People person from a small town. Working hard to better myself everyday and will take on every project I have time for.

Chris Cunningham

Head of Marketing: I need $400K for a rebrand.
CEO: What's wrong with our brand?
Head of Marketing: The agency said it feels "dated" and "doesn't reflect where we're headed as a company."

CEO: Which agency?

Head of Marketing: The one that charges $400K for rebrands.

CEO: Walk me through what $400K gets us.

Head of Marketing: A new logo, updated color palette, brand guidelines document that's 97 pages long, a new font, and a "brand story" video that we'll post on LinkedIn and get at least 2,000 views.

CEO: And that drives revenue how?

Head of Marketing: It doesn't directly, but the agency said it'll "reposition us in the market" and "signal maturity to enterprise buyers."

CEO: Have any enterprise buyers told you our brand is the problem?

Head of Marketing: No. They've told us our onboarding is confusing, our pricing page makes no sense, and they can't find a case study for their industry. None of which a new logo fixes.

CEO: So why are we talking about a rebrand?

Head of Marketing: Because... honestly? Because our competitor just did one and it looked really clean.

CEO: So we're spending $400K because someone else changed their shade of blue.

Head of Marketing: When you put it like that...

CEO: Here's what I want instead. Take $50K and fix the pricing page. Take $50K and build 5 industry-specific case studies. Take $50K and redesign onboarding. Keep the other $250K.

Head of Marketing: But the brand feels...

CEO: The brand feels fine. Revenue feels slow. Fix what customers are actually complaining about and I promise you nobody will care what shade of blue the logo is.

Head of Marketing: You're right.

CEO: I know.

PS - This is how the conversations should have gone at Jaguar, Cracker Barrel, and the other rebrands last year. Most rebrands solve an internal identity crisis, not a customer problem. If no buyer has ever told you your brand is the reason they didn't buy, the money is better spent almost anywhere else.

I'm Chris Cunningham - I run social at ClickUp.

Follow me for more actionable marketing tips & tricks.

Chris  Cunningham

We spend $20k/month on content at ClickUp and get 250M+ impressions. Everyone asks me for the secret sauce, so here it is. We stopped hiring "content creators" and started hiring unemployed actors from LA...

Sounds crazy. I know. But read to the end & I promise it'll make sense.

There are literally thousands of insanely talented actors with theatre training, improv experience, and zero work. They're fighting for background roles just to pay the rent.

Meanwhile, LinkedIn/TikTok Influencers want $10k/month to recycle the same hooks everyone else uses.

Here's how I accidently tapped into the actor ecosystem...

I first found Luke when he was doing TikToks for another company. They let him go. I hired him 10 minutes after he texted me.

First month, Luke didn't even know what ClickUp was. We had to teach him what project management software does.

Now he's the face of our brand, creating videos that hit 100+ million views making fun of corporate life.

Luke worked because he could act. That was it.

So I started thinking about where else in LA I could find people like him.

The Groundlings came up in a conversation. That's the top improv group in LA where Will Ferrell and Kristen Wiig trained, so I went and cherry-picked actors from their roster.

Best decision I've ever made for ClickUp's content engine.

Here's what this actually costs:
➝ Beginner actor: $60-80k/year
➝ Experienced actor: $100-130k/year
➝ Comedy writers: $100-150/hour for our Monday writer's room
➝ Background talent: $200-300/day when we need them

Compare that to "social media experts" charging $7-10k per video.

But wait, it gets better. The added bonus is that actors are actually professionals...

They show up on time.
They memorize lines.
They take direction without ego.
They're trained to entertain humans, not game algorithms.

Unlike most content creators, all actors want is consistent work and someone who believes in them.

The talent's all in LA and NYC, desperate for work, and they'll transform your content for less than you're paying that agency right now.

Thoughts?

Head of Marketing: I want to eliminate the MQL.
CEO: That's literally how we measure marketing. What are you going to report to the board?
Head of Marketing: Pipeline. Revenue. The things that actually matter.

CEO: MQLs lead to pipeline.

