Anissa (Vaast) de la Torre

Your CRO program manager needs to have focus. Experimentation happens in a fast-paced environment. Without progress every week, there will be no traction against 12-month goals. Your program manager needs absolute focus. I consider 3 core pillars for the role : Strategy, research and stakeholder management. A high performing program manager needs a full dedicated team to support on everything else. That’s already a sizable job description just with these 3 pillars. - conduct & analyze research methods - identify conversion roadblocks - create data-driven hypotheses - define and manage the testing roadmap - analyze test results & learnings - recommend customer-focused decisions - democratize ideation - evangelize results and insights - apply insights across the business - break down team and agency silos - earn and maintain stakeholder buy-in We want to make progress every week, and there is no place for ad hoc requests or additional responsibilities. If your program manager is not allowed to focus, there likely is a lot of money that is left of the table. I am a strong advocate of building a core team. It can start with as little as 2 or 3 people, while ideally I’ve seen 4 to 5 being a sweet spot. You can borrow fractional time from designers and developers before hiring full time. Having a dedicated team with the right skillsets is a true factor that make CRO programs take off and gain traction. Every org who decides to get into testing deserves to set themselves up for success from the start.

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A Quick Story: A little less than a year ago, we started our cold email journey. It was messy, we didn't know DMARC from SPF. Honestly, it wasn't that hard to figure it all out, but it took a lot of work. We bought domains, we signed up for Instantly.ai, we started sending. A year later, we have learned a lot. Here a few of our takeaways, honest takeaways: 1) It is ok if you don't know everything, but share what you know when you know it. This has been my personal motto from the beginning, we give a lot more than we take. 2) Everyone has a new way, but the same ways ring true...good copy, solid domains, correct leads, and professional approaches get results. 3) Consulting is fun, but is not very profitable. We were shy about becoming a cold email agency...that was a mistake. We helped multiple agencies grow with our unique approaches..they grew...we didn't. 4) Trust and verify. Something new and exciting is sometimes just new and exciting. Every day a new AI company pops up...literally every day. 5) Advanced lead generation, especially with tools like Clay is critical. Reaching people when they have a need or show intent for your service makes all the difference in the world. So I will close this by not being shy, taking more than I give. If you are looking for a year old agency, who has helped some of the largest agencies in the world get results...that is us. We may be young in tenure but we bring more business experience to cold email than most (18 years to be exact). We are ready to work with companies looking to get results yesterday. We are simple and affordable... while being complex in our AI.. and effective in our outreach. Don't expect in huge sales pitches or massive decks...we just share our results and let them speak for themselves.

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Remember that B2B buyers are both rational and irrational, emotional and analytical. The best marketing pulls on both. We marketers tend to favour the rational side. With our love for data, testing, comparison charts, and ROI calculators. But don't forget the majority of buying decisions are actually irrational, they are emotional, fueled by cognitive biases such as the simple need to have the shiniest, newest thing, and to look better than the competition. Always balance both. This was a clip from a webinar on Proptech B2B growth strategy I hosted last week together with the exceptional Brad Kay ⚡️ and Kaley Blades. Check out the full episode on PropTechBuzz. -- ✍️ Thoughts on this?  ♻️ Reshare if you agree. #B2B #B2BMarketing #B2BMarketingStrategy #GoToMarket #Marketing #SaaS #Enterprise #BrandAwareness #DemandGen #LeadGen

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If you work in B2B, you probably know how blurry the partnership terminology can be. Don’t worry, we have simplified it for you! We prepared a summary of 26 essential terms in the carousel below so that you can access them all in one place. 💡 Reminder: visit our website for a dedicated section on B2B marketing and partnership vocabulary. We'll soon update it with more terms ⬇️ https://lnkd.in/guFhX6Sj Stay updated on our B2B glossary! #b2b #b2bmarketing #b2bpartner

