SaaS Half Full

Every B2B SaaS product needs a pricing page. Period.But, do you have to show all your cards? Not necessarily, according to Bill Wilson, founder & CEO of Pace Pricing. While full transparency is best for conversion, showing how you price is more important than what you charge. Do you bill monthly, annually, per seat, or usage based? In this episode, we dive into the do's & don'ts of SaaS pricing pages, including UX and copy, drawing from Bill's extensive experience helping SaaS brands redefine their pricing models and pages.

To say there are many SaaS CMOs and marketing leaders in transition right now is an understatement. A good chunk is going the fractional route, others are consultants, and some are looking to get out of the enterprise and shake it up at an early-stage company (or vice versa).    Niloy Sanyal, CMO at LeanTaaS and former CMO at GE, details the good, bad, and the ugly when it comes to jumping ship at a large organization in favor of a start up or scale up. If you are a marketing leader toying with this idea, this is the episode for you.

Despite marketers knowing the power of video, most only produce 0-1 videos per year. Why? They are stuck in the old mindset that “video production” requires equipment, polished spokespeople, and technical chops to polish it up.    In this episode, Jeremy Toeman, founder of Augie Studios, unpacks the refreshing reality of what it takes today to make videos - which is 180 degree turn from what it was 10 years ago.    Unpolished, unfiltered, and short-form video is shockingly easy to execute, but its impact on engagement and SEO is immediate. Listen to get inspiration on how to finally get your video strategy off the ground.   

It's no secret that the CMO tenure continues to shorten. A tough SaaS economy and higher demands for the role have led to an explosion of fractional CMOs hitting the market. with many senior SaaS marketers jumping off the full-time ship in favor of focused work across more than one brand.    In this episode, Andy Culligan, fractional CMO, breaks down the benefits and barriers to fractional work - both for the marketers and the companies hiring them - and the type of SaaS companies that are best positioned to hire fractional roles.  

Many marketing leaders dream of building an owned community where customers, peers, prospects and influencers gather to openly share ideas and where engagement is super high. But, this is waaaay more difficult than most marketers dream. Why? Well, Matt Heinz, founder of Heinz Marketing and moderator of the CMO Coffee Talk community, is here to unpack what he's learned along the way.  CMO Coffee Talk has more than 3,000 members (CMO or VP-level marketers) in its Slack community, and hosts a weekly Zoom call with anywhere from 300-400 members attending. It's a living, breathing, thriving community. Join Matt on this episode to dive into the do's and don'ts and lessons he's learned in building a community.  

If you touch any part of comms or content at your SaaS org, you are hammering AI right now. The AI topic is making its way into even the most conservative verticals, and you are hard-pressed to find any media outlet or tech leader without a public POV on AI. When it comes to forming a compelling AI narrative, it's crucial to understand where the conversation is headed. Jake Doll, Director of PR at PANBlast, helps his clients develop AI narratives that catch the tails of what's trending vs. piling on top of an already-dead topic. Join us as Jake tackles what's currently “wired” and ”tired” in AI storylines.

While B2B marketers have progressed their thinking to be more B2C-minded, there are concepts we simply shouldn't borrow from our B2C counterparts regarding ad copy and creative. Naomi Suman, founder of Storylogick Consulting, is an English major turned SaaS marketing consultant who has tested thousands of campaigns. In this episode, she breaks down the elements we should borrow from B2C marketing and, on the flip side, details the concepts B2B marketers should leave alone. Does ad copy containing a question convert, what about ads that feature people? Tune in to get these questions and more answered. Connect with Naomi: Connect with Lindsey: https://www.linkedin.com/in/lindseygroepper/ Learn more about BLASTmedia: https://www.blastmedia.com/

Sydney Sloan is a Chief Market Officer - ditching the “ing” in marketing. Why? Because the role isn't about the “doing,” it's about knowing and owning the market. In this episode, Syndey discusses elevating your role as a CMO, the best strategy for board presentations, and advice for aspiring Chief Market Officers. Join us and learn how to get out of the weeds as a marketing leader and start owning your role as a strategic lead. Connect with Sydney: Connect with Lindsey: https://www.linkedin.com/in/lindseygroepper/ Learn more about BLASTmedia: https://www.blastmedia.com/

