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

Aggelos Mouzakitis - Growth Manager at Growth Sandwich - How Customer Research Can Help You Grow

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

Kaylee Edmondson - Senior Director of Demand Gen at Chili Piper - The Future of Demand Gen

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

Chris Walker - CEO at Refine Labs - Category Evangelism: The New Playbook To Grow Pipeline & Revenue

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

Frida Ahrenby - CMO at GetAccept - How To Build A World-Class SaaS Marketing Team

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

Bill Macaitis - SVP/CMO at Salesforce, Zendesk & Slack - How To Build A Billion Dollar SaaS Company

Are you really making good use of video to promote your SaaS company, products, and services? If not, the latest SaaS Growth Hub Podcast episode might be of interest to you as it is about ... video marketing, and everything it touches.

To cover this creative topic, we invited Nora Sandell, Head of Marketing at Videoly, a leading product video platform, serving over 1000 online retailers and brands around the world.

We discussed:
- The evolution of how we consume content
- Video marketing trends B2B SaaS marketers absolutely need to know about
- How to produce professional and engaging content when you’re an absolute rookie in the field.
- How to measure performance of your video marketing efforts
- And a couple of DOs and DON’Ts to help you get started

Tune in to hear from Nora Sandell, Head of Marketing at Videoly.

About the show
The SaaS Growth Hub podcast is powered by Growth Marketing Agency Advance B2B. We cover marketing strategy, sales and marketing alignment, content marketing, and brand marketing to help B2B marketers grow and scale up their companies.

How to Grow a SaaS B2B Brand using Video Marketing, with Nora Sandell, Head of Marketing @Videoly

Communities can be super powerful.

They carry trends, they generate awareness, and if you play your cards right, they can even significantly affect your overall business growth.

Now, communities are far from easy to build.

To explore the topic, we invited Alex Theuma, founder of SaaStock a successful community helping SaaS founders and their teams connect via expert conferences around the world.

In this episode, we cover: 

- The origins of SaaStock
- How to start a community
- How to keep your audience engaged to grow the community
- The KPIs of community building
- More advice for aspiring community builders
- And, as per usual, the Fast Five.

So, is community building just a nice to have, or should SaaS B2B companies really try to benefit from  it? Answer in episode 102 of the SaaS Growth Hub Podcast, with Alex Theuma, founder of SaaStock.

Building a thriving online community, with Alex Theuma, Founder @SaaStock

How much revenue can you tie to your content marketing operations? Should you place your Content Marketing Strategy in the hands of AI?

To discuss this, we’re joined by Alexis Chevallier, Former CMO, now Part-Time CMO, who’s successfully achieved 3M in ARR directly attributed to content marketing operations for Content Marketing Agency YouLoveWords.

We cover:
> What does a part-time CMO do?
> What are the requirements for Content Marketing to become a growth engine?
> What would prevent Content Marketing from supporting growth?
> How do you get your CEO to understand content marketing?
> How to achieve 3M in ARR from content marketing
> How to build a high-performing marketing team?
> The right split between long and educational content and snack content?
> What AI is really bringing to content marketing

Tune in to hear from Alexis Chevallier, Content-Led Part-Time CMO.

About the show: 
The SaaS Growth Hub podcast is powered by Growth Marketing Agency Advance B2B. We cover marketing strategy, sales and marketing alignment, content marketing, and brand marketing to help B2B marketers grow and scale up their companies.

How to Get €3M ARR From Content Marketing, with Alexis Chevallier, Content-Led Part-Time CMO

The buzz around AI in marketing is fueled by its ‘transformative potential in revolutionizing traditional marketing strategies’. Things are changing. But...

Haven’t they always been?

Marketing as we know it today is not the same as five years ago. It’s barely the same as last year or even a few months ago. Remember the frenzy around the death of third-party cookies 🍪, anyone?  And yet, the marketing world continued on as we embraced and learned new things — we adapted.   

