Client Acquisition and Conversion Strategies

90% of B2B clients struggle with this:  “We need better leads from our website/landing pages” Here’s how we tackle it: 1) Change the mindset from “what we do” to “what’s in it for them.” 2) Simplify your copy and UX to clearly communicate FIRST capabilities and then value. 3) Address your buyers' pain points and highlight the cost of inaction. 4) Make the next step easy and obvious. The 3 biggest problems in the b2b websites we fix: ❌ Copying a competitor’s website (UI/UX/Messaging) → You risk becoming a second choice. → Worse, you’ll never know what your buyers actually want from you. ↳ Instead, interview your customers and develop a plan to address not just their pain points, but their wishes ❌ Vague or over-promised benefit statements. Ex. “Our CRM helps double your revenue” → This often leads to skepticism and more questions. ↳ Instead, combine your capabilities with your audience and results: Ex. “Grow Startup Leads By 90% with AI-Powered Demo Calls” ❌ Long and invasive lead-gen form. → People are cautious about sharing personal information, like phone number. ↳ Revamp your forms to start with relevant and non-personal questions. ↳ End with clear expectations, and better a Calendly to make the next call on the book. The key is to align with your customers and allow your marketing team (agency) to have a regular loopback with your sales team. P.S. On average, we help our B2B clients improve their website conversion rates by 72%, based on 2023 case studies of 20 projects. P.P.S My favorite coworker says, "Happy Friday everyone!" 🐾

Inspired by several posts, I integrated OpenAI GPT into Google Sheets. To test the solution, I pulled 10 buyer personas off LinkedIn (Chief Revenue Officers, in my case). In <1 minute, I produced segmentation strategies, case studies, and intro emails, customized at the persona + company level. The crazy thing? This could have been expanded to 1,000 personas just as easily. Here are the steps/prompts I used + the resulting output: Step 1: Scrape Persona & Company Data I built an API using Xano to handle the requests and LinkedIn data storage. GPT is great at understanding raw JSON, so no need to format further. Step 2: Define the Persona Prompt: "Define the buyer persona found in the following data: [JSON]" Step 3: Define the Target Company Prompt: "Define the target company found in the following data: [JSON]" Step 4: Develop Segmentation Strategy Prompt: "Develop an account segmentation strategy for the following company. Define and explain three possible Ideal Customer Profiles and why they are ideal for this company." Step 5: Develop Case Study Prompt: "Develop a relatable case study that explores how we build out Ideal Customer Profiles for a company similar to this one: [JSON]" Step 6: Draft Intro Email Prompt: "Write a sales email from Will McCartney, founder of Segmentation Analytics, to the following contact. Describe a possible approach to segmenting the following company's target market. Include citations to the following case study: [JSON]" Result to Mike Clayville, CRO Stripe: ### Dear Mike, I hope this email finds you well. My name is Will McCartney, and I am the founder of Segmentation Analytics. I recently came across your profile and wanted to reach out to introduce myself and my company as we believe we can add significant value to Stripe's customer acquisition and retention efforts. At Segmentation Analytics, we specialize in developing Ideal Customer Profiles (ICPs) to help businesses effectively target and acquire their ideal customers. Our approach involves a comprehensive analysis of your existing customer base, customer interviews and surveys, and data analysis and segmentation. By understanding the characteristics, goals, pain points, and decision-making factors of your existing customers, we can help you build accurate ICPs that will drive targeted customer acquisition and maximize revenue growth. I would like to invite you to explore a case study we have prepared specifically for Stripe, titled "Building Ideal Customer Profiles for Stripe." This case study outlines a step-by-step approach to segmenting your target market and provides actionable insights to further refine your customer acquisition strategies. Please see attached. By implementing our segmentation strategies, you will be able to identify and target specific customer segments, such as e-commerce startups, small and medium-sized enterprises (SMEs), and global enterprises, effectively... ### If interested in leveraging this tool, reach out!

