Cynthia Baker

Video makes or breaks your product launch. Okay... maybe not completely. But from a marketing perspective... if your launch video sucks... then the whole launch falls flat and has way less of an impact. Time and time again... I see SaaS companies get their launch video completely wrong. But, not Saipen (Ron Nachum). Their recent launch video was a *masterclass* in what a SaaS launch video should look like. And their video engagement backs it right up. Here's a mini-breakdown of their video script (follow this for your next launch): 1️⃣ Setting the Scene (Problem Context) "You are now the CFO of a multi-billion dollar company. You make the most important do-or-die decisions every single day..." The video immediately positions the viewer in the shoes of a CFO, emphasizing the high stakes nature of the role, and the potential risks due to inaccurate or delayed data. If you're a CFO... you'll immediately resonate with this. 2️⃣ Problem Introduction "The world's biggest companies are flying blind... wrangling information from antiquated ERPs and CRMs that should have been left in the 90s." The script highlights the inefficiencies and frustrations CFOs face, grounding the problem in relatable, dated tools and error-prone processes. I love phrases like "left in the 90s" as it indicates a big lagging problem with existing solutions and tools. 3️⃣ Solution Introduction: "This is why we built Sapien. Sapien is the world's first financial analyst for enterprise finance teams..." With the problem established, Saipen is introduced in a super simple way: "The worlds first financial analyst for enterprise finance teams" No jargon, straight to the point. 4️⃣ How Saipen Works "Sapien plugs directly into your messiest Excel spreadsheets... with a natural language query, finance teams can now answer the most complex questions in minutes rather than days or weeks." This section explains Saipen’s functionality, emphasising how it can work with even the 'messiest' of excel sheets. Again... something a lot of finance teams will relate with haha. 5️⃣ Demonstration of Benefits (Customer Impact) "For one of our customers, Sapien easily digs through a year's worth of raw transaction-level data..." "Years worth of data" is a *perfect way* to emphasise the tools capability and it gives decision makers an idea of how much data can be pulled in. 6️⃣ Future Vision for Saipen "We’re building a future where enterprise finance is instant and org-wide..." This section paints the end vision which is something that is usually missed in a lot of launch videos but is super important for giving decision makers an idea of the role it will play in their tech stack. 7️⃣ Call to Action "And if you want to learn more about how we're doing it, check us out at getsaipen (dot com)" The video concludes with a direct invitation to engage further, prompting interested CFOs to learn more about Saipen.

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🧪 CRO Case Study Episode 54 One A/B test → 930K plus revenue 🚀 Swipe to learn how one A/B test added over $930K to our client's annual revenue. The Results Breakdown: +$77,558 per month +$930,696 per year (forecasted) +$0.58 revenue per session Bookmark this!

