Shi Hui (Sushi) Ng

I talked to the Head of Growth Marketing B2B of a 2B$ company this week Here is the story ↓ The company started as a B2C Consumer App back in 2012. It’s only been 4 years since the B2B department was created there. 👀 They tried different strategies: 2020: Enterprise Sales (top-down approach) 2022: PLG 2024: Full Enterprise and ABM So it’s a 12+ years company that started ABM only 6 months ago. (it’s a 2B$ business on the back of PLG so it was long for leadership to understand and align on the enterprise strategy) The way they are approaching it: - They have different account tiers: 1500, 500, and 45 “light-house” accounts. - They want to do it all. Paid social–LinkedIn, Instagram, Meta. Events, Gifting. - They have one person leading ABM. - They are working with PMM on the strategy and execution. - They are working with Sales to warm up accounts (inbound and outbound). - They know it’s a long-term strategy with a long sales cycle and a lot of touchpoints. They know it’s hard to find correlation but they need to have learnings (multi-touch attribution). The yearly pipeline target is XXM$. 🤯 I’m curious to follow how the ABM motion is moving there in the coming months!

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We just hosted our first marketing & growth leadership dinner 18 people showed up, and we talked about what works and what doesn't. This was my first "dinner," and here is what I'd do differently: 1. TIMELINE Doing in-person events takes a lot of work. I'm glad I'm doing it myself because it helps me understand how that channel works when we hire a field marketer! The main thing to keep in mind is that coordinating venues, vendors, and attendees takes time. Plan at least a month in advance. We did it in two weeks, but we could've done it ten times better. 2. STRUCTURE Having too much structure would kill the vibes completely, while no structure could lead to lower ROI. We didn't care about that this time, but if I want to build a CAC model for events as a channel, I need to know and optimize my numbers. I'd go around and share intros next time so everyone kind of knows each other. 3. CONTENT Of course, I just forgot to take pictures. I only snapped a picture of a menu. Well, lesson learned. Take pictures! WHAT WORKED: I think one thing that worked very well was asking for a referral. "Do you know anyone else that would like to join?" was a great way to expand into people I haven't spoken with. NEXT ONE: Overall, it was a great success, and I want to do it again but with a better strategy. DM me if you want an invite for the next dinner in NYC in June.

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⚠️ Essential Guide to Avoid TikTok Live Selling Violations⚠️ Conducting business on TikTok's Live Commerce feature has been a game-changer for many brands. Though it offers myriad benefits, it’s important to be mindful of TikTok's guidelines to avoid violations and penalties. Here are some critical points to remember: 1. Don’t Misrepresent Products Ensure your products are accurately portrayed, be it their size, functionality, or quality. Misrepresentation can lead to user complaints and subsequent channel strikes from TikTok. 2. Avoid False Advertising Don't promise what you can't deliver. Overhyping or making unsubstantiated claims about your product or services may result in immediate penalties and loss of brand credibility. 3. Respect Intellectual Property Rights Selling counterfeit goods or infringing on others' intellectual property can lead to immediate account suspension. Always ensure your products comply with applicable laws and copyrights. 4. Maintain Community Guidelines TikTok has a robust set of community guidelines. Avoid content that is seen as hateful, violent, or inappropriate to maintain the respect of your audience and TikTok’s regulatory team. 5. Ensure Secure Transactions Ensure your payment methods are secure and user data is protected as per TikTok's privacy policies. This will prevent actions from being flagged as fraudulent. Navigating these regulations might seem daunting, but their compliance is crucial for maintaining a successful and ethical presence on TikTok's Live Commerce ecosystem. Have you encountered or heard of any cases of live selling violations on TikTok? What measures have you taken to ensure that your brand aligns with TikTok's guidelines? Share your insights in the comments to help enlighten the community. #TikTokLiveCommerce #OnlineSelling #EcommerceEthics #DigitalMarketing

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🚀 Mastering SaaS GTM Strategies for Asia 🚀 Every SaaS company has its unique GTM strategy. While large enterprise sales often blend account-based approaches with inbound strategies, SMBs are now focusing heavily on product-led growth. Entering the Asian market? Your core strategy doesn’t need a dramatic overhaul, but your approach to accounts certainly does. 🌏 Key Differences to Note: 1. Stakeholder Complexity: Managing stakeholders in Asia can be much more intricate. Be prepared for a more nuanced approach. 2. Initial Sale Values: The first sale ACV might be lower than what you’re used to in the US. However, with the right strategy, add-ons and NRR can remain robust. 3. Strategic Entry: Getting the right advice and setting up a solid strategy from the start is crucial. Asia can be unforgiving, and memories here are long. Navigating these challenges effectively can pave the way for strong, sustainable growth in the region. What has been your experience with SaaS market entry in Asia? #SaaS #GTMStrategy #AsiaMarketEntry #EnterpriseSales Ht Aakash Gupta