I’ve spent the last few months examining our business model at Barrel and distilled 3 actions for sustainable growth: 1. Hone in on an ideal client profile and be disciplined with the opportunities we choose to pursue. 2. Build trust by delivering value and great client service on the first engagement with a newly acquired client – it doesn’t have to be a big-budget project but preferably an impactful project that demonstrates that working with us is a good investment. 3. Be proactive in learning about the client’s business, priorities, and goals. Have conversations about what other areas of the business may benefit from our involvement and be prepared to provide approaches & pricing on ways to continue working together. Are any of these surprising or expected? Let me know your thoughts.

Are you struggling to attract the clients of your dreams? It could be that you’re missing the mark in these critical areas: 1. Connecting with the Wrong Crowd - Spreading your message too broadly, hoping to catch anyone's attention. ↳ Focus on fine-tuning your connection with your Dream Client Avatar (DCA). - Highlighting affordability over unparalleled value. ↳ It’s time to pivot and showcase the extraordinary value you bring to your DCA. 2. Addressing Problems That Don’t Resonate - Developing features or services that intrigue you, rather than what your DCA needs. ↳ Make the shift to creating solutions that tackle your DCA’s real, pressing pain points. - Offering one-size-fits-all solutions. ↳ Transition towards providing customized solutions that directly address your DCA’s unique challenges. 3. Overlooking the Emotional Journey - Not fully grasping when and why your clients decide to invest in you, both emotionally and financially. ↳ Ask yourself, “When was the last time I reached out to understand the moment my clients decided to fully commit to my services?” 😡 The Results? - Challenges in converting leads to devoted clients. - Low retention rates and fewer referrals. - Unnecessary expenditure of energy and financial resources. 😃 The Solution? Refine your strategy to laser-focus on solving SPECIFIC challenges for a SPECIFIC Dream Client Avatar, within their unique industry or niche. - Deep Dive into Their Needs: Understand not just what your DCA wants, but why they want it. - Speak Their Language: Tailor your communication to resonate deeply with your DCA. - Exceed Their Expectations: Offer solutions that not only solve their problems but also surpass their expectations. This strategic pivot doesn’t just change the game; it transforms the entire playing field, turning traditional sales funnel processes into a magnet for your dream clients. Suddenly, clients start seeking YOU out for your clarity, understanding, and value. Work becomes more rewarding, and naturally, the revenue follows. 〰️〰️〰️〰️〰️ P.S - Reflect on This: What adjustments have you made that led to a breakthrough in growth? How did tapping into your clients' emotional journey alter your approach? P.S.S - To All Coaches, Consultants, Speakers, and Business Owners: If you’re seeking to connect with your Dream Client Avatar or aim to secure Prime Speaking Engagements on the BIG Industry Stages, let’s chat. Drop me a DM with words 'Dream Client Avatar' or 'Stages' and let’s explore strategies to elevate your success. #business #linkedin #leadership #entrepreneur #growthstrategy ♻️ Repost this so more people can self reflect on this, and audit their business activities and marketing strategies to make sure they aren't wasting time on activities that keeps them from bringing revenue faster.