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Full-Funnel Demand Generation and Account-Based Marketing explained. 0. 𝗜𝗱𝗲𝗮𝗹 𝗖𝘂𝘀𝘁𝗼𝗺𝗲𝗿 𝗣𝗿𝗼𝗳𝗶𝗹𝗲 = replicate your best deals. - Firmographics and technographics criteria - (Dis)qualification criteria to target accounts with a need, and that you have a reasonable chance of winning and retaining over the long time - Buying committee structure - Account segmentation criteria - Buyer journey (where and how they learn, discover and buy a solution like yours) 1. 𝗗𝗲𝗺𝗮𝗻𝗱 𝗴𝗲𝗻𝗲𝗿𝗮𝘁𝗶𝗼𝗻 = consistent stream of high-quality expert content aligned with the buying journey, created for places where your buyers hang out and learn + clear messaging on how you're different and worth buying. 2. 𝗗𝗲𝗺𝗮𝗻𝗱 𝗰𝗮𝗽𝘁𝘂𝗿𝗲 on high-intent channels + retargeting. Buyers that are ready to buy will reach out to you. Work on making that process frictionless. Keep nurturing with relevant product marketing, social proof and relevant CTAs. In parallel, prioritize engaged, high value accounts for your ABM program. 3. 𝐀𝐜𝐜𝐨𝐮𝐧𝐭 𝐩𝐫𝐢𝐨𝐫𝐢𝐭𝐢𝐳𝐚𝐭𝐢𝐨𝐧 for Account-Based Marketing, based on: - Revenue potential. In ABM, we want to focus on high revenue potential clients - Level of vendor awareness and engagement - Product-need evidence  - Relationships that we have with the buying committee 4. 𝐅𝐮𝐭𝐮𝐫𝐞 𝐩𝐢𝐩𝐞𝐥𝐢𝐧𝐞 𝐝𝐞𝐯𝐞𝐥𝐨𝐩𝐦𝐞𝐧𝐭 (𝟏:𝐅𝐞𝐰), where marketing and sales work together to nurture and develop relationships with multiple buyers, and progressively profile target accounts to collect insights and qualify the need. 5. 𝐀𝐜𝐜𝐨𝐮𝐧𝐭 𝐝𝐞𝐯𝐞𝐥𝐨𝐩𝐦𝐞𝐧𝐭 (𝟏:𝟏). Here, we collect all the available information about the needs, goals, KPIs and challenges of the individual buyers, and map the value proposition and content to accounts and buyers. Based on these insights, we create and distribute personalized solutions, effectivelly creating 1:1 account-based marketing. 6. 𝐏𝐢𝐩𝐞𝐥𝐢𝐧𝐞 𝐚𝐜𝐜𝐞𝐥𝐞𝐫𝐚𝐭𝐢𝐨𝐧, where marketing works with sales to accelerate the buyer journey of (stale) deals, and re-engage the target buyers. 7-10. 𝐀𝐝𝐯𝐨𝐜𝐚𝐜𝐲, 𝐞𝘅𝗽𝗮𝗻𝘀𝗶𝗼𝗻 𝗮𝗻𝗱 𝗿𝗲𝗻𝗲𝘄𝗮𝗹𝘀. If the deal is won, we'll move it to customer success, and after successful implementation, we can start working on expansion, and later, on renewals. 11. 𝗡𝗲𝘃𝗲𝗿 𝘀𝘁𝗼𝗽 𝗻𝘂𝗿𝘁𝘂𝗿𝗶𝗻𝗴 Even if you select the right accounts, and you run a perfect campaign, not all accounts are going to convert into a deal right away. But this doesn’t mean that you should stop marketing to them, as the opportunity might (re)appear in the coming quarters. That’s why we move these accounts to nurturing & back to demand generation programs, so that you stay top of their mind until they're ready to buy. --- The era of a lead generation and siloed marketing and sales teams passed many years ago. To win today, you need #fullfunnel #b2bmarketing, including brand awareness, #demandgeneration and #ABM programs.

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Your sales team is frustrated with your content— They say it's not helping them close deals. The technical specs are there… …but prospects aren't moving through the pipeline. This is why we built a strategic framework that guides editors *and* AI in understanding who should communicate what, to whom, how, and with what goal. Let me break down the 8 core elements ↓ 1️⃣ Publisher Positioning We start by clearly defining your role and unique value proposition: - Are you the leading manufacturer of precision components? - Or are you the most innovative automation solutions provider? 2️⃣ Persona Development Next, we craft detailed profiles of your target audiences. A plant manager and a procurement director need different information— We map their… - Technical requirements - Decision-making authority - Specific pain points 3️⃣ Customer Journey Phases Every stage of the customer journey needs carefully mapped content to align with the audience’s needs. For instance… A maintenance supervisor researching preventive maintenance solutions needs technical specs and comparison guides. But later? They need implementation roadmaps and ROI calculators. 4️⃣ Sales Maturity Indicators At this step, we identify specific properties and metrics that tell us where leads are in your sales cycle. - Has the prospect downloaded your technical documentation? - Attended your machinery maintenance webinar? - Requested a consultation? Each action signals their readiness to move forward. 5️⃣ Attractive Formats The format we use *must* match the message and the audience— A systems engineer might prefer detailed white papers… …while a C-suite executive needs concise case studies showing bottom-line impact. 6️⃣ Relevant Themes Now, we identify core topics where you can establish authority. If you're a robotics manufacturer, your themes might cover… - Safety protocols - Automation efficiency - Integration specifications 7️⃣ Keyword Sets Here, we curate specific keywords to optimize your visibility in search engines. These may include… - Industry-specific terms - Product specifications - Technical standards 8️⃣ Tone of Voice Your voice needs to be relatable and appealing to your target audience— We help you establish a communication style that balances technical expertise with clarity. 📝 When creating an editorial calendar, we first assign these strategic elements to each content piece. This ensures that the title of a… - Blog post - Social media post - Mailing - White paper …aligns with your strategy. The possibilities for content development are vast, but this approach ensures every piece serves your business goals.

