Evan Dunn

Pixis

Head of Growth

Warmly,

Advisor

Punch GTM

Cofounder, Chief Scientist

GTM Partners

GTM Ambassador

Rep.ai

Head of Marketing

Syncari

Director of Growth Marketing

Airwallex

- Deployed PMF Testing Framework to identify lowest-friction industry/company-size fit for Airwallex’s SMB offering. 
- Led SDR team of 1 (on a PIP) to 5 meetings per day per SDR using validated cold calling. 
- Managed channels for multiple product launches in the US, including
- Identified major revenue leakage points in top funnel traffic and collaborated with global marketing org to resolve.
- Responsible for US strategy and execution of web, paid, SEO, content, social, SDR. Reported skip-level to CEO.

US Growth Marketing Lead

Convoy Inc

- Cross-functional role leading web strategy (56% growth in traffic), advertising (225% growth in qualified leads), and SEO (233% growth). Their current flagship page for acquiring carriers even two years later is "Load Boards Introduction" - see Media. 
- Built project management infrastructure for entire marketing org (35 FTEs). 
- Double daily carrier signups to free app with a simple tweak to on-site widgets.
- Led organic and paid search to become 2 highest contributors of sales opps behind sales outreach. 
- Led advertising strategy and execution, earned 3X budget increase into a $1.2M portfolio. 
- Managed massive 800-page website cleanup project, bringing site audit score to 93%, preparing site for Core Web Vitals update, coordinating 5-person vendor team and 4 dotted line reports. 
- Developed and implemented tracking and funnel frameworks, in collaboration with Marketing Ops and Sales. Pioneered multi touch attribution modeling.

Senior Digital Marketing Manager

Resonance AI

Led company-wide product strategy for Resonance AI, culminating in a massive product launch and the first real customer traction. Oversaw product vision, roadmap, weekly planning and prioritization, as well as product marketing and branding. Honed focus from multi-vertical to single-vertical (media) and infused productive discipline into dev team.

VP Product

Led customer communications as the load-bearing link between product 	development and sales, including customer-facing materials, product demos and co-marketing partnerships. On consultative engagements, directed a team of business 	analysts in support of our customers’ ambitious growth initiatives.

Director of Customer Success

Led consultative efforts with multiple Fortune 1000 customers to support and train digital marketing teams. The wide array of project types included go-to-market 	strategy, sales collateral development, marketing optimization, multivariate testing, competitive intelligence and brand strategy. Created most of these capabilities from scratch.

Digital Marketing Practice Lead

In my own free time

Wrote and performed original Spoken Word poetry to dozens of different crowds of 10 to 500 audience members, in an effort to engage the community in difficult but important conversations; competed in 2012 Grand Poetry Slam in Seattle; organized and emceed Poetry Slam community event in May 2012; speaker at arts workshop; performed as artist advocate for documentary on sex trafficking in Seattle; performed at 2009 "Take Back the Night" event at Univ. of Wash. raising awareness of sexual assault.

Performance Poet

Lean Growth. Agile GTM. Test-and-Learn. Revenue-centric Marketing & Growth Leader with success leading demand, paid, web, PLG, content, & sales dev, through rapid & robust experimentation. Led AI product strategy & dev.

Avid Experimenter. GTM Scientist. Conversation-First Marketer.

"Can you tell me what you know about Clay?" 

I've been fielding this question a lot from a variety of people - GTM Engineers and heads of Sales Dev and Demand Gen folks.

So we talk about nurture triggered off of real calls and conversations that happen, account research that leverages cold call convos (many of these are TitanX with very high conversation velocity), how to build structured field inputs with AI prompts, etc.

The conversation usually ends with "do you have any career advice?"

I think that's because a lot of people are trying to see where these GTM Eng skillsets can take them.

They're tacking on the skills because they're getting into consulting, or they are adding them on because the org needed them to fuel top funnel outcomes.

But they can't picture where these skills will take them.

So here I attempt to frame GTM Eng skillsets within a broader context of GTM as a whole. It's messy, text is too small, it's long, but hopefully it's helpful.

Shoutouts in the vid:
- Joe Rhew for being the best coder in GTM Eng I know of
- Joel Martinez for the recent post about automating onboarding
- Jordan Crawford for PVP of course
- Rosie M. for being a killer example of BDR lead turned Event Marketer
- Karrot.ai and Userled for ABM ad/LP capabilities

Head of Marketing @TitanX. Create Conversations. Always Be Experimenting. AI + human expert on ABM, inbound, demand gen, pipeline creation, cold calling, SEO, paid media.

The team is at Pipeline Conference right now. 14 meetings booked today so far, though some are from Reese Kerlin and Catherine Park still hitting the phones that normal boring way. 

But for pattern interrupt, here's what we chose to do:

1. AI generated printouts. Yes. Real paper. From trees. Probably uses less tree than the AI queries to get the output.

The logo, company name, a 1 to 1.5 page letter from Joey, and a closing page with a branded custom QR code to our website all produced using Clay to DocsAutomator with some AI queries referencing:

➔ tech stack from job descriptions via Sumble
➔ estimated SDR/BDR headcount
➔ calls with TitanX if any (sanitized for sensitive information)
➔ estimated ACV
➔ SDR/BDR, GTM Eng, RevOps/Sales Ops/Marketing Ops job descriptions
➔ data waste analysis

Are some of the estimates off? Sure. Are there likely some errors? Yeah. A couple of the letter elements didn't insert at all.

But it's a handout that no one else is handing out.

