Scott Brown

What are the 4 words Lou Paskalis uses to explain the "Brand vs Performance" debate? It's a whirlwind of wisdom from a true #marketing Hall-of-Famer on The Snarketing Podcast. The Chief Strategy Officer at Ad Fontes Media and former American Express, Bank of America & Gallo Wine Company exec joined Valerie Vespa and me before the POSSIBLE conference to opine on: 🤝 Unified marketing strategies, 🌐 Balancing automation with human expertise, 🛠️ Creator evolution, 📰 News and marketing, ⏰ Rapid SaaS launches, 🎭 Crafting a narrative, 🏦 Trust in banking, and yes, 🤔 The only 4 words you need to know about brand vs performance. 𝐏𝐋𝐀𝐘: https://lnkd.in/eXNCqp9e

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🚀 Excited to share Insight Partners' latest resource: the SaaS Marketing Periodic Table! 🌟 This tool is a game-changer for SaaS leaders, offering key marketing metrics to drive growth. Why does it matter? 📊 With data only Insight Partners has from one of the largest B2B SaaS portfolios, this periodic table helps you benchmark your performance and refine your strategy for sustainable growth. 🌱 Whether it's marketing budget, program efficiency, or conversion rates, you'll find actionable insights tailored to your ARR segment. 👉 Dive in now and supercharge your marketing efforts! Explore the Periodic Table https://lnkd.in/eagE3XFm #SaaS #Marketing #Growth #DataDriven #InsightPartners #ScaleUp

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Tired of an overcomplicated GTM Strategy with out of date acronyms and siloed functions? Its time for a truly unified people first approach to B2B Marketing and I am looking forward to hearing Adrian Chang, Sophia Agustina, and Mark Kilens share their best practices for creating a GTM strategy that resonates with their prospects. This is a conversation you won't want to miss! 👏 Check out the link in the comments to sign up.

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Join ZoomInfo’s Kaitlin Sanders, an ABX expert and Go-to-Market strategist on May 1st as they shed light on the practical approaches adopted by industry experts to measure the real impact of ABM campaigns. Kaitlin will delve into key topics including: - Redefining ABM Today: What is the current definition of ABM today and its significance in shaping modern marketing strategies? - Key Metrics for ABM Success: Identify essential metrics for evaluating the effectiveness of ABM campaigns and how to communicate the impact of ABM initiatives to stakeholders. - Future Advancements in ABM: How technology and predictive analytics are revolutionizing how organizations measure the success of ABM campaigns. Don't miss it ➡️ https://bit.ly/3UedVng #Ad #Webinar #ABM #ABMMetrics

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This guide by Michael Applebaum is one of the best product marketing guides that I've seen written. Concise and practical. Thanks to Stage 2 Capital as well. #ProductMarketing #PMM

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I had the chance to spend time with these ladies this year, absorbing their insights, learning, and benefiting from their research and conversations. As marketers, we have a lot on our plates, but we need to always be learning, brainstorming, and imagining. If you haven't had the chance or want to dive deeper into AI, I recommend spending time with Tahnee and Liza - they are wonderful, smart, and imaginative marketers. AI is going nowhere; harness its potential and grow your skills and your business. Keep learning.

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🎙One of the best things about being a founder: partnering with customers who have innovation in their blood and who help you co-create a change in the world. The only better thing: a 2x super-customer like Eric West. First as a senior leader at one of the Omnicom agencies and now at Kodi Collective (global leader in marketing executions services) with origins from the legendary RR Donnelley print & publishing conglomerate. Key lessons on how corporate innovators like Eric get it done in the episode: 🏃‍♂️🌟 𝐒𝐭𝐚𝐫𝐭 𝐒𝐦𝐚𝐥𝐥, 𝐖𝐢𝐧 𝐁𝐢𝐠. It's like taking baby steps to show the value of an idea and convince everyone it's worth it! 🛠️📈 𝐊𝐞𝐞𝐩 𝐢𝐭 𝐌𝐢𝐧𝐢𝐦𝐚𝐥 𝐚𝐭 𝐅𝐢𝐫𝐬𝐭. Testing the waters with a basic version of your innovation before going all-in is like dipping your toe in the pool first. 🤝 𝐁𝐮𝐢𝐥𝐝𝐢𝐧𝐠 𝐑𝐞𝐥𝐚𝐭𝐢𝐨𝐧𝐬𝐡𝐢𝐩𝐬 𝐌𝐚𝐭𝐭𝐞𝐫𝐬. Making friends within the company is key. Selling your awesome idea is tough without their trust. 🤗 𝐁𝐞 𝐄𝐚𝐬𝐲 𝐭𝐨 𝐖𝐨𝐫𝐤 𝐖𝐢𝐭𝐡. Being adaptable and smooth in the customer journey is everything. 🎨🔬 𝐌𝐢𝐱 𝐀𝐫𝐭 𝐚𝐧𝐝 𝐒𝐜𝐢𝐞𝐧𝐜𝐞. Charm and understanding how people digest information go hand in hand! 🤯 𝐋𝐢𝐬𝐭𝐞𝐧𝐢𝐧𝐠 = 𝐃𝐢𝐬𝐫𝐮𝐩𝐭𝐢𝐨𝐧. Sometimes, the best innovation comes from simply listening to what customers want. Obviously, my favorite part is below. Eric highlights his experience working with RELAYTO: “How do you craft the conversation with your prospect that is both focused on them and what they need? But also flexible so that you can go into the different dimensions in which you can help them based on what their key pain points or needs are.? What we really liked about RELAYTO format, is just the ability to build that content. And design it in a way where we could accomplish both of those and have those dynamic conversations. That's what's going to lead to better content and discussions with the prospects, and you enabled them to 'get it.'” #relayto #podcast #thoughtleadership #design #innovationstrategies #salestech  #salesevolution #relationshipbuilding #customersuccess #clientfocused #brandbuilding #brandconsistency #businessgrowth #customercentric #omnicom #kodicollective RELAYTO/ Content Experience Platform

