SaaS Marketing Bites from Powered By Search · 2023-05-16 · 7 min
As a marketing leader, a large part of your ability to get the job done is in proving that you're delivering value already But it's also an area of marketing leadership that many get wrong Are these 3 communication errors killing your ability to prove the value of your work? 1. Stating an observation without impact, importance, or insight 2. Using passive vs active voice 3. Giving inputs more airtime than outputs Stating an observation without impact, importance, or insight It's extremely easy to notice something and report it. But all you're doing is giving metrics, not meaning. By understanding the importance of a metric, we can make a choice about what to do next. Want an example? BAD - Traffic is up, conversion is down GOOD - Traffic is up, but conversion is down indicating that there's a misalignment between our ICP's pain points and the topic of our most recent blog posts Using passive vs active voice Generally, you should avoid using the passive voice when reporting It weakens the entire point you're trying to make by removing any sense of agency from that message.
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