Rachel Hazen

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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Big News 🎉 @Gong just dropped some MAJOR AI capabilities that deliver new levels of automation, deep customer insights, and standardized knowledge sharing across the entire revenue org. With Gong’s new capabilities, you can: ✨Create smoother collaboration workflows across teams ✨Make coaching more efficient and consistent  ✨Deploy ready-to-use Smart Trackers ✨Centralize process, systems, and data ✨Bring AI-powered context to your sellers   Game. Changer. Learn more about these exciting new capabilities here: https://lnkd.in/gE9Hu8N3

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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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Pipeline marketing drives your revenue 🚀 and marketing isn’t just about leads 🤯 Thankfully, I get to work with folks like Lucas and his Corporate Marketing team here at Highspot who know how to use their channels to drive real revenue impact - and I learn from them every day! Today, he's dropping knowledge about strategic marketing to help you get a better understanding of this intricate machine ⚙   Learn more 👇 https://hghspot.co/3zfzltT

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What most marketers do: - Treat ABM as a siloed target account list motion owned by one person/team. - Focus on a few channels as separate investments (Gifting as an isolated, transactional SDR meeting booker tactic; paid LI isn’t closely connected to outbound or event strategies). What great marketers do: - Define a tight ICP and use fit/intent signals to trigger meaningful connection points across the customer journey to build mindshare and trust with best-fit accounts (everything is ABM). - Obsess over using different channels, tools and tactics *together* to weave a stronger multithreaded story and experience for best-fit accounts (personalized gifting integrated into LI ads and webinar/event touchpoints that reach the same accounts you’re outbounding to with a cohesive message).

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"The industry’s growth, once fueled by a relentless drive for innovation and differentiation, now sputters as most companies have what they need (and if they don’t, they’re making do). Average marketing budgets have fallen to 7.7% of overall company revenue in 2024, down from 9.1% in 2023, according to Gartner’s latest annual CMO Spend Survey. CMOs are living in an era of less." This article by Gene De Libero, CCXP caught my attention because it captured data around feelings I've had as I chat with various folks across the industry who have seen cutbacks across the board. This leads to a focus on customer retention and expansion, or chasing "differentiators" that come up in the tech hype cycle (hello again AI, and don't forget Crypto). Of the strategies outlined in here, I personally favour the education and thought leadership approach, but overall there's a strong play here in the strategies for composability and the ability to "add on" to the stack you already have.

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🚨 Gainsight has acquired Staircase AI 🚨 Why is this game changing? Relationships with your customers and accounts are complex - they are multidimensional. They are rarely one person to one person, but rather interactions are often occurring between many people at your company and many people at your accounts. Those interactions are seemingly invisible to everyone except the people they're occurring between and key details get lost across chat, email, calls, support tickets, CRM, etc. Missing those details is what causes surprise lost revenue, surprise churn and missed growth opportunities. That doesn't happen with Staircase AI by Gainsight because it analyzes every interaction across every channel occurring between you and your customers - and surfaces customer insights directly to where you're already doing your work.

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It’s never been more difficult to be in sales. To be successful, you need high-value outbound messaging that distinguishes you as the right solution for your prospect. But let's face it — not all reps have the time or access to real-time data to truly understand each prospect's needs...  It's time to meet SAM, the AI-powered sales assistant from Similarweb. Only with SAM do you get: 💡Prospect-tailored insights based on buyer intent, sales signals, and your prospects’ use case 📬Hyper-personalized, ready-to-use outbound messaging that spotlights your company as the right solution 🗓️Instantly generated insights accessible through Gmail and Google Calendar, making sales reps ready for any meeting  You can learn more about SAM’s capabilities here → https://bit.ly/3QOi5BB

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Marketers: we should categorize self-reported attribution as "first recall." The human brain is fallible and memory is malleable. Prospects saw you dozens - hundreds of times and the first time a trusted colleague mentioned your name, it stuck. Or when your rep sent that cold email, your prospect [subconsciously] said "oh yeah I think I know them..." Emir Atli wrote about this today. SRA is another touchpoint to look at but is one of thousands along the journey. How much credence do you give to self-reported attribution?

