Podcast · 55 min

Bootstrapping and Messaging: Peep Laja on growing CXL and Wynter

Alex Kracov with Peep Laja · Grow & Tell Free Intermediate

Laja built a business on testing B2B messaging with real buyers, and here he explains how he balances the what and the why in a single line. Useful before you commit a category name to the homepage.

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It answers 6 questions

  1. How do I test whether a category name lands before we commit the whole website to it?
  2. How do I tell if the category is working, or if we are just talking to ourselves?
  3. How do the best teams pick the category name, and what separates a name that sticks?
  4. Everyone says post on LinkedIn. What do I post if I am not an expert yet?
  5. Our content gets likes but no pipeline. What do I change?
  6. How do I measure brand when it does not show up in the attribution report?

Read with it

  1. The source of the 95-5 rule: at any moment only about 5 percent of your buyers are in market, so most brand spend is aimed at... LinkedIn B2B Institute Report · Report hub How B2B Brands Grow LinkedIn B2B Institute with the Ehrenberg-Bass Institute
  2. Pierri has done this on hundreds of early stage homepages, so the advice is unusually concrete: say when someone would use the... Exit Five Podcast · 53 min How to Master B2B Positioning with Anthony Pierri (Fletch PMM) Dave Gerhardt with Anthony Pierri
  3. The company's own account of why it moved from conversation intelligence to revenue intelligence, including the buyer problem... Gong Article · 10 min read What is Revenue Intelligence? Why Gong Pioneered The Category in 2019 Jonathan Costet
  4. Carries the stat that matters for brand budget arguments: 92 percent of B2B buyers pick a vendor from the list they had on day... Think with Google Article · 8 min read How India's SaaS brands can create, scale and supercharge global growth Think with Google APAC
  5. Podcast · 1 hr 20 min How to become a category pirate | Christopher Lochhead Lenny Rachitsky
  6. Two marketers who actually built categories (revenue intelligence and customer success) compare notes on the iterations that... [Un]Churned, Gainsight Podcast · 49 min A Masterclass in Category Creation from the Leaders at Gong and Gainsight Josh Schachter with Udi Ledergor and Lauren Olerich
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