Todd Clouser

🚨 "𝗟𝗮𝘀𝘁 𝘄𝗲𝗲𝗸 𝗜 𝘁𝗮𝗹𝗸𝗲𝗱 𝘁𝗼 𝟭𝟯 𝗦𝗮𝗮𝗦 𝗖𝗠𝗢𝘀 𝗱𝗼𝗶𝗻𝗴 𝗻𝗼𝗿𝘁𝗵 𝗼𝗳 $𝟭𝟱𝗠 𝗔𝗥𝗥 𝘄𝗵𝗼 𝗮𝗹𝗹 𝗮𝗴𝗿𝗲𝗲𝗱 𝘁𝗵𝗮𝘁..." You won’t believe what they all had to say! Okay, we'll tell ya! Turns out, they all agreed that hooks like the one at the top are trash. 😲 This is Liam Moroney's experience who sums it up well: "𝗧𝗵𝗲 𝗿𝗲𝗮𝗹𝗶𝘁𝘆 𝗶𝘀 𝘁𝗵𝗮𝘁 𝗵𝘂𝗺𝗮𝗻𝘀 𝗵𝗮𝘃𝗲 𝗮𝗻 𝗲𝘅𝗰𝗲𝗽𝘁𝗶𝗼𝗻𝗮𝗹 𝗸𝗻𝗮𝗰𝗸 𝗳𝗼𝗿 𝘀𝗽𝗼𝘁𝘁𝗶𝗻𝗴 𝗽𝗮𝘁𝘁𝗲𝗿𝗻𝘀, 𝗮𝗻𝗱 𝘀𝗼 𝗶𝘁 𝗼𝗻𝗹𝘆 𝘁𝗮𝗸𝗲𝘀 𝗼𝗻𝗲 𝘁𝗼 𝘂𝗻𝗱𝗼 𝘁𝗵𝗲 '𝗮𝘂𝘁𝗵𝗲𝗻𝘁𝗶𝗰𝗶𝘁𝘆' 𝗻𝗮𝗿𝗿𝗮𝘁𝗶𝘃𝗲 𝘁𝗵𝗮𝘁 𝘆𝗼𝘂’𝗿𝗲 𝗹𝗶𝗸𝗲𝗹𝘆 𝘄𝗼𝗿𝗸𝗶𝗻𝗴 𝗵𝗮𝗿𝗱 𝘁𝗼 𝗰𝘂𝗹𝘁𝗶𝘃𝗮𝘁𝗲." Absolutely, Liam. Our experiences align, showing that patterns—whether in business or personal life—quickly become recognized and associated with manipulation when overused. Think about it. When children don't get their way, they cry. The first couple of times, we're fooled and give into their demands. But once it starts to become a pattern, it becomes less effective. We're no longer fooled. Well, it's the same with selling. We're training people to know our next move. Hence, when we repeatedly use the same hook, template or opener, people start to see it as a ploy to sell rather than genuine engagement. 📉 While once effective, these tactics eventually wear out. The key is remaining fresh, creative. Avoid becoming too comfortable with what currently works, as it can quickly become stale. 𝗗𝗼𝗻'𝘁 𝘄𝗮𝗻𝘁 𝗽𝗲𝗼𝗽𝗹𝗲 𝘁𝗼 𝗿𝗲𝗰𝗼𝗴𝗻𝗶𝘇𝗲 𝗮 𝗽𝗮𝘁𝘁𝗲𝗿𝗻? Then don't abuse or create a new one. P.S. For more insightful content, give Liam Moroney a follow! 👏

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🔥 Hot take: multi-touch marketing attribution doesn't tell you what *actually* influences buying decisions. 🔥 Buyers average 187 interactions with potential vendors during their buying journey, according to the latest research in our 2024 B2B Buyer Experience Report. So, you can't get a clear picture by only measuring the first and last touch, or even a few interactions in between. Instead, Head of Research Kerry Cunningham recommends using statistical modeling to more accurately analyze and attribute value to your marketing efforts. To learn more, check out the full report (no form, of course!) https://okt.to/d4ZWlm

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Did you know that 53% of gamers play for longer because they get rewards?💡To help you boost retention and revenue, Adjust's guide covers everything you need to know about rewarded video ads. Pause to read!

