SaaS Marketing Bites from Powered By Search

The 2 fold secret of SaaS headlines

Spotted this on a SaaS homepage headline recently:

"Supercharged software that delivers results"

If this sounds confusing to you, it's because it is.

"Hyperliquid water. That gets you wet"

Great! Now why should I buy it?

Here's the 2 part secret to writing great headlines for SaaS landing pages:

Be opinionated. Be specific.

1. Be opinionated

So much of B2B SaaS is vanilla. There are so many exciting flavors out there but we so frequently choose the one that's most palatable for the most people

The end result is that it's not particularly attractive to anyone in particular

Wonder why Basecamp have done so well all these years?

It's not just because they have a good product and were around before a lot of the other players

It's because they've consistently shared their opinions and attracted people who strongly believe the same things that they do

This comes through in everything they do including their homepage headlines

2. Be specific

The key problem with the headline that I shared at the top of this email is that it doesn't really say anything about what the result is going to be for me if I use the product

The indiscriminate use of 'results' leaves me thinking: OK. But. Like what?!

Why does this matter?

Because no-one in B2B buying looks at just one product. They're considering multiple products at any one time

If you fail to be specific about the benefits of your product over the other products they're considering, you're leaving yourself open to interpretation

And who's going to do that interpretation? Either your buyer will piece together the narrative themselves or your competitor will do it for them

Neither way is particularly helpful

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SaaS Marketing Bites is produced by B2B SaaS marketing agency Powered by Search. It's hosted by Head of Growth Marc Thomas. You can follow @iammarcthomas or Powered By Search CEO Dev Basu @devbasu on Twitter for more updates and marketing insights.

If you enjoyed this episode, you can do the following things right away:

1 Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.

2 If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.

3 If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.

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Why SaaS marketing agencies have such low LTV

A lot of agencies view their clients as a problem.

"They ask so many questions"
"Why do they always want a call?"
"Why do I need to build a business case"

Jeez. With a mindset like that is it any wonder that the average LTV is ~ 3 months? Many of our clients have been with us for 3 years. No, you read that right: 3 years. Not 3 months. What do they see with PBS that they don't with other agencies? I believe there are three components that matter:

1. We have a differentiated methodology

Plenty of marketing agencies execute aspects of SaaS marketing work but Powered By Search is the only agency that takes a holistic approach to marketing by fully addressing: Attraction – going from obscurity to dominance in your marketConversion – eliminate friction in your conversion machineEngagement – go from loose engagement to locked-in prospects We’ve found that if you only execute one or two of these three stages, you might see some results, but you won’t be able to predictable decrease CAC and increase QPC and LTV To see how we’ve implemented this model across a variety of different companies, check out some of these case studies:

How Powered by Search Helped iWave Achieve a 7-Figure Revenue Growth from Paid Media in Under a Year
How we helped Loopio increase demos by 41% quarter over quarter and achieve consistent growth
How We Helped PointClickCare Get Over 2000 Leads with LinkedIn Ads

2. We're the only fully specialist B2B SaaS marketing agency who can support companies between $10M-$100M ARR

We work exclusively with B2B SaaS companies that sell to enterprise customers. Unlike most SaaS marketing agencies, we’ve developed a proven process optimized to navigate the complexities of longer customer journeys and are familiar with the nuanced challenges you’re currently facing Why does this matter? If an agency works with SaaS companies, ecommerce companies, and service businesses, they probably apply a “one-size-fits-all” marketing approach to all their clients A one-size-fits-all agency might drive some results, but it probably won’t drive the best results as the process isn’t designed for the nuances of your customer’s journey, and the employees in the agency probably don’t specialize in SaaS marketing

3. We prioritize our the health of our internal team

"Wait. Isn't this meant to be about why clients stay?"

Absolutely but marketing agencies are notoriously tricky to hire because your ROI depends largely on the people executing the process If the talent working on your account constantly changes, you’ll inevitably lose some time, money, and ground on competitors as they learn the nuances of your business We prioritize exclusively hiring experts. So instead of hiring a robust client management team, we pay top dollar for the talent that’s actually executing your marketing strategy You can check out our LinkedIn profile to see our employees’ impressive backgrounds for yourself We also realize that the experts we’ve hired could find another job tomorrow, so we prioritize their well-being and cultivate a workplace they enjoy This strategy has worked out well – looking at our Glassdoor reviews, you’ll see the average team member stays with us for two years This means you won’t have to build new relationships with new account managers every few months or worry about losing ground on competitors as new team members learn about your business

To see if Powered By Search is the best agency for your needs, book a call with us today

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If you enjoyed this episode, you can do the following things right away:

3 If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.

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How to improve executive communication about your marketing work

As a marketing leader, a large part of your ability to get the job done is in proving that you're delivering value already But it's also an area of marketing leadership that many get wrong Are these 3 communication errors killing your ability to prove the value of your work?

1. Stating an observation without impact, importance, or insight
2. Using passive vs active voice
3. Giving inputs more airtime than outputs

🚩 Stating an observation without impact, importance, or insight

It's extremely easy to notice something and report it. But all you're doing is giving metrics, not meaning.

By understanding the importance of a metric, we can make a choice about what to do next. Want an example?

❌ BAD – Traffic is up, conversion is down

✅ GOOD – Traffic is up, but conversion is down indicating that there's a misalignment between our ICP's pain points and the topic of our most recent blog posts

🚩 Using passive vs active voice

Generally, you should avoid using the passive voice when reporting

It weakens the entire point you're trying to make by removing any sense of agency from that message.

Make yourself or someone else the owner of the action rather than the benefactor and you'll see a great improvement in your executive communication. Want an example?

❌ BAD – Changes are being made to XYZ

✅ GOOD– We are making changes to XYZ

🚩 Giving inputs more airtime than outputs

No one pays you to be busy. They pay you to produce results.

But the majority of your reports are likely focused on what you did rather than what you produced.

In fact, this is the most common problem with executive communication.

If you're suffering from this consistently and have tried to change it, ask yourself:

if I can't produce results worth reporting, am I doing the right things in the first place? Here's an example:

❌ BAD – We created 5 new ad campaigns this month and we refreshed 15 creatives

✅ GOOD – We generated 329 new SQLs by refreshing ad creative and running new campaigns

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If you enjoyed this episode, you can do the following things right away:

3 If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.

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2 ways Cognism broke landing page best practices – and why it works

Landing page best practices? Useful. But not always the best

This page by Cognism is almost perfect

And it breaks a lot of the best practices that you'll find in an article about making B2B SaaS landing pages

✨ Best practice 1: Keep your landing page copy short
Cognism's response: here's a wall of text

Their homepage hero currently comes in at 116 words. Compare that to ZoomInfo which comes in at 33 words

The best practice assumes the reader doesn't have time to make a choice but when they're buying a tool like this, they *need* to make a considered choice

There's potentially millions of dollars resting on the choice because the data quality and usability of that data matter in their own sales process

That Cognism spend the time to go work through objections right from the top of the page and at depth shows how clearly they understand this

✨ Best practice 2: Shallow on the homepage, go deeper later
Cognism's response: Grab your snorkel and dive in!

Every section on the homepage ought to help a customer qualify or disqualify themselves quickly

But the common practice of giving shallow info about the product in the hope that the prospect stays to learn more is so weird to me

What Cognism do feels bang on the money: help people learn whether the product's for them ASAP

They do that by giving answers to common objections, adding a section on who their product *isn't* for and also including use case based information

Crucially: none of it is skimmable – you've got to work to get that info.

I believe that these two approaches to landing page design have probably caused a huge number of prospects to book a call with Cognism

Honestly, incredibly impressive work

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3 If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.

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How to make the most of lifecycle in SaaS

Most B2B SaaS companies spend too much time on new customer acquisition and too little time on expansion, retention, and referral.

The PE-backed companies we work with get this playbook. Here's what we do:

1. Measure these 4 areas for customers

- NPS – it's a leading indicator of how much people like what you do and we think it's linked to churn (high NPS is correlated with low churn)
- Products subscribed – how embedded is the platform you're selling in the client's business. If there are multiple 'products' in use, then not only is your expansion revenue growing but you're also likely to see less churn as the switching risk increases
- Seats sold – pretty simple. If more people are using your product in a business, there are more voices to protest on your behalf if someone wants to switch to a competitor. Get those seat numbers up!
- Last price increase date – companies expect prices to rise most years. Everyone acts outraged when it happens but real talk: raise your prices periodically. You'll see more revenue and almost no-one will care long term. The trade off between losing some customers and gaining a lot of revenue is an obvious one most of the time.

2. Prioritize growing by doing the following:

- Reach out to the happiest customers first
- Show them how subscribing to product B if they already pay for A has a "better together" effect.
- Recruit more of their teams into the product suite.
- Add new features to renewals on the existing platform to reward customer loyalty, and then sell through higher pricing on product B.

