How do you build trust with your audience? By consistently showing up and adding value. Jared Robin, CEO of RevGenius, is a LinkedIn regular with a unique style, a compelling story, and a clear point of view. This has helped him build a strong personal brand and connect with over 45,000 followers.

For leaders, managers, solopreneurs, and individual contributors, building a powerful presence on LinkedIn is a game-changer.

A HardNumbers study shows a strong link between social media presence and financial success for unicorn companies with active founders.

“Our report reveals that unicorn companies whose founders have the most LinkedIn followers secured over £763 million in total investment on average. This is over 20% more than the average total raised – £632 million – across the UK’s entire unicorn cohort.

“This shows that investors want to align with leaders who have a clear, compelling story. When the story resonates, investor buy-in is more likely.” [Source]

The compelling story needs to be told. We know building your personal brand is needed, and we know it works. What’s next? 

Balancing act: How to start and stay consistent? 

We’ve all been there struggling with:

• Finding time for consistent content creation
• Generating fresh, cool, and engaging content regularly
• Balancing personal authenticity with professional branding
• Engaging in a meaningful way 
• Using AI in more elaborate ways than simply chatting with Chat GPT  

Whether that’s a busy CEO, founder, manager, or IC, building a consistent and powerful personal brand is a full-time job. 

Strategies to build your personal brand 

That’s why we talked to four experts who shared their strategies for building a personal brand and engaging with their audience, all while using AI as a tool. Check out our session with Justin Simon, The Founder of the Distribution First podcast, Brianna Doe, the Founder and CEO of Verbatim, Chelsea Castle, The Head of Content and Brand at Close, and Blaine Bolus, the Co-Founder for Castmagic, or read the recap below.

Start with a strong point of view

“Be willing to take a stand and repeat it until it becomes a recognizable theme.” – Justin Simon

Having a clear and recognizable POV is the starting point in building your personal brand. The consistency in messaging and defining your unique value proposition will guide all your efforts. As Justin explains, the more you talk about the topic, the more it becomes ingrained in your audience’s minds. This clarity helps in establishing your voice and makes your content memorable. 

How can AI help? 

AI-powered tools like sentiment analysis and market research platforms can provide insights into what your audience cares about. This data helps you craft messages that resonate and differentiate you from the competition.This not only sets you apart but also gives your brand a solid foundation. Use AI tools to analyze market trends and audience preferences to refine your value proposition.

Castmagic has an iOS app that turns your thoughts into content — you can share your thoughts, and let the app transform them into multiple posts. You can also use the Content Sample feature to style your content like the influencers you follow on social media. 

Having a clear “why” and an established POV helps in setting a clear direction and reducing content fatigue.

Be authentic. Always.

Authentic content is what truly resonates with your audience and builds trust. “Be clear on your ‘why’ and set boundaries to approach personal branding from a healthy perspective,” Chelsea Castle explains. Genuine engagement is key.

Balancing professional and personal brands helps with authenticity concerns.

Define the one word you want to be known for and focus on evoking the desired reaction from your audience.

How can AI help?

Personalization at scale: AI can help personalize your interactions at scale. Use it to analyze your audience’s behavior and preferences, allowing you to tailor your messages. This personalization helps build stronger connections and fosters trust. As Justin Simon points out, it’s about integrating your brand into everyday interactions without losing the personal touch.

Meaningful Engagement Avoid using AI for generic responses, especially in comments and direct interactions. Brianna Doe, the CEO and Founder of Verbatim stresses, “Creating content online and building a personal brand online doesn’t mean you can’t have boundaries.” Focus on meaningful, thoughtful engagements that reflect your genuine interest and expertise.

Store, Revisit, and Refine Your Ideas

Coming up with consistent content ideas can be challenging. Brianna Doe shares her approach: 

“I use Notion to store and organize content ideas, categorizing them based on my content pillars.” Having a system in place ensures that you always have a pool of ideas to draw from.

Blaine, co-founder of Castmagic, recommends creating a library of high-performing content from other creators. “Building a swipe file can serve as inspiration for what to post and when,” he explains. This file can serve as a valuable resource for generating new ideas and understanding trends in your niche.

Capture and document first, and then fit those into ideas later

How can AI help?

Repurposing: Tools like Castmagic can help repurpose content from various formats, ensuring you get the most out of every piece of content you create. This means transforming webinars, podcasts, and articles into bite-sized social media posts, blog entries, and more. Imagine taking your raw thoughts from sales calls, meetings, or recordings and transform them into a variety of content types: social posts, newsletters, blogs, etc. You can turn any conversation into insightful leadership content. 

Writing assistance: While there is a debate about using AI for direct content creation, it can be incredibly useful as a writing assistant. Chelsea Castle mentions using AI to “synthesize and analyze content” and improve the clarity and conciseness of your writing. Tools like ChatGPT can help refine your content, making it more engaging and easier to digest.

Automate to focus on connections

Automate to focus on connections. Identify where collaboration happens in your content workflow to optimize for both speed and authenticity.

Part of your job as a creator is being a curator of your own content

There’s no other way, we need to minimize manual effort but without losing the personal touch. Transcriptions, summarizing, scheduling, and content distribution can all be handled by tools but curation is key:

Curate and evaluate content before automating to avoid appearing inauthentic.

And by content we mean not only podcasts you were a guest at, your articles, the company’s webinars, and interviews but also: your calls, conversations with customers, community chats with your friends AND your own thoughts. 

“Recording thoughts and conversations can create a multimedia library that can be repurposed into different content types.” [Justin Simon]

TL: DR Best Practices Cheatsheet

• Tap into your media library for evergreen ideas. Turn context into content.
• Keep it simple. Know what you want to be known for, how often you want to show up, your point of view, and who you want to connect with. Building a personal brand is all about showing up authentically.
• Record your thoughts and repurpose them as much as possible.
• Embrace authenticity and use AI as your assistant and sparring partner.
• Consider moving your audience from rented platforms to your own (like newsletters) and use AI for deep personalization.

How can Castmagic help in content creation? 

RevGenius webinar session was powered by our partner Castmagic. It’s an AI-powered tool that makes it easy to create content from your audio and video conversations. It transcribes and summarizes key points from webinars, podcasts, and meetings, allowing you to quickly turn them into blog posts, social media updates, and newsletters.

Imagine a CEO who regularly speaks at industry panels and webinars. With Castmagic, these sessions can be transcribed and key insights extracted to create LinkedIn posts, a blog, and content for a company newsletter.

To give you an actionable plan and help with building your personal brand with AI we sat down with the Castmagic team to share the multiple ways you can use it — dive into the use cases here or check out our breakdown:

• Pages — Combine multiple recordings to extract and repurpose content into a 2000+ word article, newsletter, social post, and more.

• Customer Discovery — Record your sales calls and push them through the Customer Discovery Profile. Learn more about companies to come up with authentic write-ups. 

• Courses — You can take the webinars and run them through the Courses Profile, get worksheets and quizzes, summaries, and cheat sheets, and even build out a course program. 

• Podcast — make sure to repurpose your podcast once recorded into various formats: articles, interviews, courses, and social posts. 

• Meetings — Record your meeting and get quotes, key points, and ideas listed. Let the AI organize the agenda and action items. Use the shared link to send the recap to the team. Perfect for inspiration, content posts, and more.
• iOS App — Start recording your thoughts. A 2-minute recording on your walk can turn into an endless supply of social content to build out your brand on Linkedin. 

