SaaS Crunch

In this episode of SaaS Crunch, we learn how SuperMetrics have grown its marketing team from 3 to 25 in 3 years. We dive deep into the detail, including questions like:

• What's different between the marketing director & demand gen director role
• What success metrics do you monitor closely (excluding marketing attributed revenue)
• If you had 100K more a month, how would you allocate it?
• If you only have 5K PM to spend, would your answer be different?
• What’s something everybody in your industry should stop or start doing?
• What should someone do in the first month of their SaaS marketing manager role?
• What are your / your team's biggest blockers to success?
• What ideas/strategies have you seen success from which seemed unlikely?
• What advice would you give to someone getting started in B2B / SaaS marketing?

In this episode, we talk with Liam Bartholomew, the Global Head of Demand Generation at Cognism. We run ask and discuss the following:

What's the role of the Head of Demand Gen?

What success metrics do you monitor closely (excluding marketing attributed revenue)?

Favourite ad platform for B2B SaaS?

If you had 100K more a month, how would you allocate it?

What's been the biggest challenge in your role so far?

What does an ideal marketing team structure look like?

What ideas/strategies have you seen success from which seemed unlikely?

What advice would you give to someone getting started in B2B / SaaS marketing?

In this episode, we reflect on all the pitches we had in 2021. With over 79 conversations with businesses about their marketing, several trends emerged.

• Digital marketers are spread too thin
• Unclear direction leads to shot-term / reactive marketing
• Marketing budgets don't marry up to sales team size/demand
• Direct attribution leads to lousy marketing practices

We also cover the top things we've learned about marketing and sales from managing this process.

In this episode of IMNs, we look at the main B2B myths stated by B2C marketers. As the majority of information you find on the internet is written by B2C marketers, naturally, this means B2B marketers take B2C advice and apply it to selling enterprise products or services.

The main myths we've come across and discuss in today's podcast are:

-LinkedIn Ads are expensive
- People Don't Use Bing
- CRO primarily happens on-page
- Reporting by channel is a good way of reporting
- High production value is key
- Facebook doesn’t work for B2B
- You need to be a product expert

In this episode, we run through 5 key challenges B2B businesses face with SEO, and how LinkedIn Ads is the solution, we cover:

1. Limited Search Volume (Low Lead Numbers)
2. SERP / Brand Differentiation (Click Through / Engagement Rate)
3. Long Buying Cycles (Sales Conversion Rate)
4. Converting To Revenue (Sales Conversion Rate)
5. Building Quality B2B Backlinks

In this episode, we look at common mistakes B2B Marketers make in Google Ads, including:

- How overspending can kill account performance
- First touchpoint attribution reports don't help make informed decisions
- Feedback Loops usually end with account data, not CRM data
- PPC doesn't stop with Google Ads
- Data-led landing Pages are a must for paid search
- Competitor bidding is pretty much pointless
- Use the data to inform & expedite your SEO Strategy

This episode walks through exactly what tactics we would implement as a B2B Marketer if we had full autonomy over the marketing budget.