3. Some of this is CS work, so how can marketing help?

- Target high NPS customers with email and revenue expansion ads.
- Show high NPS customers a webinar highlighting product B
- Use marketing automation to ask a question (sent from AE's inbox) to activate customers who have partial org adoption
- Create a calculator to pinpoint the total value added since the inception of the relationship (money made, money saved, time saved)

Demand generation isn't just "paid ads" or "email marketing". It can be so much strategic and impactful than that.

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If you enjoyed this episode, you can do the following things right away:

3 If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.

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How AI unlocks hidden productivity gains in B2B SaaS

Accompanying blogpost: More than a robot copywriter: how AI unlocks hidden productivity gains in B2B SaaS

Most SaaS marketers’ opinions on the use of AI in marketing range from maximalists, who believe it will change everything and replace all marketing jobs, to AI skeptics, who believe it lacks soul and won’t disrupt any jobs.

We see AI slightly differently and instead believe that AI can assist humans and help them become more effective marketers.

So instead of replacing humans altogether, we believe marketers can apply ChatGPT and other generative AI to existing workflows to attain more volume and velocity.

While we don’t believe AI will take a marketing strategy from zero to one, it will help marketers get there faster by automating steps in the process. Additionally, it can make the final product yield a higher ROI if you use it properly.

As a result, marketers that know how to use AI effectively can produce better results in less time and with less resources.

In this post, we’ll discuss:

How we used ChatGPT to improve our understanding and analysis of our total addressable market
Three underappreciated ways that AI will improve marketing team productivity
Setting expectations and guardrails for how AI can help marketers is an important next step for most marketing teams
Actionable Ways Marketers Can Leverage AI to Produce Better Results

By the end of this post, you’ll have a different perspective on how to use AI within your marketing organization: it’s not just a robot copywriter.

If you’d like help navigating a tougher economy and finding out how AI can improve your marketing team’s productivity in a time when everyone’s being asked to do more with less, we should talk. Start by getting your free marketing plan here.

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If you enjoyed this episode, you can do the following things right away:

3 If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.

4 If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

How to avoid hiring a bad SaaS marketing agency

Accompanying blogpost: 12 Best SaaS Marketing Agencies (And an Evaluation Criteria)

Choosing a B2B SaaS marketing agency is tricky because, on the surface, they all seem similar.

So when you Google “best SaaS marketing agencies” and see a list of 20 or 30 different options, how do you distinguish a world-class agency from a mediocre one?

Unfortunately, most clients don’t figure out the answer to this question until after hiring an agency and wasting thousands of dollars – not to mention all the missed sales opportunities a more effective agency could have helped you win.

To help you avoid hiring the wrong agency, here’s what we’ll cover:

How most clients evaluate agencies (and why the method is flawed)
An alternative agency evaluation method that can help you better gauge an agency’s ability to produce an ROI
A concise list of SaaS marketing agencies and a detailed overview of how they measure up to the evaluation criteria.

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If you enjoyed this episode, you can do the following things right away:

3 If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.

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The end (of Q1) is nigh

Only a handful of SaaS marketing leaders I spoke to in Q1 expected that they'd even be close to their pipeline goals

And almost certainly, CMOs, VPs, Directors, Heads of, will be asked by the higher-ups what happened

The answers will be simple:

Whether it's the relentless cutting of teams and budgets, deals taking longer to move through pipeline or a decrease in demand across the market

It has been... unpleasant

I've been reflecting on my own performance this quarter and I'm OK with admitting I'm behind what I'd normally expect in Q1

But I'm also not beating myself up and here's why:

1. The client-product fit is extremely strong

We've been talking about how bad this period will be since Q2 last year! So as a team, we decided to focus on revisiting the quality of our pipeline

By refining our targeting and our messaging, we were able to attract more perfect-fit prospects than ever before

And because the messaging was pain point focused messaging for right now, those prospects are converting into customers at an extremely satisfying rate

2. The infrastructure we built in Q1 is future-focused

It's likely going to be a bad Q2 compared to historical performance too. Maybe even worse than we expected because of aftershocks from the emerging banking crisis

That said, we fully expected it to be uncomfortable in Q2 too and made the choice to focus on building out foundations for new channels that would pay dividends in Q3 and Q4 when everything (we hope) picks up again

What does that look like?

– Building a total addressable market audience – I personally reviewed thousands of companies for fit

– Built systems for getting in front of those companies today

– Built systems internally for managing the different kinds of companies who we are already seeing fill our pipeline (it's a trickle, but it's an early sign)

3. We got problem focused and scrappy again

We've been in years of plenty and that breeds an attitude of entitlement: "we do x and we get y"

But the past 90-120 days have been all about trimming the fat in what we do

We removed heaps of stuff that wasn't serving us in reaching our best customers, redistributed investment to channels that we're building, tried stuff that made everyone feel uncomfortable (see basically any post I've done since Jan 1 on LinkedIn 😂)

It's been great to approach a bad year with positivity and proactivity

Let's do it!

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If you enjoyed this episode, you can do the following things right away:

3 If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.

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[Replay] How to Diagnose a Sudden Drop in Leads in B2B SaaS

July 2021 was one of the worst months in recent memory for B2B SaaS marketers. Almost everyone in my network was sharing horror stories about sudden drops in leads.

In this episode, I’ll walk through the same 5 common reasons for seeing sudden drops in conversions, and expand on each of them in more detail.

Accompanying blogpost: How to Diagnose a Sudden Drop in Leads in B2B SaaS

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If you enjoyed this episode, you can do the following things right away:

Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

How to ask better customer research questions

We here at Powered By Search often get many messages asking what are some of the best questions to ask during a customer interview. So in this episode, we'll be breaking down some of our favorite questions and best practices you should keep in mind when conducting such interviews.

Some of the topics we touch on in today's episode include:

Word-for-word questions you can use for your next customer interview
Body language and expressions to avoid during the interview
What to do when the interviewee gets emotional

By the end of the episode, you'll know exactly how to conduct the best customer research interview.

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If you enjoyed this episode, you can do the following things right away:

Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

The “Boomerang Method” Remarketing Strategy for SaaS

Accompanying blogpost: The “Boomerang Method” Remarketing Strategy for SaaS

The vast majority of B2B remarketing strategy uses “one-size-fits-all” messaging. But as we’ve seen, there are more efficient remarketing strategies for SaaS.

The best remarketing strategies for SaaS, segment audiences based on the specific actions they take on site, and then present them with content that matches their intent.

From there, by expanding your retargeting strategy beyond just the trial or demo signup phase, you can encourage more product usage and tier upgrades while reducing customer churn — all of which will result in increased recurring revenue that makes your efforts worth it.

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If you enjoyed this episode, you can do the following things right away:

3 If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.

4 If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

[Replay] How to ask better customer research questions

Some of the topics we touch on in today's episode include:

Word-for-word questions you can use for your next customer interview
Body language and expressions to avoid during the interview
What to do when the interviewee gets emotional

By the end of the episode, you'll know exactly how to conduct the best customer research interview.

===

If you enjoyed this episode, you can do the following things right away:

Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

The 3×10 Method: How to Improve Marketing ROI 89% Without Spending More

Accompanying blogpost: The 3×10 Method: How to Improve Marketing ROI 89% Without Spending More

Most B2B SaaS marketers are dealing with companies where the economic outlook is uncertain and they are being asked to achieve the same pipeline goals or improve marketing ROI but with less budget.

It’s only natural that companies are trying to outweather economic turmoil by reducing costs and, as we discussed in previous articles, marketing is one of the first expenses to be cut.

But if you’re a marketing leader, even after you’ve made all the cuts and brought costs in house, you’re still expected to hit pipeline goals every month.

While there’s a number of strategies to do that in a good time, there are fewer ways to do that in a bad time.

In fact there are only three possible ways to grow your pipeline during a recession:

Get more customers
Get more revenue from each customer
Acquire customers for less money

Great! So you’ll just go and do that.

But how?

In this episode we’ll outline:

The key reasons that marketers fail to predictably hit pipeline
A framework you can use to produce outsized returns by simply making small gains in each of the above areas
A set of examples for achieving each of those small gains

By the end of the episode, you’ll understand how to create predictable growth in a down market and deliver eye-popping returns with little to no additional investment.

If you’d like to uncover strategic growth opportunities like this article outlines and grow with little-to-no additional investment in your marketing, book a marketing plan session with our team here

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If you enjoyed this episode, you can do the following things right away:

3 If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.

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Why your competitors customers are your next opportunity

There are huge revenue opportunities right now in going after your competitors customers. Here's how you can make the most of that

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If you enjoyed this episode, you can do the following things right away:

3 If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.

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2 retention plays that smart marketers can make right now

Retention is one of the best growth levers in the next 12 months

The market is slowing and we're likely going to see an increase in CAC and a decrease in QPC (quality pipeline contribution)

That means that everything is going to feel more expensive for growth and marketing teams

But every cloud has a silver lining: you still have the LTV growth lever

If you can retain customers for longer, you're able to invest more to acquire new customers

Even in a good year, that's great news but in the bloodbath that next year looks likely to be, it's fantastic news

Here's two examples that I loved!

