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SaaS Talk™ with the Metrics Brothers - Strategies, Insights, & Metrics for B2B SaaS Executive Leaders
ICONIQ Growth 2024 Marketing Budgets and Productivity Report
Dec 18, 2024
Discover the latest trends in B2B SaaS marketing budgets and productivity, derived from the ICONIQ Growth report. The hosts delve into the balance of online vs. offline spending, alongside the allocation of resources towards programs and personnel. They also dissect the evolution of sales strategies, emphasizing hybrid models and efficient budget utilization. Tune in for key insights on marketing metrics, conversion rates, and the growing responsibilities of CMOs in navigating complex pipelines and communicating with CFOs.
27:25
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Quick takeaways
- A notable increase in bottoms-up sales strategies and product-led growth signals a shift towards user engagement in SaaS companies.
- Smaller companies with revenues between one and ten million allocate higher marketing budgets, emphasizing the critical role of marketing investment in early development.
Deep dives
Trends in Go-To-Market Strategies
The podcast highlights a shift in go-to-market strategies among SaaS companies, particularly a movement towards bottoms-up sales approaches which increased from 6% in 2023 to 12% in 2024. Traditional top-down strategies, which involve selling to executive buyers, saw a decline from 46% to 33%. The rise in product-led growth (PLG) motions further emphasizes this trend, with PLG models escalating from 40% to 54% over the same period. This change suggests that companies are adapting to economic pressures by focusing on user engagement and frictionless selling, ultimately aiming to lower customer acquisition costs (CAC).
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Discover
highlights
Listen to the best highlights from the podcasts you love and dive into the full episode