Shoshana Kordova ✏️

If you're diving into the world of affiliate marketing or seeking to enhance your existing strategies, Eran Bucai's webinar is an absolute must-attend! I recently had the privilege of joining, and let me tell you, it's a game-changer. Here's why you shouldn't miss it: 🎯 Clear Strategies: Eran breaks down everything you need to know, from basics to advanced tips, in a super easy-to-understand way. 🚀 Perfect for Beginners: If you're just starting out, Eran's got your back with essential strategies to kickstart your affiliate journey. 💡 Insider Insights: Even if you're already in the game, you'll learn some cool new tricks to level up your strategy. ⚠️ Avoid Pitfalls: Eran doesn't sugarcoat it - he talks about the risks too, so you'll be prepared to steer clear of potential problems. Pretty Links Strategy: Use tools to create shorter, branded links that are easier to share and remember. Ready to take the plunge? Don't miss out - grab your free access now and start your affiliate journey off right! 🔗 [Get Free Access Here]

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HubSpot’s new Case Study Creator Tool saves time and effort by leveraging AI to generate case studies directly in HubSpot. Whether you start from scratch or upload a transcript, this tool helps you build engaging, SEO-optimized case studies - and FAST. With easy-to-edit templates, placeholders for relevant stats and customer quotes, it’s a great head start for showcasing your success stories. Check out our quick demo! 📺 #HubSpot #CaseStudies #AI #ContentMarketing #B2BMarketing https://bit.ly/3NGu5Ts

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CEO’s perspective: should the CMO and CS report to the CRO? As a CEO you want to reduce the number of departments reporting to you. It might sound like an attractive option to bundle up the core GTM functions; Sales, Marketing, and Customer Success under the CRO and thus remove 2 lines of direct reports. The base profile of a CRO is that of a sales leader. The majority of CROs come with a strong sales background and it’s rare to see CROs with marketing or CS background. Here are some things to consider: + CRO will ensure marketing supports the pipeline generation and that the CS will be focused on upsell and expansion - As the CRO doesn’t deeply understand marketing, the main focus will be on the interfaces familiar to sales; lead generation, and short-term pipeline.  - Since the CRO profile may be more sales-focused, the relationship part of CS may be omitted and the focus would be purely on short-term growth of the customers rather than long-term relationship building. As a CEO you can ask your CRO the following questions to get some clarity on their approach and competence:  What is the primary business impact marketing should have on our high-ACV ICP revenue? → If the answer is leads or pipeline generation, that would be marketing’s primary role when reporting to this CRO. Don’t expect the CRO would become an expert in today’s complex marketing environment any time soon. While this may be a good answer for transactional low-ACV business, for high-ACV it is going to result in inefficient utilization of marketing resources and lower efficiency of sales team. What is the key metric CS should be measured against? → If the answer is upsell and expansion, this should raise alarm bells. Retention (GRR and NRR) should be the foundation of CS function - to understand that the primary focus is to keep the customers and only after that to achieve expansion. In some cases, it may be a great idea to have the CMO and CS report to the CRO, but it could also lead to a potential disaster. As a CEO you need to be concerned first and foremost with the strategic development of the company - if the CRO is going to take the GTM in a very tactical short-term direction, who is going to focus on the strategic development of the GTM functions? What’s your experience? Should Marketing and CS report to the CRO?

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There's lots of talk about B2B GTM and aligning end-to-end operations, teams, tools, and tactics to the Buyer. And there's simply no question that this is the right approach for success. But what exactly does the Buyer want - aside from your product/solution? It's a critical question. Because that 77% number down there is not what's coming. It's already here. And, remember, in the spirit of true GTM - this is not just a sales problem. It's a GTM problem that involves the C-suite, marketing, sales, ops, customer success, etc... So what marketing/sales tools and methods are you seeing out there that meet this Buyer demand? #gtm #revops #selfservebuying #selfservesales #abm #ai #b2bmarketing #b2bsales #digitalselling

