SaaS Backwards - Reverse Engineering SaaS Success (Ken Lempit)

Brian Trautschold is not your usual YCombinator alum, though he does credit his success in part to what he learned from the experience and the people he's met.

Talking about their recent funding round of $15.5 million, he and his cofounders built the company to be capital efficient, and this has enabled business model and outcome flexibility; they don't have to be the next unicorn to achieve their own ambitions for the company. And the risk of failing to achieve unicorn status and being absorbed at a low valuation by a competitor, which "sucks for everybody," is reduced.

We dive deep on business model, too, in particular about how integrations can help drive the business. Brian's take here is refreshing, too. He talks about customer needs set the prioritization of integrations rather than taking a look at the ecosystem and deciding to build integrations based on market penetration of the players. It's a really organic way to approach it, and the way he puts it is interesting, too.

This CEO conversation is notable for how open Brian is with his decision-making, especially with the hire of a marketing leader to help move the firm from founders doing too much to professionalizing the organization and enabling scale-up.

There's a lot to take away in this conversation, so I encourage a listen! And as always, there's a transcript on our blog if you'd prefer to read it.

Let me know what you think!

Resources for SaaS Execs

Recently closed a funding round and need to ramp growth?
Check out our comprehensive "scale-a-saas" guide:

Think your website could generate more leads?
Get our inbound lead generation self-assessment

Want to be a guest on SaaS Backwards?
Click to meet with Ken Lempit to talk about an episode.

SaaS Backwards is a free service to the SaaS community.

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In this episode we explore the product-led growth go-to-market motion with Breezy Beaumont, head of growth and marketing at Correlated. It's a SaaS that helps product-led growth companies to find expansion, upsell, cross-sell, and other revenue opportunities based on how people are using their product.

If like us, you're trying to distance your marketing from the "fake" MQL, you might consider a product-led growth go-to-market strategy. It's no small change if your product cannot or does not already support free users and provide you with instrumentation and in-app promos to sell users an upgrade. But the benefits are huge. 

We all know and use one or more PLG applications daily (Slack, LinkedIn, DropBox, Calendly). But can we make it work where we work? If the product was made to support PLG, or can be made to do so, now what?

Among the really interesting subjects we explore are:

• How the pipeline is different for PLG. It's a continuous cycle not linear. And this has benefits beyond the upsell in terms of staying close to your customer.
• How your organization is different with PLG.  Sales, marketing and customer success are now much more integrated and collaborating throughout the customer life cycle.
• How sales can now be customer and product advocates vs driving people through what she calls a "manufactured" pipeline (love this, btw).
• And how the old model for predictable revenue has to give way to a more statistical and usage-based view of where and when revenues will be achieved.

It's a refreshing take on what we all do for a living. Take a listen and let me know what you think!

Resources for SaaS Execs

Recently closed a funding round and need to ramp growth?
Check out our comprehensive "scale-a-saas" guide:

Think your website could generate more leads?
Get our inbound lead generation self-assessment

Want to be a guest on SaaS Backwards?
Click to meet with Ken Lempit to talk about an episode.

SaaS Backwards is a free service to the SaaS community.

---

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We’re at an inflection point as sales and marketing practitioners. 

Some of us have heeded early warning signs as marketing and sales KPIs become harder to achieve, and others are just starting to pay attention. Or rather, they’re being forced to—because buyers are taking more control and our outdated methods of prospecting are off putting. They don’t want your phone calls pressuring them to take a demo. They’re ignoring your emails. And worse, when you are a motivated buyer, you first have to go through the SDR gauntlet of BANT questions, only to be handed off to someone down the road that can actually answer your questions. 

We have to do something different, but what? 

Nelson Gilliat, author of The Death of the SDR and Birth of Buyer Centric Revenue, thinks he has some answers.

He also makes some bold assertions about the future of the Predictable Revenue Model that turned B2B sales into an assembly line of specialization, and talks about how some innovative organizations are already experimenting with different models that are in-line with their buyers to great success. 

Gilliat also questions the whole model of quotas and commissions (that predates the Predictable Revenue Model) with some interesting arguments about how it not only incentives the wrong behavior, but also how it short changes people in their professions. 

While it sounds like a pipe dream (only a handful of companies are experimenting with different models) Gilliat does pinpoint many of the root causes of problems with our modern sales process that we’ve had for years. 

There are also some baby step changes that you can make today that will move your organization in a better direction down the lin

Resources for SaaS Execs

Recently closed a funding round and need to ramp growth?
Check out our comprehensive "scale-a-saas" guide:

Think your website could generate more leads?
Get our inbound lead generation self-assessment

Want to be a guest on SaaS Backwards?
Click to meet with Ken Lempit to talk about an episode.

SaaS Backwards is a free service to the SaaS community.

---

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Business Development Representatives (BDRs) have typically been a sales function, as part of the compartmentalization of sales functions defined in Aaron Ross’ Predictable Revenue (2011).

What worked well for a decade has met challenges today. They don’t want the phone calls or emails until they’re ready.

In short, buyers have changed their research and buying process--what was predictable five years ago is…

Well, not so much.

Because prospecting is actually marketing, some innovative organizations have moved them under marketing and changed the incentives to focus on engagement over number of meetings booked.

That’s a tough pill to swallow for many B2B companies that have built their sales (and marketing) infrastructures around the Predictable Revenue Model.

As Vice President of Marketing at Intellum, Robyn Hazelton has led the charge to move their BDRs under marketing, develop a closer relationship with sales, and align all their sales, marketing, and customer success motions around the buyer.

In this episode, she talks about how they made the move to marketing, the organizational challenges, and how to use the data to drive better decisions.

The results speak for themselves—dramatically shorter sales cycles and four times higher revenue over the previous year.

It’s an illuminating interview and will help you evaluate whether or not your current sales and marketing process could be modified for greater efficiency.

Resources for SaaS Execs

Recently closed a funding round and need to ramp growth?
Check out our comprehensive "scale-a-saas" guide:

Think your website could generate more leads?
Get our inbound lead generation self-assessment

Want to be a guest on SaaS Backwards?
Click to meet with Ken Lempit to talk about an episode.

SaaS Backwards is a free service to the SaaS community.

---

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Healthcare is one of the most difficult industries to penetrate, even for established brands.
They’re risk-averse, have strong defenses against being sold to, sales cycles are long and they significant data protection requirements.

So how do you do gain traction as a financial management startup targeting hospitals and healthcare systems?

In this episode of SaaS Backwards, Ben Beadle-Ryby talks about how they’ve met this challenge by: 

• Building the company around subject matter experts with deep industry roots to earn immediate credibility and early customers
• Leveraging VC connections who have connections in the space
• Ensuring that they have all of the necessary certifications to protect data
• Investing in long-term demand through thought leadership; positioning Akasa as thought leaders in AI applications for healthcare
• Aligning his company's employees, customers and prospects around a larger mission to improve the efficiency and effectiveness of healthcare in the U.S.

Ben also talks about ways they built the company to increase the odds of being successful, including how they built the founding team and product concept. He introduces the idea of "founder dating," that helped them work on team dynamics and recruitment, as well as doing a lot of up-front work to "pressure test" their initial product ideas.

There's a lot of takeaways here in just 30 minutes... enjoy!

Resources for SaaS Execs

Recently closed a funding round and need to ramp growth?
Check out our comprehensive "scale-a-saas" guide:

Think your website could generate more leads?
Get our inbound lead generation self-assessment

Want to be a guest on SaaS Backwards?
Click to meet with Ken Lempit to talk about an episode.

SaaS Backwards is a free service to the SaaS community.

---

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Most companies fail with ABM because of their ad hoc execution. They target accounts as a wish list and continue to do business as usual. 

The truth is that successful ABM requires an organizational mindset shift, and that doesn’t happen by changing it all at one time. 

“Marketing usually gets it,” says Jennifer Leaver, senior global ABM Manager at Bazaarvoice. “The tougher sale is with sales. There’s a lot of change management involved.”

Leaver’s approach to ABM adoption was to start small with “sales friendly’s” (Two salespeople out of 200) where she piloted an ABM program and focused on engagement metrics into their target accounts such as click-through rates, impressions, and web traffic. 

Later, she was able to measure pipeline in terms of full funnel metrics, they increased pipeline generation by 129%, increased opportunities by 57%, and deal velocity increased by 122%.

With triple digit number increases across the board, full adoption after that wasn’t hard.

If you’re thinking about adopting an ABM program or would like your ABM to reach its full potential, this episode is a must listen. 

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Raising capital for your SaaS has one purpose—to amplify and scale the business. It cannot define the business model or product-market fit for you. 

And once you raise capital, the whole dynamic changes. The pressures are different (you’re now on the clock to deliver return for investors) and so is the go-to-market strategy (the founder relationships won’t be enough to scale). 

 With several successful fundraises and exits under his belt, Jeff Solomon, CEO of Markup Hero talks about how he’s bootstrapped companies to a certain monthly recurring revenue rate that made it much easier to attract the right capital.

 Having started his current venture (Markup Hero) as a side project, he’s now able to decide whether or not to keep it as a lifestyle business or raise capital for a bigger exit.

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Referrals are the lifeblood of every business. The cost of acquisition is the lowest, and they tend to close faster and at higher rates, making the sales process WAY easier. 

So why do companies spend so much on paid channels where the cost per lead is going up and the quality is going down at such a rapid pace?

Referrals have always been hard to scale—especially if you haven’t trained your people to ask.

Referral Factory founder Kirsty Sherman believes she’s figured out a solution, even for B2B SaaS companies, where the referral process can be embedded into the platform by providing incentives for users to easily refer their connections. 

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Before you buy tech for Account Based Marketing (ABM), and even before you start picking target accounts, check out this episode with StrategicABM’s Chief Marketing Officer Declan Mulkeen.

Their firm is 100% focused on ABM and Mulkeen talks about how the tech vendors have popularized the approach in recent years, but they didn’t create it. (it’s been around for over 20 years, and he proves it.)

But today, most companies are getting into trouble by purchasing the tech first and launching ABM programs second. 

That’s only one of the myriad of reasons that companies are experiencing poor results according to Mulkeen, who advises that "you should do ABM without technology and get it working first. And then you can worry about what tech you need later." 

In fact, the only tech you need is a pen and paper. Write a strategy, think about the business outcomes, start small, test and measure. 

If you’ve been struggling with ABM, wonder if it’s the right strategy, or don’t understand how it fits with other marketing and sales initiatives in the first place, the answers are waiting for you here in this action-packed 30 minutes of straight talk about ABM. 

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The founding story of Fireflies.ai told by co-founder Krish Ramineni sounds like a post-college rock band that turned into software hack. 

Instead of going to graduate school (working as a PM at Microsoft), Ramineni took his would-be co-founder up on an offer to “hang out” and “work on different things” in some free co-working space that a VC had given them in Boston.

When they had something real, they went back to San Francisco, went heads down, bootstrapped, went through an accelerator, and raised a seed round. 

A month later, the pandemic hits, everyone goes remote, and the roller coaster ride begins. 

In the past 4 years, Ramineni and co-founder Sam Udotong have been scaling up the abilities of an enterprise voice assistant (or AI) meeting assistant. But it’s a lot more than the mystery attendee you see popping up in your Zoom meetings. 

But competing in a crowded space (with technology that wasn’t new) Ramineni and co-founder Sam Udotong knew they needed a broader vision for the product. 

So, they started looking at what teams needed that could be accomplished beyond automated notetaking. Their idea was transforming the product into voice workflow system for enterprises and for organizations. 

For example, if you’re in a zoom meeting, you could say “Fireflies, pull up the Q2 financial reports and tell me what went right and what went wrong.”

Fireflies has capitalized on a product-led growth strategy from the beginning. They don’t spend very little on advertising today, and instead, doubled down on the freemium model, which gets the Fireflies.ai name is naturally viral in every single meeting. 

Also, because they’ve spent a lot of time and effort to integrate with the major CRMs, and because they have a compelling vision of what could be done with the tech in the future, we’re switching our transcription service now.

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We knew that Dan Johnston, CEO of WorkStep had a great story about how they’ve shifted the go-to-market strategy as they’ve expanded post series B--especially for B2B SaaS marketers that have had to make the case for patience.

That’s in here, but the overall story is much bigger than that.

Having started managing a third-party logistics warehouse that imported trampolines, Johnston noticed something unsettling. It was staffed primarily with temp workers fraught with hidden costs. 

Not only is there constant turnover and constant training, but there’s also a detrimental human impact. Workers can’t move up in the organization and lose $5-$6 per hour in the spread.

People shouldn’t be treated as cogs in a machine. They have valuable skills that are critical to the success of an organization. They’re talent. 

That was the problem to solve. Starting small, WorkStep limited itself to Portland, Oregon where they provided software solutions that make it easy to directly employ frontline workers for their supply chain roles.

Starting small also gave them a big opportunity to learn about what their customers and their employees really need—to reduce turnover at scale.

Recently, WorkStep wrapped up a $25-million Series B fundraise to add fuel to what’s already working, and the best part is that the entire ecosystem wins. 

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Suuchi Ramesh, founder and CEO of Suuchi Inc had envisioned a need for one single source of truth in supply chain across suppliers, factories, brands, retailers, warehouses, and customers when they began operations in 2017.

A bold vision, for sure.

But the timing (pre-COVID) helped making the space ripe for disruption.  

In the same way that you’d eat an elephant (one bite at a time), Ramesh was able to break the problem statement into parts by connecting brands and retailers in the fashion industry with the network of factories in the Western hemisphere and expand to beauty, and Food & Beverages that make up 90 percent of their clientele.

Today, after successfully building from a series A fund raise three years ago, their efficient money management strategy has positioned them well for growth as they raise the next round and expand their go-to-market strategy to generate demand in the 10 percent dramatically increasing their total addressable market. 

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Getting specific about your ICP is an old saw—but why then aren’t more companies marketing efficiently?

Our guest, Annie Wissner, says the reason is because we’ve become too used to bull markets where you have wiggle room in marketing execution.

“We're still in that digital wave where it's primarily about Google Search, but there's a lot of other methodologies that can be utilized to get to customers and prospects in a much lower cost and effective manner.”

The times they are a changing—and those of us like Annie that have been through three recessions have a good idea about what comes next.

Bottom line, the companies that operate marketing with efficiency will thrive and those that don’t…

Well, don’t be in that category.

Check out this episode for some clear strategies you can execute on immediately.

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Where most SaaS companies experience problems with the effectiveness of demand capture strategies, Paddle had the opposite problem—they weren’t focused on long-term customer creation. 

In the beginning, that was fine because they “were so busy and productive "Hoovering" up the in-market demand.”

Davies says that as a CMO, you always carry two time frames in your mind. One which is this quarter and next, making sure you’ve got a full pipeline, and the second timeline, which is how we’ll be positioned two years from now and how we’re warming them up now for future sales. 

Some just aren’t ready now, and you don’t want to lose them in the future. 

Another problem was messaging. Salespeople were stumbling around explaining the company’s mission to their customers. 

Davies set out to change the overall company narrative to fit more in line with the Challenger Sale where you reframe the problem for prospects so that they’re looking at this problem in an entirely new perspective and bring them along for the journey. 

“That results in a much easier sale whether they’re with sales or self-serve, they can go faster with less friction because marketing has paved the first few roads for them.”

In other words, demand generation for Paddle is making sales easier, and Davies explains in a way that all SaaS companies can emulate.

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Having been with Refine Labs, MJ Peters knew how to sniff out the opportunity to work with a company that gets marketing. 

Now four months into her new gig as the VP of Marketing for CoLab Software, MJ talks about building a demand gen first marketing model where marketing is measuring only Sales Qualified Leads (SQLs) and Sales Accepted Opportunities (SAOs) as opposed to anything further up the funnel (like MQLs, content downloads, etc.) that’s normally tracked in the lead gen model. 

That’s still hard to do—the industry has problem awareness (engineer tools live on a desktop making it hard to collaborate efficiently) but making the case to do anything about it is still a tough sell. 

And it takes time. Demand gen happens more slowly than lead gen because you’re measuring lagging metrics instead of leading indicators. 

Leadership has the stomach for it though. They’ve invested heavily in customer research, and MJ sees the opportunity to create a category for “Design Engagement Systems” where people would eventually search more on that term, leading right to them. 

Given that most companies aren’t working with a blank slate, MJ also has advice for those that want to make the shift but can’t turn lead gen off overnight. 

And as long as they’re open minded, the right marketing leader can have a big impact. 

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Most companies do “checklist marketing” by default: We need to be on every social channel. We should have a newsletter for every customer segment. We need to go to all these conferences.

Fractional CMO Yasmin Morrison challenges her clients to think about marketing more like an investment portfolio and every quarter, you make bets. 

If it doesn’t pay dividends, get out. Double down if it does.

And you can put the odds massively in your favor if you apply the 80-20 rule (also known as the Pareto Principle) where a small percentage of activities drive a large percent of results.

For example, 20 percent of your web pages are driving 80 percent of your traffic. Or, 20 percent of your blog posts are driving 80 percent of your leads.

“Because SaaS companies collect a lot of data, they’re usually sitting on a gold mine,” she says.

After conducting market research for one client, she found that two out of 100 integrations had significantly more demand than all the others combined. 

They wrote one blog post on one topic and one use case. A month later, they had 10Xed their web traffic. 

Speaking in terms of marketing as an investment portfolio will also improve communications with the CFO—it’s language they understand.

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Aligning with Sales is job one for David Gabriel, head of marketing for the fast-growing startup eVolve MEP.

“Sales has the hard job. They’re in the trenches and we want to do everything we can (as marketers) to make their jobs easier.”

That doesn’t mean that they aren’t looking at the long-term picture—they do many things that keep them in touch with their customers.

