Blog Archives

The secret to effective homepage taglines?

4/30/2025

🚨 The secret to effective homepage taglines? Stop trying to be clever.
👉 Simply state what your company sells.

Examples:
📧 "Email marketing automation for ecommerce brands."
📦 "Inventory management software for small restaurants."
🎯 "Sales enablement platform for B2B tech companies."

Revolutionary, I know.
Oh, and you can A/B test all you want…It just works. Here's why:

✅ Benefit #1: Higher-Intent Traffic.
Your homepage becomes optimized for search engines and LLMs.
→ More prospects actively searching for your solution will actually find you.
(Wasn't that the goal all along?)

✅ Benefit #2: Higher Qualified Demo Requests.
Prospects immediately understand what you do, leading to more qualified demo requests.
No more confused visitors bouncing after 5 milliseconds.
No more wasting your reps' time on bad fits.

"But we need to differentiate from our competition!"
Valid point, given every startup now has 10 copycats.
💡 Solution? If your differentiator doesn't fit in your tagline, use the sub-tagline. Problem solved.

I get it. There's an entire cottage industry of messaging consultants trying to complicate this simple truth. Oh, and your founder wants to "create a category"... and you end up with buzzword-filled word salad 🥗 that sounds like [placeholder for your least liked political figure].

Or worse - you land on a meaningless platitude.
🤦‍♂️ Do you really think "grow faster and work smarter" will bring you more sales? (Thanks for the example, Salesforce)

Salesforce can get away with vague messaging. Everyone already knows what Salesforce does. 👉But your startup? Not Salesforce yet.

🔵 Clear beats clever. Every time.

💬 What's the most buzzword-filled SaaS tagline you've seen recently?
Drop them below - the Buzzword Bingo Championship is ON. 🎯

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MMM (Marketing Mix Modeling) is back.

4/29/2025

Attribution is dying. MMM is back.

For years, we trusted pixel-perfect attribution models.
But privacy laws, walled gardens, and signal loss have broken the old systems.

Now smart marketers are re-learning a classic skill:

📊 Marketing Mix Modeling (a.k.a Media Mix Modeling) is the art of connecting marketing to revenue without needing cookies, pixels, or clickstream data.

MMM isn’t old-fashioned. Modernized with AI, faster computation, and real-time updates: it might well be the future.

If you want to survive the next decade of marketing, you won't just be good at attribution.
You'll be great at building your own econometrics engine.

How are you measuring your marketing channel effectiveness today? Please comment below!

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Active Open Opportunities (AOO) = the real workload of a sales rep.

4/28/2025

Stop wondering if your reps are "busy enough."
Start measuring their AOO Capacity.

📊 Active Open Opportunities (AOO) = the real workload of a sales rep.
Instead of focusing only on pipeline coverage, great revenue teams look at how many open, actively worked opportunities a rep can effectively manage at any given time.

Here's how you calculate AOO Capacity per Rep:

1️⃣ Define “active” — Opportunities where the rep is actively engaging (meetings booked, emails sent, calls made) within a set window (e.g., past 30 days).

2️⃣ Measure total active opps per rep — Not total opps, not all pipeline — only those truly being worked.

3️⃣ Benchmark performance --
✅ At what AOO count does rep conversion start to drop?
✅ Where’s the sweet spot where reps are stretched but not overloaded?

4️⃣ Use it to guide planning --
📈 How many reps do you really need to hit next quarter’s pipeline goals?
🚥 When should marketing throttle up/down inbound demand?
🛑 When should managers redistribute accounts?

Example:
Top reps might efficiently handle 15–20 AOOs at once
Mid-level reps might cap out at 10–12
New reps might only manage 5–7 before quality slips

If your reps are stuck at 5 open active opps...
👀 You don't have a performance problem.
You have a pipeline problem.

If your reps are managing 25+ active opps but nothing is closing...
👀 You don't have a pipeline problem.
You have a focus problem.

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SaaS is Dead. Long Live SaaS.

4/24/2025

SaaS is Dead. Long Live SaaS.

For over a decade, zero interest rates propped up a generation of “me-too” SaaS products:
💸 Bloated budgets and buzzword marketing chasing “growth at all costs”
🧩 Niche tools that didn’t play well with the rest of the stack
🔐 Expensive contracts that locked in bloat
🧑‍💼Cottage industry of revops ‘folks’ to keep the lights on
📉 All for... meh ROI

Founders cashed out. Investors cheered.
But buyers? They got shiny promises and bloated stacks.

Then the tide turned. Rising rates exposed the truth:
Too many tools. Too little value. Too much noise.

📉 Valuations collapsed
💰 Budgets got cut
🔍 ROI got scrutinized
🧹 Tech stacks got cleaned out

SaaS isn’t dying. It’s evolving.

The next wave of winners will look very different:
⚙️ AI-native, built for outcomes—not optics
🛠️ No need for an army of middlemen to set up and operate
💰 Lean margins, outsized value
📦 Freemium-first — prove it, then we’ll pay
🏷️ Priced on value, not vanity

The SaaS reckoning isn’t an obituary.
It’s a rebirth.
🚀 The future belongs to builders of utility—not bloat.

(And for a dystopian glimpse into what happens if we don’t learn...
📖 Read Guillaume Vives 'SaaS Apocalypse' on LinkedIn. It's fiction—but just barely.)

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AEO is the new black

4/23/2025

💥 Why Your Marketing Strategy Is Quietly Failing

The shift everyone sees coming — but no one is acting on fast enough:

When was the last time you Googled something…
…and actually clicked through to one of the 10 blue links?

Exactly.

The modern B2B buyer journey doesn’t start with a keyword search.
It starts with:
🗣 "Hey Claude, what's the best CRM for a 10-person sales team?"

