Logan English

Marketing layoffs aren't cost-cutting... they're momentum suicide. Been seeing a lot of friends and old colleagues getting laid off recently and it brings up the familiar topic of "marketing is always first to go" conversation. Most companies treating marketing like an on/off switch are burning money. Hiring, cutting, hiring, cutting... it's a cycle that guarantees one thing... wasted potential. The real price of treating your growth engine like an on/off switch? 👉 Your SEO rankings plummet the moment you stop publishing 👉 Your social presence becomes a ghost town or worse, a mess of disconnected messaging that makes your audience scratch their head 👉 Your competitors gladly absorb your market share 👉 When you cut your marketing team, you don't just lose people, you lose years of invaluable data interpretation All that built-up momentum? Gone in weeks. Starting from scratch every 12-18 months isn't a strategy... it's a costly loop of lost opportunities and rebuilding from zero. Especially in uncertain times, I’ve seen it firsthand marketing teams shrinking, campaigns paused, and strategies abandoned just as momentum was building. History shows us that brands that stay the course during turbulence don’t just survive.. they thrive. Marketing isn’t a cost center, it’s a growth engine. The brands that win are the ones that adapt, focus on customer needs, and double down on smarter, more efficient strategies. #MarketingStrategy #Resilience #Growth #SocialMediaMarketing

15

8 Comments

Nothing "only takes 5 minutes." Design doesn't "just make things pretty." An event is more than "just an invite." Copywriting isn't "just a quick email/social post/landing page/etc." If you want your marketing folks to buy into and jump enthusiastically at your requests, just stop minimizing what they do. #marketinglife #communication

30

6 Comments

How long should your email subject lines be? It’s not about cramming in as much info as possible. Here’s the sweet spot: - 6-10 words. - Focus on clarity, not cleverness. - Personalization boosts open rates. Short and punchy wins the click. Pro tip: Survey your list to see what THEY want to hear about. What’s your go-to subject line formula? #EmailMarketing #Copywriting #OpenRates

24

9 Comments

I got my SDR --> AE promotion when COVID hit in 2020. My job was to sell PR software to Comms professionals. Anyone who's sold in the space knows it's a brutal one. Comms teams get the smallest piece of the marketing budget. And when you threw in the economic uncertainty that came with COVID. That piece of the "budget pie" was almost non-existent. To make matters worse I hadn't developed basic AE skills: - Buyer Qualification - Product Demo Flows - Pipeline Management / Forecasting - Stakeholder Alignment - Legal Negotiations - Signature Processes It was the perfect storm for a dumpster fire of a year: - I lost countless deals - I made no money - I considered finding another career path That April "The Last Dance" dropped on Netflix. One of the episodes did a deep dive on Dennis Rodman. Dennis Rodman made himself a promise when he left home at 18: - He wouldn't come back until he had made something of himself After hearing his story, I made a similar promise to myself: - I wasn't leaving Austin until I had made something of myself This commitment changed everything. I put my head down. I kept taking my beatings. And after a year in the AE seat, I started to figure things out. Fast forward to 2024 and things look A LOT different: - I joined Miro in 2021 - Closed $4M+ in 3 years - Went to President's Club - Got promoted to Enterprise AE - Eventually joined Unicrn as a Sales Leader The Valley of Despair is a REALLY tough spot to live. It's a place we all find ourselves in sooner or later. The beauty of not giving up though... ...is you eventually come out of it. And when you do. The Success / Fulfillment you experience is that much sweeter. P.S. If you're going through a hard season professionally, grab some time via the booking link on my profile and let's chat 🤝

21

5 Comments

Question for marketers- has the game changed for SEO? We're kicking off our SEO strategy this quarter, but with Google AI overviews and ChatGPT Search has me questioning the ROI. Any data on this yet?

12

9 Comments

These are great tips for all marketers, many we should be doing regardless of the marketing stability within your company. #1 and #2 are underrated skills that I try to coach up to my early career peers. I wish I had a time machine to go back and record all the early wins (and failures) through the early phases of my career. The data and case studies are invaluable during interviews and can be used to build your LinkedIn voice.

1

3 Comments

I’ve gotten 8 inbounds from CMOs in the last week. What are they asking me for? …… Content help “Do you have a really good content writer you’d recommend?” “I need to create so much content this quarter I need some extra help” I’m going to venture and say scaling content production (volume and speed) is one of the top priorities CMOs are grappling with! 💡 (Myself included 🙋🏻) #content #marketing

