Jacalyn Beales’ Post

Marketers will act like using AI is crazy but still pay to have their CEOs appear on Forbes lists 🤯🥲🥸🤪 #gtmai #gtm #b2bmarketing #gtmbloat #b2bmarketers #marketingtips

If I had to manage email at a company where the team was just starting to use AI, here’s what I’d do 👀 1️⃣ Purchase an AI platform that works in tandem with other GTM tools the team already uses (like Copy.ai) This would allow me to integrate one ai product with the existing tech stack to avoid #gtmbloat. 2️⃣ Setup an integration between my CRM and the ai platform and create Workflows so I can pull in relevant sequences and data. 3️⃣ Build the campaigns or programs for 3-4 core email sequences in my CRM Example: lost opp, event, newsletter, and re-engagement campaigns in Marketo. 4️⃣ Use the ai platform to create the skeleton of those sequences Example: at Lever, when we started using ai (specifically, Copy.ai), I’d use a Workflow to create the first draft of an email sequence—now, I’d customize it with additional Actions to evaluate to aspects of my email like subject lines, CTAs, and relevant language for my audiences based on customer feedback, language, and questions. 5️⃣ Create A/B tests using the content generated by my Workflow, and gauge results I could then further tweak the Workflow and determine which copy, call-outs, and incentives land best with my audience. 6️⃣ Make replicable workflows that teams like sales and customer marketing could use to create email sequences in tools like Outreaxh Even better if you can tie in data and insights from tools like Gong (which you can do with Copy.ai 😌) If this sounds like you—and you’ve been saddled with email, even if it’s not in your wheelhouse—there’s no better time to start playing around with AI. We’re all learning the possibilities of it everyday, especially when it comes to email 👏 If you want ideas for other ways I’d use the ai platform — I share another 7 in the carousel 😘 #emailmarketing #emailstrategy #emailtips #contentmarketer #demandgentips #lifecyclemarketing #b2bmarketing #gtmai #gtmbloat #gtmvelocity

If I went back to content marketing and had to create a content strategy now, here's what I'd do (plot twist: it's not a podcast) 👀 1️⃣ I'd start by diving into how top marketing teams are using AI in their content processes, and adopt some of their tactics. Then, I'd test various tools to understand which apps/platforms/products help me scale production without sacrificing quality (cough*Copy.ai*cough). 2️⃣ Put together an audit + internal repository of content and resources we do and do not have. Then I'd repurpose that content and create a workflow that allows me to post content to LinkedIn for internal SMEs and thought leaders, based on their niche, expertise, and voice (cough*Copy.ai*cough). 3️⃣ At the same time, I'd fill content gaps based on customer research I'd gather from spending 1-2 hours/day doing CS work. This would help me understand a) what challenges our customers face b) what our users need to be successful, and c) the kinds of content formats that resonate. 4️⃣ I'd repurpose any help center/community/sales enablement/product release notes content I can into messaging and resources for lifecycle. Then, I'd put together 3-4 key sequences and use that content as the filling—like omboarding, dunning, and re-engagement sequences. 5️⃣ Because podcasts can be a lot of work, I'd focus on getting internal SMEs with existing influence onto podcasts. Have these folks build trust with audiences you care about, and re-post + extend the reach of that content on LI. 6️⃣ Turn transcripts from any/all events or audio-visual recordings into content for the company blog. This would save me time in creating a slew of net-new content, but I'd only repurpose what's actually relevant to, and helpful for users. 7️⃣ Focus on high-intent product, pricing, and landing pages that users actually visit. Instead of ebooks, white papers, and one-pagers, I'd optimize pages that convert and ensure they're always driving people to the what's-next step. 8️⃣ Share content in-app and via email with relevant product updates with users. Forget boring newsletters with blog posts or company updates—use product updates as an avenue to share helpful content, videos, podcast recordings, and more. The reality is, content marketing has to help drive demand so that other teams (like dg, lifecycle, and sales) can capture + convert it. Writing great content doesn't cut it anymore—you have to create great content for the channels that matter, for the audiences you care about (your customers). It helps cut back on #gtmbloat while ensuring your marketing team is set up to drive tangible biz results 🔥 Because the end game isn't just publishing great content—it's giving content marketing a shot at being a key player in driving gtm velocity. ⚡ 😎 👏 #contentmarketing #contentmarketingtips #contentstratey #contentmarketer #demandgentips #lifecyclemarketing #b2bmarketing #gtmai #gtmbloat #gtmvelocity

