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SaaS Marketing Bites from Powered By Search

SaaS Marketing Bites from Powered By Search

Powered by Search

On SaaS Marketing Bites from Powered by Search, we bring you the best B2B SaaS insights shared by our team of growth experts. Each week, we publish a new episode on topics like landing page design, PPC marketing, SEO, CRO, marketing automation and growth strategy.
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Top 10 SaaS Marketing Bites from Powered By Search Episodes

Goodpods has curated a list of the 10 best SaaS Marketing Bites from Powered By Search episodes, ranked by the number of listens and likes each episode have garnered from our listeners. If you are listening to SaaS Marketing Bites from Powered By Search for the first time, there's no better place to start than with one of these standout episodes. If you are a fan of the show, vote for your favorite SaaS Marketing Bites from Powered By Search episode by adding your comments to the episode page.

SaaS Marketing Bites from Powered By Search - How to improve SEO performance without waiting for months

How to improve SEO performance without waiting for months

SaaS Marketing Bites from Powered By Search

Accompanying blogpost: The Scorecard Approach: How to improve SEO performance without waiting for months

How do you improve SEO performance when there are so many factors that can make a big difference to how effective it is? Because the answer to this question isn’t always clear, companies spend a lot of time, and huge amounts of money each year, to improve and optimize their SEO.

Unfortunately, when a lot of companies get started on their SEO, they spend far too much time focusing on the minutiae instead of making meaningful changes. This can set them back months, costing them both money and customers.

But by using a scorecard to measure and track the areas that contribute to improved SEO performance, we have been able to prioritize actions that drive meaningful growth in trials and demos for our clients.

By not focusing on vanity metrics like search volume or traffic, we are able to regularly improve ROI for our client’s investment in SEO.

In this article, we’ll cover:

  • The common pitfalls companies fall into when approaching their SEO
  • Why we take a different approach to most agencies and in house teams
  • How we drive improve ROI on SEO for our clients with an SEO scorecard

Struggling to get results from your SEO? Schedule a Free SaaS Scale Session to find out how we can help you to hit the ground running.

===

SaaS Marketing Bites is produced by B2B SaaS marketing agency Powered by Search. It's hosted by Head of Growth Marc Thomas. You can follow @iammarcthomas or Powered By Search CEO Dev Basu @devbasu on Twitter for more updates and marketing insights.

If you enjoyed this episode, you can do the following things right away:

  1. Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
  2. If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
  3. If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
  4. If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

Accompanying blogpost: The Scorecard Approach: How to improve SEO performance without waiting for months

How do you improve SEO performance when there are so many factors that can make a big difference to how effective it is? Because the answer to this question isn’t always clear, companies spend a lot of time, and huge amounts of money each year, to improve and optimize their SEO.

Unfortunately, when a lot of companies get started on their SEO, they spend far too much time focusing on the minutiae instead of making meaningful changes. This can set them back months, costing them both money and customers.

But by using a scorecard to measure and track the areas that contribute to improved SEO performance, we have been able to prioritize actions that drive meaningful growth in trials and demos for our clients.

By not focusing on vanity metrics like search volume or traffic, we are able to regularly improve ROI for our client’s investment in SEO.

In this article, we’ll cover:

  • The common pitfalls companies fall into when approaching their SEO
  • Why we take a different approach to most agencies and in house teams
  • How we drive improve ROI on SEO for our clients with an SEO scorecard

Struggling to get results from your SEO? Schedule a Free SaaS Scale Session to find out how we can help you to hit the ground running.

===

SaaS Marketing Bites is produced by B2B SaaS marketing agency Powered by Search. It's hosted by Head of Growth Marc Thomas. You can follow @iammarcthomas or Powered By Search CEO Dev Basu @devbasu on Twitter for more updates and marketing insights.

If you enjoyed this episode, you can do the following things right away:

  1. Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
  2. If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
  3. If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
  4. If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.
play

06/07/22 • 18 min

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SaaS Marketing Bites from Powered By Search - Customer-Channel Fit: How to Identify the Right B2B SaaS Marketing Channels

In our experience, many B2B SaaS companies abandon their paid media channels too early, without fully exploring all the options available to them, and based on hunches instead of data.

Here's how to identify the best B2B SaaS marketing channels for your business

Accompanying blogpost: Customer-Channel Fit: How to Identify the Right B2B SaaS Marketing Channels

===

SaaS Marketing Bites is produced by B2B SaaS marketing agency Powered by Search. It's hosted by Head of Growth Marc Thomas. You can follow @iammarcthomas or Powered By Search CEO Dev Basu @devbasu on Twitter for more updates and marketing insights.

