Your Marketing Metrics Might Be Lying

Slack and Snowflake prioritize lasting brand value over short-term tactics. ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌

March 13, 2025 |Read OnlineAre Growth Hacks Hurting Your SaaS Brand?Slack and Snowflake prioritize lasting brand value over short-term tactics.This week: Marketing fundamentals still matter in the growth-hack era, and it's time to view content as a revenue driver rather than a cost center. And your marketing metrics might be misleading you while product-led growth replaces traditional SaaS playbooks. Giddyup!Marketing Fundamentals MatterAre "growth hacks" overshadowing essential brand building for B2B SaaS? ALinkedIn postargues thatchasing quick wins leads founders to neglect core marketing, weakening brand foundations and risking long-term failure.What are these fundamentals? They include building strong brand architecture with clear core values and articulating your value proposition. Lashay Lewis highlights marketing's role in defining "what it is that you do for your target audience" and "who you serve." Liam Moroney emphasizes that brand awareness is critical for building lasting memory associations, not just fleeting recognition.In a crowded B2B tech market,strong brand fundamentals create a competitive advantage. Aaronhassen notes effective marketing boosts sales by guiding prospects through awareness, affinity, and trust. SaaS leaders like Slack or Snowflake (asTK Kader discusses) prioritized user-centricity and continuous refinement, not just hacks.BIG IDEA:Sustainable B2B SaaS growth relies on solid marketing fundamentals – brand clarity, audience understanding, and consistent messaging – not just growth hacks.WHY IT MATTERS:Focusing on brand fundamentals builds lasting equity, improves sales efficiency, and drives sustainable customer acquisition in competitive markets.Comment insights:Brendan Huffordpraised Liam Moroney's proactive use of brand assets for distinctiveness.Jaina Mistryfound Moroney's brand awareness framework insightful for influence mapping.Joydeep Deysupported Robert Kaminski's view on positioning as crucial for scaling startups.Are Your Marketing Metrics Lying to You?Is your marketing data telling you the truth? According toDale Harrison,attribution data alone might be misleading. Correlation doesn't equal causation – are your marketing efforts truly driving results, or is something else at play?The alternative is marketing experiments. Harrison clarifies that attribution is passive observation (what), whileexperiments actively test hypotheses(why), revealing cause and effect.Liam Moroneyemphasizes market insight's crucial role; experiments provide this knowledge, preventing marketers from "flying blind."In complex B2B cycles,mistaking correlation for causation is easy. Harrison also points toad fraud, where bot clicks inflate numbers. Experimentation validates strategies, ensuring investments drive real results.BIG IDEA:Stop blindly trusting attribution data; experiment to uncover real marketing cause and effect.WHY IT MATTERS:For B2B SaaS, every marketing dollar must deliver. Experimentation moves beyond vanity metrics, optimizing for strategies that genuinely impact your bottom line.Comment insights:Alex Rectornotes branded search ads can boost conversions even with strong organic rankings.Michael Goughcautions that metrics like Share of Search have blind spots in complex categories.Growth & Leadership InsightsTired of outdated SaaS growth advice?Adam Robinsonargues theVC-centric go-to-market playbook is broken. Crowley champions "RB2B Insiders" who prioritize product-market fit and profitability over just chasing capital.TK Kaderechoes this, noting SaaS leaders like Slack grew through iteration and user feedback, not "big bang" launches.Marketing