Here are 7 things lifecycle marketers can ship to help drive sales that I’m not seeing anyone do 😌 ⚡️Repurpose sales calls into custom sales enablement for white whale opps using AI (we have a workflow for this 😙) and leverage this content in lead nurture flows. ⚡️Use dynamic filtering in your lifecycle campaigns to educate + nurture users within expansion opps accounts differently. ⚡️Evaluate your post-demo experience and see where you could add automated sequences for prospects that are ripe for self-serve vs white whales that could use skip-the-line for demo bookings. ⚡️Use a chatbot to encourage users that visit your site but have disengaged in-app to log back in for exclusive X Y Z (events, content, tips, etc) relevant to their inquiry type. *Ten additional points of gryffyndor if you also use the chatbot to target return site visitors that also have user accounts 👀 ⚡️Leverage push notifications to announce relevant product update/news for users in key customer accounts—you can do this without needing an app. Point is to share news in real-time with folks. ⚡️Create dedicated nurtures around NPS surveys and pass any content you create over to sales to help with objection handling. ⚡️ Trigger renewal reminders in-app/in-product for admins on key customer accounts to help drive renewals where/when people are active in-platform (vs. email only). These are all items on my lifecycle roadmap 🥰 And some of these, we’re already doing. But the point isn’t to make lifecycle a sales engine (it’s more than that). The point is to leverage the platforms and channels you have, and meet people where they are, to help sales maintain its relationship with customers (users). Give ‘em a go 👏 #lifecycle #lifecyclemarketing #lifecyclemarketer #lifecyclemarketingtips #b2bsales #b2bmarketing #demandgentips

There's a key difference between marketers who have the answers, and those that don't 👇 The marketers who have the answers have decided to find them—they've made the conscience decision to go seek solutions. The marketers that don't, rely on the marketers above. At some point in your career, you'll find yourself in the weird, often overwhelming position of being the first kind of marketer. And it can quickly become stressful 🤐 That's because marketers have two choices: 1️⃣ Wait for someone else to find answers 2️⃣ Get up and go find the answers If you fall into the second camp, you'll find yourself explaining things, providing answers, or finding solutions—even for other people/other people's work. There are 3 ways you can limit the stress of this—because it will become stressful 😅 ⚡ Document your processes — have a place people can land when they have questions, want clarity, or need more info that you've already documented and communicated. Ex. I build a roadmap with a project template for every project in my roadmap, and the roadmap is accessible to everyone. ⚡ Get comfy setting boundaries — there's a line between being helpful, and enabling others not to do their work. Ex. Practice building + setting firm boundaries around solutions you can offer, and solutions others are accountable for creating. ⚡ Apologize > ask permission — this is a key tenet of marketers who get s**t done, especially when they fall into the first camp. Ex. If no one is taking the reigns, or wants to find a solution, worry less about asking for the go-ahead, and go and do it. Here's the kicker... All 3 approaches are habitual, and can take practice 💯 But the more you practice, the better you'll become at controlling the amount of stress, overwhelm, or fatigue that can come with being a marketer that finds answers rather than one that waits for them. It's also a helpful way to learn how to say no. Practice makes perfect 😊 (P.s. when it comes to your career, it's better to be the first kind of marketer than the second 😉) #marketers #marketingtips #marketing #marketingstrategy #marketer #marketinglife

Pillar content and email can be 2 revenue driving channels you probably haven't tapped into 💰 So here's a framework that shows you how you can 👀 Now, I may have transitioned away from content marketing, but let me tell ya—once a content marketer, always a content marketer 😜 And at Lever, we built a really neat, yet practical and replicable framework for turning content (like pillar or cluster content) into an email engine that actually made the company money. Like, real money 😂 Not just MQLs that Sales never touched, or pipeline fluff. At one point, we had pillar pages that were a direct influence on over $150k of revenue in the first quarter they were published... Which basically paid for my salary (and then some) at Lever 😮 Want that framework? You got it 👇 #contentmarketing #contentmarketingtips #contentstrategy #contentmarketer #lifecyclemarketing #lifecyclemarketingtips #emailmarketing #emailtips #b2bmarketing #demandgen

It’s always, “How’s the email campaign?” and never, “How’s the email marketer?” 🥹🥸🥲😌 #b2bcontentmarketing / #b2bmarketing / #lifecyclemarketing / #lifecyclemarketingstrategy / #demandgeneration / #demandgentips / #campaignmanagement / #b2bgrowth / #growthmarketing

