Blue Seedling

Hot take: Chasing marketing attribution creates more problems than it solves for enterprise B2B startups and scaleups. The reasoning behind it: “The Attribution Theater” 1??? Success makes attribution irrelevant. If you’re hitting your pipeline goals and the company is doing well, nobody cares about attribution. 2?? Failure makes attribution dangerous. If you’re missing targets, attribution isn’t going to help you achieve them. Instead it becomes a weapon for: ?? Sales vs. Marketing useless finger-pointing ?? CEO / CFO micromanagement of channel spend ?? False precision in diagnosing real issues Here’s what to do instead –The scaling founder / VPM “attribution playbook” ?? Install “good enough” tracking Implement basic last-touch attribution to satisfy board / CEO / CFO reporting Never let attribution debates consume >5% of team bandwidth ?? Focus on what matters Channel wins – lean into channels that work, kill what doesn’t Sales cycle compression – improve this through enablement and better sales / marketing collaboration, not attribution math. Stop debating attribution – implement last-touch to quiet the board, then obsess over hitting pipeline goals and winning deals. ??

?? How are enterprise leaders *really* putting GenAI agents to work? In our most recent edition of Blue Seedling’s Enterprise GenAI Digest, we spotlight real-world AI applications: ?? Capital One is launching Chat Concierge, an AI agent that helps customers buy cars—estimating trade-in values, scheduling test drives, and understanding context like "cheaper" or "faster." https://lnkd.in/dc9XsVsS ?? Instacart is tapping into OpenAI’s Operator to let users order groceries with simple prompts like “Plan an Italian dinner party.” https://lnkd.in/dbd85MPD ?? Siemens & Infosys are using GenAI to personalize employee learning at scale—upskilling over 250,000 employees. https://lnkd.in/dqDSafpk ?? ServiceNow is going beyond chatbots, introducing AI agents that autonomously handle IT, HR, and customer service workflows. https://lnkd.in/ddE6Jyf6 ?? Subscribe now to get the latest enterprise AI insights delivered monthly: https://lnkd.in/e4QQ7Vse #GenAI #EnterpriseAI #AIAgents #B2BMarketing

“Our customers love us. Let’s do a referral campaign!” — literally every CEO ever. It’s true that no one sells your product better than a happy customer. And that customer referrals are the most cost-effective, high-converting pipeline source. But…. This is not B2C, and we’re not selling $50 water bottles. Enterprise B2B is an entirely different beast. So forget the structured referral program. Here’s what actually works: ? Create spaces for your happy customers and potential buyers to connect organically. ?? ? Present this to your customers as an opportunity, not a favor. ? Get prospects in the same place. What’s the tl;dr? We’re all for referral initiatives and letting your customers do the selling. But do it the right way: organically, as a genuine win-win-win. ?? Read more in our blog: https://lnkd.in/d5Xu9Naw #B2BMarketing #ReferralMarketing #BlueSeedling

“I was planning on ignoring your message, and 30min later I’m still reading blog posts.” If you thought our newsletter was a rabbit hole of B2B marketing goodness, we’ve got more where that came from… ?? Find us on Youtube ?? Head on over for hours of content that will help you up your B2B marketing game. Our favorite goodies: ? Database augmentation + killer content = world domination ? How to be top of mind when they’re finally ready to buy ? The one (free) PR hack that actually works ? Webinars that your buyers want to attend ? The do’s and don’ts of pitching ?? Check it out and subscribe: https://lnkd.in/g3cGSR4v

“You’re the experts. What’s broken – our positioning, our messaging, or our homepage copy?” We talked to a startup founder the other day who knew something wasn’t working – and she was desperate to fix it. The company had a unique and exciting vision, but they were struggling to gain traction. And she couldn’t pinpoint whether the problem was the company’s fundamental positioning or the way they were bringing their strategy to life. Sound familiar? There’s been a lot written about the distinction between positioning, messaging, and copywriting. It’s a helpful mental model, but it’s not always so simple in practice. ?? If things aren’t working, how do you know which one’s broken? ?? How do you know what “good” positioning looks like without nailing the other pieces? Our positioning guru Jordan Elkind sat down with brilliant colleague and fellow positioning expert Natali Morad (Mallel) to discuss this exact topic, and much more. Find the full clip on our blog: https://lnkd.in/eZUcgMGq #B2BMarketing #BrandPositioning #MarketingStrategy