Struggling to find where your dream clients hang out? It's not you, it's where you're looking: 𝗪𝗿𝗼𝗻𝗴 𝗣𝗼𝗻𝗱, 𝗡𝗼 𝗙𝗶𝘀𝗵 Think you know where to fish for clients? Maybe you're just in the wrong pond: • Validate your platforms • Consider their pain points • Analyze their digital footprints You've got the rod. Now find the right pond. Clarity unlocks client acquisition. 𝗧𝗶𝗿𝗲𝗱 𝗧𝗮𝗰𝘁𝗶𝗰 𝗧𝗿𝗼𝘂𝗯𝗹𝗲 Still using outdated techniques? • Leverage social listening • A/B test your channels • Dive into niche forums The world evolves. Your client-hunting should too. Leverage Reddit and Quora for client insights. 𝗦𝗽𝗲𝗮𝗸𝗶𝗻𝗴 𝗔𝗻𝗼𝘁𝗵𝗲𝗿 𝗟𝗮𝗻𝗴𝘂𝗮𝗴𝗲 Speaking finance in a room full of artists? Of course this won’t work. • Use their jargon • Mirror their pain • Offer targeted solutions Speak their language, earn their trust. Your clients won't just hear you; they'll feel you. 𝗔𝗹𝗹 𝗡𝗼𝗶𝘀𝗲, 𝗡𝗼 𝗦𝗶𝗴𝗻𝗮𝗹 It's noisy out there. Are you adding to the noise or cutting through it? • Tactical engagement • Quality over quantity • High-value content Don't just be another loudspeaker. Be the signal. Remember, be the guide, not the hero. 𝗡𝗼𝘁 𝗝𝘂𝘀𝘁 𝗪𝗵𝗼, 𝗕𝘂𝘁 𝗪𝗵𝗲𝗻 Time zones matter. Posting schedules matter: • Peak activity hours • Platform analytics • A/B test times The right place at the wrong time is still the wrong place. Timing isn't everything; it's the only thing. 𝗖𝗹𝗶𝗲𝗻𝘁 𝗣𝗮𝗶𝗻, 𝗬𝗼𝘂𝗿 𝗚𝗮𝗶𝗻 What's their pain? How can you solve it? • Listen first • Offer value upfront • Emotional connection Your solution should alleviate their pain, not add to it. Your client’s pain is your entry ticket. 𝗗𝗼𝗻'𝘁 𝗕𝗲 𝗜𝗻𝘃𝗶𝘀𝗶𝗯𝗹𝗲 Are you active where your potential clients are? • Daily engagement • Consistent posting • Authentic interactions Visibility creates opportunities. Come out of the shadows and into their feeds. 𝗧𝗵𝗲 𝗟𝗼𝗼𝗽 𝗼𝗳 𝗖𝗼𝗻𝘁𝗶𝗻𝘂𝗮𝗹 𝗟𝗲𝗮𝗿𝗻𝗶𝗻𝗴 Think you know it all? • Ongoing analytics • Client feedback • Adapt and pivot Staying static in a dynamic world is a recipe for failure. The market doesn't sleep. Neither should your learning curve. ♻️ Find this helpful? Share to show support ♻️ __ P.S. Love these growth tips? Unleash your weekly growth secret. Join the troop for free here: 👇 apex.brainapes.com

Things are really shifting in the world of independent consulting. Most notably, there's a lot more competition now - and let me tell you, they're good. What does this mean for client acquisition? For one thing, it's getting even noisier out there, making it harder to get through. The old tactics aren’t working like they used to. Clients have more choices, and choices can lead to decision paralysis. If buyers can’t tell who they should choose to work with, they’ll stick to the status quo. And guess what? Expertise alone isn't cutting it anymore. But there’s good news. You CAN make adjustments that work. 1️⃣ Niche down even more. Get absolutely razor-sharp in your focus. The more specific you are, the more you resonate with your target clients, cut through the clutter, and stand out from the crowd. 2️⃣ Network like never before. Whether it's online or face-to-face, reconnect with old contacts and make new ones. In a world of mass marketing, real, honest, personal connections matter more than ever. 3️⃣ Become an "Activator." Latest research says the most successful rainmakers today are more than just experts. They educate clients on critical trends and issues, proactively engage them on new opportunities to work together and introduce them to others who can help them. Changing times create opportunities. By honing in on these strategies, you can really stand out in this competitive consulting scene and pave the way for growth and success in your practice. How about you? What are you doing differently?