SaaS marketers know by now that AI has—and will—impact search. But in an ever-changing sea of algorithms, what the heck does Google care about today (and in the future?), and how can marketers make moves now to stay ahead of where search is headed? Greg Brooks, partner and CMO at SearchTides, ironically believes we are moving towards the "human era" of search, even though there will be orders of magnitude more AI-generated content on the internet than ever before. Join us as he discusses at a high level what Google cares about when making content decisions and details tactical and practical advice on how to perform (think favicons, schema, and all the search-speak). Connect with Greg: https://www.linkedin.com/in/gregorybbrooks/ Connect with Lindsey: https://www.linkedin.com/in/lindseygroepper/ Learn more about BLASTmedia: https://www.blastmedia.com/

Digital, modern, non-traditional…how do you define today's PR? It has evolved, and brands who understand how to play in the current landscape are gaining mindshare. In this episode, Kate Johnson, VP of PR at BLASTmedia, dives into what has driven PR's evolution, how brands should think differently about connecting with millennial buyers, and the new expectations around PR measurement. Connect with Kate: https://www.linkedin.com/in/kate-johnson-mba-5365ba80/ Connect with Lindsey: https://www.linkedin.com/in/lindseygroepper/ Learn more about BLASTmedia: https://www.blastmedia.com/

Whether you are a SaaS founder looking to make your first marketing hire or a CMO building out your team, the rocky tech economy has created a surplus of marketing talent. VPs and Directors from big tech are free agents…fantastic hires, right? According to Mark Donnigan, virtual CMO and consultant, the answer isn't always yes. In this episode, we tackle choosing the right type of hire (generalist or conductor?) and then dive into how to think more strategically about the top talent available today. Connect with Mark: https://www.linkedin.com/in/markdonnigan/ Connect with Lindsey: https://www.linkedin.com/in/lindseygroepper/ Learn more about BLASTmedia: https://www.blastmedia.com/

Most SaaS revenue leaders would agree that former clients (”Gems”) make amazing second clients. But, how can you track job changers and operationalize an outreach program at scale? Trinity Nguyen, VP of Marketing at UserGems, joins this episode to discuss this underutilized revenue stream and walks through how to identify Gems and create a program designed to target this critical group. Connect with Trinity: https://www.linkedin.com/in/trinitynguyen/ Connect with Lindsey: https://www.linkedin.com/in/lindseygroepper/ Learn more about BLASTmedia: https://www.blastmedia.com/

Gen Y and millennials — who value purpose and meaning when choosing SaaS vendors — comprise most of today's B2B decision-makers. So why are you still pushing narratives centered on products and features? Today's modern corporate narrative has evolved from CEO-driven, corporate talk tracks to more personal, human-centered narratives to form connections with a new generation of buyers. Join Lindsey Groepper, President of BLASTmedia, as she unpacks the current demands of the modern corporate narrative and how to evolve yours to build trust and establish connection. Connect with Lindsey: https://www.linkedin.com/in/lindseygroepper/ Learn more about BLASTmedia: https://www.blastmedia.com/

You're a SaaS CMO and received the news that you are getting a new CEO. Super! Super? Super, right?! In this episode, Paige O'Neill, CMO of Seismic, shares her story of transitioning to a new CEO with her previous role. From what the first meeting should entail to the pressures of balancing old and new, Paige gives an honest account of what she learned in the transition and the two years that followed. Bottom line? A new CEO means starting over, which can simultaneously be insanely positive and challenging as the incumbent CMO. Connect with Paige: https://www.linkedin.com/in/paigeoneill/ Connect with Lindsey: https://www.linkedin.com/in/lindseygroepper/ Learn more about BLASTmedia: https://www.blastmedia.com/

For most SaaS organizations, the customer success function has two players - the CS lead and the salesperson. But in this episode, Karen Budell, CMO of Totango, talks through a “three-legged stool” approach, with marketing as an equal leg. She believes the three functions should work together to develop and execute customer expansion campaigns, driving more revenue from existing accounts. Which, in a down market, is much less costly and time-consuming than securing new logos. Connect with Karen: https://www.linkedin.com/in/karenbudell/ Connect with Lindsey: https://www.linkedin.com/in/lindseygroepper/ Learn more about BLASTmedia: https://www.blastmedia.com/

