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Creating a successful SaaS marketing strategy is like mixing the perfect cocktail. What are the right ingredients? How do you mix it all together to ensure people order another round? On SaaS Half Full - the only show serving B2B SaaS Marketers - host/bartender Lindsey Groepper shares a cocktail with top marketing leaders who are crafting unique strategies for success. Care to join us for a drink?
86 Episodes
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In this episode of SaaS Half Full, host Lindsey Groepper chats with John Francis, Founding Partner at Stout Street Capital. The microfund has always focused on investing in underrepresented founders in the middle of the country, but 2020 brought to light the opportunity to also focus on those founders from underrepresented groups. John shares how 2020 encouraged Stout Street to pivot and support more diverse founders, what he believes later-stage VCs can do to help and what investing trends look like inside the coasts. Connect with John: https://www.crunchbase.com/person/john-francis-3 Learn more about Stout Street Capital: https://stoutstreetcapital.com/ Connect with Lindsey: https://www.linkedin.com/in/lindseygroepper/ Learn more about BLASTmedia: https://www.blastmedia.com/
In this episode of SaaS Half Full, host Lindsey Groepper chats with Helen Yu, CEO and Founder at Tigon Advisory. Last year threw customer experience expectations for a loop, and companies wanting to win in 2021 have to adapt their CX to match. But what does success look like now? Listen as Helen shares the new drivers of customer experience and who in your company should ultimately own CX. Connect with Helen: https://www.linkedin.com/in/tigonhyu/ Learn more about Tigon Advisory: https://tigonadvisory.com/ Connect with Lindsey: https://www.linkedin.com/in/lindseygroepper/ Learn more about BLASTmedia: https://www.blastmedia.com/
In this episode of SaaS Half Full, host Lindsey Groepper chats with Prelini Udayan-Chiechi, VP Marketing EMEA at Zendesk. With all in-person events cancelled, Zendesk realized their traditional digital avenues for sharing content were no longer cutting it — they were getting lost in the noise with everyone else. Prelini and her marketing team pivoted in a big way, delivering the Zendesk Morning Show, an in-house news-style show hosted from Prelini’s guest bedroom. Even more impressive? The Zendesk marketing team spun up the idea, produced and released the first episode in just three weeks’ time. Listen as Prelini shares how the Zendesk Morning Show came to be and what she learned as she and her team went from marketers to producers overnight. Connect with Prelini: https://www.linkedin.com/in/prelini/ Learn more about Zendesk: https://www.zendesk.co.uk/ Connect with Lindsey: https://www.linkedin.com/in/lindseygroepper/ Learn more about BLASTmedia: https://www.blastmedia.com/
In this episode of SaaS Half Full, we talk with Ryan Barretto, SVP Global Sales at Sprout Social. When his sales team went remote, the traditional framework of 9-5 sales pivoted, and Ryan had to allow his sales team to work within the new constructs of an at-home office life. Offices closing around the world forced B2B SaaS sales and marketing teams to alter course in selling their products. It also changed companies’ sales cultures and left leaders worrying: Would sales productivity take a dive? How do we hold our teams accountable when emotions are at an all-time high? Listen as Ryan shares how his inbound-heavy sales team pivoted to meet customers’ needs through a tumultuous year (spoiler: education trumped empathy) and what SaaS CMOs should understand about the new demands of their social media managers. Connect with Ryan: https://www.linkedin.com/in/ryanbarretto/ Learn more about Sprout Social: https://sproutsocial.com/ Connect with Lindsey: https://www.linkedin.com/in/lindseygroepper/ Learn more about BLASTmedia: https://www.blastmedia.com/
In this episode of SaaS Half Full, we talk with Jim Benton, CEO at Chorus.ai, who joined the company the day the world locked down. Jim quickly pivoted his work style to lead a team he’s never met, and came up with the brilliant idea to share his company’s data in a unique format to help other struggling sales leaders. When B2B marketing and sales went remote, it spawned a lot of questions companies had to contend with. Was it the right time to sell products? Could they even afford to retain their staff? Companies required data to navigate a new normal, but where would it come from? Listen as Jim shares Chorus’s pivot to freely providing their platform data to answer those questions and many more during the Chorus Weekly Briefing — hosted by Jim — and how the show is helping transform the way sales teams hire, coach and sell in today’s remote world. Connect with Jim: https://www.linkedin.com/in/benton/ Learn more about Chorus: https://www.chorus.ai/ Connect with Lindsey: https://www.linkedin.com/in/lindseygroepper/ Learn more about BLASTmedia: https://www.blastmedia.com/
In this episode of SaaS Half Full, we talk with Tim Glomb, VP Content & Data at Cheetah Digital, who leveraged his previous B2C experience with MTV’s Jackass to pull off a killer B2B virtual-event promotion. With nearly every annual event going digital in 2020, it’s easy to understand why people are burned out on them. This leaves B2B marketers creating online events with a new challenge: How do we stand out from thousands of other events and make people want to attend? Listen as Tim shares Cheetah’s pivot to promoting their online event more like a B2C brand by tapping Mötley Crüe drummer Tommy Lee and skydiving with execs, as well as how to get even the most conservative leadership teams onboard with your wilder ideas. Connect with Tim: https://www.linkedin.com/in/timglomb/ Learn more about Cheetah Digital: https://www.cheetahdigital.com/ Connect with Lindsey: https://www.linkedin.com/in/lindseygroepper/ Learn more about BLASTmedia: https://www.blastmedia.com/
