Post by account_disabled on Oct 18, 2023 9:47:37 GMT
LinkedIn Marketing can play an important role for B2B startups looking to scale. But what are the learnings and strategies fueling their growth? We’re excited to help answer this question with our new Growth Series: an inside look at startup marketers’ approach to successful growth. As your team builds your own marketing strategy, perhaps the perspectives shared here will help you optimize, learn, and grow faster.Deepgram is the first and only end-to-end, AI speech recognition platform that delivers insanely fast, actually usable transcriptions, with practically zero lag. Our fun fact: Deepgram has a long-standing company culture with spicy food, particularly peppers and hot sauce…. there is a video of our CEO, Scott, eating a hot pepper, and many Deepgrammers grow peppers, make their own hot sauce and travel to taste various spicy foods together
Claudia: We look at growth as sustainable Phone Number List scale that we discover through a mix of performance marketing, brand awareness and multichannel experimentation. The key to our growth strategy is growing both the quantity and quality of all of our topline metrics through that combination. We can’t have one without the other, and while our first priority is increasing leads, sales qualified leads, and opportunities and revenue, we are making sure that our conversions and cost of acquisition are trending in the right direction.Claudia: That failure is as valuable as success as long as you can understand why something failed, and that structured experimentation is key to this idea. I think a lot of performance marketers feel guilty about “wasting money” if a certain ad doesn’t work, but if you are learning how to adjust your audience, or which offers resonate, or what messaging is most appealing, none of it is a waste. Success also has its limits -- an asset typically has a shelf life and once an audience is saturated, you need to rebrand or repackage it to continue to generate leads.
We are still optimizing, but as far as identifying it was a mix of having a really sharp sales team and an agile product marketing and demand gen team that listened to each other’s feedback and, most importantly, leveraged that into those experiments against different audiences and offers. When you are a young and growing company, your sales team is the front line.They have the most prospect and customer interaction, and if they are good about sharing both the quantifiable data (via CRM (Customer Relationship Manager), MAT (Marketing Automation Technology), spreadsheets, anything reportable) and even more importantly, the qualitative data, you can refine your targeting much more quickly and smoothly. But there are plenty of things you can test in every paid channel even when you do have your ICP criteria nailed and have a handle on the buyer's journey.
Claudia: We look at growth as sustainable Phone Number List scale that we discover through a mix of performance marketing, brand awareness and multichannel experimentation. The key to our growth strategy is growing both the quantity and quality of all of our topline metrics through that combination. We can’t have one without the other, and while our first priority is increasing leads, sales qualified leads, and opportunities and revenue, we are making sure that our conversions and cost of acquisition are trending in the right direction.Claudia: That failure is as valuable as success as long as you can understand why something failed, and that structured experimentation is key to this idea. I think a lot of performance marketers feel guilty about “wasting money” if a certain ad doesn’t work, but if you are learning how to adjust your audience, or which offers resonate, or what messaging is most appealing, none of it is a waste. Success also has its limits -- an asset typically has a shelf life and once an audience is saturated, you need to rebrand or repackage it to continue to generate leads.
We are still optimizing, but as far as identifying it was a mix of having a really sharp sales team and an agile product marketing and demand gen team that listened to each other’s feedback and, most importantly, leveraged that into those experiments against different audiences and offers. When you are a young and growing company, your sales team is the front line.They have the most prospect and customer interaction, and if they are good about sharing both the quantifiable data (via CRM (Customer Relationship Manager), MAT (Marketing Automation Technology), spreadsheets, anything reportable) and even more importantly, the qualitative data, you can refine your targeting much more quickly and smoothly. But there are plenty of things you can test in every paid channel even when you do have your ICP criteria nailed and have a handle on the buyer's journey.