If you enjoyed this episode, you can do the following things right away:

  1. Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
  2. If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
  3. If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
  4. If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

In our experience, many B2B SaaS companies abandon their paid media channels too early, without fully exploring all the options available to them, and based on hunches instead of data.

Here's how to identify the best B2B SaaS marketing channels for your business

Accompanying blogpost: Customer-Channel Fit: How to Identify the Right B2B SaaS Marketing Channels

===

SaaS Marketing Bites is produced by B2B SaaS marketing agency Powered by Search. It's hosted by Head of Growth Marc Thomas. You can follow @iammarcthomas or Powered By Search CEO Dev Basu @devbasu on Twitter for more updates and marketing insights.

If you enjoyed this episode, you can do the following things right away:

  1. Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
  2. If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
  3. If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
  4. If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.
play

11/09/21 • 16 min

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SaaS Marketing Bites from Powered By Search - How to improve executive communication about your marketing work

How to improve executive communication about your marketing work

SaaS Marketing Bites from Powered By Search

As a marketing leader, a large part of your ability to get the job done is in proving that you're delivering value already But it's also an area of marketing leadership that many get wrong Are these 3 communication errors killing your ability to prove the value of your work?

1. Stating an observation without impact, importance, or insight
2. Using passive vs active voice
3. Giving inputs more airtime than outputs

🚩 Stating an observation without impact, importance, or insight

It's extremely easy to notice something and report it. But all you're doing is giving metrics, not meaning.

By understanding the importance of a metric, we can make a choice about what to do next. Want an example?

❌ BAD – Traffic is up, conversion is down

✅ GOOD – Traffic is up, but conversion is down indicating that there's a misalignment between our ICP's pain points and the topic of our most recent blog posts

🚩 Using passive vs active voice

Generally, you should avoid using the passive voice when reporting

It weakens the entire point you're trying to make by removing any sense of agency from that message.

Make yourself or someone else the owner of the action rather than the benefactor and you'll see a great improvement in your executive communication. Want an example?

❌ BAD – Changes are being made to XYZ

✅ GOOD– We are making changes to XYZ

🚩 Giving inputs more airtime than outputs

No one pays you to be busy. They pay you to produce results.

But the majority of your reports are likely focused on what you did rather than what you produced.

In fact, this is the most common problem with executive communication.

If you're suffering from this consistently and have tried to change it, ask yourself:

if I can't produce results worth reporting, am I doing the right things in the first place? Here's an example:

❌ BAD – We created 5 new ad campaigns this month and we refreshed 15 creatives

✅ GOOD – We generated 329 new SQLs by refreshing ad creative and running new campaigns

===

SaaS Marketing Bites is produced by B2B SaaS marketing agency Powered by Search. It's hosted by Head of Growth Marc Thomas. You can follow @iammarcthomas or Powered By Search CEO Dev Basu @devbasu on Twitter for more updates and marketing insights.

If you enjoyed this episode, you can do the following things right away:

1 Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.

2 If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.

3 If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.

4 If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

As a marketing leader, a large part of your ability to get the job done is in proving that you're delivering value already But it's also an area of marketing leadership that many get wrong Are these 3 communication errors killing your ability to prove the value of your work?

1. Stating an observation without impact, importance, or insight
2. Using passive vs active voice
3. Giving inputs more airtime than outputs

🚩 Stating an observation without impact, importance, or insight

It's extremely easy to notice something and report it. But all you're doing is giving metrics, not meaning.

By understanding the importance of a metric, we can make a choice about what to do next. Want an example?

❌ BAD – Traffic is up, conversion is down

✅ GOOD – Traffic is up, but conversion is down indicating that there's a misalignment between our ICP's pain points and the topic of our most recent blog posts

🚩 Using passive vs active voice

Generally, you should avoid using the passive voice when reporting

It weakens the entire point you're trying to make by removing any sense of agency from that message.

Make yourself or someone else the owner of the action rather than the benefactor and you'll see a great improvement in your executive communication. Want an example?

❌ BAD – Changes are being made to XYZ

✅ GOOD– We are making changes to XYZ

🚩 Giving inputs more airtime than outputs

No one pays you to be busy. They pay you to produce results.

But the majority of your reports are likely focused on what you did rather than what you produced.

In fact, this is the most common problem with executive communication.

