Sara Kinsey

Hi all - Sharebird invited me to do an AMA on Sales + Demand Gen alignment - a topic near and dear to me! You can ask questions and sign up to get my answers emailed to you via the link below.

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One of the most overlooked actions content marketers (or really anyone) should do, but usually don't: Keep your subject matter experts/collaborators in the loop. At. All. Times. Without. Them. Asking. Sounds simple, but most people never do it. (I share my template below.) 👉 Let's say you're working on a project that you need input on from stakeholders around the business. 👉 You call them in for a brainstorm to get ideas and gather feedback. 👉 You take those ideas and build a brief for the CMO, get feedback, and get the green light. 👉 You’re excited to get going, so you start delegating tasks and executing, throwing together a project plan, and assigning deadlines. 🛑 Bzzt. Hold up.Pump the breaks. 💡 Before moving forward, follow up with your collaborators, give them an update and most importantly, give them credit. (I put the template I use in the comments) It may seem like a no brainer, but you’d be surprised how often this step is forgotten — and how much impact it can have. 4 reasons why you should take time to do it: 1️⃣ You’re giving visibility into the process to others, helping them feel more involved and invested 2️⃣ You’re showing how you’re sharing the credit, which encourages future involvement 3️⃣ You’re giving a heads up about work to come and what to expect next (without it feeling like a robotic project management update), so they can resource plan 4️⃣ You’re collecting all of the notes both for you and the team so you have something to refer back to A lot of times content marketers/creatives only view themselves as a service-level executor (which is totally fine, by the way). However, if you’re looking to move into a more strategic leadership role, actually stepping in to lead a team of stakeholders or collaborators on a content project, is one low stakes way to exercise that muscle.

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In today's rapidly evolving environment, a fresh perspective is needed for demand generation. What worked 5 years ago clearly doesn't deliver the same ROI today. Love the perspective Ed Locher. You've always been a demand gen wizzard. Here’s a model based on the 4 C’s: Curate, Capture, Convert, Compound, each crucial for creating an effective revenue generation engine:

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Did you know that 53% of gamers play for longer because they get rewards?💡To help you boost retention and revenue, Adjust's guide covers everything you need to know about rewarded video ads. Pause to read!

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I've seen a few conversations lately about PMM charters. Charters are a powerful way to introduce, or relaunch, PMM to your org. A comprehensive charter to should outline: 1️⃣ why PMM exists at your org 2️⃣ your primary responsibilities 3️⃣ your processes and activities 4️⃣ how to leverage PMM If you're looking for another example of a product marketing charter to leverage, check out this one from Pranav Piyush on Reforge. I find the section on success criteria to be especially valuable. https://lnkd.in/gU5Q4tbK Note: you need to be a member to access this but Reforge has a free 14-day trial.

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A lot of marketing teams struggle to maintain their originality and memorable viewpoint as their company moves upmarket. Enterprise buyers demand a different tone and voice, yes, but you shouldn't start to sound like everyone else. So how do you write great copy as you move up market? It should stand out and be memorable (don't be afraid of humor) It should communicate value to your buyers It should differentiate from existing solutions #marketing #SaaS #startups #strategy

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What are the root causes of poor GTM team alignment? Our recent survey sheds some light on what your revenue team Ops peers are saying. These comprehensive reports provide all the information. https://gag.gl/4YHwRD #RevOps #DataQuality #RevTeamAlignment

