Gaetano Nino DiNardi

I'm super pro interactive product demos bc you can let ppl test drive your product without having to sign up or talk to sales, but another big reason why is something ppl still don't talk about as much... 👉 bc of having access to 1st party intent data 👀 In early January 2024, Google began testing its new privacy features, restricting third-party cookies in Chrome for 1% of its users — with the intent to ramp up to 100% of users by Q3 2024. That’s a huge change and it means marketers must adapt (side note: are you getting ready??) Some folks have already made efforts to collect more first-party data, but customer attributes and demographics only tell you so much What you really need is first-party intent 👈 that's the gold 👑 And you can get that with interactive demos. How? Interactive demos track who engaged with your product demo (through form fills and account enrichment) AND how they interacted with it (number of clicks, steps reached). Combining these two data sets reveals how qualified and familiar with your product an account is, helping marketing teams refine their target audience and share hot leads with sales. In this quick clip I show you how to start that process in the comments I'm sharing a link to the full article explaining what you can do next with that first party intent data, things like: - retargeting warm leads - improving sales outreach - retargeting ads And there are way more examples for you from customer use cases P.S. having access to 1st party intent data like this is a game changer IMO...if you're not using strong intent signals then you're going to be wasting a lot of time and money P.P.S. ppl think interactive product demos are expensive but they're really not...just $50/mo. with Navattic. That's peanuts for what you get. check the comments for the link to the full article ✌️&❤️ #startups #marketing #interactivedemo

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Want to compare YTD OB stats to identify trends? Emails sent: 10K - Opens: 48%, Replies: 12% Calls: 8K - Connect: 16%, Positive: 4.5% Opps: 155 OB Opps Created* Note: Not all opps created are yet qualified opps. How do these stats measure up to yours? We spend a great deal of time "sharpening the ax" to find the right people and ensure they get the right message at the right time. So I'm curious to hear how we're doing in comparison to other teams. Share yours in the comments, if you're open to it! Iron sharpens iron, axes sharpen axes.

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AltiSales is revolutionizing SDR Leadership (and even for SDRs). It's not just about the Call Funnels (which are awesome, check them out) Or the Email Tracker (what's your Positive Reply Ratio?!?) It's the Notifications! I never realized how crucial notifications are for staying on top of things. As sales leaders, we juggle 5-10 different tools daily. Each with different reporting. Each with different tracking. And as a Sales Leader, you often have ZERO idea where to start troubleshooting. [Enter AltiSales.io] Every morning, I receive email notifications (and Slack messages) highlighting the areas that need troubleshooting. Whether it's templates in my sequences that need to be deactivated due to low positive replies, Or identifying which variant of an email from an A/B test has a better Positive Reply Ratio, Or addressing low connect rates for some users, Or overdue tasks piling up for reps, Or failed emails throughout all your sequences, Or pinpointing where, in the last 1, 2, 3, or 4 weeks, my reps are struggling with their cold calls, And so much more… Having more tools isn't the solution for your SDRs and leaders, but having the right visibility and notifications is. Before AltiSales, I thought I had a good grasp on the visibility I needed for troubleshooting, but I was operating on a chaotic model. With AltiSales, I am more zen and aware of every detail. Notifications... who would have thought... Check it out – it's free for Outreach users. #salesdevelopment #businessdevelopment #sales

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I don't care if you're buying a bathing suit, coffee mug or b2b software, ppl are incredibly irrational when it comes to making a purchase, and I think we tend to forget that "oh it's b2b, ppl totally know what they're doing" (um, yea, no) so we over-focus on all the rational things when it comes to creating content and moving them through buying things like: - data (sometimes too complicated) - heavy messaging around ROI - heavy messaging around AI built into your tool - customer testimonials (ya they do matter but everyone has this) - press releases - getting on the Magic Quadrant - boring blog posts (bc aren't we supposed to have a blog or something) I see it everywhere bc we think ppl are rational, especially in b2b but guess what ppl are ppl - they scroll TikTok even though they know they shouldn't - they eat 14 oreos even though they know they shouldn't - they buy a 5th bathing suit even though they already have 4 - they share perfect photos on social media even though everyone knows nobody's perfect - they yell at their kids even though they know they shouldn't but they're just so darn tired even ppl in b2b do this, I guarantee it and so the things you do to accelerate "know, like and trust" need to focus more on the irrational 👈 not another chatGPT written blog post or press release but with an actual human being that they SEE and HEAR and LIKE ⭐ and they see that this person is sharing valuable info and they're hanging out with other credible ppl and those credible ppl are part of a larger community where people talk and share recommendations and those recommendations loop back over to you and the product/service you're building that's how it works whether you like it or not whether you want to admit it or not being rational works for math problems, not for b2b buyers. 𝐄𝐩. 𝟐𝟎𝟗 𝐨𝐧 𝐭𝐡𝐞 𝐌𝐨𝐝𝐞𝐫𝐧 𝐒𝐭𝐚𝐫𝐭𝐮𝐩 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐩𝐨𝐝𝐜𝐚𝐬𝐭 ✌️&❤️ #marketing #startups #founders