How do we even begin to summarize Blue Seedling’s biggest, boldest, best team gathering yet? Last month, our team braved the coldest NYC week in centuries (probably) and spent a week together- learning, collaborating, and fueling up with $7-but-worth-it lattes. ? ?? Highlights: - A candid and insightful founder conversation with Aviv Dekel- one of the many reasons we love working with smart CEOs. - Honing our craft with the best in the biz, from standout email campaigns to high-stakes presentations to staying cool under pressure. ?? - Tapping into creativity with the one & only David Stychno and drawing inspiration from NYC’s best (hello, MoMA ???). - Bonding over incredible food (Union Square Cafe remains undefeated) and even better company. ???? - The historic moment that was Timothy Jung’s first subway ride. ?? And our biggest takeaway: We’re entering 2025 stronger than ever, with our best team yet. ?? - A huge shoutout to our ??Operations team, Annie C. and María Laura Montagna, for pulling off a seamless, fun, and thoughtfully executed gathering. ???? If you’re an experienced enterprise B2B marketing leader looking to join the world’s best B2B marketing team, check out our careers page or reach out. Here’s to a fantastic year ahead! #B2BMarketing #BlueSeedling #Teamwork

Your martech stack gets all the hype, but your vendor stack is the real MVP. ?? SEO, video production, PR, PPC – the difference between an average vendor and a 10x one can be the difference between mediocrity and a phenomenal outcome for your startup. So what’s a founder or CEO to do? ?? Don’t dive into the vendor jungle yourself – it’s a time sink and a gamble. ? Partner with marketing leaders who bring pre-vetted talent. ??? Read the full post on why you shouldn’t ?? on your vendor stack: https://lnkd.in/gr64JhNp #MarketingStrategy #VendorManagement #B2BMarketing #Growth

?? How are enterprise leaders are using agentic AI in 2025? In this month’s edition of Blue Seedling’s Enterprise GenAI Digest, we spotlight real-world AI applications: ?? Walmart & ThredUp are personalizing shopping experiences like never before, with AI-driven search boosting engagement by over 50%. ? Puma is empowering fans to design custom Manchester City kits with generative AI. ?? Tapestry & PepsiCo are using agentic AI to automate workflows and boost efficiency. ?? And much more—including insights from early agentic AI adopters like Johnson & Johnson. ?? Subscribe now and get the latest AI insights delivered to your inbox monthly: https://lnkd.in/e4QQ7Vse #GenerativeAI #EnterpriseAI #ArtificialIntelligence #B2BMarketing #Innovation

Your first product marketer won’t just shape your go-to-market strategy- they’ll either accelerate your growth or quietly derail it. Here’s the hard truth: Most founders get this wrong. Why? They focus on “proven” marketers with shiny resumes, not scrappy builders who create real impact. In our latest blog post, we dive into: ? 4 hiring mistakes that could set you back months ?? The unexpected traits of truly great PMMs ?? How to find the hire who can transform your startup Want to hire smarter? We’ve broken down what to look for and avoid here ??https://lnkd.in/gK7c56x5

Here's Blue Seedling's tried and true guide for quick sales pipeline generation for B2B startups ?? 1) Hit the road Schedule small-group dinners, lunch & learns, or any other way to gather hand-picked prospects and customers. These are inexpensive and effective because nothing sells your product like a happy customer. 2) Partner up Find companies targeting your ideal customer profile that sell a non-competitive product. Team up to run events like webinars or in-person meetups. Share the expenses and expand your audience. 3) The “Lead-a-thon” Host an “outreach party” where each of your execs and GTM team members combs through LinkedIn and reaches out to 20 prospects. Throw in a prize for whoever sets the most meetings. Read the full-guide here: https://lnkd.in/ed6KiMbC #Startups #tech #B2B