All posts by Mariya Finkelshteyn

July 10, 2023

20 Essential Marketing Metrics and KPIs

These necessary marketing measurements can give your organization the best understanding of whether your marketing strategy is successful or needs to be adjusted. In fact, 37.7% of CMOs say they use marketing analytics in their projects before a decision is made.

April 4, 2023

The B2B Playbook: Your Guide to Winning B2B Marketing Campaigns

This in-depth guide has been designed to help you navigate the world of B2B marketing campaigns, providing you with the knowledge, skills, and tools needed to develop and execute effective campaigns.

March 30, 2023

10 Actionable Content Marketing Tips for Startups

Content marketing is a powerful and affordable strategy for building brand awareness, establishing thought leadership, and generating leads, especially for startups. There are tremendous benefits to sharing engaging content, from positioning your company as an industry leader to educating your target audience to creating customer loyalty.

February 7, 2023

How to Drive Growth with B2B Influencer Marketing

Influencer marketing has undeniably become an effective marketing strategy. Why? Buyers trust the opinions of like-minded individuals. Influencer marketing focuses on partnering with influential individuals, who have a dedicated following and are experts within their niche.

November 30, 2022

Benefits of B2B Paid Advertising: Drive More Leads and Conversions

In this blog, we’ll tackle everything about paid advertising including its different options, benefits, and what it would mean for your business should you decide to incorporate paid ads into your B2B marketing strategy.

November 10, 2022

Why B2B Marketers Rely on Omnichannel Marketing to Win

B2B marketing strategies have drastically changed to adapt to the digital-first world in recent years. More companies are now taking an integrated marketing approach in response to the journey of digital-first buyers.

October 4, 2022

How to Use Personalization in Your B2B Marketing Campaigns

As companies embrace further digitalization, the fight for buyers’’ attention and loyalty is fiercer than ever. So if you want to stay ahead of the competition, there’s one critical aspect of marketing that you need to master for your campaigns: personalization.

August 23, 2022

Top SEO Trends to Leverage in 2022 for Growth

Investing in SEO for your brand will boost your presence in relevant search results. SEO is going stronger than ever since most marketing professionals see it as an essential part of their marketing strategy. It guarantees good performance and total success, so it should be a priority.

July 19, 2022

Demand Generation vs. Lead Generation for B2B Marketing

The terms "demand generation" and "lead generation" get tossed around a lot in business-to-business (B2B) marketing. They're closely related, so it's no surprise that some marketers confuse them or use the phrases interchangeably. We share our view on the differences between the two, why it’s important for marketers to know the difference, and how both can drive results and revenue as part of your marketing strategy.

June 20, 2022

Why You Should Prioritize Content in Your Marketing Strategy

Over the years content marketing has slowly been making its way into the digital marketing landscape. Today content marketing is a behemoth and is considered one of the strongest digital marketing solutions today. It’s used by businesses to increase traffic, engage with audiences, and generate ROI. Content marketing is a great way of reaching out to customers and pulling them towards your product/service.

June 6, 2022

Jumpstart Your Startup: Top 5 Marketing Challenges to Overcome

Establishing a startup is kind of like jumping into shark-infested waters. It takes a lot of guts, it can be dangerous, it can be risky, but you’ve got quite the story to tell if you survive.

May 11, 2022

Growth Lever Your Marketing Team Is Not Thinking About

Today business-to-business (B2B) buyers rely less on traditional marketing channels or review boards like G2 crowd, Gartner, and more on their network, friends, and social circles for open, honest, unfiltered and unmonitored advice on purchasing decisions.

March 11, 2022

6 B2B Marketing Trends that You Should Try Today

Since the pandemic began B2B marketers have made plenty of changes to how they approach their marketing tactics. As the pandemic continues throughout 2021, many have become nimbler and more creative when it comes to engaging with consumers digitally.As of today, B2B marketing has shifted to more web-based tactics to keep up with consumers and provide them with a memorable digital experience. Meaning, if you want to stay competitive, you’re going to need to know the nuances around digital marketing for 2022. Learn more.

February 1, 2022

B2B Sales and Marketing Strategies To Win More Customers

The last couple of years the lack of in-person interactions and events forced us to pivot to a virtual, digital-first world. While Digital-first has been the way of scaling revenues and customer loyalty for B2C startups, it is now requiring B2B startups to pivot as well, and they are still having a hard time!

December 2, 2021

5 Must Haves for A Digital-First Sales & Marketing Approach in 2022

Over the last two years, we’ve gone through a lot of changes both personally and professionally. As we head into 2022, and prepare for the new variant Omicron, companies have to adjust their go-to-market approach for a digital-first marketing and sales. Read more.

September 20, 2021

What Is Customer Marketing? Growth Strategies for Increasing Retention

The first phase of your startup is a success. You created an innovative product and earned the trust of VCs and investors with a strong team behind you eager to get the momentum going. Now it’s time to put your focus on your customers. Learn best strategies to engage, retain and grow your customers.

July 12, 2021

Effective B2B Selling in a Virtual, Digital-First Age

Business-to-business (B2B) selling, especially to an enterprise audience, is highly driven via relationships. However given the pandemic, most B2B sellers had to pivot and learn how to sell in a digital-first, virtual setting.

July 1, 2021

Exploring the Buyer's Journey: A Comprehensive Guide

The buyer's journey is a marketing term that refers to the process consumers go through when looking for products and services. At any given stage in the buyer's journey, there are many different considerations and steps they must take before making their final decision.