Find me on LinkedIn

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If you enjoyed this episode, you can do the following things right away:

3 If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.

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How to rethink your pricing and packaging ready for 2023

Pricing and packaging are huge value drivers in a SaaS business and right now, you could be missing out on a huge amount of value

Many SaaS companies will set prices and then forget about them – after all, there are so many more obvious levers to pull to grow a company

But given the challenges that 2023 will likely throw at all of us, is it worth considering how to optimize pricing to increase revenue as quickly as possible?

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If you enjoyed this episode, you can do the following things right away:

3 If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.

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6 things you should do to adapt to tough market conditions

Your 2023 marketing strategy probably won't work

It's probably perfect based on what happened in 2022

You're doing all the right things

You've done the math and worked out that the budget balances

And then *CRUSH*

Recession's coming and your CFO tells you your budget's being cut

Now your growth goals don't look so realistic

Here's 6 things you should be doing right now:

1. Consolidating marketing technology spend into better products that go further for you – you're likely paying for multiple products with overlapping functionalities

2. Cutting underperformant ad spend – we generally find 40-60% of ad spend is ineffective when we start working with clients. How would you like 40% of your ad spend back?

3. Using email to revive dead deals – it's not just a sales activity. Sales have likely forgotten about all those dead deals. But 2023 is going to create a whole lot of changing pain points. Imagine priorities have changed and now your product is top of the list! That's 'free' revenue for anyone who emails at the right time with the right offer

4. Using email to move customers to annual deals – many of your customers are looking for a price saving right now just like you are! Offering annual upgrades for customers can be a great way to get cashflow for you and align their incentives to yours. Twist: offer additional capacity or months free vs cutting your cost to them

5. Revisiting your messaging to align to customers pain points in a recessionary environment – I made the point earlier but your messaging should be changing in response to your customers changing pain points too. If they're not feeling it yet, they're about to. So get to work on understanding them today!

6. Repurposing the inefficient ad spend as investment in fresh creative, campaigns and additional pain point focused content – everyone's got wasted ad spend. If you took that 40% ad spend you found and reinvested into new or improved campaigns, what could you achieve? Likely significantly more!

Focus on decoupling investment and returns this year. You do that by increasing quality pipeline contribution, decreasing customer acquisition cost and increasing life time value

Don't get rekt.

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If you enjoyed this episode, you can do the following things right away:

3 If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.

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Why you should be updating pain point messaging regularly

Resources mentioned in this episode:

SaaS Scalability Self Assessment - use this to work out where the weaknesses in your strategy are
Marc's teardown of Pendo's amazing messaging
Pendo.io
Pendo's Ads on LinkedIn

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If you enjoyed this episode, you can do the following things right away:

3 If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.

4 If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

[Replay] How to improve SEO performance without waiting for months

Accompanying blogpost: The Scorecard Approach: How to improve SEO performance without waiting for months

How do you improve SEO performance when there are so many factors that can make a big difference to how effective it is? Because the answer to this question isn’t always clear, companies spend a lot of time, and huge amounts of money each year, to improve and optimize their SEO.

Unfortunately, when a lot of companies get started on their SEO, they spend far too much time focusing on the minutiae instead of making meaningful changes. This can set them back months, costing them both money and customers.

But by using a scorecard to measure and track the areas that contribute to improved SEO performance, we have been able to prioritize actions that drive meaningful growth in trials and demos for our clients.

By not focusing on vanity metrics like search volume or traffic, we are able to regularly improve ROI for our client’s investment in SEO.

In this article, we’ll cover:

The common pitfalls companies fall into when approaching their SEO
Why we take a different approach to most agencies and in house teams
How we drive improve ROI on SEO for our clients with an SEO scorecard

Struggling to get results from your SEO? Schedule a Free SaaS Scale Session to find out how we can help you to hit the ground running.

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If you enjoyed this episode, you can do the following things right away:

Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

[Replay] The Key to Understanding Your B2B SaaS Marketing Metrics

Many B2B SaaS companies tend to analyze their metrics in a vacuum. They examine that KPIs independently of each other. Unable to see the forest beyond the trees. But whether you're measuring your cost per click or organic search rankings, your metrics are connected in ways that influence one another. And that's why it's best to analyze them based on the context of the relationships that they have.

Doing so gives you a more accurate picture of how effective your marketing really is. And as a result, you'll be able to make better decisions about what leavers to pull in pursuit of your prime objectives.

In this episode, we're going to examine the three essential relationships between SAS marketing metrics that are often misunderstood:

volume and quality
budget and cost of acquisition
engagement and conversion

You'll learn why there's an inverse relationship between volume and quality. We'll also explain why budget and cost of acquisition have a direct correlation. And finally we'll discuss the reason that engagement and conversion metrics are often at odds with one another.

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If you enjoyed this episode, you can do the following things right away:

Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

[Replay] How to use templates to get SaaS trials and demos

Accompanying blogpost: Precursor marketing — How to use templates to get SaaS trials and demos

When you’re trying to solve a problem, it can be difficult to know where to start, and it’s very easy to feel overwhelmed. This is the same whether you’re trying to solve it yourself, or trying to use a tool to solve it for you.

This is why templates can be so useful, as they give you somewhere to start and is why so many SaaS companies offer templates as part of their SaaS product. Zapier, for example, provides hundreds of free templates that users can use as soon as they’ve signed up.

What’s less common is offering standalone templates as a precursor to the buying process that can demonstrate some of the benefits of the software without requiring any commitment.

These templates might be provided as forms, documents, or spreadsheets, but they all mirror the functionality of your SaaS product and offer a viable, yet lo-fi solution.

In this episode, we’ll look at:

Why offering standalone templates is such a valuable play for SaaS companies
How to build a library of standalone templates that helps move buyers through the customer journey
The common pitfalls most SaaS companies face when creating these templates

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If you enjoyed this episode, you can do the following things right away:

Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

We're writing a book: An update about SaaS marketing bites

[Replay] How to improve SEO performance without waiting for months

Accompanying blogpost: The Scorecard Approach: How to improve SEO performance without waiting for months

By not focusing on vanity metrics like search volume or traffic, we are able to regularly improve ROI for our client’s investment in SEO.

In this article, we’ll cover:

The common pitfalls companies fall into when approaching their SEO
Why we take a different approach to most agencies and in house teams
How we drive improve ROI on SEO for our clients with an SEO scorecard

Struggling to get results from your SEO? Schedule a Free SaaS Scale Session to find out how we can help you to hit the ground running.

===

If you enjoyed this episode, you can do the following things right away:

Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

Self-reported attribution doesn’t work. You need an attribution narrative instead

Accompanying blogpost: Self-reported attribution doesn’t work. You need an attribution narrative instead.

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Many SaaS companies struggle with attributing the results they get to the marketing investments they make.

A common scenario is that they’re paying a lot for qualified leads on a platform like LinkedIn Ads but they’re not really sure how important that investment is for their acquisition of new customers.

When this happens, they’ll do one of two things:

Get frustrated looking at charts, tables and reports in various analytics or CRM tools
Give up and buy into the popular narrative that attribution doesn’t work at all

Both of these outcomes are alarmingly common.

But they’re both flawed approaches that ultimately lead to an inability to make meaningful marketing investments or the argument that the marketing organization contributes to the bottom line at all.

We have frequently seen that companies fail at marketing attribution because they’re overly focused on a one or two data points and are more concerned with metrics than insights.

In this article, we’ll discuss:

Why marketers struggle so painfully with marketing attribution
Why the prevailing narrative that self-reported attribution is a panacea is extremely poor
How to use an attribution matrix to build a better attribution model for your marketing activity

By the end of this article, you’ll have a framework to help you build an attribution model that works for your specific company so that you can make more confident investment choices

If you’d like help building a model for making better SaaS marketing choices, book a marketing plan session with our team and we can work through the problem with you directly.

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If you enjoyed this episode, you can do the following things right away:

3 If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.

4 If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

3 fundamental pieces to SaaS growth

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If you enjoyed this episode, you can do the following things right away:

3 If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.

4 If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

[Replay] Why Your B2B LinkedIn Ads for SaaS Aren’t Working and What to Do About It

In our work with B2B SaaS clients, we find that about 50% of the time LinkedIn is the most effective channel for driving leads. And yet many companies come to us who either haven’t tried it because it’s too expensive, or have tried it in a limited capacity and seen subpar results.

In this episode, we share the framework we use with our clients to get LinkedIn Ads working every time

Accompanying blogpost: Why Your B2B LinkedIn Ads for SaaS Aren’t Working and What to Do About It

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If you enjoyed this episode, you can do the following things right away:

Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

How to run an awareness strategy

One of the best ways to fill your pipeline with leads is to increase the likelihood that a prospect touches your brand weekly. And so, in today's episode, you'll learn how to create an awareness strategy that does just that.

