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Copywriting Courses to Advance Your Career

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11 B2B Content Ideas to Fuel your Marketing (with Examples)

In copywriting, everybody has to begin somewhere – like many other people, you may be toying with the idea of beginning or advancing with a copywriting course. 

Copywriting is more of a journey and less of a destination. Except, you can start anywhere. It could start with an idea from your friend Jane.

Before you know it, you’ve quit your job.

Soon you’re building a website, working on a LinkedIn profile, and sending your first cold pitch to an unsuspecting client somewhere.

It won’t be long into your copywriting career before you meet the idea of improving your skillset. It’s usually once the YouTube tutorials lose their effectiveness and “how-to” blogs put you to sleep. 

Then you hear about copywriting courses, and you don’t know what to make of them.

To Enroll or Not To Enroll: That’s The Question

We all know that copywriting training courses are not for everyone. However, what many people aren’t sure of is whether these courses are for them.

It’s a long journey from naive newbie to copywriting professional earning the $30 an hour (or more), and copywriting courses make up a significant part of that journey.

So, back to our question: who are copywriting courses for?

1. Beginners

If you were once a beginner, then you’re pretty familiar with the uncertainty of not knowing where to start.

Do you put one foot in and take a course or just jump in and start pitching? Why not look for an employer or, better yet, run your own business? It can be tough. 

That said, copywriting courses offer a pretty good place to familiarize yourself with the industry and learn fundamentals.

2. Copywriters Looking to Advance Their Careers

Many copywriters believe that copywriting courses are for newbies only, but nothing could be farther from the truth.

You can still enroll in a course with years of experience behind you. Your goal might be to learn or perfect a new skill. If there’s some SEO copywriting certification you deem crucial to your career, don’t be shocked to find yourself sitting in a writing class.

3. Copywriters Willing to Join A Community

With the rise of mobile and remote freelancing, building professional relationships has never been this hard. How many copywriters do you know that you can drink beer with at the bar? 

Like any other industry, building professional relationships in copywriting is essential. 

You may want to join a copywriting community to make friends and acquaintances. Who knows what could come out of it – your next full-time client, a business partner, or, even better, some guy you can drink beer with. 

What To Expect (and What’s Too Good To Be True)

Creating killer content, generating quality copy, and converting leads are what get many copywriters up in the morning. Perfecting this skill set is what keeps them up at night.

But before you hop into the copywriting bandwagon, there are a few facts you have to get straight. Many courses sell a lot more than they offer. Subsequently, many learners go in with expectations beyond what they can achieve.

Before you start searching for copywriting courses, remember:

Copywriting Courses Don’t Replace Experience

Copywriting courses will teach you many skills: content marketing, creating landing pages, building your website, and writing skills.

That said, some things – such as writing persuasive copy – can only be learned through experience. You’d be surprised how much you grow as a marketing professional by writing copy for days on end, dealing with rejections, and creating improvement.

Copywriting Courses Don’t Lead To New Clients (Directly)

If you’re like most emerging freelance copywriters, clients are everything – you eat, drink, and dream clients. But there’s good news and bad news.

The good news is that writing courses will equip you with the skills to approach, appeal, and acquire clients. The bad news is that even the best copywriting courses are not a guarantee for clients.

Copywriting Courses Won’t Give You Everything.

There’s no secret copywriting formula, and anyone selling “a perfect system for copywriting” is a liar. However, there are a few copywriting courses that teach effective strategies.

Such courses will give you a step-by-step procedure of fundamentals such as email marketing essentials, running a copywriting business, and content writing.

Five Online Copywriting Courses Every Freelance Copywriter Should Have Bookmarked

What’s left is determining how and where you want to start. This has only gotten harder over the last few years since everyone and their mom is selling a copywriting course nowadays. 

That said, searching for courses without insight is like playing Russian roulette. Only that each round costs $500.

Since you’re too busy, we’ve compiled a list of the best copywriting courses and stripped them down to the good, the bad, and the compromise.

Some courses that you should consider checking out include:

1. The Accelerated Program for Six-Figure Copywriting

Did you know that personalized calls to action (just adding a name) are 202% more effective? If you didn’t, they teach that in the Accelerated Program for Six-Figure Copywriting from AWAI.

