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What is YouTube Shorts & How to Make One [+7 Brand Examples]

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What is YouTube Shorts & How to Make One [+7 Brand Examples]

Did you know that the first video published on YouTube was only 18-seconds long?

While short-form content on YouTube isn’t new, it does have a new name: Shorts. Launched in 2021, Shorts is YouTube’s answer to TikTok, Instagram Reels, and other viral video platforms. But is it worth your time?

Let’s talk about what YouTube Shorts is, how it works, and how brands like yours can leverage it.

Table of Contents

What is YouTube Shorts?

How to Make YouTube Shorts

What Makes YouTube Shorts Different from Its Competitors

How 7 Brands Use YouTube Shorts

How to Prepare for YouTube Shorts

The launch of YouTube Shorts comes at a time when many social media platforms are making a drastic pivot towards video content — specifically short-form content.

Even in its most basic beta form, the Shorts feature saw solid performance in India. In March 2021, less than a year later, the Shorts beta was fully released in the U.S., quickly surpassing 6.5 billion daily views. By July 2021, Shorts officially launched globally in over 100 countries.

Today, a few things have changed. Most notably, the time limit on Shorts has expanded to 60 seconds, and many creators take advantage of every second. In fact, more than 70% of Shorts are longer than 15 seconds.

how to make youtube shortsAlthough Shorts is still in its infancy — and only time will tell how viable it is as a marketing tool – this feature still deserves your attention, especially if you already have a video strategy on YouTube.

Below, I’ll walk through the basics of YouTube Shorts and what opportunities it presents for marketers pivoting to short-form content.

How to Make YouTube Shorts

When you have the YouTube app, creating a Short is one tap away.

When you land on the home screen, you’ll see the “+” icon on the lower center navigation. Once you click it, you’ll see “Create a Short” from the menu.

how to create a youtube short on the youtube app

When you tap Create, it opens to a camera screen that allows you to:

  • Record segments of a 60-second clip or a full minute-long video.
  • Upload pre-created content from a camera roll.
  • Film a “short” with back or front-facing cameras.
  • Adjust video speed.
  • Set a recording timer.
  • Pick sounds for musical overlays.
  • Add filters and text.

Here’s a quick screenshot of some of the platform’s features.

youtube shorts record screen

Image Source

Watching YouTube Shorts

YouTube has a dedicated tab for Shorts which can find to the left of the “+” icon.

youtube shorts tab on youtube app

Additionally, in an effort to promote YouTube Shorts, you can find a scrolling menu of recommended Shorts on the home page (see below).

youtube shorts

When watching a Short, you can tap icons on the right bottom of the screen to “Like,” “Dislike,” or comment on the video. If you enjoy what you see, you can also tap “SUBSCRIBE” to follow the channel.

youtube shorts vertical feed

Once a viewer finishes a Short, they can swipe up — like on Reels or TikTok – to see a more Shorts from other creators.

What Makes YouTube Shorts Different from Its Competitors

As a marketer, seeing every social media platform pivot to short-form video may feel overwhelming. So much so, you may be asking yourself, “Is YouTube Shorts worth my time?” or, “Will it provide more opportunities than Instagram Reels or TikTok?

Because YouTube Shorts is still in its infancy, it’s too early to measure its impact. That said, there are a few noteworthy factors that differentiate it from the pack:

1. Shorts provide a funnel to your long-form content.

To state the obvious, people like to engage with different videos throughout the day. For instance, someone may scroll through TikTok during their lunch break but then play a 2-hour long podcast on YouTube when they get home. 

Unlike TikTok and Snapchat, which are entirely dedicated to short-form content, YouTube is positioning itself as the go-to destination for both short- and long-form content.

In this way, Shorts could be a way for creators to reach a new audience who may become regular viewers of their longer content — giving you the best of both worlds.

2. Shorts do not expire.

While Instagram Stories and Snapchats expire after 24 hours, Shorts are permanent — which can help your grow awareness long-term on YouTube.

For example, if someone’s in a rush and searching for a quick how-to video related to something you’ve filmed, they might find and watch your short videos on that topic — even if you published them months ago.

3. Short-form creators could see a bigger reach.

While Gen Z users flooded TikTok, causing its astounding early growth, YouTube, the second largest website globally, launched Shorts to more than 2 billion monthly active users.

Rather than wondering, “Will YouTube Shorts get awareness?”, ask yourself instead, “How do I tap into YouTube’s huge audience with Shorts?”

According to Nelson Chacon, HubSpot’s principal YouTube content strategist, you’ll want to know which segment of YouTube’s huge audience you want to market to before producing Shorts — or any other YouTube video for that matter.

Additionally, if you have a solid subscriber list, continue to create content that’s still relevant to them — even if it’s shorter-form.

“Your subscribers know your channel for its content and Youtube, as a platform, works best with consistency,” Chacon says.

For example, say you regularly create long-form content related to your product or industry and find that it engages your audiences. Chacon notes that you can use Shorts to create quick tutorials or step-by-step videos around those content topics.

