B2B Marketing Blog

John Doe

Architect & Engineer

We love that guy


Googles Core Web Vitals- What Marketers Need to Know

In order to make performance evaluation easier, on May 28, 2020, Google launched Core Web Vitals, a set of three user-centric metrics called LCP (or Largest Contentful Paint), FID(or First Input Delay), and CLS (or Cumulative Layout Shift).

They were designed to help focus on the improvements that are most important when it comes to a seamless and enjoyable user experience.

Google began rolling out the Page Experience update on mobile devices between June and August 2021.

It’s important to understand that the global trend from Google (who is more or less shaping the internet and how we interact with it) is to make everyone develop mobile-friendly websites. This is why the Core Web Vitals are already official ranking factors for the mobile part of the search algorithm.

A big part of the world, India, and Africa, have almost no or low access to the internet and use devices with small screen resolution and slow connection. Google wants to shift webmasters’ focus on improving their mobile versions of their websites in order to facilitate access for everyone, no matter their technology or geolocation.

However, although the main light is set on mobile, the desktop traffic also matters a lot – this is why the Core Web Vitals will also become official Google Search ranking factors in February 2022.

This post will cover the core principles non SEOs need to know in order to come out of these updates standing.

How can you know how your website is performing?

Visit g.co/chromeuxdash to get started.

This will lead you to the CrUX (Chrome UX) community connection page, where you may specify the origin from which the report should be generated (a.k.a – your website). Note that you may be required to answer permission or marketing preference questions.

Source: Web.dev

You’ll get a report that depicts how your pages perform (sometimes called field data), broken down into:

– status
– metric type
– URL groupings (groups of similar web pages).

Note that this is based on real-world usage data and that it only contains URLs that appear in Google Search (which if you think of it makes total sense as the big G is giving you feedback on pages that are indexed in the search engine).

With the help of the CrUX report, you’ll be able to see how your users are actually consuming the content of your website. Are they able to quickly see the content? Can they scan the page in a couple of seconds?

This is huge news in an era where people are switching from desktops to phones and the internet connection is not always the best. Using this report you can promptly identify pages that underperform thus delivering a poor user experience that would lead to a loss of organic traffic (as the Core Web Vitals are directly correlated with search rankings) and potential sales.

Whether or not a URL is part of a Search Console property, the CrUX database collects information about any page that’s indexed. URLs are given the ratings PoorNeeds Improvement, and Good, per each core web vital, and broken down per device type.

Source: Web.dev

What can you do about your scores?

You can use free tools such as Lighthouse in Chrome DevTools, Google Search Console, and PageSpeed Insights to identify and optimize your LCP, FID, and CLS scores. While the CRuX report is more like a top-level report that you can check on a monthly basis and see how things evolve, these tools provide actionable insights and problems that one can tackle in order to work towards satisfying the thresholds for each metric.

It’s a powerful strategy to periodically check these tools and analyze the set of problems the tool indicates, and then discuss with your tech team to work towards fixing them.

What about Core Web Vitals for Desktop rankings?

Beginning in February 2022, Google will include page experience into their desktop ranking algorithms. The implementation is expected to be finished by the end of March 2022. This new ranking system will be based on the same page experience signals that Google introduced earlier this year for mobile.

Before Core Web Vitals becomes a desktop ranking indicator, and in turn, the CrUX report provides a desktop overview, Google announced that they will provide a Search Console report to help site owners understand how their desktop pages are performing in terms of page experience. The report is currently dedicated to your mobile URLs and it can be accessed using this URL: https://search.google.com/search-console/page-experience

An example of a report showing what % of a website’s pages are good in terms of LCP, FID, and CLS and the number of impressions they attract. This way you can clearly see what percentage of your website provides a good page experience.

Wrapping up

Core Web Vitals are definitely not something a marketer should ignore, and it’s more important than ever to identify your website’s weak spots and optimize your page experience as soon as possible. I hope this post makes navigating the page experience update less daunting.

Read More

John Doe

Architect & Engineer

We love that guy

The no 1 lesson from being quarantined at home


No, it’s not stocking up on toilet paper, masks, or alcogel. It’s not even to get ready for the worst situation possible. It’s not buying zoom stocks or BioMed stocks. It’s not about our relationship with China and not about public safety. It’s about us and how we communicate. Applying this one lesson will make everything we do easier. We can improve the way we communicate, we can influence better and easier,  we can create new relationships faster and in a more meaningful way.

As a leadership coach at Intel, I work with many managers. In conversations with managers some have told me how much they miss people around them and it is weird to communicate through the skype all day long. There is an unseen magic the two people communicate face to face. We haven’t noticed the need for connection until it was taken from us.

Usually marketers are experienced communicators. Covid-19 created an opportunity to communicate in a better way, not just because we have changed but because our audiences have changed. Let’s examine how.

When we first were forced to stay at home, our regular life routines were interrupted, the fear of the unknown took over many. How else can you explain people howling toilet paper? For a week we were ok, maybe two. Then, when the understanding that the quarantine can take months took place, we started to feel uncomfortable. It’s not just the fear for our job, the fear of the unknown. It was also the need to communicate and be around people.

Two months ago, If I asked all of the leaders I ever coached how they feel in front of a camera, I’m pretty sure 90% of them would feel highly uncomfortable.  Yesterday, I spoke with my partner on skype using only audio. After ten minutes into the call, we reflected on how weird it is to have only a “phone call” and not using video after we have used video in so many meetings and zoom events in the past month. Just a “phone call” felt weird and disconnected. We have all changed!

The required quarantine helped us discover our need for human connection, out need to be heard to feel that we belong. Feeling alone, people re-created their businesses using online tools, attended late night parties, exercised and attended lectures, birthdays and weddings, all virtual. Human interaction and our need to share experiences together is stronger than anything else in our life. This is in line with the Adlerian theory that all of our actions are driven from the need to feel that we belong. It is the same need that makes us run home and tell our loved ones when something good has happened or call our best friend when bad things happen. We need to share our world, be heard and accepted.

When the need to connect is amplified, we have an opportunity as communicators to tune into this need in a deeper and more meaningful way. Here are some practical ways to practice our relationship building and improving our communications:

Listen to reflect

When we listen to reflect, as opposed to listen to respond, or listen to solve, we give the other person a feeling that they are heard and that we understand what they say. To practice that, begin your sentence with “It sounds like” or “It looks like”.   For example, if your client tells you “I’m so busy, I don’t have a lot of time” reflect and say “It sounds like you’re under a lot of pressure. I’ll make it short so you can go and take care of the most important things to you. Maybe I can even help you with it if they are relevant to our conversation”

Listening with the purpose of reflecting trains us to listen in a much deeper way. With time, you will hear what is said between the lines. It quiets our inner conversation and bias and opens us to a new level of listening.

People judge based on actions not intent.

There are many stories of deals that were signed with a handshake. Those are based on mutual trust.

The fastest way to build trust is to declare your intent. If you don’t declare it up front, the person in front of you will fill that space with their own interpretation of your intent. For example: “I wanted to speak with you because I left our last call with a strange feeling that something was not right. I care about our relationship and I wanted to learn if I have done something wrong”

Communicate with a person, not with a role

Remember that people are more than their role. They have experiences, opinions, stories of hardships, joy and pain. They can tell you stories about the challenges they experienced. Just like you can. When communicating with others, share as much as you can about yourself and let them an opportunity to get to know you beyond your role, they will in return share with you about themselves if they feel safe. In one of my management roles, our main customer was a tough person to work with. He run his group and technical domain without anyone to challenge him. When I came on board, I scheduled some time with him and was curious about his role and about who he was. I soon discovered he served in the Israeli army reserve duties in roles I was familiar with. We very fast turned to share our stories from our army service and found many shared experiences. Very fast we became good friends and our business relationships was very efficient. It doesn’t mean he didn’t give me and my team a hard time. He did, but it was always in a friendly way and focused on the technical details and requirements. Finding what we share together created a bond that supported the business.

