{"version":3,"file":"LNBz_dRm7-2.BWgpzRm9.mjs","names":[],"sources":["https:/framerusercontent.com/modules/W9ECmiupCaTlRKyN4PG1/AX1Rgdrf5RNFSelOCOPG/LNBz_dRm7-2.js"],"sourcesContent":["import{jsx as e,jsxs as t}from\"react/jsx-runtime\";import*as a from\"react\";export const richText=/*#__PURE__*/t(a.Fragment,{children:[/*#__PURE__*/e(\"h1\",{children:/*#__PURE__*/e(\"strong\",{children:\"Campfire launches out of YC\"})}),/*#__PURE__*/e(\"p\",{children:\"Campfire is a modern Accounting platform designed to automate manual tasks and streamline workflows to accelerate the monthly close. Campfire empowers finance teams at high-growth companies who have outgrown Quickbooks and Xero but who seek a modern alternative to the complexity and cost of legacy ERPs.\\xa0Campfire launched out of Y Combinator in 2023 and approached KMG to help build a brand that engaged Financial decision makers through product positioning, thought leadership marketing and lead gen campaigns.\"}),/*#__PURE__*/e(\"h2\",{children:/*#__PURE__*/e(\"strong\",{children:\"KMG helps introduce Campfire to the Accounting Community\\xa0\"})}),/*#__PURE__*/e(\"p\",{children:\"Over the next six months, KMG helped create awareness of the Campfire brand and to accelerate its early growth. Specific tactics included;\\xa0\"}),/*#__PURE__*/t(\"ol\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Brand Building and Product Marketing: \"}),\"Articulated Campfire’s product packaging and positioning on the website, in the Sales deck and in all marketing materials. The KMG team optimized the Campfire site to rank well in search results for relevant terms. In the months post launch, site visitors grew to thousands per month.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Thought Leadership Marketing: \"}),\"Alongside Campfire, KMG produced a series of original thought leadership webinars on LinkedIn and on CPA academy. KMG created the webinar decks, oversaw invitations and event logistics, rehearsed with webinar presenters and provided supporting LinkedIn posts, whitepaper and infographics. The webinars drew hundreds of attendees within the ICP for Campfire. The Campfire LinkedIn page gained thousands of new followers, with impressions jumping +116% and engagement rising +280% within months.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Hubspot Activation: \"}),\"KMG worked with Campfire to set up Hubspot for optimal prospect and customer experience, and launched email-marketing campaigns; event invitations, newsletters, and a prospect-nurture sequence.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Paid Ads & Sales Enablement: \"}),\"KMG supported Campfire with the management of paid ads on LinkedIn, platform demos and the creation of Sales collateral. An innovative approach to LinkedIn paid ads helped drive hundreds of attendees to events, to the site, and to platform demos at a conservative cost-per-lead.\"]})})]}),/*#__PURE__*/e(\"p\",{children:\"KMG is proud to have helped Campfire ignite its presence in the accounting tech space, establishing a strong brand with a loyal following of Accounting professionals. As Campfire continues to grow, it’s well-positioned to become a trusted name in modern accounting solutions.\"})]});export const richText1=/*#__PURE__*/t(a.Fragment,{children:[/*#__PURE__*/e(\"h1\",{children:/*#__PURE__*/e(\"strong\",{children:\"About Rotate\\xa0\"})}),/*#__PURE__*/e(\"p\",{children:\"Rotate is a 360 degree cybersecurity platform designed to protect SMBs and SMEs with enterprise-grade technology. Launched in 2022 by cybersecurity veterans Ro’ee Margalit and Avidan Barak, Rotate offers automated protection for identities, endpoints, email and cloud apps. But Rotate operates within a rapidly evolving sector. So, with the technology platform ready for scale, Rotate needed a breakthrough strategy to gain brand visibility and establish a strong foundation for future marketing and sales activities.\"}),/*#__PURE__*/e(\"h2\",{children:/*#__PURE__*/e(\"strong\",{children:\"Taking Rotate’s Marketing Program From Zero to One in 6 Months\"})}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"\\xa0\"}),\"The KMG team developed an end-to-end marketing strategy for Rotate. Key initiatives included:\"]}),/*#__PURE__*/t(\"ol\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Website Launch: \"}),\"Completed a website redesign with a top-tier agency partner to position Rotate as the trusted cybersecurity platform for midmarket companies. The new site incorporates product overviews, industry solutions and partner-facing content.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Social Media & Content Marketing: \"}),\"Developed 38 LinkedIn posts, 5 blog posts and numerous customer testimonials that positioned Rotate as a credible thought leader in modern cybersecurity. The KMG team also highlighted partner wins and engaged industry influencers with Rotate’s LinkedIn account.