In Episode 13 of Misadventures in Marketing, your noble hosts Peter Farago and Steve Haney delve into the intricacies of lead funnels, particularly in the context of B2B SaaS and technology startups. We discuss the customer journey, the importance of understanding decision-making processes, how you determine the stages of the lead funnel, how to define an MQL, when a lead becomes an MQL, and why an angel gets its wings when Sales turns an MQL into an SQL. The conversation also touches on aligning sales and marketing, the challenges faced in funnel analysis, and real-world examples of successful funnel strategies. We also talk about conversion rates, or speeds, between each stage, and how to determine what factors could be backing up leads at a certain stage of the funnel.

The American Marketing Association San Francisco Chapter presents Misadventures in Marketing, a podcast about high tech marketing in Silicon Valley, focusing primarily on marketing challenges in early stage technology startups. Hosts Peter Farago, a career high tech marketer and Steve Haney, a fractional CMO, chat weekly about marketing practices in high tech, the latest martech product news, their experiences from the front lines, and interviews with their CMO friends and marketing colleagues.

Listen: https://mim.captivate.fm/

Facebook: https://www.facebook.com/AMASanFrancisco/

X: https://x.com/AMASanFrancisco

Instagram: https://www.instagram.com/amasanfrancisco

LinkedIn: https://www.linkedin.com/company/amasf/

Hosts: Peter Farago and Steve Haney

Marketing: Ian Robinson-Lambert

Editing: Lorenzo Fernandez-Kopec, Marisa Gabriela Ramos (Peakbound Studios)

Consulting Producer: JulieAnn Bornales

#startups, #hightech, #misadventuresinmarketing, #MiM, #marketing, #technologystartups, #SiliconValley, #CMO, #marketingstrategy, #innovation, #casestudies, #businesschallenges, #leadership, #companyculture, #techgiants, #CMO, #AMA, #SiliconValley, #leadfunnels, #customerjourney, #B2BSaaS, #marketingstrategies, #AIDAmodel, #productledgrowth, #marketingqualifiedleads, #salesprocess, #funnelanalysis, #high-techmarketing, #leadfunnel, #MQL, #salesalignment, #B2Bmarketing, #customerjourney, #salesprocess, #demandgeneration, #funneloptimization, #marketingstrategy, #salesqualifiedleads, #SQL, #TOFU

We’ve made it to Episode 12 of Misadventures in Marketing, the tech marketing podcast that not only tastes great, but fills your mind with tech marketing’s most provocative issues. Take, for example, this episode in which hosts Peter Farago and Steve Haney delve into the challenges of marketing products that haven’t quite found product-market fit. We discuss the concept of 'magical thinking' in tech startups, where CEO founders may believe that their Marketing team can compensate for a product’s deficiencies. We dive into understanding market needs, the role of marketing in addressing product issues, and the necessity of aligning product offerings with customer demands. Peter brilliantly cites the old adage “marketing can accelerate the truth about a product, but can’t manufacture it”.

How does a head of marketing navigate pushback from leadership, build alliances with the rest of management, and empathize with the pressures faced by CEOs when a start-up ends up in this unfortunate situation? Marketing needs to know how to bring relevant data to the table, ask the right questions, and confront worldviews in the company that are not conducive to success.

About Misadventures In Marketing:

The American Marketing Association San Francisco Chapter presents Misadventures in Marketing, a podcast about high tech marketing in Silicon Valley, focusing primarily on marketing challenges in early stage technology startups. Hosts Peter Farago, a career high tech marketer and Steve Haney, a fractional CMO, chat weekly about marketing practices in high tech, the latest martech product news, their experiences from the front lines, and interviews with their CMO friends and marketing colleagues.

Listen: https://mim.captivate.fm/

Facebook: https://www.facebook.com/AMASanFrancisco/

X: https://x.com/AMASanFrancisco

Instagram: https://www.instagram.com/amasanfrancisco

LinkedIn: https://www.linkedin.com/company/amasf/

Hosts: Peter Farago and Steve Haney

Marketing: Ian Robinson-Lambert

Editing: Lorenzo Fernandez-Kopec, Marisa Gabriela Ramos (Peakbound Studios)