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7 billion years ago when Adam first join our team at Klue, we started a humble podcast for the competitive enablement category we were creating. I emphasize the word humble 😂. We learned as we went, improving little elements of the show each week - our editing, format, topics, how we promoted on social. Organically over time it turned into a real 🚩 flagship show for our company. But it needed a refresh. Competing used to be left to a dedicated CI or PMM team to own - but we see that growing 📈. From the C-suite through to sales reps - competitive strategy is relevant to everyone grinding and building a business - whether it's trying to win competitive deals, market share, or finding your angle to differentiate. So, we're stoked to re-launch ☕ Coffee & Compete ☕, our flagship show at Klue. This is the show that breaks down the news, gossip and tactics of competitive business strategy. If you’re in product marketing (or tbh anyone who’s interested in competitive strategy 🤷‍♀️) then tune in! A few things you can expect: 🗞 Competitive news of the day. Lots of hot stories and tactics to be shared from how real companies are making competitive moves, and the lessons to be learned. 😎 Hunter!!! Our very own superstar Competitive Enablement Manager is on a mission to close our very own competitive revenue gap. He'll be building in public and documenting everything we learn. 🧠 Oh, and more Klue experts and customers. We’re going to be joined by lots more Klue faces to talk about the competitive news and bring their wisdom to our audience. 📽 In-studio vibes. Our brand team balled out on a budget to build this set. This thing looks and feels like a million bucks (despite only costing a couple hundred). Our first episode is dropping on Aug. 8 so subscribe to Coffee & Compete anywhere you listen to your podcasts, video epis will be on Klue’s YouTube, and of course it’s all on the The Compete Network 👊

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Bradley Keenan 🏂 and Lewis Gray ⚡️ are rethinking success metrics. How do you measure the ROI/impact of employee advocacy? Our go-to suggestion for this is to use your platform and website analytics. DSMN8, for example, automatically adds UTM parameters to every employee share made through the platform, so these will light up in your website analytics. You can then get into the weeds of Earned Media Value, and determine what all of this activity would have cost you through paid social, as an example. However, so much impact is forgotten about if you’re only going to think about success like this. Using self-reported attribution on your website’s enquiry forms can be an amazing way to get further insight into word-of-mouth recommendations. We’ve been doing this at DSMN8 for some time, and the feedback we’ve received has been so insightful. Beyond the analytics suite, we've unearthed invaluable feedback like "I follow x employee on LinkedIn" or "One of your sales team posted this in a group I’m in". I would love to get some marketers’ thoughts on this one, as I know it has its drawbacks, but I’d argue that the insight is worth it! Link to the full ep: https://lnkd.in/eprrMbyB #EmployeeAdvocacy

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We're shifting how we do OKRs. 💥 The marketing function looked at OKRs quarter on quarter. At the end of each quarter, we start building goals and then fleshing out the OKRs for each quarter. Now what this typically led to is having a short term view of the goals itself and what is possible. So every team was living in a vacuum of three months while trying to grow their channel. The teams had a short term view of achieving X leads and finding the quickest path to that in a short span of just three months. That was limiting the amount of creativity that we can build on or ideate. We always seem to be running on a treadmill. But now, we approach it a little differently... === Stay tuned for more video snippets on how Sprinto's marketing function is building muscle, predictability and scale.

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Two of the best in messaging, positioning, and differentiation are headlining Compete Week 2024. Emma Stratton, author of ‘Make It Punchy’ will be joining us IN-PERSON to share three tactics you can implement to get closer to your buyer and build clearer, differentiated messaging. 👊 one of my fave experts on the topic of messaging AND an absolute vibe. 😎 Anthony Pierri 🎸, founder @ FletchPMM, will kick off our virtual-only day with a competitive positioning masterclass - including what you need to do to stand out based on category maturity. btw I've seen Anthony present before and I will tell you honestly... it is NOT ONE TO MISS. Is it a comedy set or a keynote? It's hard to tell the difference. 😉 Check out the full lineup here with some incredible customers and leaders in the compete/product marketing space: https://hubs.la/Q02PpG4K0 P.S. We’re down to our last few in-person tickets (as in MAX 10 left since I last checked yesterday...) .... grab your spot while it's hawt. 🔥

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How different age groups engage with your content. Craft a winning content plan that boosts engagement, enhances brand visibility, and aligns with your goals. But most important what you have to create for your target persons..It's clear that Videos should be your #1 priority for 2025.

