Alexa Kilroy

Your CEO might be the biggest reason sales and marketing aren’t aligned. 👀 Alina has built a billion-dollar company- and she’s learned this the hard way. At first, she didn’t trust her marketing leader. Not because they weren’t good- but because she had no way to measure what they were actually doing. → 𝗣𝗶𝗽𝗲𝗹𝗶𝗻𝗲 𝗱𝗮𝘁𝗮? Clear. → 𝗥𝗲𝘃𝗲𝗻𝘂𝗲 𝗻𝘂𝗺𝗯𝗲𝗿𝘀? Easy to track. → 𝗕𝗿𝗮𝗻𝗱 𝗶𝗺𝗽𝗮𝗰𝘁? A black box. So she got closer. She started tracking first touches on accounts- real indicators of brand influence. And suddenly, she could see it:  𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝘄𝗮𝘀 𝘄𝗼𝗿𝗸𝗶𝗻𝗴—𝗶𝘁 𝗷𝘂𝘀𝘁 𝘄𝗮𝘀𝗻’𝘁 𝗯𝗲𝗶𝗻𝗴 𝗺𝗲𝗮𝘀𝘂𝗿𝗲𝗱 𝘁𝗵𝗲 𝗿𝗶𝗴𝗵𝘁 𝘄𝗮𝘆. But most CEOs? They never get that close. 🚨 Instead, they look at revenue, see a gap, and fire the marketing leader. 🚨 Meanwhile, marketing teams rely on flawed intent data, running ads against a list and hoping something sticks. 🚨 When it doesn’t work, leadership blames marketing—without ever fixing the system. So, why is intent data failing? How should CEOs actually measure marketing? And what’s the real fix for alignment? Alina is pulling back the curtain at Wheel of Fortune exposing what’s broken, what actually works, and why most teams are getting GTM all wrong. You won’t hear this anywhere else. 🎟 Save your spot now → https://lnkd.in/eA5Hj2Ey

179

Marketing can’t fix a broken business. In broken businesses ... Churn isn’t a marketing problem. It’s a product problem. Bad reviews aren’t a messaging issue. They’re a customer experience issue. CAC isn’t high because of the ad copy. It’s high because no one wants what you’re selling. Stop blaming marketing for the symptoms. Start fixing the root causes. ___ ♻️ Repost this if you found it useful 🧐 Follow me (@LizWillits) for more posts 💌 Get VIP insights in my email newsletter

275

67 Comments

Email campaign revenue up by $85,922 year-over-year WITHOUT sending more emails 👇 5 Reasons why... 1. Product-market fit Customers love the product. They come back for a second, third, and fourth purchase. They buy for their daughters, mothers, and friends. ↳ 48% of revenue comes from repeat buyers ↳ Average customer places 2.7 orders per year ❌ Email marketing cannot fix a product people do not love. If retention is low, your email problem is not email, it is product-market fit. -------------- 2. Sending to highly engaged audiences They are honest with themselves. If someone has not engaged in the last 30 days, they are dead weight in their database. That means every email they send has an open rate of 52% or higher. ↳ 52% - 65% average open rate per campaign send ❌ Most DTC brands hoard dead contacts, afraid to let go. But keeping disengaged subscribers tanks deliverability and makes every email less effective. -------------- 3. Email deliverability Because they focus on engaged audiences, their inbox placement rates stay high. ISPs reward high engagement. ↳ Spam complaints reduced by 65% in the last 90 days ❌ If your emails land in spam, it does not matter how good your offer is. A bloated list filled with unengaged contacts is a silent revenue killer. -------------- 4. Double-down on SMS marketing They use SMS to complement email, creating an omnichannel experience that keeps customers coming back. ❌ Email is great, but it is not enough in many cases. Customers need reminders where they actually pay attention, on their phones. -------------- 5. Campaigns that convert Highly personal, highly impactful messaging with a strong visual focus. ↳ Conversion rates increased from 1.3% to 5.4% ❌ Dull campaign emails just don't cut it. More revenue without sending more emails. This is how they do it. P.S. I’m offering a few FREE Klaviyo audits this month ($3K value). Book yours here 👉 https://lnkd.in/diU4ekYa

