Case study template, social media marketing, and activism

On LinkedIn, most of us that read the Marketoonist's "Marketing Seat At The Table" used laughing emojis... cus there isn't a crying option.

Often marketing is the first thing cut when budgets get tight. Which seems counter-intuitive (we closed the door... why is there no airflow in here???). In particular, this can happen when no one in leadership has marketing experience or sponsors the value marketing brings. From the article:

"MarketingWeek reported earlier this month that more than a third of companies don’t have a marketer at all on the leadership team. For smaller businesses with fewer than 250 employees, that figure climbs to nearly half."

Yiiiiiiiiikes.

My question to you: do you feel valued as the marketer on your team?

#3
Sales and marketing blueprint for followup success

Marketing supports sales. But sometimes we get stuck in the followup. It's about more than persistence; it's about strategy and timing.

My friend Christi at Confluence Business Solutions has just the resource to guide you towards best practices. The Sales & Marketing Blueprint is a wonderful little bundle of sobering stats, operational reflection, and marketing/sales tips to help you bridge gaps so you close more frequently. Because when you have the right formula for how to best reach your ideal client, the rest is easy!

My question to you: when it comes to engaging with prospects and closing sales, how well do you think you handle follow-up?

#4
Understanding zero-click marketing and social media

I'm one of those marketers that doesn't believe attribution is as clear or accurate as others might suggest.

It was Amanda Natividad of Sparktoro that coined the concept "zero-click marketing". Basically, links in social media content aren't prioritized, 'cus those platform's literally value users staying on them.

Rand Fishkin explains this in full in Finding Clarity: understanding attribution in social media with zero-click marketing. Come for the bit about this concept, and then stay for the discussion about AI and brand awareness (two for the price of one!)

My question to you: are you asking followers questions and creating conversation, or are you still relying them to click links and leave the platform?

Dump the email marketing slump

I'm on a mission to help 2-5 B2B marketers turn their poor-performing lead magnet into a growth tool using a simple but often neglected strategy. If you would rather eat fistfuls of sand than:

Post another landing page link on socials.
Tweak the wording on the friggin CTA button for the 5000th time.
Try to rationalize "why aren't we getting any leads from that sequence" every team-wide meeting

Then I'm cooking up something special for you. The catch? I need to hear from you by April 30th. Reply to this email if you're curious!

Marketing is my form of activism

I know that will make some eyes roll. But I don't care.

Because the world is on fire and we need all hands on deck to put it out.

We all have talents that help change the world for the better. Mine is helping brands putting good in the world get more attention on their mission.

Because why should giant, destructive corporations with 3x the budgets hog it all?

Now I'm not naive. My industry is highly toxic, and demands so much from marketers. It gets overwhelming.

But I'm here to be the change from within. That looks like empowering mar/comm folk with:

Complimenting their genius zones with my own, creating a iron-clad marketing thinktank.
Ditching unethical marketing techniques in favour of strategies that are sustainable.
Using in-house people power instead of half-assed tech to create more ROI.

So if you're a B2B brand or social purpose organization that feels like you're yelling into the void: I see you. The systems in place want to keep it that way.

But I promise you there's a ton of brilliant, compassionate folk in your corner. And we're here to help.

I wake up every day amazed this is my job. And am so thankful you wake up every day as well, ready to make this world a better place for people and planet. 💪