Marketing Spark (The B2B SaaS Marketing Podcast)

For many B2B SaaS companies, PR is a mysterious creature.They like the idea of media coverage to drive brand awareness and new business, but they're not sure how PR works and how to approach it.In this episode, Crackle PR's Parry Headrick provides great insight into the inner workings of technology PR and how companies can create win-win partnerships with PR agencies.We also talk about why entrepreneurs don't understand PR, why PR (and marketing) are among the early budget victims, and why Parry is excited about the work from home revolution.

In this episode, Sergey Ross and I explore the power of video for B2B SaaS companies looking to accelerate their growth. We talk about how video can be used at every stage of the sales funnel, from initial pitches to product demos and beyond. We also dive into best practices for creating effective video content, including tips for scripting, filming, and editing. Whether you're a startup or an established B2B SaaS company, we will give you the tools you need to use video to drive growth and increase conversions. Join us for an in-depth discussion on how to harness the power of video and take your B2B SaaS business to the next level.

In challenging economic times, marketing budgets are low-hanging fruit when it comes to cost cutting. In the process, many B2B SaaS companies turn to freelancers, contractors and agencies for strategic and tactical support.In this episode of Marketing Spark, Gwen Lafage (who has worked for agencies and as a B2B SaaS marketing leader) talks about how to hire and get value from top-quality suppliers.We also talk imposter syndrome and how B2B SaaS marketers can be creative to break out of the box.

In this episode of Marketing Spark, Andrew Arocha, Drift's chief revenue officer, talks about how less (marketing) will be more amid more difficult economic conditions.He talks about how companies will focus on revenue growth rather than brand awareness, the future of conferences (smaller and more intimate), best practices for ABM, and how companies should approach customer retention and churn.

As B2B SaaS companies focus on retention rather than acquisition, customer intelligence is becoming more important.On this episode of Marketing Spark, Mike Diaz talks about the different ways that companies can leverage data and information to keep customers in the fold.

Sonny Patel, an expert in chatbot technology and conversational intelligence, discusses the future of AI-powered chatbots for marketing and sales. Topics include the challenges of creating human-like chatbots, the value of personalization, the crowded landscape of the chatbot industry, and measuring the performance of chatbots.

Podcasts can be a valuable marketing tool for B2B SaaS companies because they provide opportunities to connect with customers, prospects, and influencers.  Podcasts can also help generate a lot of content by extracting insight about multiple topics, which can be useful for content marketing efforts.  However, it can be challenging for marketers to convince senior executives to invest in a podcast because it can be difficult to measure return on investment (ROI).  In this episode of Marketing Spark, Connversa Podcasting CEO Jeremy Shere, talks to Mark Evans about: - How companies should quantify ROI - Why podcasts continue to be embrace amid tough economic conditions - The biggest reasons why companies shy away from podcasts - The reasons why companies jump on the podcast bandwagon; podcasts done by competitors being one of biggest factors. - Why consistency is the key to podcast success - The role of podcasts within the sales process

The digital marketing landscape is always changing. There are new channels, tools, and approaches. But it feels like we’ve entered uncharted territory for digital marketing amid global economic growth. The rising tide that lifted many, if not all, ships has disappeared. And there’s increasing pressure on digital marketers to perform and do marketing that converts. I couldn’t think of a better person to offer insight and perspective about digital marketing than Andy Crestodina, who has been operating in the digital world since 2000. On the podcast, we talk about: - How blogs can rank in search - How to use GA4 - The effectiveness of "Get a Demo" - Why so much homepage messaging is unclear - Whether AI-powered writing tools will make an impact

One of the more interesting business trends is the rise of the fractional executive. It's the idea that you can someone with skills and experience but not on a full-time basis. It's an intriguing model for companies looking to fill gaps economically. In this episode of Marketing Spark, I sit down with Malcolm Lewis to explore the fractional CMO (FCMO) model. We look at the definition of FCMO, what they do, how to hire one, and how to define the rules of engagement. Malcolm also talk about the value of positioning as a pillar of the B2B marketing foundation. Learn more about how I help B2B SaaS companies with positioning.

For many years, marketers have leaned hard into data for information and insight about how people interact with different activities. But the landscape has dramatically changed.  A lot of digital marketing can't be tracked or attributed. People see content but never click, or they learn about products on the Dark Web. Spark Toro CEO Rand Fishkin says marketers need to return to the days of creativity and ingenuity to attract and engage customers.  He says they need to make leaps of faith when making marketing decisions as opposed to depending on data to lead the way strategically and tactically.  It's an insightful conversation with someone who's been in the digital trenches for a long time.