Final thoughts,

We all want to belong, to communicate with others and share our experiences. Understanding that we all share the same basic needs and that especially today, more than ever, we’re looking for human connection, creates an opportunity to strengthen our relationships, to communicate in a deeper way. Improving our communication skills can create better opportunities for everyone, both in business and in life.

What have you learned about human connection in the last month?

Schedule a FREE consultation

Read More

John Doe

Architect & Engineer

We love that guy

Why Google’s E-A-T Rating Matters and How to Improve It


E-A-T rating is one significant aspect of Google’s continuing attempts to “make” businesses, brands, and content creators of all kinds create useful content by focusing on quality. Because quality can be subjective, the search engine company uses Quality Rater Guidelines to make the content better for actual human users, instead of search engines (those guidelines are super underrated if you ask me – I’m willing to guess most people don’t know they’re public domain).

So, the emphasis is on:

  • Expertise
  • Authority
  • Trustworthiness

Why is this important?

Basically, Google’s mantra goes like this:

Highest quality sites and pages have a very high level of expertise OR are highly authoritative OR highly trustworthy 

In other words, if you’re looking to score a quick win, you’re outta’ luck. Going by E-A-T’s framework means taking time to build and nurture as it implies a gradual growth of a positive/relevant online presence in the most natural way. So, focusing on these three pillars is the smart thing to do if you want your pages to rank high for the most relevant search queries in your industry.

How do you create E-A-T content?

When it comes to page quality rating, the main thing is to understand the true purpose of the page. Hence, having a beneficial purpose for any type of website means providing valuable information on a specific topic. In turn, it means your hypothetical E-A-T rating will boost your chances of ranking well.

Now we come to the interesting stuff: what makes you an expert and authority on a particular subject, and trustworthy at that?

Expertise refers to being knowledgeable AND communicating effectively – knowing what’s what while engaging your audience through optimal delivery. To create expert content, you need to perform keyword research to figure out what your audience is looking for, and then try to understand their intent. It’s crucial to find that sweet spot: not too simple and not overly comprehensive. As always, make your content easily digestible through the magic of formatting and visual/aural aids.

Authority relates to being a source of information for relevant topics in your industry. Naturally, that largely includes linking or more precisely, building domain authority through links from equally high-ranking E-A-T websites. Besides that, simple mentions and consistent social shares are also signs of increasing authority.

Trustworthiness is a bit trickier as it includes a number of things. Some, like having positive reviews for your business or lack of any form of negativity attached are fairly obvious. Others, like having a clear privacy policy and ToS or proper implementation of HTTPS, are not. Everything matters, from a physical location attached to the business to linking out to other authority sites.

Quick tips on how to improve your E-A-T ranking

If you’re in the habit of sharing information, here’s what you can do to incrementally grow in the eyes of Google:


  • Have an author and bio included – Google wants to know who is behind the wall of text so it can “check” it has the necessary expertise and grade content accordingly.
  • Build your personal brand – while it won’t hurt you per se, it will place other authors with a positive reputation ahead of you. Use storytelling to connect with your audience, interact with it on social media, and always post on trusted platforms to earn third-party endorsements.
  • Trim or tweak low E-A-T content – now this can actually hurt you in terms of your website’s overall score. In cases where you can’t attribute your page(s) to an expert/authority, it’s best to just cut them

Pro tip: add your personal touch (experience, events, stories, etc) to show you’re an expert on yourself (and it works like a charm).

That would be a quick rundown of the E-A-T ranking. It’s a holistic approach, an ongoing process of fine-tuning your content so that the right pages rank well. Do it right and others will have a tough time taking you down from the top search results.

Schedule a FREE consultation

Read More

John Doe

Architect & Engineer

We love that guy

Growth Hacking Reading Recommendations Fresh From the Oven (1)


A while ago I stumbled upon a guide of 56 growth hacking resources to follow by Roy Povarchik. Prior to encountering that guide I had been following several resources and subscribed to quite a few newsletters but I didn’t have a system in place for staying on top of my game. I was playing defence rather than offence with respect to my online knowledge consumption. I’m a huge believer in routines and this guide was a missing piece in my puzzle as it helped me set one up.

I added those 56 resources to a feedly account and started visiting it daily, saving stuff I’d like to read and allocating an average of 2 hours weekly to doing so (actually reading). Recently, I’ve also added zest to my established ritual, which provides me a daily dosage of carefully curated community and AI personalized reading recommendations (the latter sentence sounds like a “message from our sponsor” but it’s not. Though I am bias in the sense that I think very highly of zest’s founder Yam Regev, even more so after interviewing him to my podcast).

In this post I’ve decided to share the top blog posts I’ve read in July that have helped me grow my knowledge and I think would be valuable to my readers. If I get feedback that this is indeed helpful, I’ll do this more often. Here goes.

How to write a welcome email and welcome new subscribers to your email list

I’m always experimenting with new welcome emails and automated subscriber workflows that help progress and qualify subscribers to marketing qualified leads. Anyone who’s subscribed to the Bold newsletter has experienced receiving an automated sequence from us. It’s proving a superb way to tap into the opportunity of people raising their hands asking to hear from you (for some of our SaaS clients we’ve taken this to very elaborate levels of personalization but I’ll leave that for an entire blog post). This article by leadpages provides great tips on how to craft that initial welcome emails, what to pay attention to and pitfalls to avoid. I learned a few new things and I think it’s a good read.

How we leverage out of the office responses to generate 42% more meetings

This post by amplemarket is actually a great example of inbound marketing done right. The guys at amplemarket provide great tips on how to turn lemons to lemonades when it comes to out of office auto responders (let’s admit that at most, sales teams typically add a task to follow up when the person they’re trying to reach returns). The post opens up your mind with actionable tips on how to take action on the spot. They explain by using their own tools (the great inbound marketing part) but it’s of course possible to also apply with other tools. At the very least, it’ll give you food for thought.


helping you navigate your startup to marketing stardom

Crafting a sales deck that sells

In a brilliantly written and structured article, Gilles DC shares golden gems for one of the most important resources of any company – the sales deck. So much has been written on the subject and this article truly stood out for me (and I’m no stranger to the topic – I’ve taken several sales courses both online and offline. As well as several HubSpot trainings and bootcamps). For the impatient readers (who isn’t) Gilles also adds a TLDR to every section of the post. I admit I initially planned on skimming and only reading those but ended up settling to read the full version. You welcome.

Is staying above the fold still relevant in website design

This one was an eye opener for me. I’ve been religious about stuffing all messaging above the fold and in this post Liz Murphy made me rethink this. She says “We may live in a world where buyers are doing their damnedest to avoid talking to someone in sales…” The major takeaway here is that people are more focused on engaging with a brand and educating themselves. They’re ready and expecting to spend time scrolling and absorbing information on your website to help them evaluate if you’re the right match for them.

