Join us as we interview CEOs and CMOs of fast-growing SaaS firms to reveal what they are doing that’s working, and lessons learned from things that didn’t work as planned. These deep conversations dive into the dynamic world of SaaS B2B marketing, go-to-market strategies, and the SaaS business model. Content focuses on the pragmatic as well as strategic, providing a well-rounded diet for those running SaaS firms today. Hosted by Ken Lempit, Austin Lawrence Group’s president and chief busines ...
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** Find our new episodes at the Community Powered Marketing podcast: https://podcasters.spotify.com/pod/show/communitypoweredmarketing Marketers know it’s the connections we make - between ideas, people, and brands - that make the difference. Happy Marketer Connection invites you to connect with Sue Frech, Martech pioneer and unfailing optimist, as she and her fellow passionate marketers explore engaging and inventive marketing strategies and toast brands making impactful consumer connection ...
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Ep. 137 - Why SaaS Companies Should Unify GTM under the CRO - with Cliff Simon, CRO of Carabiner Group
27:04
27:04
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27:04
Consolidating sales and marketing into the office of the CRO might be a controversial topic, but it can be healthy for demand and sales functions to become enmeshed. In this episode of the SaaS Backwards podcast, our guest Cliff Simon, CRO of Carabiner Group, explains how aligning demand and sales functions can create a more cohesive and effective …
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Ep. 136 - Going Back to Personality-Driven Sales in SaaS - with Alex Grace, Founder & CEO of Velocity Sales Consulting
35:43
35:43
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35:43
With all the current tools and technology available to salespeople, many have naturally slipped into a less personal approach than what used to be the norm. As a result, their calls and emails are ignored, and they struggle to get quality leads. This highlights the need to go “back to the future,” or back to the basics, and adopt a personality-driv…
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Ep. 135 - Why B2B SaaS Companies Should Spend More on Brand - with Vinay Bhagat, Founder & CEO of TrustRadius
33:05
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33:05
According to this year’s B2B TrustRadius Buying Disconnect Report, where they surveyed 200 B2B brands and over 2000 tech buyers, 2024 is the “year of the brand crisis.” Across the board, brands are spending 38% on brand marketing and 53% on demand, which is understandable given the shorter time frame to justify ROI. The problem is that buyers make …
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Ep. 134 - Measuring Marketing Effectiveness: Strategies and Insights for SaaS Success - with Steve Oriola, CEO of Unbounce
30:53
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30:53
In this episode of the SaaS Backwards Podcast, we spoke with Steve Oriola, CEO of Unbounce, a landing page platform empowering marketers by combining their expertise with AI insights to create and optimize high-converting marketing campaigns. Steve discussed Unbounce’s recent acquisition of Insightly, a robust CRM with advanced AI and machine learn…
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Ep. 133 - Why Efficient B2B SaaS Advertising Requires a Holistic Approach
29:27
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29:27
Paid advertising is often one of the largest budget items for SaaS companies, making it a critical channel for facilitating sales and driving growth. In this episode of the SaaS Backwards Podcast, we flipped the script and had our very own Ken Lempit, President and Chief Business Builder at Austin Lawrence Group, as the guest. Ken shared his insigh…
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Ep. 132 - Overcoming SaaS Sales Challenges in Financial Institutions - with Will Robinson, CEO at Encapture
30:37
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30:37
To drive sales and growth, SaaS companies need to have clear messaging, target the right prospects, and leverage industry expertise. In this episode of the SaaS Backwards Podcast, we spoke with Will Robinson, CEO of Encapture, a platform specializing in intelligent document processing for industries like banking, lending, and insurance. Will discus…
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Ep. 131 - Scaling SaaS Companies: SEO Strategies, ICP Expansion, & Product Marketing - with Janet Jaiswal, Global VP of Marketing at Blueshift
32:11
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32:11
Listen, assess, plan, execute, iterate. This week’s podcast guest Janet Jaiswal outlines these as the essential steps in developing and implementing successful marketing strategies in the SaaS industry. Janet Jaiswal is Blueshift's Global VP of Marketing and has 20 years of experience in B2B SaaS marketing, working with companies like IBM, eBay, an…
