<?xml version="1.0" encoding="UTF-8"?><rss xmlns:dc="http://purl.org/dc/elements/1.1/" xmlns:content="http://purl.org/rss/1.0/modules/content/" xmlns:atom="http://www.w3.org/2005/Atom" version="2.0"><channel><title><![CDATA[The Letter Em]]></title><description><![CDATA[I empower B2B Startups to achieve consistent, sustainable growth by building high-performing marketing teams and optimizing marketing strategies.]]></description><link>https://www.the-letter-em.com/blog</link><generator>RSS for Node</generator><lastBuildDate>Sat, 30 May 2026 09:58:21 GMT</lastBuildDate><atom:link href="https://www.lettreem.com/fr/blog-feed.xml" rel="self" type="application/rss+xml"/><item><title><![CDATA[What it really means to know your ideal customer: Building persona with JTBD, Mom Test and NotebookLM]]></title><description><![CDATA[When I first heard about personas as a wet behind-the-ears marketer, it really made sense to me. "We're gonna sell to Alex, who's 35, lives in an urban environment, and has a $90k annual salary. He likes this, he dislikes that." You put up a fake avatar photo and blast it on every wall of the company so that everyone knows who we work for and what they want. But, anyone could be Alex and no one was  Alex. The ad campaign had all the right buttons for this type of persona. Everything was...]]></description><link>https://www.the-letter-em.com/post/know-your-ideal-customer</link><guid isPermaLink="false">6818fe1ce5d16b2dff9de627</guid><pubDate>Mon, 05 May 2025 18:23:18 GMT</pubDate><enclosure url="https://static.wixstatic.com/media/e80e3a_74c8698cd9a14d44bcc3ab3a64192b77~mv2.png/v1/fit/w_1000,h_1000,al_c,q_80/file.png" length="0" type="image/png"/><dc:creator>Émilie Carignan</dc:creator></item><item><title><![CDATA[The 3 Cs Framework: Will Your B2B Marketing Plan Actually Deliver Growth?]]></title><description><![CDATA[Early in my career, I wanted to perform at all costs. I took the courses. I read the blogs. I used the tools. But every year, when I'd look at my final marketing plan, I had the same feeling. The feeling of just hoping it would work. I interviewed more than 15 marketing leaders at B2B startups, across all kinds of industries, to see how they handled it. Everyone was going through the same thing. Even it all the hard work and data-driven approach, we needed a way to validate that all that work...]]></description><link>https://www.the-letter-em.com/post/3-cs-framework-b2b-marketing-plan</link><guid isPermaLink="false">6a0242d30d8273e655626170</guid><pubDate>Mon, 11 May 2026 21:54:33 GMT</pubDate><enclosure url="https://static.wixstatic.com/media/e80e3a_7b7d6e93f3c24d39ae406bc29c2324d0~mv2.png/v1/fit/w_1000,h_750,al_c,q_80/file.png" length="0" type="image/png"/><dc:creator>Émilie Carignan</dc:creator></item><item><title><![CDATA[Le framework des 3 C : ton plan marketing B2B va-t-il vraiment générer de la croissance ?]]></title><description><![CDATA[Au début de ma carrière, je voulais à tout prix performer. Je suivais les cours, je lisais les blogues, j'utilisais les outils. Mais chaque année, en regardant mon plan marketing final, j'avais le même feeling. Celui d'espérer que ça fonctionne. J'ai interviewé plus de 15 leaders marketing en startups B2B, dans toutes sortes d'industries pour voir comment ils géraient ça. Tout le monde vivait la même chose. Même si la rigueur est là. Ce qui manque, c'est un cadre pour valider que tout ce...]]