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You know that one slide that you show in your demo... The one that has all the cool logos you closed The one where we are hoping that the buyers will be so impressed with our customers that they will want to buy instantly? Doesn't really have that same affect you might hope. Going through your process and not engaging your buyer aint it. Active listening is key. I was guilty of assuming what my buyer might say next, and not clarifying what they meant. The result was never good. Buyers want to feel seen, heard and understood. Don't talk at your buyers. Seek to understand before being understood. Sell the way your buyers want to buy. #BadSalesDate

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Why should you consider growing your DTC brand profitably? There are tons, but in my opinion one remains supreme: optionality. When you're profitable you control your own destiny. And when you control your own destiny you open up options. So you can make strategic decisions that you want to make... Not ones that you are forced to make out of desperation and reliance on outside capital. What's the whole point of becoming an entrepreneur in the first place? Freedom. Freedom is just another way of saying "optionality." The freedom to make a choice if you want to, not because you have to.

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Nearly a quarter of product, sales, and CS folks have never collaborated on content. Beam Content 💡 found that 46% of non-content GTM folks (customer success, product, sales, etc.) aren't being effectively utilized in content creation. To quote my favorite Seinfeld episode: "That's not going to be good for business. That's not going to be good for anybody." In my experience, junior content marketers often feel that asking for SME help is disruptive to other teams, so they feel intimidated. Here are some ways to get experts from other teams more involved: 📍 Find the right person for the job. Who is the PM who owns the product feature you're trying to showcase? Which sales rep or CSM is most experienced in the particular use case you're creating content around? People like to showcase their expertise when they feel like they're the most qualified to do so. More eyes on the work they're doing? More recognition and validation? Yes please. 📣 Prepare a pitch. When you ask them, explain why their help matters to larger company goals or to the customer. What is the need you're trying to serve? 👯 Make it as easy as possible. Writing is hard, and you *chose* this path. It can be a huge blocker for SMEs. Ask for an IRL, recorded "brain dump" conversation instead, which will generate probably more raw material than you need. (I guarantee the 24% of people who said it was "cumbersome" were asked to do the writing themselves.) 🏅 Give them credit and share the impact People like to be recognized and thanked for their work, so don't forget to thank them when the piece goes live. Follow up with them if it's having an impact on pipeline or brand awareness so they know their work mattered. Creating a culture of content starts with everyone being able to see how content is created. It's a team sport, but you have to be willing to invite people to join the team. __ 🧠 Want more ways to prove content's value and improve your impact? My newsletter Contentious is launching in June: one tip, one content antipattern (and how to avoid it) and one big idea in your inbox every two weeks. Link in my profile!

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Tracking Call Types and Count of Calls in HubSpot on Deals🤔 I’ve been working with some sales teams recently, and they've been handling a large number of "follow-up calls" for deals. I wanted to find a way to pull a report from HubSpot that shows me the count of calls per deal, and more specifically, what number of follow-up calls we're up to. 🔍 After trying different workflows, I found a few solutions that I think are pretty cool. Here's a quick rundown: 1. Customize call types: In HubSpot settings, add specific call types like discovery call, follow-up call 1, all the way through to follow-up call 9. 2. Mandatory call outcomes: Ensure every logged call has an outcome noted. Two reports I’ve set up: Report 1: Counts the types of calls made by each deal owner this month and how many follow-up calls they made. Report 2: Shows the deal owners and their monthly call counts, breaking them down by call type. This helps us see how many follow-up calls we need per deal and how many it takes to convert leads to closed deals. 🧐 Have you tried something similar or have a better approach? Please share your thoughts and feedback, I’d love to hear what you think! #HubSpot #SalesReporting #HubSpotReporting #HubSpotHelp #HubSpotTipsandTricks #salesfollowup #CRM #salestools

