SaaS Backwards - Reverse Engineering SaaS Success
Join us as we interview CEOs and CMOs of fast-growing SaaS firms to reveal what they are doing that’s working, and lessons learned from things that didn’t work as planned. These deep conversations dive into the dynamic world of SaaS B2B marketing, go-to-market strategies, and the SaaS business model. Content focuses on the pragmatic as well as strategic, providing a well-rounded diet for those running SaaS firms today. Hosted by Ken Lempit, Austin Lawrence Group’s president and chief business builder, who brings over 30 years of experience and expertise in helping software companies grow and their founders achieve their visions.
SaaS Backwards - Reverse Engineering SaaS Success
Ep. 74 - Inside the PLG motion and out, with Freshworks CMO Stacey Epstein
When Stacey Epstein became the CMO of Freshworks a few years ago, their PLG motion was doing okay. But approaching marketing from her success with other enterprise SaaS startups, Epstein expanded the marketing and sales motion to include more traditional demand gen tactics—direct sales, events, Account-Based Marketing.
Now they can fully meet the buyer where they’re at—calling it Buyer Led Growth.
In this episode recorded live at the Ascent Conference in San Francisco, Epstein shares her expertise including:
- How the PLG motion is different and should be treated.
- Dealing with churn in the early years
- Freshworks incorporation of AI and why you might not want to share everything with ChatGPT.
Other resources to check out:
Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publish a yearly report about how B2B buyer behavior is changing.
The Lead Gen Mistake I Guarantee You’re Making – how to create content that better identifies intent from today’s b2b buyer.
And, if you want an outside look at your content with actionable advice, take advantage of our Content Audit. Valued at $20K in free consulting.
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