Spotted this on a SaaS homepage headline recently:

"Supercharged software that delivers results"

If this sounds confusing to you, it's because it is. 

"Hyperliquid water. That gets you wet" 

Great! Now why should I buy it? 

Here's the 2 part secret to writing great headlines for SaaS landing pages: 

Be opinionated. Be specific.

1. Be opinionated

So much of B2B SaaS is vanilla. There are so many exciting flavors out there but we so frequently choose the one that's most palatable for the most people

The end result is that it's not particularly attractive to anyone in particular

Wonder why Basecamp have done so well all these years? 

It's not just because they have a good product and were around before a lot of the other players

It's because they've consistently shared their opinions and attracted people who strongly believe the same things that they do

This comes through in everything they do including their homepage headlines

2. Be specific 

The key problem with the headline that I shared at the top of this email is that it doesn't really say anything about what the result is going to be for me if I use the product

The indiscriminate use of 'results' leaves me thinking: OK. But. Like what?!

Why does this matter? 

Because no-one in B2B buying looks at just one product. They're considering multiple products at any one time

If you fail to be specific about the benefits of your product over the other products they're considering, you're leaving yourself open to interpretation

And who's going to do that interpretation? Either your buyer will piece together the narrative themselves or your competitor will do it for them

Neither way is particularly helpful

===

SaaS Marketing Bites is produced by B2B SaaS marketing agency Powered by Search. It's hosted by Head of Growth Marc Thomas. You can follow @iammarcthomas or Powered By Search CEO Dev Basu @devbasu on Twitter for more updates and marketing insights. 

If you enjoyed this episode, you can do the following things right away: 

1 Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.

2 If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.

3 If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.

4 If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

A lot of agencies view their clients as a problem.

"They ask so many questions"
"Why do they always want a call?"
"Why do I need to build a business case"

Jeez. With a mindset like that is it any wonder that the average LTV is ~ 3 months? Many of our clients have been with us for 3 years.  No, you read that right: 3 years. Not 3 months.  What do they see with PBS that they don't with other agencies?  I believe there are three components that matter: 

1. We have a differentiated methodology  

Plenty of marketing agencies execute aspects of SaaS marketing work but Powered By Search is the only agency that takes a holistic approach to marketing by fully addressing:  Attraction – going from obscurity to dominance in your marketConversion – eliminate friction in your conversion machineEngagement – go from loose engagement to locked-in prospects We’ve found that if you only execute one or two of these three stages, you might see some results, but you won’t be able to predictable decrease CAC and increase QPC and LTV To see how we’ve implemented this model across a variety of different companies, check out some of these case studies:

How Powered by Search Helped iWave Achieve a 7-Figure Revenue Growth from Paid Media in Under a Year
How we helped Loopio increase demos by 41% quarter over quarter and achieve consistent growth
How We Helped PointClickCare Get Over 2000 Leads with LinkedIn Ads

2. We're the only fully specialist B2B SaaS marketing agency who can support companies between $10M-$100M ARR

We work exclusively with B2B SaaS companies that sell to enterprise customers. Unlike most SaaS marketing agencies, we’ve developed a proven process optimized to navigate the complexities of longer customer journeys and are familiar with the nuanced challenges you’re currently facing Why does this matter?  If an agency works with SaaS companies, ecommerce companies, and service businesses, they probably apply a “one-size-fits-all” marketing approach to all their clients A one-size-fits-all agency might drive some results, but it probably won’t drive the best results as the process isn’t designed for the nuances of your customer’s journey, and the employees in the agency probably don’t specialize in SaaS marketing

3. We prioritize our the health of our internal team

"Wait. Isn't this meant to be about why clients stay?" 

Absolutely but marketing agencies are notoriously tricky to hire because your ROI depends largely on the people executing the process  If the talent working on your account constantly changes, you’ll inevitably lose some time, money, and ground on competitors as they learn the nuances of your business We prioritize exclusively hiring experts. So instead of hiring a robust client management team, we pay top dollar for the talent that’s actually executing your marketing strategy You can check out our LinkedIn profile to see our employees’ impressive backgrounds for yourself We also realize that the experts we’ve hired could find another job tomorrow, so we prioritize their well-being and cultivate a workplace they enjoy This strategy has worked out well – looking at our Glassdoor reviews, you’ll see the average team member stays with us for two years This means you won’t have to build new relationships with new account managers every few months or worry about losing ground on competitors as new team members learn about your business

To see if Powered By Search is the best agency for your needs, book a call with us today

===

SaaS Marketing Bites is produced by B2B SaaS marketing agency Powered by Search. It's hosted by Head of Growth Marc Thomas. You can follow @iammarcthomas or Powered By Search CEO Dev Basu @devbasu on Twitter for more updates and marketing insights. 

If you enjoyed this episode, you can do the following things right away: 

1 Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.

2 If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.

3 If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.

4 If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

Accompanying blogpost: The “Boomerang Method” Remarketing Strategy for SaaS

The vast majority of B2B remarketing strategy uses “one-size-fits-all” messaging. But as we’ve seen, there are more efficient remarketing strategies for SaaS.

The best remarketing strategies for SaaS, segment audiences based on the specific actions they take on site, and then present them with content that matches their intent.

From there, by expanding your retargeting strategy beyond just the trial or demo signup phase, you can encourage more product usage and tier upgrades while reducing customer churn — all of which will result in increased recurring revenue that makes your efforts worth it.

===

SaaS Marketing Bites is produced by B2B SaaS marketing agency Powered by Search. It's hosted by Head of Growth Marc Thomas. You can follow @iammarcthomas or Powered By Search CEO Dev Basu @devbasu on Twitter for more updates and marketing insights. 

If you enjoyed this episode, you can do the following things right away: 

1 Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.

2 If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.

3 If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.

4 If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

We here at Powered By Search often get many messages asking what are some of the best questions to ask during a customer interview. So in this episode, we'll be breaking down some of our favorite questions and best practices you should keep in mind when conducting such interviews. 

Some of the topics we touch on in today's episode include:

• Word-for-word questions you can use for your next customer interview
• Body language and expressions to avoid during the interview
• What to do when the interviewee gets emotional 

By the end of the episode, you'll know exactly how to conduct the best customer research interview.

===

SaaS Marketing Bites is produced by B2B SaaS marketing agency Powered by Search. It's hosted by Head of Growth Marc Thomas. You can follow @iammarcthomas or Powered By Search CEO Dev Basu @devbasu on Twitter for more updates and marketing insights. 

If you enjoyed this episode, you can do the following things right away: 

1. Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
2. If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
3. If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
4. If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

Accompanying blogpost: The 3×10 Method: How to Improve Marketing ROI 89% Without Spending More

Most B2B SaaS marketers are dealing with companies where the economic outlook is uncertain and they are being asked to achieve the same pipeline goals or improve marketing ROI but with less budget.

It’s only natural that companies are trying to outweather economic turmoil by reducing costs and, as we discussed in previous articles, marketing is one of the first expenses to be cut.

But if you’re a marketing leader, even after you’ve made all the cuts and brought costs in house, you’re still expected to hit pipeline goals every month.

While there’s a number of strategies to do that in a good time, there are fewer ways to do that in a bad time.