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Is having an ‘enterprise’ page in your site the ultimate tell that you’re trying to go upmarket without actually selling upmarket? Perhaps. Here’s what else I look for when I’m on a competitive mission: 1. Website 🕵️ Who they say their ICP is, how they articulate value (ROI, stats, pricing levers), GTM focus (use cases) 2. Rating and Review sites 🕵️ Who is actually using the product, i.e. the real ICP 3. LinkedIn / media platforms 🕵️ Focus and growth: what % of their company is marketing vs. sales vs. engineering? Where are each located? Where is their customer support (and is it in-house)? Are they hiring and for what functions? 🕵️ Content strategy: company page vs. execs vs. employees vs. affiliates; entertaining or educational? Owned or borrowed? * I'm using LI interchangeably with the relevant SM platform for your audience 4. Communities and help center 🕵️ Real use cases (and whether they work), sentiment, activity level 5. News and misc. 🕵️ Culture, sales attainment, collaborations, marketing spend (to an extent) --- Now... what else would you add? PS. I’m adding my posts to a resource section on my website. No it’s not gated. Check it out downtoat [dot] co [slash] resources

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More SaaS companies should try to niche down further. It's less risky than you think. → Likely worst case is you'll get fewer, but better leads. → Likely best case is you'll land the most profitable customers ever. Feels riskier to never even try.

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Meet the people-first GTM funnel. Mark and I were having dinner together last week and mapped out this entire model (a lot more to come), but I think it represents how people buy today. All right, let's break it down... There are two things to think about first before getting into the funnel. • Qualification: Meet your ideal customer profile through firmographic, demographic, and psychographic rules. • Intent: Understand signals from subscribers, members, and customers for better sales and marketing actions. Subscribers: Capture your ideal audience with high-value content. Aim for qualified subscribers who fit your customer profile. Subscribers are the new leads. Owned at the forefront vs rented. Members: Build an engaging, free, or paid community to network and discuss. Aim for members who meet your criteria. Customers: Offer tailored products and services to fit customer needs and increase usage and retention. Turn customers into advocates. So there you have it—a real and tangible way to measure whether you're doing and following People-first GTM. Much more to come on this. What do you think? Disagree? Agree?

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CRO tip of the day. It is fine to use drag and drop editors to prototype and get things out fast. But once you find something that works, build it natively. You will likely gain a slight lift in conversion rate due to page speed load time--and being able to attain pixel perfect design (vs. clunky looking). #cro #ecommerce #conversionrateoptimization

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Clearly, I'm an attribution junky. But something I don't talk about often enough... something that's far too overlooked is *verification* Literally the act of ensuring your ads ran as they were supposed to... In typical digital channels like Meta or Google, there's no need for 3rd-party verification, you can preview the ad before it goes live (if there's a mistake, blame the intern) But in channels like podcasting, specifically when running host-read ads... It is second in the chain of... ABSOLUTELY MUST HAVE CANNOT AVOID Full Stop. Because the reality is, mistakes happen. They are unavoidable! What is avoidable, however... - being caught off guard - not knowing a mistake was made.  - letting a mistake undermine performance Automated, 3rd-party verification is not a "nice to have", it is a must-have. This goes for both publishers and advertisers. Publishers, you need an automated safety net to ensure you are delivering on what was promised... And hey, if an error does occur, make sure you get notified, real-time, so you can fix the issue  - happy advertisers  - less make-goods - more renewals and ad dollars - more delivered promises For Advertisers, don't go into podcast advertising blind. You need to have systems in place to ensure you are putting your best foot forward when it comes to performance and getting what you paid for... - saved ad dollars - saved time, stop manually reviewing ad creative - brand protection - confidence, assurance, better performance Whether it's verifying:  - Impressions Numbers - Ad length - Promo Code - Placement - Do Not Say Words - Frequency  - Geo - Competitive separation The list goes on (19+ more flags in fact with Podscribe) But the point is... Automated Verification is not an "added value" it is a necessity. (that's why with Podscribe when you pay for attribution you get verification included whether you like it or not 👊 ) cause btw... It only takes one bad mistake to finally get it. So save yourself some time, $$$, and headache and let's just make it an industry requirement from the get-go. #endrant Podscribe #verification #podcastadvertising #podcast #advertising #qualityassurance

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Gotta show off the PDX carpet On my way to LA to speak about SEO I heard I'll get a recording, I'll be sure to share with y'all if that's the case. I'm discussing "What *Really* Matters to Get to the Top of Google." Of course, I'm focusing on local SEO. So my question this morning is: What do you think is *really* important for local SEO? 🤔

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My content team's mission is NOT to create -brand -pipeline -revenue (Those are goals) Our mission is to *Build Trust At Scale* Why? We know we need to win MIND share before we can win MARKETshare. It's much more powerful to 1. Earn attention 2. Build an audience 3. Convert trust into action That's how we think about growing brand, pipeline, revenue, etc. (I cover some of the "how" in the video below). If your content strategy is designed to build trust at scale, it's damn near impossible to lose. — Shout out to Mark Huber and UserEvidence for the convo and for building tech that helps marketing leaders do it with ease.

