Ryan Gunn

Have you ever wished there was an all-in-one solution while building your oversaturated marketing tech stack? Navigating the sea of various martech solutions can be... well, overwhelming. But we have just the thing to help – a content marketing platform! A CMP equips marketing teams with the content hub and tools they need, all in one place. Dive into this recent blog to learn more about streamlining martech stacks and the power of a CMP: https://ow.ly/aJn030sESKf

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Hip Hip HIPPA in Hubspot. You can now store HIPPA data in Hubspot along with other sensitive data. If you've been on the Hubspot Sideline waiting for this update reach out today. The Process Pros are ready to help you with your sensitive data needs!

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Tired of an overcomplicated GTM Strategy with out of date acronyms and siloed functions?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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Three scrappy but powerful ways even the smallest of teams can gather customer experience insights: 1️⃣ Auditing Sales Calls Ask your sales team if you can sit in as a silent observer. This is a goldmine for understanding what prospective customers are looking for. Listen closely to their questions and pain points—what problems are they hoping your product will solve? 2️⃣ Customer Support Ride-Alongs If you’re not already listening in on CS calls, start yesterday. There’s a wealth of data here. What common issues are users facing? What uses are they finding for your product? Understanding these can reveal both pain points and potential opportunities for new features. 3️⃣ Leveraging Early Access Users Proactively engage with your early access or beta users. Ask for a commitment to providing weekly feedback. You can use methods like email surveys or even ask them to maintain a journal. Consider setting up a dedicated communication channel, such as a Slack or Discord server, for realtime feedback. Customer discovery is a cornerstone of agile product development, and opportunities for it abound no matter what size or stage your company is. Whether you're a founder CEO or a new engineering hire, investing a few hours each month in learning from your customers is one of the most valuable uses of your time.

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UserGems 💎 ABM program: --> generates 15% of our total pipeline --> targets 200+ accounts a month with 1:1 LI ads --> is managed by 1 internal person + a few contractors to get campaigns built no big deal, right?? 🥴 oh jk it's a BFD and Isaac Ware 💎 is breaking the whole program down to share exactly how to build an ABM program that works -- plus he's giving the playbook away for FREE (seriously dude did Trinity Nguyen💎 approve giving all this info away for free?!) Give Isaac a follow and go check out his ABM Masterclass 👇

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Want to get into RevOps and don't know where to start? Here's a few steps to break in: 📕 Build your knowledge RevOps is largely tribal knowledge. Follow people on Linkedin talking about it, join groups like RevGenius and RevOps Co-op, consider taking courses on it, ask people who are pros in it to have a chat about a specific topic, and if you are at a company with an Ops team become their best friend/ask questions. 🌐 Learn Hubspot and Salesforce You dont need to be a certified admin, but you'll need to know your way around the top CRMs. SFDC Trailhead and Hubspot courses are free and available. Being certified can help but CRM admins are specialists (SFDC admin). 🔢 Take Courses on Advanced Excel/Sheet Data Analysis At a minimum you'll need to be an above average user of Excel and Google Sheets.  And in most cases you'll need to be an expert. Aggregating data from multiple sources, synthesizing that data, understanding what it means and determining recommendations is a big part of RevOps. ✅ Solve Problems where you are This is the most important step. Start solving problems at the company you're at. Offer to run reports, build dashboards, learn about a tool you have offer to support in its admin. Expert in Excel? Offer to assist on analysis of a project. Interested in a tool? See if that tool offers an admin course, take it and offer to support it. If you aren't at company where this is possible, joining a startup where this is the norm might be worth it. Any tips for others on how break in? Any routes other than solving problems where you are?

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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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Salesforce stock just dropped 21% …so how is HubSpot up 12% YTD? It’s simple. Customer expectations have changed. And it turns out… Not all PR is good PR. So what’s changed? 1. Customers demand a shorter ‘time to value’. In this market, they can’t afford an 18 month implementation. 2. SMBs have grown skeptical of ‘no one got fired for buying Salesforce’. SFDC + SF engineers have become a perpetual 2% tax on businesses. 3. Customers expect to use 40-60% of a platform. They’re ok paying for that. SF is so bloated that customers only use 10-20% of what they pay for. 4. Open source is in. If you’re going to buid a custom solution, make it portable. 5. Pricing needs to be inclusive. If it’s not cost-effective for infrequent users, they’ll use something else. Salesforce sold to the COO and CFO - it became an operations platform. Usability for the GTM was sacrificed. Ultimately, SMB isn’t the feeder it once was. Companies like HubSpot built FOR SMB. They stole the pipeline. While growing WITH their customers. We see the same with Event Management Platforms. Customers want: - To get up and running faster. - Power back in their own hands. - Pricing tied to value. - A user experience they’re not embarrassed to put in front of attendees or internal teams. Seems resonable, right? And here’s the icing. Brand matters It turns out not all PR is good. “Updating Salesforce” has become a dreaded meme. Who wants to be hated by your team for buying the dreaded platform? HubSpot made themselves more relatable AND more lovable. Ultimately, your brand is more than what you can do it. It’s how you make people feel. And that does impact company performance.