If you're suffering from this consistently and have tried to change it, ask yourself:

if I can't produce results worth reporting, am I doing the right things in the first place? Here's an example:

❌ BAD – We created 5 new ad campaigns this month and we refreshed 15 creatives

✅ GOOD – We generated 329 new SQLs by refreshing ad creative and running new campaigns

===

SaaS Marketing Bites is produced by B2B SaaS marketing agency Powered by Search. It's hosted by Head of Growth Marc Thomas. You can follow @iammarcthomas or Powered By Search CEO Dev Basu @devbasu on Twitter for more updates and marketing insights.

If you enjoyed this episode, you can do the following things right away:

1 Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.

2 If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.

3 If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.

4 If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

play

05/16/23 • 6 min

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SaaS Marketing Bites from Powered By Search - 2 ways Cognism broke landing page best practices – and why it works

Landing page best practices? Useful. But not always the best
This page by Cognism is almost perfect

And it breaks a lot of the best practices that you'll find in an article about making B2B SaaS landing pages

✨ Best practice 1: Keep your landing page copy short
Cognism's response: here's a wall of text

Their homepage hero currently comes in at 116 words. Compare that to ZoomInfo which comes in at 33 words

The best practice assumes the reader doesn't have time to make a choice but when they're buying a tool like this, they *need* to make a considered choice

There's potentially millions of dollars resting on the choice because the data quality and usability of that data matter in their own sales process

That Cognism spend the time to go work through objections right from the top of the page and at depth shows how clearly they understand this

✨ Best practice 2: Shallow on the homepage, go deeper later
Cognism's response: Grab your snorkel and dive in!

Every section on the homepage ought to help a customer qualify or disqualify themselves quickly

But the common practice of giving shallow info about the product in the hope that the prospect stays to learn more is so weird to me

What Cognism do feels bang on the money: help people learn whether the product's for them ASAP

They do that by giving answers to common objections, adding a section on who their product *isn't* for and also including use case based information

Crucially: none of it is skimmable – you've got to work to get that info.

I believe that these two approaches to landing page design have probably caused a huge number of prospects to book a call with Cognism

Honestly, incredibly impressive work

===

SaaS Marketing Bites is produced by B2B SaaS marketing agency Powered by Search. It's hosted by Head of Growth Marc Thomas. You can follow @iammarcthomas or Powered By Search CEO Dev Basu @devbasu on Twitter for more updates and marketing insights.

If you enjoyed this episode, you can do the following things right away:

1 Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.

2 If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.

3 If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.

4 If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

Landing page best practices? Useful. But not always the best
This page by Cognism is almost perfect

And it breaks a lot of the best practices that you'll find in an article about making B2B SaaS landing pages

✨ Best practice 1: Keep your landing page copy short
Cognism's response: here's a wall of text

Their homepage hero currently comes in at 116 words. Compare that to ZoomInfo which comes in at 33 words

The best practice assumes the reader doesn't have time to make a choice but when they're buying a tool like this, they *need* to make a considered choice

There's potentially millions of dollars resting on the choice because the data quality and usability of that data matter in their own sales process

That Cognism spend the time to go work through objections right from the top of the page and at depth shows how clearly they understand this

✨ Best practice 2: Shallow on the homepage, go deeper later
Cognism's response: Grab your snorkel and dive in!

Every section on the homepage ought to help a customer qualify or disqualify themselves quickly

But the common practice of giving shallow info about the product in the hope that the prospect stays to learn more is so weird to me

What Cognism do feels bang on the money: help people learn whether the product's for them ASAP

They do that by giving answers to common objections, adding a section on who their product *isn't* for and also including use case based information

Crucially: none of it is skimmable – you've got to work to get that info.

I believe that these two approaches to landing page design have probably caused a huge number of prospects to book a call with Cognism

Honestly, incredibly impressive work

===

SaaS Marketing Bites is produced by B2B SaaS marketing agency Powered by Search. It's hosted by Head of Growth Marc Thomas. You can follow @iammarcthomas or Powered By Search CEO Dev Basu @devbasu on Twitter for more updates and marketing insights.

If you enjoyed this episode, you can do the following things right away:

1 Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.

2 If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.

3 If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.

4 If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

play

05/09/23 • 6 min

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SaaS Marketing Bites from Powered By Search - How to make the most of lifecycle in SaaS

How to make the most of lifecycle in SaaS

SaaS Marketing Bites from Powered By Search

Most B2B SaaS companies spend too much time on new customer acquisition and too little time on expansion, retention, and referral.