In fact there are only three possible ways to grow your pipeline during a recession:

1. Get more customers
2. Get more revenue from each customer
3. Acquire customers for less money

Great! So you’ll just go and do that.

But how?

In this episode we’ll outline:

• The key reasons that marketers fail to predictably hit pipeline
• A framework you can use to produce outsized returns by simply making small gains in each of the above areas
• A set of examples for achieving each of those small gains

By the end of the episode, you’ll understand how to create predictable growth in a down market and deliver eye-popping returns with little to no additional investment.

If you’d like to uncover strategic growth opportunities like this article outlines and grow with little-to-no additional investment in your marketing, book a marketing plan session with our team here

===

SaaS Marketing Bites is produced by B2B SaaS marketing agency Powered by Search. It's hosted by Head of Growth Marc Thomas. You can follow @iammarcthomas or Powered By Search CEO Dev Basu @devbasu on Twitter for more updates and marketing insights. 

If you enjoyed this episode, you can do the following things right away: 

1 Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.

2 If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.

3 If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.

4 If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

There are huge revenue opportunities right now in going after your competitors customers. Here's how you can make the most of that

===

SaaS Marketing Bites is produced by B2B SaaS marketing agency Powered by Search. It's hosted by Head of Growth Marc Thomas. You can follow @iammarcthomas or Powered By Search CEO Dev Basu @devbasu on Twitter for more updates and marketing insights. 

If you enjoyed this episode, you can do the following things right away: 

1 Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.

2 If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.

3 If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.

4 If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

Retention is one of the best growth levers in the next 12 months

The market is slowing and we're likely going to see an increase in CAC and a decrease in QPC (quality pipeline contribution)

That means that everything is going to feel more expensive for growth and marketing teams

But every cloud has a silver lining: you still have the LTV growth lever

If you can retain customers for longer, you're able to invest more to acquire new customers

Even in a good year, that's great news but in the bloodbath that next year looks likely to be, it's fantastic news

Here's two examples that I loved!

Find me on LinkedIn

===

SaaS Marketing Bites is produced by B2B SaaS marketing agency Powered by Search. It's hosted by Head of Growth Marc Thomas. You can follow @iammarcthomas or Powered By Search CEO Dev Basu @devbasu on Twitter for more updates and marketing insights. 

If you enjoyed this episode, you can do the following things right away: 

1 Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.

2 If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.

3 If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.

4 If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

• Masterclass: How to build an antifragile marketing org for 2023
• MARC THOMAS on LinkedIn
• Get help with your pricing and packaging strategy for 2023

Pricing and packaging are huge value drivers in a SaaS business and right now, you could be missing out on a huge amount of value
 
Many SaaS companies will set prices and then forget about them – after all, there are so many more obvious levers to pull to grow a company
 
But given the challenges that 2023 will likely throw at all of us, is it worth considering how to optimize pricing to increase revenue as quickly as possible? 

===

SaaS Marketing Bites is produced by B2B SaaS marketing agency Powered by Search. It's hosted by Head of Growth Marc Thomas. You can follow @iammarcthomas or Powered By Search CEO Dev Basu @devbasu on Twitter for more updates and marketing insights. 

If you enjoyed this episode, you can do the following things right away: 

1 Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.

2 If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.

3 If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.

4 If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

Your 2023 marketing strategy probably won't work

It's probably perfect based on what happened in 2022

You're doing all the right things

You've done the math and worked out that the budget balances

And then *CRUSH*

Recession's coming and your CFO tells you your budget's being cut

Now your growth goals don't look so realistic 

Here's 6 things you should be doing right now: 

1. Consolidating marketing technology spend into better products that go further for you – you're likely paying for multiple products with overlapping functionalities 

2. Cutting underperformant ad spend – we generally find 40-60% of ad spend is ineffective when we start working with clients. How would you like 40% of your ad spend back? 

3. Using email to revive dead deals – it's not just a sales activity. Sales have likely forgotten about all those dead deals. But 2023 is going to create a whole lot of changing pain points. Imagine priorities have changed and now your product is top of the list! That's 'free' revenue for anyone who emails at the right time with the right offer 

4. Using email to move customers to annual deals – many of your customers are looking for a price saving right now just like you are! Offering annual upgrades for customers can be a great way to get cashflow for you and align their incentives to yours. Twist: offer additional capacity or months free vs cutting your cost to them 

5. Revisiting your messaging to align to customers pain points in a recessionary environment – I made the point earlier but your messaging should be changing in response to your customers changing pain points too. If they're not feeling it yet, they're about to. So get to work on understanding them today! 

6. Repurposing the inefficient ad spend as investment in fresh creative, campaigns and additional pain point focused content – everyone's got wasted ad spend. If you took that 40% ad spend you found and reinvested into new or improved campaigns, what could you achieve? Likely significantly more! 

Focus on decoupling investment and returns this year. You do that by increasing quality pipeline contribution, decreasing customer acquisition cost and increasing life time value 

Don't get rekt. 

===

SaaS Marketing Bites is produced by B2B SaaS marketing agency Powered by Search. It's hosted by Head of Growth Marc Thomas. You can follow @iammarcthomas or Powered By Search CEO Dev Basu @devbasu on Twitter for more updates and marketing insights. 

If you enjoyed this episode, you can do the following things right away: 

1 Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.

2 If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.

3 If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.

4 If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

Resources mentioned in this episode: 

• SaaS Scalability Self Assessment - use this to work out where the weaknesses in your strategy are
• Marc's teardown of Pendo's amazing messaging
• Pendo.io
• Pendo's Ads on LinkedIn

===

SaaS Marketing Bites is produced by B2B SaaS marketing agency Powered by Search. It's hosted by Head of Growth Marc Thomas. You can follow @iammarcthomas or Powered By Search CEO Dev Basu @devbasu on Twitter for more updates and marketing insights. 

If you enjoyed this episode, you can do the following things right away: 

 1 Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.

 2 If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.

 3 If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.

 4 If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

Accompanying blogpost: The Scorecard Approach: How to improve SEO performance without waiting for months

How do you improve SEO performance when there are so many factors that can make a big difference to how effective it is? Because the answer to this question isn’t always clear, companies spend a lot of time, and huge amounts of money each year, to improve and optimize their SEO.

Unfortunately, when a lot of companies get started on their SEO, they spend far too much time focusing on the minutiae instead of making meaningful changes. This can set them back months, costing them both money and customers.

But by using a scorecard to measure and track the areas that contribute to improved SEO performance, we have been able to prioritize actions that drive meaningful growth in trials and demos for our clients.

By not focusing on vanity metrics like search volume or traffic, we are able to regularly improve ROI for our client’s investment in SEO.

In this article, we’ll cover:

• The common pitfalls companies fall into when approaching their SEO
• Why we take a different approach to most agencies and in house teams
• How we drive improve ROI on SEO for our clients with an SEO scorecard

Struggling to get results from your SEO? Schedule a Free SaaS Scale Session to find out how we can help you to hit the ground running.

===

SaaS Marketing Bites is produced by B2B SaaS marketing agency Powered by Search. It's hosted by Head of Growth Marc Thomas. You can follow @iammarcthomas or Powered By Search CEO Dev Basu @devbasu on Twitter for more updates and marketing insights. 