Every copywriter has heard enough about the American Writers and Artists Institute (AWAI) copywriting course to write a book about it. Even still, the insights you can gain from their programs are invaluable.

This course is great for:

  • Aspiring direct response copywriters
  • Anyone willing to learn about writing long sales letters
  • Beginners and intermediates who feel like they still have lots to learn
  • Those willing to spend $350+ on a copywriting course

AWAI’s six-figure copywriting course is one of the most prominent courses out there. Plenty have walked in without knowing a thing about direct response copywriting and gone on to become professional copywriters.

This course includes 587 pages of modules in captivating virtual textbook format. It includes thorough practices, techniques, and lessons that will take you through the intricacies of copywriting. 

Some of the key topics you should expect to learn include:

  • How to find clients and kickstart a copywriting career
  • Elements of a sales letter
  • The structure of direct-response sales copy
  • Strategies for the writing process

Beyond that, this course teaches using rote techniques, like learning and repetition, to ensure you don’t forget these concepts anytime soon. However, you shouldn’t expect an immediate six-figure income from this course (or any other course, for that matter).

2. Malcolm Gladwell’s MasterClass on Writing

You don’t need to spend much time on a search engine before you encounter high praise for Malcolm Gladwell’s masterclass on writing.

One reviewer describes it as “eye-opening, infectious, and inspiring.”

This is a course by Malcolm Gladwell, best-selling author of Blink and The Tipping Point. It’s not as well-known that Gladwell is a successful professional copywriter. He not only teaches you how to be a good copywriter but also how to have fun doing it.

This course is for:

  • People whose desire for writing goes deeper than just money
  • Copywriters looking to improve their creative process
  • Established and intermediate copywriters who want their ideas challenged
  • Copywriters willing to spend $180 on a copywriting course

His class includes 24 lessons that run between three and 20 minutes. Above that, the course offers 100% exclusive non-fiction writing content and a downloadable workbook.

A few topics that Malcon Gladwell covers in his masterclass include:

  • Structuring Narrative: The Imperfect Puzzle
  • Holding Readers: Controlling Information
  • Tone and Voice

3. Marie Forleo’s Copy Cure

Did you know that any marketer’s number one problem is the content creation and ideation process? (Welcome & Sirkin Research, Jan 2021). That explains why so many people enroll in Copy Cure.

In Copy Cure, Marie Forleo joins forces with Laura Belgray of Talking Shrimp to create what may be one of the most actionable copywriting courses out there.

It’s helping copywriters and business owners alike, many of whom later report increased open rates for their emails, visits to their webinars, and conversions on their websites.

You should consider this course if:

  • You’re a beginner to website copywriting
  • You’re struggling to find your voice in your copy
  • You feel that your copy doesn’t resonate with people
  • You’re a seasoned writer who feels they’re stuck in a rut
  • Anyone willing to spend $1,499 to hone their copywriting skills

This course will teach you to write web pages that speak to your audience and convince them to take action. In the words of one reviewer, ” it’s a course I can’t consume fast enough.”

If you decide to go for this course, look forward to the following four modules:

Module 1: Finding The Right Words

This module will teach you how to find the exact words that resonate with your target audience.

Module 2: Fixing Your Sales Stopping Mistakes

Every copywriting mistake is an opportunity to learn. In this module, you’ll learn words to avoid, incorporate, and leverage to become a successful copywriter in your field.

Module 3: How To Increase Your Sales

This is where you learn the subtle art of creating commanding landing pages, captivating CTA’s, and amazing sales pages.

Module 4: How to Write, Faster, Better, and Avoid Writer’s block

Writer’s block is the most significant obstacle to productivity, and this module equips you with the tools to deal with it.

4. Copy School From Copyhackers

Copyhackers was founded by Joanna Weibie as a one-stop-shop for all things copywriting. Copy School is their course to expose newbie writers to skills necessary to grow their careers. 

