The Growth Hub Podcast Advance B2B

Rudan Zhang is VP of Marketing at Clubhouse.io and in this episode we’re talking about how Clubhouse positioned themselves to focus on a niche segment.

Clubhouse is a project management platform for modern software teams, but with so many project management tools on the market, Rudan discusses why Clubhouse decided to intentionally focus on a niche audience segment and how they did it.

We cover:
- The process Clubhouse used to find their points of differentiation for each of their ICPs
- How they compete with well-known horizontal products
- How to market to technical audiences
- The marketing channels they use to reach their niche audience
- How their marketing team is structured
- The KPIs they use to measure success

Links

Clubhouse >> https://clubhouse.io/
Product-Led SEO by Eli Schwartz >> https://www.goodreads.com/book/show/57659600-product-led-seo

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Advance B2B >> www.advanceb2b.com
Follow The Growth Hub on Twitter >> twitter.com/SaaSGrowthHub
Follow Edward on Twitter >> twitter.com/NordicEdward

Mike McDerment is Co-Founder, former CEO, and Board Chair of FreshBooks, and in this episode we’re talking about how to not kill your SaaS business.

Mike went from accidental founder to CEO of a SaaS company with over 24 million users and he’s learned a lot of lessons along the way having almost killed the business on multiple occasions.

In this episode, Mike talks about:
- How he accidentally founded a SaaS company
- Why moving too fast almost killed FreshBooks early on
- Why he underestimated word of mouth as a growth driver
- Why raising at the wrong time can be very dangerous
- The counter-intuitive idea of why Mike decided to start a direct competitor company to FreshBooks called BillSpring

Links
FreshBooks >> https://www.freshbooks.com/
The E-Myth by Michael Gerber >> https://www.goodreads.com/book/show/81942.E_Myth_Mastery

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Advance B2B >> www.advanceb2b.com
Follow The Growth Hub on Twitter >> twitter.com/SaaSGrowthHub
Follow Edward on Twitter >> twitter.com/NordicEdward

Audrey Agahan is Content Marketing Strategist at Advance B2B and in this episode we’re talking about what the heck is growth marketing.

Audrey introduces us to Advance B2B’s growth marketing formula that blends brand strategy with agile marketing operations, as well as:
- The difference between growth marketing and traditional marketing
- How growth marketing differs from growth hacking
- The sprint-based agile operating model Advance B2B uses to run their growth marketing activities
- A framework to prioritise growth ideas and experiments
- How to use content marketing as a growth driver
- How Audrey and Advance B2B worked with a client to achieve over 100% YoY growth
- How to get started with growth marketing

Links

Advance B2B >> https://www.advanceb2b.com/
Product-Led Growth by Wes Bush >> https://www.goodreads.com/book/show/46033247-product-led-growthT
The Power of Vulnerability >> https://www.goodreads.com/book/show/23500254-the-power-of-vulnerability

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Advance B2B >> www.advanceb2b.com
Follow The Growth Hub on Twitter >> twitter.com/SaaSGrowthHub
Follow Edward on Twitter >> twitter.com/NordicEdward

Zandra Moore is CEO & Co-Founder at Panintelligence and in this episode we’re talking about how small SaaS companies can take on big competitor. Zandra discusses Panintelligence's David Vs Goliath story of how a SaaS underdog from a small city in northern England is competing against legacy BI heavyweights such as Google, Microsoft, and Salesforce.

Zandra discusses the process of how they positioned themselves, identified points of differentiation, and built out their go-to-market strategy using Geoffrey Moore’s framework from Crossing The Chasm. We also hear how this translates into their marketing strategy, their marketing playbook, and how they compete with much smaller budgets than their competitors.

Links

Panintelligence >> https://www.panintelligence.com/
Crossing The Chasm >> https://www.goodreads.com/book/show/61329.Crossing_the_Chasm
Latka >> https://nathanlatka.com/podcast-thetop/
Winning By Design >> https://www.youtube.com/channel/UCF7LXR8Pi5fr-N8OQ8XtP9g

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Advance B2B >> www.advanceb2b.com
Follow The Growth Hub on Twitter >> twitter.com/SaaSGrowthHub
Follow Edward on Twitter >> twitter.com/NordicEdward

Stephanie Cox is VP of Sales & Marketing at Lumavate and in this episode we’re talking about why marketing should lead sales - as well as support, success, and product.

Stephanie has a very unique role as a SaaS marketing leader since she also directly leads four other key departments and in this episode we hear:
- Why she ended up taking such a broad role
- The benefits of having marketing lead sales
- What channels and tactics are working for the Lumavate marketing team
- How all her teams work together
- What her typical week looks like
- How her teams move at a super fast pace and just get shit done

Links

Lumavate >> https://www.lumavate.com/

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Advance B2B >> www.advanceb2b.com
Follow The Growth Hub on Twitter >> twitter.com/SaaSGrowthHub
Follow Edward on Twitter >> twitter.com/NordicEdward

Derek O’Carroll is CEO of Brightpearl and in this episode we’re talking about their incredible SaaS turnaround story from near failure to +$15M ARR & +40% year-on-year growth.

When Derek took over as CEO of Brightpearl, he described the company as a "distressed asset". It was burning cash, had very high churn, and a culture where talented people were rowing in different directions. Fast forward to today and Brightpearl is growing rapidly and Derek has masterminded a successful SaaS turnaround story.

In this episode, Derek discusses:
- Brightpearl's three-pronged turnaround strategy
- How they realigned product-market fit
- How they grew ACV
- Building a talented team where the right people are in the right place
- The impact the strategy has had
- How Brightpearl reduced churn from 28% to below 8%

Links

Brightpearl >> https://www.brightpearl.com/
Escaping the Build Trap by Melissa Perri >> https://www.goodreads.com/book/show/42611483-escaping-the-build-trap

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Advance B2B >> www.advanceb2b.com
Follow The Growth Hub on Twitter >> twitter.com/SaaSGrowthHub
Follow Edward on Twitter >> twitter.com/NordicEdward