Ty Lim

Last week, I shared how I built an SMB Marketing Budget from $15k/yr to $80k/yr. Its the same methodology I used to do this with 5x, 10x, and 50x budgets. A big thanks to Renée Chaplin from Constant Contact for inviting me to share 20 years of insights in the form of a 10 min case study with one of our PassionBerry Marketing clients, Fabrique at the B2B Marketing Leaders Forum last week. Sharing the stage with Kalyn New, Holly Popovic and Renee in a packed out room of marketers, our goal was to reveal how we do more with less, share practical takeaways and be open about our fails. The feedback was positive so I'll take that as a win 🙂 I thought I'd share the slides from the presentation and the key out-takes and tips I shared on how to scale your marketing efforts. Principles that work ✅ Start small - build one channel at a time. ✅ Grow with a positive ROI - If you earn more than you spend, you can build more budget. ✅ Scale with your networks - You have networks you can use, scale using them. ✅ Time, Money People - 3 types of resources: How do you leverage every single one of them to create growth ✅ Every SMB needs experts they can trust - be that expert for your business. ✅ The marketing team is a cost to the budget. Think about how they spend their time as part of your budget. What channels can you use to create ROI positive results? ✅ We started Search with a $500 ad spend in 2014, with $350 monthly fee (times have changed). We generated leads at $60 each. This meant 3-4 converted leads/mth leading to $10-15k in revenue. Own your audience - Email Marketing ✅ We generated 1 convertible lead from past clients, every month, with inspiring content, a local approach, and building trust. 2x ROI from the start. ✅ Remember, own your audience. Leverage Partnerships ✅ Use your supplier's brands & materials to social proof your business. ✅ Get marketing funds from them to use to promote their products (& your business) locally. ✅ What businesses sell a complementary products that you can partner with? Someone we make look better (who helps us too). Leverage Staff ✅ We used an installer who was an amateur photographer to take case study photos of their work. This drove social proof online & enabled upsell during the sales process. ✅ Staff help get Reviews for your business. Celebrate the wins from this process. Leverage Content - "one thing does four things" ✅ Use good supplier & partner content, share on your channels. ✅ Build case studies on shared projects with suppliers to split costs on the creative, share across all your channels, use it on local ads & to convert leads in the showroom. Repeat. Use your own spaces to sell ✅ Have a TV in your showroom showing your content ✅ Get Google Reviews from people in your showroom 😎 HERE TO HELP 😎 If you're an #SMB with a budget you're trying to scale, or a business owner needing advice on strategy ands how to execute ➡ Connect or Follow. #CMOforHire #B2B #Marketing #ScalingBusiness

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To scale from $1M to $10M ARR, you need to turn your ad hoc GTM efforts into a well-oiled machine. This means creating repeatable processes across your entire GTM - from lead gen to sales to customer success. The good news for technical founders is that they're experts at solving complex engineering challenges with precision, efficiency, and structure. At this stage of startup growth, they need to apply that same systems-oriented mindset to GTM - which, for B2B startups, can be approached more as a science than an art. More in the May edition of B2BaCEO: https://lnkd.in/emsvFN9q

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Podcasts are the ultimate top, middle, AND bottom of funnel content. But you have to know how to use your podcast for each level. Top: Collaborate with your sales team, get guests on your sales people are targeting (or similar types). --> builds implicit awareness around your solution with target buyers/co's Collaborate with your customer success team to understand what your customers & target customers want to learn about. --> great Youtube Descriptions and blog posts make that content discoverable by potential buyers Middle & Bottom: Share the insights by repurposing the content – generally aligned to how your company understands real people's problems. Send out links and derivative blog posts in newsletters, DMs, emails to prospects, etc - Repurpose standout sections - Build credibility among your buyer group - Encourage guests to share the episode One podcast can feed your content strategy for a month. Are you doing any of these today?

