Hanna Harjula

Think Black Friday is Big? Wait Until You Hear About Cyber Monday! 💻 The Story Behind Cyber Monday: Why It’s a Sales Goldmine 🛒 We’ve all heard about Black Friday, but how many of us know about the power and potential of Cyber Monday? Here’s a fun fact: Cyber Monday isn’t just a day for online shopping—it’s a carefully crafted marketing phenomenon that has revolutionized e-commerce. It all started on November 28, 2005, when Ellen Davis of the National Retail Federation and Scott Silverman coined the term in a press release by Shop.org titled: “Cyber Monday Quickly Becoming One of the Biggest Online Shopping Days of the Year.” Why Was It Created? Retailers noticed a trend—people, armed with high-speed internet at work, were flocking online to shop on the Monday after Thanksgiving. They leveraged this insight to create Cyber Monday, a day designed to encourage online shopping. Where Is Cyber Monday Celebrated? Cyber Monday began in the United States, but its appeal quickly spread. It is now widely celebrated in countries like Canada, the United Kingdom, Australia, and Germany, becoming a global phenomenon. In recent years, it has also been gaining relevance in emerging e-commerce markets like India, China, and South Africa, where digital sales are seeing exponential growth. When Does It Happen? Cyber Monday always falls on the Monday after Thanksgiving, between November 26 and December 2. Why Is Cyber Monday Crucial for Businesses? 1️⃣ High Intent to Purchase: Shoppers are actively looking for deals, making this a prime day to capture sales and drive revenue. 2️⃣ The Rise of E-Commerce: With digital sales dominating the market, Cyber Monday serves as a pivotal moment for retailers to connect with a global audience. 3️⃣ Incredible ROI Opportunities: With the right strategy, businesses can boost conversions, clear inventory, and even attract new customers for long-term retention. 4️⃣ Brand Awareness: Beyond sales, Cyber Monday drives traffic, offering brands a chance to shine and gain visibility in a crowded market. 💡 Pro Tip for Marketers: Use Cyber Monday not just as a sales event, but as a chance to test innovative campaigns, upsell products, and build customer loyalty. 📈 From its humble beginnings in 2005 to becoming a global e-commerce juggernaut, Cyber Monday has proven one thing: great marketing drives great results. How are you making the most of Cyber Monday today? Share your strategies and wins in the comments! 👇 #CyberMonday #ECommerce #SalesStrategy #DigitalMarketing #RevenueGrowth #OnlineShopping #BlackFriday #Sale

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Steal my LinkedIn Ads playbook that helped our MRR at Fibbler grow by 30% in just 2 weeks: 1️⃣ Create a solid ICP list for targeting. I’m using Vainu to do this, and it’s incredibly simple to filter and push to HubSpot, and then transfer those lists to LinkedIn Ads. These are my filters: * B2B SaaS + Digital Agencies * 1-200 employees * Runs either HubSpot or Salesforce * Has the LinkedIn Ads pixel installed. That last characteristic is my golden nugget. We noticed that companies with the LinkedIn Ads pixel are much more likely to convert into paying customers. My hypothesis is that these companies are more advanced and better understand what we’re trying to build with Fibbler. On top of this, I add native titles on LinkedIn Ads focused on demand gen, growth, and operations. I have about 10,000–15,000 people in this group. 2️⃣ Run thought leadership ads, period. Since most of my organic audience is in our ICP, and I post daily, I’ve learned what engages and what doesn’t. I take the most engaging Fibbler-related posts and turn them into TL ads. I usually have 5–6 running at any given time. Important: I edit them before sponsoring to include a clear CTA at the end. I run this as two separate campaigns: * Cold: The ICP list above (excluding my retargeting layer). * Retargeting: website visitors + company page visitors. For both campaigns, I use manual bidding at about 1/3 of the recommended CPC. In the cold campaign, I aim for a CTR > 20%, and in retargeting, a CTR > 30%. This helps gauge how engaging they are, as it essentially measures how many click “see more.” The true success metric here is landing page clicks with our edited CTAs. Ideally, I want them to account for more than 20% of all clicks. 3️⃣ Run text ads. Another format I always recommend is text ads. They’re essentially a way to get free impressions, since most people don’t click them. But that’s not all, they’re also a great way to get creative with copy and have some fun to build your brand. Again, I use manual bidding, as low as possible. 4️⃣ Use Fibbler to send all impression data back to HubSpot. Most of these companies eventually enter our pipeline as direct traffic. Since I visualize most impressions directly in HubSpot, it’s easy to see the real impact LinkedIn Ads have had. P.S. If you want to uncover influenced deals from LinkedIn Ads and sync impression data to HubSpot or Salesforce, try it for free at https://www.fibbler.co/.

