Alex Flitton

Bad #marketingops: - Undocumented processes  - Too many tools - Constant fire drills  - CMS and systems littered with hacks and work arounds - Limited resources supporting GTM motions Bada$$ #marketingops: - Clear definitions and process documentation - Lean, purposeful #martech stack  - Prioritized, quarterbacked project management - Right mix of internal/external expertise #opsenabledgrowth #demandgen #revops

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Action Items for the Growth Marketer: Leverage AI-driven data insights to optimize both inbound and outbound marketing strategies. Balance your efforts on new customer acquisition with strategies focused on customer retention and expansion. Let JoeMarketing assist you with your PLG motion. Learn more about our GTM, PLG, and SLG services here, or contact me here. #PLG #ProductLedGrowth #GTM #GoToMarket

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HubSpot isn't just a band-aid for short-term pains – it's the engine that powers long-term business growth. As an all-in-one solution spanning marketing, sales, and customer service, HubSpot empowers companies to create a seamless customer experience, optimize processes, and align teams around a common "North Star" goal. That is why HubSpot should never be sold on feature set, or what it could enable you to do today. If you're looking for spot fixes, you might benefit more from smaller more specialized pieces of software. But if you're ready to launch toward a $1B business, reach out to Aptitude 8. I hear they're the best HubSpot Technical consultancy out there. S/O to Christopher Barnett for being a guest on the Sprockets & Gears Podcast

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I'm noticing a gap in #productmarketing. We look after so much - GTM motions, nailing positioning, messaging, and copy, enabling sales... it doesn't stop! Interestingly, every PMM will have a unique approach to tackling these. PMM #1 will do it differently than PMM #2. None of them are wrong, they're just completely different approaches. What's more - if PMMs are doing any of the above for the first time and don't know how to tackle it, chances are another #PMM somewhere in another part of the world has faced the same challenge, and has succeeded. But that know-how, (and this is important), from another PEER - can be shared more effectively. I think this could be done better - PEER-TO-PEER learning with actual examples. I'm taking a stab at addressing this gap, and I can't wait to share more with you all in the coming days! 🙌

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Below, Patrick Spychalski at The Kiln - a Clay Agency discussed different intent data tools on the market including Common Room, RB2B, and Clay - and he showed how to use it. But... Not once did he mention to go beyond the intent data and gather account insights to get the account story. The approach below will have sales and marketing teams reacting to the data in he same way! it's going to lead to an even greater ignore era. As Mark Kosoglow mentioned on his Operator website: Everyone has access to the same data, the same signals, the same vendors and is using the same products to automate the same playbooks. Millions of sales reps just got notified about that new VP of Sales or new round of  funding, and they all sent the same automated, AI-generated email. #Intent data is no longer a competitive advantage and in many cases, it's a disadvantage. It's stopping #GTM teams from making meaningful connections with buyers.

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You've planned your budget by channel and started spending for 2H, now you're being asked to report on that ROI. Can you do it cleanly and is everyone aligned? Do you have an understanding of your current attribution model and have you invested resources if you don't? Often attribution is the last mile any Marketing team wants to tackle, but it's critical in building the data models that support the ROI reporting you need. Thankfully, we've got a POV and we think it might help YOU: https://lnkd.in/e-8XTizc

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Before you start that next HubSpot certification, insert “ops” or “operations” into your LinkedIn headline, or double down on learning the latest HubSpot APIs, remind yourself that 99% of companies that use HubSpot have invested in Hubspot to achieve one goal: Growing sales Your HubSpot team (even technical ones) should have 2-3 data-backed ways to grow sales by 20% in the next six months in their back pocket at all times. Grow your skills in any area that you are drawn to, but be an expert in sales growth. #inbound #hubspot #crm #revenueoperations #data #sales

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Question for: previous Marketo die-hards now using Hubspot (and liking it) What do you like about Hubspot and what changed your perception? I still hear the old perception that Hubspot is the SMB tool you grow out of. Personally, I believe the old persecption is incorrect (this coming from someone who was a Marketo diehard myself). These days, at CS2, a good chunk of our clients (who are complex, scale-up B2B tech companies) are on Hubspot and have no need to move off it. Our POV is that Hubspot has been killing it when it comes to product development and they are neck and neck with Marketo. So, I am curious about what convinced others that Hubspot has caught up. #marketo #hubspot #gtmoperations #marketingoperations #revenueoperations  

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"The best science on the market for impactful lifecycle marketing." I'm so grateful that I have the honor of working with such an amazing team, and I love each of our customers to death. ...so reviews like this are just icing on the cake. 😅 "Lots of lifecycle marketing tools out there. I'm familiar with most of the big ones and have sat through demos of others. Aampe is one of 2 company's I've seen with sound AI behind their scheduling and content optimization." "Most companies optimize the metrics that marketers care about (e.g. push my email open rate as high as possible). Aampe instead maximizes the **incremental** impact to metrics **compared to of you did nothing**. No offense to my marketing friends, but many of you haven't been trained to think this way. You hand out coupons at the door of the cafe and then take credit for any sale that uses a coupon." "Aampe delivers impactful content to the right people at the right time. Sounds simple, but most companies spend millions so some humans can diagram every possible path a customer can take and draft the 1 email they might get at each step. Or you can use Aampe and one person can do this all in a week." 💪💪

