Nick Harley is VP of Growth at Raygun and in this episode we’re talking about how Raygun bootstrapped their way to become a multi-million dollar SaaS business all the way from the remote location of New Zealand. Not all SaaS marketing teams have VC funding behind them so we caught up with Nick to hear how their small marketing team of four people helped Raygun bootstrap their growth. Nick discusses: - The challenges of working from a remote location like Wellington, NZ - How they make every penny count by measuring marketing performance with attribution models & LTV to CAC ratios - The channels working for the Raygun marketing team - Their current team set up - Whether you should hire generalists or specialists - The challenges of marketing to technical audiences Links Raygun >> https://raygun.com/ Radical Candor >> https://www.goodreads.com/book/show/29939161-radical-candor --- Advance B2B >> www.advanceb2b.com Follow The Growth Hub on Twitter >> twitter.com/SaaSGrowthHub Follow Edward on Twitter >> twitter.com/NordicEdward

Eoghan McCabe is Chairman & Co-Founder at Intercom and in this episode we’re talking about leadership lessons from founding & scaling Intercom into a billion dollar company. Eoghan founded Intercom in a Dublin coffee shop with three friends and went from CEO of a four person startup to CEO of an almost 700 person Silicon Valley unicorn. In this episode, we hear about Intercom’s growth story from Eoghan’s perspective and what it meant for him personally as a leader, including: - Eoghan’s view of leadership - How Eoghan developed his leadership skills - The dangers of complacency and the importance of reinvention - The work people should prioritize to become effective leaders Links Intercom >> https://www.intercom.com I Can Do It by Louise Hay >> https://www.goodreads.com/book/show/129607.I_Can_Do_It Insight Timer >> https://insighttimer.com Hey >> https://hey.com --- Advance B2B >> www.advanceb2b.com Follow The Growth Hub on Twitter >> twitter.com/SaaSGrowthHub Follow Edward on Twitter >> twitter.com/NordicEdward

Camille Ricketts, CMO at Notion, discusses how they built a multi-billion dollar brand by humanizing enterprise marketing. They focus on segmentation, storytelling, and the consumerization of the enterprise. Their team of less than 10 marketers has been able to create a brand valued at over 2 billion dollars. They also talk about their marketing tactics, measuring success, and the importance of supporting enthusiastic individuals in the global community.

Ross Simmonds is Founder & CEO at Foundation Marketing and in this episode we’re breaking down the content distribution playbook and exploring how to get good traffic that converts. Ross has been creating and distributing content ever since he started writing about fantasy football in college and he’s been perfecting the craft of content distribution ever since. Today we dig into this topic and Ross discusses: - The role of customer research in content distribution - How to bake distribution into your content creation process - Why people share content - How to distribute and repurpose your content - How to convert your traffic into leads, trials, demos, and ultimately customers Links Foundation Inc >> https://foundationinc.co/ Canva >> https://www.canva.com/ 2PM Links >> https://2pml.com/ How Will You Measure Your Life? by Clayton M. Christensen >> https://www.goodreads.com/book/show/13425570-how-will-you-measure-your-life --- Advance B2B >> www.advanceb2b.com Follow The Growth Hub on Twitter >> twitter.com/SaaSGrowthHub Follow Edward on Twitter >> twitter.com/NordicEdward

Steffen Hedebrandt is Chief Revenue Officer at Dreamdata and today we’re talking about how to map the customer journey and attribute revenue. A big challenge all marketers face is connecting marketing activities with revenue. To do that, you need attribution. In this episode we dig into mapping the customer journey and attributing revenue to different touchpoints. We cover how to map the customer journey, how to attribute revenue between different teams and marketing channels, which attribution model Steffen thinks B2B SaaS marketing teams should use, and how Steffen and his team do attribution at Dreamdata. Links Dreamdata >> https://dreamdata.io Growth Hackers >> https://growthhackers.com/posts --- Advance B2B >> www.advanceb2b.com Follow The Growth Hub on Twitter >> twitter.com/SaaSGrowthHub Follow Edward on Twitter >> twitter.com/NordicEdward

Marcus Andrews is Product Marketing Group Lead and narrative designer at HubSpot. In this episode we’re talking about how to craft killer product narratives and launch new products to market. Marcus leads a team of Product Marketing Managers responsible for the positioning, launches, adoption, and continued success of HubSpot's largest product line, Marketing Hub. In this episode Marcus talks us through his 5-step narrative design framework to give your products and launches a strong strategic foundation upon which to build. Marcus talks about how narratives turn into marketing and he gives some examples of different narratives HubSpot has used to grow into a $10 billion dollar brand, such as inbound marketing and the flywheel. Links Narrative Design Masterclass >> https://productmarketingalliance.com/narrative-design-masterclass/ Why narrative design will replace product positioning in 2020 >> https://productmarketingalliance.com/why-narrative-design-will-replace-product-positioning-in-2020/ Sapiens >> https://www.goodreads.com/book/show/23692271-sapiens --- Advance B2B >> www.advanceb2b.com Follow The Growth Hub on Twitter >> twitter.com/SaaSGrowthHub Follow Edward on Twitter >> twitter.com/NordicEdward