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HubSpot adoption is critical to its success. There's no point investing thousands into your CRM if none of your team are using it. There's also no point if your team are using it, but only because they're being forced to (or need constant reminding from leadership to update their notes). The data that goes in will be the bare minimum to check a box, and won't actually be that valuable in helping you make decisions long term. Instead, show your team how to have the CRM work FOR them, not the other way around. Adoption then becomes a self-driven and self-motivated act by the team. That's what Outbound is all about. Making HubSpot adoption a self-motivated act. How good. #outbound #crm #hubspot

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Look, most SaaS marketing messages get lost in the noise. Because they're boring, generic, and forgettable. "Sign up for a free trial," "We're the #1 solution," – yawn. 😴 But nobody wants to hear another sales pitch. They want a story that resonates, a problem they can relate to. Right Ann Handley? You see, the AIDA framework can help you cut through the clutter and connect with your audience. Here's how you can use it to craft a compelling SaaS marketing message that actually gets results, like Headspace, Grammarly, Shopify, & Supabase. #AIDA #Marketing #Communication #Attention #SaaS #Startup #Founder

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334 brands have signed up for this in the last four months, including HubSpot, The Washington Post, and Clay. Here’s why you should too: The Great Ignore is real and you need a way to stand out from the noise. In today’s world: Nobody wants to be sold to.  Nobody picks cold calls. Nobody clicks on ads. And your buyers are the same. They're not scrolling on Instagram. They're not searching on Google. They’re following real people. They want real connections. With humans. And David Walsh @ Limelight is the new Google for B2B. So… Here’s 4 things you should know: 𝟏/ 𝐁𝟐𝐁 𝐈𝐧𝐟𝐥𝐮𝐞𝐧𝐜𝐞𝐫𝐬 > 𝐆𝐨𝐨𝐠𝐥𝐞/𝐌𝐞𝐭𝐚 ↳ Your audience trusts people, not pixels. ↳ Relationships trump interruptions, every time. ↳ Budgets are shifting from search and social to content creators. 𝟐/ 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐭𝐲 > 𝐂𝐥𝐢𝐜𝐤𝐬 ↳ 72% of buyers don’t want to talk to salespeople. ↳ Building community = building pipeline. ↳ Gen Y and Z don't click on ads. 𝟑/ 𝐇𝐮𝐦𝐚𝐧 𝐂𝐨𝐧𝐧𝐞𝐜𝐭𝐢𝐨𝐧 > 𝐀𝐝 𝐒𝐩𝐞𝐧𝐝 ↳ Buyers crave relationships, not retargeting. ↳ They're following people, not your company page. ↳ Trust is earned through consistent value, not ad frequency. 𝟒/ 𝐅𝐨𝐮𝐧𝐝𝐞𝐫-𝐋𝐞𝐝 𝐁𝐫𝐚𝐧𝐝𝐢𝐧𝐠 ↳ Your voice matters more than your ad budget. ↳ Leverage others' audiences to build yours. ↳ Share insights, not sales pitches. So… Be the face of your brand. Yes, YOU. Authentic voices cut through the noise. Here’s how: ↳ Sign up for Limelight. ↳ Find your B2B creator community. ↳ Speak directly to your audience -no filter. ↳ Build your personal brand -it's your biggest asset. This is the next phase of how to build pipeline. Use Limelight to combat The Great Ignore that Mark Kosoglow and the Operator team have released into the wild.  It’s your cheat code. 

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Its always best to get your ducks in a row before making important announcements, Tom Petty suggested the waiting is hardest part...but here goes: AppsFlyer is now supporting and validating Meta Facebook AEM and combining with AppsFlyer's Single Source of Truth(SSOT) for iOS attribution. Short blog and DM me to learn more... https://lnkd.in/g9mbAHt4

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Special feature post in The GTM Newsletter today: Kyle Poyar broke down 10 “PLG plays” that every company should implement - even if they’re *NOT PLG*. Kyle consistently shares exceptional content around PLG, growth and pricing. It was a ton of fun collaborating and seeing his breakdown. The first point is an interactive demo on the website. The fourth point is to leverage product data to drive customer outcomes. This fourth point I found particularly interesting. The CRM is the "source of truth" for go-to-market teams, but often lacks product analytics to provide customer behavior understanding from in-product activities without human or sales rep involvement. But in reality, even non-PLG companies can use this data to assess customer health and tailor sales conversations. I'll drop the link to the details on these 10, including examples and screenshots 👇 -- The GTM Newsletter is a weekly newsletter by GTMfund's media brand, GTMnow, that goes out to over 50k revenue leaders who are scaling their companies and careers. If you aren't already subscribed, you can do so through the Substack post in the comments.

