SaaS Backwards - Reverse Engineering SaaS Success

As martech SaaS founder, Steve McDonald acknowledges the tendency to believe that their product is so exceptional that customers will naturally flock to it.But then reality sets in and you realize that maybe Shoeless Joe Jackson wasn’t whispering in your ear after all.There’s a lot of risk for customers to invest in something new, and content marketing is the obvious way to build trust. But with the volume of noise out there today, your development process must be strategic, methodical, and efficient.In this episode, Ken and Steve geek out on the role that content plays for today’s SaaS and how thought leadership actually works to spark conversations with prospective customers.Key takeaways:Why podcasting is still an effective way to create thought leadership content efficiently and effectively.  Marketers should consider creating themed podcast series that focus on specific topics or industry challenges.Why it's important to invest in thought leadership that delivers customer insights early on to establish the company as an expert to spark conversations with prospects. Other resources to check out:Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publish a yearly report about how B2B buyer behavior is changing.The Lead Gen Mistake I Guarantee You’re Making – how to create content that better identifies intent from today’s b2b buyer.And, if you want an outside look at your content with actionable advice, take advantage of our Content Audit. Valued at $20K in free consulting.---Not Getting Enough Demos? Your messaging could be turning buyers away before you even get a chance to pitch. 🔗 Get a Free Messaging & Conversion Review We’ll analyze your website and content through the eyes of your buyers to uncover what’s stopping them from booking a demo. Then, we’ll give you a personalized report with practical recommendations to help you turn more visitors into sales conversations. And the best part? 💡 It’s completely free. No commitments, no pressure—just actionable advice to help you book more demos. Your next demo is just a click away—claim your free review now.

When joining MadKudu as a Marketing VP, Shannon Curran knew they were so much more than a predictive lead scoring platform.She wanted to shift the conversation from product-led growth (PLG) to a focus on hybrid funnels and revenue generation. And because it would be a huge challenge to cut through the noise in the MarTech/RevTech space, they engaged an external consultant to conduct research and help with the positioning process.They explored the competitive landscape, market trends, and the company’s unique value proposition.Through testing and feedback, they arrived at the positioning as a revenue automation intelligence engine, emphasizing the company's ability to predict and prioritize revenue-generating actions, automate revenue intelligence, and provide data-driven insights for go-to-market teams.The repositioning efforts showed a 2X increase in demo conversions.In this episode, Curran talks about: The importance of positioning before messaging and branding, as it provides a solid foundation for effective communication and differentiation in a crowded market.Vetting new job opportunities: funding, understanding their key metrics (CAC, LTV, churn), board involvement, and the experience of the founders.Using a test and learn approach to their messaging change by conducting bi-weekly tests on their website, paid advertising, and other channels to gather data and feedback. Other resources to check out:Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publish a yearly report about how B2B buyer behavior is changing.The Lead Gen Mistake I Guarantee You’re Making – how to create content that better identifies intent from today’s b2b buyer.And, if you want an outside look at your content with actionable advice, take advantage of our Content Audit. Valued at $20K in free consulting. ---Not Getting Enough Demos? Your messaging could be turning buyers away before you even get a chance to pitch. 🔗 Get a Free Messaging & Conversion Review We’ll analyze your website and content through the eyes of your buyers to uncover what’s stopping them from booking a demo. Then, we’ll give you a personalized report with practical recommendations to help you turn more visitors into sales conversations. And the best part? 💡 It’s completely free. No commitments, no pressure—just actionable advice to help you book more demos. Your next demo is just a click away—claim your free review now.