June 29, 2021

B2B vs B2C Marketing: 7 Differences Every Marketer Needs to Know

Understanding these differences is essential to achieve a high performing marketing strategy for your startup. Below are the seven crucial differences every marketer should know about B2B vs B2C marketing strategies.

June 23, 2021

Comprehensive Guide to B2B Content Marketing for Startups

Any business requires content marketing⁠—be it product name, positioning to website, email marketing, press releases, and sales collateral. In order to run a successful business-to-business (B2B) startup, you must have a strong and reliable B2B content marketing strategy. Read on for more

June 14, 2021

5 Tips to Increase Email Engagement That Actually Work

Email is still one of the top performing marketing channels for engagement . Increasing email engagement can be easy with these 5 fool-proof tactics that you can do with a small marketing team.

June 10, 2021

Guide to Building A Successful Lead Nurture Campaign For Your Startup

Over the last 16 months, we’ve worked with over 30 seed-stage startups, and we noticed one thing their marketing have in common—they all need better nurture campaigns.

May 25, 2021

The Power of Internal Marketing: Real Reasons Why People Join Startups

Startup companies can benefit greatly from prioritizing internal marketing to increase employee retention and engagement.

May 5, 2021

Prioritizing the Right Marketing Channels for Your Startup

We know that a marketing strategy becomes a lot more effective when it is aligned to the sales motion and company objectives – but did you know that selecting the right marketing channels is a crucial part in the overall process? But how do you know which marketing channels to invest in especially as an early stage start up?

April 19, 2021

Key Things to Consider When Making Your First Marketing Hire

Are you ready to hire your first marketer? Debating on if you need a strategist, tactical ninja, someone skilled more in content or product marketing or ads or all of the above? How do you make sure your first marketing hire is set up for success?

March 7, 2021

Top 10 Marketing Mistakes Startups Make and How to Avoid Them

Launching a startup is hard. We surveyed more than 50 founders and CEOs to identify 10 of the most common marketing errors that startups tend to make during their earliest stages.

May 18, 2020

Lead with Heart and Vulnerability, Tips from Brene Brown

Current conditions are forcing us to sprint to the intersection of thoughtfulness and decisiveness. We are balancing the natural tension of moving quickly while maintaining an honest and transparent tone with our community. Brene Brown recently sat down to share her stories of resilience and to help us understand how we can lead with transparency and courage amid these uncertain times.

April 30, 2020

Building Slack: Lessons from Cofounder Cal Henderson

Over the last seven years, Slack has dominated the productivity and communications space. Initially starting off as a tool for startups and small teams, the company quickly scaled its capabilities to serve large, distributed teams. Recently Cal Henderson, Co-Founder and CTO of Slack, sat down to share the original vision, category creation tips and provide a glimpse of what it was like in the first 100 days of shaping Slack. Learn more.

April 21, 2020

Navigating The Investment Landscape Through Crisis

COVID-19 has been an unprecedented time for our friends, family, employees and businesses. Even though the government passed a $2 trillion stimulus package to assist millions of Americans and companies through this crisis, the challenge remains navigating the current landscape. I sat down with Amit Garg, Managing Partner and Co-founder of Tau Ventures to get a perspective on the current investment landscape and advice for startups on managing through the current crisis. Learn more.

April 13, 2020

Mark Cuban's Resilience Tips for Startups

With COVID-19 uncertainty, things are changing fast and we are forced to adapt. Businesses, employees, family and friends - are all figuring out new ways of operating. Thus it's time to pivot to lead with empathy, kindness and compassion and stop cluttering inboxes with promotional marketing campaigns.

March 2, 2020

Leadership with Ed Bastian, CEO of Delta

A few years ago, I attended an event in which Ed Bastian, CEO of Delta Air Lines described how the company leveraged innovation and leadership to emerge as an industry leader. Learn more about key leadership skills that transformed Delta.

January 15, 2020

Lean Marketing Podcast: Account-Based-Marketing

Account based marketing (ABM) is a hot topic in B2B marketing. Organizations are investing at a higher rate in ABM to battle competitive market dynamics, deliver value and drive customers through the buyers’ journey.

November 20, 2019

Key Tips to Scale Your Startup from Google's Marketing Exec

Most companies when they think of a brand they think of a look, logo, image, icon or a name. But brand is so much more than that. As companies think about growth, it is important to have a strong brand that resonates with which customers, community, employees and stakeholders.

October 5, 2019

Account Based Marketing (ABM) Programs That Deliver

Having a solid ABM strategy is critical for marketers to compete in today’s economy. If executed correctly, ABM will achieve 3x better analytics, efficient spending, cross functional collaboration as well as accelerate customer acquisition + drive customer growth, retention and lifetime value. Listen to the podcast to learn how you can develop a white glove ABM program.

March 29, 2019

MarTech: Key Components For World Class Tech Stack

A solid marketing tech stack is complex. Often due to budget constraints and lack of specialized resources, organizations fail to assess, diagnose and implement appropriate tools. However if done correctly, a strong MarTech will optimize omni-channel marketing tactics, provide consistent visibility into KPIs and enhance the buyer's journey. This enhanced journey will drive stronger engagement, which will ultimately drive more leads, stronger pipeline integrity and increase conversion rates.

Mariya Finkelshteyn