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.
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.
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.
Superhuman built a $2bn email startup by focusing on premium user experiences, viral growth loops, and meticulous product-market fit measurements. Here are a few tips.
👉 Implement high-touch onboarding. Personally onboard early users to help them discover the full value of your product.
👉 Use waitlists strategically. Create a waitlist to generate scarcity and drive organic interest. This also helps to control your growth rate and pre-qualify leads before onboarding them.
Gong's CEO and CMO share their winning strategy to boost LinkedIn presence and drive brand growth.
👉 Redirect organic traffic to LinkedIn. Include CTAs in blog posts that drive readers to follow your page, building a more engaged audience.
👉 Add data to your posts. Some of the best-performing content that Gong shares with its followers is content that offers data-driven insights.
👉 Use attention-grabbing visuals. High-quality, emotion-driven imagery can boost post interactions and engagement rates.
In today's crowded landscape, where it's harder to stand out and easier to be forgotten, SaaS companies are embedding a media business inside them.
HubSpot acquired The Hustle, Pendo acquired Mind the Product, and Salesforce launched Salesforce+. Here's why.
👉 Treating content as a core product. When SaaS companies focus on content that serves the reader (not to service the funnel), they build trust with an audience and a community around their brand.
👉 Owning your distribution. Like traditional media, SaaS companies opt to 'own' the relationship with their audience – instead of relying on third-party players for distribution.
SaaS companies are shifting their focus to owned media, opting to control their messaging and build stronger customer relationships.
Here's how to build a media engine for your company.
👉 Build a hub-and-spoke content model. Create blogs, videos, and newsletters that push a consistent message, extending the entry points for brand discovery.
👉 Host community events. Organize meetups, webinars, and workshops to build trust and gather feedback.
👉 Create a data feedback loop. Track subscriptions and measure interactions to gather first-party data, helping to inform the customer journey.
Building an in-house media arm isn’t the only way to get started. SaaS companies are opting to acquire them as well. Here's why.
👉 Side-stepping the cold start problem. These acquisitions are low-risk experiments and provide immediate audience engagement, which can take years to build in-house.
👉 Efficient audience acquisition. Media assets offer an efficient growth engine, attracting highly engaged audiences for minimal cost.
👉 Acquiring the right talent. Along with the audience, media companies are a great source for content creators and community builders.
What do Semrush, Synthesia, Wix, Canva, and HubSpot have in common? These five companies used content to enable their PLG motion. Here’s how your company can too.
👉 Create educational content. Develop in-depth guides and tutorials to showcase your product’s capabilities and build trust.
👉 Leverage diverse formats. Use blogs, webinars, and videos to reach a wider audience and cater to different preferences.
👉 Foster community engagement. Build an active online community and encourage UGC to strengthen brand loyalty and inspire new users.
Not the sexiest growth strategy, but this technique is one for the playbook.
Datadog optimized its product pages to make them SEO-friendly, increasing the chances for organic search discovery.Steal this strategy.
👉 Optimize pages for keyword clusters. Focus on high-value mid- and long-tail keywords to attract high-intent visitors.
👉 Follow linking best practices. Use meta tags, internal linking, and backlinks to improve search engine rankings.
👉 Add in different content formats. Use videos, screenshots, and recordings to make product pages more engaging. This improves user experience and keeps visitors on the page longer.
To help make your next product launch successful, here’s an overview of the prep involved. This is not a complete checklist, but more of a reminder to catch any gaps in your process.
👉 Measuring your funnel – Ensure you have web/product analytics in place to track how visitors and users move through your funnel.
👉 Continuing the engagement – Build an email onboarding flow that guides users through the activation process to maintain acquisition momentum.
👉 Building your promotion strategy – Rank various channels for announcing your product, balancing audience fit, reach, and cost.
Once you’ve ironed out the prep work, there are several ways to roll out a launch. Here's one strategy to try.
👉 Creating an Early Feedback Loop – Use a phased launch approach with beta testing to gather real user feedback, iterate quickly, and refine your product before the full launch. This ensures a smoother launch, higher user satisfaction, and better product-market fit.
For product leaders looking to add new features, here’s a targeted approach to avoid relying just on intuition.
👉 Beta Testing – Introduce new features in a controlled beta environment. Gather detailed feedback from a select group of users before a full rollout.
👉 Data-Driven Decisions – Use engagement metrics from existing features to identify what users need next. Prioritize developments that address these needs.
👉 Customer Interviews – Regularly schedule calls with both high-engagement users and those who churn. Pinpoint features that can drive retention and attract new users.
You can launch a product when it's ready or you can launch it while in beta. But if you're really bold, you can 'launch it' before it's even built. Here's one way to get your first 100-paying customers within a month (befre a line of code is written).
👉 Tweet about your startup's journey before the product is released. Start by sharing ideas, decisions, and setbacks as a way to build an engaged community.
👉 Use your audience on one platform to build engagement on others. Before posting on ProductHunt, share that you are doing an upcoming launch. And once you're live, share the post so others can engage with it.
When going toe-to-toe against industry incumbents, honing in on your company’s core values can give you a leg-up when winning over customers. For JumpCloud, that meant crafting its go-to-market motion around transparent product pillars that resonated with its target audience.
Guided by the company’s 'Freedom and Openness' principle, JumpCloud launched with a freemium model that was truly ungated, which helped the company build trust with users. As the JumpCloud scaled, the company combined its PLG motion with a sales-assisted strategy that allowed customers to access support and sales demos throughout their evaluation journey.
