Connect with us

MARKETING

Definition, Data Types & Benefits

Published

on

Definition, Data Types & Benefits

Amazon advertisers have historically relied on pull-based Amazon Ads API calls to monitor their intraday performance on the platform. In 2022, this manual process was given a literal reporting ‘push’ in the right direction with the beta release of Amazon Marketing Stream.

In this article, we’ll unpack what Amazon Marketing Stream is, how it functions, available data types, why it’s so important for advertisers, and examples and use cases for making the most of it in understanding and optimizing your campaigns.

What is Amazon Marketing Stream?

Amazon Marketing Stream is an advertising data streaming service that sends near real-time hourly metrics about campaign performance to advertisers’ AWS account. Advertisers are able to subscribe to different data sets they would like to regularly monitor for performance insights and budget concerns.

Amazon Marketing Stream’s push-based notifications eliminate the need to manually pull intraday insights from the API, solving for any throttling issues. AMS enables advertisers to improve efficiency in a number of ways, including:

  • Use AWS services natively for receiving and processing performance data
  • Improve data integration patterns
  • Significantly reduce or eliminate the need for multiple daily API calls

As shared by Amazon in the AMS announcement:

“Once subscribed, Amazon Marketing Stream will deliver hourly performance metrics, with details such as targeting expression performance by placement and budget consumption messages in near real-time.”

Data Types Available in Amazon Marketing Stream

AMS provides advertisers with two categories of data—reporting data and messaging data.

AMS hourly reporting includes processed advertising performance data itself—traffic and conversions—and the necessary data dimensions for analytics. Retail data is not currently available in AMS.

Messaging data can be thought of more as alerts. These timely notifications are sent in near real-time so advertisers can act quickly and accordingly.

You can get this info for the following datasets: Sponsored Products traffic, Sponsored Products conversions, Sponsored ads budget usage.

Current messaging includes:

  • Campaign changes
  • Ad group changes
  • Ad changes
  • Targeting entity changes
  • Budget usage updates (a notification is sent if a budget allotment is changed by 5% or more)

AMS also provides advertisers with optimization recommendations for existing campaigns, and suggestions for new ad campaigns.

Why is Amazon Marketing Stream Important for Advertisers?

If AMS was choosing a sorority, we have a feeling it would pledge Tri Delta! Rather than focusing on aggregate metrics, AMS pushes delta values to better illustrate performance fluctuations over time.

For example, if you wanted to see the delta of a given keyword’s performance during the 08:00 hour, your query might look something like the below.

Source: https://advertising.amazon.com/API/docs/en-us/guides/amazon-marketing-stream/overview

In this hypothetical example, the tabular data you could expect that query to return is shown in the below snippet.

AMS hypothetical query output

Source: https://advertising.amazon.com/API/docs/en-us/guides/amazon-marketing-stream/overview

Being able to zone in on the parameters that can have a very real impact on your campaign strategy is essential to staying ahead in an increasingly busy marketplace.

“The more data you have, the smarter, more intentional and targeted you can be in your campaign optimization. Amazon Marketing Stream helps in uncovering the time blocks that are most active and least active for your brand and category, enabling you to efficiently amplify efforts during the chunks of the day that matter most.”

Ben Gemkow

Ben Gemkow, Commerce Media Manager at Tinuiti

New capabilities for campaign optimization

AMS doesn’t just make optimization insights easier to discover and digest; it brings new capabilities beyond what API-based reporting can deliver.

Advertisers using the reporting API are provided with a daily performance breakdown while AMS reporting provides summarized traffic and conversion data hourly. This level of granularity is essential for many advertisers, particularly those who want to zero in on the hours that matter most for consistently reaching their target audiences.

In addition to improved granular reporting, Amazon Marketing Stream provides a greater number of reporting dimensions.

