True story: After 3 months of working with Mosaic, including 2 weeks of paid ad testing on LinkedIn, a client new to marketing was disappointed they weren’t seeing an increase in leads THEY expected.Meanwhile, Ben Scandlen and I were pumped because after the...
The fractional executive model is powerful—seasoned operators, on-demand, as needed, without the cost of a full-time hire—and it works beautifully for many functions like Finance and Legal. But for Marketing? It’s not so simple.Why? Because marketing’s value...
No, not because they build your brand, but because they’re how you improve the performance of your performance ads.(Note: I don’t love the terms “brand” and “performance” either, but you know what I mean.)If you’ve been following me, you’ve probably seen me talk a lot...
Many companies build forecasts using MQL conversion rates as a foundation.Whether it’s:“We generate 1,000 MQLs monthly at 3% conversion = 30 deals,”or“We need 30 deals, so we’ll need 1,000 MQLs,”it all hinges on one big assumption:That MQLs correlate with...
2 weeks ago • Visible to anyone on or off LinkedIn If you were presented with these two options:Option A: Save your company 13%. Option B: Save your company 11% and you’ll be recognized as a leader in your industry and promoted.Which would you choose? Be...
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