B2B Marketing NOT SO Basics

In this episode I talk about about the basics of B2B Marketing and driving demand generation – the mistakes people make with CAC, the hard thing about the Growth + Sales motion, the debate around Brand vs Demand Gen and the tactics with the fastest close rates.

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[UNFORMATTED AND UNEDITED TRANSCRIPT]

hey everyone welcome to another episode
of the Yoli chisholm show where I talk
about everything marketing past present
tools and technology and sometimes like
today I heard out on some basics today
I’m going to take you through my
favorite ten or twelve slides just
visuals for you to use to explain to
anybody even your grandma about b2b
marketing but do not be fooled by the
simplicity of these slides because the
conversations that these slides can draw
out will sometimes separate the amateurs
from the professionals let’s get into it
[Music]
all right so guys I’m gonna take you
through some really basic fundamentals
for b2b marketing and there’ll be some
insights that are relevant for b2c
because quite often what is working in
b2b marketing these days is are actually
insights that have been drawn from how
b2c focused companies go to market but
they are really really the basics
however what I have found is that when
it comes to diagnosing what is wrong
with the business of a business is
stagnating or if growth has has not been
at the velocity that really a company
should be having it really helps to just
go back to the fundamentals and so for
some of you senior marketers and
business people this will be like duh
super obvious but for some of you it
actually might be they might be good
reminders as you are thinking about new
plans for the coming year and looking
for ways that you might diagnose and
optimize your business it helps to just
have a little reminder now my this what
you’ll go through are is what I call a
mashup these are a mash-up of visuals
that I’ve captured over the years from
one of my favorite sources of insights
it is not marketing gurus it is not you
know other founders it is not the
analysts but my favorite source
sometimes of business and marketing
insights are VCS that’s right
venture capitalists because they have
the right incentives to figure out like
what works and they are inside multiple
businesses and they are seeing what is
affecting companies go to market
strategies and what is a what is
actually effective and what is changing
even from things that were effective
years ago but are no longer effective
and so I will shout out all the VCS that
I captured these particular slides from
so please enjoy the mashup and engage in
the conversation if you have some
additional insights feel free to comment
or even DME there’s something you’d love
to talk about but I talk to startups and
a lot about these things and I also
enjoy having conversations with existing
businesses that might be stagnant and
might need to go to the basics so let’s
get into it so the first line I’m going
to take you guys through is this
beautiful slide that I should give
credit to David Scott at matrix partners
for now I love the simplicity of this
slide because it really shows the
difference between a balanced business
model and a Bamonte business model that
is not in balance and the two kpi’s the
two factors that you’re looking at that
impact how well you your business model
is balanced is the hack the cost to
acquire customer versus LTV lifetime
value how much money you can expect to
get from that customer now when you
think about LTV the questions you want
to be asking yourself is if you have a
low LTV why are people churning that
means you probably have a high churn
rate they are cancelling the
subscription or they’re cancelling their
service with you or they are not
upgrading from maybe the free product
into the paid product and so when you
think about LTV you want to ask yourself
are you measuring customer satisfaction
do you have a mechanism to measure CSAT
are you looking at NPS Net Promoter
Score that might be a mekin
that you use to track and improve and
optimize your CSAT which will impact
your LTV the other factor you want to
look at is do you have an expansion
strategy are you do you have built into
your marketing and sales efforts this
notion of driving more adoption driving
more upgrades driving more upsell into
higher value products or services in
your business and so that’s LTV so this
is a very basic way of looking at CAC
versus LTV generally you want your CAC
to be three times lower or more than
your LTV and you want to be able to
recover your CAC in less than 12 months
and so you’re always looking at what is
it costing me to acquire a customer and
how can I reduce that cost and we’ll
talk a lot more about that in a minute
and how can I increase the LTV the
lifetime value from an existing customer
either by improving the product and
having an expansion strategies to
improve the product so that they’ll stay
with on the subscription longer or have
and/or have an expansion strategy so
that they buy more more premium services
or they upgrade or they expand into
other products that you have that are