The PE-backed companies we work with get this playbook. Here's what we do:

1. Measure these 4 areas for customers

NPS – it's a leading indicator of how much people like what you do and we think it's linked to churn (high NPS is correlated with low churn)
- Products subscribed – how embedded is the platform you're selling in the client's business. If there are multiple 'products' in use, then not only is your expansion revenue growing but you're also likely to see less churn as the switching risk increases
- Seats sold – pretty simple. If more people are using your product in a business, there are more voices to protest on your behalf if someone wants to switch to a competitor. Get those seat numbers up!
- Last price increase date – companies expect prices to rise most years. Everyone acts outraged when it happens but real talk: raise your prices periodically. You'll see more revenue and almost no-one will care long term. The trade off between losing some customers and gaining a lot of revenue is an obvious one most of the time.

2. Prioritize growing by doing the following:

Reach out to the happiest customers first
- Show them how subscribing to product B if they already pay for A has a "better together" effect.
- Recruit more of their teams into the product suite.
- Add new features to renewals on the existing platform to reward customer loyalty, and then sell through higher pricing on product B.

3. Some of this is CS work, so how can marketing help?

Target high NPS customers with email and revenue expansion ads.
- Show high NPS customers a webinar highlighting product B
- Use marketing automation to ask a question (sent from AE's inbox) to activate customers who have partial org adoption
- Create a calculator to pinpoint the total value added since the inception of the relationship (money made, money saved, time saved)

Demand generation isn't just "paid ads" or "email marketing". It can be so much strategic and impactful than that.

===

SaaS Marketing Bites is produced by B2B SaaS marketing agency Powered by Search. It's hosted by Head of Growth Marc Thomas. You can follow @iammarcthomas or Powered By Search CEO Dev Basu @devbasu on Twitter for more updates and marketing insights.

If you enjoyed this episode, you can do the following things right away:

1 Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.

2 If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.

3 If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.

4 If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

Most B2B SaaS companies spend too much time on new customer acquisition and too little time on expansion, retention, and referral.

The PE-backed companies we work with get this playbook. Here's what we do:

1. Measure these 4 areas for customers

NPS – it's a leading indicator of how much people like what you do and we think it's linked to churn (high NPS is correlated with low churn)
- Products subscribed – how embedded is the platform you're selling in the client's business. If there are multiple 'products' in use, then not only is your expansion revenue growing but you're also likely to see less churn as the switching risk increases
- Seats sold – pretty simple. If more people are using your product in a business, there are more voices to protest on your behalf if someone wants to switch to a competitor. Get those seat numbers up!
- Last price increase date – companies expect prices to rise most years. Everyone acts outraged when it happens but real talk: raise your prices periodically. You'll see more revenue and almost no-one will care long term. The trade off between losing some customers and gaining a lot of revenue is an obvious one most of the time.

2. Prioritize growing by doing the following:

Reach out to the happiest customers first
- Show them how subscribing to product B if they already pay for A has a "better together" effect.
- Recruit more of their teams into the product suite.
- Add new features to renewals on the existing platform to reward customer loyalty, and then sell through higher pricing on product B.

3. Some of this is CS work, so how can marketing help?

Target high NPS customers with email and revenue expansion ads.
- Show high NPS customers a webinar highlighting product B
- Use marketing automation to ask a question (sent from AE's inbox) to activate customers who have partial org adoption
- Create a calculator to pinpoint the total value added since the inception of the relationship (money made, money saved, time saved)

Demand generation isn't just "paid ads" or "email marketing". It can be so much strategic and impactful than that.

===

SaaS Marketing Bites is produced by B2B SaaS marketing agency Powered by Search. It's hosted by Head of Growth Marc Thomas. You can follow @iammarcthomas or Powered By Search CEO Dev Basu @devbasu on Twitter for more updates and marketing insights.

If you enjoyed this episode, you can do the following things right away:

1 Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.

2 If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.

3 If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.

4 If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

play

05/02/23 • 10 min

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SaaS Marketing Bites from Powered By Search - How AI unlocks hidden productivity gains in B2B SaaS

How AI unlocks hidden productivity gains in B2B SaaS

SaaS Marketing Bites from Powered By Search

Accompanying blogpost: More than a robot copywriter: how AI unlocks hidden productivity gains in B2B SaaS

Most SaaS marketers’ opinions on the use of AI in marketing range from maximalists, who believe it will change everything and replace all marketing jobs, to AI skeptics, who believe it lacks soul and won’t disrupt any jobs.

We see AI slightly differently and instead believe that AI can assist humans and help them become more effective marketers.

So instead of replacing humans altogether, we believe marketers can apply ChatGPT and other generative AI to existing workflows to attain more volume and velocity.

