Annisha Lashand (she/her)

Think HubSpot will fix messy processes? Not without a roadmap. Before you launch a single workflow, you need to know exactly how your teams operate and where the friction lives. Why? Because process mapping is what makes HubSpot usable and valuable: 🔹It reveals gaps and overlaps in your workflows. 🔹It aligns sales, marketing, and service before you hit “Go Live.” 🔹It ensures your CRM mirrors how your business really operates. Skipping this step is the #1 reason new platforms *feel* like they underperform. At Karman Digital, we build every HubSpot implementation on a clear process blueprint - so your teams adopt it faster and use it better. Explore how we deliver HubSpot projects that drive real adoption and revenue impact: https://lnkd.in/eqRjf27u  #HubSpot #HubSpotCM #CRMPlatform #ProcessMapping #HubSpotImplementation #HubSpotOnboarding 

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Q4 is make-or-break time 👀 budgets are tight, stakeholders are watching, and there's zero room for miscommunication. yet most marketers are still explaining their content strategy in scattered Slack threads and endless meetings. stop wasting time on "can you send me the content plan again?" conversations, your stakeholders need instant visibility into what you're doing and when. that's where Planable comes in: → share your entire content calendar with one link → stakeholders see everything in real-time → no logins, no confusion, no delays → feedback happens directly in context you can't optimise what you can't see clearly! try Planable free: https://lnkd.in/ewbyWpHZ #PlanablePartner #AD

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For years, attribution was the holy grail. Then it was declared dead. But here’s the real question: What does a CMO actually need from attribution in 2026? On April 21, we’re unpacking how marketing leaders are using attribution as a strategic compass, not a credit scoreboard. If you’re accountable for pipeline, budget allocation, and board-level clarity, this conversation is worth your hour. 👉 Save your spot: https://lnkd.in/dpTw5XQX #CMO #MarketingLeadership

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One of the things I dread as a marketer is seeing that Slack message in a channel everyone is on that says, "Hey, I saw an issue on this page”. 🫠 🫠 🫠 🫠 🫠 As marketers, we’re responsible for thousands of moving parts. Pages. PDFs. Images. Links. Campaigns. Accessibility. SEO. Analytics. Lions, tigers, and bears. No human can manually check everything, every day. And we shouldn’t have to. Since I started using Siteimprove, my team and I have been able to get way ahead of issues. With yesterday’s launch, I expect to be able to further prevent issues before they even happen. What a dream! What does this look like? ➡️ Conversational analytics agent: I can chat with my marketing data to understand what’s working and what's not now, rather than later when I run reports. ➡️ Contextual image analysis agent: I can make sure my alt text isn’t just there, but makes the most sense for the image. ➡️ PDF validate agent: I can upload PDFs and verify their accessibility before publishing. ➡️ Keyword intelligence agent: I can find competitive opportunities for our content team to pursue for SEO and AEO growth, simply and easily. Less time checking. More time creating. 

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Unpopular Opinion: Your AI-powered GTM strategy isn't failing because of the technology—it's failing because you're treating AI like a magic wand instead of a strategic tool. Recent research from Demandbase reveals a jaw-dropping reality: 96% of B2B marketing leaders claim to have a clear GTM strategy, yet only 33% of marketing teams report increased pipeline from AI adoption. Even more telling? Only 16% of sales teams see higher win rates despite widespread AI implementation. Here's the uncomfortable truth: Most companies are deploying AI without addressing the fundamental GTM challenges first. You can't automate your way out of poor data quality. You can't AI-generate your way past misaligned teams. And you definitely can't use machine learning to fix a broken understanding of your ideal customer profile. The 85% of B2B leaders using account-based strategies (hybrid or pure ABM) are onto something—they're focusing on strategic alignment before technological acceleration. Meanwhile, companies rushing to implement AI agents and generative tools are discovering that speed without precision is just expensive noise. The real competitive advantage in 2025? Companies that use AI for judgment, not just velocity. Those that prioritize data integrity over data volume. Teams that treat AI as an amplifier of good strategy, not a replacement for strategic thinking. Stop chasing the AI shiny object. Start with your GTM fundamentals. Then let AI accelerate what already works. What's your take on the AI adoption gap? Sources: Demandbase State of B2B Marketing 2025, Highspot Sales Technology Trends Report

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Three reasons performance marketers skip CTV: Too expensive to produce. Too hard to measure. Too far from performance to justify. All three are wrong. On May 28, we're partnering with Marketing Ops Community to spend 45 minutes proving it. The session features: Caitlin Hassinger, Field Marketing Director at Vibe.co, moderating Jacob Sailer, Vibe.co TAM working with our most sophisticated advertisers David Siciliano, founder and creative strategist at Savvy Studios and Matt Swulinski, head of growth at Wispr Flow, who built their acquisition engine using CTV as a performance channel. We'll cover measurement setup, incrementality testing, creatives that work without a big budget, and a live case study with real numbers! Register here: https://lnkd.in/eF9mn5m4 #CTV #PerformanceMarketing #StreamingTV

