s11s

Video - Ali Abdaal's Part-time youtuber academy. Podcasts - Pat Flynn. For a start. As wise folks say in our community, it boils down to 'Getting started and figuring it out as you go'

I gave a talk on a related topic from the lessons I learnt from the book 'Primal Branding' sometime back. All the principles apply really well to employer branding. Have a look <https://docs.google.com/presentation/d/19LPTZyahlebWxWy_lrhH2AqtnRLQsTiRrCj_wMU1KqQ/edit?usp=sharing|here>.

unfortunately the call wasn't recorded but you can check out the meeting notes for additional context. and as always, happy to answer any question/clarify any points :slightly_smiling_face:

<@U030MGFLT7F> I spoke to <https://www.linkedin.com/in/adadithya/|Adithya Venkatesan> (former Employer Branding head at GO-JEK) on this topic. One of the best conversations I’ve done on the podcast. I’m sure you’ll get the playbook here: <https://theshapeofwork.buzzsprout.com/1741873/9155570-105-adithya-venkatesan-on-the-employer-branding-playbook-he-used-to-attract-top-engineering-talent-at-go-jek|https://theshapeofwork.buzzsprout.com/1741873/9155570-105-adithya-venkatesan-on-the-employe[…]ok-he-used-to-attract-top-engineering-talent-at-go-jek>

This is nice-  seems more relavent for engineering organizations and engineering hires.

Thoughts on brands becoming ‘woke’ and ‘political’ <https://twitter.com/benandjerrys/status/1489393235655106562?s=21|https://twitter.com/benandjerrys/status/1489393235655106562?s=21> 

All rectifications done :slightly_smiling_face:

Cheers &amp; shoutout to this! :raised_hands:

Screenshot 2022-02-07 at 9.33.56 PM.png

sorry sid - mere ko bas yeh meme use karne ka mauka chahiye tha :slightly_smiling_face:

Has anyone any connects or recommendations for a co working office (10 seater) out of CP, Delhi?

Hey Vinay, are you looking for KPIs within each marketing sub-function as well (for eg markops, content, paid, product marketing etc.) or just at a broad level for all marketing team members?

Hi Anirudh, thanks for the response. We only have handful of marketers in the team and so far its aligned based on need within the company. I would like to bring more structure and transperancy to these team members on what's expected in each role and what's measure of success for them. Could be a combination of Qualitative and Quantitative measures.

Would like to know how are you doing this at the moment and some best practices to keep in mind to balance between the team and company goals.

What do each of these people do currently? And what's the overall marketing objectives you're chasing? Also which industry are you operating in?

<@U02UA6D90G6> - What are the 5-6 goals that your team as a whole are planning to achieve in the calendar year? If you can put them clearly on paper (using something like a SMART framework) extending them to individuals would become straightforward.

From a qualitative standpoint, are there areas for improvement that you have identified for each team member? As of today, what are their strengths and weaknesses? What have they identified themselves in any form of self assessment. That can be useful in making them part of assignments that can improve their skillsets.

I understand this isn't a private space, so if you need any guidance do DM me.

make them flow top down.

Company Goals &gt; Marketing contribution &gt; marketing member contribution.

<@U02UMJJJALA> thanks for the input. I will be in touch with you :+1:

<@U02ULN6EFNV> We often get to this approach. However, sometimes end up getting teams aligned to short-term goals or task in hand. Is there any further read which you can suggest on this topic?

<https://giphy.com/gifs/lucifernetflix-lucifer-netflix-kf9dfB18XB6JGM8J7s>

CAC to LTV conversion. :smiling_face_with_tear:

By ads are we talking programmatic? In B2C programmatic there have been plenty of studies on how unreliable ad networks, ad fraud and bots have basically created a low confidence in buyers. In B2B, I worry the bad habits from B2C would be inherited. Example, using poorly formulated 3rd party data to create ads.