In this episode, our host speaks with author and positioning expert April Dunford about the realities of creating a category and defining positioning to win in SaaS. Drawing from years of data and experience consulting SaaS companies, April surfaces the signals indicative of a positioning problem, pinpoints where product demos go wrong, and gets candid about VCs and startups' illusions about category creation. Connect with April: https://www.linkedin.com/in/aprildunford/?originalSubdomain=ca Connect with Lindsey: https://www.linkedin.com/in/lindseygroepper/ Learn more about BLASTmedia: https://www.blastmedia.com/

SaaS marketers know we've entered the era of the self-serve buyer, where prospects expect price transparency and free trials. While this might not work for complex enterprise deals, there are lessons to be taken from a PLG motion that most SaaS orgs should employ. Krish Ramineni, Co-founder and CEO at Fireflies.ai, dishes on how to execute a free trial successfully, what it takes to offer a freemium product, and shares his personal story on ignoring his investors' advice to stay away from a PLG model. Connect with Krish: https://www.linkedin.com/in/krishramineni/ Connect with Lindsey: https://www.linkedin.com/in/lindseygroepper/ Learn more about BLASTmedia: https://www.blastmedia.com/

With Biden's recent executive order addressing the safe and secure development and use of AI, data privacy is even more mind top of mind for SaaS marketers. In this episode, Conor Bronsdon, Director of Marketing & Communications at LinearB, breaks down the order, discusses the new privacy demands on marketers, and how to build buyer trust in today's AI economy. Connect with Conor: https://www.linkedin.com/in/conorbronsdon/ Connect with Lindsey: https://www.linkedin.com/in/lindseygroepper/ Learn more about BLASTmedia: https://www.blastmedia.com/

SaaS marketers understand the importance of a strong brand, but are you clear in your strategic narrative today? If “efficiency” is driving your narrative, this episode is for you (because, spoiler alert, “efficiency” ain't it.) In this episode, Melissa Rosenthal, Chief Creative Officer at ClickUp, unpacks the elements needed to create a memorable brand in the face of new market demands and how to measure effectiveness. Plus, she's brave enough to talk about one of her biggest brand fails and what was learned from the experience. Connect with Melissa: https://www.linkedin.com/in/melissarosenthal5/ Connect with Lindsey: https://www.linkedin.com/in/lindseygroepper/ Learn more about BLASTmedia: https://www.blastmedia.com/

Whether you have added enterprise selling into a PLG motion or have always focused on the segment, SaaS marketers understand the different pain points and nuances of prospecting to the enterprise. But, should you literally market to “the enterprise?” According to Sarah Emmott, Head of Brand for Work Management at Atlassian, the answer is no. In this conversation, Sarah unpacks how enterprise prospects actually search for solutions and explains why ditching the term “enterprise” in your marketing efforts is the way forward for maximum influence. Connect with Sarah: https://www.linkedin.com/in/shickman1/ Connect with Lindsey: https://www.linkedin.com/in/lindseygroepper/ Learn more about BLASTmedia: https://www.blastmedia.com/

Are you an early-stage B2B SaaS marketer, or maybe you're a seasoned marketer but have limited resources to uncover the audience data you need to succeed? In this episode of SaaS Half Full, Lindsey sits down with Ryan Sonnenberg, Director of Marketing at SavvyMoney, as he spills the tea on how B2B SaaS marketers are leaving valuable audience data on the table and what tools early-stage marketers can use to help them in their audience identification journey. Connect with Ryan: https://www.linkedin.com/in/ryantsonnenberg/ Connect with Lindsey: https://www.linkedin.com/in/lindseygroepper/ Learn more about BLASTmedia: https://www.blastmedia.com/

PR and ABM…say what? Yes, there is a modern PR approach where these two strategies work together, adding more value to your PR investment. Our host, Lindsey Groepper, forgoes a guest this week to share her thoughts on this topic, including how to align your ABM targets with thought leadership efforts to create direct touchpoints with the individual prospects your BDRs are targeting. Connect with Lindsey: https://www.linkedin.com/in/lindseygroepper/ Learn more about BLASTmedia: https://www.blastmedia.com/

