The Growth Hub Podcast - podcast cover

The Growth Hub Podcast

Advance B2Bwww.advanceb2b.com
The podcast for all things B2B SaaS marketing is brought to you by marketing agency Advance B2B. The Growth Hub Podcast is for SaaS marketers, CEOs, and founders who want to increase their knowledge, skills, and wisdom about building a high-growth SaaS business. With a mix of strategic frameworks, actionable insights, and inspiring tales, we catch up with some of the top minds in SaaS from across the world to gain their insight and advice on all things growth.
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Episodes

Martin Koiva - CEO at Klaus – Scale and optimize customer support in a fast-growing SaaS environment

This episode is all about customer support, and Klaus CEO and Co-Founder Martin Kõiva's experience in learning how to deliver great customer experience at scale. 🤩 At his former position as Global Head of Customer Support at Pipedrive, Martin felt the struggles of growing a customer support function (think 7 to 70 support agents) while trying to keep up the quality of conversations. And so the idea for Klaus was born: a tool that helps companies ensure the quality of their customer support conv...

May 25, 202244 min

Pinja Virtanen - Marketing Manager at Swarmia - Being the First Marketer in a Fast-Growing Company

In this episode, Reeta and Seija sat down with Pinja Virtanen, Marketing Manager at Swarmia; a fast-growing company founded just 3 years ago. In the past 6 months alone, Swarmia doubled its customer count and MRR. What makes Pinja’s journey particularly interesting is her eclectic experience. Before Swarmia, Pinja worked as a Content Marketing Strategist at Advance B2B, and she was also in charge of Demand Gen later at Supermetrics. With both in-house and agency experiences, she became the first...

Apr 28, 202245 min

Katrina Wong - VP Product Marketing at Segment-Twilio - How to Map Out an Effective Growth Strategy?

Katrina Wong is VP of Product Marketing & Demand Generation at Twilio Segment. Katrina spent over 15 years growing and scaling early-stage SaaS companies, and she had a few golden nuggets to share with us. We sat down with her to talk about growth strategies, including the following: — What is a growth strategy, and why create one? — How should different-stage companies address their growth strategy? — Who in a company should be involved in creating the growth strategy? — How to get buy-in f...

Mar 30, 202240 min

Jesus Requena - VP of Growth Marketing at Figma - How Growth Marketing Can Support User Activation

Disclaimer! If you’re used to listening to the show, you might be a little surprised to hear how it sounds! Reeta Westman — content marketer at Advance B2B — and Seija Lappalainen — Growth marketer at Advance B2B — are now hosting The Growth Hub Podcast! Jesus Requena is VP of Growth Marketing at Figma. Formerly VP of Growth at Algolia and Growth Marketing Director at Unity, Jesus has been in the SaaS world for quite some time and he had many golden nuggets to share on user activation and the ro...

Mar 02, 202252 min

Bill Macaitis - SVP/CMO at Salesforce, Zendesk & Slack - How To Build A Billion Dollar SaaS Company

Bill Macaitis is former SVP of Marketing & CMO at Salesforce, Zendesk & Slack, and today we’re talking about how to build a billion dollar SaaS company. Many SaaS founders, CEOs, and marketers dream of building a unicorn business and it’s something Bill has done on several occasions throughout his career. So, we caught up with him to hear how it’s done and Bill covers some great topics, including: - How Marc Benioff convinced him to leave the world of consumer marketing and make the move...

Jan 16, 202237 min

Frida Ahrenby - CMO at GetAccept - How To Build A World-Class SaaS Marketing Team

Frida Ahrenby is CMO at GetAccept and in this episode we’re talking about how to build a world-class SaaS marketing team. As companies scale, teams need to scale, so this is something all SaaS marketing leaders and managers will need to work on along their journey. However, it’s easier said than done. So just exactly how do you build a world-class SaaS marketing team? I caught up with Frida to hear how she’s scaled GetAccept’s marketing org from a team of 3 in Sweden to a global team of 25 marke...

Dec 05, 202131 min

Chris Walker - CEO at Refine Labs - Category Evangelism: The New Playbook To Grow Pipeline & Revenue

Chris Walker is CEO at Refine Labs and in this episode we’re talking about Category Evangelism and the modern marketing playbook to grow pipeline and revenue. Chris has started a marketing revolution. He is host of the hugely popular Demand Gen Live series and the State of Demand Gen podcast. Forbes described him as “The B2B demand generation guru every Series C company should be listening to” and so we got Chris on the show to break down what B2B marketers should be doing to grow their companie...