Head of Marketing: Do they? Last quarter we generated 4,200 MQLs. Sales accepted 600. Of those, 43 became opportunities. 9 closed. We threw a party when we hit the MQL goal. Sales missed quota by 35%.

CEO: So the problem is lead quality, not the metric.

Head of Marketing: The metric creates the quality problem. My team is incentivized to get someone to download a PDF. That's it. The moment they download, we've "won." What happens after that is sales' problem.

CEO: So change what counts as an MQL.

Head of Marketing: I've redefined it 4 times in 2 years. Every time, we game it. Marketing always hits the number. Pipeline never moves. Because we're not optimizing for a buying signal.

CEO: What do you want to measure instead?

Head of Marketing: Opportunities sourced by marketing, pipeline dollars, and closed revenue with marketing attribution. Things my team can't game by running another ebook campaign.

CEO: Sales is going to say they don't have enough leads.

Head of Marketing: Sales says that now. They have 4,200 MQLs and they're complaining because 90% of them are garbage. They don't want more leads. They want better ones. They've told me this directly.

CEO: The board is used to seeing MQL numbers.

Head of Marketing: The board is used to seeing a number go up while revenue stays flat. They're going to ask why eventually. I'd rather explain the change now than explain the failure later.

CEO: What happens to the demand gen team?

Head of Marketing: They'll stop optimizing for form fills and start optimizing for qualified meetings. When we give them a different target I'm confident they will hit it. Half of them have told me privately they're relieved.

CEO: If pipeline drops...

Head of Marketing: If pipeline drops I'll bring the MQL back. But when sales starts hitting quota because they're finally getting leads who actually want to talk to them, you'll forget MQLs existed.

CEO: One quarter.

Head of Marketing: When the sales team stops ignoring our leads and starts thanking us for them, you'll give me four.

PS - MQLs measure marketing activity. Pipeline measures marketing effectiveness. One makes your team feel good. The other makes your company money. Choose.

I'm Chris Cunningham - I run social media at ClickUp.

Follow me for more actionable marketing tips & tricks.

If you're not testing AI video right now, you're already behind.

I say that as probably the biggest believer in human-made content you'll find in this space. I bet on it every day. In how I think about marketing, how I build campaigns, how I hire.

But I never stop testing AI. Not because I think it's going to replace what we do. Because I need to know where it's at.

So when Luma reached out to test their agents, I said yes immediately. I had to check it out!

Here's what I kept running into on projects before this: you start with a clear vision, the project moves through people and tools and revisions, and somewhere in all of that the original idea gets quietly diluted. 

Not because anyone dropped the ball. Just because every handoff loses a little something.

By the time you see the final cut, it technically checks every box. But it doesn't feel like the thing you had in your head at the start.

What I noticed with Luma: the context carries. Every step forward, the brief is still there. The thing you're building at the end still looks like the idea you had at the beginning.

I still work with human talent. That's not changing. But I've been using Luma more than I expected for developing ideas early and keeping things consistent across projects that touch a lot of hands.

I've tested a lot of AI video. Luma is the one I kept coming back to.

Dive into AI with Luma today: https://lnkd.in/gmz3dkQe

#LumaPartner

Head of Marketing: I'm shutting down our marketing automation sequences.
CEO: We have 23 active nurture tracks. That's 18 months of work..
Head of Marketing: 18 months of work that generates a 0.3% click rate. Our "engaged" leads are opening emails and immediately archiving them.

CEO: Nurture sequences warm up leads.

Head of Marketing: They used to. When inboxes weren't flooded with 47 other companies doing the exact same thing. Now our carefully crafted "Day 3" email sits between a competitor's "Day 3" email and a cold pitch from someone selling intent data.

CEO: So write better emails.

Head of Marketing: We rewrote them twice. A/B tested subject lines for 6 months. Hired a conversion copywriter. Open rates went up 8%. Pipeline from email went up zero because the problem isn't the writing. It's that nobody asked for 14 emails.

CEO: What's the alternative?

Head of Marketing: One email when they download something. One email when they hit pricing. A human follow-up from sales when intent signals say they're actually shopping. That's it. Three touches with actual relevance instead of 23 touches on a timer.

