Nick Masters's Linkedin Analytics

The best marketers help sales reps stop selling—and let buyers buy. Buyers don’t want to be “convinced.” How do great marketers help buyers discover?👇 They help sales own the process → Not by flooding them with leads, but by giving them real signals and tools to guide the buyer journey. They partner by using the right narrative → Crafting a story that resonates with the customer and the rep. Same value, different angles. They push product to new levels → Great marketers don’t just describe what the product does. They influence what it becomes. They understand the customer → Not just the ICP. The actual humans behind the deal. Their urgency, motivations, fears. The best marketers aren’t just demand gen machines. They’re growth partners. If you’re in B2B marketing—this is the new bar. And the gap between good and great is growing fast. Repost if you agree! And follow us at 𝗩𝗲𝗰𝘁𝗼𝗿. 𝗰𝗼 and Nick Masters - for more about how marketers can get ahead in their GTM strategy.

Our best customers were stuck inside their own marketing process. Here's how they're changing it all. 5 years ago, basic retargeting ads were “good enough.” Now you need to do more if you don’t want your advertising spend to be a complete waste. The reality is: - A majority of buying research happens away from your website. - A majority of intent data isn’t captured in Google or Meta audience builders. - A majority of your funnel won’t convert without knowing why they came to your website in the first place. That is, unless you do something different... Our customers use Vector for... // Contact-Based Marketing // 1 - Reveal interested buyers both on and off your website. 2 - Target B2B buyers across B2C ad channels. 3 - Create hyper-targeted campaigns and see who's clicking ads. 4 - Reach the exact buyers you care about (and stop spending on those you don’t) 5 - Increase MQLs and improve ROAS. Change is hard...but all this is possible with modern-day tech. Not only that, but thousands of top GTM teams are using Contact-Based Marketing to push past their competitors every single day. Want to know how they do it? Start for free with Vector. ♻️ Repost to help those struggling with their own legacy marketing tactics.

When your competition looks like this... Here are two areas you must perfect no matter what (to unlock everything else): 👉 Product & Positioning... Companies spend hours building their core competencies. Joshua Perk 👻 and I constantly would ask... What would define us? What values would we instill in our team? While those principles continue to evolve, one priority has never changed: ➡️ Build an exceptional product that solves real problems. To stand out in this sea of logos. You must differentiate and clearly be able to explain why! We heard it all: ❌ “Why compete in such a crowded market?” ❌ “How will we stand out?” ❌ “We’ll just be another tiny logo lost in the noise.” Here’s what most founders (and marketers) miss: While every MarTech tool competes for budget, very few actually compete on product functionality. At Vector, we embraced that reality instead of running from it. But our focus isn’t on competitors... It’s on: ✅ Listening closely to our customers ✅ Aligning their needs with our long-term vision ✅ Building real solutions—not gimmicks ✅ Keeping a clear, simple narrative about our value ✅ Creating the Contact-Based Marketing category Product isn’t just another pillar—it’s the foundation. #marketing #technology #innovation #creativity

There are two types of salespeople: Those with a non-negotiable discovery call script bombard prospects with slides, features, and sales tactics. And then... There are salespeople who deliver a killer demo. Who ask a few key questions, then deliver value. Who actively listens to what a prospect has to say. Who genuinely wants to serve their prospects and clients. Who would you rather buy from? Who would you rather be as a salesperson? More time showing the product's solution will beat slides every day. Comment below with your thoughts… And repost if you agree with me. Finally, follow me at Nick Masters if you want to get a leg up on your competitors and learn more about the latest tools, tactics, and strategies GTM teams use to fill their funnels.

Last week, I asked a marketing leader - "How's the relationship between Sales & Marketing?" I was expecting a grimace and "it could be better" reply...But, surprisingly she said the opposite. And she knew it was rare to have these two teams so deeply aligned with each other. The marketing <> sales disconnect is older than most CRMs. Marketing is judged by the speed of MQL delivery Sales is judged by quality of those MQLs Both sides get blamed when deals fall flat It’s a cycle we’ve all seen—and it sucks. Here’s where it breaks: Marketing: “This account is showing intent!” Sales: “Awesome. Who do I call?” Marketing: “Uhh... figure it out?” When marketing can’t identify who is showing intent, sales is flying blind. And trust? Gone. That’s exactly why we built contact-based marketing at Vector. Instead... 🟢 For Marketing: • Target ads to real buyers, not just random people at a company • Score leads based on individual behavior • Nurture actual humans, not just domains 🔵 For Sales: • Prioritize people who’ve already raised their hand • Understand why they’re in your queue • Personalize every touch with behavioral insights This isn’t a call to ditch ABM. It’s the upgrade it’s been waiting for. You still go after your top-tier accounts. But now you know exactly who inside them is ready to buy. Done guessing at the account level? Need to put Sales and Marketing on the same path? Follow me, Nick Masters for CBM use cases using Vector 👻