leadership requires balance: strategic thinkinganddecisive action.Adam Goyettehighlights the danger of getting lost "in the weeds" tactically or over-strategizing without shipping.Aaron Hassenreminds us that maximizing team potential is ongoing learning, even for experienced leaders.Shift from traditional funnels to product-led growth. Embrace iterative launches and prioritize user feedback.GTM Fund's VP of Marketing, Sophie Buonassisi, explains their growth-team approach improves deal flow by aligning marketing and sales with product value.BIG IDEA:SaaS growth now demands product-led, iterative strategies over capital-driven models. Marketing leaders must balance strategy with agile execution.WHY IT MATTERS:Outdated marketing approaches will fail. Product-led growth, user focus, and agile teams are key for sustainable growth in today's SaaS landscape.Comment insights:Alex Y.points to Procore's vertical focus in construction, showing niche specialization drives growth.Mary Kathryn Johnsonemphasizes continuous training for effective leadership in small teams.D. Langstonquestions when to shift from planning to execution in marketing efforts.Stop Treating Content as a Cost CenterFeeling like your content strategy is draining resources instead of driving growth?Lashay Lewisargues that many leaders stillundervalue content, seeing it as a "cost center." It's time to recognize content's potential impact on your bottom line.Content, done strategically, extends beyond basic blog posts. Lewis points out content's power as an engine forshorter sales cycles and reduced churn. Think of compelling content as an "always-on salesperson" that nurtures leads.Joanna Wiebeof Copyhackers advises optimizing existing email automations for immediate revenue recovery.For B2B tech and SaaS, shift from vanity metrics to measuring content's contribution to business goals.Alexandra Smithnotes "meaningful gifting" can boost post-webinar engagement by 80%.Aligning content with revenue goals transforms itinto a revenue-generating asset.BIG IDEA:Strategically aligned and measured content shifts from marketing expense to a revenue driver.WHY IT MATTERS:Treating content as a cost is a missed opportunity. Reframing it as a revenue driver allows marketing executives to justify content investments and prove real ROI by focusing on content that impacts sales and retention.Comment insights:Hannah Shamjinotes the undervaluation of "just research" or "just blogs" despite their crucial contributions.Jacob Millervalues case studies with strong evidence of success and learning from failure stories.Lashay Lewisreinforces content's revenue impact, calling it "sales and marketing R&D" for experimentation.🎧 Sound Bites 🎬Quick insights from videos and podcasts:🎬Mastering Category Creation with Snowflake's CMO: Consistency is Key(SaaStr):Learn from Snowflake's CMO how consistent messaging and positioning are crucial for building market leadership in a new or disrupted category.🎬From $150M SaaS exit to building again: Larry Kim on growth and acquisition | SaaS Revolution Show(SaaStock):Gain practical, experience-based insights on SaaS growth, acquisition, and building a successful business from a founder with a $150M exit.🎬Mastering Product-Led Growth: Strategies for SaaS Success with Pablo Asensio(Reditus):This video offers strategies for product-led growth, including testing assumptions and setting achievable goals.🎬Go-To-Market Launch Plan For A New SaaS Product(TK Kader):Discover how companies like Slack and Snowflake achieved product-market fit through iterative launches and continuous feedback, rather than a single "big bang" event.Until next week!Update your email preferences or unsubscribehere© 2025 B2B Marketing Brief228 Park Ave S, #29976, New York, New York 10003, United StatesTerms of Service

