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How to Start an Ecommerce Business in 2022 [Steps + Must-Follow Tips]

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How to Start an Ecommerce Business in 2022 [Steps + Must-Follow Tips]

In June 2021, over 440,000 businesses were launched, making it a record high since the start of the pandemic in March 2020.

Many are focusing on ecommerce businesses, as they offer an easier point of entry. There’s no physical space to scope out, rent to pay, or permits to obtain. However, that doesn’t mean starting an online business is a piece of cake.

Learn what it takes to start an ecommerce business and the steps to start one today.

Tips for Starting an Online Business

1. Design your website with intention.

Your website is your storefront – you don’t want potential customers arriving, looking around, and walking right out.

Think of your website title and meta description as your window display. You want the description to be enticing enough to beat out the competition and get users to click on your website.

Your homepage is the first thing visitors see when they land (or walk in). What will you present to make them keep scrolling? Maybe it’s your latest offer or a striking image from your latest campaign, or perhaps it’s a simple but compelling CTA that will invite curiosity.

Users should be able to navigate your site seamlessly with little friction. That requires a lot of planning, designing, and iterating.

Just as you would take time to curate every section of your store, be sure to give that same care with your website. Every section should have a clear goal and lead users to your desired action.

A first impression can last and can be hard to change – so make sure it’s a good one.

2. Don’t skimp on your creative assets.

We’ve already mentioned the importance of designing your website with care and intention.

Now, let’s get into the elements that will make up your website: your copy and visual elements, such as images and videos.

Your creative assets can make or break your brand perception. Don’t believe me? Look at insurance company The General.

The company recently rebranded and revamped its entire marketing strategy because the public doubted the brand’s credibility due to its perceived low-budget ads. They even addressed it in a commercial.

All this to say that it’s vital that you invest in high-quality visuals as they will be a representation of your brand.

As for your copy, this is important to ensure every message you are putting out is driving the action you want. Otherwise, you may get visitors to your site but not get them to convert. If you don’t feel equipped to take this on yourself, hire a copywriter who specializes in your industry.

For your visual assets, you can:

  • Outsource the work to a marketing or branding agency, or work directly with professionals on a contract basis.
  • Leverage sites like Pexels and Unsplash to get some high-quality stock product photos and videos that are free for commercial use.
  • Use sites like Canva to create beautiful visuals that fit within your brand identity.

3. Social media will be key to your success.

Think of social media as a high-traffic area you want your store to be in.

Social media is one of the biggest discovery points for ecommerce brands, aside from search. If you post content where your audience lives online, you can help them discover your company and build a strong community of brand loyalists.

If you’re doing it right, social media gets them interested in your brand, your website gets them to stick around and move to that next step in the buyer’s journey.

4. Help customers help themselves.

Many ecommerce brands struggle with customer service.

They often have a small team that’s unable to manage large volumes of requests from customers. One way to combat this is by offering helpful resources to current and prospective customers so they can the answers they need quickly.

After running your business for a while, you may notice that you get the same questions repeatedly. This is a clear sign that customers are experiencing friction on your site and need more support. FAQ and knowledge base pages are great ways to address that.

An FAQ section will not only be great for SEO, but also address your visitors’ most pressing questions. A knowledge base will help your customers troubleshoot and solve their issues on their own.

This will also allow your team to focus on addressing more important issues instead of fielding simple requests.

5. Automate when and where you can.

On the topic of customer service, automation is the name of the game.

There are many ways to automate interactions in a way that leads them further down the buyer’s journey. For instance, you could set up a chatbot that is designed to answer common questions from website visitors.

Automation can also look like:

  • Email workflow after a customer makes a purchase to ask for a product/service review.
  • Ticket creation for a member of your sales team to reach out to a prospect once they visit the pricing page.
  • Unpublishing out-of-stock products and email notification sent to fulfillment team.

If you have a workflow in place, there’s probably a way to automate it.

6. Leverage multi-channel selling.

As an ecommerce business, you want to maximize your reach and be everywhere your audience lives.

You may have some customers who shop directly from your store on your website. However, you may have some who shop exclusively on Amazon or Etsy.

To maximize your earning potential, sell your products on multiple marketplaces, as long as they align with your target audience and product.

How to Start Your Own Business Online

1. Identify a gap in the market and validate your idea.

The best ideas stem from personal experience.

Maybe you experienced friction when completing a task and figured out a way to streamline it. Or perhaps you thought of a product that would make your life 10 times simpler.

Wherever the inspiration comes from, it’s definitely worth exploring.

If you’re having trouble coming up with an idea, try the SCAMPER method for brainstorming:

  • Substitute – If there’s an existing product/service you want to model yours after, perhaps you can substitute some elements to make it unique. Think vegan ice cream.
  • Combine – You also have the option of combining two existing products to make one great one.
  • Adapt – Have a product that you think needs some changes? See how you can adapt it to the times, the audience, or the location.
  • Modify, Minify, or Magnify – This urges you to look at an existing product or service, and identify certain elements that could use some tweaking.
  • Put to another use – Although something may have originally been used for one purpose, doesn’t mean you can’t repurpose it for something else. For instance, Misfits Market takes grocery items that are deemed too ugly for the stores and repurposes them by selling them directly to consumers.
  • Eliminate – If you find a current product or process clunky and complex, perhaps you can develop a simpler way of doing things.
  • Reserve/Rearrange – The way you present a product or idea can have a big impact on how it’s perceived. This can be your entry into the market.

