Mary Matton 🎁

Case studies are a pain in the ass. They're filled with blockers like: - convincing your CSMs to let you talk to their customer - getting a customer to spend time talking to you - booking time and then your POC has to reschedule - getting a transcript of the recording - listening back to your own voice (ugh) to find the good stuff - writing something meaningful with just enough detail but not too much and finally... - publishing that case study - showing your case study to the sales team so they'll use it Some of these blockers are bigger than others but if you've ever gone through the process of creating a case study, you were with me from "pain in the ass". But they're a necessary element for B2B SaaS. Prospects *do* want to know what others have accomplished with your help. Publishing wins from a variety of customers is important for your SEO. And people just... expect them at this point. I gotta tell you, I used to dread case studies but I've been testing out Laudable for my case study production and it's gonna be a game changer, and I don't use that term lightly. In less time then it takes Zoom to process the call recording I can produce an entire case study and a wins slide for my team! Is it perfect? No. Does it get me 90% of the way there? Absolutely. And I dunno about you but if I can do 90% less work in one of the many areas I cover, I'm taking it. Anywho, Ryan Quindlen 🦇 or Angela Ferrante can hook you up with your own demo/trial account to see for yourself. Oh and I'll probably get in trouble for this with Blake Imperl since it's Not On Brand™ but if you want to read about what Ellyn Stastny shared with me about Pvolve's success with Digioh, I'll link it in the comments.

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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

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People that care about UX and productivity for sales people: SDR Managers (god bless you wonderful folks). I do find that most direct managers in Sales aren't polling their employees--especially AE's to find out what's not working, what they are putting up with and not complaining about. There are tons of tools that sales folks are buying on their own dime like Scratchpad, Superhuman, etc. We all care about "giving developers the right tools to stay in flow".. but your revenue team? Sure, leaders need our forecasting tools and enablement systems (maybe)--but ask your team "what sucks about this CRM layout, how does thing work on your mobile device, what things are getting in your way, how much time do you spend clicking around poorly designed tooling interfaces---and what would move the needle for you". As an AE-centric leader, i'm working to put things in place that sure--make folks more productive--but that they don't hate using. What say you? whats sucks in your world? what tools do you buy on your own to deal with your day? or even how should the world work for a day-to-day SDR/AE/Account Manager, etc

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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 🤝

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If you've been scrolling LinkedIn lately (let’s face it, as social media managers in B2B, we always are) You've probably noticed smaller preview sizes for external links. Does this mean link clicks don’t matter anymore? Or perhaps there's a push to pay for ads? Regardless of the mysterious reason, instead of dwelling on it, here are 9 post types to keep your engagement high: - Polls - Text-only posts - Native video - Carousel posts - Storytelling - Thought leadership - Native documents - User-generated content - Employee advocacy At the end of the day, we don't own any of the social networks we operate on—but how we adapt to them and keep up with the times will make or break us. Let's face it, I wouldn't want to be the Google+ expert today 😜 What are you doing to keep engagement high? More ideas here: https://okt.to/rj5DMo #ContentMarketing #SocialMedia #EmployeeAdvocacy #B2BMarketing

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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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Is lead scoring still a thing? I don't believe in lead scoring anymore. Once a fan of "scored MQLs," my perspective changed after splitting the funnel. Scored MQLs lagged and converted less than true MQLs. Sales hated the "crap leads" from marketing – mostly these scored leads not ready for action. Sure, with a data science team, meaningful lead scoring is possible. Or, start tight and ease up gradually as you learn, marking these as "engagend MQLs". But honestly, I prefer letting prospects self-nurture and request demos when they're ready. Who thinks differently?

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Have a website built in HubSpot that you love? Or you are a designer that knows some HS website templates that are lights-out? I need your help. I'm 2-months into my role at iDonate and it's time to start making some waves. No, that's not a rebrand (see, Kate Campbell, I have self control!). But it does mean looking at some hubspot website templates to see if there's something better out there... and I know there probably is. And yes, I would love to re-platform, ( 👋 , Webflow!), but that's a 2025 project. Drop your recommendations in the chat or shoot me a dm. K, thx bye.

