When Ed Shelley joined Berlin-based ChartMogul as the company's first full-time hire, his task was to develop and roll-out their entire content strategy. Two years later Ed and the ChartMogul team have built up a highly engaged SaaS audience through a combination of content including cheat sheets, blog posts, a podcast and their Friday SaaS Roundup newsletter. In this episode Ed shares his insight on how you can build a highly engaged content audience, including: - How Ed started building out ChartMogul’s content strategy - How to measure the success of your content efforts using a north star metric for content - The keys to creating successful, engaging, evergreen content that compounds over time - How Ed uses Quora to retain traffic and keep people coming back to ChartMogul’s content - Why ChartMogul decided to ungate all their content and the impact it had on their marketing and growth funnel - Why ChartMogul decided to launch a podcast alongside what it takes to create and run your own show - Ed's philosophy on the ultimate purpose of why we do content marketing ChartMogul >> https://chartmogul.com/ The Ultimate SaaS Metrics Cheat Sheet >> https://chartmogul.com/resources/saas-metrics-cheat-sheet/ Ed's Interview with Tope Awotona of Calendly >> https://blog.chartmogul.com/tope-awotona-ceo-calendly/ Total Recall >> https://www.amazon.com/Total-Recall-Unbelievably-True-Story-ebook/dp/B006VGGAC4 Shoe Dog >> https://www.amazon.com/Shoe-Dog-Memoir-Creator-Nike/dp/B01CRJA470 The Red Rising Trology >> https://www.amazon.com/gp/product/B0159OZVHS/ref=series_rw_dp_sw Inside Intercom Podcast >> https://blog.intercom.com/category/podcast/ Y-Combinator Podcast >> https://blog.ycombinator.com/category/podcast/ The Tim Ferris Show >> https://tim.blog/podcast/ Exponent Podcast >> http://exponent.fm/ Follow Ed on Twitter >> twitter.com/Mr_Ed The Growth Hub >> www.advanceb2b.com/thegrowthhub Advance B2B >> www.advanceb2b.com The Growth Hub on Twitter >> twitter.com/SaaSGrowthHub Edward on Twitter >> twitter.com/NordicEdward

When Lidia Lüttin joined Bynder in 2013 she was the fourth person to join the team. Her focus was marketing Bynder's Digital Asset Management platform to enterprise customers in Germany from the Dutch startup's home base of Amsterdam. Fast-forward four years and Bynder now has a team of 275 people spread across their six global offices, and Lidia is leading the company's rapid growth as CMO... In this episode Lidia gives us a behind the scenes look at Bynder’s incredible journey and we discuss a variety of marketing topics, including: - How Bynder built up their marketing function and acquired their first customers - How Bynder rapidly scaled up their growth despite the long enterprise sales cycles - A look at Bynder's product marketing, sales-marketing alignment and brand strategy, alongside Lidia’s keys when marketing to the enterprise - How Bynder adapted their marketing strategy for Orbit, their new product targeting the SMB segment - Bynder's marketing team structure, why they moved to an agile marketing model, the role of their flagship event OnBrand, alongside what 2018 has in store for the Bynder marketing team Bynder >> https://www.bynder.com/ Bynder Orbit >> https://www.bynder.com/en/orbit/ Open View >> https://labs.openviewpartners.com/ Follow Lidia on Twitter >> twitter.com/lidialuettin The Growth Hub >> www.advanceb2b.com/thegrowthhub Advance B2B >> www.advanceb2b.com Follow The Growth Hub on Twitter >> twitter.com/SaaSGrowthHub Follow Edward on Twitter >> twitter.com/NordicEdward

Today we are delving into the world of Product Marketing, and I’m delighted to say we’re joined by Jessica Webb, who is Product Marketing Manager at everyone’s favourite collaboration platform, Trello. Since moving to Trello, Jessica has worked in content marketing and she’s now driving the growth of Trello’s products in a role that connects the dots between their marketing, sales, product and growth teams. In this episode we explore the topic of Product Marketing to understand its role, its purpose, and how it differs from other forms of marketing, and Jessica also gives us a peek inside how Trello does product marketing including: - The differences in product marketing when targeting new customers versus existing customers - How to measures the success of product marketing - How Trello’s marketing, sales, growth and product teams collaborate when it comes to product marketing - How Trello’s product marketing team work together as a fully remote team distributed across the globe - How Trello communicates its product messaging and value proposition alongside how they localise it for different regions and markets around the world - Common mistakes product marketers tend to make alongside the keys to success when it comes to product marketing Trello >> trello.com Jessica's headline experiment >> https://blog.hubspot.com/marketing/best-growth-hacking-experiments Follow Jessica on Twitter >> twitter.com/jessicawebbica The Growth Hub >> www.advanceb2b.com/thegrowthhub Advance B2B >> www.advanceb2b.com The Growth Hub on Twitter >> twitter.com/SaaSGrowthHub Edward on Twitter >> twitter.com/NordicEdward