Topics we cover in today's episode include:

The content strategy we here at PBS use to generate qualified leads
A simple method for creating an effective content map
The important role frequency and recency play in brand awareness

By the end of the episode, you'll know how to create an effective awareness strategy.

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If you enjoyed this episode, you can do the following things right away:

Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

[Replay] The Long-term SEO Playbook for B2B SaaS Companies

B2B SaaS companies that prioritize SEO often reach a point where they aren't sure what to do next. In this episode, we share what they should do next and how to prioritize actions including a worked example with one of our clients

Accompanying Blog Post: The Long-term SEO Playbook for B2B SaaS Companies

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If you enjoyed this episode, you can do the following things right away:

Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

[Replay] How to use Payback Periods to maximise your marketing investment

For many SaaS founders, payback periods are an afterthought. In our experience, plenty of them don't measure this key SaaS metric at all.

And if they do it's often because they offer business intelligence or financial solutions to customers. So they're already tapped into these more nuanced financial metrics. Or it's because they have CFOs who referenced this figure in their financial reports.

But payback period is a key metric that you shouldn't ignore no matter what kind of SaaS company whether you're a bootstrapped or venture backed business, knowing your payback period will help you make critical budgetary decisions. Now at Powered by Search this isn't a metric that we set aside for financial people to handle.

As a marketing agency, we take our client's payback periods very seriously. Before entering an engagement with any company. We always know what their current and target payback periods are first. Doing so gives us a better idea of their expectations and also helps us plan, which SaaS marketing strategy and tactics to deploy.

In this episode, we're going to explain the significance of understanding your SaaS's payback periods in the context of marketing risk management and fundraising. You're going to learn what an acceptable payback period ranges for VC backed and bootstrap business models is.

You'll learn a simplified formula that you can use to calculate your own payback period.

And finally one fast way that you can improve the payback period for your SaaS business.

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If you enjoyed this episode, you can do the following things right away:

Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

How to ask better customer research questions

Some of the topics we touch on in today's episode include:

Word-for-word questions you can use for your next customer interview
Body language and expressions to avoid during the interview
What to do when the interviewee gets emotional

By the end of the episode, you'll know exactly how to conduct the best customer research interview.

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If you enjoyed this episode, you can do the following things right away:

Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

How to avoid common pitfalls with A/B Testing

Sometimes, when A/B testing, marketers focus on the wrong metrics. They get too caught up in testing the little things like the color of a button only to forget the bigger pictures (revenue + the customer). So in this episode, we'll be breaking down some of these mistakes and how you can avoid them.

Topics we touch on in today's episode include:

Why "let's a/b test it" is one of the most frustrating statements marketers say
The proper way to conduct an a/b test
Why you should focus first on the customer before a/b testing something

By the end of this episode, you'll have a strong understanding of a/b testing fundamentals and common pitfalls you should avoid.

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If you enjoyed this episode, you can do the following things right away:

Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

[Replay] How to use Payback Periods to maximise your marketing investment

For many SaaS founders, payback periods are an afterthought. In our experience, plenty of them don't measure this key SaaS metric at all.

You'll learn a simplified formula that you can use to calculate your own payback period.

And finally one fast way that you can improve the payback period for your SaaS business.

===

If you enjoyed this episode, you can do the following things right away:

Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

How to improve your SaaS landing page conversion rate

Accompanying Blog Post: Boring, unsexy, incredibly effective: How to improve your SaaS landing page conversion rate

When we start working with SaaS companies, it’s not uncommon for us to find that their landing pages have extremely poor landing page conversion rates.

Sometimes, these are as low as 0.5-1%.

The downstream effect of this is that it’s significantly harder to get good-fit customers to connect with your messaging and, ultimately, convert. And a poor converting landing page at the start of the customer-journey impacts the revenue that comes out at the end.

However, we regularly see pages that we have created for clients convert between 4-14% and even as high as 20%.

In this episode, we’ll share the process that we go through to get our clients these results. We’ll talk about:

Why SaaS landing pages have such poor conversion rates
Why differentiated messaging brings such a conversion lift
The system we use to create high converting landing pages for SaaS companies

By the end of this episode, you’ll have a solid framework for creating SaaS landing page copy that will speak directly to your ICP and give you the best chance of converting customers.

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If you enjoyed this episode, you can do the following things right away:

Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

Why "Un-gate Your Content" Is Bad Advice - Here’s What To Do Instead

Many LinkedIn influencers out there will tell you to un-gate your content. Why? So that more people can have access to it and, therefore, will likely be a customer down the line. But in our opinion, that's bad advice.

So in this episode, we'll look at:

Why gating your content is important
The four-part process of creating a high-value lead magnet that converts
How we've helped our clients generate millions in revenue from gated content
When you shouldn't gate your content

By the end of the episode, you'll have a strong understanding of how to properly gate your content and generate more revenue for your SaaS business.

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If you enjoyed this episode, you can do the following things right away:

Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

SaaS Research: ‘Talk to customers’ is good advice but it’s not enough

Accompanying blog post: SaaS Research: ‘Talk to customers’ is good advice but it’s not enough

The advice ‘talk to customers’ is good – but companies should focus on building a framework for understanding their customer that goes beyond simple interviewing and includes both qualitative and quantitative inputs from across their business.

In this episode, we’ll look at:

Why many SaaS companies are leaving money on the table by missing out on high quality signals
How to avoid these common pitfalls to build a truly great customer research framework
How to use those customer insights to improve SaaS marketing

By the end of this episode, you should have the fundamentals to start building a framework for customer

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If you enjoyed this episode, you can do the following things right away:

Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

[Replay] How to position a SaaS when there are multiple customer profiles

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Accompanying blogpost: How to position a SaaS when there are multiple customer profiles (Plus: template for choosing the right market)
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It’s extremely difficult to speak to everyone at once — but that’s what a lot of B2B SaaS companies try to do when they have multiple customer profiles. As a result, they create one-size-fits-all marketing that doesn’t speak to anyone.

Many companies have products with good traction that serve a well-defined industry and work for customers of all sizes.

This is a total nightmare to grow. Enterprise customers and solo businesses have radically different needs, and it’s extremely difficult to speak to everyone at once. Unfortunately, many founders jump straight to blaming their product for their lack of success, when a simple positioning shift can make the difference they need.

When we start working with a B2B SaaS company, they often have mutliple customer profiles to reach. We have a process that helps them:

Identify if they are trying to speak to too many people at once.
Understand their goals for marketing and growth for the future.
Identify their best-fit customers using metrics like annual recurring revenue (ARR), lifetime value (LTV), customer satisfaction, engagement with product, market penetration, and desirability.
Reposition across the board for the best-fit customer.

Thoughtfully crafted and data-driven positioning can help make your offerings more relevant to the audiences you are trying to reach.

After listening to this episode, you’ll have a solid understanding of how to use data to identify your ideal customer and how to use positioning to achieve high growth.

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If you enjoyed this episode, you can do the following things right away:

Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

The Lead Waterfall: How to measure your pace to goals (and what to do when it’s going wrong)

Accompanying blog post: The Lead Waterfall: How to measure your pace to goals (and what to do when it’s going wrong)

Planning and forecasting are a big part of SaaS marketing, and it’s vital to look ahead and build a strategy that gives you the best chance of achieving your growth goals.

If you have a good enough understanding of your analytics, and have a clear idea of where you want to be next year, you can even plan and predict how many leads you will need to acquire each day to reach your targets.

But things aren’t as simple as they might appear, and it’s important to remember that no day, or month, is alike.

Some months have more days than others, some contain public holidays, and some are more popular for taking vacations. These things make it difficult to accurately forecast your growth, and if you’re not prepared for them, they can cause you many problems.

And if you react the wrong way, you can burn a lot of money.

In this episode, we’ll look at:

How companies often react to these ‘uneven’ months
Why their approach isn’t effective
Why we take a different approach
How you can use the lead waterfall to adapt effectively

By the end of this episode, you’ll have a reliable plan for monitoring and proactively adjusting your approach to avoid being caught short.

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If you enjoyed this episode, you can do the following things right away:

Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

Why we use the four I method of reporting on marketing

Accompanying blogpost: Why we use the four I method of reporting on marketing

Marketing can be one of the biggest expenses for a B2B SaaS, and if you don’t measure it correctly, you could be pouring that budget down the drain. Good reporting on marketing is the key to making the best decisions for your business, and it’s near impossible to create an effective strategy without it.

There are a number of approaches SaaS companies take when measuring their marketing, but many are flawed, and focus too much on vanity metrics that aren’t actually providing any value.

At Powered by Search, we’ve developed a way to accurately and efficiently measure marketing in a way that gets a better ROI from your budget.

In this episode, we will cover:

Why it’s important to measure your marketing
The common pitfalls of measuring marketing
How to measure your marketing using the four “I”s

Struggling to figure out reporting? Schedule a Free SaaS Scale Session to find out how we can help you to hit the ground running.

===

If you enjoyed this episode, you can do the following things right away:

Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

How to improve SEO performance without waiting for months

Accompanying blogpost: The Scorecard Approach: How to improve SEO performance without waiting for months

By not focusing on vanity metrics like search volume or traffic, we are able to regularly improve ROI for our client’s investment in SEO.

