Riku Poutanen

Don't forget to write your Black Friday success metrics reports tomorrow. Avoid mentioning any dip in sales before & after. Only report revenue, not margin. Do not talk about inexistent follow-up campaigns. Pro tip: One slide: Best. Day. Ever. Positive vibes only.

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Next week Funnelytics is doing a big product release and I can't wait! In anticipation of next week's major Funnelytics product release, I decided to create a short guide on how to accurately predict funnel performance, before spending time or money building anything.    (Can you guess what the product release is going to be? 👀 🕵️)   Here’s a concise step-by-step guide to help you get started: #1) Outline Your Funnel Structure Map out each step of the funnel. Use the 6 essential funnel templates as a guide to get started, since 99% of high converting funnels will be one (or a combination) of these 6 funnels. (comment below "Funnel Templates" if you want me to send them to you) #2) Specify Your Targets What's your marketing budget? What are your revenue or KPI targets? What is the frequency or timeline you have to hit those KPIs (per day, per week, per month - or is it for a set time range)? If you don't know what you are trying to achieve, then having a forecast isn't very useful.   #3) Set Your Product Prices, Marketing Spend and Estimated Traffic Volumes Your customer journey/funnel should always be mapped all the way to a purchase, because let's face it - nothing else matters! In order to properly calculate ROI, you'll need to establish the average purchase value and the marketing spend. #4) Research Industry Benchmarks For Conversion Rates Look up conversion rate benchmarks for your industry and similar funnels. More details on this next week - we've got something prepared that will make this very easy for you.   #5) Set Your Conversion Rates Set realistic conversion rates across each step of the funnel based on benchmarks and historical data.    #6) Run Different Scenarios Play with different conversion rates to see how it will impact the ROI of your funnel. Establish a Best, Worst and Likely case scenarios to see the possible outcomes   #7) Compare to Real Data Of course, a forecast is just that - a forecast! You need to compare your forecast to your real numbers to see what's Red, Yellow and Green! Where did you crush it, and where did you fall short?   #8) Adjust the Forecast Based on Real Data Your actual data will guide how you adjust your forecast and where you focus your efforts to make more money from the same marketing spend. By following these steps, you'll be able to create a solid funnel forecast that guides your efforts and helps you make the most of your marketing budget.   Typically this would take HOURS to build in a spreadsheet. Next week, I'm going to show you how you can do it in minutes.

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Should SAAS companies and investors be running scared? Not really 1. Klarna is getting ready to go public. Seems like their PR team is putting out press releases on cost cutting measures (!) 2. The basic features of almost any SAAS can be be brute forced with AI coding today. The simpler your product. The easier it is. That’s why there are 100s videos of Cursor and Replit making Trello clones and note taking apps. At its most core a HR system of record and a basic CRM can be replicated by a high schooler today (I have tried it). That’s not the point. 3. It’s one thing creating software does a particular thing. It’s another maintaining , scaling and integrating it. Is this a good use of precious R&D resources? 4. Ingestion of data , creation of a data schema and querying that data has been the hallmark of SAAS. today with LLM if its basic text, this chain has become easier. So u less you do more than just that your business is at risk but Salesforce and Workday do so much more today. What do you think of the news?

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Interesting book by Maja Voje. 📖 This summer we started to revamp our product market strategy to create a better fit and value for our customers at senzemo. Her book definitely gave us insights for our internal discussions as we try to build a new roadmap. 🧭 Here are some key takeaways from this process (that I personally deem important): 1. Know your ICP. Have in mind the type of issue you are trying to solve for them. Know their position in the decision-making. 2. Create a better product market fit. Like Steve Jobs said, we must start from the customer experience backward to the technology, not the other way around. 3. Play on your strengths. If customers are there, you're good at it and competitors aren't you're probably in the right ballpark. — Thanks for creating such an easy-to-understand and concise go-to-market book that we can apply in our B2B growing tech industry😌 #gotomarket #strategy #senzemo #iot #lorawan

