Wendy White

Tired of an overcomplicated GTM Strategy with out of date acronyms and siloed functions?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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Marketers are meant to master communications. Yet, we often struggle to help non-marketers understand our world. When CMOs constantly use marketing jargon, it's difficult for other execs to even understand what they're talking about. It's a language barrier. And it's surprising how often it happens in the boardroom. Here are a few suggestions I shared in a recent article with The Drum: - Find a “bilingual” CMO who is fully proficient in both the language of marketing and the language of the boardroom - Place more marketing experts to serve directly on boards, or to advise board members and help "translate" marketing topics - Learn to speak each other’s languages... but know that this takes time, trust, and commitment. #marketing #CMO #CEO #CFO https://lnkd.in/eNcbw_bx

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“75% of decision-makers and C-Suite executives say that a piece of thought leadership has led them to research a product or service they were not previously considering.” (Edelman-LinkedIn 2024 Thought Leadership Impact Report) It’s clear to see that thought leadership content goes beyond simply increasing brand awareness. It reaches decision-makers, generating demand and sales. This is a huge opportunity for your organization to stand out from the competition. The report contains some great insights, and I had to share this one with you 👇 Effective thought leadership includes these 3 elements: 1. Strong research and data 2. Helps buyers better understand the challenges and opportunities facing their business. 3. Offers concrete guidance and case studies Check out the full report by Edelman and LinkedIn. #ThoughtLeadership #ContentMarketing #SocialMedia

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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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What are the 4 words Lou Paskalis uses to explain the "Brand vs Performance" debate? It's a whirlwind of wisdom from a true #marketing Hall-of-Famer on The Snarketing Podcast. The Chief Strategy Officer at Ad Fontes Media and former American Express, Bank of America & Gallo Wine Company exec joined Valerie Vespa and me before the POSSIBLE conference to opine on: 🤝 Unified marketing strategies, 🌐 Balancing automation with human expertise, 🛠️ Creator evolution, 📰 News and marketing, ⏰ Rapid SaaS launches, 🎭 Crafting a narrative, 🏦 Trust in banking, and yes, 🤔 The only 4 words you need to know about brand vs performance. 𝐏𝐋𝐀𝐘: https://lnkd.in/eXNCqp9e

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If you could use a framework for how to name something, check out my latest blog post on taoti.com. Or just reach out and I can tell you. ;-)

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This guide by Michael Applebaum is one of the best product marketing guides that I've seen written. Concise and practical. Thanks to Stage 2 Capital as well. #ProductMarketing #PMM

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Great article from Karine Regev. I like the holistic view of modern PR, the blurring of channels and with marketing. So often it is about, how to demonstrate Thought Leadership and thereby differentiate from the competition.

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Everyone thinks about ROI. It's the lifeblood of business. And when it's off, we all know what can happen. But what about ROE—our Return On Energy? I define ROE as a qualitative metric we should use to evaluate how much we feel we're getting back from all that we're putting in. You give so much, but what are you getting back from it? ✅ Putting in extra hours to go above-and-beyond at work. Is it worth it? ✅ Chasing down friends who never seem to reciprocate? How's that going? ✅ Hustling, always hustling, to make all that money? What are you sacrificing? I've been thinking about my own ROE a lot lately, so, I wrote about it: https://lnkd.in/e8bAstNq. I'd love to hear from you. How's your ROE right now? Adam Grant - I thought this one might resonate with you, too.

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Yesterday, I ran a GTMsession for GTMfund portfolio company founders and their executive teams with the brand and content marketing legend, Udi Ledergor 🏳‍🌈. (🤔 GTM what now? GTMfund… GTMnow…) Yes, we have more words attached to the acronym GTM, though not widely talked about since they’re internal. GTMsessions are monthly private digital live sessions on various go-to-market topics, led by an executive operator who is an expert in the field. They’re available to GTMfund portfolio companies and their executive teams. Being closed-door and not open to the public, these sessions allow any and all questions to be comfortably asked, the conversation tailored to be hyper-specific to startups and their current concerns, questions, etc. We didn't even get through half of the moderated points that I had prepared because the questions for Udi just kept rolling in (a good thing, that's the point of these sessions). Udi dropped some 🔥 insights that we’ll share more on later, but for now, Stan Rymkiewicz nailed summarizing key takeaways on how Gong thinks about content creation and distribution that I've dropped in the comments. One key pain point discussed in the session was the challenge of keeping up with the ever-changing landscape of content marketing. It often feels like by the time one strategy is implemented, its effectiveness has already diminished. So, what’s next? How do you stay ahead of the curve? Since GTMsessions are private, their recordings aren’t shared openly. However, the feedback was so phenomenal that we knew other revenue leaders could benefit from the conversation. If you’re a revenue leader looking to understand the future of content marketing and stay ahead of the curve: Join me for a GTMnow digital live event with Udi Ledergor 🏳‍🌈 , Jon Miller, and Pete Lorenco. You'll learn from them how to stay two steps ahead and walk away with content tactics and inspiration. 🗓 June 18th at 10:00 AM PST / 1:00 PM EST 👉 To register: https://lnkd.in/gsdsai23 (pictured here: two passionate hand talkers 👋 )