March 13, 2025 |Read OnlineAre Growth Hacks Hurting Your SaaS Brand?Slack and Snowflake prioritize lasting brand value over short-term tactics.

March 13, 2025 |Read Online

Are Growth Hacks Hurting Your SaaS Brand?Slack and Snowflake prioritize lasting brand value over short-term tactics.

This week: Marketing fundamentals still matter in the growth-hack era, and it's time to view content as a revenue driver rather than a cost center. And your marketing metrics might be misleading you while product-led growth replaces traditional SaaS playbooks. Giddyup!Marketing Fundamentals MatterAre "growth hacks" overshadowing essential brand building for B2B SaaS? ALinkedIn postargues thatchasing quick wins leads founders to neglect core marketing, weakening brand foundations and risking long-term failure.What are these fundamentals? They include building strong brand architecture with clear core values and articulating your value proposition. Lashay Lewis highlights marketing's role in defining "what it is that you do for your target audience" and "who you serve." Liam Moroney emphasizes that brand awareness is critical for building lasting memory associations, not just fleeting recognition.In a crowded B2B tech market,strong brand fundamentals create a competitive advantage. Aaronhassen notes effective marketing boosts sales by guiding prospects through awareness, affinity, and trust. SaaS leaders like Slack or Snowflake (asTK Kader discusses) prioritized user-centricity and continuous refinement, not just hacks.BIG IDEA:Sustainable B2B SaaS growth relies on solid marketing fundamentals – brand clarity, audience understanding, and consistent messaging – not just growth hacks.WHY IT MATTERS:Focusing on brand fundamentals builds lasting equity, improves sales efficiency, and drives sustainable customer acquisition in competitive markets.Comment insights:Brendan Huffordpraised Liam Moroney's proactive use of brand assets for distinctiveness.Jaina Mistryfound Moroney's brand awareness framework insightful for influence mapping.Joydeep Deysupported Robert Kaminski's view on positioning as crucial for scaling startups.Are Your Marketing Metrics Lying to You?Is your marketing data telling you the truth? According toDale Harrison,attribution data alone might be misleading. Correlation doesn't equal causation – are your marketing efforts truly driving results, or is something else at play?The alternative is marketing experiments. Harrison clarifies that attribution is passive observation (what), whileexperiments actively test hypotheses(why), revealing cause and effect.Liam Moroneyemphasizes market insight's crucial role; experiments provide this knowledge, preventing marketers from "flying blind."In complex B2B cycles,mistaking correlation for causation is easy. Harrison also points toad fraud, where bot clicks inflate numbers. Experimentation validates strategies, ensuring investments drive real results.BIG IDEA:Stop blindly trusting attribution data; experiment to uncover real marketing cause and effect.WHY IT MATTERS:For B2B SaaS, every marketing dollar must deliver. Experimentation moves beyond vanity metrics, optimizing for strategies that genuinely impact your bottom line.Comment insights:Alex Rectornotes branded search ads can boost conversions even with strong organic rankings.Michael Goughcautions that metrics like Share of Search have blind spots in complex categories.Growth & Leadership InsightsTired of outdated SaaS growth advice?Adam Robinsonargues theVC-centric go-to-market playbook is broken. Crowley champions "RB2B Insiders" who prioritize product-market fit and profitability over just chasing capital.TK Kaderechoes this, noting SaaS leaders like Slack grew through iteration and user feedback, not "big bang" launches.Marketing leadership requires balance: strategic thinkinganddecisive action.Adam Goyettehighlights the danger of getting lost "in the weeds" tactically or over-strategizing without shipping.Aaron Hassenreminds us that maximizing team potential is ongoing learning, even for experienced leaders.Shift from traditional funnels to product-led growth. Embrace iterative launches and prioritize user feedback.GTM Fund's VP of Marketing, Sophie Buonassisi, explains their growth-team approach improves deal flow by aligning marketing and sales with product value.BIG IDEA:SaaS growth now demands product-led, iterative strategies over capital-driven models. Marketing leaders must balance strategy with agile execution.WHY IT MATTERS:Outdated marketing approaches will fail. Product-led growth, user focus, and agile teams are key for sustainable growth in today's SaaS landscape.Comment insights:Alex Y.points to Procore's vertical focus in construction, showing niche specialization drives growth.Mary Kathryn Johnsonemphasizes continuous training for effective leadership in small teams.D. Langstonquestions when to shift from planning to execution in marketing efforts.Stop Treating Content as a Cost CenterFeeling like your content strategy is draining resources instead of driving growth?Lashay Lewisargues that many leaders stillundervalue content, seeing it as a "cost center." It's time to recognize content's potential impact on your bottom line.Content, done strategically, extends beyond basic blog posts. Lewis points out content's power as an engine forshorter sales cycles and reduced churn. Think of compelling content as an "always-on salesperson" that nurtures leads.Joanna Wiebeof Copyhackers advises optimizing existing email automations for immediate revenue recovery.For B2B tech and SaaS, shift from vanity metrics to measuring content's contribution to business goals.Alexandra Smithnotes "meaningful gifting" can boost post-webinar engagement by 80%.Aligning content with revenue goals transforms itinto a revenue-generating asset.BIG IDEA:Strategically aligned and measured content shifts from marketing expense to a revenue driver.WHY IT MATTERS:Treating content as a cost is a missed opportunity. Reframing it as a revenue driver allows marketing executives to justify content investments and prove real ROI by focusing on content that impacts sales and retention.Comment insights:Hannah Shamjinotes the undervaluation of "just research" or "just blogs" despite their crucial contributions.Jacob Millervalues case studies with strong evidence of success and learning from failure stories.Lashay Lewisreinforces content's revenue impact, calling it "sales and marketing R&D" for experimentation.🎧 Sound Bites 🎬Quick insights from videos and podcasts:🎬Mastering Category Creation with Snowflake's CMO: Consistency is Key(SaaStr):Learn from Snowflake's CMO how consistent messaging and positioning are crucial for building market leadership in a new or disrupted category.🎬From $150M SaaS exit to building again: Larry Kim on growth and acquisition | SaaS Revolution Show(SaaStock):Gain practical, experience-based insights on SaaS growth, acquisition, and building a successful business from a founder with a $150M exit.🎬Mastering Product-Led Growth: Strategies for SaaS Success with Pablo Asensio(Reditus):This video offers strategies for product-led growth, including testing assumptions and setting achievable goals.🎬Go-To-Market Launch Plan For A New SaaS Product(TK Kader):Discover how companies like Slack and Snowflake achieved product-market fit through iterative launches and continuous feedback, rather than a single "big bang" event.Until next week!

