If you do competitive analysis by stalking your competitor's website, then creating a table to compare features, and then writing down their value prop and main messages.... this is for you. This time on The Growth Hub, we're talking to Andrew McCotter-Bicknell, Head of Competitive Intelligence at ClickUp, so we can find out how to actually do competitive analysis. ***** It's a simple truth that most marketers kind of struggle with competitive intelligence. During the episode, you’ll hear about competitive intelligence, and more specifically: - How to conduct competitive intelligence research and actually impact your revenue with that - How to discover and research the right competitors (direct competitors in the same space with a similar product vs. legacy providers in a different category) - What the difference between poor & comprehensive competitive intelligence is - Who should own competitive intelligence at your company - What is the role marketing should play in competitive intelligence - How to measure the whole thing - And a lot lot more! Happy listening! ️ — Claim your free SaaS marketing assessment from Advance B2B >> www.advanceb2b.com/tgh — Visit Advance B2B >> www.advanceb2b.com Follow The Growth Hub on Twitter >> twitter.com/SaaSGrowthHub Follow Reeta on Twitter >> twitter.com/rhtoivanen — Visit ClickUp >> clickup.com Follow Andy on Twitter >> https://mobile.twitter.com/amcbick Fast five recommendations: - Eat Their Lunch: Winning Customers Away from Your Competition by Anthony Iannarino - Wynter >> https://wynter.com/ - Product marketing alliance >> https://www.productmarketingalliance.com/
This episode is all about customer support, and Klaus CEO and Co-Founder Martin Kõiva's experience in learning how to deliver great customer experience at scale. At his former position as Global Head of Customer Support at Pipedrive, Martin felt the struggles of growing a customer support function (think 7 to 70 support agents) while trying to keep up the quality of conversations. And so the idea for Klaus was born: a tool that helps companies ensure the quality of their customer support conversations, no matter how fast they’re growing. They also have the best cat-themed brand marketing, but that’s a whole other story. As well as touching on how Martin’s team at Klaus approach customer support, you’ll hear about: - The three elements you need for quality customer support - What SaaS companies need to build and scale their support function - What ‘optimizing customer support’ actually means - How to make customer support a competitive differentiator Enjoy the episode! — Visit Advance B2B >> www.advanceb2b.com Follow The Growth Hub on Twitter >> twitter.com/SaaSGrowthHub Follow Reeta on Twitter >> twitter.com/rhtoivanen — Visit Klaus >> www.klausapp.com/ Follow Martin on Twitter >> twitter.com/k6iva — Book recommendation: Founder Brand: Turn Your Story Into Your Competitive Advantage by Dave Gerhardt >> https://www.goodreads.com/en/book/show/60227444-founder-brand
In this episode, Reeta and Seija sat down with Pinja Virtanen, Marketing Manager at Swarmia; a fast-growing company founded just 3 years ago. In the past 6 months alone, Swarmia doubled its customer count and MRR. What makes Pinja’s journey particularly interesting is her eclectic experience. Before Swarmia, Pinja worked as a Content Marketing Strategist at Advance B2B, and she was also in charge of Demand Gen later at Supermetrics. With both in-house and agency experiences, she became the first marketing hire at Swarmia. We invited her to hear her thoughts on what it's like to start as the first marketer in a fast-growing company. During the episode, you’ll hear about: - What motivated Swarmia to hire their first marketer - How Pinja onboarded herself to create her role - What she decided to focus on at first (and why) - How to prioritize when there’s so much you want to do - How to experiment pragmatically to get relevant results - Pinja’s views on the eternal “hire a Generalist vs. Specialist” debate Happy listening! — Claim your free SaaS marketing assessment from Advance B2B >> www.advanceb2b.com/tgh — Visit Advance B2B >> www.advanceb2b.com Follow The Growth Hub on Twitter >> twitter.com/SaaSGrowthHub Follow Reeta on Twitter >> twitter.com/rhtoivanen — Visit Swarmia >> swarmia.com/ Follow Pinja on Twitter >> twitter.com/pinjaerika — Book recommendation: Founder Brand: Turn Your Story Into Your Competitive Advantage by Dave Gerhardt >> https://www.goodreads.com/en/book/show/60227444-founder-brand
