Emilia Korczynska

Passionate about SaaS product growth, and both the pre-sign up and post-sign up marketing. Talk to me about improving your acquisition, activation and retention strategy. 


Head Of Marketing

Doing all it takes to get more Product People over the code barrier with our code-free Product Adoption, Marketing & Experimentation Platform:  
Designing, developing and implementing a marketing strategy that ensures higher visibility 
Leading our stellar content team 
Implementing and driving a paid ads strategy to diversify customer acquisition. 
Driving funnel growth
Implementing an email marketing strategy 
Identifing and testing new acquisition channels
Overseeing, training, and coaching team members

Warning to all companies running LinkedIn ads to large audiences: your match rates may be inflated ☠️ We saw a “>90%” match rate of one of our largest audiences pushed from Hubspot, only to discover the number of companies inside the audience was only about ~33% of the Hubspot list. To make it even worse - when I inspected the matched audience on Linkedin and compared it to the original Hubspot audience - there were some strange companies that were simply wrongly matched (we definitely weren’t planning on targeting South African Post office…) 

So from now on, a weekly exercise: 

🥇 Cross reference our target audience with the matched audience on LinkedIn in Claude Code (exporting the list of companies from Linkedin gives you only the Company name + LinkedIn URL, so we will be pushing the audience with all the params from ZenABM’s API to Claude directly) 

🥈 Build an exclusions audience from the badly matched companies 
Excluding them from all campaigns in ZenABM 

🥉 ALWAYS have the LinkedIn URL in the audience to improve the actual match rates 

LinkedIn never fails to surprise me 🤷‍♀️

VP of Marketing @Userpilot. Author @ Product Rantz.

What a scary time to be alive: at 9:44 pm, when I was heading out to the gym (I know, I know) I suddenly (gasp) remembered I promised to send the deck (about The Most Cost-Effective Ways to Reach Your Buyer Groups on LinkedIn) 
for an event I’m talking at by the end of the week. With 2 hours 16 minutes left till the end of the week, I’d normally drop everything and start (frantically) putting my power point together, but this time - which my jacket already on - I just dumped a few instructions (some of which were from voice notes) to Claude Code (asking it to analyse exported ad performance reports, compare TLAs to other ad formats in terms of eCPC, CPM and eCTR, and write up a report + best practices for writing effective TLAs based on the top & bottom 25%) and then instructed Cowork to access the output file when it’s ready and generate a presentation similar to the one I did below, on the topic, including (here I blabbered about a few slides I wanted.) 

I left it and went to the gym. 

40ish minutes later, the presentation was waiting for me in power point. The content was good, but a bit too wordy, and the design was horrible - so I uploaded it to Gamma and asked its AI to shorten & prettify it. 

It did. I still made some manual tweaks (which I probably wouldn’t have had to do had I spent more than 90 seconds prompting in the first place - but hey, I already had my jacket on…) but altogether - it let me do the previously impossible. 

I know this is a very unsophisticated use case and that all of you are cutting cancer with Claude Code here - but the original data analysis, creating tables, graphs etc for this presentation would have previously taken me the whole day. It would be “Sunday-ruined” kind of hostage situation for me. 

The whole point is that this is now possible for the unsophisticated user. Upside? More time for life…but obviously there’s also the downside: the forever-increasing productivity treadmill: shouldn’t I have instructed my army of agents to do three decks for me at that time? Or maybe that and this post? And a blog post and a report? But if I did - who would be reading all this? (other agents? 😬)

Unfotunately my most productive teammate's name is not Claude* 😶  In February, they:  prospected 17,000 accounts and 23,345 contacts, researched and analyzed intent signals from the CRM, websites, and third party data sourced to create summaries for each company & contact;

- scored them for outreach 

- wrote unique email and Linkedin message for each contact

- sent 30,718 emails and 236 Linkedin messages

- Created bespoke PDF guides with advice on improving product adoption rate, user onboarding, user activation, or another problem the prospect was struggling with - personalized to their company use case (ok, that was their little brother Claude)

- Got 58 positive replies 

- Drove a bunch of demos, QDs and six figures in pipeline

And they get paid only $1850 per month.

