Maxim Poulsen

Contrast

Most webinar tools look straight out of Windows 95. They work — just now how you'd like them to.

Contrast is webinars built for modern marketers.

→ Everything you need to run webinars in minutes
→ AI repurposing tools to get a week's content from each webinar
→ Integrations, APIs, embed that just work (like you'd want them to).

Try it out for free: https://getcontrast.io

Growth Manager

Growth Talks 🎙️

Demystifying Growth, and the people that work in it. One interview at a time ✌️

Podcast Host

Le Wagon

General introduction to the concepts of automation: no-code, low-code, and python applied to growth marketing, sales operations, and data.

Author - Marketing & Data Automation

Growth.Talent

The well-intentioned, educational movement that makes Growth careers shine.

Member

Business Operations Network

Business Operations Network is the largest Business Ops community in France.

ViiBE Communication

• Data science - analysis and visualization of internal and client data
- Data architecture (Google Big Query)
- Custom Python ETLs
- SQL and visualization
- Data distribution and reporting

• Growth hacking
- Implementation of self-service
- Automation structuring and maintenance
- Fully automated inbound funnel

Growth & Operations Manager

• Customer success
- Support automation
- User academy (academy.viibe.co)
- CSM processes

• Growth hacking
- SEM
- Inbound structuration
- Sales and Operations Automation

• Recruitment
+150% Team Size
- Sales, Marketing, Ops and Data profiles

• viibe.co
- SEO strategy
- Content creation processes

Growth & Operations Officer

• Sales and Customer Success Operations
- CRM Migration and structuration
- Project management tooling
- Sales enablement

• Growth hacking
- Definition of ICP
- Outbound automation
- Lead scrapping tooling & processes
- Structuring billing & automation

• Recruitment
- Structuring sourcing of candidates
- Interface with recruitment agencies
- Screening candidates
- Onboarding and training

• viibe.co
- Website development
- Content creation
- SEO Basics

Operations Engineer

Societe Generale Corporate and Investment Banking - SGCIB

• Working with the regulatory reporting team on proposing solutions to ensure compliance with European, American, and national regulations.
• Project management across a wide range of subjects, personally supervising the implementation of solutions with the production teams, ensuring communication with trading, compliance, and legal teams.

Business Transformation Consultant

Sierrabolics

Data and Operations Consultant

Robank Hood

• Financial trading using Deep Learning.
• State of the art and marketing for a growing Start-Up.

Junior Consultant

mediAVentures

AUG 2016 - ROME     Zone supervision, Audiovisual crew
				
AUG 2015 (LONDON) - AUG 2014(BARCELONA) - AUG 2013 (AMSTERDAM)
				   Stand building, Audiovisual crew

Project Assistant

I Help Founders Build Efficient Go-To-Market Engines | Growth & Automation Nerd | Leading growth @getcontrast.io

Hi, welcome to my LinkedIn profile. 👋

I love everything related to Growth, Product, and Operations:
→ Automation
→ Analytics & tracking
→ Data science & engineering
→ Growth experimentations
→ Product-led growth

Do you work in Growth or Operations?
I'd love to have a virtual coffee.

I also love to play the piano.

Follow me for posts on productivity, growth, operations, data and more.

Get in touch 👉 maxim@getcontrast.io

Studies show video is going to be the next big way companies will level up their marketing.

We are building a tool to help companies master this new channel.

Contrast is a full-stack video engagement platform, giving businesses video superpowers.

→ Create TV-quality live or recorded video
→ Clip, edit and repurpose your content
→ Host, measure and analyze in a Netflix-like experience

Most founders work on marketing backwards:

1. Start with tactics (SEO, Ads, etc.)
2. Write specific (irrelevant) messages
3. Then to link this message to an audience
4. Without a clear ICP*/Value proposition
5. "Let's make it green like our brand"

(*Ideal Customer Profile)

They're unaware of the Marketing Priority Pyramid.

Every problem/failure at one level is a symptom of a problem at the level below.

Outbound not working?
→ What's the process?
→ What's the messaging?
⠀⠀→ Who's the ideal customer?
⠀⠀→ What is our value proposition?
⠀⠀→ Is our brand differentiated?

The same goes for SEO, paid ads, newsletters, you name it.

Work on the pyramid from the bottom up:

→ Brand: How are we different?
→ ICP: Who are we selling it to?
→ Pain points: What are the ICP's problems?
→ Value prop: How do we solve pain for ICP?

From there comes the rest:
- Copywriting
- Team structure
- Automation & tools
- Go-to-Market motions

And finally, the tactics:
→ Ads, SEO, Partnerships, Freemium, etc.

Results from these tactics feed the feedback loop that adjust the direction of Go-To-Market and Product strategies.

It's easy to put the blame on the topmost layer: external factors, wrong tools, mistakes made — but 99% of the time there's an underlying problem.

I spent +30 hours analyzing Contrast webinar data.

