Welcome to the B2B SaaS Marketing Snacks podcast. This series is dedicated to helping you become an expert in marketing so you can grow your software company's revenues quickly and set the foundation for long term marketing growth. Each week, we'll bring you short-form strategic and tactical concepts that you can adopt into your own playbook right away. Lessons

B2B SaaS Marketing Snacks

1 - Introducing B2B SaaS Marketing Snacks

This episode answers the question "How do I prioritize my marketing initiatives"? First, do a gut check. What's the status of your current marketing function? Then, ask how your marketing team can get closer to revenue and reduce funnel friction.Additional resources:

Dave Gerhardt - the "get closer to revenue" guy

Marketing is like driving a car - an article by Stijn Hendrikse

This episode answers the question "How do I prioritize my marketing initiatives"? First, do a gut check. What's the status of your current marketing function? Then, ask how your marketing team can get closer to revenue and reduce funnel friction. Additional resources:<ul>
<li>
<a href="https://www.linkedin.com/in/davegerhardt/">Dave Gerhardt</a> - the "get closer to revenue" guy</li>
<li>
<a href="https://www.kalungi.com/blog/marketing-execution-or-driving-a-car">Marketing is like driving a car</a> - an article by Stijn Hendrikse</li>
</ul>

2 - What are your marketing priorities? Where do you start?

Today we celebrate 30 episodes. We talk about founder made content, and how important it is to invest in content for your company early on (hint:very). We also give some tips on how you should approach making content, and talk about our own journey. Content creation is not as hard or time consuming as you might think, but it pays dividends.

Today we celebrate 30 episodes. We talk about founder made content, and how important it is to invest in content for your company early on (hint:very). We also give some tips on how you should approach making content, and talk about our own journey. Content creation is not as hard or time consuming as you might think, but it pays dividends.

30 - Why you should invest in content early

Giving special terms to customers, such as discounts or payment plans, is a tried and true method of acquiring new business, maintaining and bolstering relationships, and an important facet in achieving T2D3 growth. As a member of the executive team, you can usually do this whenever you like. But what flexibility should your sales, customer success, marketing, or other teams have to make decisions around discounts and concessions? When are they (or anyone else) empowered to change terms or conditions and to what extent? Today we’re talking about what we like to use to standardize this process: what we call the empowerment matrix – a single source of truth for all your team's special permissions. In the episode we cover a wide variety of topics relating to the matrix, including why it’s so important, when to create one, what it looks like, and even niche cases of special agreements like OEM deals, or the true up licensing model. Some key points: 1. The matrix is an important instrument when it comes to growing customer acquisition, reducing churn, and increasing revenue per unit. 2. Keep in mind that when giving something away, you must make sure you are getting something in return. With that being said, there is a lot to be gained with special deals, and a lot to gain from empowering team members to make them.

Giving special terms to customers, such as discounts or payment plans, is a tried and true method of acquiring new business, maintaining and bolstering relationships, and an important facet in achieving T2D3 growth. As a member of the executive team, you can usually do this whenever you like. But what flexibility should your sales, customer success, marketing, or other teams have to make decisions around discounts and concessions? When are they (or anyone else) empowered to change terms or conditions and to what extent?  Today we’re talking about what we like to use to standardize this process: what we call the empowerment matrix – a single source of truth for all your team's special permissions. In the episode we cover a wide variety of topics relating to the matrix, including why it’s so important, when to create one, what it looks like, and even niche cases of special agreements like OEM deals, or the true up licensing model.  Some key points:  1. The matrix is an important instrument when it comes to growing customer acquisition, reducing churn, and increasing revenue per unit.  2. Keep in mind that when giving something away, you must make sure you are getting something in return. With that being said, there is a lot to be gained with special deals, and a lot to gain from empowering team members to make them.

How to manage discounts and special terms with an Empowerment Matrix

Today we discuss SDRs and BDRs in detail. In addition to explaining what they are and what the difference is, we do a deep dive into topics like who is responsible for their management (sales or marketing?), what types of metrics they should be accountable for (emails sent, dials, ROI influenced?), and even whether or not you can or should outsource the roles (hint: we don’t think it’s a good idea). We also talk about how to best develop and manage your own team, BDR and SDR automation, and provide insight into why good sales talent is so hard to find.

