⁣#b2bsaas #paidsearch #growthmarketing

⁣Someone has to talk about word of mouth…

First the data…

Research from Jay Baer shows that in B2B, 91% of every sale is influenced by word of mouth in some way
Jason M. Lemkin estimated that when BILL IPO’ed 80% of its customers came from word-of-mouth
Research shared by ThinkImpact shows that 88% of the potential customers of B2B businesses seek word-of-mouth assurance before purchasing

I have long been a big fan of net promoter scores (NPS), but the power of NPS scores is not in the score, it is in the mindset that companies can create an experience that their customers would be willing to share. NPS scores are often discussed as a customer satisfaction metric, but I am more interested in what it literally measures, quantifying how likely customers are to refer a company to a friend or family member i.e word of mouth. Companies don't increase word-of-mouth sales because they implement NPS, they improve because they adopt a mindset that they will do something that people want to share and then enable users to share. Companies can do this without NPS or with NPS, but it starts with the mindset.


Word of mouth is not a simple marketing tactic but we can do things to enable it. There are a few products that I use that demonstrate how to enable word of mouth:


Consistent, strong brand: This is not just about the logo and messaging, it is about how customers experience your brand throughout the customer lifecycle. People won’t refer your brand if they think there is a chance it will be a poor experience. We have referred quite a few of our clients who are relatively immature from a marketing perspective to Hubspot, because, over the years, HubSpot has done a terrific job of consistently creating a brand experience that suits those who are looking for a solution that is relatively easy to implement, use and gain value from.

Wow your customers: A consistent brand ensures that people will be willing to refer others, but an amazing experience will make people want to refer your product. For instance, over the past few weeks, I have had several people proactively recommend Opus Clip because they were amazed at how easily it can create small video clips from a larger video.

Make your product easy to share: Even if customers are willing, referring a product is not top of mind for them, so make your product easy to share. This could come in a wide variety of forms, but here is one example from a product I use, Semrush. By making their reports and data very easy to share, they have enabled many word-of-mouth discussions about their product with our clients.

Make your product easy to experience: People being referred to you should be able to experience your product without significant effort. Bill.com provides a great example. My first experience with Bill.com was when we received a payment from a client. After a simple registration to accept our payment, I was able to easily see the functionality the platform offered.

⁣It is the end of the month so the sales team is hyper-focused on winning deals to close the month strong.

What is the marketing team focused on?

On whether or not they are going to hit their goals.

A marketer never wants to see red on the dashboard.

Unfortunately, this is where inefficiencies can start in marketing. There are marketing tactics that can easily push those top-of-the-funnel numbers to green; display and social media campaigns for traffic, lead form campaigns or partner lists for leads or a couple more email sends to your cold email list for a quick boost. The problem is that many of these tactics will never result in much revenue. In addition, marketers can become almost addicted to them. As traffic and lead goals increase they pour more money into them chasing green on the dashboard.

This process is a real issue for many companies. Through our Mosaic Growth Marketing Assessment, we have been able to save our clients millions of dollars, by eliminating tactics like these.

So as the month ends, instead of investing money and time chasing metrics that won't drive revenue, let's think about ways to take those resources and do something meaningful. It may not get your dashboard to green this month, but it will pay dividends in revenue in the future.

⁣In this enlightening episode of Growth Science, we engage in a deep dive with Abha DasGupta, the founder of the consulting and strategy firm STRATVY. Abha, a visionary known for her product focus and strategic acumen, shares her rich journey from her early days at KPMG to spearheading significant projects in companies like AOL and k12.

The conversation covers a wide range of topics, including the challenges of pivoting in a dying business, the nuances of product strategy, and the intricacies of understanding and tapping into various markets. Abha emphasizes the importance of strategic vision, customer-centric approaches, and the ability to articulate a company's value proposition effectively.

Key takeaways from this interview include insights into the growth of companies, the evolution of product strategy in response to market demands, and the critical role of company culture in driving success. Abha's diverse experience across different industries, including ed-tech, fintech, and cybersecurity, provides a unique perspective on developing successful business strategies and cultivating a productive and positive organizational culture.

Whether you're an entrepreneur, a seasoned executive, or someone interested in the intersections of strategy, product development, and organizational culture, this interview is a treasure trove of practical wisdom and strategic insights. Tune in to discover how Abha DasGupta's experiences and insights can inspire and inform your own business journey.

