ForwardSlash

Why B2B Tech Content Strategies Can't Focus on Keyword Volume Alone

Fri, 18 Aug 2023 21:23:23 +0000

In this episode, I sit down with Rand Fishkin, founder/ex-CEO of Moz and founder/CEO at SparkToro, to talk about the importance of understanding your audience's sources of influence, finding SparkToros positioning, how B2B tech buyer journeys have changed and many (if not most) marketers don't know how to catch up, as well as the problem with SaaS product design.

Hosted on Ausha. See ausha.co/privacy-policy for more information.

How Brand & its Elements Help Boost B2B Tech Growth

Wed, 16 Aug 2023 22:29:22 +0000

In episode 21, Adam speaks with Melissa Rosenthal, Chief Creative Officer of ClickUp, to talk about the different elements of "brand" and the roles they play in B2B tech GTM, especially in crowded categories. Melissa educates us on ClickUp's approach to brand, why they decided it would play a central role from the very beginning, how brand influences ClickUp's website strategy and UX, and the future of B2B tech website experiences at large.

Hosted on Ausha. See ausha.co/privacy-policy for more information.

Rethink Your ABM & Website Strategy (Listen Up PLG!)

Wed, 02 Aug 2023 16:59:53 +0000

In this episode, Adam sits down with the veritable Chris Walker, CEO of Refine Labs, to talk about B2B tech GTM issues, the misconceptions most have on CAC and CAC payback, why PLG struggles with enterprise ABM motions (and vice versa), and how marketing website can help.

Hosted on Ausha. See ausha.co/privacy-policy for more information.

How Aligned B2B SaaS GTM Teams Boost Marketing Website Effectiveness

Mon, 24 Jul 2023 21:52:42 +0000

In this episode Adam sits down with David Newton, VP of Product, Customer Success and Marketing at Handle Global, to talk about B2B tech go-to-market strategy, aligning GTM teams, and how to harness the marketing website with this aligned, cross-functional understanding.

Hosted on Ausha. See ausha.co/privacy-policy for more information.

Launching the ForwardSlash Podcast: A Cautionary Tale

Wed, 05 Jul 2023 21:06:53 +0000

In this episode, Adam was on the other side of the coversation. He sat down with Corrina Owens, Head of ABM at Gong, and Taylor Young, Head of ABM at Terminus, to discussed the lessons learned in launching the ForwardSlash podcast, a podcast that explores the roles marketing websites play in B2B tech growth.

Hosted on Ausha. See ausha.co/privacy-policy for more information.

Launching a Headless CMS for B2B SaaS Marketers in a Crowded Category

Fri, 02 Jun 2023 18:03:40 +0000

In this episode, Adam speaks with Alan Gleeson, CEO and Co-Founder of Contento.io, about his strategy behind launching a headless CMS platform, a crowded space with around 80 competitors. They also talk about what B2B SaaS is getting wrong with GTM in general and the roles websites play in revenue growth.

Hosted on Ausha. See ausha.co/privacy-policy for more information.

Getting B2B SaaS Competitive Strategy Right with the "Jobs to Be Done" Theory

Tue, 23 May 2023 20:01:36 +0000

This episode is basically a follow-up to my interview with Jon Dome on the Jobs to Be Done (JTBD) mindset and framework, pioneered by Tony Ulwick and Clayton Christensen in the '90s to guide product innovation. It has been typically harnessed by Fortune 500-sized behemoths. In this episode, Tony and I discuss:

- How JTBD's complex product innovation framework can be simplified, massaged, and applied to competitive strategy, an element typically rife with bias in B2B SaaS, choking revenue engines across all industries.

- How JTBD helps align GTM teams.

- How JTBD can be used to lead content and website strategy.

- The roles websites play in ABM/ABX, going upmarket, and customer marketing.

Hosted on Ausha. See ausha.co/privacy-policy for more information.

