Let’s cut the BS out of CS. Discover the best practices of some of the most influential leaders in customer success and learn to develop your own winning strategy with actionable takeaways. We’ll share insights, tips, and success stories to help you build your CS practice to drive significant business value and growth. Learn exactly what it takes to deliver a world-class customer experience and become a high-impact customer success leader. Join us for CS No BS, hosted by Totango President & ...
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From the creators and host of the award-winning The Agile Brand with Greg Kihlström podcast, comes B2B Agility™, a podcast focused on how B2B marketers and the brands they represent become category leaders and drive optimal results for the business and their customers. The show looks at B2B success in a variety of ways, all with a focus on the intersection of sales, marketing & technology. Guests will represent brands, consultancies, and platforms that enable B2B marketers to do their best work.
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Join us as we interview CEOs and CMOs of fast-growing SaaS firms to reveal what they are doing that’s working, and lessons learned from things that didn’t work as planned. These deep conversations dive into the dynamic world of SaaS B2B marketing, go-to-market strategies, and the SaaS business model. Content focuses on the pragmatic as well as strategic, providing a well-rounded diet for those running SaaS firms today. Hosted by Ken Lempit, Austin Lawrence Group’s president and chief busines ...
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All engineering is customer-facing! Especially sales engineering.
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#22: Better CX through conversation intelligence with Eric Williamson, CMO at CallMiner
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Today we’re going to talk about using conversation intelligence data to enable better B2B marketing and a better customer experience. To help me discuss this topic, I’d like to welcome Eric Williamson, Chief Marketing Officer at CallMiner. Eric Williamson, Chief Marketing Officer, CallMiner As CallMiner’s Chief Marketing Officer, Eric oversees all …
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#21: Doing B2B SEO right with Sam Dunning, Breaking B2B
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Today we’re going to talk about the ins and outs of B2B SEO, why it’s so important to do right, and the role of AI in the future of search. To help me discuss this topic, I’d like to welcome Sam Dunning, Founder of Breaking B2B. Resources The Breaking B2B website: https://www.breakingb2b.com The B2B Agility podcast website: https://www.b2bagility.c…
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Ep. 134 - Measuring Marketing Effectiveness: Strategies and Insights for SaaS Success - with Steve Oriola, CEO of Unbounce
30:53
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In this episode of the SaaS Backwards Podcast, we spoke with Steve Oriola, CEO of Unbounce, a landing page platform empowering marketers by combining their expertise with AI insights to create and optimize high-converting marketing campaigns. Steve discussed Unbounce’s recent acquisition of Insightly, a robust CRM with advanced AI and machine learn…
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#20: Greater compliance equals greater trust with Jordan Sher, Drata
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In today's digital ecosystem, data compliance and privacy are more than just legal requirements; they're critical components of customer trust and brand reputation, especially for B2B marketers. To navigate these waters and understand the intersection of compliance, technology, and customer experience, we're joined by Jordan Sher, Vice President of…
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Ep. 133 - Why Efficient B2B SaaS Advertising Requires a Holistic Approach
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Paid advertising is often one of the largest budget items for SaaS companies, making it a critical channel for facilitating sales and driving growth. In this episode of the SaaS Backwards Podcast, we flipped the script and had our very own Ken Lempit, President and Chief Business Builder at Austin Lawrence Group, as the guest. Ken shared his insigh…
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#19: The Great Hesitation with Sue Keith, Landrum Talent Solutions
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In this special episode, brought to you by Landrum Talent Solutions, formerly Ceres Talent, a national recruiting firm specializing in marketing and HR positions, we’re going to talk about a few things. Remember the Great Resignation. Well now, it’s more like the Great Hesitation, with many managers being reluctant to hire based on a number of fact…
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Ep. 132 - Overcoming SaaS Sales Challenges in Financial Institutions - with Will Robinson, CEO at Encapture
30:37
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To drive sales and growth, SaaS companies need to have clear messaging, target the right prospects, and leverage industry expertise. In this episode of the SaaS Backwards Podcast, we spoke with Will Robinson, CEO of Encapture, a platform specializing in intelligent document processing for industries like banking, lending, and insurance. Will discus…
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#18: Employee Experience as Competitive Edge with Nico Simko, Clair
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In today’s work environment, financial wellness benefits are increasingly recognized for their role in enhancing employee satisfaction, retention, and productivity. Also, as we delve deeper into the modern workforce’s expectations, particularly among younger generations, it’s clear that innovative solutions like on-demand pay are not just perks but…
