The Growth Hub Podcast

Patrick Campbell is the CEO and Co-Founder of ProfitWell — and he's also the OG of all things SaaS pricing. From strategy to tactics, Patrick explains how to build a value-based pricing framework, quantify your buyer personas, and ensure you don't leave any money on the table with your SaaS pricing. In addition, this episode digs into: - The benefits and limitations of pricing tactics such as relativity and anchoring - The impact of localising your pricing for different regions and currencies - How to align your pricing with your customers and quantify your buyer personas - What the best marketers are doing to help the fight against churn - How ProfitWell built their own pricing model using the hub and spoke framework - The inside scoop on how Patrick and the team approached their own marketing using something called bottom-top-of-the-funnel content ProfitWell >> https://www.profitwell.com Price Intelligently >> https://www.priceintelligently.com High Output Management by Andrew Grove >> https://www.amazon.com/High-Output-Management-Andrew-Grove/dp/0679762884 Follow Patrick on Twitter >> twitter.com/Patticus --- SaaStock on Tour Helsinki >> https://www.saastock.com/ontour/city/helsinki 20% Discount Code: ADVANCEB2B-20 --- Advance B2B >> www.advanceb2b.com Follow The Growth Hub on Twitter >> twitter.com/SaaSGrowthHub Follow Edward on Twitter >> twitter.com/NordicEdward

In this episode of The Growth Hub Podcast we’re joined by two superstars of SaaS, Marie Prokopets & Hiten Shah, co-founders of Draftsend & Product Habits, as we hear their views on how to build, launch and market new products in SaaS, including: - The product strategy for Draftsend - The marketing strategy when launching Draftsend + Hiten's key learnings from earlier ventures - How to leverage Product Hunt when launching new products - Hiten and Marie’s plans for developing both product & marketing as Draftsend looks to scale up - How you can overcome your fears of public speaking so you can crush it next time you’re on stage - What Hiten and Marie have planned for the future and where they go to read and stay up to date on all the latest things in SaaS Marie and Hiten's newest product FYI >> https://usefyi.com/ Draftsend >> https://draftsend.com Product Habits >> https://producthabits.com/ The Artist’s Way by Julia Cameron (Marie's Book Pick) >> https://www.amazon.com/Artists-Way-25th-Anniversary-ebook/dp/B006H19H3M/ref=sr_1_1?s=digital-text&ie=UTF8&qid=1521466335&sr=1-1&keywords=the+artists+way The War of Art by Steven Pressfield (Hiten's Book Pick) >> https://www.amazon.com/War-Art-Through-Creative-Battles/dp/1936891026/ref=sr_1_4?s=books&ie=UTF8&qid=1521467307&sr=1-4&keywords=The+War+of+Art "Growth hacking was invented with a mint julep and two beers" >> hitenism.com/growth-hacking Follow Marie on Twitter >> https://twitter.com/marieprokopets Follow Hiten on Twitter >> https://twitter.com/hnshah --- Advance B2B >> www.advanceb2b.com/ Follow The Growth Hub on Twitter >> twitter.com/SaaSGrowthHub Follow Edward on Twitter >> twitter.com/NordicEdward

Krish Subramanian stopped by The Growth Hub Podcast to share the story of Chargebee's journey to 5000 customers. Krish and his founding team set up Chargebee back in 2011 and the Chennai-based company's growth was built upon three key pillars, those being product, marketing and customer support. In this episode Krish opens up on these topics including: - Why Krish decided to set up a subscription billing solution in the relatively early days of SaaS back in 2011 - Why Chargebee went with a freemium business model and how they acquired their first customers - The role of Inbound Marketing as a growth driver - How to build commitment and dependence to your product before new customers have spent a dollar - The secrets to building a world-class global support team - The four key teams within Chargebee's marketing unit - How the SaaS landscape has evolved since 2011 and how Chargebee have ensured they’re able to stand out and differentiate in the face of increased competition Chargebee >> https://www.chargebee.com/ Hit Refresh by Satya Nadella >> https://www.amazon.com/Hit-Refresh-Rediscover-Microsofts-Everyone-ebook/dp/B01HOT5SQA Mindset by Carol Dweck >> https://www.amazon.com/Mindset-Psychology-Carol-S-Dweck-ebook/dp/B000FCKPHG/ref=sr_1_2?s=digital-text&ie=UTF8&qid=1519638218&sr=1-2&keywords=mindset+carol+dweck Scaling Up by Verne Harnish >> https://www.amazon.com/Scaling-Up-Companies-Rockefeller-Habits-ebook/dp/B00O5RR7QO/ref=sr_1_1?s=digital-text&ie=UTF8&qid=1519638277&sr=1-1&keywords=Scaling+Up Follow Krish on Twitter >> https://twitter.com/cbkrish --- Advance B2B >> http://www.advanceb2b.com/ Follow The Growth Hub on Twitter >> https://twitter.com/SaaSGrowthHub Follow Edward on Twitter >> https://twitter.com/NordicEdward

