How to Take Big Swings (While Still Getting The Obvious Stuff Done, Too)

At the beginning of the year we asked a bunch of CEOs, CMOs, and board members the simple question:?What do you expect from marketing in 2023?

?Of course, many of them addressed the big elephant in the (board)room: revenue, pipeline, and efficient growth.?

But others approached the question from another angle.

?One answer has stuck with me, 5 months later, and is a driving mindset behind much of the work we're doing here at Mutiny. The insight comes from Peep Laja, CEO of?Wynter:

?“I'm increasingly convinced that marketing needs to be split into 'of course we're gonna do that' - content/SEO, PPC, etc - the obvious stuff, AND 'attempts at legendary'?- wtf category, big swings, crazy stuff that just might work.”

How much of your marketing team's time is spent on "obvious stuff", and how much is spent on "big swings"? For us, we're aiming for 30% obvious, 70% big swings.

Today, I'll share an example of how you can swing for the fences AND get the obvious stuff done at the same time.

PS.?See what else the C-Suite expects from marketing this year.

How to Take Big Swings (While Still Getting The Obvious Stuff Done Too)

Right now we're all looking to new industries and verticals to expand the addressable market we can sell too. It makes sense – we want to expand our customer base to industries less impacted by market downturns.?

But regardless of how much market research your biz ops team has done, or how many customer interviews your product marketing team has run, you're probably not going to nail your messaging on the first try.

Here's an obvious tactic and a big swing you can take to?improve your messaging?when approaching a new vertical.

?

Obvious Marketing:?Create an industry-specific page and?A/B test elements.

If you're adding net-new pages to your site, bring over best-practices from other pages, but don't be afraid to re-test elements. The new audience might have different preferences. Try a bunch of variations of your header, your imagery, the page layout, and CTAs.?

?

Big Swing Marketing:?Identify underserved segments within your existing traffic.

Instead of spending hours creating a charter, finding a meeting time that works for everyone within a crossfunctional squad, and spending a full quarter researching what industry to target next, why not use your existing website traffic to?identify underserved visitors?

For example, you might already have hundreds or thousands of visitors every month who won't be able to find a page that's relevent to their industry. That uncaptured demand is leaving money on the table for your company.?

Mutiny will?recommend audience segments?that have enough traffic that you'll be able to get statistically significant test results from (and what those conversions will?mean for your pipeline)

Next, duplicate an existing page, swap the copy to be relevant to the pain-points of the industry, and get it live as quickly as you can. Once it's live, you can begin sending your segmented traffic to that page, A/B test evey element on the page, personalize the copy and images?based on your data, and eventually build a dedicated offer for that audience.

6sense followed a similar playbook and generated $20 Million in sourced pipeline?from new industries, simply by changing their messaging and learning from the data.?

Once you've got that big swing done, why not also take these principles and apply it to audience segements based on:?

• Persona
• Industry Vertical
• Buying Stage
• Paid Traffic
• Company Size
• Target Accounts

Now it the time to take big swings. And when you do, make sure you email me to let me know! Want some more ideas? Check out our?Playbook library.?

What does Mutiny do again?

Mutiny is a conversion platform that allows marketers to convert more of their top-of-funnel traffic into customers. Mutiny is trusted by Notion, Brex, Snowflake, 6sense, and hundreds more of the fastest growing companies in the world to power their conversion.

Want a walkthrough of how Mutiny works??Take an interactive demo.

If you made it this far, you'll fit right in

Join?875+ other revenue-focused marketers?who use M2 to up-level their careers and solve their hardest challenges. Members get access to private roundtables, exclusive in-person events, and a community Slack channel.

Get access to the good stuff – apply to M2 today.