42 Agency

Executive General Manager

Senior General Manager

We build efficient revenue engines for B2B SaaS companies with paid media / performance creative / SEO / direct media buys / revenue operations and account based marketing. We are a more cost effective then FT hires and don’t have the baggage of traditional agencies. We’ve all been in-house and understand the challenges that comes with it. We are adaptive + agile and view speed as a competitive advantage.

General Manager

MKT1

Apprentice

Various Companies

HeyJane, Rize, Opus, Vori, Publicis, DayDream, Pulley, Mutiny, RevenueHero

Angel Investor

GTMfund

OpGen Media

Demand Generation & Ops

CrowdRiff

Pipeline Revenue Generation 
Marketing Operations (Marketo/Hubspot)
Sales Ops (Salesforce)
Advertising & Ad Ops (Social & Display)
Content Syndication 
Bizible Implementation 
Technical Search Engine Optimization

Demand Generation

Uberflip

Marketing Programs and Campaigns
Attribution & Analytics
Marketo Operations and Nurtures
Social & Display Ads 
Organic Acquisition 
Budgeting and Strategy
Marketo/Hubspot/Bizible

Pressly

Pardot <> Salesforce implementation. 

Pressly was acquired by Vision Critical.

Marketing Automation Consultant (Contract) 

Breather

Acquisition (Paid Social, Search & Organic) 
Optimizations & Experiments (Mixpanel)
Workflows & Automation (Intercom)
Analysis and Campaigns

Growth Analyst

Organimi

Marketing & Growth (Paid, Organic, Ops & Automation)
Product (QA, Roadmap & Specs)
Customer Success & Support (Onboarding, Docs & Operations)

Growth / Product

Founder @ 42 - Paid Media, Creative, SEO & RevOps for B2B

Help B2B companies scale @ 42 Agency
Build better exclusions for online ads @ exclusion sites 
Publisher and writer  on B2B marketing insights @ 42slash.com 

One of our customers was investing heavily in online events, paid social, paid search & SEO but struggled to scale pipeline generation. In fact only 15% of leads are converted into pipeline. 

We were brought in around August to help diagnose the problem & here's what we did: 

We ran Hubspot data & Salesforce data reports on Original Source to see which channels/keywords/campaigns brought the most opportunities. 

- While Google was the second highest pipeline source (Organic & Paid) it only got 30% of the budget. 70% was being used on Paid Social 

- But PaidSocial only generated three opportunities in the last 24 months, but it brought in a ton of 'volume'. So we slowly turned the dial back on paid social in favor of search. 

The sales team was getting so overwhelmed by volume that they could not sift through & find the suitable fit leads. What I mean is getting 10 highly qualified leads is better than going through 50 to see the 10. 

An AE / BDR time is a limited resource. Optimize their time.

There was no clear funnel instrumentation. SQL / MQL was not clearly defined so there were no leading indicators that of something working. Even though they have a 30 day sales cycle - its helpful to know earlier what is 'good' vs what is 'bad'. 

30-45 days sale cycle still means a 40 day wait to see if the spend I did today turns into pipeline. For us to make decisions on what is worth investing more time in, we need to make those decisions sooner. So we started to clean up those definitions. 

Look for a negative signal. A qualified lead is as important as a disqualified one. We started looking closely at what leads are disqualified and why to understand how we can decrease them. Is there specific kinds of search queries that bring in leads that get unqualified. 

Look for patterns. As an example of a negative signal - close to 40% if paid social leads were disqualified. A clear indicator that something was not working. 

We adjusted a bunch of messaging, audiences, bids & copy + other levers to improve the unqualified % from 40% to 20% 

there DB had thousands of contacts (mid-funnel, closed lost) so we built email programs to re-engage them. We also tested different LP, copy, messaging, and tests to get incremental improvements over time. 

Q1 is 📈

.. Ok this is getting a bit long. Might do a write-up! 

Kamil Rextin

In the Agency space - 'going into CRM' used to be a differentiator, now it's table stakes IMO. 6 years ago, you could get away without reporting on down funnel metrics.

If you are a B2B agency that only reports on 'ad platform,' conversions & not MQL > SQL > Opp > Closed Won data & making decisions based on that - you will have a tough time justifying your work. 

We've always done it since Day 1 of the business, great to see more folks doing it

The stakes have been raised folks. It’s no longer $100 it’s $150 now.

Scenario: Your board or leadership team asks you: 

- We will give you an extra 30% budget next quarter to hit X target for pipe in Q3. Where do you think we should allocate it? 

Our instinct when creating a forecast is to look at month-over-month lead -> sql -> oppty -> closed won data by channel & add the additional spend there. If channel A had the best opp numbers - drop the extra budget there. 

a few things (I think) this approach misses: 

1) When you are looking at it purely month over month over a quarter - we assume - when Opp gets created was also when the *spend* happened. But that's not true. We should look at it on a cohort. I.E I spent 30K in month 1 & that 30K translated into Pipeline in month 4.

But when your calcualting conversion rates in the funnel your looking at the in month view: i.e. leads created that month -> SQLs reported that month -> Opp / Closed won created that month. But the fact that the Opp created or SQL created that month 

would have come from the leads created last month or previous months so the conv rate is not reflective of the actual data. Over a large enough period of time (12-24 months) the effect may be more normalized if we're just averaging it out though. 

The second thing it misses is the relationship b/w spend & outcomes. Spend & leads wont scale 1:1 fashion - sometimes more spend *might* mean 1/2 the leads & by proxy half the pipeline. So make sure when your forecasting take the cohorts & non-linear relationships into play.


42agency.com • 1 min read

Demand Generation & Revenue Operations - 42 Agency

Being on ET time while meetings are PT time.

Changed my mind - marketers can create demand. Dark social is real and we should paint marketing with a broad brush and generalize every situation and do what everyone does. 

Sorry for all the rants over the last years. I’d like to apologize to everyone and from now on I shall known as a dark social demand creationist.

One of the advantages of tracking activities in Hubspot is that you can then report on different things. 

Tasks / Activities/ Meetings / Call Outcomes / Meeting Outcomes are all under the Activities Object. With Cross Object Reports - you can do all kinds of fun things. 

But first, the basic Activity Report: 

new linkedin co-pilot - not sure how I feel about it

We got hit by some spam bots??? 

Survey still open - takes 2 minutes or less, will open source all the data & also share a full report 

https://lnkd.in/ej8pc-cq
What landing page builder / CMS do you use at your B2B company?

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