Ernest B.

Copy my tested Revenue-Led Content System, which has generated millions in the pipeline in months instead of years. The current content strategy model: - Keyword-led rather than customer-led. - Focuses on algorithms over people - Lacks alignment with products and sales And guess what? This leads to: - Lack of low competition & high revenue potential opportunities - SEO-focused rather than pain-focused content - Lack of resonance with your customers The aftermath? Higher CAC & low fit traffic. Budget loss and months wasted. I want to help you in this situation. That’s why I’ve developed a new model: → Uses internal data besides tools when doing research → Highlights unique point of view and positioning at every stage → Matches user stage to the relevant type of content Doing it my way, you will: → Have a strategy that builds trust with customers at many stages → Create content that’s memorable and resonates with your customers → Increase conversion rate and reach your revenue targets. Enjoy the post? Repost to refer to it later. Newsletter subs get exclusive & actionable notes this week. Don’t miss out and subscribe now. (Link in featured section)

7

Most important things for agencies: 1. 5x YouTube per week 2. 5x Newsletter per week 3. One really good lead magnet 4. 30 email flows answering FAQs 5. One really good intro offer 6. Smooth sales process 7. 1,500 cold emails per day

2

Most important things for agencies: 1. 5x YouTube per week 2. 5x Newsletter per week 3. One really good lead magnet 4. 30 email flows answering FAQs 5. One really good intro offer 6. Smooth sales process 7. 1,500 cold emails per day

5

1 Comment

Ditching MQLs (marketing-qualified leads) is a horrible advice. The problem is not in MQLs. The core problems with MQL are: - The broken playbook associated with MQLs: Gated content / Event sign up -> Transfer to sales -> Pitching. - When MQL is used as a KPI for marketing You need to ditch that playbook, not throw out the baby with the bath water. 𝐖𝐇𝐀𝐓 𝐀𝐑𝐄 𝐌𝐐𝐋𝐬 - Fit your ICP criteria - Hit an engagement threshold (spent 30 minutes on high-intent website pages, signed up for a product webinar, etc) - Don't have buying intent. If MQLs were sales-ready, they'd book a call with your sales team right from the website. It's not that hard to fill in the "request a demo" form. 𝐖𝐇𝐘 𝐌𝐐𝐋𝐬 𝐀𝐑𝐄 𝐀 𝐁𝐀𝐃 𝐊𝐏𝐈 There are still B2B marketing teams using MQL as a KPI for marketing. These are the same teams that celebrate their KPI attainment, while the org missed revenue targets. When it makes sense:  - I've seen orgs where MQL is defined as an inbound inquiry that fits ICP (high-intent ICP leads). That's a big improvement, but doesn't capture if these leads convert into high-value, ICP customers. A much better KPI would be inbound revenue. - When used as a leading indicator 𝐖𝐇𝐀𝐓 𝐓𝐎 𝐃𝐎 𝐖𝐈𝐓𝐇 𝐌𝐐𝐋𝐬 Instead of ditching MQLs, here is what we do with them: 1. Progressive profiling: collecting more info about needs, priorities and their current buyer journey stage 2. Segmenting by revenue potential and product-need evidence, to enroll in relevant account development playbooks 𝐖𝐇𝐀𝐓 𝐍𝐎𝐓 𝐓𝐎 𝐃𝐎 𝐖𝐈𝐓𝐇 𝐌𝐐𝐋𝐬 - Transfer MQLs to sales to pitch a demo - Add contacts to the automated email/LinkedIn outreach cadence - Measure marketing performance by # of MQLs --- MQL is just a lifecycle lead stage that demonstrates either demand for content or demand for a solution, but not a buying intent. Transferring MQLs to sales for activation not only demolishes the buyer experience, but also decreases trust in marketing because of low-quality leads. At the same time, MQLs could be a good indicator to measure brand awareness and demand generation programs. Or for account engagement, if you run ABM. MQL (as defined above) is a great candidate to ABM, where marketing and sales work together on account experience and opportunity generation. It belongs to a future pipeline because account needs/challenges are unknown and there is no buying intent. Hence, both teams should work on: - Profiling - Account research - Account penetration - Nurturing --- Ditching MQLs is easy to say, but does it solve a broken playbook and a fundamental GTM issue? Every company should nail down 3 things: - What are the criteria that account or a contact shold meet to assign any definition or tag? - What playbooks it triggers? - How are they aligned with the level of engagement or intent? We need to stop treating symptoms and fix the root reasons. #b2bmarketing

177

36 Comments

Minimum cold email campaign benchmarks: (don’t launch a campaign unless you have these numbers) 1) 3,000 Net New Leads ☑️ If you want to A/B test 5-6 variants, this will give you 500-600 emails with each. Even if you aren’t A/B testing, this number will give you enough campaign data to make educated decisions. 2) 2-Step Sequence ☑️ This will send 7,000 emails total. Create your: → Email 1 (I recommend direct-response) → Email 2 (I recommend pitching a sales asset) This will give you the best chance of getting responses. 3) 10 Domains, 20 Inboxes ☑️ 10 of these are active, the other 10 stay warming up. Rotate them each month. This will ensure your emails actually get delivered and seen, versus landing in the spam folder. That’s all. I wouldn’t launch a campaign if I didn’t have those things in place. Anything to add?