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3 stages of ABM maturity... AMATEUR - Buy expensive ABM software - Get a wish list from sales - Expand the list with a broad ICP and buyer persona - Target thousands of accounts with ads across multiple channels and "nurture" with automated email cadence - Transfer any account that was marked as "engaged" by ABM software to sales for the follow up - Sales add acounts into automated sales cadence with a few cold calls SEMI-PRO - Select a vertical and a focused market - Do an account validation through account research - Personalize content to a specific buyer persona and vertical - Interview internal Champions to create case studies and expansion - Marketing targets Decision-makers with content ads - Sales reaches out with job-role and vertical-based pitching PRO Marketing and sales together analyze clusters of accounts that have a similar challenge and focus on cluster with higher win rates, shorter sales cycles and higher ACV. Select and qualify accounts that fit cluster ICP are already aware of the brand. Prioritize all accounts by revenue potential, level of relationship, vendor awareness and product-need evidence / buying signals. Do cluster challenge decomposition, define the necessary educational and change management content, and agree on the messaging. Do in-depth account and buying committee research to uncover specific account challenges and develop personalized content and solutions. Develop together multi-threaded warm-up and activation tactics: - Engagement on social and in the communities with different buying committee members - Content (organic and paid) & events aligned with the current needs of the target accounts - Content collaborations - Cluster-based events (live or webinars) - 1-1 activation through strategy sessions, workshops, audits & recommendations - Personalized content hubs - Social selling based on engagement and intent insights - Direct mails with personalized proposals --- ABM maturity is not how expensive and sophisticated your stack is. ABM maturity is how marketing and sales: - Analyze together different clusters and focus on those where they have higher chances to win - Select accounts that are likely to become sales opportunities - Nurture with a content that changes buyers false beliefs, educates on the right ways to solve their challenges and helps them with their jobs-to-be-done - Connect and engage together different buying committee members to generate a sales opportunity #abm #b2bmarketing

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The CRO industry is very focused on winning A/B tests. All these unrealistic uplifts, absurd claims, and unsupported statements build a perception that it’s all about the green numbers that go up. Most case studies that are published do not go explain the thought process behind, do not list out research insights, have no problem statement at heart. But numbers go up. When one test wins and then the person who publishes presents it as a universal truth, is it helpful content? Is it reflective of the real world? And what about claims that unless you have a 100,000 visitors in your test, you should blindly implement “best practices”? Have we lost our Why? I get that business growth is ultimately what AB testing is aiming to achieve. That’s the outcome though, so what is the Why and where has it gone? Almost every change happening in organizations is not tested. Just deployed, implemented and believed to be an improvement. Without a control group, any reporting or data comparison risks having unknown variables having influence. And do they ever measure how badly the bad implementations hurt revenue? It must sting. The organization simply can not have clarity on : Does our change actually perform better than its previous version? Every time a team or business starts testing, a significant shift in dogma happens. They start shipping stuff with a question in mind instead of an affirmation. “Will this really improve?” vs “This is an improvement.” It changes a company culture. The only source of truth is your users. Testing tells us what works, what doesn’t and also their effect. Implementing a winning test feels good, and so does pausing a test that was a total conversion killer. Tests produce more data and drive decision-making to be informed, and customer-focused. Our Why, the reason we run A/B tests, is to build a feedback loop and better understand what we can serve visitors in a way that converts them into buyers or leads. Our Why is the feedback loop. And every test that is launched is a win when we let the visitors determine what works best.

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🧪 CRO Case Study Ep. 47 Check out how adding a free gift to our client’s product page boosted their annual revenue by $816K. This strategy can fire up your sales too! 🔥 The Results Breakdown: +$68,000 per month + $816,000 per year (forecasted) + $0.74 revenue per session (Bookmark this)