For example, they surveyed customers during COVID and found they were itching for group interactions. So they put together a Top Golf event, and it completely sold out. “If we’d followed the mainstream thinking on events we would have missed out on that opportunity.

Surviving at a startup requires serious agility combined with a north star of profitability and marketing ROI.

Gabriel achieves that by hiring “T-Shaped marketers,” which he defines as having a core skill but can also serve as utility players in all aspects of marketing. Depending on what sales is seeing determines what marketing focuses on - so the marketers have to be ready to pivot.

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Like sales, marketers have a hard time with a product or service they don’t believe in. 

When Amber Bogie was searching for the right marketing opportunity, she was less concerned about the product and more concerned about joining a mission driven company. 

So, she developed a quadrant:

• What does the company offer as a product? 
• What is the company culture and how does that fit in with you?
• What is the role itself and how does that fit with how you want to grow?
• What kind of leadership does it have?

She found that at Reachdesk—a company committed to delivering customers and prospects a moment of delight and connection had the right mix.

Now three months into her new gig, Bogie is bringing a holistic view of the marketing and sales funnel where targeted demand generation fills the top, and once they enter the CRM, account-based touchpoints begin with channels and tactics creating a flywheel effect. 

And account-based experience (ABX) is the key piece to create the flywheel. Brand drives demand, ABX throughout the entire journey, and customer advocacy fuels back to the top. 

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We’ll analyze your website and content through the eyes of your buyers to uncover what’s stopping them from booking a demo. Then, we’ll give you a personalized report with practical recommendations to help you turn more visitors into sales conversations.

And the best part?

💡 It’s completely free.

No commitments, no pressure—just actionable advice to help you book more demos.

Your next demo is just a click away—claim your free review now.

It seems like lead generation has become the Red-Headed stepchild of modern marketing. But it’s certainly not going away—especially since most SaaS companies have built their sales and marketing infrastructures around it.

It does need to evolve though, and that was the gist of our discussion with Cristina Daroca, Senior Director of demand marketing at Riverbed Technology.

Leads are not created equal. 

For example, if someone wants a demo or to speak with sales, “Speed to lead” still applies. You should follow up with them as quickly as possible when they’re sales ready.

However, for content downloads of assets such as white papers, it’s not a good idea to annoy them with a quick phone call. Instead, try understanding where they are in their journey so you can provide the right assistance at the right time. 

Daroca also talks about how ABM and demand generation should not be separate functions and must work closely together. It’s when people start engaging with content where your ABM motion can start. 

Overall, lead generation and the lead funnel aren’t the problem. It's about how we evolve that to ensure that we're creating the demand so that when leads come in, they’re the ones we actually want. 

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When you take a marketing leadership position for a startup where the opportunity is wide open, what do you prioritize?

That’s the situation Matt Dilworth faced back in February (2022) when he joined Anduin, a fintech SaaS startup that streamlines private market transactions. 

Having followed CEO Eliot Hodges whom he’d worked with previously at Blend. Dilworth found that partner marketing was the biggest low-hanging fruit opportunity because the company already had established relationships that could be leveraged. 

Also, especially important since private equity, venture capital and hedge funds work largely by referral.

He was also a bit shocked by the direct referrals to come from public relations and attributes their success by being holistic and organic about the communities they wanted to penetrate. 

Dilworth has a lot of great advice for marketing leaders that find themselves with a growing startup in need of prioritization and direction including:

• Leveraging of current relationships to bolster referrals, 
• How to use public relations to communicate with existing networks and carry your messages to broader communities,
• And leveraging partner marketing to take some pressure off early sales and marketing teams so they can establish long-term initiatives that create customers. 

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And the best part?

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Working as a CFO for tech companies in Australia, Jason Atkins saw a need to automate the very manual and frustrating process involved in equity raises–compounded by a global workforce. 

While doing volunteer work in the Gold Coast tech scene, he met his soon-to-be cofounder Kim Hanson and together established a SaaS called Cake Equity with a goal to make equity easier to handle for all stakeholders.

Together, they established a beachhead market in Australia by niching down into startups where the competition was scarce, but knew they had to identify larger markets to grow. 

Given the willingness to use software and technology, combined with a spirit of innovation, expanding in the US was an obvious choice.

We caught up with Atkins on his whirlwind US tour to talk about:

• The current fundraising environment
• Establishing a beachhead in Australia and thinking global-first
• Leveraging off of the success of Australian-based Atlassian and Canva. 
• How starting a services firm helped in the establishment of a SaaS
• And their overall sales journey – starting with founder-led, followed by marketing and sales-led and landing on product-led growth

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And the best part?

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If you’ve found it harder to engage buyers today, our interview with Vinay Bhagat, Founder & CEO of TrustRadius is a must listen.

For the last five years, TrustRadius has published a report based on surveying 2000 technology buyers and hundreds of vendors to understand how buyer behavior is changing.

Today’s buyer has an overarching desire to control their journey and it isn’t linear. They want to find information online without barriers, transparent pricing, use case validation, independent validation, and the ability to touch and feel the product through a trial or demo of some kind.

While some vendors are waking up to the fact that old sales and marketing playbooks are falling apart, they’re not sure what needs to change. 

In this episode, Bhagat details what’s working, including:

• Developing content that’s educational and informs the buyer while aligning with the company’s narrative
• Changing the sales and marketing mindset to help the buyer along their journey of discovery
• The role that analysts should play as independent, third-party devices
• How to imbed customer listening functions into marketing strategy
• The different levels of buyer intent data and what it means for engagement

And much more…

Get the report here: 2022 B2B Buying Disconnect: The Age of the Self-Serve Buyer

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If you’ve had the experience working with a large company, day one consists of paperwork--lots of it--and it contributes to a poor first impression. 

Simply increasing the percentage of people that accept offers and actually start work would have a massive bottom-line impact. 

And it’s not just day one. Research shows that what happens in the first 90 days of an employee’s tenure plays a big role in retention.

It’s hard for the all-in-one HR software behemoths to be experts at every component an HR team must solve, but so is getting traction as a best-of-breed startup. 

That’s the situation CEO Mike Ehrle walked into a year ago at Click Boarding, a SaaS that’s an employee experience platform and provides modern compliant HR solutions to impact higher growth and retention rates.  

In this episode, Ehrle sheds some light on his experience with:

• Fixing internal issues and transforming to a collaborative culture
• Dealing with unforeseen issues he missed in his due diligence (like development staff located in Ukraine prior to Russia’s invasion)
• The need for product and business expertise to build key relationships in target accounts.

---

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At the kickoff of their recent user conference, Dave Becker, CEO of CampusESP told the story of the person he first approached with his company idea for a SaaS that enables parent involvement in higher education.

She told him that “parent involvement is a fad, and I don’t think you have a company here.”

Nine years later, the company has gone from fad, to nice-to-have, to need-to have with over 260 schools representing over four million parents using the platform. 

So, how do you pull off category creation? 

Certainly not with VC money, although, not for lack of trying.

“It’s a long journey of educating people on the problem, educating them on a solution, and then educating on your solution.”

In fact, Becker shares with fellow entrepreneurs that however long you think it’s going to take, double it. 

In this episode, Becker shares key learnings such as:

• How difficult it is to get those first few customers.
• How they used extensive market and customer research to build a foundation for client acquisition.
• Why they had to abandon branding and positioning that didn’t serve the value proposition.
• Why it’s important to find the right support network early.

In his bathroom at home is a hole in the door that Becker refuses to fix. “It’s a reminder of how hard this is, and it keeps me grounded.”

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With market uncertainty, and the average CMO tenure at 40 months (2020), conducting an executive level job search at some point is inevitable.

While most trade off past relationships, Justin Schmidt, VP of Marketing at Compt.io suggests that “something really magical” happens by putting on the candidate hat and interviewing again as somebody off the street.

By taking interview opportunities that he ultimately didn’t think he would be interested in, Schmidt found value in “the batting practice” - honing his interviewing skills, asking better questions, and “getting the jitters out” for the right opportunity.

Added to Compt’s leadership team in August, Schmidt passes along advice from his recent job search experience including:

• How he found the right opportunity (and the right CEO)
• Interviewing for the first time; exerting control of the content and narrative, and having the right mindset
• Getting proper help on resume writing, career coaching and questions to ask.
• Building a new team leveraging past experience, but not beholden to it.

---

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At the 2019 Ascent Conference in New York, Aptiv.io’s CEO Guy Mounier recalls their informal poll about how well their demand generation programs were working.

Two-thirds of respondents said, “we’re fine” or “we’re good.”

Fast forward to the same conference in November 2022 and almost everyone was struggling to cut through the noise to generate qualified leads. Even those with good results were still getting pressure from boards and investors to produce more leads at a lower cost. 

Effective demand generation has become like Moore’s Law in reverse – you have to double down on marketing spend every year to maintain the same number of leads. 

To solve this conundrum, companies have gravitated towards AI platforms that identify buyer intent signals to prioritize account focus—a space Mounier calls “Revenue AI” where AI platforms can identify buyer intent signals for accounts potentially entering a buying window. 

Only a third of the survey respondents knew about the potential of these platforms though—and 90 percent of them said they couldn’t afford it--the value for the money and the complexity didn’t make sense to deploy. 

The game changer according to Mounier is to have a 360-degree approach to intent signals (versus the siloed approaches that exist today) and do it a quarter of the cost. 

---

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If you want to make good on the promises you made to investors and grow the company the single most important thing the C-suite needs to get right is hiring.

That’s why we spoke with Michael Bertoni, CEO of PhillyTech.co—a hiring agency dedicated to SaaS. 

Most startups have no idea how to hire people and build high-performing teams. They think they can do themselves and find out quickly where the mines are buried. 

With a background in sales and lead generation, Bertoni has developed a method that is 100 steps deep. They’re hunting talent by hyper-targeting, and that specialization, combined with his prowess for lead generation, is what makes them so successful. 

In this episode, Bertoni shares some of the ingredients to his secret sauce including:

• Finding SaaS specialized help that understand how the business operates and the roles and responsibilities required
• Must focus on hypertargeting – much like Account Based Marketing (ABM)
• How to optimize the hiring process and provide the candidate a great experience
• Why the best candidates aren’t on the market, and how to attract them.

---

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Today’s B2B tech buyer has a much greater expectation and appreciation for self-service—they don’t want to have to jump through hoops or talk to a sales rep to find out what the business does. 

But what to do about it? 

It’s a difficult shift for traditional marketers and sellers—to be more buyer-centric--which is why we talked with Tyler Lessard, vice president of marketing at Vidyard, a video technology company that provides marketers and sales teams with custom video messaging and analytical tools. 

Lessard provides an action-packed 30 minutes of tangible advice…stuff you can do right now to have a greater impact such as creating a library of on-demand demo videos (and how to sell it to the hyper-competitive leadership crowd). 

And, rethinking the “Get a Demo” button that most of you have in the hero image. 

He challenges you to think about what customers want when they come to your website:

• They want to see what you do
• They want to see the products in action so they can really understand how it works. 
• They want to learn about your pricing. 
• They want to understand how you compare to others.

And then…they’ll want to talk to sales or do a live demo.

“It’s not about selling better, it’s about helping customers buy better,” he says.

Maximize those things, and you’ll be WAY ahead of the pack.

Other resources to check out:

Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publish a yearly report about how B2B buyer behavior is changing.

The Lead Gen Mistake I Guarantee You’re Making – how to create content that better identifies intent from today’s b2b buyer.

And, if you want an outside look at your content with actionable advice, take advantage of our Content Audit. Valued at $20K in free consulting.  

---

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And the best part?

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As fans of the Challenger Sale methodology, we know that getting prospects to move off their status quo to make a change is paramount to winning a new deal.

But as Tim Riesterer Chief Visionary for B2B Decision Labs (and self-professed “research nerd”) talks about in his new book The Expansion Sale, growth for a vast majority of companies comes in retention and expansion. 

Because most deals start out too small, underpriced, and overserviced, the question is how to keep and grow those customers when it comes to renewal time? (Oh, by the way, the price is going up.)

In many ways, renewing isn’t just renewing. And upselling isn’t just upselling. It’s all reselling.

Therefore, challenging their status quo won’t help you—you are the status quo, and you want to leverage that. 

And there’s more commercial activities in that existing customer interaction and engagement that you need to be savvy about, such as:

• How to defend your position as the status quo bias
• Transitioning from the decider to the doer and setting up the business case
• The four must-win commercial moments of the client relationship
• The framework and content choreography for having the renewal conversation
• Documenting mutual investment so they view change as a loss and view the new vendor as “risky business.”

Other resources to check out:

Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publish a yearly report about how B2B buyer behavior is changing.

The Lead Gen Mistake I Guarantee You’re Making – how to create content that better identifies intent from today’s b2b buyer.

And, if you want an outside look at your content with actionable advice, take advantage of our Content Audit. Valued at $20K in free consulting. 

---

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And the best part?

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It’s estimated that 40 percent of all warehouse worker movement is wasteful. A simple example is a worker having to walk through and assemble 12 items that need to be shipped to a customer. What’s the optimal order of items to minimize the steps

That’s the problem Yosh Eisbart, CEO of Fullfilld is tackling with their warehouse management orchestration platform. Their system paints a “digital twin” of the physical warehouse, digitizes it, and ingests all that data into the software. 

So instead of a static image (which doesn’t communicate any data about optimal flow), they’re able to use AI and ML to capture data around the entire buzz happening in the warehouse beehive, analyze the data and calculate the optimal workflow. 

As compelling as this solution potentially is for warehouses, Fulfilld must overcome problem awareness issues and status quo bias to penetrate new accounts. 

How are they doing it? 

Eisbart shares his learnings about crossing that chasm including:

• Getting those first five customers to demonstrate product-market fit
• How they vetted “smart money” that could impact business development from the beginning.
• Overcoming “problem awareness” by launching smaller components and expanding based on use cases.
• Their strategy for scaling through channel partners.

Other resources to check out:

Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publish a yearly report about how B2B buyer behavior is changing.

The Lead Gen Mistake I Guarantee You’re Making – how to create content that better identifies intent from today’s b2b buyer.

And, if you want an outside look at your content with actionable advice, take advantage of our Content Audit. Valued at $20K in free consulting. 

---

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There’s a lot of hype with Product-Led Growth (PLG) with the promise of low-cost customer acquisition and streamlined expansion.

But as Peter Zawistowicz, Pace’s head of marketing says that when you introduce a PLG motion into an organization with an existing direct sales motion, you get an interesting set of problems.

Most notably, sellers in a PLG motion are almost always left in the dark while still trying to hit their numbers. 

Intercede too early and it could artificially inflate price points. 

On the flip side, self-serve customers that lack proper guidance when problems arise could leave money on the table and lead to churn.

That’s the problem that Pace is tackling with a new set of tools that are built for customer facing roles that allows them to focus on the users that really need their attention and eliminating the rest of the noise.

In this episode, Zawistowicz draws on his (and the founders’) background with companies like Gremlin and MongoDB that successfully implemented PLG motions to help Pace customers to find enlightenment—the right mix of sales and customer service intervention to maximize growth. 

Other notable topics include:

• What to do when you don’t have product-marketing fit
• Not getting beat by hype cycles
• Getting the DIY champion on your side
• How to provide salespeople with actionable insights vs letting them self-serve

Other resources to check out:

Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publish a yearly report about how B2B buyer behavior is changing.

The Lead Gen Mistake I Guarantee You’re Making – how to create content that better identifies intent from today’s b2b buyer.

And, if you want an outside look at your content with actionable advice, take advantage of our Content Audit. Valued at $20K in free consulting. 

---

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Your messaging could be turning buyers away before you even get a chance to pitch.

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Like most SaaS companies, Brandon Metcalf, CEO & Founder of Place struggled with the outbound sales model.

Out of necessity, they started looking at why companies weren’t buying their products. They found that over half bought nothing. 

In other words, no decision. 

So they decided to flip the script and educate prospective buyers on what could happen instead of finding the people whose arm they could twist a sales conversation. 

They put a lot of work into messaging, revamped their website to let buyers self-serve, they started a podcast, and focused heavily on LinkedIn content.

Less than a year later, they saw a flurry of inbound activity, and for the first time had more revenue from it than any other source.

If you’re struggling with the outbound sales model and don’t know how to fix it, this episode is a must listen.

Other interesting topics include:

• Building products on Salesforce – the pros and cons
• Recruiting the right people by getting specific on the ask
• How to use podcasting to stay in touch with your customers

Other resources to check out:

Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publish a yearly report about how B2B buyer behavior is changing.

The Lead Gen Mistake I Guarantee You’re Making – how to create content that better identifies intent from today’s b2b buyer.

And, if you want an outside look at your content with actionable advice, take advantage of our Content Audit. Valued at $20K in free consulting. 

---

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Your messaging could be turning buyers away before you even get a chance to pitch.

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We’ll analyze your website and content through the eyes of your buyers to uncover what’s stopping them from booking a demo. Then, we’ll give you a personalized report with practical recommendations to help you turn more visitors into sales conversations.

And the best part?

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Your next demo is just a click away—claim your free review now.

Why do 90 percent of acquisitions fail for the buyer?

According to Ari Kahn, President and CEO of Bridgeline, a big reason is because they’re not leveraging the customer base to create greater lifetime value (LTV), so they don’t adequately recover the original customer acquisition costs (CAC). 

Bridgline Digital has acquired its way to a suite of SaaS solutions that bridge the gaps between marketing, content, commerce, social and insights to grow online revenue for its customers. 

Kahn’s secret acquisition sauce comes in evaluating targets that make sense both from a selling perspective (getting new logos) and by enhancing customer lifetime value for its existing customers by bringing appealing new technologies.

