Isaac Morehouse

Mark Kilens

CEO and Co-founder of TACK ⛵️ & ClubPF ⚓️ | People-first GTM Champion

Mark Kilens is VP of Marketing at EasyLlama and Founder of TACK.

EasyLlama is an all-in-one compliance and learning platform that reduces human risk and increases team productivity across your entire workforce.

TACK modernizes how businesses go-to-market to create, capture, and convert demand into revenue using its proprietary People-first GTM Model. 

He previously was CMO of Airmeet, a leading virtual and hybrid event platform. He oversaw Airmeet’s global marketing team responsible for brand, demand, lifecycle, and product marketing.

Before that he was the VP of Content and Community at Drift where he led the brand, content, creative, and events teams. He oversaw Drift’s community, Drift Insider, which has 65,000+ members, and Drift’s FLASH, RevGrowth, and HYPERGROWTH events.

Prior to joining Drift, he served as VP of Marketing and founder of HubSpot Academy. As a former customer, Mark joined HubSpot in 2010 where he spent two years working with thousands of HubSpot customers to scale their inbound strategy. 

From there, he went on to build HubSpot Academy from the ground up, and in doing so, educated and certified millions of people and helped grow HubSpot to more than $600 million in revenue.

When he’s not working, Mark enjoys plenty of steak and lobster, a round of golf or two, and loves being on snow or in the ocean.

Go fast, take chances!

Chief Marketing Officer

Leading Airmeet’s global marketing team and working to advance the event-led growth movement across B2B.

Airmeet is the most customizable and immersive virtual and hybrid event platform for growing businesses. 

Exciting news to share. 

We’re looking for several RevOps, sales, and customer success professionals to join EasyLlama.

I’ve been with company for a year now and I can say for certain this is one of the best places I’ve ever worked.

Reminds me a lot of my early days at HubSpot.

Tons of exciting problems to evolve, a huge market, clear product market fit, and a customer base that loves the product and brand. 🦙 

Not to mention the amazing leadership team we’ve assembled over the last year. 🔥 

Plus I love our company values.

We’re looking for more people to DRIVE EasyLlama into our next phase of growth.

Doer
Resourceful
Impactful 
Valued Partners
Excellence-Obsessed

Head over to our careers page to see all the open roles and send me a DM if you think you’re a match for one and I’ll do my best to intro you to the recruiter. 

Here’s a preview of some of the jobs.

- Revenue Operations Manager
- Manager of Customer Success
- Several Account Execuitve roles

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Don’t share PDFs anymore. PDFs are so 1999. 

Not only that, putting content behind a landing page just isn’t a smart option anymore. 

The great debate of gating content is nonsense. 

Because the answer is both. Let me explain. 

We’ve entered a world where it’s important to make your content and offers readily available to humans, bots,and agents. 

What you should be doing is offering up a way for people to download content that is ungated. I have a call to action that says, get this content to go. And when someone clicks on that button, an email form opens and they can give their email for a PDF.

Instead you should be sharing an interaction content format that provides a much better experience to the consumer. 

And it gives you the ability to collect more data, and more importantly see which people might be ready for the next step in the buying journey. Which in many cases, is a more explicit product intent action like start a free trial, try an interactive product demo, or talk to sales. 

I’ve been trying this out for my own content using Flipsnack. 

Ungating your PDFs and making them interactive with relevant CTAs within the interactive piece of content. 

Think of it as a digital flipbook. A piece of content that creates more engagement with the reader, allows you to embed different media formats into it, and gives you more insights into how people are consuming your content. 

Being able to embed videos and audio clips in the flipbook experience is a huge plus. 

The leads from my now interactive flipbooks are easily captured and sent directly to my HubSpot account so I can add them to my newsletter. 

I’m able to see the engagement I get on my offers and use that as signals of interest. 

Embedding higher intent product CTAs into your content can help you truly understand if a person consuming one of your offers is more “ready to buy”. 

This approach is a win-win for both buyers and marketers. Giving people the flexibility to get content on their terms, make the content more interactive, and offer the right next high intent buying journey action. 

The days of gated PDFs are over. 

It’s time to modernize how you deliver content and create offers that people will actually share. 

Create content in formats that match to how people like to consume things today. Make it more interactive like your TikTok, Instagram, or LinkedIn feed. 

#flipsnackpartner

Leadership is…

being there 

listening

understanding

slowing down

showing up 

giving kind feedback

being honest

thoughtfulness

serving others 

generosity 

hard

persistency and patience 

challenging and rewarding

selfless

not about you

growthg

a gift

letting others drive

… ____________

The one thing that can ruin a brilliant marketing campaign.

The wrong segmentation.

Every great marketing campaign starts with the right audience. 

And the best B2B campaigns start with an audience agreement contract between marketing and sales. 

Yes, the teams must sign a contract. 😜

The classic, ‘let’s align’ dance. But in all seriousness, get the audience wrong, and you probably just wasted some time and money. 

The best thing to do is to have a source of truth for your audience segments. 

I recently saw a Common Room implementation that gave me an aha moment. Nurturing leads must be dynamic today. 

👉 Old way: Nurture based on a single conversion events and a persona definition. 

👉 New way: Nurture based on a set of always up-to-date signals, targeted at the right accounts and contacts with segments that update automatically as behavior changes, and plays that launch without rebuilding workflows from scratch."

If you always have up-to-date audience segments that are learning in real-time, it’s going to be a lot easier to run simple brand and demand plays. 

One of my favorites is using LinkedIn engagement signals to retarget accounts and buyers. The key is to retarget them with ads not coming from a brand, but from people they trust, already know, and respect. 

Another good one is using first party conversion event data to enroll new or exciting contacts into a targeted email and ad campaign. Conversions like webinar attendance, downloading a research report, and checking out an interactive product demo. 

