TLDR: The B2B SaaS Growth Podcast Recording Ishaan Shakunt (Founder @ Spear Growth)

5k/month ad spend = ?? pipeline
Ryan generated 700k in pipeline 🤯

This wasn’t always the case.
His client had been running Google ads for the last 12 months.
They got 900 leads!
Guess how many converted?

Then, Ryan (Senior Performance Marketing Manager at Refine Labs) took over.
They had a limited budget, so he set up 5 tight campaigns.
For the first 3 months, nothing really worked.

Then, 5-figure deals started coming in.
All through non-branded keywords in Google ads.

What did he change?
A lot.
Things didn’t work.. till something did.
In this case, setting up audiences for search worked.
He was able to target B2B users much more accurately.





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Every B2B SaaS company has a podcast. 🎤

You get a subject-matter expert.
They talk for an hour on topics that interest your ICP.
Your brand grows.
It’s a win-win for all.

Yet 48% of the audience leave the podcast mid-way.
Why?
They want the meat of the podcast ASAP.
1 hour is a long commitment.

Madhav (Head of Marketing) was quick to realize this.
He experimented with something new.
He created a 5-min video series on LinkedIn, Youtube and Meta.

He cuts the fluff and asks 5 questions.
Each of these ties to their product in some way.

Why does this work?
1.⁠ ⁠Low penalty of consuming bad content
2.⁠ ⁠Caters to low attention span
3.⁠ ⁠Easily sharable

Results?
100x more views!
These consumable bites are 🔥
In 9 weeks, they saw an increase in the sales pipeline!

He explains his entire strategy in 37 min.



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You spend $$ on paid media.
Yet your landing pages don’t drive pipeline.

Where are you going wrong?

We asked the OG Tas Bober and she answered.
(Her answers compel you to rethink your entire strategy)
Unless you’re living under a rock, you already know who she is.
In case you don’t, she consults B2B SaaS companies on their landing page and paid ads strategy.
She talks numbers and drives results.
Her clients see 2-3x conversions on their landing pages.

She applies a few B2C CRO principles to B2B.

Want to know how her conversion framework?
Listen to the podcast.
I guarantee you won’t look at your landing pages the same way.

I was constantly scribbling notes on this podcast.
You will too!

Especially, if you’ve a difficult ICP:
DevOps, Security Teams, Engineers


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Only 5% of your ICP is in-market.
95% aren’t even aware of your category.
How do you generate demand for such a big chunk?

We asked and Madhav (Head of Marketing at Storylane) answered.

He is in this exact situation.
He is generating demand for a category that’s brand-new.

His goal?
Go from 1 to 10 million ARR.

He figured out 3 demand-gen strategies that work wonders:
Capture existing demand from an adjacent category.
Hang out where the customer is
Build on insight-led content

Madhav breaks down all 3 strategies in the podcast.
Know the best plan of action for demand gen.


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Webinars are on every marketer’s to-do list.
But no one knows how to run it.

Either no one shows up or the wrong folks do.

But Mason here is an exception

Every quarter, he conducts a webinar.
The meeting is full of his ICP.
Just his ICP.
He bags 8 deals with an average value of $30,000.

How?
He has a pre-webinar and post-webinar process.

Pre-webinar
He connects with the right-fit customers on LinkedIn.
He reaches out to highly targeted accounts.
Sends an invite for the LinkedIn event.

During the webinar
He figures out the exact pain points of the target audience.
He delivers his expertise on those concerns.
(Of course, this relates back to his service.)

Post-webinar
He creates dedicated landing pages for each account.
He follows up 1-to-1

Yes, this is pretty time-consuming.
If you start from scratch, it’ll take to months to figure out the process.
So, don’t.

Listen to the podcast and hear Mason talk about his strategies.
He has an 8-page process doc.
He builds the entire thing in a day.
Runs it for 6 weeks.

Don’t reinvent the wheel.



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$25,000 deal closed in 3 weeks.
Using the channel… wait for it… SEO.

Don’t believe me?
Let’s make this harder to believe.
They also added another $100,000 in qualified pipeline. 😏

These are real numbers Cacheflow generated.

They saw initial rankings in 3-4 weeks.
and got their first customer in less than 6 months.

Riley (Director of marketing) is spilling the beans.

In 26 minutes, we talk execution.
Basically, everything you need to get results like these.

If you liked this snippet, you’ll ❤️ the podcast.



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