If you're a SaaS marketer who tends to be risk-averse, the last 12 months have not been your friend. Market volatility and “doing more with less” do not pair well with taking chances, but Emily Montgomery, VP of Professional Services at Xplor, believes there are still opportunities to take calculated risks…and it starts with a mindset shift. Listen in as we explore how to “experiment and learn” to create a culture of risk among your marketing org and the channels most ripe for experimentation. Connect with Guest: https://www.linkedin.com/in/emily-montgomery-8995361/ Connect with Lindsey: https://www.linkedin.com/in/lindseygroepper/ Learn more about BLASTmedia: https://www.blastmedia.com/

It's been a minute since the social media industry has been in the spotlight, but the past six months have been poppin' off. Between the launch of Threads and Twitter rebranding to X, there's a wealth of new info to digest if social media falls under your purview (in-house or via an agency partner). In this episode, Karri Carlson, VP of Operations at LeadTail, updates us on the platform changes that matter, new platforms emerging (like Mastodon), and the trend of "atomizing" social into niche communities with their own set of rules and community standards. Connect with Guest: https://www.linkedin.com/in/heykarri/ Connect with Lindsey: https://www.linkedin.com/in/lindseygroepper/ Learn more about BLASTmedia: https://www.blastmedia.com/

By now, we get it: AI is here to stay and makes marketing more efficient. But, what fears do marketers have around AI, how do you responsibly feed the board's appetite for AI, and to what level do marketing leaders need to understand the technology? In this episode, we're joined by Pete Housely, CMO at Unbounce, and Amanda (Elam) Cole, CMO at Bloomreach, to dig into these questions. Listen in for a deeper understanding of the seemingly unlimited opportunities of the technology and also the potential pitfalls. Connect with Pete: https://www.linkedin.com/in/peter-housley-a3653012/?originalSubdomain=ca Connect with Amanda: https://www.linkedin.com/in/aelam/ Connect with Lindsey: https://www.linkedin.com/in/lindseygroepper/ Learn more about BLASTmedia: https://www.blastmedia.com/

What do CMOs wish more CEOs understood about marketing? It's the big question we ask our guests at the end of each episode, and through the first half of the year, many answers came back to one core topic - CEOs not valuing brand enough. In this episode, we're bringing you a compilation of our guests' answers and biggest wish: that more CEOs understood not everything in marketing can be measured. Check out the full episodes for all of the guests featured in this episode: https://www.blastmedia.com/resources/?type=podcast Connect with Lindsey: https://www.linkedin.com/in/lindseygroepper/ Learn more about BLASTmedia: https://www.blastmedia.com/ 

PLG companies are in the spotlight again, being examined by media and analysts for their staying power in a recession. So, we're pulling an episode off the top shelf this week which tackles PLG. Rachel Hepworth is now Head of Marketing at Notion, a PLG brand, but when this episode first aired, she was their Co-Marketing Lead. When Rachel started her role at Notion, a PLG company, the brand had been primarily (and successfully) built through community and content, existing without a growth-marketing function. As Notion was moving into more enterprise and complex sales, Rachel was tasked with starting from the ground floor, including scaling up a tech stack and data team. Listen in as Rachel walks through how to develop a growth engine inside a PLG company and how brand and demand can work seamlessly together. Connect with Rachel: https://www.linkedin.com/in/rachelhepworth/ Connect with Lindsey: https://www.linkedin.com/in/lindseygroepper/ Learn more about BLASTmedia: https://www.blastmedia.com/ 

Our circle of influence has fundamentally changed. Whereas we used to follow brands, we now follow people. While B2C companies were quick to invest in online influencers, B2B marketers are finally vibin' with the creator economy. In this episode, Ali Fazal, VP of Marketing at GRIN, digs into how B2B brands should think about influencer marketing (spoiler alert: it has little to do with follower count), explores the most impactful channels, and gives advice on the possible value exchanges between B2B brands and creators. Connect with Ali: https://www.linkedin.com/in/alifazal1/ Connect with Lindsey: https://www.linkedin.com/in/lindseygroepper/ Learn more about BLASTmedia: https://www.blastmedia.com/ 