This weekend, I built a no-code agent using ChatGPT's suggestions and quickly realized -- traditional SEO tactics won't optimize for GPT. To have AI recommend your platform, follow these steps... Marketers have spent decades playing to Google's algorithm. - Keywords - Backlinks - Meta tags - Structured data But GPT-powered search doesn’t work like Google. It doesn’t show a list of links. It synthesizes an answer. And unless your company is part of that synthesis... you're invisible. 🚫 Ranking #1 in Google won’t guarantee being a ChatGPT answer 🚫 High-volume keywords won’t help if your content isn’t quotable 🚫 SEO audits that ignore AI tools are already outdated Instead, do this... 👇 1. Make your product the answer to real questions. “𝗛𝗼𝘄 𝗱𝗼 𝗜 𝗶𝗱𝗲𝗻𝘁𝗶𝗳𝘆 𝗰𝗼𝗻𝘁𝗮𝗰𝘁𝘀 𝗶𝗻-𝗺𝗮𝗿𝗸𝗲𝘁 𝗳𝗼𝗿 𝗺𝘆 𝗕𝟮𝗕 𝗽𝗿𝗼𝗱𝘂𝗰𝘁?” 2. AI tools love pulling concise, well-written definitions. Write with clarity that AI can quote, like... "𝗩𝗲𝗰𝘁𝗼𝗿 𝗶𝘀 𝘁𝗵𝗲 𝗰𝗼𝗻𝘁𝗮𝗰𝘁-𝗯𝗮𝘀𝗲𝗱 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗽𝗹𝗮𝘁𝗳𝗼𝗿𝗺 𝘁𝗵𝗮𝘁 𝗶𝗱𝗲𝗻𝘁𝗶𝗳𝗶𝗲𝘀 𝗲𝘅𝗮𝗰𝘁𝗹𝘆 𝘄𝗵𝗼 𝗶𝘀 𝗶𝗻-𝗺𝗮𝗿𝗸𝗲𝘁 𝗳𝗼𝗿 𝘆𝗼𝘂𝗿 𝘀𝗼𝗹𝘂𝘁𝗶𝗼𝗻, 𝗲𝘃𝗲𝗻 𝘄𝗵𝗲𝗻 𝘁𝗵𝗲𝘆’𝗿𝗲 𝗼𝗳𝗳 𝘆𝗼𝘂𝗿 𝘄𝗲𝗯𝘀𝗶𝘁𝗲." 3. Earn citations from trusted sources. 4. Own the niche topics GPT reaches for when someone asks, “What’s the best solution for Contact-Based Marketing?” If you're a B2B marketer still playing the Google game… it's time to evolve.

After hundreds of CMO conversations, here's why changing your ABM strategy is so hard. Companies with an ABM process have spent six or seven figures on this strategy 🤯 Admitting to sunk costs is extremely hard, so leaders invest more money in a broken system, hoping things will change - but they don't. The truth? Companies are realizing that accounts don't make decisions. People do. Over the last 10 years, I've watched thousands ABM campaigns fail because they targeted "IBM" or "Microsoft" instead of actual decision-makers. Here's what actually works in 2025: 1. Contact-Level Intelligence - Track individuals clicking on your Ads - Map personal pain points - Monitor role changes 2. Micro-Segmentation - Build personas within accounts - Understand internal dynamics - Target by influence level 3. Personal Journey Mapping - Follow decision-maker moves - Track cross-company relationships - Monitor buying signals The companies seeing 3-4x better conversion rates all have one thing in common: They stopped marketing to logos and started marketing to humans. Your prospects aren't companies. They're people with problems to solve. Follow us Vector 👻 if you want to learn more about tracking prospect journey at the contact level!

