Posts by Janet Choi

If you don't add awareness campaigns to your B2B paid strategy, you'll run out of demand to capture. Learn how to set awareness ad goals, get buy-in, and measure success.

Learn what total addressable market (TAM), ideal customer profile (ICP), and buyer personas are, how they're different, and why they drive strategic growth.

See how we built an attribution model that combines data from 10+ different sources to provide a single view of all our customer and lead journeys — enabling reporting, more relevant conversations, and insights to improve marketing.

See the four types of monetization funnels that PLG companies can incorporate — and why multiple motions become a need as you start to move upmarket.

To scale, product-led companies need strategies on top of the product to generate pipeline. See how top PLG companies found the gap between buyers and users.