ProductLed Podcast

How to Build a Demand Gen Engine for a Product-Led business

Oct 17, 2023

The podcast discusses the importance of demand generation in software businesses and strategies to scale from $1 million to $10 million in revenue. Topics include marketing maturity in software companies, prioritizing leads, improving free trial conversion rates, targeting different customer segments, and building the right team for a product-led business.

31:55

Creator website

AI Summary

AI Chapters

Episode notes

Podcast summary created with Snipd AI

Quick takeaways

Focus on optimizing channels and programs that are working, targeting specific segments and verticals, and considering upmarket or downmarket opportunities to capture a wider audience.

Transition from being a doer to a leader as the business grows, building a team with specialized expertise and empowering them with the right budget to effectively execute marketing plans.

Deep dives

Key Point 1: Building a self-serve demand gen engine

To build a self-serve demand gen engine, it is important to focus on channels and programs that are working and can be expanded upon. This includes optimizing the website for conversion and targeting specific segments and verticals. In addition, considering upmarket or downmarket opportunities can help capture a wider audience. Monitoring metrics and adjusting strategies accordingly is crucial for efficiency.

Introduction

3min

Understanding the Stages of Marketing Maturity in B2B and SaaS Companies

4min

Building a Self-Serve Management System for Growth

3min

Strategically Allocating Marketing Budget

13min

Building the Right Team for a Product-Led Business

8min

Many software businesses initially prioritize sales over marketing, often leading to a need for more emphasis on demand generation. In this episode, Shiv Narayanan, CEO of How To SaaS and author of Post-Acquisition Marketing, discusses his experience and expertise building a self-serve demand gen engine, diving into strategies for companies looking to scale from $1 million to $10 million in revenue.

Along with host Wes Bush, they explore different stages of marketing maturity, how to target the right segments based on the average customer value, and insights on the allocation of marketing budgets, among many other essential considerations.

Key Takeaways:

[00:10] Podcast introduction and self-serve demand gen

[00:45] Guest Shiv and his experience in demand gen

[01:00] Shiv's marketing journey and transition to the software world

[02:00] Lack of marketing maturity in software companies

[02:45] Shiv's role in improving marketing for private equity portfolio companies

[03:25] Mention of Shiv's book

[04:00] Discussion on marketing for low ACV companies

[06:35] Importance of strong marketing to improve sales success

[07:20] Strategies to grow a $100k ARR company to $1 million

[14:00] Prioritizing hot, warm, and cold leads in marketing efforts

[15:50] Improving free trial conversion rates and targeting the right-fit leads

[17:55] Expanding channels and programs for customer acquisition

[19:50] Targeting different customer segments and verticals

[20:45] Exploring product adjacencies and upselling

[21:30] Phases of growth from 1 million to 10 million

[24:00] Transition from being a doer to a leader in marketing

[26:40] Ideal weekly routines for a CMO

[28:00] The importance of a strong marketing foundation

[29:00] Calculating the right marketing budget for revenue targets

[30:15] Connecting with Shiv

About Shiv Narayanan:

Shiv Narayanan is the CEO of How To SaaS, a marketing strategy consulting firm that partners with private equity investors and CEOs. As a seasoned advisor and consultant, he has generated hundreds of millions of dollars in enterprise value for B2B clients through his marketing and demand generation expertise.

Shiv also wrote Post-Acquisition Marketing, a book that provides a blueprint for companies acquired by others to achieve rapid growth within their initial 100 days following the purchase.

Links:

Shiv Narayanan | LinkedIn

"Post-Acquisition Marketing" book | How To SaaS