Aaron Owens

Quick tip for folks using Marketo Measure with Drift. Marketo Measure integrates directly with Drift, and will create a touchpoint through the javascript, when a person's email address is submitted through the Drift bot. But, therein lies a very common challenge. A lot of Drift playbooks look to see if we recognize the person and then, if we recognize them, we don't ask for their email address again. When that happens the integration doesn't get a chance to fire the Marketo Measure javascript. A simple solution for this is to add to your playbooks, "In case the chat gets disconnected, can you please confirm your email address?" Most users won't feel that this is intrusive. So, it should have a minimal impact on completions. And, it'll have a massive impact on the performance of your Marketo Measure javascript.

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New 2024 research: Marketing Automation Platforms: A Marketer's Guide. Some key trends: 1) Marketers are replacing MAP, CMS and email marketing platforms at a robust rate in favor of nextgen AI-centric personalization tech. 2) The big mergers are over - The AICX Institute sees functionality converging over time and becoming commoditized. If you are investing in AI personalization, membership in The AICX Institute is critical. Join today, membership is free to individuals. The Institute's patented MET-A system for ranking AI vendors keeps you a step ahead. aicxinstitute.com https://lnkd.in/gwAbqic5 #cx#ai#martech#marketingautomation#personalization#AICX#marketing#CDAO

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Mr. Miyagi's Two Rules for buying intent data, or leads with intent data targeting 1) Ask the vendor where they get their data, and if it can be purchased elsewhere, or used by another vendor? 2) First learn rule #1

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In B2B GTM, creating truly effective, growth-driving positioning is critical. As in… super important. And these days, most B2B products and companies need to take a fresh look at their positioning more frequently -- given all of the market, competitive, regulatory and technology disruption we’re working through. Got it, John. How? Well.. when you start cooking up your positioning, there are only so many ingredients: - Product, Features, and Benefits - Target Audience, ICP, Personas, Needs, Drivers, Jobs to be Done - Value Proposition, Unique Capabilities, Pillars, Reasons to Believe - Competitive Alternatives - Market/Category and Trends Does it matter where you start, since all of these components of position are so interrelated? I used to think not… But what April Dunford espouses in our recent Growth Driver episode is that you should START WITH COMPETITIVE ALTERNATIVES. “If we do not start with Competitive Alternatives, then what we get is positioning that sounds good in the office, but when we take it outside it is insufficiently differentiated from the other guys. Therefore it doesn't win. Look, if we didn't exist, what would a customer do?” See the YouTube link below and start listening at 15:25. She explains WHY she learned to start here. Pretty compelling stuff. And useful. #B2BGTM Intelligent Demand comment, subscribe, share.

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Enterprise B2B SaaS companies need different value drivers from their agencies. Most are at a point where another audit, strategy deck, or Excel forecast isn't actually helpful. What they need is a team of influential consultants who can map the organization, build persuasive business cases, and push through the red tape with a smile. #b2b #demandgeneration #saas

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Which of these 3 pipeline problems do you have?

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HubSpot CRM is becoming HIPAA compliant (see below)! Here's what you need to know: - Public beta launched June 4 - Available to HubSpot Enterprise customers - Turn on HIPAA-specific sensitive data settings in Settings > Privacy & Consent - Store protected health information (PHI) covered under HIPAA in HubSpot’s Smart CRM - The HubSpot BAA is included by reference in the Sensitive Data Terms in your account - Ask a Solutions Partner (like us) or HubSpot if you'd like access to the public beta This is big news and something we've been asking #HubSpot about for years. 👉 This solves for #heathcare companies that use HubSpot for marketing but have to use other CRMs or EMRs to store data. This new feature will help reduce integration and software costs.

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Analyzing The Shift Toward Specialized ABM Metrics In Marketing Measurement & Attribution https://lnkd.in/gcvB-sGV #ABM #Attribution #Marketing

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Revolutionizing Marketing Metrics with Advanced Analytical Techniques https://cstu.io/1b09ba #advertisingstrategies #marketingandadvertising #marketing #analytics #attribution

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From my perspective, I don’t often see a lot of courage on display in B2B marketing. We love our metrics, attribution models, intent data, and marketing automation platforms.....but I think sometimes we use data to play it safe. Amd to make the case to run a "best-practice" playbook and try to win by making incremental improvements through optimizations. But there isn't anything particularly bold or courageous about doing the same thing as your competition. In Ep 57 of Micro Podcast, I chatted with Lindsay Simons, who is the head of marketing at SeekOut. Between her time at SeekOut and Limeade, her previous company, she’s been promoted nearly every year. I asked what the secret to her continued advancement and success was, and she said her superpowers were her bravery and courage. I wasn't expecting that answer. But if you think about it, it makes a lot of sense. 🏢 Her courage led her to ask for one-on-one's with the senior leadership to bravely point out opportunities for the company to improve. ✋ Her courage is what led her to raise her hand and ask for opportunities and promotions. ⚡ Her courage has continued to help her challenge the status quo of running the same marketing playbook as her competitors and instead be bold and try new things. I think the world of B2B marketing would be quite a bit more dynamic, energetic, and productive if we were brave and willing to take more risks by doing things differently. Curious to get your input Stephanie Henry Bret Jori Steven Steve Lance Chris Jonathan Patti Sarah If you are ready for a bold new strategy to stand out from your competition, send me a DM and let's chat!

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And we're back. One of my absolutely favorite episodes of The GTM Kickback! to date. Richard Brasser - an insanely sharp GTM leader with over 2 decades of sales leadership, executive work, entrepreneurship, and GTM consulting experience with some of the top software vendors in the world - joined me for a little over 30 minutes We talked everything that it takes in 2024 to drive your company towards a more modern, AI enabled, GTM machine - Enhancing your ability to forecast (both as a leader and a rep) - Developing TRUE ICPs based on realtime data & buying trends - Hire better reps that hit quota more consistently - Create IMMENSE amounts more predictability in your revenue models, profitability, and success metrics across the business Absolutely brilliant thoughts from Richard on all of this - a must listen for anyone toying with AI in their operating structure and looking to make more money this year using it. Full link in the comments below 👇🏻⬇️ #GTMSearch #GTMKickback #SaaSSales

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Adopting a Marketing Future Focused on Consumers with Cookieless Attribution https://cstu.io/8b6dc1 #futureproof #advertisingstrategies #attribution #marketing #analytics

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Demand Gen is one thing but how do you convert that "interest" into qualified pipeline? Chili Piper launched their Demand Conversion Platform today, which includes everything you need to convert demand: chat, form routing, lead distribution, and scheduling. Together with my friends Amy Volas, Emmanuelle Skala, Jill Rowley and others, we’ve helped define the playbook for Demand Conversion so you can create, convert, and close more qualified revenue. Check it out and start converting demand today! https://lnkd.in/ecCgmJ3C #marketing #sales #demandgeneration #demandconversion

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There's a critical distinction between positioning early-stage and growth-stage B2B tech products that I worry people don't understand. In the early days, positioning a product on capabilities alone is enough. You align your product to what buyers want, dig in, and get your business off the ground. But once you hit scale, the rules change. Having differentiated capabilities is great, but capabilities alone rarely lift a company to the top of its category. Here's what I think does: -Differentiated product capabilities ...plus a combination of some or all of these: -Differentiated credibility -Differentiated convenience -Differentiated cost A product that is easier to trust, easier to buy, and delivers more value for the dollar is far better positioned than a product that only has differentiated capabilities. Category leaders know this. It's how they build formidable moats. But I absolutely think challengers can win this way, too. I witness it daily.

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