Kamil Rextin 🇨🇦

3) Build a statistical model that might show a direct relationship b/w Youtube & Inbound

P.S if you like these kind of things you'll enjoy our newsletter 42slash(.)com

Youtube wont show up in your UTM parameters
It probably doesn't show up on your Google Analytics.
so how do you measure success?

1) Monitor primary metrics (CPV, Views etc)
2) Monitor second order effects (branded search, direct, organic)

How LinkedIn feels most days

So what gives?

Despite a product-led motion, Figma:
• Converts self-serve to enterprise
• Leverages “customer champions” internally
• Deploys sales + solutions + community advocates
• Focuses on land-and-expand within accounts

But here’s the kicker:

Figma spends more on Sales & Marketing (as a % of revenue) than many traditional SaaS companies.

For context:

// 📊 S&M as % of revenue:
• Figma: 60%
• Snowflake: ~50%
• Datadog: ~30%
• Notion: (estimated <20%)

🚨 Figma’s S-1 just dropped — and it’s a masterclass in modern SaaS GTM.

At a glance:
• 💰 2024 Revenue: $700M
• 📈 Sales & Marketing Spend: $472M — ~60% of revenue
• 👥 300+ people in GTM (sales, solutions, advocates)

All while their go-to-market is bottom-up, freemium, PLG-first.

We see it as part of the system.

Because when people know you, trust you, and understand what you offer, everything else works better.

• A strategic map for scaling performance in the right direction

This blend of qual + quant, brand + demand, is how we drive results that last.

Too often, agencies treat brand as separate or optional.
We don’t.

When we pair brand insights with campaign data, our clients gain:
• A clear picture of who recognizes them—and who doesn’t
• Clarity on which channels are building visibility and trust
• The language and positioning that stick with real people

Because real performance doesn’t just come from targeting.
It comes from resonance.

That’s why we take a holistic approach to growth:
Yes—we run paid campaigns, optimize CPLs, and build pipeline.
But we also run recurring brand recall surveys to understand what your audience actually knows and feels about your brand.

Great performance starts long before someone clicks an ad.

At 42, we believe brand and demand aren’t separate functions.
They’re two sides of the same system.

How we use AI at 42 Some thoughts on LLM / AI usage in Marketing

www.42slash.com/p/how-we-us...

The result? More thinking, less clicking.
Humans focus on context, decisions, and creativity — AI handles the grunt work.

👇 Read how we run an AI-powered agency (with examples):

Sales & Ops
→ Instant account research with GPT
→ Sales call summaries from Sybill
→ AI Sales Coach agent built from our frameworks

Execution at scale
→ Creative briefs & ad copy drafts
→ ClickUp workflows + Slack automations
→ Weekly reports from AI, reviewed by humans

⚠️ 95% of “AI in marketing” posts are fluff.

Here’s how we actually use AI at 42 to scale a lean B2B agency:

AI as a junior hire
We treat GPT like a generalist intern — fast, but needs a good brief.

About to drop this message on a Sunday to see who is really committed to the company & has the chops to be part of the team

Given that many of your customers come from organic or paid sources, does ABM or enterprise marketing even make sense?


Essay on this whole thing here too > www.42slash.com/p/our-enter...

P.S. If you want to check Display Ads for accounts outside of LI - we are looking at Propensity (we have an agency partnership), which is 1/8th the cost of 6**N* .


for IP / visitor lookup, I recommend Syft Data

if Sales & Marketing aren't on the same page, it makes no sense to spend 100K on 6snese & no one uses it. (this happens more often than you'd think)


I have to hand it to 6**N*; they’ve told a good story, but the product is severely lacking, IMO.

You might be measuring more opportunity size or other metrics vs just pure CPA / SQLs, etc


6) SLA with sales. If Sales is assigned account X, marketing must get 4-6 weeks to do warm-up campaigns. If sales cannot land a meeting, marketing must deploy direct mail, etc.

4) Measurement - you can measure account coverage (i.e. how many people from account X are in active convo with you). You already know who the buyer, influencer, and decision maker is, so you just want to get attention & build credibility.

3) Leveraging online and offline channels. You can run ads on LI to accounts. Is that ABM? I guess so. Or is it just marketing? Events, Outbound, and Direct Mail all work into this.

2) Aligning with Sales. Most enterprise buyers aren't searching for stuff on Google. It’s a more consultative sale.

ABM boils down to:

1) Selling to enterprise i.e. selling to known accounts, smaller TAM (can’t do ABM to SMBs because SMBs are a bigger market so you go more ‘inbound’, i.e. caste a wider net)

There is the ABM unbundling debate, but the thing is, ABM is just good marketing & creating a surround sound for your prospects

5) Display ads. Ha! in 2025? No, they don't work. Impressions are alot of bots. CTR is 0.03%, but hey 6**N* will claim credit for that Opp through some gymnastics of influence, though lol

4) Intent data. Total garbage. They use content networks (like Bambora) & 3rd party cookies. There is nothing ‘properity’ & its not accurate. They have a black box 6**N* ‘stage’, which NEVER correlated to someone buying or not. It just looks great on reports.

3) Managing ‘ABM’ I am not sure why you need to ‘manage’ ABM, but if you use Hubspot (their target accounts functionality is good) or Salesforce, you can manage your account/contacts there. No need for 6**N* .

2) One of their ‘playbooks’ is importing contacts from a company, i.e. if HP hits the website, then they’ll also import other contacts from HP into your CRM. Syft or something like this does this. You can also do this with other tools. You don’t need 6**N*