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"G2 Profile Activation:\"}),\" Created Rotate’s G2 profile and helped the team secure 22 five-star reviews within 2 months.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"CRM Setup & Sales Enablement: \"}),\"Set up the Hubspot CRM platform with customer lifecycle stage mapping, forms for contact and company capture, an automated onboarding email series and a newsletter. Rotate also received a sales pitch deck, one sheets with design templates, company letterhead, zoom backgrounds, and conference marketing materials.\"]})})]}),/*#__PURE__*/e(\"h3\",{children:/*#__PURE__*/e(\"strong\",{children:\"Rotate Achieves Fast Growth Results\"})}),/*#__PURE__*/e(\"p\",{children:\"Within 6 months, the Rotate team achieved significant marketing milestones:\\xa0\"}),/*#__PURE__*/t(\"ol\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"LinkedIn Brand Building Success:\"}),\" The Rotate LinkedIn page posts got 50,000 impressions and 3,400 engagements, and LinkedIn ads delivered over 400,000 impressions, 6,000 engagements, and 3,000 clicks.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Sector Credibility and Reputation:\"}),\" Rotate’s robust G2 profile and active LinkedIn presence earned them G2 badges within 3 months and landed Rotate as a high performer in G2’s email security quadrants.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Lead and Customer Growth: \"}),\"The number of companies utilizing Rotate has seen a remarkable expansion, with a significant rise in leads as well. This impressive growth highlights the platforms increasing value and trust in the market.\"]})})]}),/*#__PURE__*/e(\"p\",{children:\"Rotate is gaining traction fast and is on a path to protect the next generation of mid market businesses from a rapidly-evolving landscape of cybersecurity threats. And they now have a coherent, 360 degree marketing platform to help them thrive.\\xa0\"})]});export const richText2=/*#__PURE__*/t(a.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"You’ve heard the terms ‘acquisition funnel’, ‘TOF / MOF / BOF’ thrown around but what does this acronym soup mean?\\xa0\\xa0\"}),/*#__PURE__*/e(\"p\",{children:\"15 years of running $XXM lead-gen programs later, I want to share some hard-won lessons about what works at every stage of the funnel in the lead-conversion journey.\\xa0\\xa0\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Top of the funnel (TOF)\"})}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Goal: \"}),\"Make target audience aware your brand exists and has relevance using highly scalable marketing tactics at a minimal cost per impression / view / click\\xa0\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Activities:\\xa0\"})}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Ad buys in digital publications\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"social media ads\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"speaking sessions at conferences\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"TV ads, Radio ads, even Billboards (not relevant for series A / B)\\xa0\"})})]}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"KPIs: \"}),\"Reach & frequency metrics – impressions, views, and clicks\"]}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Don’t:\"}),\"\\xa0\"]}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"spend too high a % of marketing budget (zoom in on just your target audience)\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"expect these activities to generate leads\\xa0use mass email or SMS marketing tactics yet\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"start without a campaign landing page\\xa0\\xa0\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Forget to implement Google tag manager (GTM) on your site & set up necessary tracking for every ad you run, metrics must inform marketing spend\\xa0\"})})]}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Middle of the funnel (MOF)\"}),\"\\xa0\"]}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Goal:\"}),\" Convert TOF lead awareness to consideration via opt in to email nurture or demo (depending on sales motion)\"]}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Activities:\"}),\"\\xa0\"]}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Distribute offers (free trial or sample)\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Publish thought leadership (whitepaper or infographic)\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Retarget site visitors & former customers via Google ads and on social media\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Run email nurture sequences to opt ins from TOF, lapsed leads & customers\"})})]}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"KPIs: \"}),\"Free trial signups, White paper downloads, email opens & clicks, site traffic from retargeting channels\\xa0\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Avoid:\\xa0\"})}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Offers that