Who is Copyhackers for:

  • Those in search of a (partly) free course
  • Copywriters interested in conversion copywriting
  • Copywriters who’ve just begun their copywriting portfolio
  • Writer’s, e-commerce business owners, and marketers  

This course will offer modules, resources, templates, and worksheets on the background of frameworks that are proven to work. Also, a ton of Copyhackers content is free to students, but you’ll have to pay to get elsewhere.

Some of the modules you can expect with this course are from the 10X series, which include:

  • Email
  • Web Copy
  • Landing Page

The best part about it: there is a free version, where you can learn without paying a dime.

5. Sarah Turner’s Write Your Way to Freedom

Everyone has seen Sarah Turner’s course on social media. You’re probably wondering if it’s worth 2000 of your hard-earned bucks?

Write Your Way to Freedom is a self-paced, thorough, and bite-sized course that Sarah Turner created as a guide to professional copywriting. It teaches everything from optimizing your content creation processes to cold-pitching to clients.

This is a great course if:

  • You have zero copywriting, digital marketing, and content writing experience
  • If you’re into freelance copywriting
  • If you’re willing to spend $1997 on an online course

Sarah’s course spans 8 modules and includes 50 step-by-step lessons, an amazing community of writers, and a two-week money-back guarantee.

If you settle on this course, you can look forward to these modules, and more:

  • Cultivating a Business Owner Mindset
  • Building a Solid Foundation
  • Getting Started Writing
  • Look Like A pro
  • Client Acquisition
  • Pitching and Onboarding Clients
  • Advanced SEO

That’s A Lot Of Work: Why Not Bring It Under One Dashboard

It takes a lot to write amazing copy – tracking deadlines, organizing workflows, creating content calendars, and manipulating files. 

As a human, you can only do so much. That’s where Welcome comes in. Welcome is a powerful marketing management software that takes all aspects of your content creation and brings them within reach, under one dashboard.

From this dashboard, you can track progress, organize workflows, keep deadlines and get notifications. Ready to give it a try? Get started with a free Welcome account today!

 


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Why We Are Always ‘Clicking to Buy’, According to Psychologists

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Why We Are Always 'Clicking to Buy', According to Psychologists

Amazon pillows.

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A deeper dive into data, personalization and Copilots

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A deeper dive into data, personalization and Copilots

Salesforce launched a collection of new, generative AI-related products at Connections in Chicago this week. They included new Einstein Copilots for marketers and merchants and Einstein Personalization.

To better understand, not only the potential impact of the new products, but the evolving Salesforce architecture, we sat down with Bobby Jania, CMO, Marketing Cloud.

Dig deeper: Salesforce piles on the Einstein Copilots

Salesforce’s evolving architecture

It’s hard to deny that Salesforce likes coming up with new names for platforms and products (what happened to Customer 360?) and this can sometimes make the observer wonder if something is brand new, or old but with a brand new name. In particular, what exactly is Einstein 1 and how is it related to Salesforce Data Cloud?

“Data Cloud is built on the Einstein 1 platform,” Jania explained. “The Einstein 1 platform is our entire Salesforce platform and that includes products like Sales Cloud, Service Cloud — that it includes the original idea of Salesforce not just being in the cloud, but being multi-tenancy.”

Data Cloud — not an acquisition, of course — was built natively on that platform. It was the first product built on Hyperforce, Salesforce’s new cloud infrastructure architecture. “Since Data Cloud was on what we now call the Einstein 1 platform from Day One, it has always natively connected to, and been able to read anything in Sales Cloud, Service Cloud [and so on]. On top of that, we can now bring in, not only structured but unstructured data.”

That’s a significant progression from the position, several years ago, when Salesforce had stitched together a platform around various acquisitions (ExactTarget, for example) that didn’t necessarily talk to each other.

“At times, what we would do is have a kind of behind-the-scenes flow where data from one product could be moved into another product,” said Jania, “but in many of those cases the data would then be in both, whereas now the data is in Data Cloud. Tableau will run natively off Data Cloud; Commerce Cloud, Service Cloud, Marketing Cloud — they’re all going to the same operational customer profile.” They’re not copying the data from Data Cloud, Jania confirmed.

