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nDash Writer Profile for John McTigue

Headline

Freelance B2B Strategic Writer and Strategist

About Me

I leverage my own experience in my writing and content strategy. With over 37 years in business, ranging from working for some of the very largest international companies to building a marketing agency from the ground up, and with experience in sales, marketing, and client services, I've seen it all. If you have a business growth problem, chances are that I've dealt with it too and can share what I know. If it's something new to me, I love a good challenge, and I'll bring my problem-solving skills to the table to help you solve it.

What's my writing philosophy and style? I love explaining things, complex things. I want to help you understand the issue at hand and why it matters. I want to bridge the gap between your goals and what your customers really want. You might say that I have a professional writing style with a twinge of humor. I see the irony in things, and I'm not afraid to call it out when it's called for. I'm best at analyzing the moving parts and recommending a smart path forward. This is what I've been doing for many years and writing about it too. That's what I enjoy.

Here's my online portfolio of my content creation work: https://jmctigue.contently.com/

You'll want to hire me if you want high-value, high-impact content. That's what I specialize in. The kinds of pieces that spark interest, or even debate. The point is not to shock people, it's to wake them up and to pay attention. The goal is to stimulate engagement and interest. If you're looking for a steady flow of keyword-laced content to gain traction in Google, I'm probably not your guy. If you want something that delivers impact and engagement, let's talk.


Industries I Write About

Business

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Technology

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My Writing Samples

The Biggest B2B Marketing Mistake Teams Make When it Comes to Growth

Ghostwritten for Jay Baron and Elevate Demand. An expose of the common problems with SaaS marketing strategies and tactics.

https://www.elevatedemand.com/the-biggest-b2b-marketing-mistake-teams-make-when-it-comes-to-growth/

Tech Marketing for CEOs

An ebook written for SaaS CEOs to help them understand both the value and the best approaches to achieving revenue goals with content marketing.

https://s3.amazonaws.com/external_clips/4027002/TechMarketingforCEOs_ebook.pdf?1639328000

Time to End Marketing, Sales, and Customer Success Silos

A podcast interview featuring John McTigue and Mark Evans discussing the problems, and possible solutions, of misalignment between the main customer-facing organizations, sales, marketing, and customer success.

https://marketingspark.sounder.fm/episode/john-mctigue

Customer Journey Mapping as a Blueprint for Revenue Operations

You might think that customer journey mapping is for high-level strategy and that revenue operations is a down-in-the-weeds logistical thing. You'd be right. The funny thing is, they are intimately related, and each is best done with the other in mind.

https://www.customerjourneymaestro.com/customer-journey-map-blog/customer-journey-mapping-as-a-blueprint-for-revenue-operations

Building Your Business Through The Lens of the Customer

Megan Bowen, from Refine Labs, interviews John about his views of disruption and change in the B2B marketing world. What are we doing right and wrong? Where are we going, and how do we need to pivot to satisfy the needs and desires of our customers?

https://anchor.fm/unwritten-playbook/episodes/Episode-30-Building-Your-Business-Through-The-Lens-of-the-Customer-with-John-McTigue-e11f0vm

How to Pivot Agency Services as Marketing and Customers Change

In the marketing industry today, the only constant is change. Every week there is a new marketing philosophy or new expectations from customers. So how does a marketing agency keep up when things are always changing? John McTigue and Amy Foley discuss in this podcast interview.

https://www.inboundbackoffice.com/e209-how-to-pivot-agency-services-as-marketing-and-customers-change-formerly-kuno-creative

How to Improve Your Business Bottom Line By Setting Goals and Alerts in Databox

Product Marketing piece for Databox: Goal Setting Successful business owners and executives set SMART goals and achieve them with regular progress alerts. You only need two fundamental tools for improving revenue growth and profitability, and they are *drum rolls*… Setting goals, monitoring progress towards goals.

https://databox.com/improve-business-bottom-line-with-goals-and-alerts

Garbage In, Garbage Out – The Impact of Data Quality on Data Insights

Product Marketing piece for Databox: We have some spectacular new tools for gathering, analyzing, and visualizing sales/marketing data these days. Why don't we fill them with high-quality data first?

https://databox.com/impact-of-data-quality-on-data-insights

Revenue Operations for SMBs - How to Get Started

Talk about hot topics in business growth these days, revenue operations is on fire. For those of you new to this topic, here's a quick summary of revenue ops.

https://www.linkedin.com/pulse/revenue-operations-smbs-how-get-started-john-mctigue/

Connection vs Integration in Today’s MarTech Stack

What is the purpose of your MarTech Stack? That’s a good question to ask yourself before you build one, but also before you start adding a variety of apps to augment your processes and better enable your talented sales and marketing staff. Most people start with a vision of how they will use technology to achieve their goals...

https://www.intentdata.io/intent-data-blog/connection-vs-integration-in-todays-martech-stack

Should You Add a CDP to Your MarTech Stack?

