Want exponential growth? I'll show you how to integrate your BD + Marketing department to supercharge your growth.

This is for web 3 companies and protocols that sell B2B - which could mean selling to other centralized or decentralized crypto businesses.

What sort of projects are B2B?  A few examples are infrastructure solutions, service providers, and even L1s and L2s.  Any project that relies mostly on onboarding businesses and protocols would be defined as B2B.  

Obviously you don’t want to listen to someone who’s never sold B2B before…

First, I built a 15 person marketing agency that worked with some of the top e-commerce brands and course sellers - our agency services were high-ticket B2B with retainers going up all the way to 30k/month.  I’ve sold something to the tune of a few million $$$ worth of high-ticket services.

At my current position as CMO at Builder Capital, I also have acted as fractional CMO for GoGoPool and Helika that are highly B2B focused with their go-to market team and strategy buildouts.  

Recently, I helped Helika as a fractional CMO to both build out BD and marketing teams, build out marketing strategy, event strategy, and played a core role in helping them rapidly scale to be the premier gaming analytics provider in web3.

Their clients include Yuga, TreasureDAO, Azra Games, and Proof of Play among others.

The obvious mistake is not valuing the go-to market side of things enough.  I see this happen again and again with very technical founders.

Not going to go deep into it - but there’s a reason why Blu-Ray won out over HDDVD even though the latter was better tech.  Marketing and BD matters - it doesn't matter if your tech is better if no one knows about it.  Ultimately better tech + better go-to market is what you want to aim for.

The number two mistake is silo'ing BD and marketing.

What does this mean? Essentially treating them as separate departments with limited communication.

The job of marketing is to provide leads for BD to close AND make it easier for BD to close them.

This means both creating top of funnel content like blog posts, Twitter threads, and videos, as well as middle of funnel/bottom of funnel content like whitepapers, reports, and sales collateral.  

One of my clients struck a chord with me recently when he said, "I've never had marketing support like this before in my life." His previous position was at a very well known infra provider yet as the Head of BD, he felt isolated - like they had no help from marketing.  

I always combine marketing and BD under “Growth” with deep integrations between the two.  There should be tight feedback loops.

The Business Development lead and Marketing lead should work closely and have a joint weekly meeting where they share ideas with each other.  BD should tell the marketing team what the major pain points potential clients are dealing with, so marketing can create content around solving those pain points.  

At Helika, the marketing and BD team talk to each other pretty much every single day.  

That leads to my second point - which is that marketing should be used as a tool to generate leads for BD.  “Awareness” is nice but doesn’t pay the bills.  

You want to use marketing to not only generate leads, but warm them up, and also re-engage them through the sales cycle. 

An example of this is our portfolio company GoGoPool, where they hold Avalanche ecosystem Twitter Spaces as a way to bring together major projects in that ecosystem.

This allows them to build warm relationships with these projects, then allowing their Head of BD to have a warm intro.

They also create content about other projects in the form of Twitter threads or Medium posts, thus getting GoGoPool on their radar.

There are three things projects appreciate:

1. Free traffic.

2. Nice things being said about them. 

3. Insights/useful recommendations.

We also used this strategy successfully with Helika. 

For example, this Treeverse thread resulted in a couple of top tier gaming studios reaching out to us to learn about our analytics product.  

Our whole approach with Helika is to create content about projects we’re working with or want to work with.

With projects we work with, it strengthens our bond and adds additional value to them. 

With projects that we want to work with, it allows us to form and strengthen relationships while demonstrating some of the data/insights that we are able to provide.  

1. Influential follows → There should be a spreadsheet of influential followers of our Twitter account.  This is a valuable resource for BD for outreach as they will see the DM in their main inbox.

2. Marketing Generated Leads per Week/Month →  Leads generated directly from marketing vs cold outreach from BD.   This could also be leads where marketing created a first touchpoint and then BD closed it.

   1. This should be broken down by sources → E.g Twitter Spaces, Podcasts, Medium etc.

3. Lead to sale conversion rate ->

   1. Split by generating channel and BD person

4. Lead generation rate by channel and by type of content created

I hope that was valuable, but it is only the tip of the iceberg! Shoot us a DM today and we can jump on a call to discuss taking your go-to-marketing strategy to the next level!