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Mixpanel, Canva & Trello Turn Customers into Loyal Advocates (Without Spending a Dime) The secret? They use the Reciprocity Principle - yet 99% of businesses don't! Here's what it is and how to use it in your business: What it is ------------------------ Imagine you're browsing your favorite online store when a pop-up offers you a free e-book packed with expert advice. Intrigued, you download the guide and find yourself absorbed in its valuable insights. A few days later, you receive a personalized email thanking you for your interest and offering an exclusive discount. Suddenly, you find yourself wanting to make a purchase, appreciating the store's genuine effort to help you. That's the magic of reciprocity in marketing - and it can work wonders for your brand, too! Why it works ------------------------ Reciprocity triggers a deeply ingrained psychological response. When your brand provides exceptional value, it activates the brain's reward centers, releasing neurotransmitters that foster trust and connection. This creates a powerful desire to reciprocate, turning customers into loyal advocates. How to use it ------------------------ To use reciprocity: 1. Offer free samples or trials 2. Create valuable, educational content 3. Deliver personalized experiences 4. Surprise customers with unexpected gestures 5. Reward referrals How top brands use it ------------------------ Brands like Mixpanel, Canva, and Trello excel at reciprocity marketing: Mixpanel: - Forever-free plan - Track 100,000 monthly users - Taste of powerful analytics Canva: - Generous free plan - Create visuals without watermarks - Wide range of templates Trello: - Free plan with unlimited boards - Collaborate with unlimited teammates - Fully-functional project management Ready to let the power of giving transform your marketing? ------------------------ *For more tips on using reciprocity in your strategy, check out the link in the comments!*

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Retention on Shopping Apps goes below 10% by Day 30! And… with users often browsing anonymously without accounts - it's easy for them to vanish without a trace. But, guess what - here’s one e-commerce app that’s turning the tables with this one strategy…. We are talking about Shopee, the wildly popular Southeast Asian e-comm app, which has cracked the retention code through ingenious gamification! By incorporating addictive games like Bubble Shooter and Shopee Candy, rewards, and live streams - Shopee has found a way to keep customers hooked and coming back for more. And, this goes way beyond other e-commerce marketplaces like Amazon that have the usual Spin-the-wheel like games to attract the masses. So, while traditional e-commerce struggles with poor retention, Shopee with its gamification strategy builds true customer stickiness and has the potential to increase loyalty by a staggering 77.8%! Take a literal game-changing approach to customer retention for your brand - experience the gamification genius of Rhym ;) #gamification #retention

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During the years I heard a lot of e-commerce guys say "We don't need SEO, we use Google Ads. It's an engine we can control. It's profitable so why bother." Today chinese ecommerce dragon Temu has DESTROYED Google Ads for many categories of products. I have heard as much as 40% increase in Google Ads click prices because of the chinese dragon. Which of course means many companies can't make a profit and stop advertising. Some even go bankrupt. SEO is not without competition or unfair changes, but never have we experienced anything as brutal as what just happened to Google Ads.

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Is your Media Company using the right CDP? Find out now. ONEcount features an in-depth comparison of seven leading CDPs and how well they are suited for media and publishing companies. We even compare Omeda's CDP and Darwin CX to the ONEcount Audience Tech Stack, providing a clear view of the strength of each platform. Compare now: https://lnkd.in/evUfUtqu #customerdataplatform, #audiencemarketing

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I recently had the pleasure of hosting Keith Tan, co-founder of Zeemart, for our SaaS Stories podcast. We uncovered essential strategies for thriving during the foundational stages of a business. Keith mentioned two key factors that are crucial to scaling in the early days: 1. Team - Hiring versatile professionals who are not only skilled but can adapt quickly and tackle various challenges is a necessity in the fast-evolving SaaS landscape. 2. Customers - Early adopters are crucial partners in refining your product. Their feedback is invaluable, helping you build trust and tailor your solutions to real needs. 💡 Has your business focused on these areas during its early stages? For more insights check out: https://lnkd.in/gnn-FRF7 #SaaSStories #Scaling #B2B #SaaS

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Exciting News for Startup Enthusiasts! HubSpot's 2024 Southeast Asia & India Startup Pulse Report is here, and it's packed with game-changing insights: 🌟 53% of startups in the region found growth easier this year—proof of their unstoppable resilience! 💡 A staggering 98% of startups now prioritise a clear path to profitability. Is your startup ready? 🤖 AI is booming, but finding top talent remains a struggle. Why are AI and ML engineers the hardest to hire? Curious about how startups are thriving amid a global funding winter? Discover what 600 founders and leaders have to say about their biggest challenges, golden opportunities, and the future of AI in business. Don't miss out—dive into the full report now! 🔍 Link in comments.