Consulting Producer: JulieAnn Bornales

#start-ups, #hightech, #misadventuresinmarketing, #MiM, #marketing, #technologystartups, #SiliconValley, #CMO, #marketingstrategy, #innovation, #casestudies, #businesschallenges, #leadership, #companyculture, #techgiants, #CMO, #AMA, #SiliconValley, #marketing, #startups, #productmarketfit, #magicalthinking, #techindustry, #marketingchallenges, #foundervision, #marketingstrategy, #productissues, #marketinginsights, #marketing, #productmanagement, #data-driven, #pushback, #diplomacy, #productreadiness, #matrixmanagement, #alliances, #CEOpressure, #askingquestions

In this, the 11th episode of Misadventures in Marketing, hosts Peter Farago & Steve Haney proudly present the first game show edition of Misadventures in Marketing. Steve quizzes Peter on the myriad acronyms in tech marketing (which, oddly, are almost all three letters). Peter gets extra points for accurately defining the term that the acronym represents. Suffice it to say, our brilliant co-host wins fabulous prizes for his efforts. Okay, no prizes, but definitely the admiration of his colleagues for his stunning performance.

So if you’re curious about tech marketing terms like PPC, CTR, SERP, SEO, LTV, and CAC, come on down! This podcast is the one for you. Caught in the pedagogic crossfire are concepts like B2B vs. B2C marketing dynamics, B2B2C marketing strategy, marketing automation systems, go-to-market strategies, data regulations on online advertising, and the intersection of product marketing and product management.

About Misadventures In Marketing:

The American Marketing Association San Francisco Chapter presents Misadventures in Marketing, a podcast about high tech marketing in Silicon Valley, focusing primarily on marketing challenges in early stage technology startups. Hosts Peter Farago, a career high tech marketer and Steve Haney, a fractional CMO, chat weekly about marketing practices in high tech, the latest martech product news, their experiences from the front lines, and interviews with their CMO friends and marketing colleagues.

Listen: https://mim.captivate.fm/

Facebook: https://www.facebook.com/AMASanFrancisco/

X: https://x.com/AMASanFrancisco

Instagram: https://www.instagram.com/amasanfrancisco

Hosts: Peter Farago and Steve Haney

Marketing: Ian Robinson-Lambert

Editing: Lorenzo Fernandez-Kopec, Marisa Gabriela Ramos (Peakbound Studios)

Consulting Producer: JulieAnn Bornales

In this, the 10th episode of Misadventures in Marketing, Peter Farago and Steve Haney welcome Melissa Grimshaw-Vargas to the podcast. Melissa heads up Launchwise, a brand consulting practice in San Francisco that conducts brand launches and leads in-house executive brand initiatives for both consumer and B2B companies. She’s also VP of Partnerships for the American Marketing Association San Francisco chapter.

The trio discusses awards as part of a company’s marketing strategy. They explore how awards can enhance credibility, build brand recognition, and serve as a validation tool for businesses, especially startups who don’t have the financial stability or track record of established firms. The hosts also share personal anecdotes and insights on the strategic value of applying for awards and how they can drive revenue generation. There is also the benefit of winning awards for internal team morale and recruitment.

We are excited to announce the re-launch of the Excellence in Marketing Awards, presented by AMA San Francisco chapter! We discuss the historical context of this storied San Francisco marketing event and notable past winners and their iconic advertising campaigns, like Levi's and Old Navy. Applications are being accepted now and we encourage all comers to submit their entries at: https://www.amasf.org/eima/

About Misadventures In Marketing:

The American Marketing Association San Francisco Chapter presents Misadventures in Marketing, a podcast about high tech marketing in Silicon Valley, focusing primarily on marketing challenges in early stage technology startups. Hosts Peter Farago, a career high tech marketer and Steve Haney, a fractional CMO, chat weekly about marketing practices in high tech, the latest martech product news, their experiences from the front lines and interviews with their CMO friends and marketing colleagues.

Listen: https://mim.captivate.fm/

Facebook: https://www.facebook.com/AMASanFrancisco/

X: https://x.com/AMASanFrancisco

Instagram: https://www.instagram.com/amasanfrancisco

Hosts: Peter Farago and Steve Haney

Marketing: Ian Robinson Lambert

Editing: Lorenzo Fernandez-Kopec, Marisa Gabriela Ramos (Peakbound Studios)

Production: JulieAnn Bornales

In this, the 9th episode of Misadventures in Marketing, Peter Farago and Steve Haney discuss the role of reference customers in B2B tech marketing, emphasizing the importance of how they can help prospects build trust and credibility in a new start-up. They explore the nuances of corporate culture, the challenges of creating effective case studies, and the dynamics of sales relationships when it comes to Marketing interfacing with their accounts. The conversation highlights the significance of customer advocacy and emphasizes the role of empathy in customer relationships to create meaningful customer stories. While the nature of reference customer engagements continues to rapidly evolve, they continue to be necessary and vital to drive revenue growth in technology startups. Start-ups just need to foster genuine connections with their reference customers that go beyond transactional interactions.