These options give you the freedom of developing something without the pressure of starting from scratch.

2. Validate your idea.

Once you identify a product or service, you have to validate it.

The hard truth is that not every idea is sustainable for a business. In this stage, you want to make sure that there’s an audience for it and a need in the market.

How do you accomplish this? There are a few ways:

  • Research – Resources like Google Trends can help you separate fads from trends that have longevity.
  • Competitive analysis – Are there other companies currently offering the same or a similar product? How are they performing?
  • Crowdfunding – Crowdfunding puts the power in the hands of the people by allowing them to fund ideas they believe in. This is a great way to confirm the need for your product but also get funds to jumpstart your business.

3. Develop your product and/or service.

This stage is the one that may take the longest.

You’ll need to figure out manufacturing, sourcing, packaging, shipping, pricing – all of the -ings.

The process you follow will all depend on your business type and industry. For instance, if you are developing a new product, that will involve a lot more steps than if you are white labeling (the process of purchasing products from a supplier and marketing it under your brand).

Need more help on this? Read this article on the product development process.

4. Name and file your business.

Once you have a clear understanding of your business and what it offers, you must come up with a name.

When it comes to naming your business, here are a few tips to keep in mind:

  • Avoid names that can limit your business. Say I name my business “Martina Bretous Copywriting,” it insinuates that I only offer copywriting as a service. Say I expand into marketing as a whole, I’ll have to do more work to let my audience know.
  • Make sure the name is not already trademarked or tied to a business in your same industry.
  • Consider a name that’s catchy and has a relevant meaning.
  • Say your business name out loud to see how it sounds.
  • Avoid names that are too general. E.g.: “Lux Clothing”
  • If you’re debating between a few options, see if the domains and social media handles are available. That can help you narrow down the best choice for you.

After submitting your business name to your state department, you’ll also want to apply for an employee identification number (EIN) for tax purposes.

Lastly, do you need any permits and licenses to operate? Be sure to speak with a professional about the rules and regulations in your state and submit proper documentation before launching your business.

5. Build your brand identity.

Now that the legal details are all covered, you can get to the fun part: Building your brand.

This step is key as it will influence how you market your brand to your target audience. In this step, you’ll need to ask yourself a few questions:

  • What is our mission?
  • What do we stand for?
  • If this brand was a person, how would we describe them?
  • How do we want to be perceived in the market?

From there, you can start working on your brand logo, colors, tone, and other creative assets that reflect your identity.

6. Secure your domain and social media handles.

Developing a strong online presence will be instrumental to the success of your ecommerce business. As such, you want to start early.

It’s easy to find and buy a domain online. Top domain sites include:

Many site builders, like Squarespace and Wix, and most hosting platforms also allow you to buy your domains directly from them. That way, the site that owns your domain will be the same one where you host your ecommerce site.

7. Choose an ecommerce platform.

The internet is full of ecommerce platforms, each offering different features and benefits.

To start, determine the level of customization you want. There are four categories of ecommerce platforms you can choose from:

  • Strictly ecommerce platforms that offer tiered packages based on your needs. Think Shopify, BigCommerce, and Shift4Shop.
  • Website builders with templates and ecommerce tools like Square, Wix, Squarespace that can be used to build any site but offer features like product catalog management, shipping tools, abandoned cart recovery.
  • Ecommerce WordPress plugins, like WooCommerce, that are ideal for people who already use the CMS and are familiar with its platform, and want to build from it.

To decide, look at what your timeline and what you want to accomplish. Pre-built websites make it easy to build an ecommerce site quickly. However, they’re not very customizable and can be limiting.

On the flip side, there are fully customizable platforms that offer a lot but can take much longer to set up.

Top features to look for in an ecommerce platform include:

    • Product and order management
    • Mobile compatibility
    • Reporting and analytics
    • Built-in SEO capabilities
    • Abandoned cart recovery
    • Third-party system integrations
    • Advanced content management system
    • Multi-channel sales

8. Develop a marketing strategy.

The last step before launching your business is developing a pre- and post-launch strategy.

The idea behind a pre-launch strategy is to get your target audience excited about your product or service before it’s available. If done right, you’ll have a line of customers waiting to try out your products.

A post-launch strategy is a more long-term marketing strategy that involves tying your business objectives to specific marketing goals, such as building brand awareness and acquiring more leads.

Your marketing strategy should also account for audiences at all stages of the buyer’s journey. If you focus too much on the top of the funnel, you won’t be able to convert leads into customers. If you focus on the bottom of the funnel, you won’t be able to attract new customers to your business.

In 2022, building an ecommerce business is more accessible than it’s ever been. If you follow the steps outlined above, you’ll have your company up and running in no time.

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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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