Claus Lauter

In 30 days, we got 27 meetings for a B2B tech company (~ 60 people) in 3 APAC markers (5 steps we followed) 👇 Before October 2023, My client top 5 challenges: 1- Rely on inbound leads 2- ~55% of their inbounds were not ICP. 3- They were sending 20+ cold emails/week 4- 3 farmer sales team 5- Couldn’t get their ICP data (90k+ SMEs in APAC) Here’s the 5 steps we followed to generate 1 lead/day: Step 1: What sales strategy to implement? Success in outbound = planning 7 key information to formulate a sales strategy: 1- The Revenue target 2- Annual Contract Value 3- The average number of contacts/account 4- The average activities/account 5- Average show rate 6- Average qualified rate 7- Average close rate Those 7 answers tell us the number of accounts/people we need to reach the targeted revenue - - Step 2: Square their ICP Knowing our client’s Ideal Customer Profile (I.C.P.) / Buyer Persona is the top 2 info of our onboarding 6 criteria to define an ICP/Persona: 1- Demographic info 2- Challenges 3- Goals 4- Buying behaviour 5- Communication preferences 6- Value prop alignment - - Step 3: Focus on Sales-intents: Our client solution replaces 1 specific tech position in SMEs 1 way to know that a SME could potentially need that solution is by tracking what SMEs are hiring for this position. By scrapping job boards, analyzing and summarising the job descriptions of the profiles we know exactly the needs of those SMEs We can then reach out to the right person with the right message at the right time - - Step 4: Calibrate their ICP/Persona 1- Gauge the number of accounts/contacts to target 2- Estimate the available data per account/contacts As step 1 tells us how many accounts/people we need to reach the targeted revenue, We evaluate if the number of accounts/people found versus the ones needed are matching. - - Step 5: Write intent-driven cold email sequences 7 steps-blueprint to send terrific cold emails in 2024: 1. 1-3 word subject line 2. 5th grade language 3. 1st line: an observation 4. What’s in it for the prospect 5. 50-75 words 6. Generates emotions 7. Soft Call-to-Action Send the cold emails you would like to receive. Don’t over complicate it. - - Results: - In 30 days - 368 emails were sent - 203 emails were opened - 28 emails got replied - 456 cold calls were made - 27 meetings were scheduled - - PS: If the above resonates with you: - You're part of a revenue team - Post-revenue (> 1 M/y) - Existing branding ( ~10-20 inbound leads/w) - Sell to SMEs - Target: Singapore, Hong Kong, Australia - Avg ticket size: 5-figure But you don’t have the resources to make outbound work DM me 'Multichannel'. We'll chat and I'll get you details Happy Monday A.

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YouTube Video Action Campaigns getting merged with Demand Gen in 2025 feels too soon. We usually focus on CPV and CPM for YouTube ads but I image this is just the start of what Google plans to do with YouTube Ads. The biggest lever Google has is making everyone run YouTube ads. Maybe the future will be Demand Gen and PMax side by side fighting it out. I always thought it would just be PMax standing alone in the end. https://lnkd.in/eSHSHtHB

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🧪 CRO Case Study Ep. 43 Check out how we increased revenue by $56K/month with strategic collection page optimizations, resulting in higher revenue per session and substantial growth for our client. The Results: + $56,285 per month + $675,420 per year (forecasted) + $0.28 revenue per session (Bookmark This!)

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Listen to why you should ignore the advice and bring link building in house! Check out the link to the full episode in the comments 👇

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🚀 Revealing 5 Must-Have Tools for Digital Mavericks: 1. Hotjar 🕵️‍♂️ - Dive deep into your users' behaviour, uncover what truly engages them. 2. Ladder.io 🌱 - Master the art of growth with tried-and-tested strategies that elevate your business. 3. Marketing Examples 💡 - Explore a treasure trove of successful marketing campaigns that inspire and teach. 4. Copy AI 📝 - Banish writer's block forever with endless content marketing ideas that resonate and captivate. 5. HubSpot Blog 📚 - Empower yourself with top-notch marketing lessons, all for free. Dive into these resources and transform your digital empire! 🚀

