Welcome to the wild wild world of B2B Growth

Hey 👋 This is Pipe Rise. We're your tour guide to the wild, wild world of B2B Growth.

Here's the game plan of what you can expect:

1. Explain what’s going on in B2B SaaS marketing today, in simple terms

2. Give you an edge on rising pipeline targets so you can hit your number

3. Make you laugh

We all know acquiring new customers is hard, but most people don’t have the time to keep up with the latest and greatest. That’s what this email is for. Everything you need to know, in less than 5 minutes every 48 hours. ( with a sprinkling of 1-2 cool things I stumble upon thrown in )

I'm going to write the email that I want to read as an actual growth practitioner. And because this is interesting to me, I hope it's interesting for you too 🤞

WHAT SMART PEOPLE ARE TALKING ABOUT TODAY 👀

#1 - YouTube is luring creators away from TikTok with cash

For B2B SaaS businesses with high lifetime value, YouTube can be a great growth channel. With over two billion monthly active users, it's got the scale and targeting ability required to drive high impact ( but making fancy videos can be hard and $$$ to make ).

Like the popular kid at school starting to feel jealous when not getting the attention they're used to; YouTube is glaring across at TikTok's rise to glory through short, addicting content and wants to grab a piece of their pie.

For the first time in YouTube's history, they're going to share ad revenue with creators of YouTube shorts starting in 2023. That means if you're a B2B company and you've got the chops to create sub-60-second videos, it's time to lean in. Because they're focused on making that side of YouTube much, much bigger.

In a nutshell? It's early days for YouTube shorts but is worth considering adding to your marketing mix. With TikTok's success in its sights, you can be sure the YouTube minds will be juicing up the reach and performance of short-form videos.

#2- How to get your marketing team to drive more impact

What if 10 minutes of focus was all it takes to go from working on projects nobody gets excited about to your entire company shouting "Bravo Bravo Encore Encore". I mean...who doesn't want that?

Lenny's newsletter is a personal favorite of mine, and his most recent edition has Emily Kramer of MKT1 sharing her secret 5-part framework for internal alignment and avoiding wasted effort on things that don't matter. This is sure to save you countless hours of running in circles.

It's called the GACCS framework. Here are the ingredients that make it up:

• Goals - why are you working on this now?

• Audience - who is it for? Be specific.

• Creative - How will this work stand out?

• Channels - How will you distribute this?

• Stakeholders - Who needs to be involved?

Emily summed up the value of taking 10 minutes to map this out before you start any project in a single sentence:

It's a good reminder that internal marketing and getting the people inside your company excited is just as important as getting the people outside your company excited. Because if you can't get the people dedicating their lives to your company excited, then you're already pushing a boulder up a hill.

Using a framework like this to iron out any alignment challenges can be the key to getting everyone on the same page and rowing in the same direction.

#3- Rollout complete

It's time to check your Google Analytics. How come? Because Google's core update which took 15 days from start to finish, got completed on September 26th.

Google's on a roll lately, with the core update only 1 of 3 recently pushed out:

• Helpful Content Update

• Core Algorithm Update

• Product Reviews Update

According to Kevin Indig who used to lead SEO for the like of Shopify & G2; Google's latest updates leave no room for low-quality content. Taking shortcuts with AI content tools, or posting blah commodity content are the type of things that will lead to Google sending their digital version of the Punisher after your site.

Link to his tweetstorm here if you want to dive in.

STUDYING THE GREATS 🏆

Ok, sit up and take notice. We're going back in time to a masterpiece from one of the greatest sales copyrighters that ever lived. Gary Halbert.

This is a guy that could get you to buy 12 bath bombs when all you have is a walk-in shower. Or an extra crate of wine even though you've already got 53 bottles collecting dust in the basement. The man was a magician in his ability to sell through words. So when he writes, we listen.

Today's lesson? AIDA. The framework you can use to write better copy. Here's how it works:

Gary shares how to use this in your writing so that you can make people feel like all their dreams are coming true. Here's the letter in full.

The beautiful thing is the entire set of letters he wrote to his son are free and can be found here. So you've no reason for not being able to convince your future mother & father in law that you're the chosen one when asking for your partner's hand in marriage.

MEME OF THE DAY 😂

Shoutout to Dave Gerhardt over at the Exit Five community for this gem.

The classical days of marketing generating oodles and oodles of webinar leads, firing them over the wall to the sales team, and calling it a day are over. ( or at least...they should be )

I'm just going to end this section here before we start to open up the LinkedIn echo chamber topics of dark social, gated content, and how lead gen is dead. You know...the ones you can't miss when you open the app because everyone and their mother is posting about it sharing their 2 cents.

That's a wrap for today folks. We'll be back at you in 48 hours with more mind-blowing content ✊

Barry

P.S. It'd mean the world if you could reply back and share what you like/don't like about today's edition. As a thank you, I'll send you some of my favorite contemporary country songs I like to sing in the shower ( trust me...they're hidden gems )