Ryan Axford

🚨 Why are you even thinking of migrating from Marketo?! 🚨 Your execs don’t get it! Or maybe they just have a "friend" on some board whispering in their ear. 🤦‍♂️ I've seen companies face the same old issues, and instead of fixing the basics, the higher-ups decide to jump ship to another platform. The result? 😱 Chaos for MOPs teams, with some even reconsidering their careers. What an amazing way to ruin someone's career trajectory! It's crazy how one decision from the top can create such a ripple effect across the entire organization. 🌊 If you’re only using Marketo for a. Batch-and-blast email programs 📧 or simple smart campaigns, b. Not integrating with suitable tools 🛠️, c. Not capturing UTM data from your ad spend or particularly anywhere 💸 d. Complaining about simple very-fixable things such as list filters Of course, things aren’t working out. Why should they?! And if you think your problems are going to vanish with a new platform, guess what? New ones are going to rear their ugly head. 😈💥 Marketo isn't the problem. You are just not using it to its full potential. 💡 The right setup can make all the difference! P.S. If you're facing challenges with your Marketo instance, we offer free consultations. DM me if you are in need of one. #migrationtohubspot #marketingautomation #Marketomigration #MarketingDirectors

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As I've been thinking about Q3/H2 content strategy here at Houzz I keep thinking about Ross Simmonds' excellent book, "Create Once, Distribute Forever." Ross is someone who over the years has helped me think about content production and promotion really differently, and the book is a great read for anyone who has a hand in content marketing at any stage! Check it out if you haven't already! https://lnkd.in/gkD3YvDY

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Looking for Marketo training? Do any of these statements sound like you... ✨You want ready access to tried-and-tested reference materials at all levels to learn at your own pace ✨You want become a Marketo Certified expert in the shortest time frame possible ✨You want to become a Marketo Engage specialist or administrator ✨Your team needs to use Marketo, but you’ve no resources to train them ✨You’re looking/interviewing for a job and need to get the lingo under wraps If so - check out our complete training library: https://okt.to/RJgYZ0

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Friendly reminder for the folks with Marketo Measure. It's super helpful to add your Bizible Touchpoints and Bizible Attribution Touchpoints as related lists on Leads, Contacts, Accounts, Opps and Campaigns. Why? Well, several reasons... 1) It makes QA and troubleshooting so much easier. I mean, it takes something that would take a half hour of clicking between reports and pages, and knocks it down to like 5 minutes. 2) It makes it super quick and easy to answer a quick question like, "Hey, which Opps has this campaign influenced?" Or, "Which campaigns influenced this Opp?" 3) Helps SDRs and sales reps see what a person or accounts has engaged with. For more information on how to do this, click the documentation link below. Documentation Link: https://lnkd.in/gMUusNgP

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Seems like I have had this conversation with so many B2B companies and even leaders of agencies too. At Marketopia we offer a dedicated Digital Campaign Success Manager for each client who doesn’t have a marketing team. Our DCSMs are a huge improvement over the Marketing Dept consisting of owner’s spouse or brother as a part-time marketing hobby! ❌❌❌ The Mar-Tech discipline is complex, ever changing, and always understaffed and poorly funded. or like Mary Keough ‘s example - Marketing Departments should not be run by the Sales Department AND the marketing team shouldn’t fall under ‘Creative’ either. 🙊🙉🙈 Let's imagine a company launching a fitness tracker for busy professionals. Here's how Sales, Marketing, and Creative can collaborate for a winning campaign: 💰💰💰 Understanding the Target Audience: 👩🧓🧑🏿👴 • Sales: Sales reps provide insights from customer interactions. They know the common pain points (e.g., difficulty staying active with a hectic schedule) and what features resonate most. • Marketing: Marketers conduct surveys and analyze website data to understand demographics and online behavior of ideal customers. Creative Brainstorming & Messaging: • Creative: Based on the target audience and sales insights, the creative team devises a campaign theme. Maybe it's "Fitness for the Time-Crunched Professional.” • Marketing & Sales: They collaborate on crafting messaging that highlights the tracker's features that address customer pain points. For example, "Track your activity seamlessly throughout your workday," or "Stay motivated with personalized fitness goals." Content & Lead Generation: • Creative: Designers create visually appealing marketing materials (e.g., website banners, social media posts) that align with the campaign theme. • Marketing: They develop content (e.g., blog posts, infographics) that educate potential customers about the benefits of the tracker and drive traffic to the company website. • Sales: Sales provides feedback on the content's effectiveness in converting leads. This helps refine future marketing efforts. Sales Enablement: • Creative & Marketing: They create sales tools like presentations and one-pagers that equip sales reps with clear,concise messaging and product information. Feedback Loop & Improvement: • Sales: Sales reps give feedback on the campaign's effectiveness, sharing insights on customer reception and areas for improvement. • Marketing & Creative: They analyze website traffic, lead conversions, and customer engagement with the campaign to identify what's working and what needs adjustment. This constant feedback loop allows all departments to work cohesively. Marketing attracts qualified leads, Creative crafts compelling messaging, and Sales effectively closes deals. By working together, they achieve a much stronger impact than they could independently. The most stable support system is a Tripod.