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🚨 WEE WOO WEE WOO 🚨 Google Core Algorithm update alert! Perhaps you've heard or noticed some changes when it comes to Google local search and your Google Business Profile if you're a business owner. Google just completed an update and is in the process of rolling out another one, which is expected to be complete in the next two weeks. When this happens, we notice some changes when it comes to the discoverability of profiles. For some, the change has been beneficial thus far. For others, not so much. For our clients? The changes have been beneficial. It's thanks to a multitude of factors, but a discovery of my own this morning tipped me off to what may be a big focus of this update: Keywords. Our accounts utilize the proper keywords throughout profiles on the description, the image tags, in reviews and review replies, and most importantly, on the posts or "updates" section. And on a relevant search for a client this morning, I noticed a keyword we've been featuring for two months now yielded a direct result of their PROFILE in the drop-down search results. This does not happen very often for relevant terms, usually only on direct searches of a business. This equals far more immediate clicks DIRECTLY to the profile (remember, Google is slowly moving towards zero clickthrough conversions 👀) and a much higher chance of getting contacted by the searcher. So keep your profiles up to date and mix in your relevant search terms to signal to Google that you want that traffic! We're using Ai to help us do this in a 10x more impactful way. It's helping us get clients into the top 3 positions within 30 days for many of their relevant search terms and we expect them all to rank in those positions within 4-6 months. Gimme a follow if you want to keep getting more inside info on Google Business Profiles! #Googlebusinessprofile

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Your brain processes ads in 2 ways And the best marketers know how to TRIGGER both Here’s how to tap into this to cement your ads into the customer’s mind:

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We landed an organic backlink for a CBD client from a DR 63 media site. Here's our exact process for organic link building: 1. Find a reference keyword If you want people to find your content organically and decide to link to it, the first thing you need to do is zero in on search terms that indicate someone is looking for a reliable source . These types of keywords work especially well: → Chart (e.g. "[cannabinoid] side effects chart") → Statistics (e.g. "cannabis use statistics") → Benefits (e.g. "[cannabinoid] benefits") → Comparison (e.g. "CBG vs. CBD") Identify at least a dozen of these keywords for your brand, then choose the top 2-3 that offer the best balance of high search volume and low competition. Journalists, independent writers, and other CBD/hemp/canna brands will all be searching these types of keywords when doing research for their own content. 2. Create top 1% content Choosing the right keyword is the first step. Now you need to create content so good that independent writers and companies will have no problem linking to you. Here are some tips: → Research your article thoroughly (we focus on scientific research, discussion/forum threads, and YouTube videos, among other things) → Answer the search intent, then provide context (answer the main question first, then answer related questions/areas of interest the reader is likely to have) → Create high-quality graphics and/or tools (Canva for graphics, ChatGPT for tools) If you create an article that's truly a RESOURCE, people will treat it like one. They'll reference it and link to you. 3. Build internal links to that content If you want your "link bait" article to rank, you need to link to it from other articles of yours that are related. So if you create a CBD benefits chart article, be sure to link from your articles on: → CBD for pain → CBD vs CBG → CBD dosage → Etc. And vice versa; linking out to related content is another way you can make your resource article more valuable. - I've seen a few people say that building links organically by ranking top 1% content is a hopeless enterprise. I'm here to say it's not true. While manual link building is immensely helpful to gain momentum in the beginning, it's totally possible to acquire high-quality links (authority sites, relevant sites with traffic, etc.) without sending a single email. In addition to the link shown here, this CBD e-commerce client of ours has gotten links from: → Other CBD and cannabis brands → Small CBD/cannabis media sites → A medical journal And it all happened because we went above and beyond to create content pieces that not only rank and drives traffic/conversions, but also serve as resources for journalists, writers, and other people who turn to the internet for high-quality sources. Want us to build organic links for your CBD brand by creating high-quality content? Send me a DM and let's talk.

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The 5 cardinal sins of CRO (And how to fix them) 1. Weak Call to Action (CTA) ❌ ↳ Many brands rely on vague, small CTAs that don’t drive action. ↳ Fix: Make your CTA bold, full-width, and crystal clear about the next step. 2. Lack of Social Proof 📉 ↳ Thinking that people will trust your brand without reviews is a major mistake. ↳ Fix: Add testimonials, customer reviews, or even numbers like “10,000+ Happy Customers.” 3. Features > Benefits 📋 ↳ Focusing too much on features without telling customers how it helps them is a lost opportunity. ↳ Fix: Speak to the benefits—how does your product make their lives better? 4. Poor Visual Layout 🎨 ↳ A cluttered, disorganized page doesn’t give your product the spotlight it deserves. ↳ Fix: A clean, visual-first layout that makes the product and its benefits pop. 5. Bad Cart Experience 🛒 ↳ Making it difficult for customers to checkout leads to abandoned carts. ↳ Fix: Remove distractions, add dynamic shipping prompts, and offer cross-sells to boost AOV. - - - Brands like Graze are leaving millions on the table because of these mistakes. But by optimizing these five areas, you can dramatically increase conversions and profit per visitor. What other CRO mistakes have you seen? Drop them in the comments ⬇️ ♻️ Repost to help others avoid these costly mistakes. And follow me for more conversion tips!

