The SaaS Breakthrough Show is an inside look at what is working in marketing for SaaS companies today by the marketers who are in the trenches, experimenting on a daily basis to grow their MRR and build amazing businesses. The SaaS Breakthrough show is brought to you by Demio, an easy-to-use, reliable webinar software built to help marketing and customer-education teams effectively scale their efforts in less time than ever before.
SaaS Breakthrough - Summer Break
0:51We're taking a summer hiatus for the podcast and feeling excited to come back in the fall with new guests, new ideas, and new ways for you to execute your marketing campaigns.Until then, check out Banzai.io for more content like blog posts, webinars, and resources (assessments, checklists, and templates).Have a safe, happy, and healthy summer!
How Postal's Creative Gifting Campaigns Are Changing Customer Relationship Building
32:21Meet Bridget Poetker, the Director of Content & Brand at Postal, an offline marketing automation platform and marketplace that personalizes, automates, and scales direct mail, events, branded company swag, and customized gifts. Bridget is passionate about authentic brand building and reintroducing creative campaigns into B2B marketing.In this episode, you'll learn why marketers are feeling uninspired these days, and about the intersection between attribution and creativity. You'll discover how gifting can stimulate creativity, as well as unique ways for marketing, sales, and customer success teams to use gifting as part of their relationship building. Finally, we'll reveal how the emotional buyer's journey we use at Banzai compares to the traditional sales and marketing funnel. Enjoy!Notes:- 02:05 The Intersection Between Attribution and Creativity- 06:05 Tagging People's Emotions in the Emotional Buyer's Journey- 10:55 The Secret Sauce of Creativity- 12:05 The Aloe Plant Gen Play Campaign That Started as a Champagne Campaign- 16:00 How Physical Objects Evoke Emotions and Build Long-Lasting Relationships- 23:35 In-Person Event Swag: The QR Code Card Shaped Like a T-shirt- 25:45 How To Build Campaigns That Feel Like a Brand Play
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How BetterHelp's Never-Before-Heard Mental Health Insights Can Change Your Work — and Life
33:50Meet Melissa Hummelt, licensed psychotherapist and Clinical Operations Manager at BetterHelp, the world's largest online therapy platform.In honor of Mental Health Awareness Month, this episode will teach you four mental health tips you've never heard before, as well as why mental health needs to be attended to daily. Great insights in this episode — enjoy!Notes:- 02:45 A Platform That Empowers Everyone To Take Care of Their Mental Health- 03:35 How To Navigate Hard Conversations While Staying True to Your Values- 11:05 Know Your Attachment Style and What It Can Teach You- 20:35 The Traps for Women in Leadership and How To Avoid Them- 28:05 How To Choose Your Battles- 31:40 Why Taking Care of Yourself Should Be a Daily Practice
How Swipe Files Empowers Marketers to Shake the Status Quo of B2B SaaS Marketing
27:26Meet Corey Haines, creator of Swipe Files and cofounder of SwipeWell. Previously, he was the Head of Growth at Baremetrics and the first marketing hire at Cordial.In this episode, you'll hear why Corey created Swipe Files and how it differs from other marketing communities. You'll learn what it means to market like a media company in a B2B SaaS setting, how you can implement it within your budget and team size, and, finally, how to find a long-term balance between brand and performance marketing.Notes:- 02:15 A Unique Membership Community for Marketers- 08:15 The Specific Needs of Non-marketers vs. Hardcore Professional Marketers- 11:00 The Three Most Common Themes Marketers Need Help With- 13:20 What "marketing like a media company" Looks Like in a B2B SaaS Setting- 17:55 The Two Types of Relationships Marketers Have With Performance Marketing- 20:50 A "crawl - walk - run" Approach to Marketing Like a Media Company
