Move The Needle - Real strategies. Data-driven growth. B2B results that move the needle.

Meghan Keaney Anderson, VP of Marketing at HubSpot, joins the pod to provide what is essentially an oral history of marketing at HubSpot. Anderson has been with HubSpot for 9 years, and in her words, it's like being with 3 different companies during that span due to all the different phases of growth. In this episode, Meghan provides all the details behind what makes HubSpot's marketing engine move, including: - how the team is structured - how their planning process works - how they set goals and cascade them down to the individual contributor - how they stay flexible to make adjustments, improve efficiencies, etc. - the channels they're investing more in, the ones that have evolved, etc. Enjoy!

In this episode, Wes Bush, author of Product-Led Growth, sits down with John to discuss all things PLG, including how it's different from marketing + sales-led organizations, the key levers for transitioning to product-led, how teams can get started, and much more.

Today we're joined by Devin Bramhall, VP of Marketing at Animalz and previously head of content at Help Scout. Animalz is a content marketing services company that works with some of the most well-known companies in SaaS––Intercom, Wistia, ProfitWell, Zendesk, and Clearbit just to name a few. Here, Devin takes us through her process and outlook for creating great content. Hint: It doesn't involve writing. (At least, not exclusively.)

Daniel Waas spent 10 years managing and working on the same product––GoToWebinar. First with Citrix and later, after an acquisition, with LogMeIn, Waas's strength was perfecting and marketing a product that he himself knew better than anyone after hosting more than 500 webinars over the last 10 years. Here, Waas shares lessons learned after spending more than 10 years growing with the same company.

David Rostan, former VP of Sales & Marketing at Calendly, joins the pod to talk about how freemium helped shape Calendly's go-to-market approach and how growing market competition in the effort to own your calendar only sharpened Calendly's positioning.

We’re back! In this episode, John and Pete return for some friendly banter and conversation around how Databox approaches reporting on company performance including what gets measured, the cadence of sharing and updating others on performance, individual and team responsibilities, and much more.

Vimeo's VP of Marketing, Melissa Matlins, dives deep into Vimeo's journey to become a full-service video platform and how they're repositioning the brand to support that.

ThriveHive CMO Dan Slagen joins John to discuss: - the challenges of marketing to the SMB - how to develop a marketing strategy for a high-churn, high CAC audience - how to foster a better working relationship between marketing and sales, and - how channel/partner marketing has been the key to it all

ActiveCampaign's CMO, Maria Pergolino, joins Ground Up to share: - how the company netted 80,000 customers by focusing more on product and less on marketing - why she's joined the company now and how marketing will continue to fuel growth, and - why they're leaning into brand and an already established community to grow

Ryan Bonnici, CMO at G2, checks in after 2 years at the company to share: - how they grew the team from 5 to 80 people - how he structures the marketing team into 3 pillars - how the marketing team measures success - the strategies that helped them grow monthly sessions from 500,000 to 5 million - his aggressive approach to goal-setting and planning - and more...