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The zero to one B2B marketing playbook | Alex Kracov (Lattice, Dock)
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Focusing on Long Term: Building a Media Brand for HR Professionals
The company had loose short-term goals focused on reaching a million ARR./nEarly marketing efforts focused on generating leads rather than specific MQL metrics./nThe team experimented with various direct response programs to generate leads./nBuilding a media brand focused on HR people was a long-term strategy to establish thought leadership and distribution./nTime was allocated to different marketing tasks based on specific days of the week./nPaid ads, marketing automation, website landing pages, and product launches were among the areas of focus./nThe team explored new marketing avenues such as webinars and partner marketing./nThe key strategies for the company were content creation, community building, and organizing events.
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