How SMART Technologies Grew Revenue by 40% With a Unified Commercial Engine
35:55Meet Jenna Pipchuk, EVP & CSO of SMART Technologies, responsible for global sales, and her colleague, Jeff Lowe, EVP, CMO & CHRO, responsible for external brand strategy, marketing, communications, human resources, and facilities.In this episode, you'll hear how Jenna and Jeff created a new commercial organization at SMART Technologies: a "unified commercial engine" with employees responsible for the entire customer life cycle all working together. You'll learn about the catalyst for this organizational restructure, how they implemented it, and critical pieces like the pod structure and "uber metrics." Lastly, we'll reveal the results they're seeing so far in employee engagement & retention, company culture, and revenue.Notes:- 04:00 A Tech Company That Provides Educational Solutions Globally- 04:35 The Catalyst Behind an Organizational Restructure and Mind Shift- 06:30 Identifying Misalignment Signs Between How They Were Selling and How Buyers Were Buying- 08:00 Creating a "unified commercial engine" With Five Key Roles and Three Enabling Units- 12:35 The Secret Sauce and Pod Structure Used To Reassign New Roles and Responsibilities to 250 Team Members- 15:50 Defining "uber metrics"- 19:35 The Three Enabling Groups That Support the Entire Customer Journey- 22:00 The "project heartbeat" for Better Customer Understanding and Knowledge- 22:40 A Collaborative Culture That Now Self-Generates- 25:45 Touch Points, Circles, and Squares- 27:25 Results: High Employee Engagement and Retention- 30:00 A Few Setbacks and the Biggest Hurdle So Far- 31:35 Two Pieces of Advice for Anyone Wanting To Replicate This Initiative
How Flying Cat Marketing Increased a SaaS' Website Traffic by 387% and Gained 4x Revenue in One Year With SEO
30:22Meet Maeva Cifuentes, founder of Flying Cat Marketing, a women-led, full-service SEO agency for B2B martech, salestech, and proptech SaaS companies in hypergrowth.In this episode, you'll hear how Flying Cat Marketing quadrupled a SaaS client's revenue in one year entirely through search. You'll learn how to run an SEO audit and create an SEO plan, what revenue-generating content looks like, and the key metrics to follow during implementation. What's more, you'll uncover the exact mindset you'll need to get results like this. Enjoy!Notes:- 02:05 A Content-Focused, Full-Service SEO Agency and a Special Cat- 07:00 First Thing: Rewriting the Website To Ensure Clear Messaging- 08:10 Looking for Untapped SEO Potentials and Opportunities- 09:40 Building an SEO Plan While Staying Agile- 14:00 The Key KPIs To Use When Implementing an SEO Project- 16:15 Optimizing Conversion Points Across the Website- 18:15 The Benchmarks for Website Traffic Growth- 19:50 Creating New Content Based on Interviews With Subject Matter Experts- 21:05 Running PPC Until SEO-Generated Traffic Overtakes It- 21:50 How To Identify SEO Quick Wins- 23:50 Changing the Way You Think About SEO- 25:10 How To Create "Excellent Content" That Generates Revenue- 26:40 Acting and Thinking Like a Product Marketer- 27:15 Lightning Questions
How Growth Sprints Is Challenging the Status Quo of Marketing Leadership and Management Roles
34:54Meet Brendan Hufford, the founder of Growth Sprints, which helps SaaS companies scale from $10M to $100M ARR. Brendan is also a growth marketer at Active Campaign.In this episode, a conversation about leadership gets real. You'll hear about hiring A-players, what it means to be a manager versus an individual contributor, why we're so quick to promote contributors to managers (and if we should be), and the difference between leaders and managers. Finally, you'll learn how to deal with all of this in a remote work setting while the rest of the world is (sort of) on fire. Lots of great insights wherever you are in your marketing career. Enjoy!Notes:- 02:05 You Need To Market Differently When Hiring A-Players- 04:30 Finding the Non-traditional Career Mix as a Marketer- 06:05 Don't Stifle Your A-Player Marketers or They'll Leave- 07:05 To Promote or Not Promote A-Players to Managers- 09:00 Developing an Advancement Structure That Doesn't Require Managing People- 11:10 Being Promoted, But Still Having To Operate at a Lower Level- 13:30 Coaching People up or out Within a Culture of Trust and Transparency- 19:35 Addressing the Humanness of Your Colleagues in a Remote Work Setting- 26:40 Personal Advisory Boards, Mentors, and Toxic Bosses- 31:00 The Difference Between a Toxic Culture and a Toxic Manager- 33:00 You Can Be a Great Leader Without Being a Manager
