Category: b2bmarketing

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b2bmarketing demandgeneration pipeline

6 Proven Strategies to Boost Your Sales Pipeline Mid-Quarter: An Insider’s Guide

When pipeline creation is trending lower than expected mid-quarter… 🧐

Here are my favorite levers to increase it during the same quarter:

1️⃣ Looking at where the conversion rates are falling off & dig into why. 
It may uncover some process issues that could improve things in-quarter.

2️⃣ Review lead follow-up by the Sales rep / SDR & see if any didn’t get the right follow-up / Sales forgot to respond
(Ideally, this is automated with alerts but most companies don’t have this set up)

3️⃣ Reach out to old leads to see if things have changed on their end & they want to restart the conversation

4️⃣ Double check your audience targeting, ad frequency, CTRs, etc. in paid social
(Ideally always ongoing but most only check this monthly)

5️⃣ Increase impression share on top-performing paid search keywords 
(You spend more but may be able to take money from another area to cover it)

6️⃣ Talk w/ peers to see if it may be b/c of an industry / economic slowdown

What are your favorites for generating more new pipe in the same quarter?

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b2bmarketing pipeline

Boosting Revenue with Effective Pipeline Strategies: How Paid Search, Social Referrals, and Rebranding Can Drive Your Business Success

A few of the programs that have driven substantial pipeline and revenue for us have been:

– Paid & organic search
– Paid & organic social
– Referrals

What’s made all of these work better for us?

– We have significantly re-worked our positioning & story
– We created new content
– We underwent a new rebrand

What are your biggest pipeline drivers?

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b2bmarketing customersupport productmarketing

Creating a Successful 2023 Support Tech Landscape: An Unbiased Approach to Positioning Your Brand

Have you thought about making a tech landscape for your industry? We just created the 2023 Support Tech Landscape.

Here’s why and how we did it 👇

Why:

It didn’t exist for Customer Support, so we had a green field opportunity

We get to choose how we position ourselves in the mental map of prospects

We get to highlight the drawbacks (and strengths) of other categories of products

This is a dark social share-worthy piece for people to share with colleagues that will drive traffic to our website and help people learn about us

How:

1. We asked Support leaders NOT affiliated with Zingtree – not current customers – to write the article so that it came across more objectively

2. I suggested the categories to use

3. I suggested the structure to use:
-category definition
-short description of each vendor in the category
-pros and cons of each category

4. They wrote it

5. We reviewed and shared feedback

6. Design turned them into images

Have you created a tech landscape before? How would you improve ours? See the full article in the comments.

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b2bmarketing demandgeneration facebookads linkedinads

Unlocking Marketing Success: A Comprehensive Guide on Creating Demand & Scaling New Pipeline

New launch: my detailed playbook on “How To Create Demand and Scale Net New Pipeline” (free, no email required)

This 2,500+ word article goes into specific strategies and tactics about:
– Defining your ICP & unique POV
– Details for building advanced audiences
– Ad optimizations, frequency, and metrics
– Example ads
And more!

This is one of the most all-encompassing Marketing pieces I’ve created. And shoutout to Blake Strozyk and Silvio Perez for helping me write it up!

Finding something useful in it? Comment with favorite emoji to let me know 🚵‍♂️
Have a question? Ask away!

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b2bmarketing design generativeAI

Utilizing Generative AI for Innovative Advertising: Insights from our Discussion with Refine Labs

So fun to speak with Refine Labs’ Cassidy and Carl about how we’re using generative AI for ads, the website, videos, and more!

Generative AI should become a big part of your workflow. Otherwise, you’ll likely get left behind…

Give it a listen and comment / DM us with any questions or ideas!

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b2bmarketing newjobsameme

Joining the Future of Surgical Care: My Journey to VP of Marketing at HST Pathways

Exciting news: I’ve joined HST Pathways as the VP of Marketing!
 
HST is a ~$50M Bain Capital-backed software company focused on helping surgery centers.
 
A few of the reasons why I joined:
 
-Great and growing company (size, growth rate, profitability, culture, etc.)
 
-Strong alignment on marketing philosophy with my new boss, Nick Latz
As an example, even the job description mentioned demand creation and capture and said “You are a continuous leader, seeking out peers and thought leaders like Chris Walker and Dave Gerhardt to learn from.”
 
-Team and culture – the Marketers & execs I met all seemed sharp, engaging, and collaborative. The kind of people who I want to spend many hours with.
 