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💡Are you leaving money on the table with your HubSpot setup? Most businesses only scratch the surface of what’s possible. Let’s change that. 📊 The truth is, most businesses only tap into a fraction (typically 20%!) of HubSpot’s capabilities, leaving untapped potential—and ROI—on the table. That’s why we created the HubSpot Accelerator Audit, designed to help you: ✅ Solve your data and process challenges ✅ Maximize your HubSpot ROI ✅ Build a system you can confidently maintain and leverage long-term Why Now? Q4 is the perfect time to audit your HubSpot setup and enter 2025 with a solid foundation for success. 💥 Special Offer: Get 50% off our Accelerator Audit (now $2000) if you purchase by December 15th. This includes: ✨ A complete audit and action plan ✨ 4 hours of implementation to address top priorities Let’s unlock the other 80% of your HubSpot potential. Book a call today! #HubSpotAudit #MarketingAutomation #HubSpotOptimization

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More leads ≠ more sales in B2B. Too often SaaS marketers are obsessing over quantity instead of quality (we blame the growth at all costs era...) and that's why lead generation has been getting negative press. But lead generation can work if you shake some of your bad habits. Try these quick tips 📹 👇 #saasmarketing #leadgeneration #b2bmarketingstrategy #saasgrowth

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Marketing has a metrics problem, which in turn becomes content strategies problem (to solve). As Joe Zappa here says (check out his full post btw), some C-suite marketers rely on tactics and quick-dopamine-metric hits over relationships using the same approach for both adtech marketing and SAAS marketing which harms long-term growth goals, whether that is acquiring more sign ups, enhancing brand awareness, or creating raving fans of your product. I agree that (SAAS and Adtech marketing) aren't at all the same beast. However, I would like to posit a different way to look at it - how can content strategies be developed to overcome this broad brush reliance on tactics? The key 🔑 for both approaches is to focus on outcome rather than process or tactics, and work backwards from there. It's hard to connect the dots when you are trying a bunch of ways and hoping for the best. It's better to consider the bigger end picture first, consider the nuances needed then work out how you get there. Want to learn more about how to create content clarity out of chaos, or need help with your own? Follow me here, book a call or send me a DM.

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Completely agree. "Instead of relying on outdated lead generation tactics like cold-calling, heavy digital advertising, gated content and hidden pricing, firms must focus on engaging potential customers through genuine educational content, transparency and strategic nurturing that aligns with the buyers’ actual journey and creates a better experience. Such engagement is more likely to cultivate interest and trust in a company, reflecting an understanding of the B2B buyer’s challenges and how the solution can address them. And it is more likely to lead to meaningful conversions, faster sales cycles and higher win rates."

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Does any of the following sound familiar? “Outbound is dead” “TV advertising is dead” “PR is dead” Don’t let hyperbole brainwash you. Few tactics in marketing truly die. They just have their moment. Over my career, I’ve used tactics that were considered “dead” or “old-fashioned” or “unscalable” to generate fantastic results. ↳ Radio ads  ↳ Direct mail  ↳ Gift marketing Sometimes it pays to zig when others zag. Another thing… (and it’s a big one if you’re growing fast) Once you’ve surpassed a certain scale, you need to increase the number of ways you can reach and connect with customers. You might be entering territory where there are established players or there’s no chance to win unless you’re among the top-of-mind leaders. ↳ Talk to your customers.  ↳ Evaluate what your competitors are doing.  ↳ Find opportunities to stand out. ↳ Look for ways to save on costs. ↳ Have the courage to experiment wisely. Don’t let the latest buzz dictate where you invest in marketing.