part of your business so that’s 101 on
CAC vs. LTV but here’s where you really
separate the amateurs from the
professionals and I say amateurs
affectionately because hey we are all
are in a different stages of our learn
again I’ve had different experiences
that have taught us different lessons
now here’s what more sophisticated and
more experienced marketer
and sales people in business people who
know is that you cannot conflate CAC
with CPA sometimes what happens in less
mature organizations is that they’re
actually conflating these two cat the
cost to acquire customer versus the cost
per acquisition now they are very
different metrics and I love these these
visuals that I got credits to Andrew
Chen from andreessen horowitz and where
he has gives you great visuals to
explain very simply and directly the
difference between CAC and CPA so if you
look over on the left hand side here and
look at Dropbox so they would look in
their example CAC would likely refer to
the cost to acquire a paying customer so
a paying customer in their model would
be somebody who’s paying for the pro
plan or the team plan etc and you would
be you’d use CAC as a metric to measure
the cost to acquire that paying customer
because they have a freemium model you
would use CPA cost per acquisition to
refer to and measure the cost per
registration for a free user or maybe
it’s the cost per activation for that
free user or any other cost that’s
associated with the free users okay but
in their business model it would not
make sense for them to be conflating CAC
and CPA because they measure two very
different things for their business
model so the question you need to be
asking yourself is how do you define a
customer at what point are they a
customer is that when they are a paying
customer and you then at that point
you’d be using CAC if they’re not a
paying customer does it make sense in
your business model to use CPA as a
measure so in the case of
spot here with that is a b2b SAS product
cat for them would be cat the cost to
acquire pain user for they have a tiered
model so for the basic plan there’d be a
specific kak for pro and for enterprise
but CPA might refer to because they’re
b2b SAS they have a sales pipeline they
probably have an inside sales team and a
marketing team that is focusing on
driving anonymous users to become known
leads and marketing qualified leads if
they’re using marketing automation so
they would have CPA referring to cost
per lead or cost per sales qualified
lead or cost per trial if they have a
free trial on their on their website
which a lot of b2b SAS businesses do and
so CPA and CAC would become two
completely different numbers if you look
in the case of Facebook where they have
a free product product but essentially
for them a paying customer is an
advertiser sokak would refer to the cost
to acquire an advertiser and but they
might use CPA for the cost to acquire a
paying new registrants right or in
activating a new user they would use CPA
in that in that case so I love these
visuals very simple easy for you to
explain to anybody that they don’t have
to be in marketing in order for them to
understand this so credit to Android
Shen from andreessen horowitz the other
mistake he says people make so the first
one is conflating calculus CPA the other
one he talks about is not taking into
consideration the sales cycle length
this one is huge
but it is a bit of a pain to build into
your calculus but you will feel the pain
of making bad decisions if you do not
build this into your calculus so in b2b
businesses for example sometimes the
sales cycle can be
a month or two or even nine months and
if you are judging your marketing by how
much it’s costing to acquire that
customer in that month you will have the
wrong calculus and you’ll make wrong
decisions if you are not baking in the
length that the sales cycle length into
your calculation and he’s got some
really good simple visuals so let me
kind of navigate you through this so
over on the left hand side he shows you
how you know Dropbox and HubSpot right
from the initial sign up for Dropbox to
the upgrade to pro or team that might be
a year it might be never it might be two
years you know depending on who this is
right if it’s a musician that’s using
this to store their their you know song
files they might upgrade you know maybe
they’ll upgrade you know in a year if
it’s a graphics designer or an agency
business it’s using Dropbox they might
upgrade in three months you know or in a
month for example with HubSpot you know
they might have a three three month you
know sales cycle it doesn’t matter but
the point is if you’re math to calculate
CAC is just the simple math which you
see in the middle here of total
marketing expenses plus total sales
expenses divided by new customers
acquired which typically happens in the
month you you will your math will look
like this table with the red cells
highlighted let’s say your target CAC
was a hundred and twenty five dollars
you would say that the marketing
activities we did were it were were
ineffective because the CAC is too high
and you might optimize yourself out of
those marketing tactics if you didn’t
