Peter Mollins on Marketing

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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…

  • 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…

  • 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…

  • The Opposite of the Long Tail and What it Means for Marketing

    “Little Caesaring” – the opposite of the long tail – is happening everywhere. And I love it.  A YouGov poll found that the top three preferred pizza toppings are pepperoni, sausage, and extra cheese. So, it’s no wonder that Little Caesar earned their rep with standard cheese and pepperoni pizzas in one size – hot…

  • A Spooky Story of Bad Sales and Marketing Alignment

    In honor of Halloween, here is a spooky story about what terrible sales / marketing alignment looks like. And it happened in front of the entire company at an All Hands meeting. Earlier in my career, the marketing team worked hard to assemble a new campaign. We brainstormed for ideas on how to increase visibility…

  • Internal Data Can Matter More than External Data

    Data + System of Record + System of Engagement. That’s been a big topic of discussion since last week’s Clearbit / Hubspot announcement. But there’s a wealth of other data about customers and prospects that you already could use – if only you could access it and make sense of it.  And this same data…