Another thing to know is tit’s possible for Salesforce customers to import their own datasets into Data Cloud. “We wanted to create a federated data model,” said Jania. “If you’re using Snowflake, for example, we more or less virtually sit on your data lake. The value we add is that we will look at all your data and help you form these operational customer profiles.”

Let’s learn more about Einstein Copilot

“Copilot means that I have an assistant with me in the tool where I need to be working that contextually knows what I am trying to do and helps me at every step of the process,” Jania said.

For marketers, this might begin with a campaign brief developed with Copilot’s assistance, the identification of an audience based on the brief, and then the development of email or other content. “What’s really cool is the idea of Einstein Studio where our customers will create actions [for Copilot] that we hadn’t even thought about.”

Here’s a key insight (back to nomenclature). We reported on Copilot for markets, Copilot for merchants, Copilot for shoppers. It turns out, however, that there is just one Copilot, Einstein Copilot, and these are use cases. “There’s just one Copilot, we just add these for a little clarity; we’re going to talk about marketing use cases, about shoppers’ use cases. These are actions for the marketing use cases we built out of the box; you can build your own.”

It’s surely going to take a little time for marketers to learn to work easily with Copilot. “There’s always time for adoption,” Jania agreed. “What is directly connected with this is, this is my ninth Connections and this one has the most hands-on training that I’ve seen since 2014 — and a lot of that is getting people using Data Cloud, using these tools rather than just being given a demo.”

What’s new about Einstein Personalization

Salesforce Einstein has been around since 2016 and many of the use cases seem to have involved personalization in various forms. What’s new?

“Einstein Personalization is a real-time decision engine and it’s going to choose next-best-action, next-best-offer. What is new is that it’s a service now that runs natively on top of Data Cloud.” A lot of real-time decision engines need their own set of data that might actually be a subset of data. “Einstein Personalization is going to look holistically at a customer and recommend a next-best-action that could be natively surfaced in Service Cloud, Sales Cloud or Marketing Cloud.”

Finally, trust

One feature of the presentations at Connections was the reassurance that, although public LLMs like ChatGPT could be selected for application to customer data, none of that data would be retained by the LLMs. Is this just a matter of written agreements? No, not just that, said Jania.

“In the Einstein Trust Layer, all of the data, when it connects to an LLM, runs through our gateway. If there was a prompt that had personally identifiable information — a credit card number, an email address — at a mimum, all that is stripped out. The LLMs do not store the output; we store the output for auditing back in Salesforce. Any output that comes back through our gateway is logged in our system; it runs through a toxicity model; and only at the end do we put PII data back into the answer. There are real pieces beyond a handshake that this data is safe.”

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Why The Sales Team Hates Your Leads (And How To Fix It)

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Why The Sales Team Hates Your Leads (And How To Fix It)

Why The Sales Team Hates Your Leads And How To

You ask the head of marketing how the team is doing and get a giant thumbs up. 👍

“Our MQLs are up!”

“Website conversion rates are at an all-time high!”

“Email click rates have never been this good!”

But when you ask the head of sales the same question, you get the response that echoes across sales desks worldwide — the leads from marketing suck. 

If you’re in this boat, you’re not alone. The issue of “leads from marketing suck” is a common situation in most organizations. In a HubSpot survey, only 9.1% of salespeople said leads they received from marketing were of very high quality.

Why do sales teams hate marketing-generated leads? And how can marketers help their sales peers fall in love with their leads? 

Let’s dive into the answers to these questions. Then, I’ll give you my secret lead gen kung-fu to ensure your sales team loves their marketing leads. 

Marketers Must Take Ownership

“I’ve hit the lead goal. If sales can’t close them, it’s their problem.”

How many times have you heard one of your marketers say something like this? When your teams are heavily siloed, it’s not hard to see how they get to this mindset — after all, if your marketing metrics look strong, they’ve done their part, right?

Not necessarily. 

The job of a marketer is not to drive traffic or even leads. The job of the marketer is to create messaging and offers that lead to revenue. Marketing is not a 100-meter sprint — it’s a relay race. The marketing team runs the first leg and hands the baton to sales to sprint to the finish.