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Ep. 130 - Building and Leveraging Communities for SaaS B2B Success - with Kathleen Booth, SVP of Marketing and Growth at Pavilion
43:12
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43:12
A community can be a "cheat code" for rapid learning and career advancement, and this week’s guest knows that better than most. In this episode, we had the pleasure of speaking with Kathleen Booth, SVP of Marketing and Growth at Pavilion, the world's largest private community for go-to-market leaders. Our conversation explores the concept of commun…
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Ep. 129 - Scaling SaaS: Shifting from PLG to Enterprise - with Juan Jaysingh, CEO of Zingtree
30:24
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30:24
The transition from product-led growth (PLG) to an enterprise sales motion is a strategic shift that many SaaS companies are making in order to accelerate growth and enhance profitability. This transition is driven by a variety of factors, including the need to scale, reach new markets, and meet the evolving needs of customers. In this episode of t…
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Ep. 128 - From PLG to Enterprise: Strategic Shifts in SaaS Marketing - with Karen Budell, CMO at Totango + Catalyst
30:33
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30:33
Transitioning from a Product-Led Growth (PLG) motion to an enterprise sales motion requires strategic alignment and effective change management within a SaaS Marketing team. In this week’s episode, we discussed the challenges and considerations in this transition with Karen Budell, the CMO of Totango + Catalyst, two SaaS software companies collabor…
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Ep. 127 - Navigating the Challenges of User Acquisition in SaaS - with Mo Hallaba, CEO of Datawisp
35:25
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35:25
SaaS entrepreneurs must be adaptable and willing to pivot based on feedback and market needs. In this episode of the SaaS Backwards Podcast, we spoke with Mo Hallaba, the CEO of Datawisp, a company that simplifies data analysis for business users. Mo discusses the challenges he faced in user acquisition for his gaming platform and how a networking …
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Ep. 126 - Driving SaaS Growth with Audience Research - with Rand Fishkin, Co-Founder of SparkToro
32:21
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32:21
With the growing frustration among marketers with traditional pay-per-click and social media advertising, what can a SaaS CMO do to get their message in front of the right people at the right time? In this episode of the SaaS Backwards Podcast, Co-Founder and CEO of SparkToro Rand Fishkin joins us to discuss how they’re solving this problem by prov…
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Ep. 125 - Harnessing the Power of Network Effects in SaaS Growth - with Doug Heckmann, Chief Solutions Officer at Surefront
37:01
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37:01
Utilizing the network effect by onboarding partners of customers simultaneously can lead to organic growth and increased platform adoption in SaaS companies. In this episode, Doug Heckman, Chief Solutions Officer at Surefront, discusses how they leveraged the network effect to drive and accelerate the adoption of their collaborative platform. By pr…
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Ep. 124 - From Content Overload to Quality: The Future of SaaS Thought Leadership
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The role of thought leadership is changing in content marketing, especially for SaaS companies. In this special episode hosted by Jason Myers, our usual host Ken Lempit, President and Chief Strategist of Austin Lawrence, takes the guest seat to dive deep into the evolving landscape of content marketing and thought leadership for SaaS companies. Ken…
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Ep. 123 - Mastering SaaS Growth: Insights from a Fractional CMO - With Amy Osmond Cook, Co-Founder & CMO at Fullcast
33:51
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33:51
In SaaS companies, there’s a need for sales and marketing teams to work together closely toward common goals and understand each other’s perspectives. Amy Osmond Cook, co-founder and CMO at Fullcast recognizes this need. Fullcast’s platform ensures all teams can access the same data to establish seamless communication and strategic alignment, elimi…
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Ep. 122 - From SaaS Startup to Restaurant Revolution - with Dave Dittenber, CEO & Co-Founder of BYOD
35:08
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35:08