While we don’t believe AI will take a marketing strategy from zero to one, it will help marketers get there faster by automating steps in the process. Additionally, it can make the final product yield a higher ROI if you use it properly.

As a result, marketers that know how to use AI effectively can produce better results in less time and with less resources.

In this post, we’ll discuss:

  • How we used ChatGPT to improve our understanding and analysis of our total addressable market
  • Three underappreciated ways that AI will improve marketing team productivity
  • Setting expectations and guardrails for how AI can help marketers is an important next step for most marketing teams
  • Actionable Ways Marketers Can Leverage AI to Produce Better Results

By the end of this post, you’ll have a different perspective on how to use AI within your marketing organization: it’s not just a robot copywriter.

If you’d like help navigating a tougher economy and finding out how AI can improve your marketing team’s productivity in a time when everyone’s being asked to do more with less, we should talk. Start by getting your free marketing plan here.

===

SaaS Marketing Bites is produced by B2B SaaS marketing agency Powered by Search. It's hosted by Head of Growth Marc Thomas. You can follow @iammarcthomas or Powered By Search CEO Dev Basu @devbasu on Twitter for more updates and marketing insights.

If you enjoyed this episode, you can do the following things right away:

1 Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.

2 If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.

3 If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.

4 If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.


Accompanying blogpost: More than a robot copywriter: how AI unlocks hidden productivity gains in B2B SaaS

Most SaaS marketers’ opinions on the use of AI in marketing range from maximalists, who believe it will change everything and replace all marketing jobs, to AI skeptics, who believe it lacks soul and won’t disrupt any jobs.

We see AI slightly differently and instead believe that AI can assist humans and help them become more effective marketers.

So instead of replacing humans altogether, we believe marketers can apply ChatGPT and other generative AI to existing workflows to attain more volume and velocity.

While we don’t believe AI will take a marketing strategy from zero to one, it will help marketers get there faster by automating steps in the process. Additionally, it can make the final product yield a higher ROI if you use it properly.

As a result, marketers that know how to use AI effectively can produce better results in less time and with less resources.

In this post, we’ll discuss:

  • How we used ChatGPT to improve our understanding and analysis of our total addressable market
  • Three underappreciated ways that AI will improve marketing team productivity
  • Setting expectations and guardrails for how AI can help marketers is an important next step for most marketing teams
  • Actionable Ways Marketers Can Leverage AI to Produce Better Results

By the end of this post, you’ll have a different perspective on how to use AI within your marketing organization: it’s not just a robot copywriter.

If you’d like help navigating a tougher economy and finding out how AI can improve your marketing team’s productivity in a time when everyone’s being asked to do more with less, we should talk. Start by getting your free marketing plan here.

===

SaaS Marketing Bites is produced by B2B SaaS marketing agency Powered by Search. It's hosted by Head of Growth Marc Thomas. You can follow @iammarcthomas or Powered By Search CEO Dev Basu @devbasu on Twitter for more updates and marketing insights.

If you enjoyed this episode, you can do the following things right away:

1 Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.

2 If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.

3 If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.

4 If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.


play

04/25/23 • 17 min

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SaaS Marketing Bites from Powered By Search - How to avoid hiring a bad SaaS marketing agency

How to avoid hiring a bad SaaS marketing agency

SaaS Marketing Bites from Powered By Search

Accompanying blogpost: 12 Best SaaS Marketing Agencies (And an Evaluation Criteria)

Choosing a B2B SaaS marketing agency is tricky because, on the surface, they all seem similar.

So when you Google “best SaaS marketing agencies” and see a list of 20 or 30 different options, how do you distinguish a world-class agency from a mediocre one?

Unfortunately, most clients don’t figure out the answer to this question until after hiring an agency and wasting thousands of dollars – not to mention all the missed sales opportunities a more effective agency could have helped you win.

To help you avoid hiring the wrong agency, here’s what we’ll cover:

  • How most clients evaluate agencies (and why the method is flawed)
  • An alternative agency evaluation method that can help you better gauge an agency’s ability to produce an ROI
  • A concise list of SaaS marketing agencies and a detailed overview of how they measure up to the evaluation criteria.

===

SaaS Marketing Bites is produced by B2B SaaS marketing agency Powered by Search. It's hosted by Head of Growth Marc Thomas. You can follow @iammarcthomas or Powered By Search CEO Dev Basu @devbasu on Twitter for more updates and marketing insights.

If you enjoyed this episode, you can do the following things right away:

1 Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.

