Tom Patterson

Your B2B SaaS leads are going cold. Most companies lack a systematic approach to nurture prospects from first touch to closed deal. This 5-step framework shows you exactly how to warm leads with personalized engagement, AI-powered automation, and aligned sales/marketing efforts. Read the full guide: https://lnkd.in/d6AFMZYs #B2BSaaS #LeadGeneration #SaaSMarketing

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ABM was never about leads. For too long, vendors sold us dashboards, MQL funnels, and “ABM in a box.” The result? Slow pipeline, lost trust, and marketing sidelined. Great interviews with Elaine Zelby, CRO and Co-founder of Tofu and Davis Potter, CEO of ForgeX with modern insights on revenue generation. The reset is here: ✔️ABM IS marketing. Everything else is noise. ✔️MQLs are dead. Pipeline, revenue, and LTV are the only scorecards. ✔️AI without strategy = spam. Stop automating bad habits. ✔️Marketing belongs at the revenue table. Not in the campaign corner. The next era of ABM is strategy-led and AI-enabled. If you’re still chasing MQLs…you’re already behind. https://lnkd.in/gf7rp6bx

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PSA to all new founders: Please don't buy HubSpot and then buy Apollo and dump 100K+ records into Hubspot 🫠 A very common client use case for us at RevenueHoop is undoing the mess created by these kinds of tactics. Your CRM is like your home. If you set your home on fire, you'll burn. Same goes for your CRM, if you set it on fire, your business burns. Bad CRM = Bad business Invest early on in a RevOps hire (whether that's an internal hire, or a fractional partner) otherwise, you’ll end up paying double later, in both time and money when you realize your CRM is blocking growth.

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Total imposter syndrome and all the fear writing this post... ...but I'm committing to writing a little more on here about #marketing. What do I know about Marketing? A lot less than most 🤣 At the start of this FY I was asked to lead the Hook marketing team and Customer Growth community, alongside our Customer teams. I had 0 experience in marketing, just an ability to get sh*t done and a knowledge of the pain our customers felt, and how we solved it. In the last 9 months or so I've learned A LOT along the way (and yes - I've had a lot of help from some wonderful folks that I'll shout out) and so I figure I'll share some of these learnings on here regularly in the hope it inspires other people to take a leap into the unknown and apply their skills to something new. So here is how I got started - I may know nothing about marketing but what I DO know is...⭐ How to review data and how to make a plan ⭐ The first thing I did was a deep review of everything I could find: 🔎 Every data point: What was working and what wasn't? What are our outputs? How much pipeline are we generating and how much of that closes? 🔎 Every post we'd done and piece of content I could find: How were we representing our product? How were we representing the pain our customers and prospects felt? And how were we saying we could solve it? Which personas was our content written to appeal to? 🔎 Every piece of spend: What is getting us leads that progress and what isn't? And then I did 2 things: 1️⃣ I put a hold on a LOT of marketing spend - things weren't working so why continue to waste money? I'm sure there's a whole host of marketers out there shouting "nooooooo - you should still keep these things going to at least build your brand" but the important thing was that none of this was converting the way we wanted it to, so it all stopped whilst we figured out how to improve it. 2️⃣ I built a robust plan to hit our goals, the only way I knew how! (But more on that next time.) The lesson here? If something isn't working, it's totally okay to put an entire stop to it and rebuild. One quarter after our total rebuild and we hit 300% of our marketing revenue target. There's no way we'd have done that without taking a pause, making a new plan and starting again. I'll post more about "The How" next time!

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Most vendor newsletters aren't worth reading. Chasing quality is exhausting and elusive - easier to phone it in. But you know the other reason - context. Imagine writing content for an audience you don't know, about a thing you've never done. Let that sink in. It's "Vegan man wins BBQ Championship" level probability. Not impossible - but very challenging. There are two ways around this: 1) Become the authority - There's 20 years of first hand maintenance experience - and then there's deep analysis on 10M+ maintenance tickets to derive statistically relevant correlations that predict renewal rates. This is the hard way to build authority and it's the reason Property Meld is unrivaled in the area of maintenance data science. 2) BRING THE AUTHORITY IN HOUSE - That's what Second Nature just did in partnering with Brandy Landon on the Triple Win Newsletter. It's an shortcut to graduate from spectator to veteran in one stroke. It means everything the audience sees is filtered through the lens of first hand experience. Is experience a cure all? No, you still need taste and talent. But when taste meets talent - you're on the starting blocks of greatness. If you haven't subscribed to TWN, now would be a good time to do so. If you're a vendor reading this - please step up your game by asking if you would want to read what you are producing. If the honest answer is no - how could anyone else possibly be interested? Lastly, shout out to Brandy Landon for making big moves and being the sort of person that if you "gun to your head" had to sing Karaoke in public with would have your back 1,000% 🙏

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Marketing budgets are being cut left and right. How can we stop it? Here are 6 ideas. Please add to them. 1. Budget = strategy. Treat your budget as proof of your priorities. 2. Link spend to outcomes. Tie most dollars to pipeline or revenue. 3. Make finance your ally. Bring them in early. Speak their language. 4. Reallocate fast. Shift budget quickly when things underperform. 5. Show your math. Use dashboards to make spend clear and trusted. 6. Earn budget trust. Hit your goals. Flag unused budget before they ask. 👉 What would you add? How else do you protect your budget? PS: Meet with marketing budget experts from Uptempo for a free strategy session & get a free $200 Lululemon Gift Card, limited time only. Link in the comments, via Thao Ngo 💜 #marketing #martech #marketingoperations #budget

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I joined Matthew Volm and the RevOps Co-op on the latest episode of RevOps AF The Podcast. Outbound isn’t dead. Reckless automation is. We got into guardrails that keep GTM safe: human-in-the-loop approvals, automation limits, secondary domains and dedicated IPs per rep, health checks on sending infrastructure, and list source accountability. We also covered platform crackdowns, compliance risks, and why quality beats volume across channels. Link in comments.