Katrina Wong is VP of Product Marketing & Demand Generation at Twilio Segment. Katrina spent over 15 years growing and scaling early-stage SaaS companies, and she had a few golden nuggets to share with us. We sat down with her to talk about growth strategies, including the following: — What is a growth strategy, and why create one? — How should different-stage companies address their growth strategy? — Who in a company should be involved in creating the growth strategy? — How to get buy-in from everyone in your organization? — What are mistakes companies make when creating their growth strategies? — How it works over at Twilio Happy listening! — Claim your free SaaS marketing assessment from Advance B2B >> www.advanceb2b.com/tgh — Visit Advance B2B >> www.advanceb2b.com Follow The Growth Hub on Twitter >> https://twitter.com/SaaSGrowthHub Follow Reeta on Twitter >> https://twitter.com/rhtoivanen — Visit Segment >> https://segment.com/ Follow Katrina on Twitter >> https://twitter.com/katchmesocial — Book recommendation: — Memos from the Chairman >> https://www.goodreads.com/book/show/1069335.Memos_from_the_Chairman — Atomic Habits >> https://www.goodreads.com/book/show/40121378-atomic-habits — Artificial Intelligence Basics >> https://www.goodreads.com/book/show/52362494-artificial-intelligence-basics
Disclaimer! If you’re used to listening to the show, you might be a little surprised to hear how it sounds! Reeta Westman — content marketer at Advance B2B — and Seija Lappalainen — Growth marketer at Advance B2B — are now hosting The Growth Hub Podcast! Jesus Requena is VP of Growth Marketing at Figma. Formerly VP of Growth at Algolia and Growth Marketing Director at Unity, Jesus has been in the SaaS world for quite some time and he had many golden nuggets to share on user activation and the role of data in it. In this episode, we caught up with Jesus to hear how he’s done it so far and covered great topics, including: > How Jesus became such a PLG (Product-Led Growth) enthusiast > What makes PLG so interesting for SaaS businesses > The role of growth marketing in user activation > How growth marketing can support PLG > Why data plays a central part in PLG and how to leverage it Happy listening! — Claim your free SaaS marketing assessment from Advance B2B >> www.advanceb2b.com/tgh — Visit Advance B2B >> www.advanceb2b.com Follow The Growth Hub on Twitter >> https://twitter.com/SaaSGrowthHub Follow Reeta on Twitter >> https://twitter.com/rhtoivanen — Visit Figma >> https://www.figma.com/ Follow Jesus on Twitter >> https://twitter.com/JRequenaFranco — Book recommendation: Product-Led SEO by Eli Schwartz >> https://www.goodreads.com/book/show/57659600-product-led-seo
Bill Macaitis is former SVP of Marketing & CMO at Salesforce, Zendesk & Slack, and today we’re talking about how to build a billion dollar SaaS company. Many SaaS founders, CEOs, and marketers dream of building a unicorn business and it’s something Bill has done on several occasions throughout his career. So, we caught up with him to hear how it’s done and Bill covers some great topics, including: - How Marc Benioff convinced him to leave the world of consumer marketing and make the move to B2B SaaS - What it was like to work with Marc Benioff directly - How Bill brought a B2C mindset to the world of B2B marketing - How marketing teams can help create a billion dollar valuation - How you should structure your marketing teams for growth - The marketing philosophies and playbooks Bill ran at Salesforce, Zendesk, and Slack Links Claim your free SaaS marketing assessment from Advance B2B >> www.advanceb2b.com/tgh Manager Tools Podcast >> https://www.manager-tools.com/podcasts --- Advance B2B >> www.advanceb2b.com Follow The Growth Hub on Twitter >> twitter.com/SaaSGrowthHub Follow Edward on Twitter >> twitter.com/NordicEdward