Hey guys! Nope, scratch that. Hey friends! While most SaaS marketers agree on the importance of inclusive marketing, achieving inclusivity is still a work in progress. In this episode, Sarah Reynolds, CMO of HiBob, discusses the importance of establishing an authentic culture of inclusivity, details common oversights, and dives into the beautiful fabric that makes today's diverse customer base. Oh yeah, and something about a little brand called Bud Light. Connect with Guest: https://www.linkedin.com/in/sarahlizreynolds/ Connect with Lindsey: https://www.linkedin.com/in/lindseygroepper/ Learn more about BLASTmedia: https://www.blastmedia.com/ 

We're gonna need a bigger bench. The list of available SaaS CMOs is growing, with many finding themselves free agents for the first time, involuntarily. In this episode, Lindsey connects with Nirosha Methananda, a senior marketing leader on the bench, about what she's learned during her transition period. From digging into learning and community to investing in an executive coach (bye-bye ego!) and her personal brand, Nirosha is far from wallowing in her circumstances. She rounds out the episode by providing her take on the future of full-time work and where she sees the CMO market heading. Connect with Guest: https://www.linkedin.com/in/nirosham/ Connect with Lindsey: https://www.linkedin.com/in/lindseygroepper/ Learn more about BLASTmedia: https://www.blastmedia.com/ 

Looking back on 2021 and early 2022, it was heaven for many marketers. Big budgets, sky-high valuations, and VC dollars are pouring in. Today? “Do more with less” has become the most-hated phrase among SaaS marketers. Bhaskar Roy, Head of Marketing at Workato, urges marketers to get back to the basics to climb out of the abyss. From obsessing again over org-wide customer success efforts to creating “frame breaking” content that goes against the grain, Bhaskar shares what he believes can have a max impact for marketers in today's challenging economy. Connect with Guest: https://www.linkedin.com/in/bhaskarroy/ Connect with Lindsey: https://www.linkedin.com/in/lindseygroepper/ Learn more about BLASTmedia: https://www.blastmedia.com/

Who is in charge of pricing decisions at your SaaS org? For nearly 60% of companies, it's the CEO or an opinion-filled decision amongst the entire C-suite. But who should own it? Dan Balcauski, the founder of Product Tranquility, answers the question in this episode, breaking down the art and science of SaaS product pricing and packaging (two very different elements) and advocating for marketers to focus more on the “who” and “how” they charge instead of the price itself (the “what”). Connect with Guest: LinkedinLink Connect with Lindsey: https://www.linkedin.com/in/lindseygroepper/ Learn more about BLASTmedia: https://www.blastmedia.com/

"Do more with less" is this year's most-hated phrase for marketers. And for brand marketers, this means a direct hit to budgets responsible for a company's reputation. On this episode of SaaS Half Full, Lindsey talks with Palmer Houchins, Head of Marketing at G2, about the lopsided finger-pointing that often happens between demand and brand teams, especially in a recession when short-term ROI is king. Grab a drink and join the discussion as Palmer dives into what CMOs often get wrong about their thinking regarding brand spend, how to intertwine brand and demand to create balance, and shares his opinions on creating a founder brand. Connect with Palmer: https://www.linkedin.com/in/palmerhouchins/ Connect with Lindsey: https://www.linkedin.com/in/lindseygroepper/ Learn more about BLASTmedia: https://www.blastmedia.com/ 

Gone are the days of internal-only communication. Every internal message is now at the risk of being shared externally, creating more pressure to skilfully craft statements surrounding economic, societal, or company impact events (RIFs, outage, data breach, etc.). As a result, the role of Corporate Communications has never been more in demand and vital to a company's long-term reputation. So, why does the function still report to marketing, a department typically focused on short-term tactics for direct ROI? In this episode, Grace Williams, SVP of BLASTmedia, shares her opinion and makes the case for Chief Communications Officers and other high-level corp comm leaders reporting directly to the CEO. Connect with Grace: https://www.linkedin.com/in/gracecoylewilliams/ Connect with Lindsey: https://www.linkedin.com/in/lindseygroepper/ Learn more about BLASTmedia: https://www.blastmedia.com/

