Security Revenue Live

Community-led growth is a buzz word and a very hot topic in the world of B2B go-to-market. But what is it really and how can your organization leverage this go-to-market strategy? There isn't just one size fits all and there are many different approaches to community-led growth. Kathleen Booth, SVP of Marketing & Member Experience at Pavilion on this week's show shared her insights from how Pavilion has grown their community. Couple of things I learned during our conversation: There are three main approaches to community-led growth (build your own, engage and sponsor another community) Gating (through charging a fee or making it exclusive) your community creates a premium experience Trust is at the heart of community-led growths (the goal is to build relationships) What’s community led growth & why now? Marketing & sales returns are diminishing across the board. Community-led growth can be a very efficient GTM strategy

You don’t have a marketing problem. You don’t have a sales problem. You don’t have product problem. You don’t have a customer success problem. You have a go-to-market problem. On this week's show, Sangram Vajre, co-founder and CEO of GTM Partners, shares his wealth of insights around go-to-market and how every grow challenge you are facing ties back to an overarching GTM problem. Couple of takeaways for me: Net Revenue Retention: Double your revenue every 5 years without adding a single new customer Number #1 GTM Challenge: Relying on Heroic Sales Efforts Who owns GTM in your org? Spoiler: Your CEO

Many organizations are struggling to hit pipeline and new revenue targets in 2023. This is why demand generation is such an important topic right now. Janelle Amos, Founder & Demand Gen Consultant shares her perspective on full funnel demand generation and how to unit your entire organizations around driving demand for your product.

(this is a recording from a live event from June 2023) Getting new B2B customers in 2023 is tough. Consider these stats: - 85% of buyer's journey happens before they talk to sales (Forester) - 95% of your target market isn't in market (Forester) - Customers see 5000+ ads daily (Forbes) But don't lose hope! Listen to a recording of a recent webinar I did on all things B2B marketing. Learn how to efficiently grow to $10mm ARR and beyond. Gain insights from my decade of B2B marketing experience; failures included. Topics covered: - Selfless Advantage mindset - Position yourself as the obvious choice - Fundamentals of generating opportunities (Partnerships, Customers, Outbound, Paid Media, and Content)

We talk a lot about go-to-market strategies in marketing, sales, and customer success on this show. But all of that wouldn't work if we don't have a great products that customers love. Great marketing/sales/CS can't save a bad product. Dr. Else van der Berg and I discuss in this week's show how to build a B2B products or services that customers LOVE. Couple of take aways for me: Marketing/sales can’t save a bad product Competitive differentiation is not a marketing only problem Validate your assumptions around your ideal customer profile, etc It’s counterintuitive to validate & we have to work hard to counteract this

This is probably my favorite topic we've done on the GTM.news show (sorry to the rest of my guests 😅) Because marketing and sales can be the most self-focused & inward departments in an organization: "My leads" - "My quota" - "Our revenue" Not only can this mindset suck the life out of you as a practitioner but the mindset DOESN'T WORK to actually drive impact for customers and your organizations. This is why an Outward Mindset is so important. Watch/listen to my conversation with Aaron Hill, SVP Growth Strategy at the Arbinger Institute. Couple of takeaways: Don't weaponize empathy: This is what psychopaths and expert criminals do. They use the super power of empathy to manipulate people. You will suck your soul dry of joy in your work and also not succeed long-term. Inward mindset is very counter-productive: If you are focused on your goals and objectives, you will miss the mark for how to serve and impact others. Customers are savvy and can smell this approach a mile away and you won't build rapport or trust with your ideal customer. Make your success their success: It seems simple but to true win for the customer and the organization, it has to win for everyone. This is the great balance we should all strive to achieve.

No one likes to be "nurtured" or in a "sales process" Buyers have way more control of their buying experience now and according to Forester 85% of the buyers journey happens before a buyer ever talks to sales person. 🤯 This is why demand generation is so important. It focuses on the entire buyers journey and how you can optimize it to drive better experiences for your buyers and more revenue for your company. Let's agree that generating crummy leads for sales isn't working the greatest. In this conversation with Graceanne & Liam from Storybook, we unpack what is demand generation, how is it different from lead generation, and so much more. Key take aways: 1️⃣ What is demand generation: it's a go-to-market strategy to move people towards considering you as a solution. It's about reaching your audience where they are, delivering a strategic message through your content, and then providing a really low friction way for them to enter into a sales conversation with you when they're ready. 2️⃣ Brand awareness is not a destination, there is a “Demand Curve’ to it - What does good brand awareness look like? A lot of organic inbound requests. 3️⃣ Breaking down your marketing: On-ramps and off-ramps. On-ramps: how do you reach your audience (where are they spending their time) and off-ramps: how they actually entering a sales conversation. 4️⃣ We’ve made lead generation & demand generation way more complicated than it has to be because of misaligned incentives (marketing is focused on generating leads and not qualified pipeline) and we’ve built these crazy tech stacks that aren't always helpful. Listen to the whole conversation HERE --- Until next week, Taylor P.s. Know of anyone that might find this show helpful? Pass it along!

In this conversation we cover topics of how to systemize your B2B go-to-market and marketing through simple frameworks, processes and more. Get your organization pointing int the same direction to maximize efficiencies and accomplish your business objectives. Peter Mahoney is the co-author of "The Next CMO: A Guide to Operational Marketing Excellence" and is a self-described marketing nerd.

Just saying the "webinar" puts a bad taste in my mouth. They are usually either too salesy or too boring. But, done right can be a phenomenal way to build relationships at scale with your ideal customers and drive new revenue. Kris Sharma shares his strategy and formula for creating a truly helpful webinar for the audience. He also shares how to drive low cost registrations through a unique outbound strategies and much more.

Especially in the venture-backed B2B SaaS world, "growth at all costs" was the norm for awhile. Things have changed and that's why unit economics is so important for every person on your team to understand & help to optimize. Sam Jacobs opens up the spreadsheet and shares how you can grow at the RIGHT costs and ensure your business doesn't fail. WARNING: Buckle up as this conversation is not for the faint of heart but it's important for every person on your team to understand. You'll get a math lesson in business & go-to-market financial fundamentals. P.s. for aspiring go-to-market leaders, master this spreadsheet and you'll have a shot at the executive table. If you don't, you'll run the risk of becoming a commodity.