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E-Com brands: The most profitable email flow is the Welcome Sequence. Problem is most brands make the same 3 mistakes and it's costing them $10,000s each week. Here's what they are and how you can fix them: #1: A Welcome flow is not a coupon delivery flow. If you're doing things right, the biggest chunk of your new subscribers will buy from the first email. Usually between 5-20% depending on where they're coming from. That's normal. These people had high buying intent to begin with, and the discount you offered them in your pop-up was the cherry on top to persuade them to buy. This means that your first email should always be about delivering the offer you promised and then making it simple to use. But: That doesn't mean that the rest of your emails in this sequence should be like that. I've audited hundreds of Klaviyo accounts, and this is a common structure that I see (and hate): Email #1: Here's your discount Email #2: Here's a discount reminder Email #3: LAST CHANCE I hate it because it leaves so much money on the table. Instead, a great welcome sequence should also: - Get people to know you - Get people to like you - Get people to trust you - Get people to want to give you money because you're solving their problems - Get people to want to give you money because you're relieving their pain - Get people to want to give you money because you're giving them status - Get people to want to give you money because you're getting them closer to their goals This takes us to mistake #2... #2: Sending the wrong type of emails "All right, so we shouldn't talk only about our offer. So what then?" Here's the truth: You really start selling after your first email. And there are as many ways to sell as stores only relying on the first sale to profit. But a simple way to come up with sales arguments is by reversing the 7 goals above into ideas: - Get people to know you by telling them stories - Get people to like you by showing them you're like them - Get people to trust you by showing your credentials and that also others trust you - Show people the ways you can solve their problems better than anyone else - Show people the ways you can relieve their pains better than anyone else - Show people the ways you can give them status - Show people the ways you can get them closer to their goals better than anyone else See how you're already coming up with ideas? All right, moving up to mistake #3. #3: Sending too few emails With all the hints above you probably saw this coming. If only 5-20% of people buy from the first email, why wouldn't you make this sequence as long as possible? But one of the most hurting mistakes I see is having welcome sequences with only 1 to 3 emails in them. The solution is simple: have at least 8 solid emails in the sequence. Implement these tips and watch sales roll.

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Here is an overview of a cohesive B2B demand generation and ABM function (and 6 steps to develop it). 1. DEFINE CLEAR ICP CRITERIA. - Firmographics/technographics - Account qualification and disqualification - Buying committee roles 2. DEFINE ACCOUNT PRIORITIZATION CRITERIA. Develop an internal opportunity likelihood assessment: Which accounts can become sales opportunities this quarter? - What tells us that this account is "vendor aware"? - What information do we need to have to be able to create a personalized offer? - What signals can tell us they have a need in our product? - What is the revenue potential of accounts we want to focus on? Prioritize Tier 1 and Tier 2 accounts. 3. DEFINE SOURCES OF INTENT AND ENGAGEMENT DATA. Prioritize: - Social repetitive engagement - Website intent - Event sign ups - Champions/power users joined a new company - Content hubs Define an engagement threshold to select accounts that are already aware of you. 4. SEGMENT ACCOUNTS INTO THREE LISTS. Segment all accounts into 3 lists: - Cluster ICP: vendor unaware, product need is not known. Goals: make them vendor aware, get engagement from the buying committee members. - Future pipeline: vendor aware, product need is not known. Goals: collect information about account needs, build relationship with potential Champions. - Active Focus: vendor aware, product need is known + strong buying signals. Goals: create internal Champions, generate sales opportunities. To create champions you need to generate enough credibility and set up a belief that you have the right solution to their challenge. Spend 20% of marketing and sales activities on Future Pipeline and 80% - on Active Focus. Cluster ICP (where accounts from territory planning should fall down) should be added to your demand gen program. 5. ACCOUNT MAPPING. If you are targeting enterprise companies, you can easily end up with hundreds of people who have VP/ Chief / Head Of ..<your solution>. Define the right buyers you need to engage with, understand their jobs-to-be-done, KPIs, roles in the strategic account initiatives. Then, align them with the buying committee roles: champions, decision-makers, blockers, etc. 6. PLAN LIST ACTIVITIES. Answer 3 questions: - What content and activities should we run to create vendor awareness and generate demand for our product among cluster ICP? - How can we build relationships with the buying committee of Future Pipeline accounts and validate their challenges? - How can we nurture and accelerate buyer journey of Active Focus accounts to generate a sales opportunity? --- Not all accounts that demonstrate high engagement are ready to buy. Instead of siloed functions, we should focus on marketing across the whole funnel. This model helps you create a cohesive loop to activate accounts that are ready to talk to you and stay top of the mind of the companies that are not ready to buy. #abm #demandgen #b2bmarketing

