Joanna Waszak

Why don't CMOs become CEOs more often? According to Lena Waters of Grammarly, there are a few reasons. 1) Marketing is misunderstood among many executive teams. 2) Marketing is not considered a strategic weapon. How can marketers turn those beliefs on their heads and build dynamic teams that add value to the organization? Lena talked all about it on #MarketingTrends. Links to the full episode in the comments!

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13 signs of marketing & sales misalignment: 1. Lack of awareness in target accounts 2. Sales reject marketing leads 3. Marketing becomes an order-taker. Marketing function turns into sales assistance function, executing tasks coming from sales and running lead gen campaigns 4. Commodity positioning. Company/brand falls down into either commodity or "yet another spammy vendor" category 5. Dependence on cold outreach 6. Long sales cycles 7. Low win-rates 8. Leads are not sales-ready 9. Blaming games between marketing and sales 10. Low conversion MQL→SQO 11. Marketing collateral collects dust 12. Multiple versions of value prop. There are many version of positioning and value proposition. Different sales people come up with their own versions. 13. Miserable marketing- sourced pipeline Instead of treating the symptoms, treat the root cases: 1. Lack of customer research 2. Vague and broad ICP 3. Messaging and value prop are not targeted, specific and are not validated 4. Misaligned messaging in ads, content, on the website and landing pages sets up wrong expectations for prospects and generates bad fit leads 5. Marketing and sales target different market segments, geo markets, or ICP 6. Marketing and sales campaigns are not aligned 7. Marketing focuses on vanity metrics, and marketing campaigns don't support sales and don't drive revenue 8. Marketing doesn't provide sales with highly engaged target accounts 9. Marketing doesn't help sales accelerate deals 10. Lack of demand generation programs 11. Content is based on SEO, not on insight into the buyer journey and buyer's informational needs 12. Marketing doesn't know the sales process and the challenges the sales team faces 13. There are no regular pipeline review, campaign progress and postmortem meetings 14. No clear playbooks for leads handoff and activation processes Marketing and sales are two parts of a revenue team that has the same goal (revenue and business growth), but different functions have different responsibilities. Primary marketing goal: - Customer research, messaging and positioning - Creating awareness - Generating and capturing demand - Supporting sales with engaged accounts and intent triggers - Helping sales to accelerate the sales cycle and influence the decision-making process Primary sales goal: - Connect and build relationships with target accounts - Start conversations about a potential collaboration with engaged accounts - Drive consensus and approval within the buying committee - Expand the business with existing customers by expanding, upselling or cross-selling These are the functions that lead to business and revenue growth. Credit: Vladimir Blagojević

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LinkedIn has gradually grown into a significant instrument of B2B promotion, providing unique benefits for connecting with representatives of various fields. To optimize LinkedIn advertising, you must create the best-performing advertisements that will catch the eye and compel the audience to take action. Overall, according to the study, more than 2 million organizations across the globe employ the use of advertising on LinkedIn, and more than 75% of the B2B marketers are active on this platform. According to the statistics for April 2024, about 134.5 million users log in to LinkedIn daily for various activities. Additionally, over 48. 5% are active monthly. The figures are huge and facts are still unread!! Click on the link and visit our website https://thebullzeye.com/ to understand more about LinkedIn. #linkedin #ads #digitalmarketing #digitalmedia #paidads #linkedinadvertising #bullzeyemediamarketing #b2b

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What are the latest trends in user-generated content and crowdsourcing? In the digital age, the power of content creation and problem-solving is increasingly in the hands of the users. User-generated content (UGC) and crowdsourcing have become pivotal in shaping brand strategies, product development, and marketing campaigns. As we navigate through 2024, let’s delve into the latest trends that are defining these domains. The Rise of Authenticity in UGC Consumers today crave authenticity, and brands are responding by leveraging UGC to build trust and engagement. UGC, which includes reviews, Q&As, images, and videos, is now a cornerstone of marketing, with 40% of shoppers considering it crucial in their purchase decisions. Visual UGC, in particular, is deemed more impactful than professional photos or influencer content, with 81% of e-commerce marketers agreeing on its effectiveness. Platforms Leading the UGC Wave Social media platforms continue to be the battleground for UGC, with Instagram leading the charge28% of e-commerce marketers believe Instagram generates the most engaging UGC, followed by Facebook, TikTok, and Youtube. This trend is driven by the desire of Gen Z consumers to share their experiences and be featured on brands’ social media pages. Crowdsourcing: The Innovation Catalyst Crowdsourcing has solidified its role as an innovation accelerator. By tapping into the collective intelligence of the crowd, businesses can generate novel insights and solutions at an unprecedented pace. The practice has evolved from a niche strategy to an essential tool in every innovator’s toolkit. Blockchain and Crowdsourcing Synergy Emerging technologies like blockchain are set to revolutionize crowdsourcing. Blockchain’s decentralized nature offers secure, transparent collaboration and new incentive models, making it an ideal match for crowdsourcing platforms. Microtasking and Macrotasking Crowdsourcing is diversifying into microtasking and macrotasking. Microtasking breaks down large projects into smaller tasks for quick completion, while macrotasking involves tackling larger, more complex segments of a project. Both methods offer flexibility and efficiency in problem-solving and content creation. The Future of UGC and Crowdsourcing Looking ahead, UGC and crowdsourcing will continue to grow in importance. Brands will increasingly rely on these strategies to foster authentic connections, drive innovation, and engage with their audiences. As technology evolves, so too will the ways in which we harness the collective power of users around the globe. In conclusion, the latest trends in UGC and crowdsourcing highlight a shift towards authenticity, community engagement, and innovative problem-solving. These trends are not just shaping the present but are also paving the way for a more collaborative and user-driven future.

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