></description><link>https://www.the-letter-em.com/fr/post/framework-3-c-plan-marketing-b2b</link><guid isPermaLink="false">69fe828d57c1b4d987685041</guid><pubDate>Sun, 10 May 2026 20:14:04 GMT</pubDate><enclosure url="https://static.wixstatic.com/media/e80e3a_3e7cac4882744eb091948b1037310a76~mv2.png/v1/fit/w_1000,h_1000,al_c,q_80/file.png" length="0" type="image/png"/><dc:creator>Émilie Carignan</dc:creator></item><item><title><![CDATA[Brand vs Branding vs Positioning]]></title><description><![CDATA[Ahhh, marketing, the land of an ever-growing pool of unclear concepts. Where a conversation about branding  could potentially mean the...]]></description><link>https://www.the-letter-em.com/post/brand-vs-branding-vs-positioning</link><guid isPermaLink="false">68e2dcadfabe64c932f75597</guid><pubDate>Tue, 07 Oct 2025 14:04:04 GMT</pubDate><enclosure url="https://static.wixstatic.com/media/e80e3a_6c6fcc2b618e49d69641a13e3adcf18b~mv2.png/v1/fit/w_1000,h_1000,al_c,q_80/file.png" length="0" type="image/png"/><dc:creator>Émilie Carignan</dc:creator></item><item><title><![CDATA[Understanding Micro-Certainties: The Key to Predicting Sales]]></title><description><![CDATA[What Are Micro-Certainties? A micro-certainty  is a small, undeniable truth about your customer's journey. It's the one thing you can always bet on, no matter how chaotic everything else seems. It's the moment where the fog clears, and you can see a direct line between a customer's action and a future sale. This simple principle allows you to bypass the need for a fully-fledged funnel to start predicting sales  with confidence. A Real-World Example in Practice A client of mine was starting to...]]></description><link>https://www.the-letter-em.com/post/micro-certainties</link><guid isPermaLink="false">68a8ba01c0b7bf2834942b26</guid><pubDate>Fri, 22 Aug 2025 19:00:23 GMT</pubDate><enclosure url="https://static.wixstatic.com/media/e80e3a_8790ddc32a1f449eab376c9290484274~mv2.png/v1/fit/w_1000,h_1000,al_c,q_80/file.png" length="0" type="image/png"/><dc:creator>Émilie Carignan</dc:creator></item><item><title><![CDATA[From Research to Revenue: Your Actionable Guide to Jobs-to-Be-Done]]></title><description><![CDATA[You've done the work. You created your Jobs-to-Be-Done (JTBD) report. Now what? Most founders get stuck here. They read the insights, nod...]]></description><link>https://www.the-letter-em.com/post/actionable-guide-to-jobs-to-be-done</link><guid isPermaLink="false">688d4ad37ae5e5096a9250d5</guid><pubDate>Sat, 02 Aug 2025 00:17:52 GMT</pubDate><enclosure url="https://static.wixstatic.com/media/e80e3a_f4152e9de625473ba4905e450ffc01d4~mv2.png/v1/fit/w_1000,h_1000,al_c,q_80/file.png" length="0" type="image/png"/><dc:creator>Émilie Carignan</dc:creator></item><item><title><![CDATA[Your Product Category is a Trap. Here’s How to Escape It.]]></title><description><![CDATA[“We’re kind of like X, but not really…” Does it sounds familiar? Do you spend more time explaining what you do than discussing the value...]]></description><link>https://www.the-letter-em.com/post/product-category-trap</link><guid isPermaLink="false">687f93243d56cfe14deb921e</guid><pubDate>Tue, 22 Jul 2025 16:26:37 GMT</pubDate><enclosure url="https://static.wixstatic.com/media/e80e3a_d33efc74670f4e439f6f8407cd746441~mv2.png/v1/fit/w_1000,h_1000,al_c,q_80/file.png" length="0" type="image/png"/><dc:creator>Émilie Carignan</dc:creator></item><item><title><![CDATA[Who’s Your Real Competition?]]></title><description><![CDATA[Whenever I ask founders this question : Who are you competing against? Most of the time, the answer sounds like this: “We don’t really...]]