Thomas Rosen

Good morning from Boston! A few (paraphrased) highlights from Kyle Lacy’s MarketingProfs session that will get marketers thinking (and hopefully keep you from getting fired too): - no one cares about your campaign, design, brand, blog, etc. if the company isn’t hitting their revenue goals - if you (marketing) aren’t managing to a number, you are missing (similar to my fav “if you aim at nothing; you’ll hit it) - think in outcomes; not projects - marketing’s goal is to make sales easier - alignment is built around revenue

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Tech Stack for Your Entire GTM Sales Funnel Top – Middle – Bottom In today's era of advanced sales tech, it can be challenging to determine which tools to use at each stage of your GTM funnel. Here's some good suggestions: -- Top of funnel -- → Clay - Great for pulling and enriching lead lists for cold outbound → ListKit - Also great for finding valid B2B contacts → Common Room - Real buyer Intent signals and integrations → Instantly.ai - Sending platform and DFY domain set-up → Trigify.io - Social signals from Linkedin → LeadMagic - Find valid B2B email adresses and identify mx records -- Middle of funnel -- → Vector 👻 - Off site buyer intent + onsite lead identification → Distribute - Digital sales rooms → RB2B - Website visitor identification and enrichment → Calendly - Meeting book and pre call flows -- Bottom of funnel -- → Fathom - AI Meeting Assistant - Auto generate summaries of sales meeting and record content → Airtable - CRM and data reporting ----- What's your favourite part of the funnel to operate in?

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A familiar name in The Philadelphia Inquirer piece on the recent TikTok ban debate 👀 I'm honored to be included alongside Amy Jennette with GoDaddy. My advice: - Plan Ahead: Begin testing new strategies to fully launch in 2025. - Consider Alternative Platforms: Curate content for Reels or Youtube Shorts. - Explore Collaborations: As an influencer, diversify your portfolio. Consider adding multiple channels to your contracts and explore other partnerships. I'd like to hear from you! Do you think a TikTok ban is likely? What advice would you give to small businesses? Comment below.

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The hiring market for GTM leaders is still rough. Due to macroeconomic and political volatility, too many factors are outside your control. What is still in your control? How you take charge of your job search. ATL Pavilion is partnering with JM Search for an exclusive happy hour & panel discussion tomorrow for GTM executives. We will discuss: ✅ How to navigate the latest market trends, including findings & implications from JM Search’s 2024 GTM Executive Leadership Study ✅ What the modern exec recruiting process looks like & how to engage, what to expect, & what to avoid ✅ Advice from the VC/PE investor’s seat Nicole Wojno Smith will be moderating an all-star panel that includes Junior Gaspard of Fulcrum Equity Partners and Scott May of JM Search. We have a few seats for non-Pavilion GTM executives. DM me if you want to join!

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Another solid Marketer's Edge interview with Mark Sneider and Julia Boyer MacMullan, Director of Marketing at Springside Chestnut Hill Academy, the largest independent school in Philadelphia. If your marketing services firm or ad agency focuses on educational marketing, and specifically independent, private schools, you should watch this episode of Marketer’s Edge. (Interview link in first comment.)

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Running branded sponsor integrations isn't cheap -- how do you know it's resonating with your audience and driving meaningful KPIs like purchase intent? At Rival Technologies and Reach3 Insights, we've been helping both media / streaming brands as well as advertisers figure this out using a new approach called "Watch Party." It works well for several reasons: ✔️ It's in-the-moment, so you get real-time, gut-feel reactions rather than relying on recall ✔️ It's quant and qual (including photos and videos), providing deeper insights than traditional approaches ✔️ It's holistic, involving (in most cases) a pre- and post-test to quantify brand lift, share ability and more Really proud of how our product and approach helps address an important use case for many of our customers. Curious how it works? Our next masterclass webinar with Jenna Shuster and Matt Kleinschmit will walk you through the details. Register here: https://lnkd.in/gFa7rzbW #insights #marketingeffectiveness #advertising

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Last week our #SocBizExchange was whirlwind of insightful conversations, lessons learned, laughter and even singing 🎤. I brought the spots. The community joined the dots. Here are my 6 takeaways 👇🏻 🤯 86% of B2B buyers start with a list of (average) 3.4 brands they prefer. 92% will go on to purchase from one of those brands. Message to Sales Leaders - to win, you need to be front-of-mind and on THAT list and it's not just the job of marketing! Via Jennifer Shaw-Sweet. 💡A small number of expert employee influencers can drive as much (if not more) clicks and impressions than global brand channels or wider #EmployeeAdvocacy programs. Via DANIELLE GUZMAN. 📖 Employees who tell their story and share their journey can be just as influential as deep subject matter experts. Check out Jody Nwaelene and her inspirational story as an engineering intern at Microsoft. 👩🏻‍💻 There are two ways to use AI. Do it for me. How can I. To get the best from AI, work interchangeably between both methods to help refine your thinking or sharpen your message. Via Felipe Torres 🧠 Authenticity, trust and empathy is the key to advocacy. We relate and empathise with those that use emotion in their storytelling and content. It's relatable. Via Sara Atkinson & Vicki Saunders ⚖️ Be cautious of Gen AI bias. If you're using Canva, you're using Stable Diffusion - a platform known to amplify bias in both gender and race. Be sure to check. Huge thank you to our speakers and panellists. It's because you share your experiences that we're able to host these events and learn. Massive shout-out to our incredible tribe for preparing and running such a fantastic event, again! So proud of what we can achieve together when we dream big (and high) 🙏🏻

