First Page Strategy, by RevenueZen

Do your product pages make your dream customers say, ‘Yep, this is exactly what I need’? Don’t lie. I’ll know. While you chew on that mind cookie, let me put you on game. Early-stage founders and marketers often look at me like I’m speaking Greek when I suggest they create more vertical-specific, solution-focused, and persona-based pages. My answer is almost always the same. When I ask them to describe who their ideal customers are, what their biggest pain points are, and how the product helps each group specifically, they always have so much to say. ???? I take notes during these conversations and write a bullet for every industry, solution, feature, integration, use case, or persona they describe. ???? While they’re talking, I always look at the primary navigation, footer, and product or service page to see if/where they talk about each. Most of my conversations then shift to me asking them why they don’t have content for those unique insights they just passionately told me about. Their look of confusion usually turns into a smirk or excitement. They get it. Why isn’t crucial information about their product, that customers NEED to feel good about making a purchase decision, listed anywhere on the site? It’s madness. Regardless of your feelings about SEO as a channel, your prospective customers will review your site to either learn more information about your offer, gain trust about you, or both. If you don’t believe me, go install a user engagement analytics tool like Microsoft Clarity. Segment the behavior by your solutions pages only. My next comment is almost always around what’s on the page. Usually, it’s either 1. criminally overoptimized for SEO and an afterthought or 2. lacks any insightful or useful information for the prospective customer. I always recommend they think about the last time they bought software or researched a vendor. What info did you collect? ? Testimonials from real users ? How they are different from other solutions ? Why you should choose them over competitors ? Videos or screenshots of the product ? Pricing It’s not rocket science. You know the things. Create unique pages for the different features, industries, solutions, and people you cater to. Include information that will help your target customers make informed decisions for themselves to take the next step in their buying journey. So the question is, do you need to roll up your sleeves and create/improve your solutions pages? I hope today is the best day of your entire life. Cheers. ?? #b2bmarketing #saasgrowth #seo #content #leadership

Google’s latest updates are a ticking time bomb for companies who don’t get it. Misunderstanding them is draining your business resources and time. It’s time to make a change. A fundamental change in your thinking. The helpful content update, the concept of EEAT, and more—all boil down to a few key principles: 1. ?????????????????????? ???????? – Are you adding new, referencable information to Google’s index? Novelty that goes beyond the same tired insights everyone else has. 2. ?????????????????????? – What have you actually been through? Stories, perspectives, and lessons from your own path. 3. ?????????????????? – Do you know what the heck you’re talking about? What do all of these have in common? They can’t be faked or automated using the endless supply of tools out there trying to game the system. We all want to game the system. But guess what? The system’s getting smarter. And so are the folks who have to use it. And if you’re tired, like me, of the "enshittification" of platforms (shoutout to one of my heroes, Cory Doctorow), then you know what I’m talking about. Both Google and your potential customers are sick and tired of reading shallow articles that don’t provide any value or help them accomplish their goals. And just using “I” statements in articles churned out by AI? That doesn’t count. That’s regurgitation. Curation. Plagiarism. Not information gain and compelling, insightful stories worth learning from. So be better. ????????’?? ??????: ???? Speak from personal experience whenever possible. Stories are powerful. ???? If you aren’t an expert on the topic, consult one. Interview them. Send them a brief questionnaire over Slack. Get them talking and write down what they say. ???? Research what’s out there BEFORE you create content. Ask yourself: “What’s the unique angle here? What’s my viewpoint that nobody else has?” ???? Cite your research. We’re all tired of clickbait titles and baseless claims. ???? Read your own content out loud twice before you publish. If you can’t make it through without wanting to claw your eyes out from boredom, neither will your audience. ???? Run it through Grammarly or Hemingway. Polish your syntax. Duh. ???? Then focus on the on-page optimizations to make sure the robots understand it. This isn’t hard. It just takes intentionality. You have to care. It’s non-negotiable if you want your content strategy to succeed in 2025. ????????, ???? ???????? ?????? ???? ?????????? ?????????????? ?????? ???????? ???? ?????? ???????????????? ?????????????????? ?????????????? ?????????????????? ???????? ?????? ???????? ????????. If you want the checklist, comment “Heck yes Ken, I love to comment on posts for resources” and i’ll ship it. ?? I hope today is the best day of your entire life. Cheers. ?? #b2bmarketing #saasgrowth #seo #content #leadership