In this article, we’ll cover:

The common pitfalls companies fall into when approaching their SEO
Why we take a different approach to most agencies and in house teams
How we drive improve ROI on SEO for our clients with an SEO scorecard

Struggling to get results from your SEO? Schedule a Free SaaS Scale Session to find out how we can help you to hit the ground running.

===

If you enjoyed this episode, you can do the following things right away:

Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

[Replay] The 80/20 of SaaS demand gen

There's a lot of different things you *can* do to meet ambitious growth goals in SaaS. But here's the 20% of activities that get you 80% of your results

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If you enjoyed this episode, you can do the following things right away:

Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

[Replay] How to use templates to get SaaS trials and demos

Accompanying blogpost: Precursor marketing — How to use templates to get SaaS trials and demos

What’s less common is offering standalone templates as a precursor to the buying process that can demonstrate some of the benefits of the software without requiring any commitment.

These templates might be provided as forms, documents, or spreadsheets, but they all mirror the functionality of your SaaS product and offer a viable, yet lo-fi solution.

In this episode, we’ll look at:

Why offering standalone templates is such a valuable play for SaaS companies
How to build a library of standalone templates that helps move buyers through the customer journey
The common pitfalls most SaaS companies face when creating these templates

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If you enjoyed this episode, you can do the following things right away:

Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

How to make marketing investments when the economy is rough

Accompanying blogpost: Marketing in a recession: How to make marketing investments when the economy is rough

Winter is coming. The economy is, sooner or later, going to go into recession. This will be rough for SaaS companies.

Over the past few years valuations have been rising, investment rounds have been raised hastily and B2B SaaS companies have mostly been in hypergrowth mode. Many companies have already started making significant lay-offs and, to those who are invested in watching the health of the tech economy, it feels like the tip of the iceberg.

During periods of panic about the health of the market, SaaS companies worry that they will not be able to sustain their burn rate and look for ways to tighten their belts.

Marketing spend – both capital cost (ad budget, general marketing spend) and talent budget – is one of the first expenses to be cut during times of economic worry. Many SaaS companies believe marketing to be a cost center rather than a profit generator. Others believe that they already have a working channel and it will continue to ‘tick over’ without management or additional investment.

But both of these views are flawed.

During times of economic uncertainty, B2B SaaS companies should increase their marketing spend so that they capitalize on the vast opportunity presented by less secure competitors in their markets.

In this episode, we’ll look at:

Why companies think that marketing should be first to go
Why companies should approach marketing as an investment portfolio
How to make better investments now and in an economic downturn

By the end of the episode, you’ll have a much better framework to use to assess marketing investment now and in the future.

===

If you enjoyed this episode, you can do the following things right away:

Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

[Replay] How to Optimize SaaS Integration Pages to Drive Organic Traffic and Leads

Original blogpost: How to Optimize SaaS Integration Pages to Drive Organic Traffic and Leads

Integrations are commonplace in B2B SaaS, but companies rarely put thought into how to leverage them through marketing. Find out how we capitalise on the significant SEO opportunities for integration pages to acquire keyword rankings and drive high quality organic traffic.

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If you enjoyed this episode, you can do the following things right away:

Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

How enterprise SaaS can pivot from a sales-led go-to-market to product-led GTM

Need help getting buy-in for your product-led plans? Schedule a Free SaaS Scale Session to find out how we can help you make the transition gracefully.

Accompanying blogpost: How enterprise SaaS can pivot from a sales-led go-to-market to product-led GTM

Enterprise level SaaS companies with sales-led go-to-market functions sometimes ask us how they can change their go-to-market strategy to be product-led.

They’ve heard of enterprise businesses like Adobe and Heroku who moved from sales-led to product-led and are convinced that if they could only make that happen, they too would experience huge revenue growth and user adoption.

But because they’re organizations with complex decision making processes and, often, a low tolerance for risk, internal evangelists for the product-led GTM struggle to make any progress.

We were recently hired by one of the most recognizable names in SaaS to help them overcome this important challenge and plan out their pivot to a product-led strategy.

In this article, we’ll explore:

The reasons that sales led go-to-market is no longer the most effective model
How we helped an enterprise SaaS company rethink their go-to-market strategy to move to a product-led model
How to translate this fundamental change for the key functions in the organization

By the end of this article, you’ll have an understanding of how to build a roadmap for your organization to move from a legacy sales-led model to a product-led model that makes better opportunities for your sales team and drives more revenue overall.

===

If you enjoyed this episode, you can do the following things right away:

Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

How to make the migration to Google Analytics 4 a competitive advantage for your SaaS

Google Analytics is changing: universal analytics (UA) is going away and is being replaced by Google Analytics 4 (GA4). GA4 represents a totally new way of thinking about analytics for everyone.

It’s a scary change for many because from July 2023, their current analytics setup will no longer collect additional data and there is no easy way to migrate that existing setup to GA4.

Bottom line: You won’t be able to make year-on-year comparisons if you don’t start collecting the data soon. That’s going to drastically impact your ability to make good marketing decisions.

Thanks, Google.

But for B2B SaaS companies, GA4 is actually a huge opportunity to gain insight into the impact of marketing investment in a way that has, until now, needed specialized and often expensive tools.

For example:

Imagine being able to finally understand which demand gen activities produce high value customers
Imagine being able to build truly effective remarketing audiences for existing users who are slipping away – effectively cutting your CAC
Imagine being able to get a clear picture of what the customer journey is across your website and app – and also how people browse across different devices at the same time

Most of that would have been ridiculously complicated with UA. Much of it would have been impossible.

In this episode, we’ll look at:

Why Google Analytics 4 is fundamentally different for SaaS businesses
The core differences that will impact you with examples of why each matters
Our roadmap for making your move to GA4 a strategic advantage for your SaaS company

Need help demystifying and moving your analytics setup to GA4? Book a free GA4 Migration Assessement to find out how we can help you make sense of the confusion you’re currently feeling.

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If you enjoyed this episode, you can do the following things right away:

Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

[Replay] The MQL isn’t dead, you’re just using them wrong (and how to turn them into customers)

People say that the MQL is dead.

Most B2B SaaS companies have a process for collecting and defining marketing qualified leads (MQLs). But we often talk with SaaS companies who haven’t got a process for turning those Marketing Qualified Leads (MQLs) into trials and demos.

The result is that they see capturing MQLs as a low-value activity. They stop making efforts to nurture prospects who aren’t ready to buy.

This can lead to a number of significant business challenges, including problems filling the pipeline in future quarters, missing growth targets, and losing market share to competitors.

In this episode, we’ll look at:

Why MQLs are still a valuable part of the customer lifecycle
Where SaaS companies go wrong in capturing MQLs
How we’ve helped our clients to build valuable demand gen systems using MQLs

After reading this post, you’ll have a solid understanding of how to think about generating MQLs in a way that helps you grow instead of simply meeting vanity targets.

Accompanying blogpost: The MQL isn’t dead, you’re just using them wrong (and how to turn them into customers)

===

If you enjoyed this episode, you can do the following things right away:

Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

[Replay] How to build B2B SaaS Buyer Personas That Actually Work

You’ve gone to the effort and expense to develop your SaaS buyer personas. You’ve created content for your ads and web pages that’s meant to appeal to them. But despite this effort, your conversion rates remain the same. You need to rethink your persona strategy!

Accompanying blogpost: Our Process for Implementing B2B SaaS Buyer Personas That Actually Work

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If you enjoyed this episode, you can do the following things right away:

Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

Why cost per lead increases (and how to decrease your CPL)

Accompanying blogpost: Why cost per lead increases (and how to decrease your CPL)

When your ad campaigns are going well and you’ve established a good lead quality, the obvious next step is to look at how you can scale them.

It should be simple, right? You’re already getting profitable leads at a good CPL (cost per lead), so all you need to do is increase your budget, and you’re all set.

This isn’t quite what happens though. Instead, SaaS companies will commonly see CPL increasing, and your acquisition model gets thrown into disarray.

This can be avoidable if you take a more controlled approach to scaling your campaigns.

In this episode, we’ll cover:

Why CPL increases and how this impacts acquisition
How SaaS companies should react to this differently
Tactics we use to lower CPL for our clients

Need help reducing your cost per lead? Schedule a Free SaaS Scale Session to find out how we can help you optimize your campaigns.

===

If you enjoyed this episode, you can do the following things right away:

Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

The problem with content optimization tools

Content optimization tools like Clearscope, MarketMuse and Surfer really are helpful. But most teams are using them wrong. Here's how to do it better

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If you enjoyed this episode, you can do the following things right away:

Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

The 80/20 of SaaS demand gen

There's a lot of different things you *can* do to meet ambitious growth goals in SaaS. But here's the 20% of activities that get you 80% of your results

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If you enjoyed this episode, you can do the following things right away:

Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

Why we optimize lead quality before focusing on volume and cost

Accompanying blogpost: Avoiding growth at all costs: Why we optimize lead quality before focusing on volume and cost
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When B2B SaaS companies take investment – particularly VC – it’s hard for them to resist spending incremental amounts on PPC without a thought to the quality of the leads that they’re winning.

