Jack Hutchinson

SDRs = Calling 📞 Marketing & Rev Ops = Cadence Tools & Automations Save your org $$$s by getting your SDRs out of cadence tools and back into the #CRM focussed on dialing Leave automated outreach and multi-touch sequences to marketing, and guess what? Then you only need one cadence tool licence! I chatted to Mark Bedard who clearly lays out the path to streamlining your outbound motion #sales #salestips #bdr #sdr #outbound #calling #coldcalling

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If you’re doing outbound sales, start at the top. If you catch the attention of the C-Suite, and they forward your email because they don’t have time… the recipient (likely the actual decision maker) will feel more obligated to get a demo. Think about it: How many times have you demoed software because YOU replied to a sales email? -versus- How many times have you demoed software because your boss or your boss’s boss forwarded you an email and said “can you look into this software?” - You feel obligated to get at least look into it and probably get a demo. #B2BSales #B2BMarketing

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SaaS companies often fight each other on execution when what they should really be doing is trying to beat each other on strategy. Imagine this: you’re in a well-established market with three big players dominating the space. They’re locked in a bidding war on Google ads, even paying to show up on each other’s brand keywords. This only drives up their ad costs and makes Google richer. But none of these 3 players have an organic LinkedIn motion where they are educating and entertaining their ICP. Now, along comes a fourth, smaller company. Instead of joining the Google ad bidding war, they save their budget and take a different route. They decide to go all-in on LinkedIn, focusing on building their brand organically. The founder steps up, spending time on LinkedIn to educate and engage with their target customers. The founder hires a couple of folks from his ICP in his marketing team, who then help add to the momentum being built by the founder on LinkedIn already. Now, this strategy of opting for an organic LinkedIn motion instead of engaging in bidding wars on search could fail or take time to succeed. But if does succeed, then the fourth upstart could gain a serious edge in market, leaving the 3 legacy players scratching their heads as they continue their pricey ad war. What other strategy moves do you think SaaS brands should consider?

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30% match rate, that's what they were proud of... Conversation between a prospective client and me when discussing their 1st party data and how they "leverage it" using a 3rd party tool. When I told them I could ingest the whole CRM list and attribute leads up to 80% match back rate and cut their costs in half or more by working with me instead well that gave them pause. So much so I thought the Google Meet froze. If you have a similar situation and are only leveraging 30% of your potential, we need to talk. #businessgrowth #1stpartydata #autosales #b2csales

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It still excites me how our carrier partners go to bat for us by saying how essential our partnership is to their customers and moving the industry forward. Here's 17. More testimonials are coming, too. This type of attestation doesn't just happen. It's because we approach our relationship to carriers the same way we approach our relationships to everyone else we deal with—customers, employees, press, analysts, everyone. We respect them. To build a business in the supply chain world, you must be a positive member of the ecosystem. When it comes to shipping, that means ensuring that the services offered and promised by carriers are not impeded by the technology in between them and their customers. Because that happens to be our customer too, we mutually work together to meet their demands. But I also feel the relationship and commercial side of things matter too. For example, we NEVER get in between the desires of a customer and relationship to a carrier. I've heard disappointing stories about legacy tech steering a shipper away from a particular carrier simply because they couldn't technically support it. A theme over the years has been tech being the bad guy: shippers hate their tech, and carriers hate the tech they use. It's not the fault of those vendors, it's simply a byproduct of a prior era of product models. Nobody gets what they want with legacy on-prem tech. It's still weird to me that I'm typing this in 2024.