Tapping into the daily habits of your readers with audio content

Ok this last one isn’t a feedly/zest discovery. Trinity Audio are a client and working tightly with them I’ve become a huge advocate of the audio revolution going on these days. In this post you’ll learn why it’s crucial to at least consider providing your readers with an audio experience.

That just about wraps it up. I hope you’ll find these content pieces as valuable as I did. If there are blogs you recommend following, remember that sharing is caring.

Read More

John Doe

Architect & Engineer

We love that guy

Why taking money from friends and family makes you a shitty person (1)


I know this post is going to upset some people – we all want to feel we’re doing the right thing and it’s super offensive to hear that despite this being the norm, if you’re basing your initial startup’s funding on your friends and family – you’re being very unfair and selfish.

If you’ve already done it – I wish you and everyone involved the best of luck. I really do. If you haven’t, I hope this will make you reconsider.

I know it seems like a valid road to go down, I know so many people around you in the startup ecosystem do it, but believe me, what you’re doing is robbing your nearest and dearest of their hard earned savings.

I hope one day you’ll think back to the day you’ve read this and thank god (or whoever) you stopped before it was too late.

Small exception – If you’re Bill Gates’s son or friend – you can disregard this post. He can afford to handle your loss and would probably see it as a better investment than to pay your college fees.

Now, here’s why I feel so strongly about this topic:

Statistics – it’s a game of numbers and the numbers are against you. And that’s a fact.

About 90% of new startups fail. Ninety percent. What a depressing stat. And please, in no means let that deter you from pursuing your dreams. I think if you are passionate about something you should do it. I believe that with all my heart. Even at the probable chance that you’ll fail – as Henry Ford famously said “failure is simply the opportunity to begin again, this time intelligently”. You can learn what went wrong, regroup and try again. BUT – your friends and family shouldn’t be the ones funding your real life tuition. I think there’s only one condition where that would be fair – when they’re aware of the chances and are entering this with their eyes wide open.

Now this is tricky, as a startup founder you have to have tunnel vision, you have to believe you’ve got a winner on your hands, You have to be the crazy one that believes in your idea when no one else does. And that passion is also your drive to raise money from whoever is willing to listen. Still, the closest people to you shouldn’t be a part of that equation, keep them there as your biggest cheerleaders, not as your financial backers. You’ll need their moral support more than ever if and when the shit hits the fan.

You’re just putting them in a spot

When you go to your friends and family and ask for money for your idea, you’re making it personal. If they say no, it’s as if they’re saying they don’t believe in you. And they’re uncomfortable. Even “worst” – they do believe in you. But what will happen in the case your startup fails? Are they prepared to lose that money? What percentage of their capital are you risking? Are they expecting to get it back? Even if it’s not an investment but a donation – how will they feel if it goes to waste? What would they otherwise have used the money for? How will you live with yourself knowing you’re preventing them of that?

They’re your friends and family so they won’t negotiate with you and won’t ask you the tough questions an unbiased angel or a VC would

Figuring out your business and validating it is a ruthless journey. You need professional people by your side whom will be brutally honest with you and question every single aspect of your business model. Raising money from unbiased people will dramatically increase the accuracy level of which you’ll enter your startup adventure.

Ideally, go for an MVP approach, create a valid proof of concept and then go to get an investment. Now you might be thinking that in order to create a POC you need money from your friends and family. NO! Go to the bank, go wait tables, get a day job and work on your project at night. Figure it out, and leave them out of it.

helping you navigate your startup to marketing stardom

You’re not doing THEM a favor

You think you’re taking care of them by giving them an opportunity to get a piece of the pie. So that when you exit your startup they’d enjoy the fruit of their investment. I say – if you’re so close to each other and you want to help them so much, when you exit – give your friends and family a cut because they’ve always been there for you and supported you. They were there for you on all those tough moments when you were about to give up. They encouraged you and helped you get through and break through. Uncomfortable with that notion? Hell that’s all the more reason you shouldn’t be taking money from them.

Mixing business and family/friendships isn’t worth the risk to your relationships

In business the business needs to come first. You make decisions based on what’s best for the business, whilst with friends and family you typically put them before you. So for example, if a family member is invested in your business and you give them voting rights – they might not be qualified to make calls. In a healthy business environment you wouldn’t tolerate that, but with a family member, you’ll now start feeling uncomfortable and not want to offend them. Especially if they’ve given you money. And yes, there are mechanisms to prevent such instances. And yes, you can align expectations, but at the end of the day, you’ll end up seeing sides of your friends and family that you could have spent a lifetime not seeing and a happy one at that. Sometimes interests simply collide and it’s not in the best interest of anyone involved.

Final words,

I admire anyone going after their dreams and taking the unstable entrepreneurial path. I work with startups daily, I’ve founded a few companies (including this agency you’re currently visiting online) and I’ve had my share of failures. It’s incredible. My point is that we all need to take responsibility for ourselves and not drag other people into our journey. Not unless it’s 100% clear to them (and you) what happens if things don’t work out the way you hope. GOOD LUCK!

Read More

John Doe

Architect & Engineer

We love that guy

Insider secrets on how we generate b2b leads for our marketing agency


In this post I uncover transparent, actionable insights on what worked (and is working) for us as a lead generation and lead nurturing technique that we use to generate customers for our marketing agency. Gary Vaynerchuk once said that there’s no reason to not share work methods and info. Eighty percent of the people won’t do anything with the information, and the 20% that will are winners that are going to win with or without your help. So might as well add value to all 100% of the bunch, position yourself as an expert and join forces with the readers who will crush it with or without you.

So on that note, here goes

First things first – the high level thinking behind the strategy –

Know the person, to get the customer. If I ever needed a mantra to go by, I’d go with something along these lines. The best way to make sure you sell whatever you’re offering is to really get to know the person you’re trying to sell to – what their goals are, what their pain points are, what they consider challenging and what they’re lacking in tools, infrastructure, ideas, brains…

That way you will be able to custom-tailor your own offering to what the potential customer is looking for. You’ll be targeting their pain points with laserlike precision and you can be damn sure your prospects will love you for it.

But how?

Technically we use HubSpot, we find it works best. There are of course other solutions out there.

Strategically – Hook them with value – keep them with more value

Our agency’s main buyer persona is a marketing manager at a b2b startup. Other buyer personas of ours are startup founders, and general c-levels at startups. We’ve researched all of their goals, challenges and dilemmas and created a series of blog posts that helps each of them and educates them on how to reach their goals and overcome their challenges.

The idea is to touch upon the topics that are of interest to your potential customers. That can be anything from raising awareness of a specific problem they may be having, to drawing attention to various solutions that may work for those problems. Whatever helps draw these people to the blog and hopefully solves (or raises?) a few questions along the way.

For first time visitors to our blog our goal is to turn them into subscribers. They can turn into subscribers by filling out a form with a direct call to action. Once they turn into subscribers they’re in fact a lead. Now our goal is to learn more about them in order to send them content relevant to them and in the process position ourselves as authorities in their eyes. How do we do that? By creating a subscriber workflow.

What’s a subscriber workflow?

It’s simple. People who sign up to the blog receive a sequence of emails inviting them to read blog posts from the series of blog posts we’ve created based on what we know their challenges are. Here’s an example of an email a new blog subscriber receives:

an example of an email a new blog subscriber receives

We try to uncover what buyer persona they are by including calls to action inside the blog posts inviting them to download a content offer. Here’s an example of such a call to action:

helping you navigate your startup to marketing stardom

In order to download the eBook the lead is requested to fill out a form and to provide info about themselves – in this case to let us know what buyer persona they are. Pro tip: we’re using smart call to action so that once a lead downloads a content offer, the next time they enter the blog they’ll see a different call to action, inviting them to take further action and tell us more about themselves. More on that very soon.

