Hyltén Invest’s Post

The biggest mistake in B2B marketing attribution was adopting first touch/last touch from B2C. Ask any founder or CMO about how they last purchased a software tool, and they’ll describe a complex process—searches, social posts, recommendations, review sites, emails, demo calls, etc. It’s hard to pinpoint a single source for the purchase, aside from maybe a trusted recommendation. Yet, many still simplify their own pipeline reporting into single touch attribution: -- "Look, Google Ads brought in four $80k deals this quarter. Let’s put more budget there." -- "These six opportunities came from an ebook download. We should hire more product marketers." -- "Those 20 opportunities were sales-generated without marketing involvement. Marketing should be contributing more." If your teams are arguing over attribution, you're wasting time. You’ve created a competition where each team wants to claim the biggest slice of the pie, rather than focusing on generating new pipeline.

B2B Marketing Needs a Plan too 🤸♀️ Bouncing between marketing tactics without a clear direction is a recipe for disaster. You confuse your audience and waste your own time. Here's how to avoid the chaos: 🤾♂️ The Pitfall: Inconsistent messaging, chasing fads, and forgetting to analyze results all stem from a lack of direction. This frustrates your team ("what are we doing?") and leaves your audience unsure of what you offer. 🤾♂️ The Fix: Get a structured plan. Define your ideal customer, your unique value proposition, and how you'll communicate it. Then, build a system to consistently deliver your message across all channels. Repetition builds trust and positions you as the go-to solution. 🤾♂️ Bonus: Remember, your messaging isn't just words on a slide. It's everything your audience sees and hears: website copy, ads, social media. Consistency across these touchpoints is key. 🤾♂️ Outcome: A clear direction builds trust, attracts leads, and drives results. Pierre Herubel has created this wonderful illustration of what clear direction should look like.

B2B marketing is often misunderstood by stakeholders who may overlook the complexities involved in tasks. This video perfectly captures the layers involved to reach an end goal. It’s a bit long, but anything that’s delivered magically ‘overnight’ is likely going to crumble. Grab a cuppa and have a watch, it’s a good reminder of what B2B marketing truly entails. #B2BMarketing #MarketingStrategy #StakeholderEngagement #BrandBuilding #StepUp #RelationshipManagement #CustomerJourney #Collaboration

You don’t understand B2B marketing. [This video reflects that!] Marketing has so much invisible work. Yet, founders and CEOs are expecting visible results. You've hired a top-notch marketing team. They're working round the clock. But you're still asking, "What the hell are they doing?" Sound familiar? This video isn't just hard work. It's your marketing team sculpting your future. But without a clear Go-To-Market strategy, you're just watching someone chop wood. Here's the brutal truth: If you can't articulate your GTM strategy, you'll never understand marketing's value. 𝐖𝐡𝐲? 1. Marketing is complex 2. Many activities are invisible 3. Results often lag behind efforts 𝐓𝐡𝐞 𝐅𝐨𝐮𝐧𝐝𝐞𝐫'𝐬 𝐓𝐫𝐚𝐩: → Demanding immediate leads → Questioning every expense → Cutting budgets when results aren't instant This short-sightedness is killing your growth before it starts. 𝐀 𝐂𝐥𝐞𝐚𝐫 𝐆𝐓𝐌 𝐒𝐭𝐫𝐚𝐭𝐞𝐠𝐲 𝐇𝐞𝐥𝐩𝐬 𝐘𝐨𝐮: - Set realistic timelines for results - Measure the right metrics at the right time - Understand the 'why' behind each marketing activity Without it, you're judging a marathon runner's performance after the first mile. 𝐇𝐞𝐫𝐞'𝐬 𝐲𝐨𝐮𝐫 𝐆𝐓𝐌 𝐜𝐥𝐚𝐫𝐢𝐭𝐲 𝐜𝐡𝐞𝐜𝐤𝐥𝐢𝐬𝐭: 1. Define your ideal customer profile 2. Map your entire customer journey 3. Align marketing activities with each journey stage 4. Set both short-term and long-term KPIs 5. Establish regular strategy review sessions Are you struggling to craft a GTM strategy that aligns with your team and vision? Let's talk ---- ❤️ 𝐈𝐟 𝐲𝐨𝐮 𝐬𝐮𝐩𝐩𝐨𝐫𝐭 𝐭𝐡𝐢𝐬. ♻️ 𝐭𝐨 𝐲𝐨𝐮𝐫 𝐧𝐞𝐭𝐰𝐨𝐫𝐤. 🔔 Follow me for more helpful and entertaining videos to improve your go-to-market approach. 🤟

A good example of how we make in the world. Please, please watch the video. This is what we do everyday to make a living. There are 2 folds among many that I pay attention: (1) Quality of production (2) Market Strategy. Must have a clear idea for both of them to succeed.

