About the author

Cécile Maindron, the B2B growth marketer behind Funnelsight

I'm a B2B growth marketer based in Nantes, France. Most of my career has been in B2B software, in digital marketing and growth roles covering the whole funnel, from lead generation to customer retention. I've worked with self-serve, sales-led and hybrid models, across international markets.

The questions behind the content

A few of the questions growth, marketing and sales teams work through, from the first visit to the renewal. Each one is a problem I've had to solve in my own roles, not one I read about.

1. Lead generation

   Which channels should we invest in?

   The channel that brings the most leads may not be the best place for your next dollar.

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2. Activation

   Activation dropped. It must be the new campaign, right?

   Lead quality is always the first suspect. How fast your usual users activate tells you whether it's guilty.

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3. Sales handoff

   How do we make the handoff to sales work?

   It takes a lead definition both teams agree on, and enough context for reps to start the right conversation.

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4. New customers

   To double new customers, shouldn't we simply double sign-ups?

   Maybe. But before spending twice as much, check the conversion rate at each stage. Improving one often costs less than doubling the volume.

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5. New markets

   We're opening a new country. Can we copy what works at home?

   Some of it travels, some of it doesn't. The demand already coming from that country shows where to start.

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6. Retention and expansion

   How do we keep customers and grow their revenue?

   Most accounts show they're about to grow or leave months before the renewal comes up.

   Read more →

Writing

Longer pieces on marketing decisions and the teams that make them.

Cut by Friday How to decide what goes when marketing has to give money back, fast. Read on Medium → Mind the dip When the right strategy makes the numbers worse first, and how to tell a planned dip from a real problem. Read on Medium → “Can't you just do it with AI?” What changes for marketing managers when everyone is expected to build. Read on Medium →

How this site is built: the project README on GitHub.