Hi friend! 👋
The extraordinary times just keep on continuing, so we guess there is still a particularly urgent demand for growth advice. Here are some tips collected from our Advancers for August.
Bad MQLs out, better collaboration in
Traditionally MQLs have been the main goal of marketing, and there may not be anything wrong with that in itself. Except that: usually an MQL is defined in a way that causes marketing to produce a bunch of marketing-qualified leads that the sales team ends up boomeranging back. Everyone ends up unhappy.
What should be more important than the number of qualified leads is, of course, their quality. And the fact that the leads are actually worked on together, regardless of an organisation's silos.
This article does a great job of explaining how to get an organization out of the false MQL trap.
Marketing during a pandemic, Part X
The “new normal” has been heard to the point of boredom. However, the fact of the matter is that the pandemic has affected and will continue to affect us marketers very significantly.
In this podcast, Kieran Flanagan, VP of Marketing and Growth at Hubspot, discusses the future of B2B marketing. He goes about the topic very broadly, from team structures to recruitment and go-to-market models.
Identify your narratives (and learn to write better stories) 📚
Every piece of marketing content – ebook, blog post, or a company presentation – is also a story. To tell impressive stories, it helps to know different arches of narratives, their strengths, and weaknesses.
This article lists the 8 most common narratives in B2B marketing. Do you recognize yours?
A recipe for organic traffic growth and conversions
Every marketer wants a massive amount of relevant traffic that converts. 🤷 In our latest Growth Hub podcast, Nextiva’s Alina Benny shares her process to achieve results.
By the way, if you'd like to keep up with our Growth Hub podcast, follow us on LinkedIn!
Book of the Month: Good Strategy / Bad Strategy
During this time, a good strategy is more valuable than ever. That’s why this month, for our book club we chose Richard Rumelt’s strategy guide Good Strategy / Bad Strategy.
This is how some of our Advancers felt about the book (shared on our internal #bookworm Slack channel):
"This is really super good!"
"Good Strategy / Bad strategy is one of the best business books I've ever read. And the majority of business books are crap in my opinion."
And remember, you can always send us your greetings, ideas, and thoughts by replying to this email. We’d love to hear from you! 💌