In this episode, Kahn shares his stories and specific methodologies for bringing companies into the fold, including:

• His first acquisition during the dot com bust
• Understanding the CAC to LTV ratio
• Strategies for dealing with “the cash flow trough”
• How providing multiple paths for customer solutions leads to greater LTV

Other resources to check out:

Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publish a yearly report about how B2B buyer behavior is changing.

The Lead Gen Mistake I Guarantee You’re Making – how to create content that better identifies intent from today’s b2b buyer.

And, if you want an outside look at your content with actionable advice, take advantage of our Content Audit. Valued at $20K in free consulting. 

---

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Your messaging could be turning buyers away before you even get a chance to pitch.

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We’ll analyze your website and content through the eyes of your buyers to uncover what’s stopping them from booking a demo. Then, we’ll give you a personalized report with practical recommendations to help you turn more visitors into sales conversations.

And the best part?

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No commitments, no pressure—just actionable advice to help you book more demos.

Your next demo is just a click away—claim your free review now.

Is it possible to get to minimum viable product (MVP) in 100 days or less?

Our guest this week, Michael Lazor, CEO of SPSoft says it is with the right development partner and the necessary preparation. 

Easier said than done. 

SPSoft is a software developer specializing in healthcare and telehealth and in this episode, Lazor talks through his methodologies for:

• Choosing the right development partner (lots of pitfalls to avoid)
• Combining internal and external development resources 
• The research and prep work required for building your MVP, and…

…should you even do an MVP at all?

Lazor shares his experience developing products no one bought, and what you could do instead to minimize investment losses.

Other resources to check out:

Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publish a yearly report about how B2B buyer behavior is changing.

The Lead Gen Mistake I Guarantee You’re Making – how to create content that better identifies intent from today’s b2b buyer.

And, if you want an outside look at your content with actionable advice, take advantage of our Content Audit. Valued at $20K in free consulting. 

---

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Your messaging could be turning buyers away before you even get a chance to pitch.

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While working for a large manufacturer in the film and broadcast industry and visiting over 200 Film and TV studios, David Kaszycki spotted a big problem.

Engineers had to stay up to date with updates, critical security patches, general maintenance and accessing manuals and documents for over 10,000 different pieces of technology.

With his partner, Kaszycki started Beam Dynamics to build a common interface platform that would bring all of it together. Engineers can upload or connect their inventory list and access the data on thousands of manufacturers. 

Now with incredible potential to expand in multiple industries such as stadiums and arenas, hospitals and houses of worship, Kaszycki has opted for the profitability path instead of pressured expansion from VCs.

Key takeaways from this episode:

• The unforeseen advantages of building a startup in a smaller city. 
• The difficulties of defining a new category where there isn’t a competitive offering.
• The importance of building a strong team and keeping everyone aligned. 
• Working with large system integrators and resellers as partner channels. 

Other resources to check out:

Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publish a yearly report about how B2B buyer behavior is changing.

The Lead Gen Mistake I Guarantee You’re Making – how to create content that better identifies intent from today’s b2b buyer.

And, if you want an outside look at your content with actionable advice, take advantage of our Content Audit. Valued at $20K in free consulting.

---

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Your messaging could be turning buyers away before you even get a chance to pitch.

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There’s a tendency for entrepreneurs to believe that the motivations for starting a company is the fame and fortune.

But as Aseem Chandra, co-founder and CEO of Immersa explains, “That's the absolute wrong reason. You get into a startup because you love the problem, and you can't wait to see what that solution's going to turn out to be, and you're willing to give 10 years of your life to it.”

Knowing that the two biggest reasons for startup failure (they run out of money and irreconcilable differences amongst the founders) Chandra first made sure that they had the disagreement piece solved before starting. He chose a co-founder that he trusted and could establish a process for working through disagreements positively. 

The money piece is a bit trickier, especially coming from big company background where many work habits don’t apply in startup world.

In his transition from big companies into startup world, Chandra operated as an entrepreneur in residence with Global VC Fund Mayfield to take the time needed to “unlearn and re-learn” how to run a startup. 

Today, Immersa has raised over $10M in series A funding, and with a relatively small staff, they’re positioned well for growth.

Key takeaways from this episode:

• Choosing the right partners and executive team and how to operate on trust
• How an “entrepreneur-in-residence” might be a good path
• The customer research involved in ensuring product-market fit

Other resources to check out:

Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publish a yearly report about how B2B buyer behavior is changing.

The Lead Gen Mistake I Guarantee You’re Making – how to create content that better identifies intent from today’s b2b buyer.

And, if you want an outside look at your content with actionable advice, take advantage of our Content Audit. Valued at $20K in free consulting.

---

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Your messaging could be turning buyers away before you even get a chance to pitch.

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We’ll analyze your website and content through the eyes of your buyers to uncover what’s stopping them from booking a demo. Then, we’ll give you a personalized report with practical recommendations to help you turn more visitors into sales conversations.

And the best part?

💡 It’s completely free.

No commitments, no pressure—just actionable advice to help you book more demos.

Your next demo is just a click away—claim your free review now.

Starting his career as a research scientist, Harsha Rajasimha became interested in addressing the issue of clinical trial recruitment after realizing that many promising drugs were not making it to market due to recruitment delays.

To better understand the problem, he conducted interviews with 3,000 stakeholders of clinical trials, including patients, physicians, and pharmaceutical companies and found that 85% of those delays were because of recruitment issues.

Rajasimha created Jeeva Informatics, a platform that uses artificial intelligence and machine learning to identify potential candidates for clinical trials based on their medical records and other data. The platform also helps to match patients with clinical trials that are appropriate for them.

The company has had success in improving clinical trial recruitment rates, with some trials seeing a 50% increase in enrollment. Jeeva Informatics is also working to expand its platform to include a wider range of data sources and to improve the user experience for patients and physicians.

Key takeaways:

• Conducting research and gathering insights from stakeholders before building a product is critical in finding product/market fit
• Technology, such as artificial intelligence and machine learning, can play a role in addressing complex problems and improving processes. 
• Creating a product that is easy to use and meets the needs of users is important for adoption and success. 

Other resources to check out:

Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publish a yearly report about how B2B buyer behavior is changing.

The Lead Gen Mistake I Guarantee You’re Making – how to create content that better identifies intent from today’s b2b buyer.

And, if you want an outside look at your content with actionable advice, take advantage of our Content Audit. Valued at $20K in free consulting.

---

Not Getting Enough Demos?

Your messaging could be turning buyers away before you even get a chance to pitch.

🔗 Get a Free Messaging & Conversion Review

We’ll analyze your website and content through the eyes of your buyers to uncover what’s stopping them from booking a demo. Then, we’ll give you a personalized report with practical recommendations to help you turn more visitors into sales conversations.

And the best part?

💡 It’s completely free.

No commitments, no pressure—just actionable advice to help you book more demos.

Your next demo is just a click away—claim your free review now.

Having spent a decade growing a retail mortgage origination business, Jason Doshi noticed that the movement of funds surrounding the real estate transaction was still very antiquated.

A few years later, he built Payments.io, a SaaS digital platform that allows title companies and real estate brokerages to send and receive digital money transfers, saving everyone money and time while reducing the risk of fraud.

Doshi recently raised $3 Million and he talks in this episode about their challenges and opportunities such as:

• White labeling as a strategic initiative
• Providing a competitive advantage to customers in a challenged market
• Soliciting the customer’s input in establishing your business model

Other resources to check out:

Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publish a yearly report about how B2B buyer behavior is changing.

The Lead Gen Mistake I Guarantee You’re Making – how to create content that better identifies intent from today’s b2b buyer.

And, if you want an outside look at your content with actionable advice, take advantage of our Content Audit. Valued at $20K in free consulting.

---

Not Getting Enough Demos?

Your messaging could be turning buyers away before you even get a chance to pitch.

🔗 Get a Free Messaging & Conversion Review

We’ll analyze your website and content through the eyes of your buyers to uncover what’s stopping them from booking a demo. Then, we’ll give you a personalized report with practical recommendations to help you turn more visitors into sales conversations.

And the best part?

💡 It’s completely free.

No commitments, no pressure—just actionable advice to help you book more demos.

Your next demo is just a click away—claim your free review now.

For marketers, breaking through the trust gap is getting harder. Prospective buyers won’t believe it without some third-party validation.

So, how can you break through that trust gap in a new and innovative way?

That’s the problem Jeff Ernst set out to solve as the founder of SlapFive, a customer marketing solution that makes it simple to engage and mobilize customers to drive growth.

In over 2000 interviews with CMOs during his tenure at Forrester, Ernst notes that overwhelmingly, the number one thing that buyers trust and seek out is what their friends and colleagues think and what your other customers’ experiences are. 

“They want a crystal ball into the life of a customer. They know it’s not perfect and don’t expect it to be--and they can only get that from your current customers.”

In this episode, Ernst talks about his journey as an entrepreneur and shares his advice on:

• How to leverage customers in ways beyond case studies, testimonials, and referrals.
• How to find an unmet need in the marketplace and ensure product/market fit.
• And most importantly, what marketers should be doing today to build trust with both current and prospective clients. 

Other resources to check out:

Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publish a yearly report about how B2B buyer behavior is changing.

The Lead Gen Mistake I Guarantee You’re Making – how to create content that better identifies intent from today’s b2b buyer.

And, if you want an outside look at your content with actionable advice, take advantage of our Content Audit. Valued at $20K in free consulting.

---

Not Getting Enough Demos?

Your messaging could be turning buyers away before you even get a chance to pitch.

🔗 Get a Free Messaging & Conversion Review

We’ll analyze your website and content through the eyes of your buyers to uncover what’s stopping them from booking a demo. Then, we’ll give you a personalized report with practical recommendations to help you turn more visitors into sales conversations.

And the best part?

💡 It’s completely free.

No commitments, no pressure—just actionable advice to help you book more demos.

Your next demo is just a click away—claim your free review now.

Despite building a great product and amassing close to 1000 customers, LiquidPlanner struggled to continue on the same growth trajectory. 

Customers expected broader capabilities. Competitors had more money. And as access to capital tightened, the board decided to look for a partner.

They found Tempo, a complimentary business that will help deliver better portfolio management capabilities as well as its connectivity to Atlassian’s Jira–something their customers are looking forward to. 

Even though the acquisition happened a few weeks ago, the focus is squarely on delivering better portfolio management capabilities and confidence to project teams than anyone else in the market.

In this episode, LiquidPlanner CEO Ted Hawksford talks about the salesmanship involved with internal stakeholders–and while it’s not the 10X valuation that most startups hope for, it’s the best outcome for everyone involved.

Key takeaways:

1. The challenges and concerns that arise when the two development teams are asked to work together before the deal is consummated. 
2. Communications with customers about an impending acquisition and providing assurances about the future of product development.
3. The importance of having clean books before entering an acquisition and preparing for every detail to be scrutinized.

Other resources to check out:

Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publish a yearly report about how B2B buyer behavior is changing.

The Lead Gen Mistake I Guarantee You’re Making – how to create content that better identifies intent from today’s b2b buyer.

And, if you want an outside look at your content with actionable advice, take advantage of our Content Audit. Valued at $20K in free consulting.

---

Not Getting Enough Demos?

Your messaging could be turning buyers away before you even get a chance to pitch.

🔗 Get a Free Messaging & Conversion Review

We’ll analyze your website and content through the eyes of your buyers to uncover what’s stopping them from booking a demo. Then, we’ll give you a personalized report with practical recommendations to help you turn more visitors into sales conversations.

And the best part?

💡 It’s completely free.

No commitments, no pressure—just actionable advice to help you book more demos.

Your next demo is just a click away—claim your free review now.

In this episode, Matt Trifiro, CEO of Vapor.io, joins host Ken Lempit to discuss the insidious tyranny of artificial Key Performance Indicators (KPIs) and how to fight back against their oppressive hold on SaaS marketing.

Long gone are the days when early adopters of advertising platforms could easily dominate their market niche, as the law of diminishing returns has caught up with all forms of marketing, leaving SaaS marketers struggling to find innovative ways to attract and retain customers.

But with CFOs and CEOs demanding increased results on yesterday’s KPIs, how can SaaS marketers break free from the shackles of convention and embrace experimentation and agility?

Find out in this enlightening conversation, where Trifiro and Lempit explore topics such as:

• Establishing a culture that’s tolerant of experimentation and agility by constantly testing and iterating.
• How investing in customer retention is the real determination of lifetime value.
• Why you should always be asking, “what could I be doing with that money?” Is there a better way to spend it than on 10 BDRs or $100K tools?

Other resources to check out:

Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publish a yearly report about how B2B buyer behavior is changing.

The Lead Gen Mistake I Guarantee You’re Making – how to create content that better identifies intent from today’s b2b buyer.

And, if you want an outside look at your content with actionable advice, take advantage of our Content Audit. Valued at $20K in free consulting.

---

Not Getting Enough Demos?

Your messaging could be turning buyers away before you even get a chance to pitch.

🔗 Get a Free Messaging & Conversion Review

We’ll analyze your website and content through the eyes of your buyers to uncover what’s stopping them from booking a demo. Then, we’ll give you a personalized report with practical recommendations to help you turn more visitors into sales conversations.

And the best part?

💡 It’s completely free.

No commitments, no pressure—just actionable advice to help you book more demos.

Your next demo is just a click away—claim your free review now.

If we’re being honest, there's a big difference between the imagined buyer's journey that marketers invent and what’s happening in reality.

But then, we’ve always made those assumptions because it’s nearly impossible to track.

Or is it?

That’s what Molly St. Louis, Head of Marketing at DealTale talks about in this episode - applying AI to track the previously un-trackable journey. 

DealTale is a SaaS that leverages causal machine learning methods to track buyers while they’re still anonymous (by IP address) and then backfill their information later when they fill out a form—even when it’s months (or years) later so they can see what is transpiring and then replicate it in future campaigns.

With their innovative ChatGPT-like interface, campaign analytics become accessible to all marketers, not just those in large companies with data analysts.

Key Takeaways from this episode:

• The importance of understanding causality for mapping customer journeys. 
• How AI can go deep on attribution, customer journey mapping and causality. 
• Remember that marketing is fun, and not to worry about always “getting it right.”

Other resources to check out:

Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publish a yearly report about how B2B buyer behavior is changing.

The Lead Gen Mistake I Guarantee You’re Making – how to create content that better identifies intent from today’s b2b buyer.

And, if you want an outside look at your content with actionable advice, take advantage of our Content Audit. Valued at $20K in free consulting.

---

Not Getting Enough Demos?

Your messaging could be turning buyers away before you even get a chance to pitch.

🔗 Get a Free Messaging & Conversion Review

We’ll analyze your website and content through the eyes of your buyers to uncover what’s stopping them from booking a demo. Then, we’ll give you a personalized report with practical recommendations to help you turn more visitors into sales conversations.

And the best part?

💡 It’s completely free.

No commitments, no pressure—just actionable advice to help you book more demos.

Your next demo is just a click away—claim your free review now.

When Susan Peich joined Monitaur AI as their head of marketing earlier this year, the power (and dangers) of AI was still mostly talk amongst data scientists.

How quickly things change.

With the rise of ChatGPT in recent months, AI's power (and danger) are now at the forefront causing companies to scramble to figure out how to handle its governance.

That’s where Monitaur.ai comes in. They help companies in highly regulated environments such as insurance, healthcare and financial to not only leverage the potential of AI and ML but also to mitigate risks.

In this episode, Peich talks with host Ken Lempit about what companies should be thinking about today with AI Governance including: 

• What investments in AI and ML are right for the business
• What are responsible and ethical uses of AI and ML and developing governance models
• Generating supervised inputs and outputs to generate evidence-based reports for compliance.

Other resources to check out:

Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publish a yearly report about how B2B buyer behavior is changing.

The Lead Gen Mistake I Guarantee You’re Making – how to create content that better identifies intent from today’s b2b buyer.

And, if you want an outside look at your content with actionable advice, take advantage of our Content Audit. Valued at $20K in free consulting.

---

Not Getting Enough Demos?

Your messaging could be turning buyers away before you even get a chance to pitch.

🔗 Get a Free Messaging & Conversion Review

We’ll analyze your website and content through the eyes of your buyers to uncover what’s stopping them from booking a demo. Then, we’ll give you a personalized report with practical recommendations to help you turn more visitors into sales conversations.

And the best part?

💡 It’s completely free.

No commitments, no pressure—just actionable advice to help you book more demos.

Your next demo is just a click away—claim your free review now.

Working at Google’s mapping team, Steve Benson thought that field salespeople needed a lot more functionality to adequately plan their routes.

So, in 2012 founded Badger Maps and set out to build a tool where field sales teams could not only build routes, but also visualize their customers on a map on their mobile device that automatically connected with their CRM. 

To ensure product/market fit, Benson personally talked to hundreds of field salespeople to ensure that this was a problem worth paying for and not just a nice-to-have. 

Key takeaways from this episode: 

• When and what skills/background to look for when hiring the first salesperson. 
• The importance of founder involvement in early product management. 
• Debt vs. equity financing and how Badger Maps used debt most effectively.
• The role that thought leadership content played in building their reputation. 

Other resources to check out:

Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publish a yearly report about how B2B buyer behavior is changing.

The Lead Gen Mistake I Guarantee You’re Making – how to create content that better identifies intent from today’s b2b buyer.

And, if you want an outside look at your content with actionable advice, take advantage of our Content Audit. Valued at $20K in free consulting.

---

Not Getting Enough Demos?

Your messaging could be turning buyers away before you even get a chance to pitch.

🔗 Get a Free Messaging & Conversion Review

We’ll analyze your website and content through the eyes of your buyers to uncover what’s stopping them from booking a demo. Then, we’ll give you a personalized report with practical recommendations to help you turn more visitors into sales conversations.