Frida Ahrenby is CMO at GetAccept and in this episode we’re talking about how to build a world-class SaaS marketing team. As companies scale, teams need to scale, so this is something all SaaS marketing leaders and managers will need to work on along their journey. However, it’s easier said than done. So just exactly how do you build a world-class SaaS marketing team? I caught up with Frida to hear how she’s scaled GetAccept’s marketing org from a team of 3 in Sweden to a global team of 25 marketers spread across multiple international markets. In this episode, we cover: - How GetAccept scaled their marketing team, in what order, and why - How all their teams work together - What to look for when hiring top marketers - How to nurture talent and enable marketers to grow their careers within your company - An insight into the culture within GetAccept’s marketing team - How to get your marketing team working well and aligned with your product & sales teams Links Claim your free SaaS marketing assessment from Advance B2B >> www.advanceb2b.com/tgh GetAccept >> https://www.getaccept.com Lean In by Sheryl Sandberg >> https://www.goodreads.com/book/show/16071764-lean-in --- Advance B2B >> www.advanceb2b.com Follow The Growth Hub on Twitter >> twitter.com/SaaSGrowthHub Follow Edward on Twitter >> twitter.com/NordicEdward
Chris Walker is CEO at Refine Labs and in this episode we’re talking about Category Evangelism and the modern marketing playbook to grow pipeline and revenue. Chris has started a marketing revolution. He is host of the hugely popular Demand Gen Live series and the State of Demand Gen podcast. Forbes described him as “The B2B demand generation guru every Series C company should be listening to” and so we got Chris on the show to break down what B2B marketers should be doing to grow their companies and their careers. We cover: - The limitations of the traditional view of demand gen >> Why you shouldn’t centre on lead gen >> How to move away from demand capture to demand creation >> Where we went wrong with attribution - The modern playbook for successful demand gen >> How to know your customer better than anybody else >> How to win in dark social >> Why Category Evangelism is the future of marketing Links Claim your free SaaS marketing assessment from Advance B2B >> www.advanceb2b.com/tgh Refine Labs >> https://www.refinelabs.com/ State of Demand Gen >> https://sptfy.com/6Nvh Mastery by Robert Greene >> https://www.goodreads.com/book/show/13589182-mastery --- Advance B2B >> www.advanceb2b.com Follow The Growth Hub on Twitter >> twitter.com/SaaSGrowthHub Follow Edward on Twitter >> twitter.com/NordicEdward
Kaylee Edmondson is Senior Director of Demand Gen at Chili Piper and in this episode we’re talking about the future of demand gen. Essentially this episode is lifting the lid on where the marketing playbook is going as Kaylee shares her thoughts on how B2B SaaS companies should be gearing up for the future, including: - What demand gen is and where it sits in the marketing funnel - The major issues with the old demand gen playbook - Why the future of demand gen sits in the dark funnel - The playbooks SaaS marketing teams should be running - How to get senior buy in for that kind of playbook - How the Chili Piper team does marketing and measures success - The skills marketers will need in the future Links Claim your free SaaS marketing assessment from Advance B2B >> www.advanceb2b.com/tgh Chili Piper >> https://www.chilipiper.com Obviously Awesome by April Dunford >> https://www.goodreads.com/en/book/show/45166937-obviously-awesome --- Advance B2B >> www.advanceb2b.com Follow The Growth Hub on Twitter >> twitter.com/SaaSGrowthHub Follow Edward on Twitter >> twitter.com/NordicEdward
Aggelos Mouzakitis is Growth Product Manager at Growth Sandwich, and in this episode we’re talking about how customer research can help B2B SaaS companies grow to their potential. We hear about various approaches to growth, such as product-led growth, sales-led growth, or marketing-led growth, but in this episode we look at it from another perspective, and that’s customer-led growth. Aggelos is an expert on customer research and advocate of customer-led growth, and in this episode he breaks down this methodology that puts the customer at the core of everything you do, including: - What being customer-led truly means - How customer-led growth helps marketers - How to use the jobs-to-be-done framework to support customer-led growth - The “value gap” issue in marketing - What it really means to have customer empathy as a marketer Links Claim your free SaaS marketing assessment from Advance B2B >> www.advanceb2b.com/tgh Growth Sandwich >> https://www.growthsandwich.com/ What Customers Want by Anthony Ulwick >> https://www.goodreads.com/book/show/426683.What_Customers_Want --- Advance B2B >> www.advanceb2b.com Follow The Growth Hub on Twitter >> twitter.com/SaaSGrowthHub Follow Edward on Twitter >> twitter.com/NordicEdward