40

25 Comments

How to use discounts to alienate buyers: 𝗦𝘁𝗲𝗽 𝟭: 𝗥𝘂𝗻 𝗗𝗶𝘀𝗰𝗼𝘃𝗲𝗿𝘆 𝗖𝗮𝗹𝗹𝘀 - Build rapport - Get to know them - Uncover their needs - Doing great so far 𝗦𝘁𝗲𝗽 𝟮: 𝗣𝘂𝘀𝗵 𝗬𝗢𝗨𝗥 𝗧𝗶𝗺𝗲𝗹𝗶𝗻𝗲 𝗼𝗻 𝗧𝗵𝗲𝗺 - You need to close by EOM - Outline the steps to do this - Present your timeline to them - Ask for their agreement/buy in - Accept silence as a confirmation - Recap YOUR timeline in your email 𝗦𝘁𝗲𝗽 𝟯: 𝗣𝘂𝘀𝗵 𝗗𝗶𝘀𝗰𝗼𝘂𝗻𝘁𝘀 𝘁𝗼 𝗖𝗹𝗼𝘀𝗲 - Steps to close will delay - As they do, offer a discount - Push the discount very hard 𝗦𝘁𝗲𝗽 𝟰: 𝗧𝗵𝗿𝗲𝗮𝘁𝗲𝗻 𝘁𝗼 𝗥𝗲𝗺𝗼𝘃𝗲 𝗗𝗶𝘀𝗰𝗼𝘂𝗻𝘁 - As EOM approached, threaten removal - If they don't sign by EOM, discounts go away - They HAVE to sign to get the discount you offered I've seen this literally hundreds of times. 𝗛𝗲𝗿𝗲'𝘀 𝘄𝗵𝗮𝘁'𝘀 𝘄𝗿𝗼𝗻𝗴 𝘄𝗶𝘁𝗵 𝗶𝘁: 1. It's your timeline, not theirs 2. You offered the discount. They didn't ask. 3. It's a pushy and high-pressure sales tactic 4. It immediately puts your prospects on defense 5. They feel they're "on the other side of the table" 𝗛𝗲𝗿𝗲'𝘀 𝘄𝗵𝗮𝘁 𝘁𝗼 𝗱𝗼 𝗶𝗻𝘀𝘁𝗲𝗮𝗱: 𝗦𝘁𝗲𝗽 𝟭: 𝗥𝘂𝗻 𝗗𝗶𝘀𝗰𝗼𝘃𝗲𝗿𝘆 𝗖𝗮𝗹𝗹𝘀 - Uncover real need before moving on If they aren't convinced they want to make a descision to solve their challenge, then don't move on from here. Continue helping them explore solutions or walk away, but don't push them into next steps they're not yet ready for. 𝗦𝘁𝗲𝗽 𝟮: 𝗖𝗼𝗻𝗳𝗶𝗿𝗺 𝗧𝗶𝗺𝗲𝗹𝗶𝗻𝗲 - When do THEY need a solution in place? - What is the impact of not having it in place? - Do THEY want a step by step plan to evaluate? - Do THEY want you to make sure they get there? This is all about them. What do they want and need and what do they expect from you in terms of how you help them get it? Do they want to have what they need from you to make a decision by X date? 𝗦𝘁𝗲𝗽 𝟯: 𝗗𝗶𝘀𝗰𝗼𝘂𝗻𝘁𝘀 - Is pricing important for them? If so, how important is it? - Sounds like a dumb question but it's not their own money - Many buyers could really care less about a 10% discount - Find out if this is even a motivator for them before offering - Then offer to go to management and make a case for them - Ask if they're willing to sign by X date in exchange for discounts Again, this is all about them. If pricing is important, do THEY want you to help them get the best deal? If so, ask them what they want you to do for them? Go to bat to get a discount to sign by EOM? 𝗦𝘁𝗲𝗽 𝟰: 𝗖𝗹𝗼𝘀𝗲 𝗡𝗶𝗰𝗲𝗹𝘆 - EOM comes - They sign or they don't - They already know the discount goes away - You can gently remind them without being pushy Anything I missed here? 🤔

