The Growth Hub Podcast

Katrina Wong is VP of Product Marketing & Demand Generation at Twilio Segment. Katrina spent over 15 years growing and scaling early-stage SaaS companies, and she had a few golden nuggets to share with us. We sat down with her to talk about growth strategies, including the following: — What is a growth strategy, and why create one? — How should different-stage companies address their growth strategy? — Who in a company should be involved in creating the growth strategy? — How to get buy-in from everyone in your organization? — What are mistakes companies make when creating their growth strategies? — How it works over at Twilio Happy listening! — Claim your free SaaS marketing assessment from Advance B2B >> www.advanceb2b.com/tgh — Visit Advance B2B >> www.advanceb2b.com Follow The Growth Hub on Twitter >> https://twitter.com/SaaSGrowthHub Follow Reeta on Twitter >> https://twitter.com/rhtoivanen — Visit Segment >> https://segment.com/ Follow Katrina on Twitter >> https://twitter.com/katchmesocial — Book recommendation: — Memos from the Chairman >> https://www.goodreads.com/book/show/1069335.Memos_from_the_Chairman — Atomic Habits >> https://www.goodreads.com/book/show/40121378-atomic-habits — Artificial Intelligence Basics >> https://www.goodreads.com/book/show/52362494-artificial-intelligence-basics

Jesus Requena, VP of Growth Marketing at Figma, discusses the role of growth marketing in user activation and the importance of data. Topics include product-led growth (PLG), running experiments, challenges in growth marketing, identifying the 'aha' moment, and the future of tracking and data.

Bill Macaitis is former SVP of Marketing & CMO at Salesforce, Zendesk & Slack, and today we’re talking about how to build a billion dollar SaaS company. Many SaaS founders, CEOs, and marketers dream of building a unicorn business and it’s something Bill has done on several occasions throughout his career. So, we caught up with him to hear how it’s done and Bill covers some great topics, including: - How Marc Benioff convinced him to leave the world of consumer marketing and make the move to B2B SaaS - What it was like to work with Marc Benioff directly - How Bill brought a B2C mindset to the world of B2B marketing - How marketing teams can help create a billion dollar valuation - How you should structure your marketing teams for growth - The marketing philosophies and playbooks Bill ran at Salesforce, Zendesk, and Slack Links Claim your free SaaS marketing assessment from Advance B2B >> www.advanceb2b.com/tgh Manager Tools Podcast >> https://www.manager-tools.com/podcasts --- Advance B2B >> www.advanceb2b.com Follow The Growth Hub on Twitter >> twitter.com/SaaSGrowthHub Follow Edward on Twitter >> twitter.com/NordicEdward

Frida Ahrenby is CMO at GetAccept and in this episode we’re talking about how to build a world-class SaaS marketing team. As companies scale, teams need to scale, so this is something all SaaS marketing leaders and managers will need to work on along their journey. However, it’s easier said than done. So just exactly how do you build a world-class SaaS marketing team? I caught up with Frida to hear how she’s scaled GetAccept’s marketing org from a team of 3 in Sweden to a global team of 25 marketers spread across multiple international markets. In this episode, we cover: - How GetAccept scaled their marketing team, in what order, and why - How all their teams work together - What to look for when hiring top marketers - How to nurture talent and enable marketers to grow their careers within your company - An insight into the culture within GetAccept’s marketing team - How to get your marketing team working well and aligned with your product & sales teams Links Claim your free SaaS marketing assessment from Advance B2B >> www.advanceb2b.com/tgh GetAccept >> https://www.getaccept.com Lean In by Sheryl Sandberg >> https://www.goodreads.com/book/show/16071764-lean-in --- Advance B2B >> www.advanceb2b.com Follow The Growth Hub on Twitter >> twitter.com/SaaSGrowthHub Follow Edward on Twitter >> twitter.com/NordicEdward

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