-Products & industry – Being able to help people provide better care for surgeries is very motivating. Plus HST’s products are game-changing for surgery centers (especially for those moving from on-premise solutions).
 
 
It’s going to be a fun ride! I’ll continue to build in public and provide actionable strategies and tactics.

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b2bmarketing leadership

5 Powerful Questions to Boost Trust and Connection in Your New Team: A Tactical Guide

Building trust is critical, especially when you start a new job. Here’s a tactical way to foster that:
In your next team meeting, have everyone answer these 5 questions:

1. What was your first job? 💼

2. How many siblings do you have? 👨‍👩‍👦‍👦

3. What were the places you grew up in? 🌎

4. Share a challenge you faced growing up. 🚧

5. Share something no one knows about you. 💡

This helps people open up about their personal life a bit & creates a better connection.
Someone has talked about battling cancer while others have talked about their guitar collection. To each their own level of comfort.

I do this every time I join a new team.

Also, whenever a new person joins my team, they answer the questions in their first team meeting, and then I have others on the team share something no one knows about them (so it’s not just the new person sharing).

Shoutout to Chris Duncan for first suggesting these questions to me!

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b2bmarketing creativedesign generativeAI

Boosting Ad Engagement: How Generative AI Creates Scroll-Stopping Ads

Are your ads scroll-stopping? Or do they just blend in?

Omar and I spoke with Cassidy Shield and Carl Ferreira of Refine Labs about how we think about creating scroll-stopping ads & how we used Generative AI to do so.

Watch the full episode link in the comments.

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b2bmarketing demandgeneration

Unlocking Success: A Modern Approach to ROI Calculators and Marketing Strategies

Me: “Are you good with ungating the new ROI calculator? I think this will get us the most people to go through the whole process & share the PDF with their colleagues.”

CRO: “Yep.”

Me: “Great, next topic.”

So nice to have Marketing philosophies aligned in a new job rather than need to persuade people of a modern approach to Marketing. Thanks Nick Latz!

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b2bmarketing interviewing

Mastering Your Job Interview: 46 Essential Questions to Ask Your Interviewer

Save this post for when you’re interviewing: 46 questions to ask the people interviewing you.

Now you’ll never run out of things to ask when they say, “Do you have any questions for me?”

This has a Marketing focus, but it can be applicable to other jobs too.

1. Where do you go to learn more?
2. What does the reporting structure look like?
3. How big is the Marketing team today? What is the team makeup? Are there agencies, freelancers, or consultants in use too?
4. What % of pipeline & revenue is sourced by Marketing?
5. What is the company growth rate?
6. Why are they looking to hire this position now? Is it replacing someone or a net new hire?
7. What’s the culture like?
8. How is the podcast going?
9. What % of ad spend is spent on demand capture vs demand creation?
10. How much have they implemented demand creation?
11. What’s interesting or unique about [your potential new boss]?
12. What responsibilities or teams fall under them?
13. What kind of feedback have they given you?
14. How do you like to give feedback?
15. From what you know so far, what do you see as my biggest fit and biggest gap to overcome?
16. How do the company financials look? How has the economic slowdown affected [company]?
17. Are they profitable? If not, how much runway do they have?
18. What is the annual budget for Marketing? How does that compare to last year’s?
19. What % of the company is fully remote?
20. How many physical offices are there?
21. How large is the TAM?
22. What countries / regions are you in? What is the rev split btwn them?
23. How much [type of mktg] are you doing right now?
24. What % of revenue is from self-service vs sales assisted?
25. What % of revenue is from expansion vs net new?
26. What % of revenue is from outside the US [or replace main country]?
27. What are the strengths and weaknesses of the hiring manager?
28. What motivates you to wake up in the morning?
29. What makes you question if I’d be a good fit or are you still wondering about?
30. What is the vesting schedule for the equity?
31. Can I see a quick demo?
32. Why did the last person leave?
33. What is the sales cycle length?
34. What is the ACV?
35. What does the competitive landscape look like?
36. What does a potential future exit look like?
37. What do you see as the biggest risks to achieving the vision?
38. Can you tell me about how you review company metrics and marketing metrics and on what cadence?
39. How often do you talk to customers and prospects or listen to meetings with them?
40. What are the conversion rates from demo request to opportunity and opportunity to closed won?
41. How many Sales people are there?
42. What are the biggest company goals?
43. Where do you think marketing needs to improve the most?
44. What is the current lead quality?
45. What does lead follow up look like?
46. What are the most common reasons HST loses a deal?

What’s your fav?