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I’ve now worked with 100+ founders, marketers, and salespeople setting up RB2B workflows. Here are 8 surprising use cases that companies are using to turn signals into revenue (besides booking demos): 1. Which pages drive ICP traffic - We wildly underestimated value proposition here - We need to make our own dashboards and offer a small upsell 2. Cross-selling existing customers from product pages - Morgan at Chili Piper gets credit for this one 3. Multithreading across customers - Sendoso use case #1 - Buying groups are the MOST valuable use of the intent signal - We’re building buying group functionality 4. Finding lookalike site visitors of successful customers - Sendoso use case #2 - I personally love it - although it’s fairly similar to an ICP visitor 5. Looking at competitors on your site - Who doesn’t want to know who’s snooping around? - You can see which pages they are paying the most attention to 6. Looking at investors on your site - Even if you’re not raising in 2024, still need to know who is thirsty 7. Discovering new ICPs on your site - Akooda use case #1 - 13% of their organic traffic is HEALTHCARE, reading about problems they solve 8. Current customers clicking on support pages - This one saved us with our biggest customer at Retention.com - They were looking at deliverability issue page, we saved the day, and customer TAKEAWAY: The power of Person-Level Website Visitor Identity goes far beyond booking demos. Our creative customers are figuring out new use cases every day. It’s helping us help our existing customers get more value out of the tool. It’s also helping us build out our product roadmap. Most importantly - it’s helping churn!!! Thank you RB2B community for being so badass and figuring all this stuff out. P.S. Tomorrow at 1pm EDT I'm doing a LIVE event with Clay and Sendspark to teach you how to convert "signals" into revenue. We'll show you exactly how to capture website visitors, enhance that with Clay, and then automate personalized videos for each person. Register here: https://lu.ma/55ob97py

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What sales want from marketing: 1. *QUALITY* INBOUND PIPELINE Sales obviously want more pipeline, but for many B2B companies, inbound pipeline is unpredictable, and many inbound leads have low revenue potential. That'e because the programs are not aligned with ICP accounts with the highest revenue potential, their use-cases and real challenges. 2. VENDOR AWARENESS Most sales teams are experiencing a decline in outreach response rates and outbound pipeline. In the age of AI, personalization is not enough. Buyers receive so much outreach, they only read messages from people they know. Do this:  - Align marketing and sales on the same ICP accounts and account clusters  - Via salespeople’s profiles, distribute content to these accounts that's aligned with their challenges - To the same accounts, promote webinars/events with SMEs, and work with sales to invite, connect to, and follow up with engaged accounts 3. CHANGE MANAGEMENT CONTENT B2B buyers prefer the status quo to:  - Change management - Putting their reputation on the line  - Endless meetings It's not enough to uncover a high priority problem. Reps need to show their champion they can help them navigate their buying and implementation process. 4. 360° ACCOUNT INSIGHTS Many GTM teams struggle with account blindness. Sales are unaware of marketing touchpoints with the target accounts, what they mean, or how they can leverage them in their outreach. Ask sales, "If you had to bet your compensation on an account, what info would you need?" Map the questions to the different touch points (e.g. follow-up to a post engagement, webinar sign up, poll, follow-up qustion) and work with sales on collecting insight at each touch point. 5. BUSINESS CASES Sales don't close deals, buyers do (Nate Nasralla). As sales works on discovering high priority problems, cost of inaction, and collecting critical questions from the different buyers—marketing can help in building a business case, path to the solution (migration/implementation/integration...) and collateral to respond to questions. 6. CLEAR MARKETING MESSAGE Nothing frustrates sales more than hearing "but what exactly your product does?" Many companies invest a lot in demand gen, but their website leaves you with no clue about what exactly the product does. The copy is full of jargon and fluffy words. As a result, buyers have a wrong product perception and expectations. Sales need to spend a decent time handling the frustration and explaining how the product helps. But in most cases, the opportunity is lost. ---- I often get a question from peers: How can we improve marketing and sales collaboration? Start with these six areas. 