CEO: The ops team spent months building these workflows.

Head of Marketing: The ops team is spending 20 hours a week maintaining workflows that generate nothing. I talked to them. They'd rather build one system that works than babysit 23 that don't.

CEO: Our competitors have sophisticated automation.

Head of Marketing: Our competitors are sending the same "just checking in" email on Day 7 that we are. The buyer who gets 5 of those a week from different vendors isn't nurtured. They're annoyed.

CEO: Marketing automation is industry standard.

Head of Marketing: So was gating everything and measuring MQLs. Industry standard isn't working standard. The companies growing fastest right now are the ones whose emails you actually recognize because you only get one when it matters.

CEO: What happens to all those leads in the sequences?

Head of Marketing: If they're real buyers, sales reaches out based on intent. If they're not, we stop pretending a 14-email sequence will change that. We can't automate our way to trust.

CEO: If conversion drops...

Head of Marketing: If conversion drops I'll rebuild every sequence personally. But when our emails start getting replies instead of archives because people know when we reach out it actually means something, you'll wonder why we ever tried to automate relationships.

CEO: One quarter.

Head of Marketing: Deal.

PS - Marketing automation promised scale. It delivered spam. The best nurture sequence is a reputation so good that when you do email someone, they actually want to read it.

I'm Chris Cunningham - I run social media at ClickUp.

Follow me for more actionable marketing tips & tricks.

I've never seen a brand struggle to hit 1M+ monthly impressions when they applied ALL of these principles to social media (bookmark this for later):

- Post 5x per week minimum without fail. Most brands quit after week 3. Consistency IS the algorithm hack everyone's looking for.

- Every piece of content must pass the Rule of 3. Does it add value? Educate? Make them laugh? If not, don't post it.

- Short-form content first, repurpose second. Test on TikTok/Reels, then adapt winners for YouTube Shorts and LinkedIn.

- Set an audacious goal publicly and update weekly progress. Build in public, especially when you miss. Vulnerability drives 3x more engagement than winning.

- Create characters people can relate to. Our IT guy with a lisp got 6,000 shares because he was human, not a product demo. B2B buyers share content that makes them feel something.

- Test everything for 60 days before killing it. Most marketers quit at 30 days, right before the algorithm figures out your audience. Get real data, then either 10x it or move on.

- Build machines around winners. Test → find what works → systematize → hand off → find the next thing. Your job is building systems, not being the talent.

- Know your ICP so well you can predict what makes them stop scrolling. Not demographics. Psychographics. What keeps them up at 2 AM? Answer that and you own their feed.

- Make content about work itself, not just your product. Own the humor in meetings, deadlines, office culture. That's the biggest whitespace in B2B nobody dominates.

- Break the pattern of what they expect to see. If your content could work for any brand with a logo swap, start over.

- Cap video budgets at $3K-$15K even with more money. Some of our best content came when we were broke. Constraints force creativity. High production screams "ad."

- Build 12 internal influencers, not just your founder. One person can't carry your entire brand forever.

- Track impressions first, conversions second. You can't convert people who never see you.

- Platform-specific content, not lazy reposts. What works on TikTok dies on LinkedIn. Adapt the idea, don't copy-paste.

- Engage with every comment in the first 60 minutes. The algorithm watches how you react to your audience. Comments are free distribution.

- Test ridiculous ideas that don't make sense. Our most random D-tier concepts have become some of our best A-tier performers. The market tells you what works.

- Never celebrate one viral hit. Going viral once is luck. Monthly is a system. Build the system, not the post.

The brands hitting 1M+ aren't smarter, they just stopped overthinking and started shipping.

What am I missing?

PS - I'm Chris Cunningham and I run social media marketing for ClickUp.

Follow me for more actionable marketing tips & tricks.

Head of Marketing: I'm cutting our Google Ads budget in half.
CEO: Paid search is our highest-converting channel. Why would you touch it?
Head of Marketing: Because 70% of that budget is bidding on our own name..

We're paying Google $18K a month so people who already want us can find us.

CEO: If we don't bid on our brand name, competitors will.