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You plan to launch ABM in 2025. Here are 3 planning approaches. Which one do you think will work better? 1. 𝗩𝗢𝗟𝗨𝗠𝗘-𝗕𝗔𝗦𝗘𝗗 You get prospecting lists from the sales team and need to plan programs to warm up and nurture these accounts. The budget is sourced from the demand generation/capture programs. To run this program, you need an ABM software (another $50K, at least). 2. 𝗕𝗨𝗗𝗚𝗘𝗧-𝗕𝗔𝗦𝗘𝗗 You get your marketing budget and allocate it across different motions: - Events - Demand gen - Content and SEO agencies - ABM ... ABM usually gets a small %, because the motion is not proven or is not considered strategic. Based on that budget, you plan the programs to different tiers of accounts. 3. 𝗚𝗢𝗔𝗟 𝗗𝗘𝗖𝗢𝗠𝗣𝗢𝗦𝗜𝗧𝗜𝗢𝗡 𝗔𝗡𝗗 𝗖𝗔𝗣𝗔𝗖𝗜𝗧𝗬-𝗕𝗔𝗦𝗘𝗗 You start with analyzing sales velocity and revenue metrics (ACV, win rate, sales cycle length). Next, you do a revenue analysis of 2024 between new logos, expansion, and renewals. Based on the analysis, you start breaking down revenue goals into motions and accounts. Example. Revenue target: $46M. - Renewals (Retained Revenue): $31M  - Expansion (Upselling and Cross-Selling): $8MM - Net-New Logos (Customer Acquisition): $5M - Pipeline Acceleration (Late-Stage Opportunities): $2M Next, split each motion into tiers. For example, for Net-New Logos: $5 Tier 1. ACV: $150K   • Win Rate: 25%   • Sales Cycle: 200 days   • Planning:  - Required Revenue: $2M    - Number of Deals Needed: $2M ÷ $150K = 13.3 ≈ 14 new logos    - SQOs Required: 14 ÷ 25% = 56 SQOs   • Contribution to Revenue: $2M  Tier 2. ACV: $60K   • Win Rate: 40%   • Sales Cycle: 120 days   • Planning:  - Required Revenue: $2M    - Number of Deals Needed: $2M ÷ $60K = 33.3 ≈ 34 new logos    - SQOs Required: 34 ÷ 40% = 85 SQOs   • Contribution to Revenue: $2M  Tier 3. ACV: $30K   • Win Rate: 35%   • Sales Cycle: 90 days   • Planning:  - Required Revenue: $1M    - Number of Deals Needed: $1M ÷ $30K = 33.3 ≈ 34 new logos    - SQOs Required: 34 ÷ 35% = 97 SQOs   • Contribution to Revenue: $1M  You'll need to run the same breakdown for expansion, pipeline acceleration, and renewals. Based on your analysis and team capacity, adjust SQO expectations across tiers or redistribute revenue targets among motions. Finally, establish a budget per account in each tier, proportional to revenue contribution and strategic goals. E.g. if your goal is rapid net-new revenue growth before a funding round, prioritize mid-market accounts with high win rates and shorter sales cycles. Ensure the budget aligns with what your team can execute without sacrificing quality. E.g. large strategic accounts may warrant higher budgets for cross-team collaboration, but if such efforts have struggled in the past, start with a smaller pilot budget and focus on proven programs. --- Which of these 3 #abm planning approaches do you think will work better?

