Selling an existing current product or service into a new group of software customers can be a big challenge. Today we dive into strategies for marketing expansion for your SaaS company using the wisdom found in the upper left quadrant of the famous Ansoff Matrix. In Episode 63 of the B2B SaaS Marketing Snacks Podcast, we talk through the indicators you should look for when considering a marketing expansion strategy and what new initiatives you can take to effectively sell into a new group of customers without changing your product or service.  The Ansoff Matrix, named after mathematician ..read more

The secrets to greater market penetration for your software company can be found in the lower left quadrant of the famous Ansoff Matrix. In Episode 62 of the B2B SaaS Marketing Snacks Podcast, we show you how to use Ansoff's Matrix to make the most out of what you already have. You can expand your share of an existing SaaS market using your existing software products and/or services.  You will need to attract new customers in the space, defend the customers you already have against rising competition, and perhaps even acquire a competitor to get the edge. The Ansoff Matrix, named after ma ..read more

As a SaaS founder, hiring the right marketing leader for your startup is one of your most important yet tricky tasks. The wrong choice means lost time, revenue and resources when you need speed, scale and skill. How much experience is enough? Will they fit your culture? Are they going to get the growth results your investors demand, quickly enough?  In this episode of B2B Marketing Snacks, our experts cover all the factors to consider before you go about hiring a B2B SaaS CMO, including: • Best qualities to look for in CMO candidates • Levels of candidate experience that work best for ear ..read more

As a SaaS founder, the pressure to move too fast can be relentless. It can be tempting to cut corners and try and gamble on your scale through quick wins and growth hacks.  More often than not, these initiatives become distractions that end up wasting time, money, and resources only to deliver subpar results.  In this episode of B2B Marketing Snacks, we detail the right foundation for a B2B software company – for both the quick wins and the long term scaling goals. Growth is much more likely to be smooth, consistent, and ROI positive, when you start off right. It is essential to do s ..read more

You have all the experience, connections and drive needed to crush your next top marketing role. Now, what is the best path to getting hired today as a chief marketing officer? Like the famous fable of "the cobbler’s shoes" (in which the cobbler’s kids had no shoes because he was too busy working for others), too many potential CMOs spend too little time on their go to market strategy. They hope social media posts and thought leadership alone will attract clients over time.  To get ahead, any potential CMO should treat themselves as seriously as any company would. This means developing a ..read more

The best B2B SaaS marketing teams are built, not bought.  For any software marketing leader, CEO or founder, a crucial part of your job is to teach the new, young, relatively inexperienced people on your team. Small software companies don’t have the big HR budgets that large companies have to hire A-level players. They have to rely on their ability to bring in less experienced, highly motivated people and teach them well according to proven playbooks.  Offering support and training develops the exact valuable go-to-market skills you require. It also increases loyalty from your team m ..read more

If you’ve tried outsourcing marketing for your B2B SaaS company, you know managing several agencies at one time can be more than a headache. It can mean significant coordination, time, and effort spent even just to get started. Every agency has its own onboarding process, internal project management approach, reporting cycle and more.  As a result, founders can suffer what’s known as “agency fatigue.” Symptoms include extreme frustration and feelings of being overwhelmed from the time and resource drain that comes from working with uncoordinated tactical agencies. It isn’t easy to get the ..read more

How do you stand up a marketing team fast? Where do you find the best marketing talent? How far and how fast should you expect these experts to go?  Today’s software founders have an array of choices for rapid growth: internal hires, fractional hires, agencies and/or tactical specialists – but you can’t (and shouldn't) have it all. Typical startups have one of three needs when it comes to getting customers: Emergency triage: There is bleeding that must be stopped before we can worry about the future Dietary consultation: We’ve been taking on a lot of carbs and need to lose weight Strengt ..read more

In B2B SaaS, the expectations for a $10,000/mo marketing team are totally different from a $100,000/mo one.  As a Founder, CEO, COO or CMO, you need a way to know: • How do I forecast the amount of lead gen and revenue results to expect? • How large a marketing team do I really need? B2B SaaS companies move through predictable stages of marketing focus, cost and size (as described in the popular T2D3 book). With people cost being a majority of the cost involved, every hire needs to be well worth the investment. B2B SaaS Marketing Snacks is one of the most respected voices in the SaaS i ..read more

A simple 4-step approach to get your goals back on track: Define the problem.  Write it down—be specific. Make sure everyone agrees on the problem. This step is incomplete until everyone interprets the problem in the same way. Uncover the ~real~ root cause. People often jump too quickly to conclusions and favor obvious explanations for symptoms. Most problems are nuanced with many contributing factors. Try to unpack all of the potential causes. Document all possible solutions. Once you’ve uncovered the root cause, go from theory to execution. List out all of the things you can do to move ..read more