What's Working Now: a SaaS Marketing Podcast Hosted by Laura MacPherson

Audience research can be challenging. Surveys only reveal so much, and it can be difficult to get folks in your target audience to commit to interviews. Kathleen Booth, SVP of Marketing at Tradewell has discovered that podcasts can be a goldmine of audience information if you know how to mine them. In this episode, we explore how she’s used podcasts to glean invaluable audience insights to guide her team.

✨  Transcript with Key Takeaways

✨  Connect with Kathleen on LinkedIn

✨  Tradeswell

Community is a hot topic at the moment. And for good reason — it's a strong and proven strategy for sustainable growth. Mark Kilens is the OG of community-led growth. He founded HubSpot Academy and has built Drift’s Insider community into the powerhouse that it is today. I’m thrilled to share this conversation with you.

Mentioned in the show:

✨  Transcript with Key Takeaways

✨  Connect with Mark on LinkedIn and Twitter

✨  Drift Insider

✨  Community Sense podcast

Successful marketing is fueled by the ability to step into prospects’ shoes and the ability to generate fresh ideas to engage. Both of those things can be hard to do if you’re operating from your own perspective. Being intentional about seeking other perspectives can really help. I’m thrilled to bring Catherine Dummit on the show today to talk about diversity and inclusion. Catherine is the VP of Marketing at Narvar, and she’s sharing the story that brought her to value diversity and some practical tips on how leadership teams and individual team members can promote diversity and create inclusion.

✨  Transcript with Key Takeaways

✨  Connect with Catherine on LinkedIn

✨  Check out Narvar

We all know that much of the buying journey happens via word of mouth and on social media. Prospects see mentions of products in their feeds and they have conversations with colleagues who make recommendations. It’s really hard to track and measure this activity, which is why it’s called “Dark Social.” Steve Voith is a veteran of marketing in the software space, having worked in demand gen at Litera and PowerReviews. He’s now at Refine Labs, serving as Director of Demand Gen, and he has seen firsthand what Dark Social can do. I’m excited to share his insights with you in this episode!

✨  Transcript with Key Takeaways

✨  Connect with Steve on LinkedIn

✨  Check out Refine Labs

Many SaaS companies offer a mobile app version of their product, which comes with an excellent opportunity for marketing. App marketing has its own set of challenges, however, and today I’m excited to bring you Eryn Lueders, Senior Growth Manager of Safesite, to talk about how her team at Safesite has optimized app marketing for exceptional results.

✨ Transcript with Key Takeaways

Mentioned in the show:

✨ Check out Safesite

✨ Connect with Eryn on LinkedIn

Supporting a product launch is a huge undertaking. But the process can be simplified by having a strong framework that gets the product and marketing teams working together. Today I'm talking with Jessica Shafer, VP of Marketing, and Michael Gonzales, Executive Vice President of Growth & Strategy at Marathon Health. Marathon Health launched a software product called Marathon Health Anywhere, and in this episode, we get to hear about the product launch process and the marketing the team is doing to support it. Jessica and Michael have several great tips to share, and I know you'll enjoy the conversation.

✨ Transcript with Key Takeaways

Mentioned in the show:

✨ Check out Marathon Health

✨ Connect with Jessica and Michael on LinkedIn