Category: b2bmarketing

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b2bmarketing productmarketing teardown

Maximizing Sales and Minimizing Costs: A Deep Dive into Zingtree’s Innovative Marketing Assets

Here’s a teardown of a marketing asset that Zingtree recently created for the Sales team. 

Headline:
Shows benefit while speaking to cost-savings.
In today’s economic uncertainty, speaking about cost savings is more important than normal. 

Middle boxes:
Heading: gives specific outcomes they can expect, based on what we’ve seen from actual customers. E.g. Ramp agents 85% faster
Description: Describes features & benefits related to the outcome
Icons: Related to the text, break up the text to make it more digestible

Lower boxes: 
Social proof: descriptions from customers achieving great outcomes related to the middle boxes.
Customer logos: eye-catching brands people may recognize

Bottom sentences:
Use social proof of the # of companies. Include a CTA to take the next steps.

What other insights do you see here? What would you change in it?

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b2bmarketing demandgeneration

Mastering Executive Communication: A Proven Talk Track from My Recent Board Meeting

Swipe the talk track I used in the last Board meeting & use it yourself with other execs & Board members 👇

What a fun convo with Sam Kuehnle and Sidney Waterfall!

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b2bmarketing

3 Proven Strategies to Skyrocket Zingtree’s Revenue Growth: Unveiling Our Unique Marketing Thesis

My Marketing thesis for Zingtree in a nutshell:

3 things will drive pipeline and revenue growth for us:

Create & refine a compelling, differentiated story – carve out our unique PoV

Grow our awareness – If we grow the awareness of our PoV, we’ll grow pipeline

Convert interested & in-market ICPs – move them through the funnel quickly in a personalized way

How similar or dissimilar is this to your Marketing strategy?

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b2bmarketing outbound webstrategy

Unlocking Web Traffic Potential: Convert More Visitors with Tools like ServiceBell, Qualified, ZoomInfo, and HubSpot

Want to know who’s on your website? 
Want to proactively chat with them? 
Want to help Outbound have a list of higher intent accounts?

You can likely convert more web visitors & partner with Outbound by using these types of tools. 

(Note: this isn’t a full landscape of vendors that can do these; just a sample.)

Have you seen success or challenges with any of these?

ServiceBell, Qualified, ZoomInfo, HubSpot 👀

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abm b2bmarketing demandgeneration outboundsales

Maximizing Your Reach: Innovative Strategies for Targeting Your Audience in Paid Social Advertising

You’ll never reach your entire target audience on paid social.
But here’s how we get as close as possible at Zingtree.

This is a big Venn diagram – Each audience is largely overlapping but slightly unique. So each audience incrementally adds more people we previously didn’t include.

Not only is this good for making sure we market to our whole audience, but…

It’s also good for ensuring we provide full aircover for our Outbound Sales team.

What other sources should we add?
Does this inspire you to add more audiences to your paid social?

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b2bmarketing budgeting marketingstrategy

Mastering 2023 Financial Planning: Top-Down vs. Bottoms-Up Budgeting Strategies Explained

Working through 2023 budgeting?

Look at it 2 ways:
1. Create a top-down budget
2. Create a bottoms-up budget

Top-down: focused on budget needed to hit revenue goals

Bottoms-up: list all of your existing and planned expenses and add them up

Make sure to leave budget for new experiments, even if you don’t know exactly what they’ll be yet.

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b2bmarketing hippo leadership

Escaping the HIPPO Syndrome: Encouraging Collaboration and Open Dialogue in Content Creation

HIPPOs – Highest Paid Person’s Opinion 🦛
They too often run the show with no chance for feedback or dialogue from others. We’ve likely all been there.

Here’s an example regarding content. I’ve had past managers that would provide content edits, & I sometimes disagreed with them.

It felt like I had no choice but to accept them and move on b/c they were the boss – the kind of boss that wasn’t open to changing their mind or hearing other viewpoints 🙅‍♂️

Now that I’m the manager of content creators, I’m intentional about doing the opposite 💡

– If I leave feedback or suggestions, I often invite their thoughts to have a discussion about it. “Thoughts?” “What do you think about this?” “Just an idea to consider.”

– If I feel strongly about something, I’ll explain the reasoning for my opinion and then ask for their thoughts.

– I’ll let the writer decide what the final outcome should be if I don’t feel strongly about something. “Just an idea. You can decide what to do here.”

How do you elicit good collaboration and feedback?
What do you think of my approach?

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b2bmarketing marketingops revops

Unlocking the Secrets of Zingtree’s Affordable Martech Stack: Essential Tools for High-Impact Marketing

Wondering what other Marketing teams use for their tech stack? Here’s Zingtree’s Martech stack. 

It’ll grow a bit next year, but not by much. Many of these vendors cost <$50/month. You don't need to spend a fortune on tools to do great Marketing! Salesforce - CRM HubSpot - Marketing Automation Webflow - website CMS Metadata Metamatch - ad audience building Adobe (Creative Cloud & Figma) - design tools Notion - project management ServiceBell - website engagement BuiltWith - ad audience building ZoomInfo - ad audience building & Sales tool Descript - video transcription & editing LinkedIn ad platforms - ad campaigns Meta ad platforms - ad campaigns Envato - digital assets Shutterstock - digital assets Riverside.fm - podcast recording Buzzsprout - podcast publishing Shield Analytics - LinkedIn analytics Buffer - social media publishing Woodpecker.co - email automation VideoAsk - testimonial recording What is your must-have Martech tool that you don't see here?

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b2bmarketing categorycreation categorymanagement productmarketing

Unlocking Startup Success: Why Your Product Descriptor Matters More Than a Category

You probably don’t need to create a category for your startup yet…

Instead, create a great product descriptor or campaign name. Aka do Marketing.

As Todd Barr has said, if you create a category too early when you’re not the winner, you might be spending money for someone else to win the category.

So how do you choose your name then? Choose something that:
– Gets people excited
– Tells them more about what the company does
– Descriptive enough but not too bland
– Not too broad
– Your company is one of the best at

Agree/disagree?

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b2bmarketing demandgeneration facebookads linkedinads

Mastering Demand Creation: Top Metrics to Track for Optimizing Your Advertising Campaigns

People try to create demand but don’t know how to tell if things are working.

It gets harder when you’ve done 10+ campaigns.

Here are the top platform-level metrics we track to improve performance:

Campaign Name
Ad platforms
Type of ad(s)
Audience(s) included
Audience(s) excluded
Date launched
Date ended

Avg. CTR
1st month frequency
2nd month frequency
Audience size
Reach

$ spent
Cost per 1K member accounts reached
Avg. CPM

What metrics do you like to track inside the platforms for creating demand?