Not to mention, eventually I anticipate all browsers to block third party cookies. The alternatives (be it privacy sandbox or context based targeting) aren't fully drawn out to properly replace the warm cushion that is third party cookies.

tagging some guys to get the conversation goin cc: <@U030SS7KNHH> <@U031NC9B67L> <@U031T1VCSM9> <@U030JB0UHK7> <@U031YH4D36U> <@U02V62L966R> <@U02UR4US4MA> <@U02UJ3N39PF> <@U02UPBP2012> <@U02UZKPBZ6D> <@U02UUMH06BT>

<@U02UMJJJALA> not specifically one type, i meant anything and everything under the sun :)

Publishing an ad which even I won't click on :grinning:

<@U02UUMH06BT> haha so mostly about the design aspect of it?

<@U02UZKPBZ6D> by poor tracking you mean how ad platforms show different conversion numbers but our dashboards show different numbers? or something else?

<@U02USELSBRT> design being one part of it, I am not a big fan of gated content but that isn't feasible all the time.

got it, you mean running ads on gated properties

Yes, as well as how tracking has been implemented.
Like recently I came across a website which is using pixel and for every page they have created a custom event to track that page.

<@U031AUATXA4> haha CAC-to-LTV is the bane of our existence. we struggle with the constant-optimization-syndrome to hit these numbers!!

Plus their thankyou custom event is on thankyou page as well as on other page.

SquarePic_20220207_20354998.jpg

<@U02USELSBRT> - Ah! Understood. My gripe there is that most of the ad copies are so bland. At times I wish copywriters have some fun with it.

• Predictability &amp; consistency in paid social channels. 
• What is driving direct source :unamused:

<@U02UMJJJALA> i meant more with your day to day ad operations :smile: do you also feel your biggest daily frustration has to do with the quality of your ads or something else bothers you too?

<@U031NC9B67L> completely agree. what do you think is the main cause of this unpredictability in paid social? i personally feel that the auction dynamics changes on a day-to-day basis and is one reason

<@U02VB8K88CT> would love to understand about each of these. Reporting I understand is super fragmented across different platforms and is never accurate :smile: I guess same issue with attribution across platforms. What about segmentation?

Reporting and analysing is a problem because the reports I work on are just not dynamic enough. Coming from an app business in my previous role where a lot of the reporting was internal stats, we could use meta base and I could write sql queries directly from our internal Db.
Now I work with a data company so touching the internal db is a no-no. External dbs and data platforms always have hassles and I need dev support. Sf and HS reporting is too static and you have to rebuild reports every time you want to try looking at things from a slightly different angle.



Everybody here knows the pain of attribution. We're still working on last touch, which means only a few people in the org really understand what really goes into generating leads. Everyone else just thinks that the solo source field they see for their lead is everything.

We sell to multiple audiences segments across geographies and our buyer is different from the user.
If we narrow our segments, platforms don't take tiny segments, if I increase my segment sizes- I live everyday knowing I’m throwing money down the drain when people go hungry every day.

<@U02VB8K88CT> take a bow, man! agree on all points and something i too deal with everyday

Agree on Rahul's comments.
1. Convincing executive team on whether or not to spend on brand keywords
2. What attribution model to use
3. Quality score not improving for even certain non brand / non competitors keywords.
4. Pin pointing towards exact reason for drop in a few metrics, especially Conv Rate. And then fixing it.
5. Not being able to optimize a certain campaigns/keywords because data is too thin. And by the time you gather enough data (e.g., in 3-4 months),  things affecting your campaigns / situation has changed.
6. Keeping an eye out for Bad leads or disqualified leads or high CPL from a certain campaigns. And dilemma of whether to bid down on these keywords or not because the keyword that got you bad leads recently or where the CPL went high recently also got you 1 opportunity last quarter.
7. Constant pressure to improve the landing page conversion rates, CPLs, ROAS after years of running ads. After a point it becomes difficult to maintain scale and then improve these metrics.
8. Most arduous task is revamping ad copies. You have to draft contextual + cover most product benefits + cover offers + add keyword terms + within 30/80 character limit. And then add variety to the above :exploding_head: 
9. Optimizing for multiple metrics at the same time- Leads, CPL, Opps, Pipeline, Customers and ROAS :(

<@U030SS7KNHH>  you have summed it up really well. If I were to get the gist of what you're saying, it would be the constant optimising across the entire value chain: keywords, ad copies and LPs and their infinite combinations.

