Archive June 14, 2023

Should gated content be part of our marketing strategy?

By in Content Marketing, Lead Generation, Marketing Tag , ,

by LIZ CHRISTO for Dear Stage 2 DEAR STAGE 2: Are we gating content this year? ~Asking for a friend DEAR ASKING FOR A FRIEND: To gate or not to gate, that is the question. I called on a friend, Margaret Kelsey, to help tackle this question. You might know her from her work at Invision, Appcues, and OpenView or as the co-host of new marketing podcast, Don’t Say Content. Who better to weigh in on this pressing content question? Unfortunately, we can’t give you a one-size-fits-all reply here. BUT, it’s worth noting that 62% of B2B marketers are employing gated content as one pillar in…

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Ad Fatigue is not always about creatives.

By in Email Marketing, Marketing Tag , ,

by CARLOS for 42 Slash One of our clients updated all Facebook placements with a single creative that had the objective of positioning their new brand + converting. After seven months of them adopting the new brand (and a few weeks with us onboard), we noticed the results weren't great.  The ad frequency was under 3 for the last 30 days, not a great indicator, and if we filtered by the previous couple of weeks, it was under 2. It is easy to correlate these results to the usual ad fatigue scenario. The ads had been running long (seven months);…

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Dumb advice that works

By in Work Tag

by Rob Snyder for The B2B Growth Newsletter Hi all — This week, I’m reflecting on a conversation I have with *literally* every founder. What do your buyers want to buy? Very few buyers want to buy software. Why? They already have a lot of software Most of their software sucks They associate software with a lot of things that aren’t good → There are a billion different software companies with virtually identical websites, how the hell am I supposed to decide? Why do I have to talk to a 22-year-old who doesn’t know anything before I can talk to…

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SaaS content marketing: From 0 to 500k visitors a month

By in Content Marketing, Information Technology, Marketing, SaaS Tag , ,

by Omid G for marketermilk I grew a SaaS company’s SEO traffic from 25k visitors/month to 500k visitors/month from content marketing. That’s a 1,900% increase. I’m going to lay out exactly how I did it in this post so you don’t have to go through years of struggling to figure it out like I did. This will be one of those articles that you read and refer to often. We are about to go over what content to create, how to create it, how to think about distribution, how to track ROI, how to find outsourced writers, and more. I…

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Help with time management?!

By in Human Resources, Self Improvement Tag , , , , , ,

by LIZ CHRISTO for Dear Stage 2 DEAR STAGE 2: I was recently promoted into a sales manager role. I had a great routine when I was an AE, but am struggling to adjust to this new schedule —there are a lot more meetings and more people who need my time. I get to the end of each day and still have a full inbox and a long to do list. What advice do you have for someone making this transition? ~When do I actually do work? DEAR WHEN DO I ACTUALLY DO WORK?: Welcome to sales management! Your time is no…

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Find & accelerate your marketing advantages to grow much faster

By in Marketing Tag , , , , ,

by MKT1 Newsletter A great product, team, and market have become table stakes requirements for startups to succeed. With the proliferation of B2B startups and the lower barriers to building great products, marketing is now the differentiator.  To succeed at startup marketing, a company needs 3 things: Founders who approach marketing as a strategic lever, not as a service organization to sales. Founders need to value and enable marketing as they do other teams in the organization. As the company scales, it is critical that all leaders see marketing on equal footing with other teams. A team with go-to-market skillsets & storytelling ability. Early…

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How one-click buy buttons boost sales

By in Revenue, Sales Tag , , , , ,

by THOMAS MCKINLAY for Aryih Almost 70% of items people place into their online carts are abandoned and never bought (according to Baymard Institute, 2022).  The top reason is a long and complicated customer check-out.  So what happens when you simplify it to the max? Enter: One-click buying. Here are the effects, according to scientific research from Cornell and Amazon. Previous insight: Boost conversions with more white space (more insights here) One-click buy buttons boost sales without increasing returns Channels: Ecommerce | Customer experience | Website | Customer journey | UX | UIFor: B2C. Can be tested for B2BResearch date: February 2023 📈…

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We need better swag!

By in Sales Tag , , , , , ,

by LIZ CHRISTO for Dear Stage 2 A rant on SWAG: Stuff We All Get. AKA alternatives to the branded water bottle DEAR STAGE 2: I’ve been tasked with ordering new swag for our company and I want to mix it up beyond the usual t-shirts and pens. What’s the best piece of swag/collateral you have ever given or received? Any creative ideas? ~We need better swag DEAR WE NEED BETTER SWAG: I totally agree — we do need better swag! Too often the branded swag I receive just doesn’t connect and I end up donating or tossing it. What a…

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Why this, why now, why me

By in Artificial Intelligence and Machine Learning, Information Technology, Sales Tag ,

by MARTY KASSALEN for Marty Kassalen's Substack The urgent need for B2B sales reps and leaders to adopt generative AI The Problem I don’t suspect anyone reading this lives under a rock. B2B sales is evolving and getting harder. Thanks for breaking the news, Marty. But just how bad is it getting, really? Bravado reported that 22% of sales reps hit their Q4 quota. Breaking that down: Essentially 1/5 reps were successful A minority of VPs / Directors were successful What this means: growth targets missed, higher CAC, anxious CEO, anxious BoD, frustrated reps, higher attrition, wasted recruiting & onboarding spend. Bottom…

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You’re Not Alone—The “Do More With Less” Trend Has Hit Content Marketers Hard

By in Content Marketing, Marketing Tag , , , , , ,

by Jimmy Daly for superpath Between the macro economy and generative A.I., content marketers have been thrown for a real loop over the past year or so. Things changed and fast. Here’s our monthly job board revenue for the last two years. It’s a small sample size, but I believe it represents some larger trends in SaaS. Revenue—and, by proxy, the number of open roles—peaked in January 2022. Then it fell off a cliff. A historically good job market turned into a historically bad one within just a few months. ‍ Profitwell founder Patrick Campbell recently shared an analysis of the SaaS market over…

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