Remember that you can create your own prompts to repurpose any audio or video recording in your writing style and brand voice.

Sign up for a free trial and experience the magic of Castmagic!

Your personal brand is a reflection of your professional journey 

As Jared Robin highlights:

“I get into dozens of conversations daily with community members, many of which are automatically recorded on Zoom. What comes out are so many thought-provoking ideas and concepts. Castmagic allows me to create content from that easily and repurpose it so the gems get captured and don’t die when the call ends. These conversations contribute to the brand I’m building.”

Your personal brand reflects your professional journey – make it impactful, authentic, and memorable. Don’t miss our upcoming webinars on marketing, sales, and GTM trends!

The post Taking Your Personal Brand to the Next Level With AI appeared first on RevGenius.

For our first RevGenius Demo Day in May, we had 14 startups, each with a 10-minute presentation. Our goal was to create a welcoming space for buyers and sellers to connect and learn from each other — and here’s what happened:

5 Reasons You Should Join Our Monthly Demo Days

Buy Smart 

Execs and managers spend a lot of their time buying new software. It’s a big part of the executive job — we also know what’s happening on the market with new tools emerging all the time (we’ve just released the Next 50 GTM Startups list if you’re interested). Connecting buyers with sellers through a dynamic, entertaining, and effective format is our goal.

Save Time — No Discovery Calls & Information Overload 

The buying process is long and takes time, not to mention the information overload that comes with new tech research (imagine going through marketing materials to get to the actual product). At Demo Days, we distill the right info and ask founders to give you everything you need in 10 minutes, showing how they’re solving the biggest pain points. Plus, you can ask questions in the chat and get to know the team directly on the spot. “It shouldn’t take three calls to get the demo and pricing.”(Hi5 HockeyStack!).

Google It? How to Deal with Search Fatigue 

Googling the latest tech can give you a bigger picture of what’s out there, but curation is not the first thing that comes with it. How do we do it? We look for recommendations, ask around in the community, listen to our peers and friends, go through LinkedIn posts, see what’s out there, and what our competitors are using. Demo Day brings all this together in one place, at one time, so you can be in the right crowd — with peers ready to share their experiences and feedback, and teams happy to answer any questions on the spot.

Listen to Trusted People in a Trusted Space 

Skeptical towards sales pitches? A new piece of tech means a revolution for the organization, so it’s better to ask hard questions upfront rather than going through a series of meetings to get to the bottom of it. Proving the value and ROI to stakeholders is key, so addressing all concerns initially will save you time and energy. Ensuring new software integrates smoothly with existing systems and tackling issues about data migration and compatibility can be done straight away!

Keep Up with the Market 

If you’re buying and the companies presenting demos are the type of solutions you’re looking for, that’s a bargain. But if you’re also checking what’s new on the market and staying up to date with the latest solutions, here’s your 90-minute briefing of “what’s new and up and coming” in B2B go-to-market.

Listen to What Other B2B Leaders Are Saying

Here’s a snapshot of what was happening to give you a better understanding of how it was for our audience.

If you’re tired of:

• Discovery calls
• Lengthy conversations
• Multi-step sales processes
• Sales pitches
• Googling new tech
• Information overload

Join our Demo Days!

We feature 7 startups revolutionizing GTM every month. See you there!

The post RevGenius Demo Days: Your Fast Track to Smarter Tech Buying — 5 Reasons to Attend appeared first on RevGenius.

We get it—time is money. You don’t have 2 hours for a discovery call. That’s why we’ve cut out the fluff and streamlined the demo process, so buyers get straight to solving your business challenges and companies can present their products to the right audience. 

That’s how we planned our first RevGenius Demo Day back in May. We had 14 startups presenting during 10-minute sessions. Our goal was to create safe spaces for buyers and sellers to connect and learn —and here’s what happened:

How Alysio Generated 12 Qualified Meetings from RevGenius Demo Day 

We sat down with Aaron McReynolds from Alysio, The AI GTM Performance Platform, to build a Demo Day playbook that covers the best practices that brought them these results.  Alysio aimed to leverage RevGenius Demo Day to gain brand exposure, connect with a broader audience, and generate high-quality leads. 

They approached Demo Day with a comprehensive strategy, here’s a snapshot of how they did it: 

• Before the Event: They partnered with RevGenius to create buzz, and connect with potential attendees
• During the Event: They focused on delivering a compelling, concise demo, ensuring they stood out.
• After the Event: Follow-up was key, with personalized and timely outreach to attendees and other speakers.

Let’s dive in! 

Alysio Playbook: Key Takeaways For Your Next Event

Double down on promotion 

• Work closely with the hosting team to co-promote the event. Leverage all the channels for visibility by liking, commenting, reposting and sharing event posts. The virality of the event translates into: brand exposure, building awareness and associations with other great companies and connecting with the right audience. 

“We felt the virality of LinkedIn pre-Demo Day alone justified the investment.”

Production: Get creative 

• We’re all too used to our living rooms’ background setting on Zoom Think about something different: renting a co-working space can be a game changer. Make the setting work in your favor, grab attention, and make it a memorable experience for the audience. 
• Invest in basic tech enhancements: an iPhone camera, ring light, wireless microphone, and a tracking device for dynamic movement. They DO make a difference. 

Content: Make it stand out 

• Leverage familiar content: use a version of your pitch that you’re already comfortable with and that you can deliver smoothly. 
• Focus on the core narrative: problem identification, solution, and “why” it matters.
• Learn from the best: get inspired by Apple, TED speakers. 

Ask yourself: “What would Apple do?”

• Create an engaging narrative rather than a feature-by-feature walk-through of your product.
• Focus on storytelling and problem-solving before diving into the demo – dedicate minimal time for the product demo and make sure the story comes across first. 

Presentation: Make it memorable 

• Present confidently, stay calm, good vibes only!
• Have your team members manage the chat for real-time engagement, allowing you to focus on presenting only.
• Pre-coordinate responsibilities to make sure you can deliver your demo without distractions.

Follow up: Have your game plan ready 

• Meet with your team shortly after the event to finalize the game plan.
• Follow up with the audience — always! 
• Divide it into segments. E.g.: attendees, registrants who did not show up, active participants in the chat, other presenters. 

“The quality of companies presenting and the crowd brought in by RevGenius were outstanding.”

Tailor your outreach

• Customize sequences for each segment for targeted communication.
• Personally follow up on LinkedIn with other presenters and attendees for additional networking opportunities.
• Ensure timely follow-ups within a day or two after the event to maintain momentum.

Feedback 

• Review feedback and performance (e.g., the number of meetings booked, conversions) to refine future presentations. 

Shoutout to Alysio for sharing their playbook! If you want to get your brand in front of the buyers in a dynamic, enjoyable, and effective format, partner with us and make sure to register for the upcoming Demo Day on June 26th with Vimeo, Commsor, Coefficient, UserGems, Common Room, WinnAI and Fullcast presenting! 

The post How Alysio Generated 12 Qualified Meetings From RevGenius Demo Day appeared first on RevGenius.

We’ve just dropped the list of the Next 50 GTM Startups List, sponsored by our partner Seamless.ai — check it out here!

The next generation of startups have a distinct advantage – they have the support of the RevGenius Community. 

We are tired of seeing all the big brands get all the love and attention. It’s time to shower the top emerging ones with love backed by a community of 45k revenue leaders.

