Tara Robertson

I wish I could remember where I read this quote because its stuck with me for years: "Spend at least twice the amount of time distributing your content as you did creating it" (if anyone has the source please let me know and I'll update) For many marketers, hitting publish and moving on to the next project is the norm. But if your content gets very little reach, it will have a very little impact. Try to think about a few key ways the content will be distributed BEFORE you create it. A few ideas: you see a topic that's being discussed in a Slack community, make a note to come back and link your post once its live A customer of yours has a strong point of view on the topic, share your draft with them for feedback and ask for help distributing

A great first step is to decide what type of episodic content your team can publish on a regular basis. For us, that's our podcast Demand Gen Chat. From each ~30 minute podcast episode, we're able to create: at least one blog post, several short video clips for LinkedIn and Youtube Shorts, a couple written posts for LinkedIn, and more! We also upload the full video on our Youtube channel, as well as all the major podcast apps of course for discoverability. By starting with content that we publish at a regular cadence, we're able to easily fill a social media and content calendar for several months of the year.

Not bringing a list of great questions to an interview is a big red flag to me as an interviewer. In my experience, the best candidates are curious and eager to learn as much about the company, team and role as possible. Prepare more questions than you think time will allow just in case the conversation moves more quickly than you were expecting. I would also encourage you to follow up after the interview with one or two thoughtful questions after you've had time to think through your conversation with the interviewer. For example, if they brought up an event or channel they're testing out soon, you could ask more about how they measure success of new marketing channels or tactics.

Many B2B marketers track the conversion rate on their forms and leave it at that. The best marketers know that their job isn't done just because you got someone to your site and they filled out a form. Consider also tracking these metrics to bring your work closer to revenue: Qualified Hand-Raiser: someone who has filled out your demo form to talk to sales AND is a qualified prospect Qualified Booked Meeting: this is when a prospect is qualified AND books a meeting with a rep Qualified Held Meeting: this is someone who has booked a meeting AND showed up

In my experience running ads at Chili Piper and other SaaS companies, creative that looks organic to the channel will outperform creative that looks like an 'ad'. On LinkedIn, some of our best-performing ads have actually been screenshots of posts. Customer testimonials are amazing in this format to serve to retargeting audiences. If you're experimenting with a new channel, spend some time scrolling your feed and take note of the posts and creatives that get the most engagement. Its often not the flashiest creative that gets the most traction.

Events and sponsorships can be some of the largest items on your marketing budget. Align with your CMO or executive team on objectives for each event ahead of time to avoid unnecessary confusion or finger-pointing after the event. A few event objectives to consider: New connections: if you're attending an event solo I like to set a goal of new connections I want to make. You can even make a list of 'dream connections' by looking through the speaker list ahead of time Meetings booked: if you're sponsoring an event you should ideally be tracking how many qualified meetings your team is booking at the event Content: if you're creating content (video, social posts, blog posts, etc) at events I like to set goals for reach or impressions