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Less is often more. (at least, in marketing) And that’s why only 33% of consumers trust AI-generated content. Okay, here’s the gist: - Content written by AI uses words that consumers won’t encounter daily. - Sentences (more often than not) have almost the same word count. - AI writes in passive voice (ugh!) - Too many unnecessary words! AI can help simplify the content creation process. But it shouldn’t take over. How many times a day do you say “leverage” and “utilize” compared to “use”? See? You get what I mean. ___ Have you noticed a difference between human and AI-generated content? I bet you did! #MarTech #marketingtechnology #marketing #marketingtips #marketingprompts #AI #AIinMarketing #marketingAI #ContentCreation #DigitalMarketing #contentmarketing

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The rules of link-building 🔗: let’s dive deep ⤵️ 1. Don’t buy links. That’s it really

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As a product leader, I often get asked about Product Market Fit (PMF) in our Board discussions and QBR’s. And I always say the same thing - PMF starts with understanding your target audience and market. And traditionally your won or lost deals do not speak to your ICP. This post from Adam breaks it down in a manner that makes it tangible.

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Community + Advocacy = ?! Modern GTM strategies are building for PEG. The ones with customers at the center of it, are the one's that will win. One of the way to do so is to have an effective community and advocacy strategy, that aligns with strategic business objectives (I am talking not just ARR, but NRR and GRR folks!) We teamed up with Gainsight to share different avenues in building a cohesive program. Link to the e-book in the comments!

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B2B marketing leaders, too many tasks, too little time? Here's how you can prioritize your SEO efforts (read this guide!): From our extensive experience of working with B2B in-house marketing teams, focused work drives results even if you're limited by: - time - budget - expertise - resources ====== PS: Need help with your SEO? Let's talk: https://lnkd.in/dKxYWJ4T

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In each feature iteration of Sponsy we always try to think "what can we improve"? Sometimes is that extra click that should not exist, others is an entire feature to save our users time. This update is packed with those small changes that reduce the pain of using Sponsy, because in the end of the day, for us, what matters the most will be always your business! Massive thanks to Christopher Merrill from Sell Better and Mark Edwards from Elite Agent for the feedback, highly appreciated, keep it coming 🙏 Link of the full update in the comments 👇

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How to publish 15 success stories in less than 60 days without any $ incentives When you have launched a new product or company, trust in your ability to execute, as claimed on your website, is a big friction point between you and potential customers. Trust building must happen both on our sites, second-party sites like marketplaces of our integration partners, and third-party sides like G2, Gartner, etc. Trust building is a classic loop problem - without success stories, you cannot acquire more customers, and without acquiring new customers, you cannot get these success stories. Here's what you do to escape the negative loop for building success stories for your website 1. Choose customers who have been using the product for at least a quarter. Share this shortlist with your support/success team. 2. Do not filter out those with roadmap asks or recent support queries. These customers are more likely to get into a discussion to explain their needs. [And are likely to give you that currently rare success story if you win their confidence] 3. Now, if any of these customers raise a support query and rate you high for a speedy or satisfactory resolution, have your team respond to that rating with a thank you and a ' Can we publish a story of our collaboration on the website? You're doing great in Category X. We believe our product can serve the needs of more such companies. ' 4. Ensure your support team can quickly and immediately block a mutually convenient time between your customer/product marketer and the customer. 5. Ensure the story is written out and shared with the customer the same week the interview took place before the customer forgets why they agreed to give you a story in the first place [you'd be surprised how often this takes weeks]. 6. Present the story to customers with an expected approval date. If you have a CMS, the go-live with an existing template can be in hours. We operated with a 3-4 day window to initiate, write, share, and publish which meant we published 15 new case studies within two months at Freshworks. Here's what you do to escape the negative loop for driving user reviews other sites 1. When starting, you can do the following for interactions with favorable CSATs and gradually widen the acceptable CSAT range to all survey completions. 2. Add a 'Leave your Review' link to the automated thank you response after a customer completes the CSAT survey. 3. Ensure you constantly review these links [ no 404, please] 4. Do not delete or try to request customers to change their reviews, even if they are unfavorable. Doing this requires a team that cares about delighting customers and is quick to execute. Harish Chandrasekar and Haritha Sridhar (she/her) ensured we could pull this off and quickly establish a big customer corner on our website. One of my first experiences of close collaboration between Support and Marketing and my favorite program ❤️ #customeradvocacy #marketing #gtm #branding

