Accelerate your B2B SaaS growth and get better as an operator. Join Paddle as we explore the truth behind the strategy and tactics of those scaling in SaaS. Basically this podcast gives you a team of advisors in the trenches actually doing the work.
Panintelligence’s Zandra Moore on Invigorating the Talent Pipeline
32:34Today's guest is Zandra Moore. She is the Co-Founder and CEO of Panintelligence, an embedded analytics platform for SaaS vendors. Beyond the stellar work she does in tech, Zandra is a champion of inclusivity. In our interview with her and Andrew Davies recorded at SaaStock in 2022, Zandra discusses several topics that make you a better operator. Perhaps most importantly, she beats the drum on intentional inclusivity.High Level OverviewA look into taking a loss leading business component from one company and spinning it out into Panintelligence.Bringing people from outside the tech industry into tech.Utilize different training materials to let people consume an understanding of your product in a way that works for them.Thinking of your business as a data company, not just a software company.Nailing your go-to-market motion with a hyper focused Ideal Customer Profile.Zandra's Talent Pipeline BlueprintZandra provided valuable insight into what building out a roster of high caliber operators looks like. Here is a guide based on her advice.Focus on diversity from the top down: Zandra stresses the importance of having a board that is representative of the folks within your company. By having diversity at the top level, it fosters diversity naturally in all areas below.Recruit outside the tech sphere: Zandra elucidates that bringing people from outside the tech industry into tech can offer a valuable perspective to folks who are not., You can invest in retraining programs like Northcoders. This will help create a more diverse workforce and bring in new perspectives.Utilize different training materials: Zandra recommends providing different training materials to let people consume an understanding of your product in a way that works for them. This can help with onboarding and getting people into the funnel. Panintelligence has their own courses offered on their site.Be intentional about inclusivity: Zandra explains that her own mother provided an example by working in tech instead of telling Zandra to get into tech herself. By bringing her passion and energy for the industry into the home, Zandra’s mother inspired Zandra to follow suit. She lists Ahead Partnership as a Leeds area organization that helps the private sector play a transformational role within their community.Following Zandra's advice, it is essential to focus on diversity from the very start when building a talent pipeline. This means recruiting from outside of the typical tech sphere, as well as utilizing different materials to effectively train people from diverse backgrounds. Taking the time to prioritize diversity and inclusivity can ensure that you can build a team that is well-versed, experienced, and capable of taking on any task.Further LearningsYou can learn more about Zandra Moore by following her on LinkedIn and Twitter.Additionally you can follow along with what Zandra is up to with LeanInLeeds and No Code Lab.
Apollo.io’s Kim Walsh on Unlocking the Best Buyer Experience
39:59Today's guest is Kim Walsh. She heads up Sales, Partnerships, and Customer Success over at Apollo.io. As an early member of HubSpot and her continued journey through sales and growth, she’s learned valuable lessons in the world of B2B SaaS. In our interview with her and Patrick Campbell recorded at SaaStr in 2022, Kim discusses a number of topics that will make you a better operator like hiring tips, effective product-led growth, and much more.High Level OverviewPut the customer first, as it should be the core of all go-to-market activities, from sales to onboarding and customer successConsider sponsoring international talent for an H1B visa, as it can be a great way to bring in diverse talent early on.Figure out the percentage of revenue that comes from the three buckets of self-serve, sales assist, and rep-driven business.Monitor the self-serve metrics, such as weekly and daily active users, and percentage of people hitting the Aha Moment.Make sure that the self-serve bucket is growing faster than all other buckets in order to ensure success.Product-Led Growth: The Kim Walsh MethodProduct-Led Growth (PLG) is a go-to-market strategy used by many software businesses to acquire, engage, and retain customers. This strategy involves focusing on customer experience and product usage as the primary driver of growth and success. Implementing a PLG strategy requires an understanding of customer needs, a comprehensive understanding of the product, and an understanding of how to create a customer-centric approach to marketing.Understand Your Customer Needs: The first step in implementing a PLG strategy is to understand the needs of your customers. It is essential to have an understanding of the customer's journey, what they need, and what they expect from your product. This will enable you to create a product and customer experience that meets their needs.Know Your Product: Having a comprehensive understanding of your product is essential for effective PLG. This includes understanding the features and benefits of the product, the user interface, and how it can be used to solve customer problems.Focus on Customer Experience: PLG is all about creating a customer-centric approach to marketing. This means focusing on customer experience, rather than just pushing products. It involves understanding customer needs, creating an engaging product, and delivering an excellent customer experience.Utilize Data and Analytics: Data and analytics are essential for understanding customer behavior and product usage. Utilizing data and analytics will enable you to gain insights into customer behavior and usage, which can be used to optimize your product and customer experience.Invest in Self-Serve: Self-serve is a key component of PLG. Investing in self-serve tools, such as chatbots and Al, will enable customers to find answers to their questions quickly and easily. This will enable customers to have a more positive experience with your product.By understanding customer needs, knowing your product, focusing on customer experience, utilizing data and analytics, and investing in self-serve, you can effectively implement a product-led growth strategy. This strategy can help you acquire, engage, and retain customers, leading to long-term success.Further LearningsYou can learn more from Kim Walsh on LinkedIn as well as Twitter.This is a Paddle Studios production—dedicated to helping you build better SaaS
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Zelkova's Jay Levy on the founder-investor relationship
28:38Check out the detailed field guide hereTopics discussed in this episode:02:01 - What makes a great SaaS community10:10 - The Three Types of Investors13:24 - Focusing on the interpersonal side of the business18:20 - Building and Maintaining the Founder-Investor Relationship23:44 - Embracing the silence during investor meetingsThis is a Paddle production—the first media network dedicated entirely to the SaaS and subscription space.
Payrix’s Bob Butler on Finding Anchor Personas
36:52Check out the detailed field guide hereTopics discussed in this episode:01:57 - Why some fintech is really “tech fin”11:00 - Reducing the time and friction to execute19:00 - The "Buy now, Pay later" space23:56 - The anchor tenant persona30:11 - How to find anchor tenantsThis is a Paddle production—the first media network dedicated entirely to the SaaS and subscription space.
Bitly's Tara Robertson on setting up a team of highly skilled marketers
45:28Check out the detailed field guide hereTopics discussed in this episode:01:59 - Connecting emotion and value to drive results07:18 - What to look for when building a marketing team16:26 - Prioritizing efforts on areas of biggest influence21:35 - Setting up a team of highly skilled marketers34:09 - Which partnerships are essential within your organizationThis is a Paddle production—the first media network dedicated entirely to the SaaS and subscription space.
Snowflake's Lars Nilsson on Sales Development
47:02Check out the detailed field guide hereTopics discussed in this episode:02:13 - Zeroing in on Sales Roles08:23 - Hiring someone with a fire in the belly14:07 - SDR Training, Enablement and Progression21:00 - Setting up sales opportunities for success39:01 - The value of compassionate leadershipThis is a Paddle production—the first media network dedicated entirely to the SaaS and subscription space.
Building in public with Arvid Kahl
54:01Check out the detailed field guide hereTopics discussed in this episode:01:50 - The intangible rewards of selling a company 16:29 - Coping with grief after an exit28:02 - The fundamentals of building in public34:09 - Why losses resonate more than wins43:07 - How authenticity scalesThis is a Paddle production—the first media network dedicated entirely to the SaaS and subscription space.
Semrush's Eugene Levin on crafting your IPO Story
41:32Check out the detailed field guide hereTopics discussed in this episode:01:59 - What makes an IPO a good idea14:03 - Maintaining control of the process20:43 - Crafting your IPO Story31:49 - Was the IPO worth it?This is a Paddle production—the first media network dedicated entirely to the SaaS and subscription space.
Revisiting: Sarah Hodges builds community
29:36Check out the field guide hereTopics discussed in this episode:Marketing-driven growth vs. product-driven growthThe ingredients that make up communityHow community drives the potential of a tech ecosystemThe drive to stand out and be differentUnlocking your authentic self with a willingness to adaptThis is a Paddle Recur production—the first media network dedicated entirely to the SaaS and subscription space.
Revisiting: Reforge CEO, Brian Balfour on frameworks and communication
42:11Check out the field guide hereTopics covered in this episode:How to avoid getting sucked into trapsUsing perspective to get everyone on the same pageCreating tools to reveal answersThe importances of shared languageUnderstanding nuances to unlock frameworksThis is a Paddle Recur production—the first media network dedicated entirely to the SaaS and subscription space.