<@U02UMB0T7BM> thought you will enjoy this thread :yum:

<@U030SS7KNHH> that’s spot on. Especially 7&amp;8. Constant battle between writing good copy, maintaining high ad relevance, landing page experience and by extension the quality score. 

If it's in India, and it's leaning towards harassment, file a cyber crime report. 

Not leaning towards harassment but multiple fake profiles are sprouting up and adding connections. Could lead to identity theft. FB says not against community guidelines :disappointed:

just random feedback - i have no experience. Going niche would probably means - your community will be small - very slow growing - very similar profiles - very similar rants etc - can get boring - lose interest

You want to go broad with branding, niche with positioning

So community should be broad enough for the recruiter persona, but the purpose should be niche

Adding on to above:
Define the purpose of the community... don't just pick a category.
You don't want to be a community of &lt;category&gt;. 
Ex: "We're a community of recruiters" is BAD

Why are these recruiters gathering in your community = purpose of the community.

A community of Recruiters could:

 • Mentor each other/find solutions to their challenges
 • Help each other find a new job/gig
 • Invent new recruitment paradigms
 • Give feedback on each other’s recruitment styles/policy
 • band together to ask recruiters to be given 250% raise across startups

You get the point :sweat_smile::grin:

But doing too many things will dilute the community. You'll potentially see conversations happening initially and then no one will know what one thing they've gathered there for. Most communities fizzle out in this manner.

But if the purpose of your community is to "help recruiters become better at Recruitment automation" then they will still do all of the stuff mentioned above, but within that context. 

Within this context, if say, members were to start a weekly huddle - they know what topics (or adjacent topics) to focus on.

Makes sense?

Is your purpose to build customer advocacy?

Not sure about the ICP here. With customers, you can keep it niche and clean. IMHO this community can be moderately active,  daily engagement might be too much Kula. Also, maybe fizzling out shouldn't be a worry. They're paying customers and would always want to learn about product.

Here are some engagement tips off the top of my head:
• Conduct monthly roundtables where the community discusse how they're maximising product usage. Like a Live case study. "I did X with Kula and got Y% increase. Here's how."
• Use this niche community for product feedback, converting potential leads (nothing better than a customer on a sales call), social distribution, product announcements. Keep it a fun thing.
• the community manager can engage your customers with recruitment tips, new content, humor, bi-weekly guest speaker sessions, #shareyourwork, social media competition with a substantial incentive, etc.
• You can start "Kula-shetra"  where they can study more about the product and get certified in different aspects of Recruitment Automation &amp; AI.

Also, <@U02TTEFFU6B> how is “Kula” pronounced?

Okay with all 4 ideas. I also have a idea: allow companies to post marketing job opportunities for a fee per job post. Just one dedicated channel (jobopps?), the admins post on their behalf and there is no spam.

