B2B SaaS Marketing Snacks

Kalungi

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Short-form marketing strategies, frameworks, and tactical advice to help early-stage B2B software (SaaS) companies go from MVP to PMF, then scale fast. Hosted by Mike Northfield, Associate CMO at Kalungi, and Stijn Hendrikse, Co-Founder at Kalungi, CMO/CEO/Sales Leader for tens of B2B SaaS companies and ex-Microsoft Product Marketing Leader for Office 365.

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New B2B SaaS Marketing Snacks Episodes

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B2B SaaS Marketing Snacks • Dec 23rd ’20 15 - How do you position yourself within a niche?
To further nail down your niche, think of your positioning. Can you proclaim a unique value proposition you're confident only you can deliver on? If not, it might be worth revisiting your SOM filters. In cases where your offering is similar to that of competitors, positioning on a couple of...
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B2B SaaS Marketing Snacks • Dec 15th ’20 14 - How big (or small) should your niche be?
Going after the promise of a large market is a common mistake. By defining your Ideal Customer Profile, you can focus down from the Total Addressable Market to your Serviceable Addressable Market and finally to your Obtainable Addressable Market where you'll encounter a higher win-rate due to specialization. In this episode...
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B2B SaaS Marketing Snacks • Dec 11th ’20 13 - What to look for in your CMO (or marketing leader)
The best marketing leader marries both the art and science of marketing, the creative and the analytic. They also excel and demonstrate a proven track record in three distinct areas: Marketing leadership – the ability to generate buy-in and followership from peers, direct reports, and superiors. Marketing management – managing the marketing...
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B2B SaaS Marketing Snacks • Dec 8th ’20 12 - Who should your first marketing hire be?
The answer is a good copywriter. But it doesn't stop there. There's five skill groups that need to be fulfilled. It starts with the copywriter because they will take care of the most primordial aspect of marketing: addressing your audience's pain. Then comes the growth hacker, the automation specialist. Marketing and sales go...
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B2B SaaS Marketing Snacks • Dec 2nd ’20 11 - What OKRs should your marketing team use?
OKRs help you stay on track with your larger company objectives while also keeping an eye on the day-to-day things and doing the right kind of projects that support the objectives. So it balances the short-term and the long-term. That means: The objective asks "why are you here? What's the reason...
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B2B SaaS Marketing Snacks • Nov 7th ’20 10 - What role does brand play in your marketing?
Brand awareness can be divided into the following categories: Brand recall: ensure that prospects you marketed to months prior will remember your brand once they encounter the challenge you solve Brand recognition: refers to the concept of demarcation, that’s where logos and jingles come in to identify your brand and also drive...
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B2B SaaS Marketing Snacks • Oct 23rd ’20 9 - How to forecast revenue with CAC, ARPU and churn
Customer Acquisition Cost (CAC) can be calculated a few different ways based on the goal. For financial forecasting and valuation purposes, CAC as a profitability number should be all-inclusive. On the other hand, for the purposes of strategic and tactical marketing management, CAC might not include salaries and instead focus...
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B2B SaaS Marketing Snacks • Oct 16th ’20 8 - What should you put on your first marketing dashboard?
You don’t need a sophisticated tech stack, you can start with a simple manual spreadsheet (like a bowler chart) then create automated dashboards as you scale: Start small – pick 10–15 of the most important metrics Tracking both leading and lagging indicators – the full ‘story’ is only told when they’re looked...
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B2B SaaS Marketing Snacks • Oct 9th ’20 7 - How to run quick go to market experiments
Before you get to product-market fit, you need to test your go to market hypotheses. Here's a 5-step framework to help you execute quick GTM tests: Pick an audience. Who’s your product for? Envision a persona who has a problem. A job to be done so to speak. Some kind of...
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B2B SaaS Marketing Snacks • Oct 7th ’20 6 - How do you start with B2B content marketing?
Content marketing shouldn’t be complicated. In fact, it’s pretty simple. Start by simply answering the questions your prospects have. Then, make sure you’re following the basic rules for B2B content: Know its purpose (What's the goal of this piece of content? Inform? Help someone level up?) Speak to a specific problem and person...

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