This week's marketing leader is Andy Culligan, the CMO of LeadFeeder.
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Andy joined LeadFeeder in 2020 and took on the task of creating fresh pipeline and growing revenue through marketing.
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In this podcast, he tells the story of cutting the marketing campaign budget to a third (by reducing paid and agency fees) but still getting the same volume of leads.
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We learn how Andy and his team put on multiple webinars over the year that more than 15,000 people attended.
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Interweaved with the story of webinar success we learn:
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Andy's secret to success (i.e. scaling Exponia from $4m ARR to $16m ARR)
Why SDRs under marketing works can be vital to growth
Why you need to make sure leads actually trickle down to a sale. Matching lead gen to revenue outcomes.
How to design content around your what's keeping your customers up at night
How to get 1,000s of webinar attendees even if you don't have a big email list
How to score your leads to only push the best ones to your sales development team
Why you must immediately follow up on demo requests
Advice on whether an 'eBook download' should be called immediately, nurtured or just wait for them to have higher intent
How to get from SEO to a lead
Why actionable content is king (or queen)
Why you shouldn't overcomplicate things (which marketers so often do)

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Next week, I'll release a playbook. Subscribe on thefxck.com to get it.