If you enjoyed this episode, you can do the following things right away: 

1. Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
2. If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
3. If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
4. If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

Many B2B SaaS companies tend to analyze their metrics in a vacuum. They examine that KPIs independently of each other. Unable to see the forest beyond the trees. But whether you're measuring your cost per click or organic search rankings, your metrics are connected in ways that influence one another. And that's why it's best to analyze them based on the context of the relationships that they have. 

Doing so gives you a more accurate picture of how effective your marketing really is. And as a result, you'll be able to make better decisions about what leavers to pull in pursuit of your prime objectives. 

In this episode, we're going to examine the three essential relationships between SAS marketing metrics that are often misunderstood:

1. volume and quality 
2. budget and cost of acquisition
3. engagement and conversion 

You'll learn why there's an inverse relationship between volume and quality. We'll also explain why budget and cost of acquisition have a direct correlation. And finally we'll discuss the reason that engagement and conversion metrics are often at odds with one another.

===

SaaS Marketing Bites is produced by B2B SaaS marketing agency Powered by Search. It's hosted by Head of Growth Marc Thomas. You can follow @iammarcthomas or Powered By Search CEO Dev Basu @devbasu on Twitter for more updates and marketing insights. 

If you enjoyed this episode, you can do the following things right away: 

1. Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
2. If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
3. If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
4. If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

As a marketing leader, a large part of your ability to get the job done is in proving that you're delivering value already  But it's also an area of marketing leadership that many get wrong  Are these 3 communication errors killing your ability to prove the value of your work?

1. Stating an observation without impact, importance, or insight
2. Using passive vs active voice
3. Giving inputs more airtime than outputs

🚩 Stating an observation without impact, importance, or insight

It's extremely easy to notice something and report it. But all you're doing is giving metrics, not meaning.

By understanding the importance of a metric, we can make a choice about what to do next. Want an example?

❌ BAD – Traffic is up, conversion is down

✅ GOOD – Traffic is up, but conversion is down indicating that there's a misalignment between our ICP's pain points and the topic of our most recent blog posts

🚩 Using passive vs active voice

Generally, you should avoid using the passive voice when reporting

It weakens the entire point you're trying to make by removing any sense of agency from that message.

Make yourself or someone else the owner of the action rather than the benefactor and you'll see a great improvement in your executive communication. Want an example?

❌ BAD – Changes are being made to XYZ

✅ GOOD– We are making changes to XYZ

🚩 Giving inputs more airtime than outputs

No one pays you to be busy. They pay you to produce results.

But the majority of your reports are likely focused on what you did rather than what you produced.

In fact, this is the most common problem with executive communication.

If you're suffering from this consistently and have tried to change it, ask yourself:

if I can't produce results worth reporting, am I doing the right things in the first place? Here's an example:

❌ BAD – We created 5 new ad campaigns this month and we refreshed 15 creatives

✅ GOOD – We generated 329 new SQLs by refreshing ad creative and running new campaigns

===

SaaS Marketing Bites is produced by B2B SaaS marketing agency Powered by Search. It's hosted by Head of Growth Marc Thomas. You can follow @iammarcthomas or Powered By Search CEO Dev Basu @devbasu on Twitter for more updates and marketing insights. 

If you enjoyed this episode, you can do the following things right away: 

1 Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.

2 If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.

3 If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.

4 If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

Accompanying blogpost: Precursor marketing — How to use templates to get SaaS trials and demos

When you’re trying to solve a problem, it can be difficult to know where to start, and it’s very easy to feel overwhelmed. This is the same whether you’re trying to solve it yourself, or trying to use a tool to solve it for you.

This is why templates can be so useful, as they give you somewhere to start and is why so many SaaS companies offer templates as part of their SaaS product. Zapier, for example, provides hundreds of free templates that users can use as soon as they’ve signed up.

What’s less common is offering standalone templates as a precursor to the buying process that can demonstrate some of the benefits of the software without requiring any commitment.

These templates might be provided as forms, documents, or spreadsheets, but they all mirror the functionality of your SaaS product and offer a viable, yet lo-fi solution.

In this episode, we’ll look at:

• Why offering standalone templates is such a valuable play for SaaS companies
• How to build a library of standalone templates that helps move buyers through the customer journey
• The common pitfalls most SaaS companies face when creating these templates

===

SaaS Marketing Bites is produced by B2B SaaS marketing agency Powered by Search. It's hosted by Head of Growth Marc Thomas. You can follow @iammarcthomas or Powered By Search CEO Dev Basu @devbasu on Twitter for more updates and marketing insights. 

If you enjoyed this episode, you can do the following things right away: 

1. Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
2. If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
3. If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
4. If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

Accompanying blogpost: The Scorecard Approach: How to improve SEO performance without waiting for months

How do you improve SEO performance when there are so many factors that can make a big difference to how effective it is? Because the answer to this question isn’t always clear, companies spend a lot of time, and huge amounts of money each year, to improve and optimize their SEO.

Unfortunately, when a lot of companies get started on their SEO, they spend far too much time focusing on the minutiae instead of making meaningful changes. This can set them back months, costing them both money and customers.

But by using a scorecard to measure and track the areas that contribute to improved SEO performance, we have been able to prioritize actions that drive meaningful growth in trials and demos for our clients.

By not focusing on vanity metrics like search volume or traffic, we are able to regularly improve ROI for our client’s investment in SEO.

In this article, we’ll cover:

• The common pitfalls companies fall into when approaching their SEO
• Why we take a different approach to most agencies and in house teams
• How we drive improve ROI on SEO for our clients with an SEO scorecard

Struggling to get results from your SEO? Schedule a Free SaaS Scale Session to find out how we can help you to hit the ground running.

===

SaaS Marketing Bites is produced by B2B SaaS marketing agency Powered by Search. It's hosted by Head of Growth Marc Thomas. You can follow @iammarcthomas or Powered By Search CEO Dev Basu @devbasu on Twitter for more updates and marketing insights. 

If you enjoyed this episode, you can do the following things right away: 

1. Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
2. If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
3. If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
4. If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

Accompanying blogpost: Self-reported attribution doesn’t work. You need an attribution narrative instead.

===
Many SaaS companies struggle with attributing the results they get to the marketing investments they make.

A common scenario is that they’re paying a lot for qualified leads on a platform like LinkedIn Ads but they’re not really sure how important that investment is for their acquisition of new customers.

When this happens, they’ll do one of two things:

1. Get frustrated looking at charts, tables and reports in various analytics or CRM tools
2. Give up and buy into the popular narrative that attribution doesn’t work at all

Both of these outcomes are alarmingly common.

But they’re both flawed approaches that ultimately lead to an inability to make meaningful marketing investments or the argument that the marketing organization contributes to the bottom line at all.

We have frequently seen that companies fail at marketing attribution because they’re overly focused on a one or two data points and are more concerned with metrics than insights.

In this article, we’ll discuss:

• Why marketers struggle so painfully with marketing attribution
• Why the prevailing narrative that self-reported attribution is a panacea is extremely poor
• How to use an attribution matrix to build a better attribution model for your marketing activity

By the end of this article, you’ll have a framework to help you build an attribution model that works for your specific company so that you can make more confident investment choices

If you’d like help building a model for making better SaaS marketing choices, book a marketing plan session with our team and we can work through the problem with you directly.

