• Data Beats Opinion

  • 著者: Keith Perhac
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Data Beats Opinion

著者: Keith Perhac
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  • Thoughts & Interviews with experts who improve their business with data. Learn how to improve your marketing and revenue with straight-forward strategies you can do today.
    2019 SegMetrics
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Thoughts & Interviews with experts who improve their business with data. Learn how to improve your marketing and revenue with straight-forward strategies you can do today.
2019 SegMetrics
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  • Revenue Attribution and B2B Sales with Steffen Hedebrandt - Data Beats Opinion
    2022/06/22

    Potent Quotes:

    Steffen Hedebrandt:  No. Even just for ourselves, I know, obviously, we do multi-touch tracking all itself, and just for a demo call to be booked on our website, normally, it takes five sessions. And that typical pattern will be the true referral source initially, which could be an ad or something else, then it could be an organic visit, and then maybe you see three direct visits afterwards. And if you want to look at the original source fields in your CM system, it'll tell you, "Oh, this is one converted from a direct visit."

    But, what you're not seeing is that you actually spend money on starting that journey, which means either you're growing a lot slower than you could do, or you're just wasting a lot of money because you can't really connect your spend to the business outcome that you're trying to achieve.

    Keith Perhac:  Right, exactly. And what I've seen in a lot of ... Because I think CRMs are starting to ... They want to have the bullet point of, "Oh, we track attribution," right? When they have the bare minimum that they need to be able to say that. But even something like ads, where you're looking at, now, branded search where ... Essentially, the Google tax. You have to be spending all this money in order to be ranking high in Google, and the CRMs are attributing that as paid traffic, even though, really, it shouldn't be paid traffic, because it's not, right? It's a tax. So, that's something where a system like yours, or what we do, becomes more important because you need to be able to drill into that more than just the top level, like, "Oh, it was an ad."

    Steffen Hedebrandt:  Yeah. But I think we can at least see, typically, when we look at, for example, the paid channel, there's 3 to 5x difference in terms of you understanding the world as a last touch world, or the true first touch, which means if you can invest 5x the amount of money into your marketing, then you're going to completely outgrow your competition.

    Steffen Hedebrandt:  And we just released some benchmarks from our own customers now, and we can see that, on average, there were 32 touches involved in an account from first touch to a deal being won, and you know, I really, honestly don't think that one touch makes a difference except that, actually, I think if there were one touch, it would be the first touch that you are actually able to get in front of the person who started that journey with you.

    Steffen Hedebrandt: Forget about that funnel and just focus on getting quality touches in front of people every week. Do high-quality content, do high-quality calls, do high-quality meetings. Just pegging those high-quality touches along the way. It would be nice if there were such a thing as a data recipe for what to do, but I fear you would end up in a too-average place to say something smart.

    Keith Perhac:  I think that's always the challenging part about analytics, especially in the agency world, because there are always 800 ways to slice the data. And whether consciously or not, you tend to go towards the one that makes you look better.

    Steffen Hedebrandt:  I think there's a lot of things that are interesting, but one of them is an average journey from the first touch to a B2B deal being won is 192 days.

    Steffen Hedebrandt:  Yeah. There's nothing as dangerous as a pretty graph.

