Growth Science for B2B SaaS Companies from Mosaic Growth Solutions Mosaic Growth Solutions

May 23, 2024: Opening new markets is a growth accelerator, but how do you do it?, There are fundamentals in marketing that don’t need to be based in data and The tide is turning in marketing

Patrick Cumming says B2B marketers have become so obessed with data they have lost their ability to think and that there are some fundamental marketing principles that really make the difference:

- You solved an urgent problem

- You were discoverable on a relevant channel

- You were top of mind from repeated touchpoints

- You had an obvious point of differentiation that made you the superior choice

https://www.linkedin.com/posts/patrick-james-cumming_sad-reality-b2b-marketers-are-so-obsessed-activity-7199291426210226177-BTWy?utm_source=share&utm_medium=member_desktop

A few days ago I shared Kantar’s Blueprint for Brand Growth and one of the growth accelerators was “Find new space”, but how do we actually do that? Luckily Dave Kellogg recently gave a presentation on how to open new markets and shares the five potential dimensions:

● New products

● New use-cases

● New industries

● New geographies

● New channels

 

https://www.linkedin.com/posts/kelloggdave_slides-from-balderton-webinar-on-entering-activity-7176252191148503043-TGsN?utm_source=share&utm_medium=member_desktop

Carol Howley writes that the tide is turning in marketing and the hyper-focus on lead gen tactics has not met expectations and has led to buyer indifference. 

https://www.linkedin.com/posts/carolhowley_marketingstrategy-demandgeneration-brandbuilding-activity-7192931252478373888-TdZ8?utm_source=share&utm_medium=member_desktop

In a terrific article, Professor Koen Pauwels reviews Kantar’s Blueprint for Brand Growth and shares related data from his own research. He provides so much great information on core components of brand growth, I only had time to cover this one post in the video.

https://www.linkedin.com/posts/prof-dr-koen-pauwels-0789713_brandgrowth-cmos-activity-7198054373309001728-_i2d/?utm_source=share&utm_medium=member_ios

Peep Laja lays out a playbook for winning and it starts by finding a niche and being the best in that niche.  A few of the key points from the playbook:1. Find a niche2. Know your ICP3. Solve a specific problem better than anyone else4. Differentiate strongly and build mental availabilityhttps://lnkd.in/e5f7UUg4Kantar’s Blueprint for Growth has data that shows how small companies can quickly figure out how to accomplish the playbook steps that Peep lays out. Small brands get their customers from the market leaders, so:- Defining your initial ICP starts with the customers of market leaders- The problem you need to solve is whatever is causing the market leaders’ customers to churn- You aggressively differentiate- Building mental availability can be very expensive for small brands, but by focusing on your competitors' customers, your target audience just got a lot smaller- Don’t waste resources on building category awarenesshttps://lnkd.in/e8K8Y4iNThe Ehrenberg-Bass Institute (EBI) has produced some very interesting research that describes growth, but their research can be light on practical advice.  I consider what a company’s organizational structure could look like if we truly followed their research. https://lnkd.in/eKbsBTj8

Tom Morton looks at the new Gartner CMO survey and  has a couple of key takeaways:


Marketing budgets are falling with internal talent, agencies and martech taking the biggest hit


Marketing leaders aren’t seeing the ROI on their digital investments and that trust in digital channels and services has been falling and engagement is low


Maybe it is time to take those resources and invest in customer experience instead



https://www.linkedin.com/posts/tommortonnarratorycapital_gartner-cmo-survey-reveals-marketing-budgets-activity-7197625173469003776-iYHX/?utm_source=share&utm_medium=member_ios

Adam Holmgren says that GetAccept has a new revenue driver and it is interactive demos.  Key data points:


90% complete the entire interactive demo


30% of those completions turn into an ICP booked deal



https://www.linkedin.com/posts/adam-holmgren_demandgeneration-interactivedemo-activity-7198591601022001152-wna9?utm_source=share&utm_medium=member_desktop

Mike Taylor shows how you can train AI to do so much more than just write a blog post. In his article, he follows five steps to train AI to be increasingly effective in identifying spam comments.  

https://www.linkedin.com/posts/mjt145_great-to-publish-with-reforge-again-this-ugcPost-7198623376020512768-is3K?utm_source=share&utm_medium=member_desktop

John James says the #1 mistake small brands make is emulating big brands
https://lnkd.in/e4yXw4k5

Data shows it is a tough time to be a startup from Peter Walker of Carta
https://lnkd.in/ewia3ywh

Rick Bradberry from Forrester says the buying process has changed, so you can’t force your funnel on buyers
https://lnkd.in/eZkdD--3

Taylor Udell, Head of Growth at Champify shows how they doubled their homepage conversion rateshttps://lnkd.in/eMMy3TSvEmilia Korczynska, Head of Marketing at Userpilot, does a great job summarizing what she learned from Kevin Indig about SEO in 2024https://lnkd.in/eqvN93njDharmesh Shah from HubSpot looks into the future and sees AI enabling millions of small businesseshttps://lnkd.in/eMXV2sDj