Did someone send you this email? Subscribe to future emails The strategy looks fine. That’s what makes this so hard to diagnose. Revenue leader reckons the plan needs refining. Marketing leader reckons they’re doing the work. Both of them are looking at the strategy — and neither is looking at what’s underneath it. The first one is the obvious one to spot, junior or mid-level marketers can run campaigns, test variations, iterate on copy — but they tend to optimise the variables directly in...

Did someone send you this email? Subscribe to future emails The Offer Is it possible to have good brand positioning and a good product but not a good offer? Seems counterintuitive, but it is possible, particularly in SaaS. Firstly, let's get on the same wavelength. What is an offer? It's a proposal presented to a prospect of what the company will provide in exchange for the customer's money. Here’s what an offer is made up of: Value proposition: Clear articulation of the benefits to a...

Did someone send you this email? Subscribe to future emails Which channel delivers max leads in the most cost-effective way? “Which channel should I pick, Oren? Which will deliver maximum leads in the most cost-efficient way?” I have a handful of meetings each week with B2B SaaS founders, and some version of that question comes up on about 90% of calls. Good question, right? Actually, no, not really. Order of sequence is everything here. The right question explored at the wrong time can lead...