Acceleration comes from focusing the right sales and marketing messaging and tactics on the right prospects at the right time. The data needed to make that sort of success predictable must be intentionally sought, recorded and leveraged.
When the ratios are off…for example too many salespeople for available marketing spend; or too many marketing team members for the available spend and lead requirements; the whole program is destined to fail. There’s no way to bring in a reasonable CAC because sales will never have enough leads to work and marketing wages will be far too high per lead to make fully loaded CPL business-reasonable.
Each of my marketing automation “basics” could branch into endlessly complex, feature-thick holes of martech geekdom. In all candor, I’ve dug plenty of those—some of which were even worth it. But, most of the time, they’re not worth it. And keeping the basics, basic will make your B2B marketing automation predictable, productive and reliable.
Know that they often believe in what could be more than what is. And swinging for the fences is why they get up in the morning.
The result of the modern reality of content scaling is often version upon version upon version of hundreds or thousands of assets. All too often, the strategic fidelity of the assets that ultimately reach the market is watered down—a mere shell of what they’re supposed to be—ineffective at best—damaging at worst.
Although I was never an SMB guy, today, I am a small business. And I’m continuing to use some of the same tools I used to use as part of my enterprise stack. Here’s my SMB marketing technology stack of tools and how we’re putting them to work at Beacon9 and Married2Growth.
Plenty of ill-fitting customers will buy your solution if you let them. They are a tempting group, often having velocity in the pipeline. Make no mistake, they are also the devil.
Over many years and incarnations, I learned a lot about how to have a happy and healthy SaaS company. Of the health metrics I focused on most, churn was by far the most important as well as the most complex.
This post is about marketing differently and, in the natural course of that path, avoiding privacy issues entirely.
Over the years, I’ve experimented with a lot of different marketing KPIs. This short list has been my consistent go-to for the last three years or so.