At the beginning of 2024, I drew up a list of goals (didn’t we all?) One of them was to find more learning opportunities. Last week, I joined a workshop on science-led GTM strategies by Emin Can Turan So much valuable info to process, and a couple of insights to share with you: → It’s never just about providing services to the buyer. The key is alignment between value-driven offers and ruly understanding and empathizing with your customer’s needs and challenges. → If you want the buyer to choose you, don’t simply communicate what you do. Dwell more on how you deliver and help them understand the distinction between average and high-quality service providers. → There are a bunch of persuasion science tools to guide potential leads and help them recognize the unmatched value of your service. Here are the three tools we focused on: - Social Proof: Nothing validates your expertise more than cases and real testimonials your buyers can trust. - Anchoring Bias: Presenting your premium solutions first can help frame the perceived value of the service. - Hick's Law: Making your buyer get lost in the endless flow of tools and features won’t convince them you’re the best solution. Simplifying choices will. P.S. Excited to put some of the insights into practice already. I’ll keep sharing notes from workshops from time to time, hope you’ll find them as useful. #gtmstrategy #b2b #marketing #customeralignment

🚀 Unlocking B2B Marketing Success: The Hierarchy of Needs 🚀 In my pursuit to enhance B2B marketing, I have focused on identifying the fundamental elements required to not only reach but also genuinely engage and convert any target audience. Imagine a pyramid, much like Maslow's hierarchy of needs, but for your company's marketing strategy. Let's break it down: 🥇 First Tier: The Foundation of Success + Segmentation & Targeting: Identifying buyers and influencers is not just step one; it's the cornerstone of your strategy. + Business Intelligence: Personal buyer insights go beyond data; they are the lifeblood of meaningful engagement. + Integrated Approach: Demand gen, channel, sales, support - when these elements move in concert, the impact is unparalleled. 🥈 Second Tier: Building Momentum + Richer Profiling: Tools and data that offer a deeper understanding of your prospects set the stage for tailored interactions. + Timely Engagement: The gap between interest and follow-up is where opportunities are lost or won. + Content Marketing: Not just content, but customer-centric themes that resonate and drive deeper connections. 🥉 Third Tier: Refining and Perfecting + Customer Journey Insights: Visibility into touchpoints illuminates the path to conversion. + Adaptive Scoring: Lead scoring that evolves with your prospect's journey ensures focus where it's due. + Consultative Approach: Beyond selling, it's about advising, guiding, and becoming an indispensable resource. + Predisposed Prospects: Engaging those with verified purchase intentions means you're halfway there. Introducing the LEAP Model - a transformative framework meticulously designed to navigate these tiers with precision and effectiveness. This model isn't just a tool; it's a mindset shift. It's about transcending beyond improving traditional metrics; it's about profoundly enhancing deal value, ensuring timeliness in every interaction, and driving actionable outcomes that resonate with the core needs of our prospects. The LEAP Model empowers us not only to meet but exceed our customers' evolving expectations, fostering a marketing engine that thrives on innovation, relevance, and strategic foresight. To the Executives and Rising Leaders: Many organizations, however, remain tethered to the allure of short-term numbers, often at the expense of long-term strategic growth. Marketers may lack the capability or shy away from guiding the rest of the C-suite through discussing investment, ROI, and building momentum towards long-term objectives. In this context, where do you see opportunities for alignment, enhancement, and innovation with others in the C-suite? How can we steer our teams towards a future where marketing transcends its traditional function to become a pivotal force in shaping the success of our businesses? #B2BMarketing #MarketingStrategy #LEAPModel #ExecutiveLeadership #CMO

