Lead Conversion

If improving top-of-funnel conversion is part of your strategy, guides can help with:
  • Identifying higher-converting markets and segments to target
  • Proactively prioritizing ideal customer profiles
  • Matching targeting and messaging to give prospects better clarity
  • Improving your website experience for higher conversion

Establishing a Competitive Intelligence Program

Andrew McCotter-Bicknell is the Head of Competitive Intelligence at ClickUp and was previously the Head of Competitive Intelligence at ZoomInfo. In this guide, he explains how to research your competitive landscape and arm sales and marketing teams with powerful competitive intelligence.
Andrew McCotter-Bicknell
Andrew McCotter-Bicknell

Andrew McCotter-Bicknell is the Head of Competitive Intelligence at ClickUp. He was previously the Head of Competitive Intelligence at ZoomInfo.

Scaling a Marketplace Product

Paul Zeckser led product ad HomeAdvisor from 2011-2020 and is now the Founder of Fresh Product Design, a full-service product strategy and development consultancy. In this guide he lays out how product, sales and marketing and operations should coordinate to scale marketplaces. He covers metrics to track, how to think about matching, and guidelines for monetizing marketplace transactions.
Paul Zeckser
Paul Zeckser

Paul Zeckser is currently the Founder of Fresh Product Design, a full-service product strategy and development consultancy. He previously led product at HomeAdvisor, the two-sided home services marketplace, where he was responsible for setting the direction for product management, product design, and product analytics teams. He grew with the company from ~$200M valuation to $6B valuation.

Email Marketing Strategy

Jeanne Jennings is a recognized industry expert and an email marketing consultant and trainer with 25+ years of experience working with both B2B and B2C clients ranging from early-stage startups to major corporations like Capital One and Verizon. In this guide she outlines relevant email regulations, best practices for segmentation and campaign management, and tips for driving conversion rates.
Jeanne Jennings
Jeanne Jennings

Jeanne Jennings is a recognized industry expert and an email marketing consultant and trainer with 25+ years of experience working with both B2B and B2C clients ranging from early-stage startups to major corporations like Capital One and Verizon. She blogs about email marketing on the Email Optimization Shop website, is general manager of Only Influencers, the original community of email industry professionals, and programming chair of the annual Email Innovations Summit conference. She also teaches Digital Marketing as an adjunct professor in the graduate program at Georgetown University.

Implementing Salesforce

Jen Flanagan is the Director of Sales Operations at Ordergroove, and has built or advised on dozens of Salesforce instances. In this guide, she explains what Salesforce can do natively, with integrations, and with customization and outlines, how Salesforce objects work and how to think about the right setup for your business.
Jen Flanagan
Jen Flanagan

Jen Flanagan is Director of Sales Operations at Ordergroove, a relationship commerce software company. She previously managed Salesforce for Bank of America Merchant Services as a VP of Business Information and at Yodle, an online marketing platform, where she was Operations Director. Jen has experience building Salesforce instances around sales, marketing, and service team processes, from first-time build-outs to high-complexity instrumentations.

Setting Up a Demand Generation Function

Anna Furmanov is the founder of Fumanov Marketing Consulting, through which brings strategy, content, and demand gen expertise to B2B startups. In this guide, she explains what demand gen means in early-stage startups, and how to set a marketing strategy foundation.
Anna Furmanov
Anna Furmanov

Anna Furmanov is the founder of Fumanov Marketing Consulting, through which brings strategy, content, and demand gen expertise to B2B startups. She’s also the host of the host of the Modern Startup Marketing podcast. Anna has previously led growth marketing teams at Elevate K-12, Groupon, and Fooda.

Designing a Product-led Go-to-Market Strategy

Myk Pono is the Director of Product Management focused on Growth & Acquisition at Freedom Financial Network. For the past 12 years, he’s been a product-led growth and go-to-market strategy consultant, author, and advisor. In this guide, he explains what a product growth team is, and how to operationalize a product-led go-to-market strategy.
Myk Pono
Myk Pono

Myk is the Director of Product Management focused on Growth & Acquisition at Freedom Financial Network. 

For the past 12 years, he’s been a product-led growth and go-to-market strategy consultant, author, and advisor (read more MykPono.com). He previously held product and marketing growth roles at Google, Barracuda, Aptrinsic, and Appodeal.