The SEO playbook is breaking — and the data is already here:
📉 G2 traffic: down 50% post-ChatGPT
📉 Stack Overflow traffic: plummeting
📉 Your website: likely seeing stagnation or slow decay in organic traffic

The reason?
99.9% of future attention won’t be human.
It will be LLM attention.
(A prediction from Andrej Karpathy that feels less like a hot take and more like a calendar reminder.)

The winners?
They’re not just optimizing for keywords.
They’re creating content, data, and experiences that AI models can reference, synthesize, and recommend.

Forget “search engine optimization.”
This is LLM engine optimization.
AEO: AI Engine Optimization.

This is not a future problem.
It’s a right now problem.

The only question is:
📌 Has your marketing strategy acknowledged the shift?
📌 And are you actively solving for it?

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There’s no such thing as a “silver bullet campaign” in marketing.

4/22/2025

💡 There’s no such thing as a “silver bullet campaign” in marketing.

One of the most common interview questions growth marketers get is:
👉 “Can you tell me about a campaign you did that was hugely successful?”

It might sound smart. It’s not.
It screens for storytelling skills— great if you’re hiring a product marketer.
And perhaps lying skills…. Because I bet the results were not nearly as great as the candidate will make them sound…
More importantly, it completely misses what growth marketing is actually about

Real growth isn’t built on silver bullets, viral moments, or flash-in-the-pan campaigns.
If you think Coca-Cola has a higher market share over Pepsi because of a better Super Bowl ad, you’re missing the plot.

Growth marketing is about building systems that compound.

📍Understand how your buyers buy
📍Meet them at every stage of their buyer journey
📍Show up on the channel they use at that stage
📍Deliver the right message for that buying stage
📍Improve each touchpoint by just 5% — again and again

Start with the lowest-cost channel, highest conversion stage.
Optimize. Automate. Move one layer up the funnel,
Add a more expensive channel. Add a persona. Test a new variant.
Iterate on copy, targeting, design.
Free up budget through efficiency gains.
Reinvest in bold experiments.

👉 Evergreen beats adrenaline every time.

Stop chasing the splash.
Start building systems that scale.
Ask better interview questions

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Increase Marketing Efficiency: Tip #9

4/10/2025

If you’re a CMO under pressure to increase “marketing efficiency” numbers:
Here’s 💡IDEA #9

👉 Partner with your CFO

Start by aligning on what “efficient” actually means:
📈 LTV/CAC > 3 ?
⏳ CAC Payback < 12 months ?
📊 Net Magic Number > 1.2 ?

Then run the numbers:
- Use conservative assumptions for gross margin, ASP, churn, and added ARR
- Back into a total marketing budget that supports those targets
- Bring your CRO into the discussion - if marketing and sales share a magic number framework, every dollar spent in sales is one less for marketing

Once you get to a total market budget, decide how to allocate:
Headcount vs. programs. Brand vs. growth vs. product marketing, etc.
Pass that budget down to your team leads — let them choose how to spend it:
FTEs they’ve been pushing for, or more dollars toward campaigns?

Do the work up front.
Own the back-of-the-envelope model.
Revisit quarterly.

The result? More transparency. Fewer surprises. Fewer panic cuts.

🍾 Here's to taking control of your marketing efficiency numbers instead of letting them control you.

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Increase Marketing Efficiency: Tip #8

4/2/2025

If you’re a CMO under pressure to increase “marketing efficiency” numbers:

Here’s 💡IDEA #8

👉 Use AI: Expect more output from your comms, product & content marketing teams without increasing headcount

📰 Comms Teams:
Those press releases no journalist reads? Your favorite LLM can write them in seconds, clean, polished, and on-brand.
The team wants to hire regional PR managers and PR agencies across the globe ? LLMs speak every language. And ‘mail merge’ even existed before AI Agents… That’s not scale. That’s madness.

🧠 Product Marketing
Competitive Intelligence? 🕵️
Chatgpt and Gemini Deep Research can scour the entire internet and aggregate insights on all your competitors. No research team can match that depth or speed.

Landing page copy? 📄
Feed your value props and differentiators to AI, and watch conversion-ready copy emerge. No copywriter or content team needed to polish every word endlessly.

Content strategy + production? ✍️
Strategy? ask your favorite LLM. The output will rival most Heads of Content's

Execution?: Everyone in your org can now write: sales, product, engineering, customer success. People with real insights no longer need middlemen. AI gives everyone the power to articulate their expertise. So do you need more content marketers with perfect prose but zero product depth? Probably not.

📈 Bottom line: if your team is asking for more headcount, ask for more leverage instead.

AI didn’t replace your team. It just gave them superpowers.

💪 To lower CACs and marketing teams that punch way above their weight class! 🥊

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Increase Marketing Efficiency: Tip #7

4/1/2025

If you’re a CMO under pressure to increase “marketing efficiency” numbers:

Here’s 💡IDEA #7

👉 Elevate your message — all the way to the C-suite

Strong product-market fit with power users earns your company the right to exist.

But if you want to extract more value from your customers, engage higher up the org chart: managers of managers, department heads, and yes, the C-suite

The more senior the buyer, the higher the perceived value, the bigger the budgets.

To earn C-suite mindshare, speak their language:
🧠 Tie your messaging to their strategic initiatives
💡Address their specific pain points
📊 Focus on business outcomes
🎤 Feature their voices in events, case studies, and testimonials
📈 Tell a story CXO would proudly share with their board

Yes, it’s harder to get a CXO on record. It requires the support of your peers in sales, product, and customer success. But that relationship is worth 10x more

➡️ Elevate your message, elevate your brand, elevate your revenue

🥂Here’s to bigger deals, multi-year contracts, and a seat at the table during budgeting season. In other words: higher LTV!

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