Stacking Growth | The B2B Marketing Podcast

In the second part of our series on variable comp vs salary for salespeople Carl and Cassidy are taking questions from LinkedIn. Variable comp vs salary is a heated topic and salespeople had a lot of really good questions including: How to you test salary if you’re already using 50/50 comp? How does it affect the buyer experience? How do you measure performance? Join Stacking Growth Live every other Wednesday at 1:00 PM ET by Registering here.

Relying on people to click your ad's CTA is destroying its effectiveness. Providing the full value in the feed will win out every time and we're here to prove that to you. Curious how you can do the same internally? People don't want to leave the platform they're already engaged with. 99% of the time, even if someone is engaged with your ad, they're not clicking. So if your strategy is to use your social content to drive ebook downloads, blog traffic, email signups, or anything else that isn't native to the channel you're posting on, you are playing a losing game. Amanda Natividad calls this "Zero Click Content" and she joined Tory Kindlick and Sidney Waterfall to talk about why delivering your message in the feed is so important, the tactics you can use to create effective content that doesn't require a "click", and how to measure marketing's impact.

Sales almost always work on a base salary + commission or 100% commission. Most companies don't offer salespeople guaranteed salaries for many reasons. But the question is why? There's no other function in the business that is paid the same way sales are. Some companies will say that they can't attract top talent without the ability to crush quota and earn uncapped commission. In this episode, Cassidy and Carl dive into this, as well as several other myths around the topic, and break them down. Join Stacking Growth Live every other Wednesday at 1:00 PM ET by Registering here.

Does paid media influence how well a company’s marketing performs? It's a question that most marketers can relate to, but one that nobody is willing to test, because turning off paid media to see isn't an option. Well, in this episode we did just that—we tested the impact of paid marketing's correlation with organic marketing. Join Sam Kuehle and Ashley Lewin as they break down the test and results that may surprise you. Join Stacking Growth Live every other Wednesday at 1:00 PM ET by Registering here.

As marketers, it's very common to become overwhelmed with data. It's important to use data to tell a story, but when doing that, you have to know which pieces to use and what is just noise. In this episode, Ashley Lewin and Evan Hughes talk about how to choose the right data to tell your story, how to structure your data story, and avoid overwhelming your audience when presenting that data. Join Stacking Growth Live every other Wednesday at 1:00 PM ET by Registering here.

In this episode our General Manager, Sidney Waterfall, dishes out the best ways to create demand for your target accounts. She goes over Demand 101, Reach, and Tactics as a basic strategy to get your demand creation flowing and demand capture going. Keep an eye out for more Stacking Growth Live in the near future. 

Whether you want benchmark data or you're trying to convince your leadership that you need to be investing more time and resources into demand creation, this Stacking Growth Live is for you. We analyzed pipeline source data from six B2B SaaS companies running the Refine Labs demand playbook. We looked at: - Pipe conversions (declared intent website conversions) - Enterprise Outbound/”ABX”/Engaged Accounts - Lead Gen - Partner - Events/Field The results are astounding. In almost every case Pipe conversions significantly outperform every other pipeline source in win rate %, sales cycle length, number of opps, and pipeline velocity. But we didn't cherry-pick the best of the best just to prove a point. We also show some examples where Pipe conversions were not the top performer and dive into why that is the case. This new data paints a very clear picture of why you need to be creating demand as part of your go-to-market strategy. Join Stacking Growth Live every other Wednesday at 1:00 PM ET by Registering here.

You're a marketer who is totally bought into creating demand. You presented to your leadership and they agree and you're now just getting started on your demand gen journey. The common question that comes up is, "when can we expect to start seeing results?"  In this episode, Allison and Tory dive into that question exactly, but they go even further. They will touch on expectation setting to make sure your program doesn't get cut off before it ever has a chance to work and early indicators that tell you that you're making progress towards your end goal. Subscribe to our Bi-Weekly Stacking Growth Live HERE.

This episode is summed up with a simple question: What is marketing at your org trying to accomplish and what is necessary from a tech stack perspective to simplify and make that process as efficient and effective as possible? Marketing is not the promotion department, or at least it isn't in companies doing marketing correctly. Good marketing should be aligned with business metrics, so in essence, good marketing is good business. In this episode, Cassidy talks with Darrell Alfonso, Marketing Operations at Amazon and Author of “The Martech Handbook”.

Over the past few years, B2B SaaS marketing teams have embraced the fact that they need to invest more in demand creation functions. In order to do that, budget has to be taken from current demand capture spend. The question is, what deserves to stay and what should be reallocated to demand creation? In this episode, Tory Kindlick talks with Sam Kuehle about the formula he has used to determine just that: what demand capture budget should stay and what should go. Download the template from this episode here.