Josh Grant, VP, Growth at Webflow stresses more on the importance of being data and tech–savvy as a modern marketer in this Q&A:

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Welcome to this MarTech Series chat, Josh, tell us about yourself and more about your role at Webflow…we’d love to hear about the top highlights from your B2B marketing journey as well!

Absolutely, thrilled to be here! As the VP of Growth at Webflow, my role spans across key domains, including Growth Marketing, Product Lifecycle, Enterprise Marketing, Lifecycle Marketing, Marketing Operations, and Marketing Analytics.

My journey in B2B marketing has been a rewarding decade-long adventure filled with oh so many highlights. Where do I start? Let’s call out a recent one. During my time at Affirm, I spearheaded a groundbreaking initiative where we harnessed the power of machine learning to revolutionize our marketing automation systems. This endeavor resulted in the establishment of a seamlessly predictive and automated campaign strategy. The process involved constructing machine learning models for content prediction, encompassing purchase propensity and upsell, as well as predictive channels to determine optimal engagement methods such as email, push notifications, or in-product interactions. We also fine-tuned the timing of our marketing communications, considering the day of the week and time of day for maximum impact that was totally model driven.

Executing this strategy involved seamlessly integrating our machine learning models into Salesforce Marketing Cloud and Pardot through a Customer Data Platform (CDP). The precision of our approach was truly remarkable, allowing us to isolate variables, conduct rigorous experiments, achieve statistical significance, and seamlessly graduate successful practices. The entire process was not only innovative but also remarkably efficient.

You recently joined Webflow. Can you tell us more about the product and why you joined?

Absolutely! Webflow, at its core, is a dynamic web experience platform designed to empower both designers and marketers in creating and managing professional websites effortlessly, all without the need for coding expertise.

The significance of a professional and high converting website cannot be overstated. Through my extensive experience leading marketing teams, I’ve often encountered challenges related to the agility of executing website changes and the dependency on cross-functional teams. This is precisely where Webflow shines—it addresses a challenge that resonates deeply with me. By providing a solution that eliminates the need for coding, Webflow grants marketing and design teams the autonomy to efficiently build, manage, and optimize their most crucial channel—their website.

Joining Webflow is an exciting prospect for me, as it allows me to contribute to the growth of this platform and extend its transformative capabilities to marketers worldwide. It’s an opportunity to unlock the full potential of Webflow, empowering even more professionals to elevate their web presence without the constraints of traditional coding barriers.

What are some of the core marketing strategies and plans you’ve focused on over the years to impact growth in your roles, can you take us through the martech you’ve relied on to drive those efforts?

Certainly! Let’s delve into the core marketing strategies and plans I’ve championed over the years to drive growth in various roles, along with the MarTech tools that have been instrumental in these efforts.

Acquisition:

In the realm of acquisition, my focus begins with optimizing paid channels for maximum efficiency. This involves fine-tuning bottom-of-funnel conversion metrics such as CTR and ROAS, aligning them with overarching business metrics like payback period and CAC/LTV ratio.

Simultaneously, I leverage powerful marketing automation tools like Marketo, Salesforce Marketing Cloud, Pardot, and others to craft evergreen automation programs. These programs encompass a spectrum of content types, ranging from thought leadership to promotional material. Accelerated by engagement and lead scores, these initiatives are designed to boost the velocity of conversion.

Furthermore, web experimentation takes center stage. Continuous conversion rate optimization is achieved through an experimentation framework akin to clinical trials. This method allows for in-depth insights, enabling us to iterate and graduate based on findings.

Expansion:

For expansion, my mantra is “upsell, upsell, upsell.” So many companies under-monetize in a post-acquired state. I prioritize understanding product eligibility and propensity to purchase data. This knowledge forms the foundation for crafting targeted upsell programs, which can manifest through lifecycle programs within a marketing automation system or in-product upselling facilitated by tools like Pendo.

Retention:

Retention, admittedly challenging, underscores the importance of staying ahead of customer attrition by obsessing over customer experience. Aligning both Marketing and Product teams, I emphasize the continuous examination of product usage data to ensure customers are actively engaging with the product and its features.