seem desperate (e.g. cash for a demo), or unrelated to product\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Starting without a CRM or contact database in place\\xa0\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Sub-par experience for the trial, sample or whitepaper\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Trying to ignore email marketing CAN-SPAM laws\\xa0\\xa0\\xa0\"})})]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Bottom of the funnel (BOF)\"})}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Goal:\"}),\" Convert leads to customers by demonstrating product’s value and overcoming objections\"]}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"KPIs: \"}),\"Lead to customer conversions, ARPU, time to close\"]}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Activities:\"}),\"\\xa0\"]}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Optimize the website (publish an explainer video, test on-site chat, update content & design)\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Launch Sales email sequences\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Send SMS messages with limited time offers\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Distribute product one-sheets, customer stories & competitor feature comparisons\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Run platform demos (consider interactive / clickable demos)\"})})]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Don’t:\"})}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Use standard contact forms for demo signups. 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Here are the key considerations for bringing on your first marketing hire;\"}),/*#__PURE__*/e(\"p\",{children:\"\\xa0\"}),/*#__PURE__*/e(\"ul\",{style:{\"--framer-font-size\":\"16px\",\"--framer-text-alignment\":\"start\",\"--framer-text-color\":\"rgb(22, 21, 25)\",\"--framer-text-stroke-width\":\"0px\",\"--framer-text-transform\":\"none\"},children:/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"You’ve achieved product-market fit.\"}),\" The CEO should do the hard work of winning the first few customers (outside of friends and family). A good marketer can then create momentum. Be patient. I remember advising a pre-revenue founder to hold off on his first demand-gen hire – the fellow was still brought in with much fanfare and quit after two weeks.\\xa0\"]})})}),/*#__PURE__*/e(\"p\",{children:\"\\xa0\"}),/*#__PURE__*/e(\"ul\",{style:{\"--framer-font-size\":\"16px\",\"--framer-text-alignment\":\"start\",\"--framer-text-color\":\"rgb(22, 21, 25)\",\"--framer-text-stroke-width\":\"0px\",\"--framer-text-transform\":\"none\"},children:/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Marketing is consuming your time. \"}),\"I spoke to a CEO recently who spent 6 hours writing his own press release and to another who designed his own home page in figma. After winning the first few customers, spending lots of time on marketing is not the CEO’s highest and best use of time.\\xa0\"]})})}),/*#__PURE__*/e(\"p\",{children:\"\\xa0\"}),/*#__PURE__*/e(\"ul\",{style:{\"--framer-font-size\":\"16px\",\"--framer-text-alignment\":\"start\",\"--framer-text-color\":\"rgb(22, 21, 25)\",\"--framer-text-stroke-width\":\"0px\",\"--framer-text-transform\":\"none\"},children:/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"You’ve set aside a marketing budget. \"}),\"Although you may have an earned media strategy, a marketer must spend on site design, email, collateral, conferences etc. They’re accountable for ROI of course.\\xa0\"]})})}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})]}),/*#__PURE__*/e(\"ul\",{style:{\"--framer-font-size\":\"16px\",\"--framer-text-alignment\":\"start\",\"--framer-text-color\":\"rgb(22, 21, 25)\",\"--framer-text-stroke-width\":\"0px\",\"--framer-text-transform\":\"none\"},children:/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"You’ve defined success and KPIs.\"}),\" I attended a dinner where the client Marketing VP and Sales VP were not on speaking terms. We’d generated hundreds of leads a month for the client but Sales couldn’t handle the volume and the Marketing budget was cut. Your team must align on KPIs and not simply peg marketers to lead numbers. If the marketer focuses on strategic deliverables and there’s product-market fit, a good lead pipeline will follow.\\xa0\"]})})}),/*#__PURE__*/e(\"p\",{children:\"\\xa0\"}),/*#__PURE__*/e(\"ul\",{style:{\"--framer-font-size\":\"16px\",\"--framer-text-alignment\":\"start\",\"--framer-text-color\":\"rgb(22, 21, 25)\",\"--framer-text-stroke-width\":\"0px\",\"--framer-text-transform\":\"none\"},children:/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"There’s a Sales person. \"}),\"I had a client who was eager to start marketing and committed to running Sales himself. This leader also ran operations, customer service and tech. We generated leads but of course, the Sales follow up never happened. Marketers can create awareness and generate leads but a Salesperson must do further qualification and conversion.