===

SaaS Marketing Bites is produced by B2B SaaS marketing agency Powered by Search. It's hosted by Head of Growth Marc Thomas. You can follow @iammarcthomas or Powered By Search CEO Dev Basu @devbasu on Twitter for more updates and marketing insights. 

If you enjoyed this episode, you can do the following things right away: 

1 Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.

2 If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.

3 If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.

4 If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

===

SaaS Marketing Bites is produced by B2B SaaS marketing agency Powered by Search. It's hosted by Head of Growth Marc Thomas. You can follow @iammarcthomas or Powered By Search CEO Dev Basu @devbasu on Twitter for more updates and marketing insights. 

If you enjoyed this episode, you can do the following things right away: 

1 Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.

2 If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.

3 If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.

4 If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

In our work with B2B SaaS clients, we find that about 50% of the time LinkedIn is the most effective channel for driving leads. And yet many companies come to us who either haven’t tried it because it’s too expensive, or have tried it in a limited capacity and seen subpar results.

In this episode, we share the framework we use with our clients to get LinkedIn Ads working every time

Accompanying blogpost: Why Your B2B LinkedIn Ads for SaaS Aren’t Working and What to Do About It

===

SaaS Marketing Bites is produced by B2B SaaS marketing agency Powered by Search. It's hosted by Head of Growth Marc Thomas. You can follow @iammarcthomas or Powered By Search CEO Dev Basu @devbasu on Twitter for more updates and marketing insights. 

If you enjoyed this episode, you can do the following things right away: 

1. Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
2. If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
3. If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
4. If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

One of the best ways to fill your pipeline with leads is to increase the likelihood that a prospect touches your brand weekly. And so, in today's episode, you'll learn how to create an awareness strategy that does just that. 

Topics we cover in today's episode include:

• The content strategy we here at PBS use to generate qualified leads 
• A simple method for creating an effective content map 
• The important role frequency and recency play in brand awareness 

By the end of the episode, you'll know how to create an effective awareness strategy.

===

SaaS Marketing Bites is produced by B2B SaaS marketing agency Powered by Search. It's hosted by Head of Growth Marc Thomas. You can follow @iammarcthomas or Powered By Search CEO Dev Basu @devbasu on Twitter for more updates and marketing insights. 

If you enjoyed this episode, you can do the following things right away: 

1. Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
2. If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
3. If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
4. If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

B2B SaaS companies that prioritize SEO often reach a point where they aren't sure what to do next. In this episode, we share what they should do next and how to prioritize actions including a worked example with one of our clients

Accompanying Blog Post: The Long-term SEO Playbook for B2B SaaS Companies

===

SaaS Marketing Bites is produced by B2B SaaS marketing agency Powered by Search. It's hosted by Head of Growth Marc Thomas. You can follow @iammarcthomas or Powered By Search CEO Dev Basu @devbasu on Twitter for more updates and marketing insights. 

If you enjoyed this episode, you can do the following things right away: 

1. Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
2. If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
3. If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
4. If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

For many SaaS founders, payback periods are an afterthought. In our experience, plenty of them don't measure this key SaaS metric at all.

And if they do it's often because they offer business intelligence or financial solutions to customers. So they're already tapped into these more nuanced financial metrics. Or it's because they have CFOs who referenced this figure in their financial reports.

But payback period is a key metric that you shouldn't ignore no matter what kind of SaaS company  whether you're a bootstrapped or venture backed business, knowing your payback period will help you make critical budgetary decisions. Now at Powered by Search this isn't a metric that we set aside for financial people to handle.

As a marketing agency, we take our client's payback periods very seriously. Before entering an engagement with any company. We always know what their current and target payback periods are first. Doing so gives us a better idea of their expectations and also helps us plan, which SaaS marketing strategy and tactics to deploy.

In this episode, we're going to explain the significance of understanding your SaaS's payback periods in the context of marketing risk management and fundraising. You're going to learn what an acceptable payback period ranges for VC backed and bootstrap business models is.

You'll learn a simplified formula that you can use to calculate your own payback period.

And finally one fast way that you can improve the payback period for your SaaS business.

===

SaaS Marketing Bites is produced by B2B SaaS marketing agency Powered by Search. It's hosted by Head of Growth Marc Thomas. You can follow @iammarcthomas or Powered By Search CEO Dev Basu @devbasu on Twitter for more updates and marketing insights. 

If you enjoyed this episode, you can do the following things right away: 

1. Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
2. If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
3. If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
4. If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

We here at Powered By Search often get many messages asking what are some of the best questions to ask during a customer interview. So in this episode, we'll be breaking down some of our favorite questions and best practices you should keep in mind when conducting such interviews. 

Some of the topics we touch on in today's episode include:

• Word-for-word questions you can use for your next customer interview
• Body language and expressions to avoid during the interview
• What to do when the interviewee gets emotional 

By the end of the episode, you'll know exactly how to conduct the best customer research interview.

===

SaaS Marketing Bites is produced by B2B SaaS marketing agency Powered by Search. It's hosted by Head of Growth Marc Thomas. You can follow @iammarcthomas or Powered By Search CEO Dev Basu @devbasu on Twitter for more updates and marketing insights. 

If you enjoyed this episode, you can do the following things right away: 

1. Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
2. If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
3. If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
4. If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

Landing page best practices? Useful. But not always the best
 
 
This page by Cognism is almost perfect

And it breaks a lot of the best practices that you'll find in an article about making B2B SaaS landing pages

✨ Best practice 1: Keep your landing page copy short
Cognism's response: here's a wall of text

Their homepage hero currently comes in at 116 words. Compare that to ZoomInfo which comes in at 33 words

The best practice assumes the reader doesn't have time to make a choice but when they're buying a tool like this, they *need* to make a considered choice

There's potentially millions of dollars resting on the choice because the data quality and usability of that data matter in their own sales process

That Cognism spend the time to go work through objections right from the top of the page and at depth shows how clearly they understand this

✨ Best practice 2: Shallow on the homepage, go deeper later
Cognism's response: Grab your snorkel and dive in!

Every section on the homepage ought to help a customer qualify or disqualify themselves quickly

But the common practice of giving shallow info about the product in the hope that the prospect stays to learn more is so weird to me

What Cognism do feels bang on the money: help people learn whether the product's for them ASAP

They do that by giving answers to common objections, adding a section on who their product *isn't* for and also including use case based information

Crucially: none of it is skimmable – you've got to work to get that info.

I believe that these two approaches to landing page design have probably caused a huge number of prospects to book a call with Cognism

Honestly, incredibly impressive work

===

SaaS Marketing Bites is produced by B2B SaaS marketing agency Powered by Search. It's hosted by Head of Growth Marc Thomas. You can follow @iammarcthomas or Powered By Search CEO Dev Basu @devbasu on Twitter for more updates and marketing insights. 

If you enjoyed this episode, you can do the following things right away: 

1 Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.

2 If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.

3 If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.

4 If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

Sometimes, when A/B testing, marketers focus on the wrong metrics. They get too caught up in testing the little things like the color of a button only to forget the bigger pictures (revenue + the customer). So in this episode, we'll be breaking down some of these mistakes and how you can avoid them. 

