Gilles Toussaint

93% of decision makers want pricing transparency in B2B. Publish your prices already! A lot of B2B companies will give you a bunch of reasons why not to: 1. They want their sales to "add value" for the customer. 2. They worry competition will undercut them. 3. They think their pricing is too complex. These crappy reasons all ignore one important person: the customer. They focus on what the 𝗰𝗼𝗺𝗽𝗮𝗻𝘆 𝘄𝗮𝗻𝘁𝘀, not what the 𝗰𝘂𝘀𝘁𝗼𝗺𝗲𝗿 𝗻𝗲𝗲𝗱𝘀. From a 2017 survey, Chris Walker found that 93% of decision-makers wanted to know the price before chatting with a rep. If you truly put the customer first, you'll show your pricing on your website. Otherwise, companies like Vendr will negotiate for them and give customers the best price without the hassle of negotiating for 10 weeks and sitting through non-personalized demos. And the B2B company takes a big hit in profits due to discounts and referral fees. Why? Because they didn't think about the customer in their sales approach. Ps. Adam Robinson did a few posts last week demonstrating his consideration of the price adjustments for RB2B. 👍if you agree ♻️if you want to Sales to be transparent Follow Rutger Katz to upscale your Sales team

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The Silent Budget Killer in B2B Marketing. ⚡️Focusing only on big revenue gains (the good side)⚡️ ⚡️Overlooking necessary costs, commitment, and investment (the hidden side)⚡️ You (or your CEO) are spreading yourself too thin by doing it all. But you neglect costs and investment. Many people get hyped over DemandGen or ABM but forget two key aspects: ❶ Analyze how your buyers buy ⭛ ⭐️Build a smart GTM plan by asking: ➞ Complexity of the buying process → How long and difficult is their buying process? ➞ Sales cycle → How do your customers make their purchases? ❷ Consider the investment required to nail down that GTM ⭛ ⭐️Build a smart GTM plan by asking: ➞ How many resources do I need to nail down that GTM strategy? ➞ How long do I need to commit to that strategy? ➞ Do I need extra resources (headcount/budget)? ➞ Do I need a skill-up program for my teams, or should I turn to external experts? Example: LeadGen & PLG will require fewer resources (headcount, money) 1:1 ABM will require more resources (headcount, money) 👇What is the top 1 budget killer? How do avoid spreading yourself too thin while testing and iterating new initiatives?

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𝐔𝐧𝐥𝐨𝐜𝐤 𝐭𝐡𝐞 𝐏𝐨𝐰𝐞𝐫 𝐨𝐟 𝐂𝐮𝐬𝐭𝐨𝐦𝐞𝐫 𝐑𝐞𝐯𝐢𝐞𝐰𝐬 𝐚𝐭 𝐃𝐈𝐘 𝐄𝐜𝐨𝐦𝐦𝐞𝐫𝐜𝐞 𝐃𝐚𝐲! 𝐌𝐚𝐫𝐤 𝐲𝐨𝐮𝐫 𝐜𝐚𝐥𝐞𝐧𝐝𝐚𝐫𝐬 𝐟𝐨𝐫 𝐒𝐞𝐩𝐭𝐞𝐦𝐛𝐞𝐫 10, 2024. 𝐃𝐈𝐘 𝐄𝐜𝐨𝐦𝐦𝐞𝐫𝐜𝐞 𝐃𝐚𝐲 𝐢𝐧 𝐂𝐨𝐥𝐨𝐠𝐧𝐞 𝐢𝐬 𝐬𝐞𝐭 𝐭𝐨 𝐫𝐞𝐯𝐨𝐥𝐮𝐭𝐢𝐨𝐧𝐢𝐳𝐞 𝐡𝐨𝐰 𝐨𝐧𝐥𝐢𝐧𝐞 𝐯𝐞𝐧𝐝𝐨𝐫𝐬 𝐚𝐩𝐩𝐫𝐨𝐚𝐜𝐡 𝐜𝐮𝐬𝐭𝐨𝐦𝐞𝐫 𝐟𝐞𝐞𝐝𝐛𝐚𝐜𝐤. Our gominga keynote on review management will reveal game-changing strategies to transform customer opinions into tangible ecommerce growth. Here are 10 reasons why review management is important for you as a DIY brand: 1️⃣ Builds trust with potential customers 2️⃣ Provides social proof of product quality 3️⃣ Influences purchase decisions 4️⃣ Improves search engine rankings 5️⃣ Offers valuable customer feedback 6️⃣ Helps identify and address product issues 7️⃣ Increases brand visibility and awareness 8️⃣ Encourages customer engagement 9️⃣ Differentiates from competitors 1️⃣0️⃣ Boosts conversion rates and sales This hybrid event offers both in-person and remote attendance options, ensuring accessibility for all. Join industry leaders and innovators for a day of insights, networking, and actionable takeaways. Thanks for organizing this event Oliver Lucas, Colin Czeloth, Johanna Münch and Norbert Lindemann. Ping me or Frederik Alexander Buecker and Cem Yakar to schedule a meeting! #diy #ecommerce #customerexperience #reviews #ratings