78

20 Comments

“Go see what the competitor is doing.” I’ve heard it too many times in my career. We’re pressed for time, need new copy, have a website update, building emails—anything. And then the shortcut appears: copy what’s already out there. Sounds smart, right? ...not really Sometimes you should reinvent the wheel. → Your competitor’s audience is not your audience. → Copying skips learning what really works for you. → You miss out on true originality. → Your brand loses its unique voice. → You become second-best, not first. Sure, the top-down request to “just copy” seems easy. But long-term success? That takes fresh thinking. New ideas. Risk. Next time someone says, “do what they’re doing,” remember: Your brand can’t be #1 by duplicating #1. Build your marketing foundations around your customers and what you do best → not what somebody else does best. #metoomarketing

7

This post and the comments raise a real issue within an agency's social media offering. Clients do not perceive the value of all of the work and do not see the time, only the results. The pushback on paying for the time is a struggle because when you break down how much an agency makes on a social media client, it's not sustainable and needs to be accompanied by other work. If you are considering bringing on an agency to handle your social media work, firstly, great choice! Secondly, know that there is a lot of stress, time, and effort going into your social efforts. You wouldn't underpay your car mechanic because you need your car to get you going places. So don't underpay your social media agency because you need them to get your brand going places.

4

2 Comments

Adam I understand frustration with 6sense, and the dissatisfaction many have expressed who get locked into multi year deals. ABM success shouldn't start with buying an expensive tool—it begins with a solid strategy. Here's how I believe we can achieve effective ABM without breaking the bank: - Qualify If Your Fit for ABM: Is ACV/ deal sizes >$50K? Do you have a longer sales cycle? Are there multiple people in the buying committee? -Start with Strategy and defining the process: Identify the right accounts. Align sales and marketing teams. Analyze data of past successes. Build a Cost-Effective ABM Stack: Get your Marketing Automation implementation best in class: Use HubSpot or Marketo for streamlined ABM campaigns and personalized interactions, if you have a good marketing ops guy these tools do have native support of certain level of ABM enablement. - Intent Signals: Leverage G2, RB2B and Bombora to identify and target high-intent accounts and identify engaged users - Data Enrichment: Enhance your data with ZoomInfo, Apollo, and BuiltWith. - Proper bi directional sync between CRM & MA : Integrate with Salesforce for a unified view of customer interactions and rest of the stack because ultimately your sales folks would spend majority of the time in SF. - Analytics & predictive account Scoring: Get rid of rule based scoring for leads and account, upgrade your analytics team and use tools like DiGGrowth for full-funnel analytics and predictive scoring. - Primary Channels: Maximize LinkedIn and email marketing for direct engagement. Then try other channels like direct mail for tier 1 accounts. By focusing on strategy and leveraging these cost-effective tools, you can achieve powerful ABM results without the hefty investment. Let's move towards more practical and efficient solutions in our marketing efforts because we need both efficiency and growth in the current economic conditions. Would love to hear your thoughts Rahul, Taran, Aditi, Sherrie, Kate, Eric, Sibendu, Adam, Andrei, Vladimir Blagojević, Stapho T, Paresh

12

1 Comment

If I were to turn back time, I'd approach my VP of Marketing role differently. I used to think the job was all about strategy canvases and metrics munching. It is some of that. However, I'd have far more impact had I invested in high-leverage tactics. When B2B SaaS marketers take up such a leadership role, there's pressure to impress the higher-ups. That sometimes leads them to over-index on bold decisions like: - changing the branding - overhauling the website - going through a marketing reorg That's not to say these are necessarily "wrong" decisions. In some scenarios, they might be what's required. Better judgment should prevail. However, such moves require strong "buy-in" and are often met with high internal friction. They also take time to complete which "waterfalls" impact. Then, you have the usual suspects. Talk to customers. Attend sales calls. Meet key accounts. All useful. But apart from that, if I were to do it all over again, I would focus on: 𝗛𝘆𝗽𝗼𝘁𝗵𝗲𝘀𝗶𝘀-𝗹𝗲𝗱 𝘂𝗽𝗱𝗮𝘁𝗲𝘀 𝘁𝗼 𝘁𝗵𝗲 𝘄𝗲𝗯𝘀𝗶𝘁𝗲. - Identify core pages that are failing to convert. Frame a hypothesis based on available analytics. - Tweak sub-optimal copy and key visuals to quickly lift CVRs. - Consider adding high-fit landing pages. 𝗜𝗻𝘃𝗲𝘀𝘁𝗶𝗻𝗴 𝗶𝗻 𝗰𝗿𝗲𝗮𝘁𝗶𝗻𝗴 𝗮 𝗱𝗲𝗺𝗮𝗻𝗱 𝗴𝗲𝗻𝗲𝗿𝗮𝘁𝗶𝗼𝗻 𝗰𝗵𝗮𝗻𝗻𝗲𝗹 - Create category evangelism content on social media. - Convert topics that resonate with audiences into live webinars. - Record those webinars and distribute snippets across video mediums. 𝗨𝘀𝗲 𝗟𝗶𝗻𝗸𝗲𝗱𝗜𝗻 𝗮𝘀 𝗣𝗥 - Get leadership to share on LinkedIn. I've realized that a CEO that speaks the customer's language bolsters their B2B brand. Helps with inbound too. - How? Record a call with the CEO for 30 minutes every 1-2 weeks on a focused topic, transcribe it, and solicit a writer to turn it into a series of posts. 𝗚𝗲𝘁 𝘁𝗮𝗿𝗴𝗲𝘁𝗲𝗱 𝗮𝗻𝘀𝘄𝗲𝗿𝘀 - To improve lead gen, I'd need to understand lead quality, objections, ICP issues etc. - so, when aligning with sales/CS, I'd pivot conversations more toward key questions than discuss mere wishlists. 𝗣𝗹𝘂𝗺𝗯 𝘁𝗵𝗲 𝗱𝗮𝘁𝗮 - If tracking has gaps, I'd prioritize fixing that and instrumenting full funnel metrics. - I'd build a looker dashboard to consolidate multi-channel reports that I can tell a story with to leadership. 𝗪𝗼𝗿𝗸 𝗼𝗻 𝗵𝗶𝗴𝗵-𝘃𝗮𝗹𝘂𝗲 𝘀𝗮𝗹𝗲𝘀 𝗮𝘀𝘀𝗲𝘁𝘀 - Arming sales with anything that helps them close deals is a top service. - I'd listen to their go-to talk track, read call summaries, hop on calls, talk to customers. - then, for areas where it would help, I'd build out a targeted slide deck, battle card, or interactive demo to better quip them for future deals. 𝗦𝘁𝗲𝗺 𝘁𝗵𝗲 𝗯𝗹𝗲𝗲𝗱 I'd drop the cost per MQL by working with ad specialists to turn off non-performing campaigns till we figure out the right experiment to run. What are your tips?

