Laleh Hassibi

Be weary of CRO services marketing agencies offer. Often times, it’s not what they claim it is. They will lump CRO into channels and ROI-immediate tactics. The definition is building a growth function based on a comprehensive and strategic process that collects and activates insights through research and iterative testing to measurably drive growth. A great way for you to differentiate is to look at what activities are conducted and how they all fit in the puzzle. A lot of feedback that I hear is based on them doing individual activities and calling it a day - building a landing page in Unbounce, Instapage, etc. - a site audit that is not even backed with Heuristics - testing that is done with no supporting research and no articulated test plan They will skip the research in favor of speed to delivery and may not optimize that landing page once it goes live. You can recognize it’s incomplete by the fact it’s missing a continuous improvement cycle. It’s also not customer-focused and clearly all stems from an internal database they have, regardless of your audience and the issues that prevent your users from converting. Any testing that is not robustly structured around test plans and supported with research is probably the same template they apply to all their clients. Be weary of them, because regardless of price point, they are selling something tactical that is most likely to not drive significant impact for the business. Marketing agencies very rarely have the skillsets and competencies to build an optimization program. There are no silver bullets. There aren't any one time quick fixes for scaling a business. There are no universal truths for what works and there isn’t a single test that is always going to win. Most tests don’t even win even when they are backed with research. Be weary, be skeptical. I encourage you to trust agencies when their talk track focuses on their process involved for optimization, and their customer-focused approach. It’s easier to sell a promise of results than to sell a process.

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Nailing your Go-To-Market (#GTM) strategy requires alignment across the whole org. In this week’s #TuesdayTips, fellow B2B CMOs share how to get in sync: 🎯 Start with your target customers & work backward 👥 Co-create messaging with sales reps for better adoption ⚖️ Stay aligned on KPIs across marketing, sales, product, etc. 💡 Keep focusing on the value prop Tune in to hear how CMOs Peter Finter, Hannah Grap, and Lorie Coulombe are achieving organizational alignment on GTM! 👋 KX, Sitecore

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We launched a new AI Analyst feature today called Odin. Odin might not be replacing full-time human marketers (yet 😅), but it is helping me explore our data with more clarity and depth at HockeyStack. Here’s how: 1. Combatting Analysis Blindness Looking at the same reports daily (or if you’re like me, 20x a day) can lead to the "yeah, looks normal" response where subtle trends get overlooked. Odin acts like a fresh set of eyes, helping me spot those details I might miss from repeated exposure. When I find myself saying, "looks normal," I hit "Analyze with Odin" and see what comes back. I usually find myself digging into at least one point in the analysis. 2. Challenging My Confirmation Bias We all fall into the trap of seeing what we expect to see. Sometimes, a decline in metrics might be easy to brush off as "seasonal" or as "anticipated shifts." But Odin’s ability to zero in on outliers has flagged downturns that deserved a closer look, which gives me a nudge to drill down when I have those “yeah, that’s what I expected” moments. 3. Lifting the Anchor Sometimes I find it really hard to look past my initial interpretation of data. While Odin doesn’t always have a wildly different version of analysis, it has caused me to ask, “do I really understand why we’re seeing this?” This has led me to re-visualize reports or create a new type of report that shines the data in a different light, sometimes digging 3 or 4 layers down (Monday was that kind of day). I love that I've been able to incorporate Odin into my daily workflow. Even if AI isn't yet running the marketing department, hitting a button and feeling an instant shift in perspective or the spark of a new idea has been super helpful and invigorating.

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“Sit down. The smart people are talking.” It's (almost) impressive how much nonsense tech execs with overinflated egos suffering from hubris syndrome can spew towards marketers and sales people. The best B2B GTM pros I know: Relentlessly speak their mind. And they don’t lose sleep over consequences. Your perspective is your superpower. Acknowledge that: → Your insights are what make you special. → Your voice actually brings something to the table. → You are indispensable. Stop being a wallflower. Continue to share your brilliance. 🔥 Self-Affirmation Sunday #growth #marketing #b2b #audience1st

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Who doesn’t want to have a higher close rate? Check out these #TuesdayTips about demand capture throughout the funnel: 📌 Laser sharp value language 🎯 Agile sales efforts 📊 Analytics at every stage ⚔️ A ruthless qualification process With wisdom from CMO Huddles Huddlers Christopher P Willis of Axios HQ, John A. Steinert of TechTarget, Bindu Chellappan of FLEETCOR (recently rebranded to Corpay), Matt Fisher of SHI International Corp. Do you have any other tactics to drive better conversion rates? Drop them in the comments below! 👇

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Two years ago, ZoomInfo's open-sourced go-to-market plays set a new standard for enabling RevOps and Sales Ops professionals to scale their GTM motions. This Airtable resource offers actionable insights from a billion-dollar success story. For me, what stands out is how this approach reflects the future of sales and marketing: leveraging AI to bring precision and context to every decision. If you’re in RevOps, Sales Ops, or even marketing, this library could be a goldmine. Check out the Airtable here: https://lnkd.in/ebJAhdPC

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I am hearing lots of people either acquiring and merging businesses, or just starting fresh with a new #Marketo instance. Whatever your project, watch out for these #MarketoMigration mishaps: ✅ A never-ending project with spiraling costs & time ✅ Running two parallel Marketo instances, and no specific one being accurate ✅ Oh we forgot the... [insert critical integration here]... ✅ Not forgetting... how can we see the historic results Read more about DIY Marketo Migration gotchas here: https://okt.to/5ZyGvT