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Want customers to actually download your lead magnets? 99% of B2B marketers don't do this Here's the 2-step litmus test👇 1. Is the lead magnet so good it would be stupid for them to say no to This sounds obvious, but I see hundreds of guides here on Linkedin that are just flat "How to become a great marketer 101" "The future of Ecom" "How to start a marketing agency webinar" Yawn.... A few things that can make you stand out: - Be HYPER specific to solving 1 problem for 1 customer - Proprietary data "We interviewed 1000 marketers and here's what they say on X" - Attaching an industry creator "Guide on X, featuring Y creator" - Offering a low lift free service (Ex. Free website audit) You should try to find your 10-star (see video) lead magnet and work backward 2. Would my potential customers share this lead magnet in their team Slack? Would they look smart in front of their boss for finding it? Everyone wants to feel smart in front of their boss, so you need to make it easy for it to happen But how do you know what's a shareable resource? A smart way to figure this out is by asking your already existing customers and their bosses: "If you had to have someone step in for you to do (specific task), what would be the 3-5 resources you would give them so they could do it better than anyone else?" This gives you a ton of insight: - If they have a resource that comes to mind, great, now you have a direction to go - If they don't have a resource, even better, now you make the go-to resource for that specific customer ____ What is the best lead magnet you've seen or downloaded? Drop it in the comments👇 If you liked this post, make sure to follow me Ryan Solomon

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"70% of B2B buyers incorporate video content into their decision-making journey." ‎ ‎‎  ‎ ‎‎  ‎ ‎- Google As a B2B buyer, I don't search for content, I search for answers. And a complex answer is much easier to watch than it is to read. It's not about preference, it's about due diligence. The first vendor to answer my question (in the easiest way possible) builds more trust, faster, guaranteed. So, how do I actually do the thing? A simple podcast for clips: 1) First, grab a co-host (evil competitor, janitor, dog) 2) Next, get a webcam, mic, and light ready 3) Third, analyze a current ideal client 4) Fourth, answer their original pain points on podcast 5) Last, post the clips That's the upside, now the downside ⤵️ _________________ #B2B #podcastprinciples #podcastcoach #podcasting PS: Of course, this strategy doesn't get you the leverage of a true podcast. If you want something that earns business, establishes credibility, and dominates your niche, you must "launch" a unique podcast. @ me in your comment below and I'll send you a video of our exact strategy.

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650+ prompts, 150+ tools, & 40+ video-tutorials. The ULTIMATE pack for AI-sales... We've created a compilation of nearly everything we’ve created at navreo.ai (www.navreo.ai) in the past few months. This covers: → Prompt-packs → Clay tutorials → Strategy explainers → Cheatsheets → Tool recommendations Here are some teasers: → How to use AI-agents to book 3-5 meetings per week → How to find EACH and EVERY potential customer from your LinkedIn connections in under 5 minutes → How to go from sales call to personalised proposal in 16 seconds. → How to use AI to create 48 posts in <2 mins → How to find 1000s of prospects in hard-to-find niches → How to make content that drives revenue (3-step guide) → How we booked 181 meetings in Q4 → How our AI agent booked our client 16 calls in under 21 days → 10 sales tools to find more prospects → 350+ ChatGPT Prompts for Sales → 650+ ChatGPT Prompts for Sales and Marketing → Much more _______________ 📌 If you’d like all of it: 1. LIKE this post 2. COMMENT “Navreo” 3. CONNECT with me. 🚨 Important: If you don’t connect with me LinkedIn won’t allow me to message you. And, if you message me directly without commenting I will likely miss your message. ________________ 👋 Looking to build an AI-powered sales process for your business, but don't have the time to learn how to do it? We offer a DFY (done-for-you) or DIY (do-it-yourself) option. Interested? Let's talk - www.navreo.ai/book-a-call ________________ I'm Bjion Henry 👋 Click my name + follow 🔔 Book more meetings without growing your headcount, using AI Sales Reps ─ navreo.ai

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I completely disagree with the #ABM planning guide for 2025 from Vladimir Blagojević at FullFunnel.io. First of all, planning for ABM should never be volume based -- this is account-based demand gen. Your ABM programs should focus on those accounts that are most likely to win at a high ACV and grow with you. Second of all, in the goal-based approach, he has ABM being a tiering, segmentation, and prioritization strategy. He's following the old ABM pyramid approach when the 1:1, 1: few and 1: many programs should be blended. The 1: many focuses on the ICP and getting awareness and air cover within accounts in your ICP. The 1: few drives greater demand with clusters of accounts that have shown engagement with your 1: many program. Your 1: 1 program takes those account that have reached an intent/engagement threshold, that are part of your ICP, that have a strategic priority in place and where you have a relevant situational story to tell -- and then focuses on moving them to revenue. We need an account-based GTM. We talked to Tyler Pleiss at Movable Ink on the ABM Done Right Podcast about how the old ABM pyramid needs to be retired. You can listen to it at: https://lnkd.in/eHgPqbFc

