Heather Lodge

For professional services marketers, one of the toughest things to do is *not* follow all the advice you find from B2B product/SaaS marketers. Most of it is plain wrong for a service business. The product peeps are selling widgets. You're selling relationships that will last for years (ideally). They're obsessed with website traffic because their customers can and do buy right on their website. Buyers of professional services don't do that. The sales process is much longer. It requires building a trust-based relationship, something that doesn't happen with a website visit. They need to sell thousands and thousands of seats. You need your next five clients. But there's *so much* B2B marketing advice that comes from SaaS marketers and while it's smart for them, it's wrong for you. You're playing a different game, so don't follow their rules. *** Find this post thought-provoking? There's more where that came from - sign up for our emails at https://lnkd.in/e2-iNhcs

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Best Practices for Setting Up and Using Attribution Reporting in HubSpot https://hubs.ly/Q02HXnkf0

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Stop treating martech vendors like trusted advisors—they're not. Why do so many marketers act like they're your friends? These companies are not your trusted advisors, they’re not your partners, and they sure as hell aren’t sitting around strategizing about how to make you more successful. They’re trying to sell you a product, period. Yet somehow, we’ve fallen into this delusion that martech vendors are here to guide us on our marketing journey like a wise, benevolent sage. Let me break it to you—they don’t give a damn about your pipeline, your ROI, or your KPIs unless it helps them hit their quota. Martech vendors are salespeople. And like any salesperson, their ultimate goal is to get you to sign on the dotted line. Whether it’s for their CRM, their automation platform, their shiny new AI tool—it doesn’t matter. The bottom line is they exist to sell, and every interaction you have with them is designed to move you toward that sale. That “personalized demo” you just had? It wasn’t tailored to your needs—it was scripted to hit the same talking points they’ve used on a hundred other companies this week. That “free trial” they’re offering? It’s not a gift—it’s a hook to get you dependent on the product before you even realize you don’t actually need it. Here’s how it works: Step 1: They convince you that your current tech stack is inadequate. Step 2: They manufacture a problem you didn’t even know you had (oh, you don’t have predictive lead scoring?!). Step 3: They position their product as the magical solution to this problem they just made up. Before you know it, you’ve bought into a tool that costs more than it’s worth, overcomplicates your processes, and adds another line item to your budget without driving any real impact. Quit putting these snake oil salespeople on a pedestal.

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For Marketo users, increasing form conversion rates may be as simple as integrating with another tool. Find out how one of our clients pulled this off here: https://bit.ly/4eba9ne #Marketo #Drift #Marketing #MarketingAutomation

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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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For Marketo users, increasing form conversion rates may be as simple as integrating with another tool. Find out how one of our clients pulled this off here: https://bit.ly/3UbKS3x #Marketo #Drift #Marketing #MarketingAutomation

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For Marketo users, increasing form conversion rates may be as simple as integrating with another tool. Find out how one of our clients pulled this off here: https://bit.ly/3MhfT2v #Marketo #Drift #Marketing #MarketingAutomation

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Want to know how to better communicate SEO to the C-suite? Next Tuesday, May 21 at 2 PM ET, join our partner agency Go Fish Digital's Chris Long for the "SEO For The CEO" webinar! You'll learn: → Metrics you can utilize to get buy-in and communicate your ideas. → How to translate your recommendations to revenue/profit goals. → Methods to forecast SEO initiatives to senior leadership. Don't miss it: https://hubs.la/Q02xz0Pk0

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Survey Insights from TACK Insider Members Take these steps: "Overwhelming Value, But..." Many members appreciate the massive content, but some feel overwhelmed. They need guidance on where to start. Top Value Areas: • Tools & Resources • Go-To-Market (GTM) Courses • Networking Members want more networking opportunities and reminders about available tools. Room for Improvement: Members suggested: • More pointed content • Smaller discussion groups (cohorts or mentorships) • Clear distinctions between free and paid content They also want more practical content like playbooks, case studies, and success stories. Calls for More Networking: Multiple members want more opportunities to connect with others in similar roles through events or structured groups. Content and Engagement Balance: Feedback highlights that daily tips, while valuable, can be overwhelming. There's a suggestion to mix in content from more community members to diversify insights. Our Next Steps: We're listening! Here's what we're focusing on based on your feedback: Simplified Onboarding: We'll provide clearer entry points for new members so you don't feel overwhelmed by the vast content library. More Networking: Expect more events, cohorts, and opportunities to connect with like-minded professionals. Focused Content: We’ll aim to highlight specific tools, resources, or playbooks weekly to help guide your learning journey. We appreciate everyone who shared their thoughts! We’re committed to making TACK Insider the best community for people-first GTM. Come join us for free!