In fact, most B2B SaaS companies focus scaling paid media completely backwards and the result is bad leads, high spend and almost nothing to show for it.

The approach that we take with our client’s paid media is to focus on scaling quality before scaling volume and then optimizing the cost.

In this article, we look at:

Common mistakes companies make when scaling campaigns
Why lead quality is more important than quantity
Our process for optimizing your campaigns

By the end, you’ll know how to create a simple, effective plan for optimizing your leads and getting the best results from your PPC campaigns.

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If you enjoyed this episode, you can do the following things right away:

Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

How to hire marketers in a competitive market

If you've tried to hire a marketer to work with you recently, you'll know it's incredibly hard. Here's some practical tips on how to make it easier

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If you enjoyed this episode, you can do the following things right away:

Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

[Replay] The Anatomy of the Ideal SaaS Website: Best Practices from Our Authority Architecture Framework

SaaS landing page best practices are usually pretty superficial. In this episode, we look at how to apply the authority architecture – our systematic approach to SaaS website architecture and why it works

Accompanying blogpost: The Anatomy of the Ideal SaaS Website: Best Practices from Our Authority Architecture Framework

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If you enjoyed this episode, you can do the following things right away:

Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

5 SaaS Positioning Lessons

In today's episode, I'm sharing 5 very practical and down to earth lessons about SaaS positioning. Let me know on Twitter (@iammarcthomas) if you like this format.

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If you enjoyed this episode, you can do the following things right away:

Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

How to position a SaaS when there are multiple customer profiles

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Accompanying blogpost: How to position a SaaS when there are multiple customer profiles (Plus: template for choosing the right market)
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Many companies have products with good traction that serve a well-defined industry and work for customers of all sizes.

When we start working with a B2B SaaS company, they often have mutliple customer profiles to reach. We have a process that helps them:

Identify if they are trying to speak to too many people at once.
Understand their goals for marketing and growth for the future.
Identify their best-fit customers using metrics like annual recurring revenue (ARR), lifetime value (LTV), customer satisfaction, engagement with product, market penetration, and desirability.
Reposition across the board for the best-fit customer.

Thoughtfully crafted and data-driven positioning can help make your offerings more relevant to the audiences you are trying to reach.

After listening to this episode, you’ll have a solid understanding of how to use data to identify your ideal customer and how to use positioning to achieve high growth.

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If you enjoyed this episode, you can do the following things right away:

Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

[Replay] How to Tackle SaaS Homepage Design for Your B2B SaaS Company

Your SaaS' website homepage is where the relationships with your customers begin having a homepage. That's clear about who you are and what you do is critical for gaining trust with prospects.

But when it comes to B2B SaaS home page design, many companies waste their time chasing the latest design elements and templates, rather than thinking about the objective of the homepage from first principles.

As a result, their home pages are often poorly optimized for doing the one thing that really matters: transforming an anonymous website visitor into a known prospect. By learning the principles of effective SaaS homepage design, you can increase the likelihood of making a good first impression on new visitors, lead generation and cultivating a connection with them through your email list and ultimately closing more prospects who first landed on your homepage.

Most blog posts on this topic consist of screenshot, examples of various SaaS websites for design inspiration. And while those are useful, they tend to lack an explanation of the why behind the various designs. Now, in this episode, we'll feature examples of B2B, SaaS, homepages, but we'll also dive into a first principles view of SaaS homepage design.

You'll learn concepts and strategies here that will remain applicable in the long run, regardless of what's currently trending.

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If you enjoyed this episode, you can do the following things right away:

Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

How to use templates to get SaaS trials and demos (Precursor Marketing)

Accompanying blogpost: Precursor marketing — How to use templates to get SaaS trials and demos

What’s less common is offering standalone templates as a precursor to the buying process that can demonstrate some of the benefits of the software without requiring any commitment.

These templates might be provided as forms, documents, or spreadsheets, but they all mirror the functionality of your SaaS product and offer a viable, yet lo-fi solution.

In this episode, we’ll look at:

Why offering standalone templates is such a valuable play for SaaS companies
How to build a library of standalone templates that helps move buyers through the customer journey
The common pitfalls most SaaS companies face when creating these templates

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If you enjoyed this episode, you can do the following things right away:

Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

Facebook Ads for B2B SaaS: Creating Advanced Audiences and the 80/20 of Messaging That Works

There is an occasional tendency among B2B SaaS companies to write off Facebook as a viable channel for reaching potential customers. Often, they’ve either tried using Facebook ads that haven’t worked or they’ve opted not to try them at all.

But this tendency stands in contrast to what we see in our day to day work — which is that Facebook ads work for most (if not all) of our B2B SaaS clients in some capacity.

Whether it’s remarketing to prospects who are already in the funnel, or targeting cold prospects, Facebook ads can work for B2B SaaS and we have case studies to prove it.

Accompanying blogpost: Facebook Ads for B2B SaaS: Creating Advanced Audiences and the 80/20 of Messaging That Works

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If you enjoyed this episode, you can do the following things right away:

Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

The MQL isn’t dead, you’re just using them wrong (and how to turn them into customers)

People say that the MQL is dead.

The result is that they see capturing MQLs as a low-value activity. They stop making efforts to nurture prospects who aren’t ready to buy.

This can lead to a number of significant business challenges, including problems filling the pipeline in future quarters, missing growth targets, and losing market share to competitors.

In this episode, we’ll look at:

Why MQLs are still a valuable part of the customer lifecycle
Where SaaS companies go wrong in capturing MQLs
How we’ve helped our clients to build valuable demand gen systems using MQLs

After reading this post, you’ll have a solid understanding of how to think about generating MQLs in a way that helps you grow instead of simply meeting vanity targets.

Accompanying blogpost: The MQL isn’t dead, you’re just using them wrong (and how to turn them into customers)

===

If you enjoyed this episode, you can do the following things right away:

Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

Why we’re widely considered to be a leading SaaS marketing agency

SaaS companies do a lot of stuff to increase demand. But here's why we think they should hire a SaaS Marketing Agency... and yeh... why we're widely considered to be a leading SaaS Marketing Agency

Accompanying blogpost: Why we’re widely considered to be a leading SaaS marketing agency

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If you enjoyed this episode, you can do the following things right away:

Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

How to build B2B SaaS Buyer Personas That Actually Work

Accompanying blogpost: Our Process for Implementing B2B SaaS Buyer Personas That Actually Work

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If you enjoyed this episode, you can do the following things right away:

Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

Our 7 Step Account Based Marketing Strategy for B2B SaaS (Plus 10 Mistakes to Avoid)

In this episode we share the most common mistakes B2B SaaS companies make when trying to build an ABM strategy and how we've helped clients avoid those mistakes

Accompanying blogpost: Our 7 Step Account Based Marketing Strategy for B2B SaaS (Plus 10 Mistakes to Avoid)

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If you enjoyed this episode, you can do the following things right away:

Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

Customer-Channel Fit: How to Identify the Right B2B SaaS Marketing Channels

In our experience, many B2B SaaS companies abandon their paid media channels too early, without fully exploring all the options available to them, and based on hunches instead of data.

Here's how to identify the best B2B SaaS marketing channels for your business

Accompanying blogpost: Customer-Channel Fit: How to Identify the Right B2B SaaS Marketing Channels

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If you enjoyed this episode, you can do the following things right away:

Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

B2B SaaS Content Marketing: 10 Principles to Generate Leads Through SEO

The 10 foundational principles you can use to generate leads – not just traffic – through SEO for your B2B SaaS

Accompanying blogpost: B2B SaaS Content Marketing: 10 Principles to Generate Leads Through SEO

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If you enjoyed this episode, you can do the following things right away:

Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

How to diagnose a drop in paid media conversions

Many B2B SaaS companies will see a drop in conversions from PPC from time to time. Here's how to diagnose and fix those drops.

Accompanying blogpost: How to diagnose a drop in paid media conversions
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If you enjoyed this episode, you can do the following things right away:

Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

The Anatomy of the Ideal SaaS Website: Best Practices from Our Authority Architecture Framework

Accompanying blogpost: The Anatomy of the Ideal SaaS Website: Best Practices from Our Authority Architecture Framework

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If you enjoyed this episode, you can do the following things right away:

Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

Creating the Perfect SaaS Landing Page Isn't Enough. Here's How to Map Your Pages to Your Sales Funnel.

How to build better SaaS landing pages that are mapped to the sales funnel for PPC campaigns

Accompanying blogpost: Creating the Perfect SaaS Landing Page Isn’t Enough. Here’s How to Map Your Pages to Your Sales Funnel.
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If you enjoyed this episode, you can do the following things right away:

Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

How to Identify Your Best Customers: A Systematic Process for B2B SaaS Companies

For most B2B SaaS companies, finding their best customers can be kind of an endeavour. This process makes it easier.