Nurturing and progressing the leads

At this stage our email sequence branches out a bit. On one side, we have subscribers that have opted to download the content offer and those that haven’t done it yet. For the latter, the email sequence continues, sharing more valuable information with them and inviting them to download the content offer.

For the other branch, those who have downloaded an offer, the game continues. They’ve now progressed to a more advanced email sequence, inviting them to take a free marketing assessment (we’ve used a tool called Typeform to set up the assessment). When entering our blog these leads will see a smart CTA, which will invite them to take the assessment (those who didn’t download the content offer will still see a CTA inviting them to do so).

The goal of the assessment is to ask questions that cover things we provide services on. It grants us a much clearer picture of what our buyer persona is actually looking for and what kind of problem they’re trying to solve.

An example of a question from the assessment:

a free marketing assessment

After taking the assessment our leads are progressed to a new email sequence, inviting them to take a ‘Crash Course’ in marketing. Based on their answers we further educate them on the things that it appears they know less about. The course uses smart content so that the emails sent to them differ based on what they’ve answered. This creates a personalized experience that enables us to provide upmost value.

The final stage – sealing the deal

Once the course is over, our leads are progressed to an email sequence inviting them to to schedule a free consult with yours truly.

At the end of it all, what we’ve done is traded some of the knowledge we have, for a highly valuable, one-on-one with a potential customer, someone we already know a lot about, someone we know has a challenge to deal with, and someone we know is considering us to overcome that challenge.

So far hundreds of marketers and startup founders have taken the assessment and course, and the feedback and results are even above what we’ve set as internal goals.

So how do you implement this? Take these five steps to action

Let’s go back to the beginning a bit. If you want to get the customer, you need to get to know the person behind the customer. The general idea is to trade whatever valuable info you have, for info on your potential customer you may find valuable – their goals and challenges. Here are the five steps to action:

  1. Your blog is your gateway. Inviting potential customers to subscribe to the blog will let you create your first email sequence, which should lead them to the content offer.
  2. The content offer is the second step, where your potential customers share a bit more about themselves (for extra value).
  3. The third step is to create an assessment or any other content offer that provides further value and helps you further segment your leads and learn more about them. This is the stage to get in-depth intel about your potential customers, by asking questions about things you provide services on.
  4. The fourth step is to further educate your potential customers on relevant topics they may be lacking in.
  5. Inviting your qualified leads to a one-on-one meeting.

Once you’re one-on-one with a potential customer, of which you know plenty, closing the deal shouldn’t be too much of a challenge and it becomes a matter of whether or not they’re actually a good fit for your business (as not all leads are such you can actually help!) And of course, in order to make it all of it come together (blogs, content offers, email sequence copy, etc), you’ll need super talented content writers (can’t have Sead or Damir though, they’re an integral part of the magic we call Bold).

I hope this guide will help you generate relevant leads and turn them into customers. If you have any insights or feedback about this post I’d love to know, don’t hesitate to reach out to me!

Read More

John Doe

Architect & Engineer

We love that guy

powerinbox inc 500 list header

Congratulations to our client PowerInbox for hitting the Inc. 500 list of fastest growing companies

Inc. Magazine has named our client PowerInbox as the 30th fastest-growing private company in America on its 37th annual Inc. 5000 list.

The recognition is based on the company’s 7500% growth over the last three years with a revenue run-rate over $30 million. PowerInbox was also ranked by Inc. 5000 as number 2 in the category of top software companies, number 4 in the category of top New York City companies and number 4 in the category of top New York companies.

Over the past year alone, the company has seen a 51% increase in new customers, including the addition of marquee publishers like Bonnier, Crains, HarperCollins, Hearst, New York Magazine, Palm Beach Gazette, ReachMobi and Seattle Times, driven by surging demand for its unique email-based content personalization platform.

It’s an incredible honor to be recognized among such an elite group for our success, which is a direct result of our team’s relentless dedication to serving our customers,” said PowerInbox CEO Jeff Kupietzky. “I’m extremely proud of the fact that we’re also profitable, which is unique among venture-backed companies that often focus on revenue growth at the expense of profitability. This gives us a much more stable foundation and positions us for aggressive growth and innovation.”

PowerInbox’s advertising and content optimization system helps publishers and brands deliver highly relevant, precisely targeted native and display ads and sponsored content to subscribers across email, web and push notifications, as well as other emerging channels. By using email as a unique identifier to target individual subscribers, the company’s personalization solution is more precise and reliable than browser-based cookies or device targeting, which can be thrown off by device sharing among multiple users.

The PowerInbox monetization platform works at any scale, currently delivering content to 95 million unique monthly subscribers across 600+ publishers, using artificial intelligence technology to learn users’ likes and dislikes and continuously refine targeting. It also boasts its own Advertising Network, enabling brands to reach new audiences and eliminating the hassle and expense of direct sales for publishers.

“If your company is on the Inc. 5000, it’s unparalleled recognition of your years of hard work and sacrifice,” says Inc. editor in chief James Ledbetter. “The lines of business may come and go, or come and stay. What doesn’t change is the way entrepreneurs create and accelerate the forces that shape our lives.”

The Inc. 5000 awards will be presented at the 37th Annual Inc. 5000 Conference and Gala October 17-19, 2018 in San Antonio, Texas.

We see our client’s success as our – HUGE WIN!



Read More

John Doe

Architect & Engineer

We love that guy


Marketing any product is a challenge. Non-marketers tend to have a fantasy that creating a terrific product and bringing it to market is enough. Sadly, the “if you build it they will come” approach rarely proves a valid strategy. Nor does any variation of this approach that essentially relies on word of mouth. It’s a romantic notion but at the end of the day, relying on chance (or an influencer for that matter) would be irresponsible and non-scalable.

There is no such thing as an overnight success.

Marketing (with SaaS being no exception) requires a thorough understanding of the ins and outs of your product and landscape. Moreover, ideally, both your product and your landscape should be agile and adaptable based on feedback resulting from any encounter between your plans and real life.

As Mike Tyson wisely said “everybody has a plan until they get punched in the face”.

So what can you grip onto in order to sustain a level of scalable control?

– Best practices

– SaaS marketing tactics

– common sense and

– as much data as you’re able to collect all along the way.

This guide will walk you through the best practices of marketing a SaaS product to success. Everything written here was written in blood, following endless trials and errors, and working with dozens of SaaS startups, helping them scale by converting strangers to MRRs.

Let’s dive in.

Starting with the obvious – understanding your product

This is obvious but it’s also a step that many somehow skip. There are so many legitimate reasons for this, so don’t think you’re above it.

If you’re a SaaS startup founder –

you might find that the value of your product – your pride and joy, isn’t actually as easy to understand as you’d like to believe. We sometimes become so involved with what we do, that we forget to step aside and take a fresh look. If you’ve been through investor pitches, you’ve probably had to hone this and clarify your USP. Yet too many times we meet startups post the seed stage, who conduct a conversation that revolves too much around the FEATURES of the product, not allocating enough attention to crystallising the BENEFITS of the product.

little exercise we recommend experimenting with is to make a list of all that makes your product valuable to your target audience. Now, see if you can ask “so what” about anything on that list. Anytime you can ask “so what” you’re still in the features zone and not in the benefits zone you need to be at in order to communicate true value.