Next is RevGenius’ curated list of emerging creators and startups in SaaS Go-to-Market.

Next 50 GTM Startups is the second release of our Next campaign featuring emerging talent and brands in SaaS GTM. 

Inspired by redundancy, lack of diversity and connection to the masses  in the demand-generation-hopeful lists created by SaaS brands, RevGenius went out to create something different.  Always ahead of the curve, RevGenius is dedicated to discovering what’s next.

Get in touch if you wanna support the movement and partner with us!

The post RevGenius Announces Next 50 GTM Startups List, Featuring Emerging Brands in SaaS GTM appeared first on RevGenius.

Yet, we’re now seeing another shift in marketing, the rise of hyper-personalization. With advances in AI and data analytics, companies can now gather and analyze large amounts of customer data to create highly personalized and targeted marketing campaigns. For marketers, this means a deeper dive into data analysis and strategy to reach customers more personally and effectively than ever. 

The evolution of marketing personalization   

Before we dive into the benefits of hyper-personalization, let’s look at how personalized marketing has evolved over time.  

Traditional marketing personalization involved segmenting customers into broad categories based on factors such as age, gender, and location. This approach was effective in targeting large groups of people with similar characteristics, but it lacked the personal touch that today’s consumers crave. 

With the rise of social media and data-driven methods, marketers gained the ability to gather detailed insights about their customers. This opened the door to personalized marketing, where businesses could use insights from activities like web browsing and past purchases to create messages that resonate with audiences. 

And the evidence supports the effectiveness of personalization. McKinsey reports that 77% of B2B companies using personalized experiences see an increase in market share. Moreover, a recent SmarterHQ study reveals that 72% of consumers only interact with marketing materials customized to their unique interests.  

But, as our world becomes more digitally connected, consumers expect even more personal touches to their buying experience. And that’s where hyper-personalization comes in.  

Understanding hyper-personalization  

Hyper-personalization takes personalized marketing to the next level. With the power of predictive analytics, artificial intelligence, machine learning, and real-time data, we can finely tune marketing strategies to align with the preferences, behaviors, and needs of each individual. 

This marketing strategy goes beyond sorting customers into large groups. It zooms in on every individual, turning massive amounts of data from online activity into highly personalized interactions. By using advanced algorithms and AI, every click, search, and purchase is analyzed, uncovering unique patterns and preferences for each consumer.  

This careful, individualized approach enhances the customer experience, significantly boosting engagement and conversion rates. It marks a new era in personalized marketing. 

The role of technology in hyper-personalization    

The primary driver behind hyper-personalization’s rise is the advancement in technology. This makes it possible to sift through vast amounts of data quickly and accurately. Without this, it would be impossible for businesses to personalize their marketing strategies on such a granular level. 

1. Artificial intelligence and machine learning  

Artificial intelligence and machine learning are at the core of hyper-personalization. These technologies enable businesses to analyze huge volumes of data in real-time, identify patterns, and make predictions about individual consumer behavior. This allows businesses to create targeted and personalized messages across different channels. It’s one thing to know your audience is looking for solutions you can provide; it’s another to communicate this in a way that resonates. AI and machine learning step in here, enabling the creation of targeted messages that speak directly to the individual. This level of personal engagement boosts the effectiveness of your marketing campaigns, making every message count. The depth and agility provided by these technologies foster a marketing environment that is not just dynamic but also deeply connected to the individual needs and expectations of the customer. 

2. Real time data analytics 

Real-time data analytics allow marketers to track customer behavior and preferences in the moment. By monitoring customer interactions with a website or app, businesses can adjust their messaging and offers in real-time to create a more personalized experience. By leveraging real-time data analytics, companies can observe the immediate impact of their strategies and swiftly pivot to enhance customer engagement. This isn’t just about pushing out offers; it’s about nurturing a two-way conversation with customers, where their actions guide the business’s responses. Whether it’s adjusting email marketing campaigns, fine-tuning ad placements, or tweaking the user interface for better online experiences, the agility afforded by real-time insights can significantly boost marketing effectiveness.

3. Predictive analytics 

Predictive analytics use machine learning and statistical algorithms to forecast future outcomes based on historical data. In terms of hyper-personalization, this means that businesses can anticipate customer needs and preferences, allowing for highly targeted marketing campaigns that resonate with each individual. By leveraging predictive analytics, businesses can sift through vast amounts of data to identify potential future behaviors of their customers. This isn’t just about guessing what a customer might like based on past purchases; it’s an advanced, nuanced approach that considers a multitude of factors, including browsing patterns, interaction rates, and even social media activity.

4. Natural Language Processing (NLP)  

NLP is an AI-powered technology that allows computers to understand and interpret human language. This enables businesses to gather insights from customer feedback and interactions on social media, email, and other channels. By understanding the tone, sentiment, and context of customer communications, marketers can personalize messaging further. 

5. Big Data technologies  

Hyper-personalization relies on the analysis of large quantities of data. Big Data technologies, such as Apache Hadoop and MongoDB, make it possible to process and analyze this data quickly and efficiently. This allows marketers to create highly personalized campaigns based on real-time insights. 

Hyper-personalization in practice 

Here are five clear examples of how hyper-personalization improves marketing efforts: 

1. Recommendation engines  

E-commerce giants like Amazon and Netflix are known for their highly personalized recommendation engines. By analyzing customers’ past purchases, browsing history, and interactions with the platform, these companies can suggest products or content that aligns with each customer’s interests. But it’s not just e-commerce giants that can benefit from recommendation engines. With advances in technology and data analysis, businesses of all sizes can now harness the power of personalized recommendations to enhance their 

2. Dynamic content personalization 

Businesses can use dynamic content personalization to tailor website or app content based on a customer’s past interactions with the brand. For example, if a customer has shown interest in certain products or services, those items can be highlighted prominently on their next visit to the site.  

3. Personalized email marketing 

Using data from past purchases, website interactions, and demographic information, businesses can create highly personalized email campaigns that speak directly to each individual’s interests and needs. It’s also about timing. Sending these tailored messages at just the right moment can significantly boost engagement rates. Whether it’s a birthday discount, a seasonal offer that aligns with past buying behavior, or a gentle nudge to revisit an abandoned cart, the impact is profound.

To sum up, personalized email marketing is much more than a trend; it’s a robust strategy that can turbo-charge customer engagement and drive results. By focusing on the individual, businesses can craft email campaigns that are not only effective but also enjoyable for customers to receive.

4. Location-based marketing 

By using location data from a customer’s mobile device, businesses can create hyper-targeted marketing messages and offers based on their current location. For example, a retail store could send a personalized discount offer to customers close to their physical storefront. It opens up a dialogue between the brand and its customers, enabling richer, more personal engagement. By understanding where their customers are and how they move throughout the day, businesses can optimize their marketing strategies to align with the customer’s lifestyle and routine.

5. Personalized retargeting ads  

Retargeting ads use data from a customer’s online behavior to show them relevant ads as they browse the web. With hyper-personalization, these retargeting ads can be tailored even further based on individual preferences and interests. 

The future of hyper-personalization  

As technology continues to advance, we can expect hyper-personalization to become an even more dominant force in the marketing world. With consumers expecting personalized experiences at every touchpoint, businesses that don’t adopt this strategy risk falling behind their competitors.  

