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. 114 - Navigating SaaS Growth: Warmly's Strategic Pivot to Category Creation - with Alan Zhao, Head of Marketing
As a startup with shaky product market fit, prospective customers often want to associate you with a mature category so they can determine where it might fit in their tech stack—or not.
But for Warmly, the existing categories represented only a small subset of their capabilities—albeit cheaper than the mature tools.
And they couldn’t just settle for being known as "Drift but cheaper.”
In this episode, Alan Zhao details his transition from CTO to marketing chief, a move that was pivotal in steering Warmly’s narrative away from established market constructs and taking control over the narrative that would differentiate itself from the myriad of sales tools on the market.
This episode is ideal for SaaS CEOs and CMOs looking to accelerate growth and enhance profitability through autonomous revenue orchestration and AI chat solutions.
Other key takeaways from this episode:
- The pros and cons of “category creation” to set yourself apart from competitors
- The importance of tailoring your message to address specific pain points for each segment
- How to better understand the buyer journey of the 95% of those who visit your website but don’t fill out a form
Other resources to check out:
Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publishes 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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If your pipeline isn’t full, your messaging might be the reason. Let’s fix it:
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