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Two weeks ago, Lindsay (Head of Marketing) and Angie (VP Sales) sat down to unpack the reality of marketing x sales today. What’s actually working. Where teams lose alignment. Why revenue activation still feels harder than it should. They dug into the real challenges: fragmented data, slow handoffs, unclear buyer signals, and the chaos of navigating committees without a unified view. Next week, we’re going deeper. Kristen and Michael are joining us to break down why “too much data” is becoming one of the biggest threats to revenue teams. Not because data is bad, but because messy signals, overlapping tools, and noisy dashboards push teams away from their real Total Addressable Market. And maybe, reaching that 42% TAM, may be one of the wisest decisions you are making as a marketer in 2026. If you want to learn how top GTM teams cut through noise, prioritize what matters, and turn buyer signals into real pipeline, join us for: 🎥 Too Many Signals, Not Enough Sales: When Data-Driven Marketing Goes Wrong ⏱️ Tuesday, November 18 at 1 p.m. ET 🥋 No hype. 👋🏻 No pitch slap. ✨ Just clarity.

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What’s The Secret Sauce In ABM? It’s not more leads. It’s better connections. Account-Based Marketing (ABM) goes beyond targeting a generic “persona.” It focuses on real individuals at specific companies, delivering messages that land with clarity and intent. That’s what truly moves the needle. Here’s why ABM leads consistently outperform traditional ones and what that means for your strategy. 1️⃣ Relevance sparks action. When your campaigns address a company’s exact pain points and industry context, prospects see you as credible, and that’s when they start paying attention. 2️⃣ Buying committees matter. Big deals aren’t decided by one person. ABM reaches every key player, decision-makers, influencers, even blockers, so your message hits all the right ears. 3️⃣ It’s personal, not pushy. Highly targeted ABM campaigns come across as helpful and consultative, not like another marketing email to ignore. That builds trust and breaks through noise. 4️⃣ Timing is everything. ABM uses intent data and buying-stage insights to reach prospects exactly when they’re ready, not weeks too early or too late. 5️⃣ Sales and marketing alignment is real. ABM gets both teams on the same page about who to engage and how. That means smoother handoffs and higher-quality leads that actually convert. 6️⃣ It’s about relationships, not lists. ABM starts with people, not just data points. That mindset creates deeper connections that last well beyond the first sale. Don’t just chase more leads. Focus on the right ones, with the right message, at the right time. That’s where ABM really shines. #ABM #AccountBasedMarketing #ABMStrategy #B2BMarketing #LZCMarketing

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Content volume is not a content strategy. The question that changes everything: Stop asking "what should we publish this week." Start asking "what does a buyer need to believe to move to the next stage." One fills a calendar. The other removes friction from a real decision. Content mapped to buyer journey friction compounds. Content mapped to publishing frequency does not. Is your content strategy built around buyer momentum or publishing consistency? #ContentMarketing #BulletproofMarketer #B2BMarketing #MarketingStrategy #DemandGeneration #MarketingLeadership

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The 5 Digital Brand Moves B2B Leaders Mess Up (and how to get it right) 1️⃣ Company‑first messaging Stop leading with features. Show buyers what’s in it for them like pain points, actual wins, and next steps. A strong CTA and real testimonials close the gap. Keep it snappy and skip the jargon. 2️⃣ Inconsistent branding If your vibe changes from LinkedIn to your website, people notice and trust drops. Stick to one style, one voice, and keep all your touchpoints on-brand. Check in every quarter. Consistency = power. 3️⃣ Brochure-style websites Big words, complex menus, and weak CTAs chase people away. Make your site super easy. Simplify, focus on benefits, and put one clear CTA per screen. Quick fixes like better labels and faster load speed actually convert. 4️⃣ Bland, credibility-free content Thought leadership only works with fresh data and real expert voices. Team up with industry folks, share new insights, and answer the real questions your buyers have. Practical wins always beat vague hype. 5️⃣ Caring about clicks, not revenue Likes are fun but they don’t grow your pipeline. Link up your marketing and CRM, track what actually drives deals, and report pipeline and revenue. Always chase results, not vanity stats. WaterPlane advice ✳️ Strategy first, killer UX, credibility everywhere, and growth you can measure. Want a quick digital brand audit? Drop “AUDIT” in the comments or DM WaterPlane to start the convo!

