SaaS Buyers' Club Marketing for software companies looking to exit and for the acquirers too with Masha Petrova, Ph.D
In this SaaS Buyers' Club Episode 32, your host, Software as a Service (SaaS) mergers and acquisitions (M&A) lawyer Omeed Tabiei from Optimist Legal interviews Dr. Masha Petrova, founder and CEO of Nullspace.
With over 15 years in the engineering simulation and design software industry, Dr. Petrova brings a wealth of experience from her roles at Ansys, Altium, and MSC Software during its acquisition by Hexagon.
Dive into Dr. Petrova's fascinating journey from a 'real' engineer to a dynamic leader in sales and marketing. Discover how she co-founded NullSpace, a cutting-edge tech company developing engineering software for electrical engineers working on novel radio frequency technologies like antennas and radars. Gain insights into the intricacies of NullSpace as an analysis tool for engineering design and performance optimization.
Explore the world of mergers and acquisitions (M&A) from Dr. Petrova's unique perspective, having been at companies in head of marketing roles that have been acquired as well companies that are acquiring. She shares her firsthand experiences with companies like 3D Sim, OnScale, and MSC Software going through the acquisition process. Learn the critical role of marketing in M&A, how integration challenges arise, and the importance of aligning with the acquirer's objectives to ensure a successful transition.
Dr. Petrova also sheds light on the niche yet rapidly evolving field of engineering software, emphasizing the essential role of engineers and the tools they use to create reliable technology. Get key takeaways on how to navigate significant changes during acquisitions, the importance of a strong team, and the value of strategic alignment post-acquisition.
Don't miss this deeply informative and engaging conversation that offers a treasure trove of insights for anyone interested in SaaS acquisitions, marketing strategy, and engineering software!
00:00 Introduction to SaaS Buyers Club
00:10 Meet Dr. Masha Petrova
01:02 Journey from Engineer to CEO
01:34 Understanding NullSpace
02:05 The Role of Simulation in Engineering
04:21 Acquisition Experiences
05:12 The Niche Market of Engineering Software
08:13 Recent Trends in Engineering Software M&A
13:50 Challenges in M&A Integration
21:40 Marketing's Role in Acquisitions
27:32 Understanding Sales Needs Post-Acquisition
28:29 Aligning with Acquirer's Objectives
30:30 Challenges Faced by Employees During Acquisition
31:37 Unique Insights on Acquisition Experience
32:32 Importance of Aligning Objectives Post-Acquisition
34:57 Employee Incentives and Acquirer Responsibilities
38:20 Personal Experience with Acquirer Incentives
41:45 Marketing Challenges in Acquisitions
50:51 Final Thoughts and Tips on Acquisitions
Follow the Guest: Dr. Masha Petrova
► https://www.linkedin.com/in/mashavpetrova/
►https://www.nullspaceinc.com/
Follow the Host: Omeed Tabiei
► https://www.linkedin.com/in/Omeed-Tabiei
► https://www.facebook.com/omeedt
►https://www.instagram.com/saasbizlawyer
How to reach Optimist Legal about your SaaS M&A transaction to explore working with us
► https://www.optimistlegal.com
►Omeed@OptimistLegal.com
▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬
About Optimist Legal:
Optimist Legal is a SaaS corporate and business focused law firm with extensive experience in M&A. When you work with Optimist Legal for your next SaaS M&A transaction, you can rest assured that you're working with diligent experts that are going to get you the best deal possible.