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Marketers are meant to master communications. Yet, we often struggle to help non-marketers understand our world. When CMOs constantly use marketing jargon, it's difficult for other execs to even understand what they're talking about. It's a language barrier. And it's surprising how often it happens in the boardroom. Here are a few suggestions I shared in a recent article with The Drum: - Find a “bilingual” CMO who is fully proficient in both the language of marketing and the language of the boardroom - Place more marketing experts to serve directly on boards, or to advise board members and help "translate" marketing topics - Learn to speak each other’s languages... but know that this takes time, trust, and commitment. #marketing #CMO #CEO #CFO https://lnkd.in/eNcbw_bx

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I distilled 𝟭𝟯+ 𝘆𝗲𝗮𝗿𝘀 of my go-to-market experience as a CMO/VP/Head of Product into this 𝘁𝗲𝗺𝗽𝗹𝗮𝘁𝗲👇 So, if you need help building a go-to-market plan, this resource is for you. I originally built this for myself for my consultation work. → I wanted a template that covered all of the key considerations in an effective and efficient go-to-market engine. → While also still being lightweight enough to be completed quickly (and no more than ~2 pages if printed out). Here's a summary of what the template covers: 𝗣𝗮𝗿𝘁 𝟭 - 𝗬𝗼𝘂𝗿 𝗖𝗼𝗺𝗽𝗮𝗻𝘆 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝘆 • 𝗠𝗮𝗻𝗶𝗳𝗲𝘀𝘁𝗼 - what you stand for, the change you're championing, why you should be trusted • 𝗣𝗿𝗼𝗱𝘂𝗰𝘁 - the urgent & important problem you're solving and how you're solving it better than alternatives • 𝗧𝗮𝗿𝗴𝗲𝘁 𝗰𝘂𝘀𝘁𝗼𝗺𝗲𝗿 - segments, ICP and buying committee 𝗣𝗮𝗿𝘁 𝟮 - 𝗬𝗼𝘂𝗿 𝗕𝘂𝘆𝗲𝗿'𝘀 𝗣𝘀𝘆𝗰𝗵𝗼𝗹𝗼𝗴𝘆 • 𝗪𝗵𝘆 𝘁𝗵𝗲𝘆'𝗹𝗹 𝗯𝘂𝘆 - jobs to be done, buying triggers • 𝗪𝗵𝘆 𝘁𝗵𝗲𝘆 𝘄𝗼𝗻'𝘁 𝗯𝘂𝘆 - objections, fears, alternatives • 𝗖𝗵𝗮𝗻𝗻𝗲𝗹𝘀 they trust - where they learn and make decisions 𝗣𝗮𝗿𝘁 𝟯 - 𝗣𝗼𝘀𝗶𝘁𝗶𝗼𝗻𝗶𝗻𝗴, 𝗠𝗲𝘀𝘀𝗮𝗴𝗶𝗻𝗴 & 𝗣𝗿𝗶𝗰𝗶𝗻𝗴 • 𝗣𝗼𝘀𝗶𝘁𝗶𝗼𝗻𝗶𝗻𝗴 and 𝗺𝗲𝘀𝘀𝗮𝗴𝗶𝗻𝗴 - per customer segment • 𝗣𝗿𝗶𝗰𝗶𝗻𝗴 strategy - how you price vs the market 𝗣𝗮𝗿𝘁 𝟰 - 𝗚𝗼-𝗧𝗼-𝗠𝗮𝗿𝗸𝗲𝘁 𝗙𝘂𝗻𝗻𝗲𝗹 • GTM 𝗠𝗼𝘁𝗶𝗼𝗻 - sales-led, PLG, etc. • 𝗛𝗼𝘄 𝗪𝗲'𝗹𝗹 𝗪𝗶𝗻 - one sentence statement uniting GTM teams • 𝗗𝗲𝗺𝗮𝗻𝗱 Gen - how you'll generate demand • 𝗟𝗲𝗮𝗱 𝗚𝗲𝗻 - how you'll collect demand • 𝗦𝗮𝗹𝗲𝘀 - how you'll prospect, nurture and close • 𝗖𝘂𝘀𝘁𝗼𝗺𝗲𝗿 𝗦𝘂𝗰𝗰𝗲𝘀𝘀 - how you'll grow revenue 𝗣𝗮𝗿𝘁 𝟱 - 𝗠𝗲𝗮𝘀𝘂𝗿𝗲𝘀 𝗼𝗳 𝗦𝘂𝗰𝗰𝗲𝘀𝘀 • 𝗢𝗯𝗷𝗲𝗰𝘁𝗶𝘃𝗲𝘀, 𝗧𝗮𝗿𝗴𝗲𝘁𝘀 and 𝗞𝗲𝘆 𝗥𝗲𝘀𝘂𝗹𝘁𝘀 - for Product, Marketing, Sales and CS As I said, it is comprehensive. But as you can see below, it's all done in a lean package. ___ Want the FREE template? 👉 The 𝘁𝗲𝗺𝗽𝗹𝗮𝘁𝗲 𝗰𝗼𝗺𝗲𝘀 𝘄𝗶𝘁𝗵 𝗮𝗻 𝗲𝘅𝗮𝗺𝗽𝗹𝗲 using a fictional company to help guide you through it. 1. CONNECT with me    ❗don't miss this step, I can't send you the post without :) ❗ 2. LIKE this post 3. COMMENT "GTM" And I'll share it straight with you :) Plus all my future training videos on it. ___ So why am I doing this? → Help better define what a GTM strategy consists of → Help others get a head start building theirs → Get your feedback to make the template better :) So what are you waiting for? ___ ✍️ Connect with me, like the post and comment "GTM" to get the template. ♻️ Reshare if you found valuable. #B2B #B2BMarketing #B2BMarketingStrategy #GoToMarket #Marketing #SaaS #Enterprise #BrandAwareness #DemandGen #LeadGen  #Sales #Data #ROI

