SaaS CMO Show

Every B2B marketer and their Grandma is talking about the importance of "posting on LinkedIn" And while it's arguably the best B2B marketing tool right now... very few are actually executing it well. So, that's exactly why for today's episode I invited on Florian from Container xChange... because he & his team get it. During my conversation with Florian we touched on: 1️⃣LinkedIn company pages vs personal profiles (and why he thinks profiles win all day every day) 2️⃣How to get on employees on board with posting content & incentivise them. 3️⃣Florian's plan around getting his CEO involved with the content strategy.

B2B case studies should (arguably) be your #1 performing content asset. Yet for most - they're for from that. So, how do you make the switch & turn case studies into your biggest demand driver? 🤔 Well, in this episode I sat down with the case study meister himself... Joel Klettke.  And he didn't disappoint! P.S. If you want to connect with Joel, click the link below: https://www.linkedin.com/in/joelklettke/

There's a lot of marketers chanting that "brand" is everything. And that it's the "new way" of doing demand gen. ...without ever really giving a lot of context to what "brand" even means 🤦‍♂️ (By the way those "marketers" also include me lol #guilty) So in this episode I want to give you MY perspective on the difference between: 1️⃣ - Brand 2️⃣ - Brand marketing 3️⃣ - Branding Because the difference between all three... is massive. 

Most fail with podcasts. They publish 4 episodes for a month... and then call it a day. Why? 🤔 There's a few reasons... but undoubtedly one of the main reasons is: *Not seeing results quick enough* ...and most don't results quick enough because of ONE reason ⬇️ Not repurposing enough.  So, in this episode I broke down from start to finish how to repurpose your podcast content. Enjoy :)

YouTube... It's the channel that VERY few B2B marketers have perfected.  Unlike LinkedIn, where it seems every company is killing it - the same definitely can't be said for YouTube. Meaning one thing: OPPORTUNITY. Look... I'm going to stand by the following the statement & watch it play out over the next 12-24 months... and that statement is: "A YouTube subscriber will become 100x more valuable than an email subscriber & companies will seriously regret not getting in earlier"  In 99% of industries, YouTube is ridiculously un-saturated & a wide open ocean to jump into.  And my hope with this episode, is that it helps push my companies to start the process of building their OWN.  P.S. If you want to check out the podcast guest Karolina, here is the link to her LinkedIn.

MarTech... It’s the industry that never seems to stop growing. It’s the industry that tells you, tech solves all of your marketing problems. It’s the industry that always wants to remind you about the next BIG thing. It’s the industry that tells you that you need to measure everything. But is this industry all it’s really made up to be? Or have they been lying to us... 🤔 Well in this podcast, I dived into this very topic with Josh Wagner from LeadMD. Here are some of the things we covered:  ➡️ How the MarTech industry has mislead marketers to think more about the tools rather than the actual strategy.  ➡️ Why MarTech has grown so rapidly over the last decade. ➡️ What the modern MarTech stack should look like. If you want to connect with Josh, here is the link to his LinkedIn profile:  https://www.linkedin.com/in/joshwagneraz/

What are the best demand gen strategies? 🤔 I mean you've got... 👉 Partner marketing 👉 LinkedIn Ads + Facebook Ads 👉 Webinars 👉 Podcasting + all the above combined.  It can be a bit of minefield for a new marketing team to really understand where they should be devoting their attention.  So, to try & help with that I brought Alex Elman who is the Director of Demand Generation at InCloudCounsel... who shared exactly how he's been helping grow InCloud since he joined.  We also discussed the current state of demand generation & overall touch on some really interesting points! If you want to check out Alex, click here 

How does the Head of Brand Advertising at Amazon think about Demand Gen? 🤔 Well... I've only gone & interviewed him. In this episode of the Brand Is Demand podcast with Rick Buie - we talked about: ➡️ The common misconceptions B2B marketers have when it comes to driving REAL demand + why the old model is broken. ➡️ How to go about measuring "brand marketing" activities. ➡️ How to get internal buy-in from the C-level to try out some of these more "brand" driven strategies (particularly when they're stuck in the old model) ➡️ Advice to new B2B marketers/young startups around driving demand + Rick's favourite examples of B2B/B2C companies crushing it with the demand & brand game.  If you to connect with Rick 1-on-1, here is the link to his LinkedIn: https://www.linkedin.com/in/rickbuie/

How do you get 1,000's of REAL people engaging with your content on LinkedIn on a daily basis? 🤔 It seems like right now everyone & their Grandma has an opinion on the answer to this question 🤦‍♂️ So... I brought on a guy who is the REAL DEAL when it comes creating content that cuts through on LinkedIn (and he really didn't hold back... at all) Daniel broke down exactly how he's grown his LinkedIn audience from square ONE. He also walked through the Facebook Ad strategy that he's helped ServiceTitan implement across the last 6 months, to help them put their content distribution on literal STEROIDS 🔥 If you want to check out Daniel's LinkedIn, click here

