The Growth Hub Podcast

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

Rudan Zhang is VP of Marketing at Clubhouse.io and in this episode we’re talking about how Clubhouse positioned themselves to focus on a niche segment. Clubhouse is a project management platform for modern software teams, but with so many project management tools on the market, Rudan discusses why Clubhouse decided to intentionally focus on a niche audience segment and how they did it. We cover: - The process Clubhouse used to find their points of differentiation for each of their ICPs - How they compete with well-known horizontal products - How to market to technical audiences - The marketing channels they use to reach their niche audience - How their marketing team is structured - The KPIs they use to measure success Links Clubhouse >> https://clubhouse.io/ Product-Led SEO by Eli Schwartz >> https://www.goodreads.com/book/show/57659600-product-led-seo --- Advance B2B >> www.advanceb2b.com Follow The Growth Hub on Twitter >> twitter.com/SaaSGrowthHub Follow Edward on Twitter >> twitter.com/NordicEdward

Mike McDerment is Co-Founder, former CEO, and Board Chair of FreshBooks, and in this episode we’re talking about how to not kill your SaaS business. Mike went from accidental founder to CEO of a SaaS company with over 24 million users and he’s learned a lot of lessons along the way having almost killed the business on multiple occasions. In this episode, Mike talks about: - How he accidentally founded a SaaS company - Why moving too fast almost killed FreshBooks early on - Why he underestimated word of mouth as a growth driver - Why raising at the wrong time can be very dangerous - The counter-intuitive idea of why Mike decided to start a direct competitor company to FreshBooks called BillSpring Links FreshBooks >> https://www.freshbooks.com/ The E-Myth by Michael Gerber >> https://www.goodreads.com/book/show/81942.E_Myth_Mastery --- Advance B2B >> www.advanceb2b.com Follow The Growth Hub on Twitter >> twitter.com/SaaSGrowthHub Follow Edward on Twitter >> twitter.com/NordicEdward

Audrey Agahan is Content Marketing Strategist at Advance B2B and in this episode we’re talking about what the heck is growth marketing. Audrey introduces us to Advance B2B’s growth marketing formula that blends brand strategy with agile marketing operations, as well as: - The difference between growth marketing and traditional marketing - How growth marketing differs from growth hacking - The sprint-based agile operating model Advance B2B uses to run their growth marketing activities - A framework to prioritise growth ideas and experiments - How to use content marketing as a growth driver - How Audrey and Advance B2B worked with a client to achieve over 100% YoY growth - How to get started with growth marketing Links Advance B2B >> https://www.advanceb2b.com/ Product-Led Growth by Wes Bush >> https://www.goodreads.com/book/show/46033247-product-led-growthT The Power of Vulnerability >> https://www.goodreads.com/book/show/23500254-the-power-of-vulnerability --- Advance B2B >> www.advanceb2b.com Follow The Growth Hub on Twitter >> twitter.com/SaaSGrowthHub Follow Edward on Twitter >> twitter.com/NordicEdward

Zandra Moore is CEO & Co-Founder at Panintelligence and in this episode we’re talking about how small SaaS companies can take on big competitor. Zandra discusses Panintelligence's David Vs Goliath story of how a SaaS underdog from a small city in northern England is competing against legacy BI heavyweights such as Google, Microsoft, and Salesforce. Zandra discusses the process of how they positioned themselves, identified points of differentiation, and built out their go-to-market strategy using Geoffrey Moore’s framework from Crossing The Chasm. We also hear how this translates into their marketing strategy, their marketing playbook, and how they compete with much smaller budgets than their competitors. Links Panintelligence >> https://www.panintelligence.com/ Crossing The Chasm >> https://www.goodreads.com/book/show/61329.Crossing_the_Chasm Latka >> https://nathanlatka.com/podcast-thetop/ Winning By Design >> https://www.youtube.com/channel/UCF7LXR8Pi5fr-N8OQ8XtP9g --- Advance B2B >> www.advanceb2b.com Follow The Growth Hub on Twitter >> twitter.com/SaaSGrowthHub Follow Edward on Twitter >> twitter.com/NordicEdward

Stephanie Cox is VP of Sales & Marketing at Lumavate and in this episode we’re talking about why marketing should lead sales - as well as support, success, and product. Stephanie has a very unique role as a SaaS marketing leader since she also directly leads four other key departments and in this episode we hear: - Why she ended up taking such a broad role - The benefits of having marketing lead sales - What channels and tactics are working for the Lumavate marketing team - How all her teams work together - What her typical week looks like - How her teams move at a super fast pace and just get shit done Links Lumavate >> https://www.lumavate.com/ --- Advance B2B >> www.advanceb2b.com Follow The Growth Hub on Twitter >> twitter.com/SaaSGrowthHub Follow Edward on Twitter >> twitter.com/NordicEdward

Derek O’Carroll is CEO of Brightpearl and in this episode we’re talking about their incredible SaaS turnaround story from near failure to +$15M ARR & +40% year-on-year growth. When Derek took over as CEO of Brightpearl, he described the company as a "distressed asset". It was burning cash, had very high churn, and a culture where talented people were rowing in different directions. Fast forward to today and Brightpearl is growing rapidly and Derek has masterminded a successful SaaS turnaround story. In this episode, Derek discusses: - Brightpearl's three-pronged turnaround strategy - How they realigned product-market fit - How they grew ACV - Building a talented team where the right people are in the right place - The impact the strategy has had - How Brightpearl reduced churn from 28% to below 8% Links Brightpearl >> https://www.brightpearl.com/ Escaping the Build Trap by Melissa Perri >> https://www.goodreads.com/book/show/42611483-escaping-the-build-trap --- Advance B2B >> www.advanceb2b.com Follow The Growth Hub on Twitter >> twitter.com/SaaSGrowthHub Follow Edward on Twitter >> twitter.com/NordicEdward