TLDR: The B2B SaaS Growth Podcast Recording

Ryan and I work in ad agencies.Refine Labs & Spear Growth.We’ve audited 100s of Google ad accounts.So, we decided to turn this TLDR into a discussion.Note: This episode is not for beginners.We share examples of our clients’ campaigns including some of the coolest experiments we’ve run.We especially focus on how we've reduced CAC.Hosted by Ausha. See ausha.co/privacy-policy for more information.

5k/month ad spend = ?? pipelineRyan generated 700k in pipeline 🤯This wasn’t always the case.His client had been running Google ads for the last 12 months.They got 900 leads!Guess how many converted?Then, Ryan (Senior Performance Marketing Manager at Refine Labs) took over.They had a limited budget, so he set up 5 tight campaigns.For the first 3 months, nothing really worked.Then, 5-figure deals started coming in.All through non-branded keywords in Google ads.What did he change?A lot.Things didn’t work.. till something did.In this case, setting up audiences for search worked.He was able to target B2B users much more accurately.Hosted by Ausha. See ausha.co/privacy-policy for more information.

Every B2B SaaS company has a podcast. 🎤You get a subject-matter expert. They talk for an hour on topics that interest your ICP. Your brand grows. It’s a win-win for all. Yet 48% of the audience leave the podcast mid-way. Why?They want the meat of the podcast ASAP. 1 hour is a long commitment. Madhav (Head of Marketing) was quick to realize this.He experimented with something new. He created a 5-min video series on LinkedIn, Youtube and Meta. He cuts the fluff and asks 5 questions.Each of these ties to their product in some way. Why does this work?1.⁠ ⁠Low penalty of consuming bad content2.⁠ ⁠Caters to low attention span3.⁠ ⁠Easily sharableResults?100x more views!These consumable bites are 🔥In 9 weeks, they saw an increase in the sales pipeline! He explains his entire strategy in 37 min. Hosted by Ausha. See ausha.co/privacy-policy for more information.

You spend $$ on paid media.Yet your landing pages don’t drive pipeline.Where are you going wrong?We asked the OG Tas Bober and she answered.(Her answers compel you to rethink your entire strategy)Unless you’re living under a rock, you already know who she is.In case you don’t, she consults B2B SaaS companies on their landing page and paid ads strategy.She talks numbers and drives results.Her clients see 2-3x conversions on their landing pages.She applies a few B2C CRO principles to B2B.Want to know how her conversion framework?Listen to the podcast.I guarantee you won’t look at your landing pages the same way.I was constantly scribbling notes on this podcast.You will too!Especially, if you’ve a difficult ICP:DevOps, Security Teams, EngineersHosted by Ausha. See ausha.co/privacy-policy for more information.

Only 5% of your ICP is in-market.95% aren’t even aware of your category.How do you generate demand for such a big chunk?We asked and Madhav (Head of Marketing at Storylane) answered.He is in this exact situation.He is generating demand for a category that’s brand-new.His goal?Go from 1 to 10 million ARR.He figured out 3 demand-gen strategies that work wonders:Capture existing demand from an adjacent category.Hang out where the customer isBuild on insight-led contentMadhav breaks down all 3 strategies in the podcast.Know the best plan of action for demand gen.Hosted by Ausha. See ausha.co/privacy-policy for more information.

Mason Cosby, Founder of Scrappy ABM, specializes in helping B2B SaaS companies launch their first ABM programs. In this discussion, he reveals how his structured approach to webinars consistently nets him eight deals each quarter, averaging $30,000 each. He shares his pre- and post-webinar strategies, including targeted LinkedIn outreach and personalized landing pages. Mason emphasizes the importance of understanding pain points, quality content, and effective follow-ups, all crucial for sustaining meaningful client relationships.

$25,000 deal closed in 3 weeks.Using the channel… wait for it… SEO.Don’t believe me?Let’s make this harder to believe.They also added another $100,000 in qualified pipeline. 😏These are real numbers Cacheflow generated.They saw initial rankings in 3-4 weeks.and got their first customer in less than 6 months.Riley (Director of marketing) is spilling the beans.In 26 minutes, we talk execution.Basically, everything you need to get results like these.If you liked this snippet, you’ll ❤️ the podcast.Hosted by Ausha. See ausha.co/privacy-policy for more information.

Less buying friction = Shorter sales cycleHow short, you ask?50% shorter, says Natalie (Head of Growth & Operations).I’m sure there are many best buying practices.But here are the 3 proven ones:Ungated product experience (interactive demo)Public pricingEasy demo schedulingNatalie spent 1 quarter solving each.She only bought 2 tools: Chili Piper and ClearbitIf you want to know her exact process, listen to this 28-minute podcast.Don’t miss this if you’re:SaaS companySales-ledYour demo scheduling process has friction.Hosted by Ausha. See ausha.co/privacy-policy for more information.

Building a partnership program is tough.Building one that's profitable, fast… is hella tough.Not for Cory.He onboarded 42 partners in 3 months.A good number of them started sharing referrals almost immediately.Not only that, he also:Fully automated the partner acquisition pipelineLaunched a new partner hub learning centerDeveloped #outreach sequences for partner acquisitionWhat was his game plan?He set up a….okay, just listen to the podcast.He talks about everything he did in 90 days.Plus, his strategy to drive $850,000 in ARR next year.All of this using:Very low software costsJust a 3 member teamHosted by Ausha. See ausha.co/privacy-policy for more information.

Nemanja closed 63 deals in 1.5 years.All LinkedIn inbounds or referrals.How?He took the best B2C strategies and used them in B2B.This was no joke.It required some convincing.And boy....did he go big?He proved his strategies to 200+ #startups.And then…there was no looking back.What’s his best strategy?Guess you’ll have to watch the #podcast.Hint: Content Creation.No, not your run-off-the-mill 20 blogs/month kind of strategy.But actionable steps on:How to create content pillarsWays to distribute contentHow to choose the right content metricsWays to document your storyHe covers every aspect of content ideation, creation, and distribution.— Ishaan “loves the name Funky Marketing” ShakuntHosted by Ausha. See ausha.co/privacy-policy for more information.