Marketing or Sales: Who owns intent data? My biggest observation selling Vector's Contact-Based Marketing platform... 👉 Now more than ever, sales reps are like hammers looking for nails. Give them a weak lead, and they’ll start swinging—sometimes before the timing is right or the signal is even validated. I say this with love—as someone who spent years in the sales world. But here’s the truth: Marketers are the analytical, patient stewards of the buyer journey. They understand something most sales teams don’t: 𝗡𝗼 𝗼𝗻𝗲 𝘀𝗶𝗴𝗻𝗮𝗹 (𝗻𝗼𝘁 𝗲𝘃𝗲𝗻 𝗳𝗿𝗼𝗺 𝗩𝗲𝗰𝘁𝗼𝗿) 𝗷𝘂𝘀𝘁𝗶𝗳𝗶𝗲𝘀 𝗶𝗺𝗺𝗲𝗱𝗶𝗮𝘁𝗲, 𝗮𝗹𝗹-𝗼𝘂𝘁 𝗮𝗰𝘁𝗶𝗼𝗻. Intent data becomes powerful when combined with other signals to form a full, multi-dimensional picture. That insight fundamentally shaped how we built Vector: Instead of another tool that pushes sales into premature outreach, we built a system for marketers to: ✅ Combine our contact-level intent data with other signals ✅ Integrate with tools like Common Room and UserGems 💎 ✅ Develop custom scoring models to make sense of the entire signal landscape ✅ Deliver qualified opportunities to sales—at the right moment The result? Sales still get to do what they do best—engage with prospects. But now, they’re targeting the right people for the right reasons, not just taking wild swings.

ChatGPT's new image editing isn't just fun—it's the dawn of a marketing revolution. Here is why everyone is missing the start of some major disruption... The best marketers are creative branding geniuses. Today, with the ability to create simplified copy and now generate any style of image or video to fit your brand...and do it in minutes... is unreal. Andy Raskin talks about the ability to identify "major shifts." A movement that changes the world that most people aren't seeing - we are living in that moment right now. I rebranded these 5 images in less than 5 minutes. Imagine the capabilities our marketing teams will have in the future by finding the branding psychology that works for their audience... and how quickly it can be done. We live in a fun and crazy time! #marketing #creativity #innovation #technology

UTMs are firing. Campaigns are tagged. Journeys are mapped. And yet… attribution still feels off. Here’s why 👇 → Traditional models (first-touch, last-touch, W-shaped) were built for a linear journey. → But buyers no longer move in straight lines. They ghost 👻 forms. Research the entire industry. Engage all competitors. Loop through dark channels before surfacing to sales. “The average B2B buyer engages with 6–10 different touchpoints before talking to sales.” — McKinsey 👎 Contact-based marketing fails when one signal = one outbound message. 👍 The future is a̶c̶c̶o̶u̶n̶t̶ contact pattern recognition — and AI is how we get there. 🔮 Imagine a system that analyzes thousands of look-a-like contact signals and tells marketing where to go. — 𝗧𝗿𝗶𝗴𝗶𝗳𝘆: intent signals straight from your buyer’s social behavior — UserGems 💎: tracks career movement to uncover warm paths — Vector 👻: detects contact-level offsite intent before they ever hit your site — Common Room: maps dozens of signals to score a contact's trends The playbook is changing. AI is coming fast to help #marketing make tough decisions.

Think great marketing is about one perfect strategy? It's not... It’s messy. Iterative. Full of pivots. Like a startup! When we started Vector, it wasn’t some grand vision born fully-formed. It was Josh and I spotting patterns and frustrations in the field. Then trying new things. User interview feedback was blunt. Despite our deep understanding of the problem and our passion for solving it, we heard "No thanks" A LOT. Those moments hit hard and mirror what many marketers face every day. You build campaigns based on a smart hypothesis. The data tells you they’re not landing. So you pivot, refine, and listen. That's how Vector evolved—from a sales-centric tool to a platform built for marketers. Because... → Data is king → AI is making data radically more usable → Marketers are the ones best equipped to measure the signals Vector wasn’t born out of a lightning bolt. It was shaped by a hundred small lessons, real feedback, and staying close to the pain. We didn’t “nail it” right away. But we stayed lean, listened hard, and kept refining until we had something marketing leaders could actually use to drive smarter targeting and better ROI.

Business is a series of never-ending challenges. My mindset shifts with every milestone - here's how I deal with it... When I started as a founder, someone told me: “Life will be a perpetual state of paranoia.” Early on, I just wanted to... ✅ Launch a brand ✅ Generate pipeline ✅ Land key customer logos ✅ Hit our first MQL or revenue goals But here’s what no one tells you: Every win resets the scoreboard. Right after one milestone, a new challenge pops up: → Scaling systems to support growth → Earning the next stage of budget or headcount → Proving ROI while testing new channels → Managing agency/vendor spend without overextending → Aligning even tighter with sales to improve funnel efficiency That sense of “we made it” -- It’s short-lived. But here’s the shift that changed everything: I stopped resenting the pressure and began to embrace it. It keeps you sharp. It keeps your strategy evolving. And it ensures you never stop hunting At Vector, we celebrate the wins (and we should!). But we also know the reality that complacency is what kills companies.

