Block Club

Hallo from Money20/20 in Amsterdam! Looking forward to seeing clients, friends, and meeting new folks! If you’re at the conference, let’s get together. If you know someone here that you think I should meet, please connect us. ✌️🌷

Six years in and now over $100M in total capital raised. 🙌 Today, we’re thrilled to announce Argyle has closed a $30M Series C thanks to the confidence and generous support of our investors—Rockefeller Capital Management, Bain Capital Ventures, SignalFire, and Checkr, Inc. and the hard work of our incredible team. In honor of this milestone, Argyle founder and CEO Shmulik Fishman shared his vision for Argyle’s future and our renewed focus on the human side of technology—a place where people, process, and time to value take center stage: https://hubs.la/Q02nb6zx0 #seriesc #startupgrowth #fundingalert

What's the right time to run a content audit? The top 3 that come to mind are: ⏺ When you have a critical mass of content and don't want to keep producing for the sake of producing. ⏺ When you are a new head of marketing and need deep visibility into the extent, performance, strengths, weakness, and opportunities of the book of content you've inherited. ⏺ When you want to devise a content strategy or plan based on concrete information rather than your good intuition alone. Let me know if you have other good reasons! #contentmarketing

Just wrapped a fantastic two-day Block Club leadership retreat in Brooklyn! We mapped out our objectives for the year and developed a tactical plan that moves us towards our 2027 vision. It was great to see Caitlin, Brianna, Adam, Maggie, and Hannah in person, with Brandon zooming in from his home in Buenos Aires. Looking forward to the next time!

Measuring success in B2B marketing often comes down to last-touch attribution. But is that a fair way to judge what’s working? For instance, if a lead converts after seeing a targeted pay-per-click (PPC) ad, what about the LinkedIn post or webinar that led them to Google the product in the first place? According to VC firm Theory Ventures, startup sales cycles are getting longer, hitting an average of 75 days in 2023. That means leads can interact with a brand several times before finally making a purchase. It also means higher-funnel/awareness content can end up doing a lot of the legwork while lower-funnel/sales-enablement content gets all of the glory. Why is this a problem? Because business leaders make decisions based on concrete ROI data, and they tend to allocate more resources to areas with proven results. That can leave many important content marketing plays (like social media posts, blog articles, and email campaigns) high and dry. So, how can B2B marketers make a case for a full-funnel strategy—and especially for early-stage assets that set sales up for the win? Here are some ideas from our team to get the conversation started: 🧰 Leverage analytical tools like HockeyStack that can track the entire customer journey from first to last touch (with privacy controls in place)—or monitor it in-house if you have the resources to spare. 🔭 Look beyond conversions, and consider the progress of other metrics from across the funnel, like assisted conversions, new/returning visitor data, average engagement times, and keyword rankings. 📋 Similarly, create unique content and KPIs for each distribution channel. Acknowledge that blog posts and digital ads (for example) play different roles but work together toward a common purpose. 🤔 Get critical. Challenge decision makers at your company to think about the journey(s) *they* took before sizing up and selecting their last vendor. We’re willing to bet it went beyond a single sales call. What are your thoughts on the attribution problem in B2B marketing? Is the assist just as important as the goal?