Moreover, hyper-personalization offers many benefits beyond increased engagement and conversion rates. It means businesses can craft marketing campaigns tailored not just to current customer preferences but also to foresee and meet their needs and desires in real-time. This predictive capability will allow companies to stay one step ahead, offering products and services that consumers may not yet realize they want. This enhances customer satisfaction and loyalty. 

With hyper-personalization becoming increasingly important in email campaigns, it’s essential to have a reliable and efficient tool to personalize your business emails. Exclaimer makes it easy for businesses to implement hyper-personalization in their email marketing efforts. 

This article was brought to you by Exclaimer 

The post The Rise of Hyper-Personalization in Marketing appeared first on RevGenius.

In this blog, we’ll break down everything you need to know about third-party cookies, how their phase-out will affect your marketing strategy, and alternative tactics to continue reaching your target audience.

What are third-party cookies?

Third-party cookies are small text files created by websites other than the one a user is currently visiting. These cookies are stored in a user’s browser and track their online activities across different websites. They allow advertisers to collect information about users’ behavior, such as pages visited, products purchased, and ads clicked, to create targeted ad campaigns. 

For example, if you visit an online shopping site and browse for shoes, that information can be captured by third-party cookies and used to show you shoe ads on other websites you visit.

What’s happening to third-party cookies?

With the rise of data breaches and misuse of personal information, consumers have become wary and protective of their data. They demand greater control over their personal data, expect their consent to be respected, and want their online experiences to be more personalized and meaningful.

As a result, major web browsers have implemented measures to limit or block third-party cookies. In 2019, Apple’s Safari browser took the lead by blocking third-party cookies by default, followed by Mozilla Firefox. Google Chrome, currently dominating the web browser market, plans to phase out third-party cookies by the third quarter of 2024.

This phase-out will have major implications for marketers, affecting advertising, analytics, personalization, and privacy efforts. There will be challenges in tracking users across websites, limiting the precision of targeted ads. Additionally, tracking and attributing conversions will become more complex.

Data privacy considerations relating to third-party cookies

The topic of third-party cookies has gained significant attention in the field of data privacy, sparking discussions on user rights and corporate accountability. These tracking technologies, often embedded invisibly on websites, collect detailed information about users’ online behaviors, preferences, and activities, raising significant privacy concerns. Their widespread use has sparked a vigorous debate among stakeholders about the ethics of data collection and usage, emphasizing the need for a delicate balance between personalized user experiences and the protection of personal data. As a result, intense debates surrounding data ethics have emerged, leading to the implementation of stricter regulations to protect consumers’ personal information.

The role of GDPR

The General Data Protection Regulation (GDPR) addresses the use of third-party cookies to safeguard individual privacy within the European Union. Under GDPR, organizations must obtain explicit, informed consent from users before processing their data, including the use of third-party cookies.

Imagine a scenario where an online bookstore uses third-party cookies to gather insights on a visitor’s reading interests and previous purchases. According to GDPR regulations, the bookstore must clearly explain how the visitor’s data is collected, its purpose, and who it’s shared with. Visitors then have the right to give or withhold consent, granting them autonomy over their digital footprint. Noncompliance with GDPR requirements can result in substantial fines and harm the company’s reputation.

Understanding PECR

The Privacy and Electronic Communications Regulations (PECR) is a UK law that stands alongside GDPR. It sets specific rules for electronic communications, including email marketing and the use of third-party cookies. By mandate, PECR requires that users must not only be informed about the use of third-party cookies but also must provide their consent before these cookies can be placed on their devices.

The use of Google Analytics without third-party cookies

Google Analytics is one of the most widely used web analytics tools that rely on third-party cookies to track user behavior. As Google Chrome phases out support for third-party cookies, Google has announced its intentions to use alternative technologies such as machine learning algorithms and first-party data to fill in the gaps.

The launch of Google Analytics 4 (GA4) in July 2023 aims to uphold user privacy while still providing valuable insights. GA4 takes a privacy-first tracking approach, using machine learning to fill in data gaps instead of relying on third-party cookies. This ensures businesses can gain a comprehensive view of the customer journey across devices while complying with new privacy regulations.

Exploring the alternatives to third-party cookies in marketing

While phasing out third-party cookies may seem daunting, it opens up an opportunity for marketers to forge a new path in the digital landscape. Here are some alternative approaches to keep your marketing efforts resilient and privacy-compliant:

First-party data

First-party data refers to information obtained directly from your audience. It includes interactions on your website, purchase history, and email subscriptions. Unlike third-party cookies, this data requires transparency and incentives to obtain, using relevant and personalized touchpoints in your marketing strategies. However, the collection of such data doesn’t come by default. It necessitates a foundation of trust and transparency with your audience. Your customers share their data with the understanding that it elevates their experience, making each interaction more personalized and more meaningful.

Contextual advertising

Contextual advertising is the practice of placing ads based on the content of a webpage. Instead of tracking user behavior, contextual targeting relies on keywords, demographics, and website categories to display relevant ads. While it may seem less precise than third-party cookies, contextual advertising avoids privacy concerns and can still deliver effective results.

AI and machine learning 

Artificial intelligence and machine learning can identify patterns in consumer behavior and use that data to create targeted marketing campaigns. By leveraging predictive analytics and customer behavior models derived from on-site interactions, personalized experiences that were once dependent on cookies can be replicated without privacy concerns.

Content-driven strategies 

Content plays a vital role, not only in supporting your strategy to gather first-party data, but also in capturing zero-party data. This refers to data that customers willingly share with a business, encompassing their preferences, purchase intentions, and personal contexts. Interactive content, such as surveys and quizzes on your website or social platforms, serves as an effective means to collect zero-party data. These tools do more than just entertain; they’re strategic means to an end. By engaging users in a meaningful way, they encourage them to share information directly. This act of sharing isn’t just beneficial; it’s a clear indicator of trust and a willingness to engage with your brand on a deeper level. Interactive content isn’t just a means to collect data; it’s a way to enhance user experience, adding value and deepening engagement. Each quiz taken or survey completed is an opportunity for your audience to reflect on their preferences and see themselves in your products or services. In return, you gain authentic insights that can guide your content strategy, product development, and marketing campaigns, ensuring they are as effective and efficient as possible.

One-to-one communications

One-to-one communication is the best way to foster trust. By transforming every email your business sends into a targeted marketing campaign, you enable hyper-personalized one-to-one communication without compromising user privacy. Email signatures provide an opportunity to build brand loyalty, nurture relationships with your audience, and convey important information.

In a world where third-party cookies are becoming obsolete, Exclaimer emerges as the ultimate ally for marketers. It equips you with the necessary tools to effortlessly incorporate dynamic content such as promotions, social links, and legal disclaimers into your email signatures. This innovative approach not only enhances your marketing efforts but also ensures compliance with privacy regulations, instilling trust and dependability in your brand.

This article was brought to you by Exclaimer.

The post Navigating the World of Third-Party Cookies and Email Signatures appeared first on RevGenius.

B2B contact lists are just as the name suggests–compiled lists of contact information and details on individual target customers working in a B2B capacity, or contact information for B2B companies.

They’re basically lists of the contact info for every target B2B customer you want to get in touch with. However, list building is more than simply compiling a list of email addresses and phone numbers, especially in the B2B SaaS industry.

When you’re building B2B contact lists of companies, you’ll probably want to know more than their contact information, like their firmographic data.