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Here’s how to make SEO your biggest revenue driver (advice based on generating +$20 million in revenue, not pipeline): ✅ Treat it as a demand capture channel Skip top of the funnel entirely, and jump straight into JTBD middle & bottom of the funnel. There’s gonna be plenty of room later to play the awareness game. The magic of SEO lies in the ability to reach buyers who are already searching for your product. That may be only 5% of your TAM buyers (in-market buyers), but that’s more than enough to grow you to (hundreds of) millions in ARR. Plus, the bar is so low - since most SEOs are chasing vanity metrics (traffic), these low-volume, high-intent long tail money keywords are such an untapped opportunity. ✅ Spend money on content, not backlinks Backlinks don’t generate revenue, content does. You can’t rank for all these keywords where buyers are already searching for your solution until you have a page of content for that query, so building backlinks won’t help. Let’s say there are 10,000 ways (KWs) prospects are searching for you already. This is your lowest hanging fruit you should saturate first. Once you cluster those 10,000 keywords, you’ll have e.g. 2,000 pages of content to create. The faster you publish this content, the faster you’ll capture all the existing demand. So, your goal should be increasing content publishing velocity, because publishing 10 pages a month means it’ll take you 200 months (almost 20 years!) to just saturate existing demand. Publish 200/month, and you’ll do that in under a year. ✅ Natively integrate product into content Google rewards content that provides the most value to the user. That should be your first step - to create the best page of content Google can show to the user. Skip this step and jump straight into promoting your product and you just won’t rank. Once you’ve provided value and solved the user's problem, the next step is to position your product as the natural next step: as a better / cheaper / faster alternative. It’s that simple! ✅ Report on performance weekly It’s hard to hide when you’re transparently reporting on progress every week. It’s gonna push you to do better. Once the campaign hits mid stage (usually 4-6 months in), go from just reporting on leading indicators to reporting on signups & revenue. Conversions should start increasing linearly with traffic. I know that with the old SEO playbook conversions never increase linearly with traffic, but with this playbook, they do. Because, remember, we’re targeting just high-intent, revenue generating opportunities - none of those fluffy TOFU keywords that drive a ton of traffic but little-to-no signups.

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Attribution isn’t just “who owns this install” anymore. It goes way beyond that. The mobile app industry has become so challenging and complex in the past few years. Privacy, regulation, fraud - there’s just so much to deal with. 10 years ago, none of it was around. But now it is. Marketers need to figure out how to measure campaigns, deal with self-attributing sources like Google and Meta, weed out any fraud traffic and try not to break any privacy rules in the process. Marketers need that unbiased source of truth, to tackle all these challenges. And some attribution companies stepped out to this challenge. Attribution is so much more than a campaign optimization tool today. It’s a lighthouse for Marketers. #mobilemarketing

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Set up killer ads. Get the click into a slick lander that asks the right qualifying questions. Get your automations in place. Don't let a single lead slip through without knowing what your business is all about. Have Ai take away the heavy lifting when it comes to booking appointments. AI can work 24/7 when your office is asleep. Have the right CRM to manage your pipeline. Close! Close! Close! We have the systems and are now growing into other industries! If your business needs leads then come and speak to us, with have the team and systems in place to help you scale.