Marketing Fundamentals Matter

Are "growth hacks" overshadowing essential brand building for B2B SaaS? ALinkedIn postargues thatchasing quick wins leads founders to neglect core marketing, weakening brand foundations and risking long-term failure.

What are these fundamentals? They include building strong brand architecture with clear core values and articulating your value proposition. Lashay Lewis highlights marketing's role in defining "what it is that you do for your target audience" and "who you serve." Liam Moroney emphasizes that brand awareness is critical for building lasting memory associations, not just fleeting recognition.

In a crowded B2B tech market,strong brand fundamentals create a competitive advantage. Aaronhassen notes effective marketing boosts sales by guiding prospects through awareness, affinity, and trust. SaaS leaders like Slack or Snowflake (asTK Kader discusses) prioritized user-centricity and continuous refinement, not just hacks.

BIG IDEA:Sustainable B2B SaaS growth relies on solid marketing fundamentals – brand clarity, audience understanding, and consistent messaging – not just growth hacks.

WHY IT MATTERS:Focusing on brand fundamentals builds lasting equity, improves sales efficiency, and drives sustainable customer acquisition in competitive markets.

Comment insights:

Brendan Huffordpraised Liam Moroney's proactive use of brand assets for distinctiveness.Jaina Mistryfound Moroney's brand awareness framework insightful for influence mapping.Joydeep Deysupported Robert Kaminski's view on positioning as crucial for scaling startups.

Are Your Marketing Metrics Lying to You?

Is your marketing data telling you the truth? According toDale Harrison,attribution data alone might be misleading. Correlation doesn't equal causation – are your marketing efforts truly driving results, or is something else at play?

The alternative is marketing experiments. Harrison clarifies that attribution is passive observation (what), whileexperiments actively test hypotheses(why), revealing cause and effect.Liam Moroneyemphasizes market insight's crucial role; experiments provide this knowledge, preventing marketers from "flying blind."

In complex B2B cycles,mistaking correlation for causation is easy. Harrison also points toad fraud, where bot clicks inflate numbers. Experimentation validates strategies, ensuring investments drive real results.

BIG IDEA:Stop blindly trusting attribution data; experiment to uncover real marketing cause and effect.

