Danny Asling

SaaS Marketing Leader. CMO. Consultant. Founder of @MktgCrowd - B2B marketing community with 1100+ marketers.

[Danny Asling @Asling]

Low price is the LAST refuge for marketers who don’t have the patience (or guts) to demonstrate VALUE for those that NEED it.

#marketing

[Danny Asling @Asling]

The best managers care more about your well-being than your performance.

#culture

[Danny Asling @Asling]

Every marketer logging into GA4:

[Danny Asling @Asling]

"Desire isn't created, only channelled."
- Eugene Schwartz

#copywriting

[Jeff Feldman @Jefffeldman]

We need to shut down LinkedIn DMs until we figure out what the hell is going on.

[Danny Asling @Asling]

@Codie_Sanchez This is a big problem in sales & marketing.

Top sales reps get top rewards.

But marketers that enable that performance, don't.

Because the company doesn't understand HOW to measure marketing performance (or impact).

Still using same outdated systems from 2001.

It's broken.

[Danny Asling @Asling]

The marketing team is NOT…

❌ A service bureau.
❌ The ‘odd jobs’ team.
❌ The colouring-in department.

No. #Marketing is a LEADERSHIP FUNCTION.

The team serves (ideal) buyers just like every other function in the business.

And we do this together.

[Erik Seifert @erikseifert]

Marketing does not "OWN the brand"!

The whole company owns the brand, so if any one person "owns" it, it must be the CEO.

As @Asling, in one his always brilliant posts, observes:

"Leadership doesn’t get to *hand over* the brand.

It can’t be outsourced…https://t.co/H8hWYWec4t

[Danny Asling @Asling]

@randfish Attribution bias is a big driver of that #1 *focus*.

Marketers spend most of their time trying to persuade leadership instead of buyers.

A combo of false ownership & no authority usually means they don’t last long enough to execute well on #2.

But (true) growth comes from 1+2.

[The Marketing Crowd @MktgCrowd]

This week on TMC...

⚡ Most underutilised source of content
⚡ How to create more SQOs in Q3
⚡ 3 ways to write better CTAs
⚡ Practical B2B storytelling (teardown)
⚡ 5 C’s story framework (neuroscience)

Plus, Q&A w/ @Asling

https://t.co/DIOAvEtwuE

[Danny Asling @Asling]

The best copywriters are paid for how they think.

[Danny Asling @Asling]

@MariyaDelano @randfish Haha ���

This stinks of consensus.👩‍🍳👨‍🍳

"Let's make sure we get this in, oh and this, oh and don't forget this. Let's also run this past X, Y, & Z too."

[Danny Asling @Asling]

@ronniehiggins Love this @ronniehiggins 👏👏

It all goes wrong when brands obsess over finding shortcuts to attention.

The spam, pitch slaps, & harassment.

In doing so, they burn the most important piece of the puzzle… TRUST.

Action (e.g., buying) only happens when there’s trust involved.

[Danny Asling @Asling]

@randfish The story (I’ve heard) for @sparktoro is along the lines of:

“I want to find the SOURCE of influence(s) for my ICP, so I can leverage/build trust. Insight > trust > more pipeline."

That’s one story.

For others:
“No idea what it does but I trust the person that recommended it.”

[Danny Asling @Asling]

@randfish When there's a choice, it's always the story.

The one the buyer tells themselves.

The person that buys $0.99 shampoo tells themselves a different story to the person that buys the $20 one.

The cost is largely irrelevant, people care about what (they perceive) it does for them.

[The Marketing Crowd @MktgCrowd]

Billboards rule the world.

#marketing

[Danny Asling @Asling]

Last 5 episodes of my podcast...

- How to conduct buyer research
- 7 powerful lessons of a CMO
- How to master internal marketing
- Why your CEO is your best marketing asset
- The best way to generate SQOs

Listen through the @MktgCrowd

🎙️🎙️🎙️

[Rory Sutherland @rorysutherland]

Good stuff from @markritson with some added @RogerLMartin

https://t.co/LNvEFwPp2y

[Danny Asling @Asling]

Good morning to everyone except those buying lists to pitch slap in 2022.

[Danny Asling @Asling]

Most people know how to use a keyboard.

But not everyone knows how to find the words that matter.

#copywriting #marketing