B2B Marketing Strategy

The Friday Concentrate #10: Imperfect Momentum

Jonathan Gandolf

February 23, 2024

The Friday Concentrate #10: Imperfect Momentum

If you’re the smartest person in the room, you’re in the wrong room. 

I’ve been very fortunate this week to be in a lot of the right rooms. Ahead of The ActiveCampaign Leap Day Extravaganza, we have been pre-recording sessions with guest speakers, and we hosted a virtual event with the TACK and Casted team. 

That’s a lot of smart people having conversations hosted by … me. 

Through it all, there’s one phrase that has stuck with me. It came during a session with Ali Schwanke of Simple Strat

“It’s about creating imperfect momentum.”

I immediately grabbed my notebook, scribbled that down, underlined it, and circled it two or three times. I haven’t stopped thinking about it since. 

I want to write a book about momentum someday. It’s so intangible yet so powerful. You know when you have it, and you know when you’re fighting it, but you can’t describe exactly what it is. One of my favorite books already hits on the topic in some depth. And as a sports fan, I spend way too much time sweating out whether my team has the momentum (or “Uncle Mo,” as I like to call it). 

As an entrepreneur (and as a marketer), you are desperately searching for momentum. Planning and perfecting plans to create that magical momentum. 

But in reality, it’s so often imperfect. It’s releasing a feature before it’s perfect. It’s launching the campaign with messaging that you know is 90% right. It’s that packaging update that feels uncomfortable but you know is a step in the right direction. 

Over time, no matter how perfect or imperfect the momentum is it builds. It snowballs. And you’re rolling. 

I’ve been thinking a lot about how we at The Juice can create imperfect momentum this week. And as we head into next week, there’s more momentum to be created. 

Let’s keep it rolling, 


Mo Content From The Week: 

🧃How to Build a PLG Motion Your Sales Team Wil Love

From: TACK

Join Andrew Capland for a riveting discussion on why product-led growth isn't probably why you think it is and how to use it with your sellers. Learn how to design a hybrid go-to market model that balances self-service and sales-assisted revenue.

🧃ActiveCampaign Leap Day Extravaganza!

From: ActiveCampaign 

The ActiveCampaign Leap Day Extravaganza! is a free, global, virtual event for marketers and entrepreneurs looking to leverage technology, strategy, and process improvements to #MakeMoreTime in 2024. Attendees will hear from some of the brightest minds in AI, content creation, customer experience, ecommerce, email, entrepreneurship, intelligent marketing automation, podcasting, sales, and time management-all from the comfort of your home or office.

🧃 Beyond Generation: How to Build SEO Strategy with AI

From: The Juice

Artificial intelligence is changing B2B Marketing. Many brands and marketers have jumped right in, using AI to create more content than ever before. 

But now, we're just beginning to understand the other applications of this game-changing technology. For this conversation, we will go beyond the use case of content generation and talk about how AI can fuel your SEO strategy.

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