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I like this new term that Forrester coined "Frontline Marketing Leader." It's about unifying the frontline marketing teams; demand, account-based, field, and customer marketing and breaking down the silos that live within the marketing organization. I believe in this idea wholeheartedly, let's get aligned as a marketing team so we can better align with the rest of the organization. What do you think? Link in comments 👇

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Sharing RevOps co-op community best practices on something we all know is critical - designing territories to ensure the success of your sales force and, by extension, your company. The number of different strategies available make selecting the right one both challenging and critical. The team at RevOps Co-op delve deep into this topic 👇 https://gag.gl/Nm2xoO #RevOps #Data #DataQuality

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ABM shouldn't break the bank for you to get started. If you want to use ABM to make your event programs better without a huge hit to your budget you will want to join us on June 20th, 2024, to hear 🔶🔸Mason Cosby🔸🔶, Founder of Scrappy ABM discuss how to build ABM around your events to increase engagement, drive opportunities, and deliver more revenue. 👉 https://bit.ly/ABMWBN   What we will cover: 🎯 Identifying high-value accounts that are a fit for your business 🗨 Tailoring high-value content that provokes questions and provides answers   🤗 Create one-to-one interactions that are meaningful & memorable 💲 Efficient resource allocation to maximize event ROI You will learn how to create impactful engagements to convert prospects into customers. 👉 https://bit.ly/ABMWBN #accountbasedmarketing #abm #eventmarketing

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Marketing is a diverse department in any organization, comprising many moving parts. As a leader, it's crucial to motivate your team for excellence and recognize your weaknesses to complement your skills with the right talent. #MarketingLeadership #TeamMotivation #SkillCompliment

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Did you know that 53% of gamers play for longer because they get rewards?💡To help you boost retention and revenue, Adjust's guide covers everything you need to know about rewarded video ads. Pause to read!

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Forget Inbound and Outbound artificial boundaries...and your old-fashioned play(s)/silos by Sales or Marketing in our new "B2B buyer in full control" world. No more spamming, sequences, non-personalised, un-engaging messages please SDR/AEs bombarding me;)... ending up straight into our Junk and Trash WATCH my one-min summary shown (SLIDES AVAILABLE) in June's Revenue Marketing Alliance Product Marketing Alliance ABM summit (watch on demand see link in comment) on https://lnkd.in/e2-4aZXR Thx as always Andrei Zinkevich Vladimir Blagojević Fullfunnel.io too for the usual inspiration, Elena Simou also, lkg fwrd to sharing more soon! It is all about an integrated AllBound, "a la ABM" playbook and even more importantly a GTMOps / RevOps mindset and framework. ABM = GTM: Pure & simple. Not Marketing, not Sales but cross-Product, CS, Sales, Marketing and related teams, all for the full customer journey benefits...from new sales to renewal & expansion (incl Partners) You need to (1) focus on enabling & boosting your Go To Market strategy, which motion(s) or which mix of, PLG, SLG, PLS or whatever.. (2) adapt your ABM playbook, craft your strategy and segmentation as you see here from top to bottom. What are the cohorts, firmographics, attributes, triggers, HubSpot properties, you name it, that are critical to define these cohorts with first, second or third-party data or other... selecting your most promising accounts using predictive AI, scoring, buying intent tactics and MarOps set-up

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Are we truly measuring what matters in B2B marketing? I recently had the pleasure of discussing the future of B2B digital marketing on the Mi3Australia podcast with Kerry Cunningham and Andrew Haussegger. In today’s complex buying environment, not all leads are created equal. We can be more strategic and impactful by moving beyond counting leads to measuring influence. It is this influence that ultimately drives conversion and revenue. New research from 6sense shows that B2B buyers are already well into their decision-making process before we even identify them as leads. This means we need to engage with buyers much earlier and target entire buying groups rather than focusing on individuals. Fostering a deeper collaboration between sales and marketing is crucial. This alignment ensures that we focus on genuine opportunities rather than mere lead counts, paving the way for meaningful success. Thanks Paul McIntyre for having me on the podcast. Link to the podcast in the article below.

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We are seeing a big pick up in transaction activity at Catalant Technologies, and therefore "First 100 Days" planning and implementation. A BIG thank you to our partners in the Expert community below (Who combined have led hundreds of First 100 Days Value Creation Plans and Implementations) for collaborating on the playbook and deep dives on the critical factors you need to get right.   (1) Setting up the Integration Management Office: Michael Scherer (2) FP&A Investments: Benjamin Lehrer (3) Talent and Culture: Sapna Harichand (4) Change Communication: Niki St Pierre, MPA/MBA (5) Capitalize on Commercial Opportunities: Rob Lekai   Download the asset below: https://lnkd.in/euh8UJWu

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Many CMOs I talk to are struggling to balance what seems like ever-increasing expectations with fewer resources. So how can you be successful? In the Chief Marketer article below, I detail key steps we've taken at ZoomInfo as well as learnings from countless conversations with other marketing leaders and analysts. Additional thoughts welcome!

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