Kristen Bryant works in partnerships, production, and brand marketing at Wistia. In this episode we explore the brand affinity marketing playbook as we cover the following topics: - Why B2B SaaS companies need to get serious about building a strong brand - The 4-steps of the Brand Affinity Marketing Playbook - Why the future of B2B content marketing is episodic, binge-worthy shows like you’d find on Netflix or HBO - Why Wistia started a marketing talk show called Brandwagon - How to create a brand people love and have affinity for Links Wistia >> https://wistia.com/ Brandwagon >> https://wistia.com/series/brandwagon The Brand Affinity Marketing Playbook >> https://wistia.com/about/brand-affinity-marketing Year of Yes by Shonda Rhimes >> https://www.goodreads.com/book/show/29540318-year-of-yes The Wistia Blog >> https://wistia.com/learn digitalmarketer.com >> https://www.digitalmarketer.com/ Marketing Showrunners >> https://www.marketingshowrunners.com/ Follow Kristen on Twitter >> https://twitter.com/_kristenbryant_ --- Advance B2B >> www.advanceb2b.com Follow The Growth Hub on Twitter >> twitter.com/SaaSGrowthHub Follow Edward on Twitter >> twitter.com/NordicEdward

Ryan Bonnici is CMO at G2 and he's been named as one of the World's Most Influential CMOs by Forbes. In this episode Ryan explains how you can 10X your career growth as he outlines the factors behind how he made it to the marketing C-suite before the age of 30. In addition, this episode covers: - How you can map out your career path and set goals & milestones - How to move from an individual contributor to proficient manager and manage up - The characteristics and skills Ryan looks for when hiring - How to discuss and get raises & promotions - Overcoming challenges such as imposter syndrome and career anxiety - How marketers can move into leadership positions such as VP or CMO Links G2 >> https://www.g2.com/ Trust Me I’m Lying by Ryan Holiday >> https://www.goodreads.com/book/show/13542853-trust-me-i-m-lying The Power of Now by by Eckhart Tolle >> https://www.goodreads.com/book/show/6708.The_Power_of_Now?from_search=true Follow Ryan on Twitter >> https://twitter.com/ryanbonnici Bring Change To Mind & G2 Campaign >> https://www.g2.com/g2gives/bring-change-to-mind --- Advance B2B >> www.advanceb2b.com Follow The Growth Hub on Twitter >> twitter.com/SaaSGrowthHub Follow Edward on Twitter >> twitter.com/NordicEdward

Corey Haines is Head of Growth at Baremetrics and this episode is about the five factors of growth for profitable SaaS businesses. Corey uses first principles thinking and mental models in marketing to break down a profitable SaaS business in to its most foundational elements and reconstruct those pieces to understand what we as marketers should be doing. The five factors Corey has identified are Market, Product, Model, Messaging & Positioning, and Channels. Corey also explains how he and the Baremetrics team applied this model and first principles thinking to the growth of their own business. This episode will make you rethink the way you think about marketing! Links Getting Product Strategy Right – Des Traynor >> https://www.youtube.com/watch?v=i-498BBUJJE The Mission Matrix >> https://www.advanceb2b.com/blog/the-mission-matrix-saas-go-to-market-strategy Building a StoryBrand by Donald Miller >> https://www.goodreads.com/book/show/34460583-building-a-storybrand Obviously Awesome by April Dunford >> https://www.goodreads.com/book/show/45166937-obviously-awesome?from_search=true How I increased conversion 2.4x with better copywriting by Amy Hoy >> https://stackingthebricks.com/how-i-increased-conversion-2-4x-with-better-copywriting/ Super Thinking: The Big Book of Mental Models by Gabriel Weinberg & Lauren McCann >> https://www.goodreads.com/en/book/show/41181911-super-thinking Mental Models by Julian Shapiro >> https://www.julian.com/blog/mental-model-examples Mental Models: Learn How to Think Better and Gain a Mental Edge by James Clear >> https://jamesclear.com/mental-models Mental Models for Marketers by Corey Haines >> https://mentalmodelsformarketers.com/ Refactoring Growth by Corey Haines >> https://www.refactoringgrowth.com/ This Is Marketing by Seth Godin >> https://www.goodreads.com/book/show/40549476-this-is-marketing?from_search=true --- Advance B2B >> www.advanceb2b.com Follow The Growth Hub on Twitter >> twitter.com/SaaSGrowthHub Follow Edward on Twitter >> twitter.com/NordicEdward

Katelyn Bourgoin is a Growth Strategist, Trainer, and 3X founder who was named in Forbes’ list of top female influencers. In this episode Katelyn explains how you can identify your right fit customers, what triggers them to buy, and how you can use that to outsmart your competition. Katelyn also discusses her trigger technique framework, shares real world examples of how marketing teams have leveraged buying triggers for growth, and how you can translate your customers’ buying triggers into actionable marketing tactics. Links Katelyn's Website >> https://katelynbourgoin.com/ How Crafty Marketers Use Buying Triggers To Outsmart Their Competition >> https://katelynbourgoin.com/marketing-buying-triggers-to-outsmart/ How To Interview Customers Continuously >> https://www.userinterviews.com/blog/how-to-interview-customers-continuously-with-teresa-torres-of-product-talk Atomic Habits >> https://www.goodreads.com/book/show/40121378-atomic-habits Follow Katelyn on Twitter >> https://twitter.com/KateBour --- Advance B2B >> www.advanceb2b.com Follow The Growth Hub on Twitter >> twitter.com/SaaSGrowthHub Follow Edward on Twitter >> twitter.com/NordicEdward