That's impressive for a 8-month old (this is how long it took to build this system - using Clay + OpenAI api, because Claude Code wasn't there when we started). 

Congrats to Bilal Ahmad 艾一鸣, the father of this marketing genious.

Ok this is probably the most mind-blowing case of TLAs *smashing* on Linkedin I’ve ever seen - which made me totally reconsider our own ABM ad strategy & reprioritize demand gen plans: $0.15 cost per Landing Page click (! - 66 x cheaper than image ads!) and…$ 0.02 /engagement; … 169,571 impressions (CPM… $2.31) , 18,113 engagements and 2,669 clicks to LP (1.57% average CTR to landing page, 10.68% CTR)…all for only…$391 🤯 Audience? Senior SaaS executives (mainly CFOs, CEOs etc.), global audience (US + UK + DACH/Western EU). Several meetings booked. TLAs drove 83% of all website clicks for under 6% of the total ad spend - I told them to hold their horses until the data syncs and they can tell if the conversions were influenced by TLAs only, or have been influenced by image ads and carousels too…but when the company-level engagement results came in (from ZenABM) - the demos were all influenced by TLAs only. Needless to say, other ad formats (image & carousel ads) had to go. 

STORY TIME: 👇 The co-founder of Valueships (Krzysztof aka the “pricing guy” & the only person who actually closed a deal at my wedding except my husband) has been building amazing content & personal brand on Linkedin + conferences. But being the smartest guy in the room doesn’t scale - Kris had to sometimes hop between 3 countries in 2 days 😂 so I’ve been pushing them to try Linkedin ABM, and finally Valueships’ Head of Growth, Aleksandra, launched their ABM campaign - here’s how it did: 

Top 3 TLAs: 
🥇 - 20.92% CTR, 4.69% eCTR (= clicks to landing page/ impressions) 1,394 clicks, $0.10 CLCP - “Millennials: 'skinny jeans are still cool!' (they're not); SaaS: 'seat-based pricing is still cool!' (it's not)”

🥈- 21.03% CTR”, 3.02% eCTR, 141 LP clicks, $0.02 CLCP; “In a single month, Amos Bar-Joseph from Swan AI (just raised $6M) paid Anthropic $51,217. If Antropic did seat-based pricing like most SaaS co's, how much would they be able to charge?"

🥉- 8.46 CTR, 2.29 eCTR, 463 LP clicks, $0.10 CLCP - “As I'm sadistically bashing software companies for pricing mistakes, I couldn't let it slip. Jenna Alburger did a great job in smashing Netflix, and I spin it for myself as well:” 

👉 Full case study: https://lnkd.in/eiCSiPhh

Key patterns for the top 3:
- storytelling/humor hook (skinny jeans, real company example, Netflix teardown) - never direct product pitch
-  real companies with real numbers (Swan AI, Anthropic $51k, Netflix)

Lessons? 

Do:
✅  real people, companies, products + real data/results
✅ Write in 1st person, admit mistakes
✅ Short punchy hook ≤2 lines 
✅ Open with paradox/ specific number
✅ mention specific pain 
✅ Deliver value before any CTA (in P.S./ soft offer (but DO put the link in)

Don’t:
⛔ pitch slap, open with generic "We're excited to announce we’ve been featured in Gartner report”
⛔ Write in “brand voice” rather than *your* voice / 3rd person
⛔ no value, make it about your product/features

*Ugly cry* - after 4+ hours of debugging what the heck was going on with our LinkedIn account (first 40% match rate showing as >90% match rate, then newly pushed matched audiences *not* building at all since...Thursday last week), talking to 3+ support reps, re-allocating budget and even pausing some of our campaigns...our Account Manager finally responded (what we already heard down the vine...on LinkedIn...but from Linkedin ad experts, not  LinkedIn!)

This is *not* how you handle an outage/bug. This is how you lose your user's trust, confidence and...budgets. 

Because seriously - I was on the verge of re-allocating a significant chunk my (let's face it - very significant) monthly budget to other ad channels for the rest of the month. 