HOW TO MAKE $2M IN 3 YEARS WITH A LINKEDIN AGENCY LinkedIn consulting has gone into overdrive recently. The mistake most of the founders make? They're trying to turn personal influence into a business. → Without the underlying business plan! Instead, focus on building a LinkedIn Agency - I mean the real underlying business, not just your LI profile -that someone actually wants to buy. Here's what you need, in order: → Strategic, differentiated POV → Market validation of that perspective → Proof you understand LinkedIn execution by doing it → Tried and tested delivery model → Experience running several clients yourself → Low risk hiring plan that makes sense → Validation that you aren't required for most functions → Confident motion into a full-time team buildout → Heavyweight account management talent → Sales or marketing not done by you → Deep understanding of M&A and how deals get done I've outlined this all below. Thinking of making a free course on how to start, grow, scale, and sell a LinkedIn agency. If I made that, would you watch it? -- BTW. Did you know that I invest in LinkedIn agencies? → Drop me a line ???? -- ? Repost this if you thought it was valuable ?? "Save" it to come back to it later

Drop what you’re doing—time for some real talk. Here’s my #1 B2B SEO hack to crush your campaigns in 2025. Jk. ???? ???????????? there is no hack. There’s only one core principle that works every single time. And it’s something your customers want just as much as Google’s increasingly black box algorithm. It’s called Information Gain. One of my heroes (even though we’ve never met and he isn’t aware of my existence) Kevin Indig says it well in a Growth Memo newsletter I read a while back: “Google’s Helpful Content Update (HCU) and the latest Core Updates judge "samesies content" harder and gut-punched sites for not having anything new to contribute to the conversation. The way out seems to be Information Gain. The idea is simple: Without being able to contribute something new and relevant, your content might not work in Search. Even worse, it might drag your site performance down” Why is this so powerful? Because… Every Google update forces SEOs to switch tactics, buy new tools, and game the system. But this update, alongside the others, is putting a spotlight on authenticity and punishing folks who don’t have: ???? Actual expertise in the subject ???? New perspectives to add to the conversation ???? An interesting way to say it So if you’re still using VAs and chatbots to create “SEO Content,” even if you’re temporarily seeing good KPIs… A storm is coming. Google isn’t playing around. And even if they were, your users haven’t enjoyed your highly formulaic and boring content for a long time. Writing for the sole purpose of “ranking well” is played out—not because of algorithm updates. It’s because your prospects hate it, and they can tell. Why don’t you create dope content that’s focused on their needs, solutions for them, and that helps them achieve their goals? I guarantee you won’t regret creating that in 2026. So my only question is, how are you making sure your content has Information Gain? Do you even IG, bro? Btw, this pic is me waking up on the day of my BJJ competition, 3 lbs over my limit, and having to make weight. Information gain is like weight-cutting, you can’t fake it. I had to ride that stupid stationary bike for almost an hour and a half to shed the pounds. Do. The. Work. Or you won’t be able to compete. Hope today’s the best day of your entire life. Cheers. ?? #b2bmarketing #saasgrowth #seo #content #leadership

When I joined Wonderschool as CRO, we were at a pivotal moment. We had <$500k in ARR and only 10 months of runway. Then COVID hit. The current strategy wasn’t going to hit the $1.5M ARR I'd signed up to. We had to pivot—and fast. The solution? I used what is now the RVNU framework, we pivoted from a marketplace model to a B2B SaaS play in GovTech, while keeping the core product largely the same but completely transforming our GTM motion. Here’s how I approached it: 1?? Build trust with the CEO and board immediately: - Understand their vision and concerns for the future of the company. - Apply the RVNU framework to gather and present real data, showing why the existing model wasn’t scaling. - I dedicated 12-hour days talking to customers, analyzing competitors, and mapping the market. - Presented the insights to align leadership on the need for change. 2?? Bring the team into the process early: - Held 1:1s with key team members, sharing findings from the RVNU framework assessment to bring them into the decision-making process. - Ensured full team alignment from the start for successful execution. 3?? Prove it with numbers: - Showed the CEO and board why the marketplace model couldn’t take us to $1.5M ARR. - Leveraged the RVNU framework to demonstrate how shifting the GTM to enterprise SaaS could lead to multi-million $ closed ARR, often on multi-year deals. 4?? The result?: >$2M ARR, $10M+ pipeline, achieved with 70% fewer resources, enabling profitability. All while keeping the core product largely intact. --- This pivot not only delivered >$2M ARR profitably, it also set the business up for a $25M Series B. The RVNU framework was key to making the assessment and illustrating the path to rapid revenue growth. For a deeper dive check out this week's newsletter. If you want to use the RVNU framework, go ahead, it's free to access. You can access it by taking our free GTM Debt Self-Assessment. You got this ???? #sales #saas #startups #venturecapital #GTMdebt