4. Brands in most industries could leverage Shorts.

Because TikTok has a somewhat niche user-base filled with younger consumers, some types of brands, such as B2B companies, might have a harder time growing awareness there.

While YouTube shares similar popularity with young adults, the content on its platform is so vast that it brings in people from all sorts of age groups, countries, industries, and niches.

Ultimately, there’s a video for everyone on YouTube. With Shorts, more brands will be able to engage with audiences from a much wider range of audience targets.

For example, while a B2B brand might have difficulty connecting with Gen Z consumers on TikTok, they might be able to connect with professionals looking for industry-related content on Shorts.

Similarly, if you target older generations, such as Gen X, your short-form content might get more engagement on YouTube than TikTok.

5. YouTube Shorts could be less vulnerable than other viral platforms.

Throughout most of 2020, TikTok was facing threats of a ban and censorship regulations.

If you’re a marketer who spends time mastering content strategies on a social media app, a ban or regulation of that app could mean that the content you’ve worked so hard on might never be seen.

However, because YouTube is one of the oldest and most successful online platforms, and it’s owned by the publicly traded Alphabet, it might be seen as more trustworthy than viral apps that provide less public data security information – like TikTok.

How 5 Brands Use YouTube Shorts

1. ESPN

Looking for bite-sized news about your favorite pro athletes? ESPN has you covered by providing Shorts that showcase trending videos, highlights, and fiery commentary.

ESPN’s YouTube channel has a loyal audience with over 8.5 million followers. By utilizing Shorts, the network is leveraging another format to connect with its audience online.

2. MrBeast Shorts

For Youtube megastar Mr. Beasts, Shorts are a great way to repurpose content from longer videos.

If you’ve been in the YouTube game for a while, consider clipping segments from your existing long-form content to make minute-long Shorts. While it may take some finessing, creating Shorts can breathe new life into your past content.

Plus, YouTube’s new “Edit into a Short” feature makes it easier than ever to cut videos into bite-sized snippets.

3. The Voice

To promote its new season, NBC’s The Voice created a Short featuring this year’s hosts.

What works well here:

  • It serves as an ad for the brand.
  • It utilizes text to emphasize certain phrases and keep the audience engaged.
  • It includes a banner at the end with clear directions for viewers on when and where to watch the show.

4. LYFE Marketing

Who said informative content had to be long? LYFE Marketing shows that you can create fun, engaging, and informative content in under 30 seconds.

In this Short, the brand breaks down color psychology. The talent in front of the camera simply points to the text which appears on different parts of the screen during the video.

If you don’t have a big media budget, this is an effective, low-effort method of creating content your audience will be interested in.

5. WebFX

Shorts are a great way to repurpose content. You can take content from a blog post, live stream, or downloadable report to create a short-and-sweet video.

Digital marketing agency, WebFX, created a short to explain the costs behind social media marketing.

With the use of graphics, WebFX delivers great information in a succinct way. It’s likely the brand has an article or other form of content that dives deeper into this topic.

But for social media, snippets are the way to go. When done right, they pique your audience’s interest and lead them to your website.

6. Danessa Myricks Beauty

Have exciting news you want to share with your audience? Take a page out of this brand’s playbook.

In this countdown-style video, Danessa Myricks Beauty used a short to promote its launch in Sephora and build some anticipation.

In the first half of the video, multiple people can be heard saying “One more day.” Then, we see the CEO sending off a package to be sent to Sephora stores.

Here’s why this works: There’s no time wasted in this Short. It’s engaging from the very start and every frame serves a purpose. Secondly, there’s a clear message – the audience leaves knowing the 5Ws (who, what, when, where, why).

Lastly, this Short creates excitement for the brand’s growth and invites the audience to join in the countdown.

7. Satori Graphics

Here’s another great example of how graphics and illustrations can take your Shorts to another level.

Satori Graphics is a popular YouTube channel to learn graphic design. The channel features hundreds of long-form videos on the topic and this Short serves as an extension of what’s already on the channel.

This tactic can work well for attracting new viewers to the channel, as a one-minute video is less intimidating than a 20-minute video. It’s similar to how you present a content offer at the end of a blog article.

A reader may be more likely to read a blog post first than read a 20-page report, as it’s an easier point of entry. The same concept can apply to Shorts.

How to Prepare for YouTube Shorts

While we aren’t sure how Shorts will evolve, it’s not too early to consider how you could implement it into your social media or video marketing strategy. Here are a few quick tips to keep in mind.

  • Optimize short YouTube videos: Chacon says global creators should begin to add, “#shorts” to descriptions of videos that are 60 seconds or less.
  • Identify short-form topics: Are there any topics your team creates content around that could be distilled into a few quick tips, steps, or data points? If so, you might be able to repurpose this information by creating a Short.
  • Audit your short-form videos: Have you created Instagram Reels, TikToks, or other social media videos that would only need a few light tweaks to engage your YouTube audience? If so, you could test them on Shorts when the platform launches.

To learn more about YouTube Marketing, check out our Ultimate Guide – or download the free resource below.

Editor’s Note: This post was originally published in March of 2021 and has been updated for comprehensiveness.

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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.

​​

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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