SaaS Half Full

While B2B marketers have progressed their thinking to be more B2C-minded, there are concepts we simply shouldn't borrow from our B2C counterparts regarding ad copy and creative. Naomi Suman, founder of Storylogick Consulting, is an English major turned SaaS marketing consultant who has tested thousands of campaigns. In this episode, she breaks down the elements we should borrow from B2C marketing and, on the flip side, details the concepts B2B marketers should leave alone. Does ad copy containing a question convert, what about ads that feature people? Tune in to get these questions and more answered.

• Connect with Naomi:
• Connect with Lindsey: https://www.linkedin.com/in/lindseygroepper/
• Learn more about BLASTmedia: https://www.blastmedia.com/

Sydney Sloan is a Chief Market Officer - ditching the "ing" in marketing. Why? Because the role isn't about the "doing," it's about knowing and owning the market.

In this episode, Syndey discusses elevating your role as a CMO, the best strategy for board presentations, and advice for aspiring Chief Market Officers. Join us and learn how to get out of the weeds as a marketing leader and start owning your role as a strategic lead.

• Connect with Sydney:
• Connect with Lindsey: https://www.linkedin.com/in/lindseygroepper/
• Learn more about BLASTmedia: https://www.blastmedia.com/

SaaS marketers know by now that AI has—and will—impact search. But in an ever-changing sea of algorithms, what the heck does Google care about today (and in the future?), and how can marketers make moves now to stay ahead of where search is headed?

Greg Brooks, partner and CMO at SearchTides, ironically believes we are moving towards the "human era" of search, even though there will be orders of magnitude more AI-generated content on the internet than ever before. Join us as he discusses at a high level what Google cares about when making content decisions and details tactical and practical advice on how to perform (think favicons, schema, and all the search-speak).

• Connect with Greg: https://www.linkedin.com/in/gregorybbrooks/
• Connect with Lindsey: https://www.linkedin.com/in/lindseygroepper/
• Learn more about BLASTmedia: https://www.blastmedia.com/

Digital, modern, non-traditional…how do you define today's PR? It has evolved, and brands who understand how to play in the current landscape are gaining mindshare.

In this episode, Kate Johnson, VP of PR at BLASTmedia, dives into what has driven PR's evolution, how brands should think differently about connecting with millennial buyers, and the new expectations around PR measurement.

• Connect with Kate: https://www.linkedin.com/in/kate-johnson-mba-5365ba80/
• Connect with Lindsey: https://www.linkedin.com/in/lindseygroepper/
• Learn more about BLASTmedia: https://www.blastmedia.com/

Whether you are a SaaS founder looking to make your first marketing hire or a CMO building out your team, the rocky tech economy has created a surplus of marketing talent. VPs and Directors from big tech are free agents…fantastic hires, right?

According to Mark Donnigan, virtual CMO and consultant, the answer isn't always yes. In this episode, we tackle choosing the right type of hire (generalist or conductor?) and then dive into how to think more strategically about the top talent available today.

• Connect with Mark: https://www.linkedin.com/in/markdonnigan/
• Connect with Lindsey: https://www.linkedin.com/in/lindseygroepper/
• Learn more about BLASTmedia: https://www.blastmedia.com/

Most SaaS revenue leaders would agree that former clients ("Gems") make amazing second clients. But, how can you track job changers and operationalize an outreach program at scale? Trinity Nguyen, VP of Marketing at UserGems, joins this episode to discuss this underutilized revenue stream and walks through how to identify Gems and create a program designed to target this critical group.

• Connect with Trinity: https://www.linkedin.com/in/trinitynguyen/
• Connect with Lindsey: https://www.linkedin.com/in/lindseygroepper/
• Learn more about BLASTmedia: https://www.blastmedia.com/

Gen Y and millennials — who value purpose and meaning when choosing SaaS vendors — comprise most of today's B2B decision-makers. So why are you still pushing narratives centered on products and features?

Today's modern corporate narrative has evolved from CEO-driven, corporate talk tracks to more personal, human-centered narratives to form connections with a new generation of buyers. Join Lindsey Groepper, President of BLASTmedia, as she unpacks the current demands of the modern corporate narrative and how to evolve yours to build trust and establish connection.

• Connect with Lindsey: https://www.linkedin.com/in/lindseygroepper/
• Learn more about BLASTmedia: https://www.blastmedia.com/

You're a SaaS CMO and received the news that you are getting a new CEO. Super! Super? Super, right?! In this episode, Paige O'Neill, CMO of Seismic, shares her story of transitioning to a new CEO with her previous role.

From what the first meeting should entail to the pressures of balancing old and new, Paige gives an honest account of what she learned in the transition and the two years that followed. Bottom line? A new CEO means starting over, which can simultaneously be insanely positive and challenging as the incumbent CMO.

• Connect with Paige: https://www.linkedin.com/in/paigeoneill/
• Connect with Lindsey: https://www.linkedin.com/in/lindseygroepper/
• Learn more about BLASTmedia: https://www.blastmedia.com/

For most SaaS organizations, the customer success function has two players - the CS lead and the salesperson. But in this episode, Karen Budell, CMO of Totango, talks through a "three-legged stool" approach, with marketing as an equal leg.

She believes the three functions should work together to develop and execute customer expansion campaigns, driving more revenue from existing accounts. Which, in a down market, is much less costly and time-consuming than securing new logos.

• Connect with Karen: https://www.linkedin.com/in/karenbudell/
• Connect with Lindsey: https://www.linkedin.com/in/lindseygroepper/
• Learn more about BLASTmedia: https://www.blastmedia.com/

In this episode, our host speaks with author and positioning expert April Dunford about the realities of creating a category and defining positioning to win in SaaS.

Drawing from years of data and experience consulting SaaS companies, April surfaces the signals indicative of a positioning problem, pinpoints where product demos go wrong, and gets candid about VCs and startups' illusions about category creation.

• Connect with April: https://www.linkedin.com/in/aprildunford/?originalSubdomain=ca
• Connect with Lindsey: https://www.linkedin.com/in/lindseygroepper/
• Learn more about BLASTmedia: https://www.blastmedia.com/