Despite data supporting the case for creating a more self-serve buying process, many SaaS revenue teams are still operating in a way that is legit the opposite of what today's buyer wants. New report data from more than 2,000 B2B tech buyers reveals what self-serve looks like in practice - and it's transparent pricing, free demos, and no freakin' cold calls. Listen as Lindsey speaks with Allyson Havener, VP of Marketing at TrustRadius, about the report's results and how it's changing the course for SaaS go-to-market teams. Connect with Allyson: https://www.linkedin.com/in/allyson-havener/ Learn more about TrustRadius: https://www.trustradius.com/ Connect with Lindsey: https://www.linkedin.com/in/lindseygroepper/ Learn more about BLASTmedia: https://www.blastmedia.com/

Who here is guilty of building and running a marketing and sales playbook, then delaying changing it because it took so damn long to implement? Often, the paralysis is due to not knowing where to start.  Gracey Cantalupo, CMO at MentorcliQ, says to begin with being a good buyer first and go back to the start - which can be done in a couple of not-so-time-intensive steps. In this episode, listen as she and Lindsey Groepper discuss how hiring someone to walk your virtual storefront (yes, a mystery shopper!) and actually being on a software buying committee can be worth its weight in gold. Connect with Gracey: https://www.linkedin.com/in/graceycantalupo/ Learn more about MentorcliQ: https://www.mentorcliq.com/ Connect with Lindsey: https://www.linkedin.com/in/lindseygroepper/ Learn more about BLASTmedia: https://www.blastmedia.com

This special Fireside Chat edition brings together two SaaS VCs to discuss the current investment landscape vibe. Tackling everything from the technologies they are bullish on to the importance of burn efficiency in defining financial health, the current sitch is both conservative and optimistic. Sara Omohundro, Principal at Elevate Ventures, and David Kerr, Managing Director of Allos Ventures, are two experienced SaaS investors who joined Lindsey in-office for an agency discussion. Tune in to hear the unscripted conversation from the boots on the ground in SaaS investing. Connect with Sara: https://www.linkedin.com/in/sara-omohundro-cfa-2a104181/ Connect with David: https://www.linkedin.com/in/david-kerr-9b0b501/ Learn more about Allos Ventures: https://allosventures.com/ Learn more about Elevate Ventures: https://elevateventures.com/ Connect with Lindsey: https://www.linkedin.com/in/lindseygroepper/ Learn more about BLASTmedia: https://www.blastmedia.com/

Media companies like Netflix create content to make money, plain and simple. If it doesn't perform, it isn't renewed or promoted. With this idea in mind, why are B2B marketers creating video content without expecting performance? Jennifer Griffin Smith, CMO of Brightcove, wants marketers to think and act more like a media company. In this episode, Jennifer explains how a successful video strategy isn't contained to large companies with high-production capabilities, the role of user (customer) generated content, and why she believes B2B has a place on TikTok. Are you ready to think more like Netflix? Press play.  Connect with Jennifer: https://www.linkedin.com/in/jennifergriffinsmith/ Learn more about Brightcove: https://www.brightcove.com/en/  Connect with Lindsey: https://www.linkedin.com/in/lindseygroepper/ Learn more about BLASTmedia: https://www.blastmedia.com/

When looking to exit through acquisition, what makes one SaaS company stand out from the others? The answer is...nothing definitively. It's all subjective, according to Thomas Smale, CEO and Founder of FE International, an M&A advisory firm. In this episode, Thomas and Lindsey discuss the benefits and drawbacks of a strong founder brand, common mistakes he sees companies make when positioning for an exit (like cutting the wrong expenses), and the "analysis paralysis" that prevents buyers from making an offer. Connect with Thomas: https://www.linkedin.com/in/thomassmale/ Learn more about FE International: https://feinternational.com/ Connect with Lindsey: https://www.linkedin.com/in/lindseygroepper/ Learn more about BLASTmedia: https://www.blastmedia.com/

What a ride 2022 has been! Another year with fantastic guests has come to an end, but we're not closing out the season until we review our most downloaded episodes. We've talked about gaining alignment with your C-suite, how to get the most out of your PR agency relationship, when to sell your SaaS business, and even how to make your brand un-bland. Whether you've listened to the full episodes or not, enjoy this recap of 2022's best, and feel free to revisit the conversations in the archives. Connect with Lindsey:https://www.linkedin.com/in/lindseygroepper/  Learn more about BLASTmedia: https://www.blastmedia.com/