In this episode of The Growth Hub Podcast we're joined by Liam Boogar to explore the world of brand strategy and its critically important role in the world of B2B SaaS. But what is brand? How do you go about building a brand strategy? And why is it so important? As former Brand Director at Algolia, Liam answers all these questions - and more - whilst advocating that whatever your brand strategy may be, authenticity must be at the heart of it. In this episode we explore: - What brand actually is and why it's so imporant in SaaS - The role of storytelling in brand marketing - How Algolia developed a brand strategy that spoke to their core audience - Methods to align everyone within your company around your brand - Challenges of brand consistency across international borders and how to tackle issues such as language and culture - Some of Algolia’s most successful brand campaigns and projects - How to measure the performance of your brand - The role of authenticity in your company's brand Algolia >> https://www.algolia.com Gibson Biddle's blog post on building the Netflix brand >> https://medium.com/emerging-tech-insights/branding-for-builders-19e103ef3f1d The 22 Immutable Laws of Marketing >> https://www.amazon.com/22-Immutable-Laws-Marketing-Violate/dp/0887306667 Follow Liam on Twitter >> twitter.com/liamboogar 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

Guillaume Cabane, aka G, is a well known name within the world of SaaS. He's also well known by his other name, The Mad Scientist, for his original and out of the box experiments in marketing; he doesn't follow the playbook, he rewrites it. Having recently joined Drift as VP of Growth, G shares with us his insights on growth marketing and how he’s planning to build up the growth function at Drift, including: - Why G decided to join Drift - How he handled his first 100 days as the founding member of their growth team - The purpose of growth marketing at Drift and its role within their monthly product launches, known as marketable moments - How the team operates inbetween other functions and the SLAs they use to align sales and marketing - Some of G’s craziest experiments he’s run while at Drift - The big challenges facing growth marketers - How G plans to build out the growth team during 2018 - The inside scoop on his famous hot coffee experiment 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 any SaaS company, the journey to $10M in ARR is anything but easy; just ask Hotjar Founder & CEO, David Darmanin. In this episode, David takes us on an adventure along this rocky road as he shares some of the highs and lows of building Hotjar. Starting from pre-Hotjar times, David talks about his background growing up in Malta and how he went from studying a Doctorate in Law to becoming a serial MarTech entrepreneur, and he gives us a very open and honest account of what it really takes to build a successful B2B SaaS business, including: - Why David decided to start Hotjar - How Hotjar generated 60,00 beta signups in 6 months through a gamified referral program - The big challenges in converting these free beta users into paying customers - The difficulties with pricing and how David and the team dealt with a European Tax Law issue just days before Hotjar’s commercial launch - How Hotjar was able to scale up and the key factors that enabled them to reach $10M in ARR - The benefits and challenges of growing a fully remote team including how to build a strong remote company culture and the keys to successful leadership Hotjar >> https://www.hotjar.com/ The Essential Guide to Growing Your Early-Stage SaaS Startup >> https://www.hotjar.com/grow-your-saas-startup/ Radical Candor >> https://www.radicalcandor.com/ SaaStr >> https://www.saastr.com/ SaaStock >> https://www.saastock.com/blog Follow David on Twitter >> https://twitter.com/daviddarmanin 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 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