Recent content in Blog on robertjelenic.com
I run Demand Generation at Webhelp. I’ve run this function before at other companies. If anyone should love “leads”, it should be me. “Lead Generation” is the core of my job and a lever B2B organizations can pull to build sales pipeline. A more nuanced and relevant approach to Lead Generation in B2B enterprise marketing is Account-based Marketing. I won’t go…
Contributions Neil Stoneman: LinkedIn Oto Šimeček: X , LinkedIn Introduction B2B marketers face the “gated content dilemma” constantly. SEMRush’s blog post on the topic defines gated content as: Gated content can only be accessed by the public through a lead capture form. Typically, a website visitor will need to provide contact details and possibly answer a few questions (e.g. name,…
The Pareto principle is defined at Wikipedia as: The Pareto principle states that for many outcomes, roughly 80% of consequences come from 20% of causes (the “vital few”). Other names for this principle are the 80/20 rule, the law of the vital few, or the principle of factor sparsity. The business world people has taken liberties with this definition. The Pareto principle often becomes…
Outreach.io is a sales productivity platform that can, but need not connect to your CRM. It enables salespeople to build up structured, repeatable and scalable cadences of prospect outreach, combining channels like telephone, email and LinkedIn InMail. Here, I walk you through two sales/marketing use-cases that Outreach handles impressively. They’re not so obvious in their own marketing:…
I’ve been far too inactive on my blog and it’s time to change that. There are so many ideas swirling around and they’re crying out to be published. Many of them have been there for a long while and some of them matured in their clarity during my time between my last position at RWS and my new one at Webhelp . Writing is important to me. It helps me crystalize my thoughts and…
Here’s a summary of how I auto magically generate my preview images for each page on my website. What are meta tags Image meta tags make your the preview to URLs on Facebook, X, LinkedIn, Slack, Teams or wherever else look good. Technically speaking, there are other meta tags like description and title that need to be available on the webpage to make the preview look good. Don’t…
In Building and maintaining ABM target lists - Part 1 , I explored how to engage stakeholders when getting your account-based growth program up and running. In this article, I’ll dig into details about the list itself and use a database-centric approach. The outcome should be a target list build on sound principles and one that lets you address nearly endless use-cases. One list to rule them…
Account-based marketing holds a lot of promise. In my mind, it’s the most logical way to approach enterprise B2B marketing. Executed correctly (and I cannot stress this enough), it brings focus and alignment to your entire growth organization (marketing, sales and account management). However, a lot of advice online glosses over the organizational challenges of implementing a successful…
Backlink : This post is listed as a reference in Designing A Perfect Language Selector UX on Smashing Magazine by Vitaly Friedman . 🤩 When I started this site, it was in English only. But I had, for a while, wanted to expand to a bilingual English and German site. This presents an interesting challenge in internationalization of the site’s source code. Hugo handles this very well. All I…
I woke up to the news on Friday 4 February 2021 that McKinsey & Co struck a settlement. This related to their work for Purdue Pharma L.P. to “turbocharge” their sales of OxyContin, a powerful opioid painkiller. More reading New York Times, 1 February 2019 - McKinsey Advised Purdue Pharma How to ‘Turbocharge’ Opioid Sales, Lawsuit Says New York Times, 27 November 2020 - McKinsey…
Consistency in global product and service marketing isn’t easy. Is it iPad or tablet? Customer support or customer success? You get the idea. This affects your marketing content, your equipment service manuals and everything in between. Referring to things or ideas consistently builds trust with users, avoids confusion and bolsters your brand voice. Individuals use consistent language…
I love N26 ’s mission: Mobile banking the world loves . N26 is a Berlin-based “neobank” - a new breed of banks that take a fittingly modern approach to banking: mobile-first void of physical branches actually useful in organizing your finances built for the API-powered future of fintech the type of easy, responsive support you get with most other SaaS products Having lived in the…
I debated back and forth about what kind of images I would use for this site. Stock images I decided against stock photos for the following reasons: It’s near impossible to consistently find the stock photos that “really captures the essence of this article”. They just often don’t…so I often ask myself: why bother trying? The cheesy-ness of many stock photos makes me…
Notion is a Silicon Valley-based technology startup that’s built an amazing tool. In their own words: …we are blending much of your workflow into an all-in-one workspace. Want a task list? A product roadmap? A design repository? They are now all in one place. You can even customize your own workspace from dozens of LEGO-style building blocks. I remember seeing them market themselves…
Dear International Relocation, please meet Worst Time Ever. Worst Time Ever, please meet International Relocation. Let’s get to work. In late January 2020, we decided that the best move for us was to relocate from London to Berlin. The reasons are many and won’t be the focus of this article. Instead, I’d like to give you a bit of insight into how we pulled off an international…
Don’t start a new website project without a defined purpose. Before any design file is created and before any line of code is written. In this post, I’ll assume you’ve moved past this first, critical step. Soon thereafter you’ll move on to the Information Architecture of the site. Information Architecture defines the site structure and content hierarchy. Don’t confuse…
Note-taking is really critical to how I work. It’s been important to me for a while to find a note-taking setup that I’m happy with. I’ve finally arrived there and would like to share it. Here are a few principles I leaned on while searching for my ideal setup. I borrowed it from my previous post Photo management without databases . Portability - The entire setup below avoids…
This post is constantly being updated as my website evolves. Here’s some information about how I built this site and how you might build one of your own. Planning and mockups I used Whimsical ’s free tier to plan my information architecture and lay out my pages. I find Whimsical very intuitive and it makes things look good with little effort. Boxes and their text are automatically…
This blog post shares the experience of organizing my photos. It’s one of those things I was dreading but I’m very happy with the result. There were a few things I wanted to get right in my setup. Portability - The entire setup below avoids platform lock-in as much as possible Flexibility - I want my photos to work for me, not the other way around. I want the freedom to organize my…
If you use any digital devices, you really should be using a password manager. If you’re not, stop reading this post, go get yourself set up, and then come back. In this post I’ll focus on lessons I’ve learned while working with a password managers in a work setting , specifically in marketing. The point of the exercise is to create a team-wide setup that secures your…