Firmographic data for B2B companies might entail their funding info, company tax structure, technological stacks, and more.

What you need to know about B2B contact lists is that you want to be able to capture your total addressable market (TAM).

Why do you need B2B contact lists?

Successfully capturing your TAM helps you avoid revenue leakage. Revenue leakage is basically the revenue you miss out on due to inefficiencies in your sales pipeline.

Here’s a more formal definition of revenue leakage from BoostUp:

“Revenue leakage is the potential revenue that a company misses out on or fails to capture, despite having a reasonable chance to earn it. It happens when there are inefficiencies or blind spots in the processes of identifying, pursuing, and closing sales opportunities.”

If your B2B contact lists are:

• incomplete
• inaccurate
• outdated

…You’re most likely only capturing a portion of your TAM, resulting in eventual revenue leakage. 

It’s like a domino effect: low-quality B2B contact lists lead to missed sales opportunities, which leads to missed revenue.

Simply having and compiling B2B contact data won’t help you prevent revenue leakage, but there are ways to streamline the process of sales prospecting and contact list building to do so.

How to build a B2B contact list at scale 

The truth about contact list building is that it takes a long time. Plus, it’s difficult to ensure your B2B contact data is complete, accurate and timely. 

Building a clean B2B contact data list at scale starts with choosing the right list building method and tools. With a strong tool and list building method in hand, you’re able to overcome the potential drawbacks of list building that most others run into.

Let’s explore some of the more traditional B2B contact list building methods and their drawbacks.

Traditional B2B contact list building methods

1. Manually combing the web.

If you’re a small business just starting out with your contact list building, manually building your contact lists and working out of spreadsheets might be all you need.

However, if you’re a more mid-sized or enterprise-grade business, manual list building and working out of messy spreadsheets can be a nightmare.

While you can do your own research on Google for your ideal customer profile’s contact data, the traditional way of manually building your contact lists also entails:

• Gathering email address contact information through email newsletter subscriber lists
• Manually verifying each phone number for each contact you have on the list
• Building gated content on your website or landing pages to gather email addresses and other contact information
• Running ads on social media pages like Facebook to gather more contacts

…And the list goes on. 

Needless to say, building a B2B contact data list manually is time-consuming and requires a lot of upfront work. This traditional method of list building doesn’t cut it for businesses looking to scale their sales or marketing outreach efforts.

2. Purchasing pre-built lists.

If you’re at a more mature company that needs a more efficient and timely way of contact list building, you’ve probably thought about buying pre-built, pre-verified contact data lists.

This includes purchasing access to B2B contact databases, which are structured collections of B2B contact data organized and verified by other organizations that own this data.

While this list building method is surely much easier and efficient than manually building your own lists, traditional B2B contact databases still come with their own drawbacks.

Traditional B2B contact databases:

• Are typically old and outdated
• Only update and verify their data based on a certain time periods
• Get their data from limited sources
• Don’t take timely events into consideration (i.e. contact job changes, changed contact details, etc.).
• Are not always compliant with current data privacy laws and regulations
• Typically focus their data coverage on enterprise businesses, not SMBs

Despite these drawbacks, a lot of sales professionals opt to use B2B contact databases for their ease-of-use and accessibility. But if everyone is using a traditional B2B contact database, that means most SaaS sales professionals are getting access to the same databases.

That’s where a “real-time search engine” for B2B contact list building comes in.

Using a real-time search engine for B2B contacts

If you’re looking for a sales list building tool that helps set you apart from other sales teams, you need a tool that can help you research and verify B2B contact data as efficiently and accurately as possible. 

The concept behind an AI-powered data tool is simple: It’s like doing a Google search for B2B contact data that’s already verified in real-time.

A few great sales prospecting tools that help you do just that are Seamless.AI, LinkedIn Navigator, and ZoomInfo–to name a few.

Imagine using a traditional B2B contact database to reach out to an ideal sales lead, only to find out that you have the wrong email address or phone number. 

Now imagine finding out that your B2B contact database only contains 50 contacts from your target leads out of the full 300+ sales lead contacts that actually make up your TAM (total addressable market). 

This means you’re missing out on opportunities to reach your full target audience. 

With a lead search engine like Seamless.AI, you can set filters to narrow down your search results to timely, verified, and accurate contact data in real-time. 

Whether you’re searching for small business or large enterprise data, this type of sales intelligence software helps verify your contact data in real-time with AI and machine learning.

Related: Learn more about Seamless.AI’s “Total AI” lead scoring system that rates how accurate, up-to-date, and complete a single lead’s contact information is.

10 Best practices for building B2B contact lists

There’s no right or wrong answer to building a B2B contact list, but there are a few best practices to help you do it efficiently at scale.

If you’re feeling overwhelmed by messy spreadsheets or inefficient list building, use these tips for B2B contact list building to help you overcome bottlenecks.

Related: Watch this webinar on the “10 Pitfalls to Avoid with B2B Contact Lists” on-demand to learn advice from real-life sales experts about list building. 

1. Don’t solely rely on B2B contact databases.

Traditional B2B contact databases can be outdated and unreliable. Instead, take a smarter approach to B2B contact list building with real-time search engine tools for lead data.

Most typical contact databases don’t automatically track job changes for you. The second you reach out to a prospect addressing them with the wrong title or company email address, you’ve already spent time crafting a message designed for a job that they’re not at anymore.

Make sure to look for lead contact data tools that have a system that notifies you of job changes, or at least automatically updates these contact changes to save you both time and face.

2. Understand the type of B2B contact data you’re looking for.

Are you looking for SMB data? Or are you looking for enterprise-level data?

Are you looking for funding data for B2B companies?

Knowing the type of B2B contact data that you need is part of knowing what information will help you not only get in contact with prospects, but also the information that will help you personalize and tailor your offers to highly qualified prospects.

Start with defining your ideal customer profile (ICP). What are their job titles? What kind of technology or software do they already use? How mature are their companies?

If you’re selling a small business project management tool and looking for small business owners, this helps dictate your contact data tool shopping. 

Browse around for B2B contact data tools that focus on offering data on small businesses rather than contact databases built around enterprise data. 

Case in point: A prospecting search engine tool like Seamless.AI provides much more data coverage on SMB contact data as opposed to using a B2B contact database provider like Lusha. 

If you’re struggling to find SMB contact data with other providers, narrow down your tool search to sales intelligence tools that offer more data coverage on SMBs.’

The bottom line of this tip is to have a goal in mind for the type of data you need to ultimately close sales deals.

3. Don’t skimp on data privacy regulations.

In a world where data-based sales approaches are applauded, data privacy should be top-of-mind.

You’re bound to run into the common sales objection or response, “How did you even get my information?” 

The last thing you want to run into is get hit with an unexpected, hefty fine for not complying with data privacy regulations. It’s also a situation that would automatically dissolve any foundation of trust that you want to build with prospects.

Our suggestion? Either get familiar with data privacy regulations yourself, or use a tool that has earned their data privacy badges (for GDPR compliance, CCPA, web privacy practices, device safety, etc.).

4. Know what features to look out for in B2B contact data list building tools.

Not all list building tools are the same. Some offer features to build email lists, some offer chrome extensions, and some even offer AI-powered sales scripts.

Regardless, you need to be a smart SaaS shopper and understand what features will help you the most in building a powerful sales pipeline.