\\xa0\\xa0\"]})})}),/*#__PURE__*/e(\"p\",{children:\"\\xa0\"}),/*#__PURE__*/e(\"p\",{children:\"\\xa0A good marketer can create brand awareness and Sales momentum, but hired at the wrong time or managed poorly they might be set up to fail. The work of the founder / CEO doesn’t end with the job req or the onboarding. Collaboration and clear goals are needed to ensure that the marketer tells the right story to the right audience and builds rather than destroys the brand in the market.\"})]});export const richText4=/*#__PURE__*/t(a.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"I’ve been hiring marketers, designers, copywriters and paid media experts for nearly 20 years. I’ve seen both exhilarating wins and the fallout from hiring the wrong people. Some hard-won lessons:\"}),/*#__PURE__*/e(\"p\",{children:\"Make trade offs to win top talent\\xa0\"}),/*#__PURE__*/e(\"p\",{children:\"– The best product marketers are strategic, well versed in go-to-market models, pricing and packaging. They’ll nail your product positioning, website and pitch decks. However, a demand-gen marketer will generate leads with any sort of resources and budget at their disposal. If you are looking for someone to do both, make sure that they excel at at least one. The combined skill set is rare.\"}),/*#__PURE__*/e(\"p\",{children:\"– An SEO & Google Ads expert is typically not a social media ads pro. In fact, the best ones will emphasize that they don’t ‘do’ paid social. Unsure of where you’ll generate more leads? Consider hiring a product marketer and outsourcing these specialized functions with a test & learn approach.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:\"Go for marketers who know your audience\"}),/*#__PURE__*/e(\"p\",{children:\"– Copywriters who can pitch a lipstick will struggle to articulate the value prop of a B2B SaaS platform.\\xa0\\xa0\"}),/*#__PURE__*/e(\"p\",{children:\"– Google Ads experts in d2c eCommerce use completely different strategies to generate sales than those with a background in SMB or professional services.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:\"Get clear on role requirements\\xa0\\xa0\"}),/*#__PURE__*/e(\"p\",{children:\"– A graphic designer will typically not deliver a website, and a UX designer cannot create a logo. What does 80% of your design role entail? Clear role requirements help zoom in on qualified candidates faster.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:\"Know you paid media budget\\xa0\"}),/*#__PURE__*/e(\"p\",{children:\"– If you have no budget, find a marketer skilled in SEO, Sales enablement, organic social media, email nurture and thought leadership content.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:\"If you have a small media budget or are looking to test, emphasize digital paid media skills – print media buying and PR are much more expensive. Seek a marketer willing to start small and scrappy.\"}),/*#__PURE__*/e(\"p\",{children:\"Eliminate time-waster interviews\\xa0\"}),/*#__PURE__*/e(\"p\",{children:\"– Is the resume neat, organized and without typos? Is the candidate having to reschedule multiple times? What you see is what you’ll get.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:\"– Is the candidate punctual, with clear a/v? In 2023 digital tools savvy is a must.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:\"– Does the candidate recap their experience in a succinct and structured manner with specific examples, numbers, or a portfolio of work?\\xa0\\xa0\"}),/*#__PURE__*/e(\"p\",{children:\"Watch out for these small red flags > don’t interview or cut short if necessary. Your time matters.\"}),/*#__PURE__*/e(\"p\",{children:\"Building your marketing team is a process. No matter the pressure to generate demand, it’s critical to hire people to first “get your story straight” by nailing your product positioning, website and marketing materials and then the ones who will help “tell your story” through organic and paid acquisition programs.\"}),/*#__PURE__*/e(\"p\",{children:\"I’ve spoken to entrepreneurs who churn through marketers & agencies trying to generate leads before their product’s market positioning is clearly defined. Where you are in this journey should dictate marketing-hire priority.\"})]});export const richText5=/*#__PURE__*/t(a.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"In a recessionary environment like this one CEOs at early stage companies are asking themselves whether Marketing is still essential to their acquisition goals. Here are a few pitfalls of that thought process;\"}),/*#__PURE__*/e(\"p\",{children:\"SALES ACTIVITY 1: Generating lead lists & engaging in mass outbound acquisition activities\"}),/*#__PURE__*/e(\"p\",{children:\"RISKS: Can they segment an audience, write & design an email and adhere to CAN-SPAM laws? Also, if 50% of Sales time is spent on this, that’s 50% less actual Sales productivity\"}),/*#__PURE__*/e(\"p\",{children:\"SALES ACTIVITY 2: Attending industry conferences & trade-shows\"}),/*#__PURE__*/e(\"p\",{children:\"RISKS: Conference investments are often made without a rigorous plan – social media promotion, well designed presentation, giveaways (plushies do well! see example), networking meetings set in advance, invite-only event, rapid lead followup, ROI calculation to decide on future events.