Envy

Are you also in a bit of a pickle about founder-led marketing? Yes, when it's solid, we know its impact. But how do you ? Or can you then limit the founders' involvement in the rest of your marketing? ----------------------------- I'm Billy, Co-founder and Managing Partner of Envy B2B tech marketing and RevOps agency. Est. 2014. HubSpot Elite Partner. For zero-fluff marketing gospel, check out my podcast, #BanterWithBilly: https://lnkd.in/eM-9hG_W

B2B Influencer Marketing Works Better Than You Think Jess Cook #Podcast #Influencermarketing 👉 Watch More Here https://lnkd.in/eDusDgNP

If you’ve ever had to “prove” where pipeline came from… you already get it. Can you imagine there are marketers out there who stopped chasing attribution and are measuring signals that actually do show when marketing is working (because they exist!!!) instead? And hey, if Rand Fishkin is in that group, we wanna be there too: https://hubs.ly/Q03SlljT0

The only purpose of today's post is to express our deep, DEEP admiration for SparkToro and Rand Fishkin ❤️ And honestly, for Billy Cina for making this conversation happen too! Do we think Billy and Rand could have exchanged tomato soup recipes and it would be fascinating to watch? Yes. Does the fact they discussed making CEOs actually believe in marketing teams only make it better? HELL YEAH. Are we giving stalker-creepy vibes? You decide. Full conversation here: https://lnkd.in/eZi8yGSd

The ads look great. The targeting’s spot-on. The CPL is low. So why isn’t pipeline moving??? Looks like we're all so obsessed with audiences, ad formats, creative testing, that we keep ignoring one variable that quietly kills conversion... context. Cause in B2B, most ad clicks don’t happen in isolation. Buyers are mid-research, multitasking, and rarely ready to “book a demo.” When your ads speak to intent that isn’t there yet, they won't work no matter how “optimized” your campaigns look in Ads Manager. Billy Cina - NO spamming - spoke about the fix with Eden Bidani and guess what, it isn’t a new channel or better creative. It’s tighter alignment between your offer, stage of intent, and sales readiness. Once that happens, ad performance starts compounding instead of spiking and crashing. We discuss these conversion killers more in detail here: https://hubs.ly/Q03MvB1-0

🧨 Your T&Cs are killing your deals They’re your dream client; they tick all the ICP checkboxes. You’ve romanced (ok nurtured) them for months. You’ve negotiated a fee that works for both of you for a pilot. They finally get the service line item and budget approved by all stakeholders. You send out the agreement. 🦗 And then, crickets. The agreement has so many red flags that the client freezes all communications. - This is just too hard. - This is disproportionate to the fee and service itself. Some examples: - The fee is low, the project is quick. The agreement is 10 pages long with 50% advance payment. - The payment terms read like a $500k retainer, not a $3k pilot. - The NDA has more clauses than the actual SOW. - Every deliverable is over-defined; and what’s with 1 round of iterations? - The termination clause makes the client feel dispensable . - You require a legal review for a three-week engagement. 🤷♀️ In other words: Your first impression of “easy to work with” just died in legal review. Your T&Cs should match the size, speed, and intent of the deal. That’s not just good client experience, it’s good RevOps. Written by the bruised and from personal experience. What would you add? ----------------- I'm Billy, Co-founder and Managing Partner of Envy B2B tech marketing and RevOps agency. Est. 2014. HubSpot Elite Partner. For zero-fluff marketing gospel, check out my podcast, #BanterWithBilly: https://lnkd.in/eM-9hG_W