Outbound selling is here to stay—but to make it work, efficiency is key.Of course, the task at hand isn’t lost on Salesintel.io CEO Manoj Ramnani, who’s tools are designed to do just that. Salesintel.io is a go-to-market intelligence platform that helps marketing, sales, and revenue operations teams research prospective accounts and find contact information.Ramnani is most excited about “Predictive AI” where it has the potential to predict future intent based on historical data so that sales teams can target the right prospects and tailor their outreach accordingly. For example, if a company has recently purchased Salesforce and is using it for CRM and HubSpot for marketing, and you have six BDRs and AEs, it is highly likely that they would be interested in purchasing a sales cadence software. In addition, Ramnani and host Ken Lempit discuss:How the sales process is shifting towards a demand generation approach and what it takes to build efficient pipelines and generating meaningful conversations with potential customers. The role of AI and machine learning in enhancing account intelligence and making it more actionable. Outbound sales efforts are still essential, but sales leaders need to embrace the changing sales landscape, leverage AI and account intelligence to drive efficiency, and prioritize personalized and value-driven outbound sales efforts.Other resources to check out:Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publish a yearly report about how B2B buyer behavior is changing.The Lead Gen Mistake I Guarantee You’re Making – how to create content that better identifies intent from today’s b2b buyer.And, if you want an outside look at your content with actionable advice, take advantage of our Content Audit. Valued at $20K in free consulting.---Not Getting Enough Demos? Your messaging could be turning buyers away before you even get a chance to pitch. 🔗 Get a Free Messaging & Conversion Review We’ll analyze your website and content through the eyes of your buyers to uncover what’s stopping them from booking a demo. Then, we’ll give you a personalized report with practical recommendations to help you turn more visitors into sales conversations. And the best part? 💡 It’s completely free. No commitments, no pressure—just actionable advice to help you book more demos. Your next demo is just a click away—claim your free review now.

A good co-founder is hard to find.But what if you could hire one on an hourly basis?That’s what Jason Shapiro, CEO and founder of 82i talks about in this episode. 82i is a strategic growth services firm that serves as “a co-founder for hire” to help with growth functions such as raising capital and hiring so founders can keep their eye on what truly matters--revenue.Key takeaways:The dynamic nature of investability and the importance of building on a solid business foundation while remaining open to creative solutions to attract investors.How and why a founder may need to “let go” of certain things to build an appropriate team for growth.Why an overconfident founder could scare investors away Other resources to check out:Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publish a yearly report about how B2B buyer behavior is changing.The Lead Gen Mistake I Guarantee You’re Making – how to create content that better identifies intent from today’s b2b buyer.And, if you want an outside look at your content with actionable advice, take advantage of our Content Audit. Valued at $20K in free consulting.---Not Getting Enough Demos? Your messaging could be turning buyers away before you even get a chance to pitch. 🔗 Get a Free Messaging & Conversion Review We’ll analyze your website and content through the eyes of your buyers to uncover what’s stopping them from booking a demo. Then, we’ll give you a personalized report with practical recommendations to help you turn more visitors into sales conversations. And the best part? 💡 It’s completely free. No commitments, no pressure—just actionable advice to help you book more demos. Your next demo is just a click away—claim your free review now.

In this episode, guest host Jason Myers interviews Alex George, the head of marketing at Hint Health--a platform that is redefining healthcare by providing back-end software for the direct primary care market.Alex shares insights into Hint Health's go-to-market strategy and how they enable the growth of the direct pay model in the healthcare industry. The company adopted a HubSpot-like model for educating its client practices resulting in 90 percent of client acquisition being inbound.Key Takeaways:How to use educational content as a key driver of business success.Aligning content with the buyer journey and how to ensure they can find what they need with minimal resistance.Leveraging agencies to and collective members to deliver superior marketing results. Other resources to check out:Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publish a yearly report about how B2B buyer behavior is changing.The Lead Gen Mistake I Guarantee You’re Making – how to create content that better identifies intent from today’s b2b buyer.And, if you want an outside look at your content with actionable advice, take advantage of our Content Audit. Valued at $20K in free consulting.---Not Getting Enough Demos? Your messaging could be turning buyers away before you even get a chance to pitch. 🔗 Get a Free Messaging & Conversion Review We’ll analyze your website and content through the eyes of your buyers to uncover what’s stopping them from booking a demo. Then, we’ll give you a personalized report with practical recommendations to help you turn more visitors into sales conversations. And the best part? 💡 It’s completely free. No commitments, no pressure—just actionable advice to help you book more demos. Your next demo is just a click away—claim your free review now.

