Daniel Spicer

One of the benefits of modernising your B2B Sales team is the ability to use tools like this from Databox I've created a group of almost 300 businesses with B2B sales teams in our ideal sized client of up to 200 employees and a turnover of £10M If you'd like more insight into the 20 benchmarks I've created, let me know and I can send you the link. If you've got HubSpot you can plug your own data in and compare with almost 300 other businesses in your sector. If you've not got HubSpot - think about getting it. This chart is showing the range and median of the number of new customers B2B sales teams are winning each month How does it make you feel?

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Marketers need to interrogate the following people on an ongoing basis: Clients - to see what drives them Sales - to understand the quality of the audience

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Some interesting thoughts about #GTM from Nicky Briggs from Forrester. It has been peculiar to me to see agencies and software vendors who went all in on #ABM have a sudden departure and now become GTM Platforms and laud this approach as new or groundbreaking. It is not to say that it is not sound business, just an observation of the quick pivots to get in on the latest buzz word. And, as she rightly states, if we do not learn from the past, we will be doomed to repeat it. Another side note, ABM is still effective, but like all other marketing and sales strategies it must be executed properly. https://lnkd.in/gjuGBwaJ #b2b #growth #makegrowthsimple #value

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What's the story behind the numbers? Two weeks ago we shared success metrics from a current ABM programme on our Seeblue page. Below is an update on what those metrics look like today 👇 In two weeks, our client has converted a further $2m opportunity to pipeline and increased the value of an existing converted opp by x3 as the sales conversations progress. They've reignited a large opportunity that they thought was dead. They have full confidence in the ABM programme we've jointly built because in the 7 months post activation, we've already helped them to convert 25% of their target accounts to qualified pipeline opps. They have +12m long sales cycles so the precursor to revenue is the leading success metric at this stage. Now, I could talk all about the quality of the account insight, strategy, creative development and execution that we've delivered (which is all top-drawer by the way!) but here are 3 reasons why I think this programme is delivering GREAT results: 1. We're deeply embedded within the client team, we have an open, constructive and agile relationship. It enables us to make, and action, decisions quickly. 2. The sales team get that it's a partnership. They are responsive to the engagement threads we're generating through the marketing activation and they pull on them quickly. With our support they follow up, they reach out to additional contacts within those engaging accounts, they share the personalised messaging and content that we've created for them. 3. And they feedback on those conversations and share what would help them to drive deeper into the accounts, increase invitations to tender and support them in winning. We don't stop after delivering the ABM strategy or content. We sit side by side with them in delivering results. If you're not getting that from your ABM agency today, you should be! DM me if you'd like to know more 🤔 #detoxingABM #accountbasedmarketing #b2bmarketing

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On 10th October I’ll be speaking alongside Google at the CMO’s guide to Peak Performance, where we’ll be demystifying data and setting the scene for a redefinition of peak.   I’ll be speaking about attribution – why we can't measure everything, why you need to invest in the upper funnel and how to find more of your valuable customers.   Tickets are selling fast, so to get yours head over to the link below asap – all ticket proceeds go to mental health charity Bristol Mind.   Hope to catch up with you there!   Get your tickets here 🔗 https://lnkd.in/eiKTAN-w #PerformanceMarketing #LaunchOnline #CMOGuideToPeakPerformance #UpperFunnelStrategy #DataDrivenMarketing #MarketingInsights

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Marketing Cloud Growth is now available in EMEA with data residency to be in Frankfurt, Germany. Not yet available in the UK although it is good to see data residency will be in London for UK customers. This is helpful because there's a European GDPR and a UK GDPR which are similar, but different. #DataCloud #MarketingCloud #SalesforceEinstein

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🔊 For those of my contacts who missed Mr Jon Earnshaw talk at BSEO again Here's a link to rewatch his talk https://lnkd.in/dwur4nUD Conversational search is inevitable. In this talk, Jon demonstrates how Google and others are steering us towards ever more personalised conversations and looks at how to utilise the SERP in order to join ‘the conversation’. Full video coming soon. #BSEO #SEO #Conversationalsearch