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via GIPHY

To make leads valuable beyond the vanity metric of watching your MQLs tick up, you need to segment and nurture them. Screen the leads to see if they meet the parameters of your ideal customer profile. If yes, nurture them to find out how close their intent is to a sale. Only then should you pass the leads to sales. 

Lead Quality Control is a Bitter Pill that Works

Tighter quality control might reduce your overall MQLs. Still, it will ensure only the relevant leads go to sales, which is a win for your team and your organization.

This shift will require a mindset shift for your marketing team: instead of living and dying by the sheer number of MQLs, you need to create a collaborative culture between sales and marketing. Reinforce that “strong” marketing metrics that result in poor leads going to sales aren’t really strong at all.  

When you foster this culture of collaboration and accountability, it will be easier for the marketing team to receive feedback from sales about lead quality without getting defensive. 

Remember, the sales team is only holding marketing accountable so the entire organization can achieve the right results. It’s not sales vs marketing — it’s sales and marketing working together to get a great result. Nothing more, nothing less. 

We’ve identified the problem and where we need to go. So, how you do you get there?

Fix #1: Focus On High ROI Marketing Activities First

What is more valuable to you:

  • One more blog post for a few more views? 
  • One great review that prospective buyers strongly relate to?

Hopefully, you’ll choose the latter. After all, talking to customers and getting a solid testimonial can help your sales team close leads today.  Current customers talking about their previous issues, the other solutions they tried, why they chose you, and the results you helped them achieve is marketing gold.

On the other hand, even the best blog content will take months to gain enough traction to impact your revenue.

Still, many marketers who say they want to prioritize customer reviews focus all their efforts on blog content and other “top of the funnel” (Awareness, Acquisition, and Activation) efforts. 

The bottom half of the growth marketing funnel (Retention, Reputation, and Revenue) often gets ignored, even though it’s where you’ll find some of the highest ROI activities.

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Most marketers know retaining a customer is easier than acquiring a new one. But knowing this and working with sales on retention and account expansion are two different things. 

When you start focusing on retention, upselling, and expansion, your entire organization will feel it, from sales to customer success. These happier customers will increase your average account value and drive awareness through strong word of mouth, giving you one heck of a win/win.

Winning the Retention, Reputation, and Referral game also helps feed your Awareness, Acquisition, and Activation activities:

  • Increasing customer retention means more dollars stay within your organization to help achieve revenue goals and fund lead gen initiatives.
  • A fully functioning referral system lowers your customer acquisition cost (CAC) because these leads are already warm coming in the door.
  • Case studies and reviews are powerful marketing assets for lead gen and nurture activities as they demonstrate how you’ve solved identical issues for other companies.

Remember that the bottom half of your marketing and sales funnel is just as important as the top half. After all, there’s no point pouring leads into a leaky funnel. Instead, you want to build a frictionless, powerful growth engine that brings in the right leads, nurtures them into customers, and then delights those customers to the point that they can’t help but rave about you.

So, build a strong foundation and start from the bottom up. You’ll find a better return on your investment. 

Fix #2: Join Sales Calls to Better Understand Your Target Audience

You can’t market well what you don’t know how to sell.

Your sales team speaks directly to customers, understands their pain points, and knows the language they use to talk about those pains. Your marketing team needs this information to craft the perfect marketing messaging your target audience will identify with.

When marketers join sales calls or speak to existing customers, they get firsthand introductions to these pain points. Often, marketers realize that customers’ pain points and reservations are very different from those they address in their messaging. 

Once you understand your ideal customers’ objections, anxieties, and pressing questions, you can create content and messaging to remove some of these reservations before the sales call. This effort removes a barrier for your sales team, resulting in more SQLs.

Fix #3: Create Collateral That Closes Deals

One-pagers, landing pages, PDFs, decks — sales collateral could be anything that helps increase the chance of closing a deal. Let me share an example from Lean Labs. 

Our webinar page has a CTA form that allows visitors to talk to our team. Instead of a simple “get in touch” form, we created a drop-down segmentation based on the user’s challenge and need. This step helps the reader feel seen, gives them hope that they’ll receive real value from the interaction, and provides unique content to users based on their selection.