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Most GTM teams skip the real targeting work. And wonder why their funnel’s full of noise. Your Ideal Customer Profile (ICP) isn’t just a spreadsheet exercise. It’s the foundation for everything that follows - if you get it right. But too often, teams fixate on personas before they’ve defined the right accounts. Here’s the distinction: → Personas = the people you're selling to → ICP = the type of company where your solution matters 📊 The graphic below (via Gartner) nails it: The enterprise persona sets the stage, encompassing firmographics, technographics, psychographics, and business situation. The buyer personas operate within that frame. If you start with personas but get the ICP wrong, your GTM engine will look productive… but stay ineffective. 🎯 Strategic targeting isn’t about adding more leads to your pipeline. It’s about knowing which accounts deserve your attention. We’ve been exploring this deeply at GoGTM - building out ICP-first frameworks that reduce waste, align teams, and bring precision to early-stage GTM. #B2BMarketing #GTMstrategy #ICP #BuyerPersonas

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Before you rewrite your cold email copy (again)… fix this. We see this happen all the time- teams spend weeks rewriting subject lines, testing CTA’s, changing copy.. Only to watch their campaigns flop. The surprising part? It’s rarely the copy For our very first #smartleadvoices, we asked Vamsi Allu (Sales & Partnerships Smartlead) to break this down, and he put it simply: If your campaigns aren’t working, check your 𝗶𝗻𝗳𝗿𝗮𝘀𝘁𝗿𝘂𝗰𝘁𝘂𝗿𝗲 first. Here are the 3 silent killers he sees all the time 👇 1️⃣ Sending 100s of emails from one inbox “I’ve seen teams burn out a brand-new inbox in just a week. It’s like trying to run a marathon in flip-flops.” Fix → Spread your sends. Warm multiple inboxes. Think - slow & steady. 2️⃣ Using your company’s primary domain “Imagine losing access to your official [email protected] because of a cold email blocklist. Painful, right?” Fix → Always create a separate outreach domain (e.g., brand.io → trybrand.io). 3️⃣ Skipping DNS setup (SPF, DKIM, DMARC) “No matter how good your email is, without this, servers won’t trust you. It’s like showing up to airport security without an ID.” Fix → Set them up. Verify them. Always. Vamsi’s golden rule: 👉 Treat infrastructure like the foundation of your house. Without it, the walls (your copy, your strategy, your offers) will collapse. What’s the biggest setup mistake you’ve seen in cold outreach?

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Is anyone using Apollo and HubSpot? Is anyone considering it? maybe curious? Time to help everyone (about 10k companies are already using this combo) see why this combo is a game changer. Quick background We've been championing the reality that scalable growth requires two levers: 1. Cultivate marketing in ways that drive business to you that is looking for your product/service to you (loop marketing FKA inbound). Build a brand, tell your story. 2. Understanding your customers so well you are able to easily articulate who you help and how. Then find more of those customers and introduce yourself (ABM). It's taken years and tons of iteration but I feel confident with the latest updates at HubSpot and Apollo Growth has a playbook to help companies grow. These tools are working together differently than they were one/two years ago. And it is incredible. Specifically verticals like manufacturing/industrial, services, software. I'm just not sure if anyone is interested in learning more but if you are comment GROWTH and I'll get you my playbook you can use to evaluate where you sit now, a framework to build your strategy, and a roadmap to implement the tools with quick wins for Q4 and a winning formula for 2026. Who this is for - heading or participating in growth roadmap at your company - AR $5M and up (this is not scrappy this is get it done right) - at least 4 sales people - budget for software (again this is not scrappy) - a growth mindset company culture... the biggest thing I've taken away from the past few years with AI is we have to think differently. Building the plane while it flys is incredibly important. This is the real deal. Why am I doing this? - Yes you can buy services from Growth (not required) - Yes we can assist in your recommended software purchase and implement it for you - I am genuinely passionate about this and love sharing No purchase necessary. Commenting GROWTH seems tacky but please do that or DM me. #growth #ai

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The sign of a great brand isn't how well it scales, but how well it un-scales for a single customer. Let me explain. Anyone can set up an automated email sequence. The magic happens when you break your own system to deliver a moment of pure, unexpected humanity. How to create un-scale moments: - The handwritten note: Don't over engineer this. Keep a stack of cards and a pen. Once a day, pick an order at random and write a genuine, non template thank you. No QR codes, no discount offers. Just thanks. - The founder DM: Have the founder or a senior leader spend 15 minutes a week scrolling through customer comments and DMs. When they see a real question or a thoughtful comment, they reply personally from their own account. "Hey, saw your question about the material. I'm the founder. Here's the real answer..." - The surprise upgrade: Your warehouse team has a small box of a higher end product or a popular accessory. Once a day, they are instructed to surprise a customer by adding it to their order for free, with a note that says "We thought you'd love this". These moments are intentionally inefficient. They don't scale. And that's the entire point. They are proof that there are still humans behind the brand.

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