SaaStock- Branding in B2B SaaS: The Best Brand Strategies As You Scale →

B2B SaaS has historically taken a back-seat when it comes to brand building.

Traditional growth strategies have been focused on direct demand generation & customer acquisition levers including: performance marketing, email marketing, CRM marketing, webinars, and even ABM ( account-based marketing- if the ACVs and sales cycles are high enough). The focus in the past 10 years has been to acquire as many customers as quickly as possible in order to establish product-market fit as well as grow a scalable revenue engine. Since brand building has been historically viewed as expensive and not a direct ROI exercise, it has been very much overlooked in the earlier stages of scale-ups. However as the era of hyper growth subsides in favour of more “predictable and sustainable” revenue growth, SaaS leaders are now taking a much deeper look at brand. They are realising  that previous hyper growth strategies have left them with revenue growth graphs that look more like roller coasters of new customer acquisition and churned clients than the classic straight line “ up and to the right” of steady growth. Now that SaaS leaders are looking to brand as a longer term and more sustainable growth lever (and at earlier stages in their scale-up journey), the question remains: What are the best brand strategies as you scale? 

CMO Alliance- The Case for Brand Building in B2B SaaS→

The world of brand can be both exciting and also very confusing… especially for data-driven companies, and thus data-driven strategies. The adoption of these practices has left many companies, executives, and teams in a state of data paralysis.

What are the data and/or KPIs that should be used to determine the growth strategy? Are the numbers we’re looking at a “one-off” use case or a sustainable trend that can support broader revenue growth? Will we see the ROI from our investment in brand spend? Is brand even a necessity at the beginning of our growth journey, or should it be included in the broader customer acquisition strategy?

Crunchbase Influential Women in Sales 2023→

They’re taking the reins at their companies and driving explosive growth. They’re launching sales podcasts, YouTube channels and startups of their own. They’re creating safe spaces to empower female professionals and championing diversity in sales, both inside and outside their organizations. 

In celebration of Women’s History Month this year, we’re thrilled to highlight sales directors, account executives and other women who embody what it means to be a leader, innovator and change maker. These are individuals who were nominated by their networks and who we selected based on their business impact, leadership, innovative spirit and commitment to uplifting their communities.

Leading in Corporations vs. Startups Throughout the World→

We sat down for a chat with Angeley to unfold her experiences in various different company structures and international locations and find out about her journey to leadership across them.

Leading in Corporations vs. Startups around the world

Overall, I will say in both large corporations and startups the skills of: empathy, listening, vulnerability, inner strength , and overcoming adversity will serve well for your entire career."

What Makes a Standout Entrepreneur and Leader→

There is a lot of glamour around startups and it seems that many people do not understand how much work is going on behind the scenes. In many cases startups can be even more challenging because you are ” building the plane whilst flying it”. Meaning that everything is usually happening so quickly that the people best suited to startups are those who know how to strategise, create, operate, and execute in a hyper-speed environment.

MarTech Series Interview with Angeley Mullins: CMO & CGO at Latana→

The role of the CMO has changed over the years from being primarily focused on just marketing to now having a much broader scope into growth, revenue, and the broader strategic focus of the company. Organizations are now understanding that marketing is one of the major growth drivers. In the past , product market fit was primarily focused on the relation between the product and the need of the consumer. However now, marketing is playing a larger role as companies understand that even the best products need a marketing machine behind it in order to enable growth. 

The Drum: Why Brands Need to Connect With Consumers More Than Ever→

Marketing isn’t about solely promoting your product anymore. It’s about showing up authentically in the right place in a way that connects with how consumers feel about the world around them. From mental health and physical well-being, to sustainability and how they shop online, brands will need to change course and match these behaviours if they want to be successful.

“Brands need to connect more with the feeling that people have. It’s not just the product and what it can do for you, but it’s a feeling that is spreading through work, life, and how consumers are buying things,” says Angeley Mullins, chief marketing officer and chief growth officer.

Software Suggest Interview with Angeley Mullins→

The importance of having actionable market data has only been understood by advertisers and businesses in real-time. Along with data analytics, technologies like AI and machine learning have also helped us understand user perceptions and preferences.

Loyalty Marketing Masterclass→

Learn about all the different ways that loyalty programs can drive revenue and growth as well as retention.