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The Untapped B2B SaaS GTM Channel – User-Led Growth

What the heck is User-led growth? It’s when existing users champion your product and generate leads within your funnel.

This growth model doesn’t fit all B2B SaaS companies; however, when done right, it can create a flywheel that reduces your CAC.

One of the most famous examples is Dropbox’s referral program, which rewards users with more storage if they invite another user.

Akash Bajwa @ Software Synthesis user-led

How to get started with User-Generated Content

Here are a few tips to consider when creating your user-leg growth strategy.
👉 Build a content marketplace. Balance supply (users who create content) and demand (prospects who consume it) metrics and nudge the sides to kickstart your UGC flywheel.

👉 Integrate UGC into user journeys. Embed templates in activation and creation flows to boost engagement and retention.

👉 Create a creator spotlight program. Showcase contributors to fuel intrinsic motivation and word-of-mouth growth.

Elena Verna @ Elena's Growth Scoop user-led

Collect UGC with these 12 email templates

UGC is a powerful growth lever, but you need to ask for it proactively, and email outreach is one of the most effective methods. Here’s a tactical guide on how to collect emails.

👉 Follow a 5-step email process, which includes crafting catchy subject lines, personalizing messages, and being clear about expectations.

👉 Then, tailor email templates for different types of UGC (reviews, testimonials, social proof, success stories) – this can dramatically increase your content collection efforts.

unknown unknown @ Zapier Blog user-led

How to build more pipeline in 2024

GTM gurus have spoken. Across 350+ CROs and CMOs of software brands, four themes emerged to drive pipeline growth in 2024.

👉Events aren't dead. Virtual conferences and intimate dinners are producing 28x returns and 40% conversion rates to opportunities.

👉Prioritize cross-team collaboration. Aligning product, marketing, and sales teams around target accounts using a common propensity score.

👉Personalization at scale. Creative outbound tactics, like SDR personal pages, are generating a significant pipeline ($340,000 from 80 meetings).

👉Experiment with entry-level pricing. Consider removing legacy pricing floors in self-serve offerings while tightening freemium paywalls to accelerate conversions.

Kyle Poyar @ Growth Unhinged growth

The sales stack of the future

As the sales tech landscape consolidates and evolves, AI is reshaping how SaaS companies execute their go-to-market strategies. Here are the layers of the stack you need to know about.

👉AI-powered prospecting. Tools like Clay and Unify are enabling hyper-personalized outreach at scale, dramatically improving conversion rates.

👉Autonomous SDRs. AI agents are augmenting or replacing traditional SDR functions, working 24/7 to generate and qualify leads more efficiently.

👉Data-driven sales coaching. Real-time AI coaching tools, like Rilla, are improving rep performance for both inside and outside sales teams.

Sabrina Wu @ Aspiring for Intelligence growth

How we're scaling 11x fast with our own AI SDR

Double-clicking into the AI SDRs point. There is a growing wave of using GenAI to write copy for multi-touchpoint sequences.

But regardless of whether you purchase a single vendor or use your own LLM orchestrator to generate content, here are a few things to try.

👉Experiment with AI-powered sequence execution. Use AI tools to automate your entire outreach process, from initial research to personalized follow-ups.

👉Test AI-generated creative content. Implement AI-crafted unconventional strategies like memes or GIFs in follow-up emails to boost response rates.

👉Build an AI-enhanced growth flywheel. Use AI to continuously improve your sales process based on real-world data and customer interactions.

Zachary DeWitt @ Notorious PLG growth

B2B marketing planning (w/template)

Most B2B marketing plans fail due to a lack of clarity and misalignment with revenue goals.

To avoid friction in the funnel, design a marketing plan (template linked inside) that balances these two execution pillars – 1) regular operations (80%) and one-time programs or experiments (20%).

This 80/20 split strikes a balance between stability and innovation, allowing you to maintain consistent growth while exploring new bets.

Andrei Zinkevich @ Full-Funnel B2B Marketing marketing-campaigns

How to run effective campaigns

Once you have a clear marketing plan, the next step is build campaigns to support the execution of your strategy. Usually centered around a theme, these initiatives span multiple weeks and move the needle on a growth metric.

Here are key questions to ask when planning your next campaign.
👉 1. What's your campaign goal? Define success criteria using the GACCS brief (Goals, Audience, Creative, Channels, Stakeholders).

