Peter Mollins on Marketing

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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…

  • Why stop at Buyer Intent when you can get to Higher Intent?

    Yesterday I laid out why Buyer Intent is powerful, but has its limitations. 1. Much of the data is also in your competitors’ hands. So, you’re back in the same loop of competing against the noise of other vendors. 2. When the data is more specific to your business (e.g. website visits, content engagement, or…

  • 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…

  • How to Weight Your Target Account List Measures

    Building your list of target accounts from your ideal customer profile should be a priority for any marketer. Whether you’re doing Account Based Marketing or not. As I posted about yesterday, I like to break up the target account list into three elements: Firmographic, Receptivity, and Readiness.  Before I break down those scoring buckets in…

  • Building Your Ideal Customer Profile Target List

    The traditional SIC-code approach to building a target account list just doesn’t work for marketers anymore. It’s gotten derailed by the tidal wave of vendors targeting the same people and the impossibility of targets to process what’s coming at them.  Of course, identifying your target account list doesn’t start in a database tool. It starts…

  • Succeeding by Partnering with Success

    Are you getting all you can from your Go-To-Market colleagues? Stop with the give, give, give. See what you can get from your relationships.  As I talked about on Monday, marketing, sales, and success should align to best contribute to the GTM flywheel. So, should you just stay in your lane? Of course not, as…

  • The Four Tab Rule and AI

    Does your sales team have something like the “four tab rule”? I spoke with a sales operations leader who said that no sales person in their org should need more than 4 tabs open at a time to do their job. I think this mindset is more vital than ever. Sales people (well, don’t we…

  • Get More from Your Sales Relationship

    Do you get anything from partnering with your Go to Market colleagues? Or is it just give, give, give? It’s time to start getting something back – other than the satisfaction of a job well done, of course! Let’s take a look at each team. We’ll walk through the GTM flywheel, starting with how marketing…

  • 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…