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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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Here’s the reality about SDR outsourcing: building a high-performing sales pipeline isn’t just about hiring more SDRs. It’s about allocating resources, aligning expertise, and driving efficiency. For many companies, that means asking a critical question—should we outsource our SDR function? https://lnkd.in/ddtWmptN

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As an avid listener of the #RadicallyTransparent podcast, I felt compelled to share this: If you’re stuck in a cycle of “more blogs,” “more videos,” and “more SEO” without moving the needle, this episode featuring Christopher Peer may be one for the books. Chris, CEO of SyncShow and Author of the book "The Great 8 Pillars of ROI-Driven Marketing", has scaled hundreds of companies and earned spots on the Inc. 5000 list of fastest-growing companies twice! In this episode, Chris challenges the “do more” mindset, offering a refreshing approach to focusing on what will actually yield meaningful results. Spoiler alert: It may not be your tactics, but your operational structure 😱 ***** The key takeaway for me? Stop chasing ‘more.’ Start doing what matters. If you’re ready to break free from tactical chaos and embrace strategic marketing, don’t miss this conversation. 🔗 Link to listen: https://okt.to/hwWzgM What’s helped you move past the “whack-a-mole” trap? Let’s chat in the comments! 👇 #MarketingTips

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Hot take on maximizing the efficiency of your media spend. Formulate a hypothesis!

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As Google's algorithms keep evolving, choosing the right SEO approach can be challenging. Discover practical tips and strategies on leveraging SEO tactics for business growth in this Forbes article featuring members of the Forbes Business Development Council, including Akeneo's very own Chief of Strategy, Kristin Naragon. #SEO #SEOTips #DigitalMarketing #ForbesBusinessDevleopmentCouncil

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Traditional SEO has been our go-to for years, but now, #AI-driven platforms like ChatGPT and Google’s Gemini are leading the way in how customers find information. 👀👇 If your business isn't adapting, you might be missing out. Google’s new AI-generated summaries are shaking things up even more. They’re not just a part of search results—they're the very first thing users see. So that means instead of scrolling through links, users are getting their answers directly from these AI summaries. So, what does that mean for businesses? It means that our content needs to be ready for this new search dynamic. This is where Generative Engine Optimization (#GEO) comes in. GEO helps ensure that your content is picked up by AI and featured in these critical positions. Being visible just isn't enough anymore. Now you also need to be the top choice for AI, which means specifically answering questions that correspond with high-volume searches. By integrating GEO into your #SEO efforts, you’re setting your business up to continue to stand out, build credibility, and stay relevant as search technology evolves. With more people turning to AI for answers, now is the time to make sure your business is positioned to be a favorite for AI-generated search results. WiscWebs 🧀 & MarTech #digitalmarketing #marketing #marketingtips #generativeai #searchrankings #technology #innovation #strategy https://lnkd.in/gvnXWbTN

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I've seen this happen so many times - the power of events in not only boosting customer engagement but accelerating deal velocity and conversions. "Event-led growth is revolutionizing B2B event planning and execution, leading to higher engagement and measurable results." #eventledgrowth #eventmarketing #eventstrategy https://lnkd.in/gfz2Ki_p

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Most of us are well aware by now of the power of internal linking to help Google understand our coverage of our key topics and rank for more keywords. But over time inevitably those links get broken. Here’s how to find and fix those broken links so they get back to work for your SEO.

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𝐌𝐚𝐬𝐭𝐞𝐫𝐢𝐧𝐠 𝐭𝐡𝐞 𝐀𝐫𝐭 𝐨𝐟 𝐒𝐨𝐟𝐭𝐰𝐚𝐫𝐞 𝐓𝐫𝐢𝐚𝐥𝐬 In the rapidly evolving B2B software market, crafting a compelling trial offer is more critical than ever. But how do you ensure your trial not only attracts but also retains customers? 📖 Dive into my latest article, "Mastering the Art of Software Trials," where I explore the fine art of structuring trial offers that really work. Discover why a well-planned trial is a decisive factor in the purchasing process and how giants like Salesforce and HubSpot have mastered this approach. 💡 Key Insights: 𝐏𝐞𝐫𝐬𝐨𝐧𝐚𝐥𝐢𝐳𝐞𝐝 𝐓𝐫𝐢𝐚𝐥𝐬: Learn from Salesforce’s tailored trial experiences, designed to demonstrate the software's value in real-world scenarios. 𝐄𝐝𝐮𝐜𝐚𝐭𝐢𝐨𝐧𝐚𝐥 𝐒𝐮𝐩𝐩𝐨𝐫𝐭: See how HubSpot’s commitment to education during their trial periods significantly boosts customer conversion rates. 𝐏𝐫𝐞-𝐓𝐫𝐢𝐚𝐥 𝐂𝐡𝐞𝐜𝐤𝐥𝐢𝐬𝐭: Don’t miss our comprehensive checklist that guides you through creating a scalable and impactful trial strategy. 🔗 Whether you're looking to refine your current trials or starting anew, understanding the strategic nuances can make all the difference. Click the link to read more about setting your trials up for success and ensuring they translate into real business growth. https://lnkd.in/gU3CSTnX hashtag #B2BMarketing #SoftwareSales #DigitalMarketing #Salesforce #HubSpot #BusinessGrowth #TrialOffers #B2B #Digital #Sales

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For professional services marketers, one of the toughest things to do is *not* follow all the advice you find from B2B product/SaaS marketers. Most of it is plain wrong for a service business. The product peeps are selling widgets. You're selling relationships that will last for years (ideally). They're obsessed with website traffic because their customers can and do buy right on their website. Buyers of professional services don't do that. The sales process is much longer. It requires building a trust-based relationship, something that doesn't happen with a website visit. They need to sell thousands and thousands of seats. You need your next five clients. But there's *so much* B2B marketing advice that comes from SaaS marketers and while it's smart for them, it's wrong for you. You're playing a different game, so don't follow their rules. *** Find this post thought-provoking? There's more where that came from - sign up for our emails at https://lnkd.in/e2-iNhcs

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