71. Thesis-Driven Marketing: you heard it here first

Welcome back to Unicorny! In this episode, Dom Hawes continues his chat with Andrew Davies, a CMO and serial entrepreneur. Andrew shares his thoughts on how to integrate value-based pricing, the importance of packaging, methods for retaining customers in the competitive SaaS landscape, and the concept of thesis-driven marketing. 

• Understanding the impact of frequent pricing and packaging experiments on growth 
• Key elements of effective value-based pricing 
• Methods for managing packaging to optimize customer acquisition and retention 
• The role of self-serve models in modern SaaS businesses 
• The importance of having a clear thesis to guide marketing efforts 

Discover why these tactics can be powerful levers for growth and how frequent experimentation can significantly impact revenue.

About Andrew Davies 

Andrew serves Paddle.com as Chief Marketing Officer. Paddle has raised over $295m to build out the complete payments infrastructure for high growth software companies, currently serving over 4000 customers. After the acquisition of ProfitWell in 2022, Paddle also has the industry-leading Pricing team, Retention product, and a SaaS Metrics platform used by around 30,000 businesses.  

Previously Andrew led global demand, digital and brand at Optimizely - after it acquired the business he co-founded, Idio.ai. During his time at Optimizely, they integrated 5 acquisitions, rebranded the entire company, and grew pipeline and sales significantly. As co-founder and CMO, he helped build Idio from scratch to a market-leader in B2B content personalization, raising $13m+ and serving enterprise clients including Pegasystems, BNY Mellon and IBM.  

Andrew also advises SaaS scale-ups, and sits on the board of Ninety, an agile digital transformation consultancy which serves the insurance industry and gives 90% of distributable profits to alleviate global poverty. He lives with his wife and two children in the Devonshire (UK) countryside. 

Links  

Full show notes: Unicorny.co.uk  

LinkedIn: Andrew Davies | Dom Hawes  

Website: Paddle 

Sponsor: Selbey Anderson