My?free mini-masterclass on B2B SaaS LinkedIn strategy: → Years of insights → All in one place → Freely available And it's categorized and tagged so you don't have to scroll through my timeline. Here it is ?? -- ?? FOUNDER-LED SOCIAL 1. Why embrace executive social https://lnkd.in/d_qBCyj9 2. How to ghostwrite for executives https://lnkd.in/dGy9XMaX 3. How to plan your founder-led social initiative https://lnkd.in/dtZ9EbTC 4. How to scale CEO-led social https://lnkd.in/dX9UdgwH 5. How to approach Strategic Narrative https://lnkd.in/dn-D4nmW 6. Having a ghostwriter is good not bad https://lnkd.in/dksvyVF4 7. Myths to dispel about founder-led social https://lnkd.in/d_Va_AG3 8. Why your buyers should care about what you post https://lnkd.in/ds9k8u-K -- ?? LINKEDIN FOR B2B TEAMS 1. The 'new way' of creator marketing https://lnkd.in/dxZQ9G5G 2. A master class in community management https://lnkd.in/dFJk2Ye5 3. How to do LinkedIn attribution in CRM https://lnkd.in/d6hHB24A 4. How to manage engagement across a team: https://lnkd.in/db7w-5T4 5. How to scale credibility: https://lnkd.in/dJbi_PqB 6. Manage replies like a pro: https://lnkd.in/dU7Kj--9

I just have to honor someone special today: Amy Volas is so rad it almost hurts ?? Let me tell you why. (This is a highlight reel and not an exhaustive list) 1. From the day I met her, like recognized like and we knew each other was legit: heart forward, uncompromising, protective of those we love. 2. She's ONLY willing to do the absolute best work, and she does it consistently 3. For years... decades.... she has created nothing but a trail of goodness in her wake, personally and professionally 4. She's a monster at sales, to the point where it's effortless - $100M of closed/won is no joke 5. She is Top 0.01% at executive search for GTM leadership, and it's not even close 6. Her book is going to come out soon and it's going to be f***n amazing 7. She is REAL with herself and with everyone around her. Amy's utter self awareness translates into her incredible power to truly listen and make me feel completely heard and understood in a rare way. 8. She not only has nurtured the cutest cat in the universe (Roy), she has brought so much healing energy to my elderly cat Snowball, who has seen some stuff in her life and needs all the love and gentleness that she can get 9. Both the clients and found executives that have worked with Avenue Talent Partners (ATP), have had nothing but phenomenal feedback to offer about the experience of working with AV + ATP (and with Taryn of course) 10. Her husband Chris is the man, we talked for a long time about life after brunch and he's great (this was while Amy and my wife Chelsea just straight chatted for like an hour in the back seat of my car, because their conversation was so good they didn't want to interrupt it by getting out) So... Sure. Amy is "someone to follow". She is a Top Voice, lots of followers, and all that. But social media labels can often mean very little, and sometimes they reward the wrong things. And so to cut through the uncertainty and noise, I can say this: I have so much incredible love and trust for Amy as a human. She has been a friend, mentor, confidant, and much more to me over the years. I can only hope I have even begun to return to her what she has given me. Thank you, my friend. ???? -- P.S. Founders, if you're trying to de-risk key revenue leadership hires: there's just nobody better. Work with Amy.

It's easy to be an order-taker. It's hard to give proactive recommendations. Yet, there is an amazing thing that happens when you think proactively. - People start to respect you - People want to know what you think - People offer you more money Order-takers make your boss or colleague work harder. They offer up a problem but have no ideas on how to solve that problem. I repeatedly hear this from VPs of Marketing and the Heads of Demand Generation when they come inbound to Omni Lab. This is why we have doubled down on our process to make this even more consistent. We have always been proactive, but now we are implementing weekly proactive updates every Friday that look something like this: "?????? ???????? - ?? ???????????? ???? ???????? ?????? ?? ?????????? ???????????? ???? ?????? ?????? ???????? ???????? ?????? ???????? ?????????????????????? ?????????? ???? ?????????? ???????? ???????? ???????? ????????. ???????? ???????????????? ???????? ????????? - ???????????????? ???????????????? - ???????????????? ???????????????? ???????? ???? ???? ???????? ???????? ??????? - ???????????????? #1 - ???????????????? #2 - ???????????????? #3 ???????? ?????? ???? ?????????????? ???? ?????? ??????? - ???????? #1 - ???????? #2 - ???????? #3 ?????????? ???? ???????? ???????????????? ???????? ????????, ???????? ?????? ???????? ??????????????????????????????/?????????????????????????? ???? ????????????????: - ????????????????????????????/?????????????????????? #1 - ????????????????????????????/?????????????????????? #2 - ????????????????????????????/?????????????????????? #3" I want every VP of Marketing we work with to feel like a pro, like they are in the know, and to "steal" our proactive updates so they look good in front of their boss. If you are an in-house marketer, you could use this as well. Don't be an order-taker; overcommunicate and be proactive. Your boss will love ?? you for it. ---- Join 3k B2B marketers and subscribe to our newsletter: https://lnkd.in/eJdaisNn