It takes <10 seconds to deploy an in-app banner (ekhm, with Userpilot, it takes <5 seconds 😉 - you can build these in-app announcements for free for 14 days here: https://lnkd.in/ej74TitF) informing users you have a problem. 

Everyone experiences bugs. It's not about eliminating them - it's about communicating them well. The users are a lot more forgiving when you do, then we you're trying to keep poker face and pretend it's business as usual. 

It's not. You're gambling with your users time. 

That never lands well.

Spotted in my area. Gives Series A B2B SaaS website navigation menu, no?  👀

For anyone I've ever "ghosted" on LinkedIn after you've asked me to pick my brain* about something related to ABM/LinkedIn ads  - A) I'm sorry B) If I'm still not getting back to you (my inbox is a mess) - then this free chatbot by ZenABM** (link in the comments) is the second best - you can ask it anything related to Linkedin ABM, and - unlike me - it will respond instantly. Aaand it also contains the knowledge from such LinkedIn ads legends as Tim Davidson, Veronika Vēbere or Maximilian Herczeg - so each of your questions will be answered by several experts at once. Unlike ChatGPT - it's generating responses based on the expert's Linkedin posts, TLAs and webinar transcripts. Enjoy! 

*as long as it wasn't a "quick question" preceeding a sales pitch - then thischatbot will definitely not buy from you either 😅) 

**is building this chatbot my husband's way to say I should be spending less time on LinkedIn? Michal Jackowski 🧘‍♀️, thoughts? 🤔

A founder I work with almost gave up on outbound because of this LinkedIn post. Instead of targeting tens of thousands of accounts - why can't we just 10x our conversion rates? Instead of 0.35% meeting booking rate - why don't we turn in into 3.5%? My recent post about our scaled outreach results has caused such a stir it may be soon turning into a meme 😅  My five cents: most people have ungodly expectations of their campaigns (be it cold outbound, Linkedin ads, or landing page conversion rates) based on some anecdotal campaigns from LinkedIn posts nobody saw any receipts for... 

Some people assumed it's 'spray and pray' - and maybe I wasn't explicit enough that the system takes 100s of contact level and company level properties ("signals" - from our CRM, organic website visits (RB2B/Vector 👻), tech/competitor usage via BuiltWith, Linkedin ad engagements from ZenABM, product launches and company news from Apify etc.), scores them for the most relevant and timely ones, and crafts a bespoke, unique message to each prospect - offering a resource tailored to their use case, company and role. 

Even with that level of personalisation - and waterfall contact data enrichment from 7+ providers, multi-threading, multi-step and multi-channel outreach (email via Smartlead and Linkedin via HeyReach.io) - I am not expecting meeting booking rates or even positive response rate > 1% anymore. I know my industry, I know the persona, and I know how "easy" it is for us to decipher a strong enough intent signal. So many people have tried to beat it - but this is the reality for us. 

Some people will miss the message. 
Most people will be too busy. 
A lot of people will just have "other priorities" and won't be interested even in a free resource/consultation. 

But if someone can prove me wrong and get us 35 positive responses from a 1000 prospects then I'm all game for it 😅 submit your applications for a free POC in the comments, I'm always in the market for that!

Unless you've been living under a rock - you've been probably having FOMO about how you can use Claude Code (the coolest kid on the block) in your work. And for a good reason: 

I'm not gonna lie and pretend I fully understand how PMs juggle so many tasks in their scope - but what I understand is that I would never want to be a product manager because of how stressful and complex the work is and how much multitasking and context switching it requires.

As Ron Yang wrote in his recent post, a lot of this can be now alleviated by Claude Code (Ron kindly shared his Claude skills for PMs for free - I've linked to his repo below), so it's definitely something I wanted to dig in here as well: 

How can Product Managers use Claude Code to streamline their work?

Most PMs still use AI like a chatbot: ask a question, get an answer, move on.

Claude Code flips the script. 

Instead of one-off prompts, you build repeatable workflows that run on your own context: files, docs, notes, transcripts, and data.