2 If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.

3 If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.

4 If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

Accompanying blogpost: 12 Best SaaS Marketing Agencies (And an Evaluation Criteria)

Choosing a B2B SaaS marketing agency is tricky because, on the surface, they all seem similar.

So when you Google “best SaaS marketing agencies” and see a list of 20 or 30 different options, how do you distinguish a world-class agency from a mediocre one?

Unfortunately, most clients don’t figure out the answer to this question until after hiring an agency and wasting thousands of dollars – not to mention all the missed sales opportunities a more effective agency could have helped you win.

To help you avoid hiring the wrong agency, here’s what we’ll cover:

  • How most clients evaluate agencies (and why the method is flawed)
  • An alternative agency evaluation method that can help you better gauge an agency’s ability to produce an ROI
  • A concise list of SaaS marketing agencies and a detailed overview of how they measure up to the evaluation criteria.

===

SaaS Marketing Bites is produced by B2B SaaS marketing agency Powered by Search. It's hosted by Head of Growth Marc Thomas. You can follow @iammarcthomas or Powered By Search CEO Dev Basu @devbasu on Twitter for more updates and marketing insights.

If you enjoyed this episode, you can do the following things right away:

1 Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.

2 If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.

3 If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.

4 If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

play

04/11/23 • 20 min

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SaaS Marketing Bites from Powered By Search - The end (of Q1) is nigh

The end (of Q1) is nigh

SaaS Marketing Bites from Powered By Search

Only a handful of SaaS marketing leaders I spoke to in Q1 expected that they'd even be close to their pipeline goals

And almost certainly, CMOs, VPs, Directors, Heads of, will be asked by the higher-ups what happened

The answers will be simple:

Whether it's the relentless cutting of teams and budgets, deals taking longer to move through pipeline or a decrease in demand across the market

It has been... unpleasant

I've been reflecting on my own performance this quarter and I'm OK with admitting I'm behind what I'd normally expect in Q1

But I'm also not beating myself up and here's why:

1. The client-product fit is extremely strong

We've been talking about how bad this period will be since Q2 last year! So as a team, we decided to focus on revisiting the quality of our pipeline

By refining our targeting and our messaging, we were able to attract more perfect-fit prospects than ever before

And because the messaging was pain point focused messaging for right now, those prospects are converting into customers at an extremely satisfying rate

2. The infrastructure we built in Q1 is future-focused

It's likely going to be a bad Q2 compared to historical performance too. Maybe even worse than we expected because of aftershocks from the emerging banking crisis

That said, we fully expected it to be uncomfortable in Q2 too and made the choice to focus on building out foundations for new channels that would pay dividends in Q3 and Q4 when everything (we hope) picks up again

What does that look like?

– Building a total addressable market audience – I personally reviewed thousands of companies for fit

– Built systems for getting in front of those companies today

– Built systems internally for managing the different kinds of companies who we are already seeing fill our pipeline (it's a trickle, but it's an early sign)

3. We got problem focused and scrappy again

We've been in years of plenty and that breeds an attitude of entitlement: "we do x and we get y"

But the past 90-120 days have been all about trimming the fat in what we do

We removed heaps of stuff that wasn't serving us in reaching our best customers, redistributed investment to channels that we're building, tried stuff that made everyone feel uncomfortable (see basically any post I've done since Jan 1 on LinkedIn 😂)

It's been great to approach a bad year with positivity and proactivity

Let's do it!

===

SaaS Marketing Bites is produced by B2B SaaS marketing agency Powered by Search. It's hosted by Head of Growth Marc Thomas. You can follow @iammarcthomas or Powered By Search CEO Dev Basu @devbasu on Twitter for more updates and marketing insights.

If you enjoyed this episode, you can do the following things right away:

1 Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.

2 If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.

3 If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.

4 If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

Only a handful of SaaS marketing leaders I spoke to in Q1 expected that they'd even be close to their pipeline goals

And almost certainly, CMOs, VPs, Directors, Heads of, will be asked by the higher-ups what happened

The answers will be simple:

Whether it's the relentless cutting of teams and budgets, deals taking longer to move through pipeline or a decrease in demand across the market

It has been... unpleasant

I've been reflecting on my own performance this quarter and I'm OK with admitting I'm behind what I'd normally expect in Q1

But I'm also not beating myself up and here's why:

1. The client-product fit is extremely strong

We've been talking about how bad this period will be since Q2 last year! So as a team, we decided to focus on revisiting the quality of our pipeline

By refining our targeting and our messaging, we were able to attract more perfect-fit prospects than ever before

And because the messaging was pain point focused messaging for right now, those prospects are converting into customers at an extremely satisfying rate

2. The infrastructure we built in Q1 is future-focused

It's likely going to be a bad Q2 compared to historical performance too. Maybe even worse than we expected because of aftershocks from the emerging banking crisis

That said, we fully expected it to be uncomfortable in Q2 too and made the choice to focus on building out foundations for new channels that would pay dividends in Q3 and Q4 when everything (we hope) picks up again

What does that look like?