It's that time of year again! Marketing industry predictions are one of our favorite topics, and we're sticking with the tradition. To share 2023 B2B SaaS marketing predictions, we have Kazuki Ohta, CEO and Co-founder of Treasure Data, a leading customer data platform. In this episode, Kaz and Lindsey discuss predictions like the rise of Chief Customer Officers, what will replace cookie-driven strategies, and the trend of proactive data governance. Tune in to hear Kaz unpack all of his predictions for 2023. Connect with Kazuki Ohta: https://www.linkedin.com/in/kazukiohta/ Learn more about Treasure Data: https://www.treasuredata.com/ Connect with Lindsey: https://www.linkedin.com/in/lindseygroepper/ Learn more about BLASTmedia: https://www.blastmedia.com/

If you sell into the enterprise or are thinking of swimming upstream, this is the episode for you. Alberto Cantor is the Senior Director of Demand Generation and Corporate Marketing at ArisGlobal, and its SaaS product is sold to big-honkin' pharmaceutical companies. Yes, large, conservative buying teams in a super-regulated industry with long sales cycles. Can ABM work in this environment? Yes, but not if you give up easily. In this episode, Alberto talks about the three pillars he had to master before he got ABM for enterprise right (after two failed attempts) and how to set expectations for ABM performance across the entire organization. Connect with Alberto: https://www.linkedin.com/in/alberto-cantor/ Learn more about ArisGlobal: https://www.arisglobal.com/ Connect with Lindsey: https://www.linkedin.com/in/lindseygroepper/ Learn more about BLASTmedia: https://www.blastmedia.com/

The face prospects and partners make when someone mentions your company name says a lot about your brand. But, who is responsible for creating brand perception? According to Tara Pawlak, Head of Marketing at GetAccept, it's a responsibility extending beyond marketing into the sales org. In this episode, Lindsey Groepper speaks with Tara about the sales teams' role in carrying out brand and how lack of alignment presents a danger to hidden stakeholders. Listen in as she shares insights to obtain this alignment and advice on how to measure initiatives not directly tied to ROI. Connect with Tara: https://www.linkedin.com/in/tara-pawlak/ Learn more about GetAccept: https://www.getaccept.com/ Connect with Lindsey: https://www.linkedin.com/in/lindseygroepper/ Learn more about BLASTmedia: https://www.blastmedia.com/

In a shaky economy, when costs need to be cut, most companies look immediately to marketing to reduce spending. And, for the marketers who lived through 2020 budget cuts, this year's budget reductions amid a recession shouldn't have come as a surprise. In this episode, Lindsey Groepper talks with Lisa Ames, the CMO of Norwest Venture Partners. As the marketing expert advising dozens of B2B SaaS portfolio companies and as a tenured, in-house SaaS marketer, she knows her way around operating lean marketing budgets. In this discussion, Lisa shares the question she believes every marketing leader should be able to answer at any time and how to assess where the budget should be allocated when spending is reduced. Connect with Lisa: https://www.linkedin.com/in/lisaames/ Learn more about Norwest Venture Partners: https://www.nvp.com/ Connect with Lindsey: https://www.linkedin.com/in/lindseygroepper/ Learn more about BLASTmedia: https://www.blastmedia.com/

How well do you know your brand differentiators? No, not your product features, but the REAL secret sauce of why your customers love you. In this episode, Carly Brantz, CMO of DigitalOcean, discusses how to find your true brand differentiators and what needs to be done across the entire organization (yes, outside of marketing!) to reach its full potential. Listen as she shares best practices for uncovering the unique fabric of your SaaS business, when experimentation can be your greatest ally, and how to maximize your differentiator across all channels. - Connect with Carly Brantz: https://www.linkedin.com/in/carlybrantz/ - Learn more about DigitalOcean: https://www.digitalocean.com/ - Connect with Lindsey: https://www.linkedin.com/in/lindseygroepper/ - Learn more about BLASTmedia: https://www.blastmedia.com/

