Security Revenue Live

I had the pleasure of being a guest on the “GTM Cheat Code Podcast” to discuss partnerships and partnership-led growth strategies for early-stage startups. On the episode, I share perspectives from my experience advising startups on how to build successful partnerships. We covered: - Different types of partnerships beyond referral fees (co-marketing, co-selling, channels, etc) - The importance of focusing first on customer impact - How to lead with relationships first rather than transactions - Tips for getting started small with things like co-marketingCommon mistakes companies make with partnerships #B2BMarketing #StrategicPartnerships #BusinessCollaboration

Building a community to drive growth is essential in today's crowded market. In my recent podcast with Mel Shires of Circle, we explored some insightful tactics on leveraging community for growth. Mel shared how communities can create authentic connections with your audience to accelerate business growth. 1: Communities can fuel growth for any business by creating authentic connections and relationships with your audience. Think about what your audience wants and needs from a community. 2: Map out a community strategy by understanding your story so far, figuring out what's missing, and charting a path forward. Leverage existing touchpoints you have with your audience. 3: Launch tactics based on your audience's needs and wants, while also fulfilling your own goals like positioning yourselves as thought leaders. Tactics can include webinars, reports, training programs, etc. 4: Engage your best community members by recognizing them. This creates user-generated content and word of mouth as they share their experiences organically. A little recognition goes a long way. Let me know if you want me to refine or expand on any part of this newsletter. I'm also happy to generate more detailed summaries of specific insights from the podcast.

I recently did a talk recently all about hosting impactful virtual events. Here are 4 of my biggest takeaways that you can immediately apply to your next event: 1. Keep a Fast Pace: With short attention spans, you must pack your event with value and maintain a dynamic pace. Avoid long intros and fluff. Get right into the meaty content. 2. Vary Your Guests: Don't rely on the same internal speakers. Bring on customers, prospects, influencers, and subject matter experts. This will add fresh perspectives. 3. Promote Extensively - Think of your event as its own product and promote it across paid ads, organic social media, email outreach to prospects, employee networks, and more. 4. Repurpose Widely Let your content live on! Repurpose it into blogs, newsletters, snippets on social media, and more. Repurposing drives more value and engagement. Apply these tips to make your next event a lead-generation machine. Let me know if you have any other questions!

Podcasting continues to grow rapidly, but many businesses are still wondering if there's still an opportunity or how to stand out. In my recent conversation with podcast expert Rachel Downey, she shares valuable insider tips for b2b podcasters. Let's listen in.

Influencer marketing has become an extremely popular and effective strategy in B2C marketing. Now, it's also gaining momentum in the B2B space. In this week's GTM News podcast, host Taylor Wells interviews Vinod Varma, Co-Founder of Creator, about leveraging influencers specifically for B2B marketing. Key Takeaways: 1. Consumers trust recommendations from people like them more than branded content. Influencers can help B2B brands overcome the trust barrier. 2. There is a wide spectrum of business influencers beyond just social media experts. Consider employees, customers, journalists, industry thought leaders. 3. Promoting events, creating blog/webinar series, industry presentations, instructional videos, and product reviews are effective influencer strategies. 4. Build an ambassador program to incentivize long-term partnerships with influencers to keep driving conversations about your brand. 5. Avoid treating influencer relationships as transactional. Focus on reciprocity and building connections. 6. Influencer marketing complements your existing efforts by tapping into new audiences and driving brand awareness and trust. Check out the full episode to hear examples and advice from influencer marketing expert Vinod Varma on successfully leveraging influencers to grow your B2B marketing impact.

Elevate your company's brand in the B2B marketing space with strong founder branding and thought leadership. Join Taylor Wells and Sam G. Winsbury as they discuss the essential strategies for building a powerful founder brand, including positioning, content creation, and engagement. Learn how to humanize your brand, establish authenticity, and drive inbound leads through personal branding and utilizing platforms like LinkedIn. Discover the importance of PR in amplifying your brand and gaining credibility in the industry. Get valuable insights on founder branding and content creation to take your marketing efforts to the next level.

Are you tricking buyers into opting in and giving you their email address for an ebook, and then you “lead nurture” them into oblivion? Why do you think Apple created the Hide My Email feature? Indeed, one of the reasons is that consumers are tired of unnecessary email exchanges for content. Thankfully, there is a better way to build relationships and trust with future buyers. Owned media (and really subscription-based content) has been a hot topic over the past year. Rightfully so. From the business side, rented media (organic search / PR / organic social) has become much harder. Paid media channels seem to get more expensive every year. But what if you could own the media instead of being at the mercy of rented or paid media channels? In this week’s GTM News episode, I pulled a conversation I had with Bolaji Oyejide at a recent event. Bolaji lays out a clear strategy for leveraging a subscription-based owned media strategy. Four things that stood out to me in this conversation: Research your ideal customer profile (ICP) deeply to uncover their real pain points and frustrations. Use this understanding to create content that resonates emotionally. Build content that feels like a “flag” around which your ICP can rally. Position yourself not as the hero but as the flag bearer for their cause. Create stakes and anticipation through devices like contests and competition. Think about formats like reality TV that create drama to hook the audience. Infuse your personality, tastes, and quirks into content to make it “category adjacent”—familiar yet distinct. The most creatively owned media feels like “x but different.”

Discover valuable insights from Casey Hill at ActiveCampaign on the resurgence of B2B newsletters and email marketing. Dive into the effectiveness of B2B newsletters, strategies for creating engaging content, and leveraging data to build trust with your audience. Learn how businesses are using email marketing as a cost-effective channel to drive engagement and reach their target market. If you're a B2B marketer or GTM leader looking to optimize your email marketing strategy, this video is a must-watch!

Join Taylor Wells in a deep dive with industry experts Rachel Elsts Downey, Sam G. Winsbury, Casey Hill, and more as they unravel the latest trends and strategies in B2B inbound marketing. Discover invaluable tips on B2B podcasting, virtual events, SEO optimization, and leveraging owned media for maximum impact. From founder branding to organic social media, this session is a goldmine for B2B marketers and go-to-market leaders looking to stay ahead of the curve.

Let's be honest: the internet is a mess. It's hard for buyers to find unbiased and accurate recommendations for new solutions. This is why buyers have turned to niche communities, and you see a new Slack community popping up every week. Buyers are trying to tap into folks they trust for recommendations and help. Cliff shared smart strategies to tap into these niche communities for growth as a seller. Here are four things that stood out to me: Find communities where your ideal customers hang out. This could include Slack groups, conferences, networking events, etc. Identify where your potential buyers are already engaged. Provide value without pitching. Focus on building authentic relationships by offering helpful advice and expertise, not selling. Ask questions and listen. Be consistent and empathetic. Keep showing up consistently over months and years. Put yourself in their shoes. Treat people how you want to be treated (the golden rule). Think long-term. Have patience in building trust and credibility. If you do this properly over time, the referrals and word-of-mouth momentum will come.