20

7 Comments

How HubSpot Scaled to $1 𝗕𝗶𝗹𝗹𝗶𝗼𝗻 𝗔𝗥𝗥 𝗨𝘀𝗶𝗻𝗴 𝗖𝗼𝗻𝘁𝗲𝗻𝘁 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 When HubSpot hit $1B in ARR, it wasn’t by chance. It was the result of a carefully designed strategy. Here’s a breakdown of what worked: 1. Leading with Value HubSpot didn’t sell—they helped. They created: - Free tools like Website Grader, which generated leads by demonstrating value upfront. - Actionable content (blogs, guides, and webinars) that solved real customer problems. This approach built trust and established them as a go-to authority. 2. Investing in Education They launched the HubSpot Academy --> It offers free certifications in marketing, sales, and more. This positioned them as thought leaders and drove word-of-mouth growth. 3. Leveraging Data for Scale HubSpot tracked everything: Customer behavior insights fueled continuous optimization. Analysis > Check what worked > Iterate 4. Retaining Customers by Solving Problems The acquisition was just a start. HubSpot focused on long-term relationships. They invested in customer success, Offered resources and support to help clients maximize results with their tools. 5. Expanding the Ecosystem Instead of staying niche, HubSpot scaled into an all-in-one CRM. New tools (sales and service) addressed evolving customer needs. Integrations with 1000+ platforms ensured seamless workflows for businesses. 🔻 Key Takeaways for SaaS Businesses: - Offer value upfront to win trust and attract leads. - Use content to educate and nurture your audience. - Prioritize data-driven decisions to refine strategies and scale faster. - Focus on retention—happy customers lead to organic growth. - Expand your offerings strategically to stay indispensable. ------------ Want to create a HubSpot-level content engine for your SaaS? I help SaaS businesses get at least 40 qualified leads within 90 days with my Inbound Traction Engine - Lowered CAC - No Paid Ads - No expensive cold email setup DM me to get started!

4

How you think you should grow a DTC agency to $400k / month: - Send 1000 outbound emails / week - Hard selling in LinkedIn DM’s - Run aggressive paid ads How you actually grow an agency to $400k / month: - Insanely actionable content for DTC operators - Show value, your ICP will come to you - Deliver results for your brands, then show your work Outbound is a waste of time. Become someone who DTC brands actually want to work with.

60

16 Comments

Simple funnel you should be using regardless of what you offer. Content ↓ Opt in page with free lead magnet ↓ Emails ↓ Low ticket offer landing page ↓ Upsell to mid ticket ↓ Upsell to high ticket This is literally all you need

4

Consistently using email is a superpower for DTC brands. Why? 🤔 👉 Because most brands don't use email Or barely use it at all. All you need is: - Focused consistency  - Patience to see results - Consistent email campaigns - Products people want and need - Relentlessly showing up day after day Will it take work? Yes. Is it worth it? 100% 🔥 Consistently using email leads to INSANE, compounding returns. Do you agree?

10

2 Comments

Adam Robinson and RB2B is going to lose $490K+ this year as they have a 15.6% MoM churn rate and it's getting worse as Adam posted below. They have a similar user and revenue churn as 6sense, Demandbase and many others. They are not helping #GTM teams get accounts to revenue. For example, Adam, the RB2B team and other intent data platforms are not educating their customers on how to best leverage their #intentdata and how they need to add contextual insights to understand the "account story." They are allowing teams that have access to the same tools, the same data, the same signals to automate the same playbooks that are focused on what the intent is vs. aligning to why there is intent in the same place. This is why Tania Saez and many others have joined Personal ABM: An Account-Based GTM Firm on LinkedIn saying that intent data and AI is ruining the GTM. And, it's not the tech - it's how teams are leveraging the data and platforms in the same way that's leading to what Mark Kosoglow calls the "Great Ignore". Getting the "personal contact" data from RB2B is only a competitive advantage if GTM teams understand the account story and can relate it to how it impacts the specific buyers or influencers that may be looking at your site. Greater education is needed to help future and existing customers understand that account and buyer intent is only 1 piece of the puzzle -- and the next steps they should be taking. RB2B should be working with platforms like Draup and Databook to combine their "buyer intent" with other account intelligence. And, they should be working with firms like Personal ABM: An Account-Based GTM Firm that can enable GTM teams to create an account experience that engages, nurtures and lands high-value accounts. Adam Robinson, I have even more ideas if you'd like to have a conversation and see how we can work together.