Topics we touch on in today's episode include:

• Why "let's a/b test it" is one of the most frustrating statements marketers say
• The proper way to conduct an a/b test
• Why you should focus first on the customer before a/b testing something 

By the end of this episode, you'll have a strong understanding of a/b testing fundamentals and common pitfalls you should avoid.

===

SaaS Marketing Bites is produced by B2B SaaS marketing agency Powered by Search. It's hosted by Head of Growth Marc Thomas. You can follow @iammarcthomas or Powered By Search CEO Dev Basu @devbasu on Twitter for more updates and marketing insights. 

If you enjoyed this episode, you can do the following things right away: 

1. Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
2. If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
3. If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
4. If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

For many SaaS founders, payback periods are an afterthought. In our experience, plenty of them don't measure this key SaaS metric at all.

And if they do it's often because they offer business intelligence or financial solutions to customers. So they're already tapped into these more nuanced financial metrics. Or it's because they have CFOs who referenced this figure in their financial reports.

But payback period is a key metric that you shouldn't ignore no matter what kind of SaaS company  whether you're a bootstrapped or venture backed business, knowing your payback period will help you make critical budgetary decisions. Now at Powered by Search this isn't a metric that we set aside for financial people to handle.

As a marketing agency, we take our client's payback periods very seriously. Before entering an engagement with any company. We always know what their current and target payback periods are first. Doing so gives us a better idea of their expectations and also helps us plan, which SaaS marketing strategy and tactics to deploy.

In this episode, we're going to explain the significance of understanding your SaaS's payback periods in the context of marketing risk management and fundraising. You're going to learn what an acceptable payback period ranges for VC backed and bootstrap business models is.

You'll learn a simplified formula that you can use to calculate your own payback period.

And finally one fast way that you can improve the payback period for your SaaS business.

===

SaaS Marketing Bites is produced by B2B SaaS marketing agency Powered by Search. It's hosted by Head of Growth Marc Thomas. You can follow @iammarcthomas or Powered By Search CEO Dev Basu @devbasu on Twitter for more updates and marketing insights. 

If you enjoyed this episode, you can do the following things right away: 

1. Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
2. If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
3. If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
4. If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

Accompanying Blog Post: Boring, unsexy, incredibly effective: How to improve your SaaS landing page conversion rate

When we start working with SaaS companies, it’s not uncommon for us to find that their landing pages have extremely poor landing page conversion rates.

Sometimes, these are as low as 0.5-1%.

The downstream effect of this is that it’s significantly harder to get good-fit customers to connect with your messaging and, ultimately, convert. And a poor converting landing page at the start of the customer-journey impacts the revenue that comes out at the end.

However, we regularly see pages that we have created for clients convert between 4-14% and even as high as 20%.

In this episode, we’ll share the process that we go through to get our clients these results. We’ll talk about:

• Why SaaS landing pages have such poor conversion rates
• Why differentiated messaging brings such a conversion lift
• The system we use to create high converting landing pages for SaaS companies

By the end of this episode, you’ll have a solid framework for creating SaaS landing page copy that will speak directly to your ICP and give you the best chance of converting customers.

===

SaaS Marketing Bites is produced by B2B SaaS marketing agency Powered by Search. It's hosted by Head of Growth Marc Thomas. You can follow @iammarcthomas or Powered By Search CEO Dev Basu @devbasu on Twitter for more updates and marketing insights. 

If you enjoyed this episode, you can do the following things right away: 

1. Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
2. If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
3. If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
4. If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

Many LinkedIn influencers out there will tell you to un-gate your content. Why? So that more people can have access to it and, therefore, will likely be a customer down the line. But in our opinion, that's bad advice.

So in this episode, we'll look at:

• Why gating your content is important
• The four-part process of creating a high-value lead magnet that converts
• How we've helped our clients generate millions in revenue from gated content 
• When you shouldn't gate your content 

By the end of the episode, you'll have a strong understanding of how to properly gate your content and generate more revenue for your SaaS business.

===

SaaS Marketing Bites is produced by B2B SaaS marketing agency Powered by Search. It's hosted by Head of Growth Marc Thomas. You can follow @iammarcthomas or Powered By Search CEO Dev Basu @devbasu on Twitter for more updates and marketing insights. 

If you enjoyed this episode, you can do the following things right away: 

1. Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
2. If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
3. If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
4. If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

Accompanying blog post: SaaS Research: ‘Talk to customers’ is good advice but it’s not enough

The advice ‘talk to customers’ is good – but companies should focus on building a framework for understanding their customer that goes beyond simple interviewing and includes both qualitative and quantitative inputs from across their business.

In this episode, we’ll look at:

• Why many SaaS companies are leaving money on the table by missing out on high quality signals
• How to avoid these common pitfalls to build a truly great customer research framework
• How to use those customer insights to improve SaaS marketing

By the end of this episode, you should have the fundamentals to start building a framework for customer

===

SaaS Marketing Bites is produced by B2B SaaS marketing agency Powered by Search. It's hosted by Head of Growth Marc Thomas. You can follow @iammarcthomas or Powered By Search CEO Dev Basu @devbasu on Twitter for more updates and marketing insights. 

If you enjoyed this episode, you can do the following things right away: 

1. Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
2. If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
3. If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
4. If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

--
Accompanying blogpost: How to position a SaaS when there are multiple customer profiles (Plus: template for choosing the right market)
--

It’s extremely difficult to speak to everyone at once — but that’s what a lot of B2B SaaS companies try to do when they have multiple customer profiles. As a result, they create one-size-fits-all marketing that doesn’t speak to anyone.  

Many companies have products with good traction that serve a well-defined industry and work for customers of all sizes.

This is a total nightmare to grow. Enterprise customers and solo businesses have radically different needs, and it’s extremely difficult to speak to everyone at once. Unfortunately, many founders jump straight to blaming their product for their lack of success, when a simple positioning shift can make the difference they need.

When we start working with a B2B SaaS company, they often have mutliple customer profiles to reach. We have a process that helps them:

1. Identify if they are trying to speak to too many people at once.
2. Understand their goals for marketing and growth for the future.
3. Identify their best-fit customers using metrics like annual recurring revenue (ARR), lifetime value (LTV), customer satisfaction, engagement with product, market penetration, and desirability.
4. Reposition across the board for the best-fit customer.

Thoughtfully crafted and data-driven positioning can help make your offerings more relevant to the audiences you are trying to reach.  

After listening to this episode, you’ll have a solid understanding of how to use data to identify your ideal customer and how to use positioning to achieve high growth.

===

SaaS Marketing Bites is produced by B2B SaaS marketing agency Powered by Search. It's hosted by Head of Growth Marc Thomas. You can follow @iammarcthomas or Powered By Search CEO Dev Basu @devbasu on Twitter for more updates and marketing insights. 

If you enjoyed this episode, you can do the following things right away: 

1. Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
2. If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
3. If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
4. If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

Accompanying blog post: The Lead Waterfall: How to measure your pace to goals (and what to do when it’s going wrong)

Planning and forecasting are a big part of SaaS marketing, and it’s vital to look ahead and build a strategy that gives you the best chance of achieving your growth goals.

If you have a good enough understanding of your analytics, and have a clear idea of where you want to be next year, you can even plan and predict how many leads you will need to acquire each day to reach your targets.

