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. 54 - Brandon Metcalf is the poster child for modern SaaS inbound
Like most SaaS companies, Brandon Metcalf, CEO & Founder of Place struggled with the outbound sales model.
Out of necessity, they started looking at why companies weren’t buying their products. They found that over half bought nothing.
In other words, no decision.
So they decided to flip the script and educate prospective buyers on what could happen instead of finding the people whose arm they could twist a sales conversation.
They put a lot of work into messaging, revamped their website to let buyers self-serve, they started a podcast, and focused heavily on LinkedIn content.
Less than a year later, they saw a flurry of inbound activity, and for the first time had more revenue from it than any other source.
If you’re struggling with the outbound sales model and don’t know how to fix it, this episode is a must listen.
Other interesting topics include:
- Building products on Salesforce – the pros and cons
- Recruiting the right people by getting specific on the ask
- How to use podcasting to stay in touch with your customers
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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