I'd pay a monthly fee for this community. I'm already in other communities where I pay a yearly or monthly subscription.

collect the bare minimum from everybody - just enough or a little more to allow for slack bills? if you can get sponsors enough to sustain then use the money collected for some other purpose ?

but the moment subscription comes - churn follows :slightly_smiling_face: but then again we are SAAS, we knew that already :smile:

100% on with this being on Slack

• Clean up the group every now and then to weed out inactive members (there’ll be lurkers always, but we want to weed out folks who don’t even login in a month)
• take limited number of *long-term* sponsors - 1) pinned job opps by Admins tagging @ channel 2) tool of the quarter - again pinned message by admins - allow one promo per month (1st month announcement, 2nd month a demo for those interested, etc | all promoted by admins) 3) admin-vetted deeply-discounted offers for the community etc
• Let people who want to help pay a larger sum (to subsidise those who can’t afford) - different tiers of Hall of Fame for these members and showcased on the landing page, workspace etc

A subscription fee - yes.
Making this a paid job board - let's rethink how we do this. Maybe we can get sponsorship from TA firms who want to post job openings for clients they are hiring for. But maybe free for paid subscribers

New Financial year conversations with CFO on Marketing Budgets. Seems like Deja Vu. What is your Marketing Budget in b2b series A startups as a % (ex. 8%-12%) of gross revenue or you do have any other metrics. Would love to learn best practices you are following.

Hey Rohit, great question actually. My guess is that side projects depend upon the future goal you have. For example, if you want to transition into a different role/skill (say from content marketing to product marketing), you build side projects in that domain (product marketing).

What side projects to build?
This answer would be different for everyone. What skills do you have?
• Can you write? 
• Can you code or use a no-code tool to build a small app or chrome extension? 
• Can you make interesting videos? 
• Can you research a topic and produce a whitepaper or a free webinar? 
• Can you share a useful template/checklist from how you've optimized your workflow?
• Can you produce slick infographics?
• Are you funny? Can you produce memes?
• Have you had a traumatic childhood to pull stories for your thought leadership content?..just kidding
All of these can be good side projects. And if nothing works, you can always start freelancing either independently or with startups to help them out.

This is really helpful! Wanted to understand the different areas in general and this is already giving me great ideas! Thanks so much <@U02USELSBRT>!

Taking up a freelancing project in an industry which I haven't explored yet helped me personally.
Trying B2C/D2C if I am already familiar with B2B, this helped me gain better insights of the other industry and marketing as a whole.
I don't have multiple projects :sweat_smile: but this was my approach in general.

<@U02UUMH06BT> agree. i just added it as you wrote about it

+1 to what <@U02USELSBRT> said.
Once you understand what you want to do + where you are good at
1. Pick up consulting / execution projects on the sidelines (startups are great for these)
2. Look for internship with big folks (Have not done this, but some folks have said they seen great learnings from this)
3. Build a Freelancer profile on sites such as UpWork. Use this to connect to orgs globally and see which projects interest you. Helps you build your communication + keeps you updated with the latest happenings. 
4. Whatever learnings, assets you can create from 1,2 and 3, distribute on channels like Gum Road or build a viewership / audience for yourself
5. This will help you develop not only your CV but also a brand so that relevant opportunities come your way and you never need a CV again

<@U02UUMH06BT> thats a great option! Are there any freelancer boards for me to start looking to help out?

I see <@U02PDC4883V> already answered my follow up question in his post. Thanks a ton! Lot of super helpful info! Will start doing one of these and hopefull will have something to share in a few months in this community :)

<@U02UU99BCQ2> will share some opportunities with you.

<@U02UU99BCQ2> instead of freelancer sites where there is already a ton of competition, look for blue oceans. one strategy can be buy crunchbase pro for ~$50/month and get access to so many newly funded companies and approach the ones with the right fit and the right time.

Not a big fan of Freelancer sites but never explored this option, Thanks <@U02USELSBRT>  :runner:gonna get my subscription.

This was something I was considering actually. Definitely going to check it out :slightly_smiling_face:

image.png

definitely: <https://www.crunchbase.com/buy/select-product>

All great answers here! Just to add, there are channels which you may want to try out.  But your job or side-gigs don’t use that.  In such cases, try to setup your own.

In the past, I had setup a Wix site, (with domain n all).  Learnt Fb ads (burnt $50) to drive traffic.  A few yrs down the line was interested in Reddit ads, and did the same.  So have at it. Spend a little money and learn on the go — this is an option as well.