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What type of content industrial companies should consider in 2024? Text format works the best - you probably know it. But how to use it? Check these 5 ideas of how you can use text to attract more leads: 1. Blog posts. They improve your SEO and add traffic. You can share insights, industry news, and establish your brand's voice. 2. Email newsletters. Amazing tool to share product updates, promotional offers, or educational content. 3. Whitepapers. Dive into certain industry issue and provide in-depth analysis, research, and data to educate and inform readers. 4. LinkedIn posts. Short format to share industry news, updates and educate your followers. 5. E-books. Long-form, comprehensive content pieces and used as lead magnets. Offer valuable information packaged in a downloadable format. #1 tip to writing all 5 types to attract potential clients: - Answer questions, - Solve problems, - Give value. That’s it.

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In 14 days, we got 30 meetings for a B2B tech company of > 50 people. (5 steps we followed) 👇 My client top 3 challenges: 1. Generating leads week after week 2. Get the data about their ICP/buyer Persona (with Sales intents) 3. Writing short emails that generate emotions -- 5 steps we’ve followed -> Step 1: Know the I.C.P. (Ideal Customer Profile) We share a 30-question form to get necessary info about their ICP 6 main criteria: 1. Demographic info 2. Pain points 3. Goals 4. Buying behaviour 5. Communication preferences 6. Value proposition alignment -- -> Step 2: Mapped the I.C.P. / Buyer Persona 1- Reflect their ICP/Buyer Persona in our data 2- Get valid emails 3- Integrate with the client’s CRM -- -> Step 3: Set ups domains/Inboxes: 1. Set up 3 domains+3 inboxes/domain 2. Warm up the domains (lemwarm) 3. Set up DMARC Objectives: - Deliverability score > 90 - Bounce rates < 5% - Open rates > 45% - Spam < 0.08% -- -> Step 4: Map the right intents 17 intents we use: 1- Recent Fundraise 2- Open Jobs 3- Recent New Hire 4- Tech on Site 5- Send creative ideas of how someone can take advantage of your product or service in their business 6- Keywords on website that makes them a great target 7- Target people that have never held a position before 8- Employee headcount growth increase 9- Targeting competitors clients 10- Target companies using complementary technologies that you integrate with 11- Target people that used to work at your customers and moved to new jobs 12- Shared Investors  13- Companies with no dedicated team members for task 14- Target LinkedIn group members 15- Target LinkedIn event attendees 16- Target LinkedIn post engagers 17- LookAlike company targeting based on best case studies By analysing data we: - Understand what accounts fit the intents - Score them - Prioritise our outreaches - Reach out to the right person with the right message at the right time -- -> Step 5: Write prospects’ centric cold emails - 1-3 words subject line - You-approach - < 50 words 5 steps cold email framework: 1. Start with an observation. 2. Share a problem you derive from the observation. 3. Add credibility 4. How do you solve that problem? 5. Interest-based CTA 14 days performance: → 962 emails opened → 62 replied → 30 meetings scheduled All within trusting the process of outbound. Execution, analysis and iteration - - PS: If the above resonates with you: - You’re an Exec of a revenue team - Your company has an existing branding - You sell to SMEs / Mid-market - Average ticket size: 5 figures - You generate inbound leads But don’t know how to make outbound work in your favour DM me “Outbound”. We'll have a quick chat and I'll get you details. Happy Friday! Arnaud

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Are marketing funnels outdated? Time to consider Growth Loops! Traditional funnels are linear. Growth Loops, used by companies like Pinterest and Figma, offer: - Cyclical process: Matches the non-linear customer journey. - Team collaboration: Breaks down silos. - Compounding growth: Sustainable results. - Customer focus: Centers on data and experience. Example for B2B2C: - Collect customer data - Engage customers - Enrich data - Targeted campaigns Check my article here ➡️ https://lnkd.in/gC8RXhbb Subscribe to the Experimental Marketer newsletter to know more. #MarketingStrategy #GrowthLoops #CustomerExperience #DataDrivenMarketing