    Steffens  go-to-market benchmark 2022 

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    34 分
  • SEO and Content Promotion with Alan Silvestri - Data Beats Opinion
    2022/06/08
    Keith Perhac: Hello and welcome to Data Beats Opinion. I am Keith Perhac. And I'm here together with Alan Silvestri. He is the founder and director of strategy at Growth Gorilla. And in your own words, Growth Gorilla is a no BS content promotion and distribution agency for B2B SaaS companies. Thanks for joining us on the podcast.Alan Silvestri: Hi Keith. It's great to be here. And so yeah, the no BS part, I actually took it out of the name and I was listening to one of your older episodes where you were talking about and making fun of people that have the no BS part in the name, so it's appropriate as well. We don't have that anymore now.Keith Perhac: It's hilarious. It's so funny how quickly that whole... The view of those things changes. Eight years ago, nine years ago, that was like, okay this is something that's brand new. People are BSing us all over the place. Putting that in, it's like, "Yes, this is a straight shooter." And then as soon as something gets popular like that everyone's like, "Wait a minute. We're all no BS." And it becomes noise at that point. And then you have to find the next one to go onto.Alan Silvestri: Yes, exactly. That's the main reason we didn't want to. We had that for a while. I think we were in the batch of people that were in the first ones to do that, but then it becomes trendy and so yeah, we said just let's leave it.Keith Perhac: Yeah, before that it was, you remember when everything was named Sumo for some odd reason.Alan Silvestri: Oh yeah.Keith Perhac: And then after that it was Sherpa and it was like content Sherpa and all this stuff. And I found out later that Sherpa is a people, in English we always thought, it's a guide, but it's like saying, “Content Indians” or “Content Polish”. It's a group of people. And I was like, "Oh, that doesn't work as well anymore."Alan Silvestri: Yeah. That's one of those SaaS trends, like having the name that finishes with LY.Keith Perhac: LY yep. Yep.Alan Silvestri: Like Calendly basically. Everybody started doing the same thing, yeah.Keith Perhac: Awesome. Awesome. Yeah. Well, I want to talk today a lot about content promotion and that strategy. I mean, most of us follow the, “Build it and they will come” from Field of Dream strategy and you've worked with a number of people like Podia and UpLead and a bunch of others. And just wanted to talk about how people generally go around content promotion, how they generally think about it and then why they're all wrong - and what you would recommend in those cases.Alan Silvestri: Yeah. So I wouldn't say that everybody is wrong. The main thing that we notice with SaaS companies is that they're very good. Well, for the most part, they're very good at content strategy, content production. So they're really good at knowing the types of keywords that they need to rank for. They are good at knowing the different types of pages that they need to publish. So feature pages, the alternative two kinds of pages. But the problem is that, basically once the content is published, they don't really know what to do with it for the most part. So some of them, what they do is they just do a little bit of social media, reposting content into maybe Infographics or articles or podcasts or stuff like that, which is what I would say is the more classic “content distribution”.Alan Silvestri: So, the way that we see content promotion is a proactive way of taking the content and putting it in front of the right people. And for us, what we do is more content promotion with the main focus of ranking pages higher in Google for the target keywords. So it's content promotion/link building essentially. But yeah, the way that we see it is link building done the right way. So for the main purpose of increasing rankings for your main target pages, that can be the pages that can give you the best ROI in the shortest term possible. So this is the difference here between what we do and the standard link building just randomly building links to pages. We have a very strategic approach that we use to identify these pages that are the best pages in terms of ROI for you.Keith Perhac: And how do you go about that? I think one of the problems a lot of places have is they have so much content and they're like, "I don't even know where to start." We have these things that we've spent a lot of time on, but that doesn't necessarily mean that they're good for that type of content promotion. So what's your filtering process?Alan Silvestri: So first off, I like to talk about what I call the “Content Graveyard”. So content graveyard is essentially where content just sits on the website and does nothing for the company. So like you mentioned before, people think that they can just magically keep publishing and pumping out content in the hope they will magically rank, but sooner or later, you will get to the point where you hit a threshold and you will need more backlinks or better on-page optimization, so better ...
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    39 分
  • Turning a college hustle into a successful business with Thomas Smale
    2021/08/18

    In this interview with Thomas Smale, you will learn:

    • Smale's process for scaling your business up successfully
    • Tips on how to maintain credibility and authenticity with your client base
    • The benefits of tracking your customer's movements early on in the sales funnel
    • How important a strong support team is for keeping clients long-term
    • How to prioritize and delegate as the founder of a company

     

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    41 分

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