4 – Expand Your Customers
Turn your customer base into enthusiasts that renew with, expand with, and evangelize for your company.
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Free Marketing Plan Template
Context for the Template This section describes how I generally think about a marketing model. Feel free to skip this section if you’d like to plunge directly into the marketing plan template. In this model, there are five elements. They are: Let’s talk through each of these elements in a bit more detail. The MONEY…
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Value > Cost + Risk + Effort
“I showed the buyer why my solution was so valuable. We had clear, provable ROI. So, why didn’t they move forward?” That’s a pretty common hangup for marketers and sellers. We think that because we’ve demonstrated value the conversion to an SQL should happen. And that SQL should just keep on marching through to close.…
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Using Internal Data for “Higher Intent”
Stuck deals are everyone’s problem these days. Slow-moving, stalled opportunities that sellers can’t unlock. Internal politics, lack of perceived value, and prioritization are all major issues. An approach that go-to-market teams can turn to is to take the next step beyond “buyer intent” to “higher intent” data. Higher intent data is the intelligence that comes…
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How Customer Success Can Leverage the Marketing Team
Customer success leaders… are you getting the most out of your relationship with marketing. It’s an untapped opportunity for getting your flywheel to spin faster. I’ve worked with some fantastic customer success folks, like Mike Lee, Mohammed Covadia, and Paulette Greene, to name a few. And one cornerstone of our partnerships was the ability to…
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From Buyer Intent to Higher Intent
It’s time to step up from “buyer intent” 🤔 to “higher intent” 📡 . Sales and marketing leaders have seen a massive shift in the effectiveness of outbound in the past 2 years. Bombarding prospects with barely relevant pitches and personalizations doesn’t cut it anymore. Especially when the tidal wave of other vendors’ emails is…
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Relevance > Personalization.
What kind of subject gets a prospect to open their email? What intro line gets someone on a cold call to stay on the line? It’s a message that’s relevant to the recipient. What is a relevant message? Too often we think first about personalization. But personalization is just a part, an important part, but…
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How to Use Firmographic Data to Build a Target Account List
If you’re not desperately interested in defining and evolving your Ideal Customer Profile (ICP), then your strategy is going to be wildly off-course. But you need to turn that profile into an actual list of companies you want to target. How? Last week I went through an approach that I use. It relies on three…
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Marketing is Not Just Top of Funnel
I love the fact that the most influential text in modern B2B marketing was an eBook. It was Marketo’s definitive guide to marketing automation, and it shaped how today’s marketing playbooks are built. I don’t know for sure who all actually put fingers-to-keyboard on it (if you know, please comment below). But it was definitely…
Peter Mollins on Marketing 