25 must-know (research-backed) stats:

I. Webinar setup

⠀→ Thursday has the highest attendance (41.5%)
⠀→ 90 min webinars have 15% more registrants than 60-min webinars
⠀→ 30 and 45-min webinars have 5% higher attendance than 60-min webinars
⠀→ 2PM webinar have the highest attendance (50%). 12PM and 11AM second best (46%)
⠀→ Wednesday and Friday webinars have the higher average registrations (up to 30% more)
⠀→ March has the highest watch rate: 71% (but has only 5% of webinars)
⠀→ January has the highest attendance rates (48%)


II. Promoting your webinar

⠀→ Webinar registration page conversion rate can be up to 59%
⠀→ Webinars with <100 registrants have 10.3% higher live attendance rates
⠀→ Most registrations are on Tuesdays (21%), followed by Thursday (20.3%) and Monday (19%)
⠀→ 17% of registrations between 9AM-11AM and 16.3% of registrations between 2PM-4PM
⠀→ 54.7% of registrations happen <7 days before the webinar
⠀→ 19% of registrations happen <48 hours before the webinar
⠀→ 9% of registrations happen the day of the webinar


III. Viewer engagement

⠀→ Only 30% of hosts use live-polls
⠀→ 46% of viewers watch only the replay
⠀→ Top 5% of webinars get 70% poll completion rate
⠀→ 58.4% of registrants watch Contrast webinars (live or replay)
⠀→ The best hosts run a poll every half an hour (30 mins)
⠀→ 83% of webinars have fewer than 50 live attendees
⠀→ 63% of webinar views are on-demand (replay)


IV. Marketer’s behaviors

⠀→ 79% of marketers integrate webinar data with the CRM
⠀→ AI repurposing helps marketers get 2-4 extra content pieces per webinar
⠀→ AI repurposing features save marketers 4-10 hours per webinar
⠀→ 93% of webinars use webcams for video


What stat would help you run your next webinar?

P.S. Save the cheat sheet so you don't forget these numbers

The best print ads ever were by Porsche.

Every marketer should study them:

11 Porsche Ads every Marketer should Study

Ok your job is remote but does it have this hidden perk?

Best meme in comments wins my eternal respect

"When the CEO says we need to start using more AI to take our marketing to the moon"

Me (only knows how to use Photoshop):

Want to become a master at Product-Led?

Steal my Product-Led cheat sheet:

→ The WHY of PLG
→ Definition of PLG
→ What PLG is NOT
→ Best-in-class PLG companies
→ PLG Superstars to follow
→ The PLG "mantra"
→ Product-Qualified Leads/Accounts
→ Product-Led Sales and Marketing
→ Product Led Questions

Share this with your team to spread the word.

P.S. What's missing? I'll add it to V3.

Operators: The #1 cheat code to finding info.

10 Operators to Master Google Search:

Master Google Search: 10 Search Operators

Loom was acquired for $975M by Atlassian.

Their billion-dollar growth loop:

The Billion-dollar Growth Loop

Too many B2B founders obsess over going viral.

Without realizing it's (highly) overrated:

They all see these "viral" B2C brands:
ChatGPT, Stanley Cups, Clubhouse, etc.

It's the next "hack" to growing their business.
Selling by the thousands. Explosive growth.

But they forget that B2B doesn’t have the same relevancy rates as B2C.

They focus on:
- Broad topics
- Unrealistic hooks/numbers
- Overemphasis on formatting

At the cost of relevancy (and credibility).

At first, the numbers might look better:
→ More views
→ More website traffic
→ More demos booked

But as they look down the funnel, they realize virality drives not more but less revenue.

B2Bs run into another problem.
↳ They aren’t self-serve 1-click Shopify products.

So teams waste incredible resources:
- Chasing emails & follow-ups
- Useless and unqualified demos
- Lower close rates than Ideal Customers

Effect of virality vs. relevancy as show below:
→ 3x in terms of outcomes

But looking more in-depth:
→ 1500x higher funnel efficiency
→ 23% fewer resources used

This is reason #43 why ICP work is important.
Why relevant messaging should be the goal.

And another example of how numbers can lie to you.

TL;DR: Viral B2B content is low relevancy → low efficiency → bad for efficient/sustainable go-to-market systems

---

P.S. Tight vs. Wide funnels apply to many other parts of marketing:

- SEO
- Paid ads
- Cold emails
- Social media
- Email marketing

Don’t even try talking to me about BST. 

Friday meme battles in the comments

Marketers struggle with webinars for 2 main reasons:

1. Attributing webinars to revenue is difficult
2. Increasing ROI by repurposing (currently) sucks

Webinars are at this weird crossroads between lead generation tactics and content pieces.

Two opposite ends of the spectrum.

- Lead generation is usually short-term and attribution-driven.
- Content pieces are long-term play where attribution can get very tricky (to say the least).

The first question marketers get/ask is:
→ How many leads did this webinar generate?

But it’s worth looking deeper into:
→ Are activation rates higher?
→ How many customers joined?
→ How did this impact retention?
→ Are deal cycles shorter thanks to webinars?

Yeah — attribution is a pain to get right.

High-quality CRM integrations and APIs is the first way to solve this — and is we build the top-rated HubSpot integration.

But you also need to make the “big bet” on the longer-term branding play and the influence of webinars.

Then comes repurposing.

Olivia tells me “[Contrast] is a content machine for us”.

This confirms how repurposing extends a webinar's life.

Dragging webinars way out of the short-term.

A 1-hour webinar makes for powerful hub content from which to extract content for months on end.

Tag on a little Ai-assistance (not Ai-generated) and webinars become a self-sufficient channel that more marketers can justify investing in.

P.S. Yes this is a repurposed post from our webinar about repurposing using Contrast's Repurpose Ai to create a subbed clip — how meta.

I’m a marketer, of course I scroll through ads (unless it’s a competitor).

I’m a marketer, of course I don’t know what the O in SEO means.

I’m a marketer, of course I remove all UTMs when I copy a link.

I’m a marketer, of course every day I feel like I wrote the best copy of my life. (Spoiler: it wasn't)

I’m a marketer, of course everyone thinks they know how to do my job better than me.

I’m a marketer, of course no one really gets what I do — so I just say "marketing".

Product-led motions change the rules of marketing.

5 Pillars you need to adapt your marketing:

Taplio

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