Creating a successful SaaS marketing strategy is like mixing the perfect cocktail. What are the right ingredients? How do you mix it all together to ensure people order another round? On SaaS Half Full - the only show serving B2B SaaS Marketers - host/bartender Lindsey Groepper shares a cocktail with top marketing leaders who are crafting unique strategies for success. Care to join us for a drink?
3 Reasons ABM for Enterprise Fails with Alberto Cantor, ArisGlobal
If you sell into the enterprise or are thinking of swimming upstream, this is the episode for you.
Alberto Cantor is the Senior Director of Demand Generation and Corporate Marketing at ArisGlobal, and its SaaS product is sold to big-honkin' pharmaceutical companies. Yes, large, conservative buying teams in a super-regulated industry with long sales cycles. Can ABM work in this environment?
Yes, but not if you give up easily. In this episode, Alberto talks about the three pillars he had to master before he got ABM for enterprise right (after two failed attempts) and how to set expectations for ABM performance across the entire organization.
Connect with Alberto: https://www.linkedin.com/in/alberto-cantor/ Learn more about ArisGlobal: https://www.arisglobal.com/ Connect with Lindsey: https://www.linkedin.com/in/lindseygroepper/ Learn more about BLASTmedia: https://www.blastmedia.com/
Fix Your Face: Brand Perception is a Team Effort with Tara Pawlak, GetAccept
The face prospects and partners make when someone mentions your company name says a lot about your brand. But, who is responsible for creating brand perception? According to Tara Pawlak, Head of Marketing at GetAccept, it's a responsibility extending beyond marketing into the sales org.
In this episode, Lindsey Groepper speaks with Tara about the sales teams' role in carrying out brand and how lack of alignment presents a danger to hidden stakeholders. Listen in as she shares insights to obtain this alignment and advice on how to measure initiatives not directly tied to ROI.
Connect with Tara: https://www.linkedin.com/in/tara-pawlak/ Learn more about GetAccept: https://www.getaccept.com/ Connect with Lindsey: https://www.linkedin.com/in/lindseygroepper/ Learn more about BLASTmedia: https://www.blastmedia.com/
Marketing Budget Cut? How to Respond with Lisa Ames, Norwest Venture Partners
In a shaky economy, when costs need to be cut, most companies look immediately to marketing to reduce spending. And, for the marketers who lived through 2020 budget cuts, this year's budget reductions amid a recession shouldn't have come as a surprise.
In this episode, Lindsey Groepper talks with Lisa Ames, the CMO of Norwest Venture Partners. As the marketing expert advising dozens of B2B SaaS portfolio companies and as a tenured, in-house SaaS marketer, she knows her way around operating lean marketing budgets. In this discussion, Lisa shares the question she believes every marketing leader should be able to answer at any time and how to assess where the budget should be allocated when spending is reduced.
Connect with Lisa: https://www.linkedin.com/in/lisaames/ Learn more about Norwest Venture Partners: https://www.nvp.com/ Connect with Lindsey: https://www.linkedin.com/in/lindseygroepper/ Learn more about BLASTmedia: https://www.blastmedia.com/
How to Find Your True Brand Differentiator with Carly Brantz, DigitalOcean
How well do you know your brand differentiators? No, not your product features, but the REAL secret sauce of why your customers love you. In this episode, Carly Brantz, CMO of DigitalOcean, discusses how to find your true brand differentiators and what needs to be done across the entire organization (yes, outside of marketing!) to reach its full potential. Listen as she shares best practices for uncovering the unique fabric of your SaaS business, when experimentation can be your greatest ally, and how to maximize your differentiator across all channels.
- Connect with Carly Brantz: https://www.linkedin.com/in/carlybrantz/
- Learn more about DigitalOcean: https://www.digitalocean.com/
- Connect with Lindsey: https://www.linkedin.com/in/lindseygroepper/
- Learn more about BLASTmedia: https://www.blastmedia.com/
The Fundamental Shift in B2B Ecommerce, with Ari Kahn, Bridgeline Digital
Imagine this. Instead of customers hitting your e-comm website and looking for a product to solve a business problem, your online marketplace comes to them and prescribes a solution to their problem. Sounds magical, but is it realistic for B2B companies?
Lindsey Groepper sits down with Ari Kahn, the CEO of Bridgeline Digital, to discuss all things B2B eCommerce. In this episode, you’ll learn why having an “If you build it, they will come mentality” will ultimately lead you to a slow eCommerce demise and why it's time to fundamentally shift the cultural relationship between a B2B vendor and its customer.
Connect with Ari: https://www.linkedin.com/in/arikahn/ Learn more about Bridgeline Digital: https://www.bridgeline.com/ Connect with Lindsey: https://www.linkedin.com/in/lindseygroepper/ Learn more about BLASTmedia: https://www.blastmedia.com/
Maintaining Engagement During a Recession with Julia Stead, 15Five
Maintaining employee engagement is daunting during an economic downturn when trying to balance high care and high performance. With the complexities this topic can bring, Lindsey Groepper speaks with Julia Stead, CMO at 15Five, to discuss how quickly trends in employee engagement have changed when transitioning from the Great Recession into (what some are calling) the "Great SaaSacre." This episode also details the shift in power dynamic from employee to employer, the value of transparency, and the positive trends they’re seeing due to the recession.
Connect with Julia: https://www.linkedin.com/in/juliastead/ Learn more about 15Five: https://www.15five.com/ Connect with Lindsey:https://www.linkedin.com/in/lindseygroepper/ Learn more about BLASTmedia: https://www.blastmedia.com/
Lots of great thought leadership conversations on a range of interesting topics.
My favorite digital happy hour! Not only is SaaS Half Full genuinely fun to listen to, but the guests that Lindsey brings to her audience are some of the most knowledgeable on the scene. It's a delightful and insightful listen for anyone looking to take their SaaS strategy to the next level.