Building a strong foundation is essential for long-term business success, especially when faced with unexpected challenges. We spoke with Dave Dittenber, Co-Founder and CEO of BYOD, who faced the ultimate challenge with the unexpected passing of his Co-Founder, Frank Luijckx. He recounts the loss and emphasizes how Frank’s forward-thinking and meti…
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Ep. 121 - The Art of the Exit: SaaS Strategies and Insights - with Jeremy Lessaris, CEO of Payment Brokers
36:46
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36:46
Building a business with the intention of a future sale requires meticulous planning and organization from the outset. In this episode, Payment Brokers Founder and CEO Jeremy Lessaris, a serial founder with multiple successful exits, emphasizes the importance of the early organization of books, records, contracts, and agreements as a critical facto…
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Ep. 120 - The Role of AI in SaaS Solutions: A Deep Dive - with Brandon Most, Head of Marketing at GoLinks
33:02
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33:02
Enterprise search has been around for quite some time, and it often conjures images of outdated intranet searches within the confines of an organization's internal networks. So how do you shift the focus from “old school” methods to a more dynamic, AI-powered approach that connects various applications, enabling intelligent query responses and cont…
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Ep. 119 – How SaaS CROs Can Overcome Challenges and Drive Growth - with Guy Mounier, Co-Founder and CEO of Aptivio
30:52
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30:52
With a startling low average tenure of 18 months, today’s Chief Revenue Officer (CRO) is struggling. The pressure primarily stems from the need to drive growth in a capital-efficient manner. This includes rapidly accelerating revenue growth while managing and optimizing the cost of sales and marketing operations, often within a constrained budget o…
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Ep. 118 - Navigating SaaS Growth and Innovation in AI Video - With Jeremy Toeman, Founder of Aug X Labs
32:25
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32:25
We all know video is important to grow exposure, but creating enough is still challenging. The tools are complex, production is expensive, and it can be overwhelming just to come up with ideas. In this episode, Aug X Labs founder Jeremy Toeman talks about his personal frustration with the complex tools just to make basic videos that can be used on …
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Ep. 117 - How SaaS Companies Can Convert 30% More Web Traffic in 90 Days - with Sahil Patel, CEO of Spiralyze
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31:37
If you went to the doctor for a sore throat and she said, “Last time I had one, this is what helped me get better” versus “I looked at the clinical trial evidence for 5000 people with your symptoms in your age range, geographics, and background,” which of those solutions is more viable? That’s how Sahil Patel, CEO of Spiralyze views the world of A/…
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Ep. 116 - Leveraging Feedback for SaaS Product Management Success - with Satya Ganni, CEO of Beamer & Userflow
30:07
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30:07
Feedback is not just a tool for improving products, but a strategic asset that can drive growth, innovation, and competitive advantage. In this episode, Satya Ganni, CEO of Beamer and Userflow, explains the importance of feedback in reducing churn in product-led SaaS companies. Feedback provides valuable insights into customer needs, preferences, a…
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Ep. 115 - Data, Combating SaaS Churn, and Increasing Productivity - with Jason Radisson, CEO & Founder of Movo
36:16
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36:16
In this episode, we delved into the transformative power of algorithms in business with Jason Radisson, CEO & founder of Movo, a platform that provides real-time scheduling flexibility and improved workforce management for large companies with frontline workers. Jason recounted his time at Harrah's Entertainment, where they used data to optimize cu…
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Ep. 114 - Navigating SaaS Growth: Warmly's Strategic Pivot to Category Creation - with Alan Zhao, Head of Marketing
38:26
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38:26
As a startup with shaky product market fit, prospective customers often want to associate you with a mature category so they can determine where it might fit in their tech stack—or not. But for Warmly, the existing categories represented only a small subset of their capabilities—albeit cheaper than the mature tools. And they couldn’t just settle fo…
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Ep. 113 – The Art of Enterprise Sales in SaaS – with Brian Burns, host of the Brutal Truth about Sales Podcast
29:44