\"}),/*#__PURE__*/e(\"p\",{children:\"SALES ACTIVITY 3: Creating pitch decks, conference presentations, one sheets, white papers\"}),/*#__PURE__*/e(\"p\",{children:\"RISKS: Does the one sheet overcome the targets audience’s objections or answer FAQs? Is it a PPT with clip art? Everything you give to a potential client is part of the sales process. If you don’t look professional they won’t trust you.\"}),/*#__PURE__*/e(\"p\",{children:\"SALES ACTIVITY 4: Frequent updates to entire company on everything competitors are doing.\"}),/*#__PURE__*/e(\"p\",{children:\"RISKS: Constantly checking on competitors in the rearview mirror is a distraction and creates spin. You need clear market positioning , value-added differentiators and a defined target audience. Don’t play your competitors strategy, create your own path to growth.\"}),/*#__PURE__*/e(\"p\",{children:\"SALES ACTIVITY 5: Buying up digital media\"}),/*#__PURE__*/e(\"p\",{children:\"RISKS: Adequate research on the publication’s audience, reach, negotiating KPIs and designing a compelling asset is essential to success. Media buys are an expensive calculated risk. Even when leads are guaranteed, said leads may be unqualified and irritated (e.g. ever gotten 2 calls & an email after downloading a harmless looking white paper?)\"}),/*#__PURE__*/e(\"p\",{children:\"Sales operators are motivated to hit numbers. When they aren’t fed leads, they take the initiative to seek their own.A CEO who lets their Sales team step out into the cold prospecting world without a marketing partner could see their efforts relegated to the spam folder, dollars disappear into the void, and the company’s reputation compromised.Sales people spike on building 1:1 relationships, identifying pain, and matching that pain with the company’s solution. They are less attuned to the holistic customer experience; the messaging, social media, website, communications or advertising activities that will ultimately allow your company to achieve scaled growth.If Sales is your ground game, marketing is your air cover.\"})]});export const richText6=/*#__PURE__*/t(a.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"Here are a few unpleasant truths;\\xa0\"}),/*#__PURE__*/e(\"p\",{children:\"* Your current customer base might not be representative of who you ultimately need to build a successful business\\xa0\"}),/*#__PURE__*/e(\"p\",{children:\"* It’s hard to shift your marketing activities from one customer segment to a very different one, even if that’s your ultimate objective (say to go directly from SMB to Enterprise)\"}),/*#__PURE__*/e(\"p\",{children:\"– – Positioning allows you to implement a multi-phased plan towards your ultimate objective. It is a bridge – from what your customers look like today to where you want to go next.- –\"}),/*#__PURE__*/e(\"p\",{children:\"In my previous post I explained the importance of customer interviews. Armed with an understanding of who your current customers are and what they value most about your product or service, you should ask a few strategic questions:\"}),/*#__PURE__*/e(\"p\",{children:\"* What is our product or service really “good at” in the minds of current customers?\\xa0\"}),/*#__PURE__*/e(\"p\",{children:\"* Do current customers represent a big enough market opportunity and are they willing to pay the fees that will drive our next phase of growth?\"}),/*#__PURE__*/e(\"p\",{children:\"* Who do we want to target for our next phase of growth and what are their pain points?\"}),/*#__PURE__*/e(\"p\",{children:\"* Who is our competition in the target market – consider not just other companies but alternative methods to solving the pain points.\\xa0\\xa0\"}),/*#__PURE__*/e(\"p\",{children:\"* Based on what we’re really good at, can our product or service meet the needs of this new customer in a way that the competition is not?\\xa0\\xa0\\xa0\"}),/*#__PURE__*/e(\"p\",{children:\"Once answered, these questions inform a clear positioning statement:\\xa0\"}),/*#__PURE__*/e(\"p\",{children:\"“For [my new target audience] my product or service will address a [need unmet by the competition] so that my customers can realize [a unique benefit]”\"}),/*#__PURE__*/e(\"p\",{children:\"In his pivotal marketing text “Selling the Invisible” Harry Beckworth demonstrates the power of positioning. In 1980 Scandinavian Airlines faced $20M in losses, so they decided to position the airline as “the business traveler’s airline” with the introduction of EuroClass (martinis with an olive, cushy seats etc.). They thought that this decision would force them to sacrifice the tourist customer who demanded low fares. Instead SAS generated an $80M profit in year 1 and with the high margins from business traveler fares were able to fill remaining seats with lower-fare tourist travelers, keeping the tourist market anyway.