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How I find 1000+ leads /mo on LinkedIn Sales Navigator ... Automatically + CSV export them with their professional emails in 1 click ✅

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How I find 1000+ leads /mo on LinkedIn Sales Navigator ... Automatically + CSV export them with their professional emails in 1 click ✅

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I get at least 2 of these every week via #InMail, and some of them are just poorly articulated. However, when it comes from a Top Tier Business School, the least one expects is that they don't make such careless mistakes (see the screenshot). If you are posting / DMing / InMailing on #LinkedIn, you MUST at the very least: 1️⃣ Be #professional. 2️⃣ Keep it #crisp. 3️⃣ Be to the point. If it's long, start with a #TLDR. 4️⃣ Be #courteous, especially if your message is unsolicited. 5️⃣ Check your #content for #errors / #mistakes / #typos.

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we spent ZERO € for 100k+ website impressions & 700 users.💥 this is how we did it: over the last 7 months, Christoph, Eva and I posted 1-2 times on LinkedIn per week. at first, we had to convince Christoph... now he gets tons of inbound leads and first-hand bug reports. 😉 some call it founder-led sales, some personal branding, some social selling. no matter what you call it and no matter what stage someone is at: I am 100% convinced that every business needs an audience. 🙌 and audiences are built through trust – through getting to know the people. so, looking back, I would follow the exact same strategy. besides our growing beta user community, this approach has helped us to reach: 👉 over 70% of our website traffic 👉 multiple invitations for accelerators, speaking slots, and partnerships. 👉 daily inbound messages from creators and high-qualified leads to try Scripe. 👉 an engaged community of beta users promoting Scripe in their LinkedIn posts. on top, we made some crucial learnings on what messaging works and what doesn’t. these learnings will be key once we start investing in paid marketing efforts on top, once we finally launch Scripe (very soon!). so if you think that this is your sign to finally start posting more consistently on LinkedIn – take it & thank me later. 😉 and if you need some support from Scripe in crafting the right posts, let me know and I will send an invite your way. 🚀 #LinkedInMarketing #PersonalBranding #marketing #linkedin #scripe

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Problem-finding vs. Product Pushing. Great ads don't feel like ads. Good selling doesn't need to feel like pitch-slapping. A Great example of combining: - Contrast. - Teasing (partial logo reveals, let the prospect figure it out) - Intrigue - The Cost of inaction (same view, same sky, half the price) Sell this way. #unselling P.S. Join wayyyy less than one million other smart folks I rudely interrupt at 7 am every Sunday with a freshly baked “Fix in Six” training video. → 1 bite-sized, watch on-demand video  → 1 tangly sales topic. → 6 minutes (or less) https://lnkd.in/ea3wZaep

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Write a LinkedIn post in 1 minute using AI (a step-by-step guide). How I go from idea to high-performing post draft in a few clicks 👇 I use Taplio’s Post Generator, it’s incredibly easy, fast & effective! No more staring at a blank page or dealing with writer’s block. Here’s what I love about Taplio: → Find trending post topic ideas easily → Generate post drafts quickly using AI → Schedule & manage posts effortlessly 👉 How to quickly generate a post in Taplio: ✳️ Step 1 → Navigate to Post Generator Click 'Post Generator' under AI Generator to write a post with AI. ✳️ Step 2 → Describe your post topic Taplio will craft a draft based on your input. Tip: Provide a detailed description for the best results. ✳️ Step 3 → Choose the number of variants I opt for 2 variants to have more options. ✳️ Step 4 → Select tags to refine options Tags cover format, tone, angle, and structure. You can choose up to 5 tags/options. ✳️ Step 5 → Click “Generate” to create your draft Review the 2 variations Taplio provides. Select your preferred post draft. ✳️ Step 6 → Click Edit & Post on the variant Use AI tools to refine your draft further. You can shorten it, create hooks, add CTAs, etc. You can also manually edit the draft if needed. ✳️ Step 7 → Click Add to Queue to schedule your post Visit ‘My Queue’ to review the scheduled post. 🏆 Taplio is trusted by 7k+ LinkedIn creators! 📌📌 Try Taplio for free: https://bit.ly/3WcBDkU P.S. Use discount code “AND50” to get 50% off the first 3 months for any monthly plan. Code is only valid for the first 15 people who redeem it in the next 72 hours. #linkedin #creators #socialmedia #socialmediamarketing #marketing