Establishing robust relationships between teams and the custodians of customer success and service is paramount. These relationships unveil invaluable insights from support ticket trends, informing content creation and educational initiatives within existing customer programs—both in marketing and in-product education.

In essence, this holistic approach to acquisition, expansion, and retention, supported by cutting-edge MarTech tools, has been pivotal in driving sustained growth throughout my career.

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How is B2B marketing and the role of the typical marketer across this function evolving today?

The landscape of B2B marketing and the role of marketers within this domain are undergoing a profound evolution, fueled by the increasing integration of AI, machine learning, and automation. In this dynamic environment, technical proficiency has become more crucial than ever, rendering traditional methods like snail mail, occasional webinars, and newsletters obsolete.

The contemporary approach to B2B marketing demands a strategic reliance on high-quality data and the optimal utilization of technology to not only acquire but also expand customer bases. This shift signifies a departure from outdated practices and emphasizes the imperative need for marketers to embrace a more data-driven and tech-savvy approach.

Moreover, personalization has transcended being a mere luxury; it is now a prerequisite. Recent developments, such as Google’s penalty on mass senders at the domain level for high spam complaints, underscore the necessity for marketers to possess an in-depth understanding of their customers. Every interaction between the brand and prospects or customers must be meticulously crafted to deliver profound value.

Personally, I wholeheartedly embrace this transformative phase in B2B marketing. Legacy practices are becoming progressively less efficient, and the marketers who adopt a digital scientist mindset—leveraging technology, data, and personalization—will undoubtedly emerge as the trailblazers of the future.

How do you build and lead highly impactful B2B marketing teams?

Building and leading highly impactful B2B marketing teams requires a strategic approach centered on three key principles: hiring experts, promoting autonomy, and fostering accessibility. Managing large teams with diverse focus areas underscores the critical importance of having the right individuals in key positions and empowering them with the autonomy to excel in their roles.

The first pillar involves strategically hiring experts, ensuring that the team is comprised of individuals with specialized skills and knowledge. This sets the foundation for a team capable of delivering excellence in their respective areas.

Promoting autonomy is the second crucial element. Granting team members the freedom to execute and take ownership of their responsibilities fosters a culture of innovation and accountability. This approach not only encourages creativity but also allows each team member to leverage their expertise to drive impactful results.

Being accessible serves as the third cornerstone. As a leader, maintaining open lines of communication and accessibility is paramount. It ensures that team members feel supported, can seek guidance when needed, and contribute effectively to the collective vision.

Five tips for marketers in 2024 you’d leave our readers with?

• Challenge the status quo in marketing as we approach the upcoming year. This period is pivotal, and strategies that proved effective yesterday may not necessarily yield the same results tomorrow. It’s not only acceptable but also beneficial to question the current approach within your team. Encourage a culture where asking why certain methods are in place is not just welcomed but seen as a proactive step toward innovation and staying ahead in the ever-evolving marketing landscape.
• Cultivate a Culture of Continuous Learning: The marketing landscape is ever-changing, and a commitment to ongoing learning is non-negotiable. Encourage your team to upskill, attend industry conferences, network with others in the space, and participate in workshops. This culture of continuous learning not only keeps your team sharp but also positions your organization at the forefront of industry trends.
• Maintain your agility, stay nimble. Striking a balance is key — between developing comprehensive, automated growth programs and retaining the ability to swiftly implement and celebrate quick wins.
• Invest in Marketing Analytics yesterday. This function stands out as crucial within a marketing team, serving as a linchpin for driving growth and adapting strategies. Establishing a team with profound business and market acumen, coupled with strong marketing expertise, fosters an environment where data and insights play a central role in shaping marketing investments, be it in people, budget allocation, or program development.
• Enjoy the journey—wholeheartedly. Life is too short to engage in something you don’t find joy in. Marketers navigate a dynamic landscape, juggling diverse responsibilities from launching impactful programs to ensuring compliance and being effective business partners. In the midst of these challenges, it’s easy to lose sight of the initial passion that led you into this field. Embrace the work, wear a smile, and approach every task with enthusiasm. Crush it not just for the sake of success, but for the fulfillment and joy it brings to your professional journey

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