62

8 Comments

To all the marketers out here saying people get their brand and product because of *crisp* site copy, videos, podcasts, clickable demos, and talk tracks. I present: people still getting the wrong lyrics tattooed even though it’s 2024 and you can look up song lyrics in seconds. Stay humble.  Repeat key messages. #ProductMarketing #Marketing

8

2 Comments

National Email Week may be over, but email marketing's power continues to shine! Email remains the undisputed ROI champion of marketing channels, generating a whopping $40 for every $1 invested. But that's not all! @Netcore's research reveals that a staggering 88% of North American marketers report email outperforms paid ads in generating ROI! Are you ready to harness the full potential of email marketing? Talk to us: https://lnkd.in/d8MiETkv You can also download our proprietary research at: https://bit.ly/4dDagbE #NationalEmailWeek #EmailMarketing #EmailAutomaition #Ecommerce #ROI #Conversions

4

Public Service Announcement... This is NOT a legitimate promotion to buy the list of visitors/registrants for the upcoming Email Innovations World conference. This conference is co-produced by Only Influencers and Rising Media and we don't sell our registrants list -- and neither do most industry conferences. Did you catch the domain name in the from address? Even if a reputable industry conference were selling their list they would use their own brand name or a legitimate list broker. Not a 'gmail' address. Legitimate list brokers have email addresses with their company's domain. Most likely this is a junk list of random names scrapped from the Internet - they may or may not have anything to do with email marketing. And they are likely not worth whatever price they are asking. Also... this was sent to a 'role' email address -- 'support@' -- a sign that the list they are sending this query to is not quality. If they are using poor quality lists for their own promotional emails, do you think the lists they are selling are any better? Probably not. I almost didn't blur the sender's info, why protect the guilty -- but it's probably a fake name and a throw-away email anyway. Don't be fooled by this or other sleazy email list scams.

17

10 Comments

October Sale Tip to clear out inventory for the holidays! 1. 📣 Send an email or SMS (via Klaviyo) 48 hours prior. Expect a pre-sale dip, so don't do it too far in advance. 2. 📱 Get "non-VIPs" to opt in for alerts. Build your base of engaged contacts through new subscribers and onsite popups for existing ones (consider a small paid spend too 💰). 3. ⏰ Launch the offer for a limited time—24 to 48 hours. 4. 🎁 Send to VIPs first, then to wider user lists you don't usually target (but stick to good sending practices). Your offer doesn’t have to be a blanket discount. Depending on your product mix: - 🛒 Limit available inventory at specific prices - 💸 Vary discount percentages - 📊 Use tiered discounting **Bonus:** - 🎉 Add gifts with purchase at higher order values (Use Rebuy Engine) if inventory allows. - 🔄 Follow up with users who added to cart but didn’t purchase, offering a special deal just for them. - 🕵️ If using tools like Black Crow AI to identify onsite actions, you'll have a larger pool of users for the added-to-cart offer.