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Killer Use Casefor AI for revenue teams Identifyin and researching new target accounts. Did someone sell a deal, prompt AI with “please list out companies that compete with X company”. I’ve found “we work with (insert competitor) is one hell of a hook. Not so killer use case for AI for revenue teams Writing outbound sales and marketing messages. It takes longer to rewrite them, then just writing them yourself in the first place.

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**Part 3 of 12 of The SaaS GTM Series. **  Your GTM strategy must include brand awareness. As an early-stage SaaS startup, you have one major problem – no one knows who you are. Your brand, your name, your product – none of them matter to the market (yet).                                                                                                                                                                                                                  You have to work hard to obtain brand awareness. It is not something that happens overnight, it takes years for this to happen. Many startups focus solely on short-term plays such as lead generation and trying to obtain revenue, but they fail to do the tactics that help you grow in the long term. When it comes to brand awareness, you need to attack it from multiple channels. Here are the first 3 tactics to help you achieve brand awareness. 1. Awards: Enter free awards in your industry or SaaS (don’t participate in paid awards yet). Awards help you not only get press and notary in your industry. They also are a great way for you to work on your brand positioning & messaging as you answer the questions on the applications. An award gives your product validity and proof of use in your industry. Don’t just go for company awards, enter your founders/leaders in personal awards too. The more award wins, the more media coverage you will have. The goal is to always get press that you can use in social media, on your website, and in your marketing. 2. Pitch Competitions Entering pitch competitions helps you perfect your pitch and obtain free press. You can be mentioned as an up-and-coming startup in coverage about the competition, and if you win, even more great press. Many pitch competitions connect you with investors, and some even come with investments in your company as the reward for winning. A client of mine won a pitch competition and was featured in a national publication, which triggered an investment from our lead investor who had been saying no for a year. 3. Public Relations You have to create relationships with industry news reporters, as well as within the tech scene. Pitch stories to them. You have to make sure that the story you are pitching is relevant to their readers and press-worthy. Pro tip: people love reading about other people’s journeys. Lean into your own experience and develop a story as to how the product relates to it and why you chose to build it. Don’t just send an email and give up, send follow-up emails. Interact with them on social media. Part 4 drops Monday  and will be a continuation of brand awareness with two more tactics that are must-haves! 🛎️ Hit the bell on my profile so you don’t miss a post of this 12-part series. #saas #gtm #marketing #startups ------------ I’m Scott Burgess. I talk about how to market early-stage SaaS startups. ➡️ Get GTM strategies & tips bi-weekly with my SaaS GTM Newsletter. Link in my profile.

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You're sabotaging conversions with one product listing page mistake. Our latest A/B test exposed this conversion killer: We removed the hero section from targeted PLPs. Hypothesis: Eliminating scrolling friction would increase ARPU. Reality: A 6.3% ARPU drop... Here's what we learned: 1️⃣ Shoppers want context They don't just want to be bombarded with products. Hero sections help guide their shopping experience. 2️⃣ Exploration beats tunnel vision PLPs should encourage browsing, not just finding one specific item as fast as possible. 3️⃣ Branding sparks desire Lifestyle images communicate value in a way that product grids just can't. The numbers don't lie: Context and branding make a big difference in how much people spend. Removing that instrumental element actively detracts from perceived value. To plug those revenue leaks, you need a PLP strategy that inspires: ➡️ Use hero sections to set the vibe and spark desire ➡️ Guide an engaging branded journey, not just a product list ➡️ Balance quick access with immersive storytelling But optimizing your PLPs is just one part of the equation... I've got 20 more revenue-driving tactics used to generate exactly €3,940,600.23 in revenue for our clients. Comment "Tests Please" and I'll send 20 test results to your DMs.

