Lead Conversion

Building a Lead to Revenue Operating Model

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).

Crafting a Go-to-Market Story

Crafting a Go-to-Market Story
Ken Rutsky helps B2B growth company executives in sales, marketing, and the C-Suite to breakthrough and achieve and grow market leadership in new and existing markets. Before he launched his consulting practice, he spent 20+ years in B2B marketing operational roles. In this guide, he explains why a “hero’s journey” type story is a powerful tool for tech companies to create urgency and gain market share, and how to create one.

Defining an Ideal Customer Profile

Defining an Ideal Customer Profile
Kirby is the Chief Marketing Officer at Elevate Security, and has served as CMO at enterprise software and networking companies including Ionir, 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.

Designing a Product-led Go-to-Market Strategy

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.

Designing a Sales Org for a High-velocity Sale

Designing a Sales Org for a High-velocity Sale
Lori is currently the Global Head of Business Development at Cloudflare. 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.

Email Marketing Strategy

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.

Establishing a Competitive Intelligence Program

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.

Hiring a Product Marketer

Hiring a Product Marketer
Ryan Goldman is the Global VP of Marketing at Moloco, and has led marketing or product marketing at Soundcloud, 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.

Identifying and Multiplying Your Best Customers with Customer Segmentation

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.

Implementing Salesforce

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.

LinkedIn Advertising and Prospecting

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.

Managing Scalable ABM Campaigns

Managing Scalable ABM Campaigns
Heidi Vandermeer is the Director of Demand Generation at Resolver and 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.

Optimizing Paid Search Advertising

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.

Optimizing Signup or Trial Conversion

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.

Planning and Managing Outbound Prospecting

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.

Scaling a Marketplace Product

Scaling a Marketplace Product
Paul Zeckser led product ad HomeAdvisor from 2011-2020 as well as founded Fresh Product Design, a full-service product strategy and development consultancy. He is now the VP of Product Development at Sealed. 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.

Setting a Blog Content Strategy

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.

Setting SEO Strategy

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.

Setting Up a Demand Generation Function

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.

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