Head of Marketing: They already do. We tested turning off branded search for 2 weeks last quarter. Want to know what happened to demo requests? Nothing. Literally nothing changed. People who typed our name into Google still clicked our organic result. We just stopped paying for the click.

CEO: That's risky. What if we lose share to competitors?

Head of Marketing: We ran the math. In the 2 weeks we paused branded search, competitors picked up just 4% of those clicks, and none of them converted because those people were already looking for us. They clicked back.

CEO: What about non-branded search? That's real demand capture.

Head of Marketing: Non-branded is where it gets worse. Our cost per demo from non-branded search is $2,400. Our cost per demo from organic LinkedIn content is $340. And the LinkedIn demos close at 2x the rate because those people actually engaged with our thinking before they ever hit a landing page.

CEO: Search captures intent.

Head of Marketing: Search captures someone Googling a generic term. LinkedIn builds intent before they ever search. Those are fundamentally different buyers. One is comparison shopping. The other already trusts us.

CEO: The demand gen team lives and dies by paid search metrics.

Head of Marketing: The demand gen team has been optimizing cost-per-click for 3 years while our actual pipeline comes from channels they don't even track. I showed them the data last week. They didn't argue. They asked why nobody told them sooner.

CEO: If demo volume drops..

Head of Marketing: If demo volume drops because we stopped paying Google to serve ads to people who were already clicking our organic link, we have a brand problem, not a media buying problem.

CEO: One quarter.

Head of Marketing: When cost per acquisition drops 40% and demo quality goes up, you'll cut the other half yourself.

CEO: Don't get ahead of yourself.

PS - Paying Google to capture demand you already created is the most expensive habit in B2B marketing. The best brands don't buy clicks. They earn them.

I'm Chris Cunningham - I run social media at ClickUp.

Follow me for more actionable marketing tips & tricks.

$20K → $3.4M in pipeline.
That’s what one SaaS generated last quarter with Creator-Led Growth.

At ClickUp, we run creator partnerships internally.
So I know how powerful this channel can be.
But I also know how hard it is to execute properly.

Most SaaS teams think it’s:
Find creators → sponsor posts → done.
It’s not.

The companies scaling this channel treat it like infrastructure.
The SaaS behind that $3.4M didn’t just activate creators.
They partnered with a specialized CLG team that had already refined the system across 70+ SaaS and 2,000+ sponsored LinkedIn posts.

Because doing this well requires:
– Precision creator selection (not just big names)
– Post-level performance pattern recognition
– Systematic amplification via Thought Leader Ads
– Structured warm outbound targeting engaged ICP accounts
– Tight feedback loops across all three layers

Miss one layer and it becomes brand awareness.
Connect all three and it becomes pipeline.

That’s how they hit:
→ 321,000 impressions
→ 4,000+ clicks
→ 302 qualified leads
→ 1.58% CTR (vs ~0.4% on standard LinkedIn Ads)
→ $40 CPL (vs $100+ on Google)

Can you build this internally?
Yes.
Can most SaaS execute it consistently without prior reps and pattern recognition?
Very hard.

That’s why more and more B2B companies are partnering with specialized CLG operators instead of trying to figure it out from scratch.

If you want to know who’s actually running this for 70+ SaaS companies today,

💬 Comment “CLG”.

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Founding Member ClickUp / Marketing

Soulja Boy taught me my first lesson in viral marketing.

Growing up, I was obsessed with ringtones. I had to have the coolest one.

The second “Kiss Me Thru the Phone” dropped, 678-999-8212, I had it within 24 hours.

That’s when I first discovered Soulja Boy.

He was one of the first artists to jump on ringtones and completely take over.

Then he put his actual phone number in the song.

Millions of people called it.

It was a product demo disguised as a chorus.

Simple. Memorable. Completely ahead of its time.

So when I saw Bland use Soulja Boy to market their voice AI platform, I immediately got it.

Bland automates phone calls with AI that sounds indistinguishable from a real human.

Sales calls. Support. Outbound at scale.

And they got Soulja Boy, the guy who literally turned a phone number into a cultural moment, to front their campaign.