Accompanying blogpost: How to Identify Your Best Customers: A Systematic Process for B2B SaaS Companies

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If you enjoyed this episode, you can do the following things right away:

Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

How to get the most out of hiring a SaaS marketing agency (and avoid common pitfalls)

A lot of SaaS companies will hire a marketing agency to help them fix their acquisition model or positioning. But the reality is not always so straightforward. In this episode we look at where agencies and clients go wrong, and how to fix it.

Accompanying blogpost: How to get the most out of hiring a SaaS marketing agency (and avoid common pitfalls)

How we build demand generation flywheels for our clients
Our system for clear and differentiated SaaS positioning
How we set up LinkedIn Ads for clients

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If you enjoyed this episode, you can do the following things right away:

Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

B2B SaaS Positioning Canvas: Clarify Positioning with This Tool (Before You Blame Product-Market Fit)

Positioning is foundational to the success of B2B SaaS marketing. Without strong positioning, nothing clicks into place and it's so much harder to get trials, demos and ultimately, revenue. Here's how we get crisp positioning for our clients every time.

Accompanying blog post (with download of SaaS positioning canvas): B2B SaaS Positioning Canvas: Clarify Positioning with This Tool (Before You Blame Product-Market Fit)

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If you enjoyed this episode, you can do the following things right away:

Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

How to Diagnose a Sudden Drop in Leads in B2B SaaS

July 2021 was one of the worst months in recent memory for B2B SaaS marketers. Almost everyone in my network was sharing horror stories about sudden drops in leads.

In this episode, I’ll walk through the same 5 common reasons for seeing sudden drops in conversions, and expand on each of them in more detail.

Accompanying blogpost: How to Diagnose a Sudden Drop in Leads in B2B SaaS

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If you enjoyed this episode, you can do the following things right away:

Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

The Long-term SEO Playbook for B2B SaaS Companies

Accompanying Blog Post: The Long-term SEO Playbook for B2B SaaS Companies

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If you enjoyed this episode, you can do the following things right away:

Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

Why Your B2B LinkedIn Ads for SaaS Aren’t Working and What to Do About It

In this episode, we share the framework we use with our clients to get LinkedIn Ads working every time

Accompanying blogpost: Why Your B2B LinkedIn Ads for SaaS Aren’t Working and What to Do About It

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If you enjoyed this episode, you can do the following things right away:

Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

B2B SaaS Facebook Ads Case Study: Scaling MQLs to 60/Month for Titan GPS

A lot of B2B SaaS companies write off Facebook Ads because 'our customers don't use Facebook for work'. And while that might be true, as this case study shows, people are still using Facebook. You just need the right offer.

Accompanying Blogpost: B2B SaaS Facebook Ads Case Study: Scaling MQLs to 60/Month for Titan GPS

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If you enjoyed this episode, you can do the following things right away:

Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

How to Create Pain Point Content That Converts

Most B2B SaaS companies are aware of the importance of speaking to customer pain points to their marketing. But they often have no practical ideas for how to actually do this. As a result, they tend to speak only about that products, features and benefits in that content. In this episode, we discuss the problems with that approach and what to do instead

Accompanying blog post: How to create pain point content that converts

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If you enjoyed this episode, you can do the following things right away:

Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

How to Improve Search Performance without Any New Content (or Expensive SEO Tools)

When B2B SaaS companies want to improve their results from SEO they tend to think more content is the answer. But it's not always true. There is a lot of low hanging fruit. In this episode we walk through how we'd improve Torii's search performance with only a smidge of new content and no expensive tools

Accompanying blogpost: How to Improve Search Performance without Any New Content (or Expensive SEO Tools)
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If you enjoyed this episode, you can do the following things right away:

Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

Stop Blaming Product-Market Fit for Your SaaS Growth Problems

Founders of B2B SaaS companies are uniformly concerned with optimizing what’s known as product-market fit. But we've identified six types of fit that they should think about. In this episode, we work through each.

Accompanying blogpost: Stop Blaming Product-Market Fit for Your SaaS Growth Problems

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If you enjoyed this episode, you can do the following things right away:

Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

Why Switching Risk Is a Common Objection in B2B SaaS (and How to Overcome It)

One of the biggest objections that B2B SaaS companies hear from potential customers is the issue of switching risk. Switching risk involves a number of significant concerns. Here's what each of them is and how to address them.

Accompanying blogpost: Why Switching Risk Is a Common Objection in B2B SaaS (and How to Overcome It)

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If you enjoyed this episode, you can do the following things right away:

Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

Why B2B SaaS Companies Should Avoid All-in-One Positioning (And What You Can Do Instead)

Many B2B SAS companies that have broad feature sets position themselves as all in one solutions for their customers. No on the surface, this might seem like the right approach because there are many acute problems that you can solve for customers. But more often than not. All in one positioning hinders rather than benefits the appeal of your product.

Accompanying blogpost: Why B2B SaaS Companies Should Avoid All-in-One Positioning (And What You Can Do Instead)
SaaS Positioning Canvas explainer blog

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If you enjoyed this episode, you can do the following things right away:

Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

What Most SaaS Companies Get Wrong About Marketing Budgets⁠—and the Data-Based Method for Finding the Right One

Link to accompanying blogpost

For B2B SaaS companies, a sufficient marketing budget is essential to ensure growth rates are optimized and doors aren’t unnecessarily left open for competitors. In this episode, we'll walk through our process for getting it right

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If you enjoyed this episode, you can do the following things right away:

Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

Having Trouble Scaling Your Google Ads Campaigns for SaaS? Here’s What You’re Likely Missing

Google display network reaches around 90% of internet users. And yet we continue to find that many SaaS companies choose to not use it. This is just one of the several opportunities being missed, that's leading to companies hitting a ceiling with their Google ad spending.

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If you enjoyed this episode, you can do the following things right away:

Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

3 Tactics for Overcoming Low Paid Search Volume as a B2B SaaS Company

Accompanying blogpost: 3 Tactics for Overcoming Low Paid Search Volume as a B2B SaaS Company
You may also like: Episode 2 of Inflection Point (as advertised in this episode)

We explain three approaches to scaling PPC when you've exhausted your bottom of funnel search ads. You'll learn how to move up the funnel in Google search ads with MOFU target keywords; dedicate paid search budget to Bing to scale BOFU search ads; and expand your BOFU, Google search ads with geo expansion.

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If you enjoyed this episode, you can do the following things right away:

Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

How to Optimize SaaS Integration Pages to Drive Organic Traffic and Leads

Original blogpost: How to Optimize SaaS Integration Pages to Drive Organic Traffic and Leads

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If you enjoyed this episode, you can do the following things right away:

Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

How to design B2B SaaS blogs for conversion

Accompanying blog post with visual examples here

Most SaaS companies put a lot of effort into web design and conversion rate optimization of their core website pages, but less thought into their blogs. This is a missed opportunity. Here's what they should do to capitalise on that.

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If you enjoyed this episode, you can do the following things right away:

Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

How We Improved Sales by 5% with 30% Less Ad Spend

In this episode, you'll learn more about the mistakes a client's previous agency made with their Google and Facebook ads, which can help you spot the sources of inefficiency in your own paid ad efforts.

The specific changes that we made to their Google ads like creating exclusion audiences reduced spend by 23% from January to March.

And the restructuring of their Facebook campaigns to focus on objectives versus audiences reduced spend by 36% in the same period.

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If you enjoyed this episode, you can do the following things right away:

Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

How to Create Lead Magnet Thank You Pages That Convert to Trial and Demo Signups

Accompanying blog post: Better lead magnet thank you pages for B2B SaaS

Offering free lead magnets in exchange for contact information is one of the most common approaches for acquiring MQLs.

What companies miss here is that there's often a small percentage of prospects that opt in, who are ready to take the next step and sign up for a trial or a demo if it were offered to them in the right way.

By using thank you pages to provide these prospects with a contextualized offer, we've helped our clients convert leads to trial or demo signups at a rate of five to 10%

🔥

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If you enjoyed this episode, you can do the following things right away:

Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

How to Announce New Features for Your B2B SaaS Product (and How Not to)

Your company blog might seem like the logical place to announce new features. But doing so often causes more harm than good. Now, whether you're a startup or an established B2B SaaS company. Products are never static and features shift over time. Some shifts happen through a series of pivots. And others result from slow and steady development.

The only constant is that change is inevitable.

When companies post feature announcements on their blog, it's not long before they become outdated. When prospects read their blog, it's unclear which features are current and which are old. This dilutes, the positioning that they've worked hard to frame. That often harms conversion rates for their trials and demos too.

And this is just one of the handful of negative effects. The blogging about new features can have.

In this episode, we'll share some of our best practices for B2B SaaS companies to announce new feature updates, you'll learn why weaving feature updates into pain point related content is a better approach and how to do that too. And you'll also learn how to promote new features to existing customers through segmented email broadcasts and remarketing ads.