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After supporting and scaling 250+ ecom brands one thing is clear: 20% of actions create 80% of results - not all levers are equal. Here’s the 20% (all brands that scale have these): → Market fit - Product Market Fit - Message Market Fit - Offer Market Fit → Focus on the big levers and key demand channels - Go deep on testing a variety of messages, angles, and objections - Across a high volume of optimised creative on Meta or TikTok - Deep understanding of their customers - Clear idea of what motivates them to buy - Know what pain point their product solves → Excel at the basics - Consistent messaging through entire customer journey - Scaling = great content + strong media buying - Don’t chase one shiny object after another - Equal attention to post-click experience - Optimise through testing at scale If you follow these tried and tested roadmap... It’d be impossible for you not to scale your brand. Follow Olly Hudson for more content on ecom growth 🚀

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Tricks, tactics, or creative strategies?! The beauty industry's food-based marketing can be a fun and interesting way to grab attention. It uses familiar and positive associations with food (think yummy desserts!) to make beauty products more appealing. However, it's important to consider if the focus is more on the cute packaging than the actual benefits of the product. What do you think? Does the yummy factor make you want to try something, or do you prefer a more straightforward approach? #marketing #beautymarketing #beautybrand #beautytrends #creativestrategy

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Have you spent $$$ on influencer marketing with nothing to show for it? You're not alone 🙃 You might have been missing out on one of the fundamentals when selecting an influencer, or creating your campaign type/duration. Check out these tips below 👇👇👇

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In April our close rate has been 45%+ It more than tripled month-on-month, here’s how… In three simple steps: ➡️ 1: Identified the ICP with the highest close rates Common narrative: Don’t take meetings for meetings sake. Yes agreed. But in the beginnings of the company you need to. Why? You need to learn who is, and isn’t for you. We’ve taken 120+ discovery calls this year alone. A lot didn’t close. But, we now know with a high degree of accuracy who will. For months we thought it was head of sales. That was very wrong. What was also very wrong was our estimate on how long it took to close a client. ALL the clients we closed this month (except 1), closed in under 24 hours. This goes against EVERYTHING we had learned. Call. Go above and beyond to personalise your offer. Chase them. Chase. Chase. Chase. Chase? Chase! Close as lost. Instead, we now focus on time-bound offers. And, doing the sale BEFORE they get on the call. (so doing improvements to the landing page and website) Now, If they don't close within 24 hours... We assume they found a better offer. (we still do kind of chase them but not so aggressively) ➡️ 2. Simplify, simplify, simplify. I had a call with Matthew Lakajev a month or two ago. I asked him: “We’re where you were in the beginning of your journey. If you could turn back time, what advice would you give to your past-self?” He said “just simplify things” Oh man was he right. But it is easier said than done. Why? It feels SO counter-intuitive. You mean to say, I learned all this stuff, and I shouldn’t use it? Yes. In Q1 our offering was too wide. Our sales calls were more like interrogations. Because clients just didn’t get what we did. In the last month though, we simplified the offer and BOOM. What a difference. Now we have to update our website and touch-points to reflect this. ➡️ 3. Lower price-point We started off with only a £5K per month offer. Why? We only wanted to work with mid-market companies. For them, we were really cheap. For everyone else, we were really expensive. We didn’t care tbh. What mattered to us was that our main target thought. So we didn’t change it. This was naive very though. Just because we were “cheap”, didn’t mean we were easy to buy. Despite being “cheap” These companies still wanted a ‘safer’ entry-point. We then opened up a £2.5K offer (less deliverables). The difference was night and day. It caught us by surprise. (hence the confused selfie) As a team, improving our CVR was a key focus for Q2 So getting this progress this quick has been great. We’re kicking ourselves that we didn’t do this earlier!

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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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Marketing-led growth or sales-led growth? When I joined Precis, one of the first questions I asked was one of the first conversation we had was regarding our growth model. I was (obviously 😙) advocating for a marketing-led approach and these were the 3 main arguments I presented: - B2B buyers are tired of cold sales pitches, especially in our industry. - Outbound efforts have had low ROI for us, we tested it and it didn't really work. - Our clients are savvy: they know what a marketing agency is and don't need a lot of hand-holding. By shifting our focus towards marketing, I believe we're positioning Precis for sustainable growth. This might not be the right choice for every company, but it felt like the right one for us. So now it's just about making it happen. 😬

