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Come from a position of asking clarity around why the role pays what it does, and you'd like to understand their thinking based on market rates and the skills you bring to the table. Companies tend to expect at LEAST one back & forth on the initial offer, if not more.
If they're not willing to budge on salary, talk bonus, RSUs, PTO, when you can revisit base pay again, etc. - each of those are line items to help build toward the life you want (if you do get RSUs, pls sell them when they vest so you don't end up with a concentration issue like 99.999% of my clients lol).
I like to use a line that's something along the lines of "I'd like to make sure we're both able to be 100% excited about my first day of work," or something along the lines of you all being on a team, rather than clashing/being money grabby. If they gave you an offer, they're interested enough to see how you can best work together!
My partner has been looking for a role in big tech marketing for 6+ months now, so major props to you for landing one! Go get em!
Good advice!
Mentor
Want more money?
Ask for it.
Done.
Show them your research and make them look bad for treating you like you're less than the rest of the people who are clearly able to receive what the job role deserves. Nothing can trump good research-lef facts.