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Ep. 131 - Scaling SaaS Companies: SEO Strategies, ICP Expansion, & Product Marketing - with Janet Jaiswal, Global VP of Marketing at Blueshift
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Listen, assess, plan, execute, iterate. This week’s podcast guest Janet Jaiswal outlines these as the essential steps in developing and implementing successful marketing strategies in the SaaS industry. Janet Jaiswal is Blueshift's Global VP of Marketing and has 20 years of experience in B2B SaaS marketing, working with companies like IBM, eBay, an…
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Ep. 130 - Building and Leveraging Communities for SaaS B2B Success - with Kathleen Booth, SVP of Marketing and Growth at Pavilion
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A community can be a "cheat code" for rapid learning and career advancement, and this week’s guest knows that better than most. In this episode, we had the pleasure of speaking with Kathleen Booth, SVP of Marketing and Growth at Pavilion, the world's largest private community for go-to-market leaders. Our conversation explores the concept of commun…
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#17: Relevance, Agility, and Fearlessness in B2B with Brian Rowley, BrightSign
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In the highly competitive B2B market, brands that lead are often those that demonstrate relevance, agility, and fearlessness. Joining us today to discuss these qualities and the unique business model of BrightSign is Brian Rowley, CMO of BrightSign. Brian Rowley is the chief marketing officer at BrightSign. BrightSign is the provider of the most tr…
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Ep. 129 - Scaling SaaS: Shifting from PLG to Enterprise - with Juan Jaysingh, CEO of Zingtree
30:24
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The transition from product-led growth (PLG) to an enterprise sales motion is a strategic shift that many SaaS companies are making in order to accelerate growth and enhance profitability. This transition is driven by a variety of factors, including the need to scale, reach new markets, and meet the evolving needs of customers. In this episode of t…
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Ep. 128 - From PLG to Enterprise: Strategic Shifts in SaaS Marketing - with Karen Budell, CMO at Totango + Catalyst
30:33
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Transitioning from a Product-Led Growth (PLG) motion to an enterprise sales motion requires strategic alignment and effective change management within a SaaS Marketing team. In this week’s episode, we discussed the challenges and considerations in this transition with Karen Budell, the CMO of Totango + Catalyst, two SaaS software companies collabor…
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#16: Observability vs. monitoring and its effect on the customer experience with Gerardo Dada, CMO at Catchpoint
32:19
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In today’s tech-driven landscape, the concepts of "observability" and "monitoring" play pivotal roles, especially for B2B companies involved in web-based applications and DevOps. Understanding these concepts is crucial for ensuring application reliability and providing superior customer experiences. We’re diving into why these distinctions matter, …
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Ep. 127 - Navigating the Challenges of User Acquisition in SaaS - with Mo Hallaba, CEO of Datawisp
35:25
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SaaS entrepreneurs must be adaptable and willing to pivot based on feedback and market needs. In this episode of the SaaS Backwards Podcast, we spoke with Mo Hallaba, the CEO of Datawisp, a company that simplifies data analysis for business users. Mo discusses the challenges he faced in user acquisition for his gaming platform and how a networking …
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#15: Data-driven decision-making in B2B marketing and sales with Kunal Mangal, Verizon Business Group
32:42
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Making intelligent decisions is critical for all businesses, but relying on good information is becoming more critical than relying on what worked yesterday. Today we're going to talk about data-driven decision making in B2B marketing and sales. I’d like to welcome Kunal Mangal, Associate Director of MarTech Strategy at Verizon Business Group, who …
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Ep. 126 - Driving SaaS Growth with Audience Research - with Rand Fishkin, Co-Founder of SparkToro
32:21
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With the growing frustration among marketers with traditional pay-per-click and social media advertising, what can a SaaS CMO do to get their message in front of the right people at the right time? In this episode of the SaaS Backwards Podcast, Co-Founder and CEO of SparkToro Rand Fishkin joins us to discuss how they’re solving this problem by prov…
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#14: Customer-Led Growth Success with Chris Dishman, SVP Customer Success, Totango
26:09
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To fuel growth in 2024, organizations need to pivot to a customer-centric model by leveraging a customer growth platform that continuously delivers value and nurtures long-term revenue through exceptional post-sale experiences. Today we’re going to talk about how customer success managers can prove tangible value to the C-Suite while adopting a cus…