That means the AI isn’t just helping occasionally - it becomes a layer that orchestrates knowledge work.

Instead of juggling multiple tools & context stitching, you can create workflows that:

- pull context from your files
- run structured analysis
- generate outputs in the format you need
-  save them back into your system.

The hype is real because the shift is so powerful:

Don’t just ask AI questions - build your "second PM" that will be working 24/7 for you. 

Check out the post below for 4 ways PMs are actually using Claude Code - based on interviews with Teresa Torres & Sachin Rekhi that I came across on YouTube!

Hey folks, Unless you've been living under a rock - you've been probably having FOMO about how you can use Claude Code (the coolest kid on the block) 

Open article: Claude Code for Product Managers ☀️ by Emilia Korczynska • 4 min read

"If you're tired of London, you're tired of life." - the main reason why I moved to London was because I wanted to go to more tech events and build a network. To say it worked is like to say nothing at all. I'm learning so much from peers in the best way for me, and get to share my learnings too - this time, I will be talking about the most cost-effective ways to reach your ABM target audience on Linkedin at Reachdesk x Demand Gen London event on the 18th of March - mark your calendars & sign up in the comments!

Andrei Zinkevich

Co-founder @Fullfunnel.io| ABM & full-funnel marketing for B2B tech companies with high ACV and long sales cycle

We transform B2B Tech and Service-based companies from siloed sales and marketing to full-funnel account-based marketing and demand generation. 

We help your team develop an ABM strategy, launch pilot programs, operationalize and scale the programs without ramping up budget or depending on external agencies.

Here is how.

1. ABM STRATEGY.

We go together through a 3-week initial strategy sprint that includes: 

- Deep assessment of current marketing and sales processes
- Challenges both teams face and the root reasons behind them
- Revenue and channel analysis to identify focus markets and ICP for the ABM campaigns
- Custom ABM strategy development including detailed:
- Marketing and sales alignment with ICP, strategy and playbooks

2. LAUNCH PILOT ABM PROGRAM.

Within a single quarter, we’ll work with a pilot team to implement a minimal viable full-funnel program, without pausing existing processes. The pilot team usually consists of one marketer and one sales development rep.  

When we hit the target KPIs, we move to the operationalization and scaling stage.

3.DEVELOPING FULL-FUNNEL ABM FUNCTION.

At this stage we combine ABM with demand generation function to create a holistic model that creates awareness, generates demand and activates accounts that are already engaged across the full funnel.

SPRINTS INCLUDE:

-> Account-Based Marketing

-> LinkedIn demand generation and social selling

-> GTM strategy

-> Sales enablement

-> Demand generation and accounts warm-up

Why Work With FullFunnel.io?

1. 30+ years of niche experience

We were and still are “in the trenches”, know the lowdown of these businesses, so you’ll get access to 30+ years of our combined experience and knowledge.

2. Knowledge transfer.

Your team gets consistent support and training, including step-by-step playbooks, templates, marketing and sales dashboards, tech stack, and process maps.

3. Revenue alignment.

We align marketing and sales teams around revenue, ideal customer profile, target accounts and lead scoring criteria which helps to consistently hit your revenue quota and operate as one Revenue Operations team.

OUR CASE STUDIES INCLUDE

- $300k from a pilot ABM campaign with a software development company

- 9 qualified sales opportunities and 3 new contracts, 10x ACV from an account-based demand generation campaign with AdTech development company

- 7 sales-qualified opportunities from a pilot ABM campaign in the Nordics region with a cloud solutions vendor

- 76% response rate, 36% accounts engaged, 5 opportunities from a pilot ABM campaign

Co-founder

At Fullfunnel.io we are growing B2B companies with long and complex sales cycles since 2006.

We were and still are “in trenches”, know the lowdown of these businesses, and bring to the table our 30+ years of combined experience and knowledge. 

I live and breathe B2B marketing since 2006. 

Before launching Fullfunnel.io, I spent 8 years in the enterprise segment working for Kimberly Clark and Biosphere Corporation.