📕"This playbook resulted in millions of ARR" 💰 I'll be honest. Ian Luck really didn't hold back in this episode - like AT ALL. He literally broke down from: 👉 Research phase to closing deals phase... How this ONE playbook that him and the team over CustomerGauge created, has resulted in millions of ARR & how it's positioned them as category leaders in the CX space 🏆

How do you generate 202 qualified demos for less than $13k using LinkedIn conversation ads? In this episode, I spoke with Jason Widup from Metadata.io about how they have been using LinkedIn conversation ads since the beginning of Lockdown to generate over 202 qualified demos. What was super unique about this strategy, was the offer Jason & his marketing team used to generate the demos - heads up it's not an eBook lol 😂 If you're interested in learning more about the strategy, I've linked the article Jason wrote about the campaign here👇 https://metadata.io/post/how-i-delivered-230-more-demos-in-a-month-with-60-less-budget/

Done right... Creating an 'industry guide' on a specific topic (in this case ABM) can be what propels your company into 'category leadership' 🏆 But of course it's not as simple as just creating a 20 page ebook... so how do you execute this particular strategy successfully? Well, in this podcast Brandon Redlinger from Engagio broke down how they created a 175 page ABM guide & how they've indirectly & directly driven millions in ARR from that guide 💰 If you want to check out the guide Brandon mentioned in the podcast, click this link here: Engagio ABM Guide

In the first episode of season #2 - I chatted with Dmitri Lisitski from Influ2 about the world of 'person-based-advertising' & how Influ2 are pioneering the account based advertising category 🚀 Dmitri really didn't hold back in this episode & revealed how they've been using their OWN platform to drive incredibly high quality demos for their business + how others can do the same! If you've been on the fence about account based marketing/advertising, this may well be the episode that shifts your perspective (I'm certain it will) 

How do you become the #1 category leader in your industry? Well, in this episode I chatted with Sangram Vajre about how he has grown Terminus: Account-Based Marketing from day ONE & created a strong BRAND in the ABM space 🔥 Some of the things we covered in the episode were: ✅ Why Sangram Vajre thinks creating a movement is really important & how that's helped them become category leaders. ✅ What ABM means to Sangram Vajre as well as who he thinks it's for (it's definitely not for everyone) ✅ How the ABM world is adapting during the pandemic + his views on how the space will continue to adapt.

How do you win a market like video communication tools? I mean there's: 👉 Loom 👉 Vidyard 👉 Wistia 👉 Drift's video tool + a bunch of others! Well in this episode of the SaaS CMO Show Stephen Pacinelli talked through how BombBomb have dominated markets like Real Estate by using partnership marketing. As well as, how tools like Loom have actually helped fuel their growth 🚀

Usually, on the SaaS CMO Show I bring on marketing leaders in the SaaS space but for this episode I wanted to bring on someone from the DARK side... SALES. All jokes aside Matt Wolach is the "SaaS sales master" & in this episode we talked through how to craft the PERFECT demo & how to create a solid sales process🔥 Matt Wolach dropped some serious 💣's in this episode & it's a MUST listen for those who're struggling to increase their closing ratios!

How do you book over 50+ meetings with CMO's from some of the fastest-growing companies? 🥜You send Peanut Butter Jelly 🥜 Yep... bet you weren't expecting that lol! In this episode I spoke with Jim Nichols from Partnerize about how they booked 50+ meetings with CMO's/VP's of marketing from some of the fastest growing companies.... by literally sending Peanut Butter Jelly. This discussion really reinforced the value of being creative with your demand gen/ABM strategies particularly in crowded verticals like MarTech. If you want to check out Partnerize click here 

On this episode Remco de Vries talked about how since joining inSided back in 2018, he's helped them build out a really successful inbound marketing strategy! He really didn't hold back in this episode... 🔥 Here's a few of the things we touched on: 👉Why doing too many things can prove to be a nightmare when you're creating any form of marketing strategy (especially in the early days) 👉Why they moved away from promoting 'gated content' via LinkedIn Ads & instead are using it now more as a 'demo re-marketing channel' (really important point) 👉Why your SDR's should become their own "Thought Leaders" on LinkedIn & how doing that can help engage with harder-to-reach target accounts. If you want to check out inSided, click here

Andy Culligan dropped some 🔥FIRE🔥 in this episode - starting out in the world of marketing at age 13 to helping grow Leadfeeder to over $500k+ MRR... not an episode you're going to want to miss! Some of the main topics we covered are: 👉How Leadfeeder are using 'partnership webinars' in this current climate to help them get 1,000's of organic leads! 👉The correct way to use tools like Leadfeeder (website reverse IP tracking) & how it can assist an ABM campaign! If you want to check out Leadfeeder, click the link here: https://www.leadfeeder.com/

"Content... content.... content.... content.... content" - a B2B marketers favourite buzzword. But how do you actually create "content' that resonates with your audience at scale? Well, in this episode I chatted with Michael McCunney from Revenue Analytics about how they have been approaching "content marketing" & more importantly how they're creating "content" that RESONATES for the different sectors they serve! If you want to check out Revenue Analytics, go here: https://www.revenueanalytics.com/