have the calculus to to include and take
into consideration the sales cycle
length which is what you see in the
bottom when you include the calculus
that says say hey it takes us two months
to convert this lead to a closed sale or
from somebody to go from the freemium to
the paid product and so when you
actually evaluate the marketing tactics
that you used to drive that customer
with the new calculus you see that the
CAC was actually a hundred and eleven
dollars which is way below the target
you had of 125 you see that so you might
be making some incorrect decisions and
looking at your data incorrectly if
you’re not taking into consideration the
sales cycle so over on the right hand
side is really what the formula should
look like so not only should it
incorporate the total marketing and
sales expenses but it should incorporate
the calculus to include the sales cycle
length and you’ll see that the numbers
and marketing would be looked at quite
differently when if the sales cycle is
is included and so your math this might
be something that you might want to go
back to if it’s not something that
you’ve been doing you might want to sort
of optimize and have both views so that
you can make good decisions about your
marketing so and if also has you know
what I call kak hardcore and this is
being a little bit more hard-line about
what is included in your sales and
marketing expenses you know some
companies I’ll see do not include like
you know the overhead or the cost of
tools you know and it kind of gives this
this false sense of security about your
your marking I think at the very least
you should
looking at both views you should be
looking at fully loaded CAC as well as
sort of your CAC less overhead less
people etc but if you want to have a
hardcore view of what it’s really
costing you to do business then you just
can have a fully loaded CAC which is
marketing plus sales he also does go to
point out that for some businesses you
really also need to be thinking about
including the cost of developing the
product you know if you’re especially if
you’re a heavy service-oriented
or in the case of Shopify of Spotify
here where you know the product is free
but there is a cost to develop that free
product and support the free product
they should be looking at that in their
cap and then the the last example he
gives here is Dollar Shave Club where
they have a physical free product in
that case you definitely want to build
that into your CAC calculus so not only
the cost to acquire the free trial user
but the cost to produce that free trial
to ship it and to support the free trial
so I found those visuals very simple
very easy to understand and super
helpful and hopefully can initiate an
interesting conversation in your
business so this next slide is sort of
the next conversation that people tend
to have in marketing which is brand
versus demand generation direct response
versus brand awareness when do we do it
should we do it should we do brand now I
so that there is no right or wrong
answer the answer is it depends and some
of the things that people have
considered over time is like what you
see in this visual is it depends on the
life stage of your company
so typically in b2b SAS which is what I
focused on
in the early stages companies are just
trying to find product market fit and it
makes sense to emphasized imagine direct
response marketing driving leads
supporting pipeline specifically because
you’re trying to get to a repeatable
economic model you’re trying to get to a
place where you understand what your CPA
is what your çaç is and what your LTV is
right and you once you’ve got product
market fit then you want to stabilize
CPA or actually be bringing that down
you want to be stabilizing your CAC or
bringing that down and you want to be
increasing your LTV now as usual there
are always exceptions so if you are in a
space where you are well-funded and
you’re actually trying to create a new
category or you’re trying to or your
product necessitous acetates a change in
behavior then you should be spending
more on Brandon right
you should be spending more on brand
awareness because there are going to
always be me twos that are going to be
faster and as well funded who if you
haven’t owned or become the de-facto for
the category then you’re just leaving an
opening for them one of one of the you
know there’s there’s a whole sort of
thought of thought thought leadership
and lots of conversations on category
creation I’d encourage you to kind of
delve deeper into those conversations
but with respect to brand and with
respect to the product or sector in
you’re always in danger of making your
product
commodity if you have not secured the
category and established your brand and
in a commodity business you know
customers just flitter from one products
to them to the next and so you brand is
really about building an enduring
company that other businesses grow with
you know and and customers are loyal to
and have there’s an intrinsic sort of
value imputed on your on your your
products and services so anyway I like
this visual because if you’re trying to
make a call and there’s a whole bunch of