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Partnerships GTM is so variable from one organisation to the next.👇 _______________________________ 🔸 A mature partnerships function works in collaboration with a direct sales team in order for you to 'Win' together. 🔸 Partnerships take care of the partners and direct sales sign and manage the end customer (prior to migration to the account management team), except when the end customer is actually the partner. 🔸 In the ever growing world of ISV's, the ISV is either said integrated partner with an ecosystem of further end customers, or the ultimate direct end customer as an embedded platform partner. 🔸 An immature partnerships function is essentially direct sales teams signing and managing their own partners and closing direct sales deals referred by the partner at the same time. This is generally not a sustainable and scalable way of managing partnerships. 🔸 WHY? Managing multiple partners and dozens, hundreds or even thousands of end merchants at the same time is simply not sustainable at any form of scale. There is a reason why partnerships exists as a function in its own right in many organisations. Managing a successful partnerships ecosystem is without doubt a skillset that needs to be respected more. 🔸 Signing a partner contract is merely the very beginning of what can be an extremely long and either fruitful or highly frustrating journey for two organisations. Ensuring your business has an appropriate partnerships framework in place is paramount to securing long term success from your partner network. _______________________________ What happens next often depends on the vendor and their understanding of what makes a successful partnership tick. You can lead the horse 🐴 to water💧, but can you make it drink? 🤷‍♂️ I guess you will find out soon enough if you have the appropriate partnerships strategy and team in place..

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I ran 41 activation events for a startup and made so many mistakes. 😅 Being face to face with the public at a marketing event that is falling flat is on a whole other planet of anxiety compared to anything I’ve faced sitting at home on my laptop. 😫 But when it goes well, making meaningful connections and tapping into a high value community can be super impactful for a small business. The fact that it is high effort and hard to land is what makes it such a special opportunity, as most people are too nervous to try it all. So for the brave and the bold looking to try my favourite growth channel, here are my top 5 lessons 🌱: 💡 Start with an MVP - don’t commit your team’s time or money to the top tier version before validating viability. ⏰ Choose the right moment - when and where are you audience going to be most receptive to learning about your product? 💬 Get your messaging right - get people to say “tell me more” and not “what is this?” 🛍️ Don’t over-invest in branded merch - tat is dead and if you have product market fit and message market fit, you shouldn't need branded pens to get attention.  🫂 Prioritise making human connections - less about what is going to make you look like you’ve made an impact in the short term and more about actually making an impact.   📖 Read more about what led me to this list: https://lnkd.in/eC7gXUrD #brand #growth #marketing #events

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Absolutely thrilled to share Upvest's latest product marketing video! 💪 We've been putting enormous effort into making a technical and complex topic such as ✨ Investment API ✨ easy to understand. This is how: 🔥 Benefit-driven marketing has been our go-to approach to answer the age-old question "What's in it for me?" ✨ We've injected creativity and simplicity into every frame, ensuring our audience not only grasps the concept but also gets excited about its potential. 🚀 We're using storytelling techniques to transform complex jargon into a captivating narrative that speaks directly to our viewers. But this is only the beginning... Prepare to be inspired, educated, and absolutely blown away by what we've cooked up! Make sure you follow Upvest for more insights into how we're making investing as easy as spending money. Make sure to follow me for more on the topics of #productmarketing and #B2Bmarketing.

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Every app owner aims for improved visibility and increased downloads on app stores, but not everyone has the time/resources to have a well-defined ASO strategy or keep it regularly updated for optimal performance. Thank you Yaroslav Rudnitskiy for sharing your valuable insights on this topic!

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Tired of watching your online competitors steal the spotlight? It's no longer enough to rely solely on in-store promotions, customer referrals, influencer engagement, or mail blast outs. It's time to level the playing field by partnering with Single.id to unlock resources that can revolutionise your marketing strategy. Partnering with Single.id not only unlocks unparalleled marketing opportunities, including PR articles, ads on TV, Digital, Social platforms by Influencers, Celebrities, but also ensures that these promotions reach over 230 million users of Banks and Media platforms. All of this without worrying about limited financial resources 💸💸💸 To outshine your online competitors, you do not need financial resources. You need a strong partnership. Thrive in a competitive landscape by thinking outside the box. Embracing collaborations can unlock untapped opportunities and expand your reach in ways you never imagined. #singleid #retailers #competition #brands #marketers #marketing #affiliates #growth #brickandmortar #retail #enigmaticsmile #vow