In this episode, Allyson Havener, VP of Marketing from TrustRadius is back to talk about their yearly report on the B2B buyer-seller disconnect with some serious updates.Last year, the report focused on the self-serve economy—they want product information readily available without talking to sales and then they would validate customer proof points. All of that still holds, and the good news for vendors is that companies are still spending on technology. The bad news is that with the changes in the economic climate, it’s all about consolidation, time and cost savings, third-party validations, and in many cases, adding the CFO to the buying committee…Yuck.That all translates to some significant changes for most B2B vendors’ go-to-market strategies if they want to align with today’s buyer. For example:Because the content noise volume confuses buyers, they’re relying more on their own past experiences and ability to research proof. That goes way beyond what vendors are used to providing in their content.If you’re not transparent in your pricing, buyers will find it, potentially from your competitor. More than ever, buyers are resistant to talking to sales until they’re way down the funnel. And if they easily can’t get the information they’re looking for…This is a must-listen episode for all B2B marketers that want to stay ahead of the competition.Other resources to check out:Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publish a yearly report about how B2B buyer behavior is changing.The Lead Gen Mistake I Guarantee You’re Making – how to create content that better identifies intent from today’s b2b buyer.And, if you want an outside look at your content with actionable advice, take advantage of our Content Audit. Valued at $20K in free consulting.---Not Getting Enough Demos? Your messaging could be turning buyers away before you even get a chance to pitch. 🔗 Get a Free Messaging & Conversion Review We’ll analyze your website and content through the eyes of your buyers to uncover what’s stopping them from booking a demo. Then, we’ll give you a personalized report with practical recommendations to help you turn more visitors into sales conversations. And the best part? 💡 It’s completely free. No commitments, no pressure—just actionable advice to help you book more demos. Your next demo is just a click away—claim your free review now.

We talk a lot with our customers about the 97%. The people who have problems you solve, but don’t know there’s a solution and certainly don’t know about you.That’s what we talked about with Olgo Noha, CMO of SplitMetrics at the recent Ascent Conference in San Francisco.Split Metrics is in a relatively new market with little competition—but there is little solution-awareness.Therefore, their strategy has focused on education. And when you have a complex product that requires education—customer creation is the name of the game.Also in this episode: Looking for the pivot in terms of go to market or your product or even operational side of things.How SplitMetrics restructured their sales teams to focus on a single portfolio of products.Other resources to check out:Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publish a yearly report about how B2B buyer behavior is changing.The Lead Gen Mistake I Guarantee You’re Making – how to create content that better identifies intent from today’s b2b buyer.And, if you want an outside look at your content with actionable advice, take advantage of our Content Audit. Valued at $20K in free consulting.---Not Getting Enough Demos? Your messaging could be turning buyers away before you even get a chance to pitch. 🔗 Get a Free Messaging & Conversion Review We’ll analyze your website and content through the eyes of your buyers to uncover what’s stopping them from booking a demo. Then, we’ll give you a personalized report with practical recommendations to help you turn more visitors into sales conversations. And the best part? 💡 It’s completely free. No commitments, no pressure—just actionable advice to help you book more demos. Your next demo is just a click away—claim your free review now.