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Video makes or breaks your product launch. Okay... maybe not completely. But from a marketing perspective... if your launch video sucks... then the whole launch falls flat and has way less of an impact. Time and time again... I see SaaS companies get their launch video completely wrong. But, not Saipen (Ron Nachum). Their recent launch video was a *masterclass* in what a SaaS launch video should look like. And their video engagement backs it right up. Here's a mini-breakdown of their video script (follow this for your next launch): 1️⃣ Setting the Scene (Problem Context) "You are now the CFO of a multi-billion dollar company. You make the most important do-or-die decisions every single day..." The video immediately positions the viewer in the shoes of a CFO, emphasizing the high stakes nature of the role, and the potential risks due to inaccurate or delayed data. If you're a CFO... you'll immediately resonate with this. 2️⃣ Problem Introduction "The world's biggest companies are flying blind... wrangling information from antiquated ERPs and CRMs that should have been left in the 90s." The script highlights the inefficiencies and frustrations CFOs face, grounding the problem in relatable, dated tools and error-prone processes. I love phrases like "left in the 90s" as it indicates a big lagging problem with existing solutions and tools. 3️⃣ Solution Introduction: "This is why we built Sapien. Sapien is the world's first financial analyst for enterprise finance teams..." With the problem established, Saipen is introduced in a super simple way: "The worlds first financial analyst for enterprise finance teams" No jargon, straight to the point. 4️⃣ How Saipen Works "Sapien plugs directly into your messiest Excel spreadsheets... with a natural language query, finance teams can now answer the most complex questions in minutes rather than days or weeks." This section explains Saipen’s functionality, emphasising how it can work with even the 'messiest' of excel sheets. Again... something a lot of finance teams will relate with haha. 5️⃣ Demonstration of Benefits (Customer Impact) "For one of our customers, Sapien easily digs through a year's worth of raw transaction-level data..." "Years worth of data" is a *perfect way* to emphasise the tools capability and it gives decision makers an idea of how much data can be pulled in. 6️⃣ Future Vision for Saipen "We’re building a future where enterprise finance is instant and org-wide..." This section paints the end vision which is something that is usually missed in a lot of launch videos but is super important for giving decision makers an idea of the role it will play in their tech stack. 7️⃣ Call to Action "And if you want to learn more about how we're doing it, check us out at getsaipen (dot com)" The video concludes with a direct invitation to engage further, prompting interested CFOs to learn more about Saipen.

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SEO is a rat race. This should come as a shock to no one that many marketers feel this way. We've all invested significant time, resources, and capital into optimizing our content consistently to appease algorithms. Always trying to stay on the forefront of Google optimizations, especially in the age of AI. You're never in control and it's a game you win for a period of time before you need to completely revamp. However, in near-term future, I believe the traditional divide between SEO and thought leadership will rapidly dissolve. The beauty of thought leadership is that it transcends optimization; it's about establishing authority, trust, and credibility within your industry. It doesn't just drive traffic, it closes deals. This means, the next layer involves creating content that not only satisfies search but also resonates deeply with your audience, providing valuable insights, perspectives, and solutions. This also acts as collateral your SDRs / BDRs can use to connect with buyers in a much deeper way. Future digital marketing strategies will seamlessly integrate SEO and thought leadership. Rather than viewing them as separate entities, visionary marketers will recognize they are two sides of the same coin. Here's why: 1️⃣. We're Drowning in Information: We're in an era of information overload. Thought leadership allows brands to showcase expertise, fostering trust and loyalty that extends far beyond search rankings. 2️⃣. It's REALLY about the end user/ buyer: Search engines are increasingly prioritizing content that aligns with user intent and delivers genuine value. Amplified thought leadership enables content creation that addresses the real needs and concerns of their audience, naturally improving their search visibility in the process. 3️⃣ Long-Term Sustainability: Thought leadership, on the other hand, lays the foundation for enduring success by building a loyal following and establishing a brand identity that transcends fleeting trends. This is true long tail. 4️⃣. Adaptability to Algorithm Changes: We all know by know how algorithms are constantly evolving, making it challenging to rely solely on technical SEO tactics. Even the best in the biz can't see all the changes coming. Thought leadership, rooted in genuine expertise and valuable insights, remains resilient in the face of algorithmic shifts, ensuring consistent visibility and relevance. So .. how does your marketing strategy plan to evolve? 

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This morning Steve Armenti asked on #LinkedIn: How do we adjust our KPIs as we move to an account-based #GTM motion? While Krista Muir at Snowflake, Bhavisha Oza at Gong and Mindy Thompson Servello provided some really good advice in the post below, I wanted to share my thoughts: 🗝 We need to be focusing on revenue as #ABM is not about sourcing the pipeline. The KPIs should be tied to stage progression, sales cycle time, enterprise win rates, deal sizes, adoption, retention and expansion revenue growth. 🗝We need to assess the state of the current GTM and see where challenges lie -- and why. For example, if teams struggle to increase their deal size -- it's very likely that they are not embedding the platform across the organization and they're not able to engage VPs and the C-suite. So, I'd be tracking the engagement that GTM teams have across the organization. Your KPIs are going to be focused on where issues lie - and what needs to be done to fix the issue. What other insights do you have? Alex Pappas, Lindsay Baggett, Mark Stouse, and other ABM leaders -- please share in the comments how you'd answer Steve's question.

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Why You’re Using ChatGPT WRONG… Watch this segment from the Video Marketing Masterclass to uncover the top use-cases for ChatGPT Learn more [Code ‘Nomi’ for 80% OFF]: https://lnkd.in/eqeVqhKr Inside I cover tools for writing copy, generating images and even video creation. See you Inside! #videomarketing #marketingstrategies #socialmediaexpert #contentcreation #AIcontent #AImarketing

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