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Seeking Your Insights - Validating a Disruptive Business Model 🚀 Dear KOL, My name is Tuphan Banerjee, and I'm the founder of Mtrench Solution Private Limited, a creative media marketing brand on a mission to reshape the marketing industry inside out alongside SaaS. I am also CMO at Cubane Blockchain, working on Web3 Industry for the last 3 years. I'm a huge admirer of you guy's work in marketing and in understanding business models that actually drive growth and impact. Your insights on SaaS and Marketing individually will be incredibly valuable to me. I'm reaching out to you because of your incredible work in marketing, web3 and SaaS.  Your insights have been a major influence in the field, and I believe your voice would be invaluable in a private discussion we're hosting We're currently developing a unique approach to crater the SaaS industry.  I believe it has the potential to change the growth metrics and approach towards marketing for the SaaS industry on a big scale. However, I understand the importance of getting feedback from industry leaders like yourself.  That's why I'm reaching out, hoping to gain your valuable perspective on our business model. Would you be open to a brief (15-minute) call to discuss our approach in a group discussion?  I'd be thrilled to share more details and learn from your experience. (Please DM me here or WhatsApp me on +91 6291119094) Additionally,  We've assembled a select group of industry leaders like yourself to have a candid conversation about the future of startups in tech. This exclusive group will be a space to: Share cutting-edge ideas:  Discuss the latest trends and challenges in cutting edge, SaaS and D2C. Collaborate on solutions:  Brainstorm innovative approaches to shape the future. Gain valuable insights:  Learn from each other's experiences and expertise. Access to valuable yet free resources: We will drop free resources every week This private group will foster a space for open dialogue and collaboration without the constraints of public platforms. Would you be interested in joining this exclusive group discussion? Here's the link to join: https://shorturl.at/aqtAF   Please note: Participation is limited to ensure a focused and productive discussion. While I understand your time is valuable, your kind response will be appreciated. Thank you for your time and consideration. I look forward to hearing from you soon. #kols #leaders #founders #cxos #entrepreneurship #businee #startup #communitymarketing #communitydevelopment #marketing #businessmodel #fundraising #sharktank

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🚀 Product Marketers: Strategy or Reaction—Which Drives Us? The Reactivity Trap: Product marketing often reacts swiftly to immediate demands, risking strategic depth for quick fixes. This might seem flexible, but it often dilutes our long-term goals. A few questions to ask ourselves: 1) Are we integrating strategy from the start, or are we getting caught up only at the end? 2) How well do we really understand the needs and inputs from all departments, not just our own? 3) In our efforts to innovate, are we genuinely listening to the market and our consumers, or are we confined by our historical data and past successes? Inviting all product marketing folks to join this conversation: How can we ensure that our strategies are not just responsive but truly visionary and proactive? #ProductMarketing #StrategicThinking #Innovation

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How do Product Marketers keep up with what PMs are shipping? It feels like you're constantly playing catch up. Ex: Our marketing site often falls out of sync with the existing state of the product as releases pile up. This gap between our marketing claims and product reality is = “marketing debt”. And by the time we get the site up to speed, other releases are on their way to production. Gaining access to JIRA or the Slack channel that spews all the release notes isn’t helpful either. Why? 1- PMMs don’t need to market or launch everything that hits production. 2- Every release or feature doesn't deserve the same "launch" intensity. The launch intensity varies based on how far it'll move the value needle. e.g. a sample hierarchy: Level 1 - Massive rollout. Changes the complexion of the product. Ex: Notion AI or Canva Magic Studio. Level 2 - Significant. Key feature that deserves airtime. Ex: Hubspot call tracking. Level 3 - Low-key. Worth mentioning but not too critical. Ex: a new search filter. Level 4 - Trivial. No need to invest marketing resources. Ex: minor bug fix, UI edit. L1 and L2 deserve a proper GTM. It could combine everything from a sales motion, social push, landing pages, email marketing, partnerships etc. L3 and L4? Not so much. Also, L1 and L2-level features are often split into smaller work items. Fishing out all the relevant tickets for a meaningful launch is another challenge. Can PMs not just highlight signficiant releases? Put them on a spreadsheet or fill up a form? That can be problematic. Not only is the context of the feature lost during this handoff, but the PM isn't the best person to assign the appropriate launch level. This requires a systemic shift. 1) PMMs sync up with PMs earlier in the development cycle. 2) During sprint planning, PMMs and PMs agree on the L1s, L2s & L3s. 3) The PMM custom-labels the tickets with an appropriate launch intensity. 4) Using Zapier or a Slack channel integration, the PMM gets notified when such tickets move into a certain stage. The tickets are also ported to the marketing workspace like Notion or Asana. The above only makes “tracking” the debt better. It doesn’t resolve it. But having visibility is better than always having a reactive stance. -- How do you manage this challenge?

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