<@U02UY3EPQDA> Just curious! What was your experience with Reddit ads?

Low volume. High quality.  Great if you’re selling to a niche and if it has a decent subreddits.

<@U02UMJJJALA> my experience has not been very good atleast from a bottom funnel perspective. reddit audience is quite picky and will just not pay any attention to anything salesy. you would really need to capture their vibe and be worthy enough to warrant a click from them.

<@U02USELSBRT> - That's what I always suspected. I lately came across a couple of ads there that was really difficult to differentiate from non-promoted posts. They even had engagement in the form of users commenting (which was a mix of abuses and product related questions) though it could well be orchestrated.

Can you build audiences there? Considering the platform captures next to nothing when it comes to personal info I wonder how they workaround it. Or we basically go after a list of subreddits?

Interesting! Would identifying possible subreddits that can be potential target a good starting point? Would you recommend spending time in those subreddits just to understand the general nature of them?

<https://s11s.slack.com/archives/C02PS0CGPU1/p1644319852191029?thread_ts=1644314206.244399&amp;cid=C02PS0CGPU1>

For me, even optimising my Linkedin profile and talking actively about my services helped immensely as a consultant. You tell enough people in and around you about the problem you solve, whenever they see a problem, they’re reminded of your offerings. This is something I learnt a while back and am now reaping the rewards.
Other than that, there’s always sites like techcrunch and yourstory who’ll remind you everyone a startup gets money. I have notifications turned on for these on Twitter, and whenever my pipeline is free, I know exactly where to go looking.

I think freelancing can help a marketer discover the specialist side and your core strengths/things you dont enjoy as you would typically work like a generalist. Specialized skills like email marketing, campaign strategy &amp; performance marketing, Strategic narratives and demand generation are high demand ones so the priorities could go into this direction.

All great ideas. If you're willing to share your knowledge, you could also try conducting paid sessions. There are platforms/communities as well  which pay you to conduct workshops/sessions - that way you're inspiring, educating others and also amplifying your personal branding and expertise in chosen subject matters. 

Hey <@U02UMJJJALA>

Yes, that’s a good starting point.  But note, as <@U02USELSBRT> points out, Reddit is very different.  The population there doesn’t like to be sold to by brands.  All of them are ‘enthusiasts’ really.

For organic efforts — Be authentic and try to add value (even more than you usually be!), else you’d get shadow banned.  Reach out to mods (always when in doubt) Mods are usually helpful and respond within minutes.  Every subreddits have rules clearly defined, and some allow plugs on certain days (or only in a certain time of a day to be posted). Read up on Reddiquette (it’s a code of conduct, it’s really a thing :blush:)

For paid/ads — write your copy in the most non-salesy pitch as you can.   In a reddit nice, all are ‘enthusiasts’ in their own niche.  So your ad copy can also cover any technical USPs (which otherwise you wouldn’t in other paid channels).  Here the idea is to talk their language really (that gets the attention an enthusiast).

Lastly, Ad center and reporting in Reddit is very basic (not sure if they have made any improvement there).

So, what’s your product?

This thread signifies the great importance of this slack community. Such amazing insights by folks here worthy enough to be a blog post of its own :slightly_smiling_face:

<@U02UU99BCQ2> From my personal experience, I would suggest getting acquainted with the marketing tool stack (if not done before). A lot of startups getting started with marketing struggle with basic integration of marketing tools &amp; reports. Some ideas:

1. Take a free demo of tools like Hubspot, SEMrush or any relevant tool in the ecosystem to get to the Know-Hows.
2. How to create reports on Google Data Studio that showcases a dashboard of key data and insights 
3. Integration of Google Analytics, Search Console or relevant tools from scratch.
A lot of companies are on the lookout for marketers that can assist with basic integration of tech stack. They usually pay by the hour of such implementations.