#strategy #productdevelopment #organizationalculture #businessgrowth #stratvy #growscience #abhadasgupta #businessstrategy #leadership #innovation

⁣Join us as we sit down with Greg Fischer, a creative powerhouse and the founder of Force Multiplier Strategy, based in Richmond, Virginia. Greg brings over 20 years of experience from the creative advertising world, having worked in New York, San Francisco, and Richmond with notable agencies like The Martin Agency. In this insightful interview, Greg delves into his journey, the mission of Force Multiplier Strategy, and the innovative ways he helps businesses grow.

🔹 Key Highlights:

Insights on tackling waste in organizations and unlocking brand potential.
The focus on both B2B and B2C sectors, with a special interest in Modern Challenger Brands.
Discussion on the importance of brand storytelling, customer understanding, and team unity for business growth.
Strategies for overcoming organizational silos and becoming customer-centered.
Practical advice on identifying and closing gaps in customer journeys.
🔹 Key Moments:
00:00 - Introduction to Greg Fisher and his background.
02:30 - The philosophy behind Force Multiplier Strategy.
05:15 - Greg's take on B2B and B2C dynamics.
08:45 - Fundamental strategies for business growth.
12:10 - Overcoming silos in organizations.
16:20 - Insights into the complexities of the customer journey.
21:35 - B2B vs. B2C marketing: Learning from each sector.
25:50 - Practical steps for organizations seeking growth.
30:00 - Closing thoughts and key takeaways.

Greg’s insights are invaluable for any business looking to navigate the complexities of growth, customer engagement, and organizational efficiency. His approach emphasizes the importance of customer-centric strategies, cohesive brand narratives, and a unified team effort.

Don't forget to Like, Share, and Subscribe for more expert interviews and business growth strategies!

#businessgrowth #strategy #marketinginsights #gregfisher #forcemultiplierstrategy #customercentric #brandstorytelling #modernchallengerbrands #b2b #b2c #organizationalefficiency #expertinterview

⁣Join us as we delve into the transformative world of AI with Janet Lee Johnson, founder of the AI Governance Group. With many years of experience, Janet shares her journey from pioneering influencer campaigns to advocating for AI governance. We discuss the delicate balance of truth, trust, and transparency in the age of AI, the implications of voice cloning, and the critical role of AI in shaping the future of work. This insightful conversation unveils the pressing need for strategic AI policies within organizations and the importance of critical thinking skills. Dive into this episode for a compelling look at AI's impact on society and how we can navigate its challenges with wisdom. Don't forget to like, share, and subscribe for more thought-provoking discussions! #aigovernance #ailiteracy #futureoftech

⁣We take a look at an article by Dave Kellogg on how to improve your marketing reporting and have a few suggestions of our own.

Link to article: https://kellblog.com/2023/05/0....1/how-to-simplify-yo

⁣Net Revenue Retention has been a very popular metric lately, but among some, it has lost some of its luster as the article linked below discusses. What is critical for companies focused on growth is that they don't change their core metrics based on trends or individual preference, instead put a formal process in place to define your metrics and to change them if necessary.


Article:https://sixteenventures.com/nr....r-panic-the-rollerco

Exploring the difference between a growth culture and a performance-obsessed culture.


Link to article: ⁣https://hbr.org/2018/03/create....-a-growth-culture-no

Learn how to use extensions for Google Sheets to give your B2B reporting super powers.

⁣Tapsi Chadha a Marketing Strategist at Outgrow.co shares with us her keys to growing your business. Tips include focusing on customer success, open communication and finding the right tools to help you business scale.

We interview ⁣Jenn Guidry, Senior Director Of Marketing with eclincher, a leading social media management platform. Jenn shares terrific growth marketing insights including the need to differentiate your offering, reduce friction and the power of swimming upstream.


<a href="https://eclincher.com" target="_blank" >eclincher</a> is a top social media management platform, used by small & medium businesses, enterprises, marketing agencies, and YOU.

Just want to share with our users the results for a help a reporter out article.

You have submitted your HARO query and received your responses, how do you create your article and then publish and promote it.

Help a Reporter Out (HARO) is a great resource to help you build your content efforts with content from experts. We share with you how we are using HARO to help grow BisVue.com.

⁣BERT & NLP in SEO are more than just buzzwords. They’re the game changers of on-page SEO.

