How the Fxck SEO Podcast

Ep. 27: Andy Culligan CMO, How to generate 15,000 webinar for <£1,000

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This week's marketing leader is Andy Culligan, the CMO of LeadFeeder.

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Andy joined LeadFeeder in 2020 and took on the task of creating fresh pipeline and growing revenue through marketing.

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In this podcast, he tells the story of cutting the marketing campaign budget to a third (by reducing paid and agency fees) but still getting the same volume of leads.

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We learn how Andy and his team put on multiple webinars over the year that more than 15,000 people attended.

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Interweaved with the story of webinar success we learn:

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  • Andy's secret to success (i.e. scaling Exponia from $4m ARR to $16m ARR)
  • Why SDRs under marketing works can be vital to growth
  • Why you need to make sure leads actually trickle down to a sale. Matching lead gen to revenue outcomes.
  • How to design content around your what's keeping your customers up at night
  • How to get 1,000s of webinar attendees even if you don't have a big email list
  • How to score your leads to only push the best ones to your sales development team
  • Why you must immediately follow up on demo requests
  • Advice on whether an 'eBook download' should be called immediately, nurtured or just wait for them to have higher intent
  • How to get from SEO to a lead
  • Why actionable content is king (or queen)
  • Why you shouldn't overcomplicate things (which marketers so often do)

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    Next week, I'll release a playbook. Subscribe on thefxck.com to get it.

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    How the Fxck SEO PodcastBy Ben Goodey
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