Today we discuss SDRs and BDRs in detail. In addition to explaining what they are and what the difference is, we do a deep dive into topics like who is responsible for their management (sales or marketing?), what types of metrics they should be accountable for (emails sent, dials, ROI influenced?), and even whether or not you can or should outsource the roles (hint: we don’t think it’s a good idea). We also talk about how to best develop and manage your own team, BDR and SDR automation, and provide insight into why good sales talent is so hard to find.

28 - How to manage and grow your SDR/BDR team

Today Stijn introduces a topic he is passionate about: slides in internal marketing reviews. He posits that not only do you not need them, but also they waste valuable time and resources. Instead, your internal meetings should be data driven. Simple data promotes productive and necessary conversations, and too often the marketing function does not discuss the most essential data on a regular basis. Do you agree? More inside.

Today Stijn introduces a topic he is passionate about: slides in internal marketing reviews. He posits that not only do you not need them, but also they waste valuable time and resources. Instead, your internal meetings should be data driven. Simple data promotes productive and necessary conversations, and too often the marketing function does not discuss the most essential data on a regular basis. Do you agree? More inside.

27 - Should you ban slides for marketing reviews?

Today we get into the nitty gritty of Ideal Customer Profiles (ICPs). In episode 16 we talked about how to verify your ICP, but didn’t address the basics. After viewer feedback, today we revisit the topic to answer important questions about ICP. We discuss what it is, why you need it, how to come up with it, what it should look like, and how to use it. Some specific conversations within the episode include how to use your existing CRM data to better outline your ICP, using segmentation models based on market and product maturity, and mistakes we often see marketers make with their ICPs.

Today we get into the nitty gritty of Ideal Customer Profiles (ICPs). In episode 16 we talked about how to verify your ICP, but didn’t address the basics. After viewer feedback, today we revisit the topic to answer important questions about ICP. We discuss what it is, why you need it, how to come up with it, what it should look like, and how to use it. Some specific conversations within the episode include how to use your existing CRM data to better outline your ICP, using segmentation models based on market and product maturity, and mistakes we often see marketers make with their ICPs.

26 - How to define and create your Ideal Customer Profile (ICP)

Continuation of episode 24. Today we continue the conversation from episode 24 on pricing and packaging. We begin with an examination of freemium vs. try-buy and their specific use cases. We address how to set a price and where to start. Lastly we discuss price increases for SaaS products.

Continuation of episode 24. Today we continue the conversation from episode 24 on pricing and packaging. We begin with an examination of freemium vs. try-buy and their specific use cases. We address how to set a price and where to start. Lastly we discuss price increases for SaaS products.

25 - Pricing and packaging your SaaS offering (Part 2)

Pricing and packaging is one of the most important aspects of a SaaS business. Without calculated prices and packages that align with your customers, you will lose out on ROI and sour against the competition. Not only do you need to provide the right value, but also you need to effectively monetize it. Value based pricing is key here - give the buyer attractive choices on your terms, instead of following market trends. Today we take a deep dive into the many factors that go into pricing and packaging, with discussions centered around ARPU, pricing units, value based pricing. We answer the fundamental question: How do you price and package your SaaS offering? Next episode will be part 2.

Pricing and packaging is one of the most important aspects of a SaaS business. Without calculated prices and packages that align with your customers, you will lose out on ROI and sour against the competition. Not only do you need to provide the right value, but also you need to effectively monetize it. Value based pricing is key here - give the buyer attractive choices on your terms, instead of following market trends. Today we take a deep dive into the many factors that go into pricing and packaging, with discussions centered around ARPU, pricing units, value based pricing. We answer the fundamental question: How do you price and package your SaaS offering? Next episode will be part 2.