Want exponential growth? I'll show you how to integrate your BD + Marketing department to supercharge your growth.

This is for web 3 companies and protocols that sell B2B - which could mean selling to other centralized or decentralized crypto businesses.

What sort of projects are B2B?  A few examples are infrastructure solutions, service providers, and even L1s and L2s.  Any project that relies mostly on onboarding businesses and protocols would be defined as B2B.  

Obviously you don’t want to listen to someone who’s never sold B2B before…

First, I built a 15 person marketing agency that worked with some of the top e-commerce brands and course sellers - our agency services were high-ticket B2B with retainers going up all the way to 30k/month.  I’ve sold something to the tune of a few million $$$ worth of high-ticket services.

At my current position as CMO at Builder Capital, I also have acted as fractional CMO for GoGoPool and Helika that are highly B2B focused with their go-to market team and strategy buildouts.  

Recently, I helped Helika as a fractional CMO to both build out BD and marketing teams, build out marketing strategy, event strategy, and played a core role in helping them rapidly scale to be the premier gaming analytics provider in web3.

Their clients include Yuga, TreasureDAO, Azra Games, and Proof of Play among others.

The obvious mistake is not valuing the go-to market side of things enough.  I see this happen again and again with very technical founders.

Not going to go deep into it - but there’s a reason why Blu-Ray won out over HDDVD even though the latter was better tech.  Marketing and BD matters - it doesn't matter if your tech is better if no one knows about it.  Ultimately better tech + better go-to market is what you want to aim for.

The number two mistake is silo'ing BD and marketing.

What does this mean? Essentially treating them as separate departments with limited communication.

The job of marketing is to provide leads for BD to close AND make it easier for BD to close them.

This means both creating top of funnel content like blog posts, Twitter threads, and videos, as well as middle of funnel/bottom of funnel content like whitepapers, reports, and sales collateral.  

One of my clients struck a chord with me recently when he said, "I've never had marketing support like this before in my life." His previous position was at a very well known infra provider yet as the Head of BD, he felt isolated - like they had no help from marketing.  

I always combine marketing and BD under “Growth” with deep integrations between the two.  There should be tight feedback loops.

The Business Development lead and Marketing lead should work closely and have a joint weekly meeting where they share ideas with each other.  BD should tell the marketing team what the major pain points potential clients are dealing with, so marketing can create content around solving those pain points.  

At Helika, the marketing and BD team talk to each other pretty much every single day.  

That leads to my second point - which is that marketing should be used as a tool to generate leads for BD.  “Awareness” is nice but doesn’t pay the bills.  

You want to use marketing to not only generate leads, but warm them up, and also re-engage them through the sales cycle. 

An example of this is our portfolio company GoGoPool, where they hold Avalanche ecosystem Twitter Spaces as a way to bring together major projects in that ecosystem.

This allows them to build warm relationships with these projects, then allowing their Head of BD to have a warm intro.

They also create content about other projects in the form of Twitter threads or Medium posts, thus getting GoGoPool on their radar.

There are three things projects appreciate:

1. Free traffic.

2. Nice things being said about them. 

3. Insights/useful recommendations.

We also used this strategy successfully with Helika. 

For example, this Treeverse thread resulted in a couple of top tier gaming studios reaching out to us to learn about our analytics product.  

Our whole approach with Helika is to create content about projects we’re working with or want to work with.

With projects we work with, it strengthens our bond and adds additional value to them. 

With projects that we want to work with, it allows us to form and strengthen relationships while demonstrating some of the data/insights that we are able to provide.  

1. Influential follows → There should be a spreadsheet of influential followers of our Twitter account.  This is a valuable resource for BD for outreach as they will see the DM in their main inbox.

2. Marketing Generated Leads per Week/Month →  Leads generated directly from marketing vs cold outreach from BD.   This could also be leads where marketing created a first touchpoint and then BD closed it.

   1. This should be broken down by sources → E.g Twitter Spaces, Podcasts, Medium etc.

3. Lead to sale conversion rate ->

   1. Split by generating channel and BD person

4. Lead generation rate by channel and by type of content created

I hope that was valuable, but it is only the tip of the iceberg! Shoot us a DM today and we can jump on a call to discuss taking your go-to-marketing strategy to the next level!