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Pretty funny joke prompt, but also a good highlight of how you can use AI in Workflows in Husbpot today to create multistep automation that incorporates the integrations you’ve downloaded/public apps. (ripped from the Hubspot Wiz’s timeline Ryan Gunn 🏳️‍🌈 - give him a follow if you touch Hubspot in any capacity.)#hubspot #workflowautomation #hubspotai #workflowbuilder #slack

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Email unsubscribe landing pages fall into a few categories: * Impossibly complex trees of various sublists that I was involuntarily added to that I need to opt out of * The 'sad cat' gif that guilts me into staying * Broken Hubspot, Marketo, Pardot, Eloqua, etc. pages that were never designed properly in the first place * Or this one... from my second favorite app, Cornell's bird-call identifier (tweet! tweet!). Super simple, and it makes a surprising sweepstakes offer for re-subscribing. Which I did. What could make it better? Would adding something about the mission of the app or something about the quality of the content have been better or just noisier?

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I’ve interviewed dozens of Demand Gen leaders about the state of B2B martech in 2024, a few reflections: 1. Automation: Marketo is dusty (Adobe hasn’t innovated), but still works - Hubspot has well and truly pulled ahead. 2. ABM: 6sense and Demandbase are still fairly embedded in large orgs, but the most serious ABM operators are using a mix of Clay, email and direct mail to hit target accounts from multiple barrels. 3. Architecture: Trying to sticky tape and zap your systems together is, over the long run, always going to be more painful than a hard early rip and replace.

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Hubspot isn't catching Salesforce. I see this narrative all the time. But it's wrong. Even if Salesforce stops growing today. And Hubspot grows at 20% per year. It's still going to take Hubspot 16 years just to get to $32B in ARR. Just a friendly reminder that the business world is bigger than SaaS and agency start-ups. P.S if Salesforce grows at just 5% per year - it's at $60B in ARR in 2040.

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I'm going to be hiring for our marketing team next year - and here's the advice I'm following to make sure I DON'T write a 💩 job description Paul Stansik has helped make a hire or two (or hundreds) for his portfolio companies So when I had him on our podcast, one of the topics I knew we had to get into was how they attract the right people + set appropriate expectations for the job And when he boiled it down to 3 question framework, I couldn't wait until I could use it myself for some of the upcoming roles I'll be hiring for The 3 questions? 🤝 What does this person need to do to establish immediate credibility and trust with the team? ⭐️ What are the 3 things that they need to do in the first 6 months to be considered a success in the role? 🤓 What are the essential skills that they need to hit the ground running? If you can speak to these three things in your job description, it'll be better than 99% of what's out there as it's specific, relevant, and tailored to what the hiring manager needs in this role uniquely for the organization - - - - - - - - - - - - - - - - - - And for those curious, here are the 4 roles we'll be looking to add to our marketing team over the next 6-12 months: 💙 Community Marketer ✏️ Content Marketer 🍾 Field Marketer 🏴‍☠️ Product Marketer

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Be careful who confidently claim to be experts. I’ve been a Hubspot MAP admin for 6 years. Have worked optimizing lead processes for 14 years. I’m pretty good with Hubspot but I’m no expert. While I’ve used Salesforce for 14 years I’ve only used Hubspot CRM for about a year and I’ve mostly work in a single instance at one time. I have also worked with people like Kyle Freitas and The Operations Company who are not only in it every day but are doing different things for different companies. Keeping up to date on the latest releases & techniques because that is what they do. Unless your doing that, I don’t think you can call yourself an expert.

