ScalerZ

THREE Types of Demand Generation in B2B, but are you getting the mix right ? 1️⃣ Demand Capture: This usually refers to a lead generated from digital advertisement on channels that can be tracked accurately( search, direct, Meta etc). Return on investment from demand capture can be directly measured . For example if you spend $1000 on search that resulted in $2500 in $Closed/ Won deals, you have a ROAS of 2.5.  2️⃣ Demand Booster: This will show how much incremental demand comes from tracked channels like direct or search when you spend money on channels that cannot be tracked directly, e.g. YouTube video. Remember this is indirect attribution and should be measured using conversion lift studies. The way it works is by measuring the number of conversions , site visits and any other action directly driven by the audience viewing the ad. 3️⃣ Demand Creation : This refers to brand spend(offline + online) and content spend( mainly online) and it is usually focussed on engagement and awareness etc. Ultimately this is what creates new demand and expands the surface area of demand . Do not ignore demand creation, its hard, needs experimentation but super important. Our takeaway: ✅ You only really have a demand gen playbook when you know the optimal mix of demand capture vs demand booster vs demand creation. Optimal mix is measured in your sales and marketing efficiency metrics. ✅ Most scale ups(we see) focus on “demand capture” and have disconnected efforts In “ demand boost” and “demand creation”. If you only focus on “capture” you will reach demand saturation point quickly, similarly if you overtly focus on “creation” without optimising for the capture and booster flow you will have a very low marketing efficiency. ✅ The mix will change when you launch a new market, a new product or a new channel, its important to keep measuring and establishing the optimal mix as you scale your growth machine. The playbook is never static, it keeps evolving, but have to measure it to manage it #B2B #demandgen #growth #marketing #ROAS #flywheel #ROI #demandcreation #brand #digitalmarketing

WINNING ISN'T FOR EVERYONE | AM I A BAD PERSON? -------------------------------------------- Have you watched the new Nike ad featuring a bunch of sporting legends in action? It's thought provoking and asks a rhetorical question “Am I a bad person? Think about it, sporting legends are specially wired, they are single minded, they are deceptive(tricks the opposition), they are obsessive (about winning) and they are selfish(shows no mercy for the opposition). They don’t show empathy(on the field), they are never satisfied( e.g. Ronaldo and Djokovic are still going on after 20 years),they act irrationally (they are not fazed by impossible ) and they show no remorse (when they push the envelope) etc It’s just fact that not everyone can be a WINNER, the best will always emerge by beating the rest , its the same in business, in sports, in music, in movies,in philanthropy everywhere you look. That’s because excellence is not equally created and outliers always create disproportionate value, that’s the way it has always been. So the key question for growth is how can we create more winners in our orbit, what are the cultural and leadership tenets that enable excellence without creating moral walls ? It’s worth thinking about this no matter what your field of work is … Our point of view (ScalerZ) : #1 Excellence starts with ambition and leadership. Think about President Kennedy’s national goal of putting a man on the moon which led to the Apollo program and the rest is history #2 Setting a culture where failure is not taboo is critical to create a funnel of good ideas. Successful companies, countries and communities have high tolerance for failure as far as ideas are concerned, this in turn attracts a diverse set of ideas from a broad base of talented people. Failure is often just a pitstop .JK Rowling’s Harry Potter was rejected by a dozen publishers before it got published and became a bestseller. Walt Disney was fired from a Missouri newspaper for not being creative enough. One of his early ventures called Laugh-o-gram Studios also went bankrupt. #3 Very Important to remember that super high achievers( folks who create disproportionate impact) in any field are pure outliers, they actually get oxygen from other talented people and they thrive in a culture of freedom(of expression) and experimentation. One of the key success factors of Silicon Valley in the early days was the concentration of talent, capital and ambition in the geographical area between San Jose, California, and San Francisco as a result of Frederick Terman, the legendary dean of Stanford engineering school during the 1940s and 1950s. Stanford a university is arguably the world's best startup accelerator with a track record of 3700 Founders and 2800 companies founded by Stanford alums( Jensen Huang, Phil Knight, Reed Hastings, Sergey Brin, William Hewlett, David Packard etc) WATCH THE AD #winner #outlier #failure #ambition #leadership #startups https://lnkd.in/eEZtTg2E

Persistent vs Obstinate: Top 5 takeaways from Scalerz #persistent #scalerz #nevergiveup #energy #imagination #resilience #goodjudgement #focus 

Whats up in B2B SaaS land .. 🌻 ☀ Don't believe the naysayers but pay attention to the signal from the market #GROWTH #B2B #SaaS #change #adapt #value #market #product #sales #marketing

Historical references, Biblical perspectives, Vedantic Wisdom, and “purana” Lessons for Founders

World Cup successes and Unicons were not built in a day

Is your business going to be AI'd (being Bangalore'd is so last century ;-)

The search for the illusive brand positioning is very close, if you look closer!

The search for the illusive brand positioning is very close, if you look closer!