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I don't quite agree with this idea of fragmentation. AI changed things a bit. However, when people got tired of the toy, they moved on to their former habits. I don’t use AI to search for information due to its weakness and inaccuracies; TikTok to search for something, and YouTube to look for jobs, seriously? The traditional ways of doing things still apply, and the need for content will never wane, no matter how saturated. In years to come, people’s books will still sell even if we have enough books, and films will still be watched even if we already have enough than we will ever have. It’s too hasty to generalize that saturation of content has caused some fragmentation — however, it has only told us where to look for content and where not to. Businesses can, therefore, invest where it is necessary, and many old strategies still apply accordingly. And as long as new things happen, fresh content can always be created to cater to that need for fresh information.

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Most will disagree. Many B2B Marketers Leaders may even hate me for saying this. But I'll go on anyway. All of marketing--no matter how you slice or dice it--is (and should be) a sales-support department. If you disagree, try demanding a seat on the C-Suite by doing "creative marketing." Well, you can do that. But you'll keep chasing attribution metrics to prove your work each time you get ignored. Or you can start with the end in mind by supporting and doing what truly drives or eases sales, without even requiring attribution metrics. How? Know what made existing customers want to buy, the path they took to consider paying for the product. Ask sales reps how their easiest-to-close leads came through. Align your marketing accordingly. Do this, and do it well, and you'll eventually get an invite to the C-Suite. Because even without attribution, when a business is closing new sales and growing revenue, the entire company is happy. Try replacing that with a growing social following, email subscribers, etc., but with no sales to show.

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Sales & Marketing Alignment Checklist: 1. REALISTIC SHARED GOALS Don't default to acquisition of leads or net-new pipeline. Do this instead: ☑ Evaluate historical sales velocity (deal size, sales cycle and win-rate), broken down per net-new accounts vs expansion, and per tier (SMB, mid-market vs enterprise) ☑ Evaluate the expansion potential of current accounts ☑ Analyze your biggest churned deals ☑ Analyze the complete funnel and talk to marketing, SDR, AE and CSM functions to understand where the bottlenecks are in the sales process, and what is currently being missed to win and retain highest-value deals over the long time ☑ Based on this analysis, identify the biggest opportunities to achieve high-priority business objectives ☑ Define the shared goals for all your GTM teams E.g. increase net-new sales volume in mid-market segment by 30% and create a new program to expand at least five enterprise customers. 2. TARGET SEGMENTS & ACCOUNT CLUSTERS ☑ Export deals from the last year, segmented by the main use-case, industry and region ☑ Analyze sales velocity of the different segments ☑ Agree on the high priority segments 3. ACCOUNT QUALIFICATION & THE BUYING COMMITTEE ☑ Analyze 5 largest & 5 fastest won deals, and the 5 largest lost deals from the target segments - Collect common firmographics, technographics and other criteria to (dis)qualify accounts that you're more likely to win and retain - Identify people who played the role of champions, influencers, decision makers, blockers and power users ☑ Analyze these people to derive common target roles, profile keywords, responsibilities and KPIs 4. ACCOUNT PRIORITIZATION & THREE LISTS ☑ Define the criteria (related to relationship, revenue potential, brand awareness and product need evidence) to break target accounts into - Cluster ICP: vendor unaware, product need unknown - Future Pipeline: vendor aware, product need unknown - Active Focus: vendor aware, product need evidence strong ☑ Define data sources and tech to evaluate these criteria ☑ For each source, assign a responsible person and frequency 5. CLUSTER PROGRAMS & PLAYBOOKS ☑ For each list, define playbooks (channels, target buyer roles and concrete sales activities, marketing activities) aligned with the buyer journey stage, to: - Generate awareness and demand with Cluster ICP accounts - Build relationship and validate the product need with Future Pipeline accounts - Generate opportunities with Active Focus accounts ☑ Define clear timeline and responsibilities 6. PROGRAM TRACKING & MAINTENANCE ☑ Define KPIs and leading indicators and reporting cadence ☑ Establish regular pipeline review and account planning meetings ☑ Schedule joint retrospective and planning --- Most sales & marketing teams are aligned on paper, but in reality never work together. Use the above checklist to go from PowerPoint alignment, to real GTM and execution alignment. This is the biggest opportunity for most B2B teams in 2024.