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B2B Marketers: 🗣️"It's your fault." B2B Sellers:🗣️"No, it's your fault." But here's the problem: 👉 Teams have different goals 👉 They track different metrics 👉 There's no cross-team communication And then they wonder why their teams are misaligned. 🙅‍♂️ Stop playing the blame game! Learn how to bridge the gap between marketing and sales with insights from CMO Kelly Hopping and CSO John Eitel’s new book, “Yes, It’s Your Fault! From Blame to Gain: Achieving Sales and Marketing Alignment to Drive B2B Growth,” launching on 6/11! 🎉 📖 Join us on launch day for a webinar where Kelly and John will break down key insights from the book and show you how to achieve true collaboration and drive B2B growth. If you haven't signed up yet, there's still time to register! #ItsYourFault #B2BMarketing #B2BSales

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I keep seeing posts about flawless marketing execution. C'mon, there is no such thing as flawless. There's always something that can be better optimized or personalized, or otherwise tweaked for better performance. Unlike some other business disciplines, e.g. finance or accounting, there are always many ways to get from here to there in marketing. Continued emphasis on 'flawless' is just theater. Continuous improvement is what's real. Put your energy there. #flawlessness #marketingperformance

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One lesson I learned the hard way as a head of marketing… Without strong revenue / marketing operations partnership + support, you’re toast. If you can’t measure your team’s impact on opportunity creation, pipeline & revenue - or show what’s working & what isn’t, it’s only a matter of time before you find yourself in a whole world of hurt. It’s shocking how many companies under-invest in this critical area, that is literally the backbone of your entire business (RevOps!) So, if you find yourself in a situation where you aren’t getting the support you need to show impact + make good decisions, it’s time to stomp your feet and do whatever you have to do to get the resources you need now.

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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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Tired of an overcomplicated GTM Strategy with out of date acronyms and siloed functions? Its time for a truly unified people first approach to B2B Marketing and I am looking forward to hearing Adrian Chang, Sophia Agustina, and Mark Kilens share their best practices for creating a GTM strategy that resonates with their prospects. This is a conversation you won't want to miss! 👏 Check out the link in the comments to sign up.

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Event season is heating up. I won’t lie. I have a bit of FOMO. #MAICON24 was last week, HubSpot #inbound24, #Obsession2024 and so many others are around the corner. If you know me, you know I love going to events, meeting new folks and networking. There is always great food, and very likley a baseball game at the end of the festivities. Now as much as I wish I could be at all these events, I know it’s not possible….. but in some ways I now I can…. That’s why I’m so excited to work on MatchPoint. This isn’t some marketing bullshit. (Can I swear on LinkedIn? Hi mom 👋) MatchPoint is the tool I wish I had on every business trip. From being stuck on a layover, to finding some last minute dinner plans or somone who wants to explore the city befor the event begins - MatchPoint is at your side. You’re in control when you want to find a match, and it uses our technology to magically match you with people based on professional and personal interests. (Over 20+ data points). What’s most important to know is the team behind it are all people who love events. What we have built will revolutionize in-person networking at events, around events and even travel to events. Whenever you’re open to expand your network and meet folks, MatchPoint is there. No more going to an event with 5,000 people and missing those 3 or 4 people you should have met. Now if you’ve read this far, come on with one more step and join us on the journey. You can get the app now on iOS or Android here: https://lnkd.in/giR9NsGb It’s free for everyone, including event organizers who want to list their events. I hope you enjoy using it as much as our team is enjoying building it. And if we are in a city at the same event make sure we connect. I’d love to grab a drink, catch a game and talk about marketing, community, AI or the future of technology. See you out there!

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I could talk about product positioning all day. Good product positioning makes it easy for buyers to see themselves, their routines, and their goals reflected in what you're offering them. Sometimes it's shifting your product positioning from "what we do" to "what we do for you". What a dream getting to meet and talk with Daniel Murray of The Marketing Millennials podcast about: ➡ Creating product positioning that resonates (and how we think about it at Recharge ➡ Sustaining brands in the routine economy ➡ Why your first marketing hire should be a product marketer, and more Check out the full episode ✨

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