other factors that go into this like how
much money do you have to spend
expertise of the people you know in your
marketing teams where you are in the
life stage but I think it makes the
point that hey by year 10 you should I
mean you know you should be focused on
really you know your going global
establishing the brand the way I think
about branding now there’s so much
literature on branding and the power of
brand and why brand is important but the
way I simplified and the way I think
about it is is what is the one thing
that makes the prospect the buyer pick
up the phone answer the email attend the
event click on the ad refer it’s
typically branding it’s it’s typically
branding you want to make it easier for
your sales team you should be out there
with some brand awareness now it’s if
you got to be doing both but you know
you make your prioritize and make your
decisions based on how much budget
you’ve got etc etc and a whole bunch of
other factors but that is one thing that
I always think about is what makes it
easier for the sales guys to get
outreach engaged with and its brand but
if your startup you’re trying to make
that call are you trying to create a new
category or are you just going into you
know a space that exists and you just
try maybe you’ve found an area that that
you know you can Anish you can fit in
just focus on to manage and get product
market fit drive that pipeline establish
your CPAs stabilize your your CAC you
know and then focus on branding but if
you are in a space where the highly
competitive you gotta you got to
establish a brand if you want to be the
de-facto one or two anyway so that one
you know I I really do love that visual
okay next line so this one goes back to
one of David’s Scott’s slides and this
is the conversation around sales
complexity and iLife is visual because
it just it just forces everybody in the
room to really just kind of understand a
few things
it costs more to to drive customer
acquisition the more humans are involved
in the sales cycle okay so the more
humans are involved in the sales cycle
the more the higher your CAC is gonna be
okay and I’ve worked with businesses
I’ve had to market businesses on every
end of this spectrum so from the
freemium product a product like office
365 that where you might have had just a
free trial or on the other end of the
spectrum where you go to sale you go to
market
a sales engineer solution architects
field sales you can expect your CAC to
be higher and your CPA will also be
higher I love this visual because it
also helps helps you start to have the
conversation perhaps with the
engineering team if you’re on the
marketing team about hey what can we do
to build some some touchless conversion
into our model you know is there a way
we can create a demo environment that’s
public or we can get people to test
drive the product or they can have even
a free version that a lite version and
that that gives them some features etc
etc but seeing this in the context of
CAC and in the context of how much it’s
going to cost you – how complex the
sales cycle is and how much it’s going
to cost you typically to drive I’m a
customer is it’s very helpful I find ok
now this one is my favorite favorite
visual because essentially you can build
a whole marketing plan off of this
visual and it can help you diagnose what
you do or don’t have and what you should
and shouldn’t you know should stop doing
or what you should consider optimizing
or what you should consider adding into
your go-to-market strategy so the way to
read this and this is tied to the very
first slide I showed you where it showed
you a out-of-balance model with a
balanced model these are the things that
help you balance your business model
over on the left hand
the things that help you lower your cost
to acquire a customer viral effects
inbound marketing having a free product
open-source api’s plugging into those
developer communities free trial
touchless conversion anything where
there’s fewer human beings involved will
cost less to drive the customer having
an inside sales team versus a
full-fledge field sales team in between
channel strategy do you have strategic
partnerships where you can piggyback off
of other people’s customer base or
membership or marketing channels
strategic huge fan of strategic
partnerships those things can bring your
CAC down the things that can bring your
lifetime value up we’ve talked a little
bit about you know obviously your your
recurring revenue can be improved by an
improved experience reducing churn
having scalable pricing and you know as
you up in able upgrade or premium
services cross-sell and upsell into
other products certain services product
line expansion and then legion for third
parties if you end up having built this
experience that has ton of eyeballs or
even if you have niche you know niche
specific customers that are ancillary
target customers for an ancillary
product but that are the same target
customers for another businesses
ancillary products that might be
something you might consider building in
as an
revenue model for yourself anyway lots
to talk about in this slide you can have
