Lighter Capital

3 Tips for Getting from Zero to One in B2B Scaling

Thank you to Lighter Capital for co-hosting our recent webinar. Dustin Bruzenak, Modern Logic CEO, served as a moderator for a panel of marketing experts: Carrie Waite, Assistant VP of Strategic Partnerships for Pets Best, with previous experience as a senior marketing manager; Eileen Hansen, Director in Digital Experience at Valera, with extensive experience in B2B technology marketing; and Nate Champion, Chief Growth Officer at Banner Commerce and the founder of LookBack. They provided their feedback on getting from zero to one in B2B scaling. Test Different Channels Nate Champion: Be thoughtful when evaluating what channel is right to pursue For example, in B2B, channels like LinkedIn work much better than B2C. B2B can also work on paid social. For example, in my work with LookBack, we needed to answer, “who does this product resonate with, and what is the messaging that works?” While it is not the most efficient, what’s getting me the most information is to run paid social, going broad, testing multiple types of creative and seeing what works and doesn’t work quickly. Right away, I'm [...]

By |2022-06-28T15:19:50-05:00July 14, 2022|Partner, Strategy, Webinar|0 Comments

Three Expert Tips for Understanding
Your User’s Journey

Thank you to Lighter Capital for co-hosting our recent webinar. Dustin Bruzenak, Modern Logic CEO, served as a moderator for a panel of marketing experts: Carrie Waite, Assistant VP of Strategic Partnerships for Pets Best, with previous experience as a senior marketing manager; Eileen Hansen, Director in Digital Experience at Valera, with extensive experience in B2B technology marketing; and Nate Champion, Chief Growth Officer at Banner Commerce and the founder of LookBack. They provided their feedback on how to better understand your user’s journey. Bring Data to Life with Feedback Carrie Waite: Once somebody becomes a customer, you can actually have conversations with them about the buyer journey. They’ll provide incredible insights, which can then help you then optimize future buyer journeys. Try to pair as much technical data as you can with heat maps looking at user sessions. Any tracking you have on pages can provide really valuable insights. Eileen Hansen: Marry some data with real verbatim. There's no substitute for actually going out there. You don't necessarily identify yourself as your company; you just say you're doing [...]

By |2022-06-28T15:17:19-05:00June 30, 2022|Partner, Strategy, Webinar|0 Comments

How Our Experts Do More With Less Data

Thank you to Lighter Capital for co-hosting our recent webinar. Dustin Bruzenak, Modern Logic CEO, served as a moderator for a panel of marketing experts: Carrie Waite, Assistant VP of Strategic Partnerships for Pets Best, with previous experience as a senior marketing manager; Eileen Hansen, Director in Digital Experience at Valera, with extensive experience in B2B technology marketing; and Nate Champion, Chief Growth Officer at Banner Commerce and the founder of LookBack. They provided their feedback on how new changes to privacy laws impact marketers. Brush Up Your Fundamentals Nate Champion: There's a lot of talk like Facebook limiting data collection after the IOS 14 release. There are companies that have just given up on it. They simply think it doesn’t work anymore, and they won’t do it. More and more, it's been important to have foundations, running a system asking “What are our KPIs? What are we looking for every week? How are we blending down our acquisition costs?” In this environment, you have to become comfortable with ambiguity and make the most of non-paid so you don't [...]

By |2022-06-22T15:54:31-05:00June 23, 2022|Partner, Strategy, Webinar|0 Comments

To Hire or Outsource Marketing?
Our Experts Share Their Take

Thank you to Lighter Capital for co-hosting our recent webinar. Dustin Bruzenak, Modern Logic CEO, served as a moderator for a panel of marketing experts: Carrie Waite, Assistant VP of Strategic Partnerships for Pets Best, with previous experience as a senior marketing manager; Eileen Hansen, Director in Digital Experience at Valera, with extensive experience in B2B technology marketing; and Nate Champion, Chief Growth Officer at Banner Commerce and the founder of LookBack. They provided their feedback on this scenario: You’ve hit the ground running with your idea. You’re post revenue, pre-profit. You want to accelerate your growth through marketing. You know it all starts out with the right people. What’s next? Should you hire a team member or outsource to a firm? Eileen Hansen: The answer largely depends on your go-to market. What I’ve seen is that your first hire should be in-house, someone who’s great at messaging, corralling founders and product leaders. It doesn’t make sense to hire an agency to do intensive branding until you know your stride with product market fit. So much may change. However, [...]

By |2022-06-15T14:46:50-05:00June 16, 2022|Partner, Strategy, Webinar|0 Comments

Removing Risk When Developing a Digital Product

6 Do’s and Don’ts to Remove Risk for Digital Products Modern Logic hosted an interactive discussion on Thursday, May 12th, Removing Risk When Developing Your Digital Products. We thank our partners who joined in the discussion: Lighter Capital’s Caitlin Goetze, MESA’s Todd Krautkremer, Kent Lillemoe, Beta’s Tiffany Singroy, as well as our own team members as they talked about ways to avoid risk. Removing risk saves precious money and time, allowing you to pursue your priorities and use your resources wisely. Our team shares their top Do’s and Don’ts for risk in digital product development. DO: Bet on the Right Debt “Debt isn’t bad,” our CEO, Dustin Bruzenak explains. “Debt can be good if you accelerate with that debt, and that’s especially true of technical debt.” It’s not a matter of if, but when you’ll make that bet. DON’T: Bet on New Tech Tried and true saves you money in the long run. Dustin explains, “Founders often have preconceived ideas about technology that we need to deprogram a little bit from a business perspective.” For example, technical co-founders sometimes [...]

By |2022-06-09T11:35:39-05:00June 9, 2022|App Development, Development, Strategy, Webinar|0 Comments

A Lesson from Lighter Capital: How Webinars Can Help Keep You Connected

Over the past year, Lighter Capital & Modern Logic have collaborated on several webinar series. It’s been a chance to get insight from successful CEOs and experts across multiple industries. Webinars aren’t a new idea- but they’re meeting the moment in an important way. […]

By |2022-03-03T11:29:05-06:00March 3, 2022|Partner, Spotlight, Strategy, Webinar|0 Comments
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