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So, if they select I need help with crushing it on HubSpot, they’ll get a landing page with HubSpot-specific content (including a video) and a meeting scheduler. 

Speaking directly to your audience’s needs and pain points through these steps dramatically increases the chances of them booking a call. Why? Because instead of trusting that a generic “expert” will be able to help them with their highly specific problem, they can see through our content and our form design that Lean Labs can solve their most pressing pain point. 

Fix #4: Focus On Reviews and Create an Impact Loop

A lot of people think good marketing is expensive. You know what’s even more expensive? Bad marketing

To get the best ROI on your marketing efforts, you need to create a marketing machine that pays for itself. When you create this machine, you need to think about two loops: the growth loop and the impact loop.

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  • Growth loop — Awareness ➡ Acquisition ➡ Activation ➡ Revenue ➡ Awareness: This is where most marketers start. 
  • Impact loop — Results ➡ Reviews ➡ Retention ➡ Referrals ➡ Results: This is where great marketers start. 

Most marketers start with their growth loop and then hope that traction feeds into their impact loop. However, the reality is that starting with your impact loop is going to be far more likely to set your marketing engine up for success

Let me share a client story to show you what this looks like in real life.

Client Story: 4X Website Leads In A Single Quarter

We partnered with a health tech startup looking to grow their website leads. One way to grow website leads is to boost organic traffic, of course, but any organic play is going to take time. If you’re playing the SEO game alone, quadrupling conversions can take up to a year or longer.

But we did it in a single quarter. Here’s how.

We realized that the startup’s demos were converting lower than industry standards. A little more digging showed us why: our client was new enough to the market that the average person didn’t trust them enough yet to want to invest in checking out a demo. So, what did we do?

We prioritized the last part of the funnel: reputation.

We ran a 5-star reputation campaign to collect reviews. Once we had the reviews we needed, we showcased them at critical parts of the website and then made sure those same reviews were posted and shown on other third-party review platforms. 

Remember that reputation plays are vital, and they’re one of the plays startups often neglect at best and ignore at worst. What others say about your business is ten times more important than what you say about yourself

By providing customer validation at critical points in the buyer journey, we were able to 4X the website leads in a single quarter!

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So, when you talk to customers, always look for opportunities to drive review/referral conversations and use them in marketing collateral throughout the buyer journey. 

Fix #5: Launch Phantom Offers for Higher Quality Leads 

You may be reading this post thinking, okay, my lead magnets and offers might be way off the mark, but how will I get the budget to create a new one that might not even work?

It’s an age-old issue: marketing teams invest way too much time and resources into creating lead magnets that fail to generate quality leads

One way to improve your chances of success, remain nimble, and stay aligned with your audience without breaking the bank is to create phantom offers, i.e., gauge the audience interest in your lead magnet before you create them.

For example, if you want to create a “World Security Report” for Chief Security Officers, don’t do all the research and complete the report as Step One. Instead, tease the offer to your audience before you spend time making it. Put an offer on your site asking visitors to join the waitlist for this report. Then wait and see how that phantom offer converts. 

This is precisely what we did for a report by Allied Universal that ended up generating 80 conversions before its release.

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The best thing about a phantom offer is that it’s a win/win scenario: 

  • Best case: You get conversions even before you create your lead magnet.
  • Worst case: You save resources by not creating a lead magnet no one wants.  

Remember, You’re On The Same Team 

We’ve talked a lot about the reasons your marketing leads might suck. However, remember that it’s not all on marketers, either. At the end of the day, marketing and sales professionals are on the same team. They are not in competition with each other. They are allies working together toward a common goal. 

Smaller companies — or anyone under $10M in net new revenue — shouldn’t even separate sales and marketing into different departments. These teams need to be so in sync with one another that your best bet is to align them into a single growth team, one cohesive front with a single goal: profitable customer acquisition.

Interested in learning more about the growth marketing mindset? Check out the Lean Labs Growth Playbook that’s helped 25+ B2B SaaS marketing teams plan, budget, and accelerate growth.


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