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𝗪𝗵𝘆 𝗱𝗼 𝗺𝗼𝘀𝘁 𝗼𝗳 𝘂𝘀 𝗺𝗶𝘀𝘀 𝘁𝗵𝗲 𝘀𝗮𝗹𝗲𝘀 𝘁𝗮𝗿𝗴𝗲𝘁? ↳We fail to identify the B2B customer buying journey ↳There are 3 players in the purchase cycle; 𝗗𝗲𝗰𝗶𝘀𝗶𝗼𝗻 𝗺𝗮𝗸𝗲𝗿𝘀, 𝗶𝗻𝗳𝗹𝘂𝗲𝗻𝗰𝗲𝗿𝘀 𝗮𝗻𝗱 𝗲𝗻𝗱-𝘂𝘀𝗲𝗿 ↳To craft compelling messages for each group involved in the B2B buying journey, it's crucial to tailor your approach to their unique concerns and priorities. 𝗛𝗲𝗿𝗲’𝘀 𝗵𝗼𝘄 1️⃣ 𝗗𝗲𝗰𝗶𝘀𝗶𝗼𝗻-𝗠𝗮𝗸𝗲𝗿'𝘀 𝗙𝗼𝗰𝘂𝘀: ROI, budgets, benefits, cost-saving and business growth. Message: "Save up to 30% annually with our solution. Seamless integration ensures a quick ROI and drives business growth" 2️⃣ 𝗜𝗻𝗳𝗹𝘂𝗲𝗻𝗰𝗲𝗿'𝘀 𝗙𝗼𝗰𝘂𝘀: Looking for solutions to their pain points/aspirations Message: "Reduce downtime by 30% and drive efficiency with our solution, empowering your team to achieve more with less effort" 3️⃣ 𝗨𝘀𝗲𝗿'𝘀 𝗙𝗼𝗰𝘂𝘀: Ease of use. Message: "Save 60 minutes daily with our user-friendly interface, letting you focus on what truly matters" 𝗧𝗶𝗽𝘀 𝗳𝗼𝗿 𝗔𝗹𝗹 𝗠𝗲𝘀𝘀𝗮𝗴𝗲𝘀: ✅ Use Numbers Effectively: ROI, Highlight percentages and savings. ✅ Be Concise: Keep messages short and to the point to maintain engagement. ✅ Eye-catching: Use bullet points or bold text for key figures and benefits to ensure they stand out. By addressing each group's specific needs your messages will resonate more deeply and improve sales conversions. If you agree comment "Yes" or else share your views Follow Jinesh Hegde for more insights

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The Best Tools for A/B Testing Your Newsletters

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The difference is 𝟯𝟬% 𝗺𝗼𝗿𝗲 𝗰𝗼𝗿𝗽𝗼𝗿𝗮𝘁𝗲 𝗽𝗹𝗮𝗻 𝘂𝗽𝗴𝗿𝗮𝗱𝗲𝘀. With no extra budget. On its own: - Miro’s funnel begins with a free trial. - After 7 days (or more), conversions take place. - Miro used corporate sign-up to optimize its Google campaigns. The result: Not optimal because it didn’t directly reflect the likelihood of converting to paid users. With Voyantis.ai: - Conversion forecasts were made based on Miro's anonymized data. - User-level predictions were fed to Google via Server API. - Ad campaigns moved from tCPA to value-based bidding. The result: A 30% uptick in paying customers, a 35% boost in annual plan subscription share, and a 14% increase in average seat count per customer. That’s what I call substantial gains through optimization. But don’t take it from me. Here’s what Miro said: “Not only have we brought more paying accounts with the same media spend, we brought accounts with higher value. We brought more annual plans (compared to monthly plans). We also acquired teams with a higher number of members for each account.” - Robbert Smit, Head of Paid Marketing at Miro 𝗠𝗶𝗿𝗼’𝘀 𝗙𝘂𝗹𝗹 𝗖𝗮𝘀𝗲 𝗦𝘁𝘂𝗱𝘆: https://t2m.io/yhtfdotY #startups #growth #strategy #artificialintelligence #VBB

