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The Best Ways To Use Social Media in Content Marketing

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The Best Ways To Use Social Media in Content Marketing

More than half the world’s population (58.4%) uses social media. And, on any given day, people spend an average of two hours and 27 minutes on the platforms, according to research by Global WebIndex referenced by Smart Insights.

Given all those people and all that time, there’s no chance brands would ignore social media. And the experts presenting at Content Marketing World 2022 (mostly) agree they shouldn’t.

But, while the experts give a resounding yes to participating in social media, their explanations of how best to use these platforms speak volumes.

Explore these reasoned and nuanced approaches to social media to reinforce (or justify altering) your social media strategies.

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Build your brand

It’s important to recognize social media as the brand-building tool it is rather than regard it solely as a revenue-generating channel.

It can be both, but not recognizing the relationship-building power leads many companies to understaff and underinvest in it. That leads to tepid results, which leads to less investment, and so on. Setting KPIs appropriately and using the networks properly can help. – Jacqueline Baxter, senior digital strategist, DX, Sitecore

Communicate strategically

Social media is just a communication channel. There are no obligatory channels for any form of marketing (including content marketing). There are just channels better or worse suited to support your communication strategy. It all depends on your strategy. (Check out Apple’s social profiles!)

In content marketing, owned media are better-suited channels over social media or “rented land” because they allow for direct relationships with the audience, first-party data, and control over the communication. But still, social media – depending on the strategy – might be useful.

Strategy absence often induces the need to be everywhere to calm the fear of missing out: “I am not sure about strategy; therefore, I am not able to defend the decision of not using the channel.” If you cannot clearly answer why your brand should or should not be on a given social media, that’s most likely a strategy formulation problem. – Igor Bielobadek, digital marketing senior manager, Deloitte

If you can’t clearly answer why your brand should or should not be on a given #SocialMedia channel, that’s most likely a strategy formulation problem, says @igorbielo via @CMIContent. #CMWorld Click To Tweet

Develop fans

Yes, to social media for brands as long as they have the mindset of being in the market of making evangelists, not sales. But most (brands) can’t get out of their own way enough to achieve that.” – Kate Bradley Chernis, co-founder and CEO, Lately

Invest with care for B2B and B2C

Social media has much less influence on the buying decisions in B2B than people realize. It probably also has much more influence on buying decisions in consumer categories than people realize. – Michael Brenner, CEO, Marketing Insider Group

Join the conversations

Should brands still be involved in the daily conversation around popular culture? Ten thousand “heck yesses” and “hell yeahs,” please.

I used the term “newsjacking” in 2012 and wrote a book about it, so this topic is close to my heart. It’s important for brands to first know what’s going on. Then, they must engage with their fans in a natural way on the most appropriate channels.

I want to engage with certain brands and not others, so I get that cultural relevance’ is mission-critical. But every brand should at least have one channel where they engage in a public dialog with fans. Do it and do it well. Find out what’s working and do more of that. – Jon Burkhart, founder, TBC Global Limited

Every brand should engage with fans on at least one #SocialMedia channel, says @jonburkhart via @CMIContent. #CMWorld Click To Tweet

Prep a strategy and crisis plan

Brands need to have a solid social media strategy and crisis communication plan. Not all brands need to be on social media, and brands don’t need to post or comment on everything.

I see a lot of “national day” posts from brands trying to shoehorn into a trending hashtag. On International Women’s Day 2022, two women created a bot that replied to brands’ #InternationalWomensDay posts with publicly available gender pay disparity details. Many brands scrambled to react to the bot, causing more damage.

Posts need to align with the brand, not with what’s trending. – Penny Gralewski, senior director, product and portfolio marketing, DataRobot 

Choose the right ones

It’s essential to partner with the right social media networks for the right reasons to reach the right audiences. – Michael Bordieri, senior content solutions consultant, LinkedIn

Join us at Content Marketing World 2022 for new ideas to drive your business, fuel your inspiration, and speed up your career. Register today and use promo code BLOG100 to save $100.

Create brand connections

Individuals regularly change companies (as they change jobs), which impacts the content they create and post. When the audience is connected to the brand, they are more likely to stay connected when the person behind the keyboard changes. – Ruth Carter, evil genius, Geek Law Firm

Make it personal

The people behind the brand should undoubtedly be on social media. Social media is about building a personal relationship with the people you follow (and those who follow you). It’s almost impossible to build a relationship with a brand.

So, should brands be on social media? Only if you treat the brand’s social channel like a receptionist that points you to the right people behind the brand.” – Andrew Davis, author and keynote speaker, Monumental Shift

Treat your brand’s #Social channels as the receptionist that points your audience to the people behind the brand, says @DrewDavisHere via @CMIContent. #CMWorld Click To Tweet

Be seen (strategically)

An absence on social media is noticeably suspicious. Brands should be strategic about where and how they engage. Social media is still a top channel to build and strengthen a community. – Jacquie Chakirelis, chief digital strategy officer, Quest Digital/ Great Lakes Publishing

Get discovered

Brands should absolutely be on social media from a listing standpoint. If someone is searching for your brand on social media, you want to appear legitimate by having your business data up to date. – Jane Marie Barnes, account manager, GPO

Brands should be on #SocialMedia from a listing standpoint to appear legitimate to searchers, says @the_mktg_jmb via @CMIContent. #CMWorld Click To Tweet

Do it for search

While I’m no social media pro, I view social media as important for two reasons: Google and links. From an organic search perspective, a brand’s social media posts still show up in traditional search results. Google crawls those sites like it does any other. Link to your blog and other on-site content from your social media accounts to increase the number of backlinks (one of Google’s many ranking factors). – Haley Collins, director of operations and content, GPO