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Market researcher: "How do I study a niche market?" (The vast majority struggle to access and understand niche audiences.) To break free, you need to understand the types of questions that can uncover deep insights: Level 1: Basic Demographic Questions This is the "accepted" form of research for niche markets. If you're at this level, you think: "I just need to know who they are." WRONG! Escape Level 1 as quickly as you can! --- Level 2: Surface-Level Business Questions This is the default model. Unfortunately, your insights are directly tied to "generic" questions. Which means: • You ask about revenue and growth • You ask about challenges and opportunities • You "settle" for high-level answers that don't dive deep Up we go! --- Level 3: Industry-Specific Questions Using industry-specific questions is a step in the right direction. It means: • You ask about trends and changes in the industry • You ask about specific products or services • Insights become more relevant and actionable But you're still missing the human element. Let's keep going. --- Level 4: Personal Experience Questions Now we're getting somewhere! When you ask about personal experiences, your success isn't measured by: • Demographics • Business metrics • Industry trends Instead, success is measured by: Not having the insights → creating the insights. Zero to 1 moment. --- Level 5: Emotion and Motivation Questions This is the ultimate goal. It can play out in many ways: • What keeps you up at night? • What are you most excited about? • What's the biggest challenge you've overcome? These questions get to the heart of what drives niche audiences. --- My recommendation: Accelerate to Level 4 as quickly as possible, then stay there and stack insights: • Raise your research quality • Create efficiencies • Build strategic knowledge Then, start looking for unique opportunities to reach up to Level 5. - 📌 If you're struggling to study niche markets, I would love to be your guide. With #CultureChat, our AI interviewer, we can help you: • Conduct in-depth interviews at scale • Uncover genuine insights from niche audiences • Reshape engagement and gather high-quality data Ready to dive deeper? Let's chat: https://lnkd.in/ejpXRibS

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Imagine waking up to discover that the Coca-Cola recipe has been posted online. For SEOs and digital marketers, that happened on May 28, 2024, when Rand Fishkin, the founder and former CEO of Moz, dropped a bombshell. He revealed a collection of 2,500 internal Google documents detailing the elusive inner workings of Google’s search ranking system. Now, let’s clear the air. Google’s actual search algorithm didn’t leak. What leaked is a treasure trove of internal documents that shed light on what has always been a black box. This leak could be a true game-changer for B2B SaaS companies. Wonder about specific impacts on B2B SEO strategies? Read our blog article to find out what's changed. ❣️ Kudos to Rampiq SEO team for bringing this all together to an actionable and practical format! #googleleak #b2bseo #marketing

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What people think CRO is vs. What CRO actually is I see this misconception all the time... Don't get me wrong. Fancy landing pages and button colors have their place. But they're just the tip of the iceberg. Real CRO goes much deeper. Here's what CRO actually involves: 1️⃣ Data-Driven Decision Making ↳ We don't guess, we analyze. ↳ Every change is backed by solid data. 2️⃣ User Behavior Analysis ↳ Understanding how users interact with your site is crucial. ↳ Heat maps, session recordings, user testing - we use it all. 3️⃣ Conversion Funnel Optimization ↳ We look at the entire user journey, not just single pages. ↳ Identifying and fixing leaks in your funnel is where the magic happens. 4️⃣ Hypothesis Testing ↳ We form theories based on data and user behavior. ↳ Then we test them rigorously. 5️⃣ Continuous Iteration and Improvement ↳ CRO isn't a one-time thing. It's an ongoing process. ↳ We're always testing, learning, and improving. True CRO is about understanding your users and continuously improving their experience. It's not always flashy, but it's incredibly powerful. - - - - - - What's your experience with CRO? Let's discuss in the comments. ⬇️ ♻️ Repost this to spread the word. And follow me for more CRO insights

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