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The discussion with Lori Brokaw Stout on redefining partner relationships is noteworthy. Her focus on quality over quantity in partnerships and ensuring mutual benefit challenges traditional metrics-driven approaches. This strategy of aligning partner values with company culture could significantly enhance B2B ecosystem effectiveness. #CMO #ChiefMarketingOfficer #podcast #B2B #C-Suite #B2BContent #B2BMarketing #B2BSales #PartnershipStrategy #ChannelMarketing #B2BEcosystem #ValueAlignment

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A few takeaways from Pamela Landis' talk at #HCIC: -"Convenience trumps everything" -Omnichannel builds relationships -Messaging should be personalized -- shows you know who they are -You're not a digital marketer; you're a digital experience creator

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My new article gives benchmarks for the average customer acquisition cost for lawn care companies by contract size, marketing strategy, and marketing channel. https://lnkd.in/ef2X5UQ6

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🚀 Lessons from Reade's conversation with Tod Petty, CMO of a healthcare technology firm in Atlanta 🚀 After chatting with Tod, a few key insights really stood out that any business can apply to their marketing and growth strategy: ➡️ Know the Real Pain Points Tod emphasized that understanding the true problems in your industry—especially those your clients feel daily—is crucial. It’s not just about delivering a product but solving something specific and pressing for them. ➡️ Blend Tradition and Innovation We’re in a “marketing renaissance,” as Tod calls it. Success today means blending proven methods with modern innovation. Don’t ditch what’s worked—integrate it with fresh ideas for a powerful strategy. ➡️ Build Trust Through Consistency In relational fields like healthcare, it’s all about showing up consistently with genuine value. For Tod’s team, this meant leveraging LinkedIn to connect with an audience of 16,000+ by offering free, valuable insights over the years. ➡️ Email Still Works—When Done Right Contrary to the belief that email’s outdated, Tod shared that a personalized, value-driven email from a trusted sender still works wonders. Social and video are powerful, but never underestimate the impact of a thoughtful email. These are powerful takeaways for anyone focused on sustainable, trust-based growth. 💡 Does your marketing blend old and new? Are you building real connections, or just trying to keep up? Tagging Tod to say thanks for the insights and inspiration!

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We get a ton of questions on our "Lifecycle Object" Our SFDC custom object that unifies your funnel data from the signals, to pre-opportunity stages, through all opportunity stages to closed won. For all your GTM motions. Repeat funnel journies (not overwriting data). One report type in SFDC. It's pretty great. If you've ever wondered what a record looks like Crissy breaks it down. Link in comments. #gtmoperations #revenueoperations #marketingoperations  

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A few months ago we decided to change up our outbound / ABM / signal tech stack. It was one of the most interesting software evals I've done—I learned a lot!—and I just wanted to share a few perspectives on the current landscape. 𝗩𝗲𝗻𝗱𝗼𝗿 𝗘𝘅𝗽𝗹𝗼𝘀𝗶𝗼𝗻 When I first bought in this category two years ago, it was pretty much a "Coke vs. Pepsi" market. You bought one of the two main established players. That has changed so dramatically now. There's an explosion of new vendors in this space, which I think reflects lower barriers to entry for building a new product as well as changing approaches to outbound. Not only are there MORE vendors, but the category boundaries have become much more nebulous. It's like a huge VENN diagram with partially overlapping circles. We evaluated at least a dozen platforms, perhaps five in serious depth. It takes time. 𝗠𝗮𝗽 𝗼𝘂𝘁 𝘆𝗼𝘂𝗿 𝗽𝗿𝗼𝗰𝗲𝘀𝘀 Given this potential ambiguity, it's really important to define the type of process YOU want to run and then map product capabilities against those steps with a lot of detail. • How are you defining your target accounts? • How do they get assigned to specific reps? • When/where does contact sourcing happen? • How do you pick the right messaging? • How do you track results of specific plays? Your answers to these questions will shape your evaluation. It's normal to stitch together a few different tools to achieve your target state. 𝗣𝗶𝗲𝗰𝗲𝘀 𝗼𝗳 𝘁𝗵𝗲 𝗽𝘂𝘇𝘇𝗹𝗲 This is a non-exhaustive list of capabilities you may want to think about. Various tools do some or all of these. • Account-based ads - this seems to be mostly unbundled now, most new signal tech providers don't play in the DSP space • Signal production - a place to get your first/third-party signals from. This is becoming increasingly commoditized as vendors match each other's signals. May include AI-driven web scraping, Claygent-like functionality. • Signal aggregation - a way to get all the data points you care about into one place so you can target specific accounts or segments • Signal evaluation - a way to measure impact of signals and prioritize them • Account creation / assignment • Contact sourcing / enrichment • Sales UX / workflows - a co-pilot-type interface that allows reps to see what they need to do, prioritize their work, and execute • Automation - using in-platform workflows vs. with external iPaaS / workflow tool • AI - suggesting messages, writing first drafts, even execution ------ There's way more to this than I can explain in one post, so if you want to benefit from the 3-5 months I spent digging into this, check out the latest podcast episode of RevOps Lab, where Philipp Stelzer and Janis Zech had me on as a guest to chat about this. And shout-out to MadKudu, the vendor we ultimately landed with 🏆

