SaaS Backwards - Reverse Engineering SaaS Success

What are you trying to do in your forecasting process that you're not getting from your CRM?That’s the question Aviso set out to answer for its clients by leveraging advanced analytics. Their software helps sales teams optimize their strategies, identify trends, and make data-driven decisions to improve their sales outcomes.At the recent Ascent Conference in San Francisco, we sat down to talk with their chief marketing officer Amit Pande who shared how they found their product-market fit during the pandemic, the ability to adapt to changing market dynamics, and the significance of building a strong brand.Key takeaways:Leading with pain points instead of demoing features.Investing where others aren’t in a cost-efficient way.Positioning agility when copycats catch up.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.

Chip House has had a long career in SaaS with companies such as ExactTarget, Salesforce, and SharpSpring. Now as the CMO at Insightly, we caught up with Chip at the Ascent Conference in San Francisco and got him to share his experiences with all things B2B marketing, including:Product-market fitThe role of customer success in marketingLeveraging AI, and Solving the attribution problem. 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.

How many good sales emails have you gotten?Personally, I can count them on one hand. Most of us can sniff out a sales email in a split second--the headline is cheesy, it’s about them, and it’s completely irrelevant. Obviously, sellers haven’t done their homework. That’s the opportunity we discussed in my interview with Lavender AI’s Jen Allen-Knuth and Will Aitken at the Ascent Conference in San Francisco. Their tool helps sellers write better emails—or as Aitken says, “stop them from writing such bad ones.”Using AI to comb through millions of sales emails, Lavender has solid data on what works and what doesn’t to coach your sales team before they hit send, giving them the best opportunity for engagement. Key Takeaways from this episode:The best structure for sales emails that you’re probably not doing.Why emails under 50 words and boring subject lines get the best replies.The most overlooked thing by sellers. (Hint: it’s about them and not about you).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.

People just don’t pick up the phone like they used to, and as a result, outbound call response rates are few and far between.A rep that makes 100 calls a day may only get a handful of connects. It’s such a grueling and inefficient process that many companies have abandoned the phone altogether.The problem is that sales ultimately is based on having valuable conversations. And if you’re not having them, your pipeline will suffer.So, what if you could improve the connection rate and have more conversations?That’s what Orum’s VP of Sales Colin Specter talked to us about live at the Ascent Conference in San Francisco.Their product claims to be the most efficient way to generate human-to-human conversations on the phone by using AI to drive more live conversations and bring back the buzz of a sales floor—even when reps are virtual.Key takeaways from this episode:The importance of product-market fit to scale.The addition of long-term demand generation after succeeding with short-term sales KPIs.The importance of finding the champion that will do the hard selling internally for you. 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 can a person with an iPhone in their bedroom with no budget create videos that get millions of views, while B2B companies that hire professionals can’t seem to get a fraction of that engagement?That’s the problem Michael Hoffman set out to solve with his company Gather Voices.Traditional agency production processes are expensive, slow, and don't scale well, which hinders B2B companies from creating video content for various channels like social media and websites.When you look at consumer videos, it’s the funny, interesting, and fantastic stories that go viral—and it has little to do with the production value.Hoffman proposes that B2B companies think differently about their brand and how they produce more “authentic” video content and find what resonates. Key Takeaways from this episode:To scale video production efficiently, companies should prioritize capturing genuine stories from customers, employees, and partners, avoiding overproduction, and focusing on delivering authentic content that resonates with their audience.How to tap into user-generated content by actively encouraging users to share their experiences through video.Hoffman’s perspective on when, how, and why to take investment and the importance of finding investors who share your vision.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, fractional CMO Andrew Bolis shares how owning a pipeline number and being responsible for specific revenue-related targets not only helps sales and marketing teams work towards common goals, but also provides leverage in conversations with the CFO. Other Key Insights from this episode include: Bringing in the right fractional CMO for your situation.Working with agencies to fill in skill gaps and drive faster results.Justifying marketing expenses with the C-suite.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.

You’ve probably heard the criticisms of B2B marketing—it’s boring and lacks creativity. And besides, it’s way too expensive to produce ads like B2C companies.In this episode, Melissa Rosenthal, Chief Creative Officer at ClickUp shares her approach to creating remarkable content without breaking the bank. Coming from B2C powerhouses like Buzzfeed and Cheddar, Rosenthal immediately saw the blue-ocean opportunity in B2B to differentiate. So, she built an in-house creative agency at ClickUp by investing in the right people and equipment to produce Madison Avenue quality content at a fraction of the cost.  As a result, they’ve taken on the gorillas in its crowded space, growing from 60 to over 1000 employees in under three years. Key takeaways from this episode:The portfolio approach to creative that enables ClickUp to create hundreds of pieces of content cost-effectively instead of betting the farm on a singular campaign.Why you should treat your entire content strategy as an evergreen campaignWhy securing leadership buy-in from the beginning is crucial in fostering a culture of creativity.Check out some of ClickUp’s Youtube ads here:Before ClickUpSuper Bowl Ad 2022 Jira Gets FiredEvolution of GPTOther 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.

Working at Google’s mapping team, Steve Benson thought that field salespeople needed a lot more functionality to adequately plan their routes. So, in 2012 founded Badger Maps and set out to build a tool where field sales teams could not only build routes, but also visualize their customers on a map on their mobile device that automatically connected with their CRM. To ensure product/market fit, Benson personally talked to hundreds of field salespeople to ensure that this was a problem worth paying for and not just a nice-to-have. Key takeaways from this episode: When and what skills/background to look for when hiring the first salesperson. The importance of founder involvement in early product management. Debt vs. equity financing and how Badger Maps used debt most effectively.The role that thought leadership content played in building their reputation. 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 Susan Peich joined Monitaur AI as their head of marketing earlier this year, the power (and dangers) of AI was still mostly talk amongst data scientists. How quickly things change. With the rise of ChatGPT in recent months, AI's power (and danger) are now at the forefront causing companies to scramble to figure out how to handle its governance.That’s where Monitaur.ai comes in. They help companies in highly regulated environments such as insurance, healthcare and financial to not only leverage the potential of AI and ML but also to mitigate risks.In this episode, Peich talks with host Ken Lempit about what companies should be thinking about today with AI Governance including: What investments in AI and ML are right for the businessWhat are responsible and ethical uses of AI and ML and developing governance modelsGenerating supervised inputs and outputs to generate evidence-based reports for compliance.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.

If we’re being honest, there's a big difference between the imagined buyer's journey that marketers invent and what’s happening in reality.But then, we’ve always made those assumptions because it’s nearly impossible to track. Or is it?That’s what Molly St. Louis, Head of Marketing at DealTale talks about in this episode - applying AI to track the previously un-trackable journey. DealTale is a SaaS that leverages causal machine learning methods to track buyers while they’re still anonymous (by IP address) and then backfill their information later when they fill out a form—even when it’s months (or years) later so they can see what is transpiring and then replicate it in future campaigns.With their innovative ChatGPT-like interface, campaign analytics become accessible to all marketers, not just those in large companies with data analysts.Key Takeaways from this episode:The importance of understanding causality for mapping customer journeys. How AI can go deep on attribution, customer journey mapping and causality. Remember that marketing is fun, and not to worry about always “getting it right.”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.