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The Growth Hub Podcast
By Advance B2BBusiness
The Growth Hub Podcast episodes
- Brian Halligan - CEO & Co-Founder at HubSpot - Growth Lessons From 12+ Years Building HubSpotBrian Halligan and Dharmesh Shah launched HubSpot in 2006 and since then the company has grown to a team of over 2000 people across 8 offices around the world, filed for an IPO in 2014, and achieved revenue of $375M in 2017. HubSpot Co-Founder & CEO Brian Halligan was recently in Helsinki and he stopped by the Advance B2B office for a fireside talk where he shared several lessons from his 12+ years in SaaS and building HubSpot, including:- A typical week in the life of HubSpot’s CEO- The 5 growth chapters of HubSpot and the evolution of B2B marketing & sales- The importance of building a gorgeous end to end customer experience and why SaaS is now a platform game- Challenges, mistakes and learnings from building HubSpot and things Brian would do differently now- How HubSpot has shifted from funnel thinking to flywheel thinking- The evolution of marketers and the importance of investing in your peopleLinksHubSpot >> https://www.hubspot.com/Blitzscaling >> https://www.goodreads.com/book/show/38398157-blitzscalingPlatform Leadership >> https://www.goodreads.com/book/show/323472.Platform_Leadership?from_search=trueShoe Dog >> https://www.goodreads.com/book/show/27220736-shoe-dog?from_search=trueFollow Brian on Twitter >> https://twitter.com/bhalligan---Advance B2B >> www.advanceb2b.comFollow The Growth Hub on Twitter >> @SaaSGrowthHubFollow Edward on Twitter >> @NordicEdward53 min
- Rand Fishkin - Founder at Moz & SparkToro - Rand's Field Guide To B2B SaaS MarketingThere are few people who know the worlds of B2B SaaS and B2B marketing as well as Rand Fishkin. Rand has worked in the field for over 15 years and throughout the course of his career he's founded two SaaS companies, Moz & SparkToro, co-founded inbound.org with HubSpot’s Dharmesh Shah, published his book "Lost & Founder: A Painfully Honest Field Guide to the Startup World", is a renowned keynote speaker, and you might also know him as the star of Moz's ever so popular Whiteboard Friday video series. In this episode we draw on all those years of experience as Rand shares his field guide to B2B SaaS Marketing where we discuss:- The actual purpose of marketing and what it should achieve- The evolution of the SaaS space from 2003 to 2018 and what it means for marketers today- How to balance between long-term growth strategies and short-term growth tactics- How to develop your content marketing strategy and factors you need to consider- The importance for marketers and SaaS companies to be behaviour-driven and not goal-driven- Why Rand started SparkToro and some of the important lessons he learned from building Moz that he’s applied to SparkToro- How Rand’s developing the marketing strategy for SparkToro- The marketing strategies that worked for Rand back in 2003 and that still hold true todayLinks:SparkToro >> https://sparktoro.com/Moz >> https://moz.com/SparkToro Trending >> https://sparktoro.com/trendingThe Law of Shitty Clickthroughs >> https://andrewchen.co/the-law-of-shitty-clickthroughs/Lost & Founder >> https://www.goodreads.com/book/show/35957156-lost-and-founderThe Billionaire Who Wasn't >> https://www.goodreads.com/book/show/2842145-the-billionaire-who-wasn-tIndie Hackers >> https://www.indiehackers.com/Typeform >> https://www.typeform.com/Follow Rand on Twitter >> https://twitter.com/randfish---Advance B2B >> www.advanceb2b.comFollow The Growth Hub on Twitter >> @SaaSGrowthHubFollow Edward on Twitter >> @NordicEdward36 min
