Casey Hill

Take full accountability. Lay out exactly what you are doing to remedy the problem. Lay out why negative things like this won’t happen in the future. Don’t try to hedge and partially take responsibility. You earn trust and you change a negative to a positive when you take full ownership.

Opens < clicks < page views < replies This is the ordering for engagement metrics when it comes to email. Opens are widely manipulated since Apple auto opens and most providers don’t even differentiate auto opens vs regular. Best practice is to not run automation triggers off opens as they are unreliable. Clicks are better but anti-virus like Baracuda on certain inbox providers auto click links to check for malware. When these auto clicks happen they don’t count as page views (since it’s an instant bounce) so this is a better metric than clicks. But the gold standard, what creates the most emotional engagement, and is the strongest signal to land you in primary is replies

Take the initiative and try things. Apologize later

Everyone has opinions when it comes to marketing. Ultimately, you need to build a team that leadership trusts to make decisions, and then let them test and have results be the ultimate determinant. What you don't want to do is hamstring every project with lots of reviews, or take a creative swing and neuter it with so many revisions, the exploratory nature of it dies. Good constructive debate is healthy, but ultimately let the stakeholders make the call, and let the results guide future action.

It all comes down to one thing. Literally one. Share real experiences. Not theory, not frameworks. Just what you are doing and learning. I started building my "personal brand" in 2016 on Linkedin and Quora when I was an SDR/AE. I shared what I was testing outside my standard calls (blogs, podcasts, in-person events, door knocking) Then I started to share what I was learning from closing my biggest deals and breaking down my top months and worst months. Then when I ran the sales team I started talking about how I was training my team and making them industry experts and sharing the workshops I did. When I ran a marketing team I just started sharing all my organic experiments. Just share real stuff, no matter your role, and you win.

At ActiveCampaign we targeted quarter long deals that had a 50/50 split on performance payout, meaning we would pay say $5k upfront for a set of deliverables (social shares, newsletter inclusion, shout out for a live talk they gave, podcast organic plug etc) and then another $5k if they hit a certain performance target (tracked via an aff link but also direct attribution)