Olivia McNaughten

You've planned your budget by channel and started spending for 2H, now you're being asked to report on that ROI. Can you do it cleanly and is everyone aligned? Do you have an understanding of your current attribution model and have you invested resources if you don't? Often attribution is the last mile any Marketing team wants to tackle, but it's critical in building the data models that support the ROI reporting you need. Thankfully, we've got a POV and we think it might help YOU: https://lnkd.in/e-8XTizc

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We're just a month out from INBOUND 2024! Excited to be talking all things Commerce with Kevin Dowling from Stripe on September 18 during our session, "5 Ways to Sell Better in 2025." See you there 🤑 #inbound2024 #growbetter #commercehub

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I can't imagine ANY of my Ops pals have opinions on attribution... 😅 In our latest post, we break down different attribution models and advise on how to choose and build the model that's best for your business. What's your preferred model to run attribution and why?

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*wears hat on launch day* 🙃 What's new? 3️⃣ new integrations | Effortlessly connect HubSpot, Intercom, or Segment directly to your ChartMogul account. With just a few clicks, customers, contacts, and notes data will show up in ChartMogul so you can analyze demand and conversion efforts alongside all of the SaaS metrics you know and love ⚡ automations | Auto-merge duplicate records based on defined criteria. Assign leads and update customer properties with a simple, easy-to-use logic engine that lets you define triggers and actions. Right in ChartMogul! So what? Here's why I'm so excited about this. Analyzing the health of a SaaS business requires knowing how leads convert to subscribers AND how those customers' SaaS usage changes over time. With today's release, ChartMogul more elegantly enables you to analyze the full bowtie. And with these new integrations, you could bring in additional context that helps you understand what's working vs. what is not. My favorite example of this is HubSpot specific. HubSpot brilliantly and automatically tells you where your contacts come from, including how they came to visit your website, or how they were created via a nifty little property called 'Original Source.' When you connect HubSpot to ChartMogul we automatically ingest 'Original Source' and so voila 🪄 you get MRR and churn by source (e.g. organic search, paid search, referrals, direct traffic) How cool is that??! Check it out:

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Sneak peek of the most valuable marketing expectation-setting frameworks I've ever used + will be sharing TODAY on Hubilo's WTF News At 1p ET today I'll be joining Blair Arbuckle, Liquid Death's creative mastermind Andy Pearson, Christina Le, and Rashel Hariri to share the playbook on how we used brand awareness principles to effectively create demand for Loxo + what you can do to start driving more demand for your organization. Here's what will be covered: - A story on the difference between brand awareness + demand creation - A timeline for when to expect results - How it ties in with category creation - - - - - - - - - - - - - - - - - - When: TODAY Where: https://lnkd.in/e2dv2DtD Why: because who doesn't want to learn new things???

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How do you *really* know if podcast ads are bringing in net new customers? Sure, pixel attribution can capture 70% more podcast-attributed conversions.... But how many of those are truly incremental? Well, Podscale® partnered with Podscribe to find out... "For the large brands we work with, understanding the net-new impact of podcast ads has always been a challenge—especially when they’re spending big on other channels, too." - Natalie Kovac, CEO Podscale® Using Podscribe’s “always-on” incrementality testing, Podscale® was able to finally measure which podcast ad conversions were incremental. Meaning... They wouldn’t have converted without hearing the podcast ad. The Findings? INSANE!  ➡ 58% of conversions driven by podcast ads were incremental, meaning these customers were genuinely net new.  ➡ Up to 2.56x Incremental ROAS, securing over two and a half times return for every dollar spent on ads from net-new customers. ➡ Podcast ads drove a massive +$3.9 million in incremental revenue for some of the fastest-growing DTC brands. Want to see the full story? Check out the case study to learn how Podscale® and Podscribe made it happen → https://lnkd.in/g8_cp4v4 #podcastadvertising #incrementality #dtc #podscribe

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Right now the lead form my team is using to capture leads has an 80% drop off rate - and I couldn't be more thrilled. 😊 Drop offs are usually considered bad. So why does this big number spark Marie Kondo levels of joy for me? Much like for Marie, in the world of B2B leads, less is often more. A few months ago our marketing and sales team were swimming in a sea of thousands of leads a week, but we had so little information about them that it was impossible to prioritize them accurately and handle them with the speed and attention they required. It was only after we had calls with our leads that we would find out many were completely irrelevant. So we launched a new form and we did a couple of things that to some may have been controversial but that have had astounding results. 1. We made the form longer - we went from a single step form to a multistep form that asked twice the number of questions as the original. This gave us way more insight on the intent and product fit of the leads for our Enterprise solution. 2. We added very specific answer choices to our questions - we did that to show our leads through that specificity that they are in the right place. We will continue to iterate on this experiment, and I can't wait to see what else we can do to optimize this funnel and experience the life changing magic 🧝‍♀️ of tidying it up.