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In 2 weeks I'll be at the UK's home of MarTech - the Technology for Marketing and eCommerce Expo. (18-19 Sept at ExCel, London) Here are 4 solid reasons why all UK marketers should get a ticket: 1. There are literally 300+ marketing technologies all under one roof to get demos of and review. 2. The show is FREE for brands to attend (£99 for tech/agencies). 3. There is a packed speaker line-up: I'm excited to listen to: - Abhineet Kesarwani from Lyca Mobile on AI-drive gamification (Why? I think gamified experiences are the future); - Zaria Parvez from Duolingo for some social inspiration (Why? I love Duolingo's brand appeal and think there will be some great learnings); - gianfranco cuzziol previously from Dr Martens (Why? His session has the best title: 'Why I stopped eating pizza for 6 months' 😂 - and it mentions some views on RFV analysis which I'm interested to hear about 🤓 4. I'm going to be there! 😃 🎉 You can get your free tickets here: https://lnkd.in/dbB97_qs Already going? Let me know and let's hook up at the show. We've got free coffee at the Relay42 stand so we can save you a few quid on your caffeine too.

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I've been testing the Screaming Frog OpenAI API yesterday and refining my prompts, here are my early learnings and an example prompt below 👇 Some early learnings: - OpenAI can only make recommendations in relation to the context of the field you give it (eg. you cannot ask it to optimise h1 tags in relation to the title tag). - Breaking down the prompt into steps seemed to improve output. - You need to specify the Australian English language (or whatever language variation you need) other it will default to US English. - You need to direct it to only give the recommended output text and nothing else (it still can go a bit rogue on this even with specification). - Giving it a persona as an SEO specialist seemed to improve output anecdotally. - These prompts will get you 80% there and still need some manual input, it's about efficiency over perfection. - Your prompts will need to be continually refined as your first attempt will have bugs that you learn for the next one. Here's my example prompt for optimising title tags at scale: You are a specialist SEO that has been tasked to optimised title tags following the steps below. Here's the task: discover title tags that are below 45 characters or above 70 characters and recommend optimised title tags for SEO if title tags are not between 45 and 70 characters or if they are not optimised for SEO click through rates or keywords. Not all title tags will need optimisation so use your logic and intuition following the below steps to make your recommendations. To do this there will be several steps. Step one, count the amount of characters within the title tag itself. If the character count is between 50-70 characters, disregard the following instructions and give the output 'Title Tag Within Optimal Length’ unless there are opportunities for other improvements in step 3 instructed below. Step two, if the page title is over 70 characters long or below 45 characters, re-write the page title tag to be within 50-70 characters and have “ - INSERT BRAND NAME" included at the end of the page title included in the character count. Step three, use SEO best-practices based on your intuition of how users would be searching to discover this page based on the context of the existing title tag, making them descriptive and keyword optimised. And the title tag optimised for click through rates to entice users to click on the page in the search results. If there is no title tag provided give the output ’No Title Tag’. Make sure to use Australian English in your output. Step four, in your output, only give me the recommended title tag or ’Title Tag Optimal Length’ (if no changes are required) or 'No Title Tag' (if there isn't a given title tag) based on the instructions above. Do not give any other text other than what you are instructed to do. This is important to have a finalised recommendation for the client that they can easily copy and paste into their CMS.

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WTF is product marketing? A couple of extremely clever marketers asked me this recently (👋 Emma Davies and Ruta Sudmantaite) A lot of us think about that Venn diagram of multiple GTM teams. I did too--but the last time I was talking through I changed my mind halfway: I thought ‘but hey, the market!’ And even then who are we kidding - some teams are nowhere near that perfect middle. It’s a matter of GTM strategy but also… the dynamic at each company. The org chart even. Your life as a product marketer reporting to product will likely be different than if you reported to marketing. It kept bugging me so I looked into more definitions and found a way less-known visual that describes it— Watch the video to see it 👀 How do we product market Product Marketing and make it clear finally—to ourselves and everyone else?

