saas.unbound Repeatable processes in SaaS for sustainable growth with Ferdinand Goetzen @The Growth Syndicate
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Aug 8, 2024 Ferdinand Goetzen, Founding Partner at The Growth Syndicate, champions sustainable growth for B2B founders. He shares insights on the evolution of marketing, stressing the importance of brand awareness and customer journeys. Goetzen critiques rapid growth hacking, advocating for quality-driven strategies. He introduces the concept of a 'minimum lovable product,' emphasizing customer needs. The conversation also delves into effective SaaS growth strategies, ideal customer profiles, and the significance of networking and collaboration in scaling businesses.
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Digital Shift Doesn’t Replace Buyer Fundamentals
- Digital channels shifted marketing from awareness to measurable lead generation, but fundamentals of buyer psychology remain unchanged.
- Saturation and declining engagement force companies to return to brand and demand generation for long-term ROI.
Invest In Predictable, Repeatable Growth
- Build predictable, repeatable growth engines rather than rely on one-off wins like PR or an event.
- Invest in long-term channels (content, brand, outbound) and treat SEO and content as paid investments of time or money.
Community Growth Hits A Ceiling
- Organic community growth has natural limits and can saturate, forcing a decision to sustain or scale differently.
- Scaling beyond a community requires investing time or money into other channels or growing the community itself.