Liam Curley

I help consulting firms articulate what they excel at (visually)

I help three types of experts sharpen their positioning and lead their niche by developing, packaging, and publishing unique insights.

Learn more here - https://www.liamcurley.co.uk/about

Founder

I translate complex services and knowledge into a simple message your prospects can understand, which means your B2B earns more inbound leads and closes more sales.

How does an invisible expert become an undisputed authority?

For 10 years, Carl Richards wrote The Sketch Guy column for the New York Times. He built a bestselling book, a thriving advisory practice, and became peers with people like Seth Godin and Dan Heath. 

All through minimalist visuals that simplified complex financial concepts. 

But Carl wasn't a doodler. He had no art background. 

So how did a financial advisor with no artistic ability become The Sketch Guy? 

That's the story I'm telling in Episode 1 of my new podcast: Undisputed Authority. 

Each episode tells the story of how one expert became THE voice in their field. 

This isn't your standard interview-style podcast. 

It's a narrative built from deep research – I read Carl's books and articles, his keynotes, and listened to his podcasts to find the threads.

Then I had a conversation with Carl Richards to fill in the gaps. 

I'm gathering strategies and patterns you can apply to your expertise-driven business. 

Episode available now on all podcast apps (search Undisputed Authority)

I help consultants uncover, document, and publish their expertise.

Nancy and Mark Duarte had no formal business training, no design training, and no public presenting experience.

And yet together, they built the world’s leading firm specialising in strategic communication – Duarte Inc.

They started their business from their apartment in 1988.

Today, Nancy is THE undisputed authority on storytelling and presentations. Her TED talk has 3.7 million views, her books changed how the world thinks about communication, and Duarte Inc. employs over 140 people.

How did she achieve all this?

She followed a principle best articulated by Cal Newport: focus on the one thing that moves the needle, not the many that nudge it.

That's the story I'm telling in Episode 4 of Undisputed Authority.

Episode available now on all podcast apps (search Undisputed Authority).

Lead Product Marketing Manager at Classy/GoFundMe | 🎙️ Host of Product Marketing Life podcast

Hey there, I'm Collin. I'm a Product Marketing Manager based in the greater Nashville area.

Collin Mayjack

What do you do when a competitor's comparison page is inaccurate?

DM them, of course.

One of our competitors has been aggressively bidding on Sybill keywords and running traffic to their comparison page. No problem. Totally fair. 

The issue? The page is very inaccurate.  

We debated internally... what should we do about it?

When I worked Apple retail we often used the mantra "assume positive intent."

My assumption? It's probably an old page that converts well. 

We all fall behind on website updates, so why wouldn't they?

And rather than trying to "lawyer up" and send a cease and desist, I just pinged one of their marketers to see if they'd update it. 

Jury is still out on whether they'll make the changes, but their initial response seemed open to it. 

Happy competing. ✌

Every positioning and product marketing guru beats you over the head with "talk about how you're different."

But 90% of SaaS companies beat around the bush with their differentiation. They force you to read between the lines.  

So my new favorite thing is to add a "What about the those other guys?" slice to our webpages. 

People want to know how Sybill is different, so we answer the question head on.

This slice is from our new Summaries product page ( sybill.ai/summaries ), but we have a differentiation slice on 4-5 product pages along with our homepage. 

No more beating around the bush. 🪴 ✂️

Something that takes you 30 seconds can literally change someone's life.

A few weeks back I introduced an ex-pastor looking for a job to a friend of mine who's company was hiring. 

7 days later, that person got an offer. 

That message took me 30 seconds to draft and send. 

30 seconds to do something that changed their life. 

Where else do you get that kind of ROI?

I have a soft spot for folks leaving ministry (see Holy Shift), but my point is this:

Just make the intro. 

It costs you nothing and can change someone's entire career.

And who knows, maybe they'll get the job and send you a package full of delicious coffee after.

Make the intro

Here's a big marketing blunder I made at Sybill.

One of the reasons I joined Sybill was that customers actually seemed to love the product. Like, really love it. 
 
As a marketer I thought "Sweet. This is going to make my job easy."
 
One problem: we haven't proved it. 

Zero case studies.
Minimal quotes on our site.
All that customer love was totally hidden.
 
And, unsurprisingly, telling a prospect "trust me bro, our customers really love us!" just isn't that compelling.
 