– Building a total addressable market audience – I personally reviewed thousands of companies for fit

– Built systems for getting in front of those companies today

– Built systems internally for managing the different kinds of companies who we are already seeing fill our pipeline (it's a trickle, but it's an early sign)

3. We got problem focused and scrappy again

We've been in years of plenty and that breeds an attitude of entitlement: "we do x and we get y"

But the past 90-120 days have been all about trimming the fat in what we do

We removed heaps of stuff that wasn't serving us in reaching our best customers, redistributed investment to channels that we're building, tried stuff that made everyone feel uncomfortable (see basically any post I've done since Jan 1 on LinkedIn 😂)

It's been great to approach a bad year with positivity and proactivity

Let's do it!

===

SaaS Marketing Bites is produced by B2B SaaS marketing agency Powered by Search. It's hosted by Head of Growth Marc Thomas. You can follow @iammarcthomas or Powered By Search CEO Dev Basu @devbasu on Twitter for more updates and marketing insights.

If you enjoyed this episode, you can do the following things right away:

1 Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.

2 If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.

3 If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.

4 If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

play

03/21/23 • 7 min

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SaaS Marketing Bites from Powered By Search - [Replay] How to improve SEO performance without waiting for months

Accompanying blogpost: The Scorecard Approach: How to improve SEO performance without waiting for months

How do you improve SEO performance when there are so many factors that can make a big difference to how effective it is? Because the answer to this question isn’t always clear, companies spend a lot of time, and huge amounts of money each year, to improve and optimize their SEO.

Unfortunately, when a lot of companies get started on their SEO, they spend far too much time focusing on the minutiae instead of making meaningful changes. This can set them back months, costing them both money and customers.

But by using a scorecard to measure and track the areas that contribute to improved SEO performance, we have been able to prioritize actions that drive meaningful growth in trials and demos for our clients.

By not focusing on vanity metrics like search volume or traffic, we are able to regularly improve ROI for our client’s investment in SEO.

In this article, we’ll cover:

  • The common pitfalls companies fall into when approaching their SEO
  • Why we take a different approach to most agencies and in house teams
  • How we drive improve ROI on SEO for our clients with an SEO scorecard

Struggling to get results from your SEO? Schedule a Free SaaS Scale Session to find out how we can help you to hit the ground running.

===

SaaS Marketing Bites is produced by B2B SaaS marketing agency Powered by Search. It's hosted by Head of Growth Marc Thomas. You can follow @iammarcthomas or Powered By Search CEO Dev Basu @devbasu on Twitter for more updates and marketing insights.

If you enjoyed this episode, you can do the following things right away:

  1. Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
  2. If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
  3. If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
  4. If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

Accompanying blogpost: The Scorecard Approach: How to improve SEO performance without waiting for months

How do you improve SEO performance when there are so many factors that can make a big difference to how effective it is? Because the answer to this question isn’t always clear, companies spend a lot of time, and huge amounts of money each year, to improve and optimize their SEO.

Unfortunately, when a lot of companies get started on their SEO, they spend far too much time focusing on the minutiae instead of making meaningful changes. This can set them back months, costing them both money and customers.

But by using a scorecard to measure and track the areas that contribute to improved SEO performance, we have been able to prioritize actions that drive meaningful growth in trials and demos for our clients.

By not focusing on vanity metrics like search volume or traffic, we are able to regularly improve ROI for our client’s investment in SEO.

In this article, we’ll cover:

  • The common pitfalls companies fall into when approaching their SEO
  • Why we take a different approach to most agencies and in house teams
  • How we drive improve ROI on SEO for our clients with an SEO scorecard

Struggling to get results from your SEO? Schedule a Free SaaS Scale Session to find out how we can help you to hit the ground running.

===

SaaS Marketing Bites is produced by B2B SaaS marketing agency Powered by Search. It's hosted by Head of Growth Marc Thomas. You can follow @iammarcthomas or Powered By Search CEO Dev Basu @devbasu on Twitter for more updates and marketing insights.