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29:44
As a seasoned sales expert and popular sales podcaster, Brian Burns has more than a few opinions about how companies are selling to the enterprise today. Most notably, because reps haven’t been taught the difference, they try to make up for the lack of pipeline by increasing outreach activity. That may have worked in 2011 when the Predictable Reven…
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Ep. 112 - Stumbling onto SaaS Product-Market Fit by Accident – with Morten Poulsen, CEO of Plytix
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36:07
Originally, the founders of Plytix set out to create an analytics platform for e-commerce that measured the performance of a product (instead of a website) so brands could see how end users interact with them, even when sold on a third-party website. But even after positive early traction and investment, they were stalled—many of the brands didn’t …
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Ep. 111 - Boosting SaaS Collaboration & Retention in a Hybrid World - with Jonathan Fields, CEO & Co-founder of Assembly
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33:54
Having moved from a miserable culture in investment banking to an incredibly positive one at tech startup ZipRecruiter, Jonathan Fields learned early in his career the profound impact culture has on an organization. So inspired, in fact, that he and his co-founders worked nights and weekends to create a platform that could make those elements scala…
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Ep. 110 – The Dangerous 8 Mistakes SaaS Companies Make in their Messaging
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30:26
Are you making one or more of these mistakes in your messaging? Given the number of websites that we review regularly, chances are that you are—and that means leaving revenue on the table. In this episode, Ken and Jason from Austin Lawrence Group discuss the eight common mistakes that SaaS companies make with real-life examples. So if you’re a SaaS…
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Ep. 109 – Should SaaS Companies Outsource the SDR Function? With Gabriel Lullo, CEO of Alleyoop
32:10
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32:10
Business development poses big challenges for today’s SaaS. It becomes twice as ineffective every year as people learn how to ignore you. And it’s such a grind that it’s hard to find good people who want to stick with the sales development rep (SDR) position over the long term. To get engagement on the phone today takes the right experience, techno…
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Ep. 108 - Building Strong Visitor Relationships in SaaS - With Dan Rua, CEO of Admiral
33:50
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33:50
We’ve all been frustrated by those pesky ads that pop up when trying to read an article. We understand that publishers are trying to capture more of that lost ad revenue, but the solution is not to create such a poor experience that it drives consumers away. And the rise of ad blockers is not the only problem for publishers. The decline of traditio…
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Ep. 107 - SaaS Marketing Predictions for 2024
27:49
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27:49
In this episode, SaaS Backwards host Ken Lempit switches places to the guest seat to discuss upcoming trends in SaaS marketing for the new year and what companies will have to do to be successful. Ken is the Chief Strategist of the Austin Lawrence Group, a growth marketing agency specializing in B2B SaaS, and has a 30-year track record in software …
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Ep. 106 - Unlocking Growth Through Effective Pricing in SaaS - with Patrick Meegan, Senior Partner at Maple Street Advisors
34:00
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34:00
Pricing is often the most overlooked “P” in the SaaS marketing mix. We see it in our marketing practice often. Companies may be averse to raising prices for fear of losing customers, focusing on other priorities like product development, or simply don’t understand the impact on the business. In this episode, we caught up with Pat Meegan, Senior Par…
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Ep. 105 - Finding SaaS Product-Market Fit - With Anvil Co-Founder Mang-Git Ng
27:56
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27:56
When going through a repetitive and time-consuming mortgage application process in 2017, Mang-Git Ng was surprised that the process wasn’t automated. He realized that there were many industries that still operated in the internet dark ages and that moving all these PDFs and paper documents to online forms could solve a major problem. But after he a…
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Ep. 104 - Strategies for Maximizing Value in SaaS Exits– with Marty Magida, Managing Director of Berkery, Noyes & Co.