JD Prater is Evangelist at Quora. In this episode, JD takes us behind the scenes of this Silicon Valley startup, which boasts over 300 million monthly visitors, and explains how Quora is monetising its business and developing its marketing strategy. In addition, JD talks about how Quora’s marketing team are competing for a share of digital marketer’s ad spend, their positioning strategy, and some of Quora’s most effective marketing tactics and channels. JD also talks about his role as an evangelist, what it entails, and how you can embrace an evangelist mindset to grow your personal brand. Links: Quora >> https://www.quora.com The Attention Merchants: The Epic Scramble To Get Inside Our Heads >> https://www.goodreads.com/book/show/28503628-the-attention-merchants Follow JD on Twitter >> https://twitter.com/jdprater --- Advance B2B >> www.advanceb2b.com Follow The Growth Hub on Twitter >> twitter.com/SaaSGrowthHub Follow Edward on Twitter >> twitter.com/NordicEdward

Phil Byrne is Onboarding & Activation Lead at Intercom and in this episode we look at how you can turn your new users into long-term paying customers. Phil talks us through the Intercom playbook for onboarding & activation, including: - Why you should build multiple onboarding flows based on user intent - How Intercom productises their “aha moment” and how Phil and the team help users reach it - How to maintain communication after a trial is complete to boost free to paid conversions - The way Intercom’s onboarding team works with marketing to ensure they’re delivering right fit users Links: Intercom >> https://www.intercom.com/ Start With Why >> https://www.goodreads.com/book/show/7108725-start-with-why Inside Intercom Blog >> https://www.intercom.com/blog/ Follow Phil on Twitter >> twitter.com/noisey_music --- Advance B2B >> www.advanceb2b.com Follow The Growth Hub on Twitter >> twitter.com/SaaSGrowthHub Follow Edward on Twitter >> twitter.com/NordicEdward

Anna Shutko is Product Marketing Manager at Supermetrics, a MarTech SaaS company that lets digital marketers bring all their marketing data into one place. Supermetrics is a product-driven company and in this episode we look at the role of product marketing at Supermetrics, how to market your product to different key stakeholder groups, Anna’s framework for launching new products to market, how to do customer research and translate that into marketing messaging and collateral, as well as how to generate strong word of mouth growth around your product. Supermetrics was also recently featured in OpenView’s product-led market map, so Anna also tells us how Supermetrics has leveraged the product as a driver of user acquisition, conversion and expansion. Links: Supermetrics >> https://supermetrics.com/ Rework >> https://www.goodreads.com/book/show/6732019-rework Influence >> https://www.goodreads.com/book/show/28815.Influence SaaStr Podcast >> https://www.saastr.com/podcasts/ Social Media Examiner >> https://www.socialmediaexaminer.com/shows/ Follow Anna on Twitter >> twitter.com/superpoweranna --- Advance B2B >> www.advanceb2b.com Follow The Growth Hub on Twitter >> twitter.com/SaaSGrowthHub Follow Edward on Twitter >> twitter.com/NordicEdward

Bruno Bin joined Smarp as their Head of Marketing just under one year ago and in this episode we hear how Bruno and the Smarp marketing team were able to 10X lead gen and 2.5X pipeline during his first six months. We hear about their strategic shift to focus purely on the enterprise segment and discuss topics from positioning and narrative storytelling, right through to Bruno’s four step framework for building a pipeline engine and some of Smarp’s most effective demand gen tactics. --- Links: Smarp >> https://smarp.com/ The Sales Acceleration Formula >> https://www.goodreads.com/book/show/24953002-the-sales-acceleration-formula --- Advance B2B >> www.advanceb2b.com Follow The Growth Hub on Twitter >> twitter.com/SaaSGrowthHub Follow Edward on Twitter >> twitter.com/NordicEdward

Octave Auger is VP of Marketing and first marketing hire at Paddle, a SaaS platform for software companies to run and grow their business. Paddle has been called “The best kept secret in Europe” and it’s also the fastest growing software company in the UK, and in this episode we get a peek inside their business to figure out what they did and what we can learn from Paddle. We go from marketing strategy and building a minimum viable brand all the way to customer acquisition tactics and demand gen initiatives - we also hear about the role ice cream played in Paddle’s journey to becoming the fastest growing software company in the UK. --- Links: Paddle >> https://paddle.com/ Start With Why >>https://www.goodreads.com/book/show/7108725-start-with-why --- Advance B2B >> www.advanceb2b.com Follow The Growth Hub on Twitter >> twitter.com/SaaSGrowthHub Follow Edward on Twitter >> twitter.com/NordicEdward

Mikko Honkanen is the Co-founder & CEO at Vainu.io - a bootstrapped Finnish SalesTech SaaS company. In this episode Mikko shares his experience of growing Vainu, which has bootstrapped its way to +15M ARR, and Mikko talks about: - Why the founding team decided to bootstrap - How Vainu validated demand and established product market fit - Differentiation and positioning within the crowded martech & salestech space - Challenges Vainu faced with internationalisation - Scaling localised product & marketing - How Vainu pivoted their strategy when entering the US market - The impact bootstrapping had on Vainu’s go-to-market strategy & demand gen tactics - The Vainu sales and marketing playbook --- Links: Vainu >> https://vainu.io/ When Breath Become Air >> https://www.goodreads.com/book/show/25899336-when-breath-becomes-air --- Advance B2B >> www.advanceb2b.com Follow The Growth Hub on Twitter >> twitter.com/SaaSGrowthHub Follow Edward on Twitter >> twitter.com/NordicEdward