Have the segments ready to go, the trigger on stand by, and the play designed.  I like to think of this as a much better version of leader nurturing. 

The approach we’re taking at EasyLlama is thoughtfully and thoroughly working with our sales team members to pick the right accounts, the right contacts, and the right targeting.

We’re using a combination of new accounts, existing accounts in our CRM, and prioritizing accounts based on signals of buying interest and intent.

Tan Tran, Kenna Rooney, Caroline Shine, and Chris Edwards are working closely together. We're now meeting weekly and sharing ideas, questions, feedback to make sure we're engaging the right accounts, with the right messaging and offers, using the appropriate channels. 

Keeping accounts engaged using a targeted, specific, and multi-channel strategy is a must today. And when AI is powering segmentation and orchestration, it’s not about more automation, it’s about better judgment at scale.

Educating people about their pain points, showing them examples of success, getting them to learn from customers, and using real, trusted experts is how you’re going to stay top of mind and create a differentiated buying experience that matters just as much as your product.

Marketers are always on the search for leverage. 

Leverage can come in many shapes and sizes. 

Distribution leverage has been top of mind for many. 

Now with AI, you can gain leverage for lots of things. BUT, is the leverage you're gaining going to actually help achieve a better outcome?

The classic ACTIVITY vs. RESULTS dilemma. You can do a lot more activities with AI now. 

Create more content, send more emails, connect with more people on LinkedIn, create more images. But as we know, more for the sake of more is not usually the answer. 

What marketers need to make AI really work FOR them is context. And buyers need the same thing. For AI to create a better buying experience, it must have context about each buyer. 

Context comes in the form of data. 

AI on its own = productivity boost. AI powered by unified buyer intelligence = real GTM leverage

I’ve been impressed with Common Room and how they approach it.

Seeing and collecting the context is where it all begins. This happens across hundreds of digital fingerprints and footprints. 

Organizing the data is where it can get very hard and having a unified source of truth of all your buyer context data is a must.

If you’re an early stage startup I would build your stack intentionally like this. 

If you’re a more stature company, transitioning to this is not as easy but worth it.

The way I would approach it is like this 👉 Enrichment then Signals then Plays.

Enrich the account and content level data. Track and organize all the signals for each account and buyer in one place. Then use that unified account of each account and contact to design the right plays.

If multiple contacts from the same company start engaging with your product content and a new VP Sales just joined…

That could trigger a play like:
- SDR outreach referencing the leadership change
- targeted ads to the account
- a follow-up email with a case study and example relevant to their industry

Instead of marketing guessing who to target, the play is based on real buyer signals happening right NOW. Context, baby.

Remember the plays need to be designed to MATCH someone’s problems and buying interest.

Marketing without CONTEXT today hurts marketers and buyers. It harkens me back to the days of spray and pray marketing to some degree. Ick!

If you're going to build a free web tool today... 

... you better do it this way. 

Which is you better make sure the value it delivers for a user is REAL and MEANINGFUL. 

Sure, anyone can vibe code a free web tool today. My grandma is even doing it. 😏

Not only does the UI need to be on point, the user value must be significant and delivered QUICKLY.  

Which brings me to the point of this post. 

The EasyLlama team has been hard at work, building a new web app that's going to truly be game changing for HR and Compliance professionals. 

Yes, I used the term 'game hanging', and no, I'm not being hyperbolic. 

I personally have overseen the design and development of this new free web-based tool, and I can say with conference, it's that good. 

It helps busy HR and Compliance professionals understand the exact laws and regulations their company needs to follow. 

And shares with them the required and recommended trainings and policies they need to assign to their team members.  

All in under two minutes. Think about how much time and work that is taking off of their to do list. 

So if you're in HR, drop me a comment or DM if you want to be the first to use this free new tool. 

If you're not in HR, feel free to send this post to your friendly and always helpful HR team and I'm more than happy to give them first access. 

Value creation before a deal ever begins is the way to earn the trust of buyers today.

There’s a belief that B2B PLG needs to be just as consumer-friendly as B2C products. 

But after talking with 🔥 Anastasia Kudrow and Natalie Marcotullio, I’m not convinced.

For PLG to work in B2B, users need to understand what outcome they can expect, feel confident in using the product without extra help, and see real value. 

It’s not just about making things simple - it’s about ensuring the result speaks for itself.

PLG isn’t about complex tactics or hacks. Rather than just tracking actions, you need to understand the why behind your users behavior. 

By truly understanding your users’ pain points and goals, you can create a product experience that feels intuitive and naturally drives growth. 

Focus on solving real problems rather than using fancy techniques that may not resonate with your audience.

Simplify the user journey. 

Too many options or a complicated user experience can drive people away. Your users need to see the value your product brings and how it fits seamlessly into their daily workflows. 

When users clearly understand the outcome they’ll achieve, conversions follow naturally. Making the path to value as clear and simple as possible makes it easier for users to engage and more likely to convert.

The social side. When it comes to B2B PLG, Anastasia also reminded us that recommending new software in a business context can be risky, so it’s essential to ensure your product is trustworthy and proven. 

Decision-makers need to feel confident that the software is worth recommending to their teams.

PLG is all about creating clarity and simplicity for your users. 

By understanding their needs, psychology, and goals, and by offering a product experience that’s easy to use and delivers clear value, you’ll set the stage for growth. 

When you align your product with your users’ motivations, growth happens naturally, and you won’t need to overspend on customer acquisition.

Check out the full episode here: https://lnkd.in/eYjupExK

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The Battle

Isaac Morehouse

Mark Kilens

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taplio

The Battle

Isaac Morehouse

Mark Kilens

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Mark Kilens's LinkedIn Performance

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