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🚨 "𝗟𝗮𝘀𝘁 𝘄𝗲𝗲𝗸 𝗜 𝘁𝗮𝗹𝗸𝗲𝗱 𝘁𝗼 𝟭𝟯 𝗦𝗮𝗮𝗦 𝗖𝗠𝗢𝘀 𝗱𝗼𝗶𝗻𝗴 𝗻𝗼𝗿𝘁𝗵 𝗼𝗳 $𝟭𝟱𝗠 𝗔𝗥𝗥 𝘄𝗵𝗼 𝗮𝗹𝗹 𝗮𝗴𝗿𝗲𝗲𝗱 𝘁𝗵𝗮𝘁..." You won’t believe what they all had to say! Okay, we'll tell ya! Turns out, they all agreed that hooks like the one at the top are trash. 😲 This is Liam Moroney's experience who sums it up well: "𝗧𝗵𝗲 𝗿𝗲𝗮𝗹𝗶𝘁𝘆 𝗶𝘀 𝘁𝗵𝗮𝘁 𝗵𝘂𝗺𝗮𝗻𝘀 𝗵𝗮𝘃𝗲 𝗮𝗻 𝗲𝘅𝗰𝗲𝗽𝘁𝗶𝗼𝗻𝗮𝗹 𝗸𝗻𝗮𝗰𝗸 𝗳𝗼𝗿 𝘀𝗽𝗼𝘁𝘁𝗶𝗻𝗴 𝗽𝗮𝘁𝘁𝗲𝗿𝗻𝘀, 𝗮𝗻𝗱 𝘀𝗼 𝗶𝘁 𝗼𝗻𝗹𝘆 𝘁𝗮𝗸𝗲𝘀 𝗼𝗻𝗲 𝘁𝗼 𝘂𝗻𝗱𝗼 𝘁𝗵𝗲 '𝗮𝘂𝘁𝗵𝗲𝗻𝘁𝗶𝗰𝗶𝘁𝘆' 𝗻𝗮𝗿𝗿𝗮𝘁𝗶𝘃𝗲 𝘁𝗵𝗮𝘁 𝘆𝗼𝘂’𝗿𝗲 𝗹𝗶𝗸𝗲𝗹𝘆 𝘄𝗼𝗿𝗸𝗶𝗻𝗴 𝗵𝗮𝗿𝗱 𝘁𝗼 𝗰𝘂𝗹𝘁𝗶𝘃𝗮𝘁𝗲." Absolutely, Liam. Our experiences align, showing that patterns—whether in business or personal life—quickly become recognized and associated with manipulation when overused. Think about it. When children don't get their way, they cry. The first couple of times, we're fooled and give into their demands. But once it starts to become a pattern, it becomes less effective. We're no longer fooled. Well, it's the same with selling. We're training people to know our next move. Hence, when we repeatedly use the same hook, template or opener, people start to see it as a ploy to sell rather than genuine engagement. 📉 While once effective, these tactics eventually wear out. The key is remaining fresh, creative. Avoid becoming too comfortable with what currently works, as it can quickly become stale. 𝗗𝗼𝗻'𝘁 𝘄𝗮𝗻𝘁 𝗽𝗲𝗼𝗽𝗹𝗲 𝘁𝗼 𝗿𝗲𝗰𝗼𝗴𝗻𝗶𝘇𝗲 𝗮 𝗽𝗮𝘁𝘁𝗲𝗿𝗻? Then don't abuse or create a new one. P.S. For more insightful content, give Liam Moroney a follow! 👏

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Our SDR team is the best in the biz.  That’s a fact. But it’s also a fact that our human team can’t possibly keep up with every single lead all at once. We’re putting so much of our marketing budget into getting eyes to our website, and on weeks where we have multiple events and tons of conversations are happening, speed to lead is crucial to make the most of all that engagement. It doesn’t matter how hard your SDRs work, they only have so many hours in a day. That’s where AI SDRs like Piper come in.  AI SDRs aren’t just a replacement for human employees, they augment your team when they’re at capacity and give them time back in their day to focus on bigger and better things. Maura Rivera and I sat down this week to talk about all the things that matter when evaluating an AI SDR in The AI SDR Hiring Guide. Check out the full conversation here: https://bit.ly/4eyaHEa

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We at ZUZU Hospitality are doing exactly what Dharmesh Shah said HubSpot's product and GTM strategy was - Broad featureset and SMB focus. We just happen to do it for Hospitality. One more thing, we are doing it with an added layer of services components to take away the more complex bits such as Revenue Management. Thanks you Dharmesh Shah for articulating this strategy. Gives us early builders more confidence in what we are going for.

