CXL - What are you trading off?

Your host today is Peep Laja, Founder at CXL

Strategy is about choices and tradeoffs, yet most never even consider alternatives to the status quo.

Strategic discussions and planning require opportunities to consider - different paths and choices. Introduce choice to a discussion and it'll insta-improve 10x.

You can still go with the status quo, but then it's a deliberate choice as your best bet.

This doesn't just apply to "the main thing", but all initiatives.

It also applies to subsets of your business like your messaging. Too many companies stay with the status quo even if it sucks - they don't have data to say one way or another. Sticking with what is is just the most convenient thing.

Develop new opportunities and directions - regularly. You need more imagination than data here, but test them after the fact.

Run pilots of business initiatives, do message testing on new messaging ideas, and so on.

Connect with Peep on LinkedIn.

Your weekly dose of marketing updates

1. Community

Website analytics are the next IT thing these days, and with good reason. They can help you identify exit points, pain points, errors, and other opportunities. The problem? No clear way to do it... Until now.

This playbook is designed to help you do just these things. From conducting an analysis health check to identify high-value pages for optimization based on the traffic.

Check out the playbook on how to analyze business analytics.

2. Your B2B demand generation funnel: how to create one and mistakes to avoid

Sales intelligence platform Cognism cut their lead generation efforts by 90% in 2021. Then they increased their revenue from $2M to $6M in six months. 

Cognism saw this growth by ditching the linear funnel and delivering value upfront, replacing a traditional strategy that brought them low- or no-intent leads.

This value-based model bringing all the right customers to their yard is called demand generation.

In this article, you’ll learn how to build a demand generation funnel that fuels the pipeline, shortens the sale cycle, and generates revenue.

Read the entire article here.

3. CXL job board

Some great new job offers on CXL’s Job Board this week. There’s more here.

If you want top brands to reach out to you, sign up for CXL Talent Pool. It's free. 

And if you're a company looking to directly access the best marketing talent and skip all the spammy applicants, apply here.

4. How to win with Peep Laja

Mark McDermott is the person you want to hear talking when it comes to moving upmarket and focusing on enterprise business.

He's the co-founder and CEO of ScreenCloud, a global digital signage platform.

He can tell you all about how they’ve differentiated themselves from their low-cost competitors.

Listen to him spill his beans on Spotify, Apple Podcast, or your favorite podcast platform. 

5. The second growth lever: Conversion

The biggest challenge marketers face is the disconnect between marketing activities and revenue. 90% of effort is spent pulling the first growth lever: “top-of-funnel” activities like ads and content. But the secret behind the most resilient companies is they know how to pull the second growth lever: the “conversion” part of the funnel.

Join Speero together with Mutiny on July 13th for a very special event called The Second Lever. In partnership with Mutiny, we’ll be hosting an interactive workshop on B2B conversion research and experimentation to help you build a predictable growth engine.What else you can expect:

• A Leadership Perspective: SaaStr founder Jason Lemkin interviews the CMOs of Salesforce, Box, Attentive, and more share how they’re navigating the challenging times ahead.
• ABM and PLG Playbooks: Companies like Snowflake, Attentive, and Ramp reveal their detailed conversion playbooks.
• Speero's B2B research playbooks: Examples of customer-led strategies for your experimentation and personalization programs

Reserve your seat for this very special event for free here. Hope to see you there.

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Ognjen Bošković
Growth Lead at CXL

Let's connect on LinkedIn.

Our address: 901 S Mo Pac Expy, Suite 150, Barton Oaks Plaza One, Austin TX 78746

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