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Time To Get Serious About Its Content Marketing Promise?

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Time To Get Serious About Its Content Marketing Promise?

 

TikTok is a player.

With over 1 billion active users who spend about 20 hours a month watching videos on the platform, TikTok has a huge audience hooked on its content.

That audience spent $824 million through the platform in the fourth quarter of 2021 alone. And even a Google executive recognizes the platform’s power, estimating that 40% of Gen Z use TikTok as a search engine to find things like places to eat.

So, the question isn’t whether TikTok is a good platform for content marketing. The question is whether TikTok is a good platform for your brand.

But there’s another question to consider whether you participate on TikTok or not: How does the popularity of TikTok’s short-form videos affect our audience’s content expectations and preferences?

We asked this question of the presenters at Content Marketing World 2022. They shared their thoughts on TikTok’s direct and indirect impact – and they didn’t dance around the question.

Are @tiktok_us’s short-form #videos reshaping #content expectations and preferences? #CMWorld speakers share their thoughts with @AnnGynn via @CMIContent. Click To Tweet

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Take it as a reminder to get real

At its core, TikTok is emblematic of an overarching trend in which audience tastes – including but not limited to Gen Z – are fundamentally changing.

How and what does that mean? Audiences are increasingly rejecting the overly curated, picture-perfect imagery that had dominated platforms like Instagram. Users crave authenticity, creativity, humor, and perspective – characteristics now synonymous with TikTok (and ostensibly rewarded by its algorithm.)

For a real-world example, look no further than Duolingo’s TikTok account, driven by their truly brilliant social media manager Zaria Parvez. By giving her the autonomy to experiment and push boundaries, Duolingo has become one of the most successful brands on the platform. – Michael Bordieri, senior content solutions consultant, LinkedIn

Pick a lane

Use it (if your customers are there) or lose it (if they are primarily elsewhere). Myth: You have to be everywhere. Reality: You only have to be in the right places – and be good when you are in those places. – Kate Bradley Chernis, co-founder and CEO, Lately

Experience the impact

Even if your organization is not on TikTok today, it will be in the near future. Even if you don’t believe me, TikTok is already having a huge impact on content marketing in two different ways.

First, unless you’ve been sleeping under a rock (or don’t have kids), TikTok is becoming the default search engine for Gen Z. While Boomers have Google and millennials have YouTube, Gen Z is further adapting their content consumption trends. With more and more eyeballs going to TikTok searching for solutions, and with the basic tenet of content marketing about being seen everywhere, TikTok simply can’t be ignored anymore.

The other reason is that TikTok is truly impacting social media marketing, the primary place where content marketers distribute content. Even if your organization is not on TikTok, your push towards creating more Instagram Reels and potentially venturing into YouTube Shorts is thanks to TikTok’s emergence and increasing impact on how we consume content. – Neal Schaffer, president, PDCA Social

Adopt a search and repurpose mentality

TikTok – and all social media – can have a great impact on your content marketing. More and more searches for information happen on social platforms, and your content should be optimized to answer those queries. Digital natives (influencers, brand fans, and customers) – if they’re loving your product or service (or hating it) – will post about it on social. User-generated content is massive.

TikTok itself is a great platform for repurposing some of your best content in creative ways, but please, please, make sure someone who knows TikTok and authentic engagement creates the content. – Jenn VandeZande, editor-in-chief, SAP Customer Experience

Welcome the previously inaccessible

TikTok has opened up a whole new creator economy that reaches an audience that isn’t always accessible through more traditional channels. Content marketers should embrace TikTok if their audience spends time there.

But, most importantly – they shouldn’t just be making their own content on their own channel. Harnessing the authenticity and power of TikTok creators to speak genuinely about your brand can do wonders. This means you need to let go of some control. But if you do it right, everyone wins. – Inbar Yagur, director of content and product marketing, Lusha

Don’t just make your own @tiktok_us #content. Harness the authenticity and power of TikTok creators for your brand, says @Content_Fairy via @AnnGynn @CMIContent. #CMWorld Click To Tweet

Say hi to all ages, but don’t force it

The hashtag #TikTokTaughtMe has more than 6 billion views on TikTok. While TikTok is known for dance crazes and viral sounds, more brands find a captive audience for their content marketing on the platform. It is not just for teens and young adults. It’s becoming a go-to place for people to find information that is educational, too.

But brands need to be careful how they implement the trends on TikTok. Videos need to be natural and not forced. Many brands have even assigned or hired specific individuals to be their face on the platform. – Andi Robinson, global digital content marketing, Corteva Agriscience 

Experience the best or the worst

It depends on how much of your audience is on TikTok and if it’s an appropriate channel for your brand. Most people will say it is. For them, it’s directly diverting attention and resources away from the more funnel-driven content activities that help produce business results. But the awareness and engagement that can derive from smart TikTok content may also pour gasoline on your content marketing fire. Depending on the business and the savvy of your content team, TikTok could be the best thing affecting your effort. It could also be the worst. – Jason Falls, senior influence strategist, Cornett

Consider the return (or lack thereof)

What’s TikTok? Show me the ROI from any program in TikTok (or Snapchat, for that matter.) – Michael Brenner, CEO, Marketing Insider Group

Get good at short-form stories

TikTok directly affects content marketing because it sets the bar high for short-form content. It puts fans at the center and is all about engagement. I can dissect a five-second TikTok for a half hour in a workshop because it is rich in storytelling. There’s no room for fluff. It’s a beautiful distillation of what we all need to achieve in all our content, even if we’ve been allowed to waffle on with long formats. It’s a joy peddler, and we all need more of that in our content marketing teams. – Jon Burkhart, founder, TBC Global Limited

Spin a sticky web

TikTok is rapidly growing and maybe sticker than Spiderman for multigenerational audiences. Users spend over 50 minutes on the app each day watching and creating new trends, which is taking time and eyeballs away from other channels.