31

9 Comments

ABM is the best way to drive ICP Pipeline progression. Not MQLs. Opportunities from ICP Accounts. This is how you go from gut-based decisions, To precision ICP targeting. Step 1: Analyze Closed Won - Audit your CRM for all opportunities - Analyze LTV and NPS to find best-fit accounts Step 2: ICP Model - Create buyer personas with behavioral signals - Build segments with firmographic & technographic data Step 3: Account Sourcing - Source accounts through databases and scraping - Build lists from multiple sources and dedupe duplicates Step 4: AI Account Research - Interview SDRs & AEs to understand research process - Create research agents for automated research Step 5: Account Tiering - Prioritize accounts by creating three different tiers - Focus ad spend and manual activities on Tier 1 accounts Step 6: Signal Tracking - Start with structuring 1st party signals you own - Track 2nd and 3rd party intent signals across platforms Step 7: Awareness Scoring - Create scoring models from "identified" to "selecting" - Track progression automatically within your CRM Step 8: Contact Sourcing - Source decision makers, champions, influencers, users - Create org charts in your CRM Step 9: SDRs' Notifications - Set up Slack alerts for high-intent account activity - Create CRM tasks and automated workflow triggers Step 10: Demand Generation - Create personalized landing pages - Launch paid ads targeting specific account lists - Manual outbound for tier 1, automated for the rest Notice how steps 1-9 are not related to demand gen activities. RevOps builds the foundation. Demand Gen generates traffic. You need both.

121

18 Comments

Stop using Apollo to scrape leads. Use this tool instead: 90% of cold outbound agencies are freaking out. Because they’re still using the same tools. Than they were using in 2019. Why is that a problem? The tools they’re using are not compliant. Their emails are landing in spam. Results are drastically affected. Just recently. Apollo got banned from LinkedIn. They're facing legal risks for non-compliant data. What to do instead? Switch to a tool that’s adapted for cold outbound. While staying compliant. I just switched to Icypeas: - 100% CCPA & GDPR compliant. - 1.8B+ emails (insane accuracy). - ISO 27001 certified. Why it works for cold email at scale: 1. No more guessing games: Finds verified emails in 1 click. ↳ Role-based addresses (CEO, CMO, etc.). ↳ Filters by location, industry, company size. 2. Legal safety: - Zero “dark web” data. - All sources are ethical and compliant. 3. Integrates with your stack: - Clay - Instantly - Zapier - Google Sheets 4. High deliverability rate: - Rigorous multilayer verification. - Slashes bounce rates. - Protects sender reputation. Make sure the tools you're using are compliant. If not, you need to rethink your strategy. PS - What tool do you think will be banned next?

29

17 Comments

In one year we went from less than $200K to almost $2M YoY in qualified pipeline from paid media. An increase of 1,239% 🫨 That translated to a 13X YoY increase on return on pipeline. I'm hesitating as I write this because it seems like clickbait (but I promise I've triple checked the data). How? Two things: 1. Improved UTM tracking (it's important, yall) 2. An absolutely top tier, world class, AMAZING agency - AdConversion The AdConversion team has been instrumental in helping us rethink and scale our performance media approach in ways we couldn’t have done alone. They’re legit strategic partners - balancing creativity with efficiency and delivering real, measurable impact. Gratitude doesn’t even begin to cover it. A massive thank you to Torie Morris for owning this partnership, as well as Silvio Perez, Soroush Karimian, and the rest of the AC team. This year, we’re building on this momentum, expanding into new channels and leaning into mediums we didn't before - helloooo video 📽️ Excited to build more with this amazing team! On a side note: paid media is only one piece of the pie - there are other channels we have a lot of work to do with. But, like many marketing teams, paid media is a significant part of our variable budget. Proving to finance, the c-suite, and the board that we're responsibly managing, building predictiability, and scaling our budget is critical in growing trust - which allows us to test, experiment, and be bold in other ways that drive memorable customer experiences.

165

15 Comments