So, what’s different this time?

Detangling the AI fuss in marketing: what’s the role of AI?

In episode 104 of the Growth Hub Podcast, we invited Joel Gaudeul to discuss a topic we all face: team misalignment.

Joel had quite a lot to say - and he took the gloves off, no-bullshit-style.

"I am not going to be popular by saying that (...) but you need to work, to make it work".

Joel worked in B2C and B2B in companies like Ubisoft, Ulule, Mention, France Digitale, and Alma. He's worn the hats of brand manager, product marketer, CMO, COO, and CRO.

The episode, in short:
- How did wearing so many executive hats change the way he does marketing?
- What metrics should sales, marketing, CS, and product follow together?
- Joel's routine to ensure that alignment efforts stick
- Go-to tools to make it happen

About the show:
The Growth Hub Podcast—the podcast for all things B2B SaaS marketing—is brought to you by marketing agency Advance B2B. The Growth Hub Podcast is for B2B marketers, CEOs, and founders who want to increase their knowledge, skills, and wisdom about building a high-growth SaaS business. With a mix of strategic frameworks, actionable insights, and inspiring tales, we catch up with some of the top minds in B2B tech from across the world to gain their insight and advice on all things growth.

How to not fail your sales & marketing sync, with Joel Gaudeul

There are few people who know the worlds of B2B SaaS and B2B marketing as well as Rand Fishkin. Rand has worked in the field for over 15 years and throughout the course of his career he's founded two SaaS companies, Moz & SparkToro, co-founded inbound.org with HubSpot’s Dharmesh Shah, published his book "Lost & Founder: A Painfully Honest Field Guide to the Startup World", is a renowned keynote speaker, and you might also know him as the star of Moz's ever so popular Whiteboard Friday video series. In this episode we draw on all those years of experience as Rand shares his field guide to B2B SaaS Marketing where we discuss:
- The actual purpose of marketing and what it should achieve
- The evolution of the SaaS space from 2003 to 2018 and what it means for marketers today
- How to balance between long-term growth strategies and short-term growth tactics
- How to develop your content marketing strategy and factors you need to consider
- The importance for marketers and SaaS companies to be behaviour-driven and not goal-driven
- Why Rand started SparkToro and some of the important lessons he learned from building Moz that he’s applied to SparkToro
- How Rand’s developing the marketing strategy for SparkToro
- The marketing strategies that worked for Rand back in 2003 and that still hold true today

Links:
SparkToro >> https://sparktoro.com/
Moz >> https://moz.com/
SparkToro Trending >> https://sparktoro.com/trending
The Law of Shitty Clickthroughs >> https://andrewchen.co/the-law-of-shitty-clickthroughs/
Lost & Founder >> https://www.goodreads.com/book/show/35957156-lost-and-founder
The Billionaire Who Wasn't >> https://www.goodreads.com/book/show/2842145-the-billionaire-who-wasn-t
Indie Hackers >> https://www.indiehackers.com/
Typeform >> https://www.typeform.com/
Follow Rand on Twitter >> https://twitter.com/randfish

---

Advance B2B >> www.advanceb2b.com
Follow The Growth Hub on Twitter >> @SaaSGrowthHub
Follow Edward on Twitter >> @NordicEdward

Rand Fishkin - Founder at Moz & SparkToro - Rand's Field Guide To B2B SaaS Marketing

The podcast for all things B2B SaaS marketing is brought to you by marketing agency Advance B2B.

The Growth Hub Podcast is for SaaS marketers, CEOs, and founders who want to increase their knowledge, skills, and wisdom about building a high-growth SaaS business.

With a mix of strategic frameworks, actionable insights, and inspiring tales, we catch up with some of the top minds in SaaS from across the world to gain their insight and advice on all things growth.

Rand Fishkin - Founder at Moz & SparkToro - Rand's Field Guide To B2B SaaS Marketing

The Growth Hub Podcast

Related tracks