How to Simultaneously Handle Going Upmarket & Crossing Verticals

Mon, 22 May 2023 20:42:08 +0000

In this episode, Adam sits down with Nadia Milani, VP of Marketing at Proposify, to learn about Proposify's foray into ABM/ABX and how she's figuring out how to engage a new high-ACV customer segment in a new vertical that proven tough to crack with PLG. They also discuss how websites/microsites can support the different tiers of ABM/X.

Hosted on Ausha. See ausha.co/privacy-policy for more information.

How FullStory Upgraded their Website to a Pipeline-Generating Machine with Sarah Sehgal of FullStory

Mon, 01 May 2023 22:01:40 +0000

In this episode, Sarah Segal, Director of Demand Generation at FullStory, took me through her thoughts on the state of demand generation, how she's building her team and setting them up for success, how she aligned with sales to build a chatbot that pushed $500,000 in pipeline in a single quarter, and where she thinks B2B tech websites can improve across the board.

Hosted on Ausha. See ausha.co/privacy-policy for more information.

Challenger PLG Brands: Treat Your Website Like a Window into Your Product

Mon, 01 May 2023 21:31:45 +0000

In this episode, Lori Sullivan, CMO at Mangomint, takes me through why vertical SaaS platforms are all the rage, why PLG brands need to use actual product imagery on their websites (instead of abstract images), and why B2B tech marketing teams should have dedicated development resources.

Hosted on Ausha. See ausha.co/privacy-policy for more information.

What You're Doing Wrong with ABM & How Microsites Can Help w/ Corrina Owens of Gong

Wed, 26 Apr 2023 22:49:08 +0000

In this episode, Corrina Owens, Senior ABM Manager at Gong, explains the major misunderstandings and misconceptions around ABM, how companies need to shift their thinking around ABM's function, when B2B tech companies should consider an ABM motion, how she goes about understanding buyer groups, and the tactics she uses to infiltrate target accounts.

Hosted on Ausha. See ausha.co/privacy-policy for more information.

Misconceptions around PLG, Data Capture & ABX w/ Francis Brero of MadKudu

Thu, 06 Apr 2023 16:16:01 +0000

In this episode, I sit down with Francis Brero, Co-founder and CPO at MadKudu, to discuss the state of PLG, four key (and surprising!) GTM findings from a recent marketing leadership discussion Francis attended, a use case that covers how Lucid increased revenue by 60% from product users, and what he thinks are the most significant weaknesses with B2B SaaS websites today.

Hosted on Ausha. See ausha.co/privacy-policy for more information.

Redefining the Growth Mindset w/ Pedro Clivati of Growth Hackers

Wed, 15 Mar 2023 00:17:11 +0000

In this episode, I speak with Pedro Clivati, Head of Growth at Growth Hackers, to discuss the misconceptions around the meaning of “growth hacking,” what it means to be a true growth-minded B2B SaaS organization, and how companies can harness go-to-market website experimentation to spark fast, scalable, and profitable growth. Let’s get into it.

Hosted on Ausha. See ausha.co/privacy-policy for more information.

Website Tactics the Fastest Growing B2B Tech Companies Use w/ Camille Trent of PeerSignal

Wed, 15 Mar 2023 00:17:01 +0000

In this episode, I speak with Camille Trent, Director of Content & Community at PeerSignal—a B2B and SaaS go-to-market benchmark insight provider—to discuss how the biggest and fastest-growing B2B SaaS companies are approaching their website experiences and emerging trends around UX and hiring going into 2023. Let’s get into it.

Hosted on Ausha. See ausha.co/privacy-policy for more information.

Marketing in a Young Product Category in 2023 w/ Drew Brucker of Lasso

Wed, 15 Mar 2023 00:16:51 +0000

In this episode, we sit down with Drew Brucker, VP of Growth at Lasso, to discuss marketing a vertical B2B SaaS company in a young product category, the challenges and advantages it brings in 2023, the importance of alignment between all GTM teams (marketing, sales, CS, product), and how to engage dark social by building utility into marketing websites. Let's get into it.