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Forget Inbound and Outbound artificial boundaries...and your old-fashioned play(s)/silos by Sales or Marketing in our new "B2B buyer in full control" world. No more spamming, sequences, non-personalised, un-engaging messages please SDR/AEs bombarding me;)... ending up straight into our Junk and Trash WATCH my one-min summary shown (SLIDES AVAILABLE) in June's Revenue Marketing Alliance Product Marketing Alliance ABM summit (watch on demand see link in comment) on https://lnkd.in/e2-4aZXR Thx as always Andrei Zinkevich Vladimir Blagojević Fullfunnel.io too for the usual inspiration, Elena Simou also, lkg fwrd to sharing more soon! It is all about an integrated AllBound, "a la ABM" playbook and even more importantly a GTMOps / RevOps mindset and framework. ABM = GTM: Pure & simple. Not Marketing, not Sales but cross-Product, CS, Sales, Marketing and related teams, all for the full customer journey benefits...from new sales to renewal & expansion (incl Partners) You need to (1) focus on enabling & boosting your Go To Market strategy, which motion(s) or which mix of, PLG, SLG, PLS or whatever.. (2) adapt your ABM playbook, craft your strategy and segmentation as you see here from top to bottom. What are the cohorts, firmographics, attributes, triggers, HubSpot properties, you name it, that are critical to define these cohorts with first, second or third-party data or other... selecting your most promising accounts using predictive AI, scoring, buying intent tactics and MarOps set-up

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Appreciate customers who know the needs of a data foundation! In 2017, leading consultancy Armanino LLP identified that data debt create revenue drag due to incorrectly labeled, outdated, and absent information, slowing down any revenue operations initiatives. The RevOps Data Automation Cloud was instrumental in revolutionizing their marketing processes. The outcomes were remarkable: ⚡ Quicker reaction times 🤖 Increased automation with reduced manual tasks 💲 Reduced expenses Further information ⬇️ https://gag.gl/6cUhQg #RevOps #DataQuality #automation

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Great article from Karine Regev. I like the holistic view of modern PR, the blurring of channels and with marketing. So often it is about, how to demonstrate Thought Leadership and thereby differentiate from the competition.