And the best part?

💡 It’s completely free.

No commitments, no pressure—just actionable advice to help you book more demos.

Your next demo is just a click away—claim your free review now.

You’ve probably heard the criticisms of B2B marketing—it’s boring and lacks creativity.

And besides, it’s way too expensive to produce ads like B2C companies.

In this episode, Melissa Rosenthal, Chief Creative Officer at ClickUp shares her approach to creating remarkable content without breaking the bank. 

Coming from B2C powerhouses like Buzzfeed and Cheddar, Rosenthal immediately saw the blue-ocean opportunity in B2B to differentiate. So, she built an in-house creative agency at ClickUp by investing in the right people and equipment to produce Madison Avenue quality content at a fraction of the cost.  

As a result, they’ve taken on the gorillas in its crowded space, growing from 60 to over 1000 employees in under three years. 

Key takeaways from this episode:

• The portfolio approach to creative that enables ClickUp to create hundreds of pieces of content cost-effectively instead of betting the farm on a singular campaign.
• Why you should treat your entire content strategy as an evergreen campaign
• Why securing leadership buy-in from the beginning is crucial in fostering a culture of creativity.

Check out some of ClickUp’s Youtube ads here:

• Before ClickUp
• Super Bowl Ad 2022 
• Jira Gets Fired
• Evolution of GPT

Other resources to check out:

Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publish a yearly report about how B2B buyer behavior is changing.

The Lead Gen Mistake I Guarantee You’re Making – how to create content that better identifies intent from today’s b2b buyer.

And, if you want an outside look at your content with actionable advice, take advantage of our Content Audit. Valued at $20K in free consulting.

---

Not Getting Enough Demos?

Your messaging could be turning buyers away before you even get a chance to pitch.

🔗 Get a Free Messaging & Conversion Review

We’ll analyze your website and content through the eyes of your buyers to uncover what’s stopping them from booking a demo. Then, we’ll give you a personalized report with practical recommendations to help you turn more visitors into sales conversations.

And the best part?

💡 It’s completely free.

No commitments, no pressure—just actionable advice to help you book more demos.

Your next demo is just a click away—claim your free review now.

In this episode, fractional CMO Andrew Bolis shares how owning a pipeline number and being responsible for specific revenue-related targets not only helps sales and marketing teams work towards common goals, but also provides leverage in conversations with the CFO. 

Other Key Insights from this episode include: 

• Bringing in the right fractional CMO for your situation.
• Working with agencies to fill in skill gaps and drive faster results.
• Justifying marketing expenses with the C-suite.

Other resources to check out:

Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publish a yearly report about how B2B buyer behavior is changing.

The Lead Gen Mistake I Guarantee You’re Making – how to create content that better identifies intent from today’s b2b buyer.

And, if you want an outside look at your content with actionable advice, take advantage of our Content Audit. Valued at $20K in free consulting.

---

Not Getting Enough Demos?

Your messaging could be turning buyers away before you even get a chance to pitch.

🔗 Get a Free Messaging & Conversion Review

We’ll analyze your website and content through the eyes of your buyers to uncover what’s stopping them from booking a demo. Then, we’ll give you a personalized report with practical recommendations to help you turn more visitors into sales conversations.

And the best part?

💡 It’s completely free.

No commitments, no pressure—just actionable advice to help you book more demos.

Your next demo is just a click away—claim your free review now.

Why can a person with an iPhone in their bedroom with no budget create videos that get millions of views, while B2B companies that hire professionals can’t seem to get a fraction of that engagement?

That’s the problem Michael Hoffman set out to solve with his company Gather Voices.

Traditional agency production processes are expensive, slow, and don't scale well, which hinders B2B companies from creating video content for various channels like social media and websites.

When you look at consumer videos, it’s the funny, interesting, and fantastic stories that go viral—and it has little to do with the production value.

Hoffman proposes that B2B companies think differently about their brand and how they produce more “authentic” video content and find what resonates. 

Key Takeaways from this episode:

• To scale video production efficiently, companies should prioritize capturing genuine stories from customers, employees, and partners, avoiding overproduction, and focusing on delivering authentic content that resonates with their audience.
• How to tap into user-generated content by actively encouraging users to share their experiences through video.
• Hoffman’s perspective on when, how, and why to take investment and the importance of finding investors who share your vision.

Other resources to check out:

Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publish a yearly report about how B2B buyer behavior is changing.

The Lead Gen Mistake I Guarantee You’re Making – how to create content that better identifies intent from today’s b2b buyer.

And, if you want an outside look at your content with actionable advice, take advantage of our Content Audit. Valued at $20K in free consulting.

---

Not Getting Enough Demos?

Your messaging could be turning buyers away before you even get a chance to pitch.

🔗 Get a Free Messaging & Conversion Review

We’ll analyze your website and content through the eyes of your buyers to uncover what’s stopping them from booking a demo. Then, we’ll give you a personalized report with practical recommendations to help you turn more visitors into sales conversations.

And the best part?

💡 It’s completely free.

No commitments, no pressure—just actionable advice to help you book more demos.

Your next demo is just a click away—claim your free review now.

People just don’t pick up the phone like they used to, and as a result, outbound call response rates are few and far between.

A rep that makes 100 calls a day may only get a handful of connects. It’s such a grueling and inefficient process that many companies have abandoned the phone altogether.

The problem is that sales ultimately is based on having valuable conversations. And if you’re not having them, your pipeline will suffer.

So, what if you could improve the connection rate and have more conversations?

That’s what Orum’s VP of Sales Colin Specter talked to us about live at the Ascent Conference in San Francisco.

Their product claims to be the most efficient way to generate human-to-human conversations on the phone by using AI to drive more live conversations and bring back the buzz of a sales floor—even when reps are virtual.

Key takeaways from this episode:

• The importance of product-market fit to scale.
• The addition of long-term demand generation after succeeding with short-term sales KPIs.
• The importance of finding the champion that will do the hard selling internally for you. 

Other resources to check out:

Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publish a yearly report about how B2B buyer behavior is changing.

The Lead Gen Mistake I Guarantee You’re Making – how to create content that better identifies intent from today’s b2b buyer.

And, if you want an outside look at your content with actionable advice, take advantage of our Content Audit. Valued at $20K in free consulting.

---

Not Getting Enough Demos?

Your messaging could be turning buyers away before you even get a chance to pitch.

🔗 Get a Free Messaging & Conversion Review

We’ll analyze your website and content through the eyes of your buyers to uncover what’s stopping them from booking a demo. Then, we’ll give you a personalized report with practical recommendations to help you turn more visitors into sales conversations.

And the best part?

💡 It’s completely free.

No commitments, no pressure—just actionable advice to help you book more demos.

Your next demo is just a click away—claim your free review now.

Chip House has had a long career in SaaS with companies such as ExactTarget, Salesforce, and SharpSpring. 

Now as the CMO at Insightly, we caught up with Chip at the Ascent Conference in San Francisco and got him to share his experiences with all things B2B marketing, including:

• Product-market fit
• The role of customer success in marketing
• Leveraging AI, and 
• Solving the attribution problem. 

Other resources to check out:

Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publish a yearly report about how B2B buyer behavior is changing.

The Lead Gen Mistake I Guarantee You’re Making – how to create content that better identifies intent from today’s b2b buyer.

And, if you want an outside look at your content with actionable advice, take advantage of our Content Audit. Valued at $20K in free consulting.

---

Not Getting Enough Demos?

Your messaging could be turning buyers away before you even get a chance to pitch.

🔗 Get a Free Messaging & Conversion Review

We’ll analyze your website and content through the eyes of your buyers to uncover what’s stopping them from booking a demo. Then, we’ll give you a personalized report with practical recommendations to help you turn more visitors into sales conversations.

And the best part?

💡 It’s completely free.

No commitments, no pressure—just actionable advice to help you book more demos.

Your next demo is just a click away—claim your free review now.

How many good sales emails have you gotten?

Personally, I can count them on one hand.

Most of us can sniff out a sales email in a split second--the headline is cheesy, it’s about them, and it’s completely irrelevant. Obviously, sellers haven’t done their homework.

That’s the opportunity we discussed in my interview with Lavender AI’s Jen Allen-Knuth and Will Aitken at the Ascent Conference in San Francisco. Their tool helps sellers write better emails—or as Aitken says, “stop them from writing such bad ones.”

Using AI to comb through millions of sales emails, Lavender has solid data on what works and what doesn’t to coach your sales team before they hit send, giving them the best opportunity for engagement.

Key Takeaways from this episode:

1. The best structure for sales emails that you’re probably not doing.
2. Why emails under 50 words and boring subject lines get the best replies.
3. The most overlooked thing by sellers. (Hint: it’s about them and not about you).

Other resources to check out:

Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publish a yearly report about how B2B buyer behavior is changing.

The Lead Gen Mistake I Guarantee You’re Making – how to create content that better identifies intent from today’s b2b buyer.

And, if you want an outside look at your content with actionable advice, take advantage of our Content Audit. Valued at $20K in free consulting.

---

Not Getting Enough Demos?

Your messaging could be turning buyers away before you even get a chance to pitch.

🔗 Get a Free Messaging & Conversion Review

We’ll analyze your website and content through the eyes of your buyers to uncover what’s stopping them from booking a demo. Then, we’ll give you a personalized report with practical recommendations to help you turn more visitors into sales conversations.

And the best part?

💡 It’s completely free.

No commitments, no pressure—just actionable advice to help you book more demos.

Your next demo is just a click away—claim your free review now.

What are you trying to do in your forecasting process that you're not getting from your CRM?

That’s the question Aviso set out to answer for its clients by leveraging advanced analytics. Their software helps sales teams optimize their strategies, identify trends, and make data-driven decisions to improve their sales outcomes.

At the recent Ascent Conference in San Francisco, we sat down to talk with their chief marketing officer Amit Pande who shared how they found their product-market fit during the pandemic, the ability to adapt to changing market dynamics, and the significance of building a strong brand.

Key takeaways:

• Leading with pain points instead of demoing features.
• Investing where others aren’t in a cost-efficient way.
• Positioning agility when copycats catch up.

Other resources to check out:

Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publish a yearly report about how B2B buyer behavior is changing.

The Lead Gen Mistake I Guarantee You’re Making – how to create content that better identifies intent from today’s b2b buyer.

And, if you want an outside look at your content with actionable advice, take advantage of our Content Audit. Valued at $20K in free consulting.

---

Not Getting Enough Demos?

Your messaging could be turning buyers away before you even get a chance to pitch.

🔗 Get a Free Messaging & Conversion Review

We’ll analyze your website and content through the eyes of your buyers to uncover what’s stopping them from booking a demo. Then, we’ll give you a personalized report with practical recommendations to help you turn more visitors into sales conversations.

And the best part?

💡 It’s completely free.

No commitments, no pressure—just actionable advice to help you book more demos.

Your next demo is just a click away—claim your free review now.

When Stacey Epstein became the CMO of Freshworks a few years ago, their PLG motion was doing okay. But approaching marketing from her success with other enterprise SaaS startups, Epstein expanded the marketing and sales motion to include more traditional demand gen tactics—direct sales, events, Account-Based Marketing. 

Now they can fully meet the buyer where they’re at—calling it Buyer Led Growth. 

In this episode recorded live at the Ascent Conference in San Francisco, Epstein shares her expertise including:

1. How the PLG motion is different and should be treated.
2. Dealing with churn in the early years
3. Freshworks incorporation of AI and why you might not want to share everything with ChatGPT.

Other resources to check out:

Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publish a yearly report about how B2B buyer behavior is changing.

The Lead Gen Mistake I Guarantee You’re Making – how to create content that better identifies intent from today’s b2b buyer.

And, if you want an outside look at your content with actionable advice, take advantage of our Content Audit. Valued at $20K in free consulting.

---

Not Getting Enough Demos?

Your messaging could be turning buyers away before you even get a chance to pitch.

🔗 Get a Free Messaging & Conversion Review

We’ll analyze your website and content through the eyes of your buyers to uncover what’s stopping them from booking a demo. Then, we’ll give you a personalized report with practical recommendations to help you turn more visitors into sales conversations.

And the best part?

💡 It’s completely free.

No commitments, no pressure—just actionable advice to help you book more demos.

Your next demo is just a click away—claim your free review now.

Does anyone really understand their health benefits? 

Most of us have experienced going to HR with a benefits question, only to be redirected to a call center just to sit on hold and maybe get answers.

Guy Benjamin, CEO and co-founder of Healthee, developed a way to simplify this age-old problem with a platform that lets employees easily navigate their health and wellness benefits, and even helps choose the best plan for them.

In just two years, Healthee has managed to raise $26 million dollars. But it hasn’t been simple or easy. Benjamin declares that starting Healthee has been his toughest challenge yet - even more challenging his prior experience as an Israeli fighter pilot. 

He shares his experience as a founder, and other key takeaways including:

• The perks of outsourcing the R&D team from Israel (and spoiler, they are not all financial)
• How AI boosts customer experience and gives key insights to employers
• Hiring the right experts to fill in your knowledge gaps
• Finding the champion in the organization you’re selling to - in this case it’s HR

Other resources to check out:

Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publish a yearly report about how B2B buyer behavior is changing.

The Lead Gen Mistake I Guarantee You’re Making – how to create content that better identifies intent from today’s b2b buyer.

And, if you want an outside look at your content with actionable advice, take advantage of our Content Audit. Valued at $20K in free consulting.

---

Not Getting Enough Demos?

Your messaging could be turning buyers away before you even get a chance to pitch.

🔗 Get a Free Messaging & Conversion Review

We’ll analyze your website and content through the eyes of your buyers to uncover what’s stopping them from booking a demo. Then, we’ll give you a personalized report with practical recommendations to help you turn more visitors into sales conversations.

And the best part?

💡 It’s completely free.

No commitments, no pressure—just actionable advice to help you book more demos.

Your next demo is just a click away—claim your free review now.

We talk a lot with our customers about the 97%. The people who have problems you solve, but don’t know there’s a solution and certainly don’t know about you.

That’s what we talked about with Olgo Noha, CMO of SplitMetrics at the recent Ascent Conference in San Francisco.

Split Metrics is in a relatively new market with little competition—but there is little solution-awareness.

Therefore, their strategy has focused on education. And when you have a complex product that requires education—customer creation is the name of the game.

Also in this episode: 

• Looking for the pivot in terms of go to market or your product or even operational side of things.
• How SplitMetrics restructured their sales teams to focus on a single portfolio of products.

Other resources to check out:

Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publish a yearly report about how B2B buyer behavior is changing.

The Lead Gen Mistake I Guarantee You’re Making – how to create content that better identifies intent from today’s b2b buyer.

And, if you want an outside look at your content with actionable advice, take advantage of our Content Audit. Valued at $20K in free consulting.

---

Not Getting Enough Demos?

Your messaging could be turning buyers away before you even get a chance to pitch.

🔗 Get a Free Messaging & Conversion Review

We’ll analyze your website and content through the eyes of your buyers to uncover what’s stopping them from booking a demo. Then, we’ll give you a personalized report with practical recommendations to help you turn more visitors into sales conversations.

And the best part?

💡 It’s completely free.

No commitments, no pressure—just actionable advice to help you book more demos.

Your next demo is just a click away—claim your free review now.

Why are some SaaS companies raising significant funds while others struggle to find their first customers or determine what to build?

We caught up with Sanjit Singh Dang, the Chairman and Co-founder of U First Capital, at the Ascent conference and he shares his insights as a VC evaluating startups—most notably how VCs now require more proof points on the customer side and ask the crucial question of "why now?" to evaluate product market fit with startup opportunities.

He also discusses effective pitch tactics, such as showcasing customer feedback and engaging in whiteboard sessions to understand the entrepreneur's passion and clarity of thought.

Check out this episode for valuable insights into today’s world of SaaS and AI investments.

Other resources to check out:

Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publish a yearly report about how B2B buyer behavior is changing.

The Lead Gen Mistake I Guarantee You’re Making – how to create content that better identifies intent from today’s b2b buyer.

And, if you want an outside look at your content with actionable advice, take advantage of our Content Audit. Valued at $20K in free consulting.

---

Not Getting Enough Demos?

Your messaging could be turning buyers away before you even get a chance to pitch.

🔗 Get a Free Messaging & Conversion Review

We’ll analyze your website and content through the eyes of your buyers to uncover what’s stopping them from booking a demo. Then, we’ll give you a personalized report with practical recommendations to help you turn more visitors into sales conversations.

And the best part?

💡 It’s completely free.

No commitments, no pressure—just actionable advice to help you book more demos.

Your next demo is just a click away—claim your free review now.

In this episode, Allyson Havener, VP of Marketing from TrustRadius is back to talk about their yearly report on the B2B buyer-seller disconnect with some serious updates.

Last year, the report focused on the self-serve economy—they want product information readily available without talking to sales and then they would validate customer proof points. 

All of that still holds, and the good news for vendors is that companies are still spending on technology. 

The bad news is that with the changes in the economic climate, it’s all about consolidation, time and cost savings, third-party validations, and in many cases, adding the CFO to the buying committee…

Yuck.

That all translates to some significant changes for most B2B vendors’ go-to-market strategies if they want to align with today’s buyer. 

For example:

1. Because the content noise volume confuses buyers, they’re relying more on their own past experiences and ability to research proof. That goes way beyond what vendors are used to providing in their content.
2. If you’re not transparent in your pricing, buyers will find it, potentially from your competitor. 
3. More than ever, buyers are resistant to talking to sales until they’re way down the funnel. And if they easily can’t get the information they’re looking for…

This is a must-listen episode for all B2B marketers that want to stay ahead of the competition.

Other resources to check out:

Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publish a yearly report about how B2B buyer behavior is changing.

