What's Working Now: a SaaS Marketing Podcast

Audience research can be challenging. Surveys only reveal so much, and it can be difficult to get folks in your target audience to commit to interviews. Kathleen Booth, SVP of Marketing at Tradewell has discovered that podcasts can be a goldmine of audience information if you know how to mine them. In this episode, we explore how she’s used podcasts to glean invaluable audience insights to guide her team.

✨  Transcript with Key Takeaways

✨  Connect with Kathleen on LinkedIn

✨  Tradeswell

Community is a hot topic at the moment. And for good reason — it's a strong and proven strategy for sustainable growth. Mark Kilens is the OG of community-led growth. He founded HubSpot Academy and has built Drift’s Insider community into the powerhouse that it is today. I’m thrilled to share this conversation with you.

Mentioned in the show:

✨  Transcript with Key Takeaways

✨  Connect with Mark on LinkedIn and Twitter

✨  Drift Insider

✨  Community Sense podcast

Successful marketing is fueled by the ability to step into prospects’ shoes and the ability to generate fresh ideas to engage. Both of those things can be hard to do if you’re operating from your own perspective. Being intentional about seeking other perspectives can really help. I’m thrilled to bring Catherine Dummit on the show today to talk about diversity and inclusion. Catherine is the VP of Marketing at Narvar, and she’s sharing the story that brought her to value diversity and some practical tips on how leadership teams and individual team members can promote diversity and create inclusion.

✨  Transcript with Key Takeaways

✨  Connect with Catherine on LinkedIn

✨  Check out Narvar

We all know that much of the buying journey happens via word of mouth and on social media. Prospects see mentions of products in their feeds and they have conversations with colleagues who make recommendations. It’s really hard to track and measure this activity, which is why it’s called “Dark Social.” Steve Voith is a veteran of marketing in the software space, having worked in demand gen at Litera and PowerReviews. He’s now at Refine Labs, serving as Director of Demand Gen, and he has seen firsthand what Dark Social can do. I’m excited to share his insights with you in this episode!

✨  Transcript with Key Takeaways

✨  Connect with Steve on LinkedIn

✨  Check out Refine Labs

Many SaaS companies offer a mobile app version of their product, which comes with an excellent opportunity for marketing. App marketing has its own set of challenges, however, and today I’m excited to bring you Eryn Lueders, Senior Growth Manager of Safesite, to talk about how her team at Safesite has optimized app marketing for exceptional results.

✨ Transcript with Key Takeaways

Mentioned in the show:

✨ Check out Safesite

✨ Connect with Eryn on LinkedIn

Supporting a product launch is a huge undertaking. But the process can be simplified by having a strong framework that gets the product and marketing teams working together. Today I'm talking with Jessica Shafer, VP of Marketing, and Michael Gonzales, Executive Vice President of Growth & Strategy at Marathon Health. Marathon Health launched a software product called Marathon Health Anywhere, and in this episode, we get to hear about the product launch process and the marketing the team is doing to support it. Jessica and Michael have several great tips to share, and I know you'll enjoy the conversation.

✨ Transcript with Key Takeaways

Mentioned in the show:

✨ Check out Marathon Health

✨ Connect with Jessica and Michael on LinkedIn

B2B is a bit of a misnomer since all marketing is people marketing to people. B2B buying teams are individuals with personal interests, goals, and needs who are also looking for business value to move their companies forward. The best B2B marketing is a blend of personal engagement and education, brand-building and demand generation. In today’s episode, I’m talking with Camille Trent, who is Head of Content at Dooly, a connected workspace for revenue teams. Dooly does an amazing job of bringing B2C tactics to B2B marketing, and Camille has plenty of insights for SaaS marketers looking to bring a bit of fun to their campaigns.

✨ Transcript with Key Takeaways

Mentioned in the show:

✨ Camille’s podcast: Content Logistics

✨ Check out Dooly

✨ Connect with Camille on LinkedIn

Messaging helps customers and prospects understand a company’s value and values—how it can help and what it believes in. It describes the brand promise and generates desire for the company’s products and services. The best messaging gets people excited and rallies them together around a common cause. Today I’m talking with Mark Huber, Director of Growth at Metadata, a demand generation platform. Mark led the Metadata team through a messaging process that has been really successful, and he has some fantastic insights to share. 

✨ Find the episode transcript with key takeaways here.

Mentioned in the show:

✨ Metadata's messaging

✨ Connect with Mark on LinkedIn

✨ Wynter

✨ Register for DEMAND, Metadata's virtual event in October!

Season 2 of What's Working Now is kicking off with an insight-packed conversation with Devin Reed, Head of Content Strategy at Gong. Devin and his team have created an incredible podcast called Reveal: The Revenue Intelligence Podcast, and they're using it to build brand affinity, grow pipeline, and generate marketing-sourced revenue. Devin shares the strategy behind the podcast and offers practical takeaways you can use to get started with podcasting or improve the results you're seeing from your own company's podcast.

Links we mentioned in the episode:

✨  Devin's newsletter, The Content Strategy Reeder

✨  Connect with Devin on LinkedIn.

✨  Check out Gong here.

✨  Find key takeaways and a transcript on the episode page.

Today, we’re talking about customer experiences as fuel for content. We all know the power of customer stories, but it’s sometimes challenging to come up with ways to weave them into different content formats. Alfredo Deambrosi, Content Marketing Manager at Perspectium, is doing some really interesting things with customer stories, and I know you’ll get some great ideas from what he has to share.

For key takeaways and show notes, visit ideallymarketing.com/saaspodcast.

For more on Perspectium, check out their website at perspectium.com.