Ep. 133 - Why Efficient B2B SaaS Advertising Requires a Holistic Approach

Paid advertising is often one of the largest budget items for SaaS companies, making it a critical channel for facilitating sales and driving growth.

In this episode of the SaaS Backwards Podcast, we flipped the script and had our very own Ken Lempit, President and Chief Business Builder at Austin Lawrence Group, as the guest. Ken shared his insights on the challenges SaaS companies face in achieving capital efficiency in their go-to-market strategies, particularly focusing on advertising.

Our conversation explores the prospect experience as a foundational element of successful advertising campaigns. Ken discusses key areas where companies have the most control and can significantly impact the prospect experience, including optimizing landing pages and providing sales reps with proper training and resources.

This episode highlights the significance of taking a holistic approach to advertising strategy, continuous optimization, and being hands-on with internal teams and external agencies to ensure advertising budgets are spent effectively.

Ken's insights into diagnosing issues within existing campaigns and media spend and his actionable tips for optimizing advertising performance make this episode an invaluable resource for SaaS marketing leaders and CEOs.

Key takeaways from this episode:

• A holistic model for understanding where advertising touches across the business and how to view all elements that contribute to successful advertising
• Insights into how to diagnose problems in current campaigns
• The importance of looking at the entire prospect experience and optimizing landing pages and follow-up processes

Other resources to check out:

Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publishes a yearly report about how B2B buyer behavior is changing.

The Lead Gen Mistake I Guarantee You’re Making – how to create content that better identifies intent from today’s b2b buyer.

And, if you want an outside look at your content with actionable advice, take advantage of our Content Audit. Valued at $20K in free consulting

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Thanks for listening to the SaaS Backwards Podcast, brought to you by Austin Lawrence Group. We help SaaS firms reduce churn, accelerate sales, and generate demand. Learn more at AustinLawrence.com.

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