That’s not a celebrity deal.

That’s brand alignment.

When the marketing is that good, you have to give it a try.

That’s my rule.

Signing up to test Bland this week.

I’m Chris Cunningham. I run social at ClickUp. Follow along for B2B marketing takes as I build in public, right here on LinkedIn.

#BlandAIPartner

Bland

Making slides is stressful. Look at me. I lost all my hair trying to make them on my own haha.

In all seriousness, Gamma is a game changer for slides. I don't know why anyone would start from scratch when you have everything they offer:

- AI-generated structure and content, stunning templates
- One-click design themes
- Interactive elements 
- Real-time collaboration
- The ability to publish or present straight from the browser.

Drop in an idea. It builds the whole thing. Structure, design, flow, and done. I actually enjoy presenting again.

Trying to get the hair back with surgery. But at least my slides look amazing 😉

👉 Go try Gamma
#gammapartner

Last month we hit 250M+ impressions across all our social media channels. Now, they want me to hit 300M+, and I know they'll want even more after that. What would YOU do in my position? I'm thinking:

(1) Double down on micro-influencers (the HR skits are working, but we need more angles)

(2) Revamp our YouTube strategy (our short-form is crushing it, but our long-form needs work)

(3) Create more middle-funnel product content (everyone knows ClickUp exists now - we need content that makes you want to USE us)

I've been running social here long enough to know I have blind spots.

What would you do in my position?

Give me something specific like a format, a creator type, a funnel stage, a platform you'd test. Whatever you'd actually run if this was your budget and your problem.

Not looking for "post more reels." I've heard it.

I've been 50/50 on LinkedIn video for the better part of a year. Here's my honest case for and against - and I'd genuinely like someone to settle it for me. The case for:

LinkedIn's algorithm has been pushing video hard. End of 2024 was kind of crazy. I got 2M+ impressions on multiple videos, but then that tanked off completely. I don't think the quality was there anyway.

Then, engagement rates on our tests in 2025 were solid enough. And for B2B, the audience quality here is better than anywhere else we run.

The case against: the production lift is real, the organic reach ceiling feels way lower than short-form on other platforms, and I'm not convinced LinkedIn users are coming here to watch videos - yet.

At ClickUp's content volume, a half-committed bet is basically the same as no bet. If we go in on LinkedIn video, we go in. And I haven't been able to justify that call with the data we have so far.

What would you do?

Especially curious from anyone running video at scale in B2B - what made you commit, what does your format look like, and has it moved anything that actually matters?

Let's see what you got!

PS - I'm Chris Cunningham - I run social at ClickUp.

Follow me for more B2B marketing tips as I build in public here on LinkedIn.

I'm a marketer. Not a developer.

And last week I built my own influencer marketing platform.

I've been vocal about how bad the existing tools are. CreatorIQ, Aspire Software, GRIN (My LEAST favorite). 

None of them are good. I've spent real budget on all of them and been disappointed every time.

So I opened Lovable, talked to it like a friend, and built Track Your Dollars.

I'm a huge fan of Elena Verna so when Lovable gave me credits to test the platform, I jumped at it. What I pulled off in a single night would've taken a developer weeks just a while ago.

If you see a problem in your day-to-day right now, just try it vibe coding.

Talk to it. Tell it what you hate. What you want. Build the thing.

What a time to be alive.

#LovablePartner

A lot of deals are being decided before the second sales call ever happens.

Not because sales reps are doing something wrong.

Because buying behavior has changed.

What actually happens now looks more like this:

Someone takes your first call. They leave the meeting. Then they send your product around internally.

Slack threads. Internal docs. Side conversations with people you've never met.

By the time you show up to the next call, 80% of the decision is already formed.

Which means this matters a lot more than most teams realize.

The companies doing this well are giving buyers something they can explore and share internally.

Interactive demos. Short product walkthroughs. Something they can pass around the buying group.

One thing I thought was interesting, Consensus actually shows you who watched the demo, what parts they focused on, and who it got forwarded to.

Those hidden stakeholders? They're viewing demos 88 hours sooner than your primary contact.