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**Laid Off Senior Marketer Ready for New Challenges** If you have senior marketing opportunities or can connect me to people who do (FTE or contract), I would be deeply grateful to hear from you. If you're willing to share this post with your network, I'd love that as well. Here's a bit about me: I have a rich background in full stack marketing and program management and a unique blend of expertise in strategic marketing, technical acumen, and data-driven decision-making. I thrive in ambiguity and execute fast to deliver measurable results leveraging a well-tested toolbox. This is illustrated by my history of transforming strategies that drive growth and operationalizing customer-focused programs and the glowing LinkedIn Recommendations my colleagues have posted. Here's a Few Experience Highlights: *Innovative Marketing: Boosted customer engagement with full funnel content marketing and AI-driven technologies. *Significant Growth: Led initiatives that resulted in a 20% company growth over three years. *Operational Excellence: Turned visions into programmatic reality and consistently delivered long-term outcomes. *Technical and Creative Synergy: Delivered outstanding project outcomes by merging technical acumen with creative insights. *Leadership and Vision: Recognized for exceptional team and global project leadership and future proofed strategies by senior management and peers. *Team Collaboration and Mentorship: Mentored early-career professionals and aligned cross-functional teams towards common goals. Please feel free to reach out or share my profile with your network. Thank you for your support! #OpenToWork #MarketingLeadership #ProgramManagement #StrategicMarketing #DataDriven #CareerGrowth #JobSearch #MarketingStrategy #Innovation #Leadership #Mentorship #RemoteWork #FullTime #ContractWork #Networking

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I don't believe in only focusing on quick wins. For years now, B2B marketers have heard: "Get more leads now, find the quick wins, get the low-hanging fruit". And it's one of the biggest challenges that we face in #B2Bmarketing today. --> The focus on the very short term seems to stem from the need everyone has for instant gratification these days. Don't get me wrong--we all seek, find and try to go after those quick wins, if they actually exist. Whether it's to help drive revenue or to prove our value in new roles, we know we must spend time on this right away. But it shouldn't be at the expense of other key, longer term initiatives. And that's today's #quicktipTuesday. Because, let's face it, without PRIOR investment, strategies and execution there are no quick wins today (or this week, this month or likely this quarter). So what's a great B2B marketer to-do? ✔ Focus on the short term and quick wins--yes. ✔Team up with sales to move existing opps through the pipeline--yes. ✔Makes sales easier and help close more deals--yes. --> But the key here is that the focus on the very short term should ONLY be PART of an entire strategy, and NOT become the entire strategy itself. In other words, yes you should capture the demand that's there. But you ALSO have to find others that are in-market to buy the solutions you're selling, that solve the pain your prospective customers are experiencing--so you must include demand creation in your strategies, which are definitely longer term ones. Quick wins can also be tricky as they: - vary by organizational definition - require some analysis to properly evaluate and assess - must be balanced by longer-term strategies - may not even be possible (if you know, you know) Why? Because in B2B, your prospective customers: - define the sales cycle which can be long and complex - research on their own before making a short list or reaching out - define when they're in-market, the timing, and their journey - own their purchasing cycles, processes, budgets and timeframes --> Focusing only on the very short term means that you're likely sacrificing longer-term initiatives (as resources and budgets are always tight), and that puts you at a disadvantage as in the end, you're sacrificing future pipeline growth, today. It takes time to do the right things, which include: - building awareness amongst your ICP - driving solid interest - demonstrating a better world with you in it - proving the status quo must change - addressing the fear of change - getting into your ICP's consideration set It really is about the right balance, and the most successful marketers and organizations recognize this, and allow for it. After all, that's why you plant a tree today for the shade you want in the future. #b2B #SaaS #demand Ventresca Management Services

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A B2B glossary for business leaders who aren’t quite buying it. We’ve organized The Non-Marketer’s Guide to Marketing in pillars that roughly follow the marketing journey. Because if you don’t use the words “pillars” and “journey” in a marketing document, who's gonna take you seriously? ➡️ Pillar 1: Go-to Market Strategy. A well-crafted plan for finding customers and convincing them to buy your products…or a fantastical tale of pathos and derring-do punctuated by bar chards and bullet points. ➡️ Pillar 2: The Marketing Technology Stack. Digital tools used to sell products and services…or traffic jam of venture-capital-backed companies selling software that helps sell stuff to other venture-capital-backed companies selling software. ➡️ Pillar 3: Marketing Funnel. The path prospective customers take from brand awareness to sales-readiness and even purchase…or a way to track whether the sales team is sending enough emails and making enough calls. ➡️ Pillar 4: Marketing Effectiveness Metrics. Measures that help manage marketing effort and set appropriate spending levels…or an exercise in which marketing leaders flash suspiciously specific numbers and overly elaborate charts to gain budget increases. We promise there’s much, much more that goes into the above. Read our full guide (and our personal takes) for yourself. 💥 Comment below and we’ll DM you the Ebook link. ⬇️ #guidetomarketing #b2bmarketing