For example, if one of your core features is a customizable feature, you might say your product is “designed specifically for each customer”.

OK..so what?

So your customers can get access to what they really need without needing to waste money on solutions that won’t affect their bottom line.

Better, right? Try it yourself.

If you’re a marketer joining a team –

Working at a high pace can sometimes distracts you and lead to skipping the step of truly understanding the product. You have goals, time is pressing and you want to get users ASAP. The founders tell you what they want done and somewhere amongst this your forget to STOP, step back, evaluate and strategize before your step onto the playing field.

Don’t do that.

You’re in a long term game and you’ll need to align expectations and set the pace in correlation with what’s realistic to achieve.

Sign up to the product, play around with it, put yourself in the shoes of a potential user and ask the difficult questions. If you have recorded demos at your disposal – watch them. Be sure you completely understand what you’re marketing – advantages and disadvantages – there is no such thing as knowing too much..


Research and understand the landscape you’re operating in

You’re probably not operating in an unoccupied territory. Even if you don’t have direct competitors, there are companies who are probably competing on correlating services and your prospective customers will need to decide whether to allocate their budget to your solution or opt for theirs.

Make sure you understand who your competitors are. Then evaluate:

  • How are you better than them
  • How are they better than you
  • Where do you stand with respect to them pricing wise (you can check their websites manually research using websites such as G2Crowd.com)
  • How many customers do they have (you can easily find out using tools such as SimilarTech)
  • What types of companies are their main customers (you can easily find out using tools such as SimilarTech)
  • What’s their tech stack comprised of? What are they investing in on the digital front (you can easily find out using tools such as Ghostery)
  • What generates traffic to their website
  • How many referring domains do you have to their website? (this is an important indication of the strength of their website from a search engine’s perspective) you can use a third party tool such as AHREFZefo or Majestic to find this and the previous question out.

Armed with this info you’ll be able to know what you’re up against and always keep that in mind when creating your marketing strategy.


click to download a copy of the above competitor research questions

The next stage of research is to,

Understand your target audience

A good starting point to learning your target audience is to learn all you can about your current customers. If you don’t yet have customers you’ll need to make educated assumptions, which you’ll need to verify against reality with time.

Nonetheless, evaluate the following:

who are those people whose problem you’re solving?

Buyer personas aren’t just target markets or job titles. They aren’t based on specific products, but they are based on why they use them. And of course, personas are not specific, real people. Real people, individuals, have things about them that make them unique. Personas, on the other hand, are fictional characters you create to represent a subset of your customers.

You can use insights you’ve learned from the competitor research. For example, the types of websites that have your competitors tech installed can shed a lot of light, especially in cases where you don’t have enough relevant customers to learn from.

The best practise is to send out questions to your specific (or if not possible, to your potential) clients. You can use a google form to do so, but really anything goes so long as you get them to collaborate with you and help you get to know them.

Avoid creating a persona you ASSUME you have–not the one you actually have. Asking broad questions, will get you broad answers. Keeping your questions specific will help you better understand your persona and start noticing trends. Attempt to get the most complete, unbiased view of exactly who your persona is.

Questions to ask them:

  • How old are they?
  • Where in the world are they from?
  • What’s their professional background?
  • What goals do they need to achieve in their work?
  • What challenges are they dealing with?
  • What challenges do you help them solve?
  • Where do they go for information? This is a questions that sometimes clients get lazy answering. Insist. It’s crucial to find out where your customers and potential customers are hanging out on the internet because it’s where you should be hanging out, too. That way we can fine-tune the focus of our marketing efforts on those specific areas.
  • What experience are they looking for when working with you

More ways to further expand your research:

  • check out the comments section on key industry blogs
  • Review LinkedIn profiles
  • Ask questions on social

There’s a lot that goes into a buyer persona, so remember to put in the time and effort to better understand your ideal customers.

Here’s an example of one page out of a full buyer persona research we’ve conducted for a persona who’s a publisher (we use xtensio for the cool visualization):

Buyer Persona Profile

click to download a copy of the above buyer persona questions


Understand your target audience’s buyer’s journey

Once you’ve mapped out who your ideal buyers are, it’s time to put yourself in their shoes and understand the journey they go through leading up to a purchase.

First, I’ll tell what their journey isn’t (though wouldn’t everyone’s life be easier if it were) :

Buyer Journey

a dream buyer’s journey

I’m surprised by the number of SaaS marketers who still think that by interrupting their target audience with ads intended to sell them something they’re not ready to buy, from a company they don’t trust – can actually generate positive ROI.

The brutal reality is that interrupting will not get you far. Selling to people who don’t trust you and aren’t ready to buy is annoying, spammy and a waste of your money. Here’s what a realistic buyer’s journey looks like:

Buyer's Journey

(image credit: HubSpot)

A typical buyer’s journey includes 3 stages:

  1. Awareness – the prospect realized and expressed symptoms of a potential problem. For example “how do I drive the right kind of traffic to my website”
  2. Consideration – the prospect clearly defined and gave a name to their problem and is now committed to researching and understanding all available approaches to solving their problem. For example, a prospect whose problem is driving the right kind of traffic might decide that inbound marketing is the way to go and will now research “how to do Inbound Marketing” or “what you should look out for when outsourcing Inbound Marketing”
  3. Decision – the prospect defined their solution strategy and is now comparing vendors.

Many companies are trying to sell to prospects at early stages of the buyer’s journey when in fact what they should be focusing on is adding value and positioning themselves as experts in their fields.

The secret lies in distributing valuable content, building trust and creating lasting relationships. Turning visitors to users and further on customers will happen on your visitors’ terms. Just as you can’t force a social relationship, you can’t force a business one.

The days of salesmen knocking on doors (both online and offline) asking for a glass of water and then pitching to death (or closed deal) are gone.

We’re in an era of value.

By placing the right content at the right place and the right time, you’ll be amazed at the quality of leads you’ll be generating.

Now that we understand the product, competitive landscape, target audience and what the buyer’s journey is, let’s see how this knowledge can utilize us when trying to map out –

The SaaS marketing funnel

A marketing funnel is a representation of the buyer’s journey, along different stages of a theoretical funnel. By strategizing and mapping out a marketing funnel, we are able to correlate different lifecycle stages of a potential buyer and see how we can take action to help them progress down the funnel.

Here’s a simple marketing funnel visualized:

Marketing Funnel


A potential customer can theoretically enter the funnel at any stage.

But wait, what are the typical life cycle stages?

The different lifecycle stages

Subscriber: Those are your most basic contacts who have opted in to hear from your periodically (for example signed up for your newsletter). Typically you don’t know much about them other than their email and so you don’t know if they’re in fact potential customers or not. At this stage their interest in you is superficial.

Lead: Those are contacts who have shown higher interest than subscribers and whom have typically provided you with more than their email (probably in order to receive a content offer).

Marketing Qualified Lead (MQL): are leads who have shown a high level of engagement with your content, have shown interest in your solutions (for example filled out a form requesting a demo) and marketing identify them as leads that are ready to be transferred over to sales (both from an engagement perspective and with the relevance of their profile based on the info they’ve provided).

Sales Qualified Lead (SQL): leads that sales have qualified on their end and have confirmed are worthy of their follow up.

Opportunity: contacts who have become real sales opportunities in your CRM. In certain SaaS products these would be trial users whom sales identify as companies with high conversion potential to paying customers.