But things aren’t as simple as they might appear, and it’s important to remember that no day, or month, is alike.

Some months have more days than others, some contain public holidays, and some are more popular for taking vacations. These things make it difficult to accurately forecast your growth, and if you’re not prepared for them, they can cause you many problems.

And if you react the wrong way, you can burn a lot of money.

In this episode, we’ll look at:

• How companies often react to these ‘uneven’ months
• Why their approach isn’t effective
• Why we take a different approach
• How you can use the lead waterfall to adapt effectively

By the end of this episode, you’ll have a reliable plan for monitoring and proactively adjusting your approach to avoid being caught short.

===

SaaS Marketing Bites is produced by B2B SaaS marketing agency Powered by Search. It's hosted by Head of Growth Marc Thomas. You can follow @iammarcthomas or Powered By Search CEO Dev Basu @devbasu on Twitter for more updates and marketing insights. 

If you enjoyed this episode, you can do the following things right away: 

1. Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
2. If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
3. If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
4. If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

Accompanying blogpost: Why we use the four I method of reporting on marketing

Marketing can be one of the biggest expenses for a B2B SaaS, and if you don’t measure it correctly, you could be pouring that budget down the drain. Good reporting on marketing is the key to making the best decisions for your business, and it’s near impossible to create an effective strategy without it.

There are a number of approaches SaaS companies take when measuring their marketing, but many are flawed, and focus too much on vanity metrics that aren’t actually providing any value.

At Powered by Search, we’ve developed a way to accurately and efficiently measure marketing in a way that gets a better ROI from your budget.

In this episode, we will cover:

• Why it’s important to measure your marketing
• The common pitfalls of measuring marketing
• How to measure your marketing using the four “I”s

Struggling to figure out reporting? Schedule a Free SaaS Scale Session to find out how we can help you to hit the ground running.

===

SaaS Marketing Bites is produced by B2B SaaS marketing agency Powered by Search. It's hosted by Head of Growth Marc Thomas. You can follow @iammarcthomas or Powered By Search CEO Dev Basu @devbasu on Twitter for more updates and marketing insights. 

If you enjoyed this episode, you can do the following things right away: 

1. Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
2. If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
3. If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
4. If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

Accompanying blogpost: The Scorecard Approach: How to improve SEO performance without waiting for months

How do you improve SEO performance when there are so many factors that can make a big difference to how effective it is? Because the answer to this question isn’t always clear, companies spend a lot of time, and huge amounts of money each year, to improve and optimize their SEO.

Unfortunately, when a lot of companies get started on their SEO, they spend far too much time focusing on the minutiae instead of making meaningful changes. This can set them back months, costing them both money and customers.

But by using a scorecard to measure and track the areas that contribute to improved SEO performance, we have been able to prioritize actions that drive meaningful growth in trials and demos for our clients.

By not focusing on vanity metrics like search volume or traffic, we are able to regularly improve ROI for our client’s investment in SEO.

In this article, we’ll cover:

• The common pitfalls companies fall into when approaching their SEO
• Why we take a different approach to most agencies and in house teams
• How we drive improve ROI on SEO for our clients with an SEO scorecard

Struggling to get results from your SEO? Schedule a Free SaaS Scale Session to find out how we can help you to hit the ground running.

===

SaaS Marketing Bites is produced by B2B SaaS marketing agency Powered by Search. It's hosted by Head of Growth Marc Thomas. You can follow @iammarcthomas or Powered By Search CEO Dev Basu @devbasu on Twitter for more updates and marketing insights. 

If you enjoyed this episode, you can do the following things right away: 

1. Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
2. If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
3. If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
4. If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

There's a lot of different things you *can* do to meet ambitious growth goals in SaaS. But here's the 20% of activities that get you 80% of your results

===

SaaS Marketing Bites is produced by B2B SaaS marketing agency Powered by Search. It's hosted by Head of Growth Marc Thomas. You can follow @iammarcthomas or Powered By Search CEO Dev Basu @devbasu on Twitter for more updates and marketing insights. 

If you enjoyed this episode, you can do the following things right away: 

1. Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
2. If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
3. If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
4. If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

Most B2B SaaS companies spend too much time on new customer acquisition and too little time on expansion, retention, and referral.

The PE-backed companies we work with get this playbook. Here's what we do:

1. Measure these 4 areas for customers

- NPS – it's a leading indicator of how much people like what you do and we think it's linked to churn (high NPS is correlated with low churn)
- Products subscribed – how embedded is the platform you're selling in the client's business. If there are multiple 'products' in use, then not only is your expansion revenue growing but you're also likely to see less churn as the switching risk increases
- Seats sold – pretty simple. If more people are using your product in a business, there are more voices to protest on your behalf if someone wants to switch to a competitor. Get those seat numbers up!
- Last price increase date – companies expect prices to rise most years. Everyone acts outraged when it happens but real talk: raise your prices periodically. You'll see more revenue and almost no-one will care long term. The trade off between losing some customers and gaining a lot of revenue is an obvious one most of the time.

2. Prioritize growing by doing the following:

- Reach out to the happiest customers first
- Show them how subscribing to product B if they already pay for A has a "better together" effect.
- Recruit more of their teams into the product suite.
- Add new features to renewals on the existing platform to reward customer loyalty, and then sell through higher pricing on product B.

3. Some of this is CS work, so how can marketing help?

- Target high NPS customers with email and revenue expansion ads.
- Show high NPS customers a webinar highlighting product B
- Use marketing automation to ask a question (sent from AE's inbox) to activate customers who have partial org adoption
- Create a calculator to pinpoint the total value added since the inception of the relationship (money made, money saved, time saved)

Demand generation isn't just "paid ads" or "email marketing". It can be so much strategic and impactful than that.

===

SaaS Marketing Bites is produced by B2B SaaS marketing agency Powered by Search. It's hosted by Head of Growth Marc Thomas. You can follow @iammarcthomas or Powered By Search CEO Dev Basu @devbasu on Twitter for more updates and marketing insights. 

If you enjoyed this episode, you can do the following things right away: 

1 Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.

2 If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.

3 If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.

4 If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

Accompanying blogpost: Precursor marketing — How to use templates to get SaaS trials and demos

When you’re trying to solve a problem, it can be difficult to know where to start, and it’s very easy to feel overwhelmed. This is the same whether you’re trying to solve it yourself, or trying to use a tool to solve it for you.

This is why templates can be so useful, as they give you somewhere to start and is why so many SaaS companies offer templates as part of their SaaS product. Zapier, for example, provides hundreds of free templates that users can use as soon as they’ve signed up.

What’s less common is offering standalone templates as a precursor to the buying process that can demonstrate some of the benefits of the software without requiring any commitment.

These templates might be provided as forms, documents, or spreadsheets, but they all mirror the functionality of your SaaS product and offer a viable, yet lo-fi solution.

In this episode, we’ll look at:

• Why offering standalone templates is such a valuable play for SaaS companies
• How to build a library of standalone templates that helps move buyers through the customer journey
• The common pitfalls most SaaS companies face when creating these templates

===

SaaS Marketing Bites is produced by B2B SaaS marketing agency Powered by Search. It's hosted by Head of Growth Marc Thomas. You can follow @iammarcthomas or Powered By Search CEO Dev Basu @devbasu on Twitter for more updates and marketing insights. 

