Ep. 27: Andy Culligan CMO, How to generate 15,000 webinar for <£1,000

This week's marketing leader is Andy Culligan, the CMO of LeadFeeder.

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Andy joined LeadFeeder in 2020 and took on the task of creating fresh pipeline and growing revenue through marketing.

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In this podcast, he tells the story of cutting the marketing campaign budget to a third (by reducing paid and agency fees) but still getting the same volume of leads.

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We learn how Andy and his team put on multiple webinars over the year that more than 15,000 people attended.

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Interweaved with the story of webinar success we learn:

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• Andy's secret to success (i.e. scaling Exponia from $4m ARR to $16m ARR)
• Why SDRs under marketing works can be vital to growth
• Why you need to make sure leads actually trickle down to a sale. Matching lead gen to revenue outcomes.
• How to design content around your what's keeping your customers up at night
• How to get 1,000s of webinar attendees even if you don't have a big email list
• How to score your leads to only push the best ones to your sales development team
• Why you must immediately follow up on demo requests
• Advice on whether an 'eBook download' should be called immediately, nurtured or just wait for them to have higher intent
• How to get from SEO to a lead
• Why actionable content is king (or queen)
• Why you shouldn't overcomplicate things (which marketers so often do)

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Next week, I'll release a playbook. Subscribe on thefxck.com to get it.