How Digital Reach Is Fighting Toxic Productivity in Marketing Leadership
20:00Meet Mandy Thompson, co-founder and CEO of Digital Reach Online Solutions, a full-service digital agency offering holistic solutions that focus on integrations and automations.In this episode, the emphasis is on marketing leadership. You'll hear Mandy and Ashley's fun conversation as they discuss everything from overwhelm, panic, and toxic productivity to the downside of doing rather than being. They also cover the risk of over-accessibility of leaders as marketers. As Mandy says at one point in the chat, "There's nothing good about waking up and feeling like the day is chasing you." It's a shorter episode, but it's down, dirty, and super fun!Notes:- 02.25 Start Your Day Without Feeling Like It's Chasing You- 04:40 Leveraging the "Do Not Disturb" Mode- 05:35 Keeping a Set of Sprint Lists for Reference- 06:40 Managing Slack Communications the Smart Way- 09:20 The Importance of Offboarding Your Day- 10:15 Long-Term Consequences of Being Scattered- 12:00 How Panic Can Push You To Operate at a Lower Level- 14:10 The Only Cure for Overwhelm Is Rest- 16:50 The Conflict of Doing the "Best Work" vs. Being "On Demand"- 18:30 Setting Boundaries and Permissions as a Marketing Leader
How Help Scout's Online Publication Drove Awareness With a New ICP
40:51Meet Kristen Bryant Smith, the Director of Content Marketing at Help Scout, a certified B-corps whose software helps growing businesses better support their customers. Prior to Help Scout, Kristen spent three years at Wistia.In this episode, you'll hear about a powerful brand marketing initiative called "In the Works." You'll learn what it takes to put together a new online publication, the role creativity can play in brand differentiation and engagement, how to take an evolutionary approach to audience development, and the ROI in creating timeless content. Enjoy!Notes:- 01:45 Helping Growing Businesses Better Support Their Customers - 02:05 A Brand Marketing Initiative: "In the Works" - 05:20 Expanding the ICP With Creative Branded Content - 08:10 Connecting on a Broader Array of Types of Content and Media - 09:46 Creativity as a Brand Differentiator and a Real Way To Drive Engagement and Value Long Term - 12:25 How To Put Together a New Digital Publication - 17:50 Creating a New Brand Rooted in the Main Brand - 19:50 Taking an Evolutionary Approach to Audience Development - 23:35 An Email Address Is the Most Valuable Thing You Can Get as a Marketer - 24:30 The ROI in Creating Content That Will Be Timeless - 30:00 Lightning Questions
How Digital Reach Boosted Demo Bookings for a SaaS Company by 1,800% and SQLs by 500% using ABM and Intent Data
24:29Meet Mandy Thompson, co-founder and CEO of Digital Reach Online Solutions, a full-service digital agency offering holistic solutions focusing on integrations and automations.In this episode, you'll hear about a SaaS case study where they combined ABM with intent data and a HubSpot integration to boost demo bookings by 1,800% and SQLs by 500%. Lots of gems about demand generation await. Enjoy!Notes- 01:40 Helping Clients Succeed at Scale With Holistic Integrations- 02:35 Building Demand With Three Wildly Different Use Cases- 05:45 Shifting the Audiences and the Intent- 07:00 Building Three Funnels- 12:35 Bombora's Surge Audiences- 14:45 Companies' Intent and Buying Committees- 16:35 Deconstructing the Funnel- 19:20 Lightning Questions