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I wrote a weekly internal newsletter at HubSpot for years. Everyone knows that. What most people don't know is what that newsletter DID. I've talked before (and written) about how the WIN was more than just a fun little internal newsletter with links to cool wiki posts and pictures of adorable coworkers (and sometimes their dogs). Okay, it was that. And. It was a powerful means of conveying our cultural values to every employee at the company. Of putting our values into action, in their inboxes. Week after week. Not by spelling them out in the banner or sidebar or anything like that. But by showing them what it looked like to express those values in writing. In what you said. And how you said it. Your values as expressed in content. You know what that is? It's your voice. Your voice is your values. Or heck, it should be. You tell the world who you are with every word you write. Internally. Externally. In wiki posts, blog posts, renewal emails. With every word you leave in. Every word you leave out. In all my years of defining, documenting, and training people how to write and design in a consistent voice, nothing has ever come close to being as effective as writing a weekly newsletter that people will actually read. Hard facts: Nobody, but nobody, cares about your style guide. But they care about their own lives. And If you write about THAT, and about other things they care about, and you do it in a clear voice, over time, it sticks. Eventually, that voice gets stuck inside people's heads. It becomes like a song we're all humming, but we don't really know why. And when a salesperson writes the next email, or a support rep responds to the next chat, or a marketer writes their next blog post... it all becomes part of the same song. I won't pretend this was all part of some masterful plan from the start. It was mostly a happy accident, the way it turned out. But I learned so much from that accident. As one often does. I learned that people will read things if you make it about them. I learned that people will read things if it makes them smile. It also helps if it's a bit playful and fun. And pictures of dogs. They will read it for that. And that shared act of reading? it can make your voice scale. Better than that, it can make your voice sing. I loved chatting with MK Getler-Porizkova about all this and more on the latest episode of the Loop & Tie 🎁 podcast, The Connected Brand. Link to the full episode in comments, and anywhere else you love streaming your pods.

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When it comes to professional services sales… you need face-time with client-side execs and buyers. BUT stories of bumping into the right person ✈️ on a flight 👩‍💼 at an event are far and few between - they’re chance driven. So how else can you initiate these types of relationships? Personalised cold outbound. I’ve seen too many real-life examples of highly personalised, recipient-centric cold messages converting to coffee chats, functioning professional relationships, and even sales / partnerships. Now you’re probably thinking: “Ejaaz, personalised cold outbound isn’t easy… It requires research, drafting, fine-tuning and time I don’t have.” I get it - there’s a lot of upfront investment required before you see any results. Our job, at DealVizier, is to cut that upfront investment by 99%. How? By equipping you with the research and outreach tools that speed up prospecting + personalised messaging + organisation. Ultimately though, this all means nothing if we can’t fill your diary with more coffee chats. To that end, we’ve just launched our waiting list and are rolling out early beta access to the first 20 sign ups - 1st month free 🎁 Check out our package for individuals and sign up here 👉 https://lnkd.in/emdvh57y

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We at ZUZU Hospitality are doing exactly what Dharmesh Shah said HubSpot's product and GTM strategy was - Broad featureset and SMB focus. We just happen to do it for Hospitality. One more thing, we are doing it with an added layer of services components to take away the more complex bits such as Revenue Management. Thanks you Dharmesh Shah for articulating this strategy. Gives us early builders more confidence in what we are going for.

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Do you think the buying experience got better or worse in 2024? I think I have a hunch... Shoutout to Navattic and Chili Piper for the launch of their 2024 report! Last year, after booking demos with the top 100 SaaS companies, here's the data they saw: 1️⃣ 35% never got back in touch with us 2️⃣ Average of 2 days for companies to respond 3️⃣ Only 17% of websites had interactive demos 4️⃣ 57% of websites had pricing pages (and 21% of those websites didn’t actually show price) In comparison, this year: ⭐ Average of same-day response time from companies ⭐ 68% of websites had pricing pages ⭐ 31% of websites had interactive demos Why did it get so much better than last year? The improvements reflect a shift towards prioritizing people-first experiences, making it easier and faster for buyers to get the information they need. Read our 2024 B2B Buyer First Best Practices Report to find out more. https://lnkd.in/ejDQsFzF

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I have assumptions about what I think we should do. But we know what to assume means. It makes an a** out of you and me. You can't afford to build an ABM strategy on assumptions or what you've done previously at other companies. Here's the process I'm going through now: • Understand the business; product, ICP, sales process, sales org structure • Know what the business' objectives and priorities are for the fiscal year • Who are our best customers, why? What are their use cases? • Know the sales goals and performance for the quarter, year etc.; where are we finding success, where is there room for improvement? Low-hanging fruit? • Meet with key stakeholders; sales leadership, outbound, partnerships, etc. • And a whole lot more 😅 Through this process an ABM framework, account prioritization and tactics will be built to support the business, and key objectives. Be sure to keep following my journey as I build our strategy. You'll hear the good, bad and ugly. #abm #b2bmarketing #gtm #gotomarketstrategy

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