TikTok has overthrown Facebook and Twitter on my phone and even has me trying the silliest trends to see what it’s like. In my view, it’s one of the best user-generated platforms in the market right now and shows no signs of slowing down. Competition is high, and content marketers will have to be more creative to recapture some of their audience’s time if their brand is not Tik Tok compatible. – Karen McFarlane, chief marketing officer, LetterShop

@tiktok_us may be stickier than Spiderman for multigenerational audiences, says @KarenMcFarlane via @AnnGynn @CMIContent. #ContentMarketing #CMWorld Click To Tweet

Get creative

TikTok is forcing everyone to be some kind of creative. This may be as a talking head or an editor. You are forced to learn and adapt in some type of capacity. This also blurs the line of edutainment. – Michelle Ngome, founder and executive director, African American Marketing Association

Speed it up

Have a conversation with someone under 25, and you’ll realize how much TikTok affects content marketing. “I saw it on TikTok” is a common phrase. Listen to the TikTok channel on SiriusXM and notice how many songs are sped-up versions – two to three times the normal speed of the song. Even Saturday Night Live has skits about TikTok.

The TikTok generation wants fast, easily consumable content that helps them do something. As TikTok users increasingly become that employee researching a B2B purchase, think about how they want to consume information. It’s not a 20-page e-book audience. Short, useful information is the new style for early-stage product research. – Penny Gralewski, senior director, product and portfolio marketing, DataRobot

Develop relationships

TikTok has mastered the art of rapid influencer creation. So, if there’s an untapped opportunity, it might be understanding how to build deeper, longer-term relationships with the influencers and micro-influencers you discover on TikTok. – Andrew Davis, author and keynote speaker, Monumental Shift

Be there

You need to have a plan for TikTok. It’s no longer a platform that can be ignored. – Meg Coffey, managing director, Coffey & Tea

Appreciate the potential

TikTok has proven how powerful video content can be and reinforced many best practices when creating video content. Not every brand should be on TikTok – and most brands shouldn’t be on TikTok unless they are in a consumer-facing space with a Gen Z audience.

However, content marketers across industries should spend some time on TikTok to see how to craft engaging short-form videos, examples of how to overlay text and captions, and inspiration to create fun video content. – Erika Heald, founder, lead consultant, Erika Heald Marketing Consulting

Content marketers should spend time on @tiktok_us to see how to craft engaging short-form #videos, says @SFerika via @AnnGynn @CMIContent. #CMWorld Click To Tweet

Go there for big promotion, but don’t expect trust

It’s a place to make very short-form videos visible to big, diverse groups of people. If short videos can convey something meaningful for your brand, and if you want to reach large, diverse groups of people, it could be a promotion channel.

If you need to build trust, you need longer form content. If you want to be efficient, you need smaller, more targeted audiences. You need account-based marketing (ABM). TikTok is the polar opposite of ABM. – Andy Crestodina, co-founder and chief marketing officer, Orbit Media Studios

If you want to be efficient, you need smaller, targeted audiences. @tiktok_us is the opposite of ABM, says @crestodina via @CMIContent. #CMWorld Click To Tweet

Know your content competitors

Anything that alters our expectations for online content affects content marketing. When it comes to the attention of our audience, we’re not competing only with our business competitors. We’re competing with everything they read or look at, or listen to online, including TikTok. People expect brands to respect their time and earn their attention by educating and even entertaining them with our content—even content that has a business purpose. – Monica Norton, head of content marketing, Yelp

Have a plan

TikTok can be a distribution channel for content if the brand’s audience is there and if there is a dedicated strategy. No brand should launch a distribution channel without dedicated management of that channel, though, including a strategy and KPIs to measure its effectiveness over time. – Tracey Wallace, director of content strategy, Klaviyo

Think and think again

Everyone recognizes the power and effectiveness of the TikTok algorithm. Any content marketer that isn’t at least exploring ways to leverage that channel is leaving revenue on the table. I’m not saying that every brand should have a channel on TikTok, but every brand should at least be thinking about how they can leverage TikTok. – Brian Piper, director of content strategy and assessment, University of Rochester

See short-form potential

Without a doubt, TikTok has highlighted the importance of short-form video across the content marketing board. But it doesn’t mean content marketers should go all-in on creating just this type of content for one platform only.

Instead, TikTok is inspiring more creative thought about how short-form video can become part of your overall content strategy and how you can streamline its creation. Perhaps you want to lead with creating short-form videos for multiple channels (e.g., TikTok, Instagram Reels, YouTube shorts), or maybe you want to create longer-form videos and repurpose them into short-form videos. Video is the most versatile content format, so create with repurposing in mind, and your investment will go far. – Amy Woods, founder and CEO, Content 10x

Is the time right for your brand?

None of these experts can tell you whether your brand should be on TikTok. But their input should better prepare you to answer the question.

And even if the answer is no, don’t disregard the popular platform. Instead, continue to monitor its impact on content creation overall. Authentic, short-form content will be a strong player for years to come.

MORE ADVICE FROM CMWORLD 2022 SPEAKERS:

It’s not too late to learn from all these Content Marketing World speakers. Register today for the online event September 21 – 22 and use promo code BLOG100 to save $100.

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

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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.

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.


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