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Ever thought about the compounding effect of pipeline conversion ratios? You should. Let's look at how partnerships can help. First up, all credit goes to Maja Voje and Aakash Gupta for the post I'm referencing. (Link at the end) In short, Maja and Aakash rightly claim that you need to reach 10k people to generate 4-6 customers. => Do the lead to conversion mathematics yourself (or check the linked post) => Outreach -> MQL -> SQL -> Customer => 𝗗𝗶𝗴𝗲𝘀𝘁 𝘁𝗵𝗮𝘁 𝗳𝗼𝗿 𝗮 𝗺𝗼𝗺𝗲𝗻𝘁. Digested? 𝗛𝗼𝘄 𝗣𝗮𝗿𝘁𝗻𝗲𝗿𝘀𝗵𝗶𝗽𝘀 𝘁𝗶𝗽 𝘁𝗵𝗲 𝗯𝗮𝗹𝗮𝗻𝗰𝗲: 𝗥𝗲𝘀𝗲𝗹𝗹𝗲𝗿𝘀: • Build a network of 100 resellers • Each has a 'CRM' of 2000 (conservative?) • 200,000 • -> 𝗘𝘅𝘁𝗲𝗻𝗱 𝘆𝗼𝘂𝗿 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 through your resale channel 𝗧𝗲𝗰𝗵 𝗣𝗮𝗿𝘁𝗻𝗲𝗿𝘀: • Build mutual value amongst your system ecosystem • Find common prospects / customers • Lean in... this is the Crossbeam approach • -> 𝗣𝗿𝗲-𝗾𝘂𝗮𝗹𝗶𝗳𝗶𝗲𝗱 𝗹𝗲𝗮𝗱𝘀 𝗛𝘆𝗽𝗲𝗿𝘀𝗰𝗮𝗹𝗲𝗿 𝗠𝗮𝗿𝗸𝗲𝘁𝘀: • Niche your joint value proposition • Pitch to the cloud teams where you bring +value to them • Develop joint account approaches • -> 𝗙𝗮𝘀𝘁-𝘁𝗿𝗮𝗰𝗸𝗲𝗱 𝗮𝗰𝗰𝗼𝘂𝗻𝘁 𝗿𝗲𝗹𝗮𝘁𝗶𝗼𝗻𝘀𝗵𝗶𝗽𝘀 𝗮𝗻𝗱 𝗺𝗮𝗿𝗸𝗲𝘁𝗽𝗹𝗮𝗰𝗲 𝘀𝗮𝗹𝗲𝘀 Partnerships are about 𝗮𝗰𝘁𝗶𝘃𝗲𝗹𝘆 𝘀𝗰𝗮𝗹𝗶𝗻𝗴 𝘆𝗼𝘂𝗿 𝗯𝘂𝘀𝗶𝗻𝗲𝘀𝘀. But only when you actively build partnerships into your • Market strategy • Organisational practices • Go To Market execution Go crunch some numbers, work out where you can use partnerships to change up a gear. 𝗔𝗻𝗱 𝗰𝗵𝗲𝗰𝗸 𝗼𝘂𝘁 𝗠𝗮𝗷𝗮 𝗮𝗻𝗱 𝗔𝗮𝗸𝗮𝘀𝗵'𝘀 𝗽𝗼𝘀𝘁: https://lnkd.in/ej7QmuGJ #partnerships #growth #value

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Is your e-commerce business suffering from growth dysfunction (GD)? Many brands have this problem, and it is not a shame to admit it. They get an instant boost of revenue by running ads during BFCM, Enjoying a juicy bump in Q3 and Q4, Then everything flops in the next Q1 as if their store is allergic to growth. The reason why this is happening Is because they’re relying too much on paid marketing. Yes, it is juicy to put in $10k ad spend and see money pumping out on the other side, But while paid traffic revenue seems instant, It can also vanish at any moment due to increasing expenses, changes in the marketing environment, Or Zuck having a mood that day. To get rid of these problems, Your best bet will be securing a bottom line using organic marketing that compounds and grows over time. Strategies like: → SEO (101X ROI in 12 months at Qera Marketing) → Email Marketing (40X ROI according to Google) → Content Marketing (Own your media that grows over time) Are elixirs for curing Growth Dysfunction. So start your organic marketing today. Repost if you find this post helpful. Follow Zach Schubert for more daily tips. #SEO #Organic