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If we just look at first/last touch attribution data, we miss SO MUCH CONTEXT that shows the power of the many touchpoints across the full customer journey. Without that context, we might make some very misguided decisions (this is often how brand spend gets cut). Using last touch attribution, my data tells me to focus only on outbound, direct traffic, and events. Guess what powers successful outbound and direct traffic? Brand. For the average B2B SaaS company, hundreds of LI impressions need to happen at a company level (✨brand!✨) before someone from an ICP account will even visit their website, according to HockeyStack (love their reports). On average, they say it takes 54 touchpoints to generate an MQL after the first website visit. How do you know if you’re investing in the most impactful channels and touchpoints? Some of the touchpoints in your opportunity cycle will make a bigger impact than others when it comes to accelerating conversions. For ex: our Hockeystack data tells us that 1 top of funnel gifting touchpoint —> 8% opportunity conversion rate lift. More gifting touchpoints (gifting more individuals in the buying committee at each target account using personalized, intent-driven automation) could result in a much higher conversion lift. Makes sense because gifting touchpoints use fit and intent signals to take a meaningful action that deepens the connection with the right person at the right time. We also see that when we closely align with Sales to show up everywhere for target accounts by *layering* well-timed gifting touchpoints, LI ads, email, AE outbound, virtual and in-person events — that’s when the magic really happens.

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Hey all 👋 I could use some help from GTM leaders/saas folks... Who is the best *marketing leader/head of marketing* you've ever worked with? For context, we're looking to bring in a Head of Marketing here at Circle to join our GTM leadership team. We're currently approaching $25M in ARR and growing fast (~100% y-o-y). This marketing leader will help us continue to scale to $100M+ in ARR. I'm biased, of course — but this can truly be a career-defining opportunity for the right person. —You'll get to shape how we tell the story of *3* brand new products that we're bringing to market this year. —The product is fantastic. Our product/engineering teams are the best I've ever worked with. The customers are the best I've ever worked with. You have all the raw materials necessary to do truly great marketing. We're already growing fast. You'll just help us go faster. —There are lots of new channels and untapped opportunities to go after. So there's plenty of room to come in and make an immediate impact. —This role sits on our leadership team. It's a group of the highest potential GTM leaders I've ever worked with. And we're ready to truly invest in product marketing as a function. — There's LOTS of momentum in the business. Our leading indicators like pipeline, win rates, word-of-mouth, NPS, retention, etc. are all really strong and getting better week-over-week. If you know a truly great marketing leader - I'd love to connect with them. I'd be grateful if you could tag them below or shoot me a DM. And if no one comes to mind, I'd be grateful if you could share this post for a bit of reach. Thanks! 🙏 Here's the JD: https://lnkd.in/e5fzB7T6

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Running an account-based marketing campaign to 100 target accounts can be a lot of work. Now imagine scaling this to 1000s of target accounts... 😅 Snowflake's secret to driving personalized account engagement at scale might just be the answer you're looking for. By structuring their ABM organization to align directly with their sales teams, Snowflake could assign marketers to support their Account Executives. This allowed them to personalize outreach and content for each target account, without sacrificing efficiency. Want to learn more about how Snowflake used this approach to drive an 80% increase in average customer value and 150% more sales-qualified pipeline? Check out their full ABM Playbook—available now: https://lnkd.in/epm_dk3V

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Over the last 5 months, we've been experimenting with Meta. At this point, we see just under 2 million impressions a month across FB and Insta. This week we are rolling out over a dozen pieces of holiday content that I expect to do better than our typical "evergreen" content. We have 4 main types of content for this campaign: - General Holiday + Product Catalog promotion - Vendor sponsored content with 20+ groups - Thanksgiving week promos (Green Wed - Giving Tuesday) - Coupon promos for the holiday period A major shoutout to all of our vendor partners participating in our 2024 Holiday Campaign, your collaboration is going to allow us to reach more consumers than ever on social media. Most of them aren't on LI, but tagging those who are: Wyld, Mitten Extracts, 710 Labs, C3 Industries, Choice Laboratories, Common Citizen, LivWell Enlightened Health, Vapin Ape, Wana Brands, Wise Guys, Michigander Fire, Michigrown, Peninsula Gardens, Dabstract, Eastside Alchemy, Fresh Coast Extracts, Goodlyfe, Exotic Matter, Hy-R, Galactic, Bodega, Hytek, Cali Blaze, Chronicseur Farms, Amnesia, ProGro, Shampine, Tip Top Crop

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