Why are some SaaS companies raising significant funds while others struggle to find their first customers or determine what to build?We caught up with Sanjit Singh Dang, the Chairman and Co-founder of U First Capital, at the Ascent conference and he shares his insights as a VC evaluating startups—most notably how VCs now require more proof points on the customer side and ask the crucial question of "why now?" to evaluate product market fit with startup opportunities.He also discusses effective pitch tactics, such as showcasing customer feedback and engaging in whiteboard sessions to understand the entrepreneur's passion and clarity of thought.Check out this episode for valuable insights into today’s world of SaaS and AI investments.Other resources to check out:Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publish a yearly report about how B2B buyer behavior is changing.The Lead Gen Mistake I Guarantee You’re Making – how to create content that better identifies intent from today’s b2b buyer.And, if you want an outside look at your content with actionable advice, take advantage of our Content Audit. Valued at $20K in free consulting.---Not Getting Enough Demos? Your messaging could be turning buyers away before you even get a chance to pitch. 🔗 Get a Free Messaging & Conversion Review We’ll analyze your website and content through the eyes of your buyers to uncover what’s stopping them from booking a demo. Then, we’ll give you a personalized report with practical recommendations to help you turn more visitors into sales conversations. And the best part? 💡 It’s completely free. No commitments, no pressure—just actionable advice to help you book more demos. Your next demo is just a click away—claim your free review now.

Does anyone really understand their health benefits? Most of us have experienced going to HR with a benefits question, only to be redirected to a call center just to sit on hold and maybe get answers.Guy Benjamin, CEO and co-founder of Healthee, developed a way to simplify this age-old problem with a platform that lets employees easily navigate their health and wellness benefits, and even helps choose the best plan for them.In just two years, Healthee has managed to raise $26 million dollars. But it hasn’t been simple or easy. Benjamin declares that starting Healthee has been his toughest challenge yet - even more challenging his prior experience as an Israeli fighter pilot. He shares his experience as a founder, and other key takeaways including:The perks of outsourcing the R&D team from Israel (and spoiler, they are not all financial)How AI boosts customer experience and gives key insights to employersHiring the right experts to fill in your knowledge gapsFinding the champion in the organization you’re selling to - in this case it’s HROther resources to check out:Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publish a yearly report about how B2B buyer behavior is changing.The Lead Gen Mistake I Guarantee You’re Making – how to create content that better identifies intent from today’s b2b buyer.And, if you want an outside look at your content with actionable advice, take advantage of our Content Audit. Valued at $20K in free consulting.---Not Getting Enough Demos? Your messaging could be turning buyers away before you even get a chance to pitch. 🔗 Get a Free Messaging & Conversion Review We’ll analyze your website and content through the eyes of your buyers to uncover what’s stopping them from booking a demo. Then, we’ll give you a personalized report with practical recommendations to help you turn more visitors into sales conversations. And the best part? 💡 It’s completely free. No commitments, no pressure—just actionable advice to help you book more demos. Your next demo is just a click away—claim your free review now.

When Stacey Epstein became the CMO of Freshworks a few years ago, their PLG motion was doing okay. But approaching marketing from her success with other enterprise SaaS startups, Epstein expanded the marketing and sales motion to include more traditional demand gen tactics—direct sales, events, Account-Based Marketing. Now they can fully meet the buyer where they’re at—calling it Buyer Led Growth. In this episode recorded live at the Ascent Conference in San Francisco, Epstein shares her expertise including:How the PLG motion is different and should be treated.Dealing with churn in the early yearsFreshworks incorporation of AI and why you might not want to share everything with ChatGPT.Other resources to check out:Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publish a yearly report about how B2B buyer behavior is changing.The Lead Gen Mistake I Guarantee You’re Making – how to create content that better identifies intent from today’s b2b buyer.And, if you want an outside look at your content with actionable advice, take advantage of our Content Audit. Valued at $20K in free consulting.---Not Getting Enough Demos? Your messaging could be turning buyers away before you even get a chance to pitch. 🔗 Get a Free Messaging & Conversion Review We’ll analyze your website and content through the eyes of your buyers to uncover what’s stopping them from booking a demo. Then, we’ll give you a personalized report with practical recommendations to help you turn more visitors into sales conversations. And the best part? 💡 It’s completely free. No commitments, no pressure—just actionable advice to help you book more demos. Your next demo is just a click away—claim your free review now.