Michael Glover

🚀 Here’s a powerful new BETA feature from HubSpot that can can really help you optimize your funnel. Analyze Lifecycle Metrics in HubSpot: Your Secret Weapon for Funnel Optimization Ever wonder how well your campaigns are moving contacts through the funnel? Now you can. With HubSpot’s Lifecycle Metrics, you can track exactly how your prospects are advancing from one stage to the next—from new lead to loyal customer. Here’s why you should use it: Full Funnel Visibility: By analyzing your contact lifecycle metrics, you can track how leads progress through each stage—subscriber, lead, MQL, SQL, customer. Curious about where your leads are getting stuck? Or which stages are converting best? Lifecycle metrics give you the insights you need. 1️⃣ Identify Bottlenecks and Opportunities: Track conversion rates between each lifecycle stage to pinpoint where leads might be dropping off and where there’s room for improvement. Use these insights to optimize your process and remove friction. 2️⃣ Tailor Your Outreach: Lifecycle metrics help you understand which stages need nurturing. Use this data to segment contacts and deliver personalized content that resonates at each step of their journey. 3️⃣ Optimize Every Touchpoint: Monitor lifecycle stage performance to see which touchpoints (email, call, webinar) are driving the most conversions. Refine your strategy based on the data and improve your overall campaign performance. 🏁 Here's How to Get Started: Navigate to Marketing > Campaigns in HubSpot. Select the campaign you want to analyze. Click Analyze, then go to Contact Lifecycle Metrics. Review metrics like new contacts, stage conversions, and drop-off points. Use filters to segment your data for deeper insights. Visualize your results with HubSpot’s easy-to-read graphs and charts. With these insights, you’ll have the tools to optimize your campaigns and move leads through the funnel more effectively. - Like this post if you found it helpful or insightful. - Follow Lead Love for more tips and insights on HubSpot. - Repost this to share with your network and help others. - Comment below with your thoughts or questions – We'd love to hear from you! #HubSpot #RevOps #MarketingAutomation #LifecycleMetrics #SalesEnablement #CampaignOptimization #LeadConversion

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New Google Ads Account? Your match-type strategy matters: 𝗦𝗺𝗮𝗹𝗹 𝗯𝘂𝗱𝗴𝗲𝘁: 🔽 Start exact match 🔽 Manual bidding 🔽 Build query data 𝗕𝗶𝗴 𝗯𝘂𝗱𝗴𝗲𝘁: 🔼 Mix broad + exact 🔼 Auto bidding 🔼 Faster scaling Simple but effective. Need help? DM me 👋 ***** 🖐️ I'm Victoria, founder of TLC Ads, a UK-based PPC lead generation agency. 🤬 Fed up with disappointing lead generation results? Feeling ignored by your current agency? Get in touch. We do things differently. 🖥️ If you're spending (or wanting to spend) £2k+ a month on Google Ads, drop me a DM and we'll arrange a coffee or an online chat!

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🚀 Maximize Your Landing Page Conversions 🚀 A great landing page isn’t just about looks—it’s about function. Focus on a headline that grabs attention, clear messaging, and a strong, singular CTA. 💡 Pro Tip: Test different headlines and CTAs. Even small changes can boost conversions.

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What’s the problem with attribution in B2B marketing? Lots of marketers think attribution is the *only* way to figure out if their marketing is working or not. Here’s the issue: Attribution only shows you which channel made someone buy, not which channels got them interested in the first place. Your attribution tools might say a sale came from SEO or Paid Search and think that’s the strategy that’s “working.” But it might be that they first heard you on a podcast, followed you on LinkedIn for a while, and just used Google to actually make the purchase. Trying to give all the credit to one channel, instead of looking at how everything works together, can really hurt good marketing efforts. Sometimes, you need to look at all your data, both the numbers and the stories, to see what really made someone buy. But often, this data isn’t complete, and you have to trust your gut to fill in the gaps. There’s an old saying in advertising: "We know half of our budget is wasted; we just don't know which half." Now, with all the new tracking tools, it’s swung the other way - if you can’t track it, people think it isn’t working. You need a balance between what your tools, your customers, and your instincts are telling you. Smart marketers know that attribution has its limits and don’t just depend on it to make all their big decisions.