Customer: a paying customer.

So now that you understand the structure, how do you take control of the funnel and get people to join it at different stages? You’ll need to strategize your marketing funnel and remember: content is king.

By understanding that different people will enter the funnel at different stages, you are able to plan ahead and figure out how to position your company as an authority in your field and how to get found by your target audience during the different stages of their journey. Content will be the king in this game, and keywords research will be your map to taking over the kingdom.

What to look out for when conducting keywords research

The purpose of the keywords research is to locate keywords that our relevant to our potential buyer persona.

So start off by researching what would answer the needs of your buyer personas at the different stages of their buyer’s journey.

But how do you create that list?

For the awareness and consideration stages: create a list of keywords that are based on what you’ve researched and have found to be your buyer persona’s challenges at the different stages of their journey.

For the decision stage create a list of your product features. Consider your USP, use synonyms and try to think beyond the obvious.

Validate the relevancy of the keywords you’ve found

Use Google’s Keywords Planner, to make sure people are in fact searching for those terms. You should be looking at a report such as this one:


At this point you should be looking for keywords that have a maximal amount of search volumes. Don’t dismiss keywords that seem super competitive – these could still be keywords that will serve your strategy well. The key point at this stage is to be aware of what keywords you plan on getting ranked for on google “organically” and what keywords you plan on investing other efforts in order to generate traffic from.

A clear disadvantage of Google’s tool is the lack of diversity in keywords. You’ll get mostly suggestions for short tail keywords, which is a bit limiting from a content creation perspective. Also, remember you’re not alone – your direct competitors are also making decisions based on this tool, so you might end up choosing the same keywords making everything all the more competitive.

For that reason, we like to use another tool called ubersuggest which provides average monthly searches, as the Google Keywords planner does, but the advantage is that ubersuggest also provides long tail keywords.

Spicing things up, what keywords are working for your competitors

In the digital world, one of the sure ways to succeed is to thoroughly examine what your competitors are doing and to then surpass them. Finding out what’s working for them is actually simple. You can use a tool such as ahref or semrush.

Insert the URL of your competitors website to find out what pages generate traffic for them. By learning what pages generate the most traffic to your competitors you can make educated assumptions as per what keywords are leading to those pages (mainly based on the core theme of the page).

Add all keywords to your initial list.


Analyze and choose what keywords to move forward with

It’s now time to narrow your list down and choose the keywords you’ll move forward with.

Create a spreadsheet that looks as follows:

Persona Buyer’s journey stage Keyword Search volume 1st result on Google Ref domain to 1st result on Google 2nd result on Google Ref domain to 2nd result on Google

Now look at the competition around each of the keywords in your list. Competition is measured by search volumes and the number of referring domains to the first results leading to the keywords on SERPs.

Note that keeping an eye on the first and second results in google for each of the terms you’ve identified is a crucial part as it’s a good indication of what Google sees as an relevant result with respect to the term at hand. If for example, you find out that the first results in google under a certain term lead to company product pages, there would be no use in writing a blog post for that term as Google would probably not rank your content on the first page.

Aim to choose keywords with a balance of high search volumes and low competition (based on referring domains) and that seem the most relevant to your buyer personas. It’s OK to leave in keywords which you identify as too competitive for SEO – just be sure to stay grounded and know you’re not counting on SEO efforts to generate traffic via those keywords.

click to download a copy of the above keywords research template

You’re now ready to –

Create a content plan

So far you’ve gathered the following info:

  • Your product features
  • What your competitors are ranked for
  • Who your buyer personas are and what their challenges are
  • What keywords your buyer personas are searching for in the different stages of their buyer’s journey

You’re now ready to create a content plan that will reflect a marketing funnel per each of your buyer personas.

It’s important to understand that each stage of the marketing funnel is a conversion opportunity where you can invite your prospect do provide you with info about them in return for information about them.

For example, at the top of the funnel, you could invite a prospect to provide you with their email in order to subscribe to blog updates thus turning them into a subscriber OR you can invite them to fill out a more elaborate form in return for receiving a content offer such as an ebook.

At all stages your plan should aim at progressing contacts down the marketing funnel, in correlation with what they’re showing interest in (what they show interest in is an indication of their intent)

Marketing Funnel

An example of a conversion path inviting a prospect to become a lead at the top of the funnel by inviting them do download an ebook


Your content plan should offer a conversion opportunity at each stage of the buyer’s journey.

Each stage of your content plan should include blog posts and a correlating content offer.

The template of your plan should look as follows:


Our recommendation is that for each of the personas, the top and middle of the funnel should include at least 20% keyword oriented blog posts that you will focus your SEO efforts on. Plan on promoting the rest of the content using other distribution methods (such as PPC and social distribution, we’ll get to that later on)

As per the decision stage offer –

figure out what compelling offer could be the conversion point from marketing to sales per each buyer persona. This could be a free consultation, a discount, or any other relevant appealing offer that could initiate the prospect to shift to a more progressive buying mode and open the gateway for the sales team to step in.

click to download a copy of the above keywords research template

Pro tip: Evaluate your current assets that can be leveraged. Consider what current content you already have that can be used to strengthen the content plan for “quick wins”

Your content plan now reflects the different content assets you plan on creating. The next step is to

Map out the journey’s different touchpoints and the content that will connect between them (marketing automation enters the stage now)

You will need to plan the following:

  • Landing pages where you will send your contacts on different stages of their journey to fill out a form and in return receive a content offer (ebook/whitepaper/checklist/demo etc). You can use tools such as smoove, pagewiz or instapage for that (we use HubSpot’s marketing pro which includes landing pages as part of the package).
  • Emails emails that you will send contacts in order to help progress them down the journey. For example: sending a sequence of emails to people who have downloaded an awareness stage content offer and whom you’d now like to invite to read further relevant content and download a consideration stage content offer. You’ll be able to set up simple automated campaigns via tools such as mailchimp or aweber. If like many SaaS companies you use Intercom you can use their auto messages feature or step things up and create smart campaign sequences with audience rules based on when something happened. For example, send an email to a contact inviting them to book a demo and stop emailing once they do.

Very important point to consider: for SaaS products, the bottom of the funnel is a very crucial touchpoint. When your users become free trial users, mapping out their journey from this point and sending them emails that are based on their behavior and usage of your product can dramatically impact your conversion rates from free to paying users. Intercom is great for this purpose. We’ll cover this in depth later on.

Once your plan’s structure is ready, the next stage is to figure out –

the different methods to apply in order to generate traffic to your marketing funnel at all stages

Let’s start by Search Engine Optimization A.K.A –


One of the things that stand out to us when speaking with founders and CMOs of startups, is a lack of understanding of what SEO is and when to invest efforts in it.

SEO (Search Engine Optimization), focuses around making sure that your website (and blog) is optimized for the search engine you’d like to be ranked under. People tend to think Google is the only search engine that matters but there are actually others to consider based on what you find out when you research where your buyer personas conduct their research and go to for information.

The basic idea of SEO is to make sure of two things:

  1. To make sure that search engines “understand” what your website is about
  2. To make sure that when people are searching on search engines for keywords that are relevant to you during the different stages of their buyer’s journey – they’ll get to your website

How does this apply to you?