a lot of discussion with your team and
the rest of the business one of my
favorite slides Thank You David Scott
from matric partners all right this one
is from Martin casado this is from a
talk that he gave on YouTube that is is
very very nerdy very interesting I’m
gonna show you a couple of snips from
his presentation basically the spirit of
his talk was really that hey the way b2b
companies go to market is changing looks
very much like b2c companies there’s
some things you need to understand and
watch out for and I found these visuals
super helpful the way he explains the
the new model that a lot of b2b
businesses are going through that is
very unlike the way traditional b2b
businesses go to market is you know
we’ll start with focus on a simple use
case one pain point that they’re trying
to solve they get bottom up adoption
because they’re doing things like
inbound marketing all that stuff that I
said drives the lower kak so they have a
touchless conversion free product mostly
free products like so like slack
Atlassian those companies use this model
bottom-up absorption they get millions
of users and it becomes a well known
brand and and then they overlay sales
then they think about developing a feel
sales organization then they think about
developing the complexity into the
product huge and and very effective
strategy particularly when the growth
levers are built into the product so
we’ve got that viral net
is sort of network effects happening in
the product ton of businesses that have
used this model and it’s very hard to
defend against what I like in his
presentation was that he you know even
though we know it’s happening it is not
easy to do so he they call this growth
plus sales it’s a growth plus sales
motion and he did go through a couple of
things that you should look out for as
you start to look at your numbers and
these are some questions you can ask so
just sort of summarizing the first chart
top left hand side you can have a chart
that’s like growth with no sales so you
just took a strategy where you were like
we’re gonna drive bottoms up growth we
got the free product well at some point
you’re gonna have to ask yourself do we
need to monetize how are we gonna make
money right we’ve heard about these
companies right drove a ton of growth no
sales at some point they have to bring
in the you know the grown-ups and it’s
like okay let’s make some money
then there’s the the sales with no
growth there’s some companies that start
out with the sales force right but they
don’t have a growth mechanism to drive
pipeline that ends up making it super
hard for the sales team right there’s no
street cred nobody knows the brand it is
a hard grind then there’s some companies
top right-hand side where you know
they’re trying to do both they’re like
okay we got a gotta have a growth
Bottoms Up growth but we also got to
have sales sales out there as well and
sometimes what happens with companies is
that the people that come in through the
free product are not the kind of people
that actually would pay for the product
and so marketing has to optimize the
profiles of and the targeting of the
folks that come in through the growth
product so they are
actually those people that would upgrade
that would upsell into the premium
product or into expansion products then
he also talked about when growth
cannibalizes sales and that’s when you
have got you’ve built too much into your
free product you’re giving away too much
your free product your free reading
product actually kind of just solves
enough of the pain point that folks just
won’t upgrade into premium and and and
so then you’ve essentially invested too
much and given too much away and so
that’s something to look look for and
then bottom middle chart he talks about
when sales gets ahead of growth and this
is really when your growth engine is not
working hard enough to drive enough into
the well the sales can’t handle that
they don’t have the capacity to handle
the pipeline growth that’s being driven
through the bottoms bottoms up model and
but essentially you’re limited by your
growth engine and a lot of businesses
run into that problem and and it’s
really just about balancing that out and
if you get into an economic if you have
an economic model that that understands
that and has taken that into
consideration in terms of projections of
when we’re going to hire etc you know
how fast we can expect pipeline to come
in and when should we be sort of fully
hired Allah Allah all of that is taken
into consideration and then the last
bottom left right hand side is when
sales ruins growth purity I like how he
put this he was basically just saying
that sometimes the growth of the
freemium product is is is brought on
just by popularity and and really
just took a huge fanbase that thought
the product was cool but then as soon as
you make the product more complex and
then bring in a sales force it loses its
cool factor and kind of stole stalls out
growth in the business so I thought
those were were good visuals to just
kind of as you as you start to diagnose
and look for four areas of your business
where you might if this is a good sort
of conversation starter love these
