Ep. 134 - Measuring Marketing Effectiveness: Strategies and Insights for SaaS Success - with Steve Oriola, CEO of Unbounce

In this episode of the SaaS Backwards Podcast, we spoke with Steve Oriola, CEO of Unbounce, a landing page platform empowering marketers by combining their expertise with AI insights to create and optimize high-converting marketing campaigns. 

Steve discussed Unbounce’s recent acquisition of Insightly, a robust CRM with advanced AI and machine learning capabilities that addresses the needs of mid-sized organizations. He explained how this merger aims to break down silos between marketing and sales, focusing on the entire customer journey rather than departmental divisions.

In this episode, Steve shared his extensive experience in the SaaS industry, particularly in marketing and sales applications, and discussed his role in partnering with founders to help them realize their visions. 

Steve provided insights into potential partnerships with investors as a CEO candidate. He explained that the right investor should have at least one of three things: operating experience, strong pattern recognition, or deference to the operator.

The conversation also touched on capital efficiency in go-to-market strategies. Steve emphasized the need for early investments in marketing and sales to get the flywheel effect, leading to long-term efficiency and growth. 

CEOs and CMOs of SaaS companies and founders considering partnering with investors or bringing in a CEO to help scale their business will find this episode relevant and insightful.

Key takeaways from this episode:

• The significance of brand equity in driving business success, especially in competitive markets
• The role of AI in marketing and sales software and the value of machine learning applications in optimizing tasks and decision-making
• The importance of founders partnering with experienced CEOs to scale their businesses effectively

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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Thanks for listening to the SaaS Backwards Podcast, brought to you by Austin Lawrence Group. We help SaaS firms reduce churn, accelerate sales, and generate demand. Learn more at AustinLawrence.com.

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