I’m excited to share I’ve teamed up with Hatch - the leading content production agency built for dark social - as a Limited Partner. The agreement was made effective in February 2024. This expansion of my role and our partnership together has been in the works for some time, starting when I joined Erik Jacobson and the Hatch team as an Advisor beginning in 2022.

I’m excited to share I’ve teamed up with CS2 - a leading Marketing and Revenue Operations firm - as a Strategic Advisor. I’ve been working closely with the founders Crissy Saunders (CEO) and Charlie Saunders (CRO) for over two years and have been seriously impressed with their technical aptitude, consistent innovation, and customer focus. This move formalizes our partnership and opens avenues for deeper integration and collaboration in the future.

When evaluating Marketing & Sales programs, it’s not a binary decision of whether this thing “works” or not. It’s actually a spectrum - how well does it work? Or perhaps better framed as what is the ROI on this particular investment?

Most “inbound” leads are not actually inbound. They just get tagged that way because they come from Marketing. It’s actually just because you have some data and have been able to architect that data to triggers Sales to reach out to someone that didn’t ask to talk to you.An MQL score is not an “inbound” lead. Neither is an e-book download. Neither is a webinar attendee. Neither is a PQL. And these types of “leads” make up 90% or more of the total “inbound” volume.

In 2024, smart B2B companies will FINALLY rethink their digital advertising strategies. Because the traditional playbook of spending $100k/month on LinkedIn ads to promote a gated e-book is clearly not working.

Key Opinion Leader (KOL) Marketing, where an external thought leader with tons of existing trust and credibility promotes your product authentically and organically because they get tons of value from it

In 2013, where could I go to search?

-Google

Just like every B2B company ran Hubspot’s SEO content strategy in 2017, every B2B company should be running this dark social content strategy in 2024 👇

I read a post here on LinkedIn using fancy data to say that 90% of revenue influenced by Marketing activities won’t be recognized for 9+ months 🤮

While there is some nuanced truth to this, the overall premise of this message is wrong & overstated.

Lots of companies think they have a Sales & Marketing problem, but they actually have a business strategy problem.

The new company, Passetto, is a tech-enabled GTM Strategy Consultancy that helps B2B Executives identify and execute against their highest priority growth levers with confidence and clarity.