The Lead Gen Mistake I Guarantee You’re Making – how to create content that better identifies intent from today’s b2b buyer.

And, if you want an outside look at your content with actionable advice, take advantage of our Content Audit. Valued at $20K in free consulting.

---

Not Getting Enough Demos?

Your messaging could be turning buyers away before you even get a chance to pitch.

🔗 Get a Free Messaging & Conversion Review

We’ll analyze your website and content through the eyes of your buyers to uncover what’s stopping them from booking a demo. Then, we’ll give you a personalized report with practical recommendations to help you turn more visitors into sales conversations.

And the best part?

💡 It’s completely free.

No commitments, no pressure—just actionable advice to help you book more demos.

Your next demo is just a click away—claim your free review now.

In this episode, guest host Jason Myers interviews Alex George, the head of marketing at Hint Health--a platform that is redefining healthcare by providing back-end software for the direct primary care market.

Alex shares insights into Hint Health's go-to-market strategy and how they enable the growth of the direct pay model in the healthcare industry. The company adopted a HubSpot-like model for educating its client practices resulting in 90 percent of client acquisition being inbound.

Key Takeaways:

1. How to use educational content as a key driver of business success.
2. Aligning content with the buyer journey and how to ensure they can find what they need with minimal resistance.
3. Leveraging agencies to and collective members to deliver superior marketing results. 

Other resources to check out:

Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publish a yearly report about how B2B buyer behavior is changing.

The Lead Gen Mistake I Guarantee You’re Making – how to create content that better identifies intent from today’s b2b buyer.

And, if you want an outside look at your content with actionable advice, take advantage of our Content Audit. Valued at $20K in free consulting.

---

Not Getting Enough Demos?

Your messaging could be turning buyers away before you even get a chance to pitch.

🔗 Get a Free Messaging & Conversion Review

We’ll analyze your website and content through the eyes of your buyers to uncover what’s stopping them from booking a demo. Then, we’ll give you a personalized report with practical recommendations to help you turn more visitors into sales conversations.

And the best part?

💡 It’s completely free.

No commitments, no pressure—just actionable advice to help you book more demos.

Your next demo is just a click away—claim your free review now.

A good co-founder is hard to find.

But what if you could hire one on an hourly basis?

That’s what Jason Shapiro, CEO and founder of 82i talks about in this episode. 82i is a strategic growth services firm that serves as “a co-founder for hire” to help with growth functions such as raising capital and hiring so founders can keep their eye on what truly matters--revenue.

Key takeaways:

• The dynamic nature of investability and the importance of building on a solid business foundation while remaining open to creative solutions to attract investors.
• How and why a founder may need to “let go” of certain things to build an appropriate team for growth.
• Why an overconfident founder could scare investors away 

Other resources to check out:

Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publish a yearly report about how B2B buyer behavior is changing.

The Lead Gen Mistake I Guarantee You’re Making – how to create content that better identifies intent from today’s b2b buyer.

And, if you want an outside look at your content with actionable advice, take advantage of our Content Audit. Valued at $20K in free consulting.

---

Not Getting Enough Demos?

Your messaging could be turning buyers away before you even get a chance to pitch.

🔗 Get a Free Messaging & Conversion Review

We’ll analyze your website and content through the eyes of your buyers to uncover what’s stopping them from booking a demo. Then, we’ll give you a personalized report with practical recommendations to help you turn more visitors into sales conversations.

And the best part?

💡 It’s completely free.

No commitments, no pressure—just actionable advice to help you book more demos.

Your next demo is just a click away—claim your free review now.

Outbound selling is here to stay—but to make it work, efficiency is key.

Of course, the task at hand isn’t lost on Salesintel.io CEO Manoj Ramnani, who’s tools are designed to do just that. Salesintel.io is a go-to-market intelligence platform that helps marketing, sales, and revenue operations teams research prospective accounts and find contact information.

Ramnani is most excited about “Predictive AI” where it has the potential to predict future intent based on historical data so that sales teams can target the right prospects and tailor their outreach accordingly. 

For example, if a company has recently purchased Salesforce and is using it for CRM and HubSpot for marketing, and you have six BDRs and AEs, it is highly likely that they would be interested in purchasing a sales cadence software. 

In addition, Ramnani and host Ken Lempit discuss:

• How the sales process is shifting towards a demand generation approach and what it takes to build efficient pipelines and generating meaningful conversations with potential customers. 
• The role of AI and machine learning in enhancing account intelligence and making it more actionable. 
• Outbound sales efforts are still essential, but sales leaders need to embrace the changing sales landscape, leverage AI and account intelligence to drive efficiency, and prioritize personalized and value-driven outbound sales efforts.

Other resources to check out:

Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publish a yearly report about how B2B buyer behavior is changing.

The Lead Gen Mistake I Guarantee You’re Making – how to create content that better identifies intent from today’s b2b buyer.

And, if you want an outside look at your content with actionable advice, take advantage of our Content Audit. Valued at $20K in free consulting.

---

Not Getting Enough Demos?

Your messaging could be turning buyers away before you even get a chance to pitch.

🔗 Get a Free Messaging & Conversion Review

We’ll analyze your website and content through the eyes of your buyers to uncover what’s stopping them from booking a demo. Then, we’ll give you a personalized report with practical recommendations to help you turn more visitors into sales conversations.

And the best part?

💡 It’s completely free.

No commitments, no pressure—just actionable advice to help you book more demos.

Your next demo is just a click away—claim your free review now.

When joining MadKudu as a Marketing VP, Shannon Curran knew they were so much more than a predictive lead scoring platform.

She wanted to shift the conversation from product-led growth (PLG) to a focus on hybrid funnels and revenue generation. And because it would be a huge challenge to cut through the noise in the MarTech/RevTech space, they engaged an external consultant to conduct research and help with the positioning process.

They explored the competitive landscape, market trends, and the company’s unique value proposition.

Through testing and feedback, they arrived at the positioning as a revenue automation intelligence engine, emphasizing the company's ability to predict and prioritize revenue-generating actions, automate revenue intelligence, and provide data-driven insights for go-to-market teams.

The repositioning efforts showed a 2X increase in demo conversions.

In this episode, Curran talks about: 

1. The importance of positioning before messaging and branding, as it provides a solid foundation for effective communication and differentiation in a crowded market.
2. Vetting new job opportunities: funding, understanding their key metrics (CAC, LTV, churn), board involvement, and the experience of the founders.
3. Using a test and learn approach to their messaging change by conducting bi-weekly tests on their website, paid advertising, and other channels to gather data and feedback. 

Other resources to check out:

Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publish a yearly report about how B2B buyer behavior is changing.

The Lead Gen Mistake I Guarantee You’re Making – how to create content that better identifies intent from today’s b2b buyer.

And, if you want an outside look at your content with actionable advice, take advantage of our Content Audit. Valued at $20K in free consulting.

---

Not Getting Enough Demos?

Your messaging could be turning buyers away before you even get a chance to pitch.

🔗 Get a Free Messaging & Conversion Review

We’ll analyze your website and content through the eyes of your buyers to uncover what’s stopping them from booking a demo. Then, we’ll give you a personalized report with practical recommendations to help you turn more visitors into sales conversations.

And the best part?

💡 It’s completely free.

No commitments, no pressure—just actionable advice to help you book more demos.

Your next demo is just a click away—claim your free review now.

As martech SaaS founder, Steve McDonald acknowledges the tendency to believe that their product is so exceptional that customers will naturally flock to it.

But then reality sets in and you realize that maybe Shoeless Joe Jackson wasn’t whispering in your ear after all.

There’s a lot of risk for customers to invest in something new, and content marketing is the obvious way to build trust. But with the volume of noise out there today, your development process must be strategic, methodical, and efficient.

In this episode, Ken and Steve geek out on the role that content plays for today’s SaaS and how thought leadership actually works to spark conversations with prospective customers.

Key takeaways:

• Why podcasting is still an effective way to create thought leadership content efficiently and effectively.  
• Marketers should consider creating themed podcast series that focus on specific topics or industry challenges.
• Why it's important to invest in thought leadership that delivers customer insights early on to establish the company as an expert to spark conversations with prospects. 

Other resources to check out:

Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publish a yearly report about how B2B buyer behavior is changing.

The Lead Gen Mistake I Guarantee You’re Making – how to create content that better identifies intent from today’s b2b buyer.

And, if you want an outside look at your content with actionable advice, take advantage of our Content Audit. Valued at $20K in free consulting.

---

Not Getting Enough Demos?

Your messaging could be turning buyers away before you even get a chance to pitch.

🔗 Get a Free Messaging & Conversion Review

We’ll analyze your website and content through the eyes of your buyers to uncover what’s stopping them from booking a demo. Then, we’ll give you a personalized report with practical recommendations to help you turn more visitors into sales conversations.

And the best part?

💡 It’s completely free.

No commitments, no pressure—just actionable advice to help you book more demos.

Your next demo is just a click away—claim your free review now.

It’s never been harder for marketers generate an audience where you can have impact than it is today.

The media landscape has exploded and the number of choices we have as marketers has never been more varied.

In many ways, we’re now paying for the sins automating a process of building trust and relationships.

In this episode, Anthony Kennada, Co-Founder and CEO of Audience Plus talks with Ken about how the marketing pendulum is swinging back from marketing automation, inbound, and maximizing SEO to its original intent—creating value for an audience in a more authentic way.

Key takeaways:

• How to create the authentic content that B2B buyers care about today. 
• Why first party data will be crucial to personalize content and prove impact in the face of changing data privacy regulations and the decline of third-party cookies.
• How the shift towards owned media will help marketers regain control over their lead-to-revenue process and reduce reliance on third-party platforms and algorithms.

Other resources to check out:

Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publish a yearly report about how B2B buyer behavior is changing.

The Lead Gen Mistake I Guarantee You’re Making – how to create content that better identifies intent from today’s b2b buyer.

And, if you want an outside look at your content with actionable advice, take advantage of our Content Audit. Valued at $20K in free consulting.

---

Not Getting Enough Demos?

Your messaging could be turning buyers away before you even get a chance to pitch.

🔗 Get a Free Messaging & Conversion Review

We’ll analyze your website and content through the eyes of your buyers to uncover what’s stopping them from booking a demo. Then, we’ll give you a personalized report with practical recommendations to help you turn more visitors into sales conversations.

And the best part?

💡 It’s completely free.

No commitments, no pressure—just actionable advice to help you book more demos.

Your next demo is just a click away—claim your free review now.

When a company starts out, verticalization may not be the best thing. In fact, today’s guest Corey Quinn, fractional CMO and GTM strategist prefers to work with companies who went broad first, since there’s value in exploring different verticals and learning the nuances in the different markets.

But at a certain point, verticalization becomes necessary to scale. It reduces complexity, improves marketing, and helps to differentiate from the competition.

In this episode, host Ken Lempit and Quinn discuss how to narrow down and exploit areas of specialization.

Key Takeaways:

• Understanding your best fit customer by conducting qualitative and quantitative analyses of your business.
• The role of thought leadership content and the importance of ensuring subject matter expertise within the chosen vertical.
• Ensuring that your marketing efforts align with your sales process and provide valuable insights to potential customers during sales conversations. 

Other resources to check out:

Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publish a yearly report about how B2B buyer behavior is changing.

The Lead Gen Mistake I Guarantee You’re Making – how to create content that better identifies intent from today’s b2b buyer.

And, if you want an outside look at your content with actionable advice, take advantage of our Content Audit. Valued at $20K in free consulting.

---

Not Getting Enough Demos?

Your messaging could be turning buyers away before you even get a chance to pitch.

🔗 Get a Free Messaging & Conversion Review

We’ll analyze your website and content through the eyes of your buyers to uncover what’s stopping them from booking a demo. Then, we’ll give you a personalized report with practical recommendations to help you turn more visitors into sales conversations.

And the best part?

💡 It’s completely free.

No commitments, no pressure—just actionable advice to help you book more demos.

Your next demo is just a click away—claim your free review now.

There’s nothing like an economic slow-down to thin the herd. Companies take longer to buy, consolidate resources, and rethink their go-to-market strategy.

So why are companies doubling down on yesterday’s strategies?

Normally the host of SaaS Backwards, Ken Lempit, President of Austin Lawrence, sits in the guest seat this week to answer questions about how SaaS leaders need to approach marketing to engage today’s buyer.  

Key Takeaways from this episode:

• Demand generation involves both demand capture (or lead generation), which is a short-term focus, and demand creation, where you’re creating relationships over the long term with potential customers not yet in a buying motion.
• Creativity is back. With the proliferation of content and generative AI, it’s the creatives that are going to figure out how to stand out from the crowd. 
• Why all B2B SaaS marketers should read "The Challenger Customer" if they’re using thought leadership content. 

Other resources to check out:

Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publish a yearly report about how B2B buyer behavior is changing.

The Lead Gen Mistake I Guarantee You’re Making – how to create content that better identifies intent from today’s b2b buyer.

And, if you want an outside look at your content with actionable advice, take advantage of our Content Audit. Valued at $20K in free consulting.

---

Not Getting Enough Demos?

Your messaging could be turning buyers away before you even get a chance to pitch.

🔗 Get a Free Messaging & Conversion Review

We’ll analyze your website and content through the eyes of your buyers to uncover what’s stopping them from booking a demo. Then, we’ll give you a personalized report with practical recommendations to help you turn more visitors into sales conversations.

And the best part?

💡 It’s completely free.

No commitments, no pressure—just actionable advice to help you book more demos.

Your next demo is just a click away—claim your free review now.

The B2B world is different today, and (unfortunately) there’s no one formula that works across the board. It’s not outbound versus inbound. It’s not advertising versus content.

Every organization has a unique formula that will consistently drive meaningful conversations with targeted prospects.

Therefore, you'll never see a productive organization where there's a lot of animosity between marketing and sales leadership.

In this episode, Ben Page-Fort, who works with early and growth stage FinTechs to develop and execute go-to-market strategy, talks about how sales and marketing alignment is no longer a goal—it’s a must have.

And it’s all hands on deck to find the right formula because we’re all in the same boat.

Key Takeaways:

• Hiring for today (their skillsets match the current needs of the organization) and not by trying to anticipate future needs.
• The importance of setting qualitative goals and key performance indicators with all revenue growth stakeholders committing to driving results.
• When joining a new organization as a marketing or sales leader, it's important to understand and respect what is already working and avoid making drastic changes without fully understanding the existing strategies and successes. 

Other resources to check out:

Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publish a yearly report about how B2B buyer behavior is changing.

The Lead Gen Mistake I Guarantee You’re Making – how to create content that better identifies intent from today’s b2b buyer.

And, if you want an outside look at your content with actionable advice, take advantage of our Content Audit. Valued at $20K in free consulting.

---

Not Getting Enough Demos?

Your messaging could be turning buyers away before you even get a chance to pitch.

🔗 Get a Free Messaging & Conversion Review

We’ll analyze your website and content through the eyes of your buyers to uncover what’s stopping them from booking a demo. Then, we’ll give you a personalized report with practical recommendations to help you turn more visitors into sales conversations.

And the best part?

💡 It’s completely free.

No commitments, no pressure—just actionable advice to help you book more demos.

Your next demo is just a click away—claim your free review now.

As a Chiropractor, Brian Capra never intended to become a software developer—but it seems like something bigger was a play.

Because the healthcare system, particularly insurance companies, have historically been biased against chiropractic care, chiropractors must be more entrepreneurial. They must understand marketing, building relationships, sales, and managing a business to succeed.

And they often don’t understand the game that big insurance plays when it comes to delaying or denying payments.

Those frustrations led Capra to form a partnership with some individuals who had a technology solution for medical billing to create Genesis Chiropractic Software to provide chiropractors with a more efficient and effective way to manage their practices.

Key Takeaways:

• How streamlining processes and prioritizing training to enhance the customer experience will lead to more referrals.
• The importance of tracking key performance indicators (KPIs) like churn rate, growth rate, and customer satisfaction.
• Why you should be open-minded and aware of opportunities that come your way

Other resources to check out:

Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publish a yearly report about how B2B buyer behavior is changing.

The Lead Gen Mistake I Guarantee You’re Making – how to create content that better identifies intent from today’s b2b buyer.

And, if you want an outside look at your content with actionable advice, take advantage of our Content Audit. Valued at $20K in free consulting.

---

Not Getting Enough Demos?

Your messaging could be turning buyers away before you even get a chance to pitch.

🔗 Get a Free Messaging & Conversion Review

We’ll analyze your website and content through the eyes of your buyers to uncover what’s stopping them from booking a demo. Then, we’ll give you a personalized report with practical recommendations to help you turn more visitors into sales conversations.

And the best part?

💡 It’s completely free.

No commitments, no pressure—just actionable advice to help you book more demos.

Your next demo is just a click away—claim your free review now.

Criminals have developed efficient business models that make it cost-effective to attack even small enterprises.

No company is too small, and the need for awareness and understanding of the evolving threat landscape, particularly with generative AI is at an all-time high.

But simply training staff not to click on this or not to write down their password on post-its isn’t going to be enough.

Our guest, Dr. James Norrie, CEO of CyberconIQ, realized that the key to changing behavior is through personalized education—and by understanding individuals unique characteristics, preferences, and vulnerabilities it becomes possible to tailor educational interventions.

Now with a rapid evolution in the marketplace, emerging SEC guidelines, and changes to NIST (National Institute of Standards and Technology) everybody is beginning to realize that when technology has created a problem, it can’t always be used to solve it.

Key Takeaways:

• The important difference between raising capital and running a business—they’re both full time jobs.
• Why the recent SEC Guidelines requiring the disclosure of material cybersecurity incidents and risk management, strategy and governance by public companies is important for all SaaS companies to map to. 
• Why they developed free training at techellect.com to enhance confidence in AI applications. 