Building a Lead to Revenue Operating Model

Michael Madden is the VP of Demand Generation at AlphaSense and was previously Director of Demand Generation at Marketo. In this guide, he lays out how to define lead-to-revenue stages and marketing to sales handoffs, how to think about attribution, and how marketing should own revenue goals (vs. lead-based vanity metrics).
Michael Madden
Michael Madden

Michael Madden is the VP of Demand Generation at AlphaSense and was previously Director of Demand Generation at Marketo, leading through both the Vista and Adobe acquisitions.  He’s a firm advocate of tight sales and marketing alignment, building end-to-end lead to revenue models, and has built out marketing functions at B2B software companies and financial services firms with 300-20,000+ employees.

Optimizing Paid Search Advertising

Greg is CMO and a Partner at Cypress North, a digital marketing agency, where he specializes in B2B marketing. In this guide, he highlights how to optimize paid search advertising, including picking the right keywords and match types, matching up good landing pages and tracking, and configuring ads that make the most of Google’s settings.
Greg Finn
Greg Finn

Greg is CMO and a Partner at Cypress North, a digital marketing agency, where he specializes in B2B marketing, including paid search, organic search and content, and social media marketing. He’s a contributor to Search Engine Journal, former contributing editor for Search Engine Land, and has been a featured speaker at some of the largest search engine conferences like Search Marketing Expo, SocialPro & Pubcon.

Designing a Sales Org for a High-velocity Sale

Lori Harmon is currently Vice President of Global Cloud Digital Sales & Customer Success at NetApp. She has built high-velocity sales teams at companies across the growth spectrum, from joining early startups as the first sales hire to helping public companies achieve revenue targets of $1B. In this guide she outlines how high-velocity sales teams should design their sales org, set up their processes and leverage tech tools to drive efficiency and productivity.
Lori Harmon
Lori Harmon

Lori is currently Vice President of Global Digital & Virtual Sales at NetApp, where she leads a team of 140 and a $20M P&L. She has previously built sales teams at companies including VeriSign, BlackBerry, and Contrast Security. Lori has been the first sales hire at early startups, and helped teams at public companies achieve revenue targets of up to $1B. She is the author of the book “42 Rules for Building a High-Velocity Inside Sales Team.”

Planning and Managing Outbound Prospecting

Jason Bay is the Founder and Chief Prospecting Officer of Blissful Prospecting, a company that provides training and coaching for outbound sales teams. In this guide, he lays out how cold-calling teams can zero in on the right prospects to target, develop repeatable outreach sequences, and consistently generate meetings with a “prospect first, me second” mentality.
Jason Bay
Jason Bay

Jason is the Founder and Chief Prospecting Officer of Blissful Prospecting, an agency that provides systems and coaching for outbound sales teams. He’s worked with B2B companies with 12 to 5,000+ employees, and specializes in helping SDRs and AEs breakthrough to decision-makers, nail messaging, and build a consistent scalable pipeline. Jason has previously held sales and marketing roles, building and training a team of 20+ outbound sellers.

Setting a Blog Content Strategy

Maria Waida is a SaaS blog expert and the founder of SaaSy Copywriting, where she specializes in content to help companies develop thought leadership positions in their industries and propel inbound sales. In this guide, she describes the types of content that B2B companies should write for their blogs, how to align blogs with overall strategy, and how to tune content for maximum SEO impact.
Maria Waida
Maria Waida

Maria is the founder of SaaSy Copywriting, where she specializes in B2B blog content to help companies develop thought leadership positions in their industries and propel inbound sales. She’s helped shape the content strategies of SaaS companies like Bizzabo and Wrike, generating more than 700K+ unpromoted blog views across companies, including helping single blog posts get seen over 170K times.

Setting SEO Strategy

Tory Gray is the Founder of The Gray Dot Company, a consultancy that helps businesses grow ROI through digital strategy, with a focus on strategic and technical SEO. In this guide, she outlines how to plan SEO, from identifying the right keywords, to building a sound keyword matrix, to creating ideal content and optimizing page structure.
Tory Gray
Tory Gray

Tory is the Founder of The Gray Dot Company, a consultancy that helps businesses grow ROI through SEO and digital strategy. She’s been working in digital marketing for over a decade, across multiple industries and thousands of websites, with a focus on strategic and technical SEO. Tory has a product management background, and her approach to SEO strategy is cross-functional, coordinating with product, marketing, and engineering teams.