31:08
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31:08
Because of the challenges in the current financing environment and the cautious approach of strategic buyers and private equity firms for SaaS companies, we invited Marty Magida on to discuss practical strategies to enhance company value and navigate the complexities of the M&A market. Magida is the managing director of Berkery, Noyes & Co an indep…
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Ep. 103 – How a SaaS Company Gets Agreement on a Problem Worth Solving – with Chuck Fuerst, CMO of ReverseLogix
32:20
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32:20
You’ve probably never thought about what goes on behind the scenes when you return a product, but there’s a lot to it. In this episode of the SaaS Backwards podcast, Chuck Fuerst, CMO at ReverseLogix, gives a look behind the scenes at some of the challenges and opportunities in the returns management system category. And because it’s so complicated…
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Ep. 102 - How SaaS Companies Can Use Win/Loss Data to Close Deals Faster – with Spencer Dent, Founder of Clozd
13:15
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13:15
You may have noticed that deals today take longer to close and scrutinized heavily. So, what do SaaS companies need to do? Spencer Dent, Founder of Clozd says to make sure you understand the how the decision-making process, people involved, and priorities have changed. And since the CFO plays a bigger role, it’s less about ease of integration and m…
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Ep. 101 - A Dedicated SaaS Finance Team in Your Pocket - With Swapnil Shinde, CEO of Zeni
16:58
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16:58
As a CEO, you probably don’t care much about how your accounting and bookkeeping is done. But you do want insights you can drive once your month is closed out. Burn rate and cash flow comes to mind. At the Ascent conference in New York, we caught up with Swapnil Shinde, CEO of Zeni, a SaaS that claims to have the world’s first finance operations pl…
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Ep. 100 – SaaS Thought Leadership: Shortcomings with Today's Customers & Solutions - with Brent Adamson, Co-Author of The Challenger Sale and Challenger Customer
36:33
36:33
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36:33
For our 100th episode, we’re excited to interview Brent Adamson, the global head of research with Ecosystems, a SaaS platform for collaborative customer value management that helps its users quantify and align with customers based on the value being delivered. Adamson is most known as the co-author of the books The Challenger Sale and The Challenge…
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Ep. 99 – The Data-Driven, Revenue-Focused SaaS Marketing Leader – with Brandee Sanders, CMO of Revenue.io
19:46
19:46
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19:46
Coming from sales positions where she’s carried quotas, Brandee Sanders knows what having skin in the game for marketers looks like. And it’s not tracking MQLs or developing a strong tech stack. It does look like examining the data to find repeatable opportunities for sales pipeline. In other words, do we truly know how and why closed/won opportuni…
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Ep. 98 - How a SaaS Platform Allows CEOs to Operationalize Strategic Initiatives Digitally - with Ulf Arnetz, CEO of Howwe
33:06
33:06
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33:06
Strategic initiatives often get de-railed when CEOs delegate them instead of taking ownership. This lack of clarity can lead to confusion and lack of focus throughout the organization. That’s the problem Ulf Arnetz is solving through his Swedish-based company Howwe, a SaaS enterprise platform for CEOs to orchestrate and operationalize strategy impl…
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Ep. 97 - To Ensure SaaS Enterprise Sales Success Today, You’d Better Sell the CFO – With Chris Orlob, Co-founder of pclub.io
19:10
19:10
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19:10
Probably best known for helping Gong grow from $200K to $200M in five years, Chris Orlob talks about following his passion for helping people learn valuable sales skills through his new company pclub.io. (That’s short for President’s Club for non-salesy folks). But sales training wasn’t the original focus. Originally, they started out to build a co…
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Ep. 96 - Can the Attribution Challenge be Solved with Today’s SaaS Tech? With Steffen Hedebrant, Co-founder and CMO of DreamData.io
17:19
17:19
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17:19
