Lookback

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 [...]

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 [...]

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 [...]

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, [...]