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Professional services marketers—what will you *stop* doing in 2025? Strategy is often deciding what *not* to do. We can't do all the things and do them well. As you prepare for 2025, think about doing less ... but doing it better. (I have some recommendations if you're interested.) h/t to Mike Krupit for putting this idea in my head.

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Ever wonder why some demand generation teams crush it while others struggle? It's all about structure. Here's the blueprint we use for a high-performing demand gen team: Role Clarity is King. - Demand Generation Manager (Strategy & Team Leadership) - Marketing Operations Manager (Tech Stack & Workflow) - Content Strategist & Designer (Content Creation & Planning) - Digital Marketer (PPC, Display, Social Ads) - Marketing Analyst (Data & Performance) - Email Marketing Specialist (Lead Nurturing) - CRM Administrator (Data Management) - SEO Specialist (Organic Growth) - Social Media Manager (Community & Engagement) - Sales Enablement Specialist (Sales Support) - Customer Success Manager (Retention & Feedback) Is this the dream team? Absolutely. But here's the reality check - not every company can build this full roster overnight. Smart leaders often start with: - Strategic contractors for specialized roles - Fractional expertise through agencies - Hybrid roles that evolve as you scale Despite all this, it's important to understand how the ideal team structure works so that marketing leaders can navigate their circumstances and fill gaps creatively. Remember: Walk before you run. Build smart, not just big. Collaboration is Queen. Here's how you can get started with a limited team size. It all starts with breaking down silos and fostering innovation. Aligning with sales and product teams can sometimes seem like an afterthought, but it shouldn't be. There's untapped expertise in your coffers you can get access to if you can rally everyone around the cause. Result? Revenue-driven marketing initiatives. Metrics Matter. Make goals a team sport between departments. Track these religiously: - MQLs and SQLs - Conversion Rates - Marketing ROI What gets measured, gets managed. Essential Team Qualities. - Analytical mindset - Adaptability - Collaboration skills - Creativity - Tech proficiency - These aren't just nice-to-haves. They're must-haves. Reporting Structure. Director of Demand Gen → VP of Marketing/CMO Demand Gen Specialists → Director Clear chain of command = Clear results The CMO/Director's job? Make sure every dollar and every team member drives growth. Here's the kicker: A well-structured team doesn't just generate leads. It nurtures prospects and fuels sustainable business growth. What's your biggest challenge in structuring your demand gen team? Drop it in the comments! 👇 #DemandGeneration #MarketingStrategy #TeamStructure

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Want to improve the quality and consistency of AI’s written output? Wonder how prompts, context, and templates can help?   In this article, we explore AI prompting techniques for getting quality written results. Why It’s Important to Balance AI Assistance With Human Creativity and Expertise There are currently two extreme views on artificial intelligence (AI) in […] The post AI Prompting for Writing: How to Get High-Quality Output appeared first on Social Media Examiner.https://https://lnkd.in/e8RvRCWy

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The right ageny partner can literally make or break your #abm program. Your partner needs to be capable of shouldering commercial accountability and driving tangible outcomes, not only the functional delivery of an ABM program. Check out Orla Murphy's latest blog on the art of scaling... https://lnkd.in/g9ikvF7C Seeblue

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The average web visitor: --reads 28% of the words --79% of users say they scan --research has shown that readers fixate on sections of your site for only 2.6 seconds before moving on. Those seconds can mean big differences in the number of members, donors, and beneficiaries you have. Learn more key insights on the importance of how visitors view your website. You'll uncover a few ways to easily make changes today to optimize their experience!

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What do others in B2B manufacturing invest in marketing, and what results do they see? If you've pondered this, the Databox Surveys can provide the insights you need. Beyond the standard metrics from Benchmark Groups, these surveys offer the crucial context that marketing teams in B2B manufacturing often miss. The key takeaway: How can we achieve better performance? Find answers to this and more in the latest Databox insights. Hear Fedor explain the process on our podcast! 🔗 https://lnkd.in/en_Bsv7W

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