The attribution problem has long been a challenge for marketers—probably first articulated by John Wannamaker when he said, “Half the money I spend on advertising is wasted; the trouble is I don't know which half.” It seemed like marketing tech had solved it (for a minute)—until buyers went and changed their behavior. So how do we map the customer …
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Ep 95 - How to Find Where Your SaaS's Audience Hangs Out Today – with Rand Fishkin, CEO of SparkToro
21:59
21:59
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21:59
Seemingly not too long ago, searches for new products and services overwhelmingly started at Google. And it made sense to optimize for keywords, so you’d appear organically on page one. But things have changed—just a bit. And no one is more qualified to talk about those changes than our guest Rand Fishkin, CEO of SparkToro and formerly the founder …
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Ep. 94 - Solving the Attribution Challenge in SaaS - Christopher P. Willis shares his Global Active Awareness Scoring Methodology
40:27
40:27
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40:27
Sales and marketing alignment was never a problem for Acrolinx, as evidenced by Christopher P. Willis’ title: Chief Marketing & Pipeline Officer. Acrolinx is an AI-powered content marketing engine that integrates with content tools to provide real-time advice on brand, tone, clarity, compliance, and consistency. In this episode, Chris talks about t…
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Ep. 93 - Can Your SaaS Business Find Gold in the Data You're Already Collecting? - with Dan Miles, COO of TVEyes
36:19
36:19
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36:19
Even in a very healthy business, you must keep looking for innovation. That’s the gist of this episode’s message with Dan Miles, Chief Operating Officer of TVEyes. TVEyes is a search engine for impactful video and audio measured by audience and level of information and newsworthiness. Historically, that was primarily broadcast TV and radio, but ove…
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Ep. 92 - SaaS Personalization at Scale—Can We Finally Get Rid of the Templates? With David Howard, VP Marketing at Buzzboard
32:34
32:34
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32:34
We all know that personalization, context, and relevance are necessary to get a cold email opened. But that takes a lot of time and energy to customize each communication, and when only 3% of your target audience is in-market at any given time. And that’s where Buzzboard comes in. The company has developed a platform that utilizes AI and proprietar…
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Ep. 91 - The Value of In-Person Events for SaaS Leaders Post-Covid – with Fred Rockwell, Founder of the Ascent Conference
27:58
27:58
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27:58
In this episode, we talked to Fred Rockwell, owner of the upcoming Ascent Conference in New York (Oct 30) about the advantages of attending events in-person, how they’ve changed in a post-covid world, and why he structures his events to create more bottom of the funnel opportunities through private invites. The SaaS Backwards Podcast is also excite…
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Ep. 90 – Why Most SaaS Companies Get Positioning Wrong – with Anthony Pierri
37:30
37:30
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37:30
Effective messaging is paramount for SaaS companies to attract and convert the right types of customers. And according to this week’s guest Anthony Pierri, Partner with Fletch PMM, most are getting it wrong. They try to speak to too many audiences at once. They use vague and broad statements that don’t resonate with anyone. They use wishy washy lan…
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Ep. 89 - SaaS Tips: Learn Why Cybersecurity is a Behavioral Problem – With Dr. James Norrie, CyberconIQ
38:09
38:09
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38:09
Criminals have developed efficient business models that make it cost-effective to attack even small enterprises. No company is too small, and the need for awareness and understanding of the evolving threat landscape, particularly with generative AI is at an all-time high. But simply training staff not to click on this or not to write down their pas…
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Ep. 88 - The Journey from Chiropractor to SaaS Owner – with Brian Capra, Owner of Genesis Chiropractic Software
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35:54
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35:54
As a Chiropractor, Brian Capra never intended to become a software developer—but it seems like something bigger was a play. Because the healthcare system, particularly insurance companies, have historically been biased against chiropractic care, chiropractors must be more entrepreneurial. They must understand marketing, building relationships, sale…
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