Hey ,

Here is how Shahin Hoda from XGrowth helped one of their clients generate 26 meetings with strategic Tier 1 & Tier 2 accounts, yielding $1.2 million of sales-qualified pipeline value.

Step 1: Account list building

Shahin worked with a client on a list of 100 dream accounts (Tier 1 & Tier 2) that had a high likelihood of success.

They passed the list of accounts through prioritization metrics like the recency data (interaction with the company, common connections, website visits, niche case studies), and firmographic and technographic data.

Next up, they created a buying committee structure with 3 different roles: 

• CIO, 
• system engineers, and
• IT managers.

Step 2. Warm-up campaign

For the warm-up campaign, they ran IP-based ads to highlight the IT challenges their strategic accounts faced in 2020 (2 weeks) and the potential solutions to these challenges (2 weeks).

They were pursuing 3 goals:

1. raise strategic accounts’ awareness about the problem,
2. raise their awareness about potential solutions
3. raise their awareness about the brand, so the accounts might recognize it and take it into account during their outreach

20 of these accounts had dedicated ungated landing pages where Shahin’s client emphasized the challenges and the solution.

Step 3. Activation playbook

The activation playbook consisted of 2 parts: direct mail outreach + sales follow-up.

The marketing team sent a direct mail with a pitch where they stated a challenge that major APAC tech companies had in 2020, emphasized the stress they had in terms of managing their teams during corona, tech maintenance, etc, and included a bottle of whiskey, glass and the ice maker, chocolate and a band-aid for late night patching their prospects have to do on their servers.

Then, the sales team did a follow-up on LinkedIn, by phone, and by email.

As a result, they booked 26 meetings and generated $1.2 million of sales-qualified pipeline (value assigned by sales).

Andrei sat down with Shahin to discuss the nitty-gritty details of this case study, and how he landed clients like DocuSign, Outsystems, and Convoso (just to name a few). You can listen to the whole interview here.

GTM strategy for B2B companies: the step-by-step guide for 2023 + 9-step framework

After running a webinar about developing a full-funnel Go-To-Market Strategy, Andrei has published a new detailed guide where he shared 9 steps to create a

GTM strategy with examples including:

1. Full-funnel analysis and sales pipeline velocity to set up realistic revenue goals and objectives.
2. Market segmentation
3. Customer research
4. ICP
5. Positioning and unique value proposition
6. Buying process
7. Full-funnel marketing plan
8. Metrics and marketing report
9. Marketing & sales alignment, and getting buy-in from execs

The guide also includes insights from top B2B marketing voices such as April Dunford and Peep Laja.

Check the guide here and share your feedback.

Announcements from TRENCHES COMMUNITY

• Coherent is hiring a head of demand generation and growth marketing. 

You can read more about the offer and apply here.

• One of the first members of Trenches Community Tom Maciejewski just started a project to help B2B marketers get hand-picked content (with summaries) that will help  them achieve their goals. They are easy to consume and you can quickly go through them in just 5 minutes. 

Sign up here.

Upcoming community events

B2B Marketing Strategy Live Bootcamp 

Want to start selling the way your best customers buy? Join us for our B2B Marketing Strategy Live Bootcamp.

Oct 10 – Nov 3

08 practical workshops to:

• Develop a full-funnel marketing plan to create awareness, generate & capture demand, and generate sales opportunities with target accounts
• Define marketing activities & content that can attract the attention of target buyers, educate them, and generate demand for your product
• Get marketing & sales alignment on goals, ICP, campaigns, and leads hand-off process
• Build a unified marketing & sales report to connect all marketing activities to revenue even if your sales cycle is long

Learn more about the Bootcamp here. 

Best Shares From Trenches Community

1. How to hire a B2B marketer (if you're selling to mid-market and enterprise)
2. The B2B buying process has become longer and more complicated, but you can still shorten it. Here is why and how
3. B2B marketing is full of slang that too many B2B execs don’t understand. Here is a B2B marketing vocabulary with examples.
4. MQL Done Right 

Questions from fellow Trenchers

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1. How do you track performance in different channels and pull them through to a single source for tracking and reporting? 
2. Hey, does anybody have some nice content laying around when it comes to the first 100 days as a CMO?
3. Who's got recommendations for a content SEO agency for saas businesses? looking for an SEO audit, SEO sprint, etc. to help boost my company’s organic traffic and SEO.

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Adechina ODJO