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Some years ago I was in charge of setting up HubSpot sales analytics and analyzing data for actionable insights. HubSpot is a fantastic CRM with dashboard customization, but creating the reports I needed was often a struggle. I relied on spreadsheets to calculate certain data points, which was time-consuming and difficult to maintain. That's why we created Forecastio - to simplify sales data analysis and provide AI-driven insights from your HubSpot data. If you want to learn how to supercharge your Hubspot sales analytics and easily make data-driven decisions, click the link to read more! #SalesAnalytics #HubSpot #Forecastio #RevenueLeadership #DataDrivenInsights

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The Campaign Member object should be the center of GTM ops. Here are all the things I do by simply adding leads/contacts into Salesforce Campaigns... 1.) Multi-touch attribution - Each Campaign Member record is a "touch point" or "signal" that then gets associated to an Opportunity. On the Opportunity I can see every Campaign Member record that contributed to helping "source" and "accelerate" that Opportunity. 2.) Side-by-side comparison of 4 attribution models - I like to have 4 attribution models run side-by-side on the Campaign Member record: First Touch, Last Touch, Equal Weight, and U-Shaped. Each model tells me a little something different around how that campaign/campaign type/etc is performing and where to invest more resources and budget dollars. 3.) Funnel conversion - I can track a Campaign Member record as a "touch point" or "signal" from Lead/Contact all the way through to Opportunity creation and closed won. Being multi-touch and on the Campaign Member record, I can filter/group my funnel by an field on the Campaign (name, type, etc), Campaign Member (UTMs, etc), Lead/Contact (persona, etc), Account (industry, country, tier, etc), and Opportunity (type, manager, owner, etc). 4.) Hand-off with sales - I build a "sales follow-up" dashboard in Salesforce that is simply table views of Campaign Member records. The dashboard is filterable by Lead/Contact Owner and Follow Up Status (open, attempting, connected, opportunity created, already an open opportunity) as well as other custom filters like Account Grade. I track first attempt date/time, number of attempts, number of connects, and then my multi-touch attribution will automatically associate the Opportunity when/if it gets created. 5.) KPIs - I've moved away from the traditional MQL and lead scoring model. Instead, marketing's goal is to generate high intent "touch points" or "signals" within Accounts that are in our ideal customer profile. We simply track how many of these "touch points" or "signals" happened over a specific period of time (ie Q1 2024) and how many converted to an Opportunity, qualified Opportunity, and eventually Closed Won. Ultimately marketing is responsible for qualified pipeline, but high intent "touch points" or "signals" are the best leading indicator of the value marketing is delivering in the moment. Have questions on any of these topics? Post a comment and I'll try to create a Loom video of exactly how I set it up and implement it.

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As temperatures drop, make sure your inbound lead flow doesn't cool off. RentSearch. keeps your prospect list warm by precisely targeting actively-searching renters looking for their next place. How? First-party audience data that targets renters actively searching for their next home. Reach out so I can tell you more about how RentSearch. can keep your click-through and occupancy rates high. #MultifamilyMarketing #ApartmentMarketing #OnePlatformEndlessPossibilities

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Absolutely spot on! CSMs are often underutilized, but they have the potential to be the biggest revenue drivers. Proper training and a clear focus on delivering and monetizing value are key to unlocking growth opportunities 📈 #Customersuccess #growthpotential #Saas

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Should you build or buy your B2B demand generation engine ? Answer: Depends on your expertise and current martech stack investment. Buying can make sense if you've got nothing in place, have product market fit and are ready to scale now. But for firms that already have some martech in place, incorporating and integrating that tech into a well orchestrated engine often makes the most sense. The key is working with an expert who's built many engines before so you get the expertise while getting better utilization and ROI out of your existing stack. It's a common question, so if you're contemplating building or fine tuning an engine, check out the handy FAQ that you'll find in the comments. #B2Bdemandgeneration #B2Bmarketing. #martech

