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Clarity

Rachel Jordan

Acton, MA

Brand & marketing strategies that unify the SaaS brand experience, from first-touch to renewal & expansion.

-> Maximize pipeline volume, velocity, and value
-> Build timely, relevant, useful content strategies
-> Align your teams around the right ideal customer profiles
-> Push past assumptions to understand real customer motivators
-> Find and fix the leaks in your pipeline

$2.50/min

1

1 Call

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about 1 hour
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Lean Startups Marketing Strategy Branding SaaS Brand development Digital Marketing Strategy Growth Strategies Sales Funnel Optimization ROI Optimization

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Get Your Marketing & Sales Teams to Play Well Together

Something amiss between marketing & sales? I'll help you diagnose the problem & put simple steps in place to make it better.

I've built strong marketing-sales partnerships in enterprise and startup businesses.

Sometimes it's a people problem. But, usually the marketing-sales tug of war can be fixed with something simple like clarifying expectations, defining what sales-ready means to your team, or making sure everyone understands what a good-fit customer really is.

Figure Out What Your Marketing's Really Worth

Marketing ROI can feel like a black box to a busy founder.

That mystery makes investing in marketing scary, if not impossible. But you need marketing to grow. And the leaner your startup, the more important it is to know how to measure where you do invest your time, people, and funds.

I'll help you understand the metrics that matter to your business, what you have to focus on now and what you can ignore (because what you *could* measure in marketing is endless).

Here's a bit about my approach: http://www.rachelbjordan.com/blog/marketing-roi-analytics

Rethink Your Good-Fit Customers

If your churn rate's too high, it's taking too long to close new deals, or marketing's falling flat, you might be talking to the wrong people.

It's possible to know your market too well. When you do, you make assumptions about who you're selling to, what motivates them, and what blocks them.

But to grow, you have to be clear and disciplined about who your good-fit customers are -- and who they aren't.

I'll ask clarifying questions, challenge your assumptions, and help you focus on the right people.

Find the Leak in Your Pipeline

Is something stalling out between first-touch and closed/won deals? People dropping off between sign-up and launch?

The leak in your pipeline can be hard to find. Is it product/market fit? Message/market fit? A problem with your internal processes, people, or systems?

Let's troubleshoot and figure it out.

Answers 6
Reviews 0

Answers

Rachel Jordan answered

What does Clarity.fm call it Answers rather than Questions?

It might be brand positioning. Quora is already built around asking a question. Clarity is built around getting answers.

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Marketing

Predictive Analytics

Rachel Jordan answered

I want to set up a Blog. What can I do to instill trust if I don’t want to display my real name or photograph?

I'd start by answering these questions:

Who is your blog for?

Will they value what you write if they don't know who you are? Will they need you to back up your words with experience?

Is it that you don't want to display your name at all, or don't want to build your blog around your name?

Do you have examples of successful blogs in your space that are run anonymously?

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Business Strategy

Rachel Jordan answered

Do you think opening a Sourcing & Product Development Consulting agency can work with my profile and skills ? could i bring value to people ?

The best people to answer your question would be the people you imagine bringing value to.

Develop a very clear picture of your ideal customer. Answer fo yourself questions like: who they are, who they admire, what matters to them (not what you *think* should matter to them), what problems they most need to solve, what problems they'd be willing to pay to solve, what their willingness to pay would likely be.

Go on a listening tour.

You probably already know a number of people who fit the profile, or who know people who do. And, generally, people like to be helpful (that's why Clarity & other platforms can exist).

On each call, your goal is to challenge your own assumptions.

If possible, record each call and push the recordings through Temi so you can focus on listening and asking good follow-up questions, then fully absorb the words (and find the patterns) afterwards.

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Strategic Consulting

Startup Consulting

Rachel Jordan answered

We are seeing some behavior on our new website/app that we’re not sure what to make of. It’s just a percentage of people, but nonetheless significant

A few possibilities. And, as noted already, if this is a tiny percentage that's not impacting your business you could ignore it.

1. They're spam sign-ups. Have you noticed a wildly unrealistic uptick in overall traffic? You could be getting throttled by bots.

2. There's a problem with your email sender score, so your emails aren't getting through spam filters. What's your deliverability percentage?

3. There's a problem with the email itself:
-> subject line issues decrease open rates or can decrease clicks if there's disconnect between open and what the recipient actually finds inside
-> copy or design issues can cause clickthrough issues

4. There's a disconnect between what people expect when they sign up and what they have to do when they get that email. Do they know they're going to get the email? Is it worth the time for them to take that next step, depending on what value they expect to get from the sign up?

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Website Conversion

Rachel Jordan answered

Looking idea for Edtech.

I'm in an education-facing SaaS, and would be happy to talk with you about what I know about what people in the space need right now.

But I second what Laurent said. The most important thing to do is to talk to people.

You have to test your ideas and assumptions by talking to people. You want to hold conversations that will help you learn:

1. Am I solving a problem that people want to solve?

2. Do the people I think have this problem actually have it?

3. Are these people willing to pay to solve the problem? (Payment can happen in time or attention as easily as with money, depending on how you're monetizing your idea.)

4. What do the people I'm talking to care about most? Who do they aspire to be like?

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Business Development

Startup Consulting

Early-stage Startups

Rachel Jordan answered

How to get email contact list off of website on to spreadsheet for email marketing

Agree with others that, if you really want to do this, hire someone via a freelancing site.

But I'd ask first whether you really want or need to do this. Emailing people who haven't raised their hand to hear from you will almost definitely result in low opens, little engagement, and a problematic sender score.

You're better off attracting leads to you rather than landing in their inbox uninvited.

This can be so hard when you're a new business and you don't yet have a list. You might have to rely on paid tactics (ads and social posts) more at first than on organic. But, with the right strategy and content, eventually your organic will overtake your paid and you'll have an engaged list that actually turns into leads and customers. Not unsubscribes.

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Email Marketing

Reviews

Member since March 2018