Nov 14, 202132 min

Kaylee Edmondson - Senior Director of Demand Gen at Chili Piper - The Future of Demand Gen

Kaylee Edmondson is Senior Director of Demand Gen at Chili Piper and in this episode we’re talking about the future of demand gen. Essentially this episode is lifting the lid on where the marketing playbook is going as Kaylee shares her thoughts on how B2B SaaS companies should be gearing up for the future, including: - What demand gen is and where it sits in the marketing funnel - The major issues with the old demand gen playbook - Why the future of demand gen sits in the dark funnel - The play...

Oct 24, 202131 min

Aggelos Mouzakitis - Growth Manager at Growth Sandwich - How Customer Research Can Help You Grow

Aggelos Mouzakitis is Growth Product Manager at Growth Sandwich, and in this episode we’re talking about how customer research can help B2B SaaS companies grow to their potential. We hear about various approaches to growth, such as product-led growth, sales-led growth, or marketing-led growth, but in this episode we look at it from another perspective, and that’s customer-led growth. Aggelos is an expert on customer research and advocate of customer-led growth, and in this episode he breaks down...

Oct 09, 202138 min

Anna Holopainen - Head of Growth at Kide Science - Why Your Marketing Isn't Getting Results

Anna Holopainen is Head of Growth at Kide Science and in this episode she's talking about why your marketing isn't getting results. All marketing teams are focused on one main objective, growing the business, but instead of just looking at ways to grow the business, we need to invert the problem and look at what is stopping us from growing and why we're not getting results. In this episode, Anna joins us to share some of these reasons, including: - Typical growth and marketing related reasons wh...

Sep 26, 202136 min

Skyler Reeves - CEO at Ardent Growth - Why SaaS Companies Fail With Content Marketing

Skyler Reeves is CEO & Founder at Ardent Growth, and in this episode we’re talking about why SaaS companies fail with content marketing. Almost all B2B SaaS companies will be doing content marketing in some form or another, but are you doing it the right way? In this episode, Skyler talks us through some of the pitfalls SaaS companies fall into when it comes to content, and what you should be doing instead. He covers: - The two primary factors that should dictate your content marketing strat...

Sep 11, 202137 min

Margie Agin - Founder at Centerboard Marketing - How To Turn Your Brand Strategy Into Tactics

Margie Agin is Founder & Chief Strategist at Centerboard Marketing, and in this episode we’re talking about how to turn your brand strategy into tangible marketing tactics. We often hear about how important it is to build a brand in B2B SaaS, but how do you bridge the gap between your brand strategy and your marketing tactics? Well Margie tells us how as she covers: - How to accurately and consistently reflect a company's strategic brand positioning and voice - How to get your company bought...

Aug 29, 202134 min

Caroline Guo - Head of Growth at HashiCorp - How To 2X Pipeline & User Acquisition In 1.5 Years

Caroline Guo is Head of Growth at HashiCorp and in this episode we’re talking about how to 2X pipeline and user acquisition in just 1.5 years. Caroline joined HashiCorp just over three years ago to build, hire, and lead the growth team, and in this episode she covers: - How HashiCorp has grown its growth team - How to build effective go to market models - How Caroline and her team built out HashiCorp’s entire SaaS business segment - How her team operates across the entire funnel from acquisition...

Aug 14, 202136 min

Krista Martin - VP of Growth at Boardable - How To Go From Manager To VP In 3 Years

Krista Martin is VP of Growth at Boardable and in this episode we’re talking about career acceleration and how to go from Marketing Manager to VP of Growth in just three years. Krista joined Boardable where she was able to align her professional and personal passions. Krista shares her journey of how she was able to grow her career so quickly, including: - How she leads growth at scale - How her growth team operates - What product-led growth at Boardable looks like - The qualities she looks for ...

Jul 30, 202134 min

Emily Kramer - Co-Founder at MKT1 - How To Build & Organise Your Early Stage SaaS Marketing Org

Emily Kramer is Marketing Advisor, Angel Investor & Co-Founder at MKT1, and in this episode we’re talking about how to build and organise your early stage SaaS marketing org. Emily has built and scaled the marketing teams at Ticketfly, Asana, Carta, and Astro and in this episode she talks us through her framework for structuring your marketing team, including: - The roles you should hire first - Why you shouldn’t hire t-shaped marketers - How marketing teams should prioritise and focus - How...