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The value of an SDR team is not just booking meetings. 🤩 It’s creating positive brand impressions with buyers. 🤝 It’s providing critical connective tissue between sales & marketing. 💪 It’s cultivating an internal talent bench. This is what the best-in-class teams do. This is what great leaders strive to create. This is not replicable with AI SDRs. ——— I’m (obviously) a proponent of leveraging AI – the right way. I believe in AI-powered SDRs who incorporate AI into their day-to-day to increase their span of control and pipeline productivity. I believe human buyers want to interact with human sellers. As long as those human sellers truly understand them and have something valuable to offer. Sadly, this approach seems to be getting rarer and rarer. Our goal with Copy.ai is to reverse this trend and pull people and companies toward a different future. Let me know if you want to chat about creating this future for your org. #gtmai #sales #sdr

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Many businesses invest in HubSpot with great intentions, only to find out how much work and learning it requires. It's like buying a top-of-the-line kitchen but not knowing how to cook! 🍳 Bringing in a HubSpot agency partner is like hiring a personal chef who: - Uses the tools to create gourmet results. - Teaches you how to master your kitchen. - Maximizes your efforts so nothing goes to waste. Don't let your investment collect dust. Partner with experts to fully leverage HubSpot and cook up success! #HubSpot #Marketing #BusinessGrowth #LeadGeneration #MarketingStrategy

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This is stuff you're not going to see on RepVue or Salesforce State of Sales. We've been gathering data from GTM leaders on the performance of their team. We asked a few questions that we feel like aren't talked about enough. "Rate your sales team's productivity." "Do you mandate activity minimums? "How important are leading indicators vs lagging indicators?" The results are very intriguing. On of the most obvious ones is that team leaders feel their individual contributors are *AVERAGE* at best at being productive with their days. Huge opportunity there for sure. It backs the findings we saw in another study that said productivity software is one of the only spends companies are willing to make in this type of economic environment. When sales gets more and more difficult... you have to get more and more intentional with productivity, strategy and you're going to succeed.

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From a Buddhist perspective, this statement highlights the profound influence of relationships on our well-being. Our interactions with others, including our managers, shape our mind and heart. A good boss fosters a supportive, compassionate environment, reducing stress and promoting mental peace—much like the Buddha taught about harmonious relationships. However, true peace comes from within. While external factors, like a kind manager, can uplift us, our ultimate mental health depends on our ability to cultivate mindfulness, detachment, and equanimity. We should seek balance both internally and externally. #Mindfulness #CompassionateLeadership #InnerPeace #WorkplaceWellbeing

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The funnel is dead, use the playground instead. 😵 If you spend any time thinking about the buyer's journey, ICP, content, and channels, this is a must-listen. Hats off to Ashley Faus for sharing actionable tips on this ep from The Marketing Millennials Listen here: https://lnkd.in/gdysDcwh

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🚨 The Silent Crisis In Customer Success 🚨 Most CSMs aren't meeting customers as often as we think. Here’s the reality: 😱 Many CSMs have fewer than two customer meetings a day 😱 Almost half of scheduled calls are rescheduled 😱 Email is their main mode of communication This isn't the CSM's fault. Why is this happening? - Firefighting takes away planned engagement time - Unclear value proposition for customer meetings - Lack of support from marketing-led initiatives - Overwhelmed by internal meetings - No automated meeting reminders CSMs are trapped in an environment that limits their effectiveness. 🔥 What successful CS teams are doing differently: - Use smart health scores to prioritise - Automate pre-meeting reminders to ensure attendance - Trigger touchpoints using health scores - Track engagement as a key indicator - Limit internal meetings to a maximum of 30% of their time Here’s the truth: Customers don't churn instantly. They drift away during the silences. Worried this might be happening to your team? Analyse data from the last 90 days: - Check how many calls your CSMs have logged - Divide by total CSMs and 90 days for the daily stat - Compare with their calendars from the last 30 days The difference might surprise you!