That's a great idea <@U02V62L966R>! I always wanted to learn more about Markops too so I'll definitely do some research on this :)

would be nice if someone can share relevant examples - would be nice to have a clearer understanding

a few good examples of this would be to study:
• workday (outexecuted everyone) vs zenefits (unique business model)*
• zoom (outexecuted everyone) vs freeconferencecall (unique business model)
*zenefits have now moved away from their old business model but is still a relevant case study on how to approach a market with a unique business model.

Freshdesk and Zendesk is a good example here.
Most niche CRM players (Vymo, <http://Close.com|Close.com>) competing against the likes of Salesforce do a few of the things mentioned in the image you shared. This also reminds me of a hot-take by Tomasz Tunguz back in 2018 - <https://tomtunguz.com/time-to-disrupt-incumbents/>

Screenshot 2022-02-08 at 6.07.17 PM.png

<!here> Woohoo! :fire: We have hit another milestone of 700 folks in the community. Reaching milestones is an excellent time to reflect. Back then, working on the idea of the community, we had set some random goals (screenshot attached). When we look back at it, they seem puny, unambitious targets. We didn't know we had this reach. We didn't anticipate the kind of support you all provided. And, for that, we are grateful and in awe. Thanks, folks. :hugging_face:

I just wanted to share it with all of you and reiterate the ongoing :point_down:

_*Altruistic Referral Program:*_ If you know someone who could benefit from the community and isn't here yet, refer them and get rewarded in the afterlife. :prayer_beads:

can you explain? are they differently structured in india vs us?

How does the 60% discount for teams in India work? -- are you referring to this?

File.jpg

Tim, Ahrefs CMO, held an AMA on OG slack. Some nice takeaways for SEO folks!! Check it out

<https://cdn.chiefmartec.com/wp-content/uploads/2020/04/martech-landscape-2020-martech5000-slide.jpg>

<@U02VBJDHX28> then check out their website: <https://martech5000.com/>

try throwing a rock around your block. chances are it will land on a martech firm employee

Am sure there's a tool to measure the good HTR (hit) :stuck_out_tongue:

Marketing Plan.pdf

s11s DeepDive.png

Thank you dear admins for the opportunity! Honoured and I hope I'm helpful with whatever little I know.

Small request. I'm collating as many questions as possible before the call, so we can reduce duplicate questions and people can see what all are we going to discuss about so it helps everyone.

Please put in your questions in this slack thread. Also, have a quick look before posting. If someone else has already posted the same question before you, don't forget to upvote it, so I know more people are interested in it.

PS: If you want to ask a question anonymously, just DM me

Anon: What should be a good strategy to scale Google Ads for a B2B SaaS company?

Anon: How do you deal with pressure of lead inflow since it is easy to generate TOFU leads which won't translate to revenue but difficult to generate high intent leads?

Anon: What is a good ppc team according to you- What all people should be considered in a ppc team?

Anon: What is a good way to drive webinar registrations for B2B SaaS(Something which worked for you and something which didn't)?

Anon: What should be a good ppc strategy to expand in other geographies?

slightly off topic…what kind of sales - marketing handoff commitment have you tried to make work? say ppc-sourced leads vs webinar-sourced leads vs linkedin-sourced leads?How does the weekly sync ups look like? Leads hands-off, sharing learnings from customer conversations, etc?