Imagine this. Instead of customers hitting your e-comm website and looking for a product to solve a business problem, your online marketplace comes to them and prescribes a solution to their problem. Sounds magical, but is it realistic for B2B companies? Lindsey Groepper sits down with Ari Kahn, the CEO of Bridgeline Digital, to discuss all things B2B eCommerce. In this episode, you'll learn why having an “If you build it, they will come mentality” will ultimately lead you to a slow eCommerce demise and why it's time to fundamentally shift the cultural relationship between a B2B vendor and its customer.  Connect with Ari: https://www.linkedin.com/in/arikahn/ Learn more about Bridgeline Digital: https://www.bridgeline.com/ Connect with Lindsey: https://www.linkedin.com/in/lindseygroepper/ Learn more about BLASTmedia: https://www.blastmedia.com/

Maintaining employee engagement is daunting during an economic downturn when trying to balance high care and high performance. With the complexities this topic can bring, Lindsey Groepper speaks with Julia Stead, CMO at 15Five, to discuss how quickly trends in employee engagement have changed when transitioning from the Great Recession into (what some are calling) the "Great SaaSacre." This episode also details the shift in power dynamic from employee to employer, the value of transparency, and the positive trends they're seeing due to the recession. Connect with Julia: https://www.linkedin.com/in/juliastead/ Learn more about 15Five: https://www.15five.com/ Connect with Lindsey:https://www.linkedin.com/in/lindseygroepper/ Learn more about BLASTmedia: https://www.blastmedia.com/

Continuing our HR Tech series, we speak with Sharon Rusinowitz, the Director of Content Marketing at ChartHop. In this episode, Lindsey and Sharon discuss what the content team of the future looks like and how to re-shape how you think about content. Listen as Sharon discusses how to develop a B2B SaaS content strategy extending beyond the written word and how to create a cohesive narrative across mediums. - Connect with Sharon: https://www.linkedin.com/in/sharonrusinowitz/ - Learn more about ChartHop: https://www.charthop.com/ - Connect with Lindsey: https://www.linkedin.com/in/lindseygroepper/ - Learn more about BLASTmedia: https://www.blastmedia.com/

This summer we're focusing on HR Tech and learning from the best in the business. In this episode, Lindsey Groepper speaks with Amy Frampton, the Head of Marketing at BambooHR. She is a wealth of knowledge but in this conversation, she shares her insights on employer brand. If you don't know what employer brand is or don't know what your employer brand is, stop what you're doing. Employer brand is crucial right now, especially for growing B2B SaaS companies. Listen in as Amy shares how to go about developing it, marketing's role in executing an employer brand strategy, and how to work seamlessly with HR to do so.

SaaS acquisitions are plentiful, but what are the keys to a smooth transaction, and who is involved? Spoiler alert: it's more than the C-suite. In this episode, Lindsey Groepper speaks with Isabelle Papoulias, the EVP of Global Expansion at Mediafly, about marketing's role in M&A. As the former CMO, Isabelle has taken the company through five acquisitions in the last four years, providing her with takeaways and insights for B2B SaaS marketers who find themselves in the throws of M&A. Listen in as she shares what the marketing team can expect in an acquisition, what their role is, and how to align on goals with both your CEO and board. Connect with Isabelle: https://www.linkedin.com/in/isabellepapoulias/  Learn more about Mediafly: https://www.mediafly.com/  Connect with Lindsey: https://www.linkedin.com/in/lindseygroepper/  Learn more about BLASTmedia: https://www.blastmedia.com/

There's been a shift in the SaaS economy, and in this episode, Lindsey Groepper speaks with Mike Fitzgerald, Partner at High Alpha, a venture capital studio that specializes in funding B2B SaaS companies. Mike joined BLASTmedia at their headquarters for a fireside chat. During that conversation he shared valuable insights on how the venture capital landscape has changed for B2B SaaS companies and what the next moves may be for companies strategizing for a slowdown. Connect with Mike: https://www.linkedin.com/in/mikesfitzgerald/ Learn more about High Alpha: https://highalpha.com Connect with Lindsey: https://www.linkedin.com/in/lindseygroepper/ Learn more about BLASTmedia: https://www.blastmedia.com/