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Table of Contents

1. Curated Careers

2. Trends and Tidbits:

   • WTH is Account-Based Marketing?

   • Why is delegating tough? How to do it right.

3. AI Arena:

   • Consumer Insight GPT

   • A few cool AI Tools

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💼 Curated Careers 💼

1. Marketing Analyst at Venafi
   
   📍 Full-time, Remote.
   
   ⚒️ Brief: Provide dashboarding and meaningful insights to sales and marketing leaders.
   
   Apply

2. VP of Marketing at LeadSimple
   
   📍 Full-time, Remote.
   
   ⚒️ Brief: Strategically build your team and resources with the goal of rapidly expanding our presence in our industry.
   
   Apply

3. Marketing Analytics and Operations Intern at BigID
   
   📍 Full-time, Remote.
   
   💵 $15/hr - $17/hr.
   
   ⚒️ Brief: Assist with current processes, data quality, and learn about CRM and Marketing Automation Platforms to create basic reporting.
   
   Apply

💎 Trendy Tidbits 💎

WTH is ABM? Account-Based Marketing —

➡️ Account-based marketing is when you find your most valuable target customers (the big ones) and put all your efforts into catching them.

Okay, that’s way too simple. Let’s complicate a bit.

Generally, how we think about marketing is about spreading your message far and wide, hoping to catch as many people as possible in the top-of-the-funnel.

You cast a wide net to catch fish and end up with all sorts of fish.

With ABM - you run more personalized campaigns.

Hyper-personalized towards a very small set of potential customers who could have a great impact on your company’s revenue pipeline. And, because of that potential of this set of customers AND your micro-focus on them — you’ll have more resources to spend on each of them.

➡️ What kind of personalized campaigns?

Anything from personalized email marketing, web content, specialized events, or even direct mail. The idea is to make these “key” accounts feel unique and special (well, because they are) — increasing the likelihood of converting.

➡️ Is it effective? According to Demand Gen Report, companies using ABM have reported a 171% increase in annual revenue per account

➡️ Here are 6 steps to ABM success (based on this DemandBase article):

1) Identify: Build your target account list. 🔎

With account-based identification technology, you can spot the high-value accounts most likely to buy, based on a variety of signals that go beyond traditional firmographic data, such as product usage, business fit, culture, budget, interests, investments, and a network of business relationships.

2) Attract: Draw target accounts to your website. 🧲

Reach your target accounts and the right stakeholders wherever they are online. Drive interest with personalized messages and focused, account-based advertising that speaks to their specific pain points and solution needs.

3) Engage: Create relevant, personalized experiences. 🤝

Personalize content and calls-to-action with relevant messaging and imagery specifically for your target segments.

4) Convert: Convert target accounts to sales opportunities. 🔀

Execute an ABM strategy directly in your marketing automation platform to run account-based marketing campaigns, all while driving better quality leads with shortened forms.

5) Close: Help your friends in sales close deals. 💵

Discover the right individuals to contact within your target accounts and gather insights to personalize outreach and maximize the quality of your conversations.

6) Measure: Show off your impact across the funnel. 🔢

Use a mix of leading indicators (e.g., downloads and MQAs) and lagging indicators (e.g., win/loss rates, funnel velocity, and annual contract value) to determine the effectiveness of your campaigns and overall ABM strategy.

Now go and catch your big fish 🚀🚀

In other thoughts…

Delegation is tough — here’s WHY & HOW to do it right.

Delegating work to someone feels like handing over the keys to your prized sports car to that friend who is a little, just 🤏 a little, clumsy.

I would rather not….

But - at its core, delegation is about assigning responsibility to others to free up your time. So that you can focus on more strategic tasks.

But it’s not as simple as it sounds.

Firstly, there's this "If I want it done right, I'll do it myself" syndrome.

It's easy to believe that no one can do the job as well as you can.

You're the only person who knows the secret to making the perfect cup of coffee. Sure, you make good coffee, but don’t you use the coffee maker? Also, ever heard of Baristas? Anyways…

There’s I have to do it myself AND there’s the fear of losing control.

Delegating important tasks feels like letting go of the steering wheel.

What if they take a wrong turn? What if they crash?

This fear keeps many from passing on more critical tasks.

But - Imagine if a chef in a bustling restaurant tried to cook all the meals themselves. You'd have a very stressed chef and a lot of hungry and unhappy customers.

So here's the truth.

Despite the sweaty palms and all the "what ifs" — delegation is necessary. It's the art of multiplying yourself as if you had some cloning technology that AI might gift us in the future.

Sure, handing over your piece of work can feel like you're giving someone a part of your heart. But remember, you're not just handing over tasks — you're giving them a chance to shine, to grow, and to be part of something bigger.

And who knows? They might just surprise you by doing the unexpected.

➡️ In any case… here’s how you think about it right —

Think of yourself as a mentor, not a manager.

Let’s say — you are teaching someone to ride a bike. Initially, you hold onto the back of the seat and run alongside them. This gives them the confidence that you are there to catch them if they are about to fall. It's not just about letting go, it's about building their confidence until they're ready to pedal on their own.

Also, communication. The clarity in what you expect, why it matters, and the outcome you're hoping for is important. Do regular check-ins for course corrections and reassurance (for both you and the person taking on the task).

Know that it takes patience, practice, and a willingness to step out of your comfort zone. By doing this — the aim is not only to get some work done, but parallelly you are building a stronger team. So, take a deep breath, pass that part of the work that you find time-consuming and focus on what you SHOULD be doing.

🤖 AI Arena 🤖

A ChatGPT prompt that helps you brainstorm consumer insights

Copy and paste the Prompt in ChatGPT.

A few cool AI Tools I found this week

• Competitive research, SWOT, buyer personas, & more: Osum

• Legal documents for your business with our AI: Airstrip

• AI-powered Excel Formula Generator: FormulasHQ