- Tanja Törnroos - Brand Manager at Zervant - How To Adopt A Growth MindsetTanja Törnroos is Brand Manager at Zervant, a Helsinki-based SaaS company where she joined as employee number three over five years ago.A central theme on this podcast is growth and growth should be the true north for every SaaS company and every SaaS marketer. In this episode we look at growth from a personal perspective and explore how you can adopt a growth mindset, including:- Why we need to adopt a growth mindset- The importance of having a growth mindset in marketing- Tanja's three-step framework to adopt a growth mindset1. Think like an entrepreneur2. Explore like a pioneer3. Grow on your own terms- Examples from Tanja's professional and personal life- The Magic 20 Framework, an exercise to help you adopt a true growth mindsetLinks:Zervant >> https://www.zervant.com/en/Marie Forleo >> https://www.marieforleo.com/Marie Forleo: How to get anything you want >> https://www.marieforleo.com/how-to-get-anything-you-want/y/Big Magic: Creative Living Beyond Fear >> https://www.goodreads.com/book/show/24453082-big-magicTeachable >> https://teachable.com/Connect with Tanja on LinkedIn >> https://www.linkedin.com/in/tanjatornroos/---Advance B2B >> www.advanceb2b.comFollow The Growth Hub on Twitter >> twitter.com/SaaSGrowthHubFollow Edward on Twitter >> twitter.com/NordicEdward34 min
- Gia Laudi - SaaS Advisor & Former VP Marketing at Unbounce - How To Build A Kick-Ass Marketing TeamWhen Gia Laudi joined Unbounce she was the first hire in the marketing team. From the early startup days where she dug into all areas of marketing right through to becoming VP where she led a team of 35 marketers, Gia has seen first hand what it takes to build a high-performing marketing team in B2B SaaS.In this episode Gia shares the story of how the Unbounce marketing team grew, including:- what kind of person founders should look for in their first marketing hire- how to evangelise the role of marketing in product and tech led SaaS companies- skills and core-competencies marketing teams need as they scale- the benefits of hiring generalists and specialists and when to look for them- how your skill set and mentality needs to adapt as you transition from a marketing ops role to a marketing leadership role- key reasons why the Unbounce marketing team performed at such a high-level and achieved the results they did- the future skills B2B SaaS marketers and marketing teams will needLinks:Unbounce >> https://unbounce.com/Forget The Funnel >> https://forgetthefunnel.com/A Better CX >> https://abettercx.com/April Dunford's book, Obviously Awesome: How to nail product positioning so customers get it, buy it, love it >> https://aprildunford.com/positioning-book/Gia's recommended resources >>http://www.valgeisler.com/https://nicholeelizabethdemere.com/https://aprildunford.com/https://getuplift.co/https://copyhackers.com/https://www.reforge.com/brief/Follow Gia on Twitter >> https://twitter.com/ggiiaa---Advance B2B >> www.advanceb2b.comFollow The Growth Hub on Twitter >> twitter.com/SaaSGrowthHubFollow Edward on Twitter >> twitter.com/NordicEdward49 min
- Claire Suellentrop - Head of Marketing at userlist.io - How To Truly Understand Your CustomersMarketing Mary. Developer Dave. Consultant Carol... We've all built "buyer personas", but can we truly say that we understand our customers? Claire Suellentrop of userlist.io and Forget The Funnel is super passionate about this topic, so I caught up with her to explore the world of customer research and uncover how marketers can better understand their customers.In this episode we hear about:- what it really means to be customer-centric- how you should go about building buyer personas- the jobs-to-be-done framework and how marketers can use it to conduct customer research- questions to ask in customer interviews- how to apply your findings in your marketingLinks:User List >> https://userlist.io/Forget The Funnel >> https://forgetthefunnel.com/Claire's JTBD Interview template >> https://docs.google.com/document/d/183PzYjQi2vsIRlPMUrtzRwZF1VdnZWNDAZsrJ4MRT4Q/editWhen Coffee & Kale Compete >> http://www.whencoffeeandkalecompete.com/Alan Klement's post on Copy Hackers about jobs to be done >> https://copyhackers.com/2014/11/jobs-to-be-done-copywriting/Switch: How to Change Things When Change Is Hard >> https://www.goodreads.com/book/show/6570502-switchClaire's recommended resources >>https://sixteenventures.com/https://copyhackers.com/http://www.valgeisler.com/blog/Follow Claire on Twitter >> https://twitter.com/ClaireSuellen---Advance B2B >> www.advanceb2b.comFollow The Growth Hub on Twitter >> twitter.com/SaaSGrowthHubFollow Edward on Twitter >> twitter.com/NordicEdward52 min
