Here is a recap of what we talked about on today’sGrowthRise Mastermind call (for B2B Marketing Leaders).

You can join the weekly call on Tuesdays at 11am PT on Zoom.

Meeting Time Discussion

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Topic: Adjusting the GrowthRise Mastermind meeting time due to Daylight Savings Time impact

Challenge: Current 2 PM Eastern time creates scheduling conflicts for participants in different time zones

Recommendations: Move meeting to 1 PM Eastern Time based on participant preferences

Cold Email Effectiveness

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Topic: Cold email performance metrics and attribution tracking

Challenge: Low direct conversion rates from cold email campaigns, difficulty tracking attribution

Recommendations:

• Focus on cold email as brand awareness tool rather than direct lead generation

• Use high-value offers to drive website clicks for retargeting opportunities

• Track first-click attribution over longer time horizons (months)

• Provide lead magnets without requiring opt-in forms since contact info already available

• Host valuable content directly on website to enable retargeting

B2B Platform Optimization for Lead Generation

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Topic: Optimizing LinkedIn and other B2B platforms for lead generation

Challenge: Organic social media efforts require significant time and resources with unclear ROI

Recommendations:

• Use Thought Leader Ads to promote employee content to target audiences

• Focus on brand awareness rather than direct lead generation

• Build retargeting audiences from engaged users

• Create sequential campaigns: awareness first, then retargeting with specific CTAs

• Consider paid advertising over organic efforts for faster, more measurable results

Cold Email Infrastructure and Campaign Management

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Topic: Setting up cold email infrastructure and tracking systems

Challenge: Need for proper campaign tracking, A/B testing, and CRM integration

Recommendations:

• Use Microsoft email servers with sequencing tools

• Build 5-8 email sequences with varied calls to action

• Test different lead magnets and response-based emails

• Space emails strategically (every few days initially, then weekly)

• Integrate with CRM using automation tools like Zapier

• Focus on optimizing based on performance data rather than constant split testing

Black Friday Sales Strategy

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Topic: Whether to offer Black Friday promotions for B2B SaaS products

Challenge: Concerns about cheapening brand and creating expectation of regular sales

Recommendations:

• Black Friday sales work better for lower-price point products with broader markets

• Avoid frequent promotional pricing to maintain brand value

• Consider the price point and target market before implementing sales strategies

Tools Recommended

• Instantly - Cold email sequencing and campaign management

• Thought Leader Ads (LinkedIn) - Promoting employee content to target audiences

• Zapier - Integration between cold email platforms and CRM systems

• HubSpot - CRM for lead management and tracking

• ManyReach - Alternative cold email platform (mentioned but not extensively discussed)

• Microsoft email servers - Email infrastructure for cold outreach