The Growth Hub Podcast

Kevan Lee is VP of Marketing at Buffer and in this episode we’re talking about how to run a successful remote SaaS marketing team. 🚨 Please note this interview was recorded well before the Covid-19 outbreak, but given the situation and that many SaaS companies are moving to fully remote operations, we hope you find this episode helpful 🙏 In this episode, Kevan discusses: - How to do strategic planning on an annual and quarterly basis using a framework called BETS - What a typical remote week looks like at Buffer - How their marketing team runs across 5 continents - The tools and tech stack Buffer uses - How to overcome challenges such as loneliness - How to manage individuals remotely when you don’t meet face to face Links Buffer >> https://buffer.com Alchemy by Rory Sutherland >> https://www.goodreads.com/en/book/show/26210508-alchemy Demand Curve Newsletter >> https://www.demandcurve.com/newsletter Product Habits Newsletter >> https://producthabits.com/blog/ Marketing Example Newsletter >> https://marketingexamples.com/ Follow Kevan on Twitter >> https://twitter.com/kevanlee --- Advance B2B >> www.advanceb2b.com Follow The Growth Hub on Twitter >> twitter.com/SaaSGrowthHub Follow Edward on Twitter >> twitter.com/NordicEdward

Guillaume Moubeche is CEO & Founder of Lemlist, Lempod, and Lemtalk. In this episode we’re talking about how SaaS companies can find product-market fit and scale. Guillaume has launched three SaaS companies and grown them to $1M ARR without any funding. In this episode Guillaume shares: - Frameworks his team use to validate product ideas and test product market fit - How Lemlist reduced their high churn numbers soon after launching - Tests you can run to prove you have, or don’t have, product market fit - The tactics Guillaume and his team use to rapidly scale post product market fit Links Lemlist >> https://www.lemlist.com/ Lempod >> https://lempod.com/en/home Lemtalk >> https://lemtalk.com/en/home Predictably Irrational >> https://www.goodreads.com/book/show/1713426.Predictably_Irrational Follow Guillaume on Twitter >> https://twitter.com/guillaumembh 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

OKRs are a management framework to help companies and teams align behind key business objectives. Liz Elfman is a former Googler, instructor at General Assembly, and an expert on OKRs and in this episode she'll explain how you can make OKRs work for you to improve the results of your SaaS marketing team. We cover: - Aligning OKRs between marketing and the rest of your company - A simple way to frame OKRs - Examples of what good OKRs look like - How to track and grade OKRs - Team Vs Individual OKRs - OKRs and bonus programs - How Liz and her team use OKRs at Toggl - OKR dos & don'ts Links Toggl >> https://toggl.com/ Measure What Matters >> https://www.goodreads.com/book/show/41956823-measure-what-matters What Matters >> https://www.whatmatters.com/ OKR Examples >> https://okrexamples.co/ Nobody Wants to Read Your Sh*t >> https://www.goodreads.com/en/book/show/30556551-nobody-wants-to-read-your-sh-t Imperica Newsletter >> https://www.imperica.com/en/newsletter --- Advance B2B >> www.advanceb2b.com Follow The Growth Hub on Twitter >> twitter.com/SaaSGrowthHub Follow Edward on Twitter >> twitter.com/NordicEdward

Jaleh Rezaei is CEO & Co-Founder at Mutiny. In this episode we explore how to optimize your SaaS website for conversion, growth, and sales. Prior to joining Mutiny, Jaleh spent six years at VMWare in product marketing before joining Gusto to lead their marketing team. She then founded Mutiny, which is YC-backed, which helps you personalize your website and turn it into your number one growth channel. We discuss: - The components of a highly effective SaaS website - The people and processes needed for rapid and effective website experimentation - How to improve the conversion rate of your website - Strategies, tactics, and case studies from real-life that have helped various companies create effective SaaS websites Links Mutiny >> https://www.mutinyhq.com/ Thinking Fast & Slow >> https://www.goodreads.com/book/show/11468377-thinking-fast-and-slow --- Advance B2B >> www.advanceb2b.com Follow The Growth Hub on Twitter >> twitter.com/SaaSGrowthHub Follow Edward on Twitter >> twitter.com/NordicEdward

Sonja Jacob is Content Marketing Lead at AppDynamics. In this episode we explore the world of content marketing in B2B SaaS and redefine what content means in the age of growth, including: - How content marketing has evolved over the last 10+ years in B2B SaaS - How to create a growth-centred content marketing strategy - How to align content with business goals and measure ROI of content - Library vs Publication thinking in content - How to diversify risk in your content marketing - What content marketers should focus on in 2020 and beyond Links AppDynamics >> https://www.appdynamics.com/ Several Short Sentences About Writing by Verlyn Klinkenborg >> https://www.goodreads.com/book/show/13155290-several-short-sentences-about-writing Tech Bound email newsletter by Kevin Indig >> 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

Richard Makara is Growth Marketing Engineer at Smartly.io. In this episode, Richard discusses how growth teams can achieve real-time automated ABM at scale, including: - Why Smartly decided to set up a growth team - How their global, remote growth team operates across 3 continents to achieve 24/5 ops - Richard's approach to tackling ABM - A simple ABM campaign, called Operation Royal Mail, that Smartly ran across the UK & Europe - How to avoid sales-marketing disalignment in ABM - How to scale your ABM operations Links Smartly >> https://www.smartly.io/ Clearbit >> https://clearbit.com/ Hull Blog >> https://www.hull.io/blog/ Alice in Wonderland >> https://www.goodreads.com/book/show/6324090-alice-s-adventures-in-wonderland --- Advance B2B >> www.advanceb2b.com Follow The Growth Hub on Twitter >> twitter.com/SaaSGrowthHub Follow Edward on Twitter >> twitter.com/NordicEdward

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