DataBees

There’s so much talk about how acquisition costs are getting higher and payback periods longer. And sure, the markets’ changed, there’s less money about and everything is harder blah blah blah. But how do you actually reverse the trend? By making the most of the channels that are already cost-efficient… 1. Don’t use a blended CAC - split your CAC calculations by channel/motion. You’ll probably find that the GTM motion/s you should’ve been using all along don’t look too bad. 2. Use the above to pick the right GTM motion/s to use. Scrap those where your payback period is out of whack. Don’t try and make them all work.   3. Make sure your team has the right information to make the most of your most efficient channels/motions: - If inbound-led, make the most of these leads. Enrich them with great data, you’ll be able to prioritise them well and follow up with them quickly - HINT: you’re probably using resources on crap leads that are driving your costs up.  - If outbound-led, make sure you’re actually targeting ICP fit companies - HINT: an ICP isn’t just company size, geography and industry)  - If events-led, go to the right ones, where your potential customers actually are. Maybe even build out Ideal Event Profile… - If community-led, align your community members with your ICP. Be selective, a community of 200 highly targeted people is more valuable than a community of 1000 with a load of students and sales people (unless of course, they are your market) - If product-led, similar to inbound, make the most of your leads, so many companies have huge pools of untouched gmails that are a goldmine of potential conversions… - If partner-led, get the right partners. An Ideal Partner Profile should be as detailed, if not more so, than an ICP. 4. Regardless of what motion you pick, make sure your recycling process is working. Those leads cost money and you’ve already spent it. Don’t be wasteful. -- Drop me a follow for more tips on sorting out your acquistion costs...

There seems to be a lot of questionable applications of AI popping up recently: 🤖 Yesterday, I listened to the audio of a first stage interview and the 'recruiter' on the other side of the phone was an AI bot. 💔 The CEO of Bumble announced this week that the future of dating is going to be 'AI concierges' that date other concierges and vet matches for users. 📱 Earlier this month it was reported that teens are turning to AI chatbots as a replacement for friends and logging up to 12-hours a day speaking with them. What a dull world it would be if we only ever interacted with bots in the office. We go home to our partner that was pre-selected by our AI concierge, and we hang out with our artificial friends over the weekend! My understanding was that AI is supposed to free up our time so that we have the capacity to build human relationships with others, not the other way around... I'm not anti-AI at all, but I'm certainly not at the forefront of how to deploy it effectively. So, in an attempt to stay relevant, I went to Hubspot's AI-Powered Sales Growth event last month to learn more. There were some fantastic use cases for GTM teams that were discussed, including how: 📈 One company created revenue forecasts that were consistently more accurate than the sales teams' predictions. 🔎 Another was using AI to prepare for meetings to a depth that just wasn't feasible if it had to be done manually.  📄 An organisation was using a custom GPT trained on a gold standard case study template to generate further case studies, so the sales team weren't waiting for collateral. It wasn't particularly surprising that none of the advice given or the use cases included replacing your AEs or CSMs with bots. At DataBees, we're looking to start small and implement a single application for AI into our customer journey with the aim of giving our GTM team more capacity to work directly with clients. Assuming it works, we'll be sharing the knowledge with our customers, so they and their customers alike can benefit. 🙌 

How did I go from the health/wellness industry to B2B Customer Success (and HR)? My favourite subject in school was Biology, but really, I just wanted to play football (like any other 17 yo). So, I compromised with mum and pursued a career blending sports and science. Marketing, B2B sales, or HR? Not even on my radar. I kicked off my career as a lifeguard, then shifted gears to become a wellness coach, which I loved. My career path seemed logical until I made a complete switch to Customer Service in the nutraceutical industry - still close enough to health, though… Then, unexpectedly, I found myself at DataBees, far from my health and wellness roots. A clear reminder that what we do earlier in life doesn't necessarily dictate our future, so don't feel confined by this as the journey can be a wild one! If you're curious about my journey, top skills, and mastering the balancing act of Customer Success and HR, hit that follow button.