What makes Fullfunnel.io different?

1. Ins and outs of selling to enterprise

Coming from the mid-market and enterprise world, I know all the ins and outs of selling to these segments: the research and evaluation processes, decision-making procedures inside the buying committee and the approval workflows. 

We’ve been there, done that, and know how to generate opportunities with these segments and influence the decision-making processes.

2. Niche experience

While we could help many B2B business, since 2007 we focus exclusively on two verticals: high-value B2B tech (enterprise SaaS, blockchain technology, hardware) and service-based companies (software development, consulting, cybersecurity, DevOps as a service, etc). 

We were and still are “in the trenches”, know the lowdown of these businesses, so you’ll get access to 30+ years of our combined experience and knowledge. 

3. Knowledge transfer and in-house operations

We believe that the real growth can only be driven in-house. You need to have people who are in the trenches every day, talking to customers, experiencing the sales hurdles, refining the messages and positioning.

We join your team as external marketing advisors, provide consistent support and training including step-by-step playbooks, templates, marketing and sales dashboards, tech stack and process maps.

As a result, you get an evergreen in-house growth engine.

My favorite way to explain B2B marketing for long sales cycles is by showing demand generation from the buyer perspective:

I. I WANT TO LEARN.

Individual buyers are exploring topics, upskilling themselves, and discovering best practices and industry trends. They're not actively looking for solutions yet—they're in learning mode.

At this stage, buyers might:

- Discover good content from a brand and start following them
- Share good content with colleagues
- Consume educational materials like podcasts, webinars, or articles
- Build awareness of different approaches and vendors

This is the foundation stage where you get noticed, build trust, and awareness before a specific business need emerges.

II. WE WANT A SOLUTION.

The buying group has agreed on the top-priority challenge and the consequences of not solving it now. They start looking for different solutions.

The vendor that was able to clearly articulate that their solution (not a product) is the best fit for this type of challenge, wins an opportunity to be considered during the next round.

Here is an example.

Our enterprise pipeline declined in 2025 by 27%. Despite multiple attempts and efforts, neither marketing nor sales knows how to fix it. We need a solution.

At this point, Champions might consider multiple solutions:

- Invest in sales training
- Hire SDRs and AEs with a proven track record of selling to enterprise
- Launch an account-based marketing program
- Invest in outreach scripts...

The list is endless.

III. WE WANT A SOLUTION LIKE YOURS.

After evaluating multiple solutions by fit, resources and budget, the buying group makes a decision to select one of them. At this point, they start looking at different vendors and book discovery calls to learn more.

Example: We want to start an account-based marketing program.

Alternatives:

- Buy an ABM platform and launch a program based on the playbooks provided by that vendor
- Hire an ABM agency
- Buy an ABM course or workshop
- Hire an experienced consulting company

Guess what you should do as a vendor?

IV. WE WANT YOUR SOLUTION.

After selecting the best-fit solution, the buying committee presents it to stakeholders to get consensus and support for the vendor evaluation.

This is where you start seeing high-intent signals and generate opportunities.

Example: We want to hire you as our consultant partner to implement a pilot ABM program. What is the scope, budget, and resources needed?

You need to invest in fully personalized buyer enablement.

V. WE ARE READY TO BUY FROM YOU.

The buying committee has approved the budget and the resources, you're moving to the procurement and POC phase.

---

These stages represent a typical buyer journey. The first three stages could take 9-12 months and often define if you're getting into the consideration set. 

Most B2B companies ignore it and try to capture the demand from in-market accounts, and this is the exact reason why the pipeline dries up.

Co-founder @Fullfunnel.io| ABM & full-funnel marketing for B2B SaaS with long sales cycles | Author

Account-based content strategy shouldn't be complex. Here is the breakdown:  
( sign up for deep dive here: https://lnkd.in/dec4k53c).

1: MANY.

We target the entire ICP cluster, accepting the fact that most of them are not in the market now and there is no buying intent.

- Daily LinkedIn thought leadership: ABM, Full-Funnel Marketing, B2B demand generation.
- Weekly email newsletter
- Weekly live podcast
- Quarterly step-by-step webinars
- Annual Full-Funnel Summit

1:FEW.

