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Mike Lieberman, CEO and Chief Revenue ScientistWed, Mar 30, 2022 2 min read

Episode 27 – What’s Wrong With Revenue? You Don’t Have The Right Mix Of Marketing Tactics

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In this episode of What’s Wrong With Revenue? we did a deep dive on how to select the right tactics based on your specific goals and objectives.


Interested in demand generation? You’ll need tactics that align with getting more awareness for your company and its products or services.

Interested in inbound marketing tactics? You’ll need to create a ton of content, publish that content, earn attention, bring those visitors back to your website (which has to be amazing) and try to convert them via new content. You’ll then need ongoing nurturing tactics as well.

In some cases, you might be running both types of marketing strategies, so you’ll need to orchestrate many more tactics across both types of campaigns.

We also talked about prioritization. Almost no one has an unlimited budget for both time and money. This means regardless of which approach you’re taking (inbound or demand gen), you have to prioritize what you work on and when you work on it.

At Square 2, we run a prioritization methodology for clients that focuses on the tactics that will generate the biggest lift for the least amount of effort. Those get prioritized first, and then everything else gets worked in around those. This definitely helps optimize client budgets and our efforts.

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Mike Lieberman, CEO and Chief Revenue Scientist

Mike is the CEO and Chief Revenue Scientist at Square 2. He is passionate about helping people turn their ordinary businesses into businesses people talk about. For more than 25 years, Mike has been working hand-in-hand with CEOs and marketing and sales executives to help them create strategic revenue growth plans, compelling marketing strategies and remarkable sales processes that shorten the sales cycle and increase close rates.