12

1 Comment

🚨 Does your email template give people the ick? 😬🚨 Let’s be honest— if your email campaign is clunky, too long, or missing that ✨magic✨ touch, your audience will hit delete faster than you can say "unsubscribe"! 💨 🎶 (Baby, come back!) 🎶 Here’s why your email design matters: 💡 Quick Reads: Your readers' time is valuable! Nobody has time for endless scrolling. Keep it short, sweet, and straight to the point. 🎨 Aesthetics Matter: A branded, visually appealing layout helps your message stand out and gets people to actually read it. 📢 Content + CTA: It’s a balancing act! Offer value with resources and information, but don’t forget the most important part—the call to action. What do you want your readers to do next? ✨ Nail the design. Perfect the message. Deliver the magic mix. ✨ #emailmarketing #marketingtips #digitalmarketing

5

2 Comments

Sobering truth if you're a new account executive (this applies to at least 90% of you): You probably score a D+ on "business acumen." That's not your fault. Yet. But if you don't fix it? - you won't get promoted - people will call you "green" - you lose credibility with buyers Here's three things to upgrade your SaaS business acumen. 1. The Rule of 40. Revenue growth and profitability come at the expense of each other. The faster you grow, the less profitable you are (usually). The slower you grow, the more profits you're expected to make. The rule of 40 measures that trade-off. Here's how it works: Take your annual revenue growth rate (say 25%). Add it to the company's profit margin (say 15%). Do the numbers add up to 40 (or more)? Then you're above the rule of 40. And your growth vs. profitability trade off is healthy. But let's say your growth rate is 20%. And your profit margin is 15%. That business is at 35% compared to the rule of 40. They have some fixing to do. 2. Net Dollar Retention (NDR). Let's say your company acquires $100,000 in new ARR in a month. Now fast forward 12 months. What has that $100,000 grown (or shrunk) to? How much of it churned? How much of it expanded? Let's say you had $20,000 of it churn. But then other customers in that group expanded by $50,000. That means you grew that $100,000 to $130,000 (net). That makes your net dollar retention 130%. Which is very healthy. A baseline healthy NDR is 110%-120%. If you see 140% and beyond? That's world class. This metric matters intensely in SaaS. Because if you're below 100%? Then your customer base is shrinking, not growing. And there will always be more pressure to acquire new customers to plug the leaking boat. Remember this one. 3. LTV to CAC ratio. CAC = Customer acquisition costs. How much do you spend on sales and marketing to acquire a new customer? Simple enough. LTV = Lifetime value. How much is an average customer worth during their lifetime to your business. Ex: $40,000 average annual value, and customers stay for 2.5 years? Your LTV is $100,000. Now the magic: Compare your LTV to your CAC. In a healthy growth business, LTV should be around 3x greater than CAC. If it's less than that? A couple things are happening: - you're spending too much to get customers - your customers aren't spending enough, long enough Which makes the economics of your business "suboptimal." This is the most popular efficiency metric in SaaS. For good reason. It's a leading indicator of being able to turn revenue into profit in the future. -- That's all for today. I only had room to cover three things. There's more. Another post for another day. P.S. Great sales questions signal business acumen, build trust, and close deals. Here's 39 money-making questions that sell: https://go.pclub.io/list

305

18 Comments

Our behavioral health clients stay (on average) for 5+ years. Here's why: We keep our clients for 5+ years on average. The only time we lose clients is for 2 reasons: 1. They are acquired 2. We fire them We aren't the cheapest. We don't send you monthly reports that have 60 slides. (58 of which are filled with fluff) We only focus on money making metrics. We hate needless phone call "check ins". (That most agencies count as a deliverable) Our clients get my cell phone number. You can text, call or email at any time of day or night. We are always working for you.  But you are paying us to help you dominate online. Not hang out on the phone. (So we can bill you for it.) We’re definitely an acquired taste. We’ve been called hired mercenaries. Companies partner with us for our no nonsense results. 90% of our clients come from referrals. Our largest referral source? Private equity firms. —-- Over the past 16 years we’ve become one of the leading behavioral health marketing agencies. PE firms know every $10 they invest with us They will get 100x return. Sounds crazy I know. But we consistently produce 1000% ROI for our clients. We do this every time because we aren't your average agency. I'm obsessed with every client thinking we are freaking awesome: - We over deliver - We sleep 4 hours a night - We care more about you winning than you do - We don't believe in fluff - We are blunt - But we will claw your competitor's eyes out for you P.S. We intentionally don't work with a lot of clients. (So we can live and breathe your business). We actually have a bit of a waiting list at the moment. This post is for the organizations that are already planning for 2025.    If you would like 2025 to be the year you never have to worry about hitting census ever again. I would love to talk. If you: - Are in the behavioral health or addiction treatment industry - Are forward thinking with your marketing - Have a sufficient budget to allow for real results - Can handle an influx of new organic leads each month DM me the word "partner".  We'll have a quick chat and go over your situation.

6

3 Comments