Here are some must-have features to look out for in list building tools:

• Bulk search and saving emails: Find hundreds or thousands of contacts at scale,
• Coverage of data: Does this tool mostly cover enterprise-level B2B contact data, or does this tool offer more niche coverage of small to mid-sized businesses?
• Data refresh rates: How often does this tool refresh or verify their collection of data? Do you need contact data that’s refreshed and verified within a certain time frame?
• Intent data: Buyer intent signal data that helps you identify accounts that are ready-to-buy. 
• Data quality: You want to make sure your data is accurate, up-to-date, complete, and relevant.
• The number of B2B contacts you can access: How much data do you get access to with different list building tools? Compare the data coverage of your ICP between each tool. 
• Filtering and lead management: Most list building tools should enable you to filter your contacts based on specific criteria like industry, company size, job title, or more.
• Data security and compliance: B2B contact databases should always comply with current data compliance laws, like GDPR or CCPA.
• Integrations with other tools: You want a contact database that provides automations with pre existing tools in your tech stack.
• Customer support: If it’s your first time using a list building tool, a responsive and resourceful customer support team makes a big difference.
• Ease of use: You should find a tool that’s easy-to-navigate so your team can quickly learn to use it as well.

5. Focus on personalization beyond B2B contact data.

While this tip sounds very simple and obvious, it comes with some more not-so-obvious advice.

Building your B2B contact data lists is only one part of building a powerful sales pipeline; it’s the first step you need to start reaching out to your dream customers.

Think beyond simply building a contact list. Once you have a list of great potential prospects or leads, how are you going to reel them in?

You might have the most accurate, up-to-date, and complete list of B2B contacts, but there’s no use if you have no strategy to reach out to them.

Use your B2B contact data to your advantage. Lead contact data tools usually provide insights into a prospect’s preferences and organizational needs, especially through intent data, buying signals, and more. 

Use the information from your B2B contact data lists to generate actionable insights–insights about how to craft tailored messages to prospects that will pique their interest and make offers that align with their unique needs.

Case in point: With a sales data intelligence tool like Seamless.AI, you get visibility into a prospect or a company’s technological stack. 

Take some time to understand the type of tools that they currently have in their toolstack. Figure out how your offering or product can fit into their toolstack, or even better, bend and evolve with their current tech stack. 

Bonus points if you already offer integrations with the tools they already use. Use this knowledge to tailor your outreach messages to them and show them the value of adding your tool to their current stack.

6. Focus on lead qualification.

Not all of your leads in your B2B contact lists are equal. Some may be more likely to convert while others are simply interested in your product.

That’s where lead qualification comes in. Lead qualification is about focusing on selling to prospects who have both interest and intent. 

The process of qualifying your leads is like a sauce reduction. 

You’re reducing your piles of data down to the most qualified sales leads to start prioritizing your outreach efforts there. It’s like boiling down your sauce reduction down to flavors that you want to bring out most.

Here’s the simplified way to qualify your sales leads:

1. Define your ideal customer profile.
2. Create a lead scoring system.
3. Engage in active listening and ask qualifying questions.
4. Review past interactions to identify patterns of interest.
5. Assess budget, alignment with your product, and identify purchasing decision-makers\

The key thing to remember here is to prioritize high-quality leads that are more likely to convert.

Learn more about qualifying sales leads in this step-by-step guide to lead qualification.

7. Avoid buying email lists!

While there are many ways to find email addresses for your prospects, buying email lists shouldn’t be your main option.

Buying email lists can be considered:

• Invasive
• Illegal (violates the CAN-SPAM ACT)
• Detrimental for your email deliverability

Rather than taking the shortcut to buy email lists, focus on building your own email list through opt-in methods. 

Here are a few proven techniques to help you grow your email list organically:

• Gated or high-quality content marketing
• Optimize your website for email opt-ins
• Host webinars or virtual events
• Personalized email campaigns

Learn more ways to organically grow your email lists and why buying email lists can do more harm than good.

8. Automate data enrichment and data cleansing.

Not all data is accurate, complete, or up-to-date. According to Leadspace, B2B data decays at a rate of 2.1% per month.

By the time you’re finished building your B2B contact data lists, there’s a chance a small portion of your data might fall victim to data decay.

That’s why it’s important to enrich your data and cleanse your contact data lists regularly. 

In other words, you should supplement your raw data with more layers of data for more accuracy and reliability (data enrichment), and practice removing inaccurate, outdated, or irrelevant data (data cleansing).

You can either bake data enrichment and cleansing strategies into your list building process, or you can use a smart sales intelligence tool to help you automate this tedious task.

 If you decide to go the data enrichment tool route, keep an eye out for these techniques:

• • Data appending: Adding missing data to your existing data set
  • Data cleansing: Removing or correcting inaccurate, incomplete, or irrelevant data
  • Data normalization: Organizing data into a standardized format
  • Data duplication: Removing duplicate data
  • Data validation: Verifying data’s accuracy, completeness, and timeliness
  • Integrations with other sales platforms
  • Multiple export options for B2B contact data
  • Fast data refresh and verification rates

9. Focus on sales channels that are relevant to your business.

Not every product or service does well on every sales channel. While we recommend using a combination of various sales channels, it’s important to learn which channels work the best for your business or industry.

For example, if you’re an SDR for a commercial plumbing company, you might not do so well doing sales prospecting on LinkedIn. Instead, you might have a higher chance of building a strong contact data list through targeted ads on Google. 

Prioritizing certain sales channels over others doesn’t mean you should completely ignore the less successful ones. 

Once you figure out which sales channels provide more list building opportunities for your business, focus on those first and then figure out ways to optimize the other low-performing channels. 

10. Be genuine.

This tip for list building sounds cliche, but it’ll take you far.

Forget about being “salesy” and focus on bringing a human element to your list building efforts. 

SaaS sales can come off cold and inhuman, and most sales prospects immediately roll their eyes at the thought of getting another cold email.

Your job while list building and planning for sales outreach is to find ways to deliver genuine and authentic value that directly benefits your prospects on your list. 

While you’re building a massive list of B2B contacts, do your research and gather important details to provide more context about each prospect.

Understanding your sales prospects in terms of their unique industry, challenges, needs, and organizational structure will help you craft genuine sales outreach messages that actually resonate with your prospects.

In a nutshell…

Use this list of best practices to start B2B contact data list building smarter and more efficiently.

Here’s a brief overview of each list building tactic for your review:

• Don’t be over-reliant on B2B contact databases. Find smarter sales intelligence tools to help you prospect smarter.
• Know the type of B2B contact data you’re looking for to build a strong sales pipeline. 
• Don’t skimp on data privacy regulations.
• When shopping around for B2B contact list building tools, know what features are “must-have” and “nice-to-have”.
• Leverage buyer intent data or signals to help you personalize your sales prospecting efforts beyond simply knowing a prospect’s basic contact information.
• Always qualify your leads to prioritize ones that are most likely to convert.
• Avoid buying email lists and focus on growing your email lists organically.
• Always enrich and clean your data sets, and find ways to automate these tasks.
• Use multiple sales channels to build your lists, but prioritize the ones that are most successful and optimize the low-performing channels later on.
• Research your contact data to find ways to deliver genuine value for sales prospects.

Related: What is a Business Directory

The post Building B2B Contact Lists — Best Practices appeared first on RevGenius.

We’ve just dropped the list of the Next 50 Creators — you can check it out here.

Next is RevGenius’ curated list of emerging creators in SaaS Go-to-Market.

