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🛠️ How to show up in ChatGPT or Perplexity
Plus: If traffic is a vanity metric, what do we measure now?
Hey there!
The AskCMO team spent the week digging up the best B2B marketing tools and trends so you don’t have to.
And the best part? You can catch up on all of it in the next 3 minutes.
In today’s Tools & Trends roundup:
Employee advocacy means more than just asking your team to reshare company posts… It’s about positioning your team to create authentic connections that actually amplify your brand’s voice.
🗝️ The key takeaways:
Leadership (that starts with you) buy-in is essential. When execs actively participate, employees follow.
Employee advocacy should be easy and natural when it’s done right. That happens when you integrate it into the company culture.
Personalization is what drives engagement, so encourage employees to share content in their own voice.
Top SaaS founders and CMOs spoke up on the strategies that helped them grow. One concept that unified all of them? Focus on understanding your customers and creating value that lasts.
🗝️ The key takeaways:
You’ve gotta develop strong product marketing before you worry about scaling.
Content, community, and advocacy drives organic growth for brands. Things like educational how-to content, user communities, and employee advocacy all create long-term engagement.
Creativity and visibility actually matter. So when you try out unexpected marketing stunts and strategic partnerships, the results may pleasantly surprise you.
New data is out to help us get on track with customer acquisition costs (CAC) and cost per lead (CPL) benchmarks. How do you stack up?
🗝️ The key takeaways:
Right now, organic channels like SEO, email marketing, and webinars are driving the lowest CPL. Paid channels like PPC and trade shows have the highest costs.
Focus on user-generated content (UGC) and short-form video in 2025 if you want to work on lowering CAC.
High-quality leads mean time-intensive strategies (think: thought leadership and public speaking).
Rand Fishkin thinks we need to rethink our KPIs throughout the funnel.
These days, old school inbound strategies alone aren’t enough to stay competitive. Account-driven GTM might be worth thinking about. It’s a structured, data-driven way to prioritize and engage the right accounts at the right time.
🗝️ The key takeaways:
Make sure to map and prioritize your total addressable market (TAM) to focus GTM efforts on high-fit, high-value accounts.
You’ll need to segment accounts by ideal customer profile (ICP) fit and deal size. Avoid overly broad ICPs. When you refine your audience, you stop wasting time on low-fit prospects.
Use real customer data to validate ICPs. Analyze past conversions, lifetime value (LTV), and sales cycles to identify common characteristics among your best customers.
Launching an account-based marketing (ABM) program from scratch is tough. But it can be a pipeline powerhouse. For some inspo, the team at Userpilot followed this strategy to drive $12 in pipeline for every $1 spent in just three months.
🗝️ The key takeaways:
If you want ABM success, start with simplifying how you score accounts. That could mean using LinkedIn engagement data rather than website visitor tracking.
In this test, LinkedIn Ads performed best for initial engagement, with single-image ads delivering the lowest CPC and ‘thought leader’ ads boosting more awareness.
Segmenting your campaign by intent (think: onboarding, analytics, competitor switching) allows for precise BDR outreach and personalized follow-ups.
Compared to a cold outbound strategy, ABM was twice as fast and 51% more cost-effective at generating pipeline.
Brendan Hufford says we’re overcomplicating the question.
The answer: it’s about consistent PR and brand visibility in high-authority sources.
🗝️ The key takeaways:
Remember that AI tools prioritize brands that are frequently mentioned in widely used training data sources. That means major publications, industry sites, and Reddit.
Focus on specific, relevant phrases that define your brand because owning broad terms is unrealistic.
You need to get organic mentions through strategic PR, case studies, and thought leadership. (Don’t make everything a product pitch.)
That’s it for this week,
Speak soon,
The Ask CMO team
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