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How Social Apps Like BeReal., Poparazzi & VSCO Can Help Marketers Learn About Gen Z



In April, BeReal – a social media app that hosts many Gen Z users, saw 315% YoY daily download growth. Meanwhile, another popular Gen Z app called Poparazzi is seeing 96,100 downloads per month (just from the Apple App Store.).

And, these apps – which both encourage “authentic” photo-sharing, come a few years after VSCO – another image-sharing app – went viral (particularly among Gen Z demographics).

Haven’t heard of any of these apps? Don’t panic.

Ultimately, we haven’t written much about them for a reason: Because these apps aim to offer safe spaces for users to share their most authentic selves, we don’t really think there’s a place for brands or marketing on them just yet.

So, why are we discussing them now?

At this point, we’ve continued to watch as multiple apps that encourage minimal filtering, authenticity, and unedited content go viral with an influx of Gen Z users. And although marketers might not be a great fit for many of these apps, the trends themselves ultimately bring up themes about Gen Z that marketers will need to know as the group reaches full buying power.

In this post, we’ll discuss some of the newer social platforms used by Gen Z, if you should even be on them, and what to do to continue reaching this group in alternative areas of the web.

3 Newer Social Media Platforms With Large Gen Z Audiences


BeReal. has a perfect 5-star rating in the Apple Store with over 20,000 reviews. The app aims to fight materialism, social media insecurity, and false narratives users of Instagram or other social media platforms might run into by forcing users to publish a photo within a certain time limit and with minimal editing tools each day.

When you create an account on the app, you’re asked to enable your notifications, permit both front and back cameras, and create a username.

Each day at a random time, BeReal will send a notification saying you have 2 minutes to take a photo exactly where you are. You’ll open the app to a camera screen with a ticking timer at the top.

When you press the capture button, the camera will take a picture of what your back camera is facing and a picture of you (or whatever your front camera is facing). You can then add a caption and a location, but you cannot remove either of the images captured or add filters.

image posting settings on BeReal app

Once your image is published either with the “Only Friends” or “Discovery” privacy settings, you’ll either see it in a feed with all of your friends’ photos taken at that relative time – or see it on a public Discovery feed with photos from all other users taken at that same relative time.

a feed showing an image of people on their phones on BeReal

After publishing, you can edit your captions or post the photo after the 2-minute time period (if you want to wait til you’re in a more aesthetically pleasing location), but then, the app will show that your photo was published late and/or that your caption was edited for added user transparency.

A photo location and the time period of hours a photo was published late on bereal

Does BeReal. have brand potential?

At the moment, BeReal. is quite interesting for consumers and demonstrates a lot of the things Gen Z enjoys on one platform.

Here’s what our very own Gen Z social media manager, Kelsi Yamada says about it:

“It’s almost like a game. You get one notification per day, and can mentally check off a box after you’ve posted. It allows users to connect on one common thing at one time, which is what allowed games like Wordle to absolutely blow up.”

Yamada adds, “In addition to wanting more authenticity on social, I think Gen Z is attracted to these unique ways of connecting and being ‘in’ on the action of getting the notification, getting their post in, and seeing what everyone else posted. It’s a fun thing to look forward to, and there’s an instant gratification element to it, too, since your friends will post within the same 2-minute time window.”

Despite how interesting the platform is for users, we’ll still need to watch it for a bit more time before determining if it will ever be a great place for brands.

From browsing the app, it looks like there are minimal options for marketing offered by the platform itself – which makes sense due to the platform’s authentic, consumer-facing mission. While you could hypothetically create an account for yourself and use your BeReal images to chronicle work at your brand, this could come off as advertorial or over-promotional if done too often.  

However, BeReal. is still worth knowing about and even exploring to get insight into the minds and day-to-day lives of Gen Z.


Another platform that’s been discussed in the news lately is Poparazzi. A social media app where your friends build your profile. With Poparazzi, you get to create a username and follow your friends or contacts. But, you can’t edit or manipulate your profile or the pictures on it either way.

The platform which aims to discourage selfies, relies on your friends (those who have permission, of course) to post images of you – similarly to how paparazzi photographers capture and publish photos of celebrities. Additionally, as a user, you are also encouraged and able to post pictures of your friends right back.

1652098907 503 How Social Apps Like BeReal Poparazzi VSCO Can Help

Once your profile’s created by your friends, it’s easy to find and follow it via the app’s search and contact matching functions. Profiles look very similar to Instagram’s layout, but they’ll contain one feed with photos – called Pops – of you, and one feed of Pops you’ve taken of others.

Does Poparazzi have brand potential?

While this is an interesting social media app, you don’t need to rush to it yet. While you could hypothetically ask fans to Pop influencers, experts affiliated with your brand, or one of your products or store locations, but this might be considered annoying rather than clever on an app like this.

Additionally, despite thousands of positive Apple Store reviews and downloads, Poparazzi isn’t available for Android – meaning millions of people can’t access it yet. While swiping through Poparazzi, or even making your own personal account, could help you get some great insights on the daily lives of Gen Z, there’s no need to pivot your marketing strategy over to this app.


In 2019 and 2020, millions of people began posting photos on VSCO instead of Instagram. The low-pressure app, which still claims to be a photo-sharing and editing tool, evolved into an unexpected form of social media with Gen Z usage.