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The timing of this week’s episode of the Ecommerce Braintrust is very fitting.  First, preseason NFL games kicked off last weekend.  And second, I’ve spent the past couple of days hanging out and talking all things Amazon with Scott Ohsman at eTail™ in #Boston. What does that have to do with the podcast?  This week I’m joined by Scott and Acadia's own resident sports aficionado, Director of Client Growth, Ken Beemer, to discuss Amazon’s investment in professional sports. Amazon’s foray into pro sports goes beyond their rights to Thursday Night (and Black Friday) Football to include NASCAR events along with NBA and WNBA games.  Scott, Ken and I discuss the ‘why’ behind these moves for Amazon and what it can mean for brands. Leveraging Amazon Sports for advertising offers brands the ability to reach targeted audiences effectively, grow engagement and brand recognition, and strategically position themselves in a high-value digital advertising landscape that is poised for growth. The nature of Amazon’s platform and its innovation in combining e-commerce with digital streaming is quite compelling.  As Scott puts it: “In the next three years, you’re going to see a disruption of cost-per-click, cost-per-million, impression-per-million, CPMs, and all the other acronyms that are dealing in great media. Brands are going to be able to buy space that they have never been able to afford before. And that’s the disruption, that’s the change, that’s the exciting part.” Listen by searching for “ecommerce braintrust” in your favorite podcast app, or streaming via the link in the comments. 

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GTM leaders: how do you leverage data to... Build more profitable marketing programs? Improve conversion rates? Reduce churn or increase adoption? Craft better annual plans (and goals to hit them)? Make better decisions? That's what we're trying to find out, in our new [🔴 LIVE] interviews for Metrics & Chill. Each guest will share one practical way they use data to improve their performance, step by step. And we'll do it live on Zoom, so attendees can ask the guest questions at the end. I'm picking out the next set of topics and guests we want to talk with, so if there's a topic you think we should cover or someone I should talk to, let me know in the comments 🙏. I'd love any recommendations you have!

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No one has time to waste on tools and strategies that don’t move the needle. That’s why I love helping companies leverage HubSpot to simplify the complex, maximize ROI, and make their teams more efficient. It’s not just about implementing software—it’s about designing systems that work for your business, empowering your team to focus on what matters most, and driving real, measurable results. Growth doesn’t have to mean more work. It can mean smarter processes, clearer goals, and better tools.

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Here at #DevoeElevate2024 Ben Harrison and Aaron Klein talk about designing growth plans to meet long term growth aspirations for #RIAs. “When projecting growth you have to consider the inputs now for that desired growth later”

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Only $2.2 million (starting bid) to own NYC? Sounds like a good deal. Studies show that having the right phone number means you can DOMINATE your brand. Vanity numbers are sought out by experienced marketers who understand the long term impact of how advertising works. Vanity numbers translate into sales and more importantly, add credibility and value to an advertiser using traditional telephone or and most recently modern text services so consumers instantly create a relationship between themselves and a brand. Everyone already has a website. Stand out with a custom number. 212Medical is now for sale. Learn more: buy212medical.com ----- You might want to see this: Rick Dionisio  Call Haven Partners    Daryl Morgan  Gregg Hamerschlag  Heather Barrows  Darryl Ferdinand  David Zakheim  Bruno Tabbi, Jr.  Stewart Gandolf  Mark Bilton-Smith  Mendel Erlenwein  Steve Rechnitz  Norman Rokeach  Marc Halpert  Marc Zimmet  Waseem Ghannam ✔️  Shimy Steinberg  Dina Goldman Julia Broyde  Avi Rosenholtz  Shimi Jacobovits Michael Greenfield Joseph Sofer Mayer Majer Josh Klein Berry Weiss New York Post New York Daily News The New York Times Moshe Friedman Andrew Kissin Michael Einhorn Brendan Carroll David A. Feinberg Elizabeth Golden Tonya Shantel Escobar PMHNP-BC Erin McDonough Michael Dowling Ramon Soto Nicole Santos

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