The Growth Hub Podcast

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

Tim Soulo is CMO at Ahrefs and in this episode we’re talking about the amazing story of how Ahrefs got to +$50M in ARR with +65% year-on-year growth by ditching expert advice and embracing unconventional wisdom. The Ahrefs story is nothing short of incredible and they seemingly came out of nowhere to take on heavyweights like Moz and SEMrush in the SEO space. In this episode Tim explains how they did it and he also opens up on their marketing strategy, content playbook, and how they were able to achieve such impressive hypergrowth. Links Ahrefs >> https://ahrefs.com/ Why We Charge $7 for Our 7-day Trial Vlog >> https://www.youtube.com/watch?v=09avD7Y4xpc Bitcoin Billionaires by Ben Mezrich >> https://www.goodreads.com/book/show/41433284-bitcoin-billionaires The Accidental Billionaires by Ben Mezrich >> https://www.goodreads.com/book/show/6326920-the-accidental-billionaires Influence: The Psychology of Persuasion by Robert B. Cialdini >> https://www.goodreads.com/book/show/28815.Influence How to Win Friends and Influence People by Dale Carnegie >> https://www.goodreads.com/book/show/4865.How_to_Win_Friends_and_Influence_People Intercom on Starting Up >> https://www.intercom.com/resources/books/intercom-starting-up --- Advance B2B >> www.advanceb2b.com Follow The Growth Hub on Twitter >> twitter.com/SaaSGrowthHub Follow Edward on Twitter >> twitter.com/NordicEdward

Matt Epstein is CMO at Rippling and today we’re talking about why SaaS marketing is broken and how you can get more creative. Matt is not known for doing things traditionally and in this episode he breaks down a bunch of his creative marketing exploits, including: - How to fish in new ponds - How Rippling slashed 50% of their marketing budget but still got 80% of the demos - Running an outbound pizza party campaign - Getting a cease and desist order from a competitor following a billboard campaign - Testing and perfecting messaging with outbound campaigns - How to run outdoor campaigns - How to build a creative marketing team and foster a culture of creativity - How Matt spent almost all his life savings on a campaign to land a job at Google Links Rippling >> https://www.rippling.com/ Behind The Cloud >> https://www.goodreads.com/book/show/6659874-behind-the-cloud The Orange Code >> https://www.goodreads.com/book/show/3328401-the-orange-code?from_search=true&from_srp=true&qid=4KcRXV46no&rank=1 --- Advance B2B >> www.advanceb2b.com Follow The Growth Hub on Twitter >> twitter.com/SaaSGrowthHub Follow Edward on Twitter >> twitter.com/NordicEdward

Adam Rogers is a Content Marketer at Shopify and in this episode he talks to us about how SaaS marketing teams can scale up content marketing. Before working at Shopify, Adam was a content marketing team of one at Kayako where he was competing with the likes of Intercom, Zendesk, and Helpscout, and Adam shares his stories and advice of how you can build an efficient and effective content marketing unit that will let you take on your competition. In addition, Adam talks about: - Understanding the why behind your content - Why you should focus on longer form evergreen content - How you can be savvy with resources to scale up production of this time consuming content - Tips on ensuring quality when scaling - Why and how to work with agency and freelance partners - How to manage your content marketing operations Links Shopify Blog >> https://www.shopify.com/blog Kayako Blog >> https://www.kayako.com/blog Badass: Making Users Awesome by Kathy Sierra >> https://www.goodreads.com/book/show/24737268-badass --- Advance B2B >> www.advanceb2b.com Follow The Growth Hub on Twitter >> twitter.com/SaaSGrowthHub Follow Edward on Twitter >> twitter.com/NordicEdward

Marc McDougall is a CRO Specialist at Clarity First and in this episode he joins us to talk about hidden opportunities for SaaS companies during an economic recession. In 2011, Ben Horowitz wrote his famous article titled Peacetime CEO/Wartime CEO, which outlined how company leaders should change their approach depending on whether they’re enjoying good times of market growth or dealing with tough times caused by external challenges. Right now we’re operating in war time, so what should marketing teams do to get through and overcome a downturn? Marc has identified four opportunities for SaaS companies, which are: - Positioning & Value - Churn Reduction - Cost Reduction - Marketing Effectiveness Marc also provides different examples throughout of how SaaS companies have switched up their marketing strategies and playbooks to help weather the storm. Links Don't Make Me Think >> https://www.goodreads.com/book/show/18197267-don-t-make-me-think-revisited Reddit, SaaS & Startups >> https://www.reddit.com/r/SaaS+startups --- Advance B2B >> www.advanceb2b.com Follow The Growth Hub on Twitter >> twitter.com/SaaSGrowthHub Follow Edward on Twitter >> twitter.com/NordicEdward