></description><link>https://www.the-letter-em.com/post/real-competition</link><guid isPermaLink="false">6866e25b5312404dc7ce8b9d</guid><pubDate>Fri, 04 Jul 2025 12:32:17 GMT</pubDate><enclosure url="https://static.wixstatic.com/media/e80e3a_ab5697913fea4eac9611a905522bf813~mv2.png/v1/fit/w_1000,h_1000,al_c,q_80/file.png" length="0" type="image/png"/><dc:creator>Émilie Carignan</dc:creator></item><item><title><![CDATA[Don’t build a perfect ICP, just play Snakes N Ladders]]></title><description><![CDATA[You’ve heard it over and over again. Find your ideal customer. Be specific. It’s solid advice. But when you’re the one doing the work, it...]]></description><link>https://www.the-letter-em.com/post/snakes-n-ladders</link><guid isPermaLink="false">6848d87ee0f98f52e2a40c2a</guid><pubDate>Wed, 11 Jun 2025 19:10:53 GMT</pubDate><enclosure url="https://static.wixstatic.com/media/e80e3a_28be6f5a8dd64a1998111b443a2e9594~mv2.png/v1/fit/w_1000,h_1000,al_c,q_80/file.png" length="0" type="image/png"/><dc:creator>Émilie Carignan</dc:creator></item><item><title><![CDATA[Why Most Strategy Feels Like a Waste of Time (And What Real Strategy Actually Looks Like)]]></title><description><![CDATA[If you’re building a company today, you’re swimming in advice. Playbooks. Frameworks. Hot takes. It’s easy to confuse what looks strategic with what actually drives progress. So let’s talk about what real strategy feels like (and if it's worth your time), how to recognize the fluff, and how to tell the difference when you see it in the wild. Strategy is not the plan. It’s the set of high-impact focus, made from the best information you have today, knowing it’ll change. Why Fluff Feels So...]]></description><link>https://www.the-letter-em.com/post/real-strategy</link><guid isPermaLink="false">6838b6d0aa6d016633b163c0</guid><pubDate>Thu, 29 May 2025 20:23:11 GMT</pubDate><enclosure url="https://static.wixstatic.com/media/e80e3a_bfeb7b791d314011a18f7a654ec3f467~mv2.png/v1/fit/w_1000,h_1000,al_c,q_80/file.png" length="0" type="image/png"/><dc:creator>Émilie Carignan</dc:creator></item><item><title><![CDATA[Reverse Demo: How to Stress-Test Your Product Before You Launch]]></title><description><![CDATA[“Ship it. The market will tell you what’s working.” It’s true, but only partly. You don’t need a landing page, a free trial, or a...]]></description><link>https://www.the-letter-em.com/post/reverse-demo</link><guid isPermaLink="false">682e279e7eb65b51cbb82cf7</guid><pubDate>Wed, 21 May 2025 20:00:26 GMT</pubDate><enclosure url="https://static.wixstatic.com/media/e80e3a_0b2c296bcbf54b2ea92cb672c29de7c5~mv2.png/v1/fit/w_1000,h_1000,al_c,q_80/file.png" length="0" type="image/png"/><dc:creator>Émilie Carignan</dc:creator></item><item><title><![CDATA[3 Signs You’re Solving the Wrong Problem]]></title><description><![CDATA[“ 10X ” “ Hockey stick growth ” “ Growth Hacking” I've seen these mantras quietly destroy startups from the inside. Because I was that...]]></description><link>https://www.the-letter-em.com/post/3-signs-you-re-solving-the-wrong-problem</link><guid isPermaLink="false">68225fc724d5391e71157f08</guid><pubDate>Mon, 12 May 2025 22:17:32 GMT</pubDate><enclosure url="https://static.wixstatic.com/media/e80e3a_b8ff2f4bd5b9458a81d6c3d387b37c12~mv2.png/v1/fit/w_1000,h_832,al_c,q_80/file.png" length="0" type="image/png"/><dc:creator>Émilie Carignan</dc:creator></item></channel></rss>