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Ever feel like your sales meetings hit a dead end? Struggling to connect and close deals? Been there, done that. But listen up, it’s all about uncovering those hidden pain points. Lead generation is not a linear function. Sales is no longer ONLY about building a predictable revenue using cold outreach, at least, not in B2B enterprise sales and marketing. Its a buyers market out there. Don’t expect that automated, templated email and Inmail cadences amplified by multichannel ads will grow your pipeline. It’s time to market the way your customers are buying. Growth hacks will work only for some time. This framework I built helped our team close over 36 deals in one quarter, and it can work for you too. The key? Understanding what truly keeps your ideal customers up at night. Let's look at them closely #salespitch #painpoints #closing #leadgeneration

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Why do most account scoring models not work? And why haven’t the dozens, if not hundreds of companies that have attempted to solve this actually gotten it right? We spend way more time talking about account scoring at AccountAim than I ever thought we would. When we started AccountAim we explicitly said we weren’t going to get into account scoring. In our view it was as solved a problem as it was ever going to be. Most of the companies we talk to have it. Most of the companies we talk to hate it. RevOps hates spending weeks building out super sophisticated scoring algorithms only for them to not be used past week 1 of rollout and / or answer the same set of questions every single time a change is made. Reps hate getting handed lists of accounts that are scored super high when it’s immediately clear to them the accounts on the list aren’t going to be good customers. So what’s the silver bullet on how we fix account scoring? I’m not sure (if you do have one, dm me, I’d love to chat). But there is one process we’ve seen start working pretty well almost universally. Shifting from scoring models to tiering models with context. In the past after rolling out new account scoring, RevOps teams would be inundated with questions like why is this an account an 87 and this one is an 84? What am I supposed to do differently with an account that is an 87 vs. and 84? Why does this tool say the account is an 87 and the other says its a 63? Taking a tiering approach and layering in the context on why an account is in the tier it is can solve a lot of these challenges. This account is in Tier 1 because it matches our ICP based on historical win rates, expected ASPs, and customer lifetime value AND is showing intent AND has been to our pricing page 4 times in the last 3 weeks is a heck of a lot more powerful than just saying this account is an 84. In some cases we’ve seen it become immediately apparent that the tiering model needs to be changed dramatically. Within 10 minutes reps have pointed towards other signals or metrics that should be included to make the tiering even better. It can take weeks or even months to get this feedback if you’re using a generic scoring model without any context given. This can get a lot more challenging when the models you use get more sophisticated but we’ve seen the effort to simplify start to pay off in some big ways.

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What did Norwegians Google in 2024? In VG today you can read about the most trending searches on Google this year, and if you look under the section «how» you can get a small glimpse of the social media landscape. No 6 on the list: «how do I delete my Facebook account» No 9 on the list? «how do I make money on Snapchat» 😅 The good news is that we will continue to expand our collaboration with creators in the Nordics. Maybe we will see similar search habits in Sweden in 2025?🕵️‍♂️

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How to work with company data - Pietari Suvanto 📊 🚀 Listen to when Pietari Suvanto - CEO & Co-founder at Vainu - joined Josef in B2B SaaS CEOs 🎙️ 💡 They talked about: - How to work with contact data - Social selling as their best lead-generator - The extreme advantage of being a data-focused company - And much more...💡 Listen to the interview by searching for" B2B SaaS CEOs" where you listen to podcasts. 🎧 #CompanyData #ContactData #Sales #B2BSaaSCEOs

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CS belongs in your CRM and not in a separate tool. HubSpot just launched the CS workspace in beta today. This will make HubSpot much more intuitive to use for CSM’s because all the relevant objects for CS can be found in one place. Also - will enable more CS teams to do their job directly from HubSpot. Behind the scenes we’ve been working on embedding ImpactPilot in the HubSpot UI for a while and the CS workspace to make it even more seamless for CSM’s to work proactively from HubSpot. Find a sneak preview in the video below. More to come!

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💰 Partner revenue attribution in HubSpot? 🟧 // A few weeks ago, I landed on a webinar with Partnership Leaders on to solve this well known problem: revenue attribution. That session was presented by Andreas Geamanu and Jisse Plaggenborg. This was the most instructive session I had so far on handling my partners in Hubspot. I absolutely loved it ⭐️⭐️⭐️⭐️⭐️ Sharing with you my favorite method here; but the full blog describing the 3 different methods is here: 🔗 https://lnkd.in/eZzu-p4F How are you doing it?