Inspired by redundancy, lack of diversity and connection to the masses  in the demand-generation-hopeful lists created by SaaS brands, RevGenius went out to create something different. Something that featured the ‘Next’ top talent in SaaS GTM.

‘Next 50 Creators’ is the first release and unveils on Feb 21, 2024. Following that, RevGenius will be creating the Next 50 Startups list featuring the ability to vote for who makes the list. Again, this pushes against the ‘pay to play’ norms that SaaS companies traditionally have to do to get exposure and leans on the people to lift the brands they support.

RevGenius is a brand dedicated to a new generation of GTM pioneers. Our mission is create trusted spaces for curious revenue leaders who are collaborating on the future of b2b GTM.  Always ahead of the curve, RevGenius is dedicated to discovering what’s next.

Vote for your fav RevTech brands here! 

The post RevGenius Announces Next 50 Creators List, Featuring Emerging Creators in SaaS GTM appeared first on RevGenius.

This blog post will look into the top 2024 marketing trends for boosting engagement. You can then reshape your marketing strategy to better reach your target audiences.

1. The use of generative AI will increase dramatically

Generative AI is set to become the marketing trend of 2024. Marketers are already seeing how this technology enhances both creativity and efficiency. By streamlining content creation, generative AI boosts a marketing team’s productivity and efficiency.

A report by McKinsey indicates that 69% of businesses are now using AI to generate creative content. Deloitte reports that generative AI users are saving an average of 11.4 working hours per week. This enables them to focus on higher-value or more strategic tasks. And research by Capgemini states that 78% of organizations using AI marketing have seen customer satisfaction scores increase by at least 10%. Generative AI is already revolutionizing content production with advanced algorithms and machine learning techniques. With its ability to generate high-quality content at scale, this technology is a game-changer. As we move into 2024, the adoption of generative AI will change the very nature of content creation. 

The dynamic capabilities of generative AI enable marketers to personalize content at an unprecedented level, tailoring messages to individual preferences and behaviors. This level of personalization enhances customer engagement and fosters stronger connections between brands and their audience. 

Also, Generative AI’s data-driven insights empower marketers to make more informed decisions, refining strategies based on real-time feedback. As organizations continue to harness the power of AI, we can anticipate a shift towards more targeted and effective marketing campaigns. 

2. Real time data and AI will drive hyper-personalization

Hyper-personalization is like personalization on steroids. While personalization works with past customer data, hyper-personalization uses real-time data and AI to deliver even more relevant content. It’s all about delivering the right content, at the right time, to the right person.

According to Epsilon, 80% of consumers are more likely to buy from a company that offers personalized experiences. And a research by Instapage showed that businesses implementing hyper-personalization experience significant growth. Around 88% of U.S. marketers reported seeing measurable improvements from personalization techniques, with more than half reporting a lift greater than 10%. Hyper-personalization allows for more targeted and effective communication, leading to higher conversion rates. By tailoring content to individual preferences, behaviors, and demographics, marketers can create more engaging and relevant experiences for each consumer. 

With hyper-personalization, companies can deliver more relevant and valuable audience experiences. This enhances customer engagement, leading to long-lasting relationships and brand loyalty. Businesses that leverage hyper-personalization can ensure they stand out in a crowded marketplace.

3. Sustainable marketing will become more important than ever

In 2024, sustainable marketing will play a more important role in business. As consumers become more aware of their environmental impact, businesses must adapt by embracing sustainable marketing strategies. It is not a trend, but a critical motion for brands looking to build trust and resonate with an environmentally conscious audience. 

A study by the Boston Consulting Group revealed that 75% of consumers would switch to brands showing a high level of environmental responsibility. This is even if it means paying an extra premium. According to Accenture, 63% of global consumers prefer to support companies that align with their values. This includes environmental stewardship. Brands that demonstrate a genuine commitment to eco-friendly practices not only contribute to a healthier planet but also differentiate themselves positively in a crowded marketplace. 

By integrating sustainability into your marketing strategy, you don’t just align your brand with eco-conscious values. You also tap into a large consumer base looking to support brands that share their values. By highlighting your sustainable initiatives, you can build a strong connection with your target audience.

4. The influencer generation will become more sophisticated

The influencer generation is a term that signifies the impact influencers have on shaping trends and culture. In 2024, influencer marketing will continue to evolve, using new technologies and strategies to create even more authentic connections between brands and their target audiences.

According to Influencer Marketing Hub, the influencer marketing industry is projected to reach $13.8 billion in 2024. This has more than doubled in size in only two years. Moreover, Business Insider reported that 67% of brands spent more on influencer marketing in 2023 than ever before. This will increase in 2024. In fact, the average business is planning to use 20% of their budget on influencer marketing.

This is why brands must be attentive to trends in influencer marketing. With the ability to leverage the authentic voice and reach of influencers, brands can create campaigns that resonate with consumers on a personal level. This ultimately drives greater brand awareness, loyalty, and business success.

5. Social media will be increasingly used as search engines

Social media platforms are rapidly evolving into the search engines of the future. Among these platforms, TikTok and Instagram stand out as the frontrunners. With their user-friendly interfaces and engaging content, they’ve become trusted sources of information. This is particularly true among younger demographics such as Gen Z.

Similarly, LinkedIn has transformed into a prominent search engine for business professionals. Whether it’s finding potential clients, uncovering job prospects, or staying updated with the latest industry trends, LinkedIn has become an indispensable tool for professionals looking to thrive in the digital age.

According to Hootsuite, 71% of consumers use social media platforms for inspiration when they’re looking to make a purchase. Furthermore, a study by Sprout Social revealed that 55% of consumers bought directly through social media channels in 2023. This showcases the growing importance of social media for sales and marketing purposes.

With the increasing importance of social media as search engines, marketers have a golden opportunity to better harness these platforms. In 2024, brands must focus on creating engaging and shareable content on social media to stay ahead of the curve.

6. Business email will continue to be an engagement platform

In 2024, business email will continue to be a great channel for boosting engagement. It enables businesses to connect with a broad audience, personalize communication, and measure performance metrics. By leveraging email, businesses can establish strong customer connections and boost engagement.

According to the Radicati Group, the average office worker receives about 121 business emails daily. So, there are plenty of opportunities to leverage business email as a marketing channel. This can be particularly effective when used in conjunction with email signatures, a component that’s instrumental in boosting marketing engagement.

Our own research found that 68% of businesses see email signatures as a necessary part of their branding efforts. Additionally, a professional email signature can lead to increased website traffic, social media engagement and drive conversions by promoting specific campaigns or calls-to-action.

Business emails will continue to be an effective marketing tool in 2024, so organizations of all sizes should optimize this channel to its full potential. Embracing the power of business emails is a surefire way for organizations to stay ahead in the competitive market and achieve their marketing goals.

Looking ahead to 2024

Even though we’re making an educated guess by looking at current shifts and advancements, nothing about the future is set in stone. Yet one thing remains clear; businesses must keep adapting to remain competitive. The rapidly changing landscape of the tech industry demands a proactive approach in anticipating and responding to emerging trends. This includes embracing sustainability and tech innovations while ramping up personalization efforts. 

The post Revolutionizing Engagement: 6 Marketing Trends to Watch in 2024 appeared first on RevGenius.