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Ep. 125 - Harnessing the Power of Network Effects in SaaS Growth - with Doug Heckmann, Chief Solutions Officer at Surefront
37:01
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Utilizing the network effect by onboarding partners of customers simultaneously can lead to organic growth and increased platform adoption in SaaS companies. In this episode, Doug Heckman, Chief Solutions Officer at Surefront, discusses how they leveraged the network effect to drive and accelerate the adoption of their collaborative platform. By pr…
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#13: Augmenting the sales experience using AI, with Arnab Mishra and Sam Zaeyd at Xactly
31:33
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We are here at Xactly Upside, the Xactly user conference, here in San Francisco. We’ve seen some amazing product announcements, heard from customers, and had a chance to interact and learn from an amazing user community. Today we’re going to talk about opportunities and challenges of today’s Chief Revenue Officer, and some of the ways that artifici…
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Ep. 124 - From Content Overload to Quality: The Future of SaaS Thought Leadership
33:22
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The role of thought leadership is changing in content marketing, especially for SaaS companies. In this special episode hosted by Jason Myers, our usual host Ken Lempit, President and Chief Strategist of Austin Lawrence, takes the guest seat to dive deep into the evolving landscape of content marketing and thought leadership for SaaS companies. Ken…
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#12: Building a culture of experiementation, with Kirsty Dawe, Webeo
31:09
31:09
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Today we’re going to talk about building a culture of experimentation and how it can benefit B2B brands. To help me discuss this topic, I’d like to welcome Kirsty Dawe, CEO at Webeo. Resources Webeo website: https://www.webeo.com/ The B2B Agility podcast website: https://agilebrandguide.com/latest-podcasts/b2bagility/ Get the latest news and update…
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Ep. 123 - Mastering SaaS Growth: Insights from a Fractional CMO - With Amy Osmond Cook, Co-Founder & CMO at Fullcast
33:51
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In SaaS companies, there’s a need for sales and marketing teams to work together closely toward common goals and understand each other’s perspectives. Amy Osmond Cook, co-founder and CMO at Fullcast recognizes this need. Fullcast’s platform ensures all teams can access the same data to establish seamless communication and strategic alignment, elimi…
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Ep. 122 - From SaaS Startup to Restaurant Revolution - with Dave Dittenber, CEO & Co-Founder of BYOD
35:08
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Building a strong foundation is essential for long-term business success, especially when faced with unexpected challenges. We spoke with Dave Dittenber, Co-Founder and CEO of BYOD, who faced the ultimate challenge with the unexpected passing of his Co-Founder, Frank Luijckx. He recounts the loss and emphasizes how Frank’s forward-thinking and meti…
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#11: Why Good B2B Startups Fail, with James McCormick
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Today we’re going to talk about B2B startups, and why companies that may have amazing ideas still fail to gain traction and ultimately don’t succeed. And just as importantly, what existing B2B startups and young companies can do differently to change their potential. To help me discuss this topic, I’d like to welcome James McCormick, CMO and Managi…
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Ep. 121 - The Art of the Exit: SaaS Strategies and Insights - with Jeremy Lessaris, CEO of Payment Brokers
36:46
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Building a business with the intention of a future sale requires meticulous planning and organization from the outset. In this episode, Payment Brokers Founder and CEO Jeremy Lessaris, a serial founder with multiple successful exits, emphasizes the importance of the early organization of books, records, contracts, and agreements as a critical facto…
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Ep. 120 - The Role of AI in SaaS Solutions: A Deep Dive - with Brandon Most, Head of Marketing at GoLinks
33:02
33:02
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Enterprise search has been around for quite some time, and it often conjures images of outdated intranet searches within the confines of an organization's internal networks. So how do you shift the focus from “old school” methods to a more dynamic, AI-powered approach that connects various applications, enabling intelligent query responses and cont…
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#10: Thriving among change with Steve Blum, Autodesk
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Today we’re going to talk about building a change maker culture and how you can help your teams to thrive among change, instead of being disrupted by it. To help me discuss this topic, I’d like to welcome Steve Blum, Chief Operating Officer of Autodesk. Resources Autodesk website: https://www.autodesk.com B2B MarCom Summit: https://www.b2bsummit.co…
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Ep. 119 – How SaaS CROs Can Overcome Challenges and Drive Growth - with Guy Mounier, Co-Founder and CEO of Aptivio
30:52
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With a startling low average tenure of 18 months, today’s Chief Revenue Officer (CRO) is struggling. The pressure primarily stems from the need to drive growth in a capital-efficient manner. This includes rapidly accelerating revenue growth while managing and optimizing the cost of sales and marketing operations, often within a constrained budget o…