Simple. After you’ve chosen what keywords you’d like to focus your organic efforts on, you’ll want to make sure that the search engine you choose to invest efforts in:

  1. understands that’s your focus – here’s a post with guidelines on how to indicate this to Google
  2. Ranks it high – this is done via:
    a. optimization (explained here) and
    b. link buildingYour external links profile is an element that Google put high emphasis on. An external link from a trusted website, directing people to your website is perceived as a vote of confidence and agreement about the content you’ve published. Thus, the more websites pointing people to a specific page on your website, the higher the chances that Google will correlate that content as trustworthy and relevant to the keywords you’re trying to promote. There are two main ways to build an external links profile:
    i.Buying them – this requires expertise and puts you in direct risk of penalties and violation of Google terms
    ii.Outreach – the quickest way to identify opportunities to create links to your content is..to use Google!                   Search for the relevant query in quotation marks in order to find the most contextual websites and specific         pages displaying the topic you’re looking for. Make a list of websites which you identify as such that you’d         benefit from receiving a link from and reach out to them explaining why you think their readers would                 benefit from pointing to your content. A few things to consider here:
    – don’t be let down by low conversion rates on your outreach, a good conversion rate is 5% and it takes                 time to get to that.
    –  it’s possible to hire a SaaS marketing agency or freelancers who are outreach professionals, they’ll                     research the content and your USP and conduct the outreach for you.
    – You can try and use third party tools such as PitchBox to add a layer of automation to the process.

Content Marketing

Generating relevant traffic via social media

Social media can work wonders when utilized correctly. During your buyer persona’s research you’ve figured out where your target audience goes to for information.

Make sure you have a detailed list of all relevant places. There are many vivid communities that are sharing experiences, asking questions, solving roadblocks and cracking jokes on a daily basis. This could be on LinkedIn, Facebook, Reddit, Quora or really anywhere else online where your research points to.

Strategize how to participate in this party by taking part of their online conversations both by initiating conversations and by participating in relevant active ones.

You’ll find that you can monitor relevant keywords in order to tap into active conversations and then work in your content. We monitor very high volumes of content so use a third party tool called buzzsumo but google alerts can suffice at early stages.

Here are the types of keywords which we recommend tracking:

  • Keywords you will have written blog posts about
  • “Money keywords” – high intent keywords people will be looking for when searching for specific solutions you offer
  • Brand searches – mentions of your brand.
  • Competitor alternative – monitor conversations where people are asking about alternatives to your competitors and jump in to offer yourself

Make sure to also initiate conversations that lead to your content.

Being active on social media is a proven way to generate relevant traffic as well as position your company as pros in your vertical. For a more indepth read checkout this post

Another best practise is to generate traffic via media buying A.K.A –


In this area, startups tend to waste a lot of money by doing things wrong. The ground rules are different here than the rules of SEO and social.

PPC – Pay Per Click is based on how much money an advertiser is willing to spend in order to expose content (blog posts, landing pages etc) to specific targeted audiences.

Sounds simple right? It’s not. Campaign management is a skill that needs to be acquired. Lack on knowledge in this field can end up in low expose and money down the drain.

OK you get it, PPC is for pros, what CAN you do yourself?

The advantage in PPC vs SEO for that matter is the speed (social distribution carries that advantage as well). If SEO efforts take a minimum of 6 months to make an impact, using PPC you can get to the first page of SERPs under the keywords of your choice as soon as you start paying. You can use PPC to generate immediate traffic to your content and generate leads to nurture.

The first mistake startups make is to use PPC to generate leads out of people who don’t trust them and aren’t ready to buy from them. If you generate paid traffic to your content, at the awareness stage, you can nurture those leads and sell to them when they’re ready. Checkout this video to learn more about our agenda on this topic:

Dealing with the bottom of the funnel – turning free users to paying ones

So you’ve invested efforts to understand your target audience and their buyer’s journey. You’ve generated leads, nurtured them and got them to sign up for a free trial of your SaaS. Congrats! The steps you take now will make or break the conversion rates of your B2B SaaS funnel from free users to paying ones.

So how do you tackle this critical point of your buyer’s journey?

You map out typical user behavior of your product and you make sure to send triggered automated users to your free users based on their activity (or inactivity for that matter).

You can use tools such as IntercomMixpanel or Optimove for the execution of this stage.

Here are some typical triggers that are best practices and we recommend considering:

  • Welcome email – send them a welcome email, introduce yourself and expose them to the best uses of your product
  • Congrats! – congratulate them when taking certain actions for the first time
  • Free user cap reach – send an email to let them know they’re nearing their cap and once again once they’ve reached it
  • “Users who do this usually do this next” – educate them and make them aware of what they can do next based on what they’ve done
  • Inactivity – after a certain timeframe, send them and email to to remind them how your product can help them and why they’ve signed up in the first place

Another best practise is to segment users based on different criteria and prioritize sales calls to users who are more engaged and seem to show a high potential of upgrading

Pretty cool right?


You’re almost ready to execute your plan by getting to work on the creation of the content. Before that, there’s one more step which you need to consider which is

What you need to measure

One of the main pain points of marketers and CEOs is their inability or lack of understanding of measurements.

Essentially, your marketing efforts can become costly, knowing how much you spent is one thing, knowing what you’ve achieved from your efforts (and how to improve) is another.

Here are the aspects you should be measuring and the tools you should be working with daily in order to save time and money and remain in control:

The sources and volumes of the traffic to your website – Google Analytics

Google analytics (GA) is a platform that monitors and aggregates the traffic to your website and user behavior on it.

Through GA you can see (among many other stats):

  • How many people arrived on your website
  • Through what pages they’ve arrived
  • Through what channels they’ve arrived (organic, social, paid, other websites etc)

In order to view the above go to GA and click on acquisition->channels


the volume of traffic to your website within a chosen time frame.


The source of traffic to your website broken down into channels.

Here’s what each channel represents:

  • Organic – traffic from search engines
  • Direct – in layman terms this is traffic of people who clicked your URL directly without passing through any channel. However, without going into too much techy details, this is broader and actually represents traffic from websites applications with a protocol that’s not https
  • Referral – traffic from websites referring to you
  • Social – traffic from social media platforms
  • Email – traffic from email
  • Other – unrecognized traffic, mostly due to UTM usage (UTM is a URL attached code that assists in tracking traffic sources, mostly for paid traffic usage)

Your websites organic traffic and performance on search engines alone – Google Search Console

Google Search Console (GSC) is the official way to “communicate” with Google regarding your website and receive official information.

The stats worth paying attention to:

  • Positions – find out where you’re positioned for different keywords (refer to this as an indication only and not as precise info)
  • Click Through Rate (CTR) Results – clicks and reach of your website’s results in search engines
  • Queries in search engines that you appeared under

Learn more about utilizing GSC in this post

Summing things up

Overnight success is a myth, it’s not enough to have an awesome product. In order to get strangers to become leads and further on customers (and even your ambassadors) you’ll need to thoroughly understand the ins and outs of your product and landscape.

We hope this guide helped you get an understanding of SaaS marketing best practices. Remember to only create SaaS marketing funnels after you’re confident you understand:

  • The product
  • The landscape
  • The audience
  • The audience’s buyer journey

Be sure to conduct through keywords research, work according to a plan and apply different methods to generate traffic to your funnels. These will typically be SEO, social media and PPC.

Don’t overlook the bottom of the funnel – make sure you nurture free users to turn them into paying ones and lastly, don’t forget to measure because “what isn’t monitored isn’t managed”.

We invite you to save to bookmark this SaaS marketing guide and return to it for future reference, as well as to download the free collateral we’ve offered through the guide.