In this episode of SaaS Half Full, we talk with Norman Guadagno, CMO at Acoustic, an independent marketing cloud platform. In the midst of the pandemic’s disruptions to SaaS marketing, a new CEO joined Acoustic, bringing to Norman the opportunity to efficiently communicate his marketing team’s goals and his personal views as CMO. Listen as Norman shares his perspective on how marketing executives should navigate the first 30 days with a new CEO and how to approach marketing when your views on the topic differ. Connect with Norman: https://www.linkedin.com/in/normanguadagno/ Learn more about Acoustic: https://acoustic.com/ Connect with Lindsey: https://www.linkedin.com/in/lindseygroepper/ Learn more about BLASTmedia: https://www.blastmedia.com/
In this episode of SaaS Half Full, we talk with Adrian Cohn, Director of Brand Strategy and Communications at Smartling, a multilingual content solution provider. As marketers, we hear the word “brand” bandied around a lot. But what does that mean for B2B SaaS companies today? Listen as Adrian shares his experience creating an emotionally resonant brand for Smartling through a unique brand campaign, which drove a 60% increase in deals including the company’s services offering. Connect with Adrian: https://www.linkedin.com/in/adriankcohn/ Learn more about Smartling: https://www.smartling.com/ Connect with Lindsey: https://www.linkedin.com/in/lindseygroepper/ Learn more about BLASTmedia: https://www.blastmedia.com/
In this episode of SaaS Half Full, we talk with Kate Bullis, Co-founder and Managing Partner at SEBA International, an executive search firm specializing in placing CMO roles. In the state of the current economy, how has executive search been affected? Kate analyzed data from more than 20 search firms — including her own — and uncovered a surprisingly positive outlook. Listen as Kate shares her findings, including where companies often fall short in executive search efforts, the tech CMO’s changing role and the brands she believes are winning during the economic downturn. Connect with Kate: https://www.linkedin.com/in/katebullis/ Learn more about SEBA International: http://www.sebasearch.com/ Connect with Lindsey: https://www.linkedin.com/in/lindseygroepper/ Learn more about BLASTmedia: https://www.blastmedia.com/
In this episode of SaaS Half Full, we talk with Christina Mautz, CMO and interim CRO of Moz, an SEO and local search platform. SaaS marketing professionals have more resources available to them than ever before. But in the pursuit of more leads at a faster pace, how far is too far? What does responsible marketing look like in this day and age? And how can marketers win over executives and customers with personalization rather than volume? Listen as Christina shares how targeted, personalized marketing is better for brands and customers and how marketers can win the fight against volume marketing, even in the digital-only world COVID-19 has created. Connect with Christina: https://www.linkedin.com/in/christinamautz/ Learn more about Mox: https://moz.com/ Connect with Lindsey: https://www.linkedin.com/in/lindseygroepper/ Learn more about BLASTmedia: https://www.blastmedia.com/
In this episode of SaaS Half Full, we talk with Simon Berg, CEO of Ceros, an experiential content creation platform. Marketers are now contending with a digital-only world, where your online presence is your only presence - and highlighting cracks in companies’ content experiences. From who actually owns it to how it’s measured and evaluated, marketers suddenly face tough questions. How can they better command content experiences while also ensuring they talk with customers rather than at them? Listen as Simon explains how marketers can inject more creativity into digital-only experiences to make it meaningful and how practitioners and CMOs must align their values and emotions to succeed online. Connect with Simon: https://www.linkedin.com/in/simon-berg-4790505/ Learn more about Ceros: https://www.ceros.com/ Connect with Lindsey: https://www.linkedin.com/in/lindseygroepper/ Learn more about BLASTmedia:
In the first episode of Season 2 of SaaS Half Full, we talk to Kate Adams, VP of Marketing at Drift. Our changing world has left many marketers questioning how to succeed without access to the usual routes — especially event marketing, as events worldwide have been canceled. When the digital world becomes more important than ever, how do B2B marketers stand out? Listen as Kate shares how companies can succeed in making the big switch to all-digital and where B2B marketers should double down on creative digital marketing. Connect with Kate: https://www.linkedin.com/in/kateadams24/ Learn more about Drift: https://www.drift.com/ Connect with Lindsey: https://www.linkedin.com/in/lindseygroepper/ Learn more about BLASTmedia: https://www.blastmedia.com/