How to use them in your content strategy and watch your organic traffic skyrocket? Tomek and his special guest, Matthew Woodward (@Matthew Woodward​), will tell you all about entity analysis, salience, and sentiment.
______________

Want to go deeper into NLP in SEO and the BERT algorithm? Check out this article:
👉 https://surferseo.com/blog/nlp-on-pag...​

Subscribe to the Surfer channel for more on-page SEO and content-related videos
👉 https://www.youtube.com/channel/UCmW0...​

Visit our website and sign up for 7-day trial for $1
👉 https://app.surferseo.com/register​

______________

0:00​ - 0:58​ Intro
0:58​ - 2:30​ NLP and BERT at Google
2:30​ - 4:16​ Google's Natural Language API: entity analysis, salience, and sentiment
4:16​ - 5:40​ How to find the right words and phrases to use in your content?
5:41​ - 7:18​ How to run a sentiment analysis?
7:19​ Matthew Woodward on how to make use of NLP in SEO

______________

What is NLP in the SEO context? And how can you use it to boost your organic traffic?

In 2019, Google released the BERT algorithm. It allows the NLP model to learn the context of a word based on the entire surrounding text. And it changed the way Google SERPs work!

Now, you have to consider the following elements while planning your SEO-optimized content:

- Entities—words or phrases which can be identified, classified, and categorized by Google (famous people, consumer goods, events, numbers, organizations, etc.
content classification)

- Salience—it represents the entity's importance in the whole text.

- Sentiment—the overall character of the text (positive or negative).

You have to determine which elements matter for your keyword—and how—to make your SEO efforts matter.

How to do it?

You can plan on your own with Google Natural Language Processing API.

Or you can use Surfer, which uses the Google API to automate and speed up your research (and gives you lots of other helpful SEO options beyond NLP).

In the video above, Tomek describes the whole process of working with the API and Surfer to achieve the best results.

Want to check out on your how Surfer helps you harness the power of NLP in just a few easy steps?

Sign up for a 7-day trial for just $1!
👉 https://app.surferseo.com/register

⁣What is structured data? How to use it properly? What do rich snippets & SERP features mean for SEO?

And why is it an absolute MUST to implement structured data on your website?

In this video, Tomek will tell you how to leverage structure data for an ultimate SERP success.
______________
Check out the structured data guide on our blog for even more juicy tips:
👉 https://surferseo.com/blog/what-is-st...​

Subscribe to our channel and don’t miss another video ever again:
👉 https://www.youtube.com/c/surferseo?s…​

Visit our website and sign up for a 7-day trial for $1
👉https://app.surferseo.com/register​
______________
0:00​ - 0:21​ Intro
0:22​ - 0:35​ Introduction to structured data
0:36​ - 3:17​ Rich results & SERP features
3:18​ - 4:07​ Pros & cons of structured data
4:07​ How to use structured data on your site: a six-step process
______________

Structured data helps organize your website so that Google bots can better understand and categorize it.

Google also uses structured data to display SERP features and rich snippets. Thanks to them, you can take over more real estate in SERPs!

While not a ranking factor on its own, structured data can help and supplement your SEO efforts. They make your website easier to crawl by Google, may increase your CTR, enhance brand awareness, and more.

To check which structured data will work for you, learn which markup types exist, carefully inspect your keywords of choice, and spy on your competition. It will help you make an educated guess on which SERP enhancements you can try to take over.

Then, it’s just a matter of implementing structured data (how you do it depends on your CMS & skills), validating them, and monitoring your results.

Structuring your data is a must. If you don’t do it, it will make your site hostile for the bots and unprepared for modern SERPs.

So get to work today!
______________

List of resources mentioned in the video:
👉Yoast WordPress Plugin Tutorial: https://yoast.com/wordpress/plugins/s...​
👉 Schema.org: http://schema.org/​
👉 Google's intro to structured data: https://developers.google.com/search/...

⁣Content Editor analyzes top-ranking pages and generates guidelines for your articles and landing pages based on what's actually working right now.

You just type your target keyword (or multiple keywords) plus your location, and Surfer does the calculation for you. You'll access invaluable data like:

- Prominent words and phrases to use (including NLP entities from Google API)
- Word count, number of paragraphs, images, and headlines
- Topics and questions from People Also Ask and top-ranking pages

When you start writing, Surfer will also calculate your Content Score (1-100) so you know how good your content really is.

Oh, and Content Editor works where you work. You can get your SEO guidelines inside Google Docs and WordPress, or share it with anyone.

This is the second release of this tool: we managed to improve the UI and UX and add additional customization options that you won't find in any other tool on the market.

We're waiting for your feedback on how we can make it even better!

Wes Galliher, US Business Lead for ProdPad, a Leading Product Management Software shares his tips for growth in this BisVue interview.

Kaili Spear, Director of Marketing, Grow.com shares her keys to growth in this interview with BisVue. ⁣In the interview, Kaili provides some terrific insights like keeping in mind the big picture and caring about your customer.


Grow is powerfully simple BI software to discover insights you need to fuel growth and transform your business.