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CRO practitioners rant regularly about avoiding channel-based thoughts. It’s not just about stakeholder expectations and a longer process that takes time to fully establish. It’s that the impact you see at the surface level on website performance does not tell the full story. Testing will increase conversion rates and revenue, and it’s easy to measure. That’s not all though. Because your website converts users better, it means the ROAS for your ads will be higher. Think about it for a second, it’s a pretty big deal. Users click an ad and do not magically buy. They need to browse a landing page, consider their buying decision and complete a purchase. Same goes for filling a demo request! If if ROAS increases, then it either means that you can acquire more users for the same budget, or that your ad spend becomes more efficient and you can reallocate. Many orgs can eventually pay off their entire testing program costs by this nature. So is website testing a channel? Not really, it’s just part of the customer journey. When we start thinking holistically, then this function of the business will have positive rewards for every channel. Yes, it’s a cost to approach web development and website strategy methodically. Thinking about it with a channel mindset is opting into a limited view of what it can do for the org. Revenue and ROI are great, but when you can make every other online initiative win as well, then even though not easy to measure, surely that must accelerate business growth.

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CRO isn't just about tweaking websites. It's about optimising customer revenue. But most brands are missing the point. They think CRO = UI updates + A/B tests. Listen, true CRO digs way deeper: • Who's buying (or not) • What's holding them back • How to guide them to conversion It's about transforming your entire customer experience from "meh" to "shut up and take my money". Think about it: When you understand your customer's journey... You can remove friction at every touchpoint. When you know what's stopping them from buying... You can address those concerns head-on. When you guide them towards conversion... You're not just selling, you're solving. This isn't just about prettying up your website. It's about transforming your entire customer experience. So, here's my question to you: What's stopping you from doing it? Is it lack of data? Lack of resources? Or just not knowing where to start? Let me know in the comments 👇 I've helped 100+ brands optimise their customer journeys. And I'd be happy to point you in the right direction. P.S. Want our Ultimate Ecommerce CRO Checklist? I've dropped it in the comments. #cro #ecommerce #dtc #shopify

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Want a mention and a backlink from Cognism? 👩‍💻 I’m making the “ultimate” list of the best demand generation tools and need some recommendations about which ones to feature. Do you use a great tool you can’t do without to support your demand gen motion? Or maybe you’ve developed an amazing new tool that you want to highlight? 🔍 I’m looking for real people talking about the tools’ real use cases. This is a great chance to show off your expertise and get featured in front of our audience. If your recommendation gets picked, you’ll get a shoutout and a backlink in my upcoming blog. 𝐇𝐨𝐰 𝐭𝐨 𝐠𝐞𝐭 𝐢𝐧: 1. Name the tool and share what you use it for in the comments. 2. Mention your favourite 2-3 features of the tool. 3. Share an example of a campaign it helped you execute. 4. Make it interesting and easy to understand. I’ll follow up with more specific questions if needed. 𝐒𝐨𝐦𝐞 𝐜𝐨𝐧𝐭𝐞𝐱𝐭: 💚 I like the listicles’ snack-bite format. They are good for #SEO and conversions, too. ❌ But they can be really boring, especially when they are produced at a scale and lack unique perspectives. This post is my attempt to create an engaging listicle with SME insights. I borrowed the idea from Leigh McKenzie and I can’t wait to see how it turns out! #demandgeneration #demandgenerationtools #contentmarketing

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Too many #GTM teams are mistaking interest (intent) for fit as Markus Ståhlberg at N.Rich mentions in his post below. But because a company is showing interest - it doesn't mean that they will actually buy. More important;y, it doesn't mean that they will land and expand at a high ACV. As I've been debating Kerry Cunningham at 6sense, #intent data is not predictive of accounts that will actually land and expand. If you define your ICP using the dark attributes (those that go beyond firmographics and technographics and actually include the operational, executional, cultural characteristics of the accounts that give you the greatest revenue growth & are getting the most value) - then you can match signals that will give you the greatest predictability of an account moving forward in a big way. If you layer on business problem profile signals, personality signals and account intelligence then you will have a predictive model that will give you the greatest chance of targeting accounts where you will have the lowest chance of losing and the highest chance of expanding after the deal is closed. While intent signals are not predictive like ICP signals, business problem profile signals and personality signals -- it can help you prioritize the accounts that you should be focusing on now. This is why it's important that you define your ICP in a predictive way vs. using intent data as the basis of your ICP. In the article below, I discuss the signals and account insights you should be adding on top of intent data: https://lnkd.in/ewtpg2xS You can sign up for tomorrow's account insights webinar at: https://lnkd.in/efFuQ-8V You can learn about our #ICP management solution here: https://lnkd.in/eCzP5Gbs You can schedule a time to discuss your ICP here: https://lnkd.in/et6GhHFu

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Today’s read: the *emerging* playbook behind the next crop of breakthrough startups 👇