Happy marketing!


Read More

John Doe

Architect & Engineer

We love that guy

What’s SimilarTech?

SimilarTech is a leading Israeli startup with branches in Silicon Valley, Brazil and Japan. Their SaaS product is a SIP (Sales Insights Platform) that tracks technology adoption and usage analytics in real-time.

SimilarTech’s technology and analysis tool provides business insights through website crawling. Their technology allows users to spot trends, research the market, generate leads and prospects by providing information like technologies used on a particular website, revealing a specific technology’s use throughout various websites, or tracking and listing an entire category of web technologies.

The challenge

SimilarTech is the ultimate tool for sales VPs and Sales ops who are selling tech products as using SimilarTech they can:

  • Fill their pipeline with relevant prospects by finding out what tech they’re currently using
  • View correlating technologies that are typically used in their vertical. This can help them unlock and explore greenfield opportunities that they might not have considered in their initial market research
  • Find the leading industries in their vertical to tap into new markets
  • And more

We wanted to get as many relevant sales VPs an Sales ops to experience SimilarTech and see the potential for themselves. But how?

The plan

We conducted a thorough research to map out the core challenges that sales managers are dealing with on a daily basis (we mapped out a few sales audiences, in this project we focused on startups as the type of company).

Based on what we’ve learned, we created the “No BS guidebook to winning startup sales” – a comprehensive guide to establishing a winning sales strategy. The guidebook focused on helping startups learn how to drive tangible, long-lasting growth, avoid startup-thirsty killers (such as burning through budget) and building relationship and trust with prospects.


We set the guidebook up as gated content whereby in order to download it, sales managers had to provide us with their name, email and industry.

The last field was the golden ticket.

Based on the industry they’ve provided, alongside with the guidebook, we let sales managers know that we’ve taken the liberty to sign them up as free SimilarTech users. All they had to do was confirm and pass through a few clicks to finalize the sign up process. We made sure the benefit of what they’d be receiving would be crystal clear.

We then started sending them emails with personalized SimilarTech reports aimed at helping them with their daily challenges. This was the ultimate way of introducing them to SimilarTech at a stage where they’re most interested in solving their challenges.

Getting the word out there

We now had to make sure sales managers are aware of the guidebook. We used paid advertising, inbound marketing methods and social methods to spread the word.

Chen, SimilarTech’s CEO, published a LinkedIn post telling sales managers all about the guidebook and inviting them to download it.

In no time hundreds of sales managers were exposed to the guidebook and invited to download it.

The results

During one month:

82.66% 196 104 67% 104
Increase in website sessions Sales managers asked to download the ebook New accounts opened Email open rates Marketing Qualified leads transferred over to sales


Schedule a FREE consultation

Read More

John Doe

Architect & Engineer

We love that guy

Introducing the New Podcast Real life superpowers! header

Over the past few months I’ve been working with Ronen Menipaz to produce a podcast. This was a natural step for us following philosophical conversations about the meaning of success, peak performance and the daily struggles that entrepreneurs around us face (as well as us).

As entrepreneurs and businesspeople, we search for answers. How to be successful? How to overcome challenges? How to build the right strategy? The right marketing plan? How did others accomplish what the did? We sometimes forget to look inside and ask ourselves core questions such as Why am I doing what I’m doing ? What advantage can help me do better than anybody else? What’s special about how I do things?

We realized that we believe there’s no such thing as overnight success, that success, although an agile term, requires being aware of your strengths and weaknesses. We believe that every person has a skill (or set of skills), a super power. A unique capability that, once acknowledged, makes anything possible.

We wanted to create our own world where we’d have conversations with people whom we’re curious about and think we can learn from.

And so, “Real Life Superpowers” was born. You can find our official podcast website here.

In this new podcast, we try to do just that. We speak with top performers and hear the uncut no-fluff version of their journey to the top. We learn what their superpower is, as well as their kryptonite. The goal of the podcast is to help aspiring entrepreneurs and leaders get inspired and tap into their superpowers.

It’s all very exciting for us. Here’s a recap of the first three episodes:

Episode 1 – Brian Halligan

In the first episode we interview Brian Halligan, the Co-founder and CEO of HubSpot. He’s also the co-author of two books, “Inbound Marketing: Get Found Using Google, Social Media, and Blogs” and “Marketing Lessons From The Grateful Dead” AND a senior lecturer at MIT.

In some circles Brian is referred to as the Steve Jobs of the marketing world. When listening to his world views on leadership and learning about his journey it’s hard not to spot the admirable similarities. Brian, whose company raised more than $100 million in funding, gone public, and brought in $375 million in total revenue in 2017 alone, doesn’t take any shortcuts. He’s very self critical. He starts the interview by telling us he’s just stepped out of a meeting about packaging and pricing to which he says “I would give us a C on the way we price it [HubSpot] I think we can do it in a much smarter way”.

There’s a lot to be learned from Brian and his journey. His self awareness and reflection is evident all throughout our conversation. He speak openly about his relationship with his co-founder Darmesh Shah, how he deals with stress, his leadership philosophy and much more. He doesn’t like conventional wisdom, he encourages constant learning and unpacking of information “feedback is breakfast for champions”, he’s never satisfied, he strives to utmost transparency amongst management and he’s very tolerant to mistakes, so long as they’re not repeated.

Brian is a real life superhero – and we’re proud he came along for this ride!

Here’s the full episode

Episode 2 – Dari Shechter


In the second episode we interview Dari Shechter, VP of Creative & Design at Mindspace Inc, a global coworking community with locations in the US, England, The Netherlands, Germany, Poland, Romania and Israel.

Mindspace’s exponential growth is largely attributed to of the unique experience that it provides. Dari, who‘s had no previous experience, is the creative mind that designed and lead the artistic vision for the community and company.

The way we see it, her superpowers are her ability to think out of the box, combined with extreme optimism that helps her maintain exploding energies. In this podcast she explains how she acknowledged her strengths and then utilized them. “In the beginning no one listened to me, when I felt like no one cared I started doing stuff without approval. I lucked out because I did a good job, sometimes taking chances is important”.

The unique look and feel of the MindSpace office (TLV Rothschild Branch)

Check out this episode to learn all about her journey

Episode 3 – Chen Levanon

In the third episode we’d spoken to Chen Levanon, CEO & Co-founder of Similartech (a super cool SAAS tool that’s a SimilarWeb spinoff) and one of the most influential women in Silicon Valley.

Chen was a competitive athlete, an investment banker in Lehman Brothers Inc, one of the youngest female global CEO’s in Israel (Clicksmob) and more. Chen’s journey started very differently than one might expect – she invested all of her youth on the track as an olympic-level hurdler. Since then, she never stopped competing competing and jumping over hurdles. As we see it, her superpower is making her dreams a reality by not taking NO for an answer. She changed career paths four times and she never looked back. Once Chen decides what her next goal is, not achieving it is not an option. “I heard that this guy that I wanted to work for was at my gym, he didn’t know that I would be on his team.. but I did”.

Every human being has a superpower, the problem is that most people do not recognize their superpower or do not channel their energies correctly. The most successful people, the Chen’s, find their specialties during their career and nurture the advantages that make them who they are.

Checkout the full episode

So, this seems to be the beginning of a very fun journey

We’ll be working to create more episodes – if you’d like to keep track of what we’re doing please subscribe to our podcast via Itunes or Stitcher If you like it – please give us a good review.

Enjoy your listen!


Read More

Go to Top