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If your marketing campaigns are boring as sh*t and not getting much traction... Check this out ⬇️ Mac Reddin 🦕 (Founder of Commsor 🦕) and Oren Hacohen (Head of growth at WINN.AI) are two of the most creative minds in the B2B space. They will share some of their top-performing campaigns with me LIVE tomorrow. On top of that, they are going to be giving you a framework to follow. So, if you're sick of spending time and money on boring campaigns that don't convert... Come join us live and see what they are doing that is working to not only drive a ton of eyeballs... But a lot of PIPELINE and DEALS along with hit. ➡️ https://hubs.la/Q02v5xgR0

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SaaS CEOs, Don't Make This Costly Agency Marketing Mistake Give me the next five minutes and I'll show you how to save tens of thousands of dollars and months of wasted time by avoiding the agency trap and taking control of your marketing. Comment "playbook" below, I'll share my Massive Feedback Method playbook to help you take control of your marketing and find product-market fit faster.

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From siloed functions to integrated full-funnel teams (a.k.a. how to refocus everyone on revenue creation). In most B2B companies, marketing and sales are broken down in separate teams and functions: brand, content, demand gen, product marketing, field, marketing ops, SDR, regional AEs... But more often than not, the split in functions creates:  - Silos where each team pursues their goals, runs activities that are misaligned with the other teams and overall revenue goals - Bottlenecks, and slow execution - Lack of customer insight and buyer-centricity  - Lack of transparency - Reactiveness Here's a vision for a full-funnel marketing and sales team: 1. 𝗦𝗛𝗔𝗥𝗘𝗗 𝗚𝗧𝗠 𝗦𝗧𝗥𝗔𝗧𝗘𝗚𝗬 This is a central function (usually owned by Product Marketing), and needs to be embedded in all teams: - Market segmentation  - ICP, positioning & messaging - Buyer journey, content & campaign planning - Customer research - Product / release launches All teams need to work on the same segments, using the same content topics and messaging. 2. 𝗗𝗘𝗠𝗔𝗡𝗗 The main goal of the demand function is to drive demand and inbound inquiries. Responsibilities: - Run an "always-on" calendar of demand generation activities (social, communities, co-creation, guest contribution, events...). Ideally, the team has all the necessary skills to avoid bottlenecks (content, event management, subject-matter expertise) - Remove friction & capture demand (in collaboration with marketing ops and ABM teams) - Nurture flows, progressive profiling (in collaboration with marketing ops and ABM teams) 3. 𝗔𝗕𝗠 The main goal of the ABM function is to drive net-new, renewal and expansion revenue with strategic accounts. Responsibilities: • Works with PM on vertical ICP and messaging • Work with demand and marketing ops to source intent & engagement data • Account research and value proposition mapping • Works with sales on account expansion & renewal • Enabling sales w/ social content, event warm-up and follow-up and co-creation  • Account warm-up plays • Account activation plays 4. 𝗠𝗔𝗥𝗞𝗘𝗧𝗜𝗡𝗚 𝗢𝗣𝗦  Marketing operations provide the backbone infrastructure and tech stack, and make sure that: • The key data, metrics and report are available to anyone in the team • The digital buyer journey is as frictionless as possible 5. 𝗖𝗢𝗟𝗟𝗔𝗕𝗢𝗥𝗔𝗧𝗜𝗢𝗡 𝗪𝗜𝗧𝗛 𝗦𝗔𝗟𝗘𝗦  The main teams collaborating with sales and product management and ABM. The key alignment happens on the level of GTM, and the shared playbooks to nurture and activate target buyers. --- A lot of B2B companies are seeing declining inbound, outbound and demand gen pipeline. Changing narrative or people won't help until you refocus everybody on revenue creation. This Thursday we are going live with Andrei Zinkevich to describe how to create cross-functional full-funnel teams: https://lnkd.in/eP5iE82q

