Brutally Honest Reviews
Name: Ati Aziz
Position: Growth Marketer
Size of Marketing Team: 3 people
Business Type: B2B SaaS
I think it’s been very valuable. The first two parts of the program was very valuable in terms of setting the foundation for us as a team to analyze the top customers, and then translate that into the ideal customer profile.
I think before I did this program we had basic five personas of our users. Going through your program and doing our own analysis we came up with that ideal customer profile that I shared with you. That has become like our holy grail for the next content that we’re going to produce.
I think understanding our customers is the main one. Like we have some inkling of who they are like – they’re from the U.S, they’re engineers and Architects – but we didn’t have further like analysis than that. So having your program and framework on how to do that analysis and expand on that is great.
The templates for sure because it allows me to immediately apply what I’m learning in the program. I think right now where we are at as a company, that documentation is crucial. So doing the documentation and learning at the same time saved me enough time from having to do that at the end of the week or at the end of the month.
It meant I didn’t have to start from scratch.
Yeah I think in terms of career progression
I am leading that content space within the company so having this framework allows me to lead as a manager.
I am now able to point out this is what we need to do, this is the strategy, this is the process, and this is how we can scale the process in the team
It’s timely because we started with building one content type at the beginning of this year. Now that we’ve got recent funding and we want to scale that up further, being able to start off with the right foundation I think really sets us up for success.
Having a template process for different content types would be one expected outcome for us… something that we can sort of replicate and scale for the next 12 months.
And then probably in three to six months being able to measure the impact of the content that we’re going to produce or going to work on in terms of like: are there more qualified trials, are there more conversions or more activations.
I think in terms of content consumption it’s quite well paced. The implementation I do find like with my like my own situation and company situation I think probably we are at that half-way point in the program – like we are now at that ideal customer profile stage and now ready to build up the content process.
But what’s good is that I’m able to finish the program and I know everything – like the framework behind it. Now it’s just a matter of like making sure that we use the framework and start to implement it.
I really like the part about connecting your Dream 100 and the groups of customers to your paid ads strategy which is what we have started to do now as well.
We are just understanding where they live, what community do they spend their time on, and tying that back to our Google ads or social media ads for example. I really like that and looking forward to applying more of that learning to support our paid acquisition strategy.
We haven’t done and a lot around account based marketing, so that’s something I’m quite keen to explore with our sales and customer success team.
I liked it. I think with the fortnightly sessions it forced me to get through the content. Otherwise I’m just left to my own devices to finish it wherever.
So it was a motivation to get it done, and was quite useful that way.
I think it’s more for a first time marketing manager. Not so much a marketer in an earlier period like a graduate, as the program does require some kind of autonomy or independence of participating and applying what you’re learning.
If you’re experienced but you don’t have a big marketing team. And if you just need to get things done quickly.
I didn’t find any issues when we were looking at joining this program.
I’ve done growth marketing programs and others in general.
I think this one is more focused on content which is for me personally is great because that’s an area where I want to lead the company.
We started with webinar production beginning of this year, I set up the process for it that I shared with you. We have templates so it can be replicated every month so we have that.
But then to scale that up to other types of content or repurpose that content or distribute it to other channels – that I’m still building that process and having your program helps build that further.
I think the two first sections were a good place to start because you definitely start with the right kind of Frameworks.
I think it was essential for sure to go through that process. As I said, I definitely didn’t do all of the all of the activities but I could relate it back to things that we’ve done or things that we were doing and draw comparisons to the process that we’ve been doing.
For context, I was the second marketing person and like the first person was more doing you know the demand capture – like just just getting everything running. And then I was on the demand generation and creation side. I think like I did go through a pretty similar process of you know finding the dream customers, working out where they are – so a lot of it was like “oh yeah I’ve done this” – just like different different format – not as detailed [as the program].
I think as a marketing team now you know every three months or six months we’re like oh let’s go back and you know do this again or some things you do annually right. So having those Frameworks in the Be Ready and Be Helpful sessions is really useful to have.
I’m not moving jobs anytime soon – I’m really happy [in my current job] – but that like this is the kind of stuff that I can have in my back pocket.
If theoretically my next job was like to be the first marketer at a startup – I’d go – here’s the framework I’m going to follow, and this is the formula.
I think having a bit more structure.
Like I think a lot of my marketing education you know is – sure I studied marketing it at University – I did some marketing subjects, but like it’s so different to um Marketing in the real world.
Especially in startups.
And I think having some structure and Frameworks now was the most super helpful thing.
For example – I keep coming back to it – but the five types the five stages of awareness… sure I’ve seen a funnel before, but that was like “oh this is actually super useful for a B2B marketing and niche marketing”.
A lot of it is like taking these Big Marketing Concepts and and making it more friendlier for the kind of marketing that we do.
One that comes to mind straight away is The 5 Stages of Awareness.
We’re doing a lot at the moment working with our sales teams on you know um once we give them leads, working with them to prioritize um the leads and the different lead sources.
And so now with the 5 Stages of Awareness and the explanation of them, and then we’ve mapped them to content…
… we’ve gone “these leads here, which are coming through like a paid LinkedIn ad a VERY different in the funnel to our leads at the bottom of a funnel that are creating a free trial.”
And then having that kind of framework to go – “look these ones are problem aware, let’s instead of jumping straight away trying to sell them the product or trying to give them the free trial – let’s have those conversations around the problems that they’re having, and get them slowly solution aware.”
I screenshotted one of the slides [from the program] and sent it to an AE, and went through it with him. Like an hour later he goes “I just had the best conversation. A meeting isn’t scheduled yet which like it shouldn’t be you know it’s these are like top of funnel leads”…
… but you know he’s like” “I get it now that was so helpful.”
And I’ve shared that slide with the whole marketing team.
Having the ABM content and spreadsheet couldn’t have come at a better time.
We’re doing our planning for next year, and then at the same time going – look – we’ve started building this community, we’ve just ran an event and awards ceremony – hey some of our like ideal customers were in the room….
…. what’s the next stage, what’s the next step?
So yeah I’m really looking forward to applying that more and going through the spreadsheet [template] properly.
Working with sales and thinking about how marketing doesn’t just end the marketing. It goes all the way down and you have to work with sales.
I think having some work and more things to share with them definitely helps.
This is more within the marketing team but we’ve been calling our newsletter, master classes and awards a ‘community’.
But now having watched the video on community [in the program], I brought the challenge to our Head of Marketing being like – “hey we call it a community but like it’s actually one way”.
We’re just kind of giving people this content and they’re they’re engaging – but we haven’t created that kind of two-way feedback, or let our members really engage with each other.
Maybe the ceremony the other night was probably the first stage of that – but probably just being conscious that if we’re going to grow this community it needs to be a community where members engage with each other.
It’s not just us shoving out content.
I think it’s pretty broad…
I’d say probably more intermediate – so like I guess what I’d consider I am myself.
You don’t want someone really junior doing. And I don’t think that someone who has a lot of experience will probably do the work.
I probably felt I was doing it in once every two weeks – I’d spend like double the time doing the content.
I think the pace was a little fast if you’re doing the work at the same time.
The [pace of the] content though was probably fine but I just like should have been better at at keeping up.
A few times I ended up reading um I know that you sent the long PDF instead of instead of watching a video because I like to read.
Yeah for sure.
I think people who have been thrown in the deep end, and they don’t know where to start, or just going through that process in the early stages…
I definitely would.
Name: Ben Grossberg
Position: Senior Marketing Manager
Size of Marketing Team: 5 people
Business Type: B2B SaaS