The level of intent is medium, and these accounts could become a future pipeline. The goal is to generate demand and get into the consideration set.

- Cluster + Jobs-To-Be-Done Specific content (e.g. How to successfully replicate your pilot ABM program with the regional teams).

- Detailed industry case studies with our clients: video interviews + content summary, where we review specific ABM programs in detail.

1:1.

We want to accelerate the sales cycle and influence the purchase decisions of the accounts with the high intent:

- Fully personalized business cases and solutions for a specific account
- Arguments for multiple stakeholders (e.g. how sales will benefit from ABM, etc).

---
We'll share the deep dive at our virtual Full-Funnel Summit. 
Sign up for free here: https://lnkd.in/dec4k53c

No B2B buyer ever said:

"Hey, I'm interested in being your MQL. 

Please, send me your automated email nurturing cadence and transfer my email and phone number to your Sales Rep.  I'd love to spend a few hours on a qualification call and then hang out with your Account Executive."

B2B buyers don't engage with marketing content, sign up for webinars or field events, because they are READY to buy.

They engage because the topic resonated with them, and they'd like to learn more.

We have a fundamental problem here.

Because of siloed sales and marketing, marketers are under the pressure to generate leads.

Nobody even questions the LEAD definition.

Hence, marketing collects any engament (sign-ups, downloads, email link clicks) and handovers it to sales. If, eventually, sales generate an opportunity, this opportunity is presented as marketing-influenced.

But in the most cases, it ends up with blaming each other at the next board meeting.

Stop thinking about conversions at each touchpoint. 

Start doing this: 

1. UNDERSTAND YOUR BUYERS.

- What do my best customers have in common? 
- What triggers their research? What attracts their attention? 
- Where do they learn? Hang out? Whom do they follow?
- What are their jobs-to-be-done and their daily challenges?
- What questions do they ask? 
- Which evaluation criteria do they use? 
- What do they value the most? 

2. BE PRESENT IN THE CHANNELS WHERE YOUR BUYERS ARE.

Clicks and downloads doesn't matter. Account awareness and nurturing matters.

Stop:

1. Dropping links to your website in every social post.
2. Create mediocre articles based on high-volume keywords
3. Producing low-quality PDFs to collect MQLs and transfer them to sales

Start:

Create top-notch content optimized for native consumption in the channel.

3. CONNECT AND ENGAGE WITH YOUR BUYERS.

In complex B2B the relationship is what drives the revenue aside from a strong brand and content.

Enable your marketing and sales to be active on target social platforms and communities to connect and engage with the target buyers, not pitching them.

4. DISTRIBUTE CONTENT.

Creating great content without making sure your target audience consumes it is a waste of time.

Develop a content distribution workflow through:

- Own assets: newsletter, social profiles, etc.
- Sharing in communities
- Paid and 1-1 distribution to target accounts

5. CAPTURE THE DEMAND.

Sales-ready buyers will reach out to you. Here's what to do with the rest:

- Remove friction from the buying process
- Do a progressive profiling to personalize further nurturing and activation.
- Add target accounts that hit an engagement threshold to ABM playbooks
- Deveop personalized warm-up and activation activities to generate sales opps

---
"LEADS" are the consequence of brand awareness, demand generation, joint marketing and sales nurturing, customer advocacy, and great product.

We'll dive deeper at our Full-funnel summit. 

Sign up for FREE here: https://lnkd.in/dnw37WvF

A B2B CMO asked me how to prove to CFO marketing impact on pipeline and revenue for long-term product. Here is what I shared: 

By default, we fix the attribution issue and agree that all marketing-touched or joint accounts (e.g. ABM accounts) are labeled as Allbound sourced/marketing-influenced accounts.

Then, we flip the dashboard and start the decomposition of marketing impact from revenue. Here are the core stages and metrics.

1. REVENUE.

Two core metrics:

-Total revenue with breakdown by new revenue, expansion and renewals.
-Sales pipeline velocity.