"What's Common Room?" - said no one ever!  Here's what our partnership with Common Room means for marketing... Today, we officially announce our partnership with Common Room — a collaboration that brings Contact-Based Marketing into one of the most powerful customer intelligence platforms on the market. Here’s the challenge we kept hearing from GTM teams: “Intent data is too vague.” “I’m getting alerts for the wrong people.” “Account-level data doesn’t help my team actually do anything.” This partnership changes that. By combining Vector’s contact-based marketing platform — with Common Room’s existing visitor tracking, we now enable customers to see 50% enrichment rates along with Vector's CBM intent behavior Together, we make it easier than ever to: ✅ Measure leads based on real-time buying signals OFF your site! ✅ Identify who is on your site — not just what company ✅ Score MQLs while getting better leads to sales faster At Vector 👻, we believe in making intent data actionable. Not “someone at Microsoft is searching for AI.” We show you who — with the signals and workflows to act on it immediately. If you're tired of vague alerts and generic outreach, this one's for you. Check it out → vector. co

💸 Acquiring a new customer costs 5–25x more than keeping one. Here's how marketing can fix a company's focus on retention... Most teams glamorize the chase: 🎯 Land the whale 🥂 Ring the gong 📈 "We’ll fix retention later" Churn isn’t a customer problem. It’s a value problem. If customers aren’t sticking, it’s not your pipeline—it’s your product-market fit. At Vector 👻, Jess Cook is building a marketing team where PMMs aren’t just storytellers—they’re retention drivers. Here's our PMM playbook... ✅ Root messaging in adoption, not hype ✅ Build tight feedback loops between customer, product, and eng ✅ Focus on delivering value, not just describing it A top 1% marketer doesn’t just “get the customer.” They translate the customer’s voice into roadmap-shaping insight. #Marketing is a customer-facing team. And in this market, retention is everyone’s role.

"You're not a fit and can't buy Vector 👻" 👆 What I told a prospect last week. It hurts to turn down a paying customer, but sometimes it's the protection they need. The art of persuasion is an incredibly hard skill, but the most important part of sales and marketing. Most buyers enter the sales conversation with a perception of your product and how they will use it. Unfortunately, they are wrong much of the time, and it's up to marketers and sales to reframe the value proposition. Vector isn't for everyone. Nor is your product. Holding the line on ICP vs. non-ICP will keep product building in the right direction. Marketing will know what the real narrative needs to be. Retention will remain high! If you're going to buy Vector for the wrong reasons, Mark Lowry will prioritize your business success over his quota. If you want Vector for the right reasons... - Building a true Contact-Based Marketing process that highlights where contacts are from Unaware, to Problem Aware, to Solution Aware, and how to treat them differently... follow us at Vector. co!

In January, a company signed up for Vector - They stole our code. - Launched as a competitor. but they're dead now because they didn’t understand marketing... Over the last 3 years, I’ve been surrounded by founders who think the best technical solution is all you need. They build in silence. Add “powered by AI.” Then, wait for organic growth to magically kick in. But unless you’re ChatGPT, word-of-mouth doesn’t just show up. This competitor? They saw Vector was working. Cloned the tech. Didn’t change the positioning. Didn’t live the problem. Didn’t understand the buyer. Then waited for the inbounds to roll in. But that’s not how GTM works. 🚫 No narrative. 🚫 No distribution. 🚫 No brand voice. 🚫 No chance. Distribution matters. And if you don’t live the problem, you won’t survive solving it. “If you build it, they will come” only works in the Field of Dreams ⚾ #marketing #sales

Marketing to Marketers is a new challenge; if done right, it shows you can attract their attention as a human, not an AI user.   👀 Here's how we got creative at Vector using crazy fun swag... Our first test in the swag game was no joke - straight to the major leagues sponsoring Pavilion's #CMOSummit2025 You can no longer bring a pen, a water bottle, or a notebook to these events - no one cares. How can you walk in and make people like Kyle Lacy, Udi Ledergor, Trinity Nguyen💎, Jon Miller, and Corrina Owens laugh? Find something no one else is doing and have a reason why. Attendees want something funny or a toy for their kids - that's why swag is amazing. Joshua Perk 👻 stepped up the game with C̶a̶r̶d̶s̶ Marketers Against Humanity with handwritten cards because he knows the CMO world better than AI, and knows what makes it fun. What does this have to do with Vector's Contact-Based Marketing? NOTHING And that's the point. It's a conversation starter. Not a sales pitch. Another great event Sam Jacobs, Aaron Leeder 🏒, and the rest of the Pavilion team! PS - Get ready to see a sneak peek at the new swag coming soon!!

Contact-Based Marketing has arrived at Pavilion’s CMO Summit! The Vector swag is ready! 👻👻👻 #CMOSummit2025