- Sangram Vajre - Chief Evangelist at Terminus - How To Start A Movement & Become A Category LeaderSangram Vajre is Co-founder & Chief Evangelist at Terminus and this episode is all about how marketing teams can start a movement and market like a category leader.When Sangram was on a flight home to Atlanta from Scott Brinker's MarTech conference in San Francisco, the internet wasn't working and he only had a pen and napkin for the journey. He'd been discussing the classic marketing funnel during the conference and sketched one out on the napkin. Then he flipped it. This was the Eureka moment for Sangram and that one sketch would trigger the #FlipMyFunnel movement.In this episode we hear about:- the #FlipMyFunnel story and how you can start a movement in marketing- account-based marketing and how to get started with this marketing strategy- why you should build communities, not commodities- how to build new categories and dominate existing ones- how to market like a category leader---Terminus >> https://terminus.com/Flip My Funnel >> https://flipmyfunnel.com/Behind The Cloud >> https://www.goodreads.com/book/show/6659874-behind-the-cloudSaaStr >> https://www.saastr.com/blog/Follow Sangram on Twitter >> https://twitter.com/sangramvajre---Advance B2B >> www.advanceb2b.comFollow The Growth Hub on Twitter >> twitter.com/SaaSGrowthHubFollow Edward on Twitter >> twitter.com/NordicEdward43 min
- Blake Bartlett - Partner at OpenView - How To Unlock Product-led GrowthBlake Bartlett is Partner at OpenView and this episode is all about product-led growth. This is a term that the OpenView team developed and Blake stopped by the podcast to introduce us to the concept, explain what it actually is, and discuss how companies can start developing a product-driven growth culture within their DNA, including:- how cross-functional teams can leverage a product’s inherent virality as an acquisition channel- how you can build in virality into your product- the implications of product-led growth on pricing and packaging- the role of marketing and sales teams as part of a product-led growth strategy- some examples of good product-led growth companies---OpenView >> https://openviewpartners.com/Product-led growth resources from OpenView >> https://openviewpartners.com/product-led-growth/---Advance B2B >> www.advanceb2b.comFollow The Growth Hub on Twitter >> twitter.com/SaaSGrowthHubFollow Edward on Twitter >> twitter.com/NordicEdward47 min
- John Bonini - Marketing Director at Databox - How To Set Goals, Track KPIs & Measure PerformanceJohn Bonini is Director of Marketing at Databox and by the end of this episode you’ll know how to set goals, track KPIs and measure the performance of your marketing. With so much data available to us as marketers, that's often siloed across multiple tools, it’s easy to get overwhelmed with where to start, and in this episode John discusses:- How to simplify everything to focus on tracking the right numbers to improve performance- The evolution of data in marketing and how marketers can follow progress in real time- What data you should be reporting to various levels of the organisation whether that’s the board, the C-level, or marketing teams- How the Databox marketing team sets goals and tracks KPIs as a way to measure and improve performance---Databox >> https://databox.com/Influence >> https://www.amazon.com/Influence-Psychology-Persuasion-Robert-Cialdini/dp/006124189X/ref=sr_1_1?s=books&ie=UTF8&qid=1529935378&sr=1-1&keywords=infleuncePositioning >> https://www.amazon.com/Positioning-Battle-Your-Al-Ries/dp/0071373586/ref=sr_1_1?ie=UTF8&qid=1529935349&sr=8-1&keywords=positioningasecamp.comFirst Round Review >> http://firstround.com/review/Wistia Blog >> https://wistia.com/blogBaremetrics Blog >> https://baremetrics.com/blogPrice Intelligently Blog >> https://www.priceintelligently.com/blogSeeking Wisdom >> https://www.drift.com/seeking-wisdom/Follow John on Twitter >> twitter.com/Bonini84---Advance B2B >> www.advanceb2b.comFollow The Growth Hub on Twitter >> twitter.com/SaaSGrowthHubFollow Edward on Twitter >> twitter.com/NordicEdward34 min