About Misadventures In Marketing:

The American Marketing Association San Francisco Chapter presents Misadventures in Marketing, a podcast about high tech marketing in Silicon Valley, focusing primarily on marketing challenges in early stage technology startups. Hosts Peter Farago, a career high tech marketer and Steve Haney, a fractional CMO, chat weekly about marketing practices in high tech, the latest martech product news, their experiences from the front lines and interviews with their CMO friends and marketing colleagues.

Listen: https://mim.captivate.fm/

Facebook: https://www.facebook.com/AMASanFrancisco/

X: https://x.com/AMASanFrancisco

Instagram: https://www.instagram.com/amasanfrancisco

Hosts: Peter Farago and Steve Haney

Social Media Marketing: Ian Robinson Lambert

Editing: Lorenzo Fernandez-Kopec (Peakbound Studios), Marisa Gabriela Ramos

Production: JulieAnn Bornales

#start-ups, #high tech, #misadventures in marketing, #MiM, #marketing, #technology startups, #Silicon Valley, #CMO, #marketing strategy, #innovation, #case studies, #business challenges, #leadership, #company culture, #tech giants, #marketing, #corporate culture, #reference customers, #case studies, #trust building, #B2B marketing, #customer advocacy, #sales relationships, #technology startups, #customer success, #technical sales, #customer relationships, #empathy, #marketing, #trust, #executive visibility, #customer stories, #reference customers, #technology, #B2B

In this, the 8th episode of the Misadventures in Marketing podcast, Peter Farago and Steve Haney discuss how they have used public relations (PR) in their high-tech marketing mix. They explore the evolution of PR strategies, the importance of understanding earned, paid, and owned media, and the current challenges of making this demand generation channel worth it in today’s world of coporate-driven social media. The conversation emphasizes the significance of newsworthiness, the role of close press relationships in PR success, and the necessity for companies to create their own content. There is also the internal challenge of selling PR to management, why have press releases any more, and the role of PR agencies. They also share personal anecdotes about the challenges of building relationships with reporters and the lessons learned from PR missteps, emphasizing that while PR is a long game, it remains a vital component of brand building and communication.

#public relations, #PR strategies, #earned media, #paid media, #owned media, #newsworthiness, #social media impact, #content creation, #marketing strategies, #media relationships, #PR, #press releases, #media relations, #analyst relations, #public relations strategy, #agency collaboration, #brand building, #communication strategies, #media coverage, #relationship management, #start-ups, #hightech, #misadventuresinmarketing, #MiM, #marketing, #technologystartups, #SiliconValley, #CMO, #marketingstrategy, #innovation, #casestudies, #businesschallenges, #leadership, #companyculture, #techgiants, #CMO, #AMA, #SiliconValley

In this Episode 7 of the Misadventures in Marketing podcast, hosts Peter Farago and Steve Haney delve into the complexities of marketing metrics, discussing their importance, challenges, and the balance between data-driven decision-making and creative intuition. They explore various metrics, the significance of trends over time, and the necessity of accurate measurement in both startups and established companies. The conversation emphasizes the need for effective analytics tools and dashboards to streamline marketing efforts and improve decision-making processes. They tackle the challenges of narrowing down key metrics, the political dynamics of presenting data to various stakeholders, and the intricacies of measuring marketing funnels. The conversation also touches on the significance of trust in metrics and how you build that into your measurements tools and processes up front.

In this, the 6th episode of Misadventures in Marketing, hosts Peter Farago and Steve Haney discuss the sales motion called Product-Led Growth (PLG). Why is this business function in Marketing? What are the differences between sales-led and product-led motions? What role do your pricing strategies play in a successful PLG motion? And what factors determine whether a software start-up should adopt a PLG model at all? Customer journeys, segment-based marketing, accurate metrics, and brand all play a part in making this SaaS-based approach to customer acquisition successful.