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This may be controversial but it needs to be said... I've yet to see value of having multiple email & SMS technologies that do the same thing. That's a bloated tech stack that hurts the customer journey.  And screws up your attribution.  Case in point: Klaviyo does email & SMS... so why do you need another platform for SMS? 7 out of 10 brands I audit have another SMS provider because "it's what they were told to do". So now these brands are: ❌ Wasting resources on overlapping tech ❌ Failing to have each tech communicate with each other ❌ Disrupting the customer journey ❌ Screwing up their attribution ❌ Creating more workload for the team If the NEW tech offers something ridiculously awesome, fine, onboard them. But most of the time, one ESP / SMS provider is perfectly fine... until you outgrow it. Rule of thumb: outgrow your current tech before you bring in new tech.  Otherwise, you're wasting time, money and resources.  And hurting the customer journey. --- Follow me for the secret email, SMS and retention strategies of the top ecommerce brands. #emailmarketing #ecommerce #retentionnation

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If you're a brand owner with at least $5m-ish in sales in CA, OR, CO, ME or MD you should know that extended producer responsibility (EPR) is going to have a financial impact on you. What is EPR? It's the government's way of shifting the financial burden of dealing with packaging waste from the government to the brand owner. How does it work? Depending on how recyclable and sustainable your packaging is, your fee will be lower or higher. Who determines the fee? A producer responsibility organization (PRO) is sanctioned by each state and they are in charge of figuring that out. Circular Action Alliance (CAA) is the PRO for CA, CO and MD. The first step is to sign up with them. How do you reduce your fee? By having more sustainable packaging as well as a verifiable track record of making it more sustainable. To do that, you need to know what your packaging specs are. Shameless Specright plug for anyone who is tired of managing specs in legacy systems and wants to better manage their data :)

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Targeting accounts NEVER delivers the ABM/ABX results you want... ❌ This is the ONE thing that does: ✅ High-Value Offers (HVOs) are what 90% of your ABM/ABX plays should be promoting (not your product). And no, "a great white paper" is not an HVO. A "cool demo" is definitely not an HVO. An HVO is a valuable, timely, and engaging EXPERIENCE that is personalized to a prospect and gives them exactly what they need to solve a "pillow-talk problem" in the next 30/60/90 days. (And no, if the solution you give them is "buy our thing," then you aren't actually giving them real value.) A great way to think about a powerful HVO is as "free consulting." It should be something that people would be willing to pay for (and probably hurts a little bit to give it away). When ABX plays are built around a really great HVO, we see about 30-40% of your Target Account List (TAL) take you up on your offer. And about half of those (15-20% of TAL) will want a follow-up meeting to learn how you can help them execute the solution you gave them in the HVO (read: become a qualified opportunity). And about half of those (6-11% of TAL based on our benchmarks) turn into closed-won revenue. If you want to go define a great HVO for your ABX play, hit me up. We have a 90-min workshop, usually exclusive to our clients, that we will provide without cost to 3-5 enterprise B2B revenue teams (yes, a real workshop... not a pitch). I'll shoot you the application questions to apply for one of the slots. For those teams selected, we will book the workshops in the next 2-3 weeks. (Btw, if that sounds like an HVO, it is... one our HVOs at ID is an "HVO workshop"... how meta!) 🤓 #abm #abx #accountbasedmarketing #accountbasedexperiences #highvalueoffers #hvos #marketing #revenuegrowth #gtm #gotomarket

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Broad targeting on everything is lazy. I see the shift towards "all-broad-everything" and it's a head scratcher. In a large account, at-scale this usually make sense. When you start an account from $0 broad OFTEN underperforms targeted segments. Even if it's just simple demo targeting Or more granular interest-based stuff... Breaking down your campaigns at this level CAN drive way better performance. Emphasis on CAN. "Broad only" advice seems to mostly just come from media buyers who inherit accounts already spending $250k-1mm+ per month. But it's not applicable to a lot of you. And you'd be better off running targeting that actually makes sense for your customer avatar. Broader point is to TEST. Don't dogmatically follow someone's advice from Twitter, Youtube, or even handsome gentlemen on LinkedIn. #marketing #digitalmarketing #paidmedia

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