Chris Walker is CEO at Refine Labs and in this episode we’re talking about Category Evangelism and the modern marketing playbook to grow pipeline and revenue. Chris has started a marketing revolution. He is host of the hugely popular Demand Gen Live series and the State of Demand Gen podcast. Forbes described him as “The B2B demand generation guru every Series C company should be listening to” and so we got Chris on the show to break down what B2B marketers should be doing to grow their companies and their careers. We cover: - The limitations of the traditional view of demand gen >> Why you shouldn’t centre on lead gen >> How to move away from demand capture to demand creation >> Where we went wrong with attribution - The modern playbook for successful demand gen >> How to know your customer better than anybody else >> How to win in dark social >> Why Category Evangelism is the future of marketing Links Claim your free SaaS marketing assessment from Advance B2B >> www.advanceb2b.com/tgh Refine Labs >> https://www.refinelabs.com/ State of Demand Gen >> https://sptfy.com/6Nvh Mastery by Robert Greene >> https://www.goodreads.com/book/show/13589182-mastery --- Advance B2B >> www.advanceb2b.com Follow The Growth Hub on Twitter >> twitter.com/SaaSGrowthHub Follow Edward on Twitter >> twitter.com/NordicEdward

Kaylee Edmondson is Senior Director of Demand Gen at Chili Piper and in this episode we’re talking about the future of demand gen. Essentially this episode is lifting the lid on where the marketing playbook is going as Kaylee shares her thoughts on how B2B SaaS companies should be gearing up for the future, including: - What demand gen is and where it sits in the marketing funnel - The major issues with the old demand gen playbook - Why the future of demand gen sits in the dark funnel - The playbooks SaaS marketing teams should be running - How to get senior buy in for that kind of playbook - How the Chili Piper team does marketing and measures success - The skills marketers will need in the future Links Claim your free SaaS marketing assessment from Advance B2B >> www.advanceb2b.com/tgh Chili Piper >> https://www.chilipiper.com Obviously Awesome by April Dunford >> https://www.goodreads.com/en/book/show/45166937-obviously-awesome --- Advance B2B >> www.advanceb2b.com Follow The Growth Hub on Twitter >> twitter.com/SaaSGrowthHub Follow Edward on Twitter >> twitter.com/NordicEdward

Aggelos Mouzakitis is Growth Product Manager at Growth Sandwich, and in this episode we’re talking about how customer research can help B2B SaaS companies grow to their potential. We hear about various approaches to growth, such as product-led growth, sales-led growth, or marketing-led growth, but in this episode we look at it from another perspective, and that’s customer-led growth. Aggelos is an expert on customer research and advocate of customer-led growth, and in this episode he breaks down this methodology that puts the customer at the core of everything you do, including: - What being customer-led truly means - How customer-led growth helps marketers - How to use the jobs-to-be-done framework to support customer-led growth - The “value gap” issue in marketing - What it really means to have customer empathy as a marketer Links Claim your free SaaS marketing assessment from Advance B2B >> www.advanceb2b.com/tgh Growth Sandwich >> https://www.growthsandwich.com/ What Customers Want by Anthony Ulwick >> https://www.goodreads.com/book/show/426683.What_Customers_Want --- Advance B2B >> www.advanceb2b.com Follow The Growth Hub on Twitter >> twitter.com/SaaSGrowthHub Follow Edward on Twitter >> twitter.com/NordicEdward

Anna Holopainen is Head of Growth at Kide Science and in this episode she's talking about why your marketing isn't getting results. All marketing teams are focused on one main objective, growing the business, but instead of just looking at ways to grow the business, we need to invert the problem and look at what is stopping us from growing and why we're not getting results. In this episode, Anna joins us to share some of these reasons, including: - Typical growth and marketing related reasons why you're not getting results - Why you should never start to uncover growth blockers with a marketing audit - A simple 4-step process to identify what’s stopping you from growing - How to make sense of your data by putting it into context - How to identify growth opportunities if you don’t have access to enough data Links Claim your free SaaS marketing assessment from Advance B2B >> https://www.advanceb2b.com/tgh Kide Science >> https://www.kidescience.com/en SaaS Reads >> https://saasreads.com Thinking in Systems: A Primer by Donella Meadows >> https://www.goodreads.com/book/show/3828902-thinking-in-systems --- Advance B2B >> www.advanceb2b.com Follow The Growth Hub on Twitter >> twitter.com/SaaSGrowthHub Follow Edward on Twitter >> twitter.com/NordicEdward

Skyler Reeves is CEO & Founder at Ardent Growth, and in this episode we’re talking about why SaaS companies fail with content marketing. Almost all B2B SaaS companies will be doing content marketing in some form or another, but are you doing it the right way? In this episode, Skyler talks us through some of the pitfalls SaaS companies fall into when it comes to content, and what you should be doing instead. He covers: - The two primary factors that should dictate your content marketing strategy - How to set goals and measure the success of your content - How to prioritise topics in a search-led content strategy - How to acquire quality backlinks to your content - The importance of content refreshes and audits - How smaller B2B SaaS companies can catch up with established competitors Links Mindset by Carol Dweck >> https://www.goodreads.com/book/show/40745.Mindset --- Advance B2B >> www.advanceb2b.com Follow The Growth Hub on Twitter >> twitter.com/SaaSGrowthHub Follow Edward on Twitter >> twitter.com/NordicEdward