Other resources to check out:

Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publish a yearly report about how B2B buyer behavior is changing.

The Lead Gen Mistake I Guarantee You’re Making – how to create content that better identifies intent from today’s b2b buyer.

And, if you want an outside look at your content with actionable advice, take advantage of our Content Audit. Valued at $20K in free consulting.

---

Not Getting Enough Demos?

Your messaging could be turning buyers away before you even get a chance to pitch.

🔗 Get a Free Messaging & Conversion Review

We’ll analyze your website and content through the eyes of your buyers to uncover what’s stopping them from booking a demo. Then, we’ll give you a personalized report with practical recommendations to help you turn more visitors into sales conversations.

And the best part?

💡 It’s completely free.

No commitments, no pressure—just actionable advice to help you book more demos.

Your next demo is just a click away—claim your free review now.

Effective messaging is paramount for SaaS companies to attract and convert the right types of customers. And according to this week’s guest Anthony Pierri, Partner with Fletch PMM, most are getting it wrong. 

• They try to speak to too many audiences at once.
• They use vague and broad statements that don’t resonate with anyone.
• They use wishy washy language. 

Today’s marketers have been influenced by big companies that prioritize branding and awareness, which won’t be an effective strategy for the cash-conscious startups.

Instead, companies should focus on product marketing and differentiation to clearly communicate their unique value proposition front and center on the homepage throughout all content.

Don’t miss this episode where Pierri outlines their process for that.

Key Takeaways:

• Why use case positioning is probably going to be the most effective for B2B SaaS.
• How to align your messaging to your target audience’s struggles and pain points.
• Why you should use specific benefits to differentiate.

Other resources to check out:

Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publish a yearly report about how B2B buyer behavior is changing.

The Lead Gen Mistake I Guarantee You’re Making – how to create content that better identifies intent from today’s b2b buyer.

And, if you want an outside look at your content with actionable advice, take advantage of our Content Audit. Valued at $20K in free consulting.

---

Not Getting Enough Demos?

Your messaging could be turning buyers away before you even get a chance to pitch.

🔗 Get a Free Messaging & Conversion Review

We’ll analyze your website and content through the eyes of your buyers to uncover what’s stopping them from booking a demo. Then, we’ll give you a personalized report with practical recommendations to help you turn more visitors into sales conversations.

And the best part?

💡 It’s completely free.

No commitments, no pressure—just actionable advice to help you book more demos.

Your next demo is just a click away—claim your free review now.

In this episode, we talked to Fred Rockwell, owner of the upcoming Ascent Conference in New York (Oct 30) about the advantages of attending events in-person, how they’ve changed in a post-covid world, and why he structures his events to create more bottom of the funnel opportunities through private invites. 

The SaaS Backwards Podcast is also excited to be the official podcast sponsor of the Ascent Conference and will be recording episodes at the show.

Key takeaways from this episode: 

• The importance of building connections in-person as opposed to only online.
• The challenges of bootstrapping a business and how to be resilient 
• How to remain relevant, even when the market changes rapidly.

---

Not Getting Enough Demos?

Your messaging could be turning buyers away before you even get a chance to pitch.

🔗 Get a Free Messaging & Conversion Review

We’ll analyze your website and content through the eyes of your buyers to uncover what’s stopping them from booking a demo. Then, we’ll give you a personalized report with practical recommendations to help you turn more visitors into sales conversations.

And the best part?

💡 It’s completely free.

No commitments, no pressure—just actionable advice to help you book more demos.

Your next demo is just a click away—claim your free review now.

We all know that personalization, context, and relevance are necessary to get a cold email opened.

But that takes a lot of time and energy to customize each communication, and when only 3% of your target audience is in-market at any given time.

And that’s where Buzzboard comes in.

The company has developed a platform that utilizes AI and proprietary data to create personalized content and conversation starters for sales organizations. This platform leverages a data set of 30 million businesses and 6,000 signals, allowing sales organizations to generate hyper-personalized content such as emails, cold call scripts, and social media messages.

In this episode, David Howard, Buzzboard’s VP of Marketing discusses how AI is helping sales reps minimize much of the research and strategizing work by analyzing prospects and generating a response.

Key Takeaways from this episode:

• How aligning marketing and product teams has yielded an increase in engagement from customers and prospects.
• How shifting to shorter, product-centric content has helped potential customers visualize the benefits of driving more free-trial signups.
• Why Hyper-personalization is the future of sales and how AI is helping do it at scale. 

Other resources to check out:

Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publish a yearly report about how B2B buyer behavior is changing.

The Lead Gen Mistake I Guarantee You’re Making – how to create content that better identifies intent from today’s b2b buyer.

And, if you want an outside look at your content with actionable advice, take advantage of our Content Audit. Valued at $20K in free consulting.

---

Not Getting Enough Demos?

Your messaging could be turning buyers away before you even get a chance to pitch.

🔗 Get a Free Messaging & Conversion Review

We’ll analyze your website and content through the eyes of your buyers to uncover what’s stopping them from booking a demo. Then, we’ll give you a personalized report with practical recommendations to help you turn more visitors into sales conversations.

And the best part?

💡 It’s completely free.

No commitments, no pressure—just actionable advice to help you book more demos.

Your next demo is just a click away—claim your free review now.

Even in a very healthy business, you must keep looking for innovation.

That’s the gist of this episode’s message with Dan Miles, Chief Operating Officer of TVEyes.

TVEyes is a search engine for impactful video and audio measured by audience and level of information and newsworthiness. Historically, that was primarily broadcast TV and radio, but over the last few years as audiences migrated to online platforms like podcasts and streaming video, TVEyes has innovated its software platform to capture all the data.

And AI is certainly playing a big role in that today.

But even though their business is focused on data mining, Miles and host Ken Lempit talk about how companies should pay more attention to the data that they’re collecting.

It might be worth something.

Key Takeaways 

• The importance of alignment around pricing and packaging, especially as it extends through the sales process.
• How to scale marketing and sales efforts strategically.
• Why you should constantly reevaluate pricing strategies to stay competitive.

Other resources to check out:

Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publish a yearly report about how B2B buyer behavior is changing.

The Lead Gen Mistake I Guarantee You’re Making – how to create content that better identifies intent from today’s b2b buyer.

And, if you want an outside look at your content with actionable advice, take advantage of our Content Audit. Valued at $20K in free consulting.

---

Not Getting Enough Demos?

Your messaging could be turning buyers away before you even get a chance to pitch.

🔗 Get a Free Messaging & Conversion Review

We’ll analyze your website and content through the eyes of your buyers to uncover what’s stopping them from booking a demo. Then, we’ll give you a personalized report with practical recommendations to help you turn more visitors into sales conversations.

And the best part?

💡 It’s completely free.

No commitments, no pressure—just actionable advice to help you book more demos.

Your next demo is just a click away—claim your free review now.

Sales and marketing alignment was never a problem for Acrolinx, as evidenced by Christopher P. Willis’ title: Chief Marketing & Pipeline Officer.

Acrolinx is an AI-powered content marketing engine that integrates with content tools to provide real-time advice on brand, tone, clarity, compliance, and consistency. 

In this episode, Chris talks about the value of tracking engagement data and its usefulness for sales and introduces his Global Active Awareness Score (GAAS), a comprehensive methodology to measure awareness and attribution by tracking every touchpoint and interaction with the audience.

It assigns points to each touchpoint based on its importance and impact, such as website visits, media coverage, social media engagement, and more. The goal is to track the movement of the GAAS number from month to month, identifying areas where awareness is growing or declining. 

By analyzing the GAAS, the marketing team can make informed decisions about their strategies and initiatives, holding team members accountable for their contributions to the overall awareness score.

Key Takeaways:

• How to create alignment that ensures the creation, progression and future fueling of the pipeline.
• Why business development reps fall under marketing at Acrolinx and help track engagement over setting meetings.Insights into Chris’s messaging development process as they launch the next generation of their product. 

Other resources to check out:

Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publish a yearly report about how B2B buyer behavior is changing.

The Lead Gen Mistake I Guarantee You’re Making – how to create content that better identifies intent from today’s b2b buyer.

And, if you want an outside look at your content with actionable advice, take advantage of our Content Audit. Valued at $20K in free consulting.

---

Not Getting Enough Demos?

Your messaging could be turning buyers away before you even get a chance to pitch.

🔗 Get a Free Messaging & Conversion Review

We’ll analyze your website and content through the eyes of your buyers to uncover what’s stopping them from booking a demo. Then, we’ll give you a personalized report with practical recommendations to help you turn more visitors into sales conversations.

And the best part?

💡 It’s completely free.

No commitments, no pressure—just actionable advice to help you book more demos.

Your next demo is just a click away—claim your free review now.

Strategic initiatives often get de-railed when CEOs delegate them instead of taking ownership. This lack of clarity can lead to confusion and lack of focus throughout the organization.

That’s the problem Ulf Arnetz is solving through his Swedish-based company Howwe, a SaaS enterprise platform for CEOs to orchestrate and operationalize strategy implementation at every level of their organization.

The platform allows CEOs to prioritize goals, track progress and align teams towards achieving revenue and profit targets.

And like most, his entrepreneurial journey wasn’t a straight line.

Check out the full episode where Ulf teaches us the importance of solving specific problems, focusing on measurable results, starting from the bottom, embracing micro-delegation and more.

Key Takeaways:

·      Why success strategies rely on top-down micro-delegation where each level of the organization take ownership of their specific goals and initiatives

·      How the company transitioned from consulting to a SaaS with 96% of their revenue coming from licensed subscriptions.

·      A look into Sweden’s entrepreneurial ecosystem - a great place to start and grow software companies.

Other resources to check out:

Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publish a yearly report about how B2B buyer behavior is changing.

The Lead Gen Mistake I Guarantee You’re Making – how to create content that better identifies intent from today’s b2b buyer.

And, if you want an outside look at your content with actionable advice, take advantage of our Content Audit. Valued at $20K in free consulting.

---

Not Getting Enough Demos?

Your messaging could be turning buyers away before you even get a chance to pitch.

🔗 Get a Free Messaging & Conversion Review

We’ll analyze your website and content through the eyes of your buyers to uncover what’s stopping them from booking a demo. Then, we’ll give you a personalized report with practical recommendations to help you turn more visitors into sales conversations.

And the best part?

💡 It’s completely free.

No commitments, no pressure—just actionable advice to help you book more demos.

Your next demo is just a click away—claim your free review now.

Seemingly not too long ago, searches for new products and services overwhelmingly started at Google. And it made sense to optimize for keywords, so you’d appear organically on page one.

But things have changed—just a bit. And no one is more qualified to talk about those changes than our guest Rand Fishkin, CEO of SparkToro and formerly the founder of Moz.

As Fishkin notes, today if you ask Google a question, over half the time they’re going to give you a snippet with an answer. And as soon as generative AI for search gains prominence, that's going to be closer 80%.

And even though search isn’t dead, for most small cap SaaS businesses, spending too much money and effort on it is probably wasted.

So where can today’s SaaS find where its audience is hanging out?

That’s where SparkToro comes in and you can try it free on their homepage.

Key takeaways from this episode:

• Why you shouldn’t be too heavily influenced by investors.
•  Why building and promoting tools might be a superior SEO strategy for SaaS.
• What the future of AI generated content might look like. 

Other resources to check out:

Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publish a yearly report about how B2B buyer behavior is changing.

The Lead Gen Mistake I Guarantee You’re Making – how to create content that better identifies intent from today’s b2b buyer.

And, if you want an outside look at your content with actionable advice, take advantage of our Content Audit. Valued at $20K in free consulting.

---

Not Getting Enough Demos?

Your messaging could be turning buyers away before you even get a chance to pitch.

🔗 Get a Free Messaging & Conversion Review

We’ll analyze your website and content through the eyes of your buyers to uncover what’s stopping them from booking a demo. Then, we’ll give you a personalized report with practical recommendations to help you turn more visitors into sales conversations.

And the best part?

💡 It’s completely free.

No commitments, no pressure—just actionable advice to help you book more demos.

Your next demo is just a click away—claim your free review now.

The attribution problem has long been a challenge for marketers—probably first articulated by John Wannamaker when he said, “Half the money I spend on advertising is wasted; the trouble is I don't know which half.”

It seemed like marketing tech had solved it (for a minute)—until buyers went and changed their behavior.

So how do we map the customer journey today?

That’s where today’s guest Steffen Hedebrandt, Co-Founder and CMO of DreamData.io comes in.

DreamData is a B2B revenue attribution platform based in Denmark that helps companies understand how they acquire new customers by extracting data from various silos such as CRM systems, marketing automation systems, and websites, and creating clean customer journey maps.

Key Takeaways:

• Focusing on customer success as a growth strategy.
• Expanding beyond Denmark to penetrate the US market.
• Understanding that the buyer doesn’t know they’re in a funnel. 

Other resources to check out:

Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publish a yearly report about how B2B buyer behavior is changing.

The Lead Gen Mistake I Guarantee You’re Making – how to create content that better identifies intent from today’s b2b buyer.

And, if you want an outside look at your content with actionable advice, take advantage of our Content Audit. Valued at $20K in free consulting.

---

Not Getting Enough Demos?

Your messaging could be turning buyers away before you even get a chance to pitch.

🔗 Get a Free Messaging & Conversion Review

We’ll analyze your website and content through the eyes of your buyers to uncover what’s stopping them from booking a demo. Then, we’ll give you a personalized report with practical recommendations to help you turn more visitors into sales conversations.

And the best part?

💡 It’s completely free.

No commitments, no pressure—just actionable advice to help you book more demos.

Your next demo is just a click away—claim your free review now.

Probably best known for helping Gong grow from $200K to $200M in five years, Chris Orlob talks about following his passion for helping people learn valuable sales skills through his new company pclub.io. (That’s short for President’s Club for non-salesy folks).

But sales training wasn’t the original focus.

Originally, they started out to build a company called QuotaSignal that sold a hiring value proposition, but since hiring took a nosedive in the current economic climate, had been developing an online sales training course that took off.

One of his biggest differentiators in his training is the focus on selling the CFO—and if you’ve paid attention to this year’s TrustRadius report on the buyer/seller disconnect, you know that they’re playing a bigger role in most enterprise purchases.

Other key Takeaways from this episode:

• Why every SaaS should re-evaluate their pricing model on a regular basis
• How to find the right buyers in an account, arm your champion, and write compelling business cases, and multi-thread.
• How they quickly grew their training through email, Linkedin and word-of-mouth.

Other resources to check out:

Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publish a yearly report about how B2B buyer behavior is changing.

The Lead Gen Mistake I Guarantee You’re Making – how to create content that better identifies intent from today’s b2b buyer.

And, if you want an outside look at your content with actionable advice, take advantage of our Content Audit. Valued at $20K in free consulting.

---

Not Getting Enough Demos?

Your messaging could be turning buyers away before you even get a chance to pitch.

🔗 Get a Free Messaging & Conversion Review

We’ll analyze your website and content through the eyes of your buyers to uncover what’s stopping them from booking a demo. Then, we’ll give you a personalized report with practical recommendations to help you turn more visitors into sales conversations.

And the best part?

💡 It’s completely free.

No commitments, no pressure—just actionable advice to help you book more demos.

Your next demo is just a click away—claim your free review now.

Coming from sales positions where she’s carried quotas, Brandee Sanders knows what having skin in the game for marketers looks like.    

And it’s not tracking MQLs or developing a strong tech stack.   

It does look like examining the data to find repeatable opportunities for sales pipeline.   

In other words, do we truly know how and why closed/won opportunities entered our orbit and what motivated them to take action to purchase?   

According to Sanders, the disconnect is that “Most marketers just roll over in the morning and say, ‘Hey, I have a great idea for a campaign.’ They won't look back and say, retrospectively, ‘Is this at a target audience that we know is an ICP? Is this going to be the type of content that even performs for us? Are we going to do a video when, like, 99.9% of closed/won came through a webinar or a podcast?’”   

As the new CMO of Revenue.io, Sanders immediately got entrenched in the data to find opportunities for repeatable processes that would fuel her roadmap to success.   

Key Takeaways from this episode:    

·  How to build a roadmap to ensure your success as a new CMO/marketing leader

·  Where AI is today in analyzing sales conversations and delivering real-time insights

·  How the role of the CMO is evolving to become more data-driven and revenue-focused  

Other resources to check out:

Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publish a yearly report about how B2B buyer behavior is changing.

The Lead Gen Mistake I Guarantee You’re Making – how to create content that better identifies intent from today’s b2b buyer.

And, if you want an outside look at your content with actionable advice, take advantage of our Content Audit. Valued at $20K in free consulting.

---

Not Getting Enough Demos?

Your messaging could be turning buyers away before you even get a chance to pitch.

🔗 Get a Free Messaging & Conversion Review

We’ll analyze your website and content through the eyes of your buyers to uncover what’s stopping them from booking a demo. Then, we’ll give you a personalized report with practical recommendations to help you turn more visitors into sales conversations.

And the best part?

💡 It’s completely free.

No commitments, no pressure—just actionable advice to help you book more demos.

Your next demo is just a click away—claim your free review now.

For our 100th episode, we’re excited to interview Brent Adamson, the global head of research with Ecosystems, a SaaS platform for collaborative customer value management that helps its users quantify and align with customers based on the value being delivered.

Adamson is most known as the co-author of the books The Challenger Sale and The Challenger Customer. And as marketers, both books have been instrumental in shaping our view of content development as an agency and the role it plays in furthering the B2B sales process.

But with everyone trying to teach customers something new and lead with insights (whether they’ve read Challenger or not) the overall impact on customers is less likely to enlightenment, and more likely to overwhelm. 

So, instead of seeing your content and thinking, “Oh wow, I’ve got to do something different,” they’re thinking, “Oh no, here’s another thing I have to worry about.”