Fun fact: working in marketing is such a wild ride, and you learn a lot (even when you don't necessarily want to 😂 ) Here's some stuff I've learned after 14 years in this career... 👀 Your role as a manager isn't to be the fun bff—it's to help guide, support, prioritize, and maintain a backbone for your team. If you're a nice person, that's a huge bonus. Relying on playbooks is an excuse to not take time to understand your customers, what they need, and how your company can serve them. Similarly, playbooks are only as good as the people who implement them. You may have a few bad bosses before you get a great one—I know this firsthand, after working for years before finally having awesome leaders like Keshila Vallot Shannon, and Kyle Coleman. Type-A folks work really well when they have Type-B folks on their side, because it creates balance—something Nathan Thompson and I will dive into on our upcoming podcast 👀 Showing up for your team at work is critical, even on the days you don't feel like you can/you're not able to do your best. Dark social isn't a new thing...at all—marketers just now have software and platforms that can measure the influence of people posting on LI 🤷♀️ If you don't care about/believe in the product or service you help sell, you have no business selling it. It's okay if you take people's advice with a grain of salt—no one really knows what they're doing 100% of the time. Take 👏 time 👏 off 👏 Being a marketer means you will be asked for ad-hoc marketing advice by everyone, all the time—your uncle, his neighbour, your brother, you name it. While your parents won't really get what you do 😂 (seriously...up until a couple years ago, my dad thought I was in e-learning, teaching???). Recruiting processes are absolutely twisted when it comes to hiring marketers, and you'll have some wild, wild stories to tell. Become best friends with the MOps/RevOps folks at your company—don't question it, just trust me on this one. Salary isn't the only thing you can (or should) negotiate 😉 Take opportunities to work remotely somewhere else, especially if you can meet up with coworkers or visit old friends along the way. When searching for your next role, prioritize finding a leader that cares as much about their team's success as men in tech care about their reputations on LinkedIn 😚 Finding a great networking group where you can learn real-world stuff from fellow marketers is so, so crucial (cough *Brendan Hufford's ALL IN - SaaS Marketing Community*cough) Make sure you have an outlet for stress, creativity, etc outside of work—whether it's going to the gym, taking trips, painting, spending your nights reading...whatever you enjoy. Very little will shock or surprise you as you grow in your marketing career, so when something does, keep your chin up and laugh it off 😊 Anyway, here are some more life pics just cuz ✌ #marketing #marketingb2b #lifecyclemarketing #marketers

My coworker asked me a question about AI and lifecycle that made me 😵 "How do you foresee AI influencing customer retention?" When Nathan Thompson asked me this last week, not gonna lie, I froze. See, I've thought a lot about how our own platform here at Copy.ai helps me with lifecycle work—but no one's ever asked me if I think AI is going to impact customer retention specifically, let alone how 😯 After shotgunning my iced latté, I sent Nathan a [rather lengthy] VM where I sound far more professional than I usually do 😂 To avoid putting you through the same torture he experienced when listening to it... Here's the TL;DR 👇 AI is going to help with speed-to-retention. That simple. And here's why I think so: Everyone talks about speed-to-lead and speed-to-market, but the speed of retaining customers is just as critical. (Especially when customers are spoiled for choice, many have shiny new object syndrome, and GTM bloat is on the rise). But... ⚡ AI can help lifecycle (and other) marketers sift through mounds of data, insights, and research to understand why customers stay or churn. ⚡ Using AI to find commonalities and causalities in that data will allow lifecycle folks to quickly action on updates, improvements, and re-hauls of their key channels and activities. ⚡ Having AI break down endless data streams means folks like me can spend more time on supporting customers, and less time stuck in data trenches. ⚡ AI can make objective, data-backed suggestions on what various user types need, which helps me adapt more quickly to their evolving needs. It can help me spot trends, understand churn risks, and more. Like I said to Nathan: I can't actually work on retaining customers if all of my time is spent drowning in surveys, dashboards, campaigns, reports, and other data sources that can eat away at DAYS of my time 👎 And often, this data paralysis = slower speed to lead, market, and retention. So, yeah, my hot take is simple: Smart lifecycle marketers (and similar roles) will focus on leveraging AI to improve speed-to-retention. Let AI help you make quicker, data-informed decisions 🤷♀️ Does this mean I don't trust my gut, don't do my own research, don't talk to customers, don't study our data? Nope. But like Cicero said: more is lost to indecision than wrong decision. And, sometimes, speed really does matters when making decisions 🏎 #lifecyclemarketing #lifecyclemarketingtips #gtmai #gtm #speedtomarket #lifecyclemarketers #marketingtips #ai #marketers

The smart, innovative companies unafraid of AI are doing something the rest aren't 👀 They're hiring great people who are becoming proficient in AI. Not firing great people in favour of replacing them with AI. There IS a difference ⚡ One helps drive the success of the business while proactively eliminating GTM bloat. The other just fast-tracks mediocrity and failure in the business. Those smart, innovative companies are focused on streamlining their GTM engines and helping their people optimize their time...with AI. The others aren't. My advice? Don't worry about AI stealing your job or replacing your skills ✨ Worry about working for companies that think AI > humans. #marketing #recruiting #marketers #recruitment #gtmbloat #gtmai #gtm #ai #marketingtips