If you enjoyed this episode, you can do the following things right away: 

1. Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
2. If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
3. If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
4. If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

Accompanying blogpost: Marketing in a recession: How to make marketing investments when the economy is rough

Winter is coming. The economy is, sooner or later, going to go into recession. This will be rough for SaaS companies.

Over the past few years valuations have been rising, investment rounds have been raised hastily and B2B SaaS companies have mostly been in hypergrowth mode. Many companies have already started making significant lay-offs and, to those who are invested in watching the health of the tech economy, it feels like the tip of the iceberg.

During periods of panic about the health of the market, SaaS companies worry that they will not be able to sustain their burn rate and look for ways to tighten their belts.

Marketing spend – both capital cost (ad budget, general marketing spend) and talent budget – is one of the first expenses to be cut during times of economic worry. Many SaaS companies believe marketing to be a cost center rather than a profit generator. Others believe that they already have a working channel and it will continue to ‘tick over’ without management or additional investment.

But both of these views are flawed.

During times of economic uncertainty, B2B SaaS companies should increase their marketing spend so that they capitalize on the vast opportunity presented by less secure competitors in their markets.

In this episode, we’ll look at:

• Why companies think that marketing should be first to go
• Why companies should approach marketing as an investment portfolio
• How to make better investments now and in an economic downturn

By the end of the episode, you’ll have a much better framework to use to assess marketing investment now and in the future.

===

SaaS Marketing Bites is produced by B2B SaaS marketing agency Powered by Search. It's hosted by Head of Growth Marc Thomas. You can follow @iammarcthomas or Powered By Search CEO Dev Basu @devbasu on Twitter for more updates and marketing insights. 

If you enjoyed this episode, you can do the following things right away: 

1. Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
2. If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
3. If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
4. If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

Original blogpost: How to Optimize SaaS Integration Pages to Drive Organic Traffic and Leads

Integrations are commonplace in B2B SaaS, but companies rarely put thought into how to leverage them through marketing. Find out how we capitalise on the significant SEO opportunities for integration pages to acquire keyword rankings and drive high quality organic traffic.

===

SaaS Marketing Bites is produced by B2B SaaS marketing agency Powered by Search. It's hosted by Head of Growth Marc Thomas. You can follow @iammarcthomas or Powered By Search CEO Dev Basu @devbasu on Twitter for more updates and marketing insights. 

If you enjoyed this episode, you can do the following things right away: 

1. Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
2. If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
3. If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
4. If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

Need help getting buy-in for your product-led plans? Schedule a Free SaaS Scale Session to find out how we can help you make the transition gracefully.

Accompanying blogpost: How enterprise SaaS can pivot from a sales-led go-to-market to product-led GTM

Enterprise level SaaS companies with sales-led go-to-market functions sometimes ask us how they can change their go-to-market strategy to be product-led.

They’ve heard of enterprise businesses like Adobe and Heroku who moved from sales-led to product-led and are convinced that if they could only make that happen, they too would experience huge revenue growth and user adoption.

But because they’re organizations with complex decision making processes and, often, a low tolerance for risk, internal evangelists for the product-led GTM struggle to make any progress.

We were recently hired by one of the most recognizable names in SaaS to help them overcome this important challenge and plan out their pivot to a product-led strategy.

In this article, we’ll explore:

• The reasons that sales led go-to-market is no longer the most effective model
• How we helped an enterprise SaaS company rethink their go-to-market strategy to move to a product-led model
• How to translate this fundamental change for the key functions in the organization

By the end of this article, you’ll have an understanding of how to build a roadmap for your organization to move from a legacy sales-led model to a product-led model that makes better opportunities for your sales team and drives more revenue overall.

===

SaaS Marketing Bites is produced by B2B SaaS marketing agency Powered by Search. It's hosted by Head of Growth Marc Thomas. You can follow @iammarcthomas or Powered By Search CEO Dev Basu @devbasu on Twitter for more updates and marketing insights. 

If you enjoyed this episode, you can do the following things right away: 

1. Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
2. If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
3. If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
4. If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

Google Analytics is changing: universal analytics (UA) is going away and is being replaced by Google Analytics 4 (GA4). GA4 represents a totally new way of thinking about analytics for everyone.

It’s a scary change for many because from July 2023, their current analytics setup will no longer collect additional data and there is no easy way to migrate that existing setup to GA4.

Bottom line: You won’t be able to make year-on-year comparisons if you don’t start collecting the data soon. That’s going to drastically impact your ability to make good marketing decisions.

Thanks, Google.

But for B2B SaaS companies, GA4 is actually a huge opportunity to gain insight into the impact of marketing investment in a way that has, until now, needed specialized and often expensive tools.

For example:

• Imagine being able to finally understand which demand gen activities produce high value customers
• Imagine being able to build truly effective remarketing audiences for existing users who are slipping away – effectively cutting your CAC
• Imagine being able to get a clear picture of what the customer journey is across your website and app – and also how people browse across different devices at the same time

Most of that would have been ridiculously complicated with UA. Much of it would have been impossible.

In this episode, we’ll look at:

• Why Google Analytics 4 is fundamentally different for SaaS businesses
• The core differences that will impact you with examples of why each matters
• Our roadmap for making your move to GA4 a strategic advantage for your SaaS company

Need help demystifying and moving your analytics setup to GA4? Book a free GA4 Migration Assessement to find out how we can help you make sense of the confusion you’re currently feeling.

===

SaaS Marketing Bites is produced by B2B SaaS marketing agency Powered by Search. It's hosted by Head of Growth Marc Thomas. You can follow @iammarcthomas or Powered By Search CEO Dev Basu @devbasu on Twitter for more updates and marketing insights. 

If you enjoyed this episode, you can do the following things right away: 

1. Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
2. If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
3. If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
4. If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

People say that the MQL is dead.

Most B2B SaaS companies have a process for collecting and defining marketing qualified leads (MQLs). But we often talk with SaaS companies who haven’t got a process for turning those Marketing Qualified Leads (MQLs) into trials and demos.

The result is that they see capturing MQLs as a low-value activity. They stop making efforts to nurture prospects who aren’t ready to buy.

This can lead to a number of significant business challenges, including problems filling the pipeline in future quarters, missing growth targets, and losing market share to competitors.

In this episode, we’ll look at:

• Why MQLs are still a valuable part of the customer lifecycle
• Where SaaS companies go wrong in capturing MQLs
• How we’ve helped our clients to build valuable demand gen systems using MQLs

After reading this post, you’ll have a solid understanding of how to think about generating MQLs in a way that helps you grow instead of simply meeting vanity targets.

Accompanying blogpost: The MQL isn’t dead, you’re just using them wrong (and how to turn them into customers)

===

SaaS Marketing Bites is produced by B2B SaaS marketing agency Powered by Search. It's hosted by Head of Growth Marc Thomas. You can follow @iammarcthomas or Powered By Search CEO Dev Basu @devbasu on Twitter for more updates and marketing insights. 

If you enjoyed this episode, you can do the following things right away: 

1. Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
2. If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
3. If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
4. If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

You’ve gone to the effort and expense to develop your SaaS buyer personas. You’ve created content for your ads and web pages that’s meant to appeal to them. But despite this effort, your conversion rates remain the same. You need to rethink your persona strategy!

