Founder Fridays: Critical lessons from bootstrapping SaaS (live from Traffic & Conversion 2019)

Casey Armstrong is the CMO at Shipbob, an end-to-end fulfillment solution that brings the same 2-day shipping you know and love from Amazon to a wider array of businesses. Previously, Casey was the VP of Marketing at BigCommerce, an eCommerce platform with over 50,000 SMB clients. He has consistently acquired millions in net ARR, managed millions in spend, and driven billions of organic pageviews. In short, he knows how to grow a business.

Our interview takes a deep dive into the BigCommerce funnel, covers why marketing is symbiotic with other parts of the business, and talks about why partnerships have been critical to his success. As a leader in the B2B marketing world, Casey also provides great insights on how to think about building out a marketing team. During our interview, he was in the early stages of building out his team after his arrival at ShipBob and he walks us through his mindset.

00:00 Introduction
4:27 Inside the funnel at BigCommerce
5:33 Testing customers vs stock images in paid ads
6:40 Most marketers just drive people to the homepage. Why?
8:00 Native integrations can be a growth mechanism
10:00 How to add necessary friction to your funnel for quality
11:40 High quality data helps marketing & sales teams be successful
15:00 The product is a marketing & sales tool; marketers need to think about the product experience.
16:47 Growing and structuring your marketing team
21:00 Why marketers need to be able to do multiple channels
22:03 The salty six

This is an actionable episode — we hope you enjoy! Get ready to #ScaleOrDie...

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