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HubSpot updated their software today. ...not different from any other day... In addition, HubSpot 🔦 Spotlight 🔦 was released - a packaged release of features, updates, and linked knowledge base articles. ⚖️ It's nice to have both. 1️⃣ Build up to a single point for customers, HubSpotters, and enthusiasts-alike to share in the 🌟awesomeness🌟. 👍🏽 Pros: The shared experience, clear update line in the sand, and big build up from the entire ecosystem. 👎🏽 Cons: There's much to go through, digesting so much at once is arduous, updates can get lost in the mix. 👣 Perspective: Less frequent<>Easier to incorporate; Lengthy to go through<>Clarity on when updates occurred; Great for partner teams to work through together<>Too much for customers to comb through on their own 2️⃣ Continuous updates and beta launches embedded in the product give nerds like me continuous hits of adrenaline (and us natural introverts out there the validation of a shared language 🥳). 👍🏽 Pros: Continuous content to push to ecosystem, something for superfans to gnaw on, opportunities to release and improve faster, grace of continuous releases anyway when updates NEED pushed out. 👎🏽 Cons: Can be lots of noise, HS customers need to get back to business, another "thing" to do, lack of contextual implications for portals. 👣 Perspective: Another thing to watch out for optimizing your portal<>Opportunity for collaboration; Need to write up every update<>Need to produce a knowledge base article anyway; Great to see value in my monthly spend as a customer<>So much to keep up with. #darkestSecrets #hubspot #operations #crm #sales #spotlight #service #customerSuccess

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I’ve seen so many companies get excited about implementing HubSpot (and rightfully so!) but then hit a wall when it comes to actually using it effectively. Here’s the truth: the magic isn’t totally in the setup—it’s in the adoption. A few key reminders I share with clients: 1️⃣ Clean data, clear insights. Don’t skip the database cleanup—it’s the foundation for everything. 2️⃣ Processes matter. HubSpot is only as good as the processes you build around it. 3️⃣ Empower your team. Consistent training and showing off user-friendly features make all the difference. If you’re feeling stuck after implementation, you’re not alone! Let’s chat about getting your team to love HubSpot as much as I do.

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No matter where the MarTech team or the MOps team sits within an org chart, the teams need to consider themselves strategic partners to product marketers, marketing strategy teams, sales ops, and the sales team. We may not realize it, but our language and actions guide how people view Ops in the org. You will likely lose your audience if brought into strategic conversations and you pull up complex operational diagrams. If you aren't conveying that you are thinking about the bigger picture of a GTM because you are focusing on just getting the data loaded and the campaigns launched, you will always be viewed as just the doers. 🔥 Hot take 🔥 Companies can always find more doers. However, the most valuable thing, and what will likely give you more satisfaction in your role, is if you can provide insights and direction that contribute to the success of your partners within the org.

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Are your HubSpot email open rates going down and you need to fix it-- FAST? These four things set the foundation for deliverability and you need to make sure your emails are set up correctly so they end up in the inbox, not spam.

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When HubSpot launched their generative AI tools in the overall suite, I was a bit underwhelmed. As an early adopter, that's no surprise. MVPs aren't usually world-changers. But one thing I did say was that when they added AI analysis to reporting so I could simply say something like, "Is there a best time to send emails that get the most clicks? Which campaign is leading the best conversions when it comes to discovery calls?" and I could get a report... well, that's when I'd really sit up. After all, I'm a creative, not a reporting wizard. But I know how important it is to dig into the data. That's why I'm paying attention to this new update. I cant wait to turn mounds of data into digestible decisions. https://lnkd.in/g3Yt5Ztg #HubSpotCommunityChampion

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📨 Not Landing in the Primary Inbox? Cold email deliverability is everything. If you’re not landing in primary, it’s time to rethink: ✅ Use multiple inboxes (warmed for 2 weeks). ✅ Diversify with generic domains. Example: cleaningpros dot com. ✅ Split-test offers, not just subject lines. Combine cold email with Facebook retargeting. Prospects who don’t reply to your email may respond to an ad. Dual-channel = higher conversions.

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Anyone seen any great examples of incrementality reporting for B2B? I am not convinced (yet). The issues I see are: (1) Small sample sizes Most B2B companies don't have enough data for AB tests like this to have statistical significance. (2) Pipeline pressure Most B2B companies are under so much pressure to produce pipeline they don't have the luxury of excluding a control group from their marketing. It risks producing less pipeline by not engaging with as much of their audience as they can.  (3) Buying complexity The B2B buying process is so complex with multiple people involved over a long timeline. I haven't seen an example of how incrementality solves this. (4) Untracked touchpoints It seems pretty impossible to measure the incrementality of channels that can't be tracked very well. _________________ I know all forms of attribution have these issues as well. But I keep seeing posts on incrementality being SO much better than other forms of attribution and lots of theoretical commentary on it. But I have yet to see real evidence of this being so much better. And when I think about it more it seems like all the issues we have with attribution are still there with incrementality. So, I am genuinely curious if someone can share examples and convince me to change my mind. I'd love there to be a better way to measure marketing that beats the traditional methods. I'd be all over it.  

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