003 - Is Lead Gen Dead?
1* Planning Framework for 2022
Dave Gerhardt and Pete Mahoney discuss 2022 planning. Its behinds a paywall, but the pair discuss their framework, strategy, tactics, and setting KPIs
You can view the slides attached from the webinar and use can use one of Peter’s simple frameworks for your 2022 planning sessions. Please get in touch and I’ll send the doc : )
2* Is Lead Gen Dead?
Lead Generation continues to be a point of debate amongst marketers, more and more marketers seem to be championing the switch from lead gen focus to demand gen.
This is a smart and practical conversation, that ignores the buzz and talks sense.
“Nothing is dead”, TV, Press, OOH have all been touted as being dead for years, but they still play an integral role for so many brands. But like these channels, they have evolved, consumption has changed and how and when we use them has adapted.
The same is for lead gen, is it dead? No. It will still play a role in your 2022 strategy and beyond, but should MQLs underpin your marketing KPIs for 2022, probably not.
Should your core strategy be to create gated content, pump a huge chunk of your marketing budget into collecting leads with it, no? It still effective for some brands and could it still be a part of the mix as a tactic, yes.
Why have we done this traditionally? Because “scaling leads is easy” Why are brands reluctant to switch strategies? Because “scaling demand for your product is hard”.
A few sounds bite, but well worth six mins of your life.
3* The Things You Have to Get Right When You Start a Start-Up
SaaStr debunks a few myths about what is integral for your start-up. My two cents having worked with 20 start-ups over the last few years.
Attempting to scale before achieving PMF (Product Market Fit).
This is often caused by an overly ambitious or inexperienced founder who has aggressive venture capitalists piling pressure on founding teams to scale, scale, scale. Scaling a product no one wants with high churn, high acquisition costs, and no stickiness isn’t fixed by spending more money on ads. Start-ups need to focus on the product and speaking with customers. The fun stuff (marketing) comes after you know the problem, you have a product to fix it and people purchasing it.
Building an A-team
There is a talent war upon us. Unfortunately, luring the best and brightest doesn’t come cheap or easy, often, many start-ups must settle. C players don’t build fast-growth businesses.
Founders who don’t get marketing.
Marketing is often seen as a cost, not an investment. Sales team alone is not the solution to building a successful B2B business
The Things You Have to Get Right When You Start a Start-Up | SaaStr
4*Interview with the Zoom founder, before it became Zoom
100% YOY growth before Covid, this is a great example of a customer-focused founder.
5* Harry Dry guide on landing page’s that convert
“Let's start above the fold. To quote Donald Miller, a caveman should be able to glance at it and immediately grunt back what you offer. Here’s my formula:
1/ Explain the value you provide (title)
2/ Explain how you'll create it (subtitle)
3/ Let the user visualise it (visual)
4/ Make it believable (social proof)
5/ Make taking the next step easy (CTA)”
My step-by-step guide to landing pages that convert (marketingexamples.com)