Yes, Marketing is a complex issue..

Give me 2 minutes and I’ll show you how to make your B2B marketing stand out: You become a 𝗦𝗠𝗔𝗥𝗧-ass marketer. How? By making your advertizing objectives: 1. 𝗦pecific → Sharpen your goals. 𝗦𝘁𝗼𝗽 saying things like “Get more eyebrows on your content”. For a SMART-ass marketer, that’s moon-speak. “Increase traffic by 20% in 3 months”? That’s more like it. 2. 𝗠easurable →  Make progress easy to track 𝗦𝘁𝗮𝗿𝘁 using better systems to measure your marketing performance. A SMART-ass marketer knows: Finding the “Why behind the KPI” makes for more profitable marketing. 3. 𝗔chievable → Push the limits while considering available resources 𝗦𝘁𝗼𝗽 setting your marketing team up for failure. It’s demoralizing. A SMART-ass marker strikes a better balance between challenging the team while knowing their limits. 4. 𝗥elevant → Align each objective with broader business goals. 𝗦𝘁𝗮𝗿𝘁 mapping your SMART-ass objectives to your long term strategy. Wanna increase market penetration? Target untapped customer segments, with outreach campaigns. 𝟱. 𝗧ime-bound → Set deadlines to create urgency. 𝗦𝘁𝗼𝗽 using open-ended timelines for marketing campaigns. Use your time like a SMART-ass bstrd. Or watch your competitors make money from your missed opportunities! George Doran’s SMART GOALS make up the very make up of our approach. That’s how we helped brands like Fresh Express achieve a 10%+ increase in daily website visits YOY since 2019 Is there anything you’d add to the 𝗦𝗠𝗔𝗥𝗧 Framework?

B2B tech marketing has a weirdness problem. It’s not what you think: we’re not doing enough weird. (It’s certainly not because B2B marketers aren’t weird enough. You are. We’ve been to enough conferences and stayed for the after-hours stuff). Actually, what we have is a confidence problem: marketers are so caught up in trying to prove our cred to our smart, notoriously marketing-averse customers… That we drown them in hard facts. We forget that there are actual humans reading our stuff. Weird ones, who usually get pretty worked up trying to solve very deep, gritty problems. The ones we’re trying to help them solve. They want our help. They need us to establish credibility so they can believe us. What they don’t want is to be bored. They’re not corporate drones. They’ve never, not once, stood around a pool table talking about ‘leveraging data to achieve business outcomes.’ Because that’s boring. And these are not boring people. (Have you ever met a deeply intelligent person who was really normal? I haven’t. I don’t want to). Marketing that treats the odder fringes of its audience with respect and playfulness can achieve a level of relevance that no amount of product-market fit can match. Don’t believe us? We recently came across the most insane, deeply weird corner of the internet when getting very deep in DNS research and found a bunch of network engineers enthusiastically recommending the same video: A Cat Explains DNS. It’s weirder than it sounds. It’s gloriously weird. I’ll throw a link in the comments so you can check it out. It’s riveting. Remember whom you’re marketing to: people who developed deep domain expertise because they care deeply about something few others do. These were the weird kids in your class who built a working submarine out of Legos in the fourth grade. It’s a mistake to think technical audiences are allergic to emotion-led messaging — passion for their work makes them who they are. Go forth. Embrace the weird. Earn the eyeballs. https://lnkd.in/dBdNRJvj Oh, and follow our page. We’re about to get weird. 

Level up your B2B marketing game. Check out this must-read LinkedIn article on the hottest trends. #B2BMarketing #Marketing

Attribution isn't a marketing strategy. But most B2Bs build their entire GTM around metrics like: -Clicks -MQLs -eBook Downloads This often leads to: -Excessive focus on BoFu -Missed opportunities -Lost sales -Increased competition Here’s how to pivot to customer-centric marketing in 5 steps: 1) Identify Core Needs - Start by deeply understanding the problems your customers face. - Engage in conversations - Use surveys - Analyze customer data 2) Map the Buyer's Journey - Design your marketing tactics to guide potential customers from awareness to decision - Give them what they need at each stage 3)Evaluate Touchpoints - Assess each interaction with your brand. - Are these helpful? Personalized? - Can you remove friction? - Are you adding real value? 4) Educate, Don’t Sell - Build a community of prospects - Create content that informs - Teach prospects to buy from you - Learn what they need and package it up for them 5) Measure Impact, Not Just Leads - Develop metrics that gauge the real impact of your efforts - How many prospects are learning with you? - How many are in your community? - Souced Pipeline - Pipeline velocity - Deal Size - Win rates Shifting from short-term gains to long-term impact can transform your B2B marketing strategy. It requires patience and persistence, but the payoff is a loyal customer base and a stronger brand. Reflect on your strategy: Is it truly built around your customer's needs?