Hosted on Ausha. See ausha.co/privacy-policy for more information.

Getting Customer-centric Content Right w/ Yaag Ganesh of Avoma

Wed, 15 Mar 2023 00:16:43 +0000

In this episode, I speak with Yaag Ganesh, Director of Content Marketing at Avoma and four-time book author, to discuss how his approach to content marketing has positioned Avoma’s website as an educational platform that helps prospects and customers tackle pain points outside the realm of its product while still driving demand, activation, retention, and evangelism for its product. Let’s get into it.

Hosted on Ausha. See ausha.co/privacy-policy for more information.

Fractional CMOs, Positioning & Building Utility into B2B Tech Websites w/ Mark Evans of Marketing Spark

Wed, 15 Mar 2023 00:16:37 +0000

In this episode, I sit down with Mark Evans, fractional B2B SaaS CMO and host of the podcast Marketing Spark, to talk about the state of fractional CMOs in B2B SaaS, the importance of getting back to marketing basics with proper positioning, and how marketers need to be more entrepreneurial to drive demand in 2023 and beyond. Let's get into it.

Hosted on Ausha. See ausha.co/privacy-policy for more information.

How the JTBD Framework Futurizes Your Website w/ Jon Dome of Strategyn

Wed, 15 Mar 2023 00:16:29 +0000

In this episode, we sit down with Jon Dome, Head of Marketing at Strategyn, the agency that pioneered the Jobs to Be Done Needs Framework with legendary Harvard Business School professor Clayton Christensen. We discuss how every job (whether you're brushing your teeth or hosting an event) has eight steps how this understanding can help drive customer-centric website and content strategy to drive ABM and engage dark social. Let's get into it.

Hosted on Ausha. See ausha.co/privacy-policy for more information.

Getting Demand Generation Right in 2023 w/ Tara Robertson of Chili Piper

Wed, 15 Mar 2023 00:16:11 +0000

In this episode, we sit down with Tara Robertson, Head of Demand Generation at Chili Piper, to talk about the state of demand generation in 2023 and how B2B SaaS companies need to shift their perspective when it comes to creating demand and capturing leads, as well as how building "utility" into marketing websites can help feed, engage, and nurture dark social. Let's get into it.

Hosted on Ausha. See ausha.co/privacy-policy for more information.

Making B2B Tech Positioning Work in 2023 w/ April Dunford

Wed, 15 Mar 2023 00:15:57 +0000

In this episode, we sat down with the exceptional April Dunford, serial B2B tech VP of Marketing and author of the wildly popular book "Obviously Awesome," a DIY manual on how to get positioning right. We dive into why there's a resurgence in interest in positioning, when to start taking positioning seriously, how often positioning exercises should take place, and how it affects the website.

Hosted on Ausha. See ausha.co/privacy-policy for more information.

The New Look of SEO in 2023 w/ Farzad Rashidi of Respona

Wed, 15 Mar 2023 00:15:11 +0000

In this episode, I speak with Farzad Rashidi, co-founder and Lead Innovator at Respona, to discuss the “new look” of SEO, how content strategy shifts between different go-to-market motions, and how to strategize the organic content and formatting your B2B SaaS website needs. Let’s get into it.

Hosted on Ausha. See ausha.co/privacy-policy for more information.

How Interactive Demos Help B2B SaaS Companies Navigate 2023 w/ Natalie Marcotullio of Navattic

Wed, 15 Mar 2023 00:14:03 +0000

In this episode, we talk interactive demos with Natalie Marcotullio, Head of Growth & Operations at Navattic, and how they're perfectly positioned to help B2B SaaS companies navigate the economic realities of 2023. Let's get into it.

Hosted on Ausha. See ausha.co/privacy-policy for more information.

Episode 1

Wed, 15 Feb 2023 01:06:11 +0000

Episode 1

Hosted on Ausha. See ausha.co/privacy-policy for more information.