And the numbers are kind of wild.

Bazaarvoice shortened their SMB sales cycle by 33%. Stibo Systems cut buying cycle time by 76%. Oracle scaled presales 20% without adding headcount.

This is where B2B sales is already going. 

The deal is being won or lost between meetings. Most teams just don't know it yet.

#ConsensusPartner

💥 Messaging that does justice to your solution.
🔥 Copy that resonates with your ideal buyer.

Sounds simple, right? 

And yet, in B2B tech, so many things get in the way:

❌ Agencies turn your website into a billboard — stroking boardroom egos but causing web visitors to bounce.

❌ Product marketers get too close to the product — forgetting to connect the dots for your ideal buyer.

❌ Too many cooks in the kitchen — causing your copy to get more cliche with every iteration.

And let's not forget:

❌ Everybody’s sycophantic ChatGPT is adding their two cents.

Well, I can help.

My process doesn’t just involve deep discovery, VoC research, and messaging strategy. 

I make the experience painless (and peaceful!) for your team. 

We’ll establish which stakeholders are involved and how they’ll contribute. So from Day 1, everyone knows what to expect and who's got the final say.

How do I do that?

➡️ Live or async Figma walkthroughs
➡️ Friendly but firm management of stakeholder feedback
➡️ Constructive handoff to design with creative direction

Here’s what clients say ⤵️

⭐⭐⭐⭐⭐
“She had this way of making people feel heard, managing different opinions and keeping everything moving forward at the same time. … She wireframed the pages so we could see exactly how the copy would actually work on a website in reality. And that's something that really saved us a lot of time when it came to design. She would record these short videos explaining … how the research shaped the structure. And those videos would make it really easy for everyone across the company, across different time zones to get aligned with what was happening.” — Christopher Garrett, Chief Revenue Officer, Hushmail 

⭐⭐⭐⭐⭐
“Vesna is strategic, mindful of nuance, a keen observer and a very good synthesizer of the most relevant pieces of information that matter to the reader. She is very knowledgeable of what makes websites great vs meh. … In the age where AI is actively displacing writing talent, Vesna’s expertise in crafting the right story and delivering the right message that matters is so refreshing (and renders AI helpless).” — Nadia Davis, VP of Marketing, CaliberMind

As for results? 📈

“ Within about three weeks of launching our new website, we've seen, depending on how you measure it, a 20 to 35% increase in our sales revenue.” — Christopher Garrett, Chief Revenue Officer, Hushmail


Whether your goal is more demo requests, more free trial starts, or more plan signups, I’ll work with you to boost conversions with better, bolder, buyer-aligned B2B copy. 🎯

Vesna M. – B2B Copywriter

Wanna know what my favorite tool is?

It's Gong.

🗣️ "But wait. You're a solo conversion copywriter & messaging strategist. Why would you need Gong?"

You're right. Gong is not part of MY stack.

But when I find out it's part of my client's stack, I get up from my office chair and do the "Gettin' Jiggy Wit It" dance (when no one's watching, of course).

I still remember the first time I got access to a client's Gong to watch product demos and sales call recordings to my heart's content. I was like a kid in a candy shop. 🍬🍭

I never needed to bother my client or ask them how to find what I'm looking for. It was intuitive. I could filter by AE and all kinds of other parameters to curate the types of recordings I needed to review for MY purposes.

Plus, AI summaries and key insights were already there. I could judge very quickly if the call was relevant for me to watch. 

(And yes, if you must know, I did bust out the popcorn once or twice. I like to, shall we say, immerse myself. 🍿)

I always get a-ha moments. And they're always immensely valuable as part of my website messaging strategy and copywriting process: 

➡️ I get to hear what in-market buyers are thinking out loud
➡️ Buyers don't have the curse of knowledge that existing customers do
➡️ I can identify any weird gaps between what your website says and what your AEs are saying about your product
➡️ I can see, firsthand, what sales verbiage resonates and what doesn't (honestly, you AEs, you impress me to no end)
➡️ I hear your prospects crack the occasional joke, and as you know, humor is how they cope with the familiar frustrations of the status quo

This is gold you will never get from surveys or product reviews.