visuals okay the love this next visual
is just around the conversation around
inbound versus outbound marketing you
know by now you know every marketer
knows they’ve got to be doing some
inbound marketing but it’s I do worry
sometimes that people think that inbound
marketing is is going to you know be the
end-all like doing SEO is gonna be the
end-all and just see a huge increase in
traffic it’s important to understand the
characteristics of each type of
marketing and when to use them and when
they need should really be combined and
really this slide I think calls out the
value of integrated marketing because
what we really need to do is be doing it
all essentially but it does help you
prioritize and think about how you
should be resourcing your team etc so
inbound marketing is all the marketing
you do to create the pull effect to
attract leads so you’re blogging having
a solid blog having a your your all of
your content SEO enabled so you show up
in search and so you’re driving traffic
doing things like podcasts making sure
you have multiple formats for all of
your content having solid life cycle
marketing all of that is inbound
marketing now the characteristics of it
is that it
slow to show results right it’s harder
to measure tends to be impersonal and
personal the positives of it is that its
cost effective and it’s unintrusive
which is why it works because it ends up
being quite contextual and it’s broad
and I what I like about inbound
marketing is tends to be particularly
the content aspect of it and SEO is that
it’s evergreen traffic okay
always on right now outbound marketing
this is you know what you’d consider the
traditional push marketing but it
includes even they work that you’re
inside sales sales teams and sdrs are
doing with their direct outreach right
they’re cold calling they’re they’ve got
you know email marketing going they’ve
got you know your events teams are going
to trade shows setting up demos etc all
of that is outbound marketing TV
commercials radio ads as all of that
that content is is is outbound marketing
now and it is intrusive it tends to be
like you’re like ads for example like
they tend to be quite expensive and they
tend to be ineffective on their own like
if you’re not doing that in combination
with content marketing for example
thought leadership blogging etc the you
know outbound marketing tends not to be
as effective on its own but it is easier
to measure right you’re able to see the
ROI right away and you’re able to sort
of optimize your CPAs and it can be
personalized you know the technology has
evolved so that you can personalize ads
and all of the innovation that we’ve
seen with things like programmatic
real-time bidding and retargeting etc is
all part of elba outbound market
other things you need to be thinking
about when you think about inbound
versus outbound marketing is you know
what stage in the buyers journey should
you you know sort of be deploying your
inbound marketing versus your outbound
and for the kind so if we think about
this what you’re selling in the sales
complexity the deal size the product
type is yours a product that requires
customization you know then you need to
be doing more outbound marketing right
you need to be out there doing demos
showing people how evangelizing the
category that’s gonna be outbound
marketing if you are selling a product
that’s like average deal site is over a
hundred thousand dollars you need to be
having outbound marketing in your
marketing mix so these are all the
things that you need to be thinking
about but I like this visual because you
know good conversation starter right
what should we have in our marketing mix
what is our data telling us are we doing
integrated marketing are we over reliant
on our inbound marketing how should we
be allocating our budgets so we have
about balanced marketing mix etc etc the
next slide is another factor that you
should be thinking about your conversion
rates the tactics that have high
conversion rates and the tactics that
have a faster closed rate
I love these next two visuals because of
the data and the insights that they
imply this was a study done by implicit
plug-in into Salesforce when they looked
at hundreds of companies b2b SAS
companies looked at real data to see
what were the tactics that were actually
driving the closed sales where did those
leads and those customers originated and
what were these channels and engines
that essentially drove the fastest close
rate and what you see is customer and
employee referrals so having a referral
marketing program is by far the best
converting tactic and has the fastest
close rate this is a digitized word of
mouth right and we should not be
surprised word of mouth has since time
immemorial right it’s still the number
one marketing tactic and referral
program is essentially a digitized
version of that and then you see website
second right your website needs to be a
sales engine have you acknowledged that
the customer has changed customer knows
and has much more information than they
ever did before they land on your
website does your is your website
designed in such a way that it