Consider the platform

You can’t lump all the platforms together and call it social media. Each platform has its own intricacies, algorithm, and audience. Look at what you’re trying to achieve, where the audience you want hangs out, and then reach them in a way they want to be reached. A Twitter ad on TikTok ain’t gonna work at all. – Meg Coffey, managing director, Coffey & Tea

Tailor to the channel

Social media is important as long as the posts align with the purpose, voice, and audience of the individual channels. Too often, brands post the same content on LinkedIn as they do on Instagram. And the formal, business-like text appropriate for the former has all the appeal of someone’s parent descending the stairs to the basement rec room to join in the fun on the latter. – Diane di Costanzo, chief content officer, Foundry 360, Dotdash Meredith

Create separate strategies

Focus on the platforms where your audience is – it’s not about being everywhere. Create content that respects each platform individually. There is no such thing as a catch-all social media strategy anymore. You need a TikTok strategy, a Twitter strategy, a Facebook strategy, and so on. – Amy Woods, founder and CEO, Content 10x

There’s no such thing as a catch-all #SocialMedia strategy anymore, says @content10x via @CMIContent. #CMWorld Click To Tweet

Be where your buyers are

Your social media strategy should follow your buyer. For B2B technical companies, research shows YouTube, LinkedIn, and GitHub are go-to sources for information on technology trends, how-to information, and networking. At the same time, few engineers and technical buyers look to Twitter, Instagram, or Reddit for information.

As social channels continue to morph, marketers should stay on top of buyer behavior and constantly evaluate performance. – Wendy Covey, CEO and co-founder, TREW Marketing

Appreciate this caveat

Nearly all brands should be on social media, but only if they can effectively maintain their presence at a level that’s agreed on throughout the organization. For some, it’s a placeholder; for others, it is a constant aggressive campaign and community management vehicle. Starting the latter but not maintaining it is the main thing to avoid. – Jeff Coyle, co-founder, CSO, MarketMuse

Be human

Brands must be authentic, human, emotional, and even vulnerable. Social media is a great way to humanize your brand and engage in a two-way dialogue that builds trust and relationships.

Social media is also an essential communication channel for brands championing the social issues they care about, contributing to a dialog that improves their communities. – Mark Emond, president, Demand Spring

Tell stories

Brands should still be on social media, but people don’t connect with brands. They connect with stories and with people. The brand must tell stories that resonate, not just focus on their products. – Tim Schmoyer, founder/CEO, Video Creators

Be picky and think PR, too

Brands should absolutely be present and active on social media. The mistake is trying to be active on every social media platform. That can be overwhelming and unnecessary. Where is your audience spending time? Answer that question first, then make every effort to be active there. And by “active,” I don’t mean simply posting. Engage with your followers. Answer questions. Participate in discussions.

Also, if a brand wants to do a PR push, I always suggest making sure their social media presence is up to date. Reporters check that out when considering a company to include in a piece. If they find you haven’t posted or engaged in six months (or longer), that’s a signal there may not be much happening with your brand.

Also, for media relations purposes, brands should be active on Twitter. They can follow journalists and media outlets they’re interested in – and if those media outlets cover them, they can share the coverage and tag the publication and the journalist. – Michelle Garrett, consultant, Garrett Public Relations

For #PR and media relations, follow relevant journalists and media outlets on @Twitter, says @PRisUs via @CMIContent. #CMWorld Click To Tweet

Help franchisees

Quality social media posts can breed loyalty and trust within your customer base. Plus, as a franchise brand, it gives local franchise owners the opportunity to localize the message for their audience. – Brittany Graff, senior director of marketing, Painting with a Twist

Publish on one, listen to all

Social media channels are still critical for a range of content marketing needs, including content distribution, community engagement, and competitive insights. However, not every brand has the resources or need to invest in every social media channel.

Focus on posting on one or two primary channels for your audience and conduct social listening across all channels to capture insights your customers share. A social media audit is a smart way to learn how you perform on any specific channel and set a strategy to achieve your goals. – Erika Heald, founder, lead consultant, Erika Heald Marketing Consulting

Post on the one or two primary #SocialMedia channels your audience uses the most. But listen across all channels, says @SFerika via @CMIContent #CMWorld Click To Tweet

Do it better

I’d love to see more brands own conversations that matter, not mired in metrics of product nonsense. If you’re a company that knows people are nervous about the recession and change, talk about uncertainty and what that means. Talk about it openly, honestly, with humor.” – Kathy Klotz-Guest, founder, Keeping it Human

Make it drive time

Promote your content on social media and drive viewers to the published content on your site. Also, engage directly with their consumers on social media, monitoring its channels and reacting to user questions and concerns. – Brian Piper, director of content strategy and assessment, University of Rochester

Connect with customers

Having a presence on Facebook, Twitter, or Instagram can provide better customer service and can create a community for the audience. – Katie Tweedy, associate director of content marketing and SEO, Collective Measures

Proceed deliberately and evaluate regularly

We’ll leave this discussion with this concluding thought shared by Nancy Harhut, CCO, HBT Marketing: “If a brand once enjoyed success on social but now finds that their constituents have moved on, it may be time for the brand to do so, too.”

The takeaway from all this great advice is simple: Stay on social media if your audience falls into the 58% of the world’s population who are there.

But being there is not enough. Your brand better have a strategy that considers all the roles social media plays in your organization.

MORE ADVICE FROM CMWORLD 2022 SPEAKERS:

Cover image by Joseph Kalinowski/Content Marketing Institute



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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.

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!

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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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