.

Categories
b2bmarketing productmarketing

Mastering Your Ideal Customer Profile (ICP): Top Factors for Successful Business Analysis

Here’s some top factors to review when analyzing your ICP:

– Think about your sweet spot ICP versus your total TAM ICP
– Large pain that you can help with your current product today without many enhancements needed
– Medium to large deal size (likely most companies want this)
– High win rate
– Fast sales cycle length

– Industries
– Company size
– Job titles
– Regions
– The related use case

Keep in mind: your current ICP may not be your future ICP as the product evolves.

Categories
b2bmarketing demandgeneration

Boost Your Sales Pipeline: A Comprehensive Guide to Improving Your Demo Request to Opportunity Conversion Rate

One of the most underrated metrics to look at:

Your demo request → opportunity conversion rate

Without spending more, you can get more pipeline created just by improving this metric!

Want to find the failure points? Break down request to opp further:
Demo request → Meeting scheduled
Meeting scheduled → Meeting attended
Meeting attended → Opp created

Your breakdown might look different if BDRs meet with a prospect before an AE, if you demo in a second meeting, etc.

Which area of breakdown have you seen the best improvements in?

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b2bmarketing hiring podcast

Unveiling Career Success Secrets: My Exclusive Interview on The Marketing Ladder Podcast

Check out the latest podcast I was interviewed on for some career advice and Marketing best practices!

Thanks for a great conversation, The Marketing Ladder & 🍏 Mason Cosby

Link in comments 👇

Categories
b2bmarketing hiring productmarketing

Join the Revolution: Why You Should Apply for Our Product Marketing Manager Position at Zingtree

I’m hiring a Product Marketing Manager! Interested? Apply with the link in the comments!

Why join us?
1. Work with me & our fantastic team!
2. Zingtree is growing very fast as a company
3. We have a very differentiated product
4. We’re taking an innovative approach to Marketing

Tag someone you think might be interested even if you’re not 😊

Categories
b2bmarketing demandgeneration marketing

Unlocking the 4 Secret Strategies to Optimize Self-Reported Attribution in Marketing

There are 4 secrets about self-reported attribution that every Marketing leader should know before implementing “How did you hear about us?” on their forms…

1️⃣ You need to create a second field to categorize and bucket the free-form answers.
This second field with grouped categories is what you’ll use for reporting purposes. You can do this manually or through automation. I prefer manual b/c I like to review every lead to find new insights & it only takes 5-10 seconds to populate the second field with the category.

2️⃣ You should test the exact language on your form.
We changed it to “How did you hear about Zingtree? Please provide as much detail as possible.”, and it greatly increased the length of answers and insights we could get from the field.

3️⃣ It’s not perfect when someone says they heard about you through multiple sources.
E.g. LinkedIn and Google search. Unless you want to do very advanced & often convoluted reporting with a bunch of (If field contains “word”, then show in this report), then you should only put one answer into the field. Which means you’re losing some of the data in your reporting using the second field.

4️⃣ Setup syncing between your MAP to CRM so that the field can carry through to the opportunity too.
This enables you to do reporting at the lead, opp, and customer level.

What would you add to the list?
Any questions about these?

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?