\"}),/*#__PURE__*/e(\"p\",{children:\"Effective positioning is the bridge you build to take your company from its current customers, metrics and trajectory to the next stage of growth.\"})]});export const richText7=/*#__PURE__*/t(a.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"What if today you learned that your entire advertising budget had been slashed? Would it be ‘game over’ for your marketing efforts?\"}),/*#__PURE__*/e(\"p\",{children:\"It doesn’t have to be.\"}),/*#__PURE__*/e(\"p\",{children:\"As Victor Hugo wrote; “Armies cannot stop an idea whose time has come”.\"}),/*#__PURE__*/e(\"p\",{children:\"2023 could be the year that you use deep customer insights to formulate a big idea – a living, breathing articulation of your unique value proposition. E.g:\"}),/*#__PURE__*/e(\"p\",{children:\"**Hubspot – you know their CRM, but early on they came up with two words: inbound marketing. When done well, inbound marketing consists of creating in-depth content about topics that matter a lot to your audience – such as ‘how-to’ guides, insights on important trends and news events. As a result of making great content available, leads find you, not the other way around. As anyone paying a Hubspot subscription can attest, inbound marketing as an idea was a brilliant move.\"}),/*#__PURE__*/e(\"p\",{children:\"**Trader Joe’s does not participate in traditional advertising, has no sales team, and is known for frustrating product shortages (remember the rationing of cookie butter?) Yet they are one of the most beloved brands in America, because they create an amazing customer experience (shopping carts for children = genius). The implication for companies in software and professional services is clear – what if you made customer success central to your mission and went above and beyond to ensure customers were satisfied?\\xa0\"}),/*#__PURE__*/e(\"p\",{children:\"**Andy Rachleff, CEO of Wealthfront didn’t spend a dollar on advertising for years – instead, seeking to appeal to younger, emerging investors, his team wrote the annual guide to “Career launching companies” which proved to be an invaluable resource to silicon-valley hopefuls.\"}),/*#__PURE__*/e(\"p\",{children:\"**For years Tupperware maintained its hold on America’s kitchens with a hostess-party system. Their success back then stemmed from keen insight into the target market (home makers) combined with a willingness to forego the distraction of glitzy ads.\"}),/*#__PURE__*/e(\"p\",{children:\"I’ll wager that if you really scrutinized your customer – what pains them? What makes them feel good? What could your product or service represent to them? You could win customers with a\\xa0 compelling idea activated through basic organic marketing channels;\\xa0\\xa0\"}),/*#__PURE__*/e(\"p\",{children:\"***As a LinkedIn Live, Facebook story, or Webinar\"}),/*#__PURE__*/e(\"p\",{children:\"***An email campaign\\xa0\"}),/*#__PURE__*/e(\"p\",{children:\"***A short video on your website\"}),/*#__PURE__*/e(\"p\",{children:\"***A downloadable guide…the list goes on.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:\"Yes, you can always pay your way to brand awareness, but the weaker the idea the more expensive that ‘spray-and-pray’ advertising strategy will be. Don’t let ad dollars be a crutch that holds you back – great marketing is always within your reach.\"})]});export const richText8=/*#__PURE__*/t(a.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"Welcome to 2023, it’s going to be a tough year. Some companies may go under, others will be forced to take down rounds but some will survive and thrive – the ones that focus on getting their marketing strategy right. Instead of copy/ pasting last year’s marketing plan and debating your MQL conversion rate, marketing leaders must ask fundamental questions:\\xa0\"}),/*#__PURE__*/e(\"p\",{children:\"✓ Why do customers choose our product and why do they leave us?\\xa0\"}),/*#__PURE__*/e(\"p\",{children:\"✓ Who are our competitors and how are they positioning themselves?\\xa0\"}),/*#__PURE__*/e(\"p\",{children:\"✓ How much pricing power do we have?\"}),/*#__PURE__*/e(\"p\",{children:\"✓ Are current agency partners still hungry for our business and proving their value with new ideas?\"}),/*#__PURE__*/e(\"p\",{children:\"If you’re running an early-stage company, addressing these questions is critical, especially now. So stay tuned, over the course of January I will share a ten-step blueprint to achieving growth in a volatile, unpredictable 2023.\\xa0\\xa0\\xa0\"}),/*#__PURE__*/e(\"p\",{children:\"#1. What business are you really in?