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Most people are seeking shortcuts to global lead generation: How to generate 100s of leads with ChatGPT in 2024, the ONE strategy that brought me $8M in digital product sales, how to generate 1000s of leads per day in 10 minutes... The truth is, most of the time, you find yourself these are not working well... Why? 1. You have a different story and a different background 2. Your audience is different, your niche is different. It's just not a "service-based" or "product-based" business. 3. Those vast leads often generate un-quality leads, wasting your time to have a meeting/conversation with each one of them. I'm not saying that those resources are NOT helpful, but I'm saying that there will be no immediate results from those, often misleading their process in marketing. Instead, 1. You can re-visit and improve your SEO efforts in each search engine/app search 2. You can re-visit and improve your funnels/landing pages 3. You can re-think your content strategies for each platform if they are really making proper leads for each. 4. You can analyze whole traffic through Google Analytics and improve the visitors' journey 5. You can re-visit your freebies/lead magnets, thinking if this is really servicing your audience. As a business owner, it's sometimes hard to think and see the marketing efforts objectively. With these habits, I bet you can audit and see which next step is needed for your marketing efforts. P.S. - By the way, what is another habit you are doing to improve your global lead generation? Feel free to comment below! #GlobalMarketing #LeadGeneration

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No CMO wants their campaigns to end up in the spam folder. Your email is not seen, and your domain will lose credibility. The good news is, there’s one simple thing you can do to avoid this headache. Watch this video to hear how to avoid ending up in the spam folder.

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I love the information that ✅ Tyler Pleiss ✅ offers on #LinkedIn an in his newsletter. I even have him on the ABM Done Right Podcast twice! His podcast will go live next week. But, I do have an issue with his recent post - linked below where he talks about showing 9 quarterly campaigns tied to 9 GTM goals like market expansion, vertical expansion, enterprise expansion etc. #ABM is not about campaigns and especially not about quarterly campaigns. It's about the account experience and how you value engineer the greatest revenue streams possible from future and current clients YoY. When you talk about campaigns and ABM plays, it often means you're doing random acts of ABM. It may generate large pipelines (in Tyler's case $40M+) but we find that random acts of ABM often lead to pipelines that go nowhere. When you talk about campaigns, it's also automatically account-based demand gen which plays an important part of an account-based GTM but it's not ABM,

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What I build for businesses gets 30%-50% lead magnet opt-in rates. Raise your standards and figure out how to get this kind of conversions on lead magnets. Here's an example of what I'm talking about...(in the comments.) #marketing #leadgeneration #leadgen

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How do you get $13M+ in qualified high intent pipeline with <$2k in ad spend? Let me show how I did it with a client earlier this year… 👉 Radically different message = radically different results This client was faced with 2 options to acquire clients for their service. Option 1: Market the brand, service, and benefits Option 2: Market the problem The first option is what most B2B marketing / advertising does. Use ads and content to try to tell everyone how great they are. “We’re the best {category of tool} that helps you {usage] to get you more {generic benefit}” But this overlooks the #1 marketing principle: “Advertising is a battle for perception, not reality.” The problem with Option 1 is that you get perceived as an Interchangeable Nice To Have. Which results in: low engagement → low CTR → low intent to buy → low inbound booked calls But here’s what the client did differently (and I certainly can't take credit for it all): 1) Study the problem that buyers had 2) Simplify it down with Languaging & metaphors 3) Package this POV into organic VIDEO content + Linkedin ads 4) Target the exact people that suffered from the problem 5) Run ads about the problem, the pains they cause, and how it prevents them from getting to their ultimate desired outcome The result? Their brand was perceived as the Irreplaceable Need To Have Solution. The people that suffered from the problem saw them as the only way to solve the problem. They booked calls, raising their hand and saying “I want your solution”. 👉 When you show you understand their problem, people think you understand the solution the best. p.s. As I'm searching for my next B2B marketing position, I'm open to jam about how you can use the same strategy for your own B2B business 😉

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Big wins like this before BFCM is key to getting the best Q4 possible.. DM me if we should talk about it for your brand.

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