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HubSpot Tip of the day: 📈 Dealing with similar company names in your HubSpot portal? It can be frustrating when you're trying to filter deals by the primary associated company. Clicking into each primary company to view associated deals can get tedious quickly😥🔍 Here's a simplified approach: set up a deal property sync using 'Company ID'. This keeps everything connected and makes filtering a breeze. Since IDs can be hard to remember, consider creating custom nomenclatures for your company and customer accounts. This will make them easier to identify and can be applied across all your systems, not just in HubSpot! 🚀 #HubSpotSalesOps #workflows #CRMautomation #sequences

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Today’s B2B Marketing tip is a fresh take on everyone’s favorite topic: Marketing landing page forms Conversion optimization is important. But I dare say there is too much focus on optimization. Truth. Time to take a step back. And re-think how we can best truly use them.   I’m referring to forms that provide high-intent conversion. Most applicable to buyers of B2B products.   Your Marketing forms are a great way to grab intel from your target buyer. Let’s not worry so much about reducing the number of fields per form. And start using those same forms to provide you with valuable intelligence!   Here's a common sense breakdown.  Let’s think about the buying journey and scenario: >>>Your target has already spent hours doing research. From problem aware, to solution aware and now product aware. >>>They have landed on your landing page. They have decided they want to talk with your business. >>>They already have buyer committee and senior mgmt approval to Contact you. >>>They are requesting a demo/trial or looking to Contact a member of your Sales team.   Someone with this intent is not going to turn away if you ask them for a few extra details. If they do, then they aren’t a high intent B2B buyer.   There’s value in collecting intel on your high intent forms. Why? Because: o  Your Sales team will have info to make their initial outreach conversation more valuable for the buyer o  The best people in your company can be pulled into the initial Discovery call o  You will collect further info on the pain points of your buyer to fuel your content marketing o  The Marketing intel received can help justify your efforts and your investment based on the actual feedback received o  And those same answers will set-up your Marketing efforts for better success by identifying what is actually working! For low intent forms and sign-ups. I agree. Grab only what you need. Because, at the stages of low intent, the job is simple. Get them to first consider you. And you can get more info when they fill out a high intent form in the future.   Think of it from a B2C perspective for expensive purchases you would make. It’s common sense right? For example: o  Would you not buy a coveted car you heavily researched if the Sales person asked you why you chose that model? o  Would you forgo buying a home because someone asked you why you considered the specific neighborhood? o  Would you stop building a backyard deck because the supplier asked you how you heard about them? I think most of us would say “No” to the above. Because the additional info requested is inconsequential. Notably… … to the investment in time already spent doing the due diligence research.   The same goes for B2B buyers as well.   So A/B test your best high intent form. And let’s stop flying in auto-pilot mode. You’ll be surprised with what additional info you can get from buyers. And it works…. #marketing #leadgeneration #demandgeneration #brandmarketing #digitalmarketing

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A simple technique to boost your Bottom of Funnel Content: Creating Customer Success Stories. Your Dream Customers are facing problems that your SaaS solution was BUILT to solve. But one of the main barriers that will stop them from signing up is a lack of social proof. "How do I know this is what I'm looking for?" "Have they served anyone who had the same problems I had?" "Did they generate the ROI that I'm seeking from a solution like this?" A simple way to build these would be to interview your successful clients on loom, Vimeo, Riverside etc. Then take the transcript of that interview and use ChatGPT to create high quality headings and structure the transcript in an easily scannable blog post. You can also take any nuggets of wisdom in the transcript and use them as stand alone Linkedin or twitter posts to stretch the lifetime value of your content.

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Log “sent” and “replied” LinkedIn messages as timeline events in HubSpot. 😍 🔥 Key Benefits: • Identify Non-Responders: Easily create lists of contacts who haven’t replied to your LinkedIn messages. • Better Reporting: Gain deeper insights with more detailed reports. • Workflow Integration: Leverage these timeline events to unlock endless possibilities in your workflows. The only HubSpot outreach app needed to simplify daily outbound activities. Hublead