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Hey B2B SaaS marketers. This is your periodic reminder that you don't sell software. You sell promotions. Raises. Growth. Be human. Help people.

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Attention San Francisco! Join me and other RevOps pros at RevOps After Dark to discuss some of the hottest topics in revenue right now: -- AI & Tech. -- Strategic alignment. -- Collaboration. -- Market trends. -- The future of RevOps. Don't miss out on this opportunity to join the conversation & network with like-minded professionals. Check out the link for more information and feel free to share! #RevOps #SanFrancisco #Networking

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Only three things in life are certain – death, taxes, and marketers changing their tech stacks. But what’s driving this constant need for change? In this year’s Martech Replacement Survey, integrations/open APIs are now the #2 catalyst for switching, second only to cost. Put simply, if a vendor doesn’t integrate its data nicely with other tools in your tech, marketers will switch to a replacement that does. This new era of composable tech stacks designed to be easily connected to other solutions is set to have big ramifications on the industry. Especially on some of the bigger suites which, let’s face it, prefer to lock you into their proprietary tools in their ecosystem. More thoughts on where the industry is heading in my latest for the Twilio blog. Link in the comments.

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You can’t market your way out of a bad product. This past week, I watched an influencer-built DTC brand launch its first products—and within days, the whole thing imploded as customers took to social media to voice their frustrations. The hype? Massive. The customer reactions? Brutal. Social media turned into a full-blown roast session, and honestly, it's been painful to watch. (My fellow TikTok ladies know who I'm talking about 🫠) And let’s be real—it’s so easy to start a business these days, especially when you’ve got a massive following. But that’s exactly the problem. Too many people treat it like a shortcut, skipping the hard work of making a product that actually delivers. Honestly? It’s a slap in the face to the companies who pour their blood, sweat, and tears into their products. The ones who live for the details, test until it’s flawless, and grind to make sure their product delivers every single time. They set the standard. No level of fame, no influencer, no campaign, no amount of reach will save you if you can’t deliver on your promise.

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💫 Great product marketing makes it easier for buyers to buy. ➡️ messaging and positioning that resonates ➡️ packaging that aligns to expected buying motion ➡️ simple pricing (admittedly this can be harder as you move into enterprise 🙈 )

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You know what's *never* a fun topic? Crisis communications. But you know what's so, so much worse than talking about it? Getting blindsided by a crisis, and having to put together a strategy, team, and messaging alllllllll on the fly and under significant stress. Trust me: putting together a plan isn't as difficult of an exercise as you may think, and you'll come out the other side feeling SO much more confident about the future. Here are the major keys: 📕 PREPARATION: Every company should have a solid crisis communication plan. It’s not about if a crisis will happen; it’s about when. A clear, pre-approved communication strategy can make all the difference. 🔎 TRANSPARENCY: In a crisis, honesty builds trust. Employees, customers, and stakeholders need to know what’s happening, what you’re doing about it, and how they will be impacted. (Even if you don't have anything new to share, saying something is better than saying nothing at all.) In my experience, those who communicate effectively in a crisis not only manage the situation but also come out so much stronger on the other side. It's about guiding your team and your organization through the storm with clarity, empathy, and resilience. (Don't want to write a crisis communications plan from scratch? I'll send you our template & a completely filled-out example! ✅ ) #crisiscommunication #internalcommunication

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Good sales decks are hard to find. The bad ones are all over the place, loaded up with logo spray slides, about us slides, and tons of feature descriptions. No wonder sales teams are struggling to use these decks and often abandon them entirely. I blame marketing. Here’s a better way to build your sales deck so it actually supports selling. https://lnkd.in/gKDziahz #marketing #productmarketing #sales #salesdeck