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It’s not an exaggeration to say that Matt Wallaert’s book, Start at the End, has evolved my approach to business by: (1) codifying a scientific method for centering the customer, and (2) sequencing the requisite considerations toward making impact in a scaleable framework. He came to speak to Philo about applying behavioral science to streamline business prioritization with customer psychology at the center. It boils down to recognizing that businesses, products, and advertising are inherently designed to change behavior. Getting specific about the things that either promote or inhibit that behavior allow us to design specific interventions around them. KPIs are the way we figure out which interventions work, but are not the core objective. Matt's narrative style is a compelling mix of psychology, business cases, and snarky cultural commentary (some spicy takes for what he labels 'Mad Men' marketing, but I'll let it slide for now). I highly recommend to any folks trying to orient their businesses toward bigger leaps.

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We're stuck in a catch-22. Consumers expect true personalization along the lines of Netflix and Amazon. But they also want increased privacy and tighter data controls. This is the personalization-and-privacy paradox, and it’s a delicate tightrope for marketers to manage. But why can’t customers have both? Businesses that still rely on speculative, third-party data to power their personalization strategies simply can’t deliver this. However those prepared to collect and use data sourced directly from their customers have an opportunity to create deeper and more enduring customer relationships. This isn’t just a competitive advantage against the former—it’s a long-term investment that will increase loyalty and engagement in a way we haven’t seen yet as marketers.

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Looking forward to talking about this 🔥 🔥 🔥 topic - Gen AI Competitive Playbook to Boost Win Rates - faster, simpler and better...with my dear friend Sheevaun Thatcher, CPC

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Saved folder share -- I go through content from A+ GTM operators as part of GTMnow, GTMfund's media brand. In an effort to help amplify learnings and insights that operators have so kindly taken the time to sit down and document for others, highlighting 5 recent saves from the folder: 🟢 Brandon Redlinger 🌶️ breaks down a behind the scenes of a brand billboard campaign: https://lnkd.in/geWEMBpF 🟢 Joe Chernov shares Pendo’s Product Benchmarks 2024: https://lnkd.in/g2QTuP8n 🟢 Kyle Poyar on 10 PLG growth plays every company should implement (even if they're not PLG): https://lnkd.in/gfwa2DMv 🟢 Armand Farrokh breaks down his 4-week onboarding program in a free Gong Masterclass: https://lnkd.in/g9t2_awN 🟢 Elizabeth Pemmerl shares the story on building a high-performing revenue growth engine at GitHub, while highlighting career insight from her journey from individual contributor to CRO over 9 years: https://lnkd.in/gdVh2KPY

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Too often, marketers get pigeonholed into task-oriented roles, missing out on being true business strategy partners. In this video, Samantha Skrobot and I discuss the importance of understanding our industry's unique challenges and how marketers can empower themselves to earn a seat at the executive table. Let's bridge the gap, add value, and become the superheroes our investors need! Check out the full episode on Life After Leasing wherever you get your podcasts.

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💡 What if we approached every marketing problem with the mindset of a cognitive scientist? For my daily pages this morning I revisited Marvin Minsky's "The Society of Mind," like I often do when I'm grappling with big marketing challenges. Whenever I'm lost in the channels, the data, or the pivots from strategy to tactics I have to remind myself: it's all about how we understand and construct meaning. Minsky's exploration of how minds emerge from the interactions of simpler processes offers a fantastic blueprint for how the multifaceted strategies we employ in marketing can be the structures upon which our audiences build meaning. A few takeaways that might evolve how you think about your marketing strategies: 🏗 Meaning Through Connection: Meaning in the human mind arises from networks of interactions and drawing meaning from connections. What Minksy calls Uniframing, Accumulating, Reformulating, Trans-framing are all processes our brains employ to make connections between disparate phenomena. These are powerful mechanisms to help marketers build message maps, develop CTAs, and brainstorm content structures as well. 🌀 Layered Learning: Just as minds develop through layers of understanding and interaction. It's very rare that we understand things right away, so why would we expect any one marketing effort our touchpoint to be that successful? We all know that repetition, consistency, and diligence are critical keys to success, but this is also a reminder that our efforts should aggregate. 🖼 Problem-Solving Frameworks: Ultimately, Minsky’s modular approach to cognitive processes suggests how we can tackle complex marketing problems by breaking them down into smaller, manageable components. Messaging not resonating? Can you try building a different frame (uniframe)? Conversions not trending where you need? Do you have enough nurture touchpoints to aggregate meaning? Would love to hear your thoughts on integrating principles of cognitive science into our marketing efforts! #MarketingStrategy #CognitiveScience #BrandBuilding #ProfessionalGrowth

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