Notes from the talk

```1. Scaling

Before scaling:

- How do you define scaling? (Revenue, ROI, Leads, Lead score)
- Is there room to scale? And on what dimension?
- volume vs quality vs speed vs cost (pick two)
- what exactly is my bottleneck? Traffic, brand perception, conversion rates, people, post conversion issues, industry, wrong positioning

Scaling pillars:

- Define top KPIs and owners
- Build Systems or processes
- Experimentation culture across value chain (audiences, ads, LPs, bid strategies) (design thinking, analogy, first principles)
- Robust analytics
- Automation (ops, reporting, rules)

Strategy:

- Waterfall (low intent &gt; high intent)
- ABM (outbound to high intent lookalike)
- Creative-first approach
- Brand-first approach

What not to do:

- Give up too soon (sales cycle X 2)
- Try to do too many things
- Not having separate owners for each KPI (not stepping on each other)
- Try to do it with too little money (assume 1.5X CPL and for 10% Leads)
- Having unrealistic expectations/not benchmarking


2. Webinar registrations

Things to keep in mind and get buy-in from executives:

- Webinars are for education, even BOF, not for lead gen
- Try to have personal emails wherever possible (longer connection between company shifts, better match rates for future events, lesser friction, can use widgets like login with google, autofill with LinkedIn)
- Speaker/company brand drives 90% of leads and 10% content

What worked:

Content (every battle is won before it's ever fought)
- Data driven topics (see blogs, trending topics, latest news, think like a newsroom): relevant or recent or urgent [example gdpr webinar]
- Getting the biggest hotshot (company brand &gt; personal brand)
- Focus on one customer stage at a time


Distribution:

- In-blog promotion on related blogs through an automated widget
- Hello bar on website &amp; newsletters (although not a big fan)
- Speaker talking about it ON VIDEO on their social channels
- Create buildup 2 weeks before using relevant hashtags, subreddits, tweets, posts (answer relevant questions, contribute, engage with people who follow these topics)
- LinkedIn event
- Email signatures
- LinkedIn lead gen ads, 
- Google lead form extensions on long tail keywords + remarketing
- Youtube ads with speaker with lead form extensions
- Existing leads from past webinars (use customer match + lookalike)
- Have always on branding…so when you show webinar ads, they're receptive on clicking on your banner
- Content syndication

3. Lead inflow pressure

Lead inflow pressure is real esp on performance marketing teams since you're almost assumed to show positive ROI.

Here's what I do:

- Agree with management on the (volume vs quality vs speed vs cost) matrix
- Figure out my bottleneck: team (Skills? Money? Motivation? Time?), strategy (adcopy, targeting) and market (high tofu leads but poor conversion, slow moving industry, poor reviews etc.)
- Work backwards from the goal (x leads &lt; y traffic &lt; z money)
- Maintain my weekly worklog and do a reflection exercise (did this activity take me closer to my goal or away from my goal?)
- Share updates periodically either in-person or on mail with management and ASK what can you do differently
- Get external help once in a while (win-win) = if they do better you learn, if no change then management will stop doubting you

4. Good PPC team

Common Values:

- Continuously learning and keep themselves updated
- High IQ (I take aptitude test before paid marketing test)
- Understand marketing before digital marketing
- Team players (usually work with engineering, content, RMs)
- Detail-oriented

Skills:

- Use case focused (MQLs, content, customer marketing)
- Analytics/data engineering support (excel + SQL + data studio)
- Creative support
- Web engineering support
- 

5. International expansion

- Talk to at least 10 customers from that geo and find patterns (habits, interests, how did they find you, buyers journey etc.)
- Do seo + ppc combined GTM
- Lead by branding first
- Then ABM
- Then paid

Things to keep in mind:

- Accurate translation plays a huge role
- Entire chain should be localised: adcopy with extensions, LPs, email chain, SDR
- Pick high performing keywords and themes first
- Make sure to talk to a local consultant and x-check to get the gist of the space you operate in, eg in Japan, CRO is called DLPO
- Target popular local agencies + competitors
- Do focused webinars in that region
- Use local sponsorships/ad platforms
- LinkedIn/FB groups of local professionals, sponsored meet-ups and luncheons
- Create specific FB targeting focused on specific personas to find out which personas and topics are more responsive