Adamson takes the role of content a step further in this episode, explaining that both the marketing and sales process today not must only build trust for the supplier, but also within the prospect's mind so that they can accomplish the implementation on their end. 

Key takeaways from this episode:

• Why B2B marketers should focus on creating a collaborative and value-based conversation with customers, rather than simply presenting ROI calculations, and generating content.
• Why it’s important to help customers feel confident in their decision-making process by providing context, connecting them to relevant content, and addressing their concerns about implementation.
• Empathy is a crucial skill for salespeople, as understanding how customers think about their business and helping them feel better about themselves can lead to successful sales outcomes.

Other resources to check out:

Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publishes a yearly report about how B2B buyer behavior is changing.

The Lead Gen Mistake I Guarantee You’re Making – how to create content that better identifies intent from today’s b2b buyer.

And, if you want an outside look at your content with actionable advice, take advantage of our Content Audit. Valued at $20K in free consulting.

---

Not Getting Enough Demos?

Your messaging could be turning buyers away before you even get a chance to pitch.

🔗 Get a Free Messaging & Conversion Review

We’ll analyze your website and content through the eyes of your buyers to uncover what’s stopping them from booking a demo. Then, we’ll give you a personalized report with practical recommendations to help you turn more visitors into sales conversations.

And the best part?

💡 It’s completely free.

No commitments, no pressure—just actionable advice to help you book more demos.

Your next demo is just a click away—claim your free review now.

As a CEO, you probably don’t care much about how your accounting and bookkeeping is done.

But you do want insights you can drive once your month is closed out. Burn rate and cash flow comes to mind.

At the Ascent conference in New York, we caught up with Swapnil Shinde, CEO of Zeni, a SaaS that claims to have the world’s first finance operations platform for startups that includes intelligent bookkeeping, accounting, and CFO services.

Key Takeaways:

• When it comes to defining ICP, the sharper the knife, the faster it cuts
• Finding the right accounting software mix for startups
• The state of AI technology being used to drive accounting insights faster

Other resources to check out:

Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publishes a yearly report about how B2B buyer behavior is changing.

The Lead Gen Mistake I Guarantee You’re Making – how to create content that better identifies intent from today’s b2b buyer.

And, if you want an outside look at your content with actionable advice, take advantage of our Content Audit. Valued at $20K in free consulting.

---

Not Getting Enough Demos?

Your messaging could be turning buyers away before you even get a chance to pitch.

🔗 Get a Free Messaging & Conversion Review

We’ll analyze your website and content through the eyes of your buyers to uncover what’s stopping them from booking a demo. Then, we’ll give you a personalized report with practical recommendations to help you turn more visitors into sales conversations.

And the best part?

💡 It’s completely free.

No commitments, no pressure—just actionable advice to help you book more demos.

Your next demo is just a click away—claim your free review now.

You may have noticed that deals today take longer to close and scrutinized heavily.

So, what do SaaS companies need to do?

Spencer Dent, Founder of Clozd says to make sure you understand the how the decision-making process, people involved, and priorities have changed. 

And since the CFO plays a bigger role, it’s less about ease of integration and more about the bottom line—and you’d better be ready to prove it.

Key takeaways:

• Are ROI calculators worth it anymore? With people caring more about potential loss versus gain.
• Determining the narrative customers must believe for your solution to be a good decision.
• How should win/loss analysis impact your positioning and messaging. 

Other resources to check out:

Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publishes a yearly report about how B2B buyer behavior is changing.

The Lead Gen Mistake I Guarantee You’re Making – how to create content that better identifies intent from today’s b2b buyer.

And, if you want an outside look at your content with actionable advice, take advantage of our Content Audit. Valued at $20K in free consulting.

---

Not Getting Enough Demos?

Your messaging could be turning buyers away before you even get a chance to pitch.

🔗 Get a Free Messaging & Conversion Review

We’ll analyze your website and content through the eyes of your buyers to uncover what’s stopping them from booking a demo. Then, we’ll give you a personalized report with practical recommendations to help you turn more visitors into sales conversations.

And the best part?

💡 It’s completely free.

No commitments, no pressure—just actionable advice to help you book more demos.

Your next demo is just a click away—claim your free review now.

You’ve probably never thought about what goes on behind the scenes when you return a product, but there’s a lot to it.

In this episode of the SaaS Backwards podcast, Chuck Fuerst, CMO at ReverseLogix, gives a look behind the scenes at some of the challenges and opportunities in the returns management system category.

And because it’s so complicated, their go-to-market strategy requires problem agreement to be considered. And because companies enter different stages of problem awareness, the company has adopted a modular approach to pricing and packaging that allows them to take advantage of a land-and-expand strategy. 

Overall, the Fuerst emphasizes their need to stay close to customers, understand their pain points, and deliver value through a comprehensive solution that addresses their needs one step at a time.

Key Takeaways from this episode:

• How active listening shapes their messaging and positioning 
• Building credibility and validation through analyst relations
• How ReverseLogix takes a modular approach to pricing to fit their land and expand strategy

Other resources to check out:

Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publishes a yearly report about how B2B buyer behavior is changing.

The Lead Gen Mistake I Guarantee You’re Making – how to create content that better identifies intent from today’s b2b buyer.

And, if you want an outside look at your content with actionable advice, take advantage of our Content Audit. Valued at $20K in free consulting.

---

Not Getting Enough Demos?

Your messaging could be turning buyers away before you even get a chance to pitch.

🔗 Get a Free Messaging & Conversion Review

We’ll analyze your website and content through the eyes of your buyers to uncover what’s stopping them from booking a demo. Then, we’ll give you a personalized report with practical recommendations to help you turn more visitors into sales conversations.

And the best part?

💡 It’s completely free.

No commitments, no pressure—just actionable advice to help you book more demos.

Your next demo is just a click away—claim your free review now.

Because of the challenges in the current financing environment and the cautious approach of strategic buyers and private equity firms for SaaS companies, we invited Marty Magida on to discuss practical strategies to enhance company value and navigate the complexities of the M&A market.

Magida is the managing director of Berkery, Noyes & Co an independent investment bank providing mergers and acquisitions (M&A) advisory to middle-market leaders in the global information, software, services, and technology industries.

Marty advises listeners to stay informed about industry trends, cultivate relationships with potential buyers, and pay attention to the metrics that drive acquisitions.

It’s a must listen for all SaaS leaders that plan to raise funding, exit the business or participate in a merger or acquisition.

Key Takeaways from this episode:

• Manage risk profile by reducing concentration and striving to be asset light.
• Improve consistency of results by focusing on recurring revenue and making it costly for customers to switch.
• Maximize value by building a strong management team, ensuring reliable financial reporting, and cultivating relationships with potential buyers.

Other resources to check out:

Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publishes a yearly report about how B2B buyer behavior is changing.

The Lead Gen Mistake I Guarantee You’re Making – how to create content that better identifies intent from today’s b2b buyer.

And, if you want an outside look at your content with actionable advice, take advantage of our Content Audit. Valued at $20K in free consulting.

---

Not Getting Enough Demos?

Your messaging could be turning buyers away before you even get a chance to pitch.

🔗 Get a Free Messaging & Conversion Review

We’ll analyze your website and content through the eyes of your buyers to uncover what’s stopping them from booking a demo. Then, we’ll give you a personalized report with practical recommendations to help you turn more visitors into sales conversations.

And the best part?

💡 It’s completely free.

No commitments, no pressure—just actionable advice to help you book more demos.

Your next demo is just a click away—claim your free review now.

When going through a repetitive and time-consuming mortgage application process in 2017, Mang-Git Ng was surprised that the process wasn’t automated.

He realized that there were many industries that still operated in the internet dark ages and that moving all these PDFs and paper documents to online forms could solve a major problem.

But after he and his co-founder had built their initial product, they struggled to gain traction, especially with limited sales and marketing experience. 

Through much experimentation, they started identifying patterns in their customer base and certain industries (like human resources workforce management and insurance) that had a need for generating, processing, and signing documents, and their product was a great solution. 

By focusing on these verticals, Anvil was able to deeply understand the challenges and language used in these industries, allowing them to speak to their target customers more effectively. 

Six years later, Anvil is a seven-figure ARR SaaS company that has raised $10M in funding.

Key takeaways from this episode:

• Finding patterns in your customer base that can be exploited for niche-based selling
• How to sell to companies that are resistant to change
• Why you should focus on sales and marketing early in the process

Other resources to check out:

Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publishes a yearly report about how B2B buyer behavior is changing.

The Lead Gen Mistake I Guarantee You’re Making – how to create content that better identifies intent from today’s b2b buyer.

And, if you want an outside look at your content with actionable advice, take advantage of our Content Audit. Valued at $20K in free consulting.

---

Not Getting Enough Demos?

Your messaging could be turning buyers away before you even get a chance to pitch.

🔗 Get a Free Messaging & Conversion Review

We’ll analyze your website and content through the eyes of your buyers to uncover what’s stopping them from booking a demo. Then, we’ll give you a personalized report with practical recommendations to help you turn more visitors into sales conversations.

And the best part?

💡 It’s completely free.

No commitments, no pressure—just actionable advice to help you book more demos.

Your next demo is just a click away—claim your free review now.

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 Partner at Maple Street Advisors, who talks about assessing the opportunity for pricing growth regularly by looking at four key indicators: 

1. Leadership doesn't have a clear pricing strategy that everyone can point to and have confidence in.
2. Inactivity in pricing for a significant period (six months to a year).
3. Market data that indicates the potential for better pricing or an optimized pricing structure.
4. Value-added to the product without corresponding pricing adjustments

And given the risks such as customer churn or dissatisfaction, Meegan provides insights into how companies can approach pricing to drive growth and satisfy both their customers and investors.

Key Takeaways from this episode:

• How to evaluate a DIY approach to pricing or bringing in an external advisor
• How to determine if pricing is a lever you can pull for growth and profitability
• How to pressure test new pricing strategies to mitigate churn risk

Other resources to check out:

Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publishes a yearly report about how B2B buyer behavior is changing.

The Lead Gen Mistake I Guarantee You’re Making – how to create content that better identifies intent from today’s b2b buyer.

And, if you want an outside look at your content with actionable advice, take advantage of our Content Audit. Valued at $20K in free consulting.

---

Not Getting Enough Demos?

Your messaging could be turning buyers away before you even get a chance to pitch.

🔗 Get a Free Messaging & Conversion Review

We’ll analyze your website and content through the eyes of your buyers to uncover what’s stopping them from booking a demo. Then, we’ll give you a personalized report with practical recommendations to help you turn more visitors into sales conversations.

And the best part?

💡 It’s completely free.

No commitments, no pressure—just actionable advice to help you book more demos.

Your next demo is just a click away—claim your free review now.

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 marketing.

The key areas discussed include:

1. As outbound prospecting gets harder, how will companies be successful?
2. How will sales and marketing KPIs shift toward more meaningful measurements?
3. Will traditional techniques like postal mail and custom publishing make a comeback?
4. And will generative AI take its place as a tool instead of a replacement for people?

Other resources to check out:

Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publishes a yearly report about how B2B buyer behavior is changing.

The Lead Gen Mistake I Guarantee You’re Making – how to create content that better identifies intent from today’s b2b buyer.

And, if you want an outside look at your content with actionable advice, take advantage of our Content Audit. Valued at $20K in free consulting.

---

Not Getting Enough Demos?

Your messaging could be turning buyers away before you even get a chance to pitch.

🔗 Get a Free Messaging & Conversion Review

We’ll analyze your website and content through the eyes of your buyers to uncover what’s stopping them from booking a demo. Then, we’ll give you a personalized report with practical recommendations to help you turn more visitors into sales conversations.

And the best part?

💡 It’s completely free.

No commitments, no pressure—just actionable advice to help you book more demos.

Your next demo is just a click away—claim your free review now.

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 traditional tracking methods due to privacy regulations and browser changes, such as the death of the cookie, threatens the business model even more.

Dan Rua, CEO of Admiral, believes that both publishers and visitors need to care more about each other. 

Through their Visitor Relationship Management platform (VRM), publishers can offer visitors different value exchanges based on their preferences, such as ad-free experiences, email relationships, or subscriptions. 

The results for publishers are a no-brainer, receiving an almost immediate return on investment for many. 

Other key takeaways from this episode:

• Focus on solving specific problems first – Admiral started with ad block recovery as their beachhead and became the best in the world.
• How they went from founder-led sales to a scalable machine once they’d achieved product-market fit.
• The benefits of having a strong product team as founders and how they understood everything that’s needed to contribute to revenue early on. 

Other resources to check out:

Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publishes a yearly report about how B2B buyer behavior is changing.

The Lead Gen Mistake I Guarantee You’re Making – how to create content that better identifies intent from today’s b2b buyer.

And, if you want an outside look at your content with actionable advice, take advantage of our Content Audit. Valued at $20K in free consulting.

---

Not Getting Enough Demos?

Your messaging could be turning buyers away before you even get a chance to pitch.

🔗 Get a Free Messaging & Conversion Review

We’ll analyze your website and content through the eyes of your buyers to uncover what’s stopping them from booking a demo. Then, we’ll give you a personalized report with practical recommendations to help you turn more visitors into sales conversations.

And the best part?

💡 It’s completely free.

No commitments, no pressure—just actionable advice to help you book more demos.

Your next demo is just a click away—claim your free review now.

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, technology, and triggers.

That’s why we sat down with Gabriel Lullo, CEO of Alleyoop, an outsourced SDR service that specializes in lead generation and relationship management to talk about the future of outbound prospecting and whether or not it’s a good idea to outsource this function.

They realize that clients may want to move this function in-house, and so they train their SDRs to eventually take a full-time position in that role.

This episode is ideal for entrepreneurs, CEOs, and sales professionals looking to enhance their outbound calling strategies and understand the importance of outsourcing SDR functions.

Key takeaways from this episode: 

• While cold calling is not dead, the skill sets required to make it work are paramount—they must be prepared, sound human, and sell the appointment rather than the product.
• Whether through marketing or an SDR function, nurturing leads is critical to long-term success and will probably not be done adequately by an account executive on quota.
• Gabe also shares his vision for the future of SDR, where nurturing and following up with leads will continue to be crucial, and where AI will serve as an enhancement rather than a replacement for human interaction.

Other resources to check out:

Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publishes a yearly report about how B2B buyer behavior is changing.

The Lead Gen Mistake I Guarantee You’re Making – how to create content that better identifies intent from today’s b2b buyer.

And, if you want an outside look at your content with actionable advice, take advantage of our Content Audit. Valued at $20K in free consulting.

---

Not Getting Enough Demos?

Your messaging could be turning buyers away before you even get a chance to pitch.

🔗 Get a Free Messaging & Conversion Review

We’ll analyze your website and content through the eyes of your buyers to uncover what’s stopping them from booking a demo. Then, we’ll give you a personalized report with practical recommendations to help you turn more visitors into sales conversations.

And the best part?

💡 It’s completely free.

No commitments, no pressure—just actionable advice to help you book more demos.

Your next demo is just a click away—claim your free review now.

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 CEO or CMO revisiting messaging and content strategy this year, or you’re frustrated with the quality of leads coming through your website, this episode is for you.

A few key takeaways:

• How to avoid making vague statements that cause cognitive dissonance with some prospective buyers.
• Why you shouldn’t lead with AI 
• Why it’s crucial to gain problem agreement by clearly identifying and addressing the problem they’re trying to solve.

Other resources to check out:

Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publishes a yearly report about how B2B buyer behavior is changing.

The Lead Gen Mistake I Guarantee You’re Making – how to create content that better identifies intent from today’s b2b buyer.

And, if you want an outside look at your content with actionable advice, take advantage of our Content Audit. Valued at $20K in free consulting.

---

Not Getting Enough Demos?

Your messaging could be turning buyers away before you even get a chance to pitch.

🔗 Get a Free Messaging & Conversion Review

We’ll analyze your website and content through the eyes of your buyers to uncover what’s stopping them from booking a demo. Then, we’ll give you a personalized report with practical recommendations to help you turn more visitors into sales conversations.

And the best part?

💡 It’s completely free.

No commitments, no pressure—just actionable advice to help you book more demos.

Your next demo is just a click away—claim your free review now.

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 scalable and easy for companies to adopt.

The result is Assembly, a platform that focuses on creating opportunities for coworkers to connect beyond work-related tasks has enhanced the overall employee experience and fostered a sense of community within organizations.

Initially, when they surveyed people about what they want from work culture, there weren’t a lot of surprises: they want to feel recognized, appreciated, and acknowledged for their hard work. They also want mentorship and career development opportunities.

But as companies moved to more hybrid work during the pandemic (and remain so today), one new concept dwarfed the others in comparison: the “work best friend.”

So, to emulate those types of interactions in their platform (beyond Zoom happy hours), they created channels for culture ideas, such as pets, volunteering, and favorite company moments channels, to facilitate interactions between coworkers beyond work-related tasks.

Profitable since day one, Assembly has successfully positioned itself as a thought leader by focusing on content development early and today has attracted $14.5M in funding.

This episode is ideal for SaaS CEOs and CMOs looking to accelerate growth and enhance profitability through employee recognition, engagement, and rewards platforms.

Key takeaways from this episode:

• How investing in thought leadership and content creation early helped establish credibility and drove sales inbound.
• How to position your SaaS as a “must have” versus a “nice-to-have”
• The importance of researching the landscape, competitors, and buyers before diving into a venture.

Other resources to check out:

Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publishes a yearly report about how B2B buyer behavior is changing.

The Lead Gen Mistake I Guarantee You’re Making – how to create content that better identifies intent from today’s b2b buyer.

And, if you want an outside look at your content with actionable advice, take advantage of our Content Audit. Valued at $20K in free consulting.