Jul 15, 202150 min

Hilary Kay - CMO at Wibbitz - How To Transition From Sales-Led To A Product-Led Hybrid Model

Hilary Kay is CMO at Wibbitz and in this episode we’re talking about how to evolve your marketing strategy from a sales-led enterprise model to a product-led hybrid model. This is a transition Wibbitz went through about 1.5 years ago and it’s something many SaaS companies are looking at today. In this episode, Hilary covers: - Why Wibbitz made the change - What some of the signs and indicators are that you should make this transition - The impact it has on understanding your target audience, cus...

Jun 29, 202136 min

Rudan Zhang - VP of Marketing at Clubhouse.io - How To Position Your SaaS For A Niche Audience

Rudan Zhang is VP of Marketing at Clubhouse.io and in this episode we’re talking about how Clubhouse positioned themselves to focus on a niche segment. Clubhouse is a project management platform for modern software teams, but with so many project management tools on the market, Rudan discusses why Clubhouse decided to intentionally focus on a niche audience segment and how they did it. We cover: - The process Clubhouse used to find their points of differentiation for each of their ICPs - How the...

Jun 14, 202136 min

Mike McDerment - Co-Founder of FreshBooks - How To Not Kill Your SaaS Business

Mike McDerment is Co-Founder, former CEO, and Board Chair of FreshBooks, and in this episode we’re talking about how to not kill your SaaS business. Mike went from accidental founder to CEO of a SaaS company with over 24 million users and he’s learned a lot of lessons along the way having almost killed the business on multiple occasions. In this episode, Mike talks about: - How he accidentally founded a SaaS company - Why moving too fast almost killed FreshBooks early on - Why he underestimated ...

May 29, 202138 min

Audrey Agahan - Content Marketing Strategist at Advance B2B - What The F#%k Is Growth Marketing?

Audrey Agahan is Content Marketing Strategist at Advance B2B and in this episode we’re talking about what the heck is growth marketing. Audrey introduces us to Advance B2B’s growth marketing formula that blends brand strategy with agile marketing operations, as well as: - The difference between growth marketing and traditional marketing - How growth marketing differs from growth hacking - The sprint-based agile operating model Advance B2B uses to run their growth marketing activities - A framewo...

May 15, 202126 min

Zandra Moore - CEO at Panintelligence - How SaaS Underdogs Can Beat Big Competition

Zandra Moore is CEO & Co-Founder at Panintelligence and in this episode we’re talking about how small SaaS companies can take on big competitor. Zandra discusses Panintelligence's David Vs Goliath story of how a SaaS underdog from a small city in northern England is competing against legacy BI heavyweights such as Google, Microsoft, and Salesforce. Zandra discusses the process of how they positioned themselves, identified points of differentiation, and built out their go-to-market strategy u...

May 01, 202128 min

Stephanie Cox - VP at Lumavate - Why Marketing Should Lead Sales (and Support, Success & Product)

Stephanie Cox is VP of Sales & Marketing at Lumavate and in this episode we’re talking about why marketing should lead sales - as well as support, success, and product. Stephanie has a very unique role as a SaaS marketing leader since she also directly leads four other key departments and in this episode we hear: - Why she ended up taking such a broad role - The benefits of having marketing lead sales - What channels and tactics are working for the Lumavate marketing team - How all her teams...

Apr 05, 202139 min

Derek O'Carroll - CEO at Brightpearl - From Near Failure To +$15M ARR & +40% YoY Growth

Derek O’Carroll is CEO of Brightpearl and in this episode we’re talking about their incredible SaaS turnaround story from near failure to +$15M ARR & +40% year-on-year growth. When Derek took over as CEO of Brightpearl, he described the company as a "distressed asset". It was burning cash, had very high churn, and a culture where talented people were rowing in different directions. Fast forward to today and Brightpearl is growing rapidly and Derek has masterminded a successful SaaS turnaroun...