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💎 How to make good ROI from shows like Money20/20? 💎 How (and why) should a B2B Fintech invest in LinkedIn? 💎 Why PR matters for Fintechs, and how to structure it? and a lot more... Last week, I recorded probably the best podcast episode I've done to date, with In Growth We Trust and its two absolutely brilliant hosts, Yoann Pavy and Jake Mayell. Even though I was severely sleep deprived, the conversation turned out great - Yoann and Jake made sure that we covered a variety of topics and I’m sure you’ll find some interesting insights. Listen up if you want to get some tips from my personal Marketing playbook! 🎧 Spotify: https://lnkd.in/eJ8yijMg 🍏 Apple podcasts: https://lnkd.in/eBze9mE5

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The "🎯 Bullseye Framework" from the book Traction: How Any Startup Can Achieve Explosive Customer Growth (https://lnkd.in/eau3UndP) helps startups (and established companies) systematically identify their most promising growth channels. The 3 key steps: 1. Brainstorm all possible traction channels. 2. Evaluate each channel based on potential, ease, and existing traction. 3. Focus most efforts on the "bullseye" channels - those with high potential, reasonable ease, and some existing traction. The key is testing different channels and iterating to find the unique combination that works best for your startup's stage, industry, and resources. Continually re-evaluate your channels and double down on the top 2-3 rather than spreading efforts too thin. Optimize and improve performance of your core channels over time.

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10-point checklist to know if LinkedIn ads are the right channel for your SaaS. 👇 LinkedIn ads are a great channel, but not for every SaaS company. Together with Christoph Schachner we worked on a LinkedIn Ad Guide for SaaS startups. Here are 10 things you need to consider: ✅ You have product-market fit using LinkedIn ads as a research channel is very expensive if you have not nailed your target audience, core offer, price point, or value proposition yet ✅ Your target audience is active on LinkedIn active is important since just because you can target them, does not mean they actively use the network - and thus see your ads ✅ ACV > $8.000 LinkedIn ads can be quite expensive and sales cycles quite long, so it is important that your pricing can support this investment ✅ A decent website/ landing page that already converts ✅ Budget of $3.000 over 3 months CPCs are high and exposing your audience to different messages and impacting the buyer journey takes time ✅ Other performing marketing channels SEA, SEO, Email, Affiliates, Organic Social and you use LinkedIn ads as part of your overall marketing strategy - not as the sole driver ✅ LinkedIn company page is well set up posts, information, 1.000+ followers ✅ You have a CRM Once you have established that you fit the minimum requirements, you can check if you fulfill the bonus points which improves the chance of success for your campaigns. Bonus points: ✅ One or more people at your company are already actively posting on LinkedIn ✅ You have a highly visual product 👉 If you are interested in a step-by-step guide on how to run LinkedIn ads for your early-stage SaaS startup, sign up to my newsletter and get the full guide delivered to your inbox on Sunday.

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Measuring carbon footprint is no easy task. These are 16 challenges any business faces when measuring: 1. Data Collection: Gathering comprehensive and accurate data from all relevant sources. 2. Scope Definitions: Understanding and applying scopes 1, 2, and 3 of greenhouse gas emissions. 3. Emission Factors: Finding current and precise emission factors for calculations. 4. Energy Consumption: Accurately tracking all forms of energy usage. 5. Indirect Emissions: Managing the complexity of indirect emissions from purchased goods and services. 6. Upstream & Downstream Emissions: Accounting for emissions both upstream and downstream in the supply chain. 7. Waste Management: Assessing the impact of waste generated and its treatment. 8. Business Travel: Capturing data from all business travel activities. 9. Employee Commuting: Measuring emissions from employee commuting habits. 10. Leased Assets: Dealing with emissions from leased assets and operations. 11. Data Quality: Ensuring high quality and reliability of all collected data. 12. Regulatory Standards: Navigating through evolving regulatory requirements and standards. 13. Stakeholder Engagement: Communicating effectively with stakeholders about carbon management efforts. 14. Financial Investment: Allocating adequate resources and investments for carbon management initiatives. 15. Technological Tools: Utilizing the best available technologies for tracking and reducing emissions. 16. Continuous Improvement: Updating and improving strategies based on new data and insights. Strategic Approaches to Address These Challenges: 🌳 Leverage Technology: Implement advanced software and systems for accurate data tracking and analysis. 🌳 Engage Stakeholders: Develop transparent communication strategies to keep all stakeholders informed and involved. 🌳 Stay Informed: Keep up-to-date with regulatory changes and best practices in sustainability. Would you add something to this list? Follow for more sustainability insights, conscious marketing and regenerative sales 🍃🍃🍃 #carbonfootprint #greentech

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