24 - Pricing and packaging your SaaS offering (Part 1)

In today’s episode, Mike and Stijn discuss product led growth and sales led growth through an illustrative metaphor of hunting vs. gathering. If huge, high monetary value accounts are elephants (high ARPU), then the executive or relationship driven sales teams are the expert hunters. If low value, but plentiful accounts are berries and low hanging fruit (low ARPU), then the teams that build content and the inbound apparatus are gatherers. What’s the right go-to-market? How these different strategies of growing your company work and why they work, grievances we often see, and more inside. Link to transcript and hunting vs. gathering graphic: Transcript and Graphic

In today’s episode, Mike and Stijn discuss product led growth and sales led growth through an illustrative metaphor of hunting vs. gathering. If huge, high monetary value accounts are elephants (high ARPU), then the executive or relationship driven sales teams are the expert hunters. If low value, but plentiful accounts are berries and low hanging fruit (low ARPU), then the teams that build content and the inbound apparatus are gatherers. What’s the right go-to-market? How these different strategies of growing your company work and why they work, grievances we often see, and more inside. Link to transcript and hunting vs. gathering graphic: <a href="https://hubs.la/H0T41dt0">Transcript and Graphic</a>

23 - Product led growth vs. sales led growth

Strong testimonials are your important piece of content. A testimonial from a happy customer means a lot more than a list of product features coming from your marketing team. Anything you can say, a customer can say better.Today we give you an overview of why testimonials are so important, how you should use them, and tactical advice on how to gather them. We even include a 28-question tactical playbook on how to guide a customer testimonial conversation. 2 simple ways of gathering testimonials we’ve found to be especially successful are: 
Turning problems into praise. If you receive questions about problems in your product or service, be diligent about helping solve their problems and using that feedback to improve the product. Build a relationship. Then, when the customer is HAPPY, it’s a perfect time to gently ask for a review.  
Proactively reach out to customers. Ask your customers if their experience with your product has been successful. If they answer yes, it’s a great time to ask them for a testimonial. If they answer no, it’s a great time to ask why and build a better relationship.

Strong testimonials are your important piece of content. A testimonial from a happy customer means a lot more than a list of product features coming from your marketing team. Anything you can say, a customer can say better. Today we give you an overview of why testimonials are so important, how you should use them, and tactical advice on how to gather them. We even include a 28-question tactical playbook on how to guide a customer testimonial conversation.  2 simple ways of gathering testimonials we’ve found to be especially successful are: <ol>
<li>Turning problems into praise. If you receive questions about problems in your product or service, be diligent about helping solve their problems and using that feedback to improve the product. Build a relationship. Then, when the customer is HAPPY, it’s a perfect time to gently ask for a review.  </li>
<li>Proactively reach out to customers. Ask your customers if their experience with your product has been successful. If they answer yes, it’s a great time to ask them for a testimonial. If they answer no, it’s a great time to ask why and build a better relationship. </li>
</ol>

22 - How to get your most important piece of content

Today we dive into the subtleties of board meetings, and offer a framework for how you should leverage them as a marketing leader, founder, or CEO. We talk about what boards are for - how can they help you? What do the members want out of the meetings (and the company)? We also talk about how to interact with the board, and how to prepare for meetings. What should your presentation include? What questions should you be prepared to answer? What questions should you ask? One key takeaway is “don’t lead with your chin.” In other words, don’t offer up non-board level details or conversations to the board. Board conversations should be very selective, and oftentimes what is valuable to you may not be to the board. Some of the questions Stijn answers in this episode:
How can boards help you as a marketer? 
What should each stakeholder get from the meetings? 
What three marketing slides should you bring to the meeting?
Which questions do you always need to be prepared to answer?
What should you ask from the board?

Today we dive into the subtleties of board meetings, and offer a framework for how you should leverage them as a marketing leader, founder, or CEO.  We talk about what boards are for - how can they help you? What do the members want out of the meetings (and the company)?  We also talk about how to interact with the board, and how to prepare for meetings. What should your presentation include? What questions should you be prepared to answer? What questions should you ask?  One key takeaway is “don’t lead with your chin.” In other words, don’t offer up non-board level details or conversations to the board. Board conversations should be very selective, and oftentimes what is valuable to you may not be to the board.  Some of the questions Stijn answers in this episode:<ul>
<li>How can boards help you as a marketer? </li>
<li>What should each stakeholder get from the meetings? </li>
<li>What three marketing slides should you bring to the meeting?</li>
<li>Which questions do you always need to be prepared to answer?</li>
<li>What should you ask from the board?</li>
</ul>

21 - How to report Marketing to the board of directors

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.

B2B SaaS Marketing Snacks

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Best B2B SaaS Marketing Snacks Episodes