Dan Murphy is Director of Marketing at Privy and creator of The Product Launch Masterclass, and today we’re talking about the 7 steps to crush your next product launch. Dan knows all about this as he’s launched over 60 products to market throughout his career to date and we cover his product-launch framework including: 1. Strategy 2. Goals 3. Audience & positioning 4. Launch activities 5. Internal marketing 6. Launch day 7. Post-launch activities If you launch products in SaaS, you'll love this episode! Links The Product Launch Masterclass >> http://www.theproductlaunchmasterclass.com/ Privy >> https://www.privy.com/ Ben & Jerry's: The Inside Scoop >> https://www.goodreads.com/book/show/261822.Ben_Jerry_s The 22 Immutable Laws of Marketing >> https://www.goodreads.com/book/show/33449.The_22_Immutable_Laws_of_Marketing --- Advance B2B >> www.advanceb2b.com Follow The Growth Hub on Twitter >> twitter.com/SaaSGrowthHub Follow Edward on Twitter >> twitter.com/NordicEdward

Molly Norris Walker is Head of Design & User Research at InfluxData. Today we’re talking about how to smash your growth targets through design experimentation. A big part of Molly’s role is scaling design experimentation for a better UX to support growth, which is something Molly calls Growth Design. Molly not only practices this on a day-to-day basis within the world of B2B SaaS but she is also author of Design-Driven Growth: Strategy & Case Studies For Product Shapers. In this episode, Molly discusses: - Why growth design is super important in B2B - The relationship between growth design and product-led growth - A 5-step framework for implementing growth design - How you can design growth loops into your SaaS business model - A growth design AB-Test challenge Links InfluxData >> https://www.influxdata.com/ Design-Driven Growth: https://www.design-driven-growth.com/ Design-Driven Growth: Strategy & Case Studies For Product Shapers >> https://www.amazon.com/UX-Design-Growth-optimize-conversion-ebook/dp/B07BYX1GY8 Lex Roman on Medium >> https://medium.com/@calexity GrowthDesigners.Co >> https://growthdesigners.co/ --- Advance B2B >> www.advanceb2b.com Follow The Growth Hub on Twitter >> twitter.com/SaaSGrowthHub Follow Edward on Twitter >> twitter.com/NordicEdward

Wes Bush is Principal at Product-Led Institute and today we’re talking about how to turn your product into a growth engine. Wes is the bestselling author of "Product-Led Growth: How To Build a Product That Sells Itself" and is also founder of Product-Led Summit, so Wes lives and breathes all things product-led in the world of SaaS. In this episode Wes shares his expertise with us as we cover: - How to align perceived and experienced value - An in-depth walkthrough of his bowling-alley framework for better onboarding - The components of a product-led marketing strategy - Why product-led growth is a team sport - And some examples of great product-led growth in SaaS Links Product-Led Institute >> https://productled.com/ Product-Led Summit >> https://summit.productled.com/ Product-Led Growth: How To Build a Product That Sells Itself by Wes Bush >> https://www.goodreads.com/book/show/46033247-product-led-growth How to Win Friends and Influence People by Dale Carnegie >> https://www.goodreads.com/book/show/4865.How_to_Win_Friends_and_Influence_People --- Advance B2B >> www.advanceb2b.com Follow The Growth Hub on Twitter >> twitter.com/SaaSGrowthHub Follow Edward on Twitter >> twitter.com/NordicEdward

Alina Benny is SEO & Content Lead at Nextiva. In this episode we’re talking about how to create content that acquires high-intent traffic that converts. Alina and the Nextiva demand gen team have grown blog traffic by 500% through a combination of hard work, consistency, and a set of high-quality, systematic SEO and content practices. Alina breaks down all these processes and frameworks, including: - How to do keyword research - A 5-step framework for planning and outlining articles - 3 tips for better writing - Ways to avoid making your content difficult to read - A comprehensive review and editing process - How to work with freelancers effectively - How to overcome content decay Links Nextiva >> https://www.nextiva.com/ The Silent Patient by Alex Michaelides >> https://www.goodreads.com/book/show/40097951-the-silent-patient Kevin Indig's Newsletter, Tech Bound >> https://www.kevin-indig.com/tech-bound/ --- Advance B2B >> www.advanceb2b.com Follow The Growth Hub on Twitter >> twitter.com/SaaSGrowthHub Follow Edward on Twitter >> twitter.com/NordicEdward