Some of you are anxiously attached to your marketing strategy and it's harming your performance. Not familiar with attachment theory? Let me explain. Attachment theory isn’t usually discussed in this context. It’s a framework that explores how human behavior in relationships as adults is partly formed by how they were treated by their primary caregivers as children. Without going too deep, there are three styles: ???????????? - All is well in the neighborhood. You trust them, and they trust you. ?????????????? - The marketing equivalent of hovering over the ‘Publish’ button like it’s a nuclear launch code—overly worried, dependent, and constantly vigilant/unsure. ???????????????? - Detached, callous, with too much independence. These styles don’t just apply to relationships—they can also reflect how companies approach their marketing strategies. Can you see where I’m going with this? The world will not end if you ship a piece of content early or push live on an ad campaign, only to make small tweaks and changes along the way. In fact, not only will the world not end, but taking this approach will also help you incorporate actual data and customer feedback earlier into your campaigns, making them much more effective. It’s the same for SEO. Shipping early and iterating over time is better. Always, because there is a lag. Here’s the order of things: ???? 1. You publish. ???? 2. Google takes days or weeks to include content in their index. ???? 3. Google takes days or weeks and even months to understand the content and solidify its ranking position amongst your competitors. ???? 4. Based on that data, you make adjustments to your content to improve it further. ???? 5. Repeat steps 1-4. ???? 6. Eventually, after the first few months, you start to see the KPIs you have identified improve. To be crystal clear, I’m not saying that cost-benefit analysis isn’t there—you 100% should not rush through publishing your content. In fact, that will actively harm you. However, there is a point of diminishing returns, and it comes quicker than some of you think. Obsessing over every Oxford comma and trying to predict how your website visitors or customers will interact with your content through yet another meeting with the CEO will never stand in for the real thing: publishing and determining the actual results. Trying to make tweaks to your Google doc or website layout isn’t the same as learning from real user engagement and building from there. I have spoken. It’s secure attachment. It’s Pareto. So, go ahead—ship it, tweak it, and learn. Secure your success by getting out there and iterating. You know these things. Be fearless.

I'm both a buyer and a seller. If you've done business with me, you know I’m direct and picky as all get out when it comes to understanding what I’m purchasing. Before I sign on the dotted line, I need to know exactly how it will work in practice and what delivery will look like. This is also how I show up for my customers. I never want them to wonder if they’re getting what they paid for or achieving the results they need AND deserve. But, as a buyer and customer, I’ve had more disappointing experiences than I’d like. Why? ? My expectations aren't properly set. ? I feel sold to instead of understood. ? I'm talked at instead of spoken with. ? I'm left without the support to get the most out of my purchase. So, when I have an experience that actually delights me, I want to shout it from the mountaintop. Cue the megaphone ?? I can’t celebrate Ken "Magma" Marshall and the RevenueZen team enough. Here’s the deal: I’m a fish out of water when it comes to marketing “stuff,” but I know I need help. Even though we had clear discussions and well-documented expectations, there were still gaps when theory turned into practice for me. That's frustrating for all parties involved and happens all the time. And with any frustrating situation, it's all about how we show up in that moment. Yesterday, Ken bent over backward to help me understand, without talking down to me. If he was frustrated, I couldn't tell. His IQ and EQ were off the charts. He filled in a major blindspot and diffused a situation that could have easily escalated, making me feel heard, understood, and supported—all with a plan that worked for everyone. No videos, Q&A links, or online tutorials that would have exhausted and confused me even more—just real help. This is value This is partnership This is service It's also the secret sauce to retaining and expanding customers, referrals, and winning the long game. If you’re looking for SEO or marketing help, stop what you’re doing and contact these incredible folks. Thank you to the team for putting up with my layman self—it’s been a real treat working with you. And a special shout-out to Alex Boyd for making this partnership happen. TL;DR: No amount of PLG, automation, or process can replace genuine customer experience and care. It might take more time, but it’s always worth it. #startups #business #customerexperience #marketing #sales