acknowledges that or are you telling
them the same stuff that they’ve already
figured out from Toddlers reading
reviews of ten of your customers what is
your website doing to close the sale and
then you see social is not too far
behind so are your sellers social are is
your entire organization socially savvy
are you even doing social advertising
there’s a ton of companies that still
are saying yo you can’t find the buyer
on the Facebook you can’t find the buyer
on tik-tok really okay well the data
does not show that and so you know I
prefer to let the data do the talking
but these and the these visuals enable
you to have these interesting
conversations in your organization and
and enable you to at least get your
leadership teams to consider some
tactics like referral is is is one that
not a lot of organizations put his
number one on their list in terms of the
marketing tactics they need to be
deploying but this is something that you
should be bringing up if you are in
charge of de managing
gen or acquisition in your organization
here’s another view of that data from
implicit shout-out to implicit I think
they got acquired by Salesforce
ultimately what they’re showing here
conversion rates fastest close rates
what are the tactics the tactics in
green are your best lead sources so your
website social and a customer referral
program and then things like paid search
partner marketing and events and the
worst lead sources are things like email
and buying lead lists which make
complete sense so the last vision I’m
going to show you is I like this because
it’s a very easy way you can explain to
Grandma or anybody else you know what
needs to be in your marketing arsenal
what is available to you from a digital
marketing standpoint and how you think
about the tactics that need to be part
of your marketing mix and it also
actually even helps you think about the
whole customer journey you know where it
is that a customer might first become
aware of your offering hey New York and
where it is that you are your
competitors are so whether or not you
decide to deploy in these channels you
can be sure that it’s one or two or
three of your competitors are in these
channels depending on their fund how
they’ve been funded and how savvy and
whether they’re doing integrated
marketing but so I think this visual you
can use to have a lot of conversations
on
various topics but essentially shows you
know from the from a web analytics
standpoint these are all the KPI these
are all the referring channels you
should be tracking and measuring to see
what traffic you get into and then at
the bottom half of this really shows the
journey in terms of how you should be
thinking of converting someone from an
anonymous visitor into a lead into a
marketing qualified lead into a sales
qualified opportunity and into further
into the sales cycle to hopefully become
a closed sale and what are all what is
the process in that at each point in the
sales cycle that you need to be
optimizing each of these steps from the
point someone becomes a known lead to
you is a potential area that can be
optimized because remember if we go back
to the very first slide and one of the
things we were trying to make sure
people avoid is when you don’t take into
account the length of the sales cycle
you make a false calculus of your CAC
and so as you try to optimize your sales
cycle you’re trying to reduce the sales
cycle you’re trying to make the sales
cycle friction-free
right so there’s so many angles I could
go with this visual you could talk about
your content strategy you know how are
you going to distribute your content
through paid through owned right you
could talk about where it is that
customers what’s the word of mouth what
is the referral where should you be
making sure you show up in the buyers
journey where are you gonna pay where
are you going to leverage your own
what you’re gonna do in social what
channels you’re gonna focus in social so
many so many ways you can use this
visual to initiate a conversation about
your go-to-market strategy anyway so
that’s the last slide and these are some
visuals that I use in various ways to
talk about marketing to educate people
about various aspects of marketing to
remind myself about some foundational
elements in marketing to develop a go to
market strategy and I encourage you to
hit the pause button look at them and
see what what sort of insights you might
derive from them or what sort of
questions you might ask yourself about
your business I hope that was helpful
hope that was useful good you know use
of your time thank you for listening and
follow me on youtube follow me on any of
the social media channels and I please
comment if you’ve got any feedback or if
you have any insights that you want to
share with the rest of the viewers
thanks for watching
[Music]

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As the Marketer and Speaker - Yoli is available for Keynotes, panel discussions, podcasts, interviews, guest appearances and more on Modern Marketing, Digital Transformation and the impact of technology in marketing performance management.

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