Episode 63: How to double marketing contribution to revenue with Jonathan Bland

Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnelJoin a new Full-Funnel Live Talk where we'll nail down a demand generation campaign that generated 435+ demos, $2.7M+ in new marketing sourced pipeline, and $1M+ inbound revenue in 6 months:​1. In-depth research​Nailed the ICP, how and why they buy, and mapped the topics and questions they're genuinely interested in​2. Aligned marketing on pipeline and revenue,​NOT leads or MQLs​3. Mapped features to outcomes​Updated the copy on the website and ads​4. Narrowed audience targeting​Now, this increased CPA from $270 to $460.​BUT the win rate increased by 25% with the better ICP fit.​5. Doubled down on keywords that generated opportunities​The team didn't optimize the ads on CPA and volume.​Instead, they poured through the CRM to identify keywords that lead to a sales-qualified opportunity and doubled down on those.​6. Ran all ungated content on LinkedIn​With about 1%+ CTR, the number of leads we could directly attribute to LinkedIn ads was low...​BUT after increasing spend, there was an increase in direct, organic, and brand keyword demo requests.​The result after 6 months?​435+ demos, $2.7M+ in marketing sourced pipeline, and $1M+ inbound revenue. % of inbound revenue to total went from 34% to 66%.​This is one of the two case studies I'll be discussing with Jonathan R Bland next Thursday at 4PM CET / 10AM ET.​Join us live to learn:​- The step-by-step process Jonathan and his team used to double marketing-sourced revenue​- What do you do if you're selling high ACV products with long and complex sales cycles​- How to align (and measure) marketing on revenue results?​- How to get the execs on board?​- The minimal viable channel mix to have a successful demand gen program​- An ideal in-house marketing teamRESOURCESJonathan on LinkedIn: https://www.linkedin.com/in/jonathan-r-bland/