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𝐌𝐚𝐬𝐭𝐞𝐫𝐜𝐥𝐚𝐬𝐬: 𝐆𝐚𝐦𝐢𝐟𝐢𝐜𝐚𝐭𝐢𝐨𝐧 & 𝐄𝐧𝐠𝐚𝐠𝐞𝐦𝐞𝐧𝐭 𝐢𝐧 𝐎𝐰𝐧𝐞𝐝 & 𝐏𝐚𝐢𝐝 𝐌𝐞𝐝𝐢𝐚 🤘🏻 👇🏻 Making something epic! Together with 📈 📈 Nikolaj F. Skarbye from Scratcher.io we will be diving deep and explore engagement and gamification as cornerstones when it comes to effective advertising, branding, and performance. We'll cover broad with real examples and cases across several areas. 1. Effectiveness of Gamification and Custom Rich Media: Understand how gamification and custom rich media can enhance engagement through real-time examples and interactive elements. 2. Balancing Brand Awareness and Lead Generation: Learn the distinction between building brand awareness and direct lead generation, and how to achieve the right balance. 3. High-Impact Advertising Strategies: Explore practical applications of high-impact advertising through concrete examples. 4. Conversational and Interactive Format: Experience an engaging format with live votes and QR codes for real-time interaction and feedback. It's going to be a blast! 📅 Save The Date: September 19th, 2-2:45 pm (CET) Signup: https://lnkd.in/d88CEnDS

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Here we go again! Webinar 6: 3D for marketing is on the way 🔥 Together with Mattias Österberg we will dive into how working with 3D content can help you achieve scalability across your marketing channels, increase your output, and keep brand consistency. Agenda:👇🏻 Customer examples:
 We’ll revisit successful marketing campaigns and outputs, showcasing how brands effectively utilize 3D content in their marketing.
   Success Stories:
 See firsthand how brands like LØCI, Gaerne, and Zach have leveraged 3D models to create compelling CGI’s and engage customers.
 Social Media:
 See examples of how brands are using 3D content and AR features to boost their presence and engage fans on social media.
 Content Production:
 Learn how 3D content can replace traditional product photography, making production faster and more efficient.
 Sign up for free and join us on the 26th: https://lnkd.in/dBAh5EnP #3D #marketing

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How I booked Timi Merivirta 16 calls in 24 hours with a killer LinkedIn funnel Before working with us: → Less than 1,000 followers → 1-2 meetings/day → Posts getting 1-10 likes He was really great at DMs, but lacked on the inbound side. So he came to me for consulting and within 90 days he is at: → 2,500+ followers → 3-5 meetings/day (best day so far was 16!) → Posts getting 20-50 likes on average If you’re a B2B business selling high-ticket and want similar results, I’ll give you a free LinkedIn strategy session - with the link on my profile

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“Severe occupational burnout has increased.” This was the headline of a recent press release by Työterveyslaitos - Finnish Institute of Occupational Health According to their research: ➖ one in four employees has an increased risk of burnout. ➖ the likelihood of burnout has increased, especially among managers. The number has tripled compared to the pre-pandemic period. ➖ severe burnout is twice as likely among young people under the age 36 compared to 2019. ➖ cognitive disorders and cynicism at work have increased. The study, with over 1200 respondents, revealed the main reason behind this increased burnout risk; uncertainty about one’s own job (job insecurity) combined with a growing sense of hopelessness for the future😢   While this data is specific to Finland, I believe it reflects a similar trend across Europe. ❓WHAT CAN WE DO TO TURN THIS TREND AROUND❓ The statistics are worrying, but also awaken the fighter in me. There must be a way for us to reduce job insecurity and create more hope for the future! 👉 I’d love to hear from you: What strategies or approaches have you found helpful – as a leader, or just for yourself – in: 1️⃣ reducing job insecurity, AND/OR 2️⃣ increasing hope for the future? How can we, as workplaces, build a sense of stability and optimism for everyone? Please share your best tips – let’s tackle this challenge together! #Stress #Burnout #Future #Work #Hope

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Well worth a read for everyone trying to understand how retail investors demand listed companies to communicate in different ways, via different platforms and forums to get their attention, but most importantly get them to stay as a shareholder. Great piece Jonas Rodny!

