This week: Brand metrics that matter, fixing customer journey leaks 💧, and smarter B2B sales targets. Plus, rethinking your sales approach and mastering micro-moments. Giddyup! | Brand Building: Beyond the Buzzwords 📊 | Is brand just a feeling? No! Liam Moroney from Storybook says brand needs to be measured like any marketing. It's not just about good vibes; it's a real business tool. But how do you actually measure brand in B2B? | Good news: you can track brand with data. Moroney suggests using Share of Search (SoS) to see how often people search for your brand. Peep Laja from Wynter recommends quick brand surveys. Even small surveys of 100 people can give you useful info. Don't get bogged down in huge, slow studies. | Why should you care? Brand is powerful. Moroney warns that ignoring brand makes marketing harder. Lashay Lewis points out that even sales content works better when your brand is strong. Brand helps all your marketing work better. | BIG IDEA: Brand building in B2B is measurable and boosts your marketing results, it's not just about feelings. |
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| WHY IT MATTERS: Measuring brand helps B2B companies grow, makes marketing more efficient, and gives you an edge over rivals. Data-driven brand plans justify spending and create lasting success. |
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Liam Moroney brand health helps overcome tough market conditions. Kalyan LC brand is a "shared story" that builds awareness. Aaron Shields brand building should involve the whole company.
| Â | | Â | | Â | (This is where I like to put a sponsor message in a visually accentuated callout with text similar to this:) The B2B SaaS Marketing Briefing is brought to you by Motion Tactic, website design + SEO for innovative B2B companies. |
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|  | Customer Journey Leaks? 💧 Fix the Small Stuff | Are your marketing campaigns not working as well as they should? Adam Goyette says the problem is often small "leaks" in your customer's journey, not big strategy mistakes. Think about making small fixes, not huge changes. | These "leaks" are tiny moments: boring email subject lines, weak opening sentences, confusing calls to action, bad landing pages, and hard-to-use sign-up forms. Each little step can make people drop off before they see how great your product is. | Why focus on these small moments? In B2B, every lost lead matters. Goyette suggests checking every step, from the first email to signing up. Even fixing a "clunky signup" can make a big difference. Are you losing customers because of small, hidden problems? | |  | |  | BIG IDEA: B2B marketing success is about fixing every small step in the customer journey to keep people interested, not just big plans. |
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| | Â | | Â | WHY IT MATTERS: Fixing these "leaks" directly improves your customer sign-ups, the quality of leads, and your marketing money's worth in B2B. Get better results by removing easy-to-fix problems. |
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Hassan S. Ali keep your message consistent everywhere. Kevin Krossing focus on being noticed, not just known, build brand for the long run. Rim A. ABM works best when people know you and you do it well.
| B2B Sales: Target Right, Not Just Everyone 🎯 | Is your B2B marketing too broad? Robert Kaminski questions marketing to "everyone who breathes." Even if you sell to "people doing work," is targeting everyone effective? Peep Laja points out B2B buying is complex, with 4-15 people involved, especially in big companies. Adam Goyette adds that success is in the small steps, not just the final sale. | B2B marketing needs balance. While Kaminski's idea of a broad market has some truth, Laja's data shows B2B buying is complicated. Just targeting everyone isn't enough. You need to understand the many people involved in buying, especially in larger companies. Goyette also says to fix every step of the customer journey, from email subjects to landing pages, to avoid losing leads. Focus on the whole process, not just the end sale. | B2B marketers need to rethink their approach. Generic messages for "everyone" won't work. Know your ideal customer within the "people doing work" market. Understand who makes decisions in different company sizes, as Laja suggests. Pay attention to every campaign step, like Goyette's "micro-actions." Ignoring these details can ruin campaigns early on. | |  | |  | BIG IDEA: B2B success is about balancing broad reach with targeted campaigns that understand who the decision-makers are and optimize every small step. |
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| | Â | | Â | WHY IT MATTERS: Marketing to everyone in B2B is wasteful. Knowing the complex buying process and fixing small details is key to getting customers and growing your brand. Ignoring this wastes money and chances. |
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Alison Murdock be specific; the real challenge is getting people to change, not just beating competitors. Matt Rubinstein sales and marketing working together gives smaller brands an advantage with focused content. Marc Bovenzi target CTOs with demos, they are key in tech buying.
| 🎧 Sound Bites 🎬 | Quick insights from videos and podcasts: | 🎬 The 8 Essential Elements of a Killer Go-To-Market Strategy: GTM plans need to be flexible, plans often fail. 🎬 Board Talk Empire with GRIN's Brandon Brown, Founder Hacks & SEC Memecoin Clarity? | E2091: SEC rules on meme coins might favor some coins, raising fairness questions. 🎬 AI at Scale: 8 Learnings from monday.com Co-Founder and Co-Ceo Eran Zinman: monday.com sees big jump in AI use, suggesting AI is really taking off. 🎬 Live SaaStr Insider Webinar: Campus Map Walkthrough: SaaStr webinar series schedule overview. 🎬 LAUNCH Accelerator 33 Public Demo Day: Watch startup pitches from LAUNCH Demo Day. 🎬 Why Rahul Charged Jason for Superhuman: Superhuman CEO charged investor Jason Calacanis to show product value and honesty. 🎬 Hire Sales Reps Who REALLY Know Your Product!: Hire sales reps who know your product well, even if they are not typical hires. Product knowledge is key. 🎬 Live Workshop Wednesday: A 10 Point Checklist To Use When You Sell Your Company: Checklist for selling your company successfully. 🎬 The Incredible Double Interview: Superhuman and Robinhood | E2090: Good leadership means hands-on decisions, responsibility, and openness. 🎬 B2B SaaS Sales: Using AI to close more deals and boost productivity | Martin Garvey, Gong: Intro to SaaS GTM Unlocked and Gong's AI for sales. 🎬 Top 10 Learnings On What Getting Acquired is Like with Steve Mitzenmacher, Former VP Corp Dev, Own: M&A needs understanding buyer goals, managing hopes, and protecting your team. 🎬 Journalists are Training Robots!: Journalists are now training AI, using their editing skills. 🎬 What If Steve Jobs Were Here for the AI Boom?: Thinking about how Steve Jobs might handle the AI boom, likely with deep involvement. 🎬 How to Create Predictable Revenue for your SaaS with Aaron Ross: Predictable revenue is still possible with focus, customer attention, and flexible plans. 🎬 Apple Drops $500B on AI while Google Gemini Eyes Your iOS Devices! | E2089: Working too much and having multiple jobs is increasing, remote work could help. 🎬 When it comes to outbound sales, is AI really replacing SDRs?: AI helps outbound sales, but good ideas and messages are still key. 🎬 Fix BAD Company Culture? (It's Brutal): Fixing bad company culture is very hard; focus on new hires and fix toxic parts directly. 🎬 I got 1,000 Leads from ChatGPT and 8 Genius Ways to add $1m SaaS Revenue Fast: Webinar on using AI to boost CEO revenue and marketing. 🎬 Building an in-house media company: Paddle's media strategy: Paddle's way of building their own media company.
| Until next week! |
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