It's also wild how only 8-12 calls can surface key patterns worth digging into. 

That's when I'll schedule a chat with someone like your principal sales engineer who understands both your ICP and your product like the back of their hand. This often leads to further messaging-related a-ha moments easily missed (or simply forgotten) by busy, overburdened marketers.

So Gong, as a non-paying (vicarious?) customer, thank you. You make my job easier. For everyone involved. 💜

Vesna Miro

🟣 Buyer-aligned website copy for sales-led B2B Tech & SaaS // 🟠 Home - product - landing - pricing & demo pages that resonate with jaded buyers // 🥇 Copyhackers Certified SaaS Copywriter

GIF of a music video clip from the Will Smith song "Gettin' Jiggy Wit It" showing the famous dance

POV: Your AI gives you "perfect" copy. 

✅ Syntax is tight
✅ Cognitive load is light
✅ Audience focus is right

But something ... "Je ne sais quoi" ... feels off. 🤔

So you step back and ask yourself, "But what is this copy actually saying?"

And then it hits you: the whole thing is contrived.

The "assembly" of components is perfect enough to create the illusion of substance. 

But when you examine closely, when you disassemble the components, there are assumptions that just don't belong there.

Good thing you know:
➡️ The subject matter
➡️ The business
➡️ The market
➡️ The product
➡️ The customer
...

Get my point?

Most website revamps start in Figma.

New layout.
New visuals.
New words.

It feels productive.

But if you don’t revisit the foundation first, you’re just rearranging furniture.

Here are the 5Cs I look at to audit current messaging, buyer alignment, and conversion gaps:

1️⃣ Company

• What are we (the company) saying right now? On the homepage. Across product pages. Ads. Sales decks. Demos. Social. Etc.
• Is there alignment? Is Marketing telling one story while Sales is telling another?
• What has changed in the product, the ICP, or the strategy that the website hasn’t caught up to yet?
• Where are the disconnects? Where is there a mismatch?


2️⃣ Customers

• What are our best customers saying about our solution? What are our in-market buyers saying? Across sales call recordings, customer interviews, case studies, win-loss notes, reviews?
• How does it compare to the messages we have been putting out there? Does our website align with how buyers actually buy?


3️⃣ Competitors

• How are competitors and competing alternatives positioned?
• What are they all saying? What are they *not* saying? Is there an opportunity in the gap?
• Which of our differences can we highlight while also checking all the other boxes?
• What do we do that is unique in our customers’ eyes that they don’t get from a competitor?


4️⃣ Conversion Clues

• Now we dig into more granular detail like website visitor behavior
• What clues can we dig up in our web analytics tools (GA4, heatmapping, etc.)
• What are our most visited pages? Which pages have the highest bounce? How long do people stay, how far do they scroll? 
• What about engagement data across the rest of the marketing funnel?


5️⃣ Continuous Learning

• Before we go live (and after), how will we validate our webpage so we know it has the best chance of resonating? (Wynter message testing, Lyssna 5-second tests, etc.)?
• Do we have the traffic and budget to do a proper A/B test?
• How will we continually challenge our assumptions, keep learning from buyer behavior, and iterate so our website keeps working harder over time?


This work is foundational. Without it, you will always end up with just another new website that isn’t hitting the mark. 

If you’ve been there before and are finally ready to do it right this time, you know where to find me. 😉


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Hi, I’m Vesna, and I help sales-led B2B SaaS companies get higher-quality leads with better, bolder, buyer-aligned website messaging. If you need equal parts strategy and execution, let’s connect.✌

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The Battle

Chris Cunningham

Vesna M. – B2B Copywriter

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Performance ScoreChris Cunningham's LinkedIn Performance

Performance ScoreVesna M. – B2B Copywriter's LinkedIn Performance

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taplio

The Battle

Chris Cunningham

Vesna M. – B2B Copywriter

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Chris Cunningham's LinkedIn Performance

Performance ScoreVesna M. – B2B Copywriter's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreChris Cunningham's LinkedIn Performance