Mar 20, 202136 min

Rebecca Reynoso - Guest Post Program Manager at G2 - How To Run A Successful Guest Post Program

Rebecca Reynoso is Senior Content Editor & Guest Post Program Manager at G2 and in this episode we’re talking about how to *actually* run a successful guest post program. Rebecca manages G2’s editorial calendar for all guest article contributions, which combined have generated over 550K yearly website sessions, 80% of which are organic. In this episode, Rebecca discusses: - The value of guest posting - How to draft a thorough and clear set of guest post guidelines - What goes into strong gue...

Mar 07, 202138 min

Katheriin Liibert - Head of Marketing at Outfunnel - How To Grow Your SaaS Biz As A Solo Marketer

Katheriin Liibert is Head of Marketing at Outfunnel and in this episode we’re talking about how to grow your SaaS business as a solo marketer. Katheriin joined Outfunnel as the first, and currently, only marketer in the company. With many SaaS marketers in a similar situation, how do you grow your SaaS business as a solo marketer? Katheriin shares her experience on what's worked for her, including: - how you should set expectations for marketing and work with your CEO & founders - why you sh...

Feb 21, 202134 min

Asia Orangio - CEO at DemandMaven - 5 Steps To Create A B2B SaaS Go-To-Market Strategy

Asia Orangio is CEO & Founder at DemandMaven and Board Member at Moz. In this episode, we’re talking about a 5-step framework to create a B2B SaaS go-to-market strategy, including: - 1. Goals - 2. Product-Market-Model-Channel fit - 3. Defining your customer - 4. Success gaps - 5. Guiding principles - As well as practical examples of building go-to-market strategies Links DemandMaven >> https://demandmaven.io/ Strategy by HBR >> https://www.goodreads.com/book/show/9612515-hbr-s-10...

Feb 07, 202141 min

Nick Harley - VP of Growth at Raygun - Bootstrapping To Become A Multi-Million Dollar SaaS Company

Nick Harley is VP of Growth at Raygun and in this episode we’re talking about how Raygun bootstrapped their way to become a multi-million dollar SaaS business all the way from the remote location of New Zealand. Not all SaaS marketing teams have VC funding behind them so we caught up with Nick to hear how their small marketing team of four people helped Raygun bootstrap their growth. Nick discusses: - The challenges of working from a remote location like Wellington, NZ - How they make every penn...

Dec 07, 202036 min

Eoghan McCabe - Chairman & Co-Founder at Intercom - Leadership Lessons from Scaling Intercom

Eoghan McCabe is Chairman & Co-Founder at Intercom and in this episode we’re talking about leadership lessons from founding & scaling Intercom into a billion dollar company. Eoghan founded Intercom in a Dublin coffee shop with three friends and went from CEO of a four person startup to CEO of an almost 700 person Silicon Valley unicorn. In this episode, we hear about Intercom’s growth story from Eoghan’s perspective and what it meant for him personally as a leader, including: - Eoghan’s ...

Nov 22, 202033 min

Camille Ricketts - CMO at Notion - Notion's Playbook For Building An Authentic Enterprise Brand

Camille Ricketts is CMO at Notion. In this episode we’re talking about how Notion built a multi-billion dollar brand by humanizing enterprise marketing. Camille was the first marketing hire at Notion and she explains how B2B SaaS enterprise marketing doesn’t need to be stiff, boring, and overly-formal but just real, authentic, and human. This approach has helped Notion build a brand valued at over 2 billion dollars with a team of less than 10 marketers within a 50-person company. In this episode...

Nov 07, 202029 min

Ross Simmonds - The Content Distribution Playbook: How To Acquire Good Traffic That Converts

Ross Simmonds is Founder & CEO at Foundation Marketing and in this episode we’re breaking down the content distribution playbook and exploring how to get good traffic that converts. Ross has been creating and distributing content ever since he started writing about fantasy football in college and he’s been perfecting the craft of content distribution ever since. Today we dig into this topic and Ross discusses: - The role of customer research in content distribution - How to bake distribution...

Oct 25, 202031 min

Steffen Hedebrandt - CRO at Dreamdata - How To Map The Customer Journey & Attribute Revenue

Steffen Hedebrandt is Chief Revenue Officer at Dreamdata and today we’re talking about how to map the customer journey and attribute revenue. A big challenge all marketers face is connecting marketing activities with revenue. To do that, you need attribution. In this episode we dig into mapping the customer journey and attributing revenue to different touchpoints. We cover how to map the customer journey, how to attribute revenue between different teams and marketing channels, which attribution ...

Oct 11, 202029 min
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