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#GenAI and I are like this now 🤞 ... 🗒 On a more serious note, I find MAJOR value in using these tools alongside my talented team's effective QA process to uplevel our #Content. Learn about my own journey from naysayer to advocate and how you can start exploring these tools to change how you work in Legaltech News. 👇 Rob Robinson, Erin Meyer, Jason Cassel, Rachael Zevenbergen #ContentMarketing #MarketingTips

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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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Discover the art of email personalization with Randy Levy in our latest podcast. Learn how integrating real-time data and dynamic content can significantly enhance customer interactions and drive engagement. Ideal for marketers looking to refine their approach to email. 𝐋𝐢𝐬𝐭𝐞𝐧 𝐭𝐨 𝐭𝐡𝐞 𝐟𝐮𝐥𝐥 𝐩𝐨𝐝𝐜𝐚𝐬𝐭 𝐞𝐩𝐢𝐬𝐨𝐝𝐞: https://lnkd.in/gfFg9Ys5 #EmailMarketing #BusinessStrategy

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Discover the art of email personalization with Randy Levy in our latest podcast. Learn how integrating real-time data and dynamic content can significantly enhance customer interactions and drive engagement. Ideal for marketers looking to refine their approach to email. 𝐋𝐢𝐬𝐭𝐞𝐧 𝐭𝐨 𝐭𝐡𝐞 𝐟𝐮𝐥𝐥 𝐩𝐨𝐝𝐜𝐚𝐬𝐭 𝐞𝐩𝐢𝐬𝐨𝐝𝐞: https://lnkd.in/gfFg9Ys5 #EmailMarketing #BusinessStrategy

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It's probably confirmation bias, but I swear everyone is talking about intimate, in-person events lately. Just this week, Kyle Poyar shared this: in a recent poll of 350+ GTM leaders, intimate events were one of the most-cited channels for generating pipeline. Small dinners have been a winning formula for generating pipeline for Capsule too, and I love talking about it. — A few months ago I shared how we're running these dinners on both the Exit Five and Masset.ai podcast — I wrote up my process + tips and have now shared that outline with nearly a dozen people who want to run a similar play — I've connected with a few other marketers doing similar events and have loved trading notes (shoutout Molly Falco and Fiona McCurdy-McGee) Anyone else seeing success with smaller-scale events? Would love to hear what's working for you. ————————— Side note since I'm sharing this Exit Five clip, who's excited for Drive next week?? Lmk if you'll be there!

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Imposter syndrome. The best, most high performing marketers, sales pros (and security practitioners) I know feel it. It's real. It's debilitating. I feel it too. All the time, by the way. Imposter Syndrome isn't necessarily a bad thing. In fact, it's a catalyst for growth. It's a sign that you're pushing your boundaries. It's not a symptom of inadequacy, but an indication of progress. How then, can you leverage this for the best? - Reframe your mindset: It's okay not to know everything. Accept that failure and learning are part of the journey. - Be kind to yourself: During times of self-doubt, practice self-compassion. You are not alone in this struggle. Share your feelings with trusted colleagues or mentors - you'll find that many can relate. - Make imposter syndrome your secret weapon: Use it as a motivator to continually improve, to always strive for more, to never grow complacent. We need more of that in the B2B space. 🔥Self-Affirmation Sunday #growth #b2b #marketing #empathy #impostersyndrome

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📬 "We get it. You're just trying to check your email..." 😅 #Oktane aftermath hits hard. Vendors are piling into your inbox like it’s WrestleMania, each one claiming to be the solution you need. 👋 Hey there, we’re Acsense. We know you’ve got a lot of vendors in your face right now. We promise we’re different—but not in a cheesy, salesy kind of way. Here's why: 1. No fluff: We cut straight to how we help keep your IAM resilient, especially in those disaster recovery situations no one else likes to talk about. 2. Resilience, not just backup: Sure, everyone says they have backups. But is that enough when disaster strikes? We think not. We go the extra mile to ensure your business keeps running smoothly. 3. IAM-focused: Because why wouldn’t you want a solution dedicated to your IAM resilience? So next time you’re ducking those “just checking in” emails, remember—we’re the vendor who’s got your IAM back (not your inbox). 😉 #Oktane2024 #Okta #IAMResilience #NotJustAnotherVendor

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There are three types of AMB strategies. It's vital for your sales teams to pick one that best suits your organization's goals for desired outcomes. Types of ABM Strategies: 🔷1:many ABM strategy- targets hundreds/thousands of key decision-makers 🔷1:few ABM strategy- uses few resources to target key accounts with similar characteristics 🔷1:1 ABM strategy - uses lots of resources to create hyper-personalized campaigns that target 1-5 key high-value accounts at a time. What ABM strategy best suits your business? Comment down below. Discover more here: https://heyor.ca/mMmqQI #AMBStrategies #ABMStrategyTypes #DecisionMakers #HighValueAccounts

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I participated in a podcast recently with Optimize Your Marketing, which was a fun experience. Here's a clip on my view on marketing strategy and particularly integrated marketing. In the full episode (linked below) we also talk about thought leadership, content marketing, SEO, and AI -- what good looks like and where it's all going.

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