Marketing is often associated with creative visuals and compelling messages, but there’s a hidden side to it that’s just as crucial for success in the software industry. In this week’s episode of Scale Your SaaS, we’ll dive into key takeaways from Nathan Yeung, the Vice President and CMO at Find Your Audience, with Host and B2S SaaS Sales Coach, Matt Wolach. He shares insights on the often-overlooked operational aspects of marketing and how they impact your SaaS business’s growth. Explore some valuable tips below!
Podcast: Scale Your SaaS with Matt Wolach
Episode: Episode No. 275, “What Your SaaS Marketing is Missing – with Nathan Yeung”
Host: Matt Wolach, a B2B SaaS sales coach, Entrepreneur, and Investor
Guest: Nathan Yeung, Vice President, & CMO at Find Your Audience
TOP TIPS FROM THIS EPISODE
Recognize the Two Components of Marketing
Marketing comprises both creative and operational components. The creative side involves crafting a clear message, resonating with your ideal customer’s pain points, and translating this messaging into compelling assets like images, videos, or audio. The operational side focuses on executing campaigns effectively, distributing assets, and ensuring smooth sales enablement.
Balance your efforts between creative and operational tasks. Effective marketing requires a seamless fusion of both components.
Embrace the Shift Towards Revenue Operations
Software sales and marketing are no longer isolated entities. The convergence of sales and marketing functions is becoming evident, transforming into a revenue operations function. This shift acknowledges that both departments work towards a common goal: generating revenue. By aligning sales and marketing strategies, companies can achieve better results and optimize resource utilization.
Break down silos between sales and marketing. Align your teams’ goals and leverage technology to streamline revenue generation processes.
Focus on Revenue Generation, Not Just MQLs
Traditional marketing KPIs such as MQLs (Marketing Qualified Leads) may not accurately reflect your efforts’ impact on revenue. Instead, prioritize generating quality leads and conversions, contributing to the bottom line. Consider creating a revenue-focused marketing strategy that supports your software sales team’s effectiveness and drives meaningful business outcomes.
Align marketing goals with revenue generation. Collaborate closely with your sales team to ensure the leads you generate are of high quality and convert effectively.
Hire Strategically and Consider Outsourcing
When building your marketing team, avoid the common mistake of hiring a jack-of-all-trades marketer as your first or second hire. Instead, consider specialists who excel in specific areas, such as product marketing. If you’re not ready to build an entire in-house team, outsourcing to a specialized agency can provide the depth of skills needed for effective marketing campaigns.
Hire specialists who align with your immediate needs. If you’re not ready for a full team, consider partnering with an agency to execute your marketing initiatives.
Avoid Shiny Object Syndrome
New and trendy marketing tactics may seem appealing, but success lies in consistency and practicality. Instead of spreading yourself thin by trying to adopt every new trend, focus on what you can execute sustainably and effectively. Choose tactics that align with your team’s strengths and resources.
Prioritize marketing tactics that you can sustain over time. Don’t chase after every new trend if it doesn’t align with your team’s capabilities.
Leverage Practicality and Sustainability
Successful marketing is not just about trying everything—it’s about focusing on what you can do well and consistently. Avoid the temptation to adopt tactics that your team isn’t equipped to handle effectively. Choose strategies that are practical, sustainable, and achievable with your current resources.
Evaluate your team’s strengths and limitations when selecting marketing tactics. Opt for strategies that you can execute at a high level over the long term.
In conclusion, marketing encompasses both creative and operational elements, and mastering both sides is essential for SaaS growth. Embrace the shift towards revenue operations, align sales and marketing goals, and prioritize sustainable and revenue-focused tactics. By avoiding common marketing mistakes and optimizing your approach, you can unlock the full potential of your SaaS business’s marketing efforts.
[11:35] “Sales and marketing have a nasty back and forth. The smarter people are focusing on how to blend these divisions and departments and come up with the same goals.”
[13:24] “MQL is just incredibly frustrating. And I think people need to be more mindful. Again, it’s all about the revenue. So focus on that. And that could mean I’m just helping salespeople.
[3:12] “There’s a lot of bad things you can do tech-wise if you’re if you’re doing cold emails, but you said something in there, I think is really important that a lot of people don’t quite understand is that split between the operations side of marketing and the creative side.”
[7:57] “There’s kind of these blending of roles of sales and marketing into a CRO a conversion rate optimization role.”
To learn more about Find Your Audience, visit: https://findyouraudience.online/
You can also find Nathan Yeung on LinkedIn at: https://www.linkedin.com/in/yeungnathan/
For more about how host Matt Wolach helps software companies achieve maximum growth, visit https://mattwolach.com/