My 15-year old son thinks he may want to be a pilot...

But he doesn't want to talk to my friend who just went through the process and crash landed a plane.

He's just going to "get online and sign up."

What has technology done to our muscles of resourcefulness and creation?

It's paved the way to make many of our tasks more effortless, but it has also made us less capable of achieving anything that doesn't have a 3-step process and a submit button.

In this episode, we talk about the lost art of resourcefulness.

What we’re doing today in B2B SaaS is borderline insane.

Bland, banal content created by a content team whose job is not to convert, but to produce volumes of content.

The smartest marketers are creating ONE TO MANY selling opportunities.

They do this by creating amazing content—but it’s not just a traditional blog post with a “Book a Demo” button on the top of the page.

It’s not a recorded webinar that hopes to simply build some brand affinity so the prospect will remember them when they’re ready to engage.

This episode will show you what they’re doing instead.

If there was a lead channel for your SaaS business where leads would:

1. Close 80% more often

2. Be more profitable and have MUCH lower CAC

3. Churn less often (probably)

Would you want to use it?

Of course you would!

That channel is referrals. Jay Abraham, one of the most successful living marketers, identified 125 ways to get referrals, and says that using 3-4 of them consistently will change a business.

Most companies are using 0, and nowhere is this more true than in SaaS.

Let's talk about how getting more referrals.

B2B marketing, especially in the tech and SaaS industry, is shifting toward B2C.

If you're a marketer, you've heard it you whole career - B2C marketers are better at getting attention, placing products, and generating sales.

But B2B was a different beast, and comparisons seemed academic and pointless.

Technology and social media have finally reached a tipping point where B2B buyers are influenced more by B2C style content than by B2B.

B2B marketers MUST shift the way they do things if they want to stay relevant and grow successful companies. This episode will talk about 3 critical shifts:

1. Selling Results

2. Capturing Attention

3. Bundling Info Products

Today's episode is about personal branding - specifically mine.

Over the last 18 months, I've been working on my brand to make it reflect the impact I really want to make outside of my personal life.

I've learned that you can know who you are, but be bad at sharing that with others.

This episode is a public definition of my brand. If you think that's weird, maybe it is - but I'd love your feedback. Leave a comment if you have an opinion.

Want to see the video version of this podcast? See it here: https://youtu.be/Ta_TdcBGng0

I'm making a predication that a marketing and growth tactic that only a very small number of companies are doing right now...

Will quickly become a massive trend in how SaaS companies market to and acquire customers.

If you're not paying attention to this, you should be.

For visuals, find this episode on YouTube also: https://www.youtube.com/channel/UCSYui1FCDhSGFlZbVMi6CtQ

It's all about awareness.

Most marketers are familiar with the awareness scale, especially as it applies to B2C marketing.

It's essential to marketing to B2B prospects also.

But is there an aggregate awareness level in your market as a whole that you should be aware of?

And what does this have to do with the effectiveness of your branding efforts?

Listen to this episode to find out.

The fundamental rules that SaaS marketing has followed to drive leads into the sales pipeline (SLG)...

Or persuade free users to upgrade to paid subscriptions (PLG)...

No longer work anymore. For over a decade, SaaS has enjoyed an environment where the rules other industries had follow didn't apply here.

But as almost-free capital has disappeared and scrutiny on profitability and unit economics has created new definitions for success...

SaaS is going to have to start using the principles that companies in other industries use to win.

In this episode, I'm going to teach 3 critical keys for converting mildly-engaged leads into the next step in the customer journey.

In the last episode, I did a teardown of the emails a company called Mouseflow sends to users who sign up for a free account of their product.

In this episode, I'm going to walk through three emails I wrote to demonstrate the principles I talked about during the teardown.

In this episode, I do a teardown of a new user email flow from a real company.

Mouseflow is a SaaS company who runs a PLG motion. That stands for "Product-Led Growth," and it means the company uses a free trial or a free subscription level as a primary way of attracting users.

The communications, usually and mostly by email, that new users get, are a critical piece of the company's efforts to convert free users to paid users, which they have to do to make money.

The average free to paid user conversion rate across the industry, according to the data I've seen, is 1% - 3%. That's a huge problem, especially in 2024 when, unlike times past, the definition of success for software companies includes being profitable.

In this episode, I'm breaking down Mouseflow's new user flow and talking about where I see opportunities for improvement.