Kalyna Marketing

Do you know what marketing activities are actually driving revenue impact? You probably think you do. But have you actually measured if that's true? Sometimes, the activities we invest in the most time and budget into are not the ones truly moving the needle. And it's hard to see that without zooming out and truly looking at the trends in your marketing metrics and financial performance over time. Month over month, quarter over quarter, even year over year. When did you make significant changes to your marketing approach? Has there been a shift in sales and financial performance in the months since that change? Have you had an improvement in metrics like: - % of MQLs that get approved as qualified by sales - deal velocity - average deal value - conversion from discovery call to paid customer - customer churn - renewal rate - % of upsells and cross-sells And then, here's the kicker: how can you be sure WHAT changes and activities caused that impact? Sometimes you will be surprised. For instance, we just finished analyzing one of our clients metrics and we found that even though most of their budget is going to paid ads and content... paid ads are driving less than 1/4th of impact on their MRR and content is actually DECREASING their revenue. That doesn't mean those channels are hopeless or need to be abandoned. This is performance analysis, based on what's worked for them so far. What we're recommending now is a significant pivot in terms of how they run their content and paid campaigns. This company needs to rethink their assumptions on who they are targeting, what exact strategy they are utilizing in each channel, and where they can better align with the needs of their ideal customers and other audiences. But now they have certainty: these channels are NOT working, and the strategy needs to change to drive revenue impact next year. And that clarity is essential to even approach forecasting and planning for 2025. You're probably wondering - "can I do this analysis for my company?" You can! There's a whole branch of math that can help you figure out exactly that. Causal inference and its economics cousin (econometrics) give a way to actually calculate data and truly see what causes the most impact within your marketing activities. And better yet - you don't even have to recruit a bunch of data scientists, you can find a SaaS platform that will do the hard number crunching and pattern matching for you. (Our personal choice and technology partner is ProofAnalytics.ai so I'm biased in their favor, but you can evaluate vendors on your own). But no matter what route you choose, I urge you - INVEST IN CAUSAL ANALYSIS. Stop looking at attribution or (worse yet) treating marketing performance as an unknowable black box. You can open up the box by understanding causality. And it will feel like marketing magic when you finally do 🪄

Who's our ICP? 🤔 A month ago, I promised to publicly share how we're applying the same approaches we've developed for clients to creating a proper GTM program for Kalyna Marketing itself. (The old cobbler's children have no shoes paradox) So, here's one part of what we've created - a defined ICP. We need to know WHO we're trying to market to before we can figure out anything else. Because every bit of marketing needs to be structured around the audience, potential customers, and their needs / preferences. To me, the core information for an ideal customer profile has 3 parts: characteristics / mindset; company size; industry. Here's what we came up with for Kalyna: 💁♀️ Characteristics - B2B organizations seeking more profit and / or growth - Have an existing marketing program and team (whether in-house or a mix of internal resources and external vendors) - Achieved product-market fit and good sales performance - Unsatisfied with the status quo or how they’ve been running marketing so far - In a moment of change and transition (new target segments or products, shifted customer expectations, internal employee turnover, market and industry shifts, adjusted internal resources and capacity, etc.) - Looking for strategic consultants and marketing partners who can advise them on what to do and help implement change as needed - Willing to face the true state of their performance, even if it’s not pretty - Ready to be challenged and to reframe their own understanding of great marketing 💸 Ideal Company Size - Annual revenue: $10M - $1b+ - Employee count: 50-2,000+ - Annual marketing budget: $1M+ 🏢 Industries - Software (SaaS, MarTech, Data, DevOps, Cybersecurity, Digital Publishing / Media Infrastructure, Fintech) - Hardware (Manufacturing, Specialized Electronic Equipment, Industrial Retail, Computer Hardware) - Professional Service Firms (IT Services, Managed Security Service Providers (MSSP), Technical Product Consulting and Implementation, High-end / Boutique Sales and Marketing Agencies, Management Consulting, Legal Services) -- This ICP profile is part of our core GTM playbook that we've finished just last week! Other things we've included (that I'll share on LinkedIn in over the next couple of weeks): 1. Why clients choose us over alternatives 2. Our core marketing values / principles 3. Full list and description of our services and package tiers (with only core info) 4. How we deliver value 5. Core content & messaging pillars for our GTM 6. Our marketing and outreach channels 7. Our core opportunities that we want to tap into with our strategy

To escape the trap of chasing perfect marketing attribution.... flip your funnel upside down. Meet my new framework - reverse funnel marketing attribution ✨  (posting a second time because initially I forgot the slide with step 3 🤦♀️ ) Instead of trying to understand who is coming through your funnel from the top and how to push them to convert - start at the other end and analyze your paying customers. Then, work backwards to reverse-engineer marketing initiatives that directly connect to revenue, core business objectives, and your ICP. No headaches with multi-touch attribution or cross-platform tracking required. It's pretty magical, in my opinion.