How can empathetic B2B SaaS marketing transform your growth strategy?

In this episode of Connect To Market, host Casey Cheshire sits down with James Furbush, VP of Marketing at AccessOne and host of the RCM Ladder Podcast. James shares his insights into effective marketing strategies for B2B SaaS companies, with a special focus on the healthcare sector. 

James reveals why truly understanding your audience is non-negotiable, and how marketers can stand out by avoiding hostile tactics and instead embracing unscalable but impactful efforts to build real relationships. He emphasizes the value of empathy in every touchpoint, and how this approach leads to more sustainable growth and stronger customer trust.

In this episode, we cover:

• Why deeply understanding your audience is the foundation of effective marketing
• How to ditch aggressive tactics in favor of trust-building strategies
• The power of unscalable actions to create genuine connections
• James’s contributions to the marketing community and how networking fuels innovation

If you're looking to elevate your B2B SaaS marketing, especially in a complex space like healthcare, this episode offers down-to-earth advice and powerful strategies that actually move the needle.

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Connect with James:

• LinkedIn: https://www.linkedin.com/in/jamesfurbush/ 
• Personal Website: https://www.jamesfurbush.com/ 
• AccessOne: accessonepay.com 
• Twitter: https://x.com/JamesFurbush 
• Podcast: https://accessonepay.com/podcasts/ 

Ways to Tune In:

• Spotify: https://open.spotify.com/show/01kCcPP1ib9MSE9aNb5SQa 
• Apple Podcasts: https://podcasts.apple.com/podcast/connect-to-market/id1822777920 
• Amazon Music: https://music.amazon.com/podcasts/b5c3fb03-482f-4496-bcd0-82c1d66fed3d 
• iHeart Radio: https://iheart.com/podcast/282837141/ 
• Podchaser: https://www.podchaser.com/podcasts/connect-to-market-6138391 
• YouTube: https://www.youtube.com/playlist?list=PLP_sn6_Cwun_qxaOz94Epgf6zdqeTFjJV 

Connect To Market is produced and sponsored by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/ 

A movement of B2B marketers who realize direct connection with buyers is the foundation of all growth.  Join us as we learn from marketing leaders who are driving founder-led growth. Connect To Market is sponsored by Ringmaster, building B2B podcasts and communities to reconnect you with your audience.