2. SALES OPPORTUNITIES AND PIPELINE VALUE.

Stage goals:

-Accelerate sales cycle
-Win more deals

How marketing helps sales (leading indicators):

-Co-creating business cases
-Preparing buying committee content (e.g. migration guide for IT team)
-Collecting relevant customer stories/quotes/use cases
-Making product snapshots/overview

Lagging indicators:

-Pipeline value co-created with sales
-Sales opportunities

Measured by:

Accounts with assigned pipeline value and moved to the next stage after discovery call.

3. ACTIVE FOCUS ACCOUNTS.

Description: Accounts with a high likelihood of being converted into sales opportunities (pre-pipeline).

Stage goals: Generate a sales opportunity.

How marketing helps sales (leading indicators):

-Preparing personalized content hubs
-Co-creating 1:1 plans
-Preparing in-depth account and contact level engagement analytics
-Personalized solutions

Lagging indicators:

-Discovery calls/strategy sessions booked

4. FUTURE PIPELINE ACCOUNTS.

Description: Accounts that hit your engagement threshold.

Stage goals: Research and validate account needs and the buyer journey stage (Are they in market? When can they be in market? What might be their needs?).

How marketing helps sales (leading indicators):

-Account qualification
-Account research
-Buying committee mapping from engaged accounts
-Enriching the buying committee from sales research
-Creating playbooks to engage the entire buying committee

Lagging indicators:

-Accounts with insights collected via 1-1 engagement with buying committee
-Account engagement
-Account penetration (connections with buying committee)

5. CLUSTER ICP ACCOUNTS.

Description: Cold accounts that fit ICP criteria and demonstrated light engagement or were prioritized by sales. These accounts are not in the market, conversions are close to the buyer journey cycle.

Stage goals: Increase awareness and nurture until they hit the engagement threshold.

Marketing leading indicators:

-Thought leadership posts created for sales 
-Newsletters published
-Collaborations with industry thought leaders and communities (podcasts, roundtables, roundups, etc)
-Events hosted

6. BRAND METRICS.

We like to track:

- Brand mentions
- Brand traffic including LLMs
- Interview/speaking requests

---
TLDR;

Marketing's ROI isn't lead volume. It's how efficiently we create awareness and convert pipeline with sales.

Here is the best outreach message I've received in the last 5 years. Here is the breakdown of the process w/ stack:

1. Jungler monitors a relevant LinkedIn profile
2. Captures their post commenters and likers
3. Filters by ICP (as the contacts are enriched).
4. Route ICP contacts to Salesforge.ai 🔥 - the rest of the process happens inside it
5. Enrich contacts with emails
6. Add agencies (sweet spot ICP) and contacts whose emails we're not able to get to Linkedin outreach cadences in Salesforge
7. Route other contacts to email outreach cadence

They have only one touch per contact. When I asked Hendrik Ojamaa (Founder Jungler) why, he said:

"Since our TAM is large, I'm a big believer in no followups for our use case".

WHAT I LOVE ABOUT THE APPROACH

a) The messaging is super relevant (filtering ICP accounts who engaged) and is backed by my own data (2187 comments + likes last month).

For any marketing team that runs a thought leadership program with sales or executives, ICP engagement helps to justify program investment.

b) The CTA is not pushy. Hendrik doesn't pitch a demo, but just asks if I'd like to try it out.

Again, for the marketing team, it's the best way to:

-Capture relevant engagement
-Enrich accounts
-Share a ready, clean list with sales

c) The entire outreach happens in one tool - Salesforge.ai 🔥.

You can see who engaged both on LinkedIn and email, and have a clear connection/attribution to the thought leadership program.

---
Hendrik didn't say: "I saw you are actively posting on LinkedIn. We help consulting founders to see what ICP contacts engage with their content. Worth a 15-mins demo?"

Instead, he just asked if I'd like to try out a simple tool that allows me to see how many ICP accounts have engaged with me from 2187 engagements.

Relevant message + real data + non-pushy solution suggestion.

This is outbound that is worth doing at scale.

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The Battle

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