Slack is the fastest growing software application of all time. We've all seen the incredible hockey-stick growth curve and know that it was the quickest company in history to reach Unicorn status. But what we don't know is, how did it actually happen? To answer that question I caught up with Bill Macaitis, Slack's first marketing hire & CMO, to hear the story of what happened behind the scenes of Slack’s phenomenal growth. In this episode Bill also shares his thoughts, wisdom and learnings on all things marketing including: - How Bill handled his first 100 days as CMO of Slack - The role of customer centricity in marketing and Slack's hypergrowth - How Slack built its brand strategy and how to measure the performance of a brand marketing campaign - The role of content marketing as a growth driver - How to develop your marketing strategy when going upmarket from the SMB to the mid-market and enterprise sectors - The key factors, from a marketing perspective, that enabled Bill to build multiple billion dollar unicorns Slack >> https://slack.com/ Zendesk >> https://www.zendesk.com/ Follow Bill on Twitter >> twitter.com/bmacaitis The Growth Hub >> www.advanceb2b.com/thegrowthhub Advance B2B >> www.advanceb2b.com The Growth Hub on Twitter >> twitter.com/SaaSGrowthHub Edward on Twitter >> twitter.com/NordicEdward

For a lot of SaaS companies, building an audience and acquiring a steady flow of traffic is one of the big challenges when it comes to growth, brand awareness and ultimately new customer acquisition. Karola Karlson, growth marketer at Taxify & Aggregate, faced this challenge when she started at Scoro, a work management SaaS company based in Tallinn, Estonia. Despite being relatively new to the field of digital marketing when she started, Karola developed Scoro's content strategy and grew organic monthly blog traffic from 1,6k visitors to 30k visitors in just 20 months! In this episode we talk about how she did that alongside: - How to build a growth-focused content marketing strategy - Common mistakes B2B marketers make when it comes to content marketing - The importance of 10x content and how to balance quality versus quantity in your content marketing - A two hour hack to quickly boost your organic traffic - Some of the most important SaaS marketing lessons Karola learned during her 20 months working at Scoro Taxify >> https://taxify.eu Aggregate >> https://aggregateblog.com Scoro >> https://www.scoro.com From 1.6K to 31K Monthly Blog Visitors In 20 Months – How We Did It >> https://aggregateblog.com/growing-organic-blog-traffic 35 SaaS Marketing Lessons I Wish I'd Known Sooner >> https://aggregateblog.com/saas-marketing-lessons The 2 Hour Hack To Double Your Organic Traffic >> https://aggregateblog.com/increase-organic-traffic-rewriting-blog-headlines The New Rules of Marketing and PR by David Meerman Scott >> https://www.amazon.com/New-Rules-Marketing-PR-Podcasting/dp/0470379286/ref=mt_paperback?_encoding=UTF8&me= Tools of Titans by Tim Ferris >> https://toolsoftitans.com Follow Karola on Twitter >> twitter.com/karolakarlson The Growth Hub >> www.advanceb2b.com/thegrowthhub Advance B2B >> www.advanceb2b.com The Growth Hub on Twitter >> twitter.com/SaaSGrowthHub Edward on Twitter >> twitter.com/NordicEdward

About one year ago, Dave Gerhardt received a phone call from Drift CEO David Cancel saying they should kill all their lead forms. As Marketing Director, Dave was a little shocked since this was one of the most important conversion points in their entire growth funnel... So to hear how 40,000 businesses signed up to Drift without the use of a single lead form, I caught up with Dave to find out what really went down, including: - How Drift distinguishes between marketing, growth and sales and how they operate their growth funnel without generating leads through forms and gated content - How marketers can make their growth funnels more conversational, human and shorter - How bots can supplement your marketing team and keep the conversation going 24/7 - The importance of podcasting and how to exploit opportunities where your competitors aren’t - What Dave sees on the horizon when it comes to B2B SaaS marketing Drift >> https://www.drift.com Hypergrowth 2017 Conference >> https://hypergrowth.drift.com Why We’re Throwing Out All Of Our Lead Forms And Making Content Free >> https://blog.drift.com/no-more-forms A Side Project Helped Jumpstart My Career (Dave's blog on Medium) >> https://medium.com/the-mission/a-side-project-helped-jumpstart-my-career-7cd6f8e9b07f Follow Dave on Twitter >> https://twitter.com/davegerhardt The Growth Hub >> www.advanceb2b.com/thegrowthhub Advance B2B >> www.advanceb2b.com The Growth Hub on Twitter >> twitter.com/SaaSGrowthHub Edward on Twitter >> twitter.com/NordicEdward