This week, Ellie Wu, CCXP, and I challenged the TechCrunch Disrupt audience to boost their growth and profitability by forming a PACT between their #Marketing and #CustomerSuccess (CS) teams. Here were the takeaways: Growth and profits sunk in 2022. The median B2B SaaS growth rate dropped by 12pp and profit margins by 5pp (1). That’s a 17pp downswing in the Rule of 40. Why does a slumping Rule of 40 hurt? Beyond the indication that business is turning southward, the indicator also foretells a slump in valuations (2). That’s because markets use, in part, Rule of 40 and its component indicators to gauge a company’s health. What are smart companies doing about the malaise? We looked to top performers in our portfolio (and beyond) to find out: Many are tapping their customer base. And they’re doing it with Marketing’s support. We modeled four “benchmark companies,” who were the exact same, save one difference: the Marketing Budget allocated to customers. Our model proved the benefits of expanding customers: it costs less than closing new ones (3). Your company can seize on this comparative efficiency by forming a PACT between your Marketing and CS teams: Pick opportunities. Marketing and CS should profile their customer base, looking for those customers that are “in-market” for expansion and prioritizing them by comparative return. Align to a strategy. With opps prioritized, the joint team should then set a strategy. How will they deliver value to customers beyond the product? Better onboarding? New insights? Whatever strategic value lever they might focus on, Marketing and CS should share in joint objectives and KPIs for it. Collaborate on plays. Marketing and CS must then bring their strategies to life by producing joint plays: integrated tactical executions that “plus-up” various parts of the buying center. We’ve seen some extraordinarily clever ones in our research–Insight portfolio companies can ask me for the playbook. Tune the approach. Finally, the teams must balance these incremental investments with acquisition and opportunity costs. Too much, and you kill profitability. Too little, and you risk turning customers into detractors. Pilot every improvement. There’s more to PACT than that–Insight Partners portfolio companies can reach out to Ellie or me for the full briefing and playbook. It was a privilege to represent Insight Partners at TechCrunch and meet all the extraordinary founders from across the world. (A dream fulfilled, really.) Massive shoutout to my powerduo partner Ellie Wu, CCXP, and all those who helped us along the way! (1) Benchmarkit. B2B SaaS Metrics Benchmark: 2023 Report. n = 690 (2) Insight Partners. Analysis of public SaaS companies 2Q22 – 1Q23. 1. Enterprise Value / NTM Revenue (3) Insight Partners. 1. ScaleUp by The Numbers. 2. Marketing Budgeting & Planning. 2023; The Successful Customer: #SaaS Firms 2015-2019 #TechCrunch

User Acquisition ≠ Customer Acquisition: Every SaaS founder must know this. Over the last few years, there has been a significant focus on user acquisition, driven largely by VC funding that prioritizes rapid growth at any cost. However, if you focus solely on acquiring users, you are in for some surprises. SaaS customer acquisition encompasses three critical stages, and ignoring customers after onboarding is a costly mistake: 1. User Acquisition 2. Activation (Freemium to Premium / One to Many / Land and Expand) 3. Retention and Growth 1. User Acquisition What works for your competitor might not work for you. It’s essential to understand your unique growth engines and be present where your potential users are. While tracking metrics like DAU (Daily Active Users), MAU (Monthly Active Users), ARPU (Average Revenue Per User), and NPS (Net Promoter Score) is important, you must also monitor TTV (Time to Value), which measures the average time it takes for users to realize the value of your product. 2. Activation User acquisition is arguably the easiest part of the puzzle. The real challenge lies in activation, especially depending on whether you follow a freemium-to-premium model or a land-and-expand strategy. This stage is crucial for customer acquisition. In addition to tracking the activation rate, monitor activation signals closely. These signals can indicate a user's readiness for trial-to-paid conversion or expansion. Understanding these indicators can help you tailor your approach and improve conversion rates. 3. Retention and Growth Retention and growth are about continuous development and ensuring your product integrates seamlessly into your customers' workflows. Focusing only on acquisition is a short-term approach; planning for retention from the beginning is essential. If your NDR (Net Dollar Retention) is less than 100%, it’s time to reassess your model. While MRR (Monthly Recurring Revenue) and ARR (Annual Recurring Revenue) are important, NDR is crucial for long-term growth. <100% - You must address your churn. = 100% - You are only maintaining status quo and your customers don’t fully understand the value you offer or you must reevaluate the value being offered. You must focus on growth, start with monitoring growth signals and capitalising on them. >100% - Your customers are starting to understand the value you offer. Focus on improving your value drivers, listen to your customers and align your product roadmap to meet evolving needs. >120% - you are killing it. #SaaSStory #SaaSTalks #GrowthStory