---

Not Getting Enough Demos?

Your messaging could be turning buyers away before you even get a chance to pitch.

🔗 Get a Free Messaging & Conversion Review

We’ll analyze your website and content through the eyes of your buyers to uncover what’s stopping them from booking a demo. Then, we’ll give you a personalized report with practical recommendations to help you turn more visitors into sales conversations.

And the best part?

💡 It’s completely free.

No commitments, no pressure—just actionable advice to help you book more demos.

Your next demo is just a click away—claim your free review now.

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 have their product information at the ready.

So, they built a simple source of truth—a Product Information Management (PIM) so they could get access to the product information that they needed. 

As it turns out, that was the larger need from SMBs—a PIM they could afford. 

After realizing the broader market opportunity, Plytix leaders made some hard choices and pivoted. 

This episode of SaaS Backwards is ideal for SaaS CEOs and CMOs looking to accelerate growth and enhance profitability, especially those interested in PIM systems for small and medium-sized businesses.

Key takeaways from this episode:

• The nuances of being a European-based SaaS targeting the US market
• The importance of understanding the customer creation engine before implementing an attribution model
• The challenges of scaling beyond the ceiling of just in-market leads

Other resources to check out:

Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publishes a yearly report about how B2B buyer behavior is changing.

The Lead Gen Mistake I Guarantee You’re Making – how to create content that better identifies intent from today’s b2b buyer.

And, if you want an outside look at your content with actionable advice, take advantage of our Content Audit. Valued at $20K in free consulting.

---

Not Getting Enough Demos?

Your messaging could be turning buyers away before you even get a chance to pitch.

🔗 Get a Free Messaging & Conversion Review

We’ll analyze your website and content through the eyes of your buyers to uncover what’s stopping them from booking a demo. Then, we’ll give you a personalized report with practical recommendations to help you turn more visitors into sales conversations.

And the best part?

💡 It’s completely free.

No commitments, no pressure—just actionable advice to help you book more demos.

Your next demo is just a click away—claim your free review now.

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 Revenue Model gained prominence (and our inboxes weren’t flooded with sales pitches).

But today, the compartmentalization of prospecting and closing won’t result in more complex deals, where decisions are ruled by committees and often end in “no decision.”

In this episode, Burns talks about how today’s reps should be learning about selling in the enterprise, such as working with champions and how to continuously move the deal forward.

This episode is ideal for SaaS CEOs and CMOs looking to enhance growth and profitability in enterprise SaaS sales.

Key takeaways from this episode:

• Why much of the complex deal is counterintuitive and relies on guiding the sale instead of reacting.
• Why measuring outcomes that lead to revenue generation is more important than tracking activities that may not directly contribute to sales.
• Why you shouldn’t hire salespeople based on their Rolodex (or industry connections for the youngsters).

Other resources to check out:

Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publishes a yearly report about how B2B buyer behavior is changing.

The Lead Gen Mistake I Guarantee You’re Making – how to create content that better identifies intent from today’s b2b buyer.

And, if you want an outside look at your content with actionable advice, take advantage of our Content Audit. Valued at $20K in free consulting.

---

Not Getting Enough Demos?

Your messaging could be turning buyers away before you even get a chance to pitch.

🔗 Get a Free Messaging & Conversion Review

We’ll analyze your website and content through the eyes of your buyers to uncover what’s stopping them from booking a demo. Then, we’ll give you a personalized report with practical recommendations to help you turn more visitors into sales conversations.

And the best part?

💡 It’s completely free.

No commitments, no pressure—just actionable advice to help you book more demos.

Your next demo is just a click away—claim your free review now.

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 for being known as "Drift but cheaper.”

In this episode, Alan Zhao details his transition from CTO to marketing chief, a move that was pivotal in steering Warmly’s narrative away from established market constructs and taking control over the narrative that would differentiate itself from the myriad of sales tools on the market.

This episode is ideal for SaaS CEOs and CMOs looking to accelerate growth and enhance profitability through autonomous revenue orchestration and AI chat solutions.

Other key takeaways from this episode:

• The pros and cons of “category creation” to set yourself apart from competitors
• The importance of tailoring your message to address specific pain points for each segment
• How to better understand the buyer journey of the 95% of those who visit your website but don’t fill out a form

Other resources to check out:

Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publishes a yearly report about how B2B buyer behavior is changing.

The Lead Gen Mistake I Guarantee You’re Making – how to create content that better identifies intent from today’s b2b buyer.

And, if you want an outside look at your content with actionable advice, take advantage of our Content Audit. Valued at $20K in free consulting.

---

Not Getting Enough Demos?

Your messaging could be turning buyers away before you even get a chance to pitch.

🔗 Get a Free Messaging & Conversion Review

We’ll analyze your website and content through the eyes of your buyers to uncover what’s stopping them from booking a demo. Then, we’ll give you a personalized report with practical recommendations to help you turn more visitors into sales conversations.

And the best part?

💡 It’s completely free.

No commitments, no pressure—just actionable advice to help you book more demos.

Your next demo is just a click away—claim your free review now.

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 customer interactions and significantly increase profitability over others on the strip. He explains how his background in algorithmic management has influenced his approach to business models.

Jason also shares his thoughts on combatting SaaS churn by identifying the root causes and understanding customer behavior to accurately predict and deal with it proactively.

This episode covers algorithmic management, churn reduction strategies, the gig economy, and innovative solutions for optimizing workforce management. SaaS CEOs and CMOs interested in understanding the intersection of technology, workforce management, and operational efficiency would find valuable insights in this episode.

Key Takeaways from this episode:

• The importance of modeling and forecasting to drive profitability, especially in the context of reducing churn
• Building models to predict customer behavior to leverage marketing spend
• The challenges and opportunities of the gig economy

Other resources to check out:

Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publishes a yearly report about how B2B buyer behavior is changing.

The Lead Gen Mistake I Guarantee You’re Making – how to create content that better identifies intent from today’s b2b buyer.

And, if you want an outside look at your content with actionable advice, take advantage of our Content Audit. Valued at $20K in free consulting.

---

Not Getting Enough Demos?

Your messaging could be turning buyers away before you even get a chance to pitch.

🔗 Get a Free Messaging & Conversion Review

We’ll analyze your website and content through the eyes of your buyers to uncover what’s stopping them from booking a demo. Then, we’ll give you a personalized report with practical recommendations to help you turn more visitors into sales conversations.

And the best part?

💡 It’s completely free.

No commitments, no pressure—just actionable advice to help you book more demos.

Your next demo is just a click away—claim your free review now.

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, and pain points, which makes it a critical component of product management success. 

By listening to customer feedback, Beamer is able to identify areas for improvement, prioritize feature development, make informed decisions about product strategy, reduce churn, and drive success.

Actively soliciting and incorporating customer feedback can also help companies ensure that their products meet their target audience's needs and continuously improve to stay ahead of the competition.

Additionally, Satya discusses the recent merger of Beamer and Userflow, two product adoption and engagement platforms for product-led SaaS companies, to create a leading platform in their industry.

This episode includes insights on customer feedback, reducing churn, and the key pillars of PLG, making it valuable for entrepreneurs and executives looking to enhance their product adoption and engagement strategies in the SaaS industry.

Key takeaways from this episode:

• The challenges and opportunities of merging Beamer and Userflow
• The foundational pillars that product-led SaaS companies should prioritize to achieve success
• How addressing churn factors helps retain customers and build long-term relationships

Other resources to check out:

Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publishes a yearly report about how B2B buyer behavior is changing.

The Lead Gen Mistake I Guarantee You’re Making – how to create content that better identifies intent from today’s b2b buyer.

And, if you want an outside look at your content with actionable advice, take advantage of our Content Audit. Valued at $20K in free consulting.

---

Not Getting Enough Demos?

Your messaging could be turning buyers away before you even get a chance to pitch.

🔗 Get a Free Messaging & Conversion Review

We’ll analyze your website and content through the eyes of your buyers to uncover what’s stopping them from booking a demo. Then, we’ll give you a personalized report with practical recommendations to help you turn more visitors into sales conversations.

And the best part?

💡 It’s completely free.

No commitments, no pressure—just actionable advice to help you book more demos.

Your next demo is just a click away—claim your free review now.

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/B testing. 

Spiralyze crawls and scrapes 34,000 websites that A/B test to find the repeat winners, analyze why they won, and run those same tests for its clients.

And the results are impressive–they often demonstrate a 20 to 30 percent lift in conversions from the traffic they’re already getting. 

Even their homepage message guarantees a 30% conversion lift in 90 days.

Having been a client of Spiralyze at his previous company, Patel’s journey as their CEO harkens back to Victor Kiam’s famous 1979 ad boasting that he liked Remington razors so much that he “bought the company.”

This episode is ideal for CEOs and CMOs of B2B SaaS companies looking to gain insights on conversion rate optimization, A/B testing, and making specific quantitative claims to attract and convert leads effectively.

Key Takeaways from this episode:

• Is that video on your homepage hero helping you or hurting you?
• Why an email box next to your demo CTA will convert higher than sending to a landing page
• Why making bold, quantitative, and specific claims on your website will boost your credibility

Other resources to check out:

Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publishes a yearly report about how B2B buyer behavior is changing.

The Lead Gen Mistake I Guarantee You’re Making – how to create content that better identifies intent from today’s b2b buyer.

And, if you want an outside look at your content with actionable advice, take advantage of our Content Audit. Valued at $20K in free consulting.

---

Not Getting Enough Demos?

Your messaging could be turning buyers away before you even get a chance to pitch.

🔗 Get a Free Messaging & Conversion Review

We’ll analyze your website and content through the eyes of your buyers to uncover what’s stopping them from booking a demo. Then, we’ll give you a personalized report with practical recommendations to help you turn more visitors into sales conversations.

And the best part?

💡 It’s completely free.

No commitments, no pressure—just actionable advice to help you book more demos.

Your next demo is just a click away—claim your free review now.

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 websites and in social media posts that led to the creation of the company.

And their goal is to make video creation as simple as writing an email. Try it out at meetaugie.com

The platform allows users to generate videos using AI, without facing a blank canvas.

But as with most startups, the road has not been a straightforward one, and we discussed the challenges of founding and growing a startup, particularly in the tough fundraising climate of 2023, the launch of ChatGPT, and the collapse of Silicon Valley Bank. 

Key Takeaways from this episode:

• How to be prepared for challenges and setbacks in the startup journey and having the stamina to persevere
• How Toeman created playbooks to deal with unexpected challenges
• Staying focused on the core mission of the company despite setbacks

The episode is ideal for SaaS CEOs and CMOs looking to accelerate growth and enhance profitability in their companies. It provides insights into the challenges faced by startups, fundraising strategies, and the use of AI technology in video creation.

Other resources to check out:

Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publishes a yearly report about how B2B buyer behavior is changing.

The Lead Gen Mistake I Guarantee You’re Making – how to create content that better identifies intent from today’s b2b buyer.

And, if you want an outside look at your content with actionable advice, take advantage of our Content Audit. Valued at $20K in free consulting.

---

Not Getting Enough Demos?

Your messaging could be turning buyers away before you even get a chance to pitch.

🔗 Get a Free Messaging & Conversion Review

We’ll analyze your website and content through the eyes of your buyers to uncover what’s stopping them from booking a demo. Then, we’ll give you a personalized report with practical recommendations to help you turn more visitors into sales conversations.

And the best part?

💡 It’s completely free.

No commitments, no pressure—just actionable advice to help you book more demos.

Your next demo is just a click away—claim your free review now.

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 or shifting economic conditions. 

It's this intense focus on both top-line growth and cost efficiency that’s contributing to the high turnover and short average tenure of CROs, as they must quickly demonstrate success in these areas.

So, what can they do about it?

In this episode, Guy Mounier, Co-founder and CEO of Aptivio returns to the podcast to talk about:

• How CROs can gain the visibility they need into their go-to-market motion so they can pull the right levers
• Why working with recruiters may help to ensure a company is ready for a CRO before hiring
• What the future sales tech stack and use of AI may look like

Sales leaders, especially CROs, looking to improve their organization's revenue growth and profitability can benefit greatly from this episode. The insights shared provide valuable information on how CROs can optimize their go-to-market strategies and leverage technology to drive success in their organizations.

Other resources to check out:

Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publishes a yearly report about how B2B buyer behavior is changing.

The Lead Gen Mistake I Guarantee You’re Making – how to create content that better identifies intent from today’s b2b buyer.

And, if you want an outside look at your content with actionable advice, take advantage of our Content Audit. Valued at $20K in free consulting.

---

Not Getting Enough Demos?

Your messaging could be turning buyers away before you even get a chance to pitch.

🔗 Get a Free Messaging & Conversion Review

We’ll analyze your website and content through the eyes of your buyers to uncover what’s stopping them from booking a demo. Then, we’ll give you a personalized report with practical recommendations to help you turn more visitors into sales conversations.

And the best part?

💡 It’s completely free.

No commitments, no pressure—just actionable advice to help you book more demos.

Your next demo is just a click away—claim your free review now.

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 contextually relevant summaries?

That’s the gist of the conversation with Brandon Most, Head of Marketing at GoLinks. In this episode, he also delves into the unique challenges of marketing multiple products with distinct brand identities and how to manage this strategically within the market's shifting dynamics.

Overall, this episode covers product-led growth, enterprise search solutions, marketing strategies, analyst relations, and the importance of professional networking. CEOs, CMOs, and professionals in the SaaS industry, especially those interested in innovative marketing approaches, product differentiation, and building strong industry connections, can benefit from Brandon's practical advice and experiences.

Key Takeaways from this episode:

• The transition from a product-led growth model to an enterprise motion, adapting to market changes and budget shifts.
• The nuances of executing a multi-product marketing strategy and the importance of qualified pipeline metrics over mere volume.
• The role of peer review sites in generating demand and supporting SEO efforts.

Other resources to check out:

Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publishes a yearly report about how B2B buyer behavior is changing.

The Lead Gen Mistake I Guarantee You’re Making – how to create content that better identifies intent from today’s b2b buyer.

And, if you want an outside look at your content with actionable advice, take advantage of our Content Audit. Valued at $20K in free consulting.

---

Not Getting Enough Demos?

Your messaging could be turning buyers away before you even get a chance to pitch.

🔗 Get a Free Messaging & Conversion Review

We’ll analyze your website and content through the eyes of your buyers to uncover what’s stopping them from booking a demo. Then, we’ll give you a personalized report with practical recommendations to help you turn more visitors into sales conversations.

And the best part?

💡 It’s completely free.

No commitments, no pressure—just actionable advice to help you book more demos.

Your next demo is just a click away—claim your free review now.

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 factor in boosting valuation and streamlining the exit process.

Jeremy also stresses the significance of maintaining a well-organized data room for due diligence during a business sale. He recommends creating a dashboard with KPIs and metrics to provide a clear overview of the company's performance and demonstrate the business's progress to potential buyers.

Throughout this episode, Jeremy explains how SaaS entrepreneurs can position their companies for a seamless exit process and maximize their valuation when it comes time to sell.

This episode is ideal for SaaS CEOs and CMOs seeking strategies for accelerating growth, enhancing profitability, and understanding the importance of building a business with a focus on revenue and profitability from the start.

Key takeaways from this episode:

• Focusing on revenue generation early 
• Keeping costs low while striving to reach revenue milestones
• The value of mentorship in helping entrepreneurs navigate business challenges

Other resources to check out:

Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publishes a yearly report about how B2B buyer behavior is changing.

The Lead Gen Mistake I Guarantee You’re Making – how to create content that better identifies intent from today’s b2b buyer.

And, if you want an outside look at your content with actionable advice, take advantage of our Content Audit. Valued at $20K in free consulting.

---

Not Getting Enough Demos?

Your messaging could be turning buyers away before you even get a chance to pitch.

🔗 Get a Free Messaging & Conversion Review

We’ll analyze your website and content through the eyes of your buyers to uncover what’s stopping them from booking a demo. Then, we’ll give you a personalized report with practical recommendations to help you turn more visitors into sales conversations.

And the best part?

💡 It’s completely free.

No commitments, no pressure—just actionable advice to help you book more demos.

Your next demo is just a click away—claim your free review now.

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 meticulous planning had a lasting positive impact on the business’s trajectory and contributed to its continued success.

In this episode, Dave shares his remarkable journey from starting as a dishwasher at age 12 to becoming the CEO of a cutting-edge AI SaaS company that powers Mabel, the first virtual restaurant assistant. 

He also provides personal insights into the challenges and strategies of funding a tech startup, stressing the importance of prudent financial planning and maintaining investor confidence through transparency and strategic growth.

This episode provides CEOs and CMOs in the SaaS industry insights into the challenges faced by restaurant operators, the importance of leveraging technology to improve operations, strategies for accelerating growth and enhancing profitability, and valuable lessons on funding, sales, and navigating through tough times in business. 

Key takeaways from this episode:

• How active participation in industry associations offers key insights, connections, and mentorship for software entrepreneurs
• How transparency with investors helps build trust and drive business growth
• The importance of thorough documentation, recovery plans, and strategic playbooks

Other resources to check out:

Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publishes a yearly report about how B2B buyer behavior is changing.

The Lead Gen Mistake I Guarantee You’re Making – how to create content that better identifies intent from today’s b2b buyer.

And, if you want an outside look at your content with actionable advice, take advantage of our Content Audit. Valued at $20K in free consulting.

---

Not Getting Enough Demos?

Your messaging could be turning buyers away before you even get a chance to pitch.

🔗 Get a Free Messaging & Conversion Review

We’ll analyze your website and content through the eyes of your buyers to uncover what’s stopping them from booking a demo. Then, we’ll give you a personalized report with practical recommendations to help you turn more visitors into sales conversations.

And the best part?

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