🚀 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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SaaS B2B folks>> "All in One" often sounds like a market winner, but it's a siren call leading to diluted impact and drained wallets. Market dominance isn't about being everything to everyone—it's about being indispensable to someone. Win, then scale. 🚀 Focus is your secret weapon. The narrower your target, the lower your Customer Acquisition Costs (CAC). While tempting, going 'all-in-one' to expand your Total Addressable Market (TAM) can backfire. Ideally.. ➡️ Pick ONE geography ➡️ Choose ONE sector ➡️ Learn. Adapt. Perfect. Align everything—product, marketing, sales—to the unique needs and pains of your chosen niche. Build a fortress of expertise, then expand, sector by sector. I'm curious, fellow #MarketLeaders – are you trying to corner multiple markets at once, or have you found success in targeted dominance? Let's share and learn together 😊 !!! #NicheMarketing #SaaSStartups #GrowthStrategy #BusinessFocus
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5 Multi-Channel Attribution Methods for B2B Marketing 1. Linear Attribution In linear attribution, each touchpoint receives equal credit for the conversion. If we assume the purchase value is $600, then each of the six touchpoints (paid media, organic search, event, newsletter, cold email, and cold call) would be credited with $100 of the revenue. 2. Time Decay Attribution The time decay model gives more credit to touchpoints closer to the conversion. In this scenario, the cold call might receive $250, the cold email $150, the newsletter $100, the event $50, organic search $30, and paid media $20, acknowledging that the interactions closer to the sale had a greater impact. 3. U-Shaped (Position-Based) Attribution The U-shaped model emphasizes the importance of the first and last interactions. Here, both the first touchpoint (paid media) and the last touchpoint (cold call) might receive 40% of the credit each ($240), while the remaining 20% ($120) is distributed evenly among the other touchpoints (organic search, event, newsletter, cold email), giving them $30 each. 4. W-Shaped Attribution The W-shaped model assigns 30% of the credit to the first interaction, the last interaction, and one significant mid-journey interaction. If the event is considered a significant interaction, then paid media, the event, and the cold call would each receive $180. The remaining 10% ($60) is divided among the other touchpoints (organic search, newsletter, cold email), giving them $20 each. 5. Custom Attribution In a custom model, the company decides the percentage of credit based on their understanding of each channel's influence. For instance, they might believe the event was the most influential (30% or $180), followed by the cold call (25% or $150), the newsletter and organic search (15% each or $90), paid media (10% or $60), and the cold email (5% or $30) based on their insights into the customer journey. Which multi-channel attribution model have you found most effective for your B2B marketing efforts? Please share your insights in the comments.
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Not all buying intent signals are equal! Understanding this is important so that we know how to engage with different buyers. 1) There are rational buyers. -These prospects methodically assess their needs and potential solutions. - They value patience and thoroughness, seeking the optimal fit for their problem. Action: Engage them with in-depth content and a streamlined system to capture their interest effectively. 2) There are the "I need it NOW" buyers - Driven by sudden external pressures, these buyers are in a rush to find solutions. Action: Provide prompt support and ensure your solution genuinely fits their needs to avoid future dissatisfaction. 3) And then there are "Impulse Considerers" - They show fleeting interest based on a whim, often lacking a solid foundation for their buying intent. - They move very quickly from "I need it now" --> "Not a priority" right now Do these resonate with your experiences? A more details post written by Pierre Herubel
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From all the reading I've been doing and conversations with experts in the field, it's clear that 2024 is set to be a transformative year for the SaaS industry, with substantial implications for Go-to-Market (GTM) strategies. Here are my predictions for what's ahead: 1) SaaS Buyer Return: We're seeing indications of a gradual return of SaaS buyers, signaling a potential resurgence and growth within the industry. 2) Pricing Experimentation: There's a trend towards more dynamic pricing strategies as companies look for innovative ways to enhance revenue and provide value. 3) SaaS Platform Expansion: Expect to see platforms broadening their scope, integrating more functions to offer holistic solutions and capture broader market segments. 4) Efficiency as Cornerstone: Efficiency is becoming a primary focus, with a push towards optimizing processes and maximizing productivity. 5) Revenue-Focused Marketing: Marketing efforts are increasingly geared towards strategies that directly impact revenue, underscoring the need for tangible results. 6) AI and Human Empathy in Customer Success: A synergy of AI efficiency and human empathy is setting new standards in customer service, aiming to provide an exceptional customer experience. As we anticipate these changes, I'm curious to hear from you. What trends do you think will shape the SaaS industry in 2024? #SaaS2024 #IndustryTrends #FuturePredictions Chart courtesy ChartMogul
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B2B SaaS: Sales and Marketing We know our products inside out; it's part of our daily routine. But our buyers are often overwhelmed by choices. They need someone with market knowledge to help them understand their options. Our role? To be that guide and lead them to the right decision. #B2BSales #BuyerSupport #GuidedDecisions
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Startups & B2B SaaS: Validate Positioning with Sales Talks, Not Just Web A/B Tests Why Also Do Sales Call Tests? Uncontrollable factors like traffic quality, messaging, and page design make website tests lesser reliable. The true measure is direct sales conversations with your best-fit customers. How to Test Effectively? 1. Start with Sales: Ensure your team understands and believes in the new positioning. Their buy-in is crucial. 2. Real Conversations Matter: Have your top salesperson use the new pitch in actual sales talks. Customer reactions are your best indicator. 3. Collaborate on the Pitch: Work with your sales team to refine the positioning. Their frontline experience is invaluable. 4. Watch and Learn: Look for customer cues during sales interactions. Are they engaged and understanding the message? 5. Iterate Quickly: Adapt your positioning based on feedback from these real-world interactions. 🔑 Key Insight: Real sales scenarios with ideal customers are the best way to test and perfect your messaging. Use agility and focus on customer feedback to guide your journey. #B2BSaaS #MarketingStrategy #SalesFirst #MessagingTest #StartupGrowth
