Marketing Spark (The B2B SaaS Marketing Podcast)

In the ever-evolving B2B SaaS landscape, clear messaging and strategic positioning are vital for standing out in the crowded marketplace.In this episode of Marketing Spark, Mark Evans talks to Pedro Cortes about the intricacies of SaaS messaging, revealing why many companies struggle with branding and often end up with muddled messaging.Cortes highlighted two main reasons for the widespread struggle with messaging among SaaS companies. First, many businesses tend to emulate the strategies of larger corporations, which can afford to be less clear due to their existing brand awareness. Second, SaaS founders are typically product people who geek out on the products and features they're building, often neglecting to translate their language into customer-centric messaging.For anyone interested in my brand positioning and messaging workshop on Nov. 24, you can register here: https://lu.ma/6ugc7nu4

In this episode, Vince Moreau dives into the world of messaging and positioning. He discusses his daring transition from academia to marketing and the struggles of imposter syndrome that often accompany such transitions. Moro emphasizes the importance of messaging and positioning, arguing that it influences every aspect of an organization, from marketing and sales to product development, customer success, and capital raising.  Vince shares insights into the debate of brand awareness versus quantifiable marketing, highlighting the value of ROI.Vince also explains marketers' challenges, such as measuring success and crafting compelling messages. He delves into the importance of narrative in marketing and the role of market research in boosting confidence in a product or service.  Lastly, he critically evaluates popular marketing figures like Chris Walker and Gary Vaynerchuk, suggesting that their personal branding success does not necessarily translate to their ability to provide effective marketing services for other businesses. 

In this episode, Gee Ranasinha suggests that B2B marketing is in crisis because "effective" marketing is sidelined in favour of what he calls "efficient" marketing.He says much of marketing, which is nearly 100% tactical activities, isn't marketing but communications or promotions.As a result, marketing within the organization is relegated to a sales support function.The culprit for efficient marketingThe C-Suite and how marketing is seen as an economic activity in which everything needs to be quantified and measured.

In this episode of Marketing Spark, we talk with Gil Allouche about Metadata.io, a platform that helps companies streamline and automate marketing processes. We discuss the challenges marketers face to drive marketing execution and the need for efficient tools to free up time for strategy and creativity.

In this episode, we sit down with Shay Howe, Chief Marketing Officer of ActiveCampaign, to delve into the ever-evolving landscape of digital marketing. Shay shares his expert perspective on the future of owned data, the  role of email marketing in a world overflowing with information, and ActiveCampaign’s strategic acquisition of Postmark.Shay explains how the importance of owned data is growing in marketing strategies, allowing businesses to create personalized and efficient experiences for their customers. Diving into the acquisition of Postmark, Shay sheds light on how this strategic move aligns with ActiveCampaign’s vision and goals. He explains how Postmark’s strengths in transactional email delivery complement ActiveCampaign’s focus on customer experience automation, resulting in a synergy that promises to redefine industry standards.

Florian Decludt, a renowned strategist, shares insights on leveraging LinkedIn for entrepreneurs, including dos and don'ts of posting, maximizing engagement, and secrets for a standout profile. Learn how to build your brand, network effectively, and supercharge content engagement. Discover the simplistic approach to thought leadership, why LinkedIn is attractive for professionals, and tools for content creation and distribution.

In this episode of Marketing Spark, Mark Evans talks to Mitch Solway, a fractional CMO for startups, about the volatile and ever-changing B2B and SaaS marketing landscapes.We discuss marketing leaders' challenges as they strive to attract prospects while dealing with budget pressures.

This episode takes a dive deep into the intersection of technology, innovation, and public relations. Mark Evans, seasoned B2B/SaaS marketer and ex-journalist, sits down with Nima Olumi, one of the co-founders of PR Monkey. As they unpack the challenges of modern PR, you'll gain insight into how technology is shaping the future of communications, branding, and storytelling. Whether you're a PR professional, an aspiring entrepreneur, or just curious about the world of tech-driven communications, it is a conversation that delivers a big-time knowledge and inspiration. 

In this episode of Marketing Spark, Mark Evans sits down with Dustin Tysick, VP of Revenue, with Testimonial Hero.They discuss the value of customer testimonials, with a special focus on the undeniable impact of video testimonials on the buyer's journey.Mark and Dustin delve deep into the various aspects of video testimonials and their unique ability to connect with potential customers on a profound level. They discuss how video testimonials foster trust, build credibility, and serve as persuasive tools throughout the buyer's journey, from awareness to consideration and, ultimately, the purchase decision.Through real-world examples, Dustin provides tips to capture authentic customer experiences, elicit genuine emotions and effectively showcase the value of your products or services. From scripting and production to distribution and measurement, Dustin offers solid advice and best practices to help businesses unlock the full potential of video testimonials.

Ever wondered how to single-handedly run a marketing department? Dock.us's Eric Doty delivers excellent insights that come from first-hand experience.In this episode of Marketing Spark, Eric shares his thoughts on leveraging the power of connections and underscores the importance of striking while the iron is hot – capitalizing on the unique perspective, excitement, and unbiased outlook that newcomers bring to the table.We discuss quick wins and how to attain them. Eric dives deep into strategies and techniques that will help you make a splash and garner measurable success, even in the early stages of your journey.Whether you are a start-up looking to set up a marketing department or a seasoned marketer planning to go solo, this conversation with Eric will equip you with the tools and motivation to succeed.