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I started my career in content marketing. We were one of the first content and thought-leadership teams to use surveys for our content strategy. Now, it's a regular occurrence. Think State of…. Reports. We still use the strategy today. What do you think was the most challenging part of the process? Ding. Ding. You guessed right. Survey response rates. At times, getting people to fill out the entire survey was challenging. I didn't have Typeform back then, but I wish I did. I've been a customer since the company's early days and have always appreciated their approach to design and experience overall. They've outdone themselves and created two things that make my life easier. And you should 100% try the functionality out. 1. AI-Powered Survey Builder - How much time have you spent brainstorming, editing, and publishing questions as part of a survey? Typeform AI can automatically build surveys for you with just a few prompts. Like a GenAI tool, they get you halfway there, but that's halfway farther than where I began. I'm for it! 2. Video Surveys - This is one of those things where you didn't know you needed it until it was there. The video functionality in the Typeform surveys is easy to use and gives you another visual medium to explain the question and solicit a higher response rate. I've always loved Typeform, but they have built something I will consistently use to launch better surveys and drive higher engagement. #TypeformPartner

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Blanket KPI's for SDR's are holding people back on your team from focusing on channels that work for them. I've had SDR's who hit their number from email. I've had SDR's hit their number from social. I've had SDR's hit their number just from cold calling. But I gave them the freedom to lean 100% into the channel they were best at and they became a master at it. Yet if I was pushing them to also hit their KPI's on other channels they would have never mastered the channel they see the most success from. After interviewing so many SDR Managers its amazing those who are still focused on KPI's vs quota attainment. For SDR's not hitting quota on my teams its rarely an effort problem, it's where they are focusing their effort.

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Guess what? UserGems 💎 just rolled out a new buying signal: Champion Referrals! This shows you which of your current customers used to work at your target accounts. It then gets those customers to introduce you to their past colleagues—without any manual steps. Here’s why it’s awesome: - Instant Trust: Warm intros beat cold calls any day. Your prospects will actually want to talk to you. - Hidden Connections: You’ll be surprised to see who knows who. It’s a small world, after all. - Hassle-Free: Automate the whole process. Sit back and let the magic happen. I’m stoked to be part of a team that keeps bringing such innovative tools to the table. See the magic of Champion Referrals in action 👇

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I love this post—it's hilarious to see a RevOps person reporting to a sales leader and admitting to skewing data to make their boss look good. I agree that having separate ops people for each group creates dysfunction since everyone interprets data differently. But there's a time and place for everything. It's like saying every SDR team should report to sales—that's too broad. For instance, an inbound SDR team might be better suited under marketing. My take is that larger companies should have a centralized operations team reporting to a third-party group. It doesn't have to be finance; it could be operations or strategy. In small companies, I'm more open to having functional operational support. It's beneficial for a marketing ops person handling processes, reporting, website, ABM, etc., to report directly to marketing leadership. This way, they can establish processes without getting sidetracked by irrelevant projects from a centralized team that has no clue about marketing. You gotta treat this on a case-by-case basis and consider the people involved. If you have a great data-driven finance leader, it might make sense to put operations under them, for example. Every situation is unique, but the general rule of thumb is: small companies should have ops people under their functional leaders wearing multiple hats, while bigger companies should have the operations function report to an independent third party.

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Have you ever received an email from a Chili Piper SDR? If you're in my network... quite possibly yes 😂 Which means you've probably seen the gif of a Chili Piper booking experience overlayed over your demo form But what you might not know, is that we're automating the "personalization at scale" using Clay and Chili Piper Here's the flow: 1. We route leads to the right rep using Chili Piper Distro 💅 > This is based off GoodFit.io data, UserGems 💎 signals, or churned logos 2. We use Clay to enrich the leads to enable reps This includes grabbing tech stack, company description, main competitors... And, most importantly for our purposes, their demo page URL 3. We built an internal tool to capture a screenshot of these demo pages — and then add a gif of our booking flow on top of it Like... this tool literally takes a picture of their demo page. Then it automatically overlays our booking flow gif on top of it When I heard how Batikan Erdogan figured this out, I think my mind actually exploded and then pieced itself back together 🤯 4. The SDRs crowned Batikan as their king and will no longer answer to anyone else They are saving sooo much time and manual effort with this automated gif creation SO LEGIT, I'm obsessed with this flow 🙌 Link to the full article here: https://lnkd.in/gjTcnCqr (OK maybe the SDRs didn't actually crown Batikan as king.... yet 👀 )

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