\\xa0\"}),/*#__PURE__*/e(\"p\",{children:\"“The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself”\\xa0 – Peter Drucker\"}),/*#__PURE__*/e(\"p\",{children:\"The fastest way to learn what business you’re in is through customer interviews. You may have done this once, but like the price of eggs and gas, in turbulent times the market evolves rapidly and those insights are no longer relevant. So, take this critical first step in getting your marketing right – from your website, to your Google ad campaigns and sales-enablement materials.\"}),/*#__PURE__*/e(\"p\",{children:\"How to interview your customers:\\xa0\"}),/*#__PURE__*/e(\"p\",{children:\"Use an objective third party to conduct the interviews and offer to anonymize responses so that customers are honest and open.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:\"Run the interviews, one-on-one and face to face, too much meaning is lost in written responses.\"}),/*#__PURE__*/e(\"p\",{children:\"Ask open-ended questions: “What first made you interested in our product or service?”, “What feature do you wish we offered?” (But never ask “what don’t you like?” people don’t want to look foolish for choosing you).\"}),/*#__PURE__*/e(\"p\",{children:\"Customer interviews will quickly tell you what business you’re really in. McDonalds knew that they were selling an experience. Burger King thought it was in the business of burgers, and that people would choose its grilled burgers over McDonald’s fried option. They were wrong. Fast forward to 2023 – McDonalds has a market cap of $193Bn and Burger king has a market cap of $19Bn.\"}),/*#__PURE__*/e(\"p\",{children:\"Are you ready to learn what business you are really in?\"})]});export const richText9=/*#__PURE__*/t(a.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"CEO: We need to start focusing on marketing, can you help?\"}),/*#__PURE__*/e(\"p\",{children:\"Me: Absolutely. What are your marketing goals?\"}),/*#__PURE__*/e(\"p\",{children:\"CEO: We need to grow 50% YoY and need a systematic way to generate and convert leads. We have no one doing marketing now, but have a sales team and we are talking to marketing recruiters to hire a director of marketing.\"}),/*#__PURE__*/e(\"p\",{children:\"Me: Are you looking for product marketing, demand gen or an enterprise marketing skill set?\"}),/*#__PURE__*/e(\"p\",{children:\"CEO: I don’t know, but I spent 6 hours writing a press release two weeks ago and I author all our blogs. With this latest funding round I’m ready to delegate.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:\"Me: Makes sense. But if you hire a junior marketer to hit your growth goals, they’ll have to learn your business, write good copy, do SEO, design, demand gen, CRM and ABM. That’s a rare unicorn and sounds more like a CMO. Also, you’ve no margin for hiring mistakes.\"}),/*#__PURE__*/e(\"p\",{children:\"CEO: First, that’s a lot of acronyms, but also I don’t have budget for a marketing exec who will want to hire a whole team or for an expensive agency. We paid $50K for a one-off demand gen program last year. Maybe I have Nick from customer service do this short-term?\\xa0\"}),/*#__PURE__*/e(\"p\",{children:\"Me: Hmm. Nick will rightly prioritize his customer service goals and has no experience in marketing, but have you considered a fractional marketing service? You’d get a website, sales one sheets, pitch decks, social media marketing, blogs and white papers, SEO and paid media. Everything will be done by SMEs.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:\"CEO: Sounds cool in theory, but how does a fractional marketing service deliver all of that?\"}),/*#__PURE__*/e(\"p\",{children:\"Me: A good one will operate as a “diamond shaped” org. Every client gets a dedicated marketing executive who becomes an expert in your company’s growth strategy, and who works with a central team of designers, copywriters, email developers, SEO and paid media strategists to get the work done.\"}),/*#__PURE__*/e(\"p\",{children:\"CEO: Sounds expensive. I could just attend a 30 day growth training workshop or ask some connections who have done marketing well.\"}),/*#__PURE__*/e(\"p\",{children:\"Me: Yes, but you’d still need to address the time consuming day-to-day marketing work while building a strategy with an experienced marketing executive who has done this successfully in 10 other companies is a huge benefit. With a fractional marketing service you could punch far above your weight class. Experts will do great marketing work in a fraction of the time it takes a junior marketer.\"}),/*#__PURE__*/e(\"p\",{children:\"CEO: Sure, but honestly, I really want to build an internal marketing team that will grow with us.\"}),/*#__PURE__*/e(\"p\",{children:\"Me: Then a fractional marketing service is the perfect investment to make now. Imagine an experienced executive coming in, putting an effective marketing program in place and making the right marketing hire for you to transition the program to be internal. That person and all who follow will be set up for success from day 1. The benefit: you can start now vs. starting in 3 months.