For comparison:

API-based Reports: Show performance at the placement level or ad level
AMS: Show all available dimensions in a single dataset

API-based Reports: Show performance at the target ID, placement level, or ad level
AMS: Show data for all above dimensions together. This unlocks new granular data that isn’t available anywhere except AMS, to include keyword performance for a specific placement

Get timely data for campaign reporting

AMS gets advertisers as close to real-time data insights as possible. Hourly updates are automatically pushed to your AWS account, ready for review whenever you want or need them. This is especially valuable if you have clients who regularly request campaign performance and/or budgeting updates, enabling you to easily consider the most up-to-date information possible in what you provide.

Course-correct campaigns for operational efficiency

With AMS, busy advertisers are given the information they need when they need it, reliably delivered every hour. They don’t have to remember to do an API pull—or worry about potential throttling issues when they do! This makes it easier to more regularly monitor your campaigns for potential issues or opportunities you can address or leverage.

Who is Eligible for Amazon Marketing Stream?

Amazon Marketing Stream is available to Amazon sellers, vendors, tool providers, and agencies like Tinuiti, including integrated partners and self-service advertisers. AMS is accessible via the Amazon Ads API using your existing credentials; all regions supported by the Amazon Ads API have AMS access as of February 2023, including the United States, Canada, and Mexico in North America.

As noted by Amazon:

“Amazon will not charge advertisers any fees to use Amazon Marketing Stream or to store your data in an Amazon-managed service. However, you might incur costs associated with using AWS, depending on the scope of your data. Learn more about AWS pricing.”

Use Cases for Amazon Marketing Stream

Tinuiti’s team of Amazon advertising experts has been experimenting with AMS since its launch, evaluating the best ways to act upon the near real-time insights it provides. Below, we unpack two Amazon Marketing Stream success stories to consider in your own campaigns.

Soda Brand Sees Refreshing Results Through Strategic Intraday Bid Increases

In both the paid and organic search marketing space, improving visibility for high-value, single-keywords or short keyword phrases can be difficult. In addition to single keywords and short phrases having a greater variety of search intent, they also typically have significantly stiffer competition in both quantity and quality.

So what if you wanted to rank for “soda?” And how could Amazon Marketing Stream data help make it possible?

Our Amazon ads team recently set out to answer those questions for themselves during Prime Day 2023. With a goal of increasing visibility and market share for the keyword “soda” for a soda brand client, Tinuiti’s team increased bids during the highest traffic/highest conversion hours of the day.

To determine the best hours to make the most of a bid increase, they identified historical sales data by time of day through AMS.

After evaluating AMS data, the team built a strategic plan to increase bids by 40-55% during key shopping windows, considering both traffic and the likelihood of conversion. As they were simultaneously focused on scaling visibility and growing Share of Voice (SOV) in the account, they did not reduce bids throughout the day.

And now for the sparkling results…

  • SOV doubled (+104%)
  • Traffic and sales volume increased across the “soda” keyword overall, regardless of the specific test campaign
  • The test campaigns were focused in Sponsored Products, and yet we saw stronger sales volume and new-to-brand (NTB) metrics through the corresponding Sponsored Brands

Overall Account Period over Period (PoP)

  • Impressions: +34%
  • Clicks: +73%
  • Spend: +96%
  • Sales: +273%
  • NTB Units: +570%

Test Campaign PoP

  • Impressions: +29%
  • Clicks: +46%
  • Spend: +74%
  • Sales: +120%

“Optimizing based on AMS Time of Day Insights had a direct positive impact on both the focus keyword and the account overall as it allowed us to capitalize on high-conversion times of day and stand out when we knew the customer was most interested.”

Jessi Shapp

Jessi Shapp, Sr. Specialist, Marketplaces Search at Tinuiti

Intraday Bidding Helps Boost Book Sales for Author

Our Amazon ads team wanted to increase revenue for top evergreen titles written by a specific author for a publishing client. Using AMS data, the team was able to determine which specific days and times were likely to yield the best results.

After identifying the overall busiest days—and specific hourly windows on given days—the team built an intraday bidding plan that would increase bids by 15-30% during these heightened hours of opportunity. The additional percentage amount allotted to each boosted hour (between 15-30%) considered traffic, with bids never being decreased below their typical amount.