👉 2. Who's your target audience? Identify specific segments or accounts you're aiming to reach and influence.

👉 3. What's your campaign fuel? Determine the content, messaging, or creative that will resonate with your audience.

👉 4. Which channels will you use? Select the right mix of channels to reach and engage your target audience effectively.

👉 5. Who's the DRI? Assign a single directly responsible individual to coordinate across marketing functions.

Emily Kramer @ MKT1 Newsletter marketing-campaigns

The ultimate campaign playbook

This campaign playbook is a cheat sheet for running quality marketing campaigns. It breaks down the entire process from pre-planning to post-launch analysis, giving you a step-by-step guide to keep your team aligned and your campaigns on track. No fluff, just the essentials to execute campaigns that drive real growth.

Kira Klaas @ On Brand by Kira Klaas marketing-campaigns

The future of content marketing

B2B revenue leaders have spoken.

Original content has become the new poster child for a SaaS company's content marketing strategy.

Resources are shifting away from long-form assets to digestible and unique experiences, leveraging first-party research, storytelling, and building personal brands.

It’s no surprise that companies are battling to differentiate their brand online. It has become harder to hold engaged attention as short-form videos and AI-generated content saturate online media.

But what does original content look like in practice?

Scott Barker @ The GTM Newsletter content

You need a better content strategy

A framework for original content. What’s that, you ask? It’s any content type that is unique, demonstrates out-of-the-box thinking, and provides additional value through novelty or a new perspective.

This article highlights nine examples of original content formats. Here are my top three with examples.

👉 Data studies – Analyze proprietary or third-party data to create unique insights, like SparkToro and Datos' study on ChatGPT user behavior.

👉 First-person narratives – Share personal experiences and lessons learned, like Veed.io CEO Sabba Keynejad's article on growing from zero to 50k customers.

👉 Contrarian content – Challenge industry norms with well-supported arguments, like LinearB's piece on misuses of DORA metrics in engineering organizations.

George Chasiotis @ Growth Unhinged content

3 tips to create case studies that turn prospects into buyers

Case studies are a powerful form of original content, offering a narrative-based perspective and a resource to prevent prospects from getting stuck in the sales funnel.

Here’s a practical guide to help write your own studies and customer stories.

👉 Leverage data-driven storytelling – Include specific metrics and results in case studies, similar to Cognizant's approach of highlighting cost savings and efficiency improvements.

👉 Diversify case study formats – Create both text and video versions of case studies, like Xerox's Buena Park School District example, to cater to different audience preferences.

👉 Personalize for different industries – Write industry-specific case study collections, as Xerox did for banking and financial markets, to demonstrate expertise in various sectors.

Ann Gynn @ Product Marketing Alliance content

A one-size-fits-all social media strategy

How this B2B SaaS influencer would build her audience from scratch.

👉 Start with LinkedIn. Start with a single social media platform to gain traction. For example, exclusively focus on LinkedIn to build a follower base – especially when engaging with B2B marketers.

👉 Engage with Key Influencers. Comment and engage with influencers in your niche, helping you to increase your visibility and credibility.

👉 Repurpose Content. Use successful content from your primary platform on new platforms, saving time and leveraging proven material.

Amanda Natividad @ SparkToro social-media

How to partner with Thought Leaders and B2B Influencers to seed Word of Mouth

Scale your social media reach and word-of-mouth marketing with B2B influencers. Here’s how.

👉 Leverage influencers to reduce acquisition costs. Influencer partnerships provide cost-effective marketing by utilizing established trust networks.

👉 Build trust through credible sources. Thought leaders and influencers offer a trusted voice that can cut through the noise of traditional marketing.

👉 When reaching out, highlight the overlap. Send customized emails highlighting how your product aligns with their audience's interests.

Ayush Poddar @ Startup GTM social-media

How I built my content ecosystem to drive revenue

Build a multi-channel content ecosystem to generate leads and establish authority. Here's how.

👉 Start with fast feedback channels. Use LinkedIn posts to quickly gauge audience interest and refine your content approach.

👉 Create long-form content for deeper engagement. Offer eBooks and guides to collect emails and showcase your expertise.

👉 Make your newsletter the cornerstone. Repurpose content, nurture your audience, and drive consistent touchpoints that build trust and revenue.

Pierre Pierre @ Test, Iterate, Scale: The Formula for Your Growth social-media

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