After breaking into the top 100 marketing podcasts in its first season, SaaS Half Full, the only podcast serving B2B SaaS marketers, returns for another round! In Season 1, Lindsey Groepper shared drinks with brilliant marketing minds from companies like Zapier, IBM, 6sense, and G2. They covered everything from scaling a rock star marketing team to the truths and myths about ABM. Season 2 promises fresh insights from incredible guests from companies like Drift and Moz. Lindsey invites you to join the conversation — bottoms up! Subscribe to SaaS Half Full: https://saashalffull.com/ Connect with Lindsey: https://www.linkedin.com/in/lindseygroepper/ Learn more about BLASTmedia: https://www.blastmedia.com/
In the last episode of Season 1, we’re talking to Adam Goyette, VP of Demand Generation at G2. Adam sat down with Lindsey to discuss building a kick-ass marketing team. You’ll learn how Adam digs deeper into a candidate’s background and skills to find the ones who will truly shine in the role. He also shares more finding marketers who bring curiosity and an entrepreneurial spirit -- and how marketing leaders can use that to full effect. Are there red flags you’re overlooking in your hiring process? And are you catching the little details that indicate a candidate’s long term success as a member of your team? Tune in to the conversation and find out. Learn more about BLASTmedia: https://www.blastmedia.com/ Connect with Adam: https://www.linkedin.com/in/adam-goyette/ Learn more about G2: https://www.g2.com/ Connect with Lindsey: https://www.linkedin.com/in/lindseygroepper/
In this episode of SaaS Half Full, we’re talking to Cassandra Jowett, Senior Director of Marketing at PathFactory. Many B2B marketers’ worst fear is no one ever realizing their content exists. They spend a ton of resources creating content, but most of it sits dormant or hides behind a form. How can marketers more effectively activate content in the customer journey? Listen as Cassandra shares how you can work with customer-facing teams to maximize your content efforts. She also weighs in on the forms vs. no-forms debate and how to remove friction from the content journey Connect with Cassandra Learn more about PathFactory Connect with Lindsey Get your own drink
In this episode of SaaS Half Full, we’re talking to Cody Jones, Head of Partnerships at Zapier. Cody shares something that may shock many B2B SaaS companies — there is no sales team at Zapier. So how have they driven their rapid growth? How do they fuel conversations and drive conversions? Listen as Cody explains how partnerships and a “two marshmallow mentality” supplanted the usual sales cycle at Zapier. You’ll also learn how its nontraditional approaches help Zapier build long-term partnerships and how marketers can think more holistically about partner success. Connect with Cody Learn more about Zapier Connect with Lindsey Learn more about BLASTmedia
In this episode of SaaS Half Full, we’re talking to Kimberly Storin, Vice President of Worldwide Marketing at IBM Cognitive Systems. Due to the complicated nature of AI, Kimberly has a lot to think about when it comes to marketing results of IBM’s work. How does this apply to how other B2B SaaS marketers might think about marketing success stories and metrics? And, as marketers, do you wait for tangible results or jump at the opportunity to market a cool product before there are results to show? Listen in as Kimberly shares the metrics she’s measured by and her take on B2B vs. B2C marketing. Connect with Kimberly: https://www.linkedin.com/in/kimberlystorin/ Learn more about IBM Cognitive Systems: https://www.ibm.com/ Connect with Lindsey: https://www.linkedin.com/in/lindseygroepper/ Learn more about BLASTmedia: https://www.blastmedia.com/
In this episode of SaaS Half Full, we’re talking to Latane Conant, CMO at 6sense, about all things ABM. Latane is working to demystify the truths and myths around ABM to figure out what makes for truly good marketing. What does she say is broken in today’s prospect journey? When modern B2B buyers want to stay anonymous, how do marketers cater to them? Listen in as Latane also shares what she sees as the future of the CMO role and how it impacts the sales vs. marketing conversation. Connect with Latane: https://www.linkedin.com/in/latane-conant Learn more about 6sense: https://6sense.com/ Connect with Lindsey: https://www.linkedin.com/in/lindseygroepper/ Learn more about BLASTmedia: https://www.blastmedia.com/
In this first episode of SaaS Half Full, the only show serving B2B SaaS marketers, host (and bartender) Lindsey Groepper is joined by Carilu Dietrich, a CMO coach and consultant with a wealth of experience as a 20-year Marketing Executive at B2B SaaS companies. Carilu has a very specific approach to board presentations. Spoiler alert: Her number of slides will make you gasp. What are the challenges to making this kind of change in our organizations? And what stops us from rocking the boat a bit in these situations? Listen in as Carilu shares some of the challenges facing CMOs today in B2B SaaS companies. Connect with Carilu: https://www.linkedin.com/in/carilu-dietrich-01241b/ Connect with Lindsey: https://www.linkedin.com/in/lindseygroepper/ Learn more about BLASTmedia: https://www.blastmedia.com/
Creating a successful strategy for SaaS is a lot like mixing the perfect cocktail. What are the right ingredients? How do you mix it all together to ensure people order another round? On SaaS Half Full, the only show serving B2B SaaS Marketers, host Lindsey Groepper will listen to the stories of marketing leaders who are crafting perfectly tailored strategies. And because we believe that the bar is a place where conversations get real, we're going to have a drink. Or two. Care to join us?
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