If you enjoyed this episode, you can do the following things right away:

  1. Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
  2. If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
  3. If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
  4. If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.
play

09/27/22 • 18 min

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SaaS Marketing Bites from Powered By Search - [Replay] How to position a SaaS when there are multiple customer profiles

--
Accompanying blogpost: How to position a SaaS when there are multiple customer profiles (Plus: template for choosing the right market)--

It’s extremely difficult to speak to everyone at once — but that’s what a lot of B2B SaaS companies try to do when they have multiple customer profiles. As a result, they create one-size-fits-all marketing that doesn’t speak to anyone.

Many companies have products with good traction that serve a well-defined industry and work for customers of all sizes.

This is a total nightmare to grow. Enterprise customers and solo businesses have radically different needs, and it’s extremely difficult to speak to everyone at once. Unfortunately, many founders jump straight to blaming their product for their lack of success, when a simple positioning shift can make the difference they need.

When we start working with a B2B SaaS company, they often have mutliple customer profiles to reach. We have a process that helps them:

  1. Identify if they are trying to speak to too many people at once.
  2. Understand their goals for marketing and growth for the future.
  3. Identify their best-fit customers using metrics like annual recurring revenue (ARR), lifetime value (LTV), customer satisfaction, engagement with product, market penetration, and desirability.
  4. Reposition across the board for the best-fit customer.

Thoughtfully crafted and data-driven positioning can help make your offerings more relevant to the audiences you are trying to reach.

After listening to this episode, you’ll have a solid understanding of how to use data to identify your ideal customer and how to use positioning to achieve high growth.

===

SaaS Marketing Bites is produced by B2B SaaS marketing agency Powered by Search. It's hosted by Head of Growth Marc Thomas. You can follow @iammarcthomas or Powered By Search CEO Dev Basu @devbasu on Twitter for more updates and marketing insights.

If you enjoyed this episode, you can do the following things right away:

  1. Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
  2. If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
  3. If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
  4. If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

--
Accompanying blogpost: How to position a SaaS when there are multiple customer profiles (Plus: template for choosing the right market)--

It’s extremely difficult to speak to everyone at once — but that’s what a lot of B2B SaaS companies try to do when they have multiple customer profiles. As a result, they create one-size-fits-all marketing that doesn’t speak to anyone.

Many companies have products with good traction that serve a well-defined industry and work for customers of all sizes.

This is a total nightmare to grow. Enterprise customers and solo businesses have radically different needs, and it’s extremely difficult to speak to everyone at once. Unfortunately, many founders jump straight to blaming their product for their lack of success, when a simple positioning shift can make the difference they need.

When we start working with a B2B SaaS company, they often have mutliple customer profiles to reach. We have a process that helps them:

  1. Identify if they are trying to speak to too many people at once.
  2. Understand their goals for marketing and growth for the future.
  3. Identify their best-fit customers using metrics like annual recurring revenue (ARR), lifetime value (LTV), customer satisfaction, engagement with product, market penetration, and desirability.
  4. Reposition across the board for the best-fit customer.

Thoughtfully crafted and data-driven positioning can help make your offerings more relevant to the audiences you are trying to reach.

After listening to this episode, you’ll have a solid understanding of how to use data to identify your ideal customer and how to use positioning to achieve high growth.

===

SaaS Marketing Bites is produced by B2B SaaS marketing agency Powered by Search. It's hosted by Head of Growth Marc Thomas. You can follow @iammarcthomas or Powered By Search CEO Dev Basu @devbasu on Twitter for more updates and marketing insights.

If you enjoyed this episode, you can do the following things right away:

  1. Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
  2. If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
  3. If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
  4. If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.
play

06/29/22 • 16 min

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FAQ

How many episodes does SaaS Marketing Bites from Powered By Search have?

SaaS Marketing Bites from Powered By Search currently has 97 episodes available.

What topics does SaaS Marketing Bites from Powered By Search cover?

The podcast is about Marketing, Saas, Podcasts, Technology, Business, B2B Marketing and B2B.

What is the most popular episode on SaaS Marketing Bites from Powered By Search?

The episode title 'Why SaaS marketing agencies have such low LTV' is the most popular.

What is the average episode length on SaaS Marketing Bites from Powered By Search?

The average episode length on SaaS Marketing Bites from Powered By Search is 15 minutes.

How often are episodes of SaaS Marketing Bites from Powered By Search released?

Episodes of SaaS Marketing Bites from Powered By Search are typically released every 7 days.

When was the first episode of SaaS Marketing Bites from Powered By Search?

The first episode of SaaS Marketing Bites from Powered By Search was released on Mar 12, 2021.

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