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Bad risk-taking in marketing: Letting demandgen run silo with no serious ad copy oversight. Here's what I mean: CEO of a demandgen agency we work with at Hello Retail told me this today: "It's really great you're so focused and involved on ad copy. We very rarely see that in B2B tech marketing." 😲 Meanwhile, I'm staring into a dashboard showing CTR-ranges approx. double to what I've seen in the past. Wonder why 🤔 I know what they mean, though... I've seen it, too: Outsourced ad copy variants that end up being written with little to no product marketing or brand guidance. For some reason, its effect is seriously underestimated. So often, "someone" in demandgen or in agencies get to write all the variations—with all of the frankly obvious negative effects and wasted demand budget... Marketing seriously needs to get back to treating copy as a top prio. Not just strategic messaging. Every single word matters. Go watch Mad Men again or something, if you need a reminder of how copy was once treated. Risk, roar, repeat 🧨 Josh Garofalo, Mille Øye Johnsen, Jared Blank, Allen Bonde, Russ Somers 👓 🎸, Adriaan Bloem, Casper Emil Sciuto Rouchmann, Leigh Gammons, Daniel Hinderink #RiskInMarketing #CMOstories

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My ads are getting leads, but the quality sucks… Want to know a secret to fix this that even Mr. Million Dollar leads won’t teach you? There’s a way to train the Meta ads and Google algorithm to bring you only leads that close, (without a complex crm integration or data feed) We came up with this strategy when the ads we were running for our agency suddenly fell off a cliff and started bringing in straight garbage. The problem is the ad platforms aren’t trying to get you leads, they are trying to get you form fills. They can’t discern between a good lead or bad lead (without a complex pain in the ass crm integration). To the platforms a form fill is a form fill. But what if you could tell the platform when a lead is good versus bad and train the algorithm to only go after the good? We came up with an easy way to do this. We added a few questions to our lead form and depending on how those were answered determined which thank you page the person went to. If they said they didn’t own a business or the business was too small, they were sent to the thanks but no thanks page and we hid that page from google and facebooks tracking. If someone did a own a business, had enough revenue and was a good fit etc. they were sent to the the real thank you page where the google and meta had conversion tracking. Doing this hid the bad leads from the platforms and trained the algos to target higher quality leads that were a better fit for us. We’ve since deployed this for many of our clients and it has worked every time so far and it’s actually superior to the complex crm integrations rhay break all the time. PS This is especially powerful with improving lead quality on Meta where the audiences are huge, vague, and cold and you can’t see search intent.

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"It shows $1.43M in pipeline created in Q1, not $1.73M" - CEO 😕 Reporting discrepancies happen ALL the time. Why? Most of the time, it's because you are using different filters, your x and y don't match, the time period is different, or you are using a different attribution model. 📈 Filters - You filtered out non-ICP fit leads; they are looking at all inbound leads 📈 X and Y - You're recent conversion date, they set the date as the opportunity was created 📈 Time period - You're looking at April 03 - April 21st; they are looking at April 1st - April 21st 📈 Attribution model - You're using 1st touch; they are using a multi-touch model I say this to my team all the time, "we all need to be reading from the same sheet of music". As soon as someone says I have a different number than you, then your first question should be: ---- "Please send me a link to your report." ----- That way, you can dispense with all the back and forth and get to the bottom of what they have done to their report to get xyz answer. Ideally, everyone at your company shares ONE executive dashboard to review # of high-intent leads, inbound opportunities, etc., but sometimes, it's just fun creating one-off reports. ;) TL;DR Align on the way you want to report (the tough part), then stick to those sets of reports when reviewing performance. P.S. There is a time and a place for ad hoc reports, using different attribution models to get different questions answered, but if we change how we look at the data every week, it becomes hard to understand how things are performing. #demandgeneration #b2bmarketing #saas

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