Enter our new Customer Love page.

It's one place for the Sybill curious to see what actual Sybill users have to say about us.
 
You can even filter testimonials based on topics like "CRM Autofill" or "Sybill vs. Gong."
 
I built a "straight from the sellers mouth" section , which answers common prospect questions using direct quotes from our customers. 

I love it. 

Is it a replacement for in-depth case studies with clear ROI and proof? No. 
 
But it's a step forward in customer proof. 

you can check it out at sybill(dot)ai/customer-love

(if you do, hover over the "See why" pills on the logo bar. it's one of my favorite things about the page.)

Actual footage of a product marketer doing their job.

“Am I a bad parent?”

“Will Amazon charge me for this return?”

“What should I feed the kids for dinner tonight?”

“Can I get that task done while at Kid No.1’s gymnastics class?”

"Why am I working 9-5 in SaaS when my kids are only young once?”

“Oh sh*t. I need to file taxes. Where do I get my W2?”

"When's that Dr. appointment again?"



These are just a few of the 100 questions popping into my head before opening my laptop in the morning.

My hunch is I'm not alone.

Go easy on people. They have a lot more going on than that deck they were supposed to build or email they were supposed to send. 🫶

godspeed to all my fellow parents fighting for their lives during snow days. 

you rule.

and if you ditch a meeting to go sledding, I'm sure no one will notice.

In my PMM career I've given very little love to the Book a Demo page. 

That's for those conversion rate optimization nerds, right?

So when it came to updating the Book a Demo page at Sybill I thought:

"idk just refresh the look and smack the form on there."

But then I started looking at Book a Demo pages from companies I admired.

They weren't just forms (duh).

They sold the ease of the process.
They sold with social proof.
They sold the product.

And so that's what I did.

We made three big changes to this page. 

1. Updated the hero to emphasize an easy buying process

2. Added some big ol' social proof quotes (FULL credit to the team at UserEvidence because I basically stole this slice of their page. Thanks, guys)

3. Added a simple product overview slice so prospects can flip through individual products.

Will it improve CVR? Idk we'll find out. 
But is it a better experience for a prospect? Definitely. 

check it out at sybill(dot)ai/book-a-demo

True confession: Sybill's last launch of the year was a flop. 

We launched Sybill in Slack 7 days before Christmas and the response was exactly what you'd expect: 

Nobody really noticed. 

I feel some slight embarrassment writing this out. It's a rookie move. I should have delayed the launch by a few weeks so we could make a big splash in January. 

But I didn't. Whoops. Live and learn. 

That doesn't change the facts that:
1. Our product team shipped something really cool
2. Customers are loving it. 

So what is Sybill in Slack?

Well, you can now ask Sybill questions about your deals without leaving Slack.

Just tag Sybill, ask your deal question, and hit send.

Sybill will dig through your calls, emails, and CRM and reply with your answer. 

No more back and forth.

Check out the (minimally viewed) promo video below or my walk through in the comments.

This fall I had the honor of joining Jason Oakley's first ever PMM Foundry cohort.

Twice a week for 12 weeks, I was able to:
- get hands on training and feedback from the Godfather of PMM
- bounce ideas, swap stories, and brainstorm with other great PMMs 

Lysle Hood, Ahmed Zain, and Zak Cherif are the real deal. 

10/10 recommend the PMM Foundry. (Even if I'm still hoping Jason switches from Fathom to Sybill)

PMMs, run, don't walk, to join Jason's April cohort.

Happy Saturday.

I hope you drink incredible coffee, lift heavy weights, and spend time with people you love.

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On today's episode of "Is it a good product or just a good brand?" we have Ayoh Foods mayo.

We love Molly Baz recipes in our house, so we were excited to try Molly's new mayo line.

We got a big old pack. Dill pickle mayo, Miso mayo, Gardiniera mayo... the whole bunch.

The brand? Killer. And with one of our favorite chefs as the face of the brand we were excited to try it.

The product? Well... just fine.

The flavored mayos are fun, but the overall mayo quality can't hang with Duke's Mayonnaise. 

My verdict?
Good brand, okay product.



P.s. I don't want any of you mayo haters in the comments. I don't trust your culinary takes.

Here’s why it’s worth building interactive demos for “basic” features:

Demos show differentiation.

