MTQ #12 - We asked, you answered: one year of MTQ in review 🥳
Celebrating one year of Making The Quarter—in this special edition, we are sharing all the poll responses from the last year and cheers-ing our subscribers with free cocktail mixes.
Welcome to the one-year anniversary of Making The Quarter, folks. 👋🏽
We want to extend a huge “Thank You” to our subscribers for being an active and engaged community. As a token of our appreciation, please join us in celebration and enjoy this cocktail mix variety pack from craftmix.
Making The Quarter: 12 editions in review 📊
In every edition of Making The Quarter over the past year, we asked you questions about what you’re seeing in your current role. You answered. Today we’re sharing the responses so you can get to know the community and the trends that have impacted go-to-market teams.
In the workplace 👩🏽💻
In 2021 we were still navigating the shift to hybrid and remote working environments. The way companies organize their workforces and events will never be the same. Here’s what you said about your work circumstances and the challenges you were facing near the end of last summer.
Apparently, having to wear pants again is scarier than planning lunches for the office. 66% of the challenges teams were facing last August were either driving net new top-of-funnel (ToFu) leads, pushing current deals forward, or capturing the attention of new buyers. Annual all-hands meetups were flexible and split evenly across the board—however, we should have included a “with tacos” answer because ours was a fully-virtual delight.
Marketing metrics and strategy 📈
To gate or not to gate content, cold email open rates, and responses to questions about marketing goals and attribution.
Gating content for various use cases makes sense—an even distribution isn’t surprising. However, it is a bit concerning that 18% of respondents don’t know their cold open rates. We are going to assume these are our HR and People Ops friends who are too busy fostering a safe and productive work environment to worry about open rates. Lastly, check out how many respondents aren’t concerned about revenue at the top of the funnel. SQLs and MQLs seem to be our North Star for the most part…we’ll leave the dollar signs for sales to handle.
Social, community, and brand 🤲🏼
It’s no secret that the best B2B brands are imitating the strategy of some of the most successful B2C organizations. Here’s what you had to say about those channels and opportunities.
For those of you in 15+ online communities, we’d love to hear how you’re managing your time. It’s clear that B2C channels such as TikTok and online storefronts are slowly being adopted into the B2B space. There was an even distribution for the out-of-home advertising poll, so we look forward to digging into this topic more in the coming year and hearing from you all.
Product marketing ⚙️
Product-led growth is a known cheat code for B2B companies. We wanted to know your opinion about websites as a product marketing asset, SaaS pricing models, and the optimal number of product launches in a month. Your answers:
82% of respondents believe companies shouldn’t have more than four product launches in a month. We’re happy to hear that almost 70% believe platform-based pricing is the way (we’re not not biased). Product marketing is another topic we’ll certainly look forward to digging into more in the coming months of MTQ.
The most important question of them all 🌭
There you have it, folks. Almost 50% of our subscribers believe that a hotdog is, in fact, a sandwich. On that note, we will see you in June. Until next time. ✌🏼
P.S. we’d love to feature one (or a handful) of you in a future edition as the B2B spotlight. Reach out to richie@postal.io and we’ll coordinate the details.