Mollie is one of the most exciting voices in SaaS, with experience leading revenue operations  at Corteva Agriscience, Syncari, Deel, Sound, now advising growing companies. She’s built numerous revenue teams from the ground up, setting up new standards and processes. She’s also a founding member of RevRoom (a curated community for senior executives) and an active member of RevGenius. We’re talking career, RevOps, leadership and lessons learnt.

How did it all start?

I like to joke that I’ve always been in revenue operations, even before it was cool. I started my career at a large health insurance company, in sales operations. At that time, sales ops involved building RFP databases and doing proposals. Then I transitioned to what would now be considered marketing operations, although back then, tools like Marketo and HubSpot were not widely used. I did email marketing using SilverPop, where I had to HTML/CSS  code every email. It was a fun world.

I truly did operations work, which encompassed marketing and sales support. After that, I worked for a small construction tech startup (which has since been acquired by Oracle), where I took ownership of their Salesforce, marketing automation, and what we would now call revenue operations. This was about 15 years ago, before the term became popular. I continued to lean into the marketing side for a while. Later, I joined Marketo and worked on client implementations in their professional services team. During that time, I learned so much, working with numerous companies across various industries. I’ve worked with FinTech, nonprofits, athletic teams, and more. Eventually, I shifted more towards true revenue operations.

I enjoy problem solving. There’s always something to fix, and in this role, I have the authority and autonomy to make things better. It can be overwhelming, but it’s also rewarding.

What would you consider your biggest success?

I’m a mom of three little kids, and I’m really proud of being a successful-working parent.

Apart from that, I also own my own company where I work with small companies, helping them build their operations foundation through coaching and guidance. In terms of professional accomplishments, one of my favorite projects was running the beginning-to-end open enrollment for a healthcare company.

We achieved an incremental revenue success of over 23 million dollars. It was an excellent result due to having a solid strategy, a well-executed plan, and a customer-centric approach.

Additionally, I consider building strong and successful teams as a significant accomplishment. I’ve always had to build teams from the ground-up, so that’s definitely something I consider my biggest strength.

You’ve built and led teams, what are your biggest lessons on leadership?

I think being a people leader is one of the hardest jobs out there.

In the world of startups, it’s important to accept that not everyone will stay for the entire journey. The fast-paced nature of growth often involves a shift in talents and skills. Individuals who thrive in the early stages of a startup may not be the best fit for later stages, and that’s okay. Sometimes, it’s best for them to seek new opportunities. But I wouldn’t say it’s easy to let them go.

Navigating communication in remote companies can be a challenge, but I already know that effective leadership requires time and effort. I strive to be a people manager who prioritizes transparency and honesty. When people truly comprehend the reasons behind decisions, they are more receptive and motivated (even if they don’t always agree with them).

I am committed to helping my team members advance in their careers.

I believe that bad leadership is one of the primary factors that drive people to leave.

When I instill confidence in my team members and truly believe in their abilities, they are more likely to exceed expectations and make the right choices.

Community: What’s in it for you?

We’re each other’s cheerleaders, champions, supporters, and even therapists to some extent. We win together outside of a company, which is really impactful. It’s less self-serving and more about investing in each other. It’s not about building personal brands or gaining influence.

The community is wholesome and pure. That’s what makes it special.

What trends are you seeing in the B2B space?

There are two buzzwords right now. The first one is AI, which we all know. The second one is productivity, which ties into AI.

Businesses are looking to do more with less and improve their output and performance. If we can automate certain tasks and free up time, we can invest that time in personalization, content creation, and consumer engagement, leading to higher conversion and engagement rates. The focus should be on using AI to enhance the consumer experience, not just as a cost-saving measure.

The consumer experience should be the priority when implementing AI and automation. It’s important to meet user expectations and provide smart, quick, and responsive experiences. We don’t want to frustrate them with irrelevant or unhelpful automation.

What should we move away from?

It’s less about what works or doesn’t work and more about the level of maturity in the approach.

Lead scoring is a good example. If businesses are still relying solely on demographic and behavioral lead scoring without incorporating intent and other factors, they may be behind the times. It’s about understanding when businesses have outgrown certain practices.

So, it’s more about staying adaptable and continuously improving. Businesses should always strive to push boundaries, iterate, and improve. If something is working, it means there’s room for further optimization.

What should we read?

One book that I found really valuable is “Crucial Conversations.” It’s about having difficult conversations in a respectful manner. It taught me the importance of removing myself from unproductive conversations and taking breaks when emotions run high. It’s a skill that applies not only in professional settings but also in personal relationships.

How do you set your personal goals?

Personally, I’m not as formal as sitting down and setting hard career goals.

One thing I invest a lot of time in is reflection.

Every Friday, I write down what I do in a Google sheet that’s always open on my computer. I try to write things down as they come and summarize them at the end of the week. Did I get things done? Did it work? What was the impact?

Feeling like we’re working towards the right things generally helps.

For my personal career growth, I invest in the community and have a career mentor. It helps me think about the right things and stay focused. I’m open to being challenged and continuing to learn. I don’t have a fixed plan like “I want to be a CEO” because I want to be more well-rounded and seek opportunities to learn and improve.

Working with other good leaders and learning from their experiences is also helpful. It’s not just about solving complex issues but also handling situations like staffing challenges and adjustments. For team growth and development, I believe in focusing on three things. Each team member should have two core objectives per quarter related to their job and growth. The third objective is personal learning and development, something that fulfills them outside of work.

I try to put these pieces in place and have ongoing discussions and monitoring. We all start with good intentions, but it can get out of hand if we don’t continually manage it.

What advice would you give yourself 10 years ago?

That it’s okay to fail. Don’t put roots in bad earth. Don’t invest your time in situations where you can’t be your best self. I’ve learned that the hard way. Sometimes we think we can’t leave a job because of the fear of job-hopping, but if you’re in a toxic environment or dealing with bad people, it’s best to get out.

Do what’s best for you, not what’s best for the company or your team.

I still talk to people from my first company, so people remain even if you leave. It’s a hard lesson for many, especially for those from previous generations who stayed at the same company for decades. We need to be okay with making decisions that are best for ourselves. If you’re proud and excited about the decision, it’s the right one.

My advice is to do what you need to do, not what others think is right.

Insights we loved:

Achievement Tracking

Track weekly progress, evaluate goals’ impact, reassess based on business dynamics for personal and operational growth.

Objective Prioritization

Limit goals to three quarterly: two professional, one personal. It encourages focus and achievable targets for team development.

Embrace Failure

Accept shortcomings, avoid toxic environments, prioritize well-being over misplaced company loyalty, and learn from each setback.

Well-being First

Support team in prioritizing personal well-being, empower choices for individual happiness over societal expectations or norms.

Leadership Insights

Frequent check-ins with self, ensure team’s objectives align with personal development, and foster continuous improvement dialogue.

Community Involvement

Value online communities for sharing expertise, discourage self-serving interactions, and foster genuine engagement for growth.

AI & Productivity

Use AI to enhance customer experiences, focus on meaningful applications rather than solely cost-cutting measures in B2B.

Team Building Challenges

Hiring and leading teams require hard choices, transparency, and fostering a supportive environment for members to thrive.

Grace in Leadership

Practice transparency, maintain patience, and encourage a positive mindset. Become a leader who inspires, not the reason for departures.

Ready to join conversation with leaders like Mollie? Enter RevRoom

The post RevRoom Member Spotlight: Mollie Bodensteiner appeared first on RevGenius.