7

2 Comments

My agency has generated over $110M in email revenue for DTC brands. But here’s the uncomfortable truth. Most DTC brands send generic emails. And then wonder why their email revenue is stuck. Here's the fundamental reason why generic emails don’t work: 👉 They alienate most of your audience Which leads to… ⛔ Weak engagement ⛔ Poor conversion rates, and ⛔ Underperforming email revenue. Seth Godin says: "When you speak to everyone, you're speaking to no one." Ok? That's the harsh truth. So what’s the true switch for turning around performance? Personalized emails. They… ✅ Boost engagement rates. ✅ Build loyalty, and ✅ Drive more conversions. When you speak to your audience’s specific wants, needs, and interests, each message becomes more valuable. This approach gets more attention, drives higher engagement, and makes each customer worth more. Here’s how great DTC brands use personalized emails: - Segment by purchase history, need, and behavior. Group your customers based on what they’ve bought, what they need, and how they act. - Craft messages for specific customer types. Create emails for different customer groups based on what you already know about them. - Create meaningful connections. When you speak directly to your audiences' specific needs and interests, you make them feel valued and understood. This helps forge stronger relationships, which improves loyalty and engagement. 💡 Takeway: Every DTC brand in 2024 (and beyond) should prioritize personalized emails over generic ones. Stop focusing on speed and start focusing on quality. It's hard to grow email revenue with a generic approach. Spend more time personalizing your emails—the ROI is much better there. Focus on specific customer types for better outcomes. This will help you engage more with your customers, build trust, and increase your sales. What am I missing? Tell me in the comments.

9

1 Comment

Cold emails that will ALWAYS perform well consist the following 4: 1. Low word count (<40 words) 2. Offer HEAVY upfront value 3. Extremely relevant to ICP 4. Great social proof Zero fluff, that’s it. Stop overcomplicating the game of outbound by adding links, pictures, over the top AI personalization - it's unnecessary Focus on the core fundamentals of creating messaging with true market resonance and you will thrive.

24

3 Comments

If you're a great MOPs practitioner, here's how you can make a ton of $ *fast.* Background: I marvel at what people are buying vs. what can be achieved with existing tools, especially #HubSpot. This example below is something I've been scratching my head about even before the new routing features were introduced. Now? How to make a lot of $ fast: If I were a HubSpot freelancer or agency, I would create services that directly targeted point-solution offerings like lead routing I would use BuiltWith to find all the companies using the MAP I have expertise in (HubSpot, Pardot, Adobe Marketo, etc) and that are using one of these point solutions. Ideally, you'll also want to see how long they've had that point solution to get an idea of likely renewal dates. I'd create a very clear landing page that shows the opportunity to replace the point solution with a new workflow/native approach in the customer's MAP What's the difference in $? Performance? Be exceedingly clear about any limitations of moving to a MAP-native approach. There are probably dozens of these niche service opportunities where hundreds of companies on a given MAP are *also* using a point solution that can be replaced with nearly the same or even better functionality at less total spend. If I were starting an agency right now, it's all I'd be doing. Rapid close rates. Obvious ROI. And if I already had an agency, I'd spin up a strategy around this opportunity ASAP. #simplifyyourstack #lessismore #marketingops #marketingoperations #revops

4

I drove 6,000,000 SEO visitors to a B2C SaaS startup for $1,500. Not $1,500/month. $1,500 total. It was my 2nd ever SEO project, and my first consulting client. They were early stage & bootstrapped, so no budget for content. But they did have thousands of pieces of UGC. So I focused on leveraging that UGC to programmatically build thousands of pages. And ended up driving over 6,000,000 visitors over the last 4 years. TBH, the numbers in GSC were WAY higher than what Ahref says. I just dropped a video on the step by step process to execute this programmatic SEO campaign. 👉 Search YouTube for "ContentDistribution", should be the first video. 👉 Or if you're lazy, drop a comment and I'll send it to you.

38

40 Comments

The most simple retention strategy 99% of brands don't use (but should): 1. Send Emails 2. Send SMS 3. Send Direct Mail That's all you have to do to increase your LTV.

37

9 Comments

📨 Not Landing in the Primary Inbox? Cold email deliverability is everything. If you’re not landing in primary, it’s time to rethink: ✅ Use multiple inboxes (warmed for 2 weeks). ✅ Diversify with generic domains. Example: cleaningpros dot com. ✅ Split-test offers, not just subject lines. Combine cold email with Facebook retargeting. Prospects who don’t reply to your email may respond to an ad. Dual-channel = higher conversions.

1

I made full video guide on how we generated $114k in 30 days from flows and campaigns for client Steal our framework for yourself below: https://lnkd.in/dU2NTHV7

1