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Ep. 118 - Navigating SaaS Growth and Innovation in AI Video - With Jeremy Toeman, Founder of Aug X Labs
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We all know video is important to grow exposure, but creating enough is still challenging. The tools are complex, production is expensive, and it can be overwhelming just to come up with ideas. In this episode, Aug X Labs founder Jeremy Toeman talks about his personal frustration with the complex tools just to make basic videos that can be used on …
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#9: Building incentivization that performs with Arnab Mishra, Xactly
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New data from Xactly’s 2024 Sales Compensation Report revealed that an alarming 91% of companies do not expect their AEs to meet or exceed quota. What’s more is that despite this lack of confidence, 70% of organizations still rely on spreadsheets for compensation planning, creating revenue forecasts and incentive plans filled with holes. Today we’r…
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Ep. 117 - How SaaS Companies Can Convert 30% More Web Traffic in 90 Days - with Sahil Patel, CEO of Spiralyze
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If you went to the doctor for a sore throat and she said, “Last time I had one, this is what helped me get better” versus “I looked at the clinical trial evidence for 5000 people with your symptoms in your age range, geographics, and background,” which of those solutions is more viable? That’s how Sahil Patel, CEO of Spiralyze views the world of A/…
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#8: The Top 3 in-demand marketing jobs for 2024 with Sue Keith, Ceres Talent
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In this special episode, brought to you by Ceres Talent, a marketing recruiting firm run by modern-day marketing matchmakers, we’re going to talk about a few things, including a brief review of the state of the marketing hiring landscape, the top in-demand jobs for 2024, and what hiring managers should keep in mind about AI and hiring for marketing…
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Ep. 116 - Leveraging Feedback for SaaS Product Management Success - with Satya Ganni, CEO of Beamer & Userflow
30:07
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Feedback is not just a tool for improving products, but a strategic asset that can drive growth, innovation, and competitive advantage. In this episode, Satya Ganni, CEO of Beamer and Userflow, explains the importance of feedback in reducing churn in product-led SaaS companies. Feedback provides valuable insights into customer needs, preferences, a…
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#7: Building a high-performance B2B marketing team with Allison Breeding, Apptio, an IBM Company
26:44
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The pressure is on for Chief Marketing Officers. They are expected to take their organizations to new heights – especially during this time of economic uncertainty and budget cuts. Yet, marketers are still expected to get results with fewer resources, and they can’t do this all alone. CMOs need a team beneath them to empower them, build them up, an…
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Ep. 115 - Data, Combating SaaS Churn, and Increasing Productivity - with Jason Radisson, CEO & Founder of Movo
36:16
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In this episode, we delved into the transformative power of algorithms in business with Jason Radisson, CEO & founder of Movo, a platform that provides real-time scheduling flexibility and improved workforce management for large companies with frontline workers. Jason recounted his time at Harrah's Entertainment, where they used data to optimize cu…
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Ep. 114 - Navigating SaaS Growth: Warmly's Strategic Pivot to Category Creation - with Alan Zhao, Head of Marketing
38:26
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As a startup with shaky product market fit, prospective customers often want to associate you with a mature category so they can determine where it might fit in their tech stack—or not. But for Warmly, the existing categories represented only a small subset of their capabilities—albeit cheaper than the mature tools. And they couldn’t just settle fo…
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#6: Memorable B2B brands in a shifting demand gen landscape with Kristin Russel, CMO at Symplr
28:51
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Today we’re going to talk about what it takes to build a memorable B2B brand, creating new categories in established industries, and the latest trends in demand generation amidst increased automation, demands for self-service tools, and more. To help me discuss these topics, I’d like to welcome Kristin Russel, Chief Marketing Officer at Symplr. Res…
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Ep. 113 – The Art of Enterprise Sales in SaaS – with Brian Burns, host of the Brutal Truth about Sales Podcast
29:44
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As a seasoned sales expert and popular sales podcaster, Brian Burns has more than a few opinions about how companies are selling to the enterprise today. Most notably, because reps haven’t been taught the difference, they try to make up for the lack of pipeline by increasing outreach activity. That may have worked in 2011 when the Predictable Reven…
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Ep. 112 - Stumbling onto SaaS Product-Market Fit by Accident – with Morten Poulsen, CEO of Plytix
