This one thing could make hitting your revenue goals 40% easier 🚀
The B2B SaaS marketing newsletter you need to follow to get to Unicorn status.
Dearest readers,
Welcome to Unicorn Status 🦄 brought to you by Codi Marketing the fractional marketing team for B2B SaaS companies.
One of the biggest trends we can’t seem to get away from in marketing right now is…
The increasing scope of responsibilities marketers are expected to handle.
Consistently, we are seeing SaaS companies rely on single-person marketing teams and junior generalists to manage the entire marketing function.
And, now we are seeing outbound sales responsibilities added to the job spec.
As if they don’t have enough to do.
If you’re a leader of a SaaS organisation it is vital to clearly define what you want from your marketing function.
If you’re unsure, that’s something we can help with. But, single or junior generalist is not the answer.
The overextension of marketing roles is leading to overwhelmed marketers, disappointed leaders, and underperforming companies.
There is a better way — fractional marketing teams that can provide you with a full marketing team without the cost or overwhelm.
Okay, rant over.
Let’s dive in…
Unicorn Status is a bi-weekly newsletter that covers top start-up news, what’s trending in the world of B2B marketing and finally, a quick win that will help move the needle when it comes to your marketing.
What’s New?
📈 The Beauhurst H1 Equity report shows equity investment activity in the UK.
🤖 Find out what VCs are looking for from AI SaaS companies.
🇺🇸 Apparently, the best place to run a start-up is San Francisco.
🌆 Innovate UK reverses female founder funding decision following uproar.
What’s Trending?
Why you need to invest in employee personal branding…
If you’re a company looking to expand your reach and impact on LinkedIn (👀 this should apply to all companies), it is essential to tap into the power of employee personal branding.
People buy from people, which is why personal branding is one of the best, most successful forms of marketing.
And, it is now widely known that the LinkedIn algorithm prioritises users content over companies content.
Which might be why your company posts don’t get more than 10 interactions these days…
If you want to ensure that company content like product updates, new blog articles or PR features are being widely distributed on LinkedIn and getting engagement then you can’t just be posting about it on your company page.
Real people need to be sharing it and who better than your employees?
Not only does the LinkedIn algorithm favour employees’ posts, they are now encouraging company pages to endorse employee content as shown above.
They’ve also added a feature to company posts, where you can notify employees (shown below) to encourage employees to share the content.
Encouraging employee personal branding has the following benefits:
Increases reach
Amplifies your companies message
Adds a ‘human’ touch to your product
Creates a more trust-worthy source for buyers
In fact, companies that consistently invest in social selling (or employee personal branding) are 40% more likely to achieve their revenue goals. And, when a lead is produced through social selling, it is seven times more likely to close.
With those statistics, why wait?!
Start embracing and encouraging your employees to build their personal brands TODAY.
And, we’ve got some quick tips how.
Read on to find out…
A Quick Marketing Win…
If you read the last section and thought…
I need to invest more in employee personal branding
How do I invest more in employee personal branding?
Then, you are going to love this section.
Here are a couple of quick and easy ways to encourage employees to start posting on LinkedIn:
Educate your employees
Demonstrate the benefits of posting on LinkedIn. As marketers, the benefits of being active on LinkedIn are obvious but to employees in other departments it might not seem as worthwhile.
Provide training on optimising LinkedIn profiles
Encourage employees to make the most out of their LinkedIn profile. Make sure they are all professional and align with your company. For example, everyone should have a clear profile photo, a strong headline and a company cover photo.
Set up the employee notifications feature on your company LinkedIn page
This feature notifies employees when there is a post on the company page. This encourages employees to like, comment or share company updates. And, it will also give employees inspiration on what to post about individually.
Use a communication tool like Slack to distribute content
Set up a specific channel within Slack or Teams where LinkedIn content can be shared. This way, when employees post they can share it in the channel, notifying the rest of the company to engage with the content.
Incentivise employees to post
If you really want employees to take LinkedIn seriously, incentivise them. Offer employees certain rewards when they hit a certain amount of followers or when they post weekly.
Try some implementing some of these and watch employee engagement increase.
At Codi, we help Founders & CEOs with personal branding and we run their LinkedIn. If you need help let us know…
Win of the month for Codi
Last month, Codi hit its 2024 revenue goal. Yes — in August!!!
We have four months left to go of the calendar year, but our revenue target has been hit and we have increased our stretch goal 🎯🚀
This was a *pinch us* moment.
Hitting this target has shown that the fractional marketing model is the marketing model to follow. This year has been tough on marketing and on start-ups but having an experienced, fractional marketing team behind you is what will set you apart.
That’s all for this week, see you next time!
Team Codi x