Seeking Scale

Andy and Craig talk about social media strategies for their respective brands—SaberSim and Castos—related to the HubSpot State of Inbound Marketing Trends 2022 Report. Should they be doing more on social media? If yes, what and how? Is it worth it? People do not follow brands but individuals and influencers on social media.  

Craig stresses the importance of putting out and optimizing marketing content that is effective on social media channels to grow the audience, make a positive business impact, drive trials, and expand/expose brand to equity. 

Andy is skeptical about social media. He encourages Craig to not force social media if that is not his strength. Instead, hire someone with the necessary skills to build authority for better results, consistency, and success. 

Andy and Craig talk about product-led growth being the most dangerous movement in SaaS startups. To convert, a product needs to be built that is relevant to the intent of SEO for growth-led products that deliver on what’s promised.   

Andy rants about a tweet on product-led growth companies building products that sell themselves. However, Andy clarifies his thinking about how product-led growth does not exist. At best, it emphasizes the wrong part of the growth engine. At worst, it legitimizes the mentality that if you build it, they will come. 

Craig believes a lot of the same things and addresses the virality of product-led growth. Running a good business and having a good product is 95% of solving a problem and only 5% is the viral coefficient. The dangerous thing about product-led growth is that a great product by itself will never sell. It still needs marketing content or the company and product will likely fail.

Andy and Craig talk about focusing on delegation, prioritization, and productivity. Based on feedback, a lot of stuff that people do is not really effective. What tools, books, and other resources do they recommend?

Andy’s been busy leading up to and since the birth of his baby. He just can’t do everything at work and some things will not get done⁠—but his new assistant, Madison, who was found via Great Assistant, is holding Andy accountable. They work together to handle his inbox, and she forces him to respond to messages until more is delegated.

Craig thinks an assistant would be very helpful and has been looking at Zirtual. However, an assistant is only successful if he is willing to spend time or is forced to make time to work with them to delegate and be more productive. Also, Craig has been more active on Twitter and posts about business, marketing productivity, and delegation.

Craig and Andy talk about learning to just say, ‘No.’ What is meaningful, matters most and what does not? Most likely, 20-50% of what you are doing are things that you should not be doing. 

Craig shares how his company retreat went really well. They dedicated time to talk about and reflect on objectives and key results (OKRs) as well as gaining opportunities by focusing on one thing. The outcome for good ideas comes down to certainty versus effort. 

Andy is stressed out because he likes to control everything, but the countdown to baby due date is fast approaching. At the company, he is working on priorities and getting processes in place, but some things have to be postponed. Eventually, he wants to have a company retreat.

Craig and Andy talk about finances. But first, founders need to give themselves permission to do what they want to feel better and guarantee a great start to the workday because too often the afternoon falls apart.

Craig wants to declare that he does not start work until 9 a.m. to drop his kids off at the bus stop and workout despite the little green dot in Slack or email tab in Chrome (refers to Atomic Habits by James Clear). Andy agrees that finding routines, establishing habits, and not making excuses should be a priority. 

Also, Andy and Craig explain their rationale for switching bookkeepers/accountants. Craig is over Bench and going with GrowthLab FInancial, and Andy went back to Pilot because of ongoing problems with handling books and lack of responses to requests.

Does your marketing have a defined purpose, structure, or place in the funnel? If not, then you should not be doing it because it’s ineffective, creates noise and uncertainty for prospective customers. Craig and Andy revisit cohesive marketing. 

There are stages that people go through to become a buyer. Andy has brainstormed and thought about focusing on marketing strategy, cohesive marketing, and content to make sure everything fits together in a funnel. 

Craig believes that every piece of content on his site is different and has a different job—not a one-size-fits-all approach. Content campaigns should be created to nurture, offer a lead magnet, and understand customer personas/segments.

Craig and Andy talk about pre-planning versus figuring things out as they go. What’s driving what and how do you get there together to grow?

After a weekend getaway to unwind, Andy is back to prep and quarterly planning before paternity leave. Focusing on the right things makes a big difference because it’s so easy to get off track.

Craig is planning a company retreat that will include strategic thinking, intentionality, shop talk, and making connections with coworkers. Also, Craig has been working with a business coach to help him avoid decision fatigue as a founder.