LinkedIn Advertising and Prospecting

Anthony Blatner is the founder and Chief Advertising Officer of Speedwork Social, an agency specializing in B2B LinkedIn advertising. In this guide, he advises on when to use LinkedIn advertising, when to use Sales Navigator prospecting, and how to make marketing dollars go the furthest given the expense of LinkedIn as a channel.
Anthony Blatner
Anthony Blatner

Anthony is the founder and Chief Advertising Officer of Speedwork Social, an agency specializing in LinkedIn advertising. Over 5 years focused on LinkedIn, he’s worked with B2B companies from brand new startups to established companies with $250K+ per month in advertising spend. Anthony started his career as a software developer at IBM, and previously founded a company that built and marketed mobile apps.

Identifying and Multiplying Your Best Customers with Customer Segmentation

Tamara Grominsky is the Chief Strategy Officer at Unbounce, and has previously led product marketing at other SMB-focused companies including FreshBooks and Yellow Pages. In this guide, she explains why customer segmentation is a powerful tool for improving conversion, acquisition cost, churn, and lifetime value. She outlines how to take on a segmentation project - from analysis to product packaging.
Tamara Grominsky
Tamara Grominsky

Tamara is the Chief Strategy Officer at Unbounce, where she led the company’s conversion intelligence strategy, including an overhaul of customer segmentation and pricing. Her expertise is in driving go-to-market strategy and revenue acceleration at SMB-focused SaaS companies. She previously led product marketing at FreshBooks and Yellow Pages, and is an Expert in Residence with the Product Marketing Alliance. Across her marketing roles, Tamara has built 3 departments from the ground up, scaling teams from 0 to 30+ employees and shepherding products from launch to $17M+ in ARR.

Managing Scalable ABM Campaigns

Heidi Vandermeer has led account-based marketing at Security Compass and Uberflip, and has won an ABMie award for best ABM campaign at scale. In this guide, she shares how to select an ABM account list, and how marketing and sales should work together to execute ABM campaigns.
Heidi Vandermeer
Heidi Vandermeer

Heidi currently leads the team for account-based marketing (ABM), campaigns, and events at Security Compass, a SaaS cybersecurity company. She previously built the ABM function at Uberflip, a content experience platform. Heidi has run strategic, one-to-one “bespoke” ABM programs on lists as small as 5 accounts, and one-to-many “programmatic” ABM campaigns on lists as large as 10,000 accounts. Heidi is the managing director of ABM Toronto, an account-based marketing meetup, has won an ABMie award for best ABM campaign at scale, and spoken about ABM at multiple conferences including the SiriusDecisions Summit (Forrester).

Optimizing Signup or Trial Conversion

Marc McDougall is a UI/UX designer specializing in helping SaaS companies book more demos and trials by optimizing their sites for conversions. In this guide, he outlines best practices for high-conversion flows and the steps for iterative A/B testing.
Marc McDougall
Marc McDougall

Mark is a designer specializing in helping SaaS companies book more demos & trials by optimizing their site for conversions. He started his career as a UI/UX generalist, but gravitated toward conversion as one of the most valuable focus areas for design, and on SaaS as a field where high conversion rates yield the greatest reward.  He’s since helped optimize conversion on dozens of SaaS marketing websites.

Defining an Ideal Customer Profile

Kirby Wadsworth is the CMO of Ionir, and has served as CMO at enterprise software and networking companies including Illusive Networks, Bayshore Networks, and Limelight Networks. In this guide, he explains how to identify prospect characteristics that predict strong fit, to help sales and marketing automate prioritization.
Kirby Wadsworth
Kirby Wadsworth

Kirby is the Chief Marketing Officer at Ionir, a container-native storage and data management platform. He’s previously served as CMO at enterprise software and networking companies including Illusive Networks, a cybersecurity provider, Bayshore Networks, an ICS security platform, and Limelight Networks, a digital content delivery provider. Kirby has been named one of Forbes Top 10 Most Influential CMOs, a Top 50 Marketing Thought Leader, and a B2B Killer Content Award Winner.

Hiring a Product Marketer

Ryan Goldman is the Vice President of Product Marketing at SoundCloud and has led marketing or product marketing at Pendo, Sentry, SignalFx, and Cloudera, and over the course of his career, he's managed or hired 15+ B2B product marketers. In this guide, he explains how to find a product marketer who can serve as a bridge between the product, the sales org, and the market.
Ryan Goldman
Ryan Goldman

Ryan is the Vice President of Product Marketing at SoundCloud, and has previously held product marketing leadership roles at SoundCloud, Pendo, Sentry, Signal FX, and Cloudera.  He has particularly deep experience with developer products, and serves as a Marketing Advisor for the Heavybit Industries Accelerator

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