Rene Bonvanie’s Post

Demand generation is just the tip of the iceberg. 🧊 To maximize marketing's impact, you need a full-funnel strategy, according to Rene Bonvanie, our entrepreneur in residence who led marketing at Palo Alto Networks from the company’s early days as a tiny startup to one with over $3 billion in annual revenue. Per Rene, marketing teams should break down pipeline into six essential elements: starting pipeline, new pipeline, pipeline value change, closed won/lost opportunities and ending pipeline. How can this approach unlock new levels of marketing effectiveness and revenue growth for your company? Read the full post now to learn more: https://lnkd.in/ekWsz-3z

A great article from the great Rene Bonvanie on rethinking the pipeline process. It’s not just about about generating new pipeline. Pipeline strategies need to adopt a VAP approach - spanning scross starting pipeline, new pipeline, pipeline value change, closed won opportunities, closed lost opportunities and ending pipeline. I love it !!

Been on a little bit of a LinkedIn "pause" to focus on some head's down client work and family obligations. But a couple of B2B Marketing trends/concepts are coming up consistently, and I thought I would take a moment to +1 them. 1️⃣ Marketing, overall, is getting more complex, nuanced and holistic. As recently as 18-24 months ago, marketing teams could get by while working in relative silos, toward different goals, and even leveraging disparate messaging. Now? Not so much. Story, segmentation, and distribution need to be so finely tuned toward an ICP, and with budgets and paid media effectiveness dwindling, tactics for brand, demand and GTM need to well-honed and unified. 2️⃣ A good Content Marketing function -- whether internally owned or externally sourced -- is a cheat code for basically getting anything (everything?) accomplished in B2B Marketing and GTM. 18-24 months ago, you could see Comms, Product Marketing or other owners hack together aspects of Content Marketing (long, short, video, audio form, thought leadership, exec social, etc), but now...optimization of your owned channels is your best chance for success in driving inbound or supporting sales/outbound. 3️⃣ Sales and Marketing alignment is table stakes. This IS one team, and should be operated as such. Visibility, shared goals, constant communication, etc. Look for "sales enablement" to transition to "GTM enablement" soon. It's a two-way street, now more than ever.

🚀 Don't be fooled by the sales funnel – it's just the tip of the marketing iceberg! 💥 A successful marketing strategy goes far beyond the sales funnel in today's competitive business landscape. It's about building meaningful connections, nurturing relationships, and creating long-term brand loyalty. While the sales funnel is crucial in converting leads into customers, it's only the front end of a much larger and more intricate marketing strategy. To truly stand out in today's market, businesses need to invest in holistic marketing approaches that encompass everything from lead generation to customer retention. So, if you want to take your business to the next level, it's time to look beyond the sales funnel. Embrace the power of social media engagement, content marketing, email nurturing, and customer advocacy. These elements form the backbone of a comprehensive marketing strategy that drives sustainable growth and long-term success. Step out of the box and explore the full spectrum of marketing opportunities available to you. Because, in the end, it's not just about making a sale – it's about creating lifelong advocates for your brand. Are you ready to revolutionize your marketing game? 💡 #MarketingStrategy #BusinessGrowth #RelationshipBuilding

Gone are the days of scattergun marketing strategies. 🔚 🎯 The battlefield of B2B has changed, introducing Account-Based Marketing (ABM) as the ultimate weapon for growth-focused companies. In this post, I'll walk you through 10 essential steps to launch your ABM strategy: 1. Pinpoint your ideal accounts ✅ 2. Craft a bespoke value proposition 📝 3. Set ambitious but achievable goals and KPIs 📈 4. Bridge the gap between sales and marketing teams 🤝 5. Uncover key players in your target accounts 🔍 6. Create custom content that speaks to them 📚 7. Roll out laser-focused campaigns 🚀 8. Analyse campaign efficacy with a fine-tooth comb 📊 9. Iterate, enhance, and refine for peak performance 🔧 10. Cultivate enduring partnerships with your clientele 💼 Venturing into ABM? Remember, it demands dedication, a united effort across departments, and a pledge to continuous improvement. If executed with precision, ABM promises remarkable outcomes, propelling your B2B enterprise to new heights. 🚀 So, are you prepared to embrace ABM and revolutionise your growth trajectory? I'm eager to hear your plans and predictions for incorporating ABM into your strategy. Drop your insights below! 👇

Unlocking growth requires a strategic marketing approach: allocate resources wisely by focusing on lead-generation efforts aimed at the 5% of individuals currently "in-market." However, we must not overlook the importance of investing substantially in broad-reaching brand awareness to engage with potential future buyers, paving the way for sustained cash flows down the line (95-5 marketing rule) #GrowthStrategy #MarketingStrategy #LeadGeneration

There's 2 types of Marketing Directors with 1 difference: 1) Smart: “I’ve no clue about the new LinkedIn, show me.” 2) Scared: "We know it better. I’ve been marketing since 25 years.” The smart ones are brave and open to change. Here’s the solution I share with them: Focus 1: Ditch the Company Page. Leverage the Founder’s and SME’s page.  Focus 2: Train BDRs to post AND do outreach for better conversion. Focus 3:  Post 3x a week from 3 BDR accounts and the Founder’s and SME’s too. And then they watch this happen: Week 4: Prospects *want* to be pitched. Week 5: Enquiries flowing in. Week 7: BDRs build better DM sequences. BDRs pre-selling the product with content.  The founder is recognized, trusted, and respected by leads. Your LinkedIn presence is a goldmine. Your 1st, 2nd, and 3rd connections are your future partners. They are watching your content 24*7*365. Give them what they crave. Show them you are the solution they need. Watch them come to you. Ciao. P.S. – BDRs should post because they bring partnerships and do outreach. If your marketers wear the BD hat, ask them to post instead.

Choosing the right marketing tools in the industrial sector is a challenging task. Many tools promise guaranteed success, but what works for one company might not necessarily work for another due to differences in perspective, approach, products, and sales cycles. The one-size-fits-all solution is a myth. Efficient lead generation involves a deep understanding of your unique business needs, thorough research, and a strategic approach tailored to your market conditions. With careful planning and the right tools, you can effectively reach your target audience and achieve your marketing goals. However, there is a correct formula to navigate this complexity... Read the post below for more details: https://lnkd.in/d3387Qpc

🚀 A Brand Is Only as Strong as Its Strategy 🚀 In the ever-evolving world of digital marketing, having a strong brand is essential—but it’s not enough on its own. The true power lies in the strategy behind that brand. Whether it’s attracting high-quality leads, optimizing your paid traffic campaigns, or scaling your business, your strategy is the engine that drives everything forward. At Leadfect, we believe that a well-crafted strategy can turn a good brand into a great one. We’ve seen it time and time again: businesses that focus on strategic lead generation through paid traffic not only attract more leads but also convert them into loyal customers. 🔍 What’s your take? How do you ensure your brand’s strategy is strong enough to support your growth goals? What strategies have worked best for you in generating leads and driving traffic? Let’s discuss in the comments! 👇 #BrandStrategy #LeadGeneration #PaidTraffic #MarketingStrategy #BusinessGrowth

A brand’s strength lies in its strategy. 💡 How do you ensure your strategy is driving growth? Share your thoughts! #BrandStrategy #LeadGen