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Try this experiment: Ask ChatGPT to explain your competitor's actual marketing strategy. Not just tactics, but the real approach they're running right now. The output will be severely lacking. Why? AI only has access to public information. The valuable stuff lives elsewhere: ▪️ Historical performance data across channels ▪️ Market research behind vendor paywalls ▪️ Customer insights from your community ▪️ Institutional knowledge that only exists in people's heads A genuine marketing strategy needs all of this. AI has access to none of it. This is why it's a great research assistant but a terrible strategist. It's accelerating our existing processes, not replacing the expertise which create real competitive advantages. The businesses figuring out this distinction? They're the ones actually getting value from AI.

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SaaS marketers: please, stop wasting ad dollars on channel noise. We show how to take a lesson from eCommerce marketers on winning: zeroing in on trial sign-ups, getting demos, getting CAC payback. Nothing else matters. Our new playbook lays out exactly where to deploy your budget (35% search, 30% LinkedIn, 15% FB/IG retargeting, 10% syndication, 10% events), how to reclaim lost trials, and when to kill underperformers. https://lnkd.in/dWPJg7F2

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ABM isn't dead. It just stops working when your GTM isn't integrated. Here's why teams are shifting to ABX (Account-Based Experience): From Lists → Experiences  Coordinated experiences across marketing, sales, and customer success actually win deals. From Personas → Intent  Your ICP isn't just a title list. It's a pattern of pain points, triggers, and viability signals that predict success. From Channels → Journeys  Paid media, SEO, content, events, and outbound work as one choreography with one RevOps backbone. From Vanity → Value  Measure pipeline creation, stage velocity, and win drivers. Attribution supports the narrative; it isn't the narrative. If your SaaS conversion efforts aren't moving the needle, it's rarely the landing page. It's fragmentation. Unify your GTM system, then optimize pages, offers, and enablement to the same buyer journey. That's ABX. We build these integrated systems so marketing, sales, and CS finally see the same picture instead of arguing over different data. Want to see how it works? Check out our ABX approach: https://lnkd.in/gSTgJ3iC #ABX #ABM #GTMStrategy #SaaS #B2BMarketing #AccountBasedMarketing #ABXvsABM

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You’ve built the email flows, spun up social, lined up webinars. Yet, there’s still a gap in your GTM. Here’s what keeps surfacing at Product Marketing Alliance: most product marketers are sleeping on one of the most powerful GTM channels out there. Podcasting. And yes, it’s costing real connection with customers. Think about it. Where else do you get 30 minutes of your ideal customer’s undivided attention? Where else do people invite your voice into their daily routines by choice? Not many places. Podcasting brings something special to the table: • Long-form stories that build deep trust • Direct access to niche, highly engaged audiences • Evergreen content that keeps working for you • Honest conversations that show (not just tell) your expertise • Lower noise compared to crowded digital channels You don’t need fancy gear or a huge following to start. What you DO need? A clear point of view, real curiosity about your customers’ struggles, and the willingness to show up again and again. Curious what this could look like for you? Try this: listen to a few podcasts in your space. Notice what hooks you, what feels authentic, what keeps you coming back. Then ask yourself, what conversations could you be leading? When did you realize a new channel was the missing piece in your GTM? Ever tried podcasting (or thinking about it now)? Share your stories or questions below – we’d love to hear what’s working for you. Read Bianca Stanescu, MCIM’s article for more: https://lnkd.in/eRChru4h

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Our 5-Step CRO Workflow (What We Do Every Single Time) A lot of CRO advice skips right to taking action. People focus on headlines, buttons, and layouts. But that’s rarely where conversion problems begin. We audited 100+ landing pages, and most of them struggle not because they look bad, but because the decision after the click isn’t clear. That’s why we use the same five-step workflow for every project, following the DECIDE model: 1. Define the decision Before we work on copy or design, we figure out the main *decision* the page should help visitors make. If that decision isn’t clear, no amount of optimization can solve the problem. 2. Establish evidence We match proof to that decision, like showing results, case studies, testimonials, or how we remove obstacles.  It’s not about general credibility. We use evidence that helps people feel confident when they need to decide. 3. Clarify the path We make sure the next step is clear and expected. There’s one main action, clear expectations, and no competing CTA. People keep moving forward when they know what to expect next. 4. Identify and remove friction Things like extra form fields, extra steps, or unanswered questions can slow people down. We get rid of friction before adding new ideas, since friction stops people faster than weak copy does. 5. Design follow-up before test Conversion isn’t finished when someone submits a form.  If follow-up relies on reminders, manual checks, or putting things off, the system isn’t complete. We only start testing, making changes, and scaling once these five steps are set up. This workflow isn’t fancy or showy. But it’s how we improve conversions without needing more traffic, extra tools, or constant redesigns. CRO is most effective when you treat it as a decision-making system, not just a bunch of small changes. So, which of these steps does your team tend to skip? #ScalableGrowth #DigitalGrowthSystems #BusinessSystems

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