\"}),/*#__PURE__*/e(\"p\",{children:\"CEO: I didn’t get this far by being a patient person. When can we start?\"})]});export const richText10=/*#__PURE__*/t(a.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"There must be 500+ tools in the rev ops space, but ZoomInfo is the 500 lb gorilla. While it claims to be the demand generating engine companies need to win B2B customers, at a price point that ranges from $15-$24K+ a year, a lot of my clients are asking whether it’s worth it.\\xa0\\xa0\\xa0\"}),/*#__PURE__*/e(\"p\",{children:\"For context, I work with early stage startups in the Financial technology and services sectors, and here are some tactics I’ve used to generate leads for my clients;\\xa0\"}),/*#__PURE__*/t(\"ol\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Buying lists from data resellers\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Media partnerships – we produce content, the partner guarantees us leads that meet our criteria via content downloads\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Offshore list creation – we define lead criteria, a data researcher builds a list. Time consuming but high-quality & cost effective.\\xa0\"})})]}),/*#__PURE__*/e(\"p\",{children:\"After a client recently expressed concerns with ZoomInfo’s quiet annual fee increases, I realized that I owed it to my clients to serve as a guinea-pig and test out ZoomInfo for my own consultancy, KMG. Here’s what I learned;\\xa0\\xa0\"}),/*#__PURE__*/t(\"ol\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"ZoomInfo’s value – it captures intent.\"}),\" Think SEO on steroids – instead of months spent identifying keywords, updating site tags, paying affiliates to boost your site rank in the hopes of climbing to the top of SERPs, you name your keywords, and identify who is spiking in searches for your service in a matter of minutes. This is where ZoomInfo shines, they invest tens of millions into data mining and human curation and it shows.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"ZoomInfo works – when paired with good marketing tactics\"}),\". I set up an intent-based filter to identify prospects who were both on the buying committee and showed intent for my services. I exported the list, and nurtured it. Out of 100 contacts on my list, 2 scheduled meetings within days. (Might not seem high, but B2B leads typically take 8+ touches to convert)\\xa0\"]})})]}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"ZoomInfo can get expensive fast. \"}),\"If your intent criteria (i.e. research topics) aren’t readily available it’s expensive to set up custom intent searches. Also, watch out for quiet ~15% price increases and other shenanigans on auto renewals.\\xa0\"]}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"You’ll still need to pay for a CRM. \"}),\"While ZoomInfo SalesOS is outstanding, Engage – the outreach platform that ostensibly replaces Hubspot, Outreach IO, Salesloft etc for outreach is a poorly-integrated acquisition. I had to export my list and import it into my CRM, mapping 70 fields to my database in the process.\\xa0\"]}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Your competitors are using ZoomInfo intent data too.\"}),\" And you’re all hunting the same game, so\\xa0 prospects get inundated with messages from your competition, which can drown you out.\"]}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"You don’t know whose intent it is.\"}),\" All of the intent data is provided at the domain level. Someone at your target company is searching for your service / product, but you don’t know who. Given privacy laws ZoomInfo is also limited in their understanding of who is searching. This problem becomes more relevant the bigger the B2B buyer of your services\"]}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Your visibility into the prospects’ buying readiness is limited. \"}),\"While the methodology behind ZoomInfo’s intent scoring (search terms, IPs, website cookies) makes sense, someone may be quite early in the research process and not ready to buy. ZoomInfo measures “spikes” in intent against a baseline, so you don’t know where in the buying process an individual is. In this respect ZoomInfo falls short of social selling tools that can show if a buyer is already talking to your competition’s Sales teams, but more on that in another post.\\xa0\\xa0\"]}),/*#__PURE__*/e(\"p\",{children:\"Tl;dr – ZoomInfo should absolutely be in your consideration set if you market to a B2B audience, but carefully evaluate total cost of ownership (Hubspot Marketing Pro starts at ~$1K a month) and make sure that you have the internal marketing capabilities to leverage this powerful tool effectively.\\xa0#marketing #digitalmarketing #sales\\xa0\"}),/*#__PURE__*/e(\"p\",{children:\"Drew Hoffman, Davin Fan, Andrew Sylvester\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})})]});\nexport const __FramerMetadata__ = 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