- Nicola Anderson - VP of Marketing at GoCardless - Innovation, Diversity & Coaching in SaaSNicola Anderson is VP of Marketing at GoCardless and she joined us on The Growth Hub Podcast to explore the topics of innovation, diversity, coaching, and personal development in SaaS.This is one of the rawest interviews we’ve had on The Growth Hub Podcast and this episode all comes back to development on multiple levels, including as a SaaS company, as a marketing team, and as an individual.In this episode we discuss:- The ingredients needed for innovation, how it’s impacted teams at GoCardless, and the building blocks needed to start building a culture of innovation- The importance of diversity in SaaS and what we can do to address the issue and get more women in tech- Imposter syndrome and how to overcome mental barriers that may be blocking your self-development- The differences between coaching & mentoring as well as how to develop yourself and those around you---GoCardless >> https://gocardless.com/en-eu/Brené Brown on vulnerability >> https://www.ted.com/talks/brene_brown_on_vulnerabilityPlay Bigger >> https://www.amazon.com/Play-Bigger-Dreamers-Innovators-Dominate/dp/0062407619/ref=sr_1_1?s=books&ie=UTF8&qid=1528121181&sr=1-1&keywords=play+biggerSlaughterhouse Five >> https://www.amazon.com/Slaughterhouse-Five-Novel-Modern-Library-Novels/dp/0385333846ChartMogul Blog >> https://blog.chartmogul.com/Occam's Razor >> https://www.kaushik.net/avinash/Follow Nicola on Twitter >> https://twitter.com/nic365---Advance B2B >> www.advanceb2b.comFollow The Growth Hub on Twitter >> twitter.com/SaaSGrowthHubFollow Edward on Twitter >> twitter.com/NordicEdward27 min
- Ben Cotton - Sales Enablement at HubSpot - How To Help Your Sales Team Sell MoreBen Cotton is Principal Marketing Manager of Sales Enablement at HubSpot and this episode of The Growth Hub Podcast is all about how marketers can help their sales team to sell more.We hear about some of the things Ben has done at HubSpot including the roll out of an on-demand service for sales reps called Deal Support that’s influenced over $1.5 Million in revenue, the launch of a sales bootcamp that helped sales reps who were struggling to hit quota, and how Ben has scaled up sales enablement with chatbots.In addition we hear:- Ben’s view on the similarities between football and sales as he talks about weak-link and strong-link thinking- How sales and marketing teams can better work togetherWhat the best marketers are doing to enable their sales team to succeed- How SaaS companies can get started with Sales Enablement--HubSpot >> https://www.hubspot.com/Ben's Blog >> https://www.ben-cotton.com/blog/Ogilvy on Advertising >> https://www.amazon.com/Ogilvy-Advertising-David/dp/039472903X/ref=sr_1_1?s=books&ie=UTF8&qid=1526393906&sr=1-1&keywords=ogilvy+on+advertisingThe Numbers Game: Why Everything You Know About Soccer Is Wrong >> https://www.amazon.com/Numbers-Game-Everything-About-Soccer/dp/0143124560?ie=UTF8&*Version*=1&*entries*=0Follow Ben on Twitter >> twitter.com/bencotton---Advance B2B >> www.advanceb2b.comFollow The Growth Hub on Twitter >> twitter.com/SaaSGrowthHubFollow Edward on Twitter >> twitter.com/NordicEdward32 min
About The Growth Hub Podcast
From the publisher's feed
The podcast for all things B2B SaaS marketing is brought to you by marketing agency Advance B2B.
The Growth Hub Podcast is for SaaS marketers, CEOs, and founders who want to increase their knowledge, skills, and wisdom about building a high-growth SaaS business.
With a mix of strategic frameworks, actionable insights, and inspiring tales, we catch up with some of the top minds in SaaS from across the world to gain their insight and advice on all things growth.