2. GroundTruth for ads within 1 mile of the hotel everyone is staying at.

3. LinkedIn Ads to the city for our GTM functions at accounts that we know are attending. Already had a couple hits from those.

Would've loved to do more but this was a 3 day turnaround. Cheers to Fedex Office for printing 76 unique documents within 48 hours.

We booked just under 30 meetings in one day at Pipeline Conference last week.

And Sam Byassee got lawn-darted.

Some people wonder if TitanX works long-term. 

"Will I run out of high intent numbers?"
"Is my TAM big enough?"

Let's say your TAM is 2,000 accounts. A very modest TAM. 

First, TAM = Total Addressable Market - the universe of potential buying organizations. It should never be measured in contacts. But of course you can estimate number of contacts at each account you want to speak to. This, however, should INCLUDE the number of contacts who can meaningful provide intel or influence deals in your favor or who manage the person who is your decision maker, or are managed by them. 

It's important to remember that if you sell to anyone in GTM, then GTM operations and finance are often influencers. If you sell to anyone back office, then IT and finance are often influencers. If you sell to anyone senior/dir/VP level, then a few C-suite titles are influencers from top down, and the team below them are influencers from the bottom up.

Second, remember you can pivot TAMs. You can build a new list of companies and pitch a new product. Anyone in non-verticalized ("horizontal") b2b SaaS (meaning you sell to a function e.g. HR, finance, IT, ops, data/analytics, sales, marketing), for instance, has a massive TAM. Way too big. Anyone in vertical SaaS has a rather limited TAM.

Third, TAMs evolve. New companies become part of your viable account list all the time, some companies sunset. Are you tracking them that actively?

Ok, so let's say your TAM is 2,000 accounts.

Decision Makers: You can name 3 possible titles that are likely decision makers, and each account has 1 to 2 of those people. 2K-4K contacts.

Champions/Sponsors: These people run small teams of 1 or 2 given the size of the org, and each DM reports to a more senior person. That's 2-3 more; 4K-6K more contacts.

Influencers/Referrers: And those DMs work collaboratively with two other departments, so there are 4-6 additional contacts worth speaking to. 8K-12K more contacts.

Obviously, start with your DMs.

But already we've got 14K-24K contacts. 

Let's say you have 3K high intent contacts in there. If you speak to 30% of them in the first 3 months of outbound, you can speak to those who don't book AGAIN in 3 months. Meanwhile you try the other 2K that you didn't speak with again in months 2 and 3. Speak to those you connect with AGAIN in a few months. Log who they're using instead, when the renewal is, when to follow up, who owns the relevant program/tech/decision.

Even with a limited TAM, there's a couple full time headcount of work here to be done building relationships and conversing with it. 2000 accounts. And if your founder really believes that's all there is in your future, you have other problems.

This is a rather isolated buying group, maybe something like a small HR org in 100-500 employee companies, or a small accounting team. It could easily be expanded by looking at smaller orgs, or larger orgs. 



P.S. These numbers are from Outbound Operators (Ryan Reisert / Ronen R. Pessar).

Do NOT replace "cold" with "warm."

The web detection signal vendors? Most will tell you "warm outbound" (which is just re-engaging/nurturing inbound) converts so much better than "cold outbound."

But that's like saying it's easier to spend cash in the bank than it is to earn new cash:

How do you create awareness in an audience who has never heard of you?

Most of you aren't working for a gigantic household name brand.

Make sure you're still creating visibility inside of the (large) portion of your TAM that has never heard of you, and maybe isn't even category-/solution-aware, and maybe even isn't problem-aware.

Plus, how do you get traffic in the first place? That's an entirely different set of tactics and skills that are essential to having any traffic to do anything with. There is no "warm inbound" without investment to generate it.

Plus plus, web visitor/account detection is only partially accurate at best. Every vendor you using is buying from 3-4 upstream vendors.

Plus plus plus (and most importantly), healthy cold outbound creates "warm" signals. It is the thermostat setting that moves the temperature up a few degrees.

It is the furnace heating your revenue.

Truly scalable warmth.

Don't ignore it.

It is not some puppy-giant-hot-chocolate-mess (thanks Nano Banana).

Anthropic discovers introspection in Claude.

https://lnkd.in/e6zJPhSY

So I asked Claude to poke holes in the research.

https://lnkd.in/eKgXTW8e

Enjoy.

Open article: Claude critiques Anthropic’s claims about Claude: by docs.google.com

Claude critiques Anthropic’s claims about Claude:

"Intent data" gets a bad rap. Mostly deserved.

But it makes sense: we all want to filter our market down to "who is most likely to buy."

But like with all words, we've got to narrow down what we mean by "intent."

I usually break intent into three categories:
- 1st party (web and owned engagement signals) = always good, they existed before your linkedin feed got taken over by them
- 2nd party (review sites) = sometimes great
- 3rd party (topical intent) = meh, usually a waste of $$$

But a better framework might be: Behavioral vs Topical.

The real problem with third party intent, which Jason Bay pointed out the other day is one of the biggest scams, is trying to tie the topic of web content, to the identity of a human reader of that content, to the possible behavior/disposition of a business. 

That's a lot of logical (and logisitical) fancy footing.

Instead:
- who is naming your competitors in their tech stacks (fan of Sumble for this)?
- who is active on linkedin? filter for linkedin outreach
- who is active on the phone? That's what we call TitanX Phone Intent

We don't tell you who is likely to buy. 

But we make it reeeeeal easy to ask them.

New newsletter: https://lnkd.in/efniASzg

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