WHY IT MATTERS:For B2B SaaS, every marketing dollar must deliver. Experimentation moves beyond vanity metrics, optimizing for strategies that genuinely impact your bottom line.

Comment insights:

Alex Rectornotes branded search ads can boost conversions even with strong organic rankings.Michael Goughcautions that metrics like Share of Search have blind spots in complex categories.

Growth & Leadership Insights

Tired of outdated SaaS growth advice?Adam Robinsonargues theVC-centric go-to-market playbook is broken. Crowley champions "RB2B Insiders" who prioritize product-market fit and profitability over just chasing capital.TK Kaderechoes this, noting SaaS leaders like Slack grew through iteration and user feedback, not "big bang" launches.

Marketing leadership requires balance: strategic thinkinganddecisive action.Adam Goyettehighlights the danger of getting lost "in the weeds" tactically or over-strategizing without shipping.Aaron Hassenreminds us that maximizing team potential is ongoing learning, even for experienced leaders.

Shift from traditional funnels to product-led growth. Embrace iterative launches and prioritize user feedback.GTM Fund's VP of Marketing, Sophie Buonassisi, explains their growth-team approach improves deal flow by aligning marketing and sales with product value.

BIG IDEA:SaaS growth now demands product-led, iterative strategies over capital-driven models. Marketing leaders must balance strategy with agile execution.

WHY IT MATTERS:Outdated marketing approaches will fail. Product-led growth, user focus, and agile teams are key for sustainable growth in today's SaaS landscape.

Comment insights:

Alex Y.points to Procore's vertical focus in construction, showing niche specialization drives growth.Mary Kathryn Johnsonemphasizes continuous training for effective leadership in small teams.D. Langstonquestions when to shift from planning to execution in marketing efforts.

Stop Treating Content as a Cost Center

Feeling like your content strategy is draining resources instead of driving growth?Lashay Lewisargues that many leaders stillundervalue content, seeing it as a "cost center." It's time to recognize content's potential impact on your bottom line.

Content, done strategically, extends beyond basic blog posts. Lewis points out content's power as an engine forshorter sales cycles and reduced churn. Think of compelling content as an "always-on salesperson" that nurtures leads.Joanna Wiebeof Copyhackers advises optimizing existing email automations for immediate revenue recovery.

For B2B tech and SaaS, shift from vanity metrics to measuring content's contribution to business goals.Alexandra Smithnotes "meaningful gifting" can boost post-webinar engagement by 80%.Aligning content with revenue goals transforms itinto a revenue-generating asset.

BIG IDEA:Strategically aligned and measured content shifts from marketing expense to a revenue driver.

WHY IT MATTERS:Treating content as a cost is a missed opportunity. Reframing it as a revenue driver allows marketing executives to justify content investments and prove real ROI by focusing on content that impacts sales and retention.

Comment insights:

Hannah Shamjinotes the undervaluation of "just research" or "just blogs" despite their crucial contributions.Jacob Millervalues case studies with strong evidence of success and learning from failure stories.Lashay Lewisreinforces content's revenue impact, calling it "sales and marketing R&D" for experimentation.

🎧 Sound Bites 🎬

Quick insights from videos and podcasts:

🎬Mastering Category Creation with Snowflake's CMO: Consistency is Key(SaaStr):Learn from Snowflake's CMO how consistent messaging and positioning are crucial for building market leadership in a new or disrupted category.🎬From $150M SaaS exit to building again: Larry Kim on growth and acquisition | SaaS Revolution Show(SaaStock):Gain practical, experience-based insights on SaaS growth, acquisition, and building a successful business from a founder with a $150M exit.🎬Mastering Product-Led Growth: Strategies for SaaS Success with Pablo Asensio(Reditus):This video offers strategies for product-led growth, including testing assumptions and setting achievable goals.🎬Go-To-Market Launch Plan For A New SaaS Product(TK Kader):Discover how companies like Slack and Snowflake achieved product-market fit through iterative launches and continuous feedback, rather than a single "big bang" event.

Until next week!