In this episode we're joined by Ed Fry, Growth at Hull.io One of the big challenges facing sales, marketing and growth teams is the abundance of customer data scattered across multiple tools and platforms. Ed Fry of Hull.io knows this all too well so I caught up with him to hear how you can collect all that data to build the ultimate customer profile in order to segment, personalise and automate your sales and marketing — at scale. In addition to these topics, Ed talks to us about: - What growth really means within the context of B2B SaaS - The importance of defining and building your growth model around your North Star Metric - His 5-part framework to achieve personalisation at scale alongside how he used email to solve this issue at inbound.org - Why we should stop using the term “Marketing Stack” and use “Customer Stack” instead - And the story of how he secured a funding round for inbound.org over lunch with Rand Fishkin & Dharmesh Shah at MozCon, alongside the tremendous importance of conference beers Hull >> www.hull.io Ed's 5 Part Framework For Personalisation >> hull.io/blog/personalization-everywhere-create-a-personalization-strategy Stop Calling It a "Marketing Stack" >> hull.io/blog/stop-calling-it-a-marketing-stack Do Fewer Things, Better >> onstartups.com/do-fewer-things-better Inbound >> www.inbound.org Follow Ed on Twitter >> twitter.com/edfryed The Growth Hub >> www.advanceb2b.com/thegrowthhub Advance B2B >> www.advanceb2b.com The Growth Hub on Twitter >> twitter.com/SaaSGrowthHub Edward on Twitter >> twitter.com/NordicEdward

In this episode we're joined by Steve Rayson, Director at BuzzSumo. When it comes to SaaS growth, a lot of content and discourse focuses on hyper-growth tactics with a (false) promise that they'll magically turn you into a unicorn. But unicorns a rare. They are outliers, so I caught up with Steve Rayson, Director at BuzzSumo, to hear about another path you can take, and it's that of a SaaS Donkey. By putting sustainability and profitability above hyper-growth, BuzzSumo have built a steady SaaS business that is loved by growth and content marketers alike, going from beta launch to $5M ARR over the last three years or so. In this episode, Steve tells us about: - How BuzzSumo challenged the Unicorn Orthodoxy and became a so called SaaS Donkey - Some of the key factors that enabled BuzzSumo to go from $0 to $2.5M ARR - The role of influencer marketing in SaaS growth including how influencers such as Rand Fishkin & Matthew Barby helped spread the word about BuzzSumo - How BuzzSumo set growth targets and went from $2.5M to $5M in ARR - The things BuzzSumo might have done differently with the gift of hindsight alongside what they have planned for the future BuzzSumo >> buzzsumo.com Proud To Be A SaaS Donkey >> buzzsumo.com/blog/proud-donkey-buzzsumo-reflections-growing-5m-saas-business Anders Pink >> www.anderspink.com Follow Steve on Twitter >> twitter.com/steverayson The Growth Hub >> www.advanceb2b.com/thegrowthhub Advance B2B >> www.advanceb2b.com The Growth Hub on Twitter >> twitter.com/SaaSGrowthHub Edward on Twitter >> twitter.com/NordicEdward

In this episode we're joined by Kieran Flanagan, VP of Marketing & Growth at HubSpot. Two of the biggest challenges facing SaaS marketers who operate a freemium model is the acquisition of new users and then converting them into paying customers; but that's exactly what Kieran is responsible for. In addition to this Kieran leads HubSpot's global web strategy team and in this episode Kieran opens up about what it really takes to build a successful freemium SaaS growth funnel, including: - How HubSpot approaches new user acquisition for their sales tools - How to balance between no-touch automation and high-touch human interaction when converting free users into paying customers - Best practices when it comes to actual freemium user acquisition and customer conversion tactics - How HubSpot runs its global web strategy team to facilitate its growth funnel, including how they relaunched the HubSpot website within 6 weeks ahead of the Inbound conference HubSpot Free Sales Software >> www.hubspot.com/products/sales Kieran's Personal Website >> www.kieranflanagan.io Follow Kieran on Twitter >> twitter.com/searchbrat The Growth Hub >> www.advanceb2b.com/thegrowthhub Advance B2B >> www.advanceb2b.com The Growth Hub on Twitter >> twitter.com/SaaSGrowthHub Edward on Twitter >> twitter.com/NordicEdward

In this episode we're joined by Alex Theuma, Co-Founder of Europe's biggest SaaS conference, SaaStock. SaaStock 2017 is a must-attend event for everyone working in SaaS, especially if you're based in Europe, so we caught up with Alex to hear more about his journey and how he developed SaaStock into a central component of Europe's SaaS ecosystem. This year's event is taking place from September 18th-20th in Dublin, Ireland, and in this episode Alex talks to us about: - The history of the conference and how he got the idea and inspiration to establish SaaStock - How he was able to raise a funding round from some of Europe’s top SaaS investors ahead of this year’s event - A sneak peak into what attendees can expect from SaaStock 2017 - SaaStock on Tour, which is a set of mini events being held across Europe in the run up to the main conference in September SaaStock: www.saastock.com SaaStock Tickets: https://ti.to/saastock/saastock-2017 SaaStock On Tour: www.saastock.com/tours Follow Alex on Twitter: twitter.com/alextheuma Follow SaaStock on Twitter: twitter.com/SaaStock The Growth Hub: www.advanceb2b.com/thegrowthhub Advance B2B: www.advanceb2b.com The Growth Hub on Twitter: twitter.com/SaaSGrowthHub Edward on Twitter: twitter.com/NordicEdward