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A topic that I don’t think gets enough attention when planning ABM programmes: Cross-functional influence 🔗 When you’re dealing with large, enterprise-level accounts, it’s not just about impressing one department or key stakeholder. You need to paint the bigger picture. A common thing I see in newer ABM programmes is that when thinking about the strategy the messaging approach is often boiled down to: 📌 What are the account's needs, challenges and objectives 📌 Who in the account do we need to talk to and influence and what are their needs Once this is understood through insights, value proposition messaging is created and personalised outreach and marketing follows talking to each persona. But great ABM programmes take it further. They don’t just map out the needs and key players - they connect the dots across the entire decision-making unit (DMU) with a joined-up narrative. I like to think of it as an “If this, then that, while” approach, applying it directly to your value proposition. For instance: 👉 [If] your solution strengthens overall data security and compliance, [then] the CISO gets peace of mind, [while] the CFO mitigates financial risks from potential breaches or penalties. 👉 [If] your platform enhances system resilience and reliability, [then] the COO can ensure smoother operations, [while] the IT team reduces time spent on reactive problem-solving. In short, solving one stakeholder’s challenge should directly benefit others across the organisation. It’s about showing how each person’s win becomes the team’s win. You can then use this as leverage for building multithreaded relationships aiming to get as many of the right people into the conversation as you can. I’d love to hear more about how you approach this, let me know in the comments. #ABM #AccountBasedMarketing #B2BMarketing

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"𝑶𝒖𝒓 𝒎𝒂𝒓𝒈𝒊𝒏𝒔 𝒂𝒓𝒆 𝒄𝒐𝒏𝒔𝒕𝒂𝒏𝒕𝒍𝒚 𝒃𝒆𝒊𝒏𝒈 𝒔𝒒𝒖𝒆𝒆𝒛𝒆𝒅" This was a conversation with at least 3 of our agency clients last week. Marketing agencies are up against it. Trying to secure renewals when clients are wanting a reduction in costs and yet they're wanting more for their money. So as an agency margins are squeezed and therefore standards could be compromised. They know they need more people but the numbers don't add up. And yet very few agencies have a sales strategy or anyone responsible for new business. It baffles me every time. No business in any industry would survive without a sales strategy. If you're considering how to ensure a consistent flow of the right clients then drop me a note. I'd love to talk to you about the BDM's/SDR's we are currently working with who could be the answer. #BusinessDevelopment #MarketingAgency #PRAgency

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Something that may just pique your interest..... Are You Ready To Scale? Take the ScaleX Insights Assessment—a quick free tool to help identify any barriers to scaling and generate a personalised report and advice -  https://lnkd.in/eprumC-d #doingitdifferently #scale #scaleup #businessowners

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CRO insights for Ecomm brands: The best way to introduce your post-purchase upsell is to compliment the customer on their purchase and give them a logical, no-brainer reason to act quickly and buy more. This way you speak to both the emotional and logical parts of their brains

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B2B websites are facing a new challenge - meeting the rising demand for B2C-type experiences from buyers. Limited product information isn't cutting it anymore. B2B buyers now expect demos, images, videos, reviews, case studies, pricing details, and more. Invest in creating this content and you'll be more successful in attracting and retaining clients. Learn more about what buyers expect from B2B websites in our latest report "The B2B Disconnect." https://lnkd.in/eyseQ_iB #B2B #BuyerExpectations #DigitalMarketing #b2bmarketing #b2bwebsites 

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This Measurement in our industry is awful. So many firms claim to be data driven yet they really aren't (or if they are it's bad data). if your last click you are not data driven. Why? Last Click data does not match to business value. When used exvlusively it leads to bad decisions and weakens companies. This in turn encourages fraud, removes funding to valuable publishers and increases the dominance of the giants, notably Google who weaponise brand search as a last click machine even though it has very little incrementality or real world value. So much of what is wrong with the industry comes down to this.

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When we talk to people who are adopting CRO practice for the first time in their businesses I'm a big fan of telling the story of where the approach comes from. Pretty much any guidelines that speak to evidence-based practice will rank the quality of evidence along a number of factors for its reliability and vulnerability to bias and outside influence. I created this simplified view which specifically speaks to digital experience and uses some of the terms we might use when talking about our service. What do you think? Too simple? A conversation-starter? Raises awkward questions around why 95% of digital businesses aren't capable of doing systematic evidence review/meta-analysis?

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When we talk to people who are adopting CRO practice for the first time in their businesses I'm a big fan of telling the story of where the approach comes from. Pretty much any guidelines that speak to evidence-based practice will rank the quality of evidence along a number of factors for its reliability and vulnerability to bias and outside influence. I created this simplified view which specifically speaks to digital experience and uses some of the terms we might use when talking about our service. What do you think? Too simple? A conversation-starter? Raises awkward questions around why 95% of digital businesses aren't capable of doing systematic evidence review/meta-analysis?

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