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Originally, the founders of Plytix set out to create an analytics platform for e-commerce that measured the performance of a product (instead of a website) so brands could see how end users interact with them, even when sold on a third-party website. But even after positive early traction and investment, they were stalled—many of the brands didn’t …
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#5: The importance of customer stories with Evan Huck, UserEvidence
28:26
28:26
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New customers want to hear success stories from previous customers - and nowhere is this more prevalent than in a B2B environment. When it comes to creating customer stories, Go-to-Market or GTM teams struggle to find a solution that is both cost-and time-effective leaving these teams with a shortage of customer examples to use. The need for custom…
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Ep. 111 - Boosting SaaS Collaboration & Retention in a Hybrid World - with Jonathan Fields, CEO & Co-founder of Assembly
33:54
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Having moved from a miserable culture in investment banking to an incredibly positive one at tech startup ZipRecruiter, Jonathan Fields learned early in his career the profound impact culture has on an organization. So inspired, in fact, that he and his co-founders worked nights and weekends to create a platform that could make those elements scala…
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#4: B2B Brand Stories with Tiffany Grinstead, Nationwide Insurance
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Today we’re going to talk about using personalization to create more engaging and inspiring stories for B2B brands. To help me discuss this topic, I’d like to welcome Tiffany Grinstead, Vice President - Personal Lines Marketing at Nationwide Insurance. Resources The B2B Agility podcast website: https://agilebrandguide.com/latest-podcasts/b2bagility…
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Ep. 110 – The Dangerous 8 Mistakes SaaS Companies Make in their Messaging
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Are you making one or more of these mistakes in your messaging? Given the number of websites that we review regularly, chances are that you are—and that means leaving revenue on the table. In this episode, Ken and Jason from Austin Lawrence Group discuss the eight common mistakes that SaaS companies make with real-life examples. So if you’re a SaaS…
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#3: Team agility and AI maturity with Tommi Marsans, Verizon Business Group
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Today we’re going to talk about maintaining agility in teams, and the AI maturity that leaders in the B2B enterprise space should be striving to achieve in the months ahead. To help me discuss this topic, I’d like to welcome Tommi Marsans, Marketing Technology Strategist at Verizon Business Group. Resources Verizon Business Group: https://www.veriz…
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Ep. 109 – Should SaaS Companies Outsource the SDR Function? With Gabriel Lullo, CEO of Alleyoop
32:10
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Business development poses big challenges for today’s SaaS. It becomes twice as ineffective every year as people learn how to ignore you. And it’s such a grind that it’s hard to find good people who want to stick with the sales development rep (SDR) position over the long term. To get engagement on the phone today takes the right experience, techno…
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Ep. 108 - Building Strong Visitor Relationships in SaaS - With Dan Rua, CEO of Admiral
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We’ve all been frustrated by those pesky ads that pop up when trying to read an article. We understand that publishers are trying to capture more of that lost ad revenue, but the solution is not to create such a poor experience that it drives consumers away. And the rise of ad blockers is not the only problem for publishers. The decline of traditio…
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#2: Better Customer Journey Mapping with Percy Rose, Hewlett Packard Enterprise
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Today we’re going to talk about why customer journey mapping matters, and how it can improve customer loyalty, and drive other customer and business outcomes. To help me discuss this topic, I’d like to welcome Percy Rose, Customer Success Strategy Executive, Hewlett Packard Enterprise. Resources The B2B Agility podcast website: https://agilebrandgu…
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Ep. 107 - SaaS Marketing Predictions for 2024
27:49
27:49
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27:49
In this episode, SaaS Backwards host Ken Lempit switches places to the guest seat to discuss upcoming trends in SaaS marketing for the new year and what companies will have to do to be successful. Ken is the Chief Strategist of the Austin Lawrence Group, a growth marketing agency specializing in B2B SaaS, and has a 30-year track record in software …
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Ep. 106 - Unlocking Growth Through Effective Pricing in SaaS - with Patrick Meegan, Senior Partner at Maple Street Advisors
34:00
34:00
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Pricing is often the most overlooked “P” in the SaaS marketing mix. We see it in our marketing practice often. Companies may be averse to raising prices for fear of losing customers, focusing on other priorities like product development, or simply don’t understand the impact on the business. In this episode, we caught up with Pat Meegan, Senior Par…
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