That’s a tough question to answer if you don’t know what a CDP is. According to HubSpot, “a Customer Data Platform (CDP) is a software that aggregates and organizes customer data across a variety of touchpoints and is used by other software, systems, and marketing efforts. CDPs collect and structure real-time data into individual, centralized customer profiles.” Let’s break that down.

https://www.intentdata.io/intent-data-blog/should-you-add-a-cdp-to-your-martech-stack

Fit Plus Intent, The New B2B Metric

Faced with revenue-centric goals, rather than the traditional vanity metrics, sales and marketing professionals are seeking better ways to deliver on those goals and measure progress. There are plenty of new strategies and tools available, but not much consensus on how to evaluate results. What do I recommend?

https://www.intentdata.io/intent-data-blog/fit-plus-intent-the-new-b2b-metric-for-abm-qualification

Settling the ABM vs Inbound Debate

I’ve been an ABM fan-boy for several years now, but I got my digital marketing chops in inbound marketing. Truth is, I like them both, and I scratch my head when I read serious professionals say that ABM replaces inbound or that inbound is just for B2C. ABM is not the great savior of B2B sales and marketing, any more than inbound is the great Satan. People (and vendors) who perpetuate these myths may not be telling you the whole story. Let’s talk turkey about what’s really going on in ABM...

https://www.intentdata.io/intent-data-blog/settling-the-abm-vs-inbound-debate

3 Ways Marketers Can Increase Channel Partner Sales

Before there was Amazon or any of the other online marketplaces, most manufacturers had two choices for sales, direct and channel partner sales. Smart companies tried both approaches and either stayed with both or made the decision to concentrate on one of them. There are advantages and disadvantages to using both strategies. How do channel partners thrive?

https://www.business2community.com/marketing/3-ways-marketers-can-increase-channel-partner-sales-01842074

Marketing to the Middle of the Sales Funnel

Most of us think of the sales funnel as a collection of possible customers at various stages of commitment to purchase from us. We collect leads, store them and nurture them from our internal database. But how well we do that depends on our mid-funnel content strategy. The question is, do we have one?

https://www.business2community.com/marketing/marketing-middle-sales-funnel-01815128

Using Revenue Operations to Optimize Growth

John McTigue discusses with Nextiny Marketing's Gabriel Marguglio the impact of revenue operations, the recent trend towards merging sales, marketing, and customer success operations in order to better align all functions on customer values and customer experience.

https://www.nextinymarketing.com/martech-masters?wchannelid=0hsxkzii3g&wmediaid=aghpe3lv09

'SaaS Marketing for CEOs:' (Inbound Success Podcast Ep. 1)

What's the secret to building an inbound marketing campaign aimed at the elusive CEO audience? In this week's episode of The Inbound Success Podcast, Kathleen Booth interviews Kuno Creative co-founder John McTigue, a leader in the inbound marketing space whose SaaS Marketing for CEOs campaign brought in a half-million dollars in new business to his agency. Here's how he did it.

https://www.impactplus.com/blog/saas-marketing-for-ceos-the-inbound-success-podcast

Account-Based Marketing the Inbound Way

ABM is outbound sales and marketing to a pre-defined list of qualified buyers, right? Well, not so fast. It's possible to weave together some of the best elements of both inbound and outbound marketing for even better results.

https://www.business2community.com/inbound-marketing/account-based-marketing-inbound-way-01748529

Experience

B2B Freelance Strategic Writer

I love to write and create all kinds of content. My broad and deep experience across sales, marketing, and customer success gives me a unique perspective and the ability to write compelling content for just about any industry. My approach is to get the inside truth from the people behind each story, and I don’t believe in taking shortcuts. I write and publish for your customers, to engage them, educate them, and compel them to take action.

Company: The Customer Journey Maestro

I worked there from 12/2021 until now

B2B Marketing Advisor, Fractional CMO

I help B2B companies build and execute modern marketing strategies focused on customers. On-demand expertise in marketing strategy, demand generation, content marketing, social media marketing, product and customer marketing, sales and marketing alignment, and customer success.

Company: The Customer Journey Maestro

I worked there from 1/2020 until now

Partner in Residence

Product marketing content, including product promotional videos, product announcements, landing page copy and editing, and customer case stories.

Company: Databox

I worked there from 4/2021 until 10/2021

Virtual CMO

Strategic marketing advice and planning for a social selling software and services company, two marketing agencies, a Fortune 1000 insurance company, and a consulting firm.

Company: The Virtual CMO

I worked there from 8/2017 until 12/2019

EVP and Co-Owner

Co-owned one of the first and most successful inbound marketing agencies, Kuno Creative. Grew the agency from a handful of talented marketers and designers to a 50+ person agency with clients ranging from national healthcare and technology companies to international consortiums and manufacturing giants. Specialized in marketing technology and sales enablement - helping companies fix leaky funnels and sales pipelines via strategy, marketing automation, and optimized CRM utilization.

Company: Kuno Creative

I worked there from 1/2004 until 8/2017

Web Developer

Developed corporate websites from scratch using HTML/CSS, then created a proprietary CMS for creating client sites backed by a SQL database using ASP.net and later, Ruby on Rails.

Company: Awakening Technology Company

I worked there from 1/1999 until 12/2003

Executive Vice President and CTO

Founded and developed supercomputer-backed geophysical processing for an independent oil and gas exploration company in Houston, TX. No longer in business.

Company: Zydeco Energy

I worked there from 1/1994 until 1/1998

Content I Write