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If you enjoyed this episode, you can do the following things right away:

Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

The Key to Understanding Your B2B SaaS Marketing Metrics

In this episode, we're going to examine the three essential relationships between SAS marketing metrics that are often misunderstood:

volume and quality
budget and cost of acquisition
engagement and conversion

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If you enjoyed this episode, you can do the following things right away:

Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

Google Ads Creative That Converts on Search and Display

Accompanying blogpost: The B2B SaaS Guide to Google Ads Creative That Converts on Search and Display
Listen to Episode 1 of Inflection Point: How Soapbox 3x MRR during a pandemic

When B2B SaaS companies struggled to succeed running Google ads, they tend to frame it as a problem with budgets and targeting. Now don't get us wrong. These elements can be factors. But there's another piece to the puzzle that we think deserves more attention.

And that is.

Ad creative.

In this episode, We're going to share some of the best practices for designing Google ads creative for B2B SaaS.
You'll find out how to make creative, that engages and converts prospects into qualified leads for your business.

You'll see a detailed breakdown of a Google search ad for one of our clients structure studios.

Find out why it matters to make creative, that matches specific keywords and how to execute on that.

You'll see three visual elements that you need to test when creating Google display ads.

And you can see examples of those in the accompanying blog post, which you'll find on our website.

And then you'll also see what it means to write by ecentric copy and how to craft it.

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If you enjoyed this episode, you can do the following things right away:

Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

How to Forecast Paid Marketing ROI for B2B SaaS

Accompanying blogpost: How to forecast paid marketing ROI for B2B SaaS

One of the biggest questions B2B SaaS companies have about paid marketing is their expected ROI. Essentially, they want to be able to forecast. If we spend X dollars next quarter, we'll get Y dollars in return. But the majority of companies that we speak with don't have the necessary data to do accurate forecasting.

Typically they're missing at least one of the following. One to two years worth of historical PPC data. A clear understanding of their allowable cost per acquisition. Or accurate data on their pipeline metrics and or close rate.

Lack in this data stems from having run ads for an insufficient amount of time. So their sample size is too small for accurate forecasting. Or ultimately having the wrong tracking systems in place in their Google analytics and CRM accounts. And often it's both.

In this episode, we'll describe the exact steps that we take to help companies reach a point where they can forecast their paid marketing ROI based on actual data.

And it's a repeatable process that any B2B SaaS company can use.

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If you enjoyed this episode, you can do the following things right away:

Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

How to use Payback Periods to maximise your marketing investment

For many SaaS founders, payback periods are an afterthought. In our experience, plenty of them don't measure this key SaaS metric at all.

You'll learn a simplified formula that you can use to calculate your own payback period.

And finally one fast way that you can improve the payback period for your SaaS business.

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If you enjoyed this episode, you can do the following things right away:

Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

How to Nail Your B2B SaaS Product Pages (with Client Examples)

If you're looking to improve your B2B SaaS product pages also known as feature pages, there are three key elements to pay attention to: Page structure, imagery, and copy.

The conversion performance of your products can suffer if you ignore any of these three elements.

And there are several implications that can stem from this as a result. First, there are the obvious implications, like higher than ideal bounce rates and low conversion rates. But then there are also inconspicuous implications, like mistaking of PPC ads as the source of the problem or struggling to rank your pages in organic search.

Ultimately product page mistakes can lead to missing revenue targets and losing business to competitors who get their pages right.

In this episode, we'll walk through a deeper look at some of the common mistakes and lesser known implications of poorly crafted product pages and our framework for improving the key elements of your product pages.

Here's the accompanying blogpost where you can see examples from this episode

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If you enjoyed this episode, you can do the following things right away:

Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

How to get early SEO wins

Most agencies will tell you that SEO takes time to yield any kind of results. How long you can expect to wait, depends on who you talk to. Many agencies set a ballpark range of a year and sometimes even longer. And that's because what most agencies attack first is basic technical SEO. They usually run through the typical checklist of the following action items.

Run speed tests.
Optimize your images.
Look for redirects
Check for broken links
Ensure that canonical tags are in order.

These tasks matter, but in the grand scheme of your SEO strategy, these changes are granular and work together as a collective over time. They'll make very little impact on what you can see and measure when you're first getting started with SEO.

A good SEO strategy for B2B SaaS prioritizes actions based on effort and impact.

And in this episode, we're going to dig deeper into the implementation of our process. Specifically, we'll discuss our roadmap for getting meaningful SEO wins in the first one to two quarters of engagement. You'll learn about the five key action items that we try to execute on the beginning of a new client engagement.

And in chronological order, those are:

De-indexing blog posts that aren't thematically related to search intent
Adding internal links to features and benefits pages on relevant blog posts
Creating competitor and comparison pages
Adding depth to features and benefits pages
Turning battlecards into blog content

Find out more about our SEO roadmap for early wins

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If you enjoyed this episode, you can do the following things right away:

Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

How to Leverage SaaS Customer Review Sites

Most B2B SaaS companies have a love, hate relationship with review sites. They recognize the importance of sites like G2, Capterra and TrustRadius to their marketing mix, but they tend to see them from a limited scope. Reputation management and driving more reviews are often their sole objectives. This is especially the case for smaller up and coming SaaS businesses that see themselves as underdogs within that category.

But there are powerful ways that SaaS companies can use review sites to their advantage. In this episode, I'll share three ways that SaaS companies can leverage these platforms for competitive intelligence.

In particular, you'll learn about the following approaches:

Positioning. Specifically how to use review sites to research customer insights on your company or competition.
Ideation for content marketing and sales enablement material.
Optimization of your PPC advertising strategy.

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If you enjoyed this episode, you can do the following things right away:

Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

A fractional CMO might be what your company needs

Check out the scorecard from this episode at our website: https://www.poweredbysearch.com/blog/fractional-cmo-for-b2b-saas/

There are two common scenarios that we see among B2B SaaS companies who look for a fractional CMO. One, they can afford a team for execution or a full-time CMO, but not both. And two, their executive team often, including their CMO wants an outside perspective to understand additional opportunities for growth.

Now recently we've begun offering the service equivalent of a fractional CMO for B2B SaaS. We crafted it specifically for companies that want to increase growth. And have the following qualities or characteristics. One, their in-house staff are consumed with day-to-day marketing operations. They feel that they're lacking the expert level guidance that would help them achieve more. Marketing feels tactical rather than being strategic and holistic.

Number two. They have a minimum of three marketing team members who can handle execution. And number three. They're doing $10 million plus ARR with an annual contract value of $25,000 and upwards.

In this episode, we'll take a look at our fractional CMO service for companies that meet that criteria. First we'll lay out how our service is different than other market offerings. And then we'll walk you through the details of the service. Plus, you'll see an in-depth example of the monthly score cards that we use to help our clients benchmark and improve their results.

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If you enjoyed this episode, you can do the following things right away:

Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

How to Leverage Twitter Ads for Your B2B SaaS Company

Examples of tweets shared in this episode can be found in this post on our site.

Twitter is an afterthought for most B2B SaaS companies behind Facebook, Google, and even LinkedIn. It ranks as one of the last channels they leverage in their marketing efforts. Among our clients only two out of 10, even entertain the idea of running ads on Twitter. But if used appropriately, we think that Twitter ads can be a hidden gem for SaaS marketers.

And that's because it enables you to target what we like to call, a "no one else but" audience. It's built upon the idea that no one else, but an insider within your company's industry would follow this or that micro influencer with only a handful of followers. And on Twitter, it's possible to display ads, targeting the followers of any user.

This is something that you can't do on any other social media marketing platform. For example, you can't specifically target someone's friends on Facebook. But on Twitter. There's no limit to the sphere of influence. It provides B2B companies in SaaS, the capacity to target audiences of these diamond in the rough accounts.

Now since Twitter's ad platform isn't as evolved as Facebook or Google's, you can still invest a small amount. As little as $10 to a hundred dollars a day. And put your business in front of potential customers. It's also worth noting that because so few B2B SaaS companies play in the Twitter ad sandbox, there's very little competition compared to Google and Facebook.

In this episode, we're going to share our thoughts on best practices for running ads on Twitter.

You'll learn why advertising on Twitter has more to do with amplifying well-crafted tweets that are already performing well organically.

How to find hidden gem accounts whose followers you can advertise to.

And why we advise B2B SaaS companies to pay the most attention to the link, click through rate and engagement rates of their Twitter ads.

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SaaS Marketing Snacks is produced by B2B SaaS marketing agency Powered by Search. It's hosted by Head of Growth Marc Thomas. You can follow @iammarcthomas or Powered By Search CEO Dev Basu @devbasu on Twitter for more updates and marketing insights.

If you enjoyed this episode, you can do the following things right away:

Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

How to Tackle SaaS Homepage Design for Your B2B SaaS Company

Your SaaS' website homepage is where the relationships with your customers begin having a homepage. That's clear about who you are and what you do is critical for gaining trust with prospects.

You'll learn concepts and strategies here that will remain applicable in the long run, regardless of what's currently trending.

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If you enjoyed this episode, you can do the following things right away:

Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.