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I’ve looked around and haven’t found a casual regular zoom meetup with product/growth/product marketing folks working in B2C2B or PLG+Sales-led companies to trade ideas and talk shop about monetization, freemium upgrade paths, success metrics, and retention. Drop me a note here in the comments if you’d be interested in such a thing. Maybe we should make it happen? #plg #productmarketing #product #growth

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Tired of an overcomplicated GTM Strategy with out of date acronyms and siloed functions? Its time for a truly unified people first approach to B2B Marketing and I am looking forward to hearing Adrian Chang, Sophia Agustina, and Mark Kilens share their best practices for creating a GTM strategy that resonates with their prospects. This is a conversation you won't want to miss! 👏 Check out the link in the comments to sign up.

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🚀 Bringing in new customers is just the beginning—activating them is where we shine! Braze's latest guide breaks down privacy-friendly strategies to supercharge both acquisition and activation, helping you drive long-term engagement and loyalty. What's included: ✨ Key acquisition tools + success stories 🔥 Customer activation strategies that work ⚡️ Solutions for common acquisition challenges 🌐 Cross-channel marketing tips for better results Download the guide now: https://lnkd.in/gSuPFdnM

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❌ Manual errors are more common than you'd think, and when they occur, the blame game begins. Is it the AE who closed the deal without updating details in their CRM? Rev Ops for not validating the contract? Or Revenue Accounting for closing the books with incorrect data? The finger-pointing can be endless! 👉 Avoid the blame game entirely with Klarity's GenAI platform. Our advanced AI eliminates manual errors and automates complex tasks such as document review, data extraction, validation, and analysis (all while staying compliant with accounting standards 😉). ⚡ Let Klarity handle the details with precision, so your team can focus on what they do best. #accountingautomation #accounting #klarity #revenuerecognition #revops #contractreview #monthend

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Engaging the right buyers at the right time is critical to sales success. ZoomInfo Copilot's Target Account Digests alert you when your most promising suspects are showing the right buying signals. 🔔 Get personalized daily digests — delivered via Slack or email — with AI-powered recommendations for next steps. Never miss a sales opportunity with ZoomInfo Copilot: bit.ly/3yxBNes #ZoomInfoCopilot

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Ever since I entered B2B marketing, I've always been bogged down by never being able to understand the true impact of each marketing touchpoint on the customer journey. Joining RevSure was a decision rooted in this passion. At RevSure AI, we have a team of data scientists and engineers who are committed to redefining attribution and shaping the future of how businesses understand and optimize their marketing efforts. RevSure's advanced attribution models go beyond traditional methods. We're leveraging AI/ML to provide deeper, more accurate insights into what truly drives conversions and revenue. This is not just about measuring success—it's about empowering businesses to make smarter, data-driven decisions. Do check it out.

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Tomorrow at 10AM Pacific I'm hosting a live webinar about how to build high-converting lead lists. In my experience, 80% of your success in sales comes down to who you're targeting in the first place, but this topic doesn't get much love in the popular discourse. So, tomorrow we'll dive into how to build highly segmented, targeted lists that will set you up to have meaningful conversations with your prospects. Dropping the registration form as a comment — hope to see you there!

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Are your customers researching competitors? 🤔 Get ahead of churn with ZoomInfo's powerful intent data, fueled by insights from G2. Sydney Sloan, CMO at G2, explains how ZoomInfo’s integration with G2 alerts you when your customers start researching a competitor. These real-time signals allow your reps to act quickly and secure relationships before it's too late. Learn how ZoomInfo and G2 can help you stop churn in its tracks. ⬇️

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We often talk about the friction between marketing and sales teams, or marketing ops and rev ops, but I don’t think we talk nearly enough about the friction marketing ops teams seem to always have with IT and Finance. Finance won’t approve budget. IT wants full admin control. "Why do we need HubSpot when we have Salesforce?" The list of potentially stressful and heated conversations could go on and on. And you know what? I honestly think this friction is mostly self-inflicted. Why? Because you’re not treating them like real stakeholders! Most importantly, you’re making decisions about your marketing tech stack without involving them, leading to all them seeing about you and your role is one big black box. I’ve made it a point to align myself very closely with decision makers on these two teams since I’ve been managing marketing operations. And you know what, it’s actually incredibly easy to get on their good side and work well with them. How? Documentation. You know, that thing that always gets deprioritized? Yep, that’s the key. Seriously, if you want to remove the majority of the friction you’ve ever had with IT and finance leaders, document your marketing tech stack. This actually makes it easier to get more of the new tech you want approved. Who doesn’t want that? PS - I’m actually speaking about this at MOps-Apalooza in a few weeks. In addition to sharing some important principles of tech stack management, I’ll be giving away to all attendees my own personal template I’ve used for the last two years that has helped me to earn substantial goodwill from IT and Finance teams.

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