Margie Agin is Founder & Chief Strategist at Centerboard Marketing, and in this episode we’re talking about how to turn your brand strategy into tangible marketing tactics. We often hear about how important it is to build a brand in B2B SaaS, but how do you bridge the gap between your brand strategy and your marketing tactics? Well Margie tells us how as she covers: - How to accurately and consistently reflect a company's strategic brand positioning and voice - How to get your company bought in and aligned on brand - How to turn brand strategy into demand gen campaigns - How to modify your brand strategy as your company grows - Examples of B2B SaaS companies that do a great job of reflecting and amplifying their brand (and which companies miss the mark) Links Centerboard Marketing >> https://centerboard-marketing.com/ Brand Breakthrough >> https://centerboard-marketing.com/brand-breakthrough/ Winning The Story Wars >> https://www.goodreads.com/book/show/13088627-winning-the-story-wars --- Advance B2B >> www.advanceb2b.com Follow The Growth Hub on Twitter >> twitter.com/SaaSGrowthHub Follow Edward on Twitter >> twitter.com/NordicEdward

Caroline Guo is Head of Growth at HashiCorp and in this episode we’re talking about how to 2X pipeline and user acquisition in just 1.5 years. Caroline joined HashiCorp just over three years ago to build, hire, and lead the growth team, and in this episode she covers: - How HashiCorp has grown its growth team - How to build effective go to market models - How Caroline and her team built out HashiCorp’s entire SaaS business segment - How her team operates across the entire funnel from acquisition & activation to monetization & retention - The main factors that enabled their growth team to double pipeline and user acquisition - The importance of diversity within hiring, your team, and the workplace Links HashiCorp >>https://www.hashicorp.com/ Getting To Yes >> https://www.goodreads.com/book/show/313605.Getting_to_Yes --- Advance B2B >> www.advanceb2b.com Follow The Growth Hub on Twitter >> twitter.com/SaaSGrowthHub Follow Edward on Twitter >> twitter.com/NordicEdward

Krista Martin is VP of Growth at Boardable and in this episode we’re talking about career acceleration and how to go from Marketing Manager to VP of Growth in just three years. Krista joined Boardable where she was able to align her professional and personal passions. Krista shares her journey of how she was able to grow her career so quickly, including: - How she leads growth at scale - How her growth team operates - What product-led growth at Boardable looks like - The qualities she looks for in people who are to join her team - How to actually make the move from mid-level manager to a VP or C-level role Links Boardable >> https://boardable.com/ Product-Led Onboarding >> https://www.goodreads.com/book/show/58294382-product-led-onboarding --- Advance B2B >> www.advanceb2b.com Follow The Growth Hub on Twitter >> twitter.com/SaaSGrowthHub Follow Edward on Twitter >> twitter.com/NordicEdward

Emily Kramer is Marketing Advisor, Angel Investor & Co-Founder at MKT1, and in this episode we’re talking about how to build and organise your early stage SaaS marketing org. Emily has built and scaled the marketing teams at Ticketfly, Asana, Carta, and Astro and in this episode she talks us through her framework for structuring your marketing team, including: - The roles you should hire first - Why you shouldn’t hire t-shaped marketers - How marketing teams should prioritise and focus - How much hierarchy you need in your marketing org - The story of how Emily built and structured Asana’s marketing team Links MKT1 >> https://www.mkt1.co/ High Growth Handbook by Elad Gil >> https://www.goodreads.com/book/show/40536148-high-growth-handbook --- Advance B2B >> www.advanceb2b.com Follow The Growth Hub on Twitter >> twitter.com/SaaSGrowthHub Follow Edward on Twitter >> twitter.com/NordicEdward

Hilary Kay is CMO at Wibbitz and in this episode we’re talking about how to evolve your marketing strategy from a sales-led enterprise model to a product-led hybrid model. This is a transition Wibbitz went through about 1.5 years ago and it’s something many SaaS companies are looking at today. In this episode, Hilary covers: - Why Wibbitz made the change - What some of the signs and indicators are that you should make this transition - The impact it has on understanding your target audience, customer lifecycle, and marketing tactics/channels you use - How it influences sales & marketing alignment, product & marketing alignment, and the marketing team’s structure - The things that shouldn't change when making this transition Links Wibbitz >> https://www.wibbitz.com/ Think Like A Monk by Jay Shetty >> https://www.goodreads.com/book/show/51942513-think-like-a-monk OpenView Build >> https://podcast.openviewpartners.com/ --- Advance B2B >> www.advanceb2b.com Follow The Growth Hub on Twitter >> twitter.com/SaaSGrowthHub Follow Edward on Twitter >> twitter.com/NordicEdward