You don’t have to wait for the sequel to read all about the results…

  • Impression Change: +73%
  • Clicks Change: +56%
  • aCPC Change: -6%
  • Spend Change: +66%
  • Sales Change: +72%
  • ACOS Change: -2%

“I was really surprised by the results of this test. While I expected to see impressions and sales increase, the scale at which we immediately saw improvements was beyond what I had expected. This really emphasizes the importance of meeting your shoppers where they are at on Amazon and making sure you get your products front and center when you know they’re doing their browsing/shopping.”

Nicole Cooper

Nicole Cooper, Senior Specialist, Marketplaces Search at Tinuiti

The team plans to take their learnings from this campaign into the holiday season, expanding intraday bidding to more seasonal campaigns where bid adjustments would be happening much more frequently/at higher percentages—and overall Amazon competition is much more aggressive.

More Data is Better (over-optimization isn’t)

The greater granularity of data offered by Amazon Marketing Stream is undoubtedly advantageous for brands and advertisers. However, while it’s important to gather and analyze that data, you shouldn’t always rush to make changes based on it. Remember that you don’t have to act on every insight; some performance fluctuation is a natural part of advertising.

It’s also important to give the data collection enough time to offer statistically significant insights. AMS can be a crucial discovery tool whose findings help shape your campaign through different optimization levers.

Ben Gemkow, Commerce Media Manager at Tinuiti, explains:

Ben Gemkow

“Our teams are primarily leveraging Amazon Marketing Stream to better understand when we should allocate more budget during certain periods of the day. Most of the time, this includes an overnight budget reduction and spend increase during the morning, day, and/or early evening, but it truly varies by client and category in ways we couldn’t as easily determine before AMS.

Other ways we’re utilizing AMS data in campaign optimization is through more strategic use of features like dynamic bidding. Through down-bidding we can be more conservative during times when a conversion is less likely, only increasing our bid in auctions where we’re confident we’re going to win. This is an especially helpful efficiency boost for clients who already have strong consumer awareness, or aren’t as concerned with new-to-brand growth in particular.

On the flip side—for brands who want to grow visibility even in instances where they might not win an auction—we can bid more aggressively through dynamic bidding to help get their name out there and in the running.

Or maybe you have a moderate mix? In any scenario, intraday bid adjustments are a valuable tool but aren’t always necessary if you’re savvy with your bid placements and are really in tune with your dynamic bidding model. In combination with bid rules, dynamic bidding, and top-of-search placements, intraday bidding can become another part of your overall bidding strategy, not a full replacement. Take time to digest and react strategically rather than overly responsively to the larger patterns and trends AMS data unlocks for you.

Conclusion

Amazon Marketing Stream provides advertisers with near real-time performance and budgeting updates that facilitate making the most efficient, strategic optimizations possible on the platform. Rather than requiring an API pull, these updates are automatically pushed to the designated AWS account hourly.

To learn more about AMS, check out the Amazon Marketing Stream onboarding guide. To learn more about how Tinuiti can help you realize Amazon selling success, contact us today to chat with an expert!

Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address

MARKETING

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

Published

on

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

Amazon pillows.

(more…)

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

MARKETING

A deeper dive into data, personalization and Copilots

Published

on

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.”

Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

MARKETING

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

Published

on

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.

​​

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.

1716755163 123 Why The Sales Team Hates Your Leads And How To1716755163 123 Why The Sales Team Hates Your Leads And How To

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.

1716755163 298 Why The Sales Team Hates Your Leads And How To1716755163 298 Why The Sales Team Hates Your Leads And How To

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.

1716755163 789 Why The Sales Team Hates Your Leads And How To1716755163 789 Why The Sales Team Hates Your Leads And How To
  • 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!

1716755164 910 Why The Sales Team Hates Your Leads And How To1716755164 910 Why The Sales Team Hates Your Leads And How To

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.

1716755164 348 Why The Sales Team Hates Your Leads And How To1716755164 348 Why The Sales Team Hates Your Leads And How To

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.


Disruptive Design Raising the Bar of Content Marketing with Graphic

Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

Trending