To make outbound effective, UserGems combines multiple signals into one message. Instead of a generic cold email, they'll reference a prospect's new job, a former colleague who is a customer, and a past conversation with their company. This multi-layered personalization drives higher reply rates.
After struggling to convert leads from thought leadership webinars, IT management firm Kanji switched to hosting "Demo Days." These straightforward, product-focused sessions have been "insanely successful," attracting 400-500 attendees who are tired of fluff and simply want to see the product in action.
At software company Capsule, go-to-market alignment goes beyond high-level goals. For their prospect dinners, the sales, marketing, and CS teams collaborate to build a specific seating chart and game plan. This ensures every interaction is strategic, maximizing the opportunity to convert attendees into pipeline.
Instead of a traditional blog, IT management firm Kanji created a media property on a separate domain. This strategy unexpectedly led to it being treated as an authoritative external source by LLMs. As a result, 17% of new leads now report finding the company through AI-powered search tools.
For its first marketing hire, Series A software company Capsule unconventionally hired an events lead. The hire's unique background in luxury hospitality (11 Madison Park) and tech customer success (Calendly) was key to running a successful, high-touch events program that became their top pipeline driver.
To foster innovation, Kanji's marketing team holds a "Shark Tank Day." Team members pitch creative ideas to a panel of "sharks" representing their buyer persona. This gamified process surfaces proactive strategies (like an AI-powered "roast your tech stack" tool) and secures cross-functional buy-in.
An effective PR strategy today isn't about pitching company announcements. Instead, it's about generating unique, original data that positions your company as an indispensable source for journalists. By providing valuable stats and insights, you build relationships and earn coverage that traditional pitches can't secure.
Marketing leaders often fail when hiring for functions they don't deeply understand. Success comes when you've done the job yourself first, like Capsule's marketing lead who ran events before hiring a specialist. This first-hand experience allows you to know precisely what "good" looks like and evaluate candidates effectively.