VSCOprovides a low-pressure sharing experience primarily because it allows users to publish images with no caption, like or comment capabilities. All you see when a photo is published is the image, a follow button, the date, and the name of the filter used on the photo.

A VSCO image post from Tess Bump showing her painted nails while sitting in a carWith no fear of negative conversation, criticism, low like-counts, many users felt VSCO allowed them to explore a creative or more personal side of themselves that they couldn’t show on other mainstream platforms.

Does VSCO have brand potential?

While everyone was buzzing about it years ago, it seems you don’t hear about the platform as much anymore as Gen Z has begun to move on to the next one.

But, the same no-comment, no-text features that made VSCO interesting has also stagnated it’s growth and caused some members of Gen Z to put attention back on Instagram.

My Gen Z sister, Tess, who joined VSCO early on, says the app is “still a thing”, but it’s stayed “more photo editing-focused rather than becoming an actual social media channel.” She adds that the lack of captions, which initially interested her caused VSCO to lose out against social media competitors.

“With Instagram, you give feedback and VSCO lacks that,” she adds.

What Gen Z Social Media Preferences Mean for Marketers

As a marketer who’s probably auditing which platforms will be most effective for you as they evolve daily, we can safely say you don’t need to rush on to any of these yet – even if you are marketing to Gen Z.

However, there are a few themes that you need to recognize if Gen Z will be a future or upcoming audience target.

1. Gen Z craves realness over brand promotion online.

Unlike millennials who struggle with FOMO, material concerns, and can be persuaded to buy products due to brand loyalty, high-budget marketing campaigns, and other factors, Gen Z wants to engage in authentic interactions.

“Social media is like a second language to Gen Z. We grew up with the Internet and social media has pretty much become a primary way of connecting or keeping up with friends,” says Yamada. “Because of that, Gen Z is also great at spotting when a brand is trying too hard, being inauthentic, or just doesn’t get it. I feel like I see a lot of brands fall flat when they try to copy trending content.”

“I would advise brands to either completely commit to going with trends if they fit the brand, or just letting go of the pressure of following trends altogether if it isn’t the right fit.”

Although your marketing campaigns might not a good fit for BeReal, Poparazzi, or other authentic or community-led platforms, you can still leverage the generation’s craving for authenticity to grow a fanbase in this target.

Why? Because this craving for authenticity, realness, and transparency sticks with Gen Z in their product discovery and purchasing behaviors.

While many millennials grew up in long lines waiting for the launch of iPhones, Xbox 360s, or major store brand grand openings, Gen Z members are more likely to research a product, consider word of mouth recommendations, and look at how it compares to cheaper competitors before making large purchases.

Tactics like having customers share reviews or testimonials on social platforms, opening your brand up to honest unboxing or review videos, and offering the most up to date and transparent content about your brand or offerings, as well as your mission, can help Gen Z to realize your brand is worth considering.

2. Gen Z wants new, niche, and more personal experiences.

If you go on TikTok and see hundreds of ads for new, gimmicky products, you might actually be shocked by the subhead above. But, many data points back this up

As Gen Z began to reach buying power in the teens and early 20s, research suggested that they’d be more niche, thrifty, and creative. Today, their interest in less mainstream, but more creative and transparent apps like BeReal, Poparazzi, VSCO, and the rise of TikTok prove these theories.

Even before these platforms came to fruition, we saw Gen Z begin to embrace their personal and creative sides with fake Instagram accounts (or Finstas) that aimed to show another side of them to just a few close friends rather than public followers.

3. Gen Z will almost always experiment with new digital platforms.

Gen Z is the most hyper-connected generation yet – aside from Gen Alpa which will likely beat them in a decade or so. Because of this, when a new social media platform launches or gets even slight popularity, they might try it just to stay in the know.

However, their eagerness in new social media platforms doesn’t mean that every app will become TikTok. And, unfortunately, most brands can’t easily exist or thrive on every single app.

Even on the HubSpot Blog, we take time to think about and strongly vet the opportunities a social app or new platform can provide to brands before we give our time to writing about them.

Ultimately, we’re writing about these apps not because we think everyone should use them, but because they signify shifts from generation to generation. And, while you might not be able to leverage these channels in your marketing campaign, you can leverage authenticity, creative features, transparency, and maybe even the sense of trust that Gen Z is craving from companies (like these platform owners) today.

Which Gen Z Platforms (If Any) are Right for You?

As marketers or business owners, you should vet the opportunities, audiences, and consumer behaviors from platform to platform to determine which social media channels you really need to spend time on. But, you can still take time to learn about the platforms you aren’t going to use by asking yourself:

  • Why is our target audience interested or not at all interested in this platform?
  • What does it have that other platforms don’t?
  • Is there a way we can embrace their needs or preferences in our products, offerings, or campaigns (even if they don’t launch on this social media channel)?

Remember, you can learn a great deal from both platforms you do use (like Instagram, Facebook, Twitter, or even TikTok) — as well as the platforms you decide not to publish on.  

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



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

Amazon pillows.


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A deeper dive into data, personalization and Copilots



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)



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.



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.

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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.

Disruptive Design Raising the Bar of Content Marketing with Graphic

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