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Two people are about to win $500 🎉 We talked to 400+ GTM folks about the state of content in the GTM org. A few of our favorite learnings? » 𝗖𝗼𝗻𝘁𝗲𝗻𝘁 𝗺𝗮𝗿𝗸𝗲𝘁𝗲𝗿𝘀 𝗱𝗼𝗻’𝘁 𝗴𝗶𝘃𝗲 𝘁𝗵𝗲𝗶𝗿 𝗰𝗼𝘂𝗻𝘁𝗲𝗿𝗽𝗮𝗿𝘁𝘀 𝗲𝗻𝗼𝘂𝗴𝗵 𝗰𝗿𝗲𝗱𝗶𝘁 Only 8% of content marketers think the wider GTM org has an excellent understanding of content marketing. But 19% of non-content marketers think they have an excellent understanding. There’s an 11% gap. » 𝗖𝗼𝗻𝘁𝗲𝗻𝘁 𝗺𝗮𝗿𝗸𝗲𝘁𝗲𝗿𝘀 𝗳𝗮𝗰𝗲 𝗮𝗻 𝗼𝗽𝗽𝗼𝗿𝘁𝘂𝗻𝗶𝘁𝘆 𝘁𝗼 𝗶𝗺𝗽𝗿𝗼𝘃𝗲 19% of content marketers rank their company’s content “below average,” in comparison to 26% of non-content marketers. Not surprising: non-content marketers think slightly less of their company’s content marketing efforts. » 𝗬𝗼𝘂𝗿 𝗚𝗧𝗠 𝘁𝗲𝗮𝗺𝗺𝗮𝘁𝗲𝘀 𝗪𝗔𝗡𝗧 𝘁𝗼 𝗯𝗲 𝗶𝗻𝘃𝗼𝗹𝘃𝗲𝗱 𝗶𝗻 𝗰𝗼𝗻𝘁𝗲𝗻𝘁 𝗰𝗿𝗲𝗮𝘁𝗶𝗼𝗻 95% of GTM folks think involvement in content marketing will make it more relevant & effective. But only 1/2 had a positive experience getting involved. Holy opportunity for content marketers. Time to optimize the experience! » 𝗖𝗼𝗻𝘁𝗲𝗻𝘁 𝗺𝗮𝗿𝗸𝗲𝘁𝗲𝗿𝘀 𝘁𝗵𝗶𝗻𝗸 𝗯𝗿𝗮𝗻𝗱 𝗮𝘄𝗮𝗿𝗲𝗻𝗲𝘀𝘀 𝘃𝗶𝗮 𝗼𝗿𝗴𝗮𝗻𝗶𝗰 𝘀𝗼𝗰𝗶𝗮𝗹 𝗶𝘀 𝘂𝗻𝗱𝗲𝗿𝘃𝗮𝗹𝘂𝗲𝗱 Again and again, we saw comments like, “There’s an under-appreciation for just how much organic social can drive results compared to website traffic/impressions,” and “Organic metrics are highly undervalued.” » 𝗖𝗼𝗻𝘁𝗲𝗻𝘁 𝗳𝗼𝗹𝗸𝘀 𝗮𝗿𝗲 𝗹𝗼𝗼𝗸𝗶𝗻𝗴 𝗳𝗼𝗿 𝗹𝗲𝗮𝗱𝘀, 𝘄𝗵𝗶𝗹𝗲 𝘁𝗵𝗲 𝗯𝗿𝗼𝗮𝗱𝗲𝗿 𝗚𝗧𝗠 𝗼𝗿𝗴 𝗶𝘀 𝗺𝗼𝗿𝗲 𝗹𝗶𝗸𝗲𝗹𝘆 𝘁𝗼 𝗹𝗼𝗼𝗸 𝗳𝗼𝗿 𝗿𝗲𝘃𝗲𝗻𝘂𝗲 𝘁𝗵𝗮𝗻 𝘁𝗵𝗲𝗶𝗿 𝗰𝗼𝗻𝘁𝗲𝗻𝘁-𝗳𝗼𝗰𝘂𝘀𝗲𝗱 𝗰𝗼𝘂𝗻𝘁𝗲𝗿𝗽𝗮𝗿𝘁𝘀 It's 2024, and marketers are still talking about the best way to tie content marketing efforts to revenue. While tying content to “leads & conversions'' and “sales & revenue” is ideal, accurate measurement often gets in the way. » 𝗧𝗵𝗲 𝗳𝘂𝘁𝘂𝗿𝗲 𝘁𝗿𝗮𝗷𝗲𝗰𝘁𝗼𝗿𝘆 𝗼𝗳 𝗰𝗼𝗻𝘁𝗲𝗻𝘁 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗶𝘀 𝗯𝗿𝗶𝗴𝗵𝘁 7 out of 10 of all respondents said content marketing will be more important moving forward. In fact, non-content folks were slightly more optimistic than content marketers. Ok, so who is winning $500?! The two lucky winners of our 408 survey respondents are 🥁🥁 Eleni Zoe and Cari Murray! 🎉🎉 Thank you so much to everyone who contributed and made our report (Closing the Content Gap) a super valuable resource for content marketers. You're the real MVPs. 💛 Your content besties