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What's been happening at Sellforte this week 👇 💙 Launched an eCommerce case study with Finnish Design Shop. We're super excited about the opportunity to help so many different eCommerce companies transition from attribution-based optimization to modern media optimization, which is based on understanding the saturation levels in each channel, and uses metrics based on true incremental impact of media. If you're interested to learn more about the journey taken by the biggest online store of Nordic Design products in the world, please take a look at the link in the comments 😊 🏗️ Defining the next big focus areas for product development. A major part of our product development happens in large customer value -driven projects. As an example, this year we've focused on being the easiest Marketing Mix Modeling solution to get started with, so we've spent a lot of time building data connectors directly into the onboarding flow. As another example, we want to have the highest quality MMM results in the industry, so we've improved our model calibration tools even further. This week we started refreshing our roadmap to understand what improvements would drive the most value for our customers next. 🤝 First Board meeting after the summer break. I often see LinkedIn posts complaining how VCs or other investors don't understand their business. I've recently experienced the opposite 😀 It feels great to have a shared understanding of the direction of the company and the challenges that need to be solved. Great to be working with you Riku, Miguel, Francisco, Matilda! For us, one big commercial focus area is to further accelerate the rapid growth we're seeing with eCommerce and Direct-To-Consumer brands, while continuing the great progress in omnichannel Retail.

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Unique scalable offer > Agency service We’re helping Adam Ziolkowski build a new scalable business model. Adam is a very skilled data specialist. He went from being a professional athlete to a consultant to an agency owner. But he started realising that he didn’t want to sell his time anymore. He also decided not to scale through people (labour). Adam EXPLICITLY told me that he values 2 things and he can not comprise on: → location freedom → time freedom And that he doesn’t want to scale his agency business the “traditional” way. Instead, he wants to leverage his expertise and create a scalable product or service that doesn't require a large team. In 1.5 months together we: 1. Identified Adam’s zone of genies as an entrepreneur 2. Created a new hybrid offer (cohort + digital product) and took it to market 3. Almost sold out the first cohort of 20 spots (highly likely to be sold out) Currently: Our COO Kristina Radeva is helping Adam to build a simple operational system to make sure that delivery is on point. Next, we will: Build a system to take sales and marketing to the next level. It’s just the beginning of Adam’s vision that's deeply aligned with his values.

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Klarna, the Swedish fintech company is already saving directly from GenAI. **Overview**: - Klarna provides online financial services such as payment solutions and buy-now-pay-later (BNPL) options for consumers and merchants. **Key Products and Services**: - _Payment Solutions_: Klarna offers a range of online payment options for merchants, including direct payments, pay later, and pay in installments. - _Buy-Now-Pay-Later (BNPL)_: Klarna's flagship product allows consumers to purchase items and pay for them in interest-free installments over time. - _Financing Options_: Klarna provides consumer financing solutions, including revolving credit lines and short-term loans. - _Shopping Service_: Klarna offers a shopping app and browser extension that allows users to manage purchases, track orders, and access BNPL options. **Growth and Expansion**: - Klarna has grown rapidly since its founding, expanding beyond its home market of Sweden to operate in over 45 countries worldwide. - It has collaborated with numerous major retail brands and merchants to integrate its payment solutions. - Klarna has raised significant funding from investors, reaching a valuation of over $45 billion as of 2021, making it one of Europe's most valuable private fintech companies. **Regulatory Landscape**: - As a financial services provider, Klarna operates within a complex regulatory environment, particularly around consumer lending and data privacy. - The company has faced some scrutiny and criticism related to its BNPL model and potential risks to consumers. That covers some of the key high-level points about Klarna and its business. Let me know if you have any other questions! **GenAI** Read below the AI usecase directly of Klarna.

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We book 5-10 sales calls every day. The entire process is automated. How? - Post content - Listen to the algorithm - Steer posts based on reach - Hire commission-based setters This is the new way. It's not hard. You don't need to work that much. You don't need to be hunched over your laptop all day. You don't need to check your cold email deliverability. No more back pain. No more annoying prospects. Get leverage.

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