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There are email promotions and there are email promotions. A well-thought out email is easy to spot. It speaks to me as a buyer, it's specific to my interests or previous buying history. It captures my attention. I don't hate it and want to block the sender as soon as it arrives in my mailbox. The good emails take time. Here is where it gets annoying, you have a multi-page sign-up process where you're asking the user questions "to get to know them better" and yet send a completely generic email that's of no interest to the recipient. You send numerous, non-transactional emails every day, again with no reference to their wants or interests. What's happening with our focus and prioritizing client needs? 60% of consumers prefer email as the main communication outlet, users expect to receive a mobile-friendly email, 50% of people will delete the email if it's not mobile friendly. Personalization is extremely important as almost 80% of people expects to receieve personalized communication. Email is said to have a highest ROI out of all digital marketing tools. On average for every $1 spent on email you see $36 made in return. Treat email as an important element of your marketing. It's needs more focus and attention and more time spent on segmentation, personalization and testing. What are your experiences with email? Is this a high value marketing tool in your business? #marketingstrategy

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Calling all content managers and marketers! Don't miss our Contentful demo going live on June 20th, where you'll discover how to streamline your translation workflows and unlock the full potential of your content with the leading AI solution. Register now and see the action live in the comment section. #ai #EnterpriseAI #contentful #connectedworkflow

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Yesterday's post was a little heavy—so today, let's get HAPPY. 😊 Join us on June 4th at 11:30 am ET/ 5:30 pm CET at the HubSpot Happy Customers Festival. 🎉 We’ve partnered with HubSpot and Wistia (and many more) to share crucial workflows that will help you level up your GTM efforts in HubSpot. Hear from industry giants like Yamini Rangan (CEO of HubSpot), Daniel Zarick (CEO of Arrows), Jared Fuller (Reveal's Chief Nearbound and Partner Officer), Taylor Corrado (Senior Director of Brand Marketing at Wistia), Mike Adams (Founder and Chairman of Grain), Hannah Goldberg (Solutions Architect at HubSpot), Molly Sunwoo (Strategic Partnerships Manager at Aircall), and many more to learn how to connect the full customer lifecycle in HubSpot. Get your spot at the 🔗 below! #hubspot #partnerships #GTM #nearbound #customersuccess

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𝗗𝗼𝗻'𝘁 𝗵𝗮𝘃𝗲 𝗲𝗻𝗼𝘂𝗴𝗵 𝗱𝗮𝘁𝗮 𝗯𝘂𝘁... 𝘀𝘁𝗶𝗹𝗹 𝘄𝗮𝗻𝘁 𝘁𝗼 𝗽𝗲𝗿𝘀𝗼𝗻𝗮𝗹𝗶𝘇𝗲 𝘆𝗼𝘂𝗿 𝗲𝗺𝗮𝗶𝗹𝘀? 𝗛𝗲𝗿𝗲'𝘀 𝗵𝗼𝘄… Personalization is key for email success. But what if you're short on customer info? The truth is, you can still write emails that connect. 𝗙𝗼𝗰𝘂𝘀 𝗼𝗻 𝘁𝗵𝗲𝘀𝗲 3 𝗸𝗲𝘆 𝗮𝗿𝗲𝗮𝘀: ↳ Tone of voice: Be friendly and conversational. Think of writing to a colleague, not a robot. ➔Example: Instead of "Dear valued customer," try "Hope your week is going well!" or "Have a question about [topic]?" ↳ Relevant keywords: If you don't have their name, try something related to their interests or job role. ➔Example: "As a fellow marketer, I know..." or "Looking for ways to streamline your [industry] workflow?" ↳ Pain points: What problems do they face? Even without specific data, you know your industry's common struggles. ➔Example: "Tired of emails that feel like they were written for everyone and no one?" 𝗔𝗱𝗱𝗶𝘁𝗶𝗼𝗻𝗮𝗹 𝗣𝗼𝗶𝗻𝘁𝘀: ↳ Subject lines: Short, intriguing, and promise value. ➔Example: "The one thing that might be hurting your email opens" ↳ Call to action: Tell them exactly what to do next. ➔Example: "Hit reply and let me know your biggest [industry] challenge" ↳ Benefits focus: Show how you solve THEIR problems. ➔Example: "Save time and boost engagement with these personalization tips" 𝗜𝗻 𝗳𝗮𝗰𝘁, 𝗜'𝗺 𝗮𝗹𝘄𝗮𝘆𝘀 𝗹𝗼𝗼𝗸𝗶𝗻𝗴 𝘁𝗼 𝗶𝗺𝗽𝗿𝗼𝘃𝗲 𝗺𝘆 𝗽𝗲𝗿𝘀𝗼𝗻𝗮𝗹𝗶𝘇𝗮𝘁𝗶𝗼𝗻 𝗴𝗮𝗺𝗲.

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