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I'm not going to say "Google is dead," but... it ain't what it used to be. We all know it. That's why content leaders need to find better ways to surface relevant content for potential buyers. Leaning on our Sales team as a content distribution channel is one of the things that Vitally.io is getting better at by necessity. Our SDRs use our interactive tools and reports to start conversations. Our AEs use the insights in our guides and articles to beat down objections and position themselves as expert advisors. And it's all been incredibly effective, even if you can't always measure the impact as precisely as you can measure organic search clicks. At the end of the day, content teams exist to make the sales process easier. Everything else is a vanity metric. Thanks again to Nate Turner for the great conversation, and listen to the whole thing at https://lnkd.in/gfcPzu5F

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Today, I used🔍 GoSearch to: 1. Find the status of Marketing Jira ticket. 2. Check the status of a Salesforce opportunity 3. Find an error in a structured snippet 4. Check how many oppts tied to a Hubspot campaign 5. See scheduled social posts inside Notion And this is just a sample set. 5 different asks, 5 different apps, but one thing in common ... Instant answers to my questions ❓️which saved me valuable time. 🕝 #WorkplaceSearch #EnterpriseSearch #AIAssistant

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Today we're going to delete a workflow in HubSpot. 🗑️🚯 Because we’ve made it super easy to automate your HubSpot pipelines in Arrows 🤖 Now, you can automatically move customers through your onboarding or implementation pipeline in HubSpot as they take action in your Arrows action plan. No hacky workflow setup or complex logic required. Setup takes less than a minute and your pipeline will be updated in real-time 🎉 Here’s how it works: 1. Enable Pipeline Automation from the left sidebar of any Arrows template. 2. Select the pipeline in HubSpot you would like to automate. 3. Choose your automation criteria – Arrows completed tasks, phases, or plan status changes. 4. Publish your pipeline automation. 5. That’s it - no more manual pipeline updates or out of date reports.

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Anybody have a resource/doc (or willing to talk) about best practices in HubSpot when using the following company fields? 1. Lifecycle stage 2. Type 3. Lead status

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Matthew Volm is a repeat startup founder—his latest being RevOps Co-op, a community for RevOps pros with over 13,000 members. (They also have a ton of great educational resources, well worth checking out.) RevOps Co-op actually started as a community in support of Matt’s software company, but when he saw the need for more education and resources for the RevOps field, he pivoted and hasn't looked back. During our chat we discuss: 🤓 the crucial interplay between finance and RevOps 📈  how RevOps pros can build their finance acumen 💥 living through the tech bubble 🥊 the hot debate on unified vs. split RevOps functions 🤗 the community-led business model 🔮 what the future holds for RevOps Some key takeaways: 1. Successful RevOps has to be more than sales operations. It needs to encompass the entire revenue engine, including marketing and post-sales. This shift is driven by the increasing complexity of go-to-market strategies and the need for seamless handoffs between teams. Great RevOps teams should drive efficiency across the end-to-end customer journey, with particular emphasis on post-sale activities like customer success, renewals, and expansion revenue. 2. Financial literacy—e.g., understanding financial outcomes, metrics, and how RevOps activities translate to business results—is crucial. This knowledge allows RevOps professionals to make data-driven decisions, build stronger business cases, and communicate more effectively with leadership. If you don’t have an FP&A background (perhaps you’re an English major like me), you may want to improve your financial acumen through on-the-job learning, collaboration with finance teams, and supplementary courses or training. 3. Failure is part of the founder’s journey. 90% of what you’ll do when creating a startup is not going to work. You need to have the stubbornness and tenacity to face this failure, get whacked in the face, and keep pushing forward. Failure is OK. 4.  RevOps is increasingly involved in high-level business strategy, particularly in go-to-market planning. This trend reflects RevOps' unique position in overseeing the entire revenue process and its ability to identify inefficiencies and opportunities for improvement. By focusing on critical handoff points and conversion rates throughout the customer journey, RevOps can drive significant business impact.

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