I went back and forth on whether we needed a demo for Sybill's meeting summaries. 

Aren’t they pretty self explanatory?

I decided to spin up a Storylane demo because I could show off two features that make our summaries different: customizable fields & task execution.

Sure, our product page talks about these points of differentiation (I have a whole slice on the page called “What about the other guys?”)

But like we all learned in kindergarten, it’s better to show AND tell. 

Copy is where you tell, demos are where you show. 

#storylanepartner

Brand partnership • Product Marketing @ Sybill

Alright marketer LinkedIn, work your magic.

Who are your go-to events people?

I'm talking people who can serve up an event in a box.

The kind of people who can help with everything from finding the right venue, to filling seats, to follow up strategy.

Bonus points if they know how to throw events that don't feel like stuffy, predictable dinners. 

Not looking for a FTE. Looking for a fractional events marketer or agency. 

GO.

This little feature on our new Customer Love page makes me so happy. 

Hover over the logos and you'll see quotes from users at those companies. 

It’s one thing to smack a bunch of logos on your site. It’s another to hear from the people behind those logos. 

p.s. stole this idea from Clay. They added links to case studies on their logo bar. Brilliant.

Marketing teams, here's your reminder to get as much of your team posting on LinkedIn as possible.

I got both of these DMs this week. 

The first is from a fellow marketer. A few months back I shot them a DM asking what their team is using for recording calls. Got some intel on their current tool and an intro to their decision makers for our team. 

They closed in December. 😎 

The second DM is from someone who has been following me for a while and recently took a new sales leadership role. Now they're asking for a demo. 

These are just two examples of many. 

GTM is a team sport. Play accordingly 🫡

Breaking the "don't post twice in a day" rule because I know a GREAT PMM looking for their next gig. 

This person is a true blue "T shaped" marketer, but really shines in the adoption/customer growth side of PMM.

If you're hiring on your PMM team and looking for a senior product marketer to drive adoption within your customer base, hit me up.

Some people take holiday breaks in December.

Sybill's engineers? They build Dark Mode. 💜

Turn on Dark Mode by clicking on your profile in the bottom left → Theme → Dark.

Earlier this week Sybill rolled out a new pricing model.

I've done price increases and changes before, but this is the biggest pricing overhaul I've been a part of and here's what I've learned so far:

1. Credits create questions

Unless you're tying one credit to one output (e.g. Clay and Apollo credits typically equate to one contact), people naturally ask:
"what do credits get me?" 
"how many credits will X cost?"
"what does/doesn't use credits?"

We're currently trying to solve for this with a "How do Sybill credits work?" explainer both on our pricing page and in the app, but I'm confident we'll be getting a lot more clarity as time goes on. 

2. Sales should be involved day one.

I ran through our new pricing model with the Sales team as we were launching and they brought up concerns I didn't think about (duh, right?).

They know the conversations they've had, they know the upgrade points, they know the hesitations and pricing psychology. 

With our team being as nimble as we are, we're still able to integrate their feedback, but I wish I had brought them in a month or two prior. 

3. Incentives to move between tiers need to be crystal clear

This may be another duh, but at first pass the jump between two of our plans wasn't deeply incentivized enough. There just wasn't strong enough reason for someone to upgrade, so we needed to restructure accordingly. 

Prospects and customers should know exactly WHY they'd want to move up their plan, even if that day isn't today. 

4. Usage limits have to start somewhere

When we rolled out our pricing model, we got questions like "how do we know 500/2500 credits are the right limits?" 

Short answer? We don't know for sure. 

We pulled averages in usage behavior and saw clear-ish "buckets" of usage, but you'll never know how people behave with limits until limits are in place. It's the difference between how people eat at an all-you-can-eat restaurant vs. when they're paying for every entree. 

You have to start somewhere. 

5. Free plans are a win-back lever

We have a lot of folks who trialed Sybill in the years past and didn't purchase. Our product has changed a lot since then, but inviting them to another trial isn't nearly as enticing as saying "hey, want to give our Free plan a shot?" It eliminates nearly all the risk. 

I'm sure I'll have 50 more learnings over the next few weeks, but these are the ones I'm buzzing around right now. 

p.s. for all you Sybill-curious folks, the Free plan eliminates your excuses. Give it a try, gimme all your feedback. You'll get a bunch of onboarding emails from me. 🫶

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