- Strong referral campaigns with existingg customers of that geo```

Thanks <@U02USELSBRT> for the amazing session!

Thanks <@U02USELSBRT> sir for such an insightful session.

thanks <@U02UUMH06BT> and <@U02UTBVD2HG> :slightly_smiling_face:

tempFileForShare_20220209-155947.jpg

:+1::+1:
Doing my bit for the s11s community while I silently stalk the fun stuff here! :sweat_smile:

<@U030PQRLHEH> please check out <https://www.bowstringstudio.com/>, they only cater to SaaS cos

Promise. We wouldn't do it for every announcement. But since this is the first one, would you bump this one with your reacts on LinkedIn?

<https://www.linkedin.com/feed/update/urn:li:activity:6897139620627267584|https://www.linkedin.com/feed/update/urn:li:activity:6897139620627267584>

The one I got from you Priyanka - top 5 cold emails I’ve received till date :raised_hands::100:

Here you go, Rahul :raised_hands::skin-tone-4:

There are no best sales pitches, only best approaches. And the best approach is to be personalized, brief and statistically tested to perform.

function of personalization, humour and context. Last is most important.

Haha nice one Priyanka.
Personalized, crisp and right to the point.

Figure out a way to either induce Fear or Fomo and try to keep it personalized basis recent social activity of the prospect (maybe something they commented upon or an article they wrote, etc)

<@U02V5HU4EP2> On the social activity point. I remember once I tried to personalize basis that and my prospect got super angry and felt their privacy was violated  :smile: so yeah, take that into account as well!

Yeah, all advice w.r.t outreach should be taken with a pinch of salt. Differs highly basis ICP and sub cultures and (expected) personality type of the person one is reaching out to.

A friend of mine who freelanced SEO work had a very simple approach when it came to Outbound.

For a target account he would simply send
• Three deadlinks they can immediately remove
• Three quick tag fixes on 2-3 blogs 
• Three broad recommendations for the site
He offered them for free. No "should I send you a free analysis report?". He gave them quick tips and left them wanting for more.

<@U02UMJJJALA> Love your approach of leading by value.

<@U031G83CGCQ> loved the above email you sent. In my experience it's been a combination of personalization, bit of benchmark and the brief WIIFY

Crafting good Cold mails are tough and SDRs as a  job is super exciting and strenuous.

check this out

<https://www.linkedin.com/posts/gordon-reiz_the-role-of-an-sdr-can-be-extremely-challenging-activity-6897651542598463488-uJ7p>

if they were on same domain - i guess they would get counted as direct

Yeah - GA4 counts as direct. However you can structure your data in your MA / CRM to count them as Blog

Screenshot 2022-02-09 at 7.01.15 PM.png

I am ok with GA and my grouping varying but did not want add a new grouping for sure. so Choice is really between keeping it same as GA or combining them with organic search - reasoning being the traffic to blog solely comes from organic search

I would combine it to Organic. Just for nomenclature because as you rightly said, it’s organic traffic. It’s not referral from some othr website

GA universal + GA 4 - because GA4 still has some dev going on.

Also, how events are tracked has also changed, so that might be another reason to keep both universal+ ga4

GA universal events - you liked them? I personally never did, they never seemed to fit naturally into event semantics

that brings to my most important question - What do people use GA for and what of that is not available in GA4

GA4 events semantics are identical to every other event based system

Planning to hire a Sales Operations expert for my org. Before that I was keen on talking to a few folks with similar experience.
Anyone here?

This is a great community - do you folks know of similar communities for Sales and Product as well ?

Took the liberty on asking on anon as well (plus I am using threads)

depends on how much value g2 recognition holds in my ta and whether we’ve already received recognition from better analysts like forrester or gartner

if g2 is the only one, i’d probably invest in pr and maybe paid campaigns, but if i already have forrester and gartner then i’d rather invest majority of my resources in the latter and maybe put up one blog post about g2

Hey All - Wanted to connect with someone that has listed their integrations on Zapier / similar platforms

They're are many small ones, but none as comprehensive as PR Newswire. 

HOT TIP : The PRN emerging geography account charges are at least 35-40% cheaper than their “developed” nations charges. 