Accompanying blogpost: Our Process for Implementing B2B SaaS Buyer Personas That Actually Work

===

SaaS Marketing Bites is produced by B2B SaaS marketing agency Powered by Search. It's hosted by Head of Growth Marc Thomas. You can follow @iammarcthomas or Powered By Search CEO Dev Basu @devbasu on Twitter for more updates and marketing insights. 

If you enjoyed this episode, you can do the following things right away: 

1. Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
2. If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
3. If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
4. If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

Accompanying blogpost: Why cost per lead increases (and how to decrease your CPL)

When your ad campaigns are going well and you’ve established a good lead quality, the obvious next step is to look at how you can scale them.

It should be simple, right? You’re already getting profitable leads at a good CPL (cost per lead), so all you need to do is increase your budget, and you’re all set.

This isn’t quite what happens though. Instead, SaaS companies will commonly see CPL increasing, and your acquisition model gets thrown into disarray.

This can be avoidable if you take a more controlled approach to scaling your campaigns.

In this episode, we’ll cover:

• Why CPL increases and how this impacts acquisition
• How SaaS companies should react to this differently
• Tactics we use to lower CPL for our clients

Need help reducing your cost per lead? Schedule a Free SaaS Scale Session to find out how we can help you optimize your campaigns.

===

SaaS Marketing Bites is produced by B2B SaaS marketing agency Powered by Search. It's hosted by Head of Growth Marc Thomas. You can follow @iammarcthomas or Powered By Search CEO Dev Basu @devbasu on Twitter for more updates and marketing insights. 

If you enjoyed this episode, you can do the following things right away: 

1. Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
2. If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
3. If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
4. If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

Content optimization tools like Clearscope, MarketMuse and Surfer really are helpful. But most teams are using them wrong. Here's how to do it better

===

SaaS Marketing Bites is produced by B2B SaaS marketing agency Powered by Search. It's hosted by Head of Growth Marc Thomas. You can follow @iammarcthomas or Powered By Search CEO Dev Basu @devbasu on Twitter for more updates and marketing insights. 

If you enjoyed this episode, you can do the following things right away: 

1. Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
2. If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
3. If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
4. If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

There's a lot of different things you *can* do to meet ambitious growth goals in SaaS. But here's the 20% of activities that get you 80% of your results

===

SaaS Marketing Bites is produced by B2B SaaS marketing agency Powered by Search. It's hosted by Head of Growth Marc Thomas. You can follow @iammarcthomas or Powered By Search CEO Dev Basu @devbasu on Twitter for more updates and marketing insights. 

If you enjoyed this episode, you can do the following things right away: 

1. Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
2. If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
3. If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
4. If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

Accompanying blogpost: More than a robot copywriter: how AI unlocks hidden productivity gains in B2B SaaS

Most SaaS marketers’ opinions on the use of AI in marketing range from maximalists, who believe it will change everything and replace all marketing jobs, to AI skeptics, who believe it lacks soul and won’t disrupt any jobs.

We see AI slightly differently and instead believe that AI can assist humans and help them become more effective marketers.

So instead of replacing humans altogether, we believe marketers can apply ChatGPT and other generative AI to existing workflows to attain more volume and velocity.

While we don’t believe AI will take a marketing strategy from zero to one, it will help marketers get there faster by automating steps in the process. Additionally, it can make the final product yield a higher ROI if you use it properly.

As a result, marketers that know how to use AI effectively can produce better results in less time and with less resources.

In this post, we’ll discuss:

• How we used ChatGPT to improve our understanding and analysis of our total addressable market
• Three underappreciated ways that AI will improve marketing team productivity
• Setting expectations and guardrails for how AI can help marketers is an important next step for most marketing teams
• Actionable Ways Marketers Can Leverage AI to Produce Better Results

By the end of this post, you’ll have a different perspective on how to use AI within your marketing organization: it’s not just a robot copywriter.

If you’d like help navigating a tougher economy and finding out how AI can improve your marketing team’s productivity in a time when everyone’s being asked to do more with less, we should talk. Start by getting your free marketing plan here.

===

SaaS Marketing Bites is produced by B2B SaaS marketing agency Powered by Search. It's hosted by Head of Growth Marc Thomas. You can follow @iammarcthomas or Powered By Search CEO Dev Basu @devbasu on Twitter for more updates and marketing insights. 

If you enjoyed this episode, you can do the following things right away: 

1 Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.

2 If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.

3 If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.

4 If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

Accompanying blogpost: Avoiding growth at all costs: Why we optimize lead quality before focusing on volume and cost
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When B2B SaaS companies take investment – particularly VC – it’s hard for them to resist spending incremental amounts on PPC without a thought to the quality of the leads that they’re winning.

In fact, most B2B SaaS companies focus scaling paid media completely backwards and the result is bad leads, high spend and almost nothing to show for it. 

The approach that we take with our client’s paid media is to focus on scaling quality before scaling volume and then optimizing the cost.

In this article, we look at:

• Common mistakes companies make when scaling campaigns
• Why lead quality is more important than quantity
• Our process for optimizing your campaigns

By the end, you’ll know how to create a simple, effective plan for optimizing your leads and getting the best results from your PPC campaigns.

===

SaaS Marketing Bites is produced by B2B SaaS marketing agency Powered by Search. It's hosted by Head of Growth Marc Thomas. You can follow @iammarcthomas or Powered By Search CEO Dev Basu @devbasu on Twitter for more updates and marketing insights. 

If you enjoyed this episode, you can do the following things right away: 

1. Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
2. If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
3. If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
4. If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

If you've tried to hire a marketer to work with you recently, you'll know it's incredibly hard. Here's some practical tips on how to make it easier

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SaaS Marketing Bites is produced by B2B SaaS marketing agency Powered by Search. It's hosted by Head of Growth Marc Thomas. You can follow @iammarcthomas or Powered By Search CEO Dev Basu @devbasu on Twitter for more updates and marketing insights. 

If you enjoyed this episode, you can do the following things right away: 

1. Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
2. If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
3. If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
4. If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

SaaS landing page best practices are usually pretty superficial. In this episode, we look at how to apply the authority architecture – our systematic approach to SaaS website architecture and why it works

Accompanying blogpost: The Anatomy of the Ideal SaaS Website: Best Practices from Our Authority Architecture Framework

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SaaS Marketing Bites is produced by B2B SaaS marketing agency Powered by Search. It's hosted by Head of Growth Marc Thomas. You can follow @iammarcthomas or Powered By Search CEO Dev Basu @devbasu on Twitter for more updates and marketing insights. 

If you enjoyed this episode, you can do the following things right away: 

1. Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
2. If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
3. If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
4. If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

In today's episode, I'm sharing 5 very practical and down to earth lessons about SaaS positioning. Let me know on Twitter (@iammarcthomas) if you like this format.

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SaaS Marketing Bites is produced by B2B SaaS marketing agency Powered by Search. It's hosted by Head of Growth Marc Thomas. You can follow @iammarcthomas or Powered By Search CEO Dev Basu @devbasu on Twitter for more updates and marketing insights. 

If you enjoyed this episode, you can do the following things right away: 

1. Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast.
2. If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
3. If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
4. If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.