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How are we supposed to grow when it's so quiet around here? A comment to that effect was posted in The Digital Experience (DX) Community slack the other day. I shared my thoughts on how marketing can help there and figured my thoughts would be valuable outside that community for martech in general, so here you go. These days, budgets are tight and people are risk-averse. Layer that on top of the fact that buyers for "marketingOS" tech (website, marketing automation, CRM, etc.) are really only in the market every 3 years at best, and often longer. I'm no chef, but that seems like a recipe for challenging growth. You can't change the outside factors, so here's what you can work on to maximize profitable growth. 1. Don't forget brand If people are rarely in-market and the signals only appear later in the process, you need to be top of mind to enter that shortlist. Actions: use audience research tools to find out where your audience is and what they're talking about, have internal SMEs post unique content (quality > quantity), ID partnerships for creating content or accessing audiences, reevaluate display channels/advertorial opportunities Results: Increasing inbound/organic demo requests/trials/opportunities 2. Focus on customer success Churn is a killer while renewal and expansion dollars are a lot easier than net-new. Understand what your customers see as "value" and help them realize that early and often. Actions: Join CS calls (or analyze data) to understand pain points and opportunities. Create content that extends your CS team's capability to reach accounts. Segment new feature campaigns based on value triggers per account. Results: Lower volume of at-risk accounts, reduced churn, higher expansion pipeline. 3. Optimize handoffs When fewer people are in-market, you have to handle them with kid gloves. Actions: Plug any leaks at handoff points (forms -> MA -> CRM -> SDR -> AE -> CS), lock down SLAs at each stage, ensure content underpromises so you can over-deliver (e.g. form promises a 24 hour response when your SLA is 4 hours) Results: Increased conversion rates deeper in the funnel This isn't magic sauce. None of this will generate outsize results on its own, but they absolutely are blockers that will kill whatever marketing momentum you do have. PS: Added thought that came to me while writing this. Leadership will be desperate to push more leads through your process. Understand which signals you have. Intent to learn is not intent to buy. If you overwhelm your process with leads that are not actually in-market, you'll be taking attention away from leads that are.

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With summer upon us and with sweltering heat everywhere, I figure now is a good time for a hot take on modern marketing measurement Here it is: Meaningful differentiation between MMM solution A vs MMM solution B vs MMM solution C is very hard for the average marketer to discern and so what really matters in picking a solution is the service level that the provider offers. It’s also the case that using and interpreting an MMM properly requires a fair amount of experience and many / most marketers today don’t yet fully have the needed expertise. This reality makes high levels of service and hand-holding from the service provider extra important - and arguably the most important criterion in picking a measurement partner. Agree? Disagree? Sort of agree, but sort of disagree? I’m excited to hear different perspectives!

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Are you ready to breathe new life into your CRM? With our newest release of CRM Embedded Experiences, we're serving up our Sales Navigator's member-powered data, insights, and features directly in a surface you use every day - your CRM. By bringing Sales Navigator directly into your CRM, you are unlocking a pathway for your team to maximize the potential of your CRM, resulting in more focused, effective, and impactful sales efforts. Elevate your team's performance by ensuring they stay within the CRM and extract the maximum value from it. It was such an amazing journey partnering with an all-star team of cross-functional partners here at LinkedIn to build, iterate, and bring to market a feature we know is going to have a tremendous impact on sellers' productivity. There are too many folks to tag here, but to my XFN partners, thank you for all your hard work and dedication on this launch! I couldn't ask for a better team of people to work with. ❤️ #LinkedIn #SalesNavigator #DeepSales #Sales #CRM #Productivity

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Marketers, feeling spread too thin? 🫠 We get it. Delivering results and maximizing ROI can feel like an uphill battle. But what if it could be easier? 🧡 With HubSpot’s marketing tools, create content that breaks through and campaigns that drive revenue, so you can have your best Q4, this Q4 🙌 hubspot.com/marketers

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Here’s a simple way to think about where you spend time as a PMM: How do your outputs align with these categories? 1) Growth: Awareness, Acquisition, Activation 2) Engagement: Usage, Retention, Advocacy 3) Monetization: Pricing, Packaging, Cross-Sell, Upsell Depending on where you are in the product lifecycle, your efforts will lean more toward one category than another. Clarifying where your work fits makes it easier to demonstrate your impact. #productmarketing

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