Nash Haywood

I've found that using a double-funnel approach to be one of the best ways to balance -- it helps align your team on goals, outcomes and other critical components to growth. The Double Funnel approach focuses on both high-value accounts and always-on marketing channels, and the combination helps improve overall sales and marketing performance. Aligning to key performance metrics with this approach is key as there are significant changes in outputs when transitioning from a lead-gen focus to an ac ...Read More

Growth marketing and demand generation are both essential facets of a comprehensive marketing strategy an while there are some similarities, they focus on different areas, utilize unique tactics and are measured differently. Here’s how I think about it and would break down the differences: Scope and Focus Growth Marketing: It is a broader strategy that encompasses a wide range of tactics and channels to not only attract customers but also retain them, aiming to increase the lifetime value (net r ...Read More

Incorporating experimentation and A/B testing into growth marketing strategies is key for driving sustained growth. Without it, marketing results often plateau quickly. Here’s a 6-step process I’ve used in the past to structure a conversion rate optimization program around. Step 1 - Hypothesis Formation In this initial step, pinpoint crucial variables that influence user engagement and construct hypotheses regarding potential changes and their outcomes. Identify Key Variables: Recognize the key ...Read More

Switching from a sales-led to a product-led go-to-market (GTM) motion is a significant transition that necessitates adjustments across various facets of your marketing strategy. Here's how different components might change: Content and Messaging - While sales-led strategies prioritize sales presentations and case studies emphasizing the value proposition, product-led approaches focus on developing product tutorials and walkthroughs to showcase specific features and functionalities. Lead qualific ...Read More

Building a successful growth marketing team involves a number of key roles which vary based on team size, product and growth strategy. Here are some essential roles to consider: Head of Growth: Responsible for developing and executing the comprehensive growth marketing strategy. This individual should be data-driven, analytical, and proficient in identifying growth opportunities across various marketing channels. Product Manager: Collaborates closely with the growth marketer to manage the produc ...Read More

Absolutely, there are several tactics from demand generation strategies that can be repurposed effectively to focus on retention and expansion with minimal effort. In fact, many SaaS marketing teams are now finding themselves handling both acquisition and expansion efforts, tasked with repurposing various demand generation strategies to not only draw in new customers but also retain and grow their existing customer base. Here are a few strategies that easily transfer between acquisition and expa ...Read More

Planning for and setting channel-specific goals in B2B is complex due to most channels being used at multiple stages of the funnel, creating a complexity in planning how to invest and evaluate performance. I’ve found these things to be most helpful when setting channel-specific goals across different types of teams, funnel stages and business models: Only set goals that align teams cross-functionally and tie to the true key business objectives - Before setting channel-specific goals, it's essent ...Read More

B2B marketers should pay close attention to third-party directories. These platforms provide an excellent opportunity for prospects to discover your products or services, gain trust from unbiased user reviews, and, ultimately, assist in the decision-making process.  Platforms like G2, TrustRadius, Capterra, PeerInsights and other directories can be very influential in a potential customer's consideration of products in a very specific field or industry.  Actively managing your presence on all th ...Read More

Most teams should do this regularly and I’d recommend quarterly. This allows for adjustments based on the performance of the previous quarter and alignment with the sales team to ensure the leads are indeed qualified over a large enough sample size. Goals are typically set quarterly, so this also allows for adjustment there as well. It’s important to note that your criteria for marketing qualified leads (MQLs) and marketing qualified accounts (MSAs) should be separate. Here’s a few other conside ...Read More

Generally, adding as much spend to the lower portion of the marketing funnel (aka demand capture) will typically result in high ROI on paper but sacrifices the upside effective brand marketing provides. Typically I recommend maximizing paid and organic search budget to capture all in-market buyers (product interest searches) and building a marketing funnel to convert it. Understanding the total number of search impressions (demand) and your ideal customer profile (unique companies and people wit ...Read More