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✋ Are your SEO and PPC strategies working together? Robbie Richards shares 3 ways your SaaS can integrate the channels for max performance:

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No single strategy fits all. After running ads for over years, here are the strategies that have consistently worked for me: Manual Bid Scaling The classic approach. Start small and increase your budget by 20% every 2-3 days. ✅ Perfect for testing new ad angles with controlled risk. ⚠️ It’s time-consuming but gives you full control over your ads. Turbo Scaling (I use this during EID or Black Friday) The high-octane strategy. Increase your budget by 5-10x overnight. ✅ Best for ads that have proven to perform well, especially during peak seasons. ⚠️ Only use this with stable campaigns. I’ve seen accounts crash when trying this too aggressively. CBO (Campaign Budget Optimization) (Still my favorite) Let Meta’s algorithm handle the budget distribution across your ad sets. ✅ Great for running ads to similar audiences. ⚠️ Works best at scale, but you need solid data behind it for success. Precision Scaling Laser-focused targeting—utilizing specific interests, behaviors, and demographics. ✅ Works wonders for niche products with clear audience segments. ⚠️ Takes a bit longer to optimize, but often delivers a higher return on ad spend (ROAS). These strategies have stood the test of time, but remember, what works for one campaign might not work for another. Always test and adapt!

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Only 26% of Companies with ABM Motions Actually Measure It Properly 😰 This means the other 74% are measuring its effectiveness by standards like total lead volume or click-through rates. Whereas effective metrics are more like: 🎙️Influenced pipeline from ABM activities 🙇‍♀️ Number of engaged ICP accounts Both of these are only being tracked by 1 in 3 marketing teams as well! Most of the time, not measuring ABM effectiveness isn’t down to ignorance but the challenges in doing so. Three ways that anyone can make it easier to start tracking: 1️⃣ Use tools that seamlessly share data between marketing and sales. This allows you to easily track leads, accounts, their activities, and ABM's influence. 2️⃣ Establish clear definitions and data governance practices. Regularly clean and validate your data to ensure high quality. (Big alignment needed between sales and marketing here). 3️⃣ Invest in specialised ABM tools. These deeply track account journeys across channels and will identify high-propensity accounts. I’m definitely missing some others from this list too so please add below!

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Ask your marketing / growth agency this asap. If they don't have a good answer, you're in trouble.   I call it The Table Test -   "If your agency sat at a table with 10 other agencies, what could you say no one else can?"   In an era of AI, copycats, and few leaders, marketing is becoming commoditized.   Marketing's become a sea of sameness.   Most brands are blending in vs. standing out.   A total blow for growth.   But your marketing / growth partner is a huge opportunity to change this.   But most don't have what it takes.   To find out, run The Table Test.

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❓ The Truth About Intent Data... and How it Plays Into ICP ❓ Here’s some bad news: Intent data doesn’t actually reveal buying intent. Despite what the name suggests, intent data only tells you which topics an account is READING ABOUT—not whether they’re ready to buy or whether they are a good fit with fertile ground of demand for your solution. So intent data should NOT be part of your ICP criteria. Instead, use intent data to prioritize and tier your Target Account List (TAL), but don’t rely on it to define your ICP. It’s a tool for sales prioritization and segmenting accounts, not for determining who should be on your TAL. Intent data is powerful, but only when used in the right context. Keep it out of your ICP and use it to refine your account targeting and prioritization strategies. #ABM #MarketingStrategy #IntentData #IntelligentDemand #B2BMarketing #ICP #SalesOptimization

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Segmented campaigns can lead to a 760%* increase in revenue. HubSpot offers the basics of segmentation, but the duty falls to marketers to analyze the database and configure the segmentation. There's three primary approaches to segmenting contacts in HubSpot: - Buyer Personas - Contact Lists - Lead Scoring How do you do it? #hubspot #segmentation #thalox #marketinginsights *(Campaign Monitor by Marigold).

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Considering using HubSpot’s Business Units feature? Learn how to decide whether Business Units is right for you (or whether separate HubSpot accounts is a better option): https://lnkd.in/dvEf3GJZ

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