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In one and a half weeks Paper Planes Oy will do a super interesting webinar: How to succeed with B2B SaaS in 2025. I wouldn't miss this. Our Jaakko Soudunsaari and Kasper Løndal share their best knowledge about 💡 Perfecting your Ideal Customer Profile (ICP) 💡 Balancing Outbound vs. Inbound marketing efforts 💡 Navigating Demand vs. Lead Generation strategies 💡 Creating high-performance social ad content 💡 Understanding attribution for smarter decision-making. Sounds basic, right? It is, and it isn't. If everyone knew this already we wouldn't even have to speak about these topics. However, as experienced marketeers and strategists Jaakko and Kasper have seen pretty much everything and now want to make this path easier for you. Come online and hear the best learnings from our top-performing clients. Link ⬇️

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Are you working, at an early stage, on an energy-related innovative solution? ⚡ This don't miss this opportunity! 🚀 Venture Cup's DKK 1,000,000 DKK funding opportunity is now open! 💡 Applications for Venture Cup Funding 2.0 powered by Vissing Fonden are officially open until November 4th! 💸 Venture Cup is offering a total of DKK 1,000,000 in soft funding across 5 winners—that’s up to DKK 200,000 per startup! 🌱 Who could be next? Check out some of our incredible past winners: 🏡 Gridlinx – Empowering EV owners to optimize their household energy usage with renewable energy. 💫 Circular Energy Systems – Revolutionizing the drying industry with energy-efficient, eco-friendly heat pump systems. 🌍 TERGY SAGAVA – Transforming waste into carbon-negative biogenic fuels and sustainable power. 📱 Phanofi – Developing energy-efficient data transceivers for high-speed communication. ⚡ Nordic Hydrogen – Pioneering green hydrogen with cutting-edge electrolysis technology. Could you be next? This is your chance to secure funding, transform your ideas into action, and make an impact on the world: https://lnkd.in/dY_8Cicn #VentureCup #FundingOpportunity #Startups #EnergyInnovation #Sustainability #SoftFunding

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Old deals in pipeline, not deals with ICP? 🎯 As a sales director, having a fresh pipeline is crucial! Check out the Pipeline Structure Analysis in SalesGang app - if you use Pipedrive CRM, enjoy a free trial. Gain insights on your deals based on age or value perspective in my latest article (screenshots included) : #Sales #CRM #PipelineAnalysis

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Creating good content that engages is hard – Ask any marketer worth their weight in the field. And as an expert or inhouse team, no one knows the products better than you do. - You know what your customers like - What their pains are and more than that, you (hopefully) nerd-out on all the things that that your core audience would.   But the process of moving that into copy or the right medium that will engage your audience and get them to react is another story in its self. Could be thought leadership, video, an image or even a drawing on a napkin... All are legit ways and can work in tandem to really get your message across. That’s why I created this – A GPT that is created to optimize your copy and recommend the perfect medium (or mediums) to get your messages across. - Without sounding like it was made by ChatGPT. I just threw in one of my posts to see how it recommended I change it up for ref. :) Try it out for yourself! Throw in your copy and check the see how it works for you: https://lnkd.in/dbiEftDb

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We've launched BLKNS Academy 🎉 Whether you’re on your own or part of a team, there are tons of insights to level up your sales, marketing, business development, LinkedIn, and other skills. Right now, there are 5 killer courses: 🔸 Cold email outreach course 🔸 LinkedIn business development course 🔸 Business development course: From zero to hero 🔸 Lead generation course 🔸 Cold email template writing To celebrate the launch, we offer a special discount — the first 100 users get 50% off their first course! Use code BLKNS50welcome before May 5th to snag this awesome deal. ⏰

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🍯 WHY JOHNNY SAYS I SHOULD BE IN THE JAM JAR 🍯 Last week at SaaSiest in Malmö, I shared insights on ✨Sparketing✨and our philosophy of collaboration across departments Mentimeter, or as we call it, "the importance of being in each other's Jam Jars" or "Syltburksdoktrinen." Now, what do we mean by that? It means that we expect each other to challenge, support, and collaborate deeply across departments. For example, I can expect Anna Gullstrand, our Chief People and Culture Officer, to come with input, questions, and suggestions on my marketing plans and content tactics, and I, as a CMO, should embrace that perspective. That means no prestige, no defensiveness, but true collaboration and trust that people have the greater good in mind. Here are my Top Tips for management teams who want to be in each other's jam jars: 🍓 First, and most importantly, make it explicit and clarify that being in each other's jam jars is expected. 🍓 Take collective responsibility for the big picture, regardless of what team you belong to. 🍓 Encourage constructive challenges, and leave "the ego" outside of the room. 🍓 Keep your focus on your shared goals and the bigger picture for the company. You're in this together! 🍓 Make sure to focus on building psychological safety in your team; people need to feel safe to start sharing and embracing opinions about themselves, their teams and crafts. And yes, here’s a photo of Johnny Warström and a jam jar. Because I just had to. 😄

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