Copy.ai

Senior Lifecycle Marketing Manager

Lever

Manager, Demand Generation

Manager, Content Marketing

Sensibill

PHANTA

Director of Creative & Content

Kudos®

Bellwether X

Head of Creative & Content

Sugarpop Marketing

Creative Director

Photographers Without Borders

Journalist

York University

Assistant to the Director

⚡️Leading lifecycle marketing @ Copy.ai | On a mission to find the best Moscow Mule | Em dash enthusiast

Hey, I'm Jacalyn 👋 I'm a demand gen marketer with a passion for emboldening brands and empowering their customers. My focus is helping companies solve common marketing woes with a human-first approach. 

I work alongside cross-functional teams like content, growth, sales, design, and product to ideate, develop, and oversee demand-driven strategies that propel growth and brand recognition for companies in B2B and B2C. Big advocate for bridging the gap between content and demand—and breaking the confines of commonplace content 🙌

I believe:

⚡ Everything about a brand should be human-centric
⚡ Em-dashes are the elite punctuation mark
⚡ Breakfast for dinner is a highly underrated combo👌 

When I'm not working, I can usually be found hunting down the best Moscow Mule and traveling wherever there are trails and a mountain, all while capturing my travels on camera. My travel imagery has been used by brands like Figma, Notion, Buzzfeed, Squarespace, Mailchimp, Prezi, Unfold, EarthRights International, Typeform, and more. Check it out here: https://unsplash.com/@jacalynbeales

Fun fact: I've been in marketing for nearly 14 years now (dare you to guess my age 😅 ). And this crazy career has taught me some really important things, like... 👀 






I'm an extroverted introvert—having to travel, network, and spend days surrounded by crowds at tradeshows for work has taught me this 😂  

I reset best when I get to spend time alone. A lot of people will either get it, or they won't—and there's nothing wrong with that. 

Remote work is better than being in the office everyday (there, I said it); it makes meeting up with your coworkers that much more special. 

Taking time to travel while working is critical—whether you tend to go far (like myself) or stick close to home, take the opportunities to see the world, experience how other cultures work and relax. 

Processes and documentation are very, very, very underrated...until you need them. 

Layoffs, let-go's, and career let-downs don't define your worth, both professionally and personally. Seriously, let that s**t go. Doors close so better ones can open, ya know? 

Find hobbies and interests outside of your career—you'll thank yourself later. 

Learning and earning knowledge that benefits you at work doesn't have to just happen via LinkedIn, podcasts, etc.; you can learn from books and music, art and literature. 

Listen to your gut—always. It's the perfect combo of listening to your head and your heart (sappy, I know, but hey). 

It's good to have a balance of type a and type b folks on your teams. 

Everyone has a different approach to how em dashes should be used, and as an em dash enthusiast, I can say with great confidence...do you, boo. 

9 times out of 10, it's better to apologize than ask permission when you want to try something in your career. 

Not all criticism is constructive, and not all feedback is helpful. If you can learn how to give truly beneficial feedback or advice, you're already a better leader than a lot of leaders out there. 

Being nice at work is the right thing, but being a doormat isn't—it'll take you a few years and unique experiences to learn how to navigate being nice with being perceived as "weak". Hint: the two are not the same 😊 

You'll probably make some big and small mistakes, experience what it's like to work with a not-so-great leader, and wonder when your big break will come—it will. Give it time. 

Oh, and one more thing: admitting you don't know the answer to something, and asking for help, is perfectly okay. 

Anyway, here are some life pics ✌ 

#marketing #marketingb2b #lifecyclemarketing #marketers

Jacalyn Beales

Here are the steps I took to hold down the marketing fort here as a team of 1 for most of April...while still getting my stuff done 👀 




For context, our marketing team here at Copy.ai is 3 people—myself, Nathan Thompson, and Kyle Coleman 😮 

We've done a lot of cool stuff as a team of 3 (like help build a category, nbd). 

But then April rolled around, and both Kyle and Nathan went OOO—enjoying PTO and pat leave, as they should 💜 

That's left me as a team of 1 for most of the month, which isn't as scary as it sounds. 

Here's what we put in place to make sure our ship stays its course 👀 

⚡ I used our platform to: 
- automate a slew of repetitive tasks—like setting up multiple NPS surveys
- pipe data and results from lifecycle nurtures into into Slack, custom Notion tables, etc. 
- create and automate the production + distribution of content for events, landing pages, microsites, and other owned media.
- create a handful of nurtures for our new Pardot efforts, giving me time back to focus on the setup of our instance and reporting. 

⚡ Automations have allowed me to give more love and focus to prospects that SQL through our lifecycle activities—in other words, our platform is enabling me to nurture and help sell said platform 😎 

⚡ Nathan Thompson was able to automate 2 weeks' worth of content tasks using custom Workflows he built here that are INSANE (he's the goat). 

⚡ Kyle Coleman gave me free rein to make strategic decisions around our tech stack, events, vendor onboarding, MOps setup, and other tasks that a lot of CMOs would hold close to the chest. 

This all allows us as a team of 3 to make moves, big bets, and strategic calls on initiatives, like...
- helm the setup of our MOps
- organize onboarding for a new team hire 
- setup nurtures
- helm new platform onboarding

Even when that team of 3 becomes a team of 1 for a bit 😜 

Pair all of that with founders (like Chris Lu and Paul Yacoubian) who give you autonomy to make informed choices, let you do your thing, and trust your team...

And it's a pretty solid recipe for getting s**t done so your team can actually enjoy being OOO. 

Probably the most stress-free I've ever felt, despite juggling 12+ different things at once. 

This is just one small piece of the GTM pie that AI empowers 💡 
 
If a team of 3 can help build + launch a category, go OOO, enjoy PTO, and still ship at the volume of a 6+ person team, you can eliminate GTM bloat, too 😉 

#gtmbloat #gtmai #marketingtips #lifecyclemarketing #gotomarket

As April fool’s comes to a close, I’d like to thank every SDR that didn’t prank me by sliding into my DMs with a pitch today 🙏




#marketing #marketingtips #marketers #b2bmarketing #b2bsales

Hot tip 🔥 
If you're going to use the "choose your own adventure" tactic on your site to replace demo request pushes, you have to actually let people take their own adventure 😉 




Lots of folks lately are cheering on the "burn the demo request form!" anthem, telling you to let people choose their own course.

That's cool...

But those same folks are also recommending you give people the option to just contact the company or subscribe to a newsletter 😅 

Most of these "solutions" accomplish the same thing—they give people the illusion of choice. 

If people aren't ready for a demo but want more info—like insights into your product—they should be able to actually TAKE their own adventure. 

Think:
⚡ Sandbox environments
⚡ Group demos
⚡ CAB recordings
⚡ Interactive tours of specific product features or capabilities
⚡ Oroduct roadmap walkthroughs
⚡ Skip-the-line demo bookings for folks that want one
⚡ Ungated product webinars

You catch my drift. 

Giving people the illusion of freedom in doing something other than submitting a demo request doesn't work. 

But giving them too many options doesn't, either. 

Your Sales team is still going to pounce on those folks and send them crappy LI DMs. 

Your Marketing team is still going to shove them into a random nurture based on outdated lead scoring. 

Instead, actually let people see the product. 

Let 'em play with the product. 

Let 'em try and test it without a credit card 😉 

In other words, ungate your product experience.

Your competitors aren't going to suddenly outpace you. 

Your prospects are just going to have a better experience before the demo 🤷‍♀️ 

Oh, and please please please don't replace "Book a Demo" CTAs with "Contact Us" buttons 🙏 




#gtm #gotomarketstrategy #b2bmarketing #b2bmarketingtips #demandgen #demandgenstrategy #marketingtips #gtmbloat

Our onboarding NPS score hovers around 4.3-4.5 out of 5 ✨ 
Here are the 5 rules of thumb we follow to consistently improve and maintain that score 👀 





We use a 5-pt scale for onboarding NPS to help measure user success and gauge passive users, detractors, and promoters. 

These are the 5 rules of 👍 we follow to maintain a consistent score for onboarding satisfaction 👇 

1️⃣ Daily user research

We don't wait for CABs or quarterly surveys to understand how our customers succeed with our platform. 

Instead, we spend an avg of 1-2 hours/day fielding support tickets, reading past CS threads, and diving into support channels in our Slack. Real-time customer and user insights. 

2️⃣ Quick NPS surveys 

Our NPS surveys are max 2-questions, and for onboarding, all we ask our users to do is:
- Rate their onboarding experience on a scale of 1-5
- Provide free-form, honest, open feedback about how we can improve 

Goal is to make it as painless and quick as possible to give feedback. 

3️⃣ Quality > quantity

We do a few things really well vs. a lot of things half-assed, such as:
- Implement feedback into our onboarding sequences weekly
- Personally address responses to onboarding comms from the people who send them
- Check-in with customers after we've solved their challenges
- Tailor onboarding to JTBD and immediate value

4️⃣ Segmentation over saturation

I'm not interested in spray-and-pray onboarding—which is why we don't onboard everyone the same way. 

As marketing and lifecycle consistently grow here, we're always looking at segmenting onboarding not just by JBTD, but by:
- A user's inherent, intrinsic need for AI (what's the real WHY?)
- What will help them become an innovator and champion in their company
- The GTM bloat we can help them avoid with tech stacks, resources, wasteful activities that suck time and money, etc
- Product-based onboarding 

Your need for AI might seem and sound similar to mine, but we're different people—our onboarding should be a little different, too, ya know? 🤷‍♀️ 

5️⃣ Time to value 

There are 2-3 TTV metrics I keep my eye on:
- time to basic value
- time to immediate value
- short time to value

These all sound the same, but the aim with our onboarding is to:
a) ensure people can get started easily, even if they're not AI pros 
b) help people DO what they need to do, the minute they hop in
c) make it simple for people to adopt features without tons of hand holding


Now, our score isn't too shabby 🌷 

But it's not "easy work".

Our marketing team